The brand identity for this project I chose was Alexander Wang, the product I chose was a top and a dress from the spring collection 2015 and outerwear from the resort collection 2015. I analyzed them in different setting such as Alexander Wang’s freestanding store in Soho, Bergdorf Goodman, and its online brand store.
In his fierce spring/summer 2014 show, Alexander Wang sent down the runway brightly colored body-con dresses that looked like led lights and second-skin pants represent an electrifying vibe. This is shown in the tops and dresses I chose.
I went to Bergdorg Goodman were passers-by on Fifth Avenue can enjoy a sneak peek on thursday night, the Fifth Avenue façade of Bergdorf Goodman had a projection. A play on Wang’s bar code logo, the projection took place after sunset. The window had an array of sports-inspired collectibles, including Alexander Wang bar code logo shoeboxes, bar code posters, all-black basketballs, trophies and all-white tennis racquets, placed alongside items from the Spring 2015 collection.
Inside the store I chose the products I wanted to focus on which were the dresses displayed in a runway and a top I found fascinating. I observed that the spring 2015 collection was styled the same way that it was on the runway and even in the store you can see that it displayed a simulated runway in which each look has its own backdrop with Wang’s barcode logo.
For the online store I noticed the spring collection dresses are not yet set up, but the resort outerwear was. Usually they style the girl really simple with a ponytail and light makeup, the background is white, which goes with the designers aesthetic look of minimalism. The dress is shown front and back no poses, the garment is the only thing that stands out. This similar approach to makeup and style is seen in the runway though their cheekbones are defined and given a little of color to their lips.
For the flagship store downtown in Soho, the feeling is very cool and graphic lines. Everything is in black and white except for the clothing. The resort outerwear pieces were shown in black mannequins with a cage like background, keeping the colors and the graphicness meshed together. The store is very clinical but comfortable, theres a hammock in the middle of the room, keeping the concept together even in the environment.
The most prominent colors used in the Spring/Summer 2015 ready to wear collection were the basic colors like yellow, blue, red, green, black and it combinations turning to orange, purple, greys and lighter shades. With shapes that were tight to the body with multi-color tops that were woven together like Nike’s Air Woven series. For the Resort 2015 ready to wear the most prominent colors were white, black, blue, red, light pinks, burgundy, and royal blues. For the outerwear that I chose you can see a Hints of tie-dye, combinations of utility and femininity cancel out any overly masculine looks in this collection and cool loose tailored dungarees are the perfect balance of streetwise and smart.
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