OFF-WHITE
International Launch Strategy
SUNTIMES supported Off-White Beauty in its entry into the international beauty market.
The new line marks a significant milestone that challenges conventional notions of luxury and makes it accessible to a wide range of audiences, particularly the younger generation.
SPREADING OFF-WHITE BEAUTY REVOLUTIONARY SPIRIT
With its beauty expertise and international approach, SUNTIMES provided comprehensive consultancy to help the fashion brand establish a presence in an industry with entirely different rules while staying true to its revolutionary spirit.
The mission was to convey the concept of “questioning everything” through a holistic international project that could be implemented across different markets.
A DISRUPTIVE STORYTELLING
Paperwork – the debut collection of the brand – embodies the vision of stylist Virgil Abloh: “Everything I do is for the 17-year-old version of myself.”
The line serves as “a space for revolution,” breaking free from boundaries and offering a blank canvas for individuals to expand their potential and creativity beyond traditional beauty standards.
A PHYGITAL SPACE TO CONNECT WITH THE TARGET
Building upon the idea of creative freedom and playful technology, our strategy aims to create a phygital space for the product discovery, enabling a strong connection with the target audience.
The result was a series of unforgettable and impactful retail experiences, incorporating phygital activations.
