Talking Trends with Chanel

Outgoing and passionate, Chanel just loves to make people laugh! She’s a woman with incredible taste and a sense for fashion. Communicator of trends, Chanel is responsible for building monthly fashion content based on upcoming Dynamite collections. She’s the link and connector between the Design and Marketing teams. Her mission: build strong campaign messages and communicate product ideas and trends to our customers.

This fall, be on top of your game with Chanel’s latest fashion tips.

Where do you find your inspiration or feel most inspired?
I’m inspired by old and new, those who do and think differently. When I lack inspiration, I’ll change up my routine: take a walk, a trip, go talk to people about something totally off-topic, watch a documentary. Inspiration can come at the most random times from off-beaten paths.

Describe your killer look.

I love the simplicity behind a really good look made up of great pieces. You can’t go wrong with a good-fitting pair of denim, a basic black or white t-shirt, a leather jacket and amazing heels.

Who’s your fashion icon and why?
I always seem to have a different answer whenever I get asked this question. A constant icon is my mom. In her twenties, she had the best outfits, and was always fully accessorized from head to toe and with crimson red nails. But if there’s someone you want to Google for past and present inspiration, I’d say Jackie Kennedy because of her classic American style, Princess Diana, Victoria Beckham, and as of late, Gilda Ambrosio for her Italiana tomboy-meets-glam looks.

This fall…

  • What trends should we look for?
    For fall, you’ll notice a lot of pieces taking cues from the ‘80s. There’s also an English tartan and collegial trend where you’ll see lots of plaid, herringbone and colourful checks. Animal accents, such as leopard or python, will be impossible to miss. (If you need a crash course or inspiration, rewatch “The Nanny” or “Clueless”.)
  • What’s the “in” colour?
    Fall is eclectic and nearly limitless, so there isn’t just one colour we should all jump on. Lilac and lavender sweaters are light and romantic, mustard yellow is rich, and a bold red will make a statement.
  • What are the top prints?
    Checks in reds, browns and caramels. Leopard is back with a vengeance for fall.
  • What is the Dynamite item we should all line up for and why?
    Without a doubt, a check blazer will take you places. Wear it with jeans, pants or a skirt, or over a cami, turtleneck or basic t-shirt. It’s the most versatile item to own, not only for fall, but throughout the year.
  • What is the must-have jacket?
    A bouclé coat or a long check wool coat.
  • Closet cleaning: what items must go?
    This year, just before summer hit, I purged my closet and got rid of anything that I have not worn in 3-6 months and pieces that just didn’t excite me anymore. Skinny jeans are great, but for fall, try a wide leg or a crop flare. Summer crop tops can be swapped for turtlenecks.
  • Accessories: less or more?
    Think fine and dainty on your neck and hands. But a statement earring every once in a while never really hurt anyone either…
  • What is the biggest fashion faux pas?
    I try not to cancel anything out and say “you shouldn’t wear this or that” because in a few months, you’ll most likely be wearing what said you’d never wear. But what I know for sure is that you should always over dress and don’t wear overtly sexy pieces to the office. Oh, and let me tell you, I was not a fan of the micro, Matrix-looking sunglasses this summer. I think a lot of people are going to look back on that and have some regrets.
  • Tailored and tight or loungey and loose?
    Anyone who knows me knows I’m all about tailored looks. The only time you’ll catch me in loose pants that aren’t palazzos or wide-leg is probably at the airport. Maybe a hoodie at the gym. 
  • Shoes/boots to fall in love with?
    If you want to have fun with footwear this season—and give your skinny pants an update—opt for a ruched boot that you can wear over pants and pair it with a chunky sweater. A short bootie in a python print is great with a mini skirt or even jeans.

 

KICKING OFF BTS

Right now, everyone at GD is in back-to-school mode: it’s our biggest season and we are so pumped about it! To prepare for the big transition, our Visual team worked tirelessly with our Marketing and Creative teams all summer long. Stores across Canada, the USA and the Middle East will be revamped to reflect our “New jeans. New rules” fall campaign.

Garage Clothing is a huge denim and back-to-school destination for girls all over North America! This fall, there’s a lot of hype around the varsity look and pairing it with your favourite denim to create the ultimate OTP (one true pairing). Our stores will feature jeans, jeans and more jeans! We’ll introduce new fits, new washes, new lengths and much more. We’re also reinventing our basics, adding more fleece and loading up on leggings. Girls will be able to get all of their BTS essentials at Garage!

