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STRIKE FW2021 MAY 2021

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BRAND HIGHLIGHTS

abstract

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Alaïa highly impacte d

T ough year

2020

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Double digit growth vs PY

Incredible year

2021

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LIVE THE BRAND MOMENTUM!

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NEW ENERGY into Maison Alaïa

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COMMUNICATION

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Doubled the investment increasing VISIBILITY & ENGAGEMENT

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EXAMPLE: EDITIONS CAMPAIGN INSTAGRAM PAID SOCIAL 16th — 16th US, UK, FRA, JP, GER AWARENESS 16/11 30/11 TRAFFIC III 16/12

EXAMPLE: EDITIONS CAMPAIGN LIVESTREAMING EVENT Livestreaming performance with Hajiba Fahmy Broadcasted on Instagram & Digital invitation to VIP and VIC in HéJIoa Ear.ms, Paris, London, Dubai, New York Crinoline dress that oe useo pertormarce

EXAMPLE: EDITIONS NAP COLLABORATION CONTENT PUSH On site placements APP placements Editorial (Porter Magazine) SOCIAL MEDIA PUSH g VideosoffYasmine. Zhu Zhu and Cindy showing their Alaia wardrobe andcollector pieces Instagram Incredible Women Live with Naomi Campbell and Alice Casely Hayford (N ovem ber24th) Live Virtual Ateliers Experience around the Editions dedicatedto NAP EIP (Alisson Loehnis interviewwith Myriam and Caroline) (Early December) On nts

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inH

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Modern & Dynamic Attitude

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RETAIL CHANNEL

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NEW BOUTIQUE OPENING December 2021 – Quatar /Doha

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Marignan Boutique will be renovated with dedicated EYEWEAR DISPLAY

Alaïa a ouvert son premier flagship parisien - Actualité : distribution (#359221)

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Azzedine Alaïa exhibit at Palais Galliera, Paris – France

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NEW CREATIVE DIRECTOR Pieter Mulier

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“ It’s not Alaïa -by-someone, but someone really understanding the house ” Myriam Serrano (CEO)

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BRAND HIGHLIGHTS

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NEW COLLECTION PRESENTATION

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COLLECTION OBJECTIVES

REINFORCE ENTRY PRICE RANGE (SRP: 310 – 390€)

1.

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COLLECTION OBJECTIVES

LEVERAGE ON ICONIC VISUAL CODES TO CAPITALIZE ON CARRY-OVER CONCEPTS

2.

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COLLECTION architecture

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PATTERNS

EMBELLISHMENTS

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OVAL VINTAGE SHAPE

MODERN & CONTEMPORARY TWIST

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SOSTITUIRE CON FOTO INDOSSATO AA0045S – 001

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SOSTITUIRE CON FOTO CLOSE-UP FRONT ANIMALIER AA0045S - 002

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ANIMALIER PATTERN INSPIRED BY ALAÏA VINTAGE COLLECTION

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LIGHT & SMOOTH PROFILES

ALAÏA SCULPTURAL APPROACH

SOSTITUIRE CON FOTO CLOSE-UP SILHOUETTE TEMPLE AA0045S - 002

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HD ACETATE

AA0045S SRP: 310€

AA0007S Sku 006

COLOUR RENEWAL

PR

AA0007S Sku 005

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BENDING

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VIDEO BENDING

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BENDING

AA0047S SRP: 370€

AA0048S SRP: 370€

PR

PR

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ee

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MICRO STUDS

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ELEGANT CONSUMER

LOOKING FOR AN EVERYDAY LOOK

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SOSTITUIRE CON FOTO INDOSSATO AA0049S

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MICRO STUDS DECORATION TO ENHANCE THE TEMPLE SILHOUETTE

SOSTITUIRE FOTO CLOSE-UP DETTAGLIO ASTA AA0049S

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AA0049S SRP: 350€

MICRO STUDS

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PÈTAL

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VIDEO PETAL

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PÈTAL

AA0051S SRP: 390€

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VIDEO MARIKA (ISPIRAZIONE COLORI)

