/2/
CURRENT SITUATION
4 CORPORATE PROFILE
6
GOALS
8 THE MESSAGE
10
/3/
EDITORIAL
12 WHAT NOT TO DO
14
MINI-SITE
32
22
LOOKBOOK
01 V
ersace is an italian brand founded in 1978 by Gianni Versace. At the beginning it was named after the designer but with the time it ended up just named after the last name of Gianni. The brand is a symbol of the italian luxury market and it is one of the principal fashion brands internationally. The logo of this brand is the Greek mythological character and it was assigned because Medusa was represented on the floor of the ruins in Calabria where the Versace siblings used to play. This luxury brand includes high fashion, pret-a-porter, accessories, jewellery, perfumes and furniture. The brand is very known for the prints inspired by the baroque which are now an iconic piece of their designs. In the 90’s it became a more famous brand due to the fact that Gianni
/4/
was working with the big super models such as Claudia Schiffer, Naomi Campbell and Cindy Crawford which made his designs very known around the world. In 1997 Gianni Versace was killed in Miami so her sister Donatella became that year the artistic director of Versace bringing a 21st century perspective to the brand. Versace expresses its legacy through its extravagant designs which include a lot of personality.The Versace group sells its products through a worldwide network which includes 200 boutiques in the principal cities and 1500 wholesalers worldwide. In september of 2018 The Versace group was sold to Michael Kors limited group. Even though the Versace family will maintain a role within the company .
CORPORATE PROFILE
/5/
MARKET POSITION
T
he Italian brand competes among very big designer too. Speaking about the brand being fashion forward or heritage oriented the brand will be set up in the middle between both orientations but a little bit closer to Fashion forward compared to brand such as Burberry which will be very heritage oriented. Versace is a brand which is very recognised by its heritage, the baroque prints and the Italian background that Gianni really wanted to empathise but when she died her sister Donatella keeping up with the heritage, she managed to bring Versace to the 21st century approaching the fashion forward orientation. As being a high fashion brand, the pricing is higher that what fast fashion brands are doing but compared to its competition the price is lower so more affordable inside the high fashion industry. Brand such as Gucci or Dior would be the perfect example of higher price than Versace.
02
03 V
ersace has presented already what the collection for spring summer of 2021 will be. The collection is called “versacepolis”. It’s a collection inspired by the ocean, the use of bright coolours, sea shells... It represents the brand perfectly through the prints, style and personality. Some of the pieces are very similar to the collection Gianni presented in 1992 Spring Summer called “la mer”. For example, one dress Irina Shayk is wearing it’s the same design that was presented in 1992, the collection not only had ocean inspired but barroque and animal print too.It is a recreation of one of the most iconic collections of the designer, which made me focus the project into the 90’s which could be called the golden age of Gianni in Versace. Also including in the collection of 2021, the iconic baroque prints of the brand but remastered in a modern way; more colours and in other pieces. Which as we were talking before is the way Versace is managing to be oriented in a fashion forward way. This collection inspired me to create this project focused on what Versace was doing and the collection of spring summer 1992 . Which made me look up for the collection and create this layout inspired in the whole collection not only in the ocean inspired part
CURRENT SITUATION
/6/
/7/
COMMUNICATION BACKGROUND
04
05
/8/
N
ostalgia. The Italian brand is one of the most known high fashion brands through the world. What Gianni created is a statement of Italian heritage based on different designs. The brand is evolving with the fashion industry and the society. The collection from 2021 represents what Versace was doing back in the 90’s, but with the touch of the changes and trends we are living right now. It is a way of projecting what the brand values Now a days fashion is starting to incorare about into what the brand will evolve to. porate body diversity and skin diversity which in this collection we can appreciate. The purpose of the project is to reflect the heritage through the changes of culture with the pass of the time. Reflect the layout of the 90’s inspired but with a touch of modernity. The way of thinking is changing and so the fashion industry is, following and updating their brands up to the demand of what consumers are expecting from it.
“THE MESSAGE “
/9/
TARGET T MARKET
he target marketed by this brand would be Men and woman from 14 to 65. Also including Children collection from 3 months to 14 years old. The prototype of this consumer will be a person who has enough acquisitive power to buy clothing or accessories from the brand. Someone that is confident to wear what they want, who seeks freedom and personality.
