Moschino by Hanar Boyni

THIS IS NOT A

MOSCHINO

Hanar Baram BA Fashion Marketing & Communication 2016-2017 Level 5 CWK 1 InDesign Nicolas Godon

I N D E X ANALYSIS

EDITORIAL

CATALOG

WEBSITE

ISSUE

REFERENCES

ABOUT

FRANCO MOSCHINO

he Italian fashion designer Franco Moschino 1950-1994, was best known as the founder of the Italian fashion house Moschino. Moschino started out as a painter, he was hired as a fashion illustrator for Gianni Versace. This was his first steps into the fashion world that he quickly fell in love with. His ingenious of the fashion system created some of the most genuine and brutally honest clothing ever made, clothes seemingly mindful because they were having fun. Moschino has multiple lines which as grown into a global brand such as Moschinoâ&#x20AC;&#x2122;s main line for men and woman called: Moschino Cheap and Chic, Moschino Jeans and itâ&#x20AC;&#x2122;s profitable fragrance label.

M I SS I O N The brand mission are playful and irreverence.

VI S I O N His vision are colourful, surrealistic, creative, humorous, fashionable and eccentric clothes for men and women.

VA LU E S Moschino are associated to the uniqueness, craziness and individualistic.

MARKET POSITIONING

Moschino is known to be a unique brand who turns emotions into happiness and craziness. The brand is know mostly by not following trends but taking objectives such as Barbie dolls, McDonald’s and Andy Warhol, and turns it into “alive” fashion. Those who wear Moschino are most of a kind someone who wants to stand out from the crowd, it’s, carefree and elaborate. Moschino’s brand positioning offers boldness individualistic and innovative. Moschino has a global market-

ing network of franchise and mono-label stores. These stores has been opened in around in Europe, such as Rome, London, Capri, Berlin and Paris, in the United States, New York and Los Angeles, in eastern Europe Moscow and St. Petersburg in Russia and 26 more stores located around the world. Moschino is known for it’s traditional distribution in multi-label stores and their distribution of sales with a geographic area: Far East has a market of 11%, United States 6%, rest of Europe’s market with 23%, global-

ly 28% and Italy with 32%,, the brand has a strong distribution network and economical stability. Moschino labels owner is Moschino SpA (Moschino’s producer since 1983 are a part of the Italian fashion group Aeffe.) Moschino SpA manufactures coats, jackets, shirts, denim wear, skirts, pants, sweaters, tees, tops, dresses and accessories, footwear and handbags. Moschino’s accessories includes stoles, belts, umbrellas, watches, jewellery, key rings, wallets, hats and fragrances.

Andy Warhol Our source of inspiration for this collaboration born on August 6,1928 in Pennsylvania, Pittsburgh Andy Warhol, known as a successful magazine and ad illustrator who eventually became the leading artist in Pop art movements of the 1960s. The concept “pop art”- paintings was debuted in 1961 which was focused on mass-produced commercial things. The now iconic paintings of Campbell’s soup cans was presented by Andy in 1962. Andy Warhol’s ideas of the Campbell’s soup cans brought Andy and pop art into the spotlight for the very first time.

Objectives Moschinoâ&#x20AC;&#x2122;s new objective and current situation will be interacting with famous Pop art artist such as Andy Warhol. With his artistic and humorous creativity we will launch a Spring/Summer 2017 collection inspired by the artist.

Target With this collaboration we are expecting to increase in profit and create a brand awareness and sharing the values among our targets as men and women in the age of 20-35 years old. The brand portrays itself as an egoistic needs. This leads Moschinoâ&#x20AC;&#x2122;s targets to be experiencers individuality, inspired by self-expression and to value the unconventional ad weirdness. The most targets that follow this brand are seeking excitement and adventure with solid resources.

