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    context ︱ Made for women of influence
     
    Safiyaa’s sculptural, made-to-order demi-couture had found a following across fashion, film and royal circles, counting Catherine, Princess of Wales, Gigi Hadid, Priyanka Chopra Jonas and Jessica Alba among its wearers. The opportunity was to give its collections, campaigns and client communications a voice as recognisable as its cut.

    STRATEGIC IDEA ︱ Defining the Safiyaa Woman
     
    Studying the house’s existing clientele, CONTRAST defined The Safiyaa Woman through a shared sense of self-possession. Four archetypes clarified what each client sought. One client wanted to know who made her clothes. Others valued the discretion of a precise cut, the authority it lent to a public role or the drama it could bring to an entrance.

    EXPRESSION ︱ The theatre of Resort ’26
     
    Atelier stories brought clients closer to the people behind the clothes, while wardrobe edits showed how a tailored piece could move from work into evening. For Resort ’26, CONTRAST conceived and produced a campaign inspired by the Bright Young Things. Sharply cut tailoring and sculptural gowns expressed the collection’s poise and theatricality.


    IMPACT ︱ A precise offer, season by season
     
    Safiyaa gained a framework for choosing which stories to tell each season and how to adapt them by market. The same client insight informed plans for private appointments and product proposals developed alongside sales forecasts.

    Client
      Safiyaa


    Industry
      Luxury Fashion & Retail


    Services
      Brand Positioning
      Client Archetype Development
      Editorial & Media Strategy
      Client Acquisition Strategy
      media direction
      Campaign Production


    Year
      2024-2025


    RS’26 Campaign crew
      Talent · Cynthia Arrebola, Bruna Souza
      Photography · Elliot James Kennedy
      Film · Pascal Emmeran
      Concept & Production · Ginn Noonart, CONTRAST