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HD ACETATE BENDING PÈTAL MICRO STUDS € SRP: 331 - 390 € SRP: 310 – 330

Merchandising grid

AA0045S SRP: 310€ AA0007S* SRP: 310€ *Color renewal

AA0047S SRP: 370€ AA0048S SRP: 370€

AA0051S SRP: 390€

AA0049S SRP: 350€

CAPITALIZE ON CARRY-OVER TO COMPLETE THE CURRENT OFFER

NEW PRICE POINT TO REINFORCE <400€ PRICE RANGE

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ACTIVE COLLECTION

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AA0003S

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AA0004S

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AA0033S

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AA0045S

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AA0036S

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AA0049S

ENTRY: SRP 310 – 390 €

HIGH DENSITY

PÈTAL

MICRO STUDS

ŒILLET

BENDING

AA0051S

AA0050S

AA0048S

AA0047S

AA0046S

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HD ACETATE BENDING PÈTAL MICRO STUDS € SRP: 331 - 390 € SRP: 310 – 330

Merchandising grid

AA0045S SRP: 310€ AA0007S* SRP: 310€ *Color renewal

AA0047S SRP: 370€ AA0048S SRP: 370€

AA0051S SRP: 390€

AA0049S SRP: 350€

CAPITALIZE ON CARRY-OVER TO COMPLETE THE CURRENT OFFER

NEW PRICE POINT TO REINFORCE <400€ PRICE RANGE

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MARKETING & COMMUNICATION SUPPORT

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2021 ADV CAMPAIGN

AA0046S – 002 * *From SS2021 collection

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PR SELECTION

AA0045S

HD ACETATE

BENDING

AA0047S

AA0048S

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SOCIAL MEDIA

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PAID SOCIAL MEDIA PLAN

2021: versa tili impreziosite da decorativi.

maiw-ulaia Alaia prirnaveraÆstate 2021; sit•ouette versatili i mpreziosite da detta• dæorativi.

2021: versa tili impreziosite da decorativi.

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NEWSLETTER

PRÉT-A-PORTER Alaia BORSE SCARPE ehe riehisma d ACCESSORI Con

PRÉT-A-PORTER BORSE SCARPE ACCESSORI ai delicati dettsgli eon a maia

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#ALAÏAEYEWEAR #KERINGEYEWEAR

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THANK YOU

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BRAND AAA AAA AAA AAA AAA AAA AAA AAA SEASON FULL YEAR FULL YEAR 2021 2021 2021 2021 2021 2021 2021 2021 TERRITORY WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE PICTURE PAID DIGITAL x x x x x x x x CONSUMER x x x x x x x x x x x x x x x x EVENTS x x x x x x x x STARTING OATE March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 ENDING OATE Feb 28th 2022 Feb 28th 2022 June 30th 2021 June 30th 2021 June 30th 2021 June 30th 2021 June 30th 2021 June 30th 2021 STATUS RIGHTS LENGHT March 1st 2021 to Feb 28th 2022 March 1st 2021 to Feb 28th 2022 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021

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THANK YOU

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BRAND AAA AAA AAA AAA AAA AAA AAA AAA SEASON FULL YEAR FULL YEAR 2021 2021 2021 2021 2021 2021 2021 2021 TERRITORY WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE WORLD WIDE PICTURE PAID DIGITAL x x x x x x x x CONSUMER x x x x x x x x x x x x x x x x EVENTS x x x x x x x x STARTING OATE March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 March 1st 2021 ENDING OATE Feb 28th 2022 Feb 28th 2022 June 30th 2021 June 30th 2021 June 30th 2021 June 30th 2021 June 30th 2021 June 30th 2021 STATUS RIGHTS LENGHT March 1st 2021 to Feb 28th 2022 March 1st 2021 to Feb 28th 2022 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021 March 1st 2021 June 30th 2021

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