The Creative Campaign Strategy NATALI LATKINA BA Fashion Marketing & Communication, level 5 , 2019-2020 5FAMK003C Visual and video techniques, CW1 Professof: Nicolas Godon
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Maison Margiela PARIS
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Brand Identity 5 Collaboration 13 The campaign 15 Editorial 26 Catalog 30 Minisite 32 References 36
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BRAND IDENTITY
INVISABILITY Maison Margiela earned the reputation of the most secretive brands in the fashion industry that has achieved both commercial success and cultural relevancy. The concept of invisibility connected directly to the designer’s personality. Martin Margiela was never show of on public and most outsiders don’t know what the designer look like. His career started as a design assistant in Jean Paul Gaultier, in two years in 1988 Mariela founded his own brand Maison Martin Margiela together with Belgian retailer Jenny Meirens. Initial collections featured women’s readyto-wear, with the first runway show taking place
in Paris in 1989. The firs men’s collection was created in 1998. The silhouettes of the collections and the shows themselves were unconventional to the traditional glamorous fashion weeks. Margiela covered his models b face masks to keep the attention on garments, that eventually became a hallmark of the brand. The designer also didn’t like the division of seats for fashion shows into places for VIP at the first row and the rest – behind. He wanted all his guests
to feel special, that why seats at Margiela’s show arranged in a single raw in front of the podium. By 1997 the brands produce his recognizable rectangle label with numbers from 0 to 23. The number system was created to make a line. In 2014 designers is looking for the person who can continue the legacy of Maison Margiela and appoints John Galiano to the position of a creative director. Nowadays it’s one of the biggest avantgarde brands in the world.
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7 By 1997 the brand produices his recogniz able rectangle. labes with numbers from 0 to 23. Numbering system was created in order to divide lines.
Product THE BRAND’s PRODUCTS ARE DIVIDED BY THE RANDOM NUMBERING SYSTEM FROM 0 to 23 TO THE FOLLOWING LINES:
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LINE 0 – “ARTISANAL” COLLECTION FOR WOMEN AND MEN THE “SHOW” COLLECTION FOR WOMENHAS COMPLETELY WHILE LABEL LINE 1 – THE COLLECTION FOR WOMENIS INCLUDES THE MOST AVAT-GARDE ITEAMS LINE 4 – A WARDROBE FOR WOMEN CONTAINS MOTE TIMELESS ITEAMS MM6 – GARMENTS FOR FEMALE, MORE CASUAL AND LESS CONCEPTUAL DESIGNS LINE 8 – EYEWEAR COLLECTION LINE 10 – THE COLLECTION FOR MEN, AS WELL AS LINE 1 FOR WOMEN, WAS CREATEDFOR THE MOST CONCEPTUAL AND AVAT-GARVE STYLES LINE 14 – A WARDROBE FOR MEN, TIMELESS AND CLASSICAL LINE 11 – A COLLECTION OF ACCESSORIES FOR WOMEN AND MEN LINE 12 – A COLLECTION OF FINE JEWELLERY LINE 22 – A COLLECTION OF SHOES FOR WOMEN AND MEN LINE 13 – OBJECTS AND PUBLICATIONS LINE 3 – FRAGRANCES FOR WOMEN AND MEN “SARTORIAL” – FRONT COATS AND SUITS “REPLICA” – LINES 4 AND 14 CONTAIN THE “REPLICA” ITEAMS, THE EXISTING GARMENTS, THAT BEEN USED FOR THE COLLLECTION
Price Maison Margiela is an avant-garde brand that is less sensitive to the price competition, that other luxury brands, due to its concept and uniqueness. The brand’s customers like to seek for the rare items and are willing to pay high price, that gives them feeling of exclusiveness. The price for the brand’s product starts from 100 EU for the toilet water from “replica” line and reaches 6000 EU for the outwear and garments from line 1 and line 10.
Competitors Maison Margiela took a specific niche, that focuses of conceptual collections and avant-garde designs. There are several brands that define a specific luxurious way of leaving, exclusiveness, mystery, oddness and even craziness. Smart yet fashionable ward-
robes resembling to Maison Margiela are offered by Alexander MQueen, Alexander Wang, Balenciaga, Vetements Vivienne Westwood and Thom Browne. The given Positioning map illustrates the competition depending on exclusiveness of the product and the price point.
remaining secretive. Also, brand traditionally ignores mainstream channels as television, doesn’t collaborate with big about of influencers, magazines, doesn’t produce outdoor advertising. The fashion shows are always including the element of inconvenience and mystery.
