Atma Elegance
Campaign Corporate Handbook
2014-2015
C
ontents page:
Introduction
05
The Start
13
The Atma Campaign
33
The APP
57
Future Projections
63
Viewer Response
165
The Finale
183
Thank yous
197
3.
A
step-by-step guide of how the Atma Elegance campaign will run and develop, from beginning till end. Including definitions and all promotional material needed for this campaign; ranging from written to visual content. Follow this structure and you will shape a successful future for the Atma Elegane Campaign.
5.
At-ma (/‘ät-men, -amän\)
(Sanskrit: “self”).
“breath”
or
“Atma” is a form of the Sanskrit word “atman.”
n. 1. Reaching the core of each individual 2. The ultimate self
(The basic definition of the Sanskrit word atman is “self”. In yoga, atman merges with an introspective meditation. It refers to the understanding of one’s inner self.)
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A
tma, signifying true self in Sanskrit, represents the empowerment of finding your inner but most importantly your outer strength. This campaign endorsed by Lululemon Atletica, will act as an investigation into the best ways of promoting both fitness aesthetics and luxury together. The slogan of this campaign “Enjoy both worlds, don’t be afraid to double play” reflects todays opinions about being either athletic or fashionable and there being a drawback to do both. Atma Elegance will aim to educate women visually and highlight that muscular women can belong in the luxury industry.
9.
Athletic (/ath | let ¦ ic\)
a. 1. Physically strong, fit and active 2. Physically strong and well developed; muscular 3. Having a sturdy and well proportioned body
“Big, muscular boys” “She looks very athletic.”
(The basic definition of female athleticism is powerful, it can be defined as looking lean, muscular and most importantly, strong mind-set to get the physique that they want to achieve; there are no short cuts.)
Original drawing by: Tom Rubalcava. Manipulated by CĂŠline Roels
11.
The Start
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Atma Elegance PR 44 Great Marlborough Street, Soho W1F 7JR United Kingdom
Press Release
Gloriously big, stunningly robust and breathtakingly muscular. This is Atma Elegance.
Atma Elegance, a campaign sponsored by Lululemon Atletica, has been created to encourage a new and rising trend: female athletic beauty. This motivational campaign will promote female athletic beauty and physical attributes within the luxury market. Illustrating that having a muscular physique is not a barrier to luxury. The slogan of this campaign “Enjoy both worlds, don’t be afraid to double play” challenges the opinion that it is not possible to be both athletic and fashionable. All Walks Beyond the Catwalk will endorse this campaign through their “Diversity Now!” network, educating colleges, fashion students and industry creatives. Alongside their publicity, various ambassadors will form part of the Atma Elegance Image. Key individusals such as Diane von Furstenberg, Riccardo Tisci, Adriana Lima and Maria Sherapova will show their involvement. “Until the middle of the twentieth century, it was generally considered dangerous and unhealthy for women to build muscles. If a woman became muscular, it was thought that she could lose her health, femininity and (very possibly) her husband.” (Chapman D.L., and Vertinsky P., 2010). Even in today’s society, female athletes and athletic beauties elicit strong reactions. The public either approve, or they critique. Over the past decade reports Women have had issues with their body image for over the past decade and it has continued to arise. “One study reports that at age thirteen, 53% of American girls are “unhappy with their bodies.” This grows to 78% by the time girls reach seventeen.” It is therefore important that a healthy image is represented. A survey conducted by Atma Elegance revealed that 60% participants agreed that an athletic, muscular build for women could become a fashion ideal and that it could carry with it a positive image. Atma Elegance will promote this new fashion ideal with beautiful images of various athletic women. Traditionally the luxury market has focussed on a standard and accepted image, Atma elegance aims to initiate conversation and challenge stereotypical images of the female luxury client. Now, are you ready to double play? For more information please contact via: pr@atmaelegance.co.uk or +44 (0) 744 944 344
15.
Launch Social Media
F
acebook post: “To all those sporty women out there with gorgeous muscular physiques, the Atma Elegance campaign is here to help you! If you want perceptions to change about toned physiques and if you agree that having muscles can still be feminine, then make sure to keep posted. This campaign will be kicking off over the next few days.�
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ebsite layout: The Atma Elegance website will have a clock counting down the time left until the campaign launch.
B
log post: “Got muscle? Love fashion? Love luxury? Well this is the campaign for you! For the first time ever Lululemon Atletica will be sponsoring a motivational campaign to promote and educate people about female body ideals and athletic physiques. If you have gotten dirty looks from people before or your surroundings think you look masculine, then make sure to keep your eyes open for this campaign.
Atma Elegance will be launching its campaign over the next few days and will stop these misconceived preconceptions and will start a change. If you want to be part of this movement or you think others should then make sure to keep posted! Always and forever muscular, Atma Elegance.� 19.
