VICTORIOUSLY SUSTAINABLE CAPSULE COLLECTION SPRING/SUMMER 2019
Madalina Macadrai BA Fashion marketing& communication, level 5, 2018-2019
5FAMKoo3C, Visual and video techniques Nicolas Godon
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CONTENTS COMPANY BACKGROUND INSPIRATION EDITORIAL LOOKBOOK WEBSITE
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CORPORATE PROFILE Victoria Beckham Limited was founded in 2008 and is Based in London, United Kingdom, on 36 Dover Street, W1S 4NH. The brand’s website is www.victoriabeckham.com (Bloomberg, no date). The company has been recently valued at 100 million pounds (Chitakhron,C).
vid Beckham, Victoria Beckham (Style, S, no date). Beckham is committed to her business, her family but also to philanthropy (Moss,V, 2015) and supports causes such as sustainability (Wallwork, E, 2016) and women empowerment (Berg,M. 2018)
The brand designs and sells a variety of clothes, including high-quality denim garments, as well as handbags, shoes and sunglasses. It has started from being a dress brand, but has evolved into a “full line of ready to wear” (Bloomberg, no date), that as of 2018 was present at two fashion weeks (Newbold,A,2018).
The brand has offices in London and New York, a flagship store in Mayfair and a store in central Hong Kong. Moreover, the brand has won multiple fashion industry awards such as Best Designer Brand and Brand of the Year at the British Fashion Awards (Victoria,B,no date). Therefore, the former popstar has managed to transition from a show-business celebrity Victoria Beckham Limited was founded by to a highly recognized and credible personformer international pop-star, member of ality in the high-fashion world (Moss,2015). the Spice Girls and wife of footballer Da-
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MARKET Victoria Beckham Limited is positioned as a high-fashion brand with garments prices anywhere from £490 to £3,120. However, the brand has launched a diffusion line “Victoria, by Victoria Beckham” in order to cater to the fashion needs of more women (Moss, 2015). The company competes in terms of price and style with the likes of Roland Mouret, The Row and Philip Lim. However, there are a few aspects that make the brand stand out. The first is that the designer, unlike other celebrities, oversees all production and design aspects herself and understands that her clothes fit and work on a large variety of shapes and sizes as they have a classy, but often times daring essence, and their style can be taken on board by women with different taste. The creative director spends time talking to her customers, observes how the clothes make them feel ‘Is it comfortable? Is it flattering?’ and makes her garments ‘reflect the fashion of the time’. Therefore, the brand is also highly aware of not only fashion trends, but also social trends. The second aspect is that Victoria Beckham Limited is
‘simple lines’, ‘artful use of colour’, great tailoring’ and ‘quality of fabrics’. From physical to online store, the VICTORIA BECKHAM ‘world’ is centered around ‘educated simplicity and sophisticated boldness. Overall, every collection is ‘progressive’ and has a ‘distinctive and modern language of clothing’, as well as adapts Victoria’s personal style ‘to the needs and desire of her international women clientele’. (Style, S, no date).
a personal, lifestyle brand, as consumers ultimately buy into her and her family’s lifestyle. They are all involved by her side. (Alexander Fury, 2015) The brand now has a reputation in the high-fashion world “People can see her seriousness, and real women who have the money are very happy to buy those clothes,” says Bailey. “They don’t do it because they’re turned on by celebrities – they do it because those clothes are amazing staple pieces to have in your wardrobe if you’re lucky enough to afford them.” (Emine Saner, 2015). And thirdly, while her collections have evolved in terms of design and focus, what has remained constant to this day is Beckham’s use of
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POSITION
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There have been major corporate changes in the past 3 years such as an investment in the company from Neo Investment Partners in 2017, in order to help improve the 8.4 million pound losses from “investments in design, production, sales and marketing�. Also, a new Chief Executive Officer and a new Chairman have been selected in 2018(Chitakhron, C, 2017). S
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This milestone allows space for making new changes in the company’s activities. Therefore, launching a capsule collection that is 100% sustainable matches with the brand’s reputation of constantly innovating and progressing and is also relevant to the pressing issue in society today that the designer herself is also concerned by.
