Fashion

2021早春服裝系列報導：在低迷時局裡，Brandon Maxwell 重拾生活的歡騰感受

自紐約市開始實施封鎖政策後不久，Brandon Maxwell 便推出了自己的電子商務網站，還自己寫起了通訊電子報——但不是像普通的制式郵件那樣，Brandon Maxwell 融入了滿滿個人風格，讓這份通訊報看起來更親和——在疫情百般阻擋時尚發展的時間點上，他找到了另一種方式分散消費者的注意力，卻也讓人們更願意將目光放在他和品牌身上。

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If you’ve been following me for some time, you’ve probably heard me talk about growing up under clothing racks at the boutique my grandmother worked at in Texas. Well, on my father’s side of my family were many wine distributors. When I wasn’t with my grandmother, I was at the warehouse with my father, where he was a wine and spirits distributor, one of those wines being Ecco Domani, the bottle you see here today. ⠀ Last year Ecco Domani asked me to design a bottle for their Pinot Grigio. I was honored to be part of a brand’s history connected to my personal history. Through the process, their team was kind, open, and collaborative. As we discussed the marketing strategy, I shared my drive to work with partners who serve to better their communities. Just as we were about to launch, the Coronavirus pandemic was in full swing. We had several conversations on what we could do to help, and without missing a beat, Ecco Domani offered to donate on behalf of our collaboration. They donated $50,000 to Meal on Wheels, which my company also supported through donations. ⠀ That hospitable mindset makes me proud to share with you our design you see here today. The design features our classic leopard print jacquard that we have used since the launch of the brand. The wine is available to purchase in stores now. Reach out to @eccodomaniwine to find a store near you. #ad ⠀ I’m looking forward to sharing more with you over the coming weeks. ⠀ Love, B

A post shared by Brandon Maxwell (@brandonmaxwell) on Jul 21, 2020 at 2:02pm PDT

就像他本人依樣活潑有趣，在某個星期的電子報裡，他就分享了近月以來自己第一次穿牛仔褲騎腳踏車的故事：「這兩件事情都很振奮我的精神，所以如果條件允許，我非常推薦你也要試試看！」而另一週的內容則是分享後台團隊美甲師 Deborah Lippmann、以及秀場的花藝設計師 Michael 和 Darroch Putnam 的居家教學影片，甚至推廣起2020秋冬系列裡 Gigi Burris 幫他製作的頭飾產品，希望把自己心中的「好東西」分享給消費者及粉絲們。

Brandon Maxwell Resort 2021

疫情重創了高端服裝品牌、甚至是整個時尚生態，許多傳統的百貨零售模式近乎崩潰，形成一波經濟衰退潮。但就像他可愛的電子報內容一樣，Brandon Maxwell 對這次的早春系列抱持著相對樂觀的看法——因為電子商務的推出，降低了品牌對零售通路和批發商的依賴，直接與消費者互動的經營模式也增強了他與客戶間的關係，讓這份緊密的情誼和社群來推動，是數位營銷必備且明智的拓展手法。

正因他真誠的性格，Brandon Maxwell 也從中瞭解到消費者所期望的舒適和幻想，並在這回的早春時裝季中，用十五件繽紛服飾滿足了大家的渴望。首先會注意到的是丹寧素材——別忘了搭配腳踏車一起使用——還有寬鬆的裙擺剪裁，也為系列帶進了針織連衣裙、上衣等，提供更多舒適又日常的選擇。