top of page
crudo logo.jpg

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

IMG_5620.jpg

"everything I ever let go of, has claw marks on it"

mission

tumblr_547ff1ee24dda9bc7b13f4dd75e02e18_49d4ffa5_640.jpg

to make the in-between of identities a home

vision

the poetry of the unidentified...

2ada83a86f24a66555977fc0b59754fe.jpg

values

ddb9f18eef18c44227df9a950b1bcbe3.jpg
64638c96b74451aa789569e039b6bfd6.jpg
e2460cfaae0cb0628d46a3d7b00bf471.jpg

vulnerability - fragility - honesty

e187ad10544240b0eda28e2538d12b6b.jpg

me quiero

encontrar

positioning

Carolina Salvia positioning.jpg

segmentation

2ab964788bf97a6dc6c0d05106ce3650.jpg

demographic

age: unidentified

race: unidentified

sex: unidentified

religion: unidentified

employment: unidentified

relationship status: unidentified

income: upper / middle class 

personality: sensitive to precision

lifestyle: light elegancy


interests: creative / abstract expression

 

opinions: social issues - activists - lgbtq

attitudes: strong - humble - empathetic

values: personal time - self - expression

 

78037f7da2e0cf2caa570f503969201e.jpg

psychographic

satisfaction: purchase / use of products continuously overtime low possibility of bad reviews

benefits sought: sensation of identification customer

loyalty: identify with the brand concept

occasion/timing: light-toned event wear

purchase behavior: receptive to engagement

6cb32e4ecf28badf2e83405e8238266e.jpg

behavioral

155e0ed2ca08191c8a23736b5e1707e9.jpg

geographic

paris


la


milano


san francisco

london

new york

target customer

091bc4d34e2f2d5e2a79edff46f6ba9f.jpg
81588806649603a25706d5dc0918b950-1.jpg

refined - liberal - unlabeled - existential

IMG_5630.jpg

raw, honest, and in-between

collection

0e7f66586fc6795fc3ff860f0b532be4.jpeg
IMG_5610.jpg
3 copy.jpg

autorretrato 

fall / winter 2022 / 2023

Screen Shot 2022-06-01 at 10.40.20 AM.png

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.

 

 

 

IMG_4920.JPG
9acb61162f9f271c05b8fdb10a84e2ec.jpg
IMG_5607.jpg
IMG_5550.jpg

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

IMG_5549.jpg
ad8adb4c39b2325dd1b94cfaec94fa25.jpg
IMG_5548.jpg

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.

IMG_5537.jpg

collection color palette

Carolina Salvia (CRUDO) mp.jpg

collection line up

shoe

14012e03cb78db05b3055064d78b3d5f.jpeg
Untitled_Artwork.jpg

long term brand identifiers

logo detailing

feb9a5616d272e052f5fdf09682d6a0f.jpg
Untitled_Artwork 38 copy.jpg

seamless

IMG_5606.jpg
IMG_5624.jpg
e7115bd24cb1847a772460d99d02b56c.jpg
sizing l.png

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.

crrudo sizing s.png

m

crudo sizing m.png

l

fragrance

perfume with logo no background.png

vacío

eau de perfum

100 ml. 3.4 fl. oz

deconstruction

self - construction

7dbcd3b04e4c9ca5dd9008cb2d4fdf44.jpg

labeling

no back label.png
box packaging.png

packaging

bag.png

bag

thumb.jpg

"consistency is not in my dna"

29bcb82c61cbcea6b2f0c7aebb995ad9.jpg

distribution plan

retail store


Paris, 13 Rue de Grenelle, 75007

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.

website www.crudo.com

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

07_Pastoe.jpg

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

window displY.jpg
Carolina Salvia (CRUDO) st.jpg
IMG_5498.jpg

entry display room

window displays

store mock - ups

reatail store 1.jpg
retail store2.jpg

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)

Screen Shot 2022-06-13 at 10.26.32 AM.png
3 copy.jpg

autorretrato 

fall / winter 2022 / 2023

Carolina Salvia (CRUDO).jpg
Carolina Salvia (CRUDO)insta.jpg
Carolina Salvia (CRUDO)y.jpg

social media accounts

1.jpg

what I create, there I am ...

bottom of page