Saint Laurent Fashion Show Project

Fashion Week Events SABRINA B. SCHOLKOWSKI BA FASHION MARKETING & COMMUNICATION, LEVEL 6, 2016-2017 MIED

609,

COMMUNICATION TECHNIQUES AND STRATEGY 3) CWK 1

F ASHION

SHOW PROJECT JAIME ROMEU

SS 17

Table of Contents Included Items.

1 2 3 4

Introduction Aim & Objectives

Fashion Show History Industry Fashion Show Trends.

The Brand History and Values.

Brand Fashion Show Timeline Previous 6 collection Runways.

5 6 7 8

The Designer Value He brings & Vision.

Current Collection Inspiration, Money Makers & Show Stoppers.

80s Kitsch meets Nouveau Chic Concept, Purpose, Objectives.

Communication Phases & Elements Phases, Invites, Press Kits & Various Elements.

9 10 11 12

Fashion Week Events Introduction & Main Events.

Fashion Show Characteristics, PR & Media, Artistry Vision, and Process & Layout.

After Party Characteristics, PR & Media, and Process.

Showroom Characteristics, PR & Media, and Process.

13 14 15 16

The Team & Elements Involved Team Members & Responsibilities.

Calendar Dates of the Events.

Budget Costs & Budget Allocations.

References Webpages & Pictures Used.

SS Debut Fashion Show for Anthony Vaccarello in Saint Laurent Introduction

The purpose of the fashion show is first of all, to present the new collection of Saint Laurent, and with it, the season’s concept & inspiration as well as a full experience in order to present it to a key audience to generate higher volume of sales, create more awareness and grow our consumer base. With this fashion show, we wish to legitimate Saint Laurent’s standing with the technological/digital world as well as continue to evolve as a French heritage brand embracing and integrating new technology elements to entice new audiences to positively expand our target reach.

The fashion show has considered all elements and aspects and has remained as realistic as possible as well as cohesive with the brand’s identity to create a surplus for Saint Laurent, in the hopes of generating higher revenues from the production of the following fashion show.

1

Objectives

2 3 4 5 6

Increase the overall sales revenue

Create awareness of the brand’s image per the new designer’s perspective.

Respect the brand’s values.

Connect with new audiences/targets to expand brand’s reach.

Create word of mouth and reliable press and media coverage.

Have a high level of clientele and brand followers.

Fashion Show History Trends from Before & Now. Beginning From the 1800s-1900s, fashion designers dressed affluent women in their designs and sent them to promenade in parks or at soirees. At the beginning of the 20th century, designers hosted salon fashion shows that lasted a long time, were repeated daily and for several weeks and used acquaintances as mannequins. It wasn’t until the 20s that “Fashion Week” began, and it was due to the increasing number of foreign buyers at the European “Fashion Shows”.

Then

Recent Years

From 1940 – 60s, Fashion Shows were held in salons,

80s —90s fashion shows became opportunities to

invites were sent to a few hundred guests, and each

stage colossal events, with supermodels, and famous

outfit had its own name and was called out with a

faces, elevating the scale of the shows and becoming

number for an easy process for buyers. Until the mid

experiences with the birth of the Victoria’s Secret

60s — 70s Fashion Shows started to resemble how we

Runway.

know them today involving music and dance to show

fashion show theatrics, and a focus on experiences

a more real design vision, and free movement in

and wowing the attendees; brands are now throwing

catwalks as well as smiles or moving models including

high-budget shows like Chanel (supermarket, and

famous faces like Jerry Hall.

airport themes), or more recently Gucci, and Louis

Recently (2000s) there has been a rise in

Vuitton focusing on location, and the unexpected.

Fashion Show History Chanel Show 40s.

Alexander McQueen 1998

Pierre Cardin Show 80s.

Victoria’s Secret Fashion Show 90s.

Chanel AW 2015

Louis Vuitton AW 2017 Show

Saint Laurent is a well-known fashion house with roots in the 20th century, and has always been characterized for 3 things: being sexy, being daring, and being French; dating to Yves Saint Laurent and his iconic rebel ways.

