ГОША РУБЧИНСКИЙ introduces their collaboration with the new French sub brand Femmes Actives. Aside from menswear the brand promises to make its customers feel entirely embraced by hard core female empowerment. The brand stands for individuality, equality and diversity and has kept ties with the original aesthetic of Gosh Rubchinskiy by designing active and sportswear clothing for women. Femmes Actives wants people to be themselves and stand out from the crowd. The clothing connects with the youth but doesn’t
discriminate and all ages are encouraged to wear it. The age group who wear the brand will be active but want to remain fashionable at the same time. They will be rebellious enough to mix the branded sportswear with formal and casual wear. Femmes Actives clothing will be at a reasonable price and the brand want people to wear their clothing to voice their opinions on everything immoral within modern society and help publicize the black lives matter movement. The idea of celebrating the movement also pays tribute to Adama Traore after the recent protest in Paris, France.

The sub brand consists of large oversized branded tees layered on top of tight netted clothing. Nike, Adidas, Fila paired with baggy tracksuit bottoms. Although the brand is mainly causal wear the clothing can be made even more edgy if style with formal wear. The sub brand wants to express how women play sport too and focuses on liberating them. Compared to ГОША РУБЧИНСКИЙ the prices will be more affordable for the younger generation.

The style of the brand is modern, urban athletic which is enthused in the hip hop style logo. Embodying confidence matches the bright, bold colour palette of the brand. The colours induce the spring summer season. The mood of colours reflect the aspirations of the brand, intense greens, yellows and baby blues. The colours will be the same as the people wearing the clothing, exploiting positive vibes only.

Twitter, Facebook, Instagram, It will use these platforms to connect with its audience on a deeper level. Femmes Actives will have an account on each of these sites. The website will include look books, shop locations, online shopping, collections, advice and links to their blog and zine. As the sub brand depicts the female empowerment and black lives matter trend, it will also work with upcoming protests.

The sub brand will be most active on Instagram in the hope to connect more with the youth. Its page will be have an artistic approach. Posting videos, photographs, collections,
collaborations and it will interact with its audience by reposting images of them wearing the clothing. To get noticed people can get involved in competitions to win the
clothing by tagging them in their posts and hash tagging #FEMMESACTIVES. The competition will be open to a niche audience to build its popularity and status. The winner would receive a box of gifts consisting of limited addition Femme Actives clothing, designer sportswear, logo stickers and posters. In the future Femmes Actives will create a unisex collection and look at experimenting with other political trends.

   

After brainstorming logos and drawing different designs I chose to call my brand ‘Femmes Actives’. I then created a range of different designs that included the name and the image above displays the final outcome. The idea of making my brand French came from the protest in Paris, France at the Gare Du Nord after the death of Adama Traore who died after being in police custody, I felt this would link to my macro trend and I wanted my brand to be in a different lngauge following from Gosha Rubchinsky’s brand in Russian:  Гоша Рубчинскии.

  

 

The two macro trend boards i chose to depict throughout my SS19 look book were Black Lives Matter and Female Empowerment. I used these trends to come up with a suitable logo which i felt represented them and new sub-brand redevelopment. I chose an image from my final shoot which  clearly showed everything i wanted my sub brand to stand for. I chose an image of one of my models mouths which to me celebrated individuality and diversity. I drew around the photograph on illustrator using the pen tool to outline it. Then removing the photograph behind i applied colour to the logo in Photoshop. Sticking to the original colours i also added a golden tooth. The reason behind this was to show the urban element, style and aesthetic behind my brand. It includes the two trends as to me the mouth suggests people having a voice. The brands aim is to influence people to be themselves and i feel the logo would be an important image to represent equality and voicing opinions to make a change. I would like to print the logo onto clothing in the future for people to wear to get the powerful message the brand wants to deliver across.