c r u d o
1.
a ready-to-wear label founded by creative director Carolina Salvia. it came to life from Carolina’s perception of her own identity, or lack thereof. a timeless state of feeling unidentified, out-of-place, incomplete. this brand is an expression and a calling to those in the in-between, those of us who are not quite and will never be one thing or another, a beacon to those who don’t belong.
2.
raw
"everything I ever let go of, has claw marks on it"
mission
to make the in-between of identities a home
vision
the poetry of the unidentified...
values
vulnerability - fragility - honesty
me quiero
encontrar
positioning
segmentation
demographic
age: unidentified
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race: unidentified
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sex: unidentified
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religion: unidentified
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employment: unidentified
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relationship status: unidentified
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income: upper / middle class
personality: sensitive to precision
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lifestyle: light elegancy
interests: creative / abstract expression
opinions: social issues - activists - lgbtq
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attitudes: strong - humble - empathetic
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values: personal time - self - expression
psychographic
satisfaction: purchase / use of products continuously overtime low possibility of bad reviews
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benefits sought: sensation of identification customer
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loyalty: identify with the brand concept
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occasion/timing: light-toned event wear
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purchase behavior: receptive to engagement
behavioral
geographic
paris
la
milano
san francisco
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london
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new york
target customer
refined - liberal - unlabeled - existential
raw, honest, and in-between
collection
autorretrato
fall / winter 2022 / 2023
temporanity - isolation - disconnection
autorretrato - fall /winter 2022/2023 is based on the creative directors sense of self. it is a reflection of the internal feelings she struggles with her lack of identity with the feeling there are many sides to herself, she is undefined, and that she is everchanging, unfixed, and sees the world and everything that revolves her as temporary. she feels that the only constant in her life has always been herself her body, her structure, her thoughts... the only common variable. with these emotions, there is a sense of vulnerability and fragility, an unfinished quality to your sense of self. autorretrato expresses these emotions, of temporanity, isolation, and disconnection, fragility.
autorretrato is a collection that holds a significant amount of knitwear, these transparent fabrics are the underlayers of the collection. a close connection to the body. these fabrics chosen to evoke an emotion. a thin layer of fabric on the body, where one would be exposed, a layer of vulnerability.
the knitwear pieces hold different ‘manipulations’ or details such as gapeing holes, asymmetrical fabric gathering, and thread fraying. the knitwear holds a worn out quality, as if the thinnest and most intimate layer on the body is also falling o and distorted somehow imperfect
the draping in the autorretrato collection is very significant and conceptual, it holds a monolithic quality, one piece of fabric that wraps around the body. the outermost layer, almost like providing comfort or protection, yet also very fragile in its own way, un nished as if one could touch it and it could fall apart. dynamic, covering bodyparts, yet also leaving the body exposed, there is no sequence to it.
much like an artist that paints what they feel, these drapings are a reflection of unstable temporary comfort. also a big part of the creative directors story, where temporary comfort is so fragile, and so easily destroyed, yet one envelopes themselves in this temporarity.
collection color palette
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collection line up
shoe
long term brand identifiers
logo detailing
seamless
s
sizing
in consistency with the unidentifiable, the sizing for the products will be identifiable through the knowledge of the dots on the small tag the dot numbers are not in sequence to the size because it is imparitive that the customer not know what size they are or has been given to them. often times this influences purchasing decisions and therefore this tactic removes this issue overall.
m
l
fragrance
vacío
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eau de perfum
100 ml. 3.4 fl. oz
deconstruction
self - construction
labeling
packaging
bag
"consistency is not in my dna"
distribution plan
retail store
Paris, 13 Rue de Grenelle, 75007
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the retail store will fully re ect the entirety of all the crudo collections, where individuals can come to obtain a full crudo experience and submerge themselves into the physical store.
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website www.crudo.com
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the website will contain a selected amount of categories / pieces which can be sold and shipped to the clients. for autorretrato, the draping pieces will not be available online, where as the knitwear and other ready-to-wear garments and perfume will be sold on the digital platform. this maintains the sense of exclusivity for the draping pieces, which are produced in made to order basis.
store concept
the retail store is crucial for crudo, as the only physical outlet for the brand, its imperitive clients can fully immerse themselves into the atmosphere. the store maintains an aura of temporality, a sort of labrinth. the retail store is compartmentalized into 5 main areas, 6 counting the entrance room display. a room in which you enter the store, very elegant, with garments displayed; spaced out around the room, clients would walk through into the rst area of the store where you would see garments (or fabric) on mannequins displayed around from the atelier, which would expose the creative process of finished garments hung on the racks. clients would walk through the various areas freely due to the dynamic set up. from the outside, window displays would not contain any product, but most importantly display the store and its intricate diverse nature
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entry display room
window displays
store mock - ups
website concept
the website is an important aspect for crudo to immerse the audience through the digital shopping experience. the website maintains a subtle elegance. with the logo on the center top, white background and the campaign display
in the middle landing page. the different segments to the rest fall / winter collection are displayed at the top. the website also contains a permanent product identification option on the bottom left (nfc tag). the crudo products which will be available on the website will be strictly the more commercial pieces (selected pieces of each collection)
autorretrato
fall / winter 2022 / 2023
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social media accounts
what I create, there I am ...