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The Welcome of a new Jean Paul Gaultier

Last Saturday took place at 8pm in France the launch of a new Jean Paul Gaultier’s brand image through the launch of The Factory, their latest ad campaign. This video will broadcast to the masses the message about a change, but the truth is that fashion mavens have been receiving during the last week several tips about the new Jean Paul Gaultier.

Now it’s time for MG luxury News to share it between her beloved readers and to reveal what is going on behind all the brand’s sudden initiatives

DISCOVER THE FACTORY

 

A NEW AGE ON JEAN PAUL GAULTIER

After some weeks of an online teasing with the Black Out, the Maison launched its new digital ecosystem at the same time than their SS16 Haute Couture fashion show.

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Images of SS16 Haute Couture Show

Finished the runway’s count-down, the brand communicated to its followers the possibility of streaming the show through Periscope, and watching it from the eyes of two digital influencersCamille Benaroche who sat in the balcony, giving viewers an aerial view of the crowd and runway below, and Vanessa Perroud who sat eye level with the runway, getting closer shots of the models as they strutted past.

mgluxurynews Jean Paul Gaultier Haute Periscope

Some days after the Show, J.P.Gaultier released The Factory, its latest and only ad campaign, which communicates both the brand and its real cash cow: The perfumes Le Male and Classique.

What’s going on inside the brand? Why having this major launch now?

mgluxurynews La Male Classique

Since the brand quitted ready-to-wear during the last quarter of 2014, we have been asking ourselves what was going to be the positioning of the brand, and its role in the Fashion Industry. In my opinion, Mr. Gaultier is getting old. He’s still a man full of creative ideas, we saw it during his last couture show, but a fashion brand doesn’t survive on ideas, and the business part is really important to take care of.

The focus on its core products, Le Male and Classique, the redesign of the brand’s online presence, a huge investment on media and retail – It’s water clear that Puig, the fashion and fragrance company, has finalized the integration of Jean Paul Gaultier as part of its portfolio, and now they are fully responsible for its development, production and distribution.

I’m sure that the change will be really profitable for the brand, but what worries me is the possibility of losing Jean Paul Gaultier’s magic. The brand has been globally known because of its rule-breaking spirit, its sexual appeal, its connections with the night, the underground parties, the gay sector, everything transsexual, the cabarets! Will the transfer to a more corporate group bring the end of this? For the moment, the launch of The Fabric has been extravagantly discrete. Maybe, Puig is turning Jean Paul Gaultier’s communication into a more humorous critic of the society, as we can see on the graphic bellow, where the feminine model takes the role of the man – or maybe, it’s just turning it into a strait-laced Jean Paul Gaultier.

Figar—.indd

Have a wonderful week.

María Geronico.

This Prada ‘s video has started a new story-line on consumer’s experience.

I would say that womenswear Fashion Weeks are more innovative, and that menswear ones stay more classic. It’s logical, isn’t it? Women are more chaotic-shoppers, we like new things, trends, and wow elements, while men are more practical and calm when referring to Fashion (Even though they gay sector is changing things up a little bit).

However, Prada has impressed me with the way they have impulsed their Fall menswear and Pre-Fall womenswear fashion show last week in Milan.

DIS-DRESSED, A SPECIAL PROJECT BY WILLY VANDERPERRE

Nor just the fashion show was sublime, but also the post-show’s communication. The collection was full of Drama, passion, heroism and romanticism symbolized in sailors, Napoleon’s soldiers, and girls waiting back home for the fleet to come in. As the Business of Fashion said, “Miuccia offered an effective way to talk about hard, dark times: hers is a dignified gaze that does not remove the horror, but uses it as a fuel to get forward. Because, you know, escapism is beautiful, but reality always strikes back.”

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INTRODUCING PRADA’S CHRONICLE FW 2016 Men’s and Women’s Show

After the défilé, the brand released an exclusive video that amplifies the fashion show experience, and that includes details and perspectives that couldn’t be appreciated during the show. The two minutes video was launched in their website, and all Prada’s newsletter subscribers and Instagram followers received a claim to watch it.

In mi opinion this initiative is great, because now all users can experience almost the same than the real attendants to the show – It’s not the same to watch a complete fashion show from your computer, than a 2″ summary of all, emotions included!

mgluxurynews prada ss16 ad campaign vintagemgluxurynews Prada ss16 ad campaingPrada menswear SS16 AD CAMPAINGPrada ss16 ad campaign menwear

Images from the SS16 advertising campaign

Something is changing: Tom Ford did something similar for their spring-summer16 collection, with a music video in collaboration with Lady Gaga, and Chanel has been doing it already for a while, with its Reincarnation film for the Salzburg Metiers D’Art, or their feminist claim at the SS15 fashion show.

The Fashion industry is in a continuos change that has to be embraced, and fashion shows are living a concrete transition these years. We don’t know yet what will be the final result, but we have gone from a tiny reunion for the most exclusive clients, to big shows where just the Crème de la crème could attend, until now a days fashion shows, that can be watched by everyone through our new best friends, which are called online streaming and social media.

Prada has open a new chapter at the Fall-Winter 2016… Lets see which other surprises await for us during Haute Couture and womenswear. Stay tuned!!

Have a wonderful week.

María Geronico.