Stolen Girlfriends Club
Repositioning
All photos by myself unless specified.
Following almost a years worth of casual catch ups with Alt Group creative director Dean Poole,
Marc and Alt joined forces to focus on reinvigorating the brand.
The brand once stood at the top of the New Zealand fashion helm, a playful yet fantasized world of youthful
rebellion and mischief. Having had a rough few years, the brand was struggling and needed some help.
I was given a simple task - to make Stolen cool again.
Reviving a brand is no easy task. I like to work through the process as method acting. Becoming a consumer of the product, and the community that comes with it. This lead me to creating a presentation on what I felt SGC was. My initial thoughts can be summed up as “bogan couture”.
I proceeded to involve myself in every avenue of the business. Meeting with the staff, learning about their interests, frequenting the parties, and focussing in on what an SGC person really is. This lead me to discover a group of people eager to express themselves, socialise, and stand out where they once fit in.
Asahi Beer approached Stolen Girlfriends Club to create a unique event that centred around Japanese food, performance, and music. The menu was tailored to incorporate colours from the current range and aspects of SGC’s playful mischief. Dishes were served in jewellery boxes, with the dessert served in a syringe. The interior was fitted with custom giant polystyrene jewellery pieces in black, outlined with LED lighting. Working with PR agency Public Library, we sent jewellery invites to select influencers frozen in a box of water, giving them the option of either smashing the cube or waiting for their bracelet. The event sold out every night and wound up hosting encore seatings.
Photo supplied.
Creating content for a fashion label is a very regular occurrence. Focussing on realigning the brand to its core customer, I set out to shoot campaigns that allowed for multiple interpretations, interesting styling, and the ability to be used in above the line marketing.
A personal favourite is a shoot produced with Marc and Derya at Meola Reef. Having hunted down the spot recently for Auckland City Rail Link, the space provided dynamic texture, grit and attitude that SGC embodies. We set out late afternoon when the tide was out to shoot the campaign before being swept away into the harbour. Both models were street casted, neither had modelled before, but were able to create the desired look - an outcast wanting to stand out. A mix of denims, leathers and bright hues of yellow and green lined the sandstone in the late autumn sun.
I’ve had the amazing opportunity to work with some of the best in the game. Stolen Girlfriends Club has since had an increase of 400% revenue and is doing well. We’ve had the chance to work with the likes of Blunt Umbrellas for a collaborative umbrella, M.A.C on a custom lipstick, and Phoenix on a custom drink to name a few. A whirlwind of a year but a productive one with a successful outcome.
