Ugg'S Design Concept Has Changed Greatly, And Net Celebrity Has Been Employed As Its Art Director

Recently, UGG found her to be the art director of the brand, and this statement was released shortly after the end of the spring and summer series show in 2017. Chung should be very happy about the new appointment, because she responded to the news on Instagram soon. Ugg invited social media experts to join the design team, in order to bring some new air to this "ugly shoes" in transition.

Chung, in fact, can't just be regarded as an Internet celebrity now. Her tentacles in the fashion industry are getting longer and longer. She is a media person - helped Vogue UK launch a documentary about fashion business; Is the founder of the brand - launched the personal brand Alexachung; Also a designer - as a denim brand AG Denim Brand designer , challenging denim pieces Therefore, it is no surprise that UGG can find her. By virtue of her personal image and resources in the fashion industry, UGG hopes to turn its idle and outdoor brand image into the love of cool girls in the city.

Chung should be very happy about the new appointment. She soon announced the news on Instagram. In the interview with the reporter, he also said: "I love doing art guidance for UGG, which gives me a chance to cooperate with various talented people in my life."

According to media reports, Chung has now shot the latest advertising film for UGG, but other work content is still unknown. In fact, many people still don't know the difference between creative directors and art directors. At least in some existing materials on the Internet, the answer given by people is generally "art is biased towards vision, creativity is biased towards products". However, as we all know, creative directors of many large fashion houses are not only responsible for designing products, but also responsible for brand advertising, promotional posters and other visual image design. So sometimes these two positions are simply confused.

This definition is difficult to give. Some media have pointed out that the role of creative director is widely misread, which involves a big problem of how a brand organizes its own human resources. However, it is certain that the creative director is the leader of the creative team, and he needs to control the general direction of design. Some people think that creative directors are the most advanced brand designer This is not correct, but they do not completely neglect the design process, such as Karl, creative director of Chanel Lagerfeld has been personally sketching the brand series.

However, different from the traditional creative director, the brand of the new era often finds performance stars, models and others to serve as creative director or art director. Just like six months ago, Kaiyun Group Italian men's wear Brand Brioni invites fashion man Justin O'Shea is the creative director. O'Shea became famous by his private dress and taste. He is very popular in street photos, although his professional background is luxury goods The fashion director of e-commerce company mytheresa. com, but there is no doubt that O'Shea is a white paper in the field of design.

Before, there must be many people who can't understand why the brand dares to invite zero base people to take the helm of the design team. However, I am afraid that such a matter has already found a proper solution by now. Brands need celebrity effect, which often happens in a period when business is not so good. It is too superficial to just invite stars to advertise. If consumers think that products are designed by their idols, more people should want to buy them.

The Fashion Law pointed out that Brioni, who hired O'Shea, was obviously not looking for a real tailor or designer, it was not looking for the next Cristobal Balenciaga or Christian Dior， So it doesn't matter whether the brand has a professional design background. The brand will provide a professional design team for the "creative director", and O'Shea can focus on other things, such as marketing, market preference, consumer behavior or the understanding of online celebrity bloggers on fashion... From this perspective, O'Shea is completely competent.

According to the report of Business of Fashion, Mario Ortelli, senior research analyst of Sanford Bernstein, said: "Brioni tried to remodel himself, but to take a completely different path from the past, they changed their logo to become more fashionable, which is a big change. Maybe consumers are not ready." Ortelli also added: "The brand is not performing well now. If it doesn't perform well, maybe the first thing to see is what's wrong with the creative director. Just like the football team is not performing well, you will consider changing the manager."

It is believed that the cooperation mode between Chung and UGG should be similar, but it is uncertain how long this cooperation will last. Just a few days ago, O'Shea announced his departure six months after he joined Brioni. During his tenure, he made a drastic transformation of the brand.