The Campaignby Adesola Lawal-Ajibade (11447711)

"Just dress comfortable and come how you are. That’s actual fashion.” - Tyler The Creator  

Contents

1. Supgirl ?! Mission Objective

2. About Supgirl?! 3. Concept- Dmc :Devil May Cry Meets Supgirl 4. Silhouette 5. Concept Store 6. Website

7. Operation: Runway Catwalk

8. Branding

 

“Street wear has evolved from grassroots movement to mainstream phenomenon”, Not only has Streetwear has become regular style of high street but it has captured the attention the fashion world ,with brands such as alexander wang , Moschino incorporating into their fashion. Many streetwear brands have managed to stay successful due to combining originality whilst maintaining a fashion-forward appeal e.g supreme , diamond supply . Street wear has also utilised the power of celebrity endorsements for creative branding, these streetwear labels are taking the fashion world by storm. Apart from menswear , there has also been a rise in female urban such as hells bells , married to the mob . High street brands such as New Look , Forever 21 have also created lines that cater to the growing rise in streetwear . Finally Streetbrands such as Stussy, Diamond Supply Inc have already created a female range that caters to the growing demand.

1.

mainOBJ

Creativity and individualism is a simple part of our beliefs and through our fashion we hope we can embody this.. Like our older brother we hope to become “ the embodiment of the down town culture” and a brand known for its quality , style and authenticity. Overall our goal is to become eventually our own identity and not just to be known as the “little sister”.

“For us, the way that we do it is by letting the product speak for itself”. - James Jabiba

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2.

About

With the recent success of streetwear , thanks to growing trends like the 90’s and celebrities such a kanye west , Kylie Jenner and brands capitalising on these themes , we now have a growing market with a predicted net worth of $70 billion dollars. Brands like Stussy, Crooks and Castles and Billionaire’s boys club have not only capitalise with catering the perfect styles and looks for their males and customers but these brands have taken a step further and have created females clothing ranges. Apart from males established customers , females have also embraced the ever growing trend . With Celebrities like “Kylie Jenner a always posting pictures “ of brands such as supreme , diamond supply and palace or even brands such as Moschino and Versache which help feed into the trend. Another example of this could be seen when Alexander Wang decided to calibrate with H&M to make an affordable version of his range , which caused a frenzy with thousands of customers fighting each other tooth and nail for just a t-shirt and creating a lot success and noise for both brands. So with this is in mind I had a bit of eureka moment and decided to create a female range for supreme . The brand will consist of everything but with a female twist. It will also have a clothing line which will consist of hoodies, coats , shirts,jumpers and t-shirts. Finally it was also have a collaboration with one of Capcom's game called DMC: devil may cry.

“Indeed, selectivity and exclusivity are an integral part of the brand’s DNA.” - James Jabba

Concept ?!3. DMC :Devil May cry meets Supgirl?!

Concept- Dmc :Devil May Cry Meets Supgirl?! This idea was inspired by supreme’s own successful collaborations . Supreme has worked some of the most

prominent names in fashion currently such as Air Jordan and even Louis Vuitton. They have also worked with artist such as Toshio Maeda (a manga artist), who allowed supreme to use his artwork on t-shirts and jumpers.

For Supgirl I decided to follow the same footsteps of the Toshio Maedo collaboration and use the artwork/imagery to help design the range. The reason for choosing dmc: devil may cry was not only for its artwork but the

similarities it share with supreme such as it use of Punk fashion ,rebellious attitude towards life and use of similar artwork . Finally

the game has such a variety of artwork where some of the pieces could be reminiscent of Leonardo Da Vinci ’s artwork and victorian era artwork or could be modern and more reminiscent to Banksy ’s artwork.

Some Imagery !!

4. Silhouette

The Silhouette was inspiration of just what I believe is definition of a sup girl customer. It will have models , dmc: devil may cry artwork and generally imagery that I think will compliment the fashion designs. This will be done through the use of secondary imagery (that represents the female urban crowd) .

“When I am putting looks together, I dare myself to make something work. I always look for the most interesting silhouette or something that's a little off, but I have to figure it out. I have to make it me. I think that's the thrill in fashion.” - Rihanna

5.Concept Store?!

I decided to create a concept store as supreme and many brands all have their own stores . The location of the store will be suited in California (North Fair fax) avenue as it contains a lot of well-known urban/subculture brands and competitors such as supreme,crooks and castles and Diamond Supply . This will help not only give sup girl potential exposure but it also will give an idea of the nature of the store surroundings .Furthermore it’s location is also advantage as California has a vast multi- culture of races and cultures which can open up more cases for potential customers from different walks of life. The store will also be next to Hollywood and Beverly Hills , (where a lot of celebrities are suited) which could be very beneficial towards attraction and exposure. I have also decided that the store should be next to supreme as this will help supreme customers get familiarised with the store and

help give exposure towards Supgirl?!. The Store will also have the Summer/Spring range there for purchase and exposure . Finally the store will also replicate the style of supreme store to show a connection as well as create a reputation, however it will eventually change it’s design once it has its own independence and recognition .

Image: North Fairfax Avenue , California L.A

Sup girl?! Front door of the store

Image : Supreme Paris Store Inside (Top Floor)

My Attempt :Supgirl’s Top Floor

My Attempt :Supgirl’s Bottom Floor

Image : Supreme New York Store (Bottom Floor)

My Attempt :Supgirl’s Front Entrance

6.Website

The plan is to create a website, where customers will be be able to access the clothing range and the brand , where customers will be able to access the section to either buy or view items . The online section will also have look and preview book for customers to view. The website will look a lot more like the supreme but with a female edge . I decided to do this for obvious reasons as most of our competitors all have their own websites in this day and age.

