M2Malletier Marble collection

M2MALLETIER marble collection

M2Malletier Marble Collection

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Valeriia Dmytriieva CWK4 BA Fashion Marketing and Communication Level 5 Computer Tools 2 Teacher: Nicolas Godon

5 BRAND ANALYSES 16 EDITORIAL BRIEF 28 LOOKBOOK 34 MINISITE

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THE DESIGNERS Design duo Melissa Losada and Marcela Velez, who met one another at Parsons School of Design in New York City, envisioned a handbag that preserved the two designer's Colombian roots while transforming traditional leather goods into an intelligent, extraordinary piece for collectors of the remarkable and unexpected. Melissa and Marcela have continued to define their own distinct vision of blending unparalleled luxury with notable architecture. The result is both enchanting and unmatched – a progressive design enhanced with an aesthetic that is rooted in a modernized old world sensibility.

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THE BRAND Established in 2012, M2MALLETIER is a luxury handbag brand conceptualized and designed in Barcelona. Reminiscent of works from French interior designer Jean-Michel Frank and Catalan architect Ricardo Bofill, the brand’s philosophy is interpreted as the unification of two fundamental cultural movements: Minimalism and Surrealism. M2MALLETIER combines influences from the world of architecture with the world of history referencing medieval armor and thoughtprovoking tools relevant to the time period. The brand pays homage to iconic pioneering women such as one of the 20th century’smost daring and influential patrons of the arts- Vicomtesse Marie-Laure de Noailles with its unexpected and trend-setting designs.

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MARKET POSITIONING M2Malletier brand is positioned in the luxury segment. The prices of the bags ranges from 400â‚Ź-5000â‚Ź.

Recognizable by a signature 'needle' handle - inspired by medieval armor and medical instruments M2Malletier's bags strike the perfect balance between modern and minimal style.

Expect classic colors, clean lines and impeccable craftsmanship. In order to retain the image, the brand sells in the exclusive locations such as Net-A-Porter online retailer, Selfridges store in London, Bergdorf Goodman in New York and much more.

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TARGET women age 20-45 with high income interested in fashion, however prefer classical and timeless pieces.

Other target - it-girls, celebrities.

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COMMUNICATION BACKGROUND M2Malletier uses online and offline communication tools, including lookbooks, presentation of new collection at showroom during a fashion week, social medias. The most active the brand is on Instagram, where they post preview of the collection, collaborations, inspiration, editorials and so on. M2Malletier has been featured in various fashion magazines and has a strong endorsement from bloggers and celebrities.

An inspiration for the new S/S16 collection was a masterpiece La Muralla Roja (The Red Wall) created by Ricardo Bofill. The collision materialized in film, when designers Melissa Losada Bofill and Marcela Velez brought on board director Albert Moya to create a mythical tale inspired by the geometric pieces, A Temporal Echo. “We were convinced that there is a way to create short films that depict fashion in a more narrative way rather than simply editorial,” note the designers.

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THE MESSAGE

The inspiration for the collection is the beauty and uniqueness of marble surfaces. The variety of colours perfectly harmonies with the variety of models that has M2Malletier brand.

With the help of today’s tools, marble textures can be easily transformed into leather, creating a unique experience for every customer around the world.

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OBJECTIVES

Create the creative concept.

Increase brand awareness.

Gain more customers.

Increase popularity on social medias.

M2MALLETIER marble collection

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INSPIRATION M2M MARBLE MINIMALISM 14

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EDITORIAL BRIEF

The M2Malletier marble collection will be showcased with the help of editorial, a lookbook and minisite that will feature an exclusive insights into the collection. The mood for every part should be creative and reflect the inspiration of the collection.

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LOCATION

One of the most unusual beaches on the planet is located near the village of Vik in Iceland. Cold water of the coast beach, the endless fogs and somber landscapes - everything here seems to be very special and unusual!

The atmospere of the place will esily fit with the concept of the photoshoot. The main idea is to show a model wearingminimalistic clothes and holding a marble bag. It’s like a tresure that she founded on this unique and special black island.

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PHOTOGRAPHER

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Paul Jung is a New York-based photographer, originally from Taiwan. With a background in architecture, graphic design and art direction, he now mainly focuses on fashion photography. His own strong visual language with a sense for detail and abstractness runs like a common thread through his body of work with publications in the New York Times, GQ, Vogue.

STYLIST Camilla Pole is a freelance fashion stylist, living in London and working between London, Paris and New York. She has worked for a lot of fashion magazines, such as Vogue, Harper’s Bazaar, Styleby. Her vision and aesthetic of styling will help to create a unique atmosphere for the photoshoot.

