PART II
PUBLIC RELATIONS Goal: To be able to demonstrate strategic and creative proposal of a fashion show for our capsule collection. Demonstrate ability to write an official press release to our show, to create the invitations, write a list of the invited people, create seating plan & plan after-show party.
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GROUP MEMBERS
INDEX OF PUBLIC RELATIONS THIS IS THE TABLE OF CONTENTS FOR ADVERTISING CAMPAIGN: 1.1 GUEST LIST 1.2 FASHION SHOW - ATMOSPHERE - LOCATION - MUSIC - MUA - HAIR STYLIST 1.3 INVITATIONS - INVITATION FOR FASHION SHOW - INVITATION FOR AFTER PARTY - SEATING MAP 1.4 AFTER PARTY - INVITATION - TRANSPORTION - PREFORMANCES
OUR MOTIVATIONS TO INTRODUCE THIS CAPSULE COLLECTION TO THE WORLD Ever since Phoebe Philo left CELINE, she took her little fanclub with her. CELINE lost their community around the brand, which we think is important to have regarding brand loyalty.
In the past years street style and sportswear have become ''acceptable'' to wear even when not participating in a sport or going to the gym. The finest fashion houses now sell sneakers that was not common 5 years ago.
The goal of our collection is to make sportswear elegant again - while the root of the inspiration comes from french heritage and the concept of bon chic bon genre style.
According to WGSN, trends for womenswear S/S 21 are Horse Play and Homage to heritage. Inspired by royal retreats and riding club jaunts, classics like the riding boot and repeated monogram printed scarfs are highlights, as well as the classic white shirt, tailored blazers and trench coats. As heritage is often connected to made-tomeasure and sartorialism - it gives sustainability and slow fashion a boost, giving clothes a longer life as it is made with high quality fabrics and craftsmanship.
We believe equestrian sports are a good meeting point since it serves a beautiful style and aesthetic that is similar to what the high society CELINE woman likes. Some enjoy horse-riding in their leisure time, while others enjoy watching it. That is why we created two parts to our capsule collection EQUESTRIAN inspired wear and GARDEN PARTY inspired wear - since it is usual to have a garden party after a game like The Longines FEI Jumping Nations Cup.
In conclusion it is about recalling elegance into sportswear as the sneaker hype is gradually dying out. This fives CELINE a chance to show its sporty side while keeping and amplifying the bourgeous style that Hedi Slimanie already is in love with.
GUEST LIST 100 HAND PICKED GUESTS FOR OUR CAPSULE COLLECTION SHOW In the following slides you will see our guestlist devided by celebrieties, journalists and fashion buyers.
CELEBRITIES
Angelina Jolie Activist & Actress
Lady Gaga Singer
Ami
Eva Chen
Blake Lively
Aya
Kendal Jenner
Bella Hadid
Gigi Hadid
Margot Robbie
Noen Eubanks
Japanese Singer
Model
Model
Model
Actress
Tik tok influencer
Fashion Director at Instagram
Actrees
Sienna Miler
Emma Stone
Dakota Johnson
Brie Larson
Camila Coelho
Olivia Palermo
Victoria Beckhan
Acctress
Actress
Actress
Acrtress
Fashion Blogger
Harrods
Designer
Valentina Truppa
Athina Onassis morgan barbançon
Jessica Michel
Lupita Nyong’o
Chiara Ferragani
Saoirse Ronan
Emma Watson
Audrey Tautou
Olympic Dressage Rider
heiress and equestrian Olympic Dressage Rider
Olympic Dressage Rider
Actress
Influencer
Actress
Actrees
Actrees
Japanese Singer
Princess Nathalie of SaynWittgenstein-Berleburg Danish Princess & Olympic Equestrian
Alex Rivière
Leia Sfez
Jeanne Damas
Brigitte Macron
Caroline De Maigret
Vanessa Paradis
Naomi Watts
Tina Craig
Influencer,
Model, Influencer
Designer, Influencer
First Lady of France
Model, Autor, music producer
Artist
Acress
Socialite
David Beckham
Gwyneth Paltrow
Athlete, model Socialite, Entrepreneur
JOURNALISTS
Susanne Madsen
Anna Wintour
Edward Enningful
Tim Blanks
Bridget Foley
Anne Fulenwider
Editor in Chief of The Horse Rider's Journal
Editor in Chief Vogue US
Editor in Chief Vogue UK
Editor-at-Large at BOF.com
Executive editor o WWD
editor in chief of Marie Clarie
Katie Trotter
Aleksandra Woroniecka
Marco Caruccio
Emmanuelle Alt Emanuele Farneti
Vanessa Friedman
DIETPRADA
Fashion critic at T he New York Times
Journalists behind instram accountDietPrada
Ana Dello Russo Giovanna Battaglia
Editor in Chief Vogue Paris
Editor in Chief Vogue Italia
Fashion Editor Vogue Arabia
Fashion Director Vogue Arabia
Senior Fashion Editor at Pambianco
Bergdof Goodman
Fashion Editor, Contrubitor & Creative Director
Emily Senior
Derek Blasberg
Leandra Medine
Emilia De Poret
Carine Roitfeld
Jordan Sitinas
Lauren Sheffield
Online Editor at House & Garden
Head of fashion and beauty partnerships at YouTube, Journalist, Author
Writer at Man Repeller & host of Oh Boy podcast
Witer at Elle Swedenn & host of Säker stil Podcast
Founder of CR Magazine
Assistant Fashion Editor at CR MAgazine
Social Media Editor at HarpersBAZAAR.com.
