FP Brand Analysis 19/01/17

Today I focused on the brand, its activity and that distinguishes it from the other brands.

Firstly I have done file with introduction to &other stories with brand philosophy and position.

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After I researched about special activity, that are doing &otherstories more special. And it is Recycling. You can bring any textiles in store’s empty beauty containers and by doing this you can get 10% thank-you-treat.

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& Other Stories feature transgender models in an advertising campaign.  The label took it one step further by recruiting a trans creative team behind the camera as well: Amos Mac shot the campaign, which was styled by Love Bailey and features makeup by Nina Poon. The behind-the-scenes process was all captured on film, entitled “The Gaze & Other Stories.”

Sara Hilden, the brand’s creative director, said that this “gaze” was the concept that drove the campaign. “There’s a lot of talk about transgender today, but for us, it was a lateral step to do [the campaign],” she tells WWD. She elaborates that the images are seamless with any other fashion campaign that we might view this season—that two transgender models are starring in the photographs is for the viewer to extrapolate, hence the “gaze.”

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Also &otherstories  has presented a same-sex love story editorial with London based and real-life couple Eden Clark and Lizzie Tovell.

Creative Director, Sara Hildén Bengtsson, explained the charming collaboration:

“It’s starting to become a cherished & Other Stories tradition to tell a love story for Valentine’s Day. This is the second year running we’ve created a story together with a couple, and it’s a process that’s very close to our hearts and really reflects our diversity.”

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