PRADA COLLECTION SOFIA CAMARASA by pradacollection

BACK TO WORK

BACK TO WORK Sofía Camarasa Sicilia BA Fashion Marketing & Communication Level 5, 2021-2022 5FAMK003C Visual and Video Techniques CWK1 Nicolas Gordon

Table of Context Corporate Profile Market Position Competitors Current Situation Communication Background The Message Target Market Goals Where to look for inspiration What not to do Photographer Staylist Makeup & Hair Models Preparation Page layout LookBook Minisite

Corporate Profile Prada is an Italian luxury fashion house founded in 1913 by Mario Prada and his brother Martino. Miuccia Prada and Patrizio Bertelli are the current creative directors and chief executive of the Prada Group, with the Belgian designer Raf Simons as co-creative director of Prada. The brand is specialized in lether handbags, travel accessories, shoes, ready-to-wear, perfumes and other accessories. The shop solf animal goods and imported English steamer trunks and handbags. Miuccia Prada has been considered by the Wall Street journal as one of the 30 most relevant women on the European economic scene and her signature is the most imitaded. Prada has a rich history and is the paradigm of luxury in the world. The brand has also MiuMiu, which was created after Miuccia’s nickname and it is a brand for younger customes. Early 1990’s they also acquired Fendi.

MARKET PROFILE

COMPETITORS

Prada is an elegance, luxury and reputable brand. Most of their consumers buy it when new season trends are released. The brand is focused on their on the workmanship and intricate handcrafted goods. Prada has a clear space in the industry thanks to the consumer focus actions and their dedication to the brand’s philosophy.

Prada has a lot of competitors that they all are luxury brands that are tagged as Manufacturing & Industrial Retail. All of them sell clothing and accessories and most of them cosmetics. Prada’s consumers are part of the upper class, same as the others. The brand reclines always to innovate but always following their philosophy, this makes Prada always being ahead of the trends.

Hermes

Burberry

Gucci

Jimmy Choo

Chanel

Armani

CURRENT SITUATION “I hate fashion, but I also love it. Fashion is about the way we think about ourselves, the way we compose ourselves every day. For me this is something very deep” Miuccia Prada The brand has been always following the same role of collections. Miuccia Prada has done a wonderful job keeping the essence of the brand even though the brand is betting on sustainability and begins to use recycled nylon, and they continue playing with it on their collections. Prada’s new collection plays with the idea of the uniform and is combined with commercial maestry, with the conceptual. Even though the brand’s collections are different, they always keep continuing with different clothes than their competitors, they have a very unique style. Something that the consumers are looking forward to seeing on this luxury brand, they still are trendy.

SOLUTION It would make sense to see a different collection for the brand but always keeping the essence of them, but also incorporating the trends. The idea is to get to a larger target and to get more people to be able to connect with the brand.

COMMUNICATION BACKGROUND Prada distributes their products by their own stores, pop-ups and websites, you can also find the brand in luxury department stores (ex. Saks, Fifth Avenue, New York). Due to the fact that the brand is one of the most important brands, you can find their products in a lot of different places all over the world. You can also buy their products through their social media Instagram. The brand has also featured in really important publications like Vogue, Bazar, Elle, Vanity Fair, and many others, in which the target is to concentrate on people that understand the brand ideas. Prada’s advertising and campaigns are all of them pretty much the same. The audience can see the new looks but most of the time there is one of their new bags on it, but their garments are always the center of attention. Prada’s social networks follow a monochromatic aesthetic depending on each collection, each one of them has a different tonality, we can also find photography or videos; they show the products very clearly and the captions go directly to the point.

MESSAGE Their own brand calls themselves synonymous with cutting-edge style. They combine concept, structure and image by codes that go with the trends. Miuccia Prada challenges the brand with the preconceived attractive patterns. Prada is an expression of an intellectual commitment to good taste. In all of their collections the brand shares pleasing codes that are reinterpreted through an unusal pective. The brand shows classic and elegance, the customers that wears the garments of it are women and men that believes in the phylosophy of the brand and wants to follow their codes that fo with the trends by wearing the brand.

TARGET The brand is usually focused on men and women (25-55 years old) that belong to the segment of population that has a greater purchasing power that looks for a modern, sophisticated and that looks for a workmanship with high quality. With the new solution the idea is to reach more people and that would be focused on a younger target from 20 to 35 year old men and women with interest in fashion and trend but also for people that are working but also it will be for people that want to be comfortable and want to get exclusive garments. It will be for an exclusive generation that has the need of feeling special and unique. This target will be focus on big cities like New York City, LA, Miami, Paris and London.

