Atelán is a luxury fashion brand that has an interesting take on how it promotes up-and-coming designers in Latin America. Although consumers are often told to support new talent in their local communities, Atelán goes above and beyond by supplying models, stylists, makeup artists, photographers and other industry professionals to build brand awareness for new designers.
When creating an identity for Atelán, the Firmalt Agency from Mexico was tasked with presenting local talent as luxurious international fashion. The agency's success is most visible in the design of tags and business cards, which feature premium materials on one side and an ethnic-inspired pattern on the other, representing the two sides of the business and their appeal to different markets.
As the brand showcases new designers with different styles in the future, Atelán will be able communicate its core message without compromising any Latino flavor.
Ethnic Designer Branding
Atelan's Luxury Fashion Brand Identity Celebrates Emerging Latino Talent
Trend Themes
1. Supporting Emerging Designers - Brands can promote and support new talent by providing resources and industry professionals to build brand awareness.
2. Celebrating Ethnic Identity - Incorporating ethnic-inspired patterns and designs can help brands appeal to different markets and celebrate cultural diversity.
3. Luxury Fashion Branding - Creating a luxurious international image for local designers can elevate their brand identity and increase market appeal.
Industry Implications
1. Fashion - The fashion industry can embrace supporting emerging designers and celebrating ethnic identity to create unique brand experiences.
2. Marketing and Advertising - Marketing and advertising agencies can explore innovative approaches to promote and build brand awareness for emerging designers with ethnic diversity.
3. Graphic Design - Graphic designers can play a key role in creating brand identities that combine luxury, international appeal, and ethnic-inspired patterns to attract diverse markets.