Tavi Gevinson representing Courreges in an advertising and cultural expression campaign, will most likely get everyone in her circle of new “feminist” friends including Taylor Swift, Lorde, and Lena Dunham to tweet about their GRRRL POWER bestie Tavi representing Courreges. Taylor Swift would then want to wear Courreges.
She could curate a day or two of cultural events including a few hours on WAR DANCE radio.
Now the third and down & dirty LAWLESS SOLUTION for Courreges:
Model: Tavi Gevinson photographed by Petra Collins:
This solution 100% solves the need for the Courreges brand to establish that it’s informed and involved with the absolute EDGE of the new cultural movement: FIFTH WAVE FEMINISM.
Using Tavi and Petra [who were roommates in Brooklyn] and who both represent the leadership of the new GRRRL POWER or « GRL PWR”. Tavi is part of both Petra Collin’s “BABE” collective:
No other fashion brand in Europe would combine these creatives into a social message.
NOTE: This might be the most effective strategy. Getting Petra & Tavi to work on this has a natural energy to it. No one in the industry would expect this from Courreges.
GRL PWR and FIFTH WAVE are brand positions that can used to describe the message.
THE BRAND NEEDS SPACE [sexy] and a strong dose of new generation POP/girl-power society.
OR WE JUST GO FOR IT WITH:
possible photographer #1 : HARLEY WEIR
possible photographer # 2 : AMI SIOUX
possible stylist : STEVIE DANCE
possible makeup artist : ROBIN BLACK MAKEUP
possible hair stylist : DAVID MALLET
TAVI ON BROADWAY
Photographer: Ami Sioux
Commission Zine No. 2The cover is the main ad art direction:
The bus shelter posters during Paris Fashion Week would be amazing.
A second version of this strategy where the photographer is skater ALEX OLSON:
Who is socially involved with stylist STEVIE DANCE:
TAVI GEVINSON would still be the star of the campaign.
What could happen is that the campaign also has a DPS [double-page spread] version: One page Tavis photographed by ALEX OLSON and the second page a self-portrait of ALEX OLSON by Alex Olson [playing the part of the boyfriend]. Alex would be wearing a nylon skater coach jacket with the Courreges logo on the black like:
The jacket would be made by Alex Olson’s company BIANCA CHANDON
We would also make a ZINE from Alex Olson’s photographs. Alex skating through Les Chaux wearing a Courreges nylon coach jacket would be huge online. Even if he skated at a know Paris skate spot it would work.
This could not be any hipper.
Having a bit of speculative fun: British actor Freddie Fox might be the new Courreges boy [adding a bit of Brit Bad Boy influence to the brand]: