Branding
This concept refers to the construction of the projected image of the brand. Focusing on impacting mind and heart, knowledge and desire, it seeks to establish the values and identity of the organisation. In other words, strong branding allows the brand essence to remain recognisable and consistent, even as the years go by and its visual expression changes, strengthening the connection with its audience and ensuring its relevance in the marketplace.
For this jacket, Rosemary keeps alive the mesh-like structure used recurrently by Rabanne, and gives it a twist by introducing denim. When done properly, pieces like the ones shown here, with different authors and separated by time, will continue to reflect harmony.
Paco Rabanne was known as the ‘metallurgist of fashion’ because of the use of metals in his garments. Although this jacket is not Paco’s work, but Rosemary Rodriguez’s, the fact that the denim pieces are joined together not by seams but by metal rings is in keeping with Paco’s style and reinforces the brand’s identity.
When Paco Rabanne and Rosemary Rodriguez met, they both wanted to retire from the fashion world, he for a well-deserved retirement and she to become a mother. However, they were so compatible that they decided to work together for years, and managed to create legendary collections thanks to their joint vision of fashion.
Rosemary Rodriguez’s career in fashion began at Dior, under the artistic direction of G. Ferré. She then moved to Thierry Mugler before arriving at Paco Rabanne, where she was creative director from 2000 to 2005. With the backing of Paco Rabanne, the Puig family and the CEO, she led the relaunch of the brand, managing both its image and its production with passion and dedication. She is currently developing new projects that connect talent and fashion through a new art of living.
