The following contents refers to a MUGLER special project aimed to move the brand into a new direction and position its new identity to a new visual language. Embracing a new approach more inclusive, more technological, global, unique and recognisable.
Chapter 1 : Strategy
The MUGLER universe is an experimental laboratory. MUGLER defies the laws of space and time. MUGLER gives you the freedom to express yourself, your truest self. Keeping these values as the pillars and new foundation of the new direction...
The art of faceting nightmares and the ultimate expression of radical personal subconsious
MUGLER will connect with upcoming generations, more open to “taboo” concepts and abstract expression of the human mind, and be percieved as a forward thinking, leading brand, breaking barriers of communication and acceptance.
Revisionist - Psychological - Emotional
Subhumanistic Extension
The main idea and strategy of this new direction is to connect people with their dark most inner subconsious. Bring forward the idea of the mind as a multiverse, a portal that is opened within you dreams, an exploration of the dark side of the mind. Bringing forward a rigorous reality, and a hybrid woman, made up of the same character, and an alter ego.
Exploring and entering an abstract world of mental illness expression, connecting to the audience through imagery, digital communication and storytelling, through social channels, and collaboration with artist Tracy Emin, who deals with topics of depression, abortion, grief etc.
The new MUGLER strategy communicates the beauty, normality, acceptance, inclusivity, with respects to mental illness.
The message that will be delivered is that MUGLER is tackling a social, humanistic issue through the expression of very deep and dramatic multiverse of very real nightmares. And issues people, deal with everyday. That these issues are not issues, they are normal and everyone deals with dark personal dimensions of themselves.
Dormant Transcendents
OBJECTIVES
VALUES
STRATEGY TITLE
FIELD OF ACTION
STATEGY MESSAGE
audience
MOODBOARD