portfolio layout

THE JOURNEY

PORTFOLIO RIENNA LEE /Fashion & Visual Communicator / Contact Email: rienna7@hotmail.com Mobile : +44(0)7715417199

This is just the beginning ,

Contents

CONCEPT DEVELOPMENT MASHA MA Concept Promotion Exhibition Mulberry Digital Media & Public Relations promotion

VISUAL MERCHANDISING Fashion --- Related Exhibition

EVENTS MANAGEMENT MAC make up campaign Catwalk Show

PHOTOGRAPHY/ STYLING / LAYOUT The Fashion Journal Magazine

MODERN ADDICTIVE Masha Ma Concept Fashion Exhibition Film maker | Exhibition Design | Photography | Branding The Fashion Concept Experiencial Exhibition called Modern Addictive, which designed for launch a young Chinese fashion brand Masha Ma to UK market place. Combine Fashion Film and online social media platform Instagram, create a campaign for promote the exhibition, in order to get people's attention and delivery the brand image.

Masha Ma Room1

Promotion Design

The photoshop images made for Masha Ma exhibition design. Interior design inspiration came from one Camelot classic story about Gawain And The Witch, walk from night time to day time.

Rooms display idea combine with the story and modern style. Create for attracting people and

Masha Ma Room 2

Design Development

The exhibition will be launched on March the 15th 2015 British Mother's Day in order to create a major voice on this designers womenswear I wanted to set it on this day as not just a celebration but as a international event something to be remembered, a gift from our team to all the women in the world. All of her collections will be hand picked to stand alone in each of the rooms, which will be made to measure when bought 20% of each garment will go to "SAY NO TO BREAST CANCER!".

Also through social media platform Instagram and Net-A-Poter website, combine with fashion film to attracting audience come to visit the place.

Promotion Design

The reception designed for the exhibition

Masha Ma Concept Experience Exhibition will lanched with 4 rooms, Reception-- placed for launch day, Room1-latest collection of Masha Ma fashion; Room 2, all strongest fashion design from Masha Ma and brand image information; Room 3, the experiencial room cooperate with Net-A-Poter websit, provide free stylist and fashion clothes for visitors.

FASHION FILM Fashion Film made for Masha Ma Exhibition Promotion

Promotion Design

Screen Shoot of the Fashion Film

Mulberry Promotion Digital Media & Public Relations Concept development | Marketing Promotion | Digital Public Relations This is the marketing promotion for the major fashion brand Mulberry, Mulberry is breaking into the Chinese market from 2012, they only have one store opened in Hong Kong and over 10 stores in China.

Mulberry connect through social media, for examples, Vimeo, Instagram and Facebook. Mulberry's fashion film is designed for the promotional media in the Chinese market.

Mulberry Fashion Film campaign designed for promotion the brand in China market place.

Media & Public Relations

There are a lot of brands at the momment which use a well known social media application called Instagram, mulberry has also used this to attract a wider range of customers in all types of ages and they can also promote there brand using photos as well as videos for free.

Mulberry short fashion film around 3 mins shows the concept of new image of Mulberry for China marketplace.

S creen

shoot

of the Mulberry short film

Media & Public Relations

Mulberry Fashion Film

The Short Fashion Film link here: http://vimeo.com/64106122

Help yourself ! Watch the film and get to know it!

Mulberry E-PR Campaign development

The way mulberry have been connecting with there Asia market is 30% higher though social media, like China's most popular website (WB), like all major websites vogue also comes with Chinese dialect for there Asia readers, within two seasons of mulberry social media effect, mulberry highest stock list comes from china alone over taking Prada's stocklist "per store".

1/

Step.

Media & Public Relations Step.

Basically, as for Mulberry, raise the awareness of the brand reputation in China market is the main goals for the future. Make the brand become more involved in China community such as others luxury trademark Chanel, LV, Gucci. As for Chinese consumer, the Mulberry is not really been known in Asia, therefore, build a amiable positive brand image is the most important thing for introduce Mulberry’s culture meets Chinese consumer.

The concept of this campaign is brings the British lifestyle walk out from England, and meets Chinese culture. Mulberry fashion house basically only do the women swear, so arrange the event for Chinese women with the mandarin women’s day in March 8 will attract the Chinese female audiences, in addition, it is also a good way to cultivate popularity for audiences get in touch with the brand.

3/

Step.

2/

Establish the goals and concept.

Established detailed strategy

The campaign mainly will be set go through one of the most powerful and popular social platform Instagram. According to the news from the America commercial magazine << Fast Company>>, Instagram have the huge possibility to surpass the Facebook, and becoming the Apps, which own the largest number of users. In fact, with the increasing Chinese Instagram users nowadays, the power and influence of Instagram can not be ignore in the future.

Through this opportunity, audiences will following Instagram and participate in the interaction.

In another hand, arrange a celebrity such as actor, musicians, and designers usually can worth a thousand words, the impact and idolater effect will feasible bring a mess of social impact and easily grab’s people attention, and many star chaser would willing to get involve to watch the fashion film.

Define the core audience and target market.

Basically focus on women which between the 25-35 years old in China. As for Chinese, more and more young people are becoming fans of luxury goods, making up an increasing share of China’s luxury consumer group. On average, Chinese luxury consumers are usually between the 15 and 25 years old. According to the report which from the WLA’S China office, more than half of Chinese luxury consumers eran around 10,000 yuan a month, and they are all between 25-28 years old.

Therefore, the core audience will be target as the women who have the stable income, love quality goods, love fashion, enjoy the life and have the interested with British native culture; including single and married female; Instagram users.

Step.

4/

Establish the timeline.

The campaign will prepare earlier in August for shooting the fashion film with Wei Tang, and start with the Chinese women festival in March 8th. During this time, the PR agency will contact the Instagram and China Vogue and others website, even those famous fashion bloggers, to get involve with this campaign. Detailed plan will be show in the following graphic.

Step.

5/

the positive reach for the brand and audiences.

As for Mulberry Company, there have lots of advantages for the future marketing such as harvest the group of faithful consumers after this campaign. In addition, the interesting online activity build the positive primeval image for the brand, increase the probability for attracting the core target consumers, and officially open the China market which complete the campaign’s objective. Moreover, the positive side for Instagram, more users might be register in the Instagram or update the new version of the app for join the event or get the coupon chance.

In another hand, as for Instagram users and consumers, this is an enjoyable activity for have fun. Firstly, people enjoy it, and they actually get the relevant and substantive benefit---discount from this launch event. Secondly, for Chinese luxury fancier, there have more favorite brand to choice, once they use the goods from Mulberry, they might be love its quality and stylish design.

Through the digital platform to launch the new film, the positive brand image finally can build the communication between the brand and the audiences successfully.

THE STORY OF AUDREY AND GIVENCHY

Fashion -- Related Exhibition.

Final Exhibition Output Visual Merchandising | Exhibition Design | Visual Communicator Contemporary Fashion Interpretation tells the fashion story between fashion designer Hubert de Givenchy and his muse Audrey Hupburn.

Fashion Interpretation

Fashion Interpretation -- Inspiration and development

Films always surround us, the main inspiration cames from the classic film of Audrey Hupbern--Breakfast at Tiffany's and her little gorgeous Givenchy black dress.

Exhibition is a fantastic way to tell a story and collect inspiration.

The main concept combine fashion, film sence, designer history together and share the classic with audiences.

Fashion Interpretation

The poster designed for promote the exhibition.

Timeline designed for the exhibition.

The Fashion Interpretation is designed for Audrey and Givenchy fashion culture. Delivery the designer Givenchy and famous star Audrey Hepburn's story and background fashion culture of little black dress to public, which also covering many things of the exhibition. Such as Audure's clothes collection display and a short movie of the exhibition concept.

The reception designed as a Time Tunnel. Which will lead you to the best moment between Givenchy and Audrey.

The room 1 for display Audrey's classic film scenes.

Room 2 and 3 designed for tells the story of Audrey and Givenchy, contains related fashion design.

Room 4 shows the classic movie of Audrey, Breakfast at Tiffany's, which also related to Givenchy's design--little black dress.

The last room contains story backgroud and information about the exhibition.

Fashion Interpretation

The Floor Plan of the exhibition

The Exhibition Floor Plan made for clearly understand different rooms design

EVENT MANAGEMENT MAC Not just about make up Campaign

Event Management | Campaign Design | Visual Communicator This event aims to launch a campaign and enhance customer experience of MAC--branded cosmetic products.

