Marques’ Almeida Go Personal w/ Email-Only Collection
Dust off those old Yahoo email addresses because high fashion has invaded your grandma’s fav form of communication. Fresh off their LVMH prize win earlier this year, Portuguese designers Marques’ Almeida are doing exactly what you wouldn’t expect from a brand who has skyrocketed into the harsh glare of the fashion world’s spotlight—they’re keeping things small. If you want to peep their new F/W15 campaign, you’ll need to email the brand directly.
The electrifying team of Marta Marques and Paulo Almeida started out selling their collection through email two years ago, so the move is more back to basics than WTF. "We used to spend lots of time on emails and it was amazing as we ended up knowing more about many clients and also understanding what they liked and how they saw the brand,” they explained to i-D. “We really care about interacting with our clients and getting to know them better, so we thought this would be perfect for that!"
Rather than releasing a lookbook as a blanket email to everyone, the designers are going the Choose Your Own Adventure route because if you’re going old school with email, you better go full old school, right? This means that each consumer gets full control over what they see. Want more pictures than videos? Tell them. Need more of an explanation behind their campaign? Reply back and give them the deets you’re looking for. The goal is to curate the unveiling of the collection to each individual.
The campaign has a jigsaw style as well—their fav photographers and stylists were given free reign to shoot how they wanted. Over several mini-campaign shoots, photographer Ronan Mckenzie; Alice Neale and Jazmaine; and Tess Yopp and Masha Mel were the creative team responsible for turning the collection into Internet art for the email enthusiasts itching for a glance at the new clothes.
If you want to hop on the Internet time machine express and take a look at what Marques’ Almeida has to offer, send an email to their Head of Communications, Rita.
Photos via Niclas Heikkinen, Jason Lloyd-Evans, and Marques’Almeida.