“Defining the grey area between Black and White”
OFF WHITE
CO N T E N T S PAGES 1-4
B R A N D S TO R Y
PAGES 5-6
M I S S I O N , V I S I O N A N D VA LU E S
PAGES 7-10
BRAND POSITIONING
PAGES 11-12
B R A N D P L AT F O R M
PAGES 13-16
P E N P O R T R A I T S ( O U R TA R G E T CO N S U M E R )
PAGES 17-18
B R A N D G U I D E L I N E S ( CO V E R PA G E )
PAGES 19-22
O U R LO G O S
PAGES 23-24
ONLINE BRANDING
PAGES 25-26
I M A G E S : “ C L A S H C U LT U R E D ”
PAGES 27-28
IMAGES: “FINE PRINT ”
PAGES 29-30
TO N E O F V O I C E
PAGES 31-34
S TO R E R E Q U I R E M E N T S
PAGES 35-36
KEY PRODUC TS: OFF WHITE JACKET
PAGES 37-38
K E Y P R O D U C T S : I N D U S T R I A L B E LT
PAGES 39-40
S U S TA I N A B I L I T Y
PAGES 41-44
CO M M U N I C AT I O N S
Virgil Abloh, is the founder and creative director of our premium streetwear brand. He has worked closely alongside Kanye West for 10 years as his creative director. During this time, he also had ownership of the RSVP gallery (as of 2009) with two other streetwear enthusiasts Marc Moran and Don C. Now, he owns our brand which is an extension of the original ‘Pryex Vision’ brand. The Pryex Vision company sold screen printed shirts with Michael Jordan’s number and the wording “pryex” on the back. These clothing items were classic pieces and constructed a brand image similar to that of Off White. The same bold lettering on the backs of shirts, jackets and t-shirts are iconic and recognisable pieces for the current brand.
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B R A N D S TO R Y
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“ S E E I N G T H I N G S ” PA R I S FA S H I O N W E E K J A N 2 0 1 7
Virgil’s first ever line with Off-White was named “The Youth Always Win”. The strong message behind this collection and the impactful design of the clothing, meant that the brand was instantly successful. The fans of Abloh and his previous company Pryex, were satisfied with the similarities of the placement and font choice of the lettering “White” on the clothing items, increasing the excitement around Off-White.
Our brand is now retailing womanswear and is a highly respected premium street wear brand in the fashion industry. Off White is a relatively new brand (launching in 2013), however it’s heritage from previous brand Pryex Vision is focussed on youthful streetwear. We are evolving into the perfect forward thinking clothing brand that the fashion industry needs.
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MISSION
To b r i n g t h e w o r l d s o f streetwear and high fashion together by exploring the concepts of branding, the Zeitgeist and expression of youth culture in the contemporary moment.
"In addition to being inspired by youth culture, he remains an active part of it. Whereas Kanye West said 'Listen to the kids,' Virgil is actually out there with them.” Jian DeLeon, senior
menswear editor at WGSN
VISION
Our vision and values change from season to season along with the merchandise. Virgil A b l o h’s o p i n i o n s , f e e l ings and observations are expressed through clothing collections, both in shows at fashion week and his shopa b l e s t r e e t w e a r. T h e aesthetic of Off-White clothing is highly rele vant to current culture and at a suitable taste level for the market. T h e b r a n d ’s w o m a n s wear clothing adds up as 10% of the compan y ’s t u r n o v e r ( a s o f September 2016), our aim is to have his woma n’s c l o t h i n g a c c o u n t for 50% of the turnover by 2018.
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VA LU E S
“In a large part streetwear is seen as cheap. What my goal has been is to add an intellectual layer to it and make it credible,” Virgil Abloh (founder and creative director)
Abloh has expressed that our brand does not fit into the “highend, contemporar y or s t r e e t w e a r, m e n’s o r w o m a n’s ” c a t e g o r i e s which he believes fashion provides. The OffWhite brand is “between b l a c k a n d w h i t e”, g i v i n g him a creative license to explore different aspects of the fashion i n d u s t r y. T h i s w a y, h i s i n i t i a l a u d i e n c e o f “i n fluential k ids” are able to create a new youth culture.