THE MESSAGE
COMMUNICATION BACKGROUND The brand produces engaging and creative contents. It doesn’t have an active communication with its customers on social media platforms,
The oddness, inconvenient materials and performances emphasizes love to the unique thing and uniqueness of the personality. Maison Margiela’s logo is created by using the font Goudy Old Style, the body text fonts are Arial and Arial Black. The design of the brand’s website is simple and minimalistic. Maison Margiela uses creative imagery and visual content, white written content remains moderate. The supportive elements of the brand’s identity are raw natural materials, including wood, stones, aged surfaces, such as
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concrete walls, wrinkled paper. One of the specific features of the brand is the use of inconvenient elements, older models, low quality of the images. The music at the Margiela’s shown and in video advertising could be described as dramatic experimental electronic sound. Designer is traditionally hide model’s face under the mask, that has been interrelated a big number of times. The masks were created to keep focus on cloths and do not bland a model’s personality with the brand’s charisma. Hairstyle is one of the most complementing element of the brand, they are usually untidy, intricate, conveying a difficult inner world of a brand’s person.
TARGET PROFILE The target profile of the brand includes both male and female at the age of 25-40 years old. They represent wealthy middle
social class, middle and high incomes, employed on leading positions, creative positions, have business, study, high educated, interested in art, music, fashion, innovative technologies, literature. The profile has a specific taste to the things that could be identifies as dark, mysterious, yet elegant. The target audience like sophisticated, rare and personalized things.
GOALS OF THE CAMPEIGN According to the research, one of the strongest the most reasonable trends nowadays is inclusivity. The gender differentiation gives way to gender fluidity. Even though the Maison Margiela’s collections could be called unisexual in the most cases, the the last campaign “What is your mutiny?” created a right attention to the
brands, the numbering system is still strictly dividing lines for male and female, that discriminates it as a no longer advanced brand. The new campaign should be created as a gender fluid line under the number 2. Besides, the new collections are lack of modern inspiration, that could attract young consumers. The brand had released collection in 2018, that referenced to virtual reality, however they still don’t have and AR application or real collaboration with producers of VR soft or devices. The implementation of the innovative technologies to the genderfluid line 2 will significantly enrich its concept. INSPIRATION The new line 2 sill take an inspiration from genderfluidity, transgender and innovative technologies. The photographers and instalators will collaborate to create a unique experience with robotic and futuristic elements.
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COLLABORATION
IMMERSIVE EXPERIENCE
According to the research, augmented reality becomes one of the most promising technologies, that widely used by several brands as a marketing tool. As is says in Statista.com, in 2022 worldwide shipment of smart glasses is predicted to achieve 32.7 million units. The global augmented reality market is fore cast to reach 198 billion US dollars by 2025 year.
Therefore, significantly growing market should be considered as an opportunity to enhance brand performance and customer engagement. Immersive experience gives extra benefits in maximizing customer engagement, since it has an entertaining character and provide an instant 3D visualization over reality at the present time. Augmented reality went out of the frames of the game industry and
marketing. KG Projects created a custom app to overlay digital imagery on clothing. Parsons School of Design graduated Kailu Guan designed the collection using the technology for New York Textile Months. With the technology cloths in a camera can have animated details or even additional parts such as spines or wings. The collaboration with Magic Leap Augmented Reality Glasses could support the main brand’s concept of invisibility. The augmented objects and additional parts of cloths could be seen when point the Magic Leap glasses or smartphone camera to the garment. Thus, the idea of the new campaign is to add digital touch to the collection.
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THE CHRONICKLES 14
THE CAMPaIGN
OF RIDDICK The concept of the new collection “The Fog� under the line 2 is referencing to American science fiction adventure film - The Chronicles of Riddick, has written and depicted by David Twohy in 2004. Richard B. Riddick, the main character, has been in hiding for five ears of the bounty hunters who catch him and take to Crematoria, a harsh subterranean prison moon fool of monsters. Riddick belongs to the Furian race of warriors, that have superior abilities, including superhuman strengths, speed, agility, reflexes, senses, hearing and adaptation. According to the story, while in Butcher Bay, Riddick received eye surgery that gave him permanent night vision. To protect sensitive to the daylight eyes, he is wearing Goggle glasses, that look like Magic Leap Augmenter Reality glasses. The Chronicles of Riddick monsters will be illustrated be graphic design by overlaying on the top of the photography a part of the editorial photo session. The Augmented reality application created specifically for the brand will animate the particular details of the garments and the monsters.