Nowadays apart from those 3 characteristics, and thanks to previous designer, Hedi Slimane, who performed what he called a “Reform Project” to rebrand the couture house — which included revamping the flagship stores, relocating the design studio to LA, shooting the advertising campaigns himself and in his own style as well as famously dropping “Yves” from the name leaving it as Saint Laurent — the brand is currently synonym of cool, and to be part of the Saint Laurent universe is to be part of the “in” crowd, the understated cool kids who embrace their dark, daring and sensual sides.

The Brand

French

Sexy YSL lies is the attitude, it’s about fabrics like leather, vinyl, velvet, and lace, and sex appeal, but they’re put on a girl of today, who knows Yves Saint Laurent, and she is taking those old references —’60s, ’70s, and ’80s — and she is mixing it with her own personality and wardrobe, to make it personal. She has a lot of respect for the past, but she’s not dressing like she’s stuck in the past, she’s dressed for now .

BRAND VALUES

Daring

Brand Fashion Show Timeline The previous 5 collections from Saint Laurent, including Hedi Slimande’s last collections, from 2014 until now.

Women’s Fall 2015

Men’s Spring 2016

The inspiration for the collection was a little bit of Punk, Glam, Rock — Parisian

This collection was entitled: Surf Sound, which basically was a mix of Cali-inspired garments

clubbing kids in the 70s — the main factor

of the same thrift shop, music and, cool

throughout his collections was music and

ingredients that was always his particular

he was inspired by the LA vibe, since he designed and spent his time in the city. As

aesthetic since joining the brand, his focus on creating staples (and not trends or fads) that

for set design, this show resembled a rock

would suit any style from rocker to indie to

concert, the catwalk was an elevated stage complete with flashy concert lighting and

chic. The stage was the same as every season, with only the change in lighting bringing

heavy rock music to match.

colorful bulbs to resemble the California vibes.

Women’s Spring 2016

Men’s Fall 2016

The theme for this season was Grunge &

For Fall 2016, Hedi Slimande mixed the

Glitter, with references to Kate Moss and very

men’s show with Part I of the Women’s Fall

underground vibes with an undertone of real

2016 collection, however, the show was held

and authentic, which was dominating the runways back in 2016. The set design was

in Los Angeles at the Palladium Music Hall, and featured an array of rock performers for

kept with the usual aesthetics of black almost

the music portion of the event. As for the

club/concert-like with strategically positioned lighting, but not much else other than a few

clothes, the collection featured a heavy 70s Jane Fonda sex appeal/David Bowie Ziggy

decorations here and there according to the

Stardust costume inspiration reminiscing of

rocker/grunge music theme.

rock stars.

Women’s Fall 2016

Hedi Slimane’s last collection for Saint Laurent was an homage to the origins of the brand, held in a showroom like setting with each outfit called out with a name & number. The general mood was somber, reminiscing of the 80s rock/glam vibe with bright colors and a sea of black clothing, and an ode to a Helmut Newton era.

The Designer Anthony Vaccarello, a Brussel’s originally who graduated in sculpture design from La Cambre.

Won the 2006 Hyères International Festival which landing him a job as furs’ designer at Fendi. In 2009 he started making a name for himself in the Fashion World by creating his eponymous brand and simultaneously heading the creative design for Versus Versace, eventually landing him the Creative Director job at Saint Laurent and who’s first collection will be day viewing this SS17. His designs are erotic, contemporary, and minimalist, and his specific style is both uncluttered and loaded with sex-appeal; he is a designer who has the ability to make girls look hot with whatever they are dressed with.

Value and Vision What he considers Saint Laurent, and what he plans on bringing as Creative Director.

His designs are provocatively feminine: his dresses frequently sport thigh-high slits and angular cutaways, and he has a street-level understanding of what cool, young people like to wear which will be valuable at Saint Laurent, previously succeeding at attracting big-spending millennials. He brings a polished, sexually-charged glamour and he creates a dark yet modern silhouette by balancing vulnerable nudity with radical structuring.

