For the development of its global annual brand strategy, one of the leading players in luxury fashion called on outside expertise. The work helped formalise its strategic orientations across the brand’s main objectives, from awareness and cultural conversation to conversion and the activation of its heritage. It also explored several possible tones of voice for the brand, ranging from irony and surrealism to more intellectual or minimalist registers.
For each orientation, a series of targeted proposals was developed in line with the house’s values and creative identity, amounting to nearly twenty activation concepts across events and collaborations, content, product, retail, community building and virtual experiences. One of them imagined an artistic residency around the reissue of one of the house’s icons: young designers and fashion students would be invited to reinterpret the piece in their own language, with the resulting works brought together in an exhibition, turning the relaunch into a dialogue between the house’s heritage and a new generation of creators.
The work also examined the coherence of the overall calendar, so that activations would build on the brand’s existing strengths instead of operating as isolated moments. Where relevant, the house’s ambassadors were woven into the proposals, giving each activation a natural point of visibility.