M E T A L L I C S
Company Profile: Damir Doma was founded in 2006 by Croatian born designer Damir Doma and the Paper Rain Group. The designs of the brand are evoked from the everdeveloping qualities of the human self and are reminiscent of the various expressions of identity. Damir Doma has shown a constant melancholic aura in the past 5 years of it’s fashion existence, and continues to develop as a luxury and well established high fashion brand. Damir Doma has recently amplified with an online presence as well as a dedicated following of supporters which is only set to increase in the future. Spring/Summer 2013 is to bring a new range alongside the more affordable DAMIR DOMA SILENT collection, which will make the brand even more accessible to those who pursue it, encouraging more personal engagement and success.
Company History & Background: The collections of Damir Doma are tranquil and achieved through a sense of melancholy and soft lighting. Investigating the transient features of the human body, Damir Doma’s designs encapsulate a precise study of proportion and a combination of textures; producing a juxtaposition of the coarse and polished. Silhouettes draw upon a multitude of muses from the art and architecture worlds, disregarding elaborate decoration for a wholesomeness of form. Damir Doma’s collections are linked by a sense of uniform and
an compulsive relationship between shadow and light. Questioning contemporary attire, garments offer numerous expressions of identity; contrasting features of androgyny with dress codes from cultural and historical societies. Damir Doma, who was born in Croatia, grew up surrounded by toiles in his mother’s atelier in Germany and progressed to study fashion in Berlin and Munich, where he completed his degree in 2004. Doma went on to work in the ateliers of designers Raf Simons and Dirk Schönberger, he then migrated to Paris where he joined the Paper Rain group in 2007. Damir launched his first menswear collection in Spring Summer 2008, and three years after showed his first womens prét-à-porter collection for Autumn Winter 2010. The Damir Doma collections have been commercially successful to date and can be found in leading luxury boutique, internationally – including Dover Street Market, L’Eclaireur, Atelier NY and Lift, Tokyo. Doma has earned commendation from the international press and has featured in influential publications including Vogue Paris, Purple Magazine, The New York Times & 10 Magazine.
PR & Marketing Plan: The Damir Doma Community Concentrated research and profiling of the Damir Doma client exposed a unique trend of equal male to female ratio; as well as a youthfully androgynous and futuristic grunge styled population. We also recognise the fact that the male population are not afraid to push social boundaries, they too often wear basic make up and similar clothing to the female population. Damir Doma focus design on the everchanging features of the body, and as facial features of men and women are not extremely dissimilar, the need for a Damir Doma makeup range seems fundamental. The metallic range will be launched in print with an editorial feature within Tank magazine’s September issue.
M E T A L L I C S
Project Objectives The Metallics makeup collection will complete the Damir Doma range encompassing almost every bodily feature into a collection. The facial makeup is versatile and simple enough to be worn with any apparel, but is equally bold due to the shape and materials that the range includes. Damir Doma clothing is shaped and designed to fit and morph the form of the human body, the Metallics makeup range reinforces this trait. Using sharp lines that follow the contours of the face, Metallics manages to morph the facial features to become more futuristic and sharp, which is what the Damir Doma brand is becoming.
16ONE8 has been asked to retail the Metallics range as more accessible to a wider market. Damir Doma is a luxury high-end brand that is often seen as being out of range for clients who are not heavily invested in the brand. The new range helps to bridge the gap between all Damir Doma fans; pricing and marketing will allow most people to access the brand at this level and completely open up the Damir Doma market. 16ONE8 and Damir Doma believe that the reign of throwaway fashion is destroying all levels of the bespoke and artistic creativity. The credit that fashion and design deserves is no longer present because all unique style and trend is ultimately emulated by low end, low cost brands. The newly patented Metallics range will help bring back a form of exclusivity to the current fashion market, whilst still being available to an extremely wide range of client.
Project Launch Damir Doma Metallics is to be launched on September 29th of 2012, exactly one day after the Spring/Summer 2013 show in Paris, France. At 6pm www.DamirDoma.com will be updated with interactive software for all guests to experience. Jeremy Irvine and Dakota Fanning have pre-recorded instruction videos for fans and guests to watch before using the software themselves. The young Hollywood stars are ambassadors for the brands new make up collection and will be at the forefront of the online product launch in September 2012. Jeremy and Dakota will feature live on webcam for the first hour of the launch, trying out the different makeup styles and interacting with the guests. Selected international bloggers will also feature on live webcam videos where they explain how to put on the make up in real life using the kits that would have been sent prior to the event.
