Marques’Almeida Makes It Count

The LVMH prize winners get personal for AW15.

Marques’Almeida is one of those properly personal labels, comprised of an IRL romantic couple – Paulo and Marta – their muse takes the sibling form, by way of Marta’s sister Sofia (star of the pair's Topshop collab and Resort 16 look book).

Elsewhere they’ve retained strong relationships with those ‘who’ve been there since the start’, like the stylist John Colver, while consistently they’ve used their social media presence to speak directly to fans; plus their studio enjoys cake Friday’s, gorging on baked goods here playing the ultimate relationship builder.

“When we first started we used to know all our clients and social media friends,” they explain. “It became really difficult to keep up with it as we started having more and more work.” The type of work that follows an LVMH style win, presumably.

For the label’s latest campaign then, the riches of AW15 – the first collection to deal in brocade, metallic and bustiers – have been shared out amongst stylists and photographers, notably Ronan McKenzie, the aim to come up with something wholly unique.

“We want to see how different people interpret the season and the pieces so that we can have a campaign that is not our perspective on the collection,” they continue.

At which point things get deeply interactive: the campaign is being dispatched exclusively via email, with fans encouraged to share their opinions and reactions to the label. What you think decides how they personalise the campaign for your consumption (read: which images you receive).

Essentially it’s one of the better fashion games we’ve come across. Hit up [email protected] for your chance to play.


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