Martina Bonnier
Samira Nasr
Lucie Zhang
Angelo Ruggeri
Lilah Ramzi
Damernas Värld
Harpers Bazaar
Director of Social Media at Vogue
Freelance fashion editor
Vogue US
Imran Ahmed Founder of BOF
DIETPRADA Journalists behind instram accountDietPrada
Robin Givhan Fashion Editor
Pauline Weber
Hamish Bowles
Fashion Editor at LE Monde
Editor-at-Large Conde Nast
BUYERS
Jade Bronze Womenswear Buyer at Harrods
Rebecca Tinker
Pietro Bonacina
Buyer at Browns Fashion
Buyer at 10 Corso Como
Women’s Designerwear Buyer at NET-A-PORTER
Haley Schulke
Chrissy Kim
Carolina Addadi
Priscilla Hansen
Fashion Director at Galeries Lafayette
Assistant Buyer at Bergdorf Goodman
Buyer of European designers at Bergdof Goodman
Womens wear buyer at GENTE ROMA
Senior Buyer at ILLUM
Federica Montelli
Chiara Vercellini
Amélie Nantois
Anna Wise
Fashion Buyer at Harvey Head of Fashion at Rinascente Nichols Kuwaits
Buying Assistant at ANTONIA
Fashion Buyer at Le Bon Marché
Nathalie Schuterman
Womens Buyer at Selfridges Fashion Director at MyTheresa
Ellie Peter
Olivia von Christierson
Tiffany Hsu
Linah Hashmi
Alix Morabito
Marta Gramaccioni
Sophia Vitti
Eva Galambos
Senior Buyer at Luisaviaroma
Junior Buyer at MyTheresa
Buyer at ParlourX
Paloma Calderon Lemes Fashion Buyer at Corte Inglés
CEO & Buyer at Nathalie Schuterman
Assistant Buyer at NET-A-PORTER
Elena Beaufayt
Adriana Saralvo
Vendela Svensson
Fashion Buyer at TSUM
JOYCE Hong Kong
Nordiska Kompaniet
FASHION SHOW IN THE FOLLOWING SLIDES YOU WILL SEE OUR PLAN FOR OUR PLANS FOR OUR FASHION SHOW. MOODBOARDS, CATERING, SET DECOR, MUSIC ECT..
ATMOSPHERE MOODBOARD
Floor - Natural soil ground Set Decor, inspiration from equestrian landscape and garden Lighting - Midday sun with clouds, natural day light
Surrounding props - Natural elements like red poppie flowers, wood, marble and lastly an unnatural element, mirrors.
LOCATION
THE STABLES AT VERSAILLES Dear guests, you are welcome, now enjoy! Our capsule collection ''Bon chic bon genre'' is about celebrating french heritage and style. Our collection is mostly inspired by what is concidered ''tarditional upper class'' french leisure and event style, heavely inspired by equestrian aesthetics and elegant garden party dresses. So which better place than Versilles that is the largest, most luxurius and glamourous world heritage, not only in france, but in the world!
Académie équestre de Versailles
We are having the fashion show presented outside, so the guest can enjoy the view get a sence of power while being surrounded by the most beautiful castle in the entire world, Versailles. http://en.chateauversailles.fr/
MUSIC
GOTAN PROJECT Gotan Project is a musical group based in Paris, consisting of musicians Eduardo Makaroff (Argentine), Philippe Cohen Solal (French) and Christoph H. Müller (Swiss). The group formed in 1999. Their first release was "Vuelvo Al Sur/El Capitalismo Foráneo" in 2000, followed by the album La Revancha del Tango in 2001. Their music is based on Argentinean tango, but also uses elements such as samples, beats, and breaks. We want them to collaborate with us, having a live band during our show while they play a medley of their top 3 songs for 7 minutes.