Mainly target on generation Y consumers in British by relevant digital technology such as ipad within the campaign activity to support the management of the concept.

Event Management

The photoshop images made for final output of Campaign, and inside the event room design.

Concept Development

MAC--not just about make up Campaign deliver the young and fresh image to audience, design as night event player and target young fashion people such as university students. Combine with digital Ipad techniques facility and night party concept in order to attracted our customers.

Through the Campaign, MAC offers little gift with different color perfume DNA to identify yourself personality, in order to delivery brand's youth and playful image.

Event Management

Concept development board

Campaign location choose, secrect garden style for night campaign, and more suitable for British university students.

Secrect mask invitation designed for young and fresh campaign image of MAC make up brand.

Timeline and Budget

Budget and Timeline for Campaign launched

Event Management Hired the bar for prepare drinks for the night topic event, food and lighting also are important, MAC campaign would be more like a secrect party.

STELLA McCARTNEY CATWALK SHOW -- Experiential Design In Fashion Catwalk Design | Creative Director | Event Management Creative catwalk management for Stella McCartney A/W 2016 Ready-to-wear.

Contains strong visual interior design and concept for merchandising.

Catwalk Design

Catwalk Show Design Process

The Background Of the Catwalk Show: Stella McCartney is an eco-friendly British fashion designer, the Catwalk design inspiration came from the influences of Anti-Furs organization in fashion industry, Anti animal furs in fashion activity always been point to fashion designers, the Stella Catwalk shows brings the strong bloody visiual catwalk show to public in order to underline the importance of eco fashion and catch people's attention.

Catwalk Design

Invitation, Budget Plan, Front row guest list and Timeline for the Stella McCartney Catwalk Show.

AH!

ANTIDOTE & HYPNOSIS

Creative Publication Design Photography | Creative director | layout AH Magazine ----- The concept emotion lifestyle jounal publication.

AH Magazine is a spiritual guidance lifestyle magazine, designed as an Antidote or cure of life issues for contemporary young people.

Dedicated to Fashion, Art visual image, creative fashion Photography and inspired quotes with minimalism style layout.

Creative Publication

AH Magazine collect inspired quotes and notes, layout as minimalism style for inspired and encourage readers in a easy, simple way. Make the quotes full of the page could more focus on the words and easy to read.

The photography was shoot for Magazine main topic and artical, encourage audiences how to cheer up when they feeling upset or get confused in their life.

Layout the pages with simple style, the different color word is a kind of "key word" for inspired audiences, gray color shows the feelings of light, clean and simple.

Creative Publication

AH Magazine shows my ability of editorial publication layout, and creative concept photography communication.

The photography were shoot for main topic of AH Magazine, images layout with full pages, delivery the cold and pain concept to magazine audiences.

/ The reason I did the AH Magazine is because of I realised that as for nowadays teenagers and youth people are facing much more different emotional issues than last generation, society culture becomes more colorful in progress, youth people still will get confused when they meet emotional relationship, dealing with relationship and social issues are important, issues such as: broke up the relationship, start a new relationship, family argue, social friendship, and youth people are seeking help and advices whenthey are getting lost.

/ This mission of AH Magazine is to in power the young people of the 21 century as an aid and medicine on paper to help them though there emotional stage as a teenager,eg. Going through love.

/ The name behind AH is Antidote and hypnosis AH Magazine published with a hard white cover, was inspired with one of my dream. Everyone takes the white book and nobody could see what it is from inside. AH Magazine create a personal secrect space for audiences, keep mystery and personality, customers can draw anything on the white cover.

Creative Publication

I had a couple of friends who needed support while they were going through a sensitive time through depression and I noticed and I wanted to create a jounal publication.

AH Magazine develpment

AH Magazine photography

Creative Publication

One of the major topic " Friendship issue" shoot from AH Magazine, inspired from my daily life story. People all have "Friends", some of them are real, some of them are just for social issues and benefit. The photography shows my ability of creative thinking and AH publication concept development.

AH Magazine photography

RIENNA LEE /Fashion & Visual Communicator / Contact Email: rienna7@hotmail.com Mobile : +44(0)7715417199