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MODEL Marie Piovesan is a French model and made her debut at the age of 26. She has walked for a lot of famous fashion designers. Her cold beauty with strong personality will perfectly fit with the concept of the photoshoot.

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HAIRSTYLE

MAKE-UP 21

LIGHT AND MOOD 22

The light will be in dark colours, in order to showcase the mystery. On the left page we can see the exact mood of the photoshoot. However, in the actual photoshoot the model will wear minimalistic white dresses and before herself she will keep a marble bag.

The photoshoot should reflect sensitive mood, in order to show the aesthetic of the collection.

On the next pages you will see the example of photos which will help to understand where to put the bags during a photoshoot.

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The MYSTIC of

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PHOTOGRAPHY / PAUL JUNG STYLING / CAMILLA POLE 24

BAG M2MALLETIER GREEN MARBLE. DRESS VALENTINO. 25

BAG M2MALLETIER RED MARBLE. BLOUSE GUCCI.

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BAG M2MALLETIER BLUE MARBLE. DRESS MAISON MARGIELA.

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LOOKBOOK BRIEF

The main aim of the lookbook is to show the latest collection in the creative way. To show that the marble bags epitomise the work of art. The photos of the bags will be combined with the photos of minimalistic art objects. Every bag will have a simple name containing the colours of marble. On the every page there will be a personal symbol of the brand, that will help to show an aesthetic identity.

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The photographer for the editorial will be Nicholas Alan Cope. Nicholas attended Art Center College of Design. Since graduating the photograher has worked for a huge number of commercial and editorial clients while also working on personal projects.

Among his clients were Dior, Barneys, New York magazine and much more. The photographer will perfectly interpret the mood and vision of the lookbook.

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LOOKBOOK M2MALLETIER marble collection 31

BLACK MARBLE

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RED MARBLE

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MINISITE

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The minisite of the collection will be created online in order to give an exclusive insights into the collection and to strengthen online presence of the brand. In order to make the brand more transparent the site will feature important and exclusive information. The minisite will be dedicated only for the M2Malletier Marble collection.

h t t p s : / / m 2 m a l l e t i e r. w o r d p r e s s . c o m 35

Homepage will include a short mini film about the production and inspiration of the collection.

In Inspiration people can find what things inspired the designers to create this collection. Mainly there will be aesthetically beautiful pictures.

In the Brand section there will be an important information about the brand, such as The designers and Brand history. For every page there will be a “like� button with the help of which, everyone can share their favourite information about the brand and the collection on social networks.

Marble collection will feature all necessary information and the lookbook. The main function is to present the collection and create the awareness.

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Contact will feature all important information about the showroom and the official email.

h t t p s : / / m 2 m a l l e t i e r. w o r d p r e s s . c o m 37

REFERENCES http://www.itssuperfashion.com/2014/10/m2malletier/ http://www.m2malletier.com http://www.vogue.co.uk/news/2015/12/15/m2malletier-bags-interview-designers-melissa-losada-bofill-marcela-velez-celebrity-fans http://www.thisiscollective.com/m2malletier/ http://luxury-lifestyle.oibarcelona.com/what-is-hot-in-handbags-from-colombia-to-thewhole-world/ http://www.lostinvogue.com/wp-content/uploads/M2MR_02.jpg https://sencilloblog.com/2015/11/26/m2malletier-a-temporal-echo/ http://www.fashiongonerogue.com/ming-xi-natural-beauty-vogue-china/ http://www.b-agency.com/gallery.php?list=main_list&categorie=hair&artiste=sylvain_le_hen&categorie_final=edi&serie_number=485&serie=Madame%20Figaro&photograph=Eugenio_Recuenco http://abcdefghijklmn-pqrstuvwxyz.com/en/m2malletier-un-echo-temporel/ http://www.ignant.de/2015/07/21/minimal-fashion-photography-by-paul-jung/ http://smokeandmirrorsblog.com/blog/wp-content/uploads/2012/09/1-copy.jpg http://nicholascope.com http://www.camillapole.com http://www.wmagazine.com/fashion/accessories/2015/11/best-floral-handbags/photos/slide/3 38

http://fashionwithacapitalfxx.tumblr.com/post/29913106400 http://visualoptimism.blogspot.com.es/2013/10/out-of-this-world-suvi-koponen-by-craig. html?m=1 http://weissesrauschen.tumblr.com/post/111579550554/dominique-teufen http://www.qiuhaoqiuhao.com/category/fashion/collections/ http://modesens.com/product/M2MALLETIER-Amor-Fati-Lizard-Leather-Bag-In-Black-416674/ http://atextures.com http://bgfons.com/upload/marble_texture4504.jpg https://s-media-cache-ak0.pinimg.com/736x/6f/b9/86/6fb9863626801cbd61aa474503be909c.jpg

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made in barcelona

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