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REMEMBER
However, the most important aspect is the celebration of the company’s decade milestone. It has already been celebrated with a beautiful fashion show during London Fashion Week at Galerie Thaddaeus Ropac, a grand Georgian mansion in Mayfair, next door to the flagship store, as well as the release of a 16-piece limited edition collection with garments over the years that have been revived (Newbold, A., 2018).
COMMUNICATION
Over the years, the brand has been associated with ‘glossy, and sometimes controversial print ads’, however the brand is real and portrays much of the creative director’s life, so this is how she justifies is. For instance, in 2018 she has delivered an AD where she is emerging out of a shopping bag, hinting at her Marc Jacobs ad in 2008(Bauck, W, 2018) In the same time, there is a coherence in the brand’s social media, as it has a combination between brand posts and posts about Victoria Beckham’s daily life. The 75 million followers Instagram account is a powerful tool to drive more clientele to the brand as it brings her personal fans and her fashion brand’s fans together and creates a more personal relationship as well as adds an inspirational factor for her fashion brand which is an ideal marketing tool (Rebecca Stewart, 2018). The design, colors and messages within social media are also coherent to the brand’s website and style.
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Most importantly, Victoria Beckham as always ensured that the brand expands and reaches new lengths in terms of collaborations such as the one with Target in 2016 (Sadick, S, 2017) and Reebok in 2018. This has allowed for a lot more exposure and has served as an advertising tool as well (Bobila, M, w2018).
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BACKGROUND
Furthermore, the brand also markets the added value of their physical stores in London and Hong Kong as they are focused around making people ‘think differently about luxury’. The stores often have ‘other creatives’ work on the walls’ and ‘host events’. Therefore, this gives the brand a more artistic, lifestyle essence which the creative director actually wants to achieve “I want everyone to feel welcome in my store whether they’re coming to buy something or they want to be nosey or buy something, or check out the architecture.”(Rebecca Stewart, 2018).
COMMUNIC growing awareness on the issues of sustainability in the fashion industry(BOF,2018)Â
Sustainable capsule for Spring/Summer 2020
TASK 1 2
CATION
through the imagery, text and choice of colours and textures, the message that needs to transpire is that the brand is willing to adapt to social issues facing society today, while maintaing brand essence
SUSTAINABLE MATERIALS: re-engineered cashmere viscose special techniques silk vegeterian leather organic cotton
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TARGET
w omen over the age of 25 with a solid income and position of power in their industries
many are mothers and wives , so they require versatle and comfortable cllothing that allows them to look stylish while doing everyday tasks
she has a busy schedule, but takes time for herself. she is preoccupied about social causes such as the environment
they are looking for timeless and high-quality pieces that they can mix with their other wardrobe p i e c e s and constatly have creative, new looks. They live in the city, but relax in the countryside 1 4
The main goal is to bring a new association to the brand: a conscious brand that is involved in social issues and wants to make a change even if it is just going in the right direction through a capsule collection
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Depict the nature through and increase sales by 30% ue working on replenishing the
the garments as to continprevious losses.
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Going in nature and more specifically in the countryside grass areas and fields. The colours, textures and vibe of the place are the full inspiration of the collection. The collection will be centered around shades of green, yellow, beige, orange, blues, browns and pinks, to match the multiple aspects of nature and be consistent with the overall message of this special edition collection of sustainability. The collection will have a few pieces that follow both a more form-fitting essence and a flowy, relaxed vibe to them as to suggest the quality of nature. The pictures will inspire a relaxed, calm atmosphere.
EDITORIAL BRIEF This editorial should focus on creating a peaceful, light-hearted and inspiring atmosphere. There should be a fusion and a close relation between the clothes and the location. The shoot will be peaceful and vibrant and it will mainly use imagery of grass and fields.
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PHOTOGRAPHER - David Bailey The English photographer is considered one of the pioneers of contemporary photography. He has photographed some of the most notable images of the last five decades.David Bailey is credited with photographing some of the most compelling images of the last five decades. He rose to fame shooting models such as Jean Shrimpton and Penelope Tree.
