Alexander McQueen X Keith Haring by rim.fawaz7

RIM FAWAZ BA FASHION MARKETING & COMMUNICATION Level 5 - 2019/2020 5FAMK003C Visual and Video Techniques CWK1 NICOLAS GODON

INDEX ANALYSIS EDITORIAL LOOK BOOK MINI SITE REFERENCES

“Give me time and I’ll give you a revolution.”

- Alexander McQUEEN

CORPORATE PROFILE

Alexander McQUEEN Alexander McQueen is a luxury British fashion house founded by designer Lee Alexander McQueen in 1992. The label is known for being unique for its innovative and rigid expression of rampant creativity.

cally acclaimed collections driven by a highly personal vision and a respect for both experimentation and time-honored craftsmanship. Today, the House is synonymous with modern British couture. A love of nature and understanding of British history are key inspirations for the House. Through a constant exploration of the natural world, Burton celebrates the values of English rural traditions, a sense of community and the touch of the hand, whilst simultaneously pushing at the boundaries of fashion.

McQueen was often known as ‘’ the hooligan of English fashion’’, because of his unconventional runway shows and the name of his collections. He wanted women to be sexy, romantic and confident, while still embracing their roughness and edginess. In December 2000, the Gucci Group acquired 51% of the company and appointed Alexander Mc- Integral to the Alexander McQueen as the Creative Director. Queen culture is the juxtaposition between the feminine and the The House of Alexander Mc- masculine, fragility and strength, Queen is distinctive for its in- romance and rebellion, man novative and uncompromising and machine. The group of Mcexpression of unbridled creativ- Queen has come a long way since ity. Sarah Burton was appointed they started and today they have Head of Design for womenswear around 50 retail stores worldin 2000 and named Creative Di- wide, others in department stores rector in 2010. Under her lead- and an international website. ership, the House produces criti-

CORPORATE PROFILE

PUPOSE To be a remarkable designer of groundbreaking clothes and designs using audacious bold accessories, shocking catwalk shows and precise tailoring using the theme primitivism which drew upon the fantasy of noble savage living in coordination with the natural world.

VISION Alexander McQueen is about creating garments that challenge the conceptual expression of culture and identity. We uphold our commitment to quality, service and our value of our customers.

MARKET POSITION Alexander McQueen is a high-end designer brand, thus its target customers age range is around 30 to 60 years old due to its unique feature is more easy accept younger and fashionable customer, whilst its graceful feature also attracted senior customers as well. On the other hand, its main customer almost can be divided to socialite, nobility, and celebrities. Prices range between 500$ and may reach up to 90,000+ (Lady Gaga wore a dress worth 110,500$ for a fundraising dinner she had). Main competitors are Stella McCartney, Chloe, Chanel, Marni, and Saint Laurent.

CURRENT SITUATION Alexander McQueen will be releasing a special capsule inspired by the symbolic artist Keith Haring, for the Fall/Winter ’20 collection. The main target behind this release is to give the clients a different experience, and provide them with a special collection combining both, Art & a tribute to the late founder’s philosophy and vision. Over the years, Alexander Wang collaborated with several big brands in the fashion realm. However, this collaboration with the school of Keith Haring, came from the fact that both schools share common philosophies and visions. Both designers where larger than life artists, activists, and stood up & didn’t kneel down to the system and regime. The main aim behind this capsule, is to reach out to a wider customer base, and be able to target different socio-economical classes in the society. Basically, a fresh revamp for the brand’s identity and collection. Laurent.

COMMUNICATION BACKGROUND Innovative, uncompromising, romantic, provocative, upholding the power of emotion and the touch of the human hand: these are all elements that describe the fashion of the house of Alexander McQueen. The brand is synonymous with modern British couture, renowned for its strong identity and celebration of unbridled creativity. As mentioned earlier on, integral to the McQueen culture is the juxtaposition between contrasting elements: femininity and masculinity, fragility and strength, tradition and modernity. The brand tries to maintain and edgy, dark and statement pieces that can be pulled off by a selective group in the society. Adding on, the Alexander McQueen logo would have looked rather generic if not for the unique “Q ,” which seems to be an emblem in itself. In spite of the simple type, the logo catches your eye because of the way a small “c” is placed inside the bigger letter “Q.”

COMMUNICATION

THE MESSAGE The task will be to give Alexander McQueen an artistic/symbolic uplift to its identity, where it can target a younger age range, and also have a cheaper price range for better affordability. The capsule will surely have the basic edgy and dark mood itâ&#x20AC;&#x2122;s known for, however it will be merged with artistic symbols representing the designers main philosophy of not surrendering to the system, fighting for your rights and standing out.

COMMUNICATION

TARGET MARKET The usual crowd of Alexander McQueen is for the crowd between 30-60 years old, however, the capsule drop inspired by Keith Haring is aiming at targeting the younger crowd too, starting from 18 years old and onwards.

GOALS The main goal behind this editorial is to reach out to the younger generation that is left behind, that of between the ages of 18 and onwards. Not only that, but this capsule falls on the cheaper prices range fro Alexander McQueen, and so by that, more people will afford buying it, and hence leading to increase in the sales. Not to forget, the importance of delivering the brands main message regarding not kneeling down to the system (be it the political or religious regime).