OUR VISION
WOMENS Fall-Winter 2017 "NOTHING NEW"
MENS Spring-Summer 2017 "MIRROR MIRROR"
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BRAND POSITIONING
The positioning of Off-White against our competitors (regarding the factors on each axis), is tow a r d s t h e h i g h e n d u r b a n a n d c o n t e m p o r a r y, f o r ward thinking end. The main competition in this a r e a i n c l u d e s R a f S i m o n s a n d Ye e z y b o t h o f w h i c h identify with a fascination of youth culture. These similar brands bend the lines between streetwear and high fashion (similar to Off-White), unlike classic streetwear brands like Supreme and Pa l a c e . The classic brands are highly respected in the f a s h i o n i n d u s t r y, b u t d u e t o t h e i r h e r i t a g e , t h e y tend to cater for a loyal audience only interested in streetwear clothing. The brands positioned towards the affordable and less experimental end, are located in this area d u e t o t h e i r h e r i t a g e , a u d i e n c e a n d v a l u e s . Fo r e x a m p l e Fi l a a n d R e e b o k h o l d a s t r o n g h i s t o r y, (still using original branding from the 80s). The heritage is what identifies the brands and is one of the main reasons for their success with an urban, youthful market. Information and images of competing brands on next pages.
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HIGH END URBAN
BALENCIAGA VETEMENTS
YEEZY
RAF SIMONS OFF WHITE
PENFIELD CLASSIC, LESS EXPERIMENTAL
SUPREME
CHAMPION
PA L A C E
ADIDAS ORIGINALS STUSSY FILA NIKE
OBEY REEBOK
AFFORDABLE URBAN
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CONTEMPORARY, FORWARD THINKING
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BRAND P L AT F O R M
The Off-White customer would perceive our brand in the following ways... • •
A brand you can rely on for fashion-for ward streetwear
One of the most flexible high fashion brands who are not afraid to explore both the classic and contemporar y sides of high end clothing •
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A highly aspirational brand for people interested in fashion for ward streetwear Easily definable in recognising what clothing belongs to the Off-White brand (through including diagonal stripe detailing, logo design, white lettering on the backs of shir ts and jackets, etc)
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Ve r y r e l e v a n t i n t h e c u r r e n t a g e , a s t h e h i g h e n d f a s h i o n i n d u s t r y a r e more accepting and experimental with urban streetwear •
Ve r y a n t i c i p a t e d i n s h o w s a t f a s h i o n w e e k a n d i n t r o d u c t i o n o f n e w collections ( The shows are extremely creative and contemporar y and there is a large hype around the release of new items)
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“The brand that unequivocally sets the tone for fashion’s current obsession with streetwear” Endclothing.com
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K AY, 1 9
N E W YO R K C I T Y The majority of consumers for Off White is either interested in ‘hyped’ s t r e e t w e a r c l o t h i n g o r t h e h i g h f a s h i o n , c o n t e m p o r a r y e l e m e n t . K a y, 1 9 and Katie, 25 represent these two target demographics.
K a y f r o m N e w Yo r k f o l l o w s b r a n d s s u c h a s B a p e and Supreme and is stereotyped as a ‘Hype Beast ’ by his peers (this phrase is slang for de scribing people who buy into and rave about par ticular streetwear brands). His music taste highly influences his clothing c h o i c e s . A s h e l i s t e n s t o a r t i s t s l i k e K a n y e We s t who has his own successful streetwear brand ‘ Ye e z y ’ a n d h a s w o r k e d w i t h V i r g i l A b l o h f o r many years. The Hip Hop music genre has been associated with urban streetwear brands like Off White since the height of Hip Hop music in the 90s. Virgil Abloh targets consumers like K ay due to o u r e t h o s w h i c h i n c l u d e s “c e l e b r a t i n g y o u t h c u l t u r e a n d t h e c o n t e m p o r a r y m o v e m e n t ”. K a y ’s i n terest in classic streetwear brands and Hip Hop music culture makes him a suitable customer for our brand.
