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. . .INES DI SCALZOGRETA VOELLER
LIU ZHENXIAN (MINT)
BRAND DESIGN
VIVIENNE WESTWOOD
ABOUT
LABELS BUSINESS STRATEGY
LOGO
PROFILE
Vivienne Westwood Gold LabelVivienne Westwood Red Label
Vivienne Westwood AnglomaniaVivienne Westwood MAN Label
Vivienne Westwood Couture
Market Positioning
Core Business
Premium
Apparel
Vivienne Westwood, English avant-garde icon and punk muse,
begins her carrier in 1971.
She re-invents the concept of British Style.
Her collections, from the first one presented in London in 1981 to
the recent ones, are a continuous explosion of colour
and ideas, where traditional sartorial techniques meet typical
English fabric and artistic elements from the XVII and XVII centuries, creating the typical
irreverent and genial style of the brand.
PRODUCT CATEGORIES
ApparelAccessories
BagsFragrance
ShoesDenim
Jewllery
TargetWomen / men
valorisationLUDIC
collection /yearFALL WINTER
2013-14
photographer JACK PIERSON
modelIEKELIENE STANGE
INFO
FW2 0 1 3
DESCRIPTION
Iekeliene Stange portrayed in a medieval witch look, photographed at the Royal Botanic Gardens in Kew, London. The connection of the natural environment with the multi-layered outfit and fa-ce-paint creates a mythical narration to the entire campaign.
The Photographer Jack Pierson has partnered with Westwood for the first time during this campaign and his works always explore “traditional American motifs and feelings of nostalgia and disillusion-ment”.
INTERPRETATION
1 4
valorisationLUDIC
collection / yearSPRING SUMMER
2013
photographer JUERGEN TELLER
modelVIVIENNE WESTWOOD
INFO
S S2 0 1 3
DESCRIPTION
Vivienne Westwood shot in one of her colorful designs in front of a renaissance painting at the prestigious Kunsthistorisches Museum in Vienna.
Her extreme pose, ironic face expression and transparent clothes have a strong contrast towards the seriousness of the environment.
The collaboration with the photographer Juer-gen Teller features the designer herself and her austrian husband Andreas Kronthaler, as well as the model Kate Moss.
INTERPRETATION
collection / yearFALL WINTER
2011-12
photographer JUERGEN TELLER
modelVIVIENNE WESTWOOD
INFO DESCRIPTION
Vivienne Westwood captured in Africa in front of her FW11/12 shoe collection resembling a local accessory seller. The irony of her gestures and her luxurious outfit clashes against the broken background of a brick wall. Also the placement of designer shoes on a dirty mud floor is a strong statement.
The Designer worked with Juergen Teller in asso-ciation with the International Trade Centre.
INTERPRETATION
valorisationLUDIC
FW2 0 1 11 2
valorisationUTOPIAN
collection / yearSPRING SUMMER
2011
photographer JUERGEN TELLER
modelJasmine Poulton
INFO
S S2 0 1 1
DESCRIPTION
The model Jasmine Poulton shot by Juergen Teller in one of the classic Westwood satin dresses.
The narration is the same as mostly used by the german photographer in collaboration with the English designer; a mystical atmosphere using flat light to exclude the background and focus on the dress and the wear-ability of it through the model.
The only hint of the environment is a common dirt floor with which the dress connects itself perfectly, scraping itself on it and sharing a similar color.
INTERPRETATION
valorisationLUDIC
collection / yearSPRING SUMMER
2010
photographer JUERGEN TELLER
modelPAMELA ANDERSON
INFO
S S2 0 1 0
DESCRIPTION
The Baywatch star Pamela Anderson shot by Juer-gen Teller at her Malibu Trailer expressing a chaotic sense of destruction, anxiety and comedy at the same time. There is little sense of Westwoods designs and yet it represents perfectly the chosen narration for the collection; An extreme mix of ico-nic and esoteric elements in a modern American environment.
The entire campaign also includes Vivienne herself alongside her husband and creative partner, Andre-as Kronthaler.
INTERPRETATION
WEEKDAY
ABOUT
LABELS BUSINESS STRATEGY
LOGO
PROFILE
MTWTFSS WeekdayMTWTFSS Collection
MTWTFSS S/HE
Market Positioning
Core Business
Bridge
Apparel
Weekday is a progressive retail store concept. Weekday offers
creative fashion at an affordable price and genuinely beliefs that bold ideas and a humble attitude
is the way forward.
