Concept proposal

The outcome: Pave a way for a change in status, resulting in equality and continually evolving society.

New concept proposal: - To create a brand & product/service that facilitates and generates the movement of same status ideology in society. - This will be done through the implementation of the brand DNA, with use of colours & prints. Along with implementing core brand identifiers. - Brand identifiers: Kenzo QR code, Kenzo colour & implementing non-gendered design features. - This idea will be communicated through social media platforms, stores, runways and WABI SABI principles.

Explanation:

Kenzo as a brand wants to generate the movement of equal gendered status within society in order to generate a progressive community of forward-thinkers. Kenzo as a brand has been at the forefront of facilitating growth within society. Longevity, technological and societal trends are moving into the direction of a unified community.

Through non-gendered design forms and a clever use of Kenzo’s DNA features of colours and prints; the brand allows the idea for a shared wardrobe to develop. To facilitate the idea of same gendered status, Kenzo will implement a colour that will represent both female and male, along with a Kenzo QR code.

The Kenzo QR code will make their products identifiable among the mass market along with displaying the ‘taboo’ symbol in society. This taboo is linked to status roles within today’s society. Through this identifier, consumers are displaying their forward-thinking approach to this change in society, along with allowing consumers to display themselves and their true nature through this generated community of like-minded individuals. The code will facilitate the consumer in the knowledge of the brand, product and have a feature of the product’s history in terms of longevity, owners of the product and second-hand nature platforms.

The identifiable Kenzo colour facilitates society to move in the direction of this forward-thinking approach. The colour will symbolise individuals taking a stance to society norms and allowing change to continually take place.

This new societal idea will be communicated through a single runway show, a shared closet approach and brand communication tools.

The main identifier within all these elements is the Wabi Sabi connection. Wabi Sabi is a traditional Japanese aesthetic that values imperfections in a world of ‘perfections’. Kenzo will implement Wabi Sabi in all spheres of the brand and merchandise in order to facilitate and link the new elements that will be implemented. This Japanese element is crucial for the brand as it has a strong link with the brand’s DNA and the late designer, Kenzo Takada.

NEW PROPOSED BRAND DNA

- Colours and prints (exotic florals, jungle inspired) - Strong brand storytelling - Top quality materials - Non gendered design features - Kenzo QR code - Quality, craftsmanship and innovative designs

CONCEPT NAMING

KEN-SABI