Celine- Final Presentation

This is our final Celine presentation. As a group we compiled all the information and also each had sections in which we had to present on our own. The presentation itself was 10 minutes long, previously timing ourselves we kept within the time limit. We mirrored the layout in each slide and kept true to the clean cut Celine look. 

 My contribution the team was the brands position within the market. Celine is a high end expensive luxury brand, positioned high in the market it has a network revenue of €172.2 million a year. Phoebe Philo for vogue in 2005 stated that "Everything we're doing is about going forward" meaning that the brand is always evolving to suit new trends and its consumer but always stays true to it's classic luxury style. I created a design equation depicting how Celine is an elegant, sophisticated, luxurious, classic brand. It specialises in high quality luxe sportswear and offers its consumers a feminine identity with an androgynous look. Its competitors include other high end luxury brands such as Bottega Venetta, Balenciaga, Michael Kors, Louis Vuitton and Chloe, and even copycat brands such as high street brand Zara. 

My other contribution was the making of the Invitation on photoshop, We looked at creating a specialist invitation in the form of a flight boarding pass mirroring the luggage theme. The invitation itself won't depict a lot of information just a date and note of secret location, this make the release more exclusive. We ill also make envelopes in the style of the classic diamond bag keeping part of its brand identity. 

Celine 'New Concept'

Coinciding with previous Celine research, as a group, we came up with a new concept a way in which we think the brand can extend its range of goods, attract new customers and please the ones that they already have. The most iconic product of the Celine range is the Celine bag, we played on this and thought of creating a new range of Celine luggage, using various patterns and shapes similar to that of Celine's other garments. 

Celine- luggage mood board

Celine- pattern mood board

Extending on making a luggage collection we thought that they could do a launch party to showcase their new range to the world. This would be completely out of character of Celine as they are a fairly reserved brand who don't have a facebook, twitter or instagram. In order to keep it fairly reserved we have decided on a secret location for this keeping Celine's exclusivity.

Tom Ford Final Moodboard

At the end of module 1 we were asked in groups to present a final photoshop mood board on A3, explaining our assigned brand thoroughly and stating why we had placed what we did on the mood board. My assigned brand for my mood board was Tom Ford.

The idea behind my mood board was derived from where I think Tom himself gets his inspiration from. Tom Ford stands for glamour and sexuality, the brand isn't mysterious, it is very graphic and unapologetic with an essence of aggression shown in my mood board through his 'Neroli Portofino' campaign of 2 naked people seamlessly falling down the right hand side. He creates clothes for the mature woman, pale skinned, sophisticated. The image of Julianne Moore depicts this, as a close friend of Tom Ford, she is a brand ambassador and starred in his hugely successful film 'The Single Man', a clip which is shown in the top left hand corner. He loves the mid century woman, 50's and 60's glamour brought out in his campaign for perfume 'Black Orchid' shown on the above right hand side. I have tried to base my mood board solely around this, the background showing old broadway, using pictures of New York in the 50's (The Empire State Building) and famous glamour icons such as Elizabeth Taylor and Sunny Harnett, the type of woman I believe he would dress. I have also included work from photographers Irvin Peng and Richard Avedon both who have shot for Vogue in the 50's and 60's, this inspired me and made me believe they are connected to Tom Ford as their work can be graphic very much like his campaigns. A colour palette is included to display the mood of the board while fabric examples of his work (bottom left hand corner) have been used to keep his modern day look involved. I made my mood board very cluttered and busy in order to keep in mind the graphicness of his clothes, fabric choices and  campaigns. 

Unlike the other members of my group my brand and mood board was very different, the brands in which I was asked to compare mine to had very neutral colour tones and were more soft (Chloe, Reiss, Bottega Veneta) all besides 2 sports brands (Puma, Rapha). 

FEEDBACK
After holding my mood board up to a room of people and thoroughly explaining it, my course tutors then read out their feedback on my groups performance and my mood board. The feedback said that I need to take my time more and pause for thought and have more confidence and self belief in what I am presenting. That I put forward an opinion and use a lot of contextual reference, that my mood board is creative. Tom Ford is humorous and provocative which is shown through my work by using good image selection. The problem with my mood board is that if you were to take away the name, would you really know who the brand was? Should i choose to resubmit my work I would need to make the board itself more of a minimal aesthetic in order to fully mirror his campaigns, include key words and make a few tweeks and touches.