MAKE UP ARTISTS
CHARLOTTE TILBURY The makeup look for the fashion show is in neutral colors with a pink base. It's flirty, summery, glowy and in perfect balance between not too much or too little. The pillow talk look is Charlotte's iconic look, she has a whole series of product dedicated to this look. It is something that looks good on everyone and on all skintones and is even appropriate for all occasions. Charlotte Tilbury's work can be seen in fashion magazines including Vogue, LOVE magazine, Vanity Fair, V magazine for cover shoots and editorial campaigns. In ther past she has worked as a makeup director for brands such as Prada, Miu Miu, McQueen, Cavalli, Lanvin and Chloe during fashion weeks in all four fashion capitals. Charlotte Tilbury has also collaborated with designers such as Tom Ford and Burberry on beauty campaigns as well as acting as creative director for Tom Ford and Helena Rubinstein amongst others. She also has her own makeup brand.
THE PILLOW TALK LOOK
HAIR STYLISTS
CHRIS APPLETON Chris Appleton is a British hairstylist, who is famous as the hairstylist of big-name celebrities like Katy Perry, Ariana Grande, Jennifer Lopez, Kim Kardashian and so on. He also won the 2010 Young Talent of the Year in the London TV Show, Hairdresser of the Year. With his rising popularity, Chris has amassed around 570k followers on his Instagram account.
For the equestrian part of our collection, we would like to have let down sleek hair with a lot of volume. inspired by JLo and red carpet looks.
TRACEY CUNNINGHAM
Tracey Cunningham has been at the forefront of the competitive, hair arena for over two decades. Cunningham’s work has graced the covers of magazines such as Marie Claire, W, Instyle and Allure. clients are among the most sought after women of stage and screen – from Charlize Theron to Toni Collette to Jessica Biel, just to name a few.
For the garden-party part of our collection, we would like to have let down sleek hair with a lot of volume.
CATERING FOR FASHION SHOW
CATERING MENU Only famous french classics will be served at the catering at the fashion show. PROVENÇAL VEGETABLE TART
FRENCH TOAST
FRENCH FRIES
CROISSANT
MINI TARTES FLAMBÉES
ZUCCHINI-TOMATO VERRINE
MACARONS
CINNAMON FRENCH TOAST STICKS
INVITATION In the following slides you will see our invitations for our fashion show and after party. You will also see our seating plan for the fashion show.
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ENGRAVED TEXT GOLD METAL
WHITE MARBLE
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WOHS NOIHSAF OT NOITATIVNI
INVITATION TO FASHION SHOW First impressions last, so I intend to make it special. The Invitation for the fashion show arrives in a little box. The invitation itself is a marble shaped horseshoe that is decorated with a centered golden logo and with golden metal details on the sides for the necessary engraved information. Horseshoes are a symbol of luck, our guests know this and we use it to our advantage, by giving our guest a first impression that basically is a heartwarm feeling in a box. By doing this we are working psychologically with their subconsciousness. Invitation designed by Sandra in Adobe Photoshop
IVITATION TO AFTER PARTY
SEATING PLAN
Road for our tarnsportation to guests
Entrance
ZONES A, B, C & D
YTRAP RETFA OT NOITATIVI
SEATING PLAN Runway
ZONE A ZONE D
ZONE B
ZONE C
IVITATION TO AFTER PARTY
SEATING PLAN - FRONT ROW
ZONE A
A1A
A1J
A1B
A1I A1C
A1D
A1E
A1F
A1G
A1H
YTRAP RETFA OT NOITATIVI
SEATING PLAN - JOURNALISTS
B1A B1B B1C B1D B1E
B1F B1G B1H
B1I
B1J
B2A B2B B2C B2D B2E
B2F
B2G B2H B2I
B2J
ZONE B
B3A B3B B3C
B3D B3E
B3F B3F
YTRAP RETFA OT NOITATIVI
SEATING PLAN - CELEBRITIES
C1A C1B C1C C1D C1E C1F C1G C1H C1I
C1J
C2A C2B C2C C2D
C2J
ZONE C
C3A C3B C3C C3D
C2E C2F C2G C2H C2I
YTRAP RETFA OT NOITATIVI
SEATING PLAN - BUYERS D1A D1B D1C D1D D1E D1F D1G D1H D1I
D1J
ZONE D
D2A D2B D2C D2D D2E D2F D2G D2H
D2I D2J
D3A D3B D3C D3D D3E D3F D3G D3H D3I
D3J
AFTER PARTY CAREFULLY PLANNED AFTER PARTY In the following slides you will see our plan for our plans for our after party
IVITATION TO AFTER PARTY
INVITATION TO GARDEN PARTY What is a key necessity to wear on a sunny spring day on a garden in France? Sunglasses of course!
