The Brief: To create a promotional cruise campaign concept.
The Client: David Nieper.
Execution: Branding and Promotion.
The Buoyant Woman - a new generation of youthfully spirited shoppers. The pioneering generation of Baby Boomers (50-68) hold similar desires to that of the New Millennial’s with an increasing passion for travel, experience and technology. Forever young The Buoyant Woman surpasses the stereotypical assumption of fragility through ageing in favour of unexpected behaviour, taking the most out of life.
Influenced by NTU Fashion Design student Jade Howe’s collection and her primary source of inspiration John Huston’s African Queen I began researching into alternative visual perspectives on travel.
Avoiding the cliché yacht luxe seen within cruise collection campaigns, I wanted to reflect the hands-on-adventure, exploration and pioneering spirit that epitomises The Buoyant Woman. Using inspirational and determined women such as Amelia Earhart and Princess Diana I began seeking appropriate branding elements to envisage my theme within the David Nieper brand.
The primary inspiration for my photo shoot development stems from the Louis Vuitton 2010 and 2011 cruise campaigns. My concept was to embed the glamour of international travel within intellectually stimulating surroundings referencing The Buoyant Woman’s aspirations to become travellers rather than tourists.
Model casting should feature mature models, women such as Olga Taylor and Pam Lucas who represent a diversity of models alongside the regular typecasts. This identified trend, despite being in its infant stages, is beginning to alter the outlook of fashion promotion. Using models that relate to the consumers will encourage engagement with the David Nieper brand, subtly giving them the confidence to invest. As a promotional aspect this collective of women could continually advocate the brand as ambassadors for each seasonal campaign.