J-M B. LAZY OAF
J-M B. BY LAZY OAF Va l e r i a Va l d ĂŠ s D e l B o s q u e BA Fashion Marketing & Communication, Level 5 2015-2016 R e p r e s e n t a t i o n Te c h n i q u e s 2 C o m p u t e r To o l s 2 , M I E D 5 0 6 Nicolas Godon
INDEX A N A LY S I S EDITORIAL C ATA L O G WEBSITE ISSUE REFERENCES
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“ I don’t think about art when I’m working. I try to think about life” - Jean-Michel Basquiat
LAZY OAF
Lazy Oaf is a London based brand since 2001 founded by Gemma Shiel. She started the brand as a t-shirt printing business at her dad’s garage. Lazy Oaf is a label dedicated to create and design street wear inspired, contemporary m e n s w e a r, w o m e n ’ s w e a r and accessories with birght and colourful designs. The brands has a unique characteristic of been notoriously colourful, cartoon focus and with a touch of weirdness. Lazy Oaf collections represent perfectly their values and their customer’s lifestyle.
The group of LO has come a long way since they started and today they have over 250 stores worldwide, their own website and an independent boutique in Soho London.
PURPOSE
To b e a n i n d e p e n d e n t g r a phic and illustration label, selling clothing, jewerly, accesories and art for men and women
VISION
“Lazy Oaf is not a trend driven brand, their vision is to make people smile with their style that is a unique street wear with youth nostalgia.”
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MARKET POSITION
MARKET POSITION Lazy Oaf is a young brand that has a good and establish image. The brand is not trend driven neither luxurious, they have mid and high quality products and the prices are accessible because they want their customers to actually wear them and have fun. Not only the products are unique but their way to present the brand image is brilliant, the photographers, stylist and the layouts of every edition is a unique piece of art work, they are not just selling the clothes they are selling an expereince and a image of the brand philosophy. The communication strategy of Lazy Oaf is well established in London but they
are missing international awareness. They are focusing on traditional medias and online medias, the past year they have been increasing their social networks strategy and is working really good but still need to get a stornger brand awareness. As their competitors that are Hype, Nasty Gal, Pippa Lynn and Te x t i l e F e d e r a t i o n , s o m e have more brand awareness but Lazy Oaf has a better quality of image and brand values. The brand reflects the good quality on their networks as it is in life. Now the brand is available in over 150 stockist around the wolrd.
C U R R E N T S I T U AT I O N Lazy Oaf will launch a new collection inspired on the artist Jean-MIchel Bas-
quiat for their Summer colelction 2017. The proposal is to create a brand experience with the customers by giving them a new way of connection with the brand. The brand is all in with collaborations with designers, artists and talent people around the globe, that’s why we decided to made a special collection inspired by this neo-expresionissm artist. Basquiat lifestyle and way to see the world is similar to the brand values and philosphy, rebelious and weirdness above all. The goal for this project is to create more brand awareness and to create a better relationship with the customers.
C U R R E N T S I T U AT I O N
J-M B. 17
C O M M U N I C AT I O N B A C K G R O U N D
#keep it weird
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THE MESSAGE
Creating a brand experience with our target, a feeling of identification with art, history and with the values and thinking of the brand. Being an inspiration for those who are looking for something new, original and weird.
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TA R G E T M A R K E T
VISUAL LOVERS TA R G E T M e n a n d Wo m e n , s t u d e n t s mainly around 18-25 years old. The target are boys and girls that are rebelius weird funny and enjoy life as it goes. “It is what it is.” Lazy Oaf people always dressed in a simple but weird way inlcuding funny hair color and great vintage clothe. They are charis-
matic and hang out with the same type of people. Yo u c a n s e e t h e m o n t h e streets, parties and chillin’ with some icecream and the company of some blues. Their day by day includes a huge aspect on the internet and social networks . Wa k i n g u p c h e c k i n g I n s t a -
gram, Facebook and Snapchat, talking to friends find funny socks to wear and take the metro or bike to their next destiny. Our target appreciates old and vintage stuff weather is art, music or garments, they also speak in a youth 90’s slang.
OBJECTIVES • BRAND AWARENESS • KEEPING THEIR • VALUES • NEW PERSPECTIVE OF FUN FASHION • BRAND EXPERIENCE
I N S P I R AT I O N Lazy Oaf has always been inspired by the 90’s. They have cartoon illustrations and bright colours as their identity and also reflect a lot the personality of the designer Gemma Shiel. They find the inspiration for collections also in old fashion things, food, video games, trips etc.
FOR THIS COLLECTION we are going to take it to the artsy world. The collection would be inspired by the amazing Jean-Michel Basquiat, an Neo-Expressionism artist that took art to another level.
“Believe it or not, I can actually draw.” - Jean-Michel Basquait
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EDITORIAL
EDITORIAL BRIEF
EDITORIAL BRIEF The collection for Summer 2017 would be inspired on the increidble artwork and lifestyle of the Jean-Michel Basquiat. We w a n t t o c r e a t e t h e f e eling of rebellious youth that matches with the values of the brand. Basquiat was one of the most talented artist on the age of neo- expressionism and his personality reflects exactly what we want to achieve with this collection. The word Graffiti means to scratch as in on a surface, a scratch over something. Street art has come a long way and has many different perspectives so we want to make this collection our own special i n s p i r a t i o n a l c a n v a s . We will represent some os Basquiat famouse paintings, the lifestyle, bio of the artist and some quotes of the same.
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THE STYLIST
MODEL CASTING
MAKEUP AND HAIR
magazines as Bullet Magaz i n e , F u c k i n g Yo u n g , Vo gue Italia among others. She has worked for many international brands such as Puma and JuJu and has already collaborated with Lazy Oaf.
STYLE The style of the editorial would be all black and white and sepia palette, the clothes will have some paintings of Basquiat and aslo the artist itself, including quotes and symbols that represent his lifestye. We w a n t t o r e f l e c t a c o n temporary look with illustrations and painting all over them. The looks would have a different touch from the last collections but will remain the values and philosophy of the brand. This time Lazy Oaf will go dark and into a underground artistic world.
MODELS The brand is working with
the Anti-Agency in London that has variety of interesting models. The agency choose the models depending on the brand and their own lifestyle. Each models they choose has to refelct the values and philosophy of the brand. They can be musician, skateboarders, writers, students etc. Lazy Oaf have this models working with them because they reflect the strong personality of the brand and the people who will wear it.
MAKE-UP & HAIR Ta b b y C a s t o i s a p r o f e s sional make-up artist based in North London. Her editorial work appears in high fashion and cult indie
The editorial will have blakc and white models with unique characteristics. The make-up will be simple but the models will have paint on themselves as make-up. This will refelct an artsy graphic look on the whole editorial. The models will have contrast palette to their skins so the mak-up have an intesne look. The hair will be the famouse bumps of Basquiat with a contemporary look.
THE SHOOT
L O C AT I O N For the editorial shooting the first location will be a studio that would have walls full with some of the paintings of the artist and some bathtubes to keep it with the weirdness. The second location will be in a down hood subway full with street art on the walls, it will be inside and outside the subway station.
DIRECTION
“ I am not a black artist, I am an artist.” - Jean-Michel Basquiat
P A G E L AY O U T
For the page layout, the ediotrial will be having some pictures covering the full page and also some pages will have two to three pictures arrange in different posititon to give a contemporary lokk to the editorial.
C ATA L O G
COVER INDEX C ATA L O G
“ I thought I was going to be a bum the rest of my life.” - J-M B
MINI SITE
https://lazyandbasquiat.wordpress.com/
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