Social media will be the main way for the launch promotion amongst the public. Once the fans have used the webcams to dress themselves in Damir Doma Metallics the photograph of the guest will be automatically posted to their Facebook profile as well as posted on their Twitter feed with the hashtag #DamirDomaMetallics. There is also a competition running for all guests that partake in the social media photo upload. Every 500th user to include the endorsed hashtag will automatically win a Damir Doma Metallics makeup kit, using this ongoing competition will encourage the Metallics range to grow in terms of recognition and success.
Project Strategy 16ONE8 will send Hand written letters by Damir Doma with the sample makeup kits to selected bloggers around the globe. These bloggers consist of Susie Lau, Scott Schuman, Tommy Ton, Gary Card and Gabi Gregg who own and manage some of the world’s top blogs for style, fashion, beauty and culture. Because Damir Doma Metallics is a product that can be seen as beauty and fashion it is essential to involve influential people who are defined under every level of this umbrella.
An official News release for the online event and product will be sent via email to all subscribers of the brand as well as selected press and bloggers. The documents will also be sent to those who follow Damir Doma on Twitter and those who have ‘liked’ the Damir Doma Facebook page. This will enhance the quality of guests that use the online software at the event and insure they are informed about the brand and the product as well as the exciting online feature. On the same day as the news release being sent each of the recipients will receive an e-invite to the online launch. The selected international bloggers will also receive the invite and news release alongside their hand written letters. Press such as Tank, i-D, Dazed & Confused, Purple and Garage will all be heavily informed about the launch because their client is the kind of invest in the new product line. The metallic range will be launched in print with an editorial feature within Tank magazine’s September issue.
16ONE8 will ensure that videos of Dakota Fanning, Jeremy Irvine and Damir Doma himself will all be available the day before the event on YouTube and Vimeo as well as on www.DamirDoma.com. This attribute will encourage excitement to build before the online event goes live. The links for the videos will also be posted to Social Media sites such as Twitter and Facebook so that the maximum amount of fans can be reached and informed about the event.
A smart phone app will also be created for the event so that if you do not have access to a computer this will not effect your participation with the launch. The Smartphone app will be launched 1 week before the event and promoted during the fashion show on the 28th September 2012. The software needed for the makeup webcam feature will be installed in the app and will connect via Facebook and Twitter to the users personal account. The app will be purely made for the iPhone 4 so that the user will be able to use the self-facing camera. The app will also feature a count down clock leading up to 6pm on September 29th 2012. It will be free to maximize the amount of users and encourage more downloads. The Damir Doma app will have instruction videos and a Live RSS feed that gives the user short bursts of information about the event and product. The app will also be able to send PUSH notifications to the phone so that the user knows exactly when the software has gone live. Videos and pictures will be saved and turned into a video that will be shown one week after the event to help promote the range further. By doing this more people will feel encouraged to get involved and become part of the advertising campaign for the new makeup line.
Project Timeline
www.damirdoma.com
Damir Doma Launch First Ever High Fashion Metal Makeup Range. Damir Doma take luxury fashion one step further with the new runway worthy, ground breaking makeup up line ‘Damir Doma Metallics’. The intricate new product will be launched exactly 1 day after the SS13 show in September 2012 to all of the brands fans online. With the launch of the Damir Doma specialist cosmetic range, fashion innovators around the globe will no longer be constrained by dull and lifeless makeup. Fashion on the high street is no longer ‘High Street Fashion’. Hollywood’s Dakota Fanning and Jeremy Irvine show Damir Doma customers that you don’t have to be a fashion week model to sport the new range. 18 year old Dakota comments, ‘It’s great to finally have a designer who pushes boundaries off the catwalk as well as on it, especially when the customer can get involved too.’ Damir explains, ‘As designers we present a personification of our clothes in our shows, now we are allowing you to access more of what we stand for, more of what the customer loves.’ The defiant designer has pushed boundries since his first collection, shown in 2008. The new unisex metal make up kits that will cover lips and eyes will only catapult Damir Doma even further above the rest. Log onto www.DamirDoma.com on September 29th at 6pm and be the first to preview the range, and even see what it looks like on you with the innovative webcam technology, which dresses you in Damir Doma Metallics. Damir Doma is also giving you the chance to win several of the makeup kits. If you stay one step ahead and set trends, Damir Doma Metallics is unquestionably going to enrapture you.