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| KARAVAN: Fall/Holiday Catalog | |
For more information view theKar-a-van case study
"In a world of look alikes, our fashion catalogs stand out because of their creativity" says Mira Zivkovich, president and Creative Director of MZInc of New York. And in a world of look alike advertising agencies, MZInc stands out. That's because, unlike many 'high-fashion agencies', according to Zivkovich, her agency doesn't have high-priced ad executives, fancy boardrooms or elaborate offices.
"Our clients have hands-on access to our designers, copywriters and photographers," she points out. "There are no middle-managers and we can slash production costs. We shoot on location for a really unique feeling, and give the buyers a sense of what it would be like to actually wear the clothes. When you look at our catalogues you are inspired by the images and inspired by the fashions. You remember the images and the clothing stays in your mind," she explains. To realize these images for Karavan, the New York based women's wear catalogue company, Zivkovich secured the talents of internationally-renowned visual artist, Irwin Karnick. Karnick, a self-declared 'citizen of the world', currently has several photography exhibitions in Portugal. His book, entitled, Azorian Trilogy - The Spirit, The People, The Land, was recently presented to President Clinton by the President of the Azores - and was added to the permanent collection at The White House.
Zivkovich commissioned Karnick to do the photography on the excerpted Fall/Holiday catalogue following an exhibition of his work in New York, which she says inspired her. "Irwin allows us to apply his artistry to commercial work" she says. "We bring the two worlds together and create advertising that works hard for our clients."
Using Karnick's photography, Zivkovich creates fashion artwork based on the client's clothing, requirements and vision.
" I always give something new, something extra and unusual by using the ambiance of the location, the feelings of clothing and the attitude of the models. It is these kinds of creative solutions that create positive feelings and desire and ultimately increase sales," she explains. This approach, she feels, is exemplified by the Karavan catalogue with its collage of photographs; glimpses of fashion intermingled with creative scenic images of the Canadian Fall,all harmonizing to form an image that outlines the fashion philosophy of the company.
"The fall leaves, a cabin, a fireplace, a country road - we know instantly that the collection inspired by the fashions is exciting, fun, simple comfortable, and romantic!" she says with a smile. "And we have come up with unique ways to really illustrate the clothing. We used a portrait of the model's hands to show the detailing on the cuffs of her blouse; we have a couple dancing to show the fullness of her skirt. All of this attention to detail must come through, while at the same time maintaining the overall integrity of the image," she adds.
MZInc doesn't stop with the printed page as its medium, Zivkovich points out. MZInc was one of the first companies to produce 'Videologs', or fashion catalogues on video and won a 'Telly' award for outstanding non-broadcast video.
Ever on the lookout for new and exciting ways to help market her clients' fashions, Zivkovich tells us that her next project is Cyber-Catalog and "CDLog" .. fashion on a compact disk!
MZInc is based in New York, with affiliates and branch offices in Barcelona, Montreal, Lisbon and Helsinki
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