Jewellery designer by education, innate creative and fashionista for sake. Born in Portugal, jumped from Barcelona to Milan, and for now living and working in Copenhagen. Inspired by art, photography, beauty and gastronomy.

21 February 2010

Strawberries and Stripes

Yesterday was the launch of the collaboration between Sonia Rykiel and H&M. Has I expected there was not the usual confusion of the H&M collaborations, there were few people buying. The target was different from the other times because Sonia's Rykiel target is not has young has the usual H&M's costumers. The average age yesterday was around 30; there was also some 20's that were a bit "french style". I bought 2 pieces that I will reveal later...
Yesterday was also the lauch of the Yves Saint Laurent Manifesto for this season Spring-Summer 2010. A bag containing a folder with the campaign was distributed here in Milan. The manifesto is also a way to comunicate with a younger customer and the aspirational consumer. Above all the event around the manifesto is new way to comunicate the brand values.
The Manifesto.

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