BRANDED FASHION CHANNELS
A proposal to create value for Loupe, fashion brands, and artists through new sponsored channels.
CELEBRATING THE ART AND SOUL OF FASHION
Fashion and art are tightly coupled. Products from designers like Alexander McQueen, Thierry Mugler, and Yohji Yamamoto are more than clothes, shoes, and accessories. They are expressions of soul that highlight the aspirations (and tragedy) of the human experience. I have the vision to bring the art and soul of fashion to life on Loupe.
THE CONCEPT
Each channel is sponsored by a fashion-focused brand such as Prada, Gucci, Vans, or Levis. The goal isn’t to stream photos and animations of models wearing the products designed by well-known and innovative fashion brands, but rather to celebrate art created from the brand’s products and visual artifacts. And in doing so, create value for Loupe, the individual brands, and the artists who create the work.
This is not a venue to broadcast existing ads from a brand’s latest campaign or seasonal promotional photos. Instead, the work on each channel is an artist’s unique interpretation or remix of the brand that may or may not portray the products in a recognizable form. How the art is rendered is up to the artist, but each piece must incorporate some aspect of the brand. In my case, for example, I mashup and reinterpret the brand’s ads or lookbooks into original pieces that evoke a certain mood (see SAMPLE WORKS below).
“Bend” - 2017
Chris Sallquist
Original photo by James Dimmock
HOW IT WORKS
The branded fashion channels work as follows:
Fashion brands pay Loupe to sponsor a branded channel for a specified period of time.
Artists are paid a commission to create unique works on the channel.
The brands make their photo assets or other branded materials available to artists in order to create the artwork.
The artwork is not for sale to Loupe streaming viewers.
Ownership and copyright of the work is TBD, but the intent is to create a favorable agreement between the brand, the artists, and Loupe.
Consistent with Loupe’s existing features, screens on the channel feature a logo and barcode that links to an information page. Viewers can also click the screen to interact with content.
The artists’ name appears on the screen as well.
4X VALUE
Branded fashion channels bring value to all parties involved:
Loupe - Revenue from sponsorships, and unique, high-quality content that will drive awareness and usage of the platform.
Artists - Revenue from commissions, and promotion of their work.
Sponsoring brands - Viewer engagement and click-throughs, and usage of unique content that drives awareness and sales.
Viewers/subscribers- Access to one-of-a-kind art that isn’t available anywhere else.
THE EXPERIENCE
What viewers will see on Loupe.
SAMPLE WORKS
Works I’ve created that illustrate the kind of content that could live on the sponsored channels.
“Leaping off place” by Chris Sallquist
Fashion brand: Telfar
Source material: Telfar
“See saw mirrors” by Chris Sallquist
Fashion brand: Telfar
Source material: Telfar
“In Depths” by Chris Sallquist
Fashion brand: Lao Feng Xiang
Source material: Lao Feng Xiang
“Slid” by Chris Sallquist
Fashion Brand: Telfar
Source material: Telfar
POSSIBLE SPONSORS
Gucci
Calvin Klein
Prada
Thierry Mugler
Yohji Yamamoto
Comme Des Garçons
Vivienne Westwood
Iris Van Herpen
Alexander McQueen
Telfar
Lao Feng Xiang
Vans
Converse
Levis