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PROJECT: Letasca x Mr&MrsItaly is a collaboration between two fashion brands - one technical and the other luxury. The project involves a marketing strategy, concept copy, social media etc.
'WEAR TECH FEEL LUXE'
Inspired by iconic military wear, the Letasca x Mr & Mrs. Italy collaboration drops unisex, pop-luxury outerwear with a functional and technical upgrade.
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AUDIENCE
Younger, updated, unconventional metropolitan explorers who love affordable luxury and are attracted to statement-making styles that can function as more than fashion.
Launched in a selection of Mr&MrsItaly boutiques - Asia, Italy, North America + e-store.
OFFERING
The collaboration merges luxury pop-fashion with tech-utility construction, proposing a new style code: tech-luxe. Launched as a capsule of 4 items > a transformable parka, a tech-vest, a field jacket and a utility bomber
Transformable outerwear - a parka with a removable bottom becomes a jacket, which has detachable sleeves that when removed make it a tech-vest.
STRATEGY & ANALYSIS OVERVIEW
A scheduled calendar of marketing assets for the collaboration launch include: a landing page on both brand's websites, a press kit, series of B2B & B2C newsletters, Instagram advertisements, sponsored posts and stories
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