TIDDA: TIDDA FALL/WINTER 2010

Credits & Description:

Category: Design Photography

Advertiser: TIDDA

Product/Service: FASHION BRAND

Agency: HARDY DESIGN

Date of First Appearance: Apr 30 2010

Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL

Creative Director: Mariana Hardy (Hardy Design)

Account Director: Cynthia Gambogi Massote (Hardy Design)

Designer: Luiz Felipe Bracarense (Hardy Design)

Graphic Producer: Michele Cantini (Hardy Design)

Photographer: Weber Pádua (Dablio)

Media placement: Photography for fashion catalogue - Brazil - 30 April 2010



Describe the brief from the client

Client is a luxury gown atelier with elegant indirect point of sales all over Brazil. They need to continuously refresh their image of edgy party outfits each season. Further than making art direction, we would create a catalogue linking the spirit and the collection colours.



Describe the challenges and key objectives

Our main challenge was to use nude and black colours in clothes and scenario, making it feel glamorous and interesting.



Describe how you arrived at the final design

We developed an upholstered scenario, inspired by the undisputed classical beauty of the Barcelona collection, Mies Van der Rohe and the elegance of his time. Glamorous accessories bring back the sophistication of the fashion of the thirties in perfect harmony with the collection.



To match the scenario, we designed an embossed cover for the catalogue following the scenario design.



Give some indication of how successful the outcome was in the market

The collection was one of the best volume of sales in our history.