The Weekday stores retail MTWTFSS Weekday, Cheap Mon-day, Weekday Vintage, Weekday
Collaboration and Weekday Store made. When these five brands get together they form what Weekday
is today. A mixture of great garments that inspire customers
to express their personalities.
PRODUCT CATEGORIES
ApparelAccessories
Denim Shoes
TargetMen / Women
valorisationCRITICAL
collection / yearSPRING SUMMER
2014(JEANSWEAR)
photographer -
model-
INFO
S S2 0 1 4
DESCRIPTION
Styled by Emilie Johannson (fashion director and stylist at Cover Magazine in Denmark) the Week-day SS14 Jeanswear campaign has a minimalistic approach towards a modern and frenetic city-li-festyle. Its models are very young, with a clean approach towards fashion, in particular towards the total jeans-wear look. The campaign is shot in front of a clear wall and focuses therefore directly on the pieces.
INTERPRETATION
valorisationCRITICAL
collection / yearSPRING SUMMER
2014
photographer -
model-
INFO DESCRIPTION
“Visions of faraway glamour” is present throu-ghout the entire campaign (including the Jean-swear) and is shot entirely in front of a white/beige background with little detail. Also styled by Emilie Johannson, the blonde model is the perfect representation of a northern European youth, very simple and skinny. The outfit is composed by simple pieces mixing lightweight cotton with soft cashmere sweaters and casual suits, which fall largely onto the models body, giving it an androgy-nous look.
INTERPRETATION
S S2 0 1 4
valorisationLUDIC
collection / yearFALL WINTER
2013-14
photographer -
model-
INFO
FW2 0 1 3
1 4
DESCRIPTION
FW13 collection is all about 90´s trance parties and resembles old sci-fi movies through the prints on the jackets and t-shirts. The two Swedish-looking models pose on a modern staircase giving little detail of the environment and therefore empha-sizing the shapes and colors of the pieces. The entire campaign is a mixture of grunge-look á la Kurt Cobain with constant denim details.
INTERPRETATION
valorisationLUDIC
collection / yearSPRING SUMMER
2013
photographer -
model-
INFO
S S2 0 1 3
DESCRIPTION
A complete 90s throwback is the main focus of the SS13 collection. Hip-hop phrases printed onto silver shining pieces and baggy pants, mixing an “old” aesthetic with a modern approach.Contrasting the modern attitude is the presenta-tion of the campaign within a simple environment where the models pose sitting on wooden tables and chairs in front of a grey screen.
INTERPRETATION
collection / yearFALL WINTER
JEANSWEAR 2011
photographer -
model-
INFO DESCRIPTION
The FW 2011 campaign differentiates itself from the other campaigns through the usage of a more natural setting, being outside, and also including a crowd of models instead of the typical individual/two figure shot.The entire atmosphere is very casual, in fact the outfits and composition of how the models are po-sing seems spontaneous rather then “organised” like in the usual campaigns of weekday.
INTERPRETATION
valorisationCRITICAL
FW2 0 1 1
WEEKDAY
ABOUT
LABELS BUSINESS STRATEGY
LOGO
PROFILE
Tommy HilfigerHilfiger DenimTommy Sport
Tommy Hilfiger Red LabelH by Tommy Hilfiger
Market Positioning
Core Business
Premium
Apparel
Tommy Hilfiger is one of the world’s leading designer lifestyle
brands.
Tommy Hilfiger’s “classic American cool” lifestyle delivers
“preppy with a twist” designs that appeal to a diverse range of consumers globally, as does its accessible, premium position.
Tommy Hilfiger offers a wide ran-ge of high quality apparel, acces-sories and lifestyle products and the brand enjoys a strong global
brand awareness.
PRODUCT CATEGORIES
ApparelAccessories
Denim Shoes
TargetMen / Women / Kids
collection / yearSPRING SUMMER
2014
photographer CRAIG McDEAN
modelDIFFERENT MODELS
INFO DESCRIPTION
The colorful SS14 collection of Tommy Hilfiger has the typical “summery” approach mixing classical elements with almost neon colors. Shot by Craig McDean in California’s Malibu Beach and in collaboration with Trey Laird of Laird&Par-tners , which were responsible for the colorful creative direction. Chosen perfectly for the occasion was a cast of top models including; Toni Garrn (that stands out most because dressed in grey) contra-sting herself from the mass.
