Rêvê la Drame

Rêvê La Drame envisions the future of luxury branding by merging Audrey Hepburn's timeless elegance with the transformative capabilities of augmented reality (AR). This thesis addresses the growing demand for immersive and personalized consumer experiences, proposing a pioneering model that integrates traditional design principles with advanced technology to redefine engagement in the fashion industry. The project includes an innovative identity system featuring cinematic storytelling and AR interactions, such as a giant virtual shopping bag installation showcased at flagship locations like the MET. This thesis presents Rêve La Drame as a transformative approach to branding in the evolving luxury fashion landscape by critically analyzing the design process, research, and outcomes.