Moodboard, storyboard, trend analysis, analysis of the brand Plùs Que Ma Vìe by Andrea Lazzari, analysis of competitors of the brand, description of idea, model casting and location

1. NARCISSUS
Editorial and Promotional material
for Spring Summer collection of Men’s fashion brand
by Angelina Goncharova
Fashion editor

2. Plus Que Ma Vie by Andrea Lazzari
• minimalism
• clean lines
• concept design
• new men elegance
• representative style
• unique

3. MOODBOARD OF THE AQUARIUM SS’ 2015 COLLECTION

4. TREND ANALISYS MENSWEAR SS’ 2015
Heather Blues | Indigo | Prints | Sporty Urbanite
Left to Right : Marc by Marc Jacobs, Costume National, Andrea Lazzari, Costume National, Diesel Black Gold, Andrea Lazzari, Etro, Yohji Yamamoto, Andrea Lazzari, Billy Reid, Robert Geller, Andrea Lazzari

5. COMPETITOR
Frankie Morello vs. Andrea Lazzari
Italian brands | Mix of fabrics, themes, colors | Balance of opposites| Artistic details
Price range: 200 – 2500 euro Price range: 100 – 2000 euro

6. AD CAMPAIGN

7. MEN BEAUTY TRENDS SS’ 2015
Texture | City slicker | Top knot | Tattoo | BEARD

8. WHAT IS THE BEARD?
Sexual characteristic
‘God had given men beards to demonstrate their virility’
CULTURAL – RELIGION
(an official dogma in Islam and Sikhism)
FASHION TREND SAVAGE
DANGER
MAN'S VIRILITY
(wisdom, strength,
sexual prowess and
high social status)

9. WHO WEARS THE BEARD?
• ab. 3000 to 1580 BC • the highest ranking Ancient Egyptians
grew hair on their chins which was dyed in
brown or plaited with gold thread.
• A metal false beard, or postiche, which
was a sign of sovereignty, was worn by
queens and kings

10. WHO WEARS THE BEARD?
• Mesopotamian used curling irons • In the Middle Ages, a symbol of knight's
virility and honour

11. WHO WEARS THE BEARD?
1850s, beards were adopted by
many leaders, such as Alexander III
of Russia, Napoleon III
Common style among Europeans
of the 19th century
Beatniks in the 1950s,
Hippie movement of 1960s
16th-century beards were
allowed to grow to an
amazing length

12. WHO WEARS THE BEARD?
• Hans Langseth grew the longest
beard ever recorded at 18 feet 6
inches (5,5 м) long.

14. GLOBALIZATION OF FASHION
Flower crown trend, 2013
Vivienne Westwood Spring 2013
Maison Martin Margiela
Fall 2013 Manuscript Magazine,
"Blue Beards", April 2012
Photo by Katriena Emmanuel

15. FLORAL REVOLUTION IN
MEN FASHION
Hawaii shirt | Micro-Print Florals | Dress-Down Blooms | Hot trends +Floral | Floral Tailoring
Alexander McQueen, Dolce&
Gabbana and Dries Van Noten
Balenciaga’s SS13AlexanderCarven, Ami and ZaraLiberty of London1930s Chinese immigrant
1930s 2015s

16. Sales of floral designs went up 130% in men's fashion *
* 2014 data from fashion analysts Editd

17. INSPIRATIONAL MOODBOARD

18. HIPPIE. FLOWER BEARD
• Probably the idea was born with
the hippie movement and John
Phillips’ song “San Francisco”:
“If you’re going to San Francisco, be sure to
wear some flowers in your hair”,
“My mom put these flowers in my dad’s beard in 1977″
Image credits: erial

19. NEW TREND. FLOWER BEARD
• On January 27th, 2013
The blog “Flower Beards,” by
photographer Sarah Winward
• On February 5th, 2014
The blog “Will It Beard” by
blogger Pierre Thiot
On July 11th, 2014
The Tumblr blog “Fuck Yeah
Flower Beards” was launched
In the coming days,
several news sites
published articles about
the flower beard trend,
including
Demilked,The
Huffington Post,
Esquire, BuzzFeed,
Hello Giggles and
Mic.

21. BEARDVERTISING
REAL NATIVE ADVERTISING www.beardvertising.com

22. MOODBOARD

26. STORYBOARD

27. STYLING

28. MODEL CASTING. Andrea Marcaccini
height: 189 - size: 48L - chest: 98 - waist: 82 - hips: 96 - shoes: 44 - eyes: blue - hair: dark blond

29. MODEL CASTING. Daniele Paudice
height: 189 - size: 48L - chest: 99 - waist: 83 - hips: 95 - shoes: 43 - eyes: brown - hair: brown

30. LOCATION. EXTRO Parrucchieri Milano

31. EDITORIAL

37. PROMOTIONAL MATERIAL

46. GRAZIE!