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K AT I E , 2 5
M AY FA I R , LO N D O N Katie represents the Off White customer intereste d i n t h e c o n t e m p o r a r y, h i g h f a s h i o n e l e m e n t . S h e follows fashion for ward trends and has a strong fascination with the hybrid of spor tswear and classic luxur y brands. Her occupation as a journalist for ‘Dazed and Confused’ magazine allows her to get an insight into t h e l a t e s t f a s h i o n f o r w a r d t r e n d s . T h r o u g h h e r j o b, s h e a t t e n d s b o t h Pa r i s a n d L o n d o n Fa s h i o n We e k and sits through shows from designers like Guess a n d Ve t e m e n t s . She chooses to listen to mainstream Hip Hop ar ti s t s l i k e T h e We e k n d a n d D r a k e . T h e r e f o r e , h e r style is not as influenced by her music taste. But her interest in influential fashion brands like Off White, draw her to the brand. Customers like Katie are targeted through forward thinking fashion shows, editorial imager y and blogger styling.
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BRAND GUIDELINES
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Image 1
Image 2 Image 3
We d o n o t h a v e o n e s p e c i f i c l o g o t o d e f i n e o u r b r a n d . T h e i t e m s o n t h e s e pages from the Spring/Summer 2017 clothing collection, include all the logo variations associated with Off-White. Image 3 includes diagonal stripe detailing which is seen across the majorit y o f o r i g i n a l O f f - W h i t e c l o t h i n g , c o l l e c t i o n s a n d b r a n d i n g . A b l o h’s o r i g i n a l collection in 2014 (as seen on next page) includes this design along with the s a m e ‘ w h i t e’ l e t t e r i n g o n a l l o f t h e p i e c e s .
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Image 4
Image 5
T h e d e s i g n s e e n i n i m a g e 2 i s a n u p d a t e d l o g o, i t i s p l a c e d on the backs of shirts and jackets within the majority of Off White Spring/Summer 2017 clothing collection (evidence on next page). Due to our unique values and vision in identifying with the definition of off-white (the area between black and grey), the v a r i a t i o n o f b r a n d l o g o s r e f l e c t t h e O f f W h i t e b r a n d ’s c o n t e m p o r a r y, f o r w a r d t h i n k i n g n a t u r e .
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SPRING SUMMER 2014 (In reference to Image 3)
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SPRING SUMMER 2017 (In reference to Image 2)
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“You can have a brand which is logo-based and selling that as its main appeal, or you can have an aesthetic, have no logos – and that is the logo.” VIRGIL ABLOH - DAZED AND CONFUSED MAGAZINE
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ONLINE BRANDING LO G O, F O N T, CO LO U R
As discussed, we define ourselves as “the area between b l a c k a n d g r e y ”, w e a r e n o t afraid to test conventions and rules. Therefore, our branding across social media p l a t f o r m s Fa c e b o o k , I n s t a g r a m a n d Tw i t t e r s u p p o r t t h e i d e a . Fo r e x a m p l e t h e r e i s a d i f f e r e n t ‘ l o g o’ u s e d o n e a c h platform for a display picture. The only similarity be tween each picture and cover p h o t o i s t h e o f f - w h i t e c o l o u r. Using just a colour or small text for a brand logo is highl y u n c o n v e n t i o n a l , h o w e v e r, our brand is perceived as for ward thinking and contemporary meaning that the choice to use flat colour compliments the Off-White image.
The colour Off-White repre sents our values and vision, therefore the choice to use it in this platform is suitable. The original diagonal stripe design mentioned in the pre vious pages are seen towards the top of our website page. Through including them here, the audience should recall our heritage. This element, alongside the background colour and brand tag-line “Defining the area between black and grey ” (towards the top right), constructs a contemporar y brand image.
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In terms of font, it is bold and capitalised across all online platforms. The tabs for each option on the website appear bold, dominant and c o n t e m p o r a r y. T h e h i g h - e n d , for ward thinking image of our brand is therefore re flected in our font choice. Sizing of font within the twitter and facebook display picture is small in comparison to the amount of space within the image. The Off-White colour dominates both the display and cover picture, contributing to a consistent brand image.
