CONT 04 24 About the brand.
The Editorial.
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The Lookbook.
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The Minisite.
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ENTS
Bleis Madrid project Marta Oltra Roig BA Fashion Marketing and Communication Level 5 2020/2021 5FAMK003C Visual and Video Techniques CWK1 Nicolas Godon 4070 words
“A brand NEW Bleis Madrid is a fashion brand born in 2017 in Madrid, Spain. This label is created with the purpose of recover the quality of handmade women’s tailoring by making it elegant, contemporary and unique. Blanca Rodriguez is the founder of this women tailoring brand. After graduating in International Business in Spain she went to Parsons the New School of design, located in New York, to study fashion design. After finishing her studies she decided to create Bleis Madrid, starting with three different classic but original patterns.
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is
BORN” 5
the chic
style
“Timeless garments that provide character and personality to the actual women�
Bleis Madrid is known for its high-quality tailor suits. They are hand-finished and this differentiates them from the other brands that do tailoring. Bleis Madrid has been able to build a certain reputation that defines them as a high-end fashion brand, offering products of great quality, stylish and fashionable. The essence of the brand is the search for the perfect pattern providing character and personality, and this is what make them special. A part from the suits, the brand also designs ready-to-wear clothing; skirts,
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dresses or coats. But it mainly focuses on tailoring. The clothing is considered to be worn for special occasions or evening wear. The suits are unique pieces with the aim to be a closet ground, a timeless garment. They are characterised by being elegant, contemporary and traditional, but made for the actual and modern women. The brand is widely recognised as a trendy and prestigious brand mostly in Madrid and Barcelona, so their main audience are Spanish women.
the local
Market position
market “A spanish brand defined by elegant suits and a modern character for the most cool women, comes into play in the local market”
Bleis Madrid competes with a sort of local brands born in Spain, which are positioned in the same range. They are brands that design for modern and fashionable women. Valentina Garí: A brand born in Barcelona, Spain. They design very feminine and delicate pieces for modern women. The prices ranges from 100€ to 400€ depending on the garment. The brand expresses simplicity and serenity, using fresh fabrics with soft and playful colours. The also design for brides. Their target is people from mid-high class who search for timeless and unique pieces to wear during the day or in special occasions. Sophie and Lucie: This firm was crea-
ted to dress up for ceremonies and special events and was born in Madrid. The brand is characterised by designing sober dresses, seventies-inspired jacket suits and draped skirts, playing with different patterns and bright colours. Sophie and Lucie expresses happiness but also elegance, targeting young and old women that have a passion for fashion. Redondo brand: This brand is positioned at the top of the most important occasion wear Spanish firms. They design almost haute couture but at very affordable prices. This brand is for those who want to be different and bold, wearing dreamy dresses.
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ELEGANCE 7
the wild
society
Current situation
In today’s fashion landscape and digitally-driven society, the competition takes a very important part that has to be taken into consideration. The fashion industry is getting bigger and bigger and every time is more difficult to convince consumers to buy from our brand. Fashion brands are in need of creating engagement through stories, instead of being faceless businesses. To drive business success, fashion brands have to go deeper and connect with the audience in an emotional way, to have a “loyal consumer� and attract the new generations. The power of storytelling is increasingly important and, to make consumers believe in our brand, we need to draw emotions and explain something behind just a garment. Consumers expect new things, new and crazy experiences in which they can participate.
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Bleis Madrid has created a great identity and personality itself but the brand expresses a very cold image and it is very difficult for consumers to have a connection with the brand. The brand it is seen with a certain prestige perhaps not being a luxury fashion brand, and this complicates the communication between brand and consumer. In the other hand, the content they show through the different platforms they use is also very stiff. The campaigns they do since the brand began are very elegant and they clearly express the identity of the brand but they keep being too cold. Moreover, we also want to catch the attention of the young consumers. To do so, we need to give the brand a younger and wild look.
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Regarding the brand’s communication strategy, Bleis Madrid connects with the public mostly through social media platforms. The most used tool by the brand is Instagram, where they can interact with the audience in a direct way. Their Instagram account shows a clear idea of what Communication Bleis Madrid represents; a brand that background expresses elegance and character. Most of the content they post are photos of the campaigns and sometimes photos of the founder Blanca Rodri“As being a small and local guez wearing the clothes. In some occasions theybrand they have a reduced pualso posted looks for ins-blic, and the direct marketing pirations and some clients is very useful for the brand wearing their clothes.
CAUTI OUS
to establish a strong relation with their target consumer. “
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mail.
