Insight
Heaven aims to appeal to grunge and punk fans. Heaven is pricey, but grunge isn't really about that. The grunge aesthetic is a combination of vintage and baggy apparel, that defies traditional fashion standards and exudes a carefree, even rebellious atmosphere. Because of this consumers don’t know what type of people Heaven is targeting.
The Solution
To show that Heaven is attempting to adopt a grunge aesthetic.
School Project at FIT
Heaven is attempting to adopt a grunge aesthetic, thus for this campaign, I chose to take inspiration from Courtney Love, a real grunge fashion star. The concept for the detention slips originated while reading Courtney Loves Book. “Nostalgia is currently driving the fashion market, and Heaven has its finger on the pulse.”
