evian — Limited edition FW18.
For the 2018 fashion week, Le Bon Marché Rive Gauche invited 130 brands to twist their iconic logo. This unique challenge gave birth to a disruptive and conceptual collection « let’s go logo » which has been exposed during one month in the famous worldwide store. I worked for the evian’s brand as art director at Versus parisian’s agency.
For the 2018 fashion week, Le Bon Marché Rive Gauche invited 130 brands to twist their iconic logo. This unique challenge gave birth to a disruptive and conceptual collection « let’s go logo » which has been exposed during one month in the famous worldwide store. I worked for the evian’s brand as art director at Versus parisian’s agency.
Creative Idea — Ice Camo.
We deconstructed the famous evian logo to recreate an ice camouflage, in reference to the broken ice pattern of an alpine glacier. As a nod to Fashion Week, we then used it to dress a limited edition evian bottle, specially created for the occasion.
Limited Goodie n°1 — The silk scarf.
To develop the fashion week universe, we propose the creation of a scarf with the collector's pattern of the limited edition, in reference to the elegant universe of Le Bon Marché and its famous clothing collection. Unproduced.
Limited Goodie N°2 — Skateboard Cruise.
To develop the world of fashion week, we propose the creation of an Urban Goodie, the skateboard Cruiser type, with the collector's pattern of the limited edition. This choice is obvious, in reference to the mantra Live Young Spirit of the evian brand, to hurtle down the slopes of the Bon Marché rather than the snowy peaks of the French Alps.
Promotion - Ad wall & Tracts.
To promote the creation of the product as well as its presence at Le Bon Marché, proposal of a wild poster campaign using the concept of the mood board, specific to the universe of creation and fashion. In addition, like an event, realization of a flyer distribution campaign at the entrance of the department store.
Social media & PR.
Relayed on Vogue in its top 10 brands at the show, presence on the event poster #Let'sGoLogo, prime position during the trade show, and quickly out of stock in store.
