CÉLINE X PAWSON architecture. fashion. their art.
creating your own art
The truth is, I often like women. I like their unconventionality. I like their completeness. I like their art. Virgina Woolf, English writer
CRISTINA Ă LVAREZ MOURELO BA FASHION MARKETING & COMMUNICATION, LEVEL 5, 2017-18 5FAMK003C - Visual & video Techniques CWK1 - Indesign Project - Nicolas Godon IED Barcelona
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2018 CÉLINE X PAWSON all rights reserved. No part of this publication may be reproduced, distributed or transmited in any other form or by any means, including photocopying or other electronic or mechanical methods, without the prior written permission of the editor, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the editor, adressed “Attention CÉLINE X JOHN PAWSON Permission” at the address below. hello@celinexjohnpawson.com www.celinexjohnpawson.wordpress.com CÉLINE x JOHN PAWSON 2nd Arrondissement 81541 Paris, France Publisher: Cristina Álvarez Publishing place: Paris, France ISSN: 2510 -3075 Release: January 2018
ISSUE CÉLINE x JOHN PAWSON is a collaboration. Find more about it on www.celinexjohnpawson.wordpress.com or email us at hello@celinexjohnpawson.com CONTACT US If you have questions or comments, write to us at hello@celinexjohnpawson.com KNOW MORE ABOUT IT For inquiries, get in touch at about@celinexjohnpawson.com As with this collaboration we try to explore what the origins of all creative energy are, we think it is essential to face up to our roots. Roots, as we interpret them, are averyhting that grounds you, be it your family and friends, your ethnical or local background, the city you choose to live in or the community you became part of.
Cover Photography by Hart+Lëshkina Publication design by Cristina Álvarez Printed in Paris
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WWW. CELINEXJOHNPAWSON.WORDPRESS.COM
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TABLE OF CONTENTS
Analysis. 01 CORPORATE PROFILE 02 MARKET POSITION 03 CÉLINE’S TOUCHPOINTS
04 CURRENT SITUATION
Editorial:
05 COMMUNICATION BACKGROUND
10 EDITORIAL BRIEF
101 ART DIRECTION
102 STYLIST
07 COMMUNICATION TASK
103 HAIR STYLIST
08 TARGET MARKET
104 MODEL CASTING
06 COMMUNICATION PROPOSAL
09 OBJECTIVES
105 PHOTOGRAPHER
11 COMMUNICATION STRATEGY 12 SHOOTING PREPARATION 13 LOCATION SHOOTING 14 POST SHOOTING 15 EDITORIAL LAYOUT 16 EDITORIAL PREVIEW Lookbook. Minisite. 17 CONCLUSION References.
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CORPORATE PROFILE Céline the French ready-to-wear high fashion brand was founded in 1945 by Céline Vipiana. It originally started as a Parisian boutique selling crafted children’s footwear. It is a powerful brand providing clothing, leather accessories such as bags and shoes, jewellery and sunglasses for women. It belongs to the LVMH Group since 1996 and it has had several creative directors: starting with Michael Kors (1997) who brought modern feminity with a luxurious spirit. She believed that women did not need whimsical fashion to be “chic”. Philo is the current creative director until autumn 2018 that Hedi Slimane will take his position. Philo, established a more sportswear perspective; he maintained classic elegance with a touch of masculine shapes. He perpetuates luxury by creating functional and fresh aesthetic giving particular dedication to goods quality (considering technologically advanced fabrics and textiles from Florence) and subtle tailoring in craftsmanship (LVMH, 2014). Moreover, his implemented eco design, involves reducing packaging weight and volume, choosing specific components of raw materials (LVMH, 2013).
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MARKET POSITION Céline focuses on timeless collections of strong basics, elegant clear shapes and consistent silhouettes, following techniques such as layering, colour blocking and oversized garments (LVMH, 2014) outlining a feminine and Parisian elegant style but understated and natural by avoiding the use of ostentatious colours.
Besides the focus of other brands focusing in quality as well, Céline’s direct competitors would be: Chloé and Givenchy considering the careful production process, Stella McCartney in terms of sustainable development and usage of eco design techniques and Balenciaga and Loewe in terms of latest technology usage.
