art direction for dkny

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_CHOSEN BRAND DONNA KARAN NEW YORK ART DIRECTION FOR DKNY

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Art direction behind DKNY

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Page 1: Art Direction for DKNY

_CHOSEN BRAND

DONNA KARAN NEW YORK

ART DIRECTION FOR DKNY

Page 2: Art Direction for DKNY

THE BRAND’S MISSION

The mission of the Donna Karan Company, as a design driven company, is to represent the international pulse of New York in the design, marketing and delivery of a complete lifestyle system to a global customer. We will apply the high-est standards of creativity, integrity, quality and innovation to our products and concepts.

Simply stated, DKNY is the energy and spirit of New York. International, eclectic, fun, fast and real. DKNY addresses the real-life needs of people everywhere, from work to week-end, jeans to evening. Both fashionable and friendly, DKNY consistently delivers its unique mix of style around the world.

1984 - Founded DKNY

1985 - First DKNY Collection Showcased

1989 - DKNY Jeans was introduced ( from this came DKNY Active, DKNY Kids, DKNY Underwear, DKNY Hosiery and DKNY Juniors)

1992 - DKNY Menswear introduced DKNY Beauty and Fragrances introduced

1994 - London Flagship store opened

1996 - The brand is bought by LVMH (Moet Hennessey Louis Vuitton)

1999 - New York Flagship store opened on Madison Avenue

2001 - DKNY Home Collection introduced New York Flagship store opened in West Broadway, SoHo.

TRADEMARK PIECES

Black cashmere, leather, stretch, moulded fabrics,

‘Silhouettes which wrap and sculpt the body’

HIS

TORY

OF

THE

BR

AN

D

Page 3: Art Direction for DKNY

2011 CATWALK HIGHLIGHTS

Page 4: Art Direction for DKNY

A fresh palette of colours breezed down the catwalk for DKNY’s 2011 Spring/ Summer Collection. An array of grey shades was accompanied with splashes of citrus colours which created an overall sporty yet sophisticated result. The integration of suits and ties with t-shirts and shorts shaped the idea of a young man socialising in New York after an afternoon of playing tennis in the Hamp-tons. The rolled up sleeves of the jackets and blazers added to the casual tone of the clothes which made the outfits effortlessly cool and the collection as a whole idealistic for this year’s summer past times.

_SPRING//SUMMER 2011

CO

LOU

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ALE

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‘Design is a constant challenge to balance comfort with luxe, the practical with the desirable’ DK

Page 5: Art Direction for DKNY

_AUTUMN//WINTER 2011

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The Autumn/ Winter Collection was a demonstration of how the classic suit never goes out of fashion. The clothing was brought together through the city land-scape colour scheme of grey and navy blues. The jackets brought clean cut tailoring the collection while the maroon gilet and leather jacket added an edge to the predominantly formal range. The beanie hat accessory highlighted DKNY’s cool personality alongside trousers of lighter shades creating a mod finish.

‘I am designing for an international man and woman. A creative person who never knows where a day is going to take them. That is why New York is on the label, it sets the place, the attitude’ DK

Page 6: Art Direction for DKNY

_AUTUMN//WINTER 2011

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‘ Whatever form the design takes; it begins and ends with the body - its sensual expression, sense of security and freedom of movement’ DK

Page 7: Art Direction for DKNY

FAVOURITE COLLECTION

SPRING//SUMMER 2011 COLLECTION

One of the strongest collections showcased by DKNY was the recent Spring/ Summer 2011 range which featured casual trousers and blazers accessorized with oriental silk scarves. These outfits were also accompanied by block colouring of coral and rich pinks creating a femi-nine thread which brought the collection together as a coveted wardrobe for every woman’s holiday. However, the smart tailoring and plain white blouses made it an accessible outfit for a casual shop on a warm afternoon. The main success of this collection, which is one of the designer’s main strengths, is the effortless appearence of every outfit. Although the individual items could easily pass for more formal occasions, the brand successfully makes smart look cool and casual. The clothes are chic without looking like hours have been spent on compiling the outfits, resulting in the identity of a woman who everyone envies due to thier natural ability to look unintentionally sophisticated. >

Page 8: Art Direction for DKNY

BIG APPLE

OF MY EYE

BIG APPLE

OF MY EYE

NEW YORKNEW WAVENEW YORKNEW WAVE

ALL HAIL THE CAB

FASHION A VENUE

SPRING//SUMMER 2011 COLLECTION

THE CAMPAIGN

THE CLOTHES

THE CATWALK DESIGN[ WORDS TAKEN FROM BACKDROP OF THE CATWALK]

Page 9: Art Direction for DKNY

CAMPAIGNS

Page 10: Art Direction for DKNY

WO

ME

N

ME

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What makes DKNY advertisements so effec-tive is the simplistic concept and complete focus on the clothing. The campaigns are always located in New York City, but even then The City does not take the focus off of the clothing. DKNY’s only campaign which featured additional ideas was the DKNY Times campaign which presented it’s print campaign in the form of a broadsheet news-paper, still only featuring images of the cloth-ing being worn round New York.

This example of the Menswear campaigns demonstrates the minimalistic style of the brand’s clothing alongside the sophistication of tailoring. The womenswear campaigns also generate a clear example of DKNY’s classic style without any dependance on escapism. The campaigns make the clothing look expensive yet accessible and demonstrates DKNY’s effortless sophistication.

PRINT

Page 11: Art Direction for DKNY

DKNY ART

CAMPAIGN ARTWORK

In 2009 DKNY introduced the DKNY Times as the campaign strategy for the new collection. The print advertisements were presented as newspaper pages slipped inside magazines while a digital newspaper was uploaded onto the website. The DKNY newspaper referenced the New York City focus which the brand often uses alongs side the use of its lettering in the brand name. Another innovative advertising strategy used by DKNY was the 2010 Be Delicious campaign which featured the imagery in the style of Roy Litchenstein and used the layout of a comic book to communicate the narrative to the consumer.

DKNY TIMES, 2009 DKNY ‘BE DELICIOUS’, 2010

Page 12: Art Direction for DKNY

CROKERCOMMUNICATION & PROMOTIONF A S H I O N

ELLEN