ALEXANDER WANG SPRING / SUMMER 2013
P A R T 1
THE BRAND
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Alexander Wang is the eponymous brand of a young, yet already acclaimed New York based designer. Brand’s debut line premiered as a small knitwear collection in 2005. Simple and comfortable, yet beautifully designed reversed inertia sweaters caught attention of some important fashion figures in New York. Rumor has it, that Diane Von Furstenberg spotted Vogue’s fashion editor at a party, wearing this beautifully made sweater, so eye-catching for the embroidered portrait of a girl on its back. When Diane approached the editor to ask who was it by, she received a simple reply: “It’s Alex’s new line!” With help of such valuable fans, Alexander’s career was skyrocketed to the top of New York fashion scene. “I knew from day 1 I wanted to do a lifestyle brand.” Alexander Wang said in an interview for the New York Times magazine in 2010. And so he did. Since the launch of his career his style defines a specific way of living, and manages to transcend throughout the world, where ever his clothes are sold. 5
THE MARKET
Alexander Wang describes his target girl as “fun outgoing rebel” and so trough his clothes he helps her “find her inter beast and explore and have fun with it.” With his collections Wang likes to set his client on a scavenger hunt searching for something relatable, adaptable, but mostly new. Search for a new discovery is how he likes to position his brand, because he feels that his target can relate to that, and feels empowered by the idea that they get to feel a bit more unique after purchasing his garment. Furthermore, he explains that each person tends to feel more attractive, and seeks to explore their own sexuality in variety of different ways. For this reason, he characterizes his pieces as sexually appealing, but in a more understate d way. His clothes are not bluntly provocative. Strong character Wang’s target client. She has to be sure of herself to easily curie off his look. She likes to explore, have fun, and express her sexuality. 6
THE NEW LINE
It all begins with an idea, an inspiration. Unlike many other designers, Alexander Wang doesn’t prefer to go on inspirational long voyages to find his inspiration, but rather searches for it on the streets on New York. Common people on the street trigger his ideas. Since he enjoys overseeing every step in his production, this method of working is very understandable. It only shows his enthusiasm, and probably explains why in the midst of one of the biggest economical crisis to date, his brand is expanding. Since the beginning of his career, trough the devolvement of each line, Alexander Wang is responsible for all the designs in each collection. First step after finalizing the designs is to find and make the textiles to be used in the production. Alexander Wang designs and makes his own fabrics in collaboration with an Italian ( T u s c a n based) manufacturer. Once the textiles a re produced to the designers liking, they can them be transported to the production facilities where they will be made into final garments. 9
THE INSPIRATION
“After last season’s austerity,” he explained, “I wanted to pull garments apart, experiment with volumes.” Wang’s is a precise kind of deconstruction. The clothes were all right angles—no asymmetries here—and the scalpel-sharp slices that separated the graphic panels of everything from a clinical white cotton shirtdress to a sanddune-colored leather jacket were hand-tacked like sutures. As the show progressed, the splices became cutouts in wavy zebra stripes. The experiment reached its culmination in a series of sexy dresses that seemed to float on the body thanks to the invisible fish-line embroidery holding them together. The designer called the effect Tron-like. Fun fact: The first fishing line they tried melted under the heat of the irons used to press the samples, so team Wang had to devise a new one of their own. 14
DON’Ts
Though his many collaborations such as collections for Keds, Uniqlo, and Sally Handsen have brought him more exposure. He also collaborated with the First Lady – Michele Obama in her campaign with Vogue for the following presidential elections. It is evident that the world is ready for Alexander Wang, and he intends to concur it. Even though he is very young, the business approach he has towards modern fashion is helping him bring his brand to the next level. He understands how his target changed and evolves, so he does with her. Constant and smart innovation is product keeps his clients excited and always yearning for more. He is greatly helped by his family, and they still run the company together, which is what makes his brand so strong. 17
P A R T 2
THE EDITORIAL
Landing Mission To The Earth
Photographed by Steve Meisel Make-up by Pat GcGrath Hair by James Pecis Stylist: Francesca Burns Model: Aymeline Valade Everything by Alexander Wang
*PREVIEW
This image will be used as an inspiration to the final editorial.The details of the shoot follow.
LOCATION
Editorial will ne shot on the location in Provance. The idea is to incorporate beauty of golden hey fields with futuristic design of the clothes, and making the clothes come to life in that mannor.
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PHOTOGRAPHED BY
Steven Meisel One of the most successful photographers in the fashion industry, he has distinguished himself by the sheer eclecticism of his work. “He is an absolute chameleon,” Charlotte Cotton, the photography curator of the Los Angeles County Museum of Art, has said. Meisel’s portfolio, filled with images from Vogue and Italian Vogue. He is the prfect solution for this shoot.
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THE MODEL
Aymeline Valade
Is a French model, working through Women Model Agency. She is one of the highest ranked model today. Alexander Wang and Aymeline have collaborated many times, and her look perfectly compliment this editorial.
STYLIST
Francesca Burns
Is a fashion editor and stylist living and working in London. She is famous for her work in Vogue UK. Her style is putting togher wearable clothes. She is essencial for making this editorial more commercial.
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HAIR
James Pecis
Recently knighted member of the “New Guard;” must-have for Inez and Vinoodh; and one of Vogue Paris’ four “hot new beauty talents” will be a perfect addition to the team.
MAKE-UP
Pat McGrath
Is considered one of the top makeup artists in the world. Pat is currently Global Cosmetics Creative Design Director for Procter and Gamble behind some of the world’s most glamorous and powerful make up brand names. She is the perfect sollution for this editorial.
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P A R T 3
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*PREVIEW
Following spread illustrates how the look book would look. It will contain the full collection with all the relevant references.
THE LOOK BOOK
Shirt ABD 1224455 路 Pants ABD 122445578 路 Shoes ABD 122467899
Dress ABD 1674900 路 Bag ABD 13333378 路 Shoes ABD 122467899
P A R T 4
WEBSITE
Follow us at: http://awangproject.wordpress.com
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FINAL ASSESSMENT
CKW 4
COMPUTER TOOLS 2
Module: Representation Techniques 2 Prof. Nicolas Godon
THE CATALOG BRIEF Miljana Micic
BA Fashion Marketing Communication Level 5 22nd March 2013 IED Barcelona
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Also available online on: http://issuu.com/mimimicic/docs/miljana_micic_brief_alexander_wang
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