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CÉLINE’S TOUCHPOINTS Céline intends to improve the gap between high fashion and technology. The brand highlights distinction throughout its product category. It offers subtle, luxury timeless modernity pieces, effortless chic with simple, clean and bold lines being very expressive, capturing inspiration from the principle “Less is more”. Clothes represent harmony as they follow this minimal aesthetic. Moreover, singularity is expressed with the use of sophisticated materials: soft fluid fabrics, quilted leathers, textured wools, crisp cottons and nylons to give a more structured and contemporary look to the collection.
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Céline’s pricing strategy is also high to reflect individuality and desirability for the range. Differing from its competitors, Céline did not do any form of Ecommerce until the beginning of 2018, due to its determination of being exclusive for their customers. Likewise, it does not sell in multi brand stores.The brand wants their customers to have desirable Céline products by living the experience at the physical store, touching the fabrics of the garment and appreciating the illusion of being natural by reiterating their minimal aesthetic in terms of having an organized display of products with no distractions. Their headquarters are in Paris since 2014. However, worldwide Céline has spanned through all continents, owning 95 stores worldwide, implementing the most popular stores in Asia, Europe and the Middle East; introducing their flagship stores in London, Paris and New York where the brand is remarkably popular.
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Women are our most miraculous muse, an enchanted intangibility that encourages all art. CeeLo Green, American singer songwriter, rapper
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CURRENT SITUATION Céline makes sense for its target market and over the past few years, under Philo’s creative direction, Céline has become one of LVMH’s most successful fashion brands and has grown indeed. Ever since Phoebe Philo, the brand changed to a greater clear identity both visually but in terms of perception making it easy to spot a Céline product as every product category follows the same creative line. Its artistic twist and concrete aesthetic, has a strong image which is coherent to the brand ethos and well defined values. It is also one of the most copied brands by fast fashion retailers.
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As stated, the key and central purpose for what the brand stands for is: minimalist aesthetic, clean cut designs which are powerful and effective to customers. However, following their communication campaigns and image given it does not fit with the brand’s essence. Céline does not communicate their usage of extreme quality materials and rational and defined lines and shapes. It does not outline the importance given to design techniques based on minimal architectural types.
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COMMUNICATION BACKGROUND As regards to promotion, Céline advertises mainly in print media, through high fashion magazines: Self-Service, Dazed, AnOther, Pop but especially Vogue and Harper’s Bazaar. Another vital platform for the brand is the store communication: having big open spaces, where the floor and furniture are made out of marble to draw attention to minimalist aesthetic by being clean and organized. Fashion shows, generally executed in Paris to conserve their roots, are also present in their communication strategy. They are sober (music playing without lyrics) and rigid, but elegant and modern.
Céline relies greatly on indirect promotion such as word of mouth promotion or Pinterest for free style bloggers who post lifestyle pictures with their Céline products. However, the brand restricted its communication without taking into account online sources to differentiate from its direct competitors. Until now, in the brand’s website, collections with priced garments could be seen without the option of purchasing. Also, no social media accounts directly connected to sponsor content in order to avoid the urge of buying products. Instead, long after competitors, earlier in 2017, the label only presented itself on Instagram social media platform as a source of inspiration to create the desire of products for potential buyers.
Currently, we run at a time where e-commerce is one of the most significant growth opportunities in the luxury market. Anyhow, Céline has been a digital laggard in terms of launching e-commerce business. In November 2017, it launched its first presence on WeChat. And, it has not been until January 2018 where the brand has started offering online sales from its new website in France and will start to perform in the rest of Europe and United States along 2018.