To him, it’s about the finishing inside the clothes, or the quality of the fabric, it is in line with Yves Saint Laurent’s previous vision of what luxury should be: not necessarily looking luxurious, but about the attitude of the girl, and not necessarily the clothes. You can look cheap or you can look luxurious because you are cheap or you are luxurious.

‘‘

It’s not about the garments, my idea of YSL lies in the attitude and how we handle things, chic in your mind, but it is a chic that has to be fun sometimes, there must be a twist . To see the failure of the woman, that’s chic, and it’s what brings emotion.”

- Anthony Vaccarello.

’’

ss 17

Current Collection Inspiration for the SS Debut Collection.

His first collection for Saint Laurent, was inspired by a dress from 1982 from the Yves Saint Laurent Offices, and he describes the entire collection as a clin d’oeil (a wink) to the brand’s past, drawing heavy inspiration from the decade of the 80s, with a reinterpretation of the iconic looks of safari suiting, the Smoking — with its modernized twist transforming it into a jumpsuit or with the use of square heavy shoulders — asymmetrical and classic metallic Saint Laurent looks, and big shoulders, with a touch of street and skin-tight freshness. “It’s about the design, not the styling of the clothes”.

LOULOU 95 ZIPPED ANKLE BOOT IN PALE GOLD Y105 ANKLE STRAP SANDAL IN BLACK AND GOLD

CLASSIC BLACK MID WAIST TROUSER

Top Pieces

BLACK HOODED PARKA

MONOGRAM DECONSTRUCTED EARRINGS IN BLACK & GOLD

BLACK LE SMOKING SHORT JUMPER

MONOGRAM DECONSTRUCTED EARRINGS IN GUNMETAL, GOLD AND CLEAR

SIGNATURE YVES COLLAR SHIRT IN BLACK

VINTAGE BLUE BAGGY JEAN

CLASSIC BLACK YSL MOTORCYCLE JACKET

Gold Assymetrical Mini Dress

Black Fold-Over Fitted Skirt

Black & Leopard Mini Dress

Show Stoppers

Black Leather & Sheer Mini Dress

80s Kitsch meets nouveau Chic

The name was created through the combination of the inspirations of the collection (the 80s, glam and sex), the vision of Anthony Vaccarello in his debut as new creative director for Saint Laurent (luxury meets cool/street), and the overall brand aesthetics already present in their identity (chic, daring, and French).

Combining the use of both English and French states the merging of these two cultures, mainly the French heritage attached to the brand, and it also makes it a self-explanatory and playful concept.

Saint Laurent wants to communicate its new vision per Anthony Vaccarello.

The creation of the specific fashion show concept came from the idea of “kitsch” since it is one of the designer’s goals for this season, to go beyond the traditional and normal while staying on the edge of cool kitsch, and it goes hand in hand with the 80s, the main inspiration for the entire collection and mood. And, incorporating “nouveau chic” which in French means the new chic, very fitting, since it is a suggestive way of communicating that the new Saint Laurent era after Hedi, has begun.

1

Objectives

3

Collared deep short sleeve short silver

2

Aim to Increase the Overall Sales while respecting the brand’s personality and core values.

our targeted media.

Debut of the new designer and present his vision/ direction for the brand.

4

Create successful word of mouth and press coverage in

Expand the brand’s tech through new clients (see Communication Plan).

Main Locations Places important to the brand and for the creative concept development (see Communication Plan).

Target Media 2

Fashion Week 
 Events

Target Media 3 Target Media 1

Communication Phases Elements Included in the communication phases: Invitation, Press Release, Media Kits.

Anthony Vaccarello in his short time as head designer, is no stranger to press and

Phase 1: Create Expectations

The Invitation

media coverage, he is an avid instagram user and likes to tease audiences.

