NARCISSUS

Editorial and Promotional material

for Spring Summer collection of Men’s fashion brand

by Angelina Goncharova

Fashion editor

Plus Que Ma Vie by Andrea Lazzari

• minimalism

• clean lines

• concept design

• new men elegance

• representative style

• unique

MOODBOARD OF THE AQUARIUM SS’ 2015 COLLECTION

TREND ANALISYS MENSWEAR SS’ 2015

Heather Blues | Indigo | Prints | Sporty Urbanite

Left to Right : Marc by Marc Jacobs, Costume National, Andrea Lazzari, Costume National, Diesel Black Gold, Andrea Lazzari, Etro, Yohji Yamamoto, Andrea Lazzari, Billy Reid, Robert Geller, Andrea Lazzari

COMPETITORFrankie Morello vs. Andrea Lazzari

Italian brands | Mix of fabrics, themes, colors | Balance of opposites| Artistic details

Price range: 200 – 2500 euro Price range: 100 – 2000 euro

AD CAMPAIGN

MEN BEAUTY TRENDS SS’ 2015

Texture | City slicker | Top knot | Tattoo | BEARD

WHAT IS THE BEARD?

Sexual characteristic

‘God had given men beards to demonstrate their virility’

CULTURAL – RELIGION

(an official dogma in Islam and Sikhism)

FASHION TRENDSAVAGE

DANGERMAN'S VIRILITY

(wisdom, strength,

sexual prowess and

high social status)

WHO WEARS THE BEARD?

• ab. 3000 to 1580 BC • the highest ranking Ancient Egyptians

grew hair on their chins which was dyed in

brown or plaited with gold thread.

• A metal false beard, or postiche, which

was a sign of sovereignty, was worn by

queens and kings

WHO WEARS THE BEARD?

• Mesopotamian used curling irons • In the Middle Ages, a symbol of knight's

virility and honour

WHO WEARS THE BEARD?

1850s, beards were adopted by

many leaders, such as Alexander III

of Russia, Napoleon III

Common style among Europeans

of the 19th century

Beatniks in the 1950s,

Hippie movement of 1960s

16th-century beards were

allowed to grow to an

amazing length

WHO WEARS THE BEARD?

• Hans Langseth grew the longest

beard ever recorded at 18 feet 6

inches (5,5 м) long.

GLOBALIZATION OF FASHION

Flower crown trend, 2013

Vivienne Westwood Spring 2013

Maison Martin Margiela

Fall 2013 Manuscript Magazine,

"Blue Beards", April 2012

Photo by Katriena Emmanuel

FLORAL REVOLUTION IN

MEN FASHION

Hawaii shirt | Micro-Print Florals | Dress-Down Blooms | Hot trends +Floral | Floral Tailoring

Alexander McQueen, Dolce&

Gabbana and Dries Van NotenBalenciaga’s SS13AlexanderCarven, Ami and ZaraLiberty of London1930s Chinese immigrant

1930s 2015s

Sales of floral designs went up 130% in men's fashion *

* 2014 data from fashion analysts Editd

INSPIRATIONAL MOODBOARD

HIPPIE. FLOWER BEARD

• Probably the idea was born with

the hippie movement and John

Phillips’ song “San Francisco”:

“If you’re going to San Francisco, be sure to

wear some flowers in your hair”,

“My mom put these flowers in my dad’s beard in 1977″

Image credits: erial

NEW TREND. FLOWER BEARD

• On January 27th, 2013

The blog “Flower Beards,” by photographer Sarah Winward

• On February 5th, 2014

The blog “Will It Beard” by

blogger Pierre Thiot

On July 11th, 2014

The Tumblr blog “Fuck Yeah

Flower Beards” was launched

In the coming days,

several news sites

published articles about

the flower beard trend,

including

Demilked,The

Huffington Post,

Esquire, BuzzFeed,

Hello Giggles and

Mic.

BEARDVERTISING REAL NATIVE ADVERTISING www.beardvertising.com

MOODBOARD

STORYBOARD

STYLING

MODEL CASTING. Andrea Marcaccini

height: 189 - size: 48L - chest: 98 - waist: 82 - hips: 96 - shoes: 44 - eyes: blue - hair: dark blond

MODEL CASTING. Daniele Paudice

height: 189 - size: 48L - chest: 99 - waist: 83 - hips: 95 - shoes: 43 - eyes: brown - hair: brown

LOCATION. EXTRO Parrucchieri Milano

EDITORIAL

PROMOTIONAL MATERIAL

GRAZIE!