The conceptual idea of the 2016 capsule collection catalogue
Capsule 2016 has been shown twice: in February, at the Première Vision Paris, France; and in March, at the Natural Products Expo West in California, USA. Each year, the collections of the Natural Cotton Color – NCC Ecobrands is aided by the conceptual catalogue and look book.
Geni Ribeiro, consultant of fashion products for export, who worked as art director in the capsule 2015 and 2016, explains that the catalogue is a tool that helps in brand building.
“It was thought especially to ensure the growing presence of Natural Cotton Color in the International market and in events and fairs outside of Brazil,” she says. And highlights: “the conceptual idea is to take the brand’s products to any urban environment anywhere in the world. That being urban presupposes being casual. This is the style of Natural Cotton Color. It may be on the street, on the subway and, perfectly, join a party or walk on the sand at the beach.”
Following the experience of Natural Cotton Color through these years of international road, Geni has noted that the public values the novelty of the raw material, which is organic color cotton, especially for the originality and the social and environmental sustainability.
“Our next growth strategy was to take the brand to be consumed in many different environments, without restricting it to leisure scenarios. “So the care in choosing the photo settings as well as lighting and make / hair,” she said. In the catalogue, the image set is strong and simple at the same time, but without compromising the identity of the clothes.
Everything should be simple, objective, and elegant. We are working the Brand’s Identity so that a single image holds the natural Cotton Color style: simple and sophisticated.
Identity work is done through understanding consumer behavior and this can only help in business success. Geni says that the conscious consumer adopts an environmentally friendly behavior. ” Responsible consumers usually uphold and endorse their personal choices such as fashion and decoration, and therefore act accordingly in relation to their peers and the planet. Customers are an integral part of the development of the sustainability cycle of the brand itself”, she concludes.