Since cultural fashion is often appropriated by brands and unjustly sold at high prices, Bihor Couture aims to bring back the authenticity of traditional designs and make them accessible to the global community. Supported by Beau Monde — a fashion magazine with 100% Romanian content, the brand employs local craftspeople as designers. This does not only authentically extend traditions through affordable cultural fashion pieces, it also supports the local communities who contribute to Bihor Couture's selection.
The marketing campaign is completed by McCann agency. The legitimacy of it is evident as the video focuses on the opinions of Romanian craftspeople in accordance with cultural fashion and appropriation. The branding project is geared toward capturing the attention of young style-minded consumers and to signify the traditional implications behind clothing staples.
Authentic Cultural Fashion Campaigns
Bihor Couture is a Brand That Celebrates Romanian Fashion
Trend Themes
1. Authentic Cultural Fashion - Disruptive innovation opportunity: Explore sustainable and ethical sourcing practices to bring back the authenticity of traditional designs and make them accessible to global consumers.
2. Supporting Local Communities - Disruptive innovation opportunity: Collaborate with local artisans and craftspeople to extend cultural traditions through affordable fashion pieces while economically empowering the communities.
3. Capturing Young Style-minded Consumers - Disruptive innovation opportunity: Use creative marketing strategies to capture the attention of young consumers and educate them about the traditional implications behind clothing staples.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Incorporate sustainable and ethical practices in the fashion industry to offer authentic cultural fashion.
2. Marketing and Advertising - Disruptive innovation opportunity: Develop innovative branding projects that focus on authenticity and cultural implications to captivate young style-minded consumers.
3. Local Crafts and Artisans - Disruptive innovation opportunity: Foster collaborations between brands and local craftspeople to support traditional craftsmanship while providing affordable cultural fashion choices.