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bebemoon · 2 years

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audrey marnay and shalom harlow @ alexander mcqueen rtw spring 1999 .

#audrey marnay #shalom harlow #90s #alexander mcqueen #leather #lace #details #my edit #queue

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nymphvoid · 1 year

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Deconstructed lingerie looks of fall/winter 2023 I:Dilara Findikoglu III: Mugler II&IV: Dreaming Eli

#deconstructed fashion #dilara findikoglu #mugler #dreaming eli #fall winter 2023 #neutral tones #shalom harlow #my fashion edit #vogue runway

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popcosmi · 30 days

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✧༺ About me ༻

(these are just little things since i was bored so i decided to make this)

┊ ┊ ┊. ➶ ˚

◦My nickname is dai <3 (she/her)

◦Fav color is dark red

◦Bday is September 29 🧁

◦ i listen to Lana del rey, Margo Guryan, Nancy Sinatra, Fiona Apple, Mazzy star, and many more

◦During my free time, (and to distract myself) i enjoy making wallpapers 𐙚

◦i have such bad memory just wanted to say that

◦i love sharon tate and shalom harlow <333

◦ i enjoy painting and drawing but i haven’t done anything in months due to no motivation</3

◦i adore 1900s paintings, vintage makeup, and the 60s ׂׂ་༘࿐

◦i enjoy reading even tho i barely have time anymore/ but will be looking forward to finish some books this year

◦ i also enjoy collecting little things such as compact mirrors, perfumes, digital cameras, sea shells, rings (I LOVE jewelry) and other stuff i cant quite recall rn

◦A movie i’ll always cry to and have a deep attachment to is def White Oleander

◦Fav song to cry to is Old Money by Lana Del Rey ♪

╚══ ஓ๑♡๑ஓ. ══╝

That’s all for now ˎˊ-

(i’ll def be editing this every now and then)

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yeahello · 1 month

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Shalom Harlow

Funfacts:

• She became the first winner of Vogue/VH1's Model of the Year award in 1995

• Shalom has been the long-time favourite model for many designers who found that her look worked well in both commercial and couture campaigns

• She is vegetarian

• Her birthday is December 5 1973

• Has one of the most sharpest catwalks

• 1994 made her big catwalk debut for Valentino haute couture in Paris

• In her early years she took up ballet, which she later decided was not for her

• Shalom has a square shape face with thin almond eyes

• Her thin almond eyes are best enhanced with sharp liner for a cat eye look or a smokey eye touch

• Shalom’s mother named her after the Hebrew greeting “shalom aleichem”, which means “may peace be upon you”

• She was scouted at a The Cure concert

• She also acts in many films! Most commonly known from the film ‘How to Lose a Guy in Ten Days’

• Wanted to be an astronaut when she was little

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

NOT MY EDIT!! i love this model shes my favourite and this is my favourite edit ive seen from titkok.

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sherrysicle · 1 year

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Excerpts from my report on Mugler exploring the brand's marketing.

Muses

Who is the Mugler woman?

Mugler’s history is full of muses and celebrities, “it” girls who have donned Mugler’s work. From Diana Ross and Demi Moore in Indecent Proposal, to the supermodels like Naomi Campbell, Kate Moss, and Cindy Crawford.

“I want to dress the people who inspire me, and for them to be equally inspired by the brand.” - Casey Cadweller

Walking down the runway swinging their hips and posing dramatically, these women exude attitude and confidence. They never look less than perfect, not a hair out of place, with makeup always done. They are always the center of attention, and they always get what they want.

Casey Cadweller has continued the tradition with the castings in his fashion shows and campaigns, people like Bella Hadid, Dominique Jackson, Lourdes Leon, Arca, and Megan Thee Stallion. Another interesting thing is that Casey often brings back models from different campaigns, which creates almost a mythology of muses.

This strategically builds upon celebrity culture, as well as diva culture, to craft an image of the Mugler customer, and having a consistent cast of collaborators also strengthens brand identity.

To wear Mugler is not just to wear clothes, it’s an entire attitude and lifestyle. It’s to be the Mugler woman (or man, or non-binaries, because that’s what Mugler is about too).

Inclusivity

Even when Thierry Mugler was the creative director in the 80s, when fashion was exclusively cisgender white models, he championed diversity, with models of different ages and races, as well as drag queens, pornstars, and transgender women. His designs themselves are also largely inspired by gay culture.

“I want Mugler to be for many different types of women, of all ages, sizes, colours, and for any moment of the day.” - Casey Cadwaller

Today, Casey Cadwaller continues the brand’s history of inclusivity with his castings in his campaigns. Although the industry has become more diverse with more models of different races, it still remains very exclusionary.

Casey does not just cast a token plus-size model and a few people of colour, he takes it a step further, working with models of all sizes, ages, and gender. People like Hunter Schafer, trans actress, Shalom Harlow who is almost 50, basketball player Liz Cambage who is over 2 meters tall, Megan Thee Stallion, who is much curvier than most runway models, and Paralympic Medalist Madison de Rozario. This shows Mugler’s commitment to promoting diversity of all kinds.

However, the range of sizing on their actual garments is very small, only ranging from 34-44 French, so no one over a size large can fit in their clothes. The small size range might be due to the larger costs of a more inclusive one (Mcall, 2018) but when a large part of the brand identity is centered around creating clothes for every person they should try. This shows a lack of sincerity and a disconnect between what the brand presents and what they actually sell. This makes their brand appear inauthentic and undermines their supposed values.