DIVERSITY NOW! Brief
All Walks Beyond the Catwalk presents:
Diversity NOW! 2014/15 Project Summary: NOW! is the time to vision a future with no boundaries, a future that goes beyond stereotypes and criticism. It is time to celebrate a new form of beauty, which empowers women and is relevant to the luxury area of the fashion industry.
Calling out to all forthcoming creatives and enthusiasts.. Can you create an alternative environment and future within the industry, where female athletic beauty is emphasised as a distinct body ideal? Become inspired by those leading the industry such as Diane von Furstenberg, Vivienne Westwood or Riccardo Tisci. Remember to stay true to your self and your own visions of how a fashion future with muscle will look like.
“We believe Diversity can enhance Creativity not impede it. Like the multitude of silhouettes our industry creates, beauty is also individual. It’s not restricted by age, shape, skin-tone or size.” Debra Bourne, Caryn Franklin and Erin O’Connor, Co Founders All Walks Beyond the Catwalk.
Sponsored by Lululemon Atletica
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DIVERSITY NOW! Flyer
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DIVERSITY NOW! Flyer
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Launch Promotional Film
Promotional video snapshots
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Launch the video on the Atma Elegance Facebook, Vimeo, Website and blog.
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O
nline post: During this campaign, Atma Elegance has decided to partner up with the British organisation All Walks. They will help us promote female athletic beauty through their #DiversityNOW brief. Go pay their website a visit and see what they can do: http://www.allwalks.org The more partakers the merier, so make sure to spread the Atma love!
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The Atma Campaign
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C
ontour is about exposing a well defined physique in an artistic manner. Guiding the viewers eye through the muscular yet soft silhouette, highlighting each individual curve and line. Muscles are still considered to be a male characteristic in today’s society, making them inappropriate and unapproachable for a female. if a woman is associated with weights or weight training, she is no longer considered feminine. However, Neil from the blog Philosophytalk said the saying ““beauty is in the eye of the beholder”, suggests that the matter is subjective. While other sayings such as “beauty is truth” or “beauty is eternal” suggest an objective quality to beauty. Stating that both advocates of the subjective view emphasize the difficulty of accomplishing an agreement on aesthetic adjudications”.
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S imply
S trong
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is the contemporary
s
exy
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w
The colour hite resembles purity, virtue but most importantly completion. This colour of perfection instigates new beginnings. It presents a blank canvas where the story of athletic bodies can be written. It opens our mind to unforeseen creativity and encouragement. The ultimate strength is found in the colour white. Both physical and emotional.
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The APP
57.
A
PP text: The Atma APP is here! Love Polaroids? then you will love this APP! The Atma Elegance campaign has created an APP where you are able to capture your sporty yet fashion conscious moments with the slogan of your chosing. You can then share this image with all your friends by Email, Twitter, Instagram, Facebook and so forth. The best thing of all is, you can even print it off at the convenience of your own home! The Atma APP is available on the I-tunes APP store https://itunes.apple.com/uk/ Atma/APP
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A
The Atma PP will be launched on the Atma Elegance Facebook page and Blog while All Walks will promote it on their Twitter and Facebook page.
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Future Projections
63.
N N EE O ON N
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N
The colour eon has been a vigorous trend within the fitness industry. Making working out fun through these booming, electric and pop of colours. A little change such as the intensity of your garments and accessories can provide both confidence and motivation to achieve ones goals. This playful trend has been combined with the delicate form lace to create a contemporary twist to this graceful classic.
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D e n t e l l e
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D
entelle, meaning lace in French, is an ancient craft. The twisting, looping and braiding of the thread is able to create the ultimate malleable outcome. Molding to the body of the wearer. The sheer fabric provides enough protection and coverage. As with any gymnast, movement is vital. Dentelle adapts to the form of the body and creates a sense of freedom, making any activity elegant yet acrobatic. The lace removes the superficial barier in today’s society, of judging women on their looks and concentrates on the body as a form of art.
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“I consider Lace to be one of the prettiest imitations ever made of the fantasy of nature; lace always evokes for me those incomparable designs which the branches and leaves of trees embroider across the sky, and I do not think that any invention of the human spirit could have a more graceful or precise origin.� Coco Chanel, April 29, 1939
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“I’ve never met a woman who is not strong, but sometimes they don’t let it out. Then there’s a tragedy, and then all of a sudden that strength comes. My message is let the strength come out before the tragedy.” sponsored by:
Diane von Furstenberg
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“I always wanted to be a femme fatale. Even when I was a young girl, I never really wanted to be a girl. I wanted to be a woman.� DvF
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Game, Set,
115.
D
iamonds are a girls’ best friend? Not if you don’t have some muscle to show it on. Don’t be one of those that blend, make sure you stand out, so that you don’t have a physiqe that will make you yawn. Be proud of what you got and these jewels will shine. Accentuating those goregeous muscles of yours, you’ll be divine. In the end, you can only make you happy. You can buy jewels and stuff, but nothing compares to the love you give to your body, and when you accomplish the tough.