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STYLIST - Alex Longmore Alex Longmore is UK’s top fashion stylist. She has over sixteen years of experience in which she has become one of the key players of British fashion industry. She began her career in London and after working for Tatler and COM. Her career in fashion began in London. Alex is responsible for styling shoots in the Uk and abroad for editorial, film and advertising.
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3 MODELS Lauren Layne Jenna Goldsack Julia Hafstorm Anok Yai
The models will be of different colours and with different personalities. However, what is important is for them is to be thin, because this is typical for Victoria Beckham work and also they need to have a natural looking appeal
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Make-Up
The make-up will be done by Petros Petrohilos The make-up will be minimal, with light pastel colours on the eyes and a very faint lipstick
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The hair will be done by Thomas De Kluyver.
The hair tyles will vary from natural loose hair , to updo because this will emphasies the versatility of nature
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Time Schedule
The shoot requires a whole day as the pictures need to be take mid-day and into the sunset hour. The crew and models will arrive promptly at 9am in the town of Naunton and there will be cars and RV’s to move through the patches of nature.
There will be around 8 with loose jumper, shirt
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Art Direction
outfit changes: dress, blouse with trousers, skirt dress, top with faux leather trousers, overalls.
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Model Direction
The poses will be varied. The model will be lying, standing, jumping, walking away. Pictures will be from above, same level, lateral. Facial expressions will be varied from serious, mysterious, flirty, quirky, pure joy and wondering.
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Retouching
To mainain the authenticity of theeditorial theme, the retouching will be reduced to a minimum
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Page Layout
There will be both single and double
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spread images
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Models: Lauren Layne and Jenna Goldsack Hair: Thomas de Kluyver Make-up: Petros Petrohilos Photographer: David Bailey Stylist: Alex Longmore Outfit: Victoria Beckham - Victoriously Sustainable
WOKE UP IN FIELD OF DREAMS
Model: Julia Hafstorm Hair: Thomas de Kluyver Make-up: Petros Petrohilos Photographer: David Bailey Stylist: Alex Longmore Outfit: Victoria Beckham - Victoriously Sustainable
Model: Julia Hafstorm Hair: Thomas de Kluyver Make-up: Petros Petrohilos Photographer: David Bailey Stylist: Alex Longmore Outfit: Victoria Beckham - Victoriously Sustainable
Model: Anok Yai Hair: Thomas de Kluyver Make-up: Petros Petrohilos Photographer: David Bailey Stylist: Alex Longmore Outfit: Victoria Beckham - Victoriously Sustainable
VICTORIOUSLY SUSTAINABKLE CAPSULE COLLECTION SPRING/SUMMER 2019 LOOKBOOK PREVIEW
NATURE IS WHERE I FEEL MOST AT HOME - VICTORIA
look 1
Asymmetrical Pleated Flounce Top Deconstructed Pleated Trouser
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look 2
Ruched Tunic Corrugated Dress
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look 3
Deconstructed Pleated Skirt Sheer Shoulder Top Faux leather bag
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look 4
Printed Ruched Dress Ballet Lace-up Sandals
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MINI SITE
A PLACE WITH INFORMATION ABOUT: SUSTAINABILITY, THE BRAND AND MORE https://victoriabeckhamsustainable.wordpress.com
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BIBLIOGRAPHY Bauck, W. (2018). Victoria Beckham’s First RTW Campaign Pays Homage to an Iconic 2008 Marc Jacobs Ad. [online] Fashionista. Available at: https://fashionista.com/2018/09/victoria-beckham-fall-2018-ad-campaign [Accessed 10 Dec. 2018].
Culture. [online] Google Arts & Culture. Available at: https://artsandculture.google.com/exhibit/5gLi6ivCZ1_lIA [Accessed 22 Nov. 2018].
