Relive a Memory, Embrace the Moment
Intro
This campaign for Maison Margiela’s Replica was conceived to realign the fragrance line with the brand’s identity, bridging a gap that had distanced Replica from its Margiela roots.
Problem
The challenge was to create a cohesive brand image that resonated with the authenticity and avant-garde spirit of the parent brand while also appealing to a younger, aspirational audience.
Response
In partnership with Art Directors Lilly Barros and Abigail Dannheim, we thoroughly explored Maison Margiela’s rich heritage. We aimed to forge a campaign that captured its avant-garde essence while resonating with a younger, aspirational audience.
Process
Concept Statement
The campaign strives to reconnect REPLICA to the Martin Margiela brand & remind fashion-conscious Gen Z of their past, highlighting specific moments, encourage them through specific REPLICA moments. Each fragrance is a tribute to life's simple yet significant moments, helping them to revisit and cherish these experiences as part of who they are now.
Objective
Our goal is to position Replica fragrances as more than scents - they’re tools for personal storytelling and reflection. Focused on a youthful demographic, we aim to transform each fragrance into a meaningful part of their journey, celebrating who they are, connecting them back to the Margiela brand.
Opportunity
This campaign engages Gen Z by blending Replica fragrances with their personal narratives, offering more than scents - a medium for reflection and celebration of individual journeys. Replica becomes a vital part of their life stories, appealing to a generation that cherishes authenticity and personal growth.
Target Audience
Key Demographics
Age: 18-24 year olds of every gender who value thoughtful design and experimental fashion.
Location: Urban and metropolitan areas.
Income: Moderate, with disposable income but budget-conscious.
Education: College students or recent graduates.
Key Psychographics
Interested in high fashion but constrained by budget.
Seeks brands with genuine stories and transparent practices.
Highly active on social media.
Prefers brands that demonstrate sustainability and ethical responsibility.
Challenges
Affordability
Skeptical of traditional advertising, seeking brands they can trust and with which they can build a lasting relationship
Navigating through abundant choices and information online
Campaign Timeline
This project was a collaborative effort that brought together diverse creative talents.
Alongside art directors Abigail Dannheim and Lilly Barros, we worked shaping the campaign's aesthetic and narrative, photographer Ricardo Rodriguez captured the visual essence of the campaign. Issa Park, the architect and designer, brought the Tea House concept to life with her visual renderings. Myah Berkley, jewelry designer, crafted the prototype for the solid perfume, ensuring that the product design was both functional and visually aligned with the brand and campaign.