IMAGERY Similar bold, capitalised font; used throughout Off White branding.
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‘ Yo u t h a r e t h e f u t u r e’ c o n cept is explored throughout this campaign. Seen in the including of youthful models photographed in fashion for ward clothing, whilst posing with an open roof c a r. T h e c a r i s s t e r e o t y p e d with youth culture due to using similar conver tible c a r s i n ‘c h i c k f l i c k s ’ t o r e p r e s e n t t h e ‘c o o l k i d s ’.
DULL MAGAZINE MARCH 2017
“ C L A S H C U LT U R E D �
Evidence of a for ward think ing, unconventional streetwear brand image. The styling of a male in a de -constructed red dress, along with yellow measuring tape and trainers supports this idea.
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OFF WHITE POSTERS ON WEBSITE
“FINE PRINT”
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Same measuring tape appearance as campaign on previous page. Consistent use of Off White colouring. Logo: one of the many used by Off White, all of which are easily associated with the brand by the audience.
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The same stripped back, youth culture feel is evident in all Off White imagery; with an element of game changing high fashion.
TO N E O F V O I C E The dominant tone of voice through our branding is celebrating youth culture and creati n g f o r w a r d t h i n k i n g f a s h i o n . B e l o w a r e s o m e q u o t e s t a k e n f r o m V i r g i l A b l o h’s i n t e r v i e w with Esquire magazine. The quotes capture our tone of voice and correlates with the personality of Off White. “ I ’m i n t e r e s t e d i n r a n d o m k i d s f r o m t h e u r b a n c i t y, middle America, Black kids into skate boarding and graffiti, but who want to participate in fashion, the ar t world” “ T h e r e’s a p a r t o f m e t h a t ’s t r y i n g t o r e p r e s e n t k i d s t h a t d o n’ t n e c e s sarily have the same outlet that I h a v e .” “ R e p r e s e n t i n g w h a t ’s o n t h e s t r e e t s a n d putting it on the catwalk” “ I ’m l o o k i n g t o w a r d s a n e w demographic”
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S TO R E R E Q U I R E M E N T S We c u r r e n t l y h o l d p h y s i c a l r e t a i l s t o r e s i n H o n g K o n g , S e o u l , To r o n t o, S i n g a p o r e , To k y o, H o n g K o n g , B e i j i n g , L o n d o n a n d Shanghai. Photographs of ever y store can be seen on our website. Each store has a ver y different aesthetic without going off brand and mak ing the brand image confusing. The on-going theme within our stores is s p a c e a n d l a c k o f c l u t t e r. T h e p r o d u c t s are merchandised on clothes rails with plenty of space between them. Another noticeable similarity is the use of diagonal black and white lines, which is a key aspect of Off White branding recognised by the audience.
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BEIJING
TO R O N TO
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SINGAPORE
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TO K YO
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KEY PRODUCTS The classic Off White black jacket with the original diagonal stripe branding and the bold ‘ W h i t e’ l e t t e r i n g i s o n e o f t h e m o s t p o p u l a r a n d iconic items belonging to our brand. The item screams Off White, anyone that not i c e s t h e d i a g o n a l s t r i p e d e s i g n a n d ‘ W h i t e’ l e t tering will instantly associate the product with the brand. This jacket along with other styles with the same branding are some of the most popular clothing items posted on social media by Off White customers. The tagged Instagram posts from fans of the brand (third image) suppor t this statement.
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6 8 3 k Fo l l o w e r s
Sarah Ashcroft
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One of the main products identified with our brand in the current season, is the ‘Indust r i a l B e l t ’.
Ta b i t h a N a u s e r 3 4 . 7 k Fo l l o w e r s
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This item was featured in both recent posters and campaigns re leased. The belt has been worn by countless bloggers and accounts with a high Instagram following. The item is paired with luxur y garments from brands like Louis Vuitton to give the look a contemporar y edge.
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SUSTAINABILITY Our Policy Manufacture FAQ
A s u g g e s t i o n f o r a ‘s u s t a i n a bility’ tab on the official Off White website.
An indication of how many leather and denim products are sold by Off White (taken from website).