I choose this shape and this chape only because it's the moste famous shape by celine that was a fashionista must-have a few years ago. Also, because we belive this will boost the sales and give it a comeback moment again.
Giving the fact that we live in a society is changing where physical distancing is a must, we want go offer our guests the best garden xperience wever, dancing together and looking classy while doing it safely. The Invitation for the garden (after) party arrives in a little box. The invitation itself is a elegant face shield with built-in sunglasses in CELINEs most famous and well known shape, Audrey. We will make this in collaboration with designer Joe Doucet, who made designed this prototype and released it's pictures last week.
Face shield designed by Joe Doucet.
We hope to make this real, since the demand on these kind of products is high and it will be photographed and all over social media after the event.
TRANSPORT
TRANSPORT FROM FASHION SHOW TO GARDEN PARTY Would you like to feel like cinderella for one night? Since the palace is huge and the garden (after) party it’s on the same location, we would like to offer our gests a unique experience of transportation.
Carriage by Sandra using Adobe Illustrator
LOCATION
GARDEN PARTY Part of our inspiration to our capsule collection is about celebrating french heritage and old upperclass aesthetics. So what better location than Versailles, that is the largest, most luxurious and glamorous world heritage? The garden party will be a small and intimate with 100 guests only. It will be held in Marie Antoinette's estate The Trialion. We want create a cozy feeling, almost like a family dinner but obviously in a unique location and atmosphere with interesting people.
SET UP
SET UP
TABLE SETTING AND ATMOSPHERE
LAYOUT OF TABLES/STAGE
SET UP
CELINE BUTLERS
ART/FLOWETR INSTALLATIONS
Like Cartier has their well recognised ''bell boys'', our waiters and waitresses to have uniform that resembles CELINE like the young guys resemble Cartier on the photo.
Triomphe shaped flower arrangement to create a little instagram corner- also to highlight the comebackof the old logo and new direction of CELINE.
PREFORMANCE
PREFORMANCES
SHOW
MUSIC
A mix of preformances will take place. A small show by Olympic medalist Princess Natalie with her horse.
Singers will be french and sing their own songs and old french classics (ex. classics by Edith Piaf ), making them party friendly. Stromae, Mika and The Gotan Project will be the musical artists.
SPONSORSHIP
SPONSORSHIP SPONSORSHIP WITH VEUVE CLICQUOT
Both CELINE and Veuve Clicquot are in the group LVMH. So not only is it a conviniet arrangement, but also benefitial for the group.
MENU OF AFTER PARTY
Like the capsule collection, the menu is inspired by France, so we choose to serve traditional french classics that are known all over the world.
MENU STARTERS TRADITIONAL FRENCH ONION SOUP GARLIC BREAD (V) MAINS STEAK FRITES L'ENTRECOTE WITH FRENCH FRIES AND VEGETABLES RATATOUILLE - STEWED VEGETABLES (V) DESSERT MACARONS - LEMON, CARAMEL & STRAWBERRY (V) LE ECLAIRE - PASTRY PISTACHIO MOUSSE FILLING
BON APPÉTIT!
CHEF
ALAN PASSARD Alain Passard is a French chef and owner of the three-star restaurant L'Arpège in Paris. 1980-1986 THE EARLY STAGES The Chef started his career at the « Duc d’Enghie. at the Casino of Enghien. He was born 4 August 1956 at La Guerche-de-Bretagne, France. Alain Passard began his career at Le Lion d’Or in Liffré from 1971 to 1975 under the Michelin-starred Breton Chef Michel Kéréver. There, he was exposed to the fundamentals of classic cuisine.
AFTER PARTY GIFT BAG
GIFT BAG The pictures show what the guests will recive in their gift bag. Fragrance - Young fragrance on the market that we want to promote Keyring - A symbol of the triomphe, a key part in the brands heritage Phone Case - Something small to show of our craftmanship that we are proud of Face Mask - In case a guest lost their own on their way to the event
Fragrance
Keyring
Facemask with our capsule collection print, like on the goodie bag
Smartphone Case
Paper goodie bag in our Capsule Collection Print Print made by Sandra in Adobe Photoshop
MERCI !