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ut bo A AnaNin was launched in 2012 in Barcelona. Virginie is a young designer orginally from France, who is very artistic and creative. The designer travelled all over the World for different inspiration. After trying to start a blog and make a photooshoot Virginie was getting only more sad by not achieving the desired results. The designer met Nina, a newbie fashion communicator at the sunday market where she would sell her cloaks in the most ghetto quater of Barcelon. By meeting Nina Rudakova right time and right place, girls decided to help each other by putting the creativity of Virgnie and Ninas branding communication skills. That was the day, the brand started to exists as something independent, not just a part of the designer.
Market Position...
AnaNin product is quite unique. From the marketing point of view the brand did the best to differentiate itself from all the potential competitors. The retro inspired femenine cloaks became the main focus of the brand as the zest. Therefore at the moment there are no direct competetiros, but potential brands who are in the favourite list of the potential audience. At the moment we can only talk about comanies such as «Marina Rinaldi» «Luisa Spagnoli» and so on…
Current Situation...
At the moment, the brand is about to launch the first full independent collection. The brand is building the whole image and slowly engaging more fans around the Europe. However there is no certain place on the market, since the extremely young age of AnaNin.
Communication Background...
As was already mentioned in the previous parts, Virginie spent years on trying to develope a communication strategy by having a blog and a facebook page. However without a proper communication plan, it was a total disaster. Kitch looking unprofeccional photos. Without ever thinking about the target. Objectives or any kind of business part of the brand, we have all the rights to say, that is lack of background communication.
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nce die Au The name of the brand is ANANIN because of the cultural diva from the 1950’s writer Anais Nin. The woman got in history for being many artists’ and poets muse. She also got famous for writing an erotic novel, which was extremely brave that time. There for the target of the brand is a similar to Anais Nin woman: Self-loving, Independent, Brave, Creative, Strong, Artistic, Cultural, Intelligent, Avangard, Self-developed The image of this woman Age: 25-50 Profession: Bourgouis “housewife”, Writer, Artist. Interest: Literature, cultural events, exhibitions, theater, classic music, traveling. We imagine the picture of the target on in an art gallery exhibition, with a glass of champagne. Surrounded by artistic vanguard people. She loves to be unique and different, but her status and age doesn’t let her experiment with style in an extreme way that would be considered as «outrageous».
Message...
AnaNin ladies are very feminine and serious. Since it is a very nieche market, there is a necesity to our message be as clear and as relevant as possible. The story of our target is a lady that is lost in the big city and desperately looking for the vanguard spirit of the baroque era‌ And the whole story is the fight she has with the modern digital world.
Objectives...
The biggest objective the brand has, at the moment, is to introduce itself to the audience and stand up confidently on the feet. It is importnat for Ananin to show itself from a very right and correct point of view. Therefor we want to gain certain awarness within only relevant groups of ladies.
Inspirations...
AnaNin ladies are very feminine and serious. Since it is a very nieche market, there is a necesity to our message be as clear and as relevant as possible. The story of our target is a lady that is lost in the big city and desperately looking for the vanguard spirit of the baroque era‌ And the whole story is the fight she has with the modern digital world.
Inspiration
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Inspirational Place...
The Park Guell was formed with the joining of two areas “Can Muntaner de Dalt” and “Can Coll i Pujol”, in the “Muntanya Pelada” (today muntanya del Caramel), purchased by Count Güell the year 1899. Gaudi conceived as a religious sense at the same time as organic and urban, and using the 60 meters of gap which has the mountain (the height ranges between 150 and 210 meters respect the sea) to project a path of spiritual elevation, placing in its top a chapel, but it was never built, in place that currently holds the monument to Calvary (or Turó de les tres creus). With Gaudi worked some of his more common colleagues, Josep Maria Jujol, Francesc Berenguer, Joan Rubió and Llorenç Matamala. The works were made by contractor Josep Casanovas i Pardo.
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Inspirational Person...
The son of a coppersmith, Antoni Gaudí (born on June 25, 1852), took to architecture at a young age and attended school in Barcelona, the city that would become home to most of his great works. Gaudí was part of the Catalan Modernista movement, eventually transcending it with his nature-based organic style. Gaudí died on June 10, 1926. After 1902, Antoni Gaudí’s designs began to defy conventional stylistic classification, and he created a type of structure known as equilibrated—that is, it could stand on its own without internal bracing, external buttressing, etc. The primary functional elements of this system were columns that tilted to employ diagonal thrusts and lightweight tile vaults. Notably, Gaudí used his equilibrated system to construct two Barcelona apartment buildings: the Casa Batlló (1904–06) and the Casa Milà (1905–10), whose floors were structured like clusters of tile lily pads. Both projects are considered to be characteristic of Gaudí’s style.
Editorial... Place & Spirit...
PARC GUELL
NATURE INTIMACY
The place of the shoot will be the famous Parc Guell, It fits perfectly our Gaudi inspiration. The theme will be as closer to nature as possible. We are going to look for places with more green and floral fields. It is important for us to show the whole intimacy of being on your own with nature and youre inner I. Therefore even the places and the parts of the parc they will take action will be the calmest and most hidden of the park. We will bring that feeling of a ¨secret garden¨. Audience has to feel the spirit of a lost lady who is trying to find her inner I in a huge fast city. And she does it only by reaching the most hidden places of the city. The beautiful park gives us more creativity with the color palette of Gaudi and his legendary mosaics. We are going to shoot early in the morning to give this kind of cold feeling of art, since cold colors are better with expresiing the emotions and giving the audience goose bumps.
Editorial... AN MI HE BO
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Ntionality: Russian City: Barcelona Age: 20 Nadezhda has a very unique face features, which are really aristocratic. That is the main goal of the editorial to conncet with nature and show the real femenine unique beauty.
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This Argentinian little lady from the mid eighties grew up with barbies, twin peaks and the ghosts of Pedro Raota, which adorn the hallways of her home to this very day. Her influences converge in a magical fusion of technique, sensuality and spiritu ality which have defined her artistic persona. Captivating by nature, Antonella plans to blow up everything, at least that’s what her natal chart says.
Make-up & Hair... DE MI
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Model... DE
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Photographer...
The make-up is going to as natural as possible. We will make sure to bring soft skin colors matching te eyes and hair of the model. The hair will be up and in the best aristocratic apoca traditions. We should focus on the face and the nature beaty. The hair should be perfectly made, but showing the idealistic beauty values of the target. By letting the cloak and main garnment to take all the attention of the audience.
Lost in Secrets of Misterious Guell
Photography ANTONELLA ARISMENDI Fashion Editor NINA RUDAKOVA Hair MYHAIR BARCELONA Make-up by MAC Model NADEZHDA DEMIDENKO Location PARC GUELL BARCELONA
Blue floral cloak by ANANIN Vintage clippers by LE PETIT Jeans by DOLCE&GABBANA
Midnight Mosaic
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Lookbook...
Gaudi 2013
Morning Guell
Lookbook...
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Gaudi 2013
Spring Mila
Mini Site...
AnaNin will create a minisite didecated to this very collecton, to giva audience an idea of the inspiration, learn more about the legendary architecture, see the lookbook and of course, feel the spirit in general. The site will be in gaudi style and completely repeating the colors and patterns of the collection. To see the website of collection you can follow the link: http://ananinbarcelona.wordpress.com Or view the whole catalogue brief online: http://issuu.com/ninacritical/docs/ananin
Mini Site...
RUDAKOVA NINA BA Fashion Marketing & Communication Level 5 Istituto Europeo di Design Barcelona 2013