Couture, Fashion, Fashion Promotion, Oscar De La Renta

The loss of one of Fashions Greatest

Oscar de la Renta at his fashion show at Neiman Marcus-  Chevy C

Yesterday, we had to say goodbye to one of the worlds most loved and talented fashion designers, Oscar De La Renta. At the age of 82, the long fight with cancer was too much. Many designers, models, and family have spoken about the loss, and have described him as the ‘gentleman of fashion’. Naomi Campbell, Karlie Kloss, Marc Jacobs and Alexander Shulman have all spoke of the loss of one of the worlds most passionate, loving and leading figures within the fashion industry. It is phenomenal how many lives he touched with his work, and the effect one man can have on an audience and business. 

http://www.oscardelarenta.com

Standard
Beauty, Creative, Daphne Selfe, Fashion Promotion, Model

Young at Heart

daphne_selfe56

There has become a sudden increase in the Flat-Agers, who are defined by being over 60 and having no input within the fashion industry. However, this has now changed, and instead are becoming more of the targeted audience due to the money that the consumers have, as they are no longer working and have the necessities of the modern world. The money is therefore able to be spent on meaningful connections to them, such as family or friends, as well as adventures, experiences and products which they are yet to have consumed themselves. 

People are now living longer, which is something that is becoming more of a reality within our culture; people are retiring later, and are becoming healthier due to the accessible resources. A prime example of this is the wonderful Anna Wintour, who is indeed 64 years of ago, however she doesn’t wear an anorak and comfy plat shoes, nor does she stop looking stylish and keeping up to date with technologies and the fashion industry; so why should all of the other older generation nor follow in her footsteps?

‘Something exciting is in the air. Forget everything you thought about being old, or age even. In the society of the future, age isn’t just a number – it’s flat.’

There was once a gap between age and beauty, yet Meryl Streep, Emma Thompson, Daphne Selfe, Alexandra Shulman and many other inspirations within the industry have proven that you can re-adventure into the new world, and that within that age gap they’re increasing becoming more adventurous, beautiful and willing to try new things; which is what you’d expect the younger generation to do. This creation within the industry hs driven to older models, such as Bernhard Wilhelm, and the rise in technology blooming within the flat-agers. 30% of American’s between 50-64 years old own their own tablet or iPad, proving that you’re never too old for a new adventure.

Standard
Beauty, Campaign, Competitors, Fashion, Fashion Promotion

The work behind a Campaign

  • First of all, a press release is pushed to the audience to announce campaign a year in advance – making the product desirable, making them realise just what is coming and to inform the press. 
  • Then, the company will tip off fashion magazines and press so it gets around to everyone; causing excitement.
  • Twitter, Facebook and Instagram are also key to promoting the campaign. conversation about the brand. 
  • The press are therefore interested in the designer to make the product, then get  photographs of it, then it gets sent to PR enabling them to have physical products to show, then exclusives are pushed again with pre released images. 
  • The, all of this information reaches the media, the interest to the customer and is given to the audience in sections: 1 glossy, 1 weekly, 1 cover, 1 sunday newspaper. 
  • They then pick the images, no one has the edge to the other they all have to have the images at the same time – 2/3 months before hand, a teaser. 
  • Possibly an interview with the designer, something to tell, the story is then told about the collection or product. 
  • Beginning of November more images are released to all medias, final push – billboards on oxford street, placements are then chosen and bought for maximum promotion.
  • Then when the product is realised, a follow up story is created, and normally the words ‘SOLD OUT’ are used – meaning a sense of exclusiveness.
Standard
Armchair, Christian Dior, Creative, Fashion Promotion, Fragrance, History

DIORISSIMO – the reasoning behind the shape

large_dior_chair_3d_model_fbx_obj_max_b2b8fcb4-c6f8-452a-9c0a-10b14a0ca1cb

Something that isn’t known by many is why the bottle changed shape so drastically from the first production of Diorissimo. However, when the product was re-branded within the collection Les Creations de Monsieur Dior, the company wanted to create something very personal, something unique which taught others about the life of Christian Dior. When Dior used to sketch, he had a very special chair which he sat in, a dark grey armchair with a white rim. It was where he sat, a duplicate of the one he had at home. Dior then made his models sit in the chair for inspiration when he wasn’t able to think of a new and inventive line. Because this was something that was very personal and known by all that worked with him, when the second bottle of Diorissimo was created, it was shaped as if to replicate the armchair.

The sturdy and solid shape of the bottle is to mirror the structure to the chair, and the round rim is the oval cushion which sits on the back of the chair. To the audience this is unknown, as it is simply a perfume bottle, and to them a fragrance, yet Dior created so much more than fragrances, the brand itself were, and still are very particular about the shapes and reasoning behind the products; which is why to this day, it is such a successful and solid business.

Standard
Fashion, Fashion Hierarchy, Fashion Law, Fashion Promotion, Lisa Armstrong, Professional

The Self-Promoter

The Daily Telegraph's Fashion Editor, whose inspiring words pushed fashion promotion in my eyes as a career path.

The Daily Telegraph’s Fashion Editor, whose inspiring words pushed fashion promotion in my eyes as a career path.

Standard