For the very loyal consumers who are subscribed to their “newsletter”, Bleis Madrid talks to the consumer through email. They inform about the new campaigns, possible sales, looks for inspiration or new releases. However, their way to interact with the consumer through email it is quite distant. They do not tell any story.
A
CLOSER
web site.
Its website features a sort of visual content featuring the brand’s collections and previous campaigns. Their e-commerce site is their principal channel of communication to connect with the audience and reach a wider public. The website is the best way to get close to the brand and get to know better their “background”. They have a section called “about” where they explain how the brand was born and for what aim.
LOOK 10
Their whole digital communication defines the brand identity; elegant, simple and for modern women. They want to communicate an image of a strong woman, trying to create a community under the hashtag #bleiswoman. A woman who goes for it. This hashtag is used by the brand on Instagram and also by the clients. Sometimes the brand reposts pictures of women wearing Bleis Madrid in their Instagram account with the hashtag, expressing this “community� of strong and modern women. The layout of the brand is based in very neutral colours, a simple and delicate typography, as well as the clean and cold imagery. The packaging also expresses this elegant and cold style of the brand. Black and white are the main colours used. The photographies are usually taken in cold and simple spaces that agree with the whole concept of the brand. The models also express an elegant look, with serious faces and very clean make up and hair looks.
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bold
& powerful WILD
CASUAL
“Bleis Madrid is quite seen on spanish fashion magazines such as Harper’s Bazaar. The brand is seen as a bold and powerful one. “
W
hen it comes to announce the new collection, the brand inform about it through Instagram, posting a video of the new campaign, as well as on the website. To reach a wider public the new collection is also announced by some loyal clients that are “brand’s friends”. Is usually people who work in fashion magazines or work in the world of fashion in general. That is why Bleis Madrid is usually seen in fashion magazines such as Vogue Spain or Harper’s Bazaar. When it comes to magazines, Bleis Madrid is seen in another way. The brand seems to be more cozy and not that cold. It keeps expressing the elegance of the brand but not in a distant way. These photos communicate the brand differently from how the brand does it. The brand is seen more bold, with more character and alive.
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#BLEIS WOMAN
05 The message
Our task for Bleis Madrid will be to connect in a closer way with the consumers, changing the layout of the brand without loosing the essence. As I previously said, Bleis Madrid expresses a very cold image itself and that makes the communication between the brand and the audience quite distant. The idea is to keep the brand identity being the same but communicating it in another way. We want to express this elegance in a warmer and more alive way.
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“Let’s take the world by storm.”
“A look past” to the
T
he need to tell a story is, in fact, a must for the brand. We want to remember women how important are they and how they can express it through fashion, wearing Bleis Madrid.
he brand has to reinforce the #bleiswoman community and make it viral. The idea is to enhance this community of strong and modern women that want to feel free and want to stand out. We want to remind women that they can achieve their dreams, taking the world by storm.
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For the upcoming collection Spring/Summer 2021, the brand will tell a story, the reason why Bleis Madrid was created to design for modern women. We will keep the neutral tones of the brand mixing it with pastel and colourful pink and red palettes. Bleis Madrid also uses very simple and classic lines regarding typography and imagery. The idea is to express strength and power in women, using more bold lines and causal layouts to give that sense of empowerment. It is also very important to give the brand a more vivid and “rocky” look, without loosing the elegance. The proposal for this new collection will be based on “a look to the past”. We will get inspired by some women icons that made history in the last century. They were seen as unstoppable women and that is the vibe the brand has to share with the public.
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Target
STYLE
Bleis Madrid targets a certain group of women, those who have a high-standard of living and can afford their prices. The age range runs from 30 to 55 years old. The majority of them live in the city and they use to travel a lot, for work or for pleasure. They are people who are very passionate about fashion and value the quality and exclusivity of Bleis Madrid. They use to go to many events and have an abundant social life; good restaurants, high-level parties, etc. They use to dress with luxury and prestigious brands, creating casual and chic looks. When it comes to fashion consume, they also think more about buying less and choosing well, which is the brand’s philosophy. Many clients of Bleis Madrid are women who work in fashion magazines like Vogue Spain, Harper’s Bazaar or Elle Magazine.
For this upcoming collection we also want to attract younger generations, the generation Z. They are the ones that represent our future and also the ones shaping the society. These young generations love the storytelling, a meaning behind a garment, and they also lead the consumerism. They love to read fashion magazines and discover new things, as well as having new experiences. They also follow the celebrity world and they like to be “stylish”. Above all, these generation is characterised by being so familiar with the digital world and they are willing to change the world.
