Project Title: PeupleCouture
Winner of  Scholarships 2009-10, Master of Fashion Marketing and Communication, School of Fashion, IED Barcelona

IDEA

The idea is to create a clothing company featuring collections of outfits inspired by traditional gowns and typical patterns of a country that currently faces a problem such as poverty, hunger, lack of drinkable water or access to education among others. Each collection is unique and focuses and draws attention to a particular region in need. The name PeupleCouture defines the whole brand, clothing made by people for people. PeupleCouture carries prêt-à-porter dresses and accessories for stylish women. The clothes are more affordable than haute couture lines, available for wider range of customers. The company sells its products both through internet and a chain of stores all over the world. PeupleCouture promotes ethical fashion, the production is sweatshop free, the company uses only organic, fair trade fabrics.

OBJECTIVE

The mission of PeupleCouture except from providing women with a collection of affordable, couture-quality dresses is to draw people’s attention to countries that are currently facing serious problems. The company supports the troubled country by buying organic, traditional fabrics and accessories from local producers. Wherever it is possible PeupleCouture produces its clothing lines in the areas that are in need and that way provides jobs for local people. PeupleCouture’s website gives detailed information about current problems, ways to help and the organizations that work with people in crisis situations. It also donates a percentage of it’s sales for those organizations.

CAMPAIGN

PeupleCouture’s advertising campaign is at the same time public awareness campaign. It aims not only to promote the collection but also to inform and remind about countries that are facing serious social or ecological problems. The promotion focuses on billboards, posters and magazines. The purpose of the campaign is to draw ones attention through a strong image contrast – juxtaposition of the same dresses, just in different patterns (the so thought to be classical one and the ethno inspired one) as well as opposed environments. Peuple versus Couture.

PeupleCouture.pdf