Story Behing The Glamour
THE PERFECT COMBINATION Famous people behind the successful advert
THE NEW PRESTIGE
Moschino fragrance campaign evolution
EDITOR’S LETTER
01 Editor’s letter 03 Story BEHIND THE GLAMOUR
06 the new feminine
07 the perfect style combination
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This paper will analyze the Italian luxury fashion brand Moschino (No author. (2007). About the brand) fragrance advert from The Big Idea to the people behind. The Moschino company has a strong values and it is easy to see in every piece of their products, advertising or in people who are working with this brand. The Company has the ways to attract consumer in one way or another but most of the time covering their target group needs. Does target audience have a needs?
Yes, it is unique people who are craving for extraordinary products to stand out from the crowd and “Moschino” serving in its exclusive way. My eye got on uncommon fragrance “Glamour” advert. It is unique piece of work by the world’s most coveted fashion photographer Patrick Demarchelier(No author. (2014). Timeline), famous Italian model Mariacarla Boscono (http:// fashionindustryarchive. com/)and the secret story behind the campaign.
April 2015 / HARPER”S BAZAAR /01
Story
Behind The Glamour The big idea in the campaign is hidden signs of the story behind. By looking at the advert we see a confident, charming, beautiful women in black half see trough outfit, with shiny dark hair pulled to the one side of her shoulders and quite strong makeup. Her hand gracefully holds piece of her hair string, imitating it as a moustache and her lips raised to hold the strand. Salvador Dalí
T
he whole picture looks outstanding, but if we could think what the whole look remained us we could easily notice some
similarities
to
Spanish
surrealist
painter
Salvador Dalí. To choose such a well-known person for inspiration it is strong move, from the first look it is quite difficul to identify thsi inspiration story, but after seeing it more, you could easily remember the unique look of a skilled draftsman personal style with always perfectly arranged moustache. It his signature look, with which Moschino was inspired or even they played the role, that consumer would remember the something that would hook us with the question “It reminds me something I have seen before”. This role have been entrusted to one of the most paid Italian supermodels ever, Mariacarla Boscono(Add
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Credits.
(2008).
Moschino
Campaign).
Fragrance advert
April 2015 / HARPER”S BAZAAR /03
P
Moschino “Funny “fragrance advert
Moschino “Happy Fizz“fragrance advert
THE NEW
RESTIGE
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The brand has a strongly defined target group and they creating specific for that target audience and incorporating products for lower price range, such as fragrances. For women who loves Moschino brand but to afford their clothes is too expensive. Moschino got them covered! The fragrance price range is from 36 £/30ml to 80 £/100ml (No author. (2015). Fragrance )the “fashionistas” treasure. All fragrance stands out from the crowd as well as their clothes, but without communication and promotion it wouldn’t be that good and world couldn’t knew how amazing this brand is. For particular Moschino product “Glamour” fragrance campaign attracted people inconsiderably. For the “Glamour” advert the company wanted to show prestige side of the woman but as they have a quote choosy target group it was in need to be made in a quirky way. For this advert the whole women image was a glamour dressed up lady with the allure makeup and story behind. The previous campaigns was totally opposite story. The 2007 “Happy Fizz” was colourful link to the childishness, the 2008 fragrance “Funny” advert, showed the story behind shy dolly girl with the big fluffy blond hair hiding behind the table tissue. The whole look is super girly, while comparing it to the 2009 mentioned “Glamour” product advert where is a strong confident women image and we could conclude that “Moschino” is growing together with the target group. April 2015 / HARPER”S BAZAAR /05
THE PERFECT
style COMBINATION Famous people behind the succesful advert
The mentioned target group search for individuality and they knows that “Moschino” has a signature elegant but the same time quirky look. Women who wants to stand out from the crowd knows where they can get the products, from the catwalk to the fragrances it is all about individuality. The brand has strong values of creating pieces and products with unique style of sense. But the women who buys clothes from Moschino would be just only 40% of consumers who will buy the fragrances, for example “Glamour”. The clothing price is way higher in comparing with the fragrance section. In this case brand is targeting women who are in to fashion, who are fans of “Moschino”, but the clothing prices are to expensive. So the company in a market for selling affordable fragrances with the brand values and consumer satisfaction. The visual inspiration was token from amazingly good looking painter Salvador Dalí portret. The advert is styled perfectly conveying the look of the artist. The model Mariacarla Boscono did a good job empathizing the whole visual idea and possibly the main reason why the company have chosen her is that
T
she is also a talented theatre actress, as demonstrated in many performances and this time she takes the role perfectly. The Italian top model has walked down the catwalks of Milan, Paris, New York, London for names like Valentino, Tommy Hilfiger, Giorgio Armani or Comme des Garçon. She started her career with the Moschino in September 2000 when she walked the spring show and after that followed more activities with the company: in 2002 Picks up over eight campaigns including Moschino, 2008 becomes the sole face of Pucci, Hermès, Moschino, and John Galliano for fall, September 2008 opens the spring Moschino and Rick Owens shows in Milan and Paris and finally 2008 signs fragrance contract with Moschino Glamour(No author. (2015). Mariacarla Boscono).
he advert is structured neatly by the placing main product – fragrance bottle in the middle of the page bottom. The bottle looks outstanding, it is heart shaped see trough glass and gold coloured Mariacarla Boscono detailing with the bubbly pattern in the middle, and hot red bubbly cap. It refers you a feeling of the heat, and sensuous luxury. The brand logo stays the same as the signature in most of their products, this time is no exception- black capital letters MOSCHINO are easily recognizable but the product name “Glamour” typography with the black colour in a more feminine, luxurious and elegant font. Advertising campaign was made in Paris. Photographer in charge of the advertising poster was Patrick Demarchelier. Famous for his work since featured in numerous publications, including many Vogue covers, and he has shot campaigns for Calvin Klein, Ralph Lauren, Chanel, Elizabeth Arden, Dior, Giorgio Armani and Louis Vuitton to name just a few. And even in 1989, he became the personal photographer of Diana, Princess of Wales(No author. (2014). Timeline). The photographer captured the graceful body language and styling message for women that they can be quirky in a luxury way. In an advert the colours where perfectly combined as the dominant colour where black the detailing as fragrance bottle cap, the name of the product and the model red lips all were in a similar red shades.
Patrick Demarchelier 06/HARPER”S BAZAAR /April 2015
April 2015 / HARPER”S BAZAAR /07
No author. (2007). About the brand http://fashiongear.fibre2fashion.com/brand-story/moschino/about-the-brand.asp. Last accessed 26th Aug 2015. No author. (2014). Timeline http://www.vogue.co.uk/person/patrick-demarchelier. Last accessed 24th Aug 2015.
Add Credits. (2008). Moschino Campaign http://fashionindustryarchive.com/Campaigns/Moschino-Campaign-FW-2008-09-Mariacarla-Boscono-by-Patrick-Demarchelier/. Last accessed 24th Aug 2015. No author. (2015). Fragrance http://www.moschino.com/gb/women/fragrance. Last accessed 24th Aug 2015. No author. (2015). Mariacarla Boscono http://nymag.com/fashion/models/mboscono/mariacarlaboscono/ . Last accessed 24th Aug 2015.