He recently released an internet and print ad campaign + video featuring some of his upcoming collection designs

Will be an up-close collectable polaroid

and some which will not be featured in the runway show but serve as an example of what he is about and what to

picture of the collection (series of 4

expect from the brand. These video campaigns, and a more personal shoot with Anthony’s muses in a private setting will be sent to influencers, editors, journalists and main opinion leaders alongside a communication kit as a “what to expect” for the upcoming show.

different photos) with location, date and time enclosed in a specially made for the occasion Saint Laurent pouch.

PRESS RELEASE

Phase 2: Initiate the Fashion Show

Media Kit

The communication releases/efforts for the The creative concept will be detailed in the

fashion show will begin 15 days prior to the

press release sent to the media.

event and will feature a viral Instagram

**The communication will be adapted to each individual media.**

campaign on behalf of Anthony Vaccarello’s muses (ex. Anja Rubik) and designated influencers/opinion leaders after receiving their media kits, and designated editors will receive an exclusive previous interview on what to expect on the collection.

Ex. Viral Campaign

Fashion Week Events Fashion Show Events have become Fashion Weeks, since there are more and more brands available on the market, and buyers from all over the world are reunited in the same cities for a short span of time during which the different fashion shows are simultaneously happening, brands seize the opportunity to gather the attention of important clients through a series of events which span the entire “Fashion Week� time, including the following 3 events which will be included in this Event Plan:

Fashion Show

After Party

Showroom

Takes Place in Paris, in September.

Will be the Opening Party for Fashion Week for SS season and will take place after the show.

Takes place in Paris, begins the day after the show, and lasts around 10 days.

Fashion Show

The show will include both men’s and women’s collection for the first time.

The fashion Show for the collection will be focused on the creative concept “80s kitsch & nouveau chic” according to the collection inspiration of the 80s, which is not only used in Saint Laurent, but also in brands such as Gucci, Balmain, and Balenciaga for the latest collections.

1

Objectives

2 3 4 5 6

Introduce Anthony Vaccarello as new head designer.

Express the attitude of the brand according to new direction.

Present the new collection and ides through an exciting experience and target emotions.

Create positive word of mouth and press coverage in target media.

Create an overall brand experience and introduction to the Saint Laurent Wordl.

Excite and surprise client/target audiences.

Characteristics Event elements necessary for the Show.

TIME & PLACE: Upper level of the Grand Palais, 3 Avenue du Général Eisenhower, 75008 Paris, France.

Wednesday September 27, 2016 @ 8 PM.

SPONSORSHIPS: Bang & Olufsen for Backstage/VIP VR Experience area (to promote Tel Aviv digital store collab.).

Nakd Artesian Water (Backstage).

S’well Saint Laurent marble/black water bottles (VIP gift).

OUTSOURCING: Hair & Makeup will be done through go-to collaborators.

Backstage Catering & Drinks will be hired through independent vendors.

Sponsorships

Upper level space of the Grand Palais

Place

Nakd artesian water

Special edition S’well

Invitees There will be different kinds of VIPs including: Key Clients, Celebrities/Musicians, Ambassadors, Friends of Anthony Vaccarello. The main goals for the guest list, is to create THE place to be, to gain coverage in targeted countries (see Communication Plan) and reunite the crème de la crème of the fashion circle to promote the brand and remain exclusive.

PR &Media

Pamela Allier Influencer

(Vogue Mexico)

Anna Wintour Opinion Leader

(Vogue USA

Karla Martinez de Salas Opinion Leader

Emily Ratajkowski Ambassador

Carine Roitfeld Opinion Leader

Tim Blanks Opinion Leader

ZoĂŤ Kravitz Actress/Artist

Emmanuelle Alt Friend

Kate Moss Model

Adam Levine Ambassador/Artist

Pierre BergĂŠ

Charlotte Gainsbour Friend/Socialite

Korin Avraham Ambassador

A$ap Rocky Model/Artist

Chiara Ferragni Influencer

Seating Layout General overview of seating arrangements.

Artistry Vision Decoration & other elements necessary for the Show.