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Therefore, the proposal for the Kong, a gallery and café in Okinawa brand is a collaboration for SS19: or his Tetsuka house in Tokyo, Japan. Céline x Pawson. The name of the collection will be: “Create art”. His architecture is elegant and seductive based on sensations, arid and chilly John Pawson is a British architectural visual pleasures and wide perspectives designer whose work is known for its by means of a solid and limited colour minimalist aesthetic, focusing on plain palette. His work is characterized by and simple building archetypes. Paw- geometry of forms and the interplay of son has completed a number of archi- solid volumes in the designs. His pertectural and interior projects across formance is focused on light and its rethe world such as London’s design mu- lationship with contrast and the comseum, Calvin Klein’s store in New York, positional sensibility of negative spaces. Cathay Pacific airport lounge in Hong
COMMUNICATION PROPOSAL As stated previously, there is a gap in the architecture technique field when seeing past Céline campaigns. Céline does not communicate and highlight the sense of using strictly detailed lines and heavily minimal content throughout the usage of extreme quality materials.
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Therefore, considering previous ideas, the change in the communication strategy is focused on the execution of “less is more” by combining fashion and architecture as a representative technique for the brand. Architecture and Fashion are both art and when merged they represent Céline’s current values.
The launch of this new collection collaborating with John Pawson will also be joined to a new marketing strategy to promote and enhance the brand’s awareness, including new social media feed to promote the message given by this new collection. Social media will be linked to Céline’s branding strategy to make it unique and aspiring to customers, but to keep it within the brand’s essence.
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The presented collection utilizes minimalist and clean designs, done with light materials and without going into every detail, following the principles of symmetry and expresses the complementation of individual egos by favouring soft everyday women. Clothes develop through the reflection of their own image. Missing parts are added and existing parts are reflected to create completeness. Each piece becomes an architecture statement, giving the Céline woman that spruce and effortless flair.
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COMMUNICATION TASK Céline x Pawson continues its clean form of communicating, however, at this point the collection tries to give women the chance of dressing with less clothes than they need but combining them with architecture and design backgrounds to visualize their self-concepts, centralizing on the principle “Less is more” by Mies Van der Rohe.
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Less clothes with straight designs and defined lines have a powerful attitude to design. They indicate serenity, harmony and express sweetness in a certain way. Depicting fewer clothes in combination with the individual’s attitude and gestures, together with architecture designs and spaces, become an indicator of personality and a reflection of the users’ identity, creating a stronger perception to the viewer. Identity does not exist without a visible surface and its reflections. Therefore, architecture and design background act as an imperative to construct and complete Céline’s own identity.
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TARGET MARKET CÊline x Pawson conserves CÊline’s current target market but widens it addressing to individuals who enjoy and live fashion and architecture as a way of life and being. Public who believe in themselves and seek for inspiration to create their own art version of themselves.
In particular, 18-50 year old, single or married, mature working female with a positive eye for art as a form of culture. Interested in art enclosing fashion, music, cinema, design and architecture. Passionate about figures and shapes, recognizing the art in fashion. Artistic modern women within a middle upper class and a good financial background. Living in cosmopolitan, fashionable and chic places such as Copenhagen, Barcelona, Milan, Paris, London, New York Tokyo or Singapore.
Female who believe in being elegant with less and agree with the principle of being beautiful just the way you are.The ones that would rather spend money on a long lasting good, based on design aesthetics and structure as well as valuing quality.
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OBJECTIVES The goal of creating this collection is to reach, transmit and make customers believe in: fashion & architecture as a way of life and being. Two disciplines that go together to create your own personality and identity. What is more, outlining in an explicit way the combination of architectural backgrounds with lined fittings worn by individuals, portray artistic modernity.
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Moreover, the second objective would be to avoid growing quickly but focus on brand awareness. Awareness in the sense of making sure Céline’s audience knows about the usage of extreme quality materials, rational and defined lines and shapes based on minimal architectural types and also, ensuring Céline’s audience has the desire to buy pieces from Céline x Pawson collection as garments present basic designs that can be easily to combine and therefore, more accessible to customers.
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EDITORIAL BRIEF Céline x Pawson clothes are combined with an archetypal background or minimal design interiors. The intention is to merge fashion & architecture aesthetics to transmit a minimal fashion archetypal lifestyle following the brand’s concept: “Less is more”. Playing with light and negative spaces will give an ambiance that will adapt and submerge with the techniques used in the products offered for the collection.
The editorial will feature different outfits in contrasting and distinctive places to be able to show as many garments and personalities as possible.
