Alexander Wang

Alexander Wang

Assessment

Alexander Wang is one of the hottest designers in the fashion world today. Wang is known for his urban designs and forward –thinking fashion concepts whose products are often praised for exhibiting outstanding tailoring skills. His products are considered premium quality and as such are one of the most sought after fashion houses for elite retailers such as Bloomingdale’s, Neiman Marcus and Bergdorf Goodman. Art of Your Mind was contacted to provide specialized marketing support for an “After-Party,” event to celebrate the launch of a new Alexander Wang fashion line in September of 2016.

Challenge

Art of Your Mind was tasked with incorporating the development of collectible (wearable) art pieces for the attendees of the gala into the “boardwalk/ street vendor,” theme that was developed for the client. These unique, handmade pieces were to not just commemorate this historic event…..but were to provide a “window into the soul” of the fashion house of Alexander Wang, thus separating it once again from its contemporary competitors.

Proposal

The client enthusiastically embraced our recommendations to have our professional artists create on-site (during) the gala, custom-decorated pieces of clothing using Wang products as the “canvas.” These one-of-a-kind pieces would be immediately available for the attendees to wear and/or take with them to commemorate the successful launch of this new fashion line and the celebration that followed.

Project Execution

We provided a team of Professional Master Air-Brush Artists who created custom designed art pieces on Alexander Wang shirts, pants and “hoodies”. In some cases, attendees were able to actually personalize the artist’s creation through the addition of their own designs. These custom air-brushed pieces reflected the sophistication and personality of the urban fashion designs Alexander Wang is known for. These wearable “billboards,” were not just received as effectively-edgy but they were recognized as the collectible artwork they would soon become.

Outcome Analysis

The Alexander Wang “After Party,” gala was considered a tremendous success with several notable, continuing additions to the project. While the air-brushed wearable art pieces were an obvious “hit” with the models, attendees and client the night of the event…..what underscored the excitement generated by the Art of Your Mind team even further was when Alexander Wang expanded our contract to include us providing our services (again) at one of their retail locations. Subsequently, by Art of Your Mind providing the same air-brushing services for the client to support their retail sales, our efforts helped to increase their 3-day sales by over 270%! The Art of Your Mind “wearable-art,” clothing was such a success at the Alexander Wang event that it was featured in Harpers Bazaar Magazine as well as on fashionista.com and nymag.com!

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Alexander Wang
Mecerich Real Estate
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