Challenge

The luxury fashion industry has long maintained exclusive standards that cater primarily to conventional sizes and body types. The challenge was to create a revolutionary luxury fashion brand that would:

• Bridge the gap between high-end fashion and size inclusivity

• Transform the traditional luxury shopping experience into a more welcoming and personal environment

• Maintain the sophistication of luxury while breaking down barriers to accessibility

• Create an emotional connection with customers who feel underserved by traditional luxury fashion

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Idea

The concept centered around humanizing luxury fashion through a unique brand personality. The core innovation was transforming "Le Monde de la Mode" into "MOMO" - creating not just a brand, but a friendly personality that customers could relate to and trust. Key elements of the idea included:

• Creating a "friend" in the fashion world through the MOMO persona

• Developing a multi-sensory retail concept that goes beyond traditional shopping

• Establishing a safe space where fashion becomes accessible to all body types

• Combining high-end sophistication with warmth and approachability

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Implementation

The brand development was executed through several strategic elements:

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1. Brand Architecture

• Created a sophisticated yet approachable main brand identity

• Developed sub-brands across multiple categories: Accessories, Fragrances, Interior, and Nutrition

• Established clear naming cascades that reflect both function and emotional connection

 

2. Brand Personality

• Developed a distinctive voice that is friendly, conversational, and supportive

• Created a personality that is sophisticated yet unpretentious

• Implemented a communication style that combines expertise with accessibility

 

3. Visual and Experiential Elements

• Designed a welcoming retail environment that prioritizes comfort and discretion

• Integrated multi-sensory experiences including art, coffee, and personal styling

• Created spaces where customers can relax and explore fashion without pressure

 

4. Brand Values & Positioning

• Embedded core values of empowerment, quality, innovation, and sensory immersion

• Positioned the brand at the intersection of luxury and inclusivity

• Developed a unique selling proposition focused on luxury fashion experience across all sizes and senses

 

The implementation resulted in a brand that successfully challenges traditional luxury fashion paradigms while maintaining high-end appeal, creating a new category of inclusive luxury retail.