Viral Fashion Shows

Although fashion shows are a physical touchpoint, Mugler’s shows are held in a way that’s specifically designed for them to go viral, and they do.

Their latest fashion show had big, heavy equipment and dolly cameras specifically there just to film the models, moving with them, capturing them at every angle imaginable. These clips are all edited together with trap music, sped up and slowed, zooming in and out. These clips are sliced together with fast transitions, providing different and new shots every second, which helps keep the viewer’s interest even with the ever-shortening attention spans (2019) which is essential in today’s attention economy of algorithms that value viewer retention (Kastrenakes, 2021).

Beyond the technical reasons, their shows are also very theatrical, sometimes even more akin to a performance than a runway, which translates very well to short-form video, the new big thing in social media (Kastenholz, 2022), making them especially prone to going viral. It is impossible to escape from clips of Arca snatching a bag from the front row and Dominique Jackson dancing downstairs on the for you page (Note: other brands like Coperni and (Di)vision have also done similar things, it’s becoming increasingly prevalent in fashion (Dazed, 2022)).

All this work has translated into many viral moments.

An example of this is in their Instagram reels of the shows, which do much better than both their feed posts and other non-fashion-show reels do, most achieving millions of views, with around 100-200k likes.

There’s also word-of-mouth and earned media contributing to increased exposure. There’s a lot of coverage from online commentators and reviewers, reuploads of clips from the fashion show (eg. i-D posted many) from other accounts, and even fan edits.

All this has paid off tremendously, and the numbers (SocialBlade, 2023) reflect this. They have reached a new peak in follower growth this past month, when many reels of their latest collections were posted, with 90k new followers. Other major peaks have been the second week of June 2022 and the first week of April 2021, which coincides with their fashion shows, held on June 8th and March 31st respectively.

Fashion shows have always been fashion houses’ biggest marketing event, but gone are the days of fashion shows being exclusive, held for journalists and buyers with a ticket, now anyone anywhere can tune in to watch them.

It’s no longer enough to just have a fashion show, and Mugler understands that. They have planned the event to essentially be one giant photo op/hype machine.

Personal Tiktok

TikTok is the fastest-growing app (Koyak, 2021), and is especially popular with Gen Z, which makes up 60% of its users according to Forbes (Muliadi, 2022). Mugler is also a relatively early adopter of the platform, posting their first video in October 2020 and regularly posting since March 2021, considering how some big fashion houses like Chanel don’t have a page even to this day, and the ones that do not post consistently.

Other than the typical content also on their reels, most of their TikToks give a behind-the-scenes look to their photoshoots and fashion shows.

The photoshoots themselves are very unique, with models falling back, voguing, or taking selfies on motorcycles, which will interest the viewers as they are intrigued.

The models are also scantily clad in skin-tight Mugler catsuits, or leotards with extreme cutouts, posing provocatively, kissing, and at the end of the day sex sells. Their most popular videos also feature famous celebrities and models like Rina Sawayama and Sora Choi.

Alex Consani brings viewers backstage while yelling slang like “cunt” and “slay”. They do plenty of transition videos, a staple of the platform, and participate in TikTok trends, like “Are you in Paris? Oui'' and the model walk trend, which is often seen in non-fashion brand pages but is less common in the luxury fashion brand space.

This is unlike other social media pages by luxury houses (even Mugler’s own Instagram page), which are far more serious, and feature extremely polished and professional videos. Their more organic approach appeals to the Gen Z audience, who values authenticity, (Schmidt, 2023). They’re speaking their language, listening to their music, and using their platform.

Their TikTok page does not feel like a brand pushing product, it feels personal and more organic. It has a voice of its own and speaks to the consumer as a friend.

Non-Fungible Tokens

Mugler has partnered with Marc Tudisco, a German 3D and digital artist, to create a set of digital collectibles called “We Are All Angel”.

They have a profiler where people can answer questions about their personality to find their “Angel crew”. The animations are dynamic and 3D, however, this is more of a promotional tool as it does not have any effect on which collectible people receive. The collectibles were sold on OpenSea on 7th February 2023, and are assigned randomly. The collectible buyers received will be revealed on the 10th. They will also receive a metal print of the collectible.

Non-Fungible Tokens (NFTs) have a reputation for being cash grabs, but this foray into the metaverse is in line with their brand identity of always looking at the future, and they mention how Thierry Mugler himself has said that “the real world is not enough” to justify this project, writing “it's all about moving to the metaverse—a limitless virtual playground; a space to dream, escape, transform”.

However, these words ring hollow in the face of the fact that the collectibles are just that- pieces to view, and they do not connect to any digital world. Their promise of empowering “all human beings to sculpt their own identity” is undermined by the random assignment of the collectibles.

These concerns might leave a bad case in the consumer’s mouth, and turn people off from the brand. Perhaps due to people not liking NFTs, there has been little promotion on their social media beyond YouTube and Twitter (where NFTs are more acceptable), although it is all over their website where people cannot leave disapproving comments. The use of the phrase “digital collectible” instead of “NFT” also suggests a wish to distance the brand from its bad reputation.

In any case, the collaboration was successful, with all 300 collectibles selling out on the same day it was released. Sold at 0.2 ETH each, it has made close to 100k USD.

#mugler #2023 #merchandising #writing #marketing

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linksdeandrea · 1 year

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barbiegirl - CuriousCat

Robyn MacKintosh, Rome, 1988 by Arthur Elgort on artnet