IFA Paris collaborates with Louis Antoinette to give a free hand to our aspiring student designers to come up with creative and unique designs.
Since its launch in 2015, Louis Antoinette, eager to “reenchant the universe of couture”, offers quite an unique experience in the fashion world: create one’s own collection of garments and accessories from kits. Expert of the Do It Yourself concept, the brand offers curious minds some #KitCouture (with fabric, pattern and haberdashery) and some #Patrononly (with only pattern and guide). Thus, Louis-Antoinette revisits the essential of a womans’ wardrobe multiplying trendy collection, keeping up with the times: classic, structured and aerial cuts, more up-to-date models.
Therefore, a collaboration Louis Antoinette x IFA Paris was more than relevant. A workshop was created within our fashion school. Students from the MBA in Global Fashion Media and the Master of Arts Contemporary Fashion Design teamed up (2 for the design part and 1 for the media) to elaborate the design of a winter capsule collection (3 to 4 garments), which will be sold online from September 2018. A kit that turned out well according to Louis Antoinette and which gathers “the best pattern hack, the best fabric association, the best story and staging.”
Within IFA Paris, it typically corresponds to a total creative and industrial integration project combining the collection development and the communication strategy. In the most scrupulous respect of the brand identity and the elaboration of a product strategy on one side and the kits on the other, it was coupled to the communication strategy which goes with it: from the story telling (of the initial concept, the editorial line) to its’ promotion on social networks such as Instagram, Facebook and YouTube.
The Louis Antoinette community (with about 17,000 members) will then pick the winner among these students’ projects and it will be commercialized.