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“We are visual & social entities so we need to communicate never only by voice but also by sight”
ART DIRECTION Art Direction considering Céline collaborating with the architect John Pawson for the idea behind the collection, design of product categories and the concept and interpretation behind the communication campaign.
FASHION STYLIST John Pawson with the help of Leonie Barth choose the product categories that need to be exposed in the communication. Leonie Barth is a German fashion stylist focused on using cleancut minimalist garments to transmit conceptual ideas. Her interests in the human being, in philosophy and social sciences are main inspiration for her styling. She loves to observe how people behave and communicate their identity and social position by means of fashion.
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HAIR STYLIST Teiji Utsuni from Japan has always pursued inventiveness and vitality after studying at the London College of fashion. She was captivated by London’s creativity and street culture which expanded his eye and hair styling techniques enhancing naturalness, vitality and simplicity across hairdos. Therefore he fits perfectly with Céline x JP. Moreover, his clients include: Maison Margiela, Issey Miyake, Paul smith and Hugo Boss and his work can be seen in publications such as Vogue, Harper’s Bazaar, Dazed and AnOther magazines.
MAKE UP Hiromi Ueda is one of the most consistent, professional and hard working artists in the industry today. She has the delicate sensibility of most Japanese women, and the London alternative vibe from where she studied. Hiromi is a true expert in polished fresh skin, creating looks from clean and minimal to classic statements, to original freehand and playful aesthetics, depending on what is required. COS, Giorgio Armani, Louis Vuitton, Burberry, Fendi and Alexander McQueen are some of her top clients and has built solid content for editorials such as Love, V and Italian, American and Paris Vogue.
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MODEL CASTING
In Céline x JP the models that portray the collection and brand essence are the following: Laura Müller, Lena Quibeldey, Rosa Kobush, Juliana Shurig, and Honey Kennedy. All of them have something in common and the fact is they are single women who affirm art is part of their lifestyle. They believe in themselves and pursue their goal of creating the art of themselves and go for the principal of being just the way you are, declaring that beauty is your own art or way of being. They act spontaneously and search for serenity and peace of mind to reach happiness. They create the art of themselves. Consistent to Céline x JP image.
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PHOTOGRAPHERS Erik Hart and Tati Lëshkina are a visual art duo from Los Angeles and Moscow, who operate under the collective: Hart+Lëshkina. Based in New York, they permeate the ephemerality of time and human spirit into their work.
Their practice spans the fields of art and fashion moving imagery, installation, sculpture and printed matter brought to everyday photography – creating a raw, tender and innate aesthetic which is coherent with Céline x JP collaboration. They tribute to fragility, desire and hope. The duo’s work has won clients such as Opening Ceremony, Calvin Klein and COS. Yet, their work is routinely seen in T: The New YorkTimes Style,AmericanVogue and Dazed.
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COMMUNICATION STRATEGY The new communication strategy focuses on the collaboration with John Pawson to ensure the brand communicates their usage of extreme quality materials, rational and defined lines and shapes based on minimal architectural types. The countdown will start by informing throughout printed fashion magazines and online fashion platforms such as Fashion Journal or the Business of fashion about the new collaboration taking place. Before the launch of CÊline x JP, the brand will be introducing videos and photos from the behind the scenes and photo-shoot, telling the story of craftsmanship and idea which has brought up the shooting and selected locations – posting them on their Instagram social media platform to interact with their audiences, both from the fashion and the architectural point of view.
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Furthermore, for digital marketing content; the campaign will be added to the front page of the official site. New photos and videos will be uploaded to the site, where the user can see the inspiration, ideas and the story behind the campaign and the collaboration with John Pawson. Podcasts and short web videos will be recorded and posted on the Business of Fashion online platform as well as in the main online fashion magazines used by Céline (mentioned previously). The models from the campaign will appear talking about their “artsy” lifestyle and their idea of beauty being minimal. This action will deliver a new brand experience retaining impact and excitement from the audience and establishing market conversations with them. No sponsor content nor direct blogger engagement will be executed to avoid the urge of buying Céline products.
