Tag: #gucci

Modern Luxury – Trends in Branding

The new modern luxury roars freedom, flexibility, and eccentricity.  The collaboration of stylish streetwear with luxury brands, genderless approach, quirky brand images and the flair of uniqueness rattles the traditions.  As our planet moves towards positive partnerships and collaborative sentiments to create flourishing communities, the luxury style is powered by acceptance, inclusion, affiliation, and sustainability.

Gucci - The new men’s Tailoring campaign features Dapper Dan, the Harlem couturier renowned for the custom designs he created for celebrities, athletes and hip-hop artists in the 80s and early 90s.
Gucci – The new men’s Tailoring campaign features Dapper Dan, the Harlem couturier renowned for the custom designs he created for celebrities, athletes and hip-hop artists in the 80s and early 90s.

Undeniably the luxury lifestyle is being emblazoned by street art & fashion, sportswear brands, social and political uncertainties, technology and personal sentiments.  The acceptance of this cultural shift, influenced by emerging designers that have been brought up by the influence of Hip Hop and Rap culture and conspicuously merge authenticity with creativity is apparent throughout luxury brands. At the same time, the majority of growth in this particular market is driven by the change in wealth distribution and the shift in consumption of luxury goods by affluent millennials.  As for the luxury industry, it’s attempt to be relevant and represent this mindset demands adventurous creativity and savvy business approach.

F is for... Campaign:  Six super street legends, got together and wrote the word FUTURE in six different languages inside a giant yellow ring. To spread a mega positive vibe across Rome and beyond, breaking all barriers for a fearless future for all the freaks around! Image by Frendi
F is for… Campaign: Six super street legends, got together and wrote the word FUTURE in six different languages inside a giant yellow ring. To spread a mega positive vibe across Rome and beyond, breaking all barriers for a fearless future for all the freaks around! Image by Frendi

The zeitgeist of our times values unexpected collaborations and distance itself from flying solo. This particular trend has been successful to motivate the affluent millennials.  To engage and consume the intangible image created by luxury life and style is about seduction to the extent that the sense of belonging and acceptance in this particular community is not an option but essential. This idea might appear two-dimensional; however, the underpinning notion of blurring the hierarchy lines between different brands in its way is the language of progress and social inclusion. Distancing from the old styles and introducing fresh attitudes bring brand awareness to a diverse audience.

In 2017, Louis Vuitton’s collaboration with Supreme is undeniably an endorsement of inclusion. Supreme has all the elements of a valuable affiliation due to it’s young demographic, genderless designs and limited editions.  Consumers from different realms of taste, behaviours and dress codes where brought together by their shared interest in fashion honouring their differences.  Together the two brands created a tribal affiliation and an exclusivity hype resulting in a sold-out experience.

Supreme X Louis Vuitton Fall/Winter 2017
Supreme X Louis Vuitton Fall/Winter 2017

Another good example is the collaboration between the luxury fashion house Gucci and Spanish artist Ignasi Monreal. For the past few years, Gucci has appealed and secured an affiliation to millennials thanks to their design evolution and remarkable online presence. Their narrative illustrates mythical and surreal universes and underlines quality and uniqueness of their brand.  The combination is Super Cool!

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Having social-conscious values and adopting responsible environmental practices add the desirability quality to the luxury brands. They need to take a principled stand to gain favour among the millennials, the growing segment of the premium consumer market. Cultural diversity, labor practices, philanthropy or environmentally conscious lifestyles foster respect among the customers.

For instance, delving into luxury hotels, the ultra-exclusive Nekupe Sporting Resort & Retreat, built by the American Nicaragua Fund, is an innovative way that offers high-end luxury experience. The ANF, founded by Alfredo and Theresa Pellas, a wealthy family that believes in creating opportunities, self-sufficiency, and dignity for the poorest sectors of the population through the partnership model. They have reforested their 1,300 acres by planting more than 14,000 trees, hoping to restore natural habitat, increase local employment and their income. The ANF has contributed to well being of villages by building homes, creating access to health care, education and water management solutions. An Eco-Friendly resort that offers luxury experience with a clear conscious.