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S U S TA I N A B I L I T Y All clothing manufacture is based in Milan, where each item is made from the best available fabric. Manufacture is sweat shop free and working conditions are ethical. In terms of the environmental impact, we could have clearer information on what is being done to reduce the negative impact that the fashion industr y is bringing on the environment. Fo r e x a m p l e a l a r g e p r o p o r t i o n o f O f f W h i t e m e r c h a n d i s e is leather and denim. Both are fabrics can impact the env i r o n m e n t c o n s i d e r a b l y. T h e d y i n g o f d e n i m c a n h a r m ever ything that lives in or drinks from the water where the r e m a i n i n g d y e i s d u m p e d i n t o. T h e a n i m a l s h a r m e d d u r i n g the production of leather could be considered as unethical. There is currently no indication on the website that there i s a s t r o n g c o n s i d e r a t i o n o f s u s t a i n a b i l i t y. To r e a s s u r e t h e consumers that may be concerned about this, a tab will be i n c l u d e d w i t h c l e a r i n f o r m a t i o n o n O f f W h i t e’s c o n s i d e r a tion of ethical and environmentally sustainable manufacture.
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CO M M U N I C AT I O N S V i r g i l ’s m a r k e t i n g s t r a t e g y i s d o m i n a n t l y b a s e d o n t h e c o n c e p t of standing out from the crowd in a fast paced world reliant on social media to promote and communicate a brand. Analysing brand competition through the internet is considered harmless by us. Virgil Abloh has recently mentioned... “You can critically look at what you’re doing and make sure that it’s different from what everyone else is doing.”. Within the O ff White brand, the marketing of menswear and w o m a n s w e a r i s c a r e f u l l y c o n s t r u c t e d d i f f e r e n t l y. I t i s e x p r e s s e d that the marketing towards a female consumer is aiming to be “e x p r e s s i n g t h e c o n f i d e n c e a n d p e r s o n a l i t y o f t h e m o d e r n w o m a n .”. W h e r e a s , t a r g e t i n g a m a l e c u s t o m e r i s “m o r e o f a d i r e c t r e s p o n s e t o t h e c u r r e n t t i m e s a n d m a r k e t ”. One of the most successful marketing strategies adopted by our brand is celebrity endorsement. The individual style and pers o n a l i t i e s o f i n f l u e n c e r s s u c h a s J u s t i n B i e b e r, S o f i a R i c h i e a n d Kendall Jenner are ideal to represent the brand. Each of these c e l e b r i t i e s h o l d s i g n i f i c a n c e a n d r e s p e c t i n t h e f a s h i o n i n d u s t r y. This, alongside their fashion-for ward streetwear styling have catapulted Off White into a highly aspirational brand.
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“ I ’ l l S h o w Yo u” m u s i c v i d e o JUSTIN BIEBER is one of the main advocates for us. Throughout the images, the classic diagonal stripe branding is instantly noticeable. Through promoting the brand in his music video and o n J i m m y Fa l l o n’s T V s h o w, the clothing is exposed to a large audience. We a r e i n h e r i t i n g a l a r g e p r o p o r t i o n o f J u s t i n B i e b e r ’s fan base; his individual style makes him a suitable representative for the street wear aspect of the brand.
