Claudia Coll Quintilla BA (hons) Fashion Marketing & Communication Level 5, 2015-2016 MIED 506, Represenation Techinques 2 Computer tools 2 CWK 4 Nicolas Godon
Index Brand
Editorial
Values
Look book
Mood board
Mini site
Positioning map
References
Valentino x Japan
Soft copy
Concept Target Art direction and retouching Models Stylist, make-up and hair
“[...] an unconventional idea of gance that becomes a way of yet dangerous nature mixed ness and distinction.�
femininity and of extreme elebeing, a dichotomy of a fragile with an element of uniqueValentino
Valentino moves his runway shows from Florence to Rome, and the ‘V’ which forms the logo for the House of Valentino
1962: Valentino shows his first collection in Florence, Italy.
1960: Valentino Garavani
opens his self-titled fashion house, Valentino.
1969: The first Valentino store is opened in Milan.
1967: Valentino is awarded the Neiman Marcus prize this year.
1968: The White Collection and V
Label, both iconic , were launched this year.
Bra
1978: The Valentino
Perfume Gala in Paris.
1971: Menswear takes center stage at Valentino.
1970’s: Valentino spent more and
more time in New York City where he became part of some of the most important inner circles of the fashion industry as well as some odd balls like the entertaining and legendary Andy Warhol.
1976: The first Valentino boutique is opened in Tokyo.
1975: The first Valentino
ready-to-wear collection is shown in Paris.
1982: Valentino is the first fas-
hion designer to hold a runway show at the Metropolitan Museum of Art in New York City.
1989: The Accademia Valentino is opened near the Valentino headquarters in Rome.
1985: Valentino is given the
Drand’Ufficiale dell’Ordine al Merito by the Italian President.
partner, Giancarlo Giammetti, Valentino launched L.I.F.E., which helps those patients living with AIDS. 1991: This year marks the 30th anniversary of Valentino.
1984: The 25th year of the House of
Valentino. During his history making year, a book titled, Valentino, is published.
2004: The fabulous V perfume is launched.
2000: Valentino is awarded the CFDA Lifetime Achievment Award.
2006: Valentino is welcomed
2007: The 45th anniversary of the Valentino
house. The 45th year also marks the retirement of Valentino Garavani. A new Creative Director is announced, Alessandra Facchinetti is appointed to the coveted position.
into the French Legion d’Honneur this year, one of the most prestigious ways to be recognized for anyone.
2008: new Creative Directors
take the reigns. Maria Grazia Chiuri and Pierpaolo Picciolo were appointed.
source: fashionintime.org
nd
1990: Along with his business
Val Legacy and timeless Contemporary femininity Elegance
ues Aesthetics
High quality and craftsmanship
Positioning
apan
Concept
From time to time, Valentino has created a look or two in its collections with Asian inspiration. From patterns and embroidery to fabrics and cuts, Valentino has been inspired by the eastern cultures. With this capsule collection, the brand will be paying tribute to the Nippon country and expanding its horizons. It is also an opportunity to gain new customers and reassure the loyalty of the current ones with something unique. Valentino x Japan is also following the actual path the maison is leading after the launch of the last collection motivated by Africa and its native people.
The target for this capsule is women between the ages of 27 and 35 years old approximately with an above the average income. The Valentino woman is a perfect mixture of femininity, elegance and independence without forcing it. She has been born with the style many envy. When she walks, confidence and power surround her like an invisible halo making passersby turn to stare at her. As a trendy and actual girl, she goes to the coolest events and parties and stands out among the crowd. She knows what she wants, what the aim of her life is and how to get it. Her personality is sweet and mellow but without being na誰ve. Among her interest there are hobbies like ballet and going to the opera to enjoying a good book while drinking a glass of wine. She has a noticeable interest towards the fashion world.
Target
Editorial
Art direction and Retouching Steven Meisel is fashion’s pre-eminent image-maker—prolific and innovative—visualizing the trends of every season. Along with his ability to cast the faces and characters that come to represent the look of today, Meisel has a prodigious talent for scripting story lines that reflect culture. Meisel not only depicts fashion, he defines it and gives it cultural resonance. His inspirations are varied, culled from design, architecture, art, cinema and literature. Meisel has also portrayed our leading actresses and entertainers, defining the relationships between celebrity and fashion in the process. He has also created some of fashion’s most memorable campaigns for Prada, Miu Miu, Loewe, Moschino, Coach, Valentino, Lanvin, Versace, Balenciaga, Calvin Klein, Christian Dior, Yves Saint Laurent, Marc Jacobs, Louis Vuitton, and Dolce & Gabbana. Steven Meisel continues to lead and influence our understanding of contemporary fashion. (artandcommerce.com, 2016)
Models
The presence of Japan is palpable in every design and garment created for this colection. To keep this statement and distinctive value the three models selected have Asian roots and features even though they are not from the Nippon country. The three of them are renowned and well known in the fashion field. The first one is Soo Joo Park, a South Korean model, which shines for the combination of her facial characteristics and her platinum blonde hair. Following her is Fernanda Ly, an Australian model with Chinese heritage. She stormed into the fashion world with her pale skin, her freckles and her pink hair. The last one is Yumi Lambert, a Belgian model with a quarter Japanese blood. Her dark brown hair, Japanese features and light blue eyes caught the attention of the industry professionals.
Stylist, make-up and hair
Karl Templer is a British-born New York-based fashion stylist and creative director. Concept development for campaigns, shows and collections, that supports brand direction. Conceiving partnerships between photographers, styling, casting, hair, make-up and music, including creative direction of brand campaigns. Product development including fashion direction of collections. karltempler.com The person in charge of the hair and the make-up will be Rick Gradone.
Look Book
Mini site
References
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