CITY
AND THE
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MAKE ITBIG Goals
O
Our principal goal is to enhance the community of strong and modern women that the brand has already started. They do not give this community enough visibility. Our aim is to build it together, participating all in this new project. Sharing feelings with the public and get closer. We want to make this community viral, to improve ourselves all together. By changing the communication strategy of Bleis Madrid, we should start by reinforcing the voice in social media, being more closer to the consumer and talking to them as if there were not barriers. By creating a story behind the brand and bringing out feelings, we should also get more closer to the younger generations and expand our audience. To achieve this goal, we also have to change the layout of the brand to give a wild and vivid look.
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WILD
LOOK 19
F
Where TO look for
or this upcoming collection we are going to get inspired by past women icons that made history. Getting inspired by women from the last century will remind us how women have been acquiring more and more freedom and power through fashion.
they knew how to stand out for their personality. Nothing could stop them and we can see it in their eyes. We want this look.
Lauren Hutton is also a huge inspiration for our brand. An American model and actress who detached elegance, spontaneity, and confidence at the same time. Her For the editorial we will get inspired by way of posing and acting in front of the old photographies that, in some way, are people and paparazzi make her stand out. memorable for the history of fashion and women;�Old but gold�. We want to give Our principal aim to create this commuthe picture this sense of the old style pho- nity is to inspire women to follow their tography. Improvised photographies, to objectives, their dreams, so we are going give a more casual look, quite blurred and to use also inspirational and motivational with a lot of contrast. Our reference will quotes to tell this story. The quotes make be photographies taken to the models ex- the story alive and make people think. tempore. The woman has to be seen freely, with ease. The 90s supermodel era is To give the vivid and powerful look to the a great inspiration for this upcoming edi- brand, we are going to get inspired by some torial. Woman who had the world at their random collages and fashion moodboards feed, that apart from their external beauty that express a sort of happiness and art.
INSPIRATION 20
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what
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NOT to do.
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the edito rial. 24
“We are all Bleis women” 25
“An editorial that will define a collection inspired by past women and made to inspire the current ones. Created with the aim of empower ourselves and follow our dreams�. Bleis Madrid
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For the editorial of the new spring/summer collection, we will focus on women and their power. We want to show how women, since the last century, have been acquiring more and more freedom and independence through fashion. We want to express dream, joy, and the desire to achieve your purposes. The pictures have to give the public the feeling of being the protagonist. The models will express character, action and security with serious faces. They do not express sadness but the satisfaction of having achieved whatever they wanted. People want to be like them, because nothing can stop them. Our editorial will be represented by three different models staring in front of the camera as if they were being observed but they do not care. It will be based on inspiration back to the past century. The women suit has been such a relevant piece that made a before and an after in women’s fashion history and made women became more important as a real human figure. We will be inspired by some women icons that took the world by storm in the past century. We will play with the black and white and pink and red tones to give this “rocky” look. We get inspired “looking to the past” and we want to inspire the current modern women. The use of motivational quotes will be the focus of our editorial and the key to reinforce our community. We want to remember women that “We are the protagonists of our lives”. Bleis Madrid means action, bold, limelight and self-expression; “We are all Bleis Women”.
the
editorial brief.
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STYLIST.
the
The stylist that will work along with the Bleis Madrid team for this editorial is Gigi Vives. She works as a freelance creative director and stylist and is recognised for being a fashion influencer. Her Instagram account has evolved into a magazine styled platform, sharing content about fashion, beauty, film and music in a very creative way. Her style is quite different from Bleis Madrid but it is just what we need to make this change. She has collaborated with many fashion brands and has many years of experience inside this world. Her mix of masculinity, romantic and very relaxed style will help us to express this casual look.
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model casting
For the upcoming editorial we are going to hire three models; These models are thin, with large legs and fit. We wanted them to be elegant but at the same time bold, with marked facial features. They have big and beautiful eyes and they are quite exotic but not too much. They also express sensuality and bring a certain attraction. As we are willing to attract younger generations but also keeping the old public, we have chosen two young models and one older. We also want to express that beauty and dreams are not just for a specific age. The models are Rocio Crusset, from Spain, Valentina Sampaio; a brazilian transgender model, and Amber Valletta; a supermodel from the ninety’s era, an icon.
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looks
hair
THE MAKE UP For the make up look we want a simple yet “rocky” look. We are not going to do it too overloaded. We want to express power and elegance at the same time so we will use very neutral tones for the face. To give it the “wild” look we are going to play with blue and turquoise tones for the eyeshadows. The eyes are our light, our spotlight for empowerment. Because a look says it all. Regarding the hair, we do not want a complicated look. A straight hair look for the three models. Amber will wear a straight short hair look and the other ones a shiny long hair look.
