astrid andersen

Astrid Andersen

The origin Astrid Andersen

ANALYSIS / STRATEGY

4-19

EDITORIAL

20-41

LOOKBOOK

42-57

WEBSITE

58-59

Astrid Anderson is a Danish born menswear designer.

She graduated from MA Fashion Menswear course at the Royal College of Art in 2010.

The designer was a con-testant at the ninth In-ternational Talent Support competition and designat-ed also by Vogue Italia’s Talent 2010. She has won many awards, The Brioni Creativity and Innovation Award and the River Is-land MA Student Bursary Award, which allow her to create 3 looks for the high street retailer.

Astrid Andersen present-ed her first autonomous show in Copenhagen, in 2011. She was granted an

opportunity to showcase in London’s Fashion East menswear installations for A/W 2011. Afterward, she was called to present her collections in the MAN showcase for A/W 2012, S/S 2013 and A/W 2013.

The designer remains to design and making her collections in her studio in Copenhagen before she exhibit them in London.

The designer was also accesses for brand such as Nike and Kopenhagen Fur, she is focused to mix

the worlds of luxury and sports.

Profile

iDenTifiCATionAs t r i d Ande r s en

exhibiT

ASTRID ANDERSEN

Sports inspired esthetic that leads a new generation in mens-

wearThe brand is very low key, the de-signer do not to be seen everywhere because she do not have a facebook account. The main idea is to design prenium design with a sport inspira-tion touch. This brand focus on a new generation of menswear, meaning a more specific market.

The brand want to be confortable by miximing stlyle and high quality for her singature.

If you analyse her competitors, Raf Simons, Rick Owens, Y-3 and VETE-MENTS you understand that each of these brand are focus on being confortable but having a distinct signature, some more casual, more japanese looking, more modern. These brand also are very low key and are promoted by artists that also support Astrid Andersen.These brand also more discret on social media, except for VETEMENTS, which is taking ad-vantages of this new media.

exAM inATion

exAM inATionThe origin

The idea for this project is to launch a collection name The origin. The brand is so new and not a lot of people knows it, so by creating a story of where it all start-ed(fictif) people will under-stand it more.

They will understand the base of the esthetic of the brand. The origin of

the design of Astrid Anders-en.

What makes her design and signature different from her competiors. By emphasizing the basic cut of her creation, this will helped the poten-tial target to understand the brand core.

exhibiT

CoMMUniCATion bACKgroUnD

The designer do not do any type of advertising, this doesnt go with her brand philosophy. Her brand is more luxu-

ry street underground, meaning she has a specefic target. She

collaborate on fashion films with people that has a certain notori-ety in the music in-

dustry(Asap Ferg, Asap Rocky). The brand is strongly related with

people of the

art industry, sport, those who are quite famous. The artists are those who creates the com-munication, by wear-ing it in their video.

She did interviews with HighSnobiety and TmI. She also did collabora-tion with Topshop and Wadood. She doesnt have any facebook.

Her communication is based on famous peo-

ple talking about her in

magazines.

Her purpose of com-munication is to be as low key as possible, to create mystery and a

close cercle.

THE MESSAGEThe message will show the consumer what is the origin signature of Astrid Andersen. We will communicatie to the consumer by creating a story similar to a samurai story, to see the journey of the design of the brand. By using a more japanese inspiration, this create that the design is old and have been transmited from generation to generation, which put into the consumer mind that the brand has survive and have a unique style. By showing it in the mountain, we also show that the brand is a mix of sports and luxury. Also, it

expresses that the design have great comfort, because we are using moutain and samurai inspired, which expresses that it

is easy to move.

THE TARGETThe target is around 18 to 30 years old, male, american, in

New York or LA. The average income is around 45 000 $/year. They are going to university in art, fashion or music and on the side they are collaboration to launch their own company. They are always supporting their friends into some creative event to .They also love music and will go to some concerts to see how the technical and design are done, to learn how to adapt it into their own personal projet. They love to go into museum and sport is also important in their life, so their ap-pearance is attractive. They accord a good budget for fashion, because it is a reflection of who they are has an individual,

they want to be unique.

WHERE TO LOOK FOR INSPIRATION

The overal look is to go as basic as possible to emphasize the design and the sport and

luxury cut of each piece. It has to show that these design were the first starting point of the brand. By using black and white and neutral colors, this show a basic canvas .Which will

helped with the name of the collection, The ori-gin., pure and simple showing the purety of the

brand

OBJECTIVES

The brand wants to emphasize the essence of her unique style, by creating a communication to the target group, this will help the brand to have a stronger notoriety that they aldready

have.

WHAT NOT TO DO

WHAT NOT TO DO

The brand should avoid to much of the streetwear style for this collection.

The brand has to make it has simple and has neutral has they can. Colors like this are not the main focus for this collections. Furthemore the location isnt the

right for this collection.

eDiToriAl

Astrid Andersen

The editorial briefThe main idea will be to create a mystery story of the jour-ney of the brand Astrid Andersen. There will be 2 models,

one girl and one boy to show that the brand clothes can be worn both by a girl and male, even if the brand is mens-wear. They will need to portrait purety and freedom and to be sure that they can move in the clothes/ We need to cre-

ate a story that will embrace the start of a journey .

The shootThe shoot will take place in Japan , in a mountain. Where the two models will need to feel free and liberated. They will need to follow instruction of how to jump on certain picture to express the design itself. They have to show how great comfort and have a certain confidence in their attitude. The shoot will include some local citizien wearing some ancient mask.

Alastair McKimmNationality: IrelandAlastair is from Belfast, Ireland. In 2014, he was named Fashion Director for i-D Magazine.

The STYliST

luka sabbat

MoDel CASTing

Luka Sabbat Agency: RE:QUEST

Luka Sabbat Selena Forrest Agency: Next New York

Nationality: United KingdomStreeters agency

MAKeUP & hAir

Duffy, Hair

Lucia PicaNationality: ItalyGlobal Creative Make-up and Colour Designer for Chanel

PhoTogrAPher

Alasdair McLellanNationality: Unitated KingdomRepresentation by: Art Partner www.artpartner.com

The Origin Where it all begins

Discover the mystery story of how Astrid Andersen esthectic was born. The journey with modern samurai will bring you in the past. Discover the mystery story of how Astrid Ander-sen esthectic was born. The journey with modern samurai will bring you in the past.

BY KELLY ANN PANAGAKOSPHOTOGRAPHED

BY ALASDAIR McLELLAN

Linen Cape MARNI

Chiffon dress

MARTIN

MARGIELA

Sun Hat Chanel

Left: Taille empire Dress Vivienne

Westwood Wool stripes colors jumper Hugo BossRight : Lady, Long white chiffon dress

ARMANI, Men,Tunic by ‘Rick Ownens

Boy, cape and coton pants

Y-3

Left:Crinoline white dress Guccicotton flats Rick Owens Right : Long white chiffon dre chif-fon hot pink dress ARMANI, Chiffon scarf‘Balenciaga

Long nylon fushia dress

Gucci

Backbook

Astrid Andersen

Front

The origin

Lookbook/SS17

AAutumn/Winter 2017

Black Bodybag Jumpsuit 161232M191005

Short sleeve sarouel-style jumpsuit in black. Band collar with press-stud fastening. Zip closure at front. Zippered pocket at chest. Seam pockets at waist. Sarouel-style shorts. Unlined. Silver-tone hardware. Tonal stitching. 90% polyester, 10% silk. Made in Italy.

Black Canvas Pocket Vest 161232M185004

Short sleeve cotton canvas vest in black. Stand collar. Concealed zip closure with button placket at front. Grosgrain trim and flap pockets at body. Epaulet at shoul-ders. Raw edges at cuffs. Accent strap at back. Central vent at back hem. Welt pockets at fully lined interior. Tonal stitching. Body: 100% cotton. Lining 1: 53%

viscose, 47% cupro. Lining 2: 100% cotton. Made in Italy.

Black Twill Pods Shorts 161232M193004

Cotton twill sarouel-style shorts in black. Drawstring in ‘pearl’ beige at elasticized waist-band. Four-pocket styling. Topstitched detailing in ‘pearl’ beige at front. Button-fly. Unlined.

Tonal stitching. Body: 100% cotton. Trim: 100% polyester. Made in Italy.

Black Flared Coat 161232M176005

Long sleeve coat in black. Trapeze silhouette. Stand collar. Zip closure concealed by press-stud placket at front. Two press-stud placket at sleeve cuffs. Welt pockets at waist. Vent at sides. Tonal

stitching. 65% polyester, 26% nylon, 9% elastane. Made in Italy.

Black Convertible Cargo Pants 161138M188002

Convertible cargo pants in black. Drawstring at elasticized waistband. Six-pocket styling. Pant leg unzips at knees for alternate styling. Bungee drawstring at cuffs. Detachable knit cuffs with zip

fastening. Zip-fly. Tonal stitching. 54% polyester, 46% cotton. Imported.

Green Cotton Hoodie 161232M202002

Long sleeve double-faced cotton hoodie in ‘palm’ green. Drawstring in beige at hood. Zip closure at front featuring topstitched trim in taupe. Rib knit cuffs. Vent at side-seams. Tonal stitching. 100%

cotton. Made in Italy.

The webSiTe

https://kellyannpanagakosastridandersen.wordpress.com/

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2016.

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Models,. Selena Forrest. 2016. Web. 25 May 2016.

models,. Duffy. 2016. Web. 24 May 2016.

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Ssense,. Black Jacket. 2016. Web. 24 May 2016.

Ssense,. Green Hoodie. 2016. Web. 24 May 2016.

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Ssense,. Rick Owens Black Canvas. 2016. Web. 24 May 2016.

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