Dracott, E. (2018). Victoria Beckham sparks carrier bag-wearing trend on social media - Independent.ie. [online] Independent.ie. Available at: Bailey. D(n.d.) David Bailey[online]. Visual Art- https://www.independent.ie/world-news/and-fiists. Available at: http://www.visualartists.com/ nally/victoria-beckham-sparks-carrier-bagartist/davidbailey/ [Accessed 18 January 2018] wearing-trend-on-social-media-37316863.html [Accessed 2 Dec. 2018]. Beckham V. (n.d) About Victoria Beckham Ltd. [online] Victoria Beckham. Available at: https:// Ella, A. (2019). The 5 Greatest Sustainable international.victoriabeckham.com/pages/ Fashion British Women. [online] Organic Cotabout [Accessed 18 Dec 2018] ton & Ethical Lingerie. Available at: https:// www.amaella.com/5-greatest-sustainable-fashBerg, M. (2018). Victoria Beckham May Have ion-british-women/ [Accessed 25 Nov. 2018]. Moved To Fashion, But She’s Not Giving Up On Girl Power. [online] Forbes.com. Available Fury, A. (2015). Victoria Beckham exclusive inat: https://www.forbes.com/sites/maddie- terview: A canny creative director who. [online] berg/2018/06/20/victoria-beckham-may-haveThe Independent. Available at: https://www. moved-to-fashion-but-shes-not-giving-up-onindependent.co.uk/life-style/fashion/features/ girl-power/#3489eb594129 [Accessed 11 Nov. victoria-beckham-on-the-secret-of-her-fashion2018]. success-a-canny-creative-director-who-finallyfeels-10050242.html [Accessed 10 Dec. 2018]. Bloomberg (n.d) Company Overview of Victoria Beckham Limited [online] Bloomberg. Available at: https://www.bloomberg.com/ Langmore. Alex(n.d). About[online] Alex Longresearch/stocks/private/snapshot.asp?privmore. Available at: http://www.alexlongmore. capId=228919643 [Accessed 20 December co.uk/about/ 2018] Moss, V. (2015). Victoria Beckham on her fashBobila, M. (2018). The First Collection From Vic- ion empire, the ‘juggling act’ of family life and toria Beckham’s Collaboration With Reebok Is working with thin models [online]. The Telegraph. Here. [online] Fashionista. Available at: https:// Available at: https://www.telegraph.co.uk/fashfashionista.com/2018/07/reebok-victoria-beck- ion/people/victoria-beckham-interview-designham-collaboration-collection-prices [Accessed er-talks-fashion-and-family/ [Accessed 1st De15 Dec. 2018]. cember 2018] Chitakhron, C. (2017). BoF Exclusive | Victoria Beckham Raises £30 Million to Boost Fashion Brand. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/ articles/bof-exclusive/bof-exclusive-victoriabeckham-raises-30-million-to-boost-fashionbrand [Accessed 8 Dec. 2018].
Newbold, A. (2018). Victoria Beckham Unveils 10th Anniversary Collection. [online] Vogue Uk. Available at: https://www.vogue.co.uk/gallery/ victoria-beckham-10th-anniversary-collection [Accessed 20 Dec.2018]
Perlinski, J. (2015). Outstanding Personal Council, B. (n.d.). The style story of Victoria Brands - Victoria Beckham. [online] Jack PerBeckham in five key moments - Google Arts & linski. Available at: https://jackperlinski.com/ 4 0
outstanding-personal-brands-victoria-beckham/ [Accessed 26 Nov. 2018]. Sadick, S. (2017). Victoria Beckham Kicks Off Her Collection for Target with a Teatime Fashion Presentation. [online] Daily Front Row. Available at: https://fashionweekdaily.com/victoria-beckham-kicks-off-her-collection-for-target-with-ateatime-fashion-presentation/ [Accessed 7 Dec. 2018].
Sum D. (n.d.) The Challenge. [online] Sum. Available at: https://www.sumdesign.co.uk/victoria-beckham/ [Accessed 27 December 2018] Wallwork, E. (2016). Victoria Beckham Champions Sustainable Fashion At LFW. [online] HuffPost UK. Available at: https://www.huffingtonpost.co.uk/entry/victoria-beckham-london-fashion-week-green-carpet-challenge_ uk_57def8eee4b028e52a110186 [Accessed 20 Nov. 2018].