 

Nekupe Resort
Nekupe Resort

 

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Last but not least, enabling consumers to live a lifestyle true to themselves and being responsible towards community are the pillars of a brand’s authenticity.  Successful representation of the authentic perception of your core values to technology savvy consumers involves meaningful digital narratives as well as offering instant gratification through mobile and e-commerce.

 

Natalie Shau – Digital Art

Natalie Shau is a mix media artist and a photographer from Vilnius, Lithuania. Influenced by religious imagery, fairytales illustrations and eclectic art world, she taps into the myths, dreams and steers the play of thought to where there is no rational boundary. She explores the complexities of human emotions, by suggesting vulnerability and strength of her surreal and extraordinary creatures.  Natalie renders fantasy and reality themes provocatively and elegantly.  Besides her personal artistic projects, she rigorously creates artwork for musicians, theatre, fashion magazines, writers and advertisement campaigns.

Forest Baby by Natalie Shau
Forest Baby by Natalie Shau
Powder by Natalie Shau
Powder by Natalie Shau

To learn about her and her vision, I had the opportunity to ask her few questions:

What inner force inspires you to create? 

Inspiration is usually the beauty of nature and art (any kind, literature, painting, photography, cinema).

What about motivation, what is the outside force that compels you to create?

Motivation for me is when people like what I create and support my artwork.

Secret Emotions by Natalie Shau
Secret Emotions by Natalie Shau

Do you aspire to drive public awareness on current social or political issues when you are creating a work of art?

Some social issues sometimes, but political absolutely not. Everything nowadays is extremely polarized. And you are running a risk to get into a lot of trouble if you were to express your opinion, freely. I am certain many people prefer not to talk about what they really think nowadays. Specially when you are a public person. 

Mon Plaisir by Natalie Shau
Mon Plaisir by Natalie Shau

What is your dream project? 

I would be very interested in creating a movie & a crazy photography set based on some dark fairytale. 

Justine by Natalie Shau
Justine by Natalie Shau
Snowflake by Natalie Shau
Snowflake by Natalie Shau

And, do you have a particular designer / brand / production that you would like to be involved in their’s marketing campaign? 

Well maybe Gucci? That would be nice. 

Do you have creative patterns, routines or rituals?

Yes, I usually work at night. Daytime I just can’t concentrate.

What’s the best advice you ever had about how to be more creative?

Listen to your inner true self.

What does women empowerment mean to you?

Don’t be a victim and fight for your goals.

What are your tips about building a brand name as an artist?

Just a lot of work, people develop styles only by creating and working.

What do you do to conquer fear or self doubt:

In such circumstances, I always think that I have so much while many others don’t even have basic things. So I must not complain. 

What are you thoughts about the blockchain technology specially in support of digital art? 

Well, I have not yet looked deep at it, yet, however, I am very very happy that there will be more possibilities for artists.

Would you consider using blockchain technology platform to reach global art enthusiasts?

Absolutely!

What are the problems in the Art Market that you would like these platforms to solve?

Well the biggest problem nowadays for independent artists is of course how to fund themselves and have the possibility to acquire new materials for their art projects. 

What super power would you have liked to have ? and why?

Being able not to sleep. So I could create more and visit many places. 

Which movie would you have liked to be the leading actor?

La Reine Margot 

What is your life motto?

Stay true to yourself.

Fashion Photography "Snow Yak" by Natalie Shau
Fashion Photography “Snow Yak” by Natalie Shau
Fashion Photography "Kristina" by Natalie Shau
Fashion Photography “Kristina” by Natalie Shau
Cradle of Filth 1 - Music Art Works by Natalie Shau
Cradle of Filth 1 – Music Art Works by Natalie Shau

 

Natalie Shau has collaborated with many brands, please refer to her website: https://natalieshau.carbonmade.com/about