The Superstar
Rinat Brodach
Rinat Brodach is both the designer and namesake of her New York City-based fashion brand, founded in 2014 after studying at the Academy of Art in San Francisco and The Chambre Syndicale de la Couture Parisienne in Paris. Known for exploring themes of individuality, transformation, and inclusivity, her work has been featured in major fashion publications such as Elle, WWD, and Vogue. Rinat’s dedication to pushing the boundaries of traditional design eventually caught the attention of Amazon Prime’s “Making The Cut,” leading to a collaboration with Puma and increased international exposure.
The Situation
Rinat Brodach was in the process of transitioning her brand from a womenswear label to a gender-free brand, which presented both opportunities and challenges. This shift required a cohesive identity that could resonate with a broader, more diverse audience. Supernormal by Michael Andrew was brought on board to assist with this transformation, ensuring that the brand’s new inclusive philosophy was effectively communicated. The primary challenge was crafting a compelling story and visual identity that differentiated Rinat Brodach from other brands in the crowded fashion landscape while highlighting its unique gender-free approach. Supernormal needed to create a strategy that could break through market noise and enhance the brand’s recognition and visibility.
The Solution
Supernormal’s Strategy & Approach:
Supernormal guided Rinat Brodach through a transformative strategy for the Spring/Summer 2019 collection, titled “In Progress.” This collection embodied themes of growth, self-reflection, and inclusivity, reflecting both the designer’s and brand’s journey. The approach focused on three key phases:
- Brand Positioning: Supernormal refined the brand’s identity and messaging to align with Rinat’s gender-free vision. The storytelling was centered on progress and transformation, showcasing how the brand’s aesthetic evolved to reflect a bold, inclusive identity.
- New York Fashion Week Show Production: The highlight of the campaign was the production of a fashion show at NYFW, where Supernormal staged the “In Progress” collection in a construction zone setting. This creative concept symbolized the brand’s journey of transformation and growth. The show featured a diverse cast of models representing all genders, races, ages, sizes, and abilities, reinforcing the brand’s commitment to inclusivity. The bold staging and representation resonated deeply with audiences, enhancing the impact of the collection and brand message.
- Direct-to-Consumer Sales Strategy: To amplify the collection’s reach and connect directly with the target audience, Supernormal implemented an online direct-to-consumer strategy. This involved taking the “In Progress” campaign to digital platforms, driving sales through the brand’s e-commerce site, and leveraging social media channels to create a compelling and immersive customer experience. This online strategy allowed for a seamless translation of the runway excitement to a broader audience, enhancing accessibility and fostering a deeper connection with consumers.
Outcomes & Achievements
Supernormal’s work significantly amplified Rinat Brodach’s visibility and cemented its positioning within the gender-free fashion movement. The designer’s selection for “Making The Cut” demonstrated the impact of the campaign, leading to wider recognition, enhanced consumer engagement, and growth in market presence.
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