LACOSTE s/s17 8925-7624 <>______h___ //534___c7h7a7r7l7i7e S // InDesign T// Nicolas Godon >/ªt7h7i7s7_7i7s RÉSURRECTION
&_____=!!YO ^Xavier Salvat^ a7l7o7o 7k7b7o7o7k_ 65106__b7y7_7x7a7v7i7e7r7 7sa7l7v7a7t__ Visual and video techniques Module Code: 5FAMK003C ML// 5 ML//Alex Beltrán #//78d7o7n_7¨7t
TURNOVER
THE BRAND
A new trend has set in 2016. Streetstye has gained relevance and major trends found their origins in the streets. Pieces styled by youth in a rebellion agains the system to project authenticity and character.
French clothing company, founded in 1933 by tennis player RenĂŠ Lacoste and AndrĂŠ Gillier. It sells high-end clothing, footwear, perfume, leather goods, watches, eyewear, and most famously polo shirts.
WASTED YOUTH POSITIONING Lacoste is a high quality brand and is also considered as an affordable luxury. Lacoste is a classical french brand that started in the sports segment and now has merged with luxury featuring all kinds of accessories and casual wear.
The wasted youth is a movement that is atemporary such as lacoste. Every generation find kids that find themselves a way out of stereotypes. There is where fashion happens generating a combinason between strength and elclectic. Personallity is directly related to fashion.
& Narcisim
PHOTOGRAPHER
STYLIST
SONYA KYDEEVA
CARINE ROITFEL
Moscow-based Sonya Kydeeva is one of the few photographers in contemporary Russia rethinking the image of youth and coming of age. Her work is not mere documentation, it’s about identity, searching introspectively and — as Kydeeva’s subjects are mostly young men — shifting masculinity. Kydeeva has also collaborated with artist Alina Gutkina who shares her interest in youth, identity and subcultures.
Carine Roitfeld is the former editor-inchief of Vogue Paris, a position she held from 2001 to 31 January 2011. A former fashion model and writer, she announced her resignation on 17 December 2010 and was succeeded by Emmanuelle Alt. In 2012, she became founder and editor-inchief of CR Fashion Book.
The editorial is trying to bring this effortless dirty look. Inspired from the soviet era, this editorial is a contraposition between the eat and the west. The estern youth dressed by a wertern company.
The creatives has been carefully selected in order to deliver the best approach to the turnover of the brand. Carine Roitfeld is a major french stylist and former editor-in-chief of french Vogue which is the perfect profile for Lacoste. Her look is effortless combining basics creating an eclectic look in the end. Chic and versatile her taste is valued for this project. Sonya Kydeeva is a photographer from Serbia. She has done several exhibitions of her protraits. She photographs the youth from Belgrade and other cities around the eastern Europe in their daily life. Her approach and vision is what Lacoste needs.
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Haine
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Amour
CREATIVES
The new collection of Lacoste is going to be focusing on lifestyle. Creating the “Résurrection” collection Lacoste aims to reach a younger target with different interests than the current target. Lacoste aims to reach culture and the boys and girls from the suburbs are a mega influence nowadays.
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LOCATION
ATTIUDE
The location has been set in Belgrade. A former industrial Soviet city where style within youth is becoming a global inspiration. Logistically, it is easy to shoot there since the models and the photographer are living there. Only the production team will travel from Paris to Belgrade. The mood of the shooting is â&#x20AC;&#x153;Rebels take the Streetsâ&#x20AC;?. The specific locations will be a basket court, a play court and an abandoned tennis court ( referral to Lacoste origins).
The attitude requested is Wildness and Authenticity. Not posy. Naturality is the aim of the editorial.
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MODELS
YOU
UNIQUENESS It is requested that the models are young. Aproximatievely in their 20´s. This editorial is aiming to construct an antithesis between the skinhead movement and the natural elegance. Shaved head for boys is essential and an edgy natural look for girls.
I
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s/s17 YOU US
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LACOSTE
Résurrection _ The editorial
Carine Roitfeld Sanya Skyveena
US US US US
RÃ&#x2030;SURRECTION
I will die some day. That day could be today. My advice? Enjoy destruction and wildness. Allow yourself to feel free and young. Don´t waste your time. Youth is often wasted.
PHOTOGRAPHER
STYLIST
SONYA KYDEEVA
CARINE ROITFEL
LOOKBOOK The creatives will remain the same since the lookbook follows the same aethetic as the Editorial. Models are also appear in both to create a feeling of harmonie. For the Lookbook poses are going to be recquired to enphasice the garment. The idea of this lookbook is to shock. It is a radical aesthetic change for the brand. The lookbook is a mixture of 80´s inspiration and soviet years. Wildness and authenticity continue to be the core elements of the feature.
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CREATIVES
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The location for the lookbook will be more minimal for the garments to stand out more and drive the attention to them. The spaces would be an abandoned cleaned warehouse and maybe combining natural elements such as water.
