Faced with launching a series of designer collaborations, beauty visionary Sephora looked to DMD to introduce and expose their fresh faces in makeup. Engaging yet exclusive, trend-driven yet transcending, special yet available to the masses, the Sephora Presents innovative approach took over Times Square with a supersized QR code – a high-design bar code read by mobile phones – while the first-ever animated overlays allowed users to transform any website from the designers du jour’s point of view. Creating buzz and engagement around something new from an established standby, Sephora and Sephora Presents were secured in the hot market of designer collaborations.
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In the fashion world, sustainable labels are up against the 'hemp and granola' stigma: brands are either savvy designs or platforms of social consciousness, but not both. Contemporary jewelry designer Alkemie needed to bridge that gap. Centering on the label's practice of reinterpreting, reworking and repurposing vintage elements, DMD created a rich brand platform fusing aesthetics with Alkemie's raison d'être. Hand-in-hand with editors, DMD built an editorial fashion presence without compromising the company's steadfast commitment to sustainability. Securing placements in multiple editions of Vogue, WWD, Lucky, Marie Claire, Life&Style and Time Out New York, coverage achieved was anything but niche.
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For new designers, making it in the fashion industry is tough. We want to help. We introduced DMD Lab, our pro bono project partnering with up-and-coming designers, to give promising talent a leg up. We chose three exciting emerging labels who are approaching things a little differently, and from branding to PR acted as the catalyst to help the seriously talented become seriously successful. The results: in just six months DMD Lab’s designers went from near-unknown to achieving serious buzz with presence in Vogue, WWD, InStyle, US Weekly, Lucky and on Gossip Girl and Who What Wear.
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Incredibly cluttered marketplace. Tightening editorial space. Competing at increased price points. How do you do it? Quirky-chic. DMD embraced the unique, inventive and sometimes offbeat Larsen Gray personality, positioning the contemporary better-market label as quirky-chic. Designing a new logo, labels and hangtags and securing exclusive previews hosted at the Larsen Gray studio providing integral face-time between key editors and the designers, DMD communicated the quirky-chic message. The result? Raising Larsen Gray's industry profile: back-to-back issues of Lucky, InStyle, Marie Claire, and noted e-newsletter Who What Wear. Achieving mass consumer visibility: an in-depth feature in Huffington Post, plus coverage in US Weekly and on quirky-chic Brooklynite Vanessa on the hit show Gossip Girl. Quirky-chic had invaded the marketplace.
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Internationally acclaimed fashion designer, Narciso Rodriguez is inspired by the women for whom he designs. His fragrance, "For Her," for Shiseido is a celebration of that fact. Drawing from this marquee scent, DMD created "For You," a program of exclusive announcements, premium samplers and holiday offers that are sent quarterly to qualified individuals through a customer acquisition database. This target marketing program identifies, rewards and communicates to his most loyal and dedicated customers.
