1

- M o d e r n r o M a n c e -

2 3

Index

1. Analysis

2. Editorial

3. Lookbook

4. Website

4 5

Market Position Corporate Profile

Jesús del Pozo is a fashion company founded by the Spanish designer Jesús el Pozo, in 1974.Fruit of constant creative research and an arduous craftsmanship process, taken from haute

couture, Jesus del Pozo’s collections always stand out for their strong personality and undeniable style. His trajectory and prestigious work were recognized through numerous awards, establish-ing him as one of the heirs to Balenciaga and Fortuny. After four decades in the world of fashion, delpozo is one of the most prestigious and credible Spanish fashion houses at both and national and international level.

While its fragrances are present in over 120 countries, women throughout the world have worn its prêt-à-porter and bridal collections.

After the passing of its founder in August 2011, the Perfumes & Diseño Group acquired the company, at the beginning of 2012. A few months later the company announced its international relaunching and Josep Font joined the team as Creative Director.

Josep Font studied architecture at the Universidad Politécnica in Catalonia, as well as fash-ion and pattern design in Barcelona, his birthplace.

In the mid-eighties his career began to take off after receiving numerous national and inter-national awards. During this time, he presented his work at different catwalks in cities such as Madrid, Barcelona, Milan, Paris and Tokyo. Many more awards would later come to guar-antee his unstoppable rise. After four years presenting his prêt-à-porter collections, in 2007 during Paris Fashion Week, the la Fédération Française de la Couture invited Josep Font to participate in the Haute Couture Week.

He only needed very few collections to show that he was one of the most talent-ed fashion designers of his generation.

In 2012 Josep Font joined the delpozo team as Creative Director. He moved to Madrid and did not hesitate in getting personally involved in the project. Since then, he has directed and developed the company’s collections, at the atelier, day to day.

With its first fashion show in NY last winter, presenting spring/summer 2013 collection, the firm has been collecting the success that years ago

seemed to be away.

Spring/summer 2014 collection presents to the world a minimalist but still very fem-inine version of the firm. In an era in which important things have been falling apart, being substituted by material and presumptuous attitudes, the company looks forward to fulfill women’s desire of plain but feminine looks. Minimalistic shapes join feminine textures and colors to create fresh designs that chase a contemporary woman.

6 7

Communication BackgroundCommunication Background

YouTube Channel

Facebook 27,565 fans

Twitter 13,200 followers

Instagram 38,100 followers

Interactive Website

Isabelita Virtual: Instagram Guest Editor

Advertising campaings just for Parfums

Feminity

Fresh looks

Delicacy

Nature

Luxe

8 9

Communication TaskCommunication Background

@ISABELITAVIRTUALGuest Editor on Instagram

The message to convey for this Spring/Summer 2014 ready-to-wear collection is an ethereal mood transmitted through delicate garments.

Soft and pastel colours will be the key elements to reinforce the1950’s-in-spired looks. The modern -princess look aimed an urban female who wants to look feminine and comfy in her endless daily routine.

MODERN PRINCESS

DELICATE

URBAN

ETHEREALFEMININE

YOUNG

SOFT

RETRO

10 11

ObjectivesTarget

Women who seeks special garments - with luxe frabrics and high finishes- for her daily routine or for special

events.

A female that looks for comfy but femine garments that will dress her on her long days.

1. Continue with a minimilastic design line that characterizes the firm but with an urban touch

2. Keep the female style: urban princess

3. Romantic garments with a modern touch

“Del Pozo’s Woman is like a piece of art: she has no age and no particular physical. It’s more about an attitude, a way of under-

standing the world”

12 13

Inspiration What to do vs. What not to do

Loose the minimalistic design line

Overload the design with excentric images

Choose an embassador that do not fit with the objectives aimed

14 15

EditorialEditorial

The chosen escenario is El Retiro, in Madrid,

and specially the Crystal Palace. Embellished with flowers, it would be the perfect place for a “mod-ern romace”.

The message to convey through this editorial is the “modern romance” between woman and garments, with the nature as scenario. 50s sil-

houette’s, soft pastel colors and the light of the late afternoon compose a scene that transmits nostalgia. Natural make-up with some color tints and the use of flowers as well as hair embellishements would be essencials for the looks. The garments and accesories used would contributte to reflect this mood.

16 17

Make-up & HairMake-up & Hair

Flower power

Serene greens

Soft lilacs

Soft ripples

Creamy apricot

Delicate pink

18 19

Style & StylistStyle & Stylist

Antonio Marras S/S 14 Rochas S/S 14

Balenciaga S/S 14

Delfina Delettrez

Burberry S/S 14 Ana Tovar - Vogue Spain Stylist

20 21

ModelsPhotographer

Sasha Ivanov

Fashion, Portrait & Advertising Photographer from Germany.

Currently working with Elite Models, QuantumSeven, Kult Models.

Sasha Pivovarova was born in Moscow, Russia. She began to model in 2005

when a photographer friend introduced her to IMG in New York. Two weeks later she made her debut, opening the fall Pra-da show in Milan. She quickly became the face of Prada, and had an exclusive contract with them for three consecutive years. As an artist, she has been featured in French Vogue and has also had her work exhibited in New York and Paris galleries.

Lara Stone was born to a Dutch moth-er and an English father in the town

of Geldrop, the Netherlands and grew up in Mierlo, Netherlands.First discovered in the Paris Metro when she was 12, she then went on to participate in the Elite Model Look competition at age 15. She became the primary choice for editorials and adver-tising campaigns after signing with IMG in 2006. Lara is not a fan of the runway be-cause of her unusually small feet of some-one of her size.

22 23

LookbookLookbook

24 25

Lookbook Lookbook

26 27

WebsiteWebsite

28 29

Website Website

30 31

WebsiteWebsite

32

Paula Rodríguez Martínez

CWK-4

Level 5 BA Fashion Marketing & Communication

Computer Tools 2 - Nicolas Godon

2013-12014