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Advertising + Representation
DMA United structured the collaborative partnership between Gucci and Azède Jean-Pierre.
The “Azède powered by Gucci” collection of knitwear put a fresh spin on classic casual silhouettes, and marked the first time Gucci shared a label with another brand. The collection was inspired by Azède's Haitian heritage, and was sold exclusively in Gucci stores worldwide.
In addition to live events celebrating the collection, Azède oversaw the production of a campaign video directed by Ibra Ake, choreographed by Fatima Robinson, with Alton Mason and Riley Montana as the models; and with original music by Wyclef Jean.
Further, the program had a charitable overlay with donations made to CORE, a non-profit organization working to provide relief in Haiti.
Strategy
Partnerships
Campaign