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We developed a worldwide concept introduced by Maje, where Alexa Chung reinterpreted looks from the Maje SS 13 collection.

DIGITAL & CONTENT STRATEGY - PHOTOSHOOT ART DIRECTION - LOOKBOOK DESIGN - POP UP STORE

Maje introduced a new concept where Alexa Chung, the face of SS13 Campaign, reinterprets looks from the SS 13 Collection.

To define this artistic collaboration initiated by Maje, Pressure invented “Majed By”, meaning: being dressed in a complete Maje look with pieces selected by a fashion icon or editor.

This worldwide operation has been directed by Pressure, from Digital & Content Strategy and Photoshoot Art Direction to Lookbook Design and Pop Up Store.

LAUNCH VIDEO
A launch video to announce this new concept. Produced by Pressure.

STYLE CONTEST
Pressure developed a Facebook app to select the ‘New Faces’ of this collaboration.

PHOTOSHOOT IN NEW YORK WITH ALEXA CHUNG
The three New Faces styled/majed by Alexa Chung in NY.
Art Direction & Photography by Pressure.

LOOKBOOK
A fresh new object to reveal the looks created by Alexa Chung.
Art Direction & Design by Pressure.

POP UP STORE
An entire space designed by Pressure to showcase the looks during Paris Fashion Week.

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