When Céline x JP gets to the store, the collection will be advertised in printed fashion and architectural magazines such as: Self-Service, Dazed,AnOther, Pop,Vogue and Harper’s Bazaar what concerns the fashion industry. Key advertisers of the campaign will be Paris and London editions. Whereas, ‘ThisOrient, Cereal or Design Anthology regarding the Architectural field. Dansk and Pylot, two magazines that combine un- retouched photography with special spot locations will also advertise the new collection as they portray similar content material to the focus of this collaboration.
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SHOOTING PREPARATION The cast directors for Céline will contact the model’s agency: Independent Model Management and IMG Models together with the other artist curators to let them know about the photo shooting for the collection “Create art”.The duration for it will be two entire days from 8:00 am until 20:00 pm.The assistants of Céline will be in charge to buy the food and drinks for the art curators involved in the launching collection.
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SHOOTING LOCATION The shooting will take place in a fashion house with minimal interiors. Where contrast of shapes and architecture can take place. Calm place with white and not vivid coloured walls, where negative spaces are prevalent. Pictures will be shot without flash to make them look natural; instead Hart + LĂŤshkina play with daily light.
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POST SHOOTING When it comes to processing, CĂŠline will collaborate with photo editors. However, as the brand believes in natural & minimalistic beauty, retouching will not be applied nor filters.
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EDITORIAL LAYOUT Architecture and design are strictly related. Therefore, for CĂŠline x JP, it is key to play with composition, negative spaces and minimal display linked to architecture. A simple but appealing design. Enhancing a sort of balance and connection between the place where the photo has been taken and text.
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Art Direction: JPawson Model: Laura Müller Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
EDITORIAL PREVIEW
“create art”
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Art Direction: JPawson Model: Laura Müller Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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Art Direction: JPawson Model: Lena Quibeldey Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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Art Direction: JPawson Model: Julia Shurig Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
Art Direction: JPawson Model: Lena Quibeldey Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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Art Direction: JPawson Model: Lena Quibeldey Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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Art Direction: JPawson Model: Rosa Kobush Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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Art Direction: JPawson Model: Laura Müller Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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Art Direction: JPawson Model: Lena Quibeldey Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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LOOKBOOK Model: Juliana Shurig
Céline x JP look book collection presents archetypal shapes through defined lines, proportions and new volumes. With a minimalistic touch inspired by the John Pawson’s architecture and interior design pieces. Art Direction: JPawson Model: Laura Müller Hair: Teiji Utsuni Make-up: Hiromi Ueda Photographer: Hart+Lëshkina Stylist: Leonie Barthn Outfit: Céline x JP
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LOOK 1
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LOOK 2 P.66
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LOOK 3
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LOOK 4 P.70
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LOOK 5
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LOOK 6 P.74
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LOOK 7
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https://celinexjohnpawson.wordpress.com/
MINISITE
In Céline x JP website different sections can be found. The idea behind the minisite is to create an archive about the brand revealing the secrets and “personal information” about the the collaboration. It counts with five different titles which inside each category, web videos and visuals are showed to connect better with the consumer in form of transparency. Exclusives material from the architect and artists can be found together with ideas and inspiration that have not been exposed in the collection.
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CONCLUSION Céline’s new marketing and communication focus strategy will help increase the brand’s awareness among the luxury and artistic profile of consumers through engagement in social media platforms. The aim of expanding Céline into architectural knowledge and activities makes sense for the brand’s essence and concept as it gains the fact of being a fashion brand directly linked to art, in particular, linked to the art of architecture. As additional information, future projects consideration would be launching an architecture space for the brand, to be home for Céline’s customers.
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COMMUNICATION PROPOSAL: Elcultural.com. (2018). John Pawson puro minimalismo. cultural.com/revista/arte/John-Pawson-puro-minimalismo/5150
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CÉLINE x JOHN PAWSON www.celinejohnpawson.wordpress.com
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Girls, girls, girls, shy girls, sexy girls, they all like that fancy world. Our selection of female-creatives-which are gathered in this collaboration-tackle challenges. They work energetically, are bright sparks, assert themselves and convince with impressive and expressive projects. w w w. c e l i n e x j o h n p a w s o n . w o r d p r e s s . c o m
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