Other exciting news for BTS is the Sierra Furtado collaboration with GRG! The special collection will be available in 70 stores as of August 13, followed by meetup events in Toronto and L.A. where girls can meet Sierra live!

Our Creative Services team plays an important role in the storytelling. The team develops stories to present our collection. Strong visual merchandising has a huge impact on the customer experience and it’s the key to making the customer’s journey unique and special.

Here’s a sneak peek of our BTS campaign!

FUN FACTS

263 stores revamped

A total of 87,254 visual signs developed, produced and distributed in-store

Dressing of 45 mannequins for a month which represent over 10 000 mannequins in-store to be changed

28 weeks working on campaign before concept hit the stores, which means our teams worked on BTS campaign as of mid-January

Up to 56 window alterations

1,070 Timbits consumed by the teams to help keep the energy up!!

Shop the fall  2018 collection now!

Summer Vibes: How Garage’s Marketing Teams Created Their Latest Campaign

Have you ever wanted to go on a road trip with your friends to explore new places while listening to your fave playlists at full blast, or to just stop and take in the view and snap a few pics for Insta, or to feel the wind in your hair? This summer, the Garage Marketing Team stopped calling it a dream and made it a plan. “Let’s go somewhere!” is the theme behind our Garage’s summer 2018 campaign.

A crew of 25 people flew to California to bring this vision to life. Photographers, stylists, models, the Production Manager and Art Director, they were all there to set up their gear at some of the most iconic roadside attractions.

A lot of miles were traveled in order to get the final result.

At GD, ideas and concepts are generated in-house. Our Garage Marketing Team had several meetings and coffees before they came up with this story. Once the concept was locked in, the fun began! Our team wears many hats, from scouting for locations, storytelling, script writing and art direction, to styling, editing, and music selection, and they make sure that every little detail is brand-aligned.

FUN FACTS

  • The video was shot in two locations:
    • Club Ed Movie Set in Lancaster, California (where the pool was filled just for us!), is a famous movie set built in the high desert and used for many Hollywood movies and television shows. The television show “The O.C.” shot there. It was also most recently used as a set for “Truth or Dare” starring Lucy Hale!
    • Cabazon Dinosaurs, Cabazon, California – You’ve probably seen pics of this place all over Instagram. It’s one of the most iconic roadside attractions. The exhibit features over 50 life-size dinosaurs. Lots of tourists make a stop there before heading to Coachella!
  • The car rented for the road trip portion of the campaign is an old 1986 Mercury station wagon!
  • This 47-second spot took 2 days to film.
  • We brought 2 fully loaded suitcases for the 32 outfits that were showcased.
  • We burned through 8 packs of fireworks before getting the right shot.
  • 53,629 pics were taken, 79 pics were featured in our campaign, and 13 packs of Polaroids were used.
  • 19,142 pics were shot for social media, International, and the March lookbook, and 119 pics were used in 10 mini clips and 16 boomerangs.
  • We spent 196 hours retouching photos in Photoshop.

Shop the summer 2018 collection now!

“HOW WE WEAR IT”

The girls around our office are in love with this Dynamite mini skirt! We asked them why and how they wear it!

It’s that one skirt you want to wear all the time.

“Why not bring your evening mini into your workday? I love combining mine with a fitted sweater. For a night out with my girls, I throw on my favourite pair of pumps and a few accessories into the mix.” 

Sarah-Ève – Technical Designer


Working at Groupe Dynamite definitely has its perks. One of them is being able to wear a faux leather skirt and remain work appropriate. For a touch of glam, I style mine with an off-the-shoulder top.

 Audrey – Merchandise Assistant


I LOVE this black mini skirt, it is so versatile and chic, but simple! On a hot summer day like today, I wear it with a bustier top, strappy heels and bright lipstick.

 Laura – Analyst, Allocation


I will never get tired of the classic black and white combo. This summer, it’s a cross-body white top tucked into my mini black skirt for a crisp, streamlined look that feels sophisticated enough for work.

Mala – Sr. Graphic Designer

The Fashion & Design Festival

The Dynamite team worked together all summer to showcase the brand during Montreal’s Fashion & Design Festival!

With a sexy and seductive theme in mind, they imagined and designed a fashion show featuring our latest collections. A branded booth also attracted crowds and members of the media curious to discover the brand’s latest beauty products.

This collaborative work, which stretched over several weeks, allowed Dynamite to leave its mark on this super trendy event!

This event is not to be missed next year!


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