SET: “Runway on Fire” —— Y shaped runway, with 2 lines of Fire enclosed by 2 glass/ plexiglass/plastic-like material (each) so it seems models walk through fire towards the fork in the stage & mirror-like ceiling.

LIGHTING, CHAIRS & ELEMENTS: Pitch black room, concert like spotlighting in selected areas.

Floating illusion black & white chairs w. Saint Laurent cushioning.

HAIR & MAKEUP: Tom Pecheux (YSL Beauté’s global beauty director) for Makeup.

Anthony Turner for Hair Styling.

BACKSTAGE & MUSIC: Music provided by Vaccarello’s usual collaboration with: Sebastian – Courtesy of Sebak/ Ed Banger Records/ Because Music —— Style: electro/techno with retro feel to it.

Backstage: VR experience by Bang & Olufsen

Anthony Turner Hair Stylist

Tom Pecheux Makeup Artist

1

Process How the show will start and what happens.

playing and the “plexiglas caged fire� will be lit, which

There will be a special greeting area for guests arriving

2

via car service/uber/taxi to have proper organization.

Guests will be greeted and escorted to their seats by the

3

5

The venue will go completely dark, the music will begin

designated hostesses.

6 7 8

will commence the model walk and collection lineup.

The models will all come out for the final walk, followed

by Anthony Vaccarello in a short final appearance.

VIPs will be invited backstage again to continue

4

VIP guests will be escorted to their seats, or taken to backstage directly for some aperitifs, and refreshments.

The lights will begin to be dimmed to show guests that the show is about to begin.

refreshments area to socialize and take pictures or enjoy.

The after party/Fashion Week Opening Party will begin at 12am at Les Bains where guests will be awaited and escorted through with their invitations.

Fashion Show Layout

Fashion Week Opening Party Since Saint Laurent is one of the first shows during Fashion Week, we have decided to do the Opening Party and the theme will remain the same as the Show: 80s Kitsch and Nouveau Chic.

1

Objectives

2 3 4 5

Excite & surprise target audiences.

Create a remarkable brand interaction.

Create a positive brand experience.

Make attendees feel special, heighten their senses, indulge & fulfill their deepest desires.

Connect the Fashion Industry.

Characteristics Elements to make the party a success.

INVITATION: Black invitation, gold lettering & special YSL lace mask: “Leave your inhibitions at home” Les Bains 27.09.16, minuit

TIME & PLACE: Les Bains Douches 7 Rue du Bourg l'Abbé, 75003 Paris, France (Wednesday 27 September, 2017 @12 AM)

SPONSORSHIP: Groupe Renaissance Spirits: Cîroc, Beluga, G’Vine, Excellia.

Sponsorships

Les Bains Douches (Club Area)

Place

Design Elements Decoration & other elements necessary for the Party.

ATMOSPHERE/RULES: Inspired by the legendary Les Bains Douches (club with a pool in an antique bath house) back in the 80s, the opening party will be a night to remember from the golden age of partying in Paris: • No social media posting, or smartphones/cellphones allowed within.

• A “safe phone Recollection Point” will be at the entrance of the event, so guests can safely check in their phones until they leave.

• Male/female models will provide drinks, aperitifs and other party favors to guests.

LIGHTING: Lighting will be kept low key/semi dark for privacy.

DRINKS: Colin Peter Field will develop a special cocktail menu for the night, inspired by the brand, the 80s and Paris, and will each have a name relative to the collection.

Colin Peter Field World’s Best Mixologist

Invitees Since it is the Opening Party, it will remain somewhat exclusive: All VIPs from Saint Laurent Fashion Show and several other important Fashion Week Attendees/members including renowned models such as Anja Rubik, Kendall Jenner. **The communication will be adapted to each individual media.

PR &Media

1

Process

Guests will arrive at Les Bains Douches Hotel Entrance

2

and will be escorted to the Club Area.

There will be a Phone Check-In Area at the entrance of

3

5

How the show will start and what happens.

the club to guarantee safety, total privacy and full enjoyment of the event and a night of classy debauchery.

