Partner with a like-minded brand that shares similar values.

Bring life to discarded materials.

Using Balenciaga’s textile waste available and textile waste from companies under the Kerning Group, the brands will work together to create Apocalypse, the living deadstock collection.

● Big fashion brands are not making the necessary moves to create sustainable clothing. Most brands just want to make money. Although brands may claim they are sustainable, they are constantly producing more clothing.

● HODAKOVA is a small brand with limited ready-to-wear items. For the brand to grow, she needs more like-minded designers who understand and will build off of her vision.

● HODAKOVA is a small luxury business, with more attention and advertising they will be able to validate their high prices and more customers will be inclined to purchase.

● In order to maintain and grow their customer base, they need to reach a large audience and produce more merchandise. In order to produce more merchandise, they need to obtain the materials (dead stock clothing, textile waste, discarded items) and fashion designers in order to do so.

● Get noticed. Co-branding with Balenciaga will allow Hodakova to survive and compete with larger, more established businesses. The brands will collaborate using the mind of HODAKOVA and the material waste of Balenciaga’s new re-sell program and dead stock clothing.

● Balenciaga and HODAKOVA have a similar feel and share the same customers. HODAKOVA undoubtedly admires the brand as there are Instagram pictures of her models wearing Balenciaga sunglasses while showing off her own clothing.

● Support a great cause. People want to practice sustainability, but they also want to shop for luxury products. This collaboration will give customers the ability to feel good about their purchase. To have a large company follow suit will significantly impact the environment and possibly transform the luxury fashion industry.

● Possibly open new markets. Balenciaga is committed to sustainability and has dedicated an area of its website to address its concerns. Fixing the existing problem (clothing waste) and not jumping to new platforms (such as Metaverse) is an alternative approach to sustainability that Balenciaga is willing to try. (BALENCIAGA, 2022)

Concept

The “clothing-zombie” apocalypse is here, and the clothes have returned to life to save the earth from tormenting the environmental crisis. The copywriting concept is a play on “night of the living dead.” The living Thread is a brand that already exists; thus, the living dead stock is the collection’s tagline.

Advertising Strategy

The Apocalypse adverts will mimic zombies’ presence in popular culture during the latter half of the 20th century. I had chosen this era as It was a time before fast fashion, a moment when fashion was greatly appreciated but not rapidly hurting the environment. I can also see Balenciaga being fond of graphic design style. - Social Media, Instagram advertisement - Print, Full Spread in Vogue - OOH, NYC Billboard ( Dawn of the Dead)

Julia Fox

Julia Fox is one of this generation’s most daring fashion icons. The internet has fallen in love with her in recent months. She seems to not care about the “rules” that come with fame. She is a genuine influencer and will be the perfect face for this collaboration. Julia Fox has also supported the small brand, HODAKOVA, and follows their account on Instagram. “To put it bluntly: Julia Fox is a hot topic at the moment. One pair of leather trousers and a Balenciaga bodysuit was all it took to make the internet fall madly in love with the Uncut Gems actor. Unless you’ve been living under a rock, you will have already spied the numerous “Juliye” (Fox and other half Kanye West’s preferred couple moniker), outings splashed all over Insta.” (Subair, 2022)