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CREMATORIA In the movie, the action takes place on the planet Crematoria in the Igneon System with 52-hour day and extreme temperatures between -182C to 372C and there is only a buffer about 20 minutes where travel on the surface is possible. The surface of the planet is deserted and fogged due to volcanoes. In order to replicate the atmosphere of Crematoria, the editorial photo session will be held in the Wadi Ram, Jordan. The desert has been used by a number of filmmakers as a background for science fiction films due to its Marslooking surface with red rock trails and mountains. The location should resemble to augmented reality game where models are fighting in Magic Leap Augmenter Reality glasses against monsters, accompanying items, informational reference boxes and augmented pieces of cloths drawn by 3d graphics. She shoots might be taken at the desert surface, on the top of the mountains and in mountain gorges.
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THE STYLIST
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The new bold name in avant-garde fashion Barbaga Gongini will work as a stylist for the new editorial campaign. The goal is to enhance in oddness, u n i q u e n e s s , marginality and to create futuristic and gender fluid images.
PREPARATION The editorial photo session is going to be shot in the Wadi Ram Desert. The transfer and accommodations at the El Zeina Desert Lodge will be arranged for 3 models, Stylists, Photographer, Make
up and Hairstyle artists, Art Director and 4 assistants. El Zeina Desert Lodge will provide breakfasts, dinners and catering for the team. The Accistants should prepare all necessary equipment required by photographer and the art director, including devices that will create the effect of fog.
TIME SCHEDULE The photo session will take part 3 days in order to get a perfect sunset light and to avoid high local temperatures.
The day before the shooting 3 tents will be set in order to provide a spot for the stylists, art director and re place for the rest The team will leave the hotel rooms at 1pm by the rented transfer. The preparations of models should be start at 2 pm at the location. Hairstyle – from 2pm, to 3pm, make up – 3am – 4pm, fashion stylist – 4pm -5pm. The shooting starts at 5pm. The team of the photographer and his assistants will do their preparations starting at 3 pm. The team will shoot will 9pm till the sun goes down and the transfer will take the crew back to the hotel.
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The new line 2 is going to be shot on transgender and androgynous models in order to support the movement of inclusivity and to stand against of gender discrimination. Seth Athwell, Amandine Renard and Stas Fedyanin will pose for Dario Castellani for the new collection. The poses are natural, relaxed, in motion or static.
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HAIRSTYLE Hair braided up in bunches imitating punk mohawk. The bunches should be loose and symmetrical. The braids are smooth, laid with foam for hair.
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FACE MASKS According to the concept of invisibility, faces of the models in Maison Margiela campaigns are traditionally covered by masks. In these editorial models will be wearing Magic Leap glasses with faces painted in white.
EDITORIAL THE FOG
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THe Editorial campeign will include collaboration with Magic Leap AR Glasses. The Chronicles of Riddick monsters will be illustrated be graphic design by overlaying on the top of the photography a part of the editorial photo session. The Augmented reality application created specifically for the brand will animate the particular details of the garments are the monster if point a camera of IOS and Android mobile device or Magic Leap Augmented Reality Glasses on the garment. The pictures should be taken with an effect of fog id the Wadi Ram desert, Jordan. The models will pose in motion.
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CATALOG
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The ctalog will be shoot by fashion photographer and intalator Frederic Hyman in Paris. The same team of the haisrtylists, make up artists, models and accistnce will work on the sreation of the images for the catalog. The shooting will take part at the Maison Margiela house in Paris. Models will pose in cloths from the new collection
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hanging on futuistic “recovery� machines. The installations will be start to set in two weeks before the photosession. Frederic Hyman will have two accistance, tranfer and acoomodations for 3 weeks. The catalog part will be shoot during two days and will incluse all iteamd from the new collection.
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MINISITE
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The Mini Site should be created in order to demonstrate digital garments and explain the application of the technology be the customer. The augmented pieces of the garments will appear when point the cursor on the pictures with video animation.
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References PICTURES: 36
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