Summary
The ‘Hera X Au Jour Le Jour’ collection is a ‘Vintage Punk’ concept that mixes Hera’s ‘Urban Chic’ vibe with the 80’s Vintage & Retro suggested by Italian fashion brand Au Jour Le Jour. The ‘Punk’ image is modernized to represent an understated charisma, while at the same time expressing the pop of vintage.
Concept
In this collection, we placed strong emphasis on the brand name *Au Jour Le Jour* and linked it to the 2014 collection by retaining the iconic lip motif that represents the brand.
In collaboration with the fashion brand, we created patches that combined *Au Jour Le Jour*’s signature elements—spangles and embroidery—and attached them to the containers, showcasing the unique brand identities of both Hera and *Au Jour Le Jour*. Coarse glitter finishes were applied to the nameplates and caps, completing the retro-chic mood of the collection.