C O M M U N I C AT I O N & M E S S A G E

MOODBOARD

Moschino’s creativity shows us how to be playful, to dare yourself wear something outside of your comfort zone, to embrace the craziness and braveness of being a unique individual. There are several of influencers such as celebrities, Instagrammer’s, blogger’s and Vloggers that participated They communicate with our targets by sharing daily content on their social medias that can inspire our targets. They share our values, vision, mission and our message “be the inspired person you are.” The brand experience we are building with our targets are emotionally which makes them feel inspired, fun, unique and individualistic. The message will be coherent to the pop artist and Moschino to create something extraordinary.

MOODBOARD

The reason I do this job is because I started to be a painter. Making money in art was difficult. The easiest way to make money was to use art for some other reason. One of the easiest and most interesting from an economic point of view was fashion. Fashion pays. Franco Moschino

EDITORIAL

BRIEF IDEA

The spring/summer 2017 collection is based and inspired on the pop artist Andy Warhol. In order to make this editorial to work, Iâ&#x20AC;&#x2122;m going to have model castings, models who can reflect and have the look of the message we are trying to send to our targets, which are being playful, different, being nobody else but you and to embrace yourself as the person you are. We want to make them feel emotionally and inspired by us. Our main objective is to bring back fun and be playful yet chic at the same time.

L O C AT I O N The Peacock Room â&#x20AC;&#x201C; Castello di Sammezzano in Reggello, Tuscany, Italy

PHOTOGRAPHER Working with the famous photographer Russell James, known for capturing beautiful women in iconic representations that are supreme in trendy culture.

H A I R & MA K E -U P The make-up will be natural looking with more focused on the eyes. Tom Pecheux known for working with Victoriaâ&#x20AC;&#x2122;s Secret models has the experience with the most beautiful women. The hair of the models will be vent and wavy since the collection will be colourful we want to focus more to create an awareness in the brandâ&#x20AC;&#x2122;s collaboration.

STYLING

PHOTOSHOOT

CATALOGUE

MINI-SITE

REFERENCES

I N F O R M AT I O N arhin, dorothy. “Moschino/ Hermes : Comparative Positioning And Consumer Analysis”. Academia.edu. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.academia.edu/23570296/ Moschino_Hermes_comparative_positioning_ and_consumer_analysis “Andy Warhol”. En.wikipedia.org. N.p., 2017. Web. 26 Jan. 2017. Available at https://en.wikipedia.org/wiki/Andy_Warhol “Art History: Pop Art Motifs That Still Influence Modern Design - Pixel77”. Pixel77.com. N.p., 2017. Web. 26 Jan. 2017. Available at https:// www.pixel77.com/art-history-pop-art-motifs/ “Collections | World Of Moschino”. Moschino. com. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.moschino.com/worldof/moschino/es/ collections/woman-aw-16/ “Collections | World Of Moschino”. Moschino. com. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.moschino.com/worldof/moschino/es/ collections/man-ss-17/ “Cite A Website - Cite This For Me”. Biography. com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.biography.com/people/andy-warhol-9523875

maude. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.margotandmaude.com/ blog/2015/2/10/fashion-dictionary-moschino “ITALY: Moschino Signs Chinese Distribution Deal With Hembly”. Just-style.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.juststyle.com/news/moschino-signs-chinese-distribution-deal-with-hembly_id97619.aspx “Moschino Women Ss17 Cover | Moschino. Com”. Moschino Women Ss17 Cover | Moschino.com. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.moschino.com/Search/ Gallery?mm=208&macroMarchio=208&gender=D&dept=gllrcvrss&deptType=2&yurirulename=gallerysearchresultwithgridanddept&siteCode=MOSCHINO_ES “Moschino Ss17 Lookbook - Buscar Con Google”. Google.es. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.google.es/search?q=moschino+ss17+lookbook&espv=2&biw=1600&bih=745&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiOrLGm1sHQAhVJWhoKHZuTCQIQ_AUIBigB “Moschino Women Ss17 Cover | Moschino. Com”. Moschino Women Ss17 Cover | Moschino.com. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.moschino.com/Search/ Gallery?mm=208&macroMarchio=208&gender=D&dept=gllrcvrss&deptType=2&yurirulename=gallerysearchresultwithgridanddept&siteCode=MOSCHINO_ES

