While in New York, I happened to cross a Victoria’s Secret store and of course walked in to take a look at some of their products and lingerie. What I realised after was that the store actually had an exhibition upstairs of the collaboration between Victoria’s Secret and the French fashion house Balmain.
I personally adore this collaboration since I’m a big fan of both Balmain and Victoria’s Secret. The collection has the right amount of glam and punk to it and that makes the lingerie items unique and stunning. As Oliver Rousteing said, “I need to make sure that this punk is glam, and to bring punk to a couture level. It can’t look like punk on the street.” In my opinion, he succeeded.
When you see the garments that models actually wore in real life rather than on television, it makes you appreciate it even more. Everything is done extremely neatly – even the smallest details look perfect.
Since I spent last week in New York, I had the opportunity to visit quite a few wonderful places there. One of them is MoMA – one of the largest and most influential museums of modern art in the world. The museum has a huge collection of photography, prints, paintings, architecture and design and so on.
What I enjoyed the most about MoMA was the exposition Is fashion modern?. It shows how trends keep repeating themselves over the years and that quite a lot of clothing items that seem to be new and are trendind at the moment were actually worn ages ago.
Every brand strives to make its advertisement shocking, interesting or extremely visually pleasing so that it would get trending and attract more new customers. Some brands fail, but some succeed at creating such interesting short videos that actually stay in your mind after watching them. In this blog post I’m sharing with you my top 3 favourite marketing campaigns of the year 2017.
1. HEINEKEN: WORLD’S APART
I found this campaign interesting to watch since the video showcases how two completely different people meet up for the first time ever. At first they don’t known that they’re complete opposites of each other and after they find that out, they get to choose whether they want to leave the room or discuss their differences while enjoying Heineken together.
2. APPLE: ‘THE EARTH’ AD
This advert shows various shots of nature that were shot using the camera of an iPhone. It’s kind of hard to believe that the clips were made using a phone since the quality is so good. Most importantly, not only this advert is very visually pleasing, but also it has an important message to it.
3. SPOTIFY: PLAY THIS AT MY FUNERAL
This is a comedy advert that makes fun of the playlists that are made for certain moods. It’s short, ironic but works great for marketing purposes.
Agent Provocateur is a British retailer found in 1994 by a businessman Joseph Corré and his now ex-wife Serena Rees. The brand sells lxury lingerie, beauty products as well as loungewear. It is known for its scandalous and extravagant designs that include the use of lace, mesh and other fabrics to create a romantic look to the garment.
The first Agent Provocateur shop was opened in Soho, London, the area that used to be associated with sex work and nightlife. Right now Agent Provocateur stores can be found in 13 different countries
Agent Provocateur is a quite well known lingerie brand. However, it is not a brand one would shop at all the time – its products are considered an investment that is hard to afford for a young consumer.
McQueen and I is a documentary film directed by Louise Osmond. The film reveals the life story of the legendary British fashion designer Alexander McQueen – his early life, how he started working in the fashion industry as well as his tragic death.
The film gives a glimpse into how Alexander McQueen used his talent to make a revolution in the fashion industry. McQueen was truly one-of-a-kind designer that was brave enough to showcase shocking and unique clothing collections even though they usually got bashed by the press of that time. The film really is a must-see for anyone that is at least somewhat interested in art and fashion.
Utility extremes is an up-coming trend story for Spring/Summer 2018. This trend story is strongly connected to history, since utility clothing was first introduced in 1941 by the British government. During World War II there was a huge shortage of clothing materials and labour in the fashion industry, hence the Board of Trade spnsored the creation of utility clothing that was marked with the tag CC41 and had to meet tight regulations regarding the amount of materials and labour used in the creation of the garments. The simple and practical designs of utility clothing were comissioned from well-known fashion designers, for example Norman Hartnell and Hardy Amies.
Utility extremes suggest that fashion should be functional rather than attractive, which indicates that people in the modern society are extremely busy and fashion has to adapt to the fast pace of people’s lives. For this reason, the up-coming season must-have clothing pieces will be windbreakers, suits and shorts that are hard-wearing, modern but most importantly both practical and comfortable. However, the fabrics are going to be more luxurious than is usually associated with utalitarian garments. Shorts are a huge part of this trend story because of their origins to the military, which has strong links to utility and its extremes. The firt possible example of shorts that are worn in the contemporary society is the uniform that was worn by Gurkha soldiers of the Nepalese army in the 1880’s.
This trend can be seen on such catwalks as Tod’s, Prada, Sportmax and Gabriele Colangelo.
Yohji Yamamoto is a Japanese fashion designer that I’ve known for quite some time but did research on him only recently. He is based in Tokyo and Paris and is known for his avant-garde tailoring featuring Japanese design aesthetics. Yohji’s designs are very unique and often far from what is trending at that moment. His collections are mainly made in black, as the designer has described this colour as ”modest and arrogant at the same time. Black is lazy and easy – but mysterious. But above all black says this: “I don’t bother you – don’t bother me”.
I truly admire this designer because he is extraordinary. I’ve never seen another brand with similar garments as to the ones designed by Yohji Yamamoto which is quite rare, since fashion is an industry in which everyone tends to copy each other more or less.