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lay hard, look chic
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T
here is a woman that used to travel the world. Exploring cultures and lifestyles. She was the ultimate definition of beauty and elegance. One day this led to a place, a place where she enjoyed herself and the stunning kaftans she owned. Always dressed luxuruiously, she would spend her sparetime playing tennis. Being her ladylike and graceful self, she would enter the court with the biggest ‘joie de vivre’ but a hunger to play.
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H
armonious force is where muscle meets fashion. It is becoming an undeniable and intriguing partnership.
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nspiration was drawn from the popular, vintage 1960’s flower swimming caps. After Vogue published these caps, they became a vital fashion statement and accessory for women. Diverging from its original purpose to protect a woman’s wave, they now became a colourful addition to their ladylike swimwear. However, nowadays the shape, style and form of professional swimwear has become applicable to both sexess. Having lost its feminine touch, Harmonious force represents the physical physique in combination with the floral decoration used in the 60’s. These convey subtle and soft spoken visuals.
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wimwear has not only developed with floral patterns and accessories but in today’s society it reflects a certain status level. Transforming, a powerful sporty representation into a luxurious exterior. Ministering to luxury, there is a generic image created of the female client and their overall appearance. This appearance puts forward a lissom, slender and exceptionally opulent young woman. These women will wear their swimsuits as gowns with pride and sophistication.
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Viewer Response
165.
Documentary
C
elebrity endorsements: During this campaign, key industry individuals will be interviewed with their outlook on this trend. They will contribute a fresh perspective with their honest opnions. Reflecting not only their enthousiasm about this project but also any drawbacks that could take place. These individuals will be from the creative and sport industry. An Example is Diane von Furstenberg, Riccardo Tisci, Maria Sherapova and Adriana Lima.
Reviews
167.
Sports V
S
shion
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The Battle
Continues 173.
175.
W
ill an athletic, muscular build ever become an acceptable form for a woman? Or even a body ideal that girls can confidently look up too? Or will socieity continue to critique upon it and consider it a masculin characteristic. Scaring anyone that want to further improve upon themselves. Times are changing but will it be enough to change perceptoins forever?
W
hy can’t we just enjoy both worlds and not become afraid to double play? Times are changing and soon muscles will be the new slim. Female athlete endorsements are rapidly increasing, naming them ambassadors for fashion brands. This is the time to highlight the luxuriant characteristics that these athletes exemplify and showcase an upcoming trend.
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lex your muscles and let your physical voice be heard. Show your elegance, show your pride and joy.
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T h e Finale
183.
Graduate Fashion Week
185.
Graduate Fashion Week
P
hysical polaroids will be displayed at the Diversity Now! stall during Graduate Fashion Week. This is done to represent the development of the Atma APP and the viewer interactions.
During the event, visitors will be able to get their polaroid taken with the polaroid booth. They will receive a copy and the twin copy will be displayed on the stall. At the end of the event, a picture will be posted showcasing all the collected polaroids.
187.
Graduate Fashion Week
At Graduate Fashion Week, there will be two rooms that are connected with one another. In the first space, the visitors will have to pass the perspex doorway and view themselves in the mirrors that are placed within the frames. This is done so that they can view themselves and their physique before they are exposed to the campaign visuals.
The second space is connected on the left hand side of the first space. This area is called the polaroid room as it has a polaroid photo-booth which visitors can use. These visuals are then hung on the walls alongside those taken with the polaroid APP during the campaign. At the end of the exhibition the walls will be covered, showing the interactions with the Atma Elegance target audience.
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Graduate Fashion Week - posters
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Closing Event
c
losing event is The created to bring closure to the Atma Elegance campaign. Both key individuals from the Creative and Sport industry will be invited to view the progress of the campaign. Guests can be from fashion houses, bloggers, journalists, CEO’s, athletes and so forth. Examples of guests are: Diane von Furstenberg, Laurent Potdevin, Riccardo Tisci, RaspberrynRouge etc.
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Closing Event
The closing event will take place at the East Wintergarden situated in London. In this venue all campaign visuals will be presented in either picture frames mounted on the wall or on the projector screens on the first floor. At the event, guests can walk around while being offered refreshments and canape food. Both the ground floor and the first floor will be utilised for this closing event.
195.
T
hank you to those involved in this process and for the Ambassadors that arose. Collaborations made with the following designers/ fashion lables: - Karl Lagerfeld - Anne Fontaine - Maggy Jansen - DvF - Miu Miu - Celine - Fendi - Valentino - Michael Kors - Jafir - Chopard - Cartier - Wolford
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Campaign blueprint produced by CĂŠline Roels.