Rubricator:
• Introduction
• Communication Channels
• Theoretical Framework / Analysis
• Conclusion / Recommendations
• List of Literature / Image Sources
Introduction
The logo of Nude Project
Nude Project is a Spanish premium streetwear brand founded in 2019 by Bruno Casanovas and Álex Benlloch. The brand started as a small dorm-room project and quickly became one of the most recognizable youth fashion brands in Spain. Its positioning is built around creativity, streetwear culture, community, and the motto “by artists, for artists.” Today, Nude Project connects with a young audience through clothing, social media, music, and lifestyle content.
Examples of Nude Project Clothing
Nude Project is a Spanish streetwear brand that feels more like a lifestyle community than just a clothing label. It is built around fashion, music, friendship, creativity, and self-expression. The brand communicates in a relaxed and relatable way, which makes it feel close to young people.
Instead of simply selling clothes, Nude Project sells a certain mood: confidence, freedom, style, and the feeling of belonging to a creative community. Its visual style, campaigns, stores, and social media all help create the image of a young, modern, and authentic generation.
Examples of store interiors in different cities
Target Audience
Nude Project mainly speaks to young people around 16 to 30 who are into streetwear, fashion, music, social media, and creative culture. Most of them live in big cities, follow trends, and use clothes as a way to show who they are. For them, Nude Project is not just about buying a hoodie or a T-shirt – it is about feeling part of a certain lifestyle.
The audience likes clothes that feel comfortable, stylish, and easy to wear, but still have character. They are drawn to oversized fits, calm colors, bold graphics, limited drops, and the feeling of being part of a modern creative community.
Communication Channels
Screenshot of official website Nude Project
Nude Project uses several communication channels to build its brand world: the official website, Instagram*, TikTok, YouTube, Spotify, and physical stores. Each channel has its own role. The website works as the main shopping and information platform, Instagram* builds the visual identity, TikTok makes the brand feel more casual and relatable, YouTube develops storytelling through podcasts and vlogs, Spotify adds a music and lifestyle layer, and stores turn the brand into a real-life experience.
Screenshots of the Nude Project TikTok on YouTube channel
Screenshots of the Nude Project podcast on Spotify and official instagram*
Theoretical Framework / Analysis
1 — Cultivation Theory
One of the theories we analyze in Nude Project’s communication is Cultivation Theory by George Gerbner. The brand uses this theory by constantly repeating the same lifestyle images and ideas, so the audience begins to associate Nude Project not only with clothing, but also with a certain way of living.
One of the clearest examples of Cultivation Theory in Nude Project’s communication is the way the brand uses Instagram*. Many posts are not focused only on clothes. Instead, they show a whole lifestyle around the brand: friends, travel, music, sport, cars, parties, freedom, and spontaneous moments. Sometimes the product is not even the main object in the image — the Nude Project logo can appear on a car, a tennis court, or just as a small detail in the scene. Because of this, the brand slowly becomes associated not only with fashion, but with a young, free, creative, and exciting way of living. Nude Project sells the feeling of being part of this world, not just the clothes themselves.
Example of Cultivation Theory in Nude Project’s Instagram* communication
Another strong example is Nude Project’s summer campaign “The Art of Boredom.” The campaign was inspired by the blackout in Spain and the idea of disconnecting from screens to reconnect with real life. In these images, the focus is not only on the clothes, but on the moments people are living in them: reading, playing music, dancing, spending time with friends, playing football, or simply enjoying the sun. The clothes become part of the scene, but they are not always the main subject. What feels more important is the emotion — calmness, joy, intimacy, and freedom. Through this campaign, Nude Project shows that its products are not just things to wear, but things connected to memories, summer, friendship, and being present in the moment. This supports Cultivation Theory because the brand keeps building the same lifestyle image: young, free, creative, emotional, and close to real human experience.
«The Art of Boredom» campaign
In addition, Nude Project often uses a very raw and casual style of content. Some posts look like simple phone photos, memes, screenshots, or quick edits with plain text, emojis, and stickers. This makes the brand feel less polished and more natural, almost like content made by friends rather than a traditional fashion campaign.
This style also supports the lifestyle image that Nude Project is building. The brand communicates freedom, humor, positivity, and a relaxed attitude. It does not always try to look perfect or luxury. Instead, it focuses on the vibe, the moment, and the feeling of being young, spontaneous, and easy-going. Because of this, the audience can relate to the brand more easily and feel that Nude Project is part of their everyday culture.
Raw lifestyle content from Nude Project’s social media
2 — Dialogic Theory
The second theory we chose for the analysis is Dialogic Theory. In our opinion, Nude Project uses this theory not through formal comment replies, but through small moments of interaction that make the audience feel involved in the brand’s life. The brand does not simply show products — it tries to create a feeling of conversation, closeness, and participation.
One of the examples of this can be seen in Nude Project’s Instagram* stories. The brand uses simple questions, jokes, and casual lifestyle moments that invite the audience to react or feel included. For example, they ask questions like “is this a typical sport here?” or show a person they met in New York wearing Nude Project. This makes the communication feel more open and human. The audience is not only watching the brand from the outside — sometimes they become part of the brand’s story.
Nude Project Instagram* stories
The next example is the Nude Members loyalty program. Through this program, Nude Project gives people a chance to become more than just customers. On the website, users can create an account, complete different actions, earn loyalty points, and later exchange them for rewards.
This system makes the audience more involved in the brand. People can get points for signing up, making purchases, subscribing to the newsletter, getting a Nude Members card, or referring a friend. In return, they can receive discounts, free shipping, exclusive items, or small branded gifts. In terms of Dialogic Theory, this works as a form of interaction, the brand gives the audience a reason to participate, stay connected, and feel like part of an inner circle.
Nude Members loyalty program screenshot
Nude Members loyalty program screenshots
Another example is Nude Project’s offline communication during a new store opening. In these Instagram* stories, the brand shows small but memorable gestures for people waiting in line: an exclusive key-shaped souvenir for the first 50 visitors, and free churros with hot chocolate for everyone. This is not just a promotional action — it makes the waiting experience feel warmer and more personal.
In terms of Dialogic Theory, this example shows how the brand creates contact with its audience outside of regular advertising. People are not treated only as customers, but as part of the brand’s community. They can meet the team, take part in the event, receive small gifts, and feel that the brand pays attention to them. This helps Nude Project build a closer and more human relationship with its audience.
