“Frankie had big ideas. Hailing from Downtown Los Angeles the ready to wear line was poised for a rebirth. The brand originated in the notorious 90’s era of Rock n’ Roll and the goal was to live alongside contemporary brands along the likes of Acne or APC. ”
Defining who Frankie was, her spirit and relevancy, along with a strategy for launching the brand with activations in tandem with strategies for expanding the story globally by connecting her spirit to other global centers and movements was the ultimate vision.
For the brand launch campaign, we proposed that Frankie’s genesis begin in the LA Arts District, a mecca of irreverence and cultivated urbanism. The brand’s rebirth aligned perfectly with energy and gestalt of a pioneering spirit encapsulated in DTLA, where the founder was building a hotel and retail space. Engagement was waiting to be tapped.
STRATEGY
Frankie lives in Reykjavik. Frankie lives in Tokyo. Frankie lives in Berlin. Frankie lives in Shanghai. Frankie lives in Rome. We begin to share stories of Frankie’s passions, dreams, and how she lives her life, from day to night.
Frankie lives in all of us. #BeFrankie
The 'Frankie CoLab', was named once we discovered a dedicated brand retail space would be opening in the mixed-use development in DTLA. I proposed the space would function as both a fully merchandised store and incubator, hosting residencies and collaborations. Notable luminaries in the LA Arts District, national, and international worlds of fashion, architecture, art, design, and even perfumery would be invited to participate. Invited guests will be able to live and work in DTLA Arts District, inspired by the energy and zeitgeist of the area. Frankie CoLabs would be featured and promoted in-store, social, digital and PR.
INITIAL EDITORIAL DIRECTIONS