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LOCATION
ISSUE 12
LOOKBOOK PREVIEW
LACOSTE
SS17 lookbok Résurection
LES BARBARES DES RUES
UN PARRAGRAPHE S´ENFONCENT DANS L´OBSCURITÉ DES TUNNELS OÙ LES RATS HABITENT
PHOTOGRAPHY: SONYA KYDEEVA SILENCIEUX
STYLING: CARINE ROITFELD COMME NOS PROPRES DEMONS AI 0524671
LLEURS À L´EST LES JEUNES NE SO NT PLUS JEUNES
888462278-8293 MAIS
NE SERONT JAMAIS ADULTES ILS NE SONT RIEN QUE DE BEAU EXEMPLE D´UNE SOCIETÉ NOUVELLE QUI VIS SANS ESPOIR
OBJECTIVE: This minisite has been build in order to provide information about the upcoming collection showcasing lookbook and presenting the main focus of the collection. The site wills to be minimal and clean to provide strength to the images and text.
RIDE OR
DIE
check us
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MINISITE
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STRUCTURE
The different widgets are hidden in the top right corner following the mood of simplicity and a minimal approach. Social networks are linked and a â&#x20AC;&#x153;searchâ&#x20AC;? bar has also been incorporated to ease the navigation.
The menu is composed by the essentials. A home page where we can find the basic information about the collection. The about section provides information about the brand very breifly. Blog is a news feed with the latest information about the brand and collection. The lookbook section is composed by an ISSUU issue with the lookbook pdf version attached. It provides an insight to the preview in the same page. Contact page is a contact form.
For the lookboo section, there is pdf document featuring the ISSUU document of the lookbook. This brings ease to the viewer. The visitors has extra information in the same page withot having to leave. . In the blog section we find the latest news about the company and the collection in several posts.
Dazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/1000/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.prod/1100/4/1104318.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/786/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me. prod/1100/4/1104354.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.prod/1100/4/1104328.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/624/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me. prod/1100/4/1104323.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.prod/1100/4/1104329.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/1000/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me. prod/1100/4/1104324.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.prod/1100/4/1104327.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me. prod/1100/4/1104319.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.prod/1100/4/1104335.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me. prod/1100/4/1104334.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazedDazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.prod/1100/4/1104338.jpg [Accessed 26 Jan. 2017]. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/1000/azure/dazedprod/1100/4/1104333.jpg [Accessed 26 Jan. 2017]. References
Dazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me. [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/1000/azure/dazedprod/1100/4/1104318.jpg [Accessed 26 Jan. 2017]. Dazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.
Dazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] Availa[online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/1000/azure/dazed-ble at: https://s-media-cache-ak0.pinimg.com/236x/78/1b/fb/781bfb90864263574bab6c2a0e7dd693.jpg [Accessed 26 Jan. 2017]. prod/1100/4/1104350.jpg [Accessed 26 Jan. 2017]. Dazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [onli[online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/640/azure/dazed-ne] Available at: https://s-media-cache-ak0.pinimg.com/564x/75/e8/50/75e8500b7881224189d4a8952d3df1c3.jpg [Accessed 26 Jan. 2017]. prod/1100/4/1104351.jpg [Accessed 26 Jan. 2017]. Dazedimg.dazedgroup.netdna-cdn.com. (2017). Citar un sitio web - Cite This For Me.S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] [online] Available at: http://dazedimg.dazedgroup.netdna-cdn.com/1000/azure/dazed-Available at: https://s-media-cache-ak0.pinimg.com/236x/fc/9c/da/fc9cdaf74f1c0e999d0fda86139938fa.jpg [Accessed 26 Jan. 2017]. prod/1100/4/1104360.jpg [Accessed 26 Jan. 2017]. Fedorova, A. (2017). Coming of age in 21st century Russia. [online] Dazed. Available at:S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] http://www.dazeddigital.com/photography/article/23283/1/coming-of-age-in-21st-cen-Available at: https://s-media-cache-ak0.pinimg.com/564x/aa/cc/ca/aaccca6cac9f88e896dc824e20f9b447.jpg [Accessed 26 Jan. 2017]. tury-russia [Accessed 26 Jan. 2017]. S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] Avai-S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] lable at: https://s-media-cache-ak0.pinimg.com/564x/38/78/79/3878795bc4e4391a-Available at: https://s-media-cache-ak0.pinimg.com/564x/b1/30/01/b13001a0f7d09f5cb8b8623f378c3788.jpg [Accessed 26 Jan. 2017]. 85f4a3cc3541cbeb.jpg [Accessed 26 Jan. 2017]. S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] Available at: https://s-media-cache-ak0.pinimg.com/564x/a8/45/4c/a8454c22784e674edfd7b0a44084dbbf.jpg [Accessed 26 Jan. 2017]. S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] Available at: https://s-media-cache-ak0.pinimg.com/236x/78/1b/fb/781bfb90864263574bab6c2a0e7dd693.jpg [Accessed 26 Jan. 2017]. S-media-cache-ak0.pinimg.com. (2017). Citar un sitio web - Cite This For Me. [online] Available at: https://s-media-cache-ak0.pinimg.com/564x/75/e8/50/75e8500b7881224189d4a8952d3df1c3.jpg [Accessed 26 Jan. 2017].
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