REWE. Group

REWE. Group

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Maxima Fair Wear Mode Salon Project

Content

Project Overview
Project Sponsor: REWE Group
Media Partner: Maxima
Designers
Brief to Designers
Outline of Media Activities

Project Overview
The project showcases the work of young Austrian designers who combine forward-thinking design with eco-friendly materials and sustainable production methods. The objective was to increase awareness of sustainability issues with a fashion-conscious target group. The project was financed by REWE Group and supported by lifestyle magazine Maxima as a media partner.
As a first step we conducted in-depth research on the state of sustainability in the fashion industry. We then selected ten Austrian fashion designers known for a sustainable way of working who had expressed interest in the initiative. A jury of renowned stylists as well as experts from the textile industry, technical colleges, and fashion/lifestyle media chose three designers to participate in the project.
The brief to the designers was to create ten sustainable pieces for the 2017 spring/summer collection. All materials used must be manufactured in the European Union. It is planned to repeat the project for future seasons and the requirements regarding sustainability will then be further enhanced and refined.
The project was be supported by a range of media activities including a wrap-up event for journalists and high-profile bloggers.

Client and Project Sponsor: REWE Group
Founded 1927 in Cologne, the cooperatively set up REWE Group is one of the leading trade and tourism groups in Germany and Europe. Active in 12 European countries, the company operates 15,000 stores, employs over 330,000 people and generates an annual turnover of more than 52 billion euros.
Media Partner: Maxima
With a circulation of 366,462 copies, Maxima is Austria’s most widely read high-gloss magazine for women both offline and online. It is published by RG Verlag and wholly owned by REWE Group.

Designers
Irina Hofer www.irinahofer.com
Originally from Salzburg, Irina Hofer is a young designer dedicated to vintage fashion inspired by old Hollywood glamour who creates clothing that is feminine and elegant.
Verdandy www.verdandy.com
Founded by Martin Pichler und Manuel Rauner, two former models, the label Verdandy produces high-quality jeans that offer both ultimate wearing comfort and extraordinary design.
So lch ld www.so-lch-ld.com
Founder Martina Rastinger draws from her training as a social and cultural anthropologist and her experience of working with sustainable micro-producers in South-East Asia. Her label So Ich ID features clothes for both men and women that combine modern sensibilities with a sense of nostalgia.

Brief to Designers
 Create a ten-piece collection for the 2017 spring/summer season and submit the sketches for your designs.
 Prepare the necessary cutting pattern and templates.
 Select and source materials and other supplies.
 Calculate the production costs and develop a business plan.
 Review the manufacturers’ production capacities.
 Produce a sample collection (including fittings and adjustments).
 Present the sample collection before the deadline.

The entire process was supported by text, images and videos published on Maxima.at and in the print magazine.

Outline of Media Activities
After the project kick-off in March 2016, the first meeting in April brought together the designers with representatives of Maxima, REWE and their advertising agency in the He-Brands offices in Vienna’s city centre. The discussion focused on the multi-channel content strategy and the development of the editorial calendar.
The media roll-out was defined as follows:
 In July the project was announced and the designers were introduced in the print edition of Maxima as well as online.
 In August Maxima featured the designers with in-depth portraits and interviews in the print magazine, supported by video interviews and short films on the production process on Maxima.at.
 In the end of August Maxima produced a nine-page photo spread to be published in the September issue with three pages dedicated to each designers. The content was mirrored online.
 The project concluded in mid-September with a wrap-up event for lifestyle journalists and bloggers.

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