If you know Subdued, you'll be thrilled to find out it's opening in very few days in Beirut!!!
And if you don't know it, here's the pitch : Subdued is a brand for teenage and 20 something girls but since we are all young at heart ;-D we're rushing to the boutiques (2 locations in Beirut) to get our hands on the accessories, backpacks, funky sweaters, lovely jewelry....
The Subdued girl has a playful and effortless style, she is a free spirit and is not afraid to speak her mind spontaneously...
With 30 to 50 new arrivals each month of bodysuits, bikinis, funny socks, ripped jeans, tons of shorts, flower dresses, (and i'm not even getting started!), AND mostly cool affordable prices, we now have a new reason to go shopping!!
Now i don't know who's most glad about this, my 2 teenage girls or me...
Oh and you should like their page now, cause there's a contest and a chance to win lots of outfits :-)
I know I always shared sneak peeks of my work before they went public but this time, given the ultra confidentiality i could not. I waited for the shops to open and the look book to be sent! But now we can share it with the world:-)
As you know, Rectangle Jaune has been on the market for 28 years, strong with their high end quality DNA, they shifted to a smaller name, JAUNE, in order to reach more and go global. To embrace their new design motto "Less is more", we decided to remove the pocket label and use only the yellow threads on the second button as signature:
Fun, right? Also we brainstormed for weeks for the best concept to explain this uplifting and came up with these films, created by myself, directed by Ghassan Koteit and produced by The Filmhouse :
In a nutshell, we are saying that while we are proud of our heritage, "change is the only constant"! So we simplified our approach to be more minimalist and enhance our essential qualities, which is in the current Zeitgeist...
Above a picture from the TRENDS wardrobe: new structures and patterns, with closer cuts.
On the blue background, a picture from the ICONS classic wardrobe.
And this last one is from the ACTIVE palette, with bold colors and nautical themes.
To celebrate the new branding and to present the collections into their perfect setting, BLEU design renovated our flagship boutiques. The elegant mix of rough wood and dark steel with bright yellow convey an atmosphere of boldness & warmth, portraying perfectly the style codes of the modern gentleman.
As you see, rebranding a landmark is not an easy step and it involves every possible aspect; for instance the website Jaune.me developed by ActiveWeb follows the same "Less is More" spirit:
Which is also conveyed in the publication:
This barely sums up the works did in every field to boost this launch, but more reports and posts are coming very soon so stay tuned!
~M