06
07
/10/
R
each a layout inspired in the 90’s. Inspired in what the gossip magazines used to look like because they have such an specific layout, a lot or pictures and small text talking about new trends or new gossip. In this case talking about what the project will be about. The shooting very easy to recognize the decades
GOALS
most inspiring and representative characteristiques. Based on the collection from Versace spring summer 1992 and the link of the spring summer 2021. The layout of the project has to assimilate to a magazine from the 90’s . Catches the attention of the readers by bug titles and small text
/11/
INSPIRATION
08
09
WHAT TO DO
/12/
NOT
/13/
/14/
01.EDITORIAL BRIEF
02.THE STYLISM The stylish will be Elisaveta Lisobezs. The stylism will be 90’s inspired dresses, iconic pieces and mini dresses very recognizable by the viewer.
03.MODEL CASTING, MAKE UP AND HAIR: Model diversity to embrace the changes society is facing. The models are Lina Swap, Martha Lenda and Marisa Ross. Makeup and hair very simple. The same concept inspired by the 90’s. Make up, brilliant eye shadows and lips with a little bit of colour.
The concept we are trying to achieve is to make the viewer feel some kind of emotion towards to Nostalgia about the 90’s. Photoshoot in a studio representing the iconic shoots from that time with just a colour background and the model. Mix between full body shoots and close ups.
EDITO
/15/
04.PREPARATION The place would be ina Studio in Milano. The ticket plnes of the modles have to be bought for them to arrive 2 days early to meet with the photographer and stylist to get everything ready for the shooting. Also for them to select the music they wanna hear for the shooting in order to feel comfortable.
TORIAL 05. TIME SCHEDULED
The shooting will start at 9am. There will be a break for lunch around 14pm, the time its not set to be followed especifically but to have a pattern in mind. Then the whole afternoon. The next they meet uo with models again in order to review the shooting and if necessary reshoot again.
06.MODELDIRECTION
The style of the shooting has to be the tipycakl 90,s set ip. The model has to create differente posture and a non expressional fcae, as if she was a maniqui posing.
WEAR OR TEAR
PHOTOGRAPHER: MERT AND MARCUS STYLISH: ELIZAVETA LISOVETS MODELS: LINA SAWP, MARTHA LENDA AND MARISA ROSS MAKE UP ARTIST: JAMESÇ MORGAN
90’s bright colors and beautifull designs may be too much for some but a vibe for others. what do you think is there any trend that can not be worn in any case or all about the 90’s is amasing on its on way
HAIR UP OR HAIR DOWN? Kate Moss 1990
ALL ABOUT THE 90’S When our favourtie super models are not wearing the high fashion pieces we love seeing them in they wear the casual jeantop outfit we have all been waiting for. Clothes we can all buy from the same stores. We are all super models in the streets
All about the high heels and the perfect hair. The 90’s are the percfect time to reinvent yout wardrobe. Girls wearing what they want and celebrities such as Kate Moss and Claudia Schiffer modeling for the best designers
Versace
PHOTOGRAPHER: MERT AND MARCUS STYLISH: ELIZAVETA LISOVETS MODELS: LINA SAWP, MARTHA LENDA AND MARISA ROSS MAKE UP ARTIST: JAMESÇ MORGAN
PHOTOGRAPHER: MERT AND MARCUS STYLISH: ELIZAVETA LISOVETS MODELS: LINA SAWP, MARTHA LENDA AND MARISA ROSS MAKE UP ARTIST: JAMESÇ MORGAN
Versace
PHOTOGRAPHER: MERT AND MARCUS STYLISH: ELIZAVETA LISOVETS MODELS: LINA SAWP, MARTHA LENDA AND MARISA ROSS MAKE UP ARTIST: JAMESÇ MORGAN
