I decided to choose the brand Balenciaga as my mother brand for the visual promotion project. The reason as to why is because I really love the brands black and white, edgy aesthetic but I do feel like there is space for a new colourful market out there as the sub brand. My idea for this project is to create a make-brand as I know Balenciaga currently doesn’t have that. Balenciaga is a luxury fashion house founded by Cristobal Balenciaga in 1919. The brand is now owned by the French multinational company Kering who also own big luxury brands such as GUCCI and Yves Saint Laurent. Balenciaga is known for revolutionizing women’s fashion with different shapes and forever bringing out new iconic styles. The current designers for Balenciaga are Demna Gvasalia and Nicolas Ghesquire, who are credited for reviving the label from 1997 to present. Their style is Influenced by sportswear aesthetics, creating clothes that are strong in structure, focusing on modernity of comfort, functionality and technicality to create an aesthetically pleasing image.

Balenciaga, the mother brand, is very structural and black and white driven therefore for the sub brand i want to create a make up brand that’s inspired by spring/summer and flowers and its going to be full of colour. When researching the target audience for Balenciaga i also found that their main target audience is mainly 25+ due to the high price range so there is a missing gap for teens and young adults, therefore i plan to create an affordable makeup brand that targets to this missing audience. Balenciaga is also a brand that is taking huge steps to becoming more sustainable and this is a trend that i want to carry on within my brand, coming up with new ways and ideas to be more sustainable and environmentally friendly.