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SOFIA RICHIE
SOFIA RICHIE 43
KENDALL JENNER
KENDALL JENNER
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IMAGE REFERENCES ACCESSED 22nd March 2017 https://www.off---white.com/en/GB/special_projects/ lilsilva https://www.off---white.com/en/GB/special_projects/ frameofmind http://media.vogue.com/r/h_1320,w_880/2014/06/holding-virgil-abloh-raf-simons_184821294263.jpg https://cdn0.vox-cdn.com/thumbor/1DhNGNWsLUnICjqf7HwUnVSsOzY=/0x172:3000x1860/1050x591/cdn0. vox-cdn.com/uploads/chorus_image/image/47337090/ Virgil-Kanye-West-HBA_10-1-15.0.0.jpg https://uk.pinterest.com/pin/398498267013558967/ http://g02.a.alicdn.com/kf/HTB1tWKfIpXXXXcgaXXXq6xXFXXXm/2015-Men-Women-Plaid-T-shirt-Pu-Patchwork-Long-tshirt-PYREX-23-Print-hiphop-clothes-boy.jpg http://www.underlinestreetwear.com/brand-history-offwhite/ https://hypebae.com/2017/1/off-white-2017-fall-parisfashion-week-backstage
https://www.off---white.com/en/GB/collections/womensfw17 https://www.off---white.com/en/GB/collections/menss17
http://rafsimons.com/fall16
http://www.supremenewyork.com/about ACCESSED 28th March 2017 https://www.off---white.com/en/GB/men/ products/omaa014s171850931001#image-0 https://www.off---white.com/en/GB/men/ products/omaa002s170011281001#image-0 https://www.off---white.com/en/GB/men/ products/omba003s171920231001#image-5 https://www.off---white.com/en/GB/men/ products/omba007s171920881088#image-4 https://www.off---white.com/en/GB/men/ products/ombb009s171921281001#image-1
https://uk.pinterest.com/pin/244249979769353195/
https://www.off---white.com/en/ GB
https://s-media-cache-ak0.pinimg.com/736x/ed/41/e5/ ed41e573337629198ac0e6ff53c50d92.jpg
https://twitter.com/OffWht
ACCESSED 29th March 2017 https://www.off---white.com/en/GB/collections/mensss14looks https://www.off---white.com/en/GB/collections/womenfw14looks
https://www.facebook.com/offwhitetrademarksymbol https://www.instagram.com/ off____white/ ACCESSED 31st March 2017
https://www.off---white.com/en/GB/collections/mensss14looks#gallery-8
https://hypebeast.com/2017/3/ off-white-virgil-abloh-dull-magazine-ad
https://www.off---white.com/en/GB/men/products/ omea069s173620094001#image-5
https://www.off---white.com/en/GB/men/products/ omea058s173570095110#image-4 https://www.off---white.com/en/GB/men/products/omba007s171920880188#image-4
https://www.off---white. com/en/GB/men/products/ owzg002s172512603188#image-0
https://uk.pinterest.com/pin/AXcNUTBfkiZDGvWPg7z3K1l_LGq98tYC3_zC48-St1BgfRcPh5csYRs/
https://uk.pinterest.com/pin/140667188341238933/
https://uk.pinterest.com/pin/292945150747985925/ ACCESSED 18th April 2017 http://s3-us-west-2.amazonaws.com/hypebeast-wordpress/image/2014/07/virgil-abloh-talks-off-white-with-crfashion-book-0.jpg http://pausemag.co.uk/wp-content/uploads/2017/02/Virgil-Abloh-PAUSE-1.jpg
https://www.off---white.com/en/GB/products/omrb003f162230346000#image-0
https://www.instagram.com/p/BS6TxJvgIce/?taken-by=frescoarmand
https://www.off---white.com/en/GB/retails/beijing-lafayette
https://www.instagram.com/p/BTC8Z1IgwRF/?taken-by=frescoarmand
https://www.off---white.com/en/GB/retails/toronto
https://www.instagram.com/p/BOTAU9XAFsU/?taken-by=frescoarmand
https://www.off---white.com/en/GB/retails/singapore
https://www.off---white.com/en/GB/retails/tokyo-minami-aoyama
ACCESSED 21st April 2017 https://www.instagram.com/p/BRiS9Y2l_55/?taken-by=sarahhashcroft https://www.instagram.com/p/BRjRD_RFzml/?taken-by=sarahhashcroft https://www.instagram.com/off____white/?hl=en
https://www.instagram.com/p/BTHfwd9g64_/?taken-by=han.lae
https://gl-images.condecdn.net/image/0Wzn7WNWNaP/crop/405
