Amsale X You 平台

Amsale – Amsale X You

ROLESCONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING

MEDIUMEXPERIENTIAL : CONTENT

THE CHALLENGE

Amsale is one of America’s leading couture bridal brands.Amsale Aberra, the founder and creative director is known as the creator of the modern wedding dress.Sadly Amsale passed away in April 2018, just one week before their runway show. It was her dying wish to keep her legacy going and to go ‘on with the show’.A year after her passing a new groundbreaking collection was created to honor Amsale.‘Amsale X You’ is a new platform that empowers brides to create their perfect wedding dress.It taps into a curated collection of the most successful styles from 30years of her design. Allowing brides to be able to select their ideal combination of top, skirt, belt and fabric. All of which have already been made into patterns from the atelier, so suit all shapes and sizes, allowing the creation of a dream dress to be made in just 3 weeks from inception, compared to the industry norm of 3 months.The challenge was to create an impactful narrative that would introduce the new collection during their April runway show with a very challenging budget.

THE CONCEPTENDLESS POSSIBILITY

A showcase that combines content narrative with real brides to demonstrate the vast choice this new inclusive collection brings to digitally forward customers.Understanding the venue that had been selected, and on a shoestring budget, I took advantage of a 40ft stretch of dividing panels to create a projected backdrop to the show. Using the individual panes intentionally to influence the narrative that I helped craft.After the new season of collections had come off the runway, I created a short content piece. It transitioned from a moment of reflection on Amsale’s ethos, to the rich heritage of the brand with archive runway footage that seamlessly blended into the many combinations of dresses that can now be created. After which a succession of real Amsale brides and brides to be, came onto the catwalk to show their chosen combinations, standing next to the “X You” part of the collection’s logo.This was all done within 3weeks from concept to execution.