INTERPRETATION
valorisationLUDIC
S S2 0 1 4
collection / yearFW 2013-14
photographer CRAIG McDEAN
modelJACQUELYN JABLONSKI
INFO DESCRIPTION
The campaign focuses on a “smart college style” always recalling the “preppy aesthetics” of most of Hilfigers collections. The narration is immediately shown by the envi-ronment in which the model finds herself. It is a typical college room with a double bed, football & sports elements, books and the model wearing a graduate hat. The outfit resembles a school uniform and is contrasted by the usage of designer glasses in order to focus on a “wealthy” lifestyle.
INTERPRETATION
valorisationUTOPIAN
FW2 0 1 3 1 4
valorisationLUDIC
collection / yearSPRING SUMMER
2013
photographer CRAIG McDEAN
modelDIFFERENT MODELS
(Toni garn, Jourdan Dunn, Jacqueline
Jablonsky etc)
INFO
S S2 0 1 3
DESCRIPTION
The naivy-marine thematic of the SS13 campaign is played through the blue and white striped with touches of red in yellow in the jackets and raincoa-ts of the collection. Also the setting being on board of a wooden sailboat in the Sag Harbour sea near New York city, adds value to the entire narration.
Styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners, the campaign communicates a modern approach of elegance and glamour in a less glamorous environment. Within the group of models in the picture there is the constant presence of Jacqueline Jablonsky, Toni Garn & Jourdan Dunn, always shot by Craig McDean.
INTERPRETATION
valorisationUTOPIAN
collection / yearFALL WINTER
2012-13
photographer CRAIG McDEAN
modelDIFFERENT MODELS
INFO
FW2 0 1 2
1 3
DESCRIPTION
In the FW13 campaign, Hilfiger presents the “Hunt Club” featuring the Hilfigers which is the belo-ved all-american Family of the brand’s marketing strategy.
This time the entire story is set in the country and continues to recall the preppy heritage of the Hilfiger brand. The campaign is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.
INTERPRETATION
collection / yearFALL WINTER 2013-14
(JEANSWEAR)
photographer JOSH OLINS
modelDIFFERENT MODELS
INFO DESCRIPTION
The Fall 2013 campaign presents a series of colle-giate-themed shots which were photographed by Josh Olins and styled by Matthew Tauger. The looks are casual denim outfits paired with beanies and scarves, remaining conscious of their preppy attitude. Some military elements can be seen by the usage of “members-only” jackets and dark green colors. The placement on the “campus security-car” recalls the college theme.
INTERPRETATION
valorisationLUDIC
FW2 0 1 3 1 4
VIVIENNE WESTWOODLEGENDA
.1 .2 .3 .4 .5 .6 .7
.9 .10 .11 .12 .13 .14 .15 .16
.17 .18 .19 .20 .21 .22 .23 .24
.25 .26 .27 .28 .29 .30 .31 .32
.8
WEEKDAYLEGENDA
.1 .2 .3 .4 .5 .6 .7
.9 .10 .11 .12 .13 .14 .15 .16
.17 .18 .19 .20 .21 .22 .23 .24
.25 .26 .27 .28 .29 .30 .31 .32
.8
TOMMY HILFIGERLEGENDA
.1 .2 .3 .4 .5 .6 .7
.9 .10 .11 .12 .13 .14 .15 .16
.17 .18 .19 .20 .21 .22 .23 .24
.25 .26 .27 .28 .29 .30 .31 .32
.8
MAPVIVIENNE WESTWOOD / WEEKDAY / TOMMY HILFIGER
UTOPIAN
PRATICAL
CRITICAL LUDIC
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Vivienne Westwood
Weekday
Tommy Hilfiger
MAPVIVIENNE WESTWOOD / WEEKDAY / TOMMY HILFIGER
UTOPIAN
PRATICAL
CRITICAL LUDIC
1 2
3 4
5 6 78
9 10
11 12
13 14
1516
17 18
1922
2021
2423
2625
2927 28 3031 32
1 2 3 4 56 7 8 9
1210 11
13 1415 16
17 18 1920 21 22
23 24
25 26
27 2829 30 31 32
123
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56 7 8
9
101112
13
14
15 1617 18 19
20
2122
2324
253026
27
2829
31
32
Vivienne Westwood
Weekday
Tommy Hilfiger
ELITECONVENTIONALITY
VISIONARYESCAPE
AMBITIOUSPLAYFULNESS MYTHICAL
SATIRE
GRATIFICATIONALESSENTIALITY
ENIGMATICASSURANCE
2010VIVIENNE WESTWOOD
STORYTELLING
Vivienne Westwood uses a lot of unconventional storytelling within her advertisement.
