In a recent post I talked about how I’ve just been set my summative brief, FCP’s final project for first year. It sounds pretty simple, launch a new fragrance for an existing brand all whilst utilising the FCP process. Turns out it’s a lot harder than anticipated. What I didn’t find hard, however, was choosing my brand. We got given a list of eight brands, from makeup brands to home wear designers, but the one I decided to go for was a brand that mixes femininity and gothic influence perfectly – The Vampire’s Wife.
The Vampire’s Wife was launched by Susie Cave (wife of Nick Cave)in 2015. Not long after this her son died tragically, and to keep herself going she put everything she had into making sure her brand, launched with friend Alex Adamson, was a huge success. The brand received support early on from Ruth Chapman from MatchesFashion, and from here the brand went from strength to strength.
I’ve read as many interviews about the brand, and Susie herself, in order to really understand everything I can about her influences, aims and brand ethos. The brand was created as a result of Susie imagining dresses she’d like to wear to events herself, designing them and then having friends beg her to make similar ones for them. Her designs are modest, clearly taken inspiration from Victorian fashion, but still remain feminine, and even sultry. Whilst they’re not in my price range, I can imagine the dresses would suit almost anyone, and that was what Susie had in mind. One of my favourtie quotes from Susie is ‘‘I want people who see a woman wearing one of my dresses to say, “What a beautiful woman”, not “What a beautiful dress.”’This sums up perfectly the kind of brand Susie is running.
I think that was what inspired me most about The Vampire’s Wife – their dedication to making women feel powerful. I also adore the gothic element about the brand, the women in her dresses always look mysterious, like they’ve got a secret that we’re all dying to know. She’s got lots of celeb fans, such as Florence Welch, Daisy Lowe, Alexa Chung and Keira Knightley, but this isn’t what Susie cares about, she wants the everyday woman to fall in love with her clothes, ‘What really thrills me is to see an unknown girl, walking down the street, wearing one of my dresses.’
Overall I’m really excited to design a fragrance concept for this brand, images of witches making love potions, or movie stars (such as Carolyn Jones and Elizabeth Montgomery that inspire Susie’s brand) having bottles of her scent lined up on their dressing tables immediately spring to mind. I think I have a real opportunity here to market a perfume towards the modern day woman – one that makes her feel powerful and inspired!
Until next time,
Images sourced from The Evening Standard, Frivolette, Vogue, NY Times, Pop Sugar and WhoWhatWear