Fashion Communication & Promotion: Visual Awareness Portfolio: Alexa Boldy

P4.

Street style photo essay

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hero & zero

P18. object of desire

fashion debate

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colour story mood board

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index

P21.

additional work

// Welcome to my portfolio www.alexasimagination.blogspot.com

@

alexa.boldy@gmail.com www.pinterest.com/Alexaimagines/ www.flickr.com/photos/alexandraboldy/ @alexayo

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street style photo essay We were given the brief to ‘identify a specific investigation or subject matter and create a photo essay of a minimum of 30 images’. I chose to focus on location and ‘the individual’. I wanted to emphasise the message that wherever we go in our lives, the scenery may change, the people around us may alter but we will always remain the same inside. I staged the images so that the individual was placed in the centre of the shot and the photographer 2 metres behind her. I chose similar clothing throughout the photo essay to enforce the message that we all remain the same. I chose different locations varying from Nottingham to Northumberland to New York City.

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hero & zero The Hero & Zero brief required my team to choose two brands within the female high street market, one which defined a ‘hero’ brand, and the other a ‘zero’ brand. We chose to study Topshop and Dorothy Perkins. This brief required going to both shops and gathering market research, investigating both brands marketing and social media strategies and finding their individual success within the market. In this brief I improved my research, teamwork, communication and presenting skills.

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colour story mood board The colour story mood board brief required us to identify a colour story and apply it to a mood board using a mixed media approach. We were given the task to apply this colour scheme to a brand of our choosing. I chose to apply my colour scheme to Ace & Jig, an American based, sustainable clothing brand. I found that the brand used a lot of earthy tones and I felt that in order to modernise Ace & Jig, they could incorporate some metallic threads into their pieces. I displayed this through a mood board, which includes both digital images and photographs, textures and materials that I have scanned in.

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fashion debate The fashion debate required FCP students to form teams and create an argument based around the motion