Fashion Rebranding

Oscar de la Renta

Artist Statement: For this project, I chose to work with the brand Oscar de la Renta. I chose this brand because it’s one of the first brands I was introduced to as a young girl. I remember seeing his beautiful and extravagant gowns while flipping through bridal magazines and Vogue. Another reason I chose to work with this brand is because it is so distinctly feminine and proper; reflecting the lifestyle of the “Oscar Woman.” Thus, I thought it would be fun and challenging to completely flip the brand to go grunge. This meant changing the delicate logo, the bright floral and feminine prints, who the brand caters to, and many more aspects. 

To start, I identified the current target customer of the brand as primarily wealthy and societal women, between the ages of 35 and 70. De la Renta’s current competitors are designers Carolina Herrera, Ralph Lauren, and Max Mara. Celebrities and socialites Karlie Kloss and Nicky Hilton are two of the brand’s frequent customers and brand ambassadors. After outlining these aspects of the brand currently, I dove into researching the grunge aesthetic. Through my research, I found that grunge style originated in Seattle, where the band Nirvana was formed. Members of the band, including Kurt Cobain, set the trends for their loyal audience. Grunge wardrobe staples include flannel shirts, cutout jeans, oversized blazers, babydoll dresses, and earthy colors. De la Renta’s new target audience will be women between the ages of 18 to 35, who are edgy, creative, and up to date with pop culture and music. Celebrities like Zoe Kravitz, Willow Smith, Miley Cyrus, Cara Delevigne, and Bella Hadid will be de la Renta’s new brand ambassadors. These are women who aren’t afraid to shave their head and go out all night. I identified the brand's new competitors as Chrome Hearts, Raf Simmons, Balenciaga, and Saint Laurent. 

For the concept/campaign part of this project, I thought that it would be fitting to change the brand’s primary location to either Seattle or Hollywood. A show or collection presentation will take place on the rooftop of the Standard Hotel or The Hollywood Edition. An open bar in the corner will serve bloody mary’s, beer, and tequila sunrises. Next to it, a buffet of mini sliders, french fries, and pigs in a blanket will be offered. A chic female DJ will play as the models strut down the runway, and headsets with the brand’s logo will be passed out to guests as they leave.  

Included in my presentation are the brand's new logo; along with images of Oscar de la Renta styles that I doctored to be something the grunge audience would appreciate. His next collection will likely feature lots of flannel, chains, earthy and dark colors, leather, and lace slips.

Research, Fashion, Beauty, Planning, Marketing, Strategy, Photoshop Rendering

Sources

The Editors of Encyclopedia Britannica. “Oscar de la Renta Biography.” Encyclopedia Britannica, Accessed March 13, 2022. https://www.britannica.com/biography/Oscar-de-la-Renta

The Editors of Business of Fashion. “Oscar de la Renta.” Business of Fashion, Accessed March 13, 2022. https://www.businessoffashion.com/community/people/oscar-de-la-renta