Saner, E. (2015). From Posh to classy: how Victoria Beckham won over fashion world. [online] the Sum D. (n.d.) The Challenge. [online] Sum. AvailGuardian. Available at: https://www.theguard- able at: https://www.sumdesign.co.uk/victoian.com/fashion/2015/nov/20/posh-to-classyria-beckham/ [Accessed 27 December 2018] how-victoria-beckham-won-over-fashion-world [Accessed 9 Dec. 2018]. Stewart, R. (2018). A decade on, Victoria Beckham wants her eponymous fashion brand to move into cosmetics. [online] The Drum. Available at: https://www.thedrum.com/news/2018/05/04/ decade-victoria-beckham-wants-her-eponymous-fashion-brand-move-cosmetics [Accessed 23 Dec. 2018]. Style, S. (n.d.). Victoria Beckham: Her Success Story in Fashion -. [online] School of Style. Available at: http://schoolofstyle.com/blog/victoria-beckham-her-success-story-in-fashion/ [Accessed 23 Nov. 2018]. Fury, A. (2015). Victoria Beckham exclusive interview: A canny creative director who. [online] The Independent. Available at: https://www. independent.co.uk/life-style/fashion/features/ victoria-beckham-on-the-secret-of-her-fashionsuccess-a-canny-creative-director-who-finallyfeels-10050242.html [Accessed 10 Dec. 2018]. Stewart, R. (2018). A decade on, Victoria Beckham wants her eponymous fashion brand to move into cosmetics. [online] The Drum. Available at: https://www.thedrum.com/news/2018/05/04/ decade-victoria-beckham-wants-her-eponymous-fashion-brand-move-cosmetics[Accessed 23 Dec. 2018]. 4 1
IMAGE REFERENCES Shang, A (2017) Adeam Resort 2018. The soft, feminine collection centered around movement. WWD. Available at: https://wwd.com/runway/resort-2018/new-york/adeam/review/ [Accessed 30th December] Silver, D (2016) Victoria Beckham, Vera Wang and Swarowksi: Three New Collabs to Know. Observer. Available at: https://observer.com/2016/10/victoria-beckham-vera-wang-and-swarovski-threenew-collabs-to-know/ D’lppolito M(2016) . Collezione moda P/E 2017: Look minimal che valorizzano l’eleganza Victoria Beckham FOTO. CafeWeb. Available at: https://www.cafeweb.it/lifestyle/tendenze-moda-donna/ collezione-moda-pe-2017-look-minimal-che-valorizzano-leleganza-victoria-beckham-foto-99731/ catalogo/image/abito-scivolato-pe-2017-collezione-victoria-beckham/ Karmali S(2018) Inside Victoria Beckham’s 10th anniversary show. HarpersBazaar. Available at: https://www.harpersbazaar.com/uk/fashion/shows-trends/g23244702/inside-victoria-beckham-10th-anniversary-show/ Bilderbeste(no date). Victoria Beckham Store Design. Bilderbeste. Available at: https://www.bilderbeste.com/foto/victoria-beckham-store-design-1e.html Pinterest(no date), 10th Anniversary T-shirt. Pinterest. Available at: https://co.pinterest.com/ pin/304696731035386824/ Infobit(no date) Souther Colonies Cotton. Infobit. Available at: http://www.infobit.co/southern-colonies-cotton.html How to take care of your cashmere (no date). Brandtomalls. Available at: http://coat.brandtomalls. com/index.php?main_page=product_info&products_id=45186 Clio Fashion&Beauty(2017). Deforestation film – A sustainable story. Available at: https://clios. com/fashion-beauty/winner/fashion-film/stella-mccartney/deforestation-film-a-sustainability-story-17925 Schiavelli. P(no date) Building the factory in the sky. The Magazine. Available at: https://helena.co/ magazine-factory/ Maff(no date). World of Sustainability. Maff. Available at: https://www.maff.tv/video/5b7b0b5f36cd650046bbaa89 Fotografía Infantil y Familiar - Reportaje y Retrato(no date). Pxhere. Available at: https://pxhere. com/es/photo/594755 Fashion Models Directory(no date) Lauren Layne. FMD. Available at: https://www.fashionmodeldirectory.com/models/lauren_layne/showphoto/559376/ Pinterest(no date) Jena Goldsack. Pinterest. Available at: https://www.pinterest.com/PLA46/jena-goldsack/ Anderson E(no date) Julia Hafstrom for Lefou. The-dots. Available at: https://the-dots.com/projects/julia-hafstrom-for-lefou-272011 4 2
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