“Dvf Pop Wrap Collection 2014 - Buscar Con Google”. Google.es. N.p., 2017. Web. 26 Jan. 2017. Available at https://www. google.es/search?q=dvf+pop+wrap+collection+2014&espv=2&biw=1600&bih=745&source=lnms&tbm=isch&sa=X&ved=0a- “Moschino Brand Elements”. Slideshare. hUKEwjDp6r618HQAhXLzRoKHXaZDgkQ_AUIC- net. N.p., 2017. Web. 26 Jan. 2017. Available CgB at http://www.slideshare.net/TeoEn/moschino-brand-elements “Fashion Dictionary: MOSCHINO”. margot +

“Moschino”. En.wikipedia.org. N.p., 2017. Web. 26 Jan. 2017. Available at https://en.wikipedia. org/wiki/Moschino#Moschino_Today N.p., 2017. Web. 26 Jan. 2017. Available at https://www.moschino.com/es “Pop Artists Art 2016 - Buscar Con Google”. Google.es. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.google.es/search?q=pop+a rtists+art+2016&espv=2&biw=1600&bih=794&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiHg_CZnrDQAhWCbBoKHUz-DhQQ_AUIBigB#imgrc=UHnY_IVcYbRtbM%3A “Pop Art Contemporary - Buscar Con Google”. Google.es. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.google.es/ search?q=pop+art+contemporary&espv=2&biw=1600&bih=794&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiQ2qTim7DQAhWJMhoKHRPLDGkQ_AUIBigB#imgrc=wCGkJEJ2f9BYoM%3A “Prada Spring 2013 - Buscar Con Google”. Google.es. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.google.es/ search?q=Prada+Spring+2013&source=lnms&tbm=isch&sa=X&ved=0ahUKEwik_ ZeV_K_QAhWGPxQKHVxICwYQ_AUICCgB&biw=1600&bih=794 “Rita Ora For Adidas - Buscar Con Google”. Google.es. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.google.es/ search?q=rita+ora+for+adidas&espv=2&biw=1600&bih=794&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjS6Yqzn7DQAhXHDRoKHU6lDPIQ_AUIBigB#imgrc=_ S.p.A., Moschino. “Moschino S.P.A.: Private

Company Information - Bloomberg”. Bloomberg. com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=46431303 Warhol, Pop. “Pop Wrap: DVF + Andy Warhol”. Diane von Furstenberg. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.dvf.com/world-ofdvf/post/?cid=blog-post-4773 “16 Collaborations Between Artists And Fashion Designers You’Ll Want To Own A Piece Of | Gillie And Marc”. Gillieandmarc.com. N.p., 2017. Web. 26 Jan. 2017. Available at https://gillieandmarc. com/16-collaborations-between-artists-and-fashion-designers-youll-want-to-own-a-piece-of/

IMAGES

“Adriana Lima – Versace For Riachuelo Spring/Summer 2015 Campaign”. Blog.thesocietymanagement. com. N.p., 2017. Web. 26 Jan. 2017. Available at http:// blog.thesocietymanagement.com/adriana-lima-versace-for-riachuelo-springsummer-2015-campaign/ “Barbara Palvin - Photoshoot HQ (Vogue Aus 2015)”. Taringa.net. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.taringa.net/post/imagenes/18666207/Barbara-Palvin---Photoshoot-HQ-Vogue-Aus-2015.html Bevan, Andrew. “November Cover Star Emma Roberts Opens Up About Finding Female Friendships On Scream Queens Despite Always Playing The Mean Girl”. Teen Vogue. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.teenvogue.com/story/emma-roberts-teen-vogue-november-2015

