COLLABORATION IDENTITY

IDENTITY

After creating my concept and an understanding of the consumer for this campaign, I knew this campaign needed to be communicated with intent and purpose as the Dover Street methodology shows, bringing together the creative lens’ of Chanel and Dover Street. This collaboration will see both brands as equals, each bringing something new to the other. Utilising Dover Streets increasing range of streetwear brands in store will provide a youthful aesthetic to this collaboration. Moreover, this campaign will look to re-tell Chanel’s values in a new and exciting way to regain a consumer who has fallen out of touch with the brand. Chanel’s core values on which Coco founded her empire were liberation, practicality, functionality, and redefining fashion. It is these values this campaign hopes to retell to a younger consumer using a streetwear lens to do so.

Hence, this collaboration will be recognised by its street style edge, pushing Chanel creatively and allowing it to fit seamlessly in a Dover Street install. The collaboration will be identifiable by its relatability to the youth, unique curation, and ability to bring together the identities of both brands involved in a cohesive manner.