Once Inside, Colin Peter Field will be preparing signature

4

night drinks, and sexy waitresses/waiters will go around the area offering the cocktails to guests.

Anthony Vaccarello will give a short speech to commence the night.

There will be a privately hired photographer taking appropriate and further approved pictures within the venue for brand social media purposes and sponsors.

6 7

Party until the dawn and enjoy the Saint Laurent Lifestyle without limitations or inhibitions.

Upon exiting the venue, guests will be able to pick up their phones at the Phone Check-In Area, and hostesses will ensure the phones get returned safely to each owner before they leave.

Showroom The brand showroom after the Fashion Show, and it will last around 10 days.

1 Objectives

2 3 4

Increase sales revenue.

Create brand interaction and awareness.

Make clients & buyers feel special and indulge them.

Create positive press & media coverage.

Characteristics Elements to make the party a success.

PLACE: Upper level of the Grand Palais, 3 Avenue du Général Eisenhower, 75008 Paris, France.

SPONSORSHIP: Nad Artesian water.

Mariage Frères.

Invitees • Key Clients/International Buyers + Celebrity Appointments.

• Targeted and Important Press for Press Day + Shooting/Clothing Resee.

• Main Influencers/Bloggers/Opinion Leaders for a Collection Resee. **The communication will be adapted to each individual media.

PR &Media

Process

1

How the show will start and what happens.

Key Clients/Celebrities/Stylists will arrive at the Showroom entrance; they will be greeted by a hostess

2

who will coincidentally find the appropriate buyer in

charge of the account who will handle the selling appointment.

In case of delay, clients will be advised to wait in the waiting room and will be offered refreshments/aperitifs by a waitress/waiter.

3

After finishing the appointment, entrance hostess will offer transportation assistance and will handle taxi arrangements or further recommendations if needed/ requested by clients.

Team & Human Elements

51 EVENT DIRECTOR Coordinator of the fashion show & after party, is in charge and responsible for managing everything.

ART DIRECTOR Brings the ideas to life, creates a set design and oversees details.

HOSTESS ASSISTANT OF EVENT The right hand of the Event Director, and assists in all tasks, also handles a backup.

CREATIVE DIRECTOR Creates the concept and overall theme, scouts important players.

Greet guests making sure they’re content, they know where to be seated, are accompanied to Backstage (VIPs only), are taken care of upon arrival and when leaving the venue.

STYLIST Works alongside Art Director to bring the ideas to life, coordinates final looks/makeup/hair and oversees Fashion Editors’ Input, organizes lineup and schedules fittings.

MODEL MANAGER Works together with Designer, Art Director and Stylist to choose appropriate models for the show from the agencies, oversees the models to arrive and be ready on time, organizes fittings, schedules, makes sure model looks are in order, and handles dressers.

PRODUCER Oversees maintaining and supervising budget allocations. Tracks incomes, expenses, invoices, handles general finances of the events and makes sure everyone gets paid.

PROMOTION COORDINATOR Plans the general event design, handles all advertising, public relations, social media and sponsorships and promotion opportunities.

In charge of the guest and RSVP attendance, also assists VIPs on and before arrival (including transportation help).

STAGE MANAGER Secures the venue, oversees the music, sound and stage design to make sure everything runs smoothly, handles sound check, lighting, the announcer, and evaluates any other aspects.

ELEMENTS INVOLVED Job Responsibilities What every important member of the team needs

SECURITY Makes sure only invited guests and verified collaborators/volunteers enter the venue, provides safety for attendees, oversees only letting designated people into backstage area.

DRESSERS Generally, volunteers (fashion students) or acquaintances/family, in charge of helping the models get dressed and making sure their looks are in order and perfect.

to perform and what they are in charge of.

Event Director

Creative Director

Art Director

Stylist

Model Manager Models

Assistant

Promotion Coordinator

Producer

Stage Manager

Hostess

Waiters

Security

Dressers

Organizational Chart

When everything is happening.

CALENDAR