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Meet Virgil Abloh, founder of Off-White:

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  • Off-white’s catwalk shows grab the media’s attention, with A-list front rows and a top model line-up (Vogue, 2017). This press attention alerts the public to Off-White increasing brand awareness, and reiterates the message that Off-White is a luxury fashion brand.

220: ANna Wintour (With Virgil Abloh)

222: Kendall Jenner

221: Kanye West and Kim Kardashian-West

223: A/W 17/18 Womens show

  • Off-White collaborate with a mixture of streetwear and high fashion brands. This alignment of brands reinforces the balance of the Off-White brand ethos, urban yet luxury style (Highsnobiety, 2017) (The Sole supplier, 2017). This marketing strategy is like that of Supreme.

224: Moncler

225: Nike

226: Nike

227: Levi's

Social media:

  • Instagram

  • Twitter

  • Vimeo

  • Pinterest

  • Soundcloud

(Off-White, n.d.)

Off-White use Soundcloud and Vimeo to upload the music and videos from their runway shows. This is a unique feature compared to the other brands. Kenzo also hosts fashion shows, but doesn’t have accounts on either site. This makes Off-White more accessible and engages a different scope of consumer, giving off the impression that they are a brand that aim to inspire.

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