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oscar de la renta x mexican artisans

this campaign won two ADDY awards

oscar de la renta

brief: create a 360 ad campaign that incorporates diversity.

roles: art director, graphic designer, concept creator, editor.

campaign introduction

Oscar de la Renta is one of the world's leading luxury goods firms. The New York-based company was established in 1965 by the dominican designer Oscar de la Renta. Oscar de la Renta is presenting its newest collection inspired by the Mexican folklore. It is going to be presented at the Palacio de Bellas Artes, located in Mexico City. Mexican artisans from Puebla, Hidalgo, Oaxaca and Estado de Mexico were involved in the designs and fabrication of the garments. This collection showcase mexican designs, culture and diversity in the fashion industry.

diversity

The fashion industry lacks of diversity in many ways, the latino representation is one of them. Even though the Latin American community makes up nearly 19 percent of the population, they continue to be underrepresented or misrepresented in the fashion industry. Oscar De La Renta, a fashion brand created by the dominican designer Oscar De La Renta, is one of the few fashion brands created by latinos in the fashion industry. This campaign is going to include mexican designs in the garments and accessories, and it is going to represent latino community in the fashion industry.

cultural appropiation and thefts

For a long time, haute couture brands have stolen designs from Mexican artisans and used them as theirs in their designs. Some examples are the brands Carolina Herrera, Isabel Marant and Ralph Lauren, which have used Mexican designs in their products without giving credit to the Mexican artisans who design them. These brands sell them for $500 or more, and the artisans sell them for less than the 10% of that price. They say they were doing an “homage” of mexican culture.

face of the campaign

Celeste Lopez-Romero

She is one of the first indigenous models in the fashion industry. She is the face of the campaign and will walk the runway along with other Latin America models.

runway venue and presentation space

Captura de Pantalla 2024-01-30 a la(s) 2.29.40 p.m..png

The runway venue is the Palacio de Bellas Artes located in the heart of Mexico City. It is a really beautiful building that captures the essence of the city. It is considered one of the most important buildings in Mexico. The runway venue is going to be decorated with flowers and candles that represent the collection. The space will transport guests to a magic place, similar to a Day of the Death celebration. At the end of the runway the artisans that helped with the designs are going to be coming out with the designer.

celebrity endorsement

Yalitza Aparicio.

Rosalía

Jenna Ortega

Eiza González

Sofia Vergara

Penélope Cruz

Danna Paola

Selena Gomez

Camila Cabello

Shakira

dinner hosted by oscar de la renta

A dinner will be served after the fashion show in the Castillo de Chapultepec in Mexico City. Guests invited to the fashion show are going to be invited. It is all going to be decorated with the same aesthetic as the campaign. Photos of the dinner will be post on social media. The purpose of this dinner is raising brand awareness and letting people know about the collection and the collection aesthetic.

store design

The store design will have the same aesthetic as the campaign, the design includes flowers and colorful schemes. This will help to raise awareness of the new campaign. The store design is important also because it attracts and engages the customer and it enhances the brand image and identity.

window display

The window display is an important part of the store design. They capture the attention of shoppers and entice them into a store in order to explore the products and services within before making a purchase. For this campaign, the windows display are going to match with the campaign aesthetic too. They will include elements like flowers, bright colors, the campaign products and some other elements from the mexican culture.

social media ads

out-of-home ads

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