The logo method enterprise that links rap stars Travis Scott and DJ Khaled with luxurious fashion homes from Dior to Saint Laurent, is launching a dedicated style division.
LOS ANGELES, United States — FYI Brand Group, the brand approach and advertising and marketing enterprise in the back of Travis Scott’s collaboration with Saint Laurent, NBA athlete Russell Westbrooks’s marketing campaign for Acne Studios and the Gap’s “Logo Remix” marketing campaign, is launching a dedicated style and popular culture department. “[This new division] which I call special projects, is strategic because we’re seeking to create non-conventional campaigns,” says Tammy Brook, founder, and director of FYI. “It’s approximately the use of one of a kind mediums to create multi-tier campaign roll-outs — we partnered Black Lives Matter with CFDA winner Telfar, as an instance.” It’s about the use of one-of-a-kind mediums to create multi-tier marketing campaign roll-outs. The department will take a seat along FYI’s existing five verticals: brand partnerships, publicity, content, experiential advertising, and social effect, and is derived after the organization underwent a rebrand in 2018 to solidify its links with pop culture and bring it towards clients, shifting from B2B to B2C. Brook is also aiming to hyperlink the whole lot up beneath one roof. Whereas different businesses might handle social media, traditional media, placements, and content, she sees the cost in streamlining the technique. “We’re now 360 within the manner we’re wondering,” says Brook. “The rebrand comes all the way down to being reachable to pop culture and now not just be a conventional employer. [Traditional agencies] permit clients to compartmentalize, but then there’s a disconnect — you want to have one business enterprise.”
Having founded FYI 17 years ago, Brook’s customers encompass rappers DJ Khaled, Travis Scott, and Pusha T, as well as athlete Russell Westbrook. She then hyperlinks them up with luxury manufacturers from Christian Dior and Saint Laurent to Gap and Lacoste for constrained-version campaigns and collaborations that consist of authentic content. Last 12 months, FYI created a collaborative vinyl album with Travis Scott and Saint Laurent creative director Anthony Vaccarello, which became then launched on Apple Music. The organization also worked on a Tumi campaign with NBA famous person Russel Westbrook; he also featured in Acne Studios’s Spring/Summer 2019 marketing campaign, shot by Juergen Teller. “That occurred while we were speaking with Acne studios, and they have been searching out a person,” says Brook. “We then related them with Russell and made an enterprise case for it. They’ve in no way had an NBA athlete of their campaigns.” The flow to create a devoted fashion department comes as the connection between style and popular culture proliferates; Drake launched his single “Signs” at a Louis Vuitton show, while Virgil Abloh collaborated with Apple Music for an original radio display. Luxury labels, which have traditionally prevented hip hop and institutions with it, are featuring rappers in their campaigns and drawing on the way of life for their inspirations. “Fashion is seeking to create a connection with this pop culture area,” says Brook. “You go to the Met Gala, and Cardi B and Migos are there. This wasn’t going on five years in the past.” Related Articles: Why Rappers Are Fashion’s New Royalty What Fashion Can Learn from Music How Streetwear Took Over Luxury SHARE SHARE ADD A COMMENT