introduces a:
Futuristic Feel
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Creative Booklet By: Alexandra Gonzalez Baldwin Indesign, Level 5, 2017-2018 BA(Hons) Fashion Marketing & Communication 5FAMK003C-Visual and video techniques CWK1 Prof. Nicolas Godon
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about the brand...............p. 4-19 editorial...............p. 20-37 lookbook...............p. 38-43 minisite...............p. 44-47 references...............p. 48-51
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Stella McCartney WAS FOUNDED IN 2001 in a partnership with Kering as a 50/50 joint venture. IT IS A SUSTAINABLE LUXURY FASHION BRAND THAT IS COMITTED TO ETHICAL VALUES. AS STELLA MCCARTNEY HAS BEEN A LIFELONG VEGETARIAN, THE BRAND DOES NOT USE ANY LEATHER, skins, FUR, or feathers IN THEIR DESIGNS. MCCARTNEY is “committed to operating a business and maintaining a supply chain that respects the planet as well as its inhabitants (Business of Fashion, n.d.)”. THE BRAND IS CONSTANTLY EXPLORING WAYS TO BECOME MORE SUSTAINABLE AND ETHICAL.
Stella’s approach to design “emphasises sharp tailoring, natural confidence and sexy femininity (Kering, n.d.)”. MCCARTNEY believes that SUSTAINABLE FASHION can be attractive and can create beautiful PRODUCTS for anyone.
The brand operates in 51 freestanding locations including Manhattan, London, LA, Paris, Milan, Tokyo, Shanghai and Beijing. their collections are “distributed in over 77 countries through 600+ wholesale accounts in key cities worldwide, as well as shipping to over 100 countries online (Business of Fashion, n.d.)”.
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stella mccartney has categorized itself as a sustainable luxury brand. THE BRAND OFFERS WOMEN’S READY-TO-WEAR, ACCESSORIES, LINGERIE, EYEWEAR, FRAGRANCES, AND KID’S WEAR. STELLA MCCARTNEY IS A FASHION BRAND THAT REPRESENTS MORE THAN ITS DESIGNS, FABRICS AND STITCHES. IT HOLDS VERY STRONG VALUES AND BELIEFS.
there are no FASHION BRANDS in the market who CONTAIN THE SAME POSITION AS STELLA MCCARTNEY. HOWEVER THE BRAND STILL COMPETES WITH WELL KNOWN BRANDS SUCH AS ALEXANDER MCQUEEN, VIVIENNE WESTWOOD, PAUL SMITH AND ISABEL MARANT (Cox, 2015). THOSE BRANDS EITHER PRESENT SIMILAR STYLES OR BRAND POSITION AND DEVELOPMENT.
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stella mccartney is currently doing well. the brand is continuing their mission of creating fashion in a sustainable and ethical way. recently, the brand partnered with bolt threads, a biotech company dedicated to creating “Microsilk, which is bioengineered to mimic the chemistry and strength of real silk created by spiders in nature (Schilling, 2017)�. Stella mccartney also released a strong messaged campaign for her winter 2017 collection. in the campaign, her models were shot and filmed in a scottish landfill. the purpose of this campaign was to shed lighton waste and consumption. two aspects in which stella mccartney prides itself in avoiding with her sustainable and vegan materials. as mccartney’s efforts in improving her brand grow, it makes sense to execute a futuristic campaign. this new style correlates to her actions in implementing better technologies for the future of fashion.
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stella mccartney always creates unique campaigns. her commitment to sustainability is evident in almost all of them. the brand also always maintains a look of being edgy but soft. this is shown through unexpected poses and locations where the brand has executed themes of: - the shock of reality -animation -cartoons -fruit -flowers -unique graphics -heavy editing throughout her communication. the brand communicates online through Facebook, Twitter, Instagram, YouTube, Tumblr, Snapchat, Email newsletters, and their Website’s “press room. their website is also very well constructed. it not only contains their product categories, but two tabs, “Stella’s world” and “sustainability” dedicated to understanding the brand and its missions and visions. offline, the brand communicates in magazines, tv ads and frequently in colaborations. Stella mccartney does not just collaborate with fashion brands such as adidas and h&m, but with organizations who share the same mission of making the world more sustainable.
