GEORGES HOBEIKA 2010-2011

GOAL

Drawing an American spotlight on an established Lebanese couture brand

APPROACH

Use the shadows and the light.

Create a unique and aspirational image for the brand by conveying the hand-beaded, glistening gowns emerging from the shadows and exposing strong silhouettes. The images radiate luminous femininity, modern luxury and a hint of mystery (key elements in the brand dna). Only elements of the gowns are visible and the rest… simply left to the imagination.

RESULTS

Georges Hobeika Couture is now a modern, luxury brand with strong Western culture appeal and a permanent place with celebrities on the Red Carpet. The success of this line led to us naming and promoting (logo, look book, website, collateral and a CMS functioning site for management) the Georges Hobeika Signature line.