NEWS SECTION

This section is dedicated to keeping our fanbase updated on any news

Opening Screen

This section is the opening screen where customers can select where they want to go within the website .

Shop Section This section is created for purpose of buying products. Customers will be able not only view items(by clicking on the pictures) but of course purchase the items. As for the design and style this was simply inspired by the supreme’s shop section.

Shop Section Here’s an example of supreme shop section where if you click on any of sliding images you will be directed to place to purchase them.

7. Operation: Runway Catwalk

Unlike Supreme I will be showcasing a catwalk , which will not only help show the new pieces for the brand but this will give viewers a chance to get to know the brand . The catwalk will be hosted in California,

due to its style and relation towards the urban culture as well as Street Wear. I will be also using a skatepark as a catwalk , where the models will be walking on the skatepark as

runway and there will also be skateboarders who will be performing alongside the models . There will also be two performers who will perform amongst the models and skateboarders. The performers I have

decided to use , will be both tyler ,the creator and Rhianna as they both represent the growing new culture and are both avid supreme fans and have worked on various projects with them. Finally there will be a

variety of famous celebrities invited to show such as Kanye West, Kylie Jenner, Travis Scott, Kendrick Lamar, Vivienne Westwood , John Rydon, Alexander Wang , Jeremy Scott , Tony Hawk and many more to help

strengthen the show.

Mr Tony Rosella & Guest

Spring Summer 2016 &

Opening of Store

Monday 27th June 2016

5:30 pm

20 City Boulevard West Orange, CA RSVP

By Monday 27th June 2016

E: SupgirlCalifornia@theminipartners.co.uk T:555-504-1267

RSVP essential for seating allocation.Invitation not

This will be the official invitation for the Supgirl ?! fashion show where it will be hosted at the vans skatepark , where customers/fans and guest will witness and understand the brand and what it stands for.

You are cordially invited to……

This decision for this was a no brainer . These two embody the various attitudes of supreme and what the Urban Culture stands for . Rhianna embodies the raw sex appeal and effortless attitude whether it be through risky clothing or her sultry music where as Tyler , the creator brings the sense of rebellion and natural creativity that can be found in supreme and the urban culture .Both music artists share a lot similarities that matches supreme such as style in both fashion and music which has garnered both a lot of success . However the best one would be their both “no fucks given” attitude that truly represents not only supreme but the urban culture , so with that all in mind it only make sense to have these two incredible artist perform at the Supgirl’s fashion show .

TYLER the Creator Origin : Ledera Heights , California Occupation : Musician / Rapper Age: 25

• Originally the leader of Odd Future • Has sold Over half million records • Has made over 5 studio albums • Owns a variety of businesses

including 2 fashion brands called Golf WANG and Odd Future clothing.

• Music Style : Hip-Hop/Alternative Hip-Hop

• Has collaborations with likes of VANS

RIHanna Origin: St Micheal, Barbados Occupation : Musician /Singer Age : 28 •Signed Roc-a-Fella Records under Def Jam •Has sold Over 200 million records •Has made over 8 studio albums •Has been part of very successful

collaborations such as R by rihanna for river island, PUMA X FENTY.

• Has accumulated wide range of awards including 8 Grammys

•Currently the face of Dior but has modelled for variety of brands such as Armani jeans

•Music Style : Urban Contemapry , dance hall, pop, dance music

Can’t be a show without ……….

Now you will be now seated ……..

The celebrities and guests will be seated on the

balcony

Models and Performers will work runaway together .

As I mentioned before the runaway will happen in Californian skate park where guests will witness the runaway show . The skate park I’ve decided to use the vans skate park, despite it being owned by an competitor. The reason for this ironic choice is not only for its great style but this is one of the most well known and successful skatepark in America.Lastly Supreme and Vans have a great relationship as they have collaborated on various fashion items and supreme is also a vans shoes reseller .

8.Branding

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Shopping Bag

Sup girl?! special edition tote bag

Supgirl?! special edition delivery box

Supgirl?! Stickers

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Supgirl?! Clothing Tag

The branding will follow the same style as supreme (centred around the box logo ). A lot of supreme ’s branding is surprisingly opaque and simple . Their bags are usually white with the box logo and their tags just the same style of the box logo with information on the back .Another form of branding is with every purchase comes with a free sticker , which the customer they can stick on their skateboard ,laptop and bags which many of the similar competitors offer with every purchase, e.g palace I will be also using the very exact same style with both the branding of bags and tagline. There will also be tag on shirts where information about the clothing item such as the size . For the campaign I will be creating special bags to the cater to the first month of the supgirl?! and customers will receive it free with 3rd or 4th purchase both online and offline. There will also be a special online delivery box as part of the campaign .Lastly another part of branding was creating my very own version of the box logo ,which I used combination of Futura fonts and variety of colour and shapes from windows.

The supgirl?! logo is inspired by the supreme box logo difference but a with difference being in the name . “The distinctive red box logo containing "Supreme" in Futura Heavy Oblique is largely based on Barbara Kruger's propaganda art” Complex (2013). In order to achieve the supgirl ?! logo was through the use windows office where I experimented with fonts such as Futura and shapes ,colour and sizes.

Image : Supreme Box Logo Stickers

Source :http://uk.complex.com/style/2013/03/50-things-you-didnt-know-about-supreme/jebbias-design-for-the-supreme-new-york-store-was-more-open-so-skaters-could-come-right-in-with-their-skateboards