BY DESARAE MCCAFFREY

STRUCTURE, DESIGN AND INNOVATION ARE SOME TRAITS THAT THE ARRIVALS AND THE NEW AVANT GARDE PARIS-BASED LABEL JACQUEMUS HAVE IN COMMON.

TOGETHER, THEY CAN DELIVER A COLLECTION OF OUTERWEAR THAT IS CONSIDERED TO BE A WORK OF ART AS WELL AS AN ICONIC PIECE IN ONE’S WARDROBE.

UNLIKE OTHER POPULAR COLLABORATIONS (IE. H&M X BALMAIN). THE ARRIVALS’ CUSTOMER HAS A HIGHER APPRECIATION FOR NEW TALENT THAT’S PUSHING THE BOUNDARIES SUCH AS EMERGING

LABELS LIKE ETUDES STUDIO, VETEMENTS AND ECKHAUS LATTA.

THE CONNOISSEUR &THE RISE OF INDEPENDENT LABELS

DESIGNER COLLABORATIONS HAVE BECOME A LIMITED PIECE OF ART

CREATE A “NON-MASS” DESIGNER COLLABORATION COLLECTION THAT OFFERS LIMITED DESIGNER PIECES THAT STILL ABIDES TO THE

ARRIVALS’ PHILOSOPHY OF AFFORDABLE HIGH QUALITY PRODUCTION AND PRICES .

STRATEGY

+ FIRST DAY OF LAUNCH IS FREE+ $2.99 COST OF COLLECTION DOWNLOAD

+ FREE STREAMING ON VIMEO+ VIDEO PRODUCTION COST (IN HOUSE CREATIVE TEAM)

+ EVENT BUDGET 2K WITH ALCOHOL SPONSOR

ACTIVATION IDEASLET THE CONSUMER BE:

THE CURATOR

THE GUEST

THE CONNOISSEUR

Collaborate with the social photo platform VSCO Cam to create a curated collection of

photographs available for purchase on “The VSCO Store app” that acts as an editorial for the clothing collaboration.

Deliver video content that shows the transparency of the brand and the process of the

collaboration, from the creative process to production. The

video series can be displayed on Vimeo

Create a “pop-up showroom” at NYC’s Milk Studios and opening reception to draw

attention to the fashion and Art worlds. Have the pop-up act as an interactive art installation to

generate press and sales.

UNIQLO +

LEMAIRE

NIKELAB +

SACAI

KENZO +

GREGG ARAKI

+ HIGH FASHION ATHLEISURE WEAR + ART+ FABRIC INNOVATION

+ CLASSIC DESIGNER BASICS+ LIMITED QUANTITY+ AFFORDABLE HIGH QUALITY

+ CULT FILM MAKER + ENTERTAINMENT+ 360 STORYTELLING

THE COLLABORATIONS: OF NOW