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stella mccartney will implement a futuristic feel for their new campaign. this new campaign will send the message of sustainable fashion being the future. as the brand is introducing new and sustainable technologies to its designs, this will be shown through a technologically futuristic look.
since stella mccartney is a luxury brand, the target will be women who have a higher income/savings and are willing to spend extra money for high quality clothing. the target for this collection, will therefore be adult women around the world between the ages of 20-55 years old. these are women who are either or both: -eco-friendly -conscious of their actions -cares for herself and others -wants to make a statement -feminine but not too girly (Ferrere, 2015) 14 - Interested in technology and innovation 14
-new
look
and
feel
with
the
futuristic
style
-influence a more edgy and futuristic fashion style -attract
more
women
to
stella
mccartney
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neo futurism is a late 20th/early 21’st century movement that has influenced the arts, design and architecture. the style evolved out of high tech architecture. it is seen as an idealistic approach to the future (Designing Buildings, 2017). the style is most associated with neon shades, perfect lines and clear metal.
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this new collection will not loose track of stella mccartney’s aknowledgedstyle, by not using: -darkclothes -too much makeup -harsh and unnatural looking models -masculinlook
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for the editorial of the collection, the main focus will be to transmit the neo-futurism style. to achieve this, the styling, editing of photography, location, and model attitude will be imperative there will also be a strong color theme of blue/cool tones. .
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natasha royt will be the stylist for the editorial. royt will succeed in creating a futuristic look for stella mccartney, as she has done so with other brands. it is said that “Through a refined economy of means and rich combining of contemporary design, Royt is set to be an important voice within fashion (https://www.artandcommerce.com/artists/stylists/Natasha-Royt/bio). the stylit will include and choose garments, shoes, and accessories from stella mccartney.
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bella hadid
lina berg
alecia morais
Chiharu Okunugi
a couple of models have been chosen to be featured in the editorial, as usually conducted by stella mccartney. four models were chosen based on their looks. also the four have different complextions and features to show diversity. the four models are bella hadid, lina berg, alecia morais and chiharu okunugi (who has modeled for the brand before).
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MAKI RYOKE will be in charge of the editorial’s models makeup. ryoke is a high fashion makeup artist who is known for executing well both natural and edgy looks. this will be imperative for the editorial as stella mccartney normally uses natural makeup looks on their models, however the futuristic look will require a natural but edgy look. hiro + mari watase will be used for hair. they have worked for many well-known brands as and their work has appeared in many magazines. they are known for creating many different hair styles and because of that they will be perfect for designing a futuristic hair looks for stella mccartney’s editorial.
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the location of the editorial will be in a studio. the location of the studio will be confirmed once the place, models, and prepping crew has been booked. the photographs will be taken in front of a green screen, where futuristic looking backgrounds and themes will be edited into the pictures. the photographer will be sebastian kim as he has successfully taken photographs for a futuristic theme. as stella mccartney is a vegan brand, vegan food and beverages will be provided to all at the set.
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on the day of the shoot, the models, photographers, hair/makeup stylist, stylist and the rest of the crew will all meet at 7:00 am in the studio. there will be a 20 minute grace period. at 7:20, prepping the models with hair,makeup and clothes will begin. hair and makeup will be more time consuming, since it has to have a futuristic look. due to that, hair and makeup will last two hours. at around 9:30, the shooting will start. in between shooting there will be a snack and lunch break. the shooting will last approximately till 6 pm.
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the art director will make sure that the models , clothes , and lighting all match the scene of a futuristic theme. the art director will also make sure that the stylist, makeup artist and hair stylist are taking care of the details on the model. he/she will also ensure that the models look relaxed, feminine and edgy as those are normal attitudes shown in stella mccartney’s editorials.
one of the most important tasks is in model direc-
tion. the models in this shoot have to exude a strong look. they have to again, appear to be relaxed, femenine and edgy. Stella mccartney also usually portrays her models to look serious. the photographer will guide the model in acheiving the perfect look.
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the retouching of the photographs will be extremely important. as the photographs were taken in front of a green screen, a futuristic look will have to be acquired along with futuristic type effects. the re-touchers and graphic designers will take on this role. the processing of the photographs will also be important. the desired look will require cool and neutral tones with mild contrast and saturation.the editor /re-toucher will collaborate with the photographer on the outcome.
the layout of the editorial will be full paged pictures, as stella mccartney usually executes her editorials. this will give an intense feel of futurism to whichever magazine it is featured in.
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fall/winter 2018/19
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Stella mccartney’s new collection will introduce it’s newtechnologicallymanufactured and sustainable clothes. a lookbook will be more appropriate as it will display how these sustainable and tech made clothes are attractive to and desireable.
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the website structure will be simplistic and informative, as the website is currently. the main point will be to let the consumer know about the new collection with its new sustainable benefits. the website will have the about section which will include: -information on the designer and brand + it will also have a futuristic feel where there will be: -info on the brands efforts in sustainability -photos of the new editorial there will also be a contact section to get in contact with the brand. stellamccartney839524186.wordpress.com
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