GOALS The main goal is to still have the loyal customers but also to reach this new target that the new collection is looking for. Prada started as a brand created for a restless, trained and prepared woman. The brand achieved their goal of being recognized and now is time to use that to get to more people and to break with all the schemes, but remain classic, elegant and luxurious. The key with this new project is to create a hype with the customers and attract more people that identify themselves with this style and this trend. The main idea is to create a collection that can be worn on a regular basis and also for specific moments. It will be the opposite of what the brand is doing and the regular garments that they need in a specific scenario. It will be created directly to this specific target, it will make them shine all the time. It is really important to say that this collection will do - as mentioned before - a hype to the customers and to the brand, not only to increase the sales but also for the values of Prada.

INSPIRATION Prada’s creative team has to be inspired by their competitors and the other brands in the fashion industry. The most important thing is that the brand is trying to innovate and help trying to reach a new target. The collection and campaign has been inspired by this new trend of “less is more”, but always following the values of Prada. It will be created directly to this specific target, it will make them shine all the time. It is really important to say that this collection will do - as mentioned before - a hype to the customers and to the brand, not only to increase the sales but also for the values of Prada.

THINGS TO AVOID Quirky fashion photographers. Quirky makeup. Colors that do not match the pattern or essence of the brand. Garments that are difficult to adapt to the daily lives of consumers. Forget about the roots of the brand.

BACK TO WORK PHOTOGRAPHED BY GLEN LUNCHFORD STYLED BY JASON BOLDEN ART & MODEL DIRECTOR BY FERDINANDO VERDERI

“Back to work” is the given name to this editorial piece, it is given because the idea is to recreate the classic and elegance of the brand but giving a comfy side too for the new target that it is looking for. With this editorial we are looking to reach the hype of the target and the brand without looking for an increase in sales, always following the values of the brand. The editorial will be having the main colors of the brand, always with neutral colors so you can wear the garments at any time. The photography style must be basic and classic, using museums and streets of Milan, following the authenticity of Prada. The viewers of this editorial will feel tranquil because what it is trying to reach is easy and peaceful through the images. The models will be wearing the least makeup as possible - as the brand always does - and they will be wearing the garments but in a light way, it will give a feeling of tranquility, as mentioned before, it will be a way of emphasizing with the other collections of the brand.

The teamwork chosen for this collection and campaign have worked before with Prada over all these years, which it helps have a nice harmony during all the work, it also helps in a way for them to understand the new concept that will be behind the collection and campaign.

PHOTOGRAPHER Glen Lunchford British famous fashion and portrait photographer, he has worked for the last thirty years for fashion leading magazines like Vogue and Vanity Fair. He started to become famouse in the 1990s for a campaign with Prada, since then he has also been working for a long time with the brand but not excluisively .

STYLIST Jason Bolden American entrepreneur, he is a creative director, fashion stylist and interior desinger. He is known for his clean aesthetic and his elegant perspective to style and living. He workd for luxury brands and he also opened a vintage store in SoHo, New York City. He’s also the stylist of the most important celebrities.

MAKE UP Emily Cheng She is a makeup artist from LA, New York City and Vancouver. She has done the makeup for many celebrities and brands.

HAIR Gregory Russell He is a hairstylist from Los Angeles. With his hair styles he reflects an electric mix of high fashion and retro-modern. He is the hairstylist of many celebrities but he also worked for editorials like Interview, Glamour, W, Instyle and many others.

Charles Melton

Lexi Boling

MODELS There are going to be 4 models for the editorial, two women and two men. All of them had worked for Prada before, that would create a nice environment and good teamwork.

Realy PCY

Yara Shahidi

PREPARATION The photos will be done in Milan, the city in which the brand started. They will be done in diffrent scenarios of the city, idea is to make the photoshoot outdoors. It will start at the end of April, that will make the photographer time to prepare everything.

ART & MODEL DIRECTOR Ferdinando Verderi He is the creative director of Vogue Italia and the pioneer of a new type of creativity for the fashion and luxury industry. He has a partnership with Prada, Versace and Adidas Originals. He has a unique concept that has shaped thorough strategies, makes a task to do a re-position of the brands in terms of voice and image.

PROCESING GLEN LUCHFORD and his team will be the ones in charge of the post-production and retouching. It will be the perfect way of GLEN and the brand to understand the new purpose of the editorial.

L A Y O U T

Photographer: Glen Luchford Model: Amber Valleta

BACK TO WORK SPRING - SUMMER 2021-2023

GLEN LUNCHFORD PHOTOGRAPHER

JASON BOLDEN STYLIST

WOMAN LOOK 1 AND 2

ACCESSORIES

LOOK 3 AND 4

LOOK 5

48-49

50-51

48-49

MAN LOOK 6

LOOK 7

ACCESSORIES

LOOK 8

OOKBOOK

The picrtures in the Lookbook will be focused on the details. They will be simple and with neutral colors. The garments will be most of them blazer and for work, classic and elegance, always following the phylosophy of the brand. The idea is to not have a lot of background, the photos will be focused on the garments and the details of this collection. All of the pictures will be taken by our photographer Glen Luchford. He knows the vibes of the collection and what the brand is trying to express with this new collection. He us going to work with four models. Two boys and two girls. With Fernando Verderi as the Art & Model Director.