Her ads tell tales of surrealistic situations, often including themes of witchcraft, punk attitudes
and always mixed with vintage flairs. It’s mostly connected to a shock factor in which the pictures
are made to seem spontaneously shot within a mystical atmosphere in dirty environments,
cultural places, different countries or with famous unexpected personalities (such as herself).
There is always a strong photographic contrast, playing with a mixed color palette and framing the
entire campaign with a strong white frame.
The story is always the main element and the products get lost within the visually appealing ads. Also the sense of irony and mocking of the fashion
business is always present.
2011
2012
2013
2014
WEEKDAYSTORYTELLING
The Swedish brand has a similar storytelling to the other brands of the H&M group but it differs in
their focus on the northern European youth.
They don’t use a narrative approach but rather insert a dreamy yet realistic way of telling a story.
It’s a modern and very serious generation that lives within a sterile and clean environment.
Their advertisement evokes a sense of anxiety and loneliness within a community.
Their ads play with geometrical shapes and shadows overlapping with the simplicity of their clothes. Sometimes these elements are mixed
with a vintage attitude but it remains simple and current.
The images always use flat light inorder to show the necessary detail of the products.
2010
2011
2012
2014
2013
TOMMY HILFIGERSTORYTELLING
Tommy Hilfiger uses an American/English aesthetic mixed with a narrative approach of
telling their story.
It’s a joyful youth living a simple yet economicallywealthy life throughout college.
The models are always very healthy and beautiful and are photographed in groups, and the
environment is created to fit the image of the brand.
The advertisement is based on a narration of this “beautiful life” and the involvement of nature and
sports, a vintage flair and a “family based” community.
The products themselves fall into second place, what is immediate in their ads is
a presentation of an overall lifestyle.
2010
2011
2012
2013
2014
STRATEGIESSIMILARITIES & DIFFERENCES
1) All the three chosen brands have very different customers, so they use different languages in order to communicate their brand
2) The environments in which their ads are played out differentiate strongly.
- Vivienne Westwood: always changing, involving downtown streets, historical places, cultural environments or studio situations.- Weekday: mainly inside &unrecognizable places- Tommy Hilfiger: American /English college and beach environment
3) The importance of their products within the advertisement
- Vivienne Westwood: The clothes and accessories serve as a part of the artisticinstallations (whether on people or elsewhere) but are not the main focusof the ads; The story remains the main focus.- Weekday: The environments and the models are overshadowed by theclothes, it’s the main elements of the ads.- Tommy Hilfiger: The clothes and accessories are a part of the lifestyle and everything is perfectly aligned. The product is shown as part of the overall pictures
All three brands have a clear storytelling strategy and it remains coherentthroughout their campaigns.
VIVIENNE WESTWOOD
UNIQUENESSWOULD YOU BE ABLE TO DISTINGUISH THE BRANDS BY SIMPLY LOOKING AT THE CAMPAIGNS?
Westwood is probably the most recognizable designer.
Her campaigns are ever-changing yet the attitude remains the same.
The customer is very used in seeing weirdly structured designs and
unconventional campaigns, also it isdifficult for her advertisement to pass by
unnoticed.
Anyone would immediatelyrecognize her aesthetics and be enslaved by her “shock-factor” without the need
of a logo.
Compare to the other two brands Weekday is less recognizable because they
lack in the narrative aspect of the campaigns, focusing simply on the
products.
The only features of recognition are the usage of northern looking models and
clean and cold environments.
Hilfiger has a very strong image identity, which can be recognized without
having to search for the logo.
The group placement of the crowds of models, the clothes and colors and the overall environments make Hilfiger very
distinguishable.
WEEKDAY TOMMY HILFIGER