INSPIRATION

Nowadays, art has been playing

an active and main role in people’s life. Be it from art appreciation, to art collection and trade. Keith Haring happens to be one of the contemporary artists appreciated and well-liked by the younger generation for the underlying symbolic messages depicted in his works. The late artists art work and philosophy comes aligned with Alexander McQueens mission statement. If we look around nowadays, we notice how much art has been merged with fashion, and has greatly stood out and set foot in the fashion realm.

What

Not

to Do

We should keep in mind that extremism might lead to unwanted results and reactions by the crowd. It’s true this editorial falls under the title of “Burn the System”, however we should allow for the symbols and messages relayed by the capsule to insult anyones religious or political beliefs

INSPIRATION

EDITORIAL EDITORIAL

THE CONCEPT The editorial has been labeled as

“BURN THE SYSTEM” Every shot, has a message encrypted within. The fashion images have no words on them, they serve as a photo-essay, illustrating unwritten and unspoken stories. This shoot is not about tons of clothes and models, it’s more about the mood, and the edgy concept hereby relays messages in a non-traditional and symbolic way. This editorial is a darker and more edgy yet artistic one by Alexander McQueen. It’s aim is to reach out to the upcoming generation and communicate messages against the system, freedom, love…

THE SETTING The shoot will take place in Black Rock City in Nevada, where Burning Man takes place every year. The set up and vibes at Burning Man, reflect that of the editorial shoot. (more to follow in the art direction section).

STYLING

PHOTOGRAPHER

The makeup artist for this editorial photoshoot will be Pat McGrath, known for her avant-garde and edgy sharp make up. Each season she creates beauty looks for more than 60 ready-to-wear and couture shows in the international fashion shows, such as: Dolce & Gabbana, Louis Vuitton, Gucci, Givenchy, Balenciaga, Yohji Yamamoto, Prada… (Some photos are attached below of her work). As for the hair stylist, it will be Efi Davies, an international artistic director for Toni and Guy UK, Essentils Uk and Label M. Known for her edgy and unique style, she was chosen for several years in a row as the avant garde hairdresser in the UK. Basically the look that the models will have during this editorial, will be unique and not like anyone else, fits the edgy yet urban style too.

This shoot will be a collaboration between two well known talents: Steven Klein and Mr. Dangin. To each his own style, however they both have a common vision when shooting and retouching afterwards: eclectic, conceptual, subversive, edgy, dark and sexual when needed.Steven Klein has collaborated with big names from brands to stars, such as Madonna, Lady Gaga, Alexander mcQueen… As for Mr. Dangin, he’s known as the man to make the pictures perfect, while keeping it all natural. Both artists have collaborated in several big projects together and have came up with one-of-a-kind unseen end products.

MODEL CASTING

PREPARATION A team will be formed to better organize the whole procedure and manage the preparations. They will handle contacting the whole team, models and stylists. This team will work full throttle, at least 2 weeks prior to the shoot making sure all needed props and furniture are sent prior to the shoot. Not only that, but the team would collaborate with the creative team to schedule fittings with the models around 5 days or a week’s time prior to the shoot.

The casting will happen through different agencies, whereby young upcoming models will be handpicked and of different unique styles of their own. Chai Maximus, from DNA, is an 18 year old Belgian upcoming model with multiple piercings and an ear gauge, which gave her an edgy stylish looks during her Dior, Loewe, Maison Margiela shows. Chun Jin, from Ford Agency, happens to have Asian face with unique characteristics. Finally, Ana Barbosa, from Wilhelmina Agency, happens to have a raw beauty in her dark skin tone This shoot/editorial is for the FW’20 collection of the brand. and guy-like short hair.

SCHEDULE

ART DIRECTION The direction will be by Panos Yiapanis. Both his work and personality have been described as dark, other-worldly and edgy. Panos does not shy away from the darker side of fashion, he collaborated with designers such as Rick Owens, Givenchy (he happens to act as a creative consultant for Givenchy menswear), Veronique Branquinhoâ&#x20AC;Ś The mood will vary between hues of grey, sepia, fire combustion colors. BurnIng man, the set up where the shoot will occur, is best described as a context in which art is created. The set up is usually built under the light of the blue moon, with different sources of lights (natural and artificial) being played around all over the set up. The editorial happens to fall under the same muse and vibes, keeping in mind the sandstorm that occurs during the event, which greatly goes with our shoots theme. The unreleased capsule and Burning Man have a common vision dedicated to radical self-expression and radical self-reliance, in the existence of art, connection and freedom of expression.

MODEL DIRECTION

LOOK BOOK FWâ&#x20AC;&#x2122;20

PAGE LAYOUT For the layout of the pages, the editorial have some pages with multiple pictures as well as pages covered by a full image. The pictures will be arranged in different positions and there will not be a specific theme, keeping the editorial modern and up to date with the current artistic trends.

MINI SITE

MINI SITE The Mini-site serves as a platform where you can further explore the editorial and look-book, and get the chance to have snippets of behind the scenes and and a clearer vision behind everything related to the editorial shoot & capsule. A brief about the capsule and collaboration held. Also, itâ&#x20AC;&#x2122;ll have a story of the make and details about the shoot. An Editorial Shoot that includes pictures of the shoot. Also some videos, and the making of. Picture of the look book and setting inspiration. This section will talk about the set up and why it was chosen, also itâ&#x20AC;&#x2122;ll include videos related to Burning Man so the viewers can get a better idea regarding the them and vibes.

LINKS http://mcqueenxharing.fashion.blog/

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