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THE PREPARATION. The final shooting will take place at Bleis Madrid’s own studio in Madrid on the January 18th of 2021. Send an email to the models the week before providing the general information; date of the shooting, location and their book. We also have to send them the agreement contract as they will work for Bleis Madrid. We also have to send an email to the hair and make up stylists to approve the final look and stylist and art director to make sure they have all the stuff prepared. Book the catering agency for shooting breaks and have lunch. The catering is for all the workers, including models, photographer and stylists. The week before the shooting we will rent the lightning stuff that the photographer will later prove it is the right equipment. To make sure all the team understood the tasks, we will make a WhatsApp group with all the people involved in the shooting.
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art
&
direction.
Each model will be wearing a different outfit per page. The location will be the same for all the photographs, a white background. The light could change depending on the photograph, if we want the picture to be darker or with more exposure.
model The models will be expressing different moods on the different photographs, changing the pose but always expressing action and dream. They have to be comfortable with themselves, expressing security above all, and also being comfy with the other people working in the shooting to not feel intimidated.
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&
the photographer We will work with Xavi Gordo. He is a fashion and lifestyle photographer born in Barcelona and has worked for many fashion magazines, such as Elle, Glamour, Marie Claire or Harper’s Bazaar. He has an exquisite technique for the use of the light so it will be very useful for our editorial, as we will play with a lot of contrasts. He also use to work a lot with black and white images. He has already worked with the chosen models for this editorial so there will be a great connection between them.
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After the shooting, the photographer together with the Bleis Madrid team will do a selection of the best images. They will have to choose ten of them and analyse the exposure, colours and contrast. We want a lot of contrast and black points, so probably we will have to make some changes.
processing. 34
retouching.
After selecting the images and making some changes, the images will be sent to our professionals to edit them with photoshop. We want something different, similar to a collage, that accord with our goal. The quotes that define our editorial collection will appear on the images as well. We also want to play with the shades to give the wild look that we are looking for.
The photo editorial layout will be simple; the images take up almost all the page. We want them to be as big as possible to impress. The page layout will also give a sense of vintage, being in the 90’s era.
page layout. 35
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37 Rocio Crusset, Valentina Sampaio and Amber Valletta Stylist: Gigi Vives Photographer: Xavi Gordo
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the
lookbook
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BLEIS
MADRID Spring/Summer 2021
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“MADE to The purpose of this lookbook is to show the upcoming Spring/Summer collection 2021 of Bleis Madrid, presented in a more creative and alive way than before. It is the opportunity to present our brand as something remarkable that will make history, “made to kill”. The buyers have to see a powerful and strong image of the brand, a bold and confident woman.
KILL” 44
The new collection “We are the protagonists� will introduce new garments apart from the suit. New designs of mini skirts and simple tops to easy combine. The brand will keep the simple and minimal colours, black and white are the main ones, but with a chic touch of metallic and shiny textures. We want the photographs of the lookbook to be simple but at the same time rebel. The pictures will be taken in a white background, to give the feeling of warm and coziness. To give the collection the bold look that we want to achieve with the brand we will retouch the images with a lot of contrast and black points. As the whole collection is inspired by past women icons and the fashion of the last century, we will give the image a vintage look. Highly coloured and granulated silhouettes with yellowish tones.
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01 BLAZER & SKIRT BLACK CREPE
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KNIT TOP & SKIRT BLACK & WHITE SATIN SKIRT
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03 KNIT TOP & MINI SKIRT BEIGE & METALLIC LEATHER
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TOP & BERET WHITE CREPE
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M MINISITE
https://bleismadrid.wordpress.com
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“A place where our community of women can join and interact each other in order to feel more comfortable with the brand and share feelings.“ Bleis Madrid
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“GROW
STRONGER”
Learn, get inspired and share feelings
It offers additional content that can be useful for women when dressing up and feeling inspired. The objective is to create a mini magazine of the brand, built up by the whole community, brand and consumers. The magazine will show our inspiration for the spring summer 2021 collection, inspirational looks of the past campaigns and photographs of our clients wearing Bleis Madrid. Women will be able to share with all the community their experience with Bleis Madrid, sharing a story when they wore a Bleis Madrid look; to a wedding, a fashion event or even just in a normal day.
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At home we can see all the latest posts of the blog. The website offers different type of content organised by categories; icons, looks and stories. We share the history of past women icons that inspired us on the new collection. it is very important to know where this collection comes from, also for the clients to know what they are buying. Because they are buying more than just a garment. The stories section is where our community will be more present.
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The founder of Bleis Madrid, Blanca Rodriguez, will be posting a new note every week. This is the first note of our magazine, wrote by her with the aim to motivate women to follow their dreams.
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