- Modern Romance- by Paula Rodríguez Martínez

-Moder

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Index

1. Analysis 2. Editorial 3. Lookbook 4. Website 2

Corporate Profile

esús del Pozo is a fashion company founded by the Spanish designer Jesús el Pozo, in 1974. Fruit of constant creative research and an arduous craftsmanship process, taken from haute couture, Jesus del Pozo’s collections always stand out for their strong personality and undeniable style. His trajectory and prestigious work were recognized through numerous awards, establishing him as one of the heirs to Balenciaga and Fortuny. After four decades in the world of fashion, delpozo is one of the most prestigious and credible Spanish fashion houses at both and national and international level.

While its fragrances are present in over 120 countries, women throughout the world have worn its prêt-à-porter and bridal collections. After the passing of its founder in August 2011, the Perfumes & Diseño Group acquired the company, at the beginning of 2012. A few months later the company announced its international relaunching and Josep Font joined the team as Creative Director.

Market Position

osep Font studied architecture at the Universidad Politécnica in Catalonia, as well as fashion and pattern design in Barcelona, his birthplace.

In the mid-eighties his career began to take off after receiving numerous national and international awards. During this time, he presented his work at different catwalks in cities such as Madrid, Barcelona, Milan, Paris and Tokyo. Many more awards would later come to guarantee his unstoppable rise. After four years presenting his prêt-à-porter collections, in 2007 during Paris Fashion Week, the la Fédération Française de la Couture invited Josep Font to participate in the Haute Couture Week.

He only needed very few collections to show that he was one of the most talented fashion designers of his generation. In 2012 Josep Font joined the delpozo team as Creative Director. He moved to Madrid and did not hesitate in getting personally involved in the project. Since then, he has directed and developed the company’s collections, at the atelier, day to day.

With its first fashion show in NY last winter, presenting spring/summer 2013 collection, the firm has been collecting the success that years ago seemed to be away. Spring/summer 2014 collection presents to the world a minimalist but still very feminine version of the firm. In an era in which important things have been falling apart, being substituted by material and presumptuous attitudes, the company looks forward to fulfill women’s desire of plain but feminine looks. Minimalistic shapes join feminine textures and colors to create fresh designs that chase a contemporary woman. 4

Communication Background

YouTube Channel Feminity

Facebook 27,565 fans

Fresh looks

Twitter 13,200 followers

Delicacy

Instagram 38,100 followers

Nature

Interactive Website

Luxe

Isabelita Virtual: Instagram Guest Editor Advertising campaings just for Parfums

Communication Background

Communication Task

YOUNG T RETRO URBAN SOFT FEMININE MODERN ETHEREAL PRINCESS DELICATE he message to convey for this Spring/Summer 2014 ready-to-wear collection is an ethereal mood transmitted through delicate garments. Soft and pastel colours will be the key elements to reinforce the1950â&#x20AC;&#x2122;s-inspired looks. The modern -princess look aimed an urban female who wants to look feminine and comfy in her endless daily routine.

@ISABELITAVIRTUAL Guest Editor on Instagram

Target 1. Continue with a minimilastic design line that characterizes the firm but with an urban touch

omen who seeks special garments - with luxe frabrics and high finishes- for her daily routine or for special

2. Keep the female style: urban princess

events.

A female that looks for comfy but femine garments that will dress her on her long days.

“

Objectives

3. Romantic garments with a modern touch

Del Pozo’s Woman is like a piece of art: she has no age and no particular physical. It’s more about an attitude, a way of understanding the world”

Inspiration

What to do vs. What not to do

Loose the minimalistic design line Overload the design with excentric images Choose an embassador that do not fit with the objectives aimed

Editorial

he message to convey through this editorial is the “modern romance” between woman and garments, with the nature as scenario. 50s silhouette’s, soft pastel colors and the light of the late afternoon compose a scene that transmits nostalgia. Natural make-up with some color tints and the use of flowers as well as hair embellishements would be essencials for the looks. The garments and accesories used would contributte to reflect this mood.

he chosen escenario is El Retiro, in Madrid, and specially the Crystal Palace. Embellished with flowers, it would be the perfect place for a “modern romace”.

Make-up & Hair

Soft ripples

Serene greens Flower power

Soft lilacs 16

Delicate pink Creamy apricot 17

Style & Stylist

Balenciaga S/S 14

Rochas S/S 14

Antonio Marras S/S 14

Delfina Delettrez Burberry S/S 14

Ana Tovar - Vogue Spain Stylist 19

Photographer

Models

Sasha Ivanov Fashion, Portrait & Advertising Photographer from Germany.

ara Stone was born to a Dutch mother and an English father in the town of Geldrop, the Netherlands and grew up in Mierlo, Netherlands.First discovered in the Paris Metro when she was 12, she then went on to participate in the Elite Model Look competition at age 15. She became the primary choice for editorials and advertising campaigns after signing with IMG in 2006. Lara is not a fan of the runway because of her unusually small feet of someone of her size.

Currently working with Elite Models, QuantumSeven, Kult Models. 20

asha Pivovarova was born in Moscow, Russia. She began to model in 2005 when a photographer friend introduced her to IMG in New York. Two weeks later she made her debut, opening the fall Prada show in Milan. She quickly became the face of Prada, and had an exclusive contract with them for three consecutive years. As an artist, she has been featured in French Vogue and has also had her work exhibited in New York and Paris galleries.

Lookbook

Website

Paula RodrĂguez MartĂnez CWK-4 Level 5 BA Fashion Marketing & Communication Computer Tools 2 - Nicolas Godon 2013-12014