PHOTOGRAPHER: MERT AND MARCUS STYLISH: ELIZAVETA LISOVETS MODELS: LINA SAWP, MARTHA LENDA AND MARISA ROSS MAKE UP ARTIST: JAMESÇ MORGAN
Versace PHOTOGRAPHER: MERT AND MARCUS STYLISH: ELIZAVETA LISOVETS MODELS: LINA SAWP, MARTHA LENDA AND MARISA ROSS MAKE UP ARTIST: JAMESÇ MORGAN
/22/
T
he look book of this Summer Spring collection is based in the 90’s. The pieces of clothing are inspired in the trendy classy dresses of that decade. The purpose is to embrace the fashion of the era in which Versace was increasing its awareness and becoming one of the most popular Italian luxury brands around the world. The setup of this look book is a studio with blue background and dark lights in order to embrace the garments. Very simple poses so the salespeople do not get distracted from being shown what the collection is about. The quality of the images in very important for the clients to see the actual colour of the garments so there is no misunderstanding when
LOOK
/23/
BOOK Spring Summer // 2021
Ref182637 Long sleeve Ref 82718357 Skirt
Ref81270l Top Ref34567 Skirt
Ref7261549 Dress
Ref 987625 BDress
Ref457265 pupd
Ref6678 bds
Ref9819826 trt
REf217643 suit34
REf45 suitpk
Ref 76625 Ysuit
REf36524 strip
Ref 88 blk
Ref9999 brwn
REf 4873 blkdress
/32/
MINIThe Purpose of the Mini-site is to show how important he super models of the 90’s where and how Gianni managed to work with them and position his brand in the luxury italian community
/33/
-SITE
/34/
/35/
https://versace90s.wordpress.com/?theme_preview=true&iframe=true&frame-nonce=d9237add09
VERSACE AND THE SUPER MODELS
/36/
BIBLIOGRAPHY
/37/
2020. [online] Available at: <https://www.versace.com/us/en-us/home/> [Accessed 14 December 2020]. Borrelli-Persson, L., 2020. Versace Spring 1992 Ready-To-Wear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/ spring-1992-ready-to-wear/versace> [Accessed 14 December 2020]. Clews, M., 2020. Versace Takes Control Of Digital Customers – Marketing Week. [online] Marketing Week. Available at: <https://www.marketingweek. com/versace-takes-control-of-digital-customers/> [Accessed 14 December 2020]. Google.com. 2020. [online] Available at: <https://www.google.com/ search?q=versace+brand+positioning&tbm=isch&ved=2ahUKEwiFv6Sx9MDsAhUM0oUKHat6CWsQ2-cCegQIABAA&oq=versace+posi&gs_ lcp=CgNpbWcQARgAMgYIABAIEB46BAgAEEM6AggAOgUIABCxAzoICAAQsQMQgwE6BwgAELEDEEM6BAgAEB46BggAEAUQHlDi7QNY6YkEYI-TBGgAcAB4AIABsAGIAegHkgEEMTEuMZgBAKABAaoBC2d3cy13aXotaW1nsAEAwAEB&sclient=img&ei=W6iNX8WlCoyklwSr9aXYBg&bih=742&biw=1440&rlz=1C5CHFA_enES892ES892#imgrc=mw9OR3bk-2JZzM> [Accessed 14 December 2020]. Madsen, A., 2020. Versace Spring 2021 Ready-To-Wear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/spring-2021ready-to-wear/versace> [Accessed 14 December 2020]. mexico, d. and mexico, d., 2020. Versacepolis — Blog — DMX32. [online] DMX32. Available at: <https://dmx32.com/blog/tag/Versacepolis> [Accessed 14 December 2020]. Pinterest. 2020. 50+ Mejores Imágenes De VERSACE SS21 En 2020 | Disenos De Unas, Diseño De Revistas, Diseño De La Disposición De Revista. [online] Available at: <https://pin.it/3qpOu71> [Accessed 14 December 2020]. Pinterest. 2020. 50+ Mejores Imágenes De VERSACE SS21 En 2020 | Disenos De Unas, Diseño De Revistas, Diseño De La Disposición De Revista. [online] Available at: <https://pin.it/2qZI8XK> [Accessed 14 December 2020]. Vogue. 2020. Christopher Esber Spring 2020 Ready-To-Wear Fashion Show. [online] Available at: <https://www.vogue.com/fashion-shows/spring-2020ready-to-wear/christopher-esber/slideshow/collection#2> [Accessed 14 December 2020].