fashion-week.html “Cite A Website - Cite This For Me”. Hbz.h-cdn.co. N.p., 2017. Web. 26 Jan. 2017. Available at http:// hbz.h-cdn.co/assets/15/25/1434397057-hbz-best-adsmoschino-02.jpg “Fashion Dictionary: MOSCHINO”. margot + maude. N.p., 2017. Web. 26 Jan. 2017. Available at http://www. margotandmaude.com/blog/2015/2/10/fashion-dictionary-moschino “Fashion Dictionary: MOSCHINO”. margot + maude. N.p., 2017. Web. 26 Jan. 2017. Available at http://thefashiontag.com/2016/05/16/spring-prints/

Chia, Jessica. “Here’s Exactly How You Can Look Like A VS Angel”. Allure. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.allure.com/story/victorias-secret-fashion-show-makeup-how-to

“Fashion Overall Collocations For Street Style Looks - Chic Front丨supreme Shoes & Bags”. Chic Front丨 Supreme Shoes & Bags. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.femalecharming.com/fashion-overall-collocations-for-street-style-looks/

“Campbell’s Tomato Soup 10.75Oz - Walmart.Com”. Walmart.com. N.p., 2017. Web. 26 Jan. 2017. Available at https://www.walmart.com/ip/Campbells-TomatoCondensed-Soup-10.75-Oz/10321636

“Furry Gloves In Paris”. Theblondesalad.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.theblondesalad.com/talents/chiara-ferragni/furry-glovesin-paris.html

“Cite A Website - Cite This For Me”. Demandware. edgesuite.net. N.p., 2017. Web. 26 Jan. 2017. Available at http://demandware.edgesuite.net/aaqx_prd/on/ demandware.static/-/Sites/en_US/dw7f3f1e36/OpenGraph_Image_RitaOraSS15.jpg

“File:Sala Dei Pavoni 01.JPG - Wikimedia Commons”. Commons.wikimedia.org. N.p., 2017. Web. 26 Jan. 2017. Available at https://commons.wikimedia.org/ wiki/File:Sala_dei_pavoni_01.JPG

Cut, The. “Gigi Hadid Was A Paper Doll At Today’S Moschino Show”. The Cut. N.p., 2017. Web. 26 Jan. 2017. Available at http://nymag.com/thecut/2016/09/ what-to-know-about-the-moschino-show-at-milan-

“Gigi Hadid - Versace Spring 2016 Campaign On Looklive”. Looklive.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.looklive.com/appearances/gigi-hadid-california-2015-12-04/

“Golden Buttons”. Theblondesalad.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.theblondesalad.com/talents/chiara-ferragni/golden-buttons.html http://www.vogue.es/moda/streetstyle/galerias/streetstyle-alta-costura-paris-julio-2016-elie-saab-valentino/12897/image/1140834 “Inspiration Of The Week”. Theblondesalad.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.theblondesalad.com/photos/inspiration-of-the-week-32. html “Index Of /Clientes/Melissa/Catalogos”. Casadarwin. com.br. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.casadarwin.com.br/clientes/melissa/catalogos/ “Jeroen W. Mantel - Editorial | Portrait | Commissioned - Photography”. Jeroenwmantel.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://jeroenwmantel. com/glamcult-magazine-kenzo-specialjuly-2013/ “Kaia Gerber Estrela Editorial Para A Teen Vogue”. vogue.globo.com. N.p., 2017. Web. 26 Jan. 2017. Availiable at http://vogue.globo.com/beleza/gente/ noticia/2015/11/kaia-gerber-estrela-editorial-para-teen-vogue.html “Love Moschino Lookbook Spring 2014”. Sunrainey.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.sunrainey.com/love-moschino-lookbookspring-2014.html “Moschino Logo, Logotype. All Logos, Emblems, Brands Pictures Gallery.”. Logos-download.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://logos-download.com/5538-moschino-logo-download.

