Manila was a city the entire Southeast Asia once sought after. It was named as Southeast Asia’s Little Paris for its beauty through different sites and sceneries. In this age, Manila has acquired a completely different façade; busy, polluted, and chaotic. Nonetheless, another majority locally recognizes Manila as historically rich and culturally cultivated. All these are fundamental aspects that have affected the style trends and fads of the local fashion.
María
Manila-inspired cocktail wear for women
Fashion has been a tool for María in order to represent Manila through a perspective that is beyond what modern Manila is, what people, especially the youth, often overlook is the Manila that was once rich and beautiful. Beyond the chaos are the art deco buildings and the sceneries that are waiting to be found once again.
This study created a brand that shows a perspective of Manila by taking photographs around the city and used it to create appealing fabric patterns that would suit the taste of women. These are then printed on women’s clothes, specifically for cocktail wear because there are already several clothing brands that resemble the idea of nationalism although it is often for casual wear. What makes this brand differ from the others is that the prints are very photographic.
The brand caters to women ages 18-30 years old in the socio-economic class AB. These are the ones who often attend and participate in social events that would require them to wear cocktail attire. Although these women would prefer to wear something that’s classy and laid back, this brand would also be serving plain pieces that would balance the printed clothing pieces so that the consumers would be able to incorporate their own style.
María Business Collaterals
María Store Collaterals
María
Advertising Campaign
Teaser Ad #1
Different photos of Manila are projected on a woman’s bare back to give the market an idea that they can wear something that is photographic without showing the actual products of the brand.
Photographed by Feliza Hormillo
Modeled by Kim Tingson
Teaser Ad #2
The copy in the ad also gives an idea that María will take you to places around the city and see the brighter side of Manila through this brand.
Introductory Ad
To introduce that María is a clothing brand, the model is wearing an outfit from María. The projected image on the model is the same photograph that is used to create patterns on the clothes that she is wearing. Make Manila yours means that by owning a piece of María, you also own a piece of Manila. When you own something, it means that you appreciate it and you find something nice in it. It is just one step to actually see that Manila can be beautiful.
Photographed by Grace de Luna
Modeled by Paloma Montilla
Sustaining Ad
The visual showcases another piece from the brand against a plain background to emphasize and focus more on the printed pattern of the clothing piece. To sustain the intro ad, the copy means that after acquiring a piece from María, it is time to apply your own style on wearing the brand.
Promo Ad
Before the end of the ad campaign, María will give out limited edition pouch bag for every Php 4,000 worth of single-receipt purchase that features a photograph of Manila City. The bag is a perfect stand out piece for special events or even in casual days.
Seasonal Ad
Since the first of collection of María showcases its Holiday Collection, wearing María would be perfect for all the gatherings and festivities for the holiday season. And with the patterns printed on the pieces of this brand, you sure would stand out and could start a conversation with it.
Fashion Show Event Ad
The fashion show entitled “Panorama” will be held on October 12, 2014 at 1Esplanade, Pasay City. This event will welcome María as a new brand and will showcase its first Holiday collection.