https://www.instagram.com/p/BR6RiHOgVRA/?taken-by=han.lae&hl=en
http://www.vogue.com/article/paris-fashionweek-fall-2017-off-white-kendall-jenner-frontrow-look
https://www.instagram.com/p/BPqB1pyDOV8/?taken-by=han.lae&hl=en
http://celebmafia.com/kendall-jenner-offwhite-fashion-show-paris-march-2016-493992/
ACCESSED 23rd April 2017 https://www.instagram.com/p/BTMHSgxFBKY/?taken-by=tabithanauser
https://www.off---white.com/en/GB/men/t/seasons/ spring-summer-2017 http://pausemag.co.uk/2015/11/spotted-justin-bieber-inoff-white-yeezy-350-for-ill-show-you-music-video/ http://www.dailymail.co.uk/tvshowbiz/article-3610970/ Sofia-Richie-cuts-casual-trend-figure-chic-marbled-Whitecrewneck-ripped-leggings-shopping-LA.html https://uk.pinterest.com/pin/384987468125710765/
http://celebmafia.com/kendall-jenner-offwhite-show-part-paris-fashion-week-womenswear-
http://fashionbombdaily.com/who-wore-thembetter-sofia-richie-vs-rihanna-in-350-fenty-xpuma-chain-embellished-wedge-boots/
https://www.pinterest.com/ pin/384987468130809250/ https://s-media-cache-ak0. pin img.com/originals/ef/fb/8d/effb8d6cfec31744514f67e107a56084.jpg
TEXT REFERENCES ACCESSED 22nd March 2017
ACCESSED 18th April 2017
PAGES 1-4
PAGE 29 http://www.esquire.co.uk/style/longform/a12810/virgil-abloh-profile-interview/ tone of voice quotes
RFERENCED IN TEXT https://hypebae.com/2017/1/off-white-2017-fall-parisfashion-week-backstage http://www.independent.co.uk/life-style/fashion/features/ kanye-west-s-creative-director-virgil-abloh-launchesstreetwear-clothing-line-9674715.html
“ I ’m i n t e r e s t e d i n r a n d o m k i d s f r o m t h e u r b a n c i t y, m i d dle America, Black kids into skate boarding and graffiti, but who want to par ticipate in fashion, the ar t world”
PAGE 5
“ T h e r e’s a p a r t o f m e t h a t ’s t r y i n g t o r e p r e s e n t k i d s t h a t d o n’ t n e c e s s a r i l y h a v e t h e s a m e o u t l e t t h a t I h a v e .”
o u t t h e r e w i t h t h e m .”
“ R e p r e s e n t i n g w h a t ’s o n t h e s t r e e t s a n d p u t ting it on the catwalk”
“In addition to being inspired by youth culture, he remains an active part of it. Whereas Kanye W e s t s a i d ‘ L i s t e n t o t h e k i d s ,’ V i r g i l i s a c t u a l l y
“ I n a l a r g e p a r t s t r e e t w e a r i s s e e n a s c h e a p. What my goal has been is to add an intell e c t u a l l a y e r t o i t a n d m a k e i t c r e d i b l e ,” https://www.businessoffashion.com/articles/intelligence/ the-unlikely-success-of-virgil-abloh-off-white PAGES 8 & 9 http://rafsimons.com/about http://www.supremenewyork.com/about (Brand Information screenshots) ACCESSED 31st March 2017 PAGE 12
“The brand that unequivocally sets the tone for fashion’s current obsession with streetwear” https://www.endclothing.com/blog/off-white-drop-further-pieces-from-ss17s-mirror-mirror-collection/
“ I ’m l o o k i n g t o w a r d s a n e w demographic” ACCESSED 24th April 2017 PAGES 23 & 41 http://www.dazeddigital.com/fashion/article/31025/1/virgil-abloh-s-tips-for-making-it-in-fashion LOGO
“You can have a brand which is logo-based and selling that as its main appeal, or you can have an aesthetic, have no logos – and that is the logo.”
“ Yo u c a n c r i t i c a l l y l o o k a t w h a t y o u’r e d o i n g a n d m a k e s u r e t h a t i t ’s d i f f e r e n t f r o m w h a t e v e r y o n e e l s e i s d o i n g .”.
BIBLIOGRAPHY Dazeddigital.com Independant.com/lifestyle/fashion Bussinessoffashion.com Rafsimons.com Supremenewyork.com Esquire.co.uk www.off---white.com
T H A N K YO U F O R READING