html “Make Up By Tom Pêcheux | The Makeup Files”. Themakeupfiles.wordpress.com. N.p., 2017. Web. 26 Jan. 2017. Available at https://themakeupfiles.wordpress. com/tag/make-up-by-tom-pecheux/#jp-carousel-8472 “Moschino “TOY””. Pinterest. N.p., 2017. Web. 26 Jan. 2017. Available at https://es.pinterest.com/ pin/129267451780210282/ “Mrs. Fabulous-Jones’s Tumblr : Photo”. Mrssamfabulous.tumblr.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://mrssamfabulous.tumblr.com/image/129077835168 “Moschino By Jeremy Scott”. Theblondesalad.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www. theblondesalad.com/talents/chiara-ferragni/moschino-by-jeremy-scott.html “Nyfw Day 4”. Theblondesalad.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.theblondesalad. com/talents/chiara-ferragni/nyfw-day-4.html Photos, Celebrity et al. “Taylor Hill – The Coachella Valley Music And Arts Festival Day3, 4/17/2016”. CelebMafia. N.p., 2017. Web. 26 Jan. 2017. Available at http://celebmafia.com/taylor-hill-coachella-valley-music-arts-festival-day3-4172016-517390/ Photos, Celebrity et al. “Taylor Hill – The Coachella Valley Music And Arts Festival Day3, 4/17/2016”. CelebMafia. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.vogue.com/slideshow/street-style-newyork-fashion-week-spring-2017#18 “Point Of Interest: Castle Of Sammezzano | Life Be-

yond Tourism”. Lifebeyondtourism.org. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.lifebeyondtourism.org/puntointeresse/1977/Castle-of-Sammezzano

“Viktoriya Sasonkina View Management View Management”. Viewmanagement.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://viewmanagement.com/ models/viktoriya-sasonkina/

Photos, Celebrity et al. “Kendall Jenner – Photoshoot For Vogue Magazine September 2015”. CelebMafia. N.p., 2017. Web. 26 Jan. 2017. Available at http://celebmafia.com/kendall-jenner-photoshoot-for-vogue-magazine-september-2015-371571/

“Vogue Brasil – “Carmen Miranda Reloaded””. The Style Watcher. N.p., 2017. Web. 26 Jan. 2017. Available at https://thestylewatcher.wordpress.com/2013/01/25/ vogue-brasil-carmen-miranda-reloaded/

“Rare Photos Of Andy Warhol’s Famous Friends To Be Published For The First Time”. Closer Weekly. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.closerweekly.com/posts/andy-warhol-friends-photos-discovered-69130 “Street Style Alta Costura/ París, Julio De 2016 (IV)”. Vogue. N.p., 2017. Web. 26 Jan. 2017. Available at

2015, devon. “Devon Windsor And Cindy Bruna For Balmain Pre-Fall 2015”. Visualoptimism.blogspot.com. es. N.p., 2017. Web. 26 Jan. 2017. Available at http:// visualoptimism.blogspot.com.es/2015/01/devon-windsor-and-cindy-bruna-for.html “MOSCHINO”. MOSCHINO. N.p., 2017. Web. 26 Jan. 2017. Avaliable at https://fashionsartcreation.wordpress.com/

“Staz Lindes View Management”. Viewmanagement. com. N.p., 2017. Web. 26 Jan. 2017. Available at http:// viewmanagement.com/models/staz-lindes/ “Trash Magazine Editorial – Candy Men - Yuuths”. Yuuths.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://yuuths.com/trash-magazine-editorial-candy-men/ “The Best Street Style From London’S Fall 2017 Men’S Shows - Vogue”. Vogue. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.vogue.com/slideshow/streetstyle-mens-fall-2017#2 “The Beauty Model”. Thebeautymodel.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://thebeautymodel. com/tagged/sara+sampaio/page/5 “Viva Model Management - Paris | London | Barcelona”. Viva-paris.com. N.p., 2017. Web. 26 Jan. 2017. Available at http://www.viva-paris.com/barcelona/ellen-rosa/portfolio