CÉLINE

CÉLINE

Olivia Badia Antheunissens Visual Communication CWK1: Céline Teacher: Nicolas Godon Level 5 / 2021- 2022 Issuu: 1 - CÉLINE

CONTENTS 01 CORPORATE PROFILE

02

04

07

COMMUNICATION BACKGROUND

DO AND DON’T

05

08

HISTORICAL BACKGROUND & THE MESSAGE MARKET POSITION

THE EDITORIAL

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06

09

CURRENT SITUATION

TARGET & OBJECTIVE

THE LOOKBOOK

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DANCE AS A FORM OF EXPRESSION EXP RESSION

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corporate profile corporate profile corporate profile corporate profile corporate profile corporate profile corporate profile corporate profile 2- CÉLINE

C

éline is a French ready-to-wear fashion company founded in 1945 by Céline Vipiana and currently headed by Hedi Slimane. Céline is one of the most recognizable brands in the world. The brand is known for its signature handbags and small leather products. Céline’s success is partly due to its business model of running a private and exclusive brand.

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historical background historical background historical background historical background 4- CÉLINE

Céline was founded in 1945 by Céline Vipiana and her husband Richard. In the beginning, Céline only sold made-to-measure shoes for children. Due to its success, they decided to open three more shops in 1948. Thanks to her experience, Céline Vipiana decided to move into ready-to-wear with the aim of creating fashion for the average lady. Her product lines were gradually established, with the first being a sports brand emphasizing wool skirt suits and leather suits. Later, in 1963, the firm debuted a range of women’s shoes, and in 1964, “Vent Fou,” the brand’s first fragrance, was released. Céline decided to establish a line of leather accessories in 1966, including bags, belts, and other items.

The brand became well-known worldwide in the 1970s, with stores all over the world. As a result, they chose to refresh the logo in 1973.

Céline became a member of the LVMH group in 1996. Céline Vipiana had owned the company for over forty years when Michael Kors founded in 1945 Céline took Céline over inwas 1997.

Phoebe Philo by was chosen Vipiana and her husband Richard. the firm’s new creative director in 2009,Inand beginning, Céline only sold mashe the brought significant improvements to the de-to-measure shoes children.and brand, including integratingforelegance Due totoitsfashion. success, theyHedi decided minimalism Finally, Slimane to open three more shops in 1948. in was appointed as the new creative director Thanks to her Céline 2018, and a year later,experience, he decided to introduVipiana decided to move into readyce a men’s line. to-wear with the aim of creating fashion for the average lady. Her product lines were gradually established, with the first being a sports brand emphasizing wool skirt suits and leather suits. Later, in 1963, the firm debuted a range of women’s shoes, and in 1964, “Vent Fou,” the brand’s first fragrance, was released. Céline decided to establish a line of leather accessories in 1966, including bags, belts, and other items.

The brand became well-known worldwide in the 1970s, with stores all over the world. As a result, they chose to refresh the logo in 1973. Céline became a member of the LVMH group in 1996. Céline Vipiana had owned the company for over forty years when Michael Kors took over in 1997. Phoebe Philo was chosen the firm’s new creative director in 2009, and she brought significant improvements to the brand, including integrating elegance and minimalism to fashion. Finally, Hedi Slimane was appointed as the new creative director in 2018, and a year later, he decided to introduce a men’s line.

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market position market position market position market position market position market position market position 6- CÉLINE

The luxury landscape is constantly changing. In the luxury goods market, new business models are emerging. Technology is one of the aspects that has had the greatest impact on the luxury industry.

As a result, customers have become more demanding and unpredictable in their buying habits. In 2018, global digital sales of women’s luxury clothes were predicted to increase from 3% to 17% of the whole market. Since 1996, Céline has been a member of the LVMH group, which has helped them maintain a strong market position. Fendi, Dior, and Louis Vuitton are some of Céline’s competitors in the luxury business, and they are all part of the same LVMH company. Outside the fashion house, the competitors of the brand would be Hermès, Bottega Veneta, and Yves Saint Laurent, to name a few.

Céline is a brand that has always been regarded as a formidable rival to other companies because of its ability to adapt to changing trends. The brand currently offers both men’s and women’s clothing, as well as fragrances and athletic wear.

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current situation current situation current situation current situation current situation current situation current situation current situation 8- CÉLINE

Céline is part of LVMH, the largest luxury company in the world. The brand has evolved dramatically in recent years.

Hedi Slimane was named as the new artistic director and image director of the LVMH Group on January 21, 2018.

His main responsibilities include overseeing all the Céline brand's collections, as well as the launch of a men's line and fragrances. Slimane unveiled a new logo in September 2018 and opened flagship stores in major cities around the world, including Paris, London, Milan, and Madrid. His goal since then has been to make the brand seem more youthful. Millennials, Generation Z, and the next generations will be interested in the luxury market in 2049. Younger consumers are seeking luxury products and experiences.

Whe

n you dance , you r purp ose i s no t o get to a c tain erplace on the floor It’s to enj oy ea ch ste p alo ng th way. e

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communication background communication background communication background communication background 10- CÉLINE

In the past, Céline followed a traditional path in terms of marketing.

The brand is one of the few luxury brands that took longer to enter the social media world. From then on, its aim has been to grow its audience.When it comes to communication, Céline keeps things simple. The colors used in their social media and the website design are nude, white, and black. According to their profile, they post on social media every day. They also create content with the hashtag, #celinebyhedislimane, which highlights Hedi Slimane’s role as the creative director of Céline. So far, they have designed some elegant, classic, and colorful collections while staying true to their basic ideals which are modern, classic, fashionable, soulful, and truthful, to name a few.

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THE MESSAGE THE MESSAGE THE MESSAGE THE MESSAGE THE MESSAGE THE MESSAGE THE MESSAGE THE MESSAGE 12- CÉLINE

Céline is attempting to target Millennials and Generation Z to make the brand more youthful. As a result, to underline the message of youth and also maintain the essence of Céline, the poses of the editorial will be more dynamic and elegant. Man Ray and Duchamp have been the reference to create this collection as they studied the movement of humans and abstract pieces.

This editorial might seem very different from what Céline does as the brand has always targeted older audiences. The advertisement for this collection will be in all the stores of Céline, so people are aware of the small changes that the brand is doing.

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TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET 14- CÉLINE

Celine’s target market is mostly mature women who want to identify what Celine represents: elegant, minimalist, modern, and chic.The brand wants her customers to own a wardrobe from Celine that will still seem fashionable and chic after several years.

With the arrival of Slimane, a line of men’s apparel, couture, and fragrances have also been introduced. Celine’s audience is interested in styles that are very identifiable and very different.

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GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL

Hedi Slimane is already aiming to give the brand a more young feel, so our main goal for the new collection is to support the creative director's efforts while keeping in mind the essence of the brand. As a result, the pictures of the collection will reflect values like modernity, elegance, and honesty.

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DO DON’T DO DON’T DO DON’T DO DON’T

Important thing to do is to keep Celine’s essence while adding a youthful touch.

The new collection’s pictures will be dynamic to attract the target audience we desire. The photoshoot will consist of extravagant makeup and sophisticated poses.

It’s important to remember that Celine wants to appeal to a younger audience without losing its identity, Thus the primary thing to avoid is creating an overly youthful vibe. Therefore, every piece of the new collection must reflect Celine’s essence while also being youthful.

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Vamp

outer sole

Box

pleats

Wing

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le lac des cy

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ygnes

the concept The editorial’s theme is ballet, which fits perfectly with the brand’s identity. This theme may seem very classical, but in reality, what we wants to achieve with Céline is a collection where young and not-so-young models parade in an environment that reflects the essence of Céline. The concept of ballet has been decided because dance is a theme that understands neither age nor frontiers. People of all ages and cultures can be found dancing the traditional dance of their city or country all around the world.

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MIMI CUTRELL

ST YL IS 22- CÉLINE

L ST Mimi Cutrell will be the stylist, as she is known for her youthful looks. She has collaborated with famous people such as Gigi Hadid and Ariana Grande, among others. Her style is very well defined which can be useful in projecting what the brand wants for the new collection. The looks that she creates are a little bit different from what Céline normally does, but she can be the fresh air that the brand needs.

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PH O GR The photographer for this collection will be Patrick Demarchelier. He’s known for having a highly modern and fresh aesthetic. He worked with magazines such as Elle, Vogue, and Marie Claire, among others.

Céline’s photographs are both elegant and modern, which is exactly what we want to convey in the new collection. His work is fascinating as a photographer since many of his works are in black and white.

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Patrick deMarchelier

H OTO RA PH

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MO DE L 26- CÉLINE

O E LS As previously said, the models for this collection will be of various ages to reflect Céline’s essence while also displaying her more youthful side. Models must be well-known and stylish to attract a younger audience. Karlie Kloss, Gigi Hadid, Hailey Baldwin, Caroline Murphy are the models chosen for this collection.

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M K

U HA

Sir John will be the person in charge of the models makeup. He is a celebrity makeup artist who has worked with Beyonce, Karlie Kloss, and Kim Kardashian, to name a few. He also spent several years as a beauty consultant for L’Oréal Paris. For the new collection of Céline, Sir John is a perfect choice as he is great at doing the eyeshadows with bright colors to emphasize this juvenile aspect that we want to achieve.

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P AIR

Sir John

A E

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Versailles

LO CA TI O 30- CÉLINE

A

ON Ballet has always been regarded as a particularly seductive and noble art form, thus the editorial will take place in the Château de Versailles, where sophisticated photographs will be taken in the castle's interiors to accentuate the collection's concept.

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PHOTO

PA DEMA

ST MIMI

MA 32- CÉLINE

SIR

OGRAPHED BY ATRICK ARCHELIER

TYLED BY CUTRELL

AKEUP BY R JOHN

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Dress by Céline 34- CÉLINE

Dress by Céline Heels by Gucci Beret by Dior

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Dress by Céline Coat by Prada Heels by Versace

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Hoodie by Céline Dress by Céline Socks by Ralph Lauren Earrings by Bvlgari

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Sunglasses by Céline Shirt by Céline Pants by Céline Boots by Yves Saint Laurent

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Dress by Céline Gloves by Gucci Shoes by Jimmy Choo

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Dress by Céline Coat by Céline Gloves by Givenchy

Coat by Céline Top by Céline 41 - CÉLINE

Dress by Céline Shoes by Max Mara

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Top by Céline Pants by Céline Heels by Michael Kors Gloves by Gucci 43 - CÉLINE

Dress by Céline

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Dress by Céline Belt by Céline Heels by Max Mara

CÉLINE

Dress by Céline Belt by Céline Heels by

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CÉL LOOKB

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LINE BOOK

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specifications specifications specifications specifications specifications specifications specifications specifications 48- CÉLINE

size The size chosen for the lookook is A5. It is an ideal size to be able to appreciate all the details of the garments.

type of paper To make it more professional, the paper will be thick and the type of paper will be sustainable so it can be recycled afterwards.

text In the lookbook, there is not much text since the aim is to show the garments of the new collection, although the only two fonts used are the Céline font which is Helvetica and Beba Neue.

photography The photos in the lookbook will be very clean and minimalistic. Simple poses will be photographed to highlight the garments.The only filter used for this lookbook was to turn all the pictures into black and white.

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specifications specifications specifications specifications specifications specifications specifications specifications 50- CÉLINE

layout The layout of the lookbook is very minimalistic. On the first page, “Céline” is written several times, and next to that, there is the index The next page is a ballerina and a small text, then the lookbook begins. On each page, there are three images; one as a reference, the second one to show how it fits in the model, and the third one, the garment itself.

Colours The idea of the lookbook is to reflect the concept of the new collection, that's why, except for the cover, everything else is in black and white.

cover & Back cover The cover is very simple. There is only image of Hailey Bieber in color with the logo of Céline on top of it. And then the back cover is plain with only one quote to emphasize this aspect of elegance and minimalism.

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PREVIEW:

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