London Trip, Brand Research
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When we first came across the shop on South Audley Street it reflected the complete minimalist personality of the Rick Owens Brand. The simplicity of the store and the Black and White aesthetic was shown throughout.
Unfortunately when enquiring about the brand in store, the staff were quite dismissive of us as students and wouldn't reveal any background or present information on the brand or allow us to use any photography inside. However, despite initially feeling as though this was a hinderance we actually found it useful when thinking about what we could do for our new creative idea.
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Luckily we visited the Rick Owen's concessions section in Selfridges on Oxford Street offered us some more insight on the brand and allowed us to take photos.
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In a nutshell, our primary research consisted of:
- Rick Owens was born in 1962 in California
- He began his career as a pattern cutter, therefore being skilled and aware of fabric quality. He then went on to work for a fur company where he met his wife Michelle Lame who became his muse and designer of his clothes
- His brand started off as an underground brand, it then became more of a niche, leading it onto the catwalk as a couture brand
- His clothes were first seen at Paris fashion week where Kate Moss wore one of his jackets!
Collections
Rick Owens has 3 types of collections:
Dark Shadow
This brand is the cheapest of the 3, but by all means is not cheap. It uses less leather and expensive fabrics and more denim. It is not as luxurious and more casual.
Lily's
This collection is more mid market within the luxury hughstreet and consists of Rick Owens knitwear collections.
Mainline Rick Owens
This is the most expensive and luxurious of the 3, it is couture, the types of clothes that would be seen on the catwalk shows and worn by the more Avant Garde.
As you can see from the pictures, the 3 collections are easily recognisable from their tagging, of which also follows the same suit in standard of the collection.
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Creative ideas for the future of Rick Owens are to come...
Love Livy x
