This project was created for the Dragon Rouge competition, to bring together 2 opposing brands
Project concept
An unexpected fusion of two worlds: Chanel, the symbol of elegance and luxury fashion, and Magical Angel Creamy Mami, a Japanese animated series from the 1980s that embodies magic, transformation, and visual creativity.
The result
The Enchantment of Chanel is a cross-cultural, cross-media collaboration that reimagines the brand identity, creating a nostalgic yet futuristic experience.
Project objectives
Revitalise interest in Chanel among younger generations(Gen Z and Millennials) by encouraging the brand to adopt unconventional approaches.
Explore the potential of vintage Japanese animation in the field of art, fashion, and pop culture.
Addressing a current need: bridging the gap between high and popular culture, sustainable fashion, and immersive entertainment.
(*university project, not real)
(*the images of the Creamy Mamy character were taken online on Pinterest)
Project development
The idea is to combine French elegance, the French style of fashion, with elements reminiscent of Japan, in this case, the Sakura, the blossoming cherry trees, emblematic of Japan.
Searches were conducted at Chanel shops, Japanese manga bookshops, and Japanese manga-themed venues.
Other research was the one on Sakura and its meaning and importance for Japanese culture.
Development
The development consists of drawings made with Procreate, images found online and then edited with Photoshop, creation of the texts and posters with The Swiss Grid, mockup creation with Photoshop, and some steps of how the video was created for social media.
