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Mikey Toledano
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Created: 09/26/07
Last Edited: 10/17/08
Views: 3107
Appreciations: 97
Comments: 14
Project Info
Owners
Credits
Kristina Backlund, Mikey Toledano, Bronques
Tags
Project featured on 10/2/07
From: Red Antler's Portfolio
BRANDING MIKEY TOLEDANO Mikey Toledano is an up-and-coming fashion designer who creates hand-made silkscreened ties from leather and exotic skins. She came to us with great designs, but in need of a brand image.Because Mikey Toledano could not afford a spread in Vogue or splashy celebrity placement, we decided to take the other route and build her brand from the ground up, surrounding her with an edgy, underground allure. We developed a strategy that positioned her ties as a visual and tactile journey to the unusual. We then hired well-known nightlife photographer Merlin Bronques (creator of LastNightsParty.com), for a photo shoot that had a gritty, spontaneous, “caught in the moment” feel. Working with Mikey and Bronques, we came up with the idea to create a vision of the secret factory where Mikey Toledano ties are made: a glimpse into an underground world where anything can happen. The shoot became the basis for all Mikey Toledano communications, including Mikey's lookbook and website. The lookbook needed to have an upscale, fashion-forward aesthetic that balanced the edginess of the photos. So we brought in the very talented designer Kristina Backlund, who has done work for such high end clients as Corcoran, DeBeers, Christopher Fischer, and L.A.M.B. Kristina created a lookbook in the form of an oversized poster; one that could be shown both to Bergdorf Goodman and Lower East Side boutiques. Like Mikey Toledano's ties, her communications are a mix of high and low, sexy and strong, strange and luxurious.
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great idea for ties
Just awesome.