AIM OF COLLABORATION
My aim for this collaboration is to draw attention to both the brand and artist. My aim is to increase brand awareness of Alexander McQueen and reach a wider consumer base. When working with another company, it's always important to keep in mind the consumer base of both brands. Though this can be tricky, a successful brand collaboration can provide a huge boost to a company, and help keep a brand relevant.
At the Catwalk FKA Twigs is releasing her new album. This is to create a hype for the Catwalk and draw attention to her new album release. FKA Twigs will be performing live at the show. By getting Twigs fan base excited for the new album release means the collaboration is creating a wider target audience for Alexander McQueen. The style of the collection will be aimed towards a younger audience.
Additionally, my inspiration behind the Collection was Mental Health and creating more of an awareness to this illness. A lot of McQueen's Catwalks demonstrated Mental illness, as well as FKA Twigs music videos. I felt like combining both of these would keep originality of both the artist and brand. I will be working alongside the charity 'MIND', where donations can be made at the show. As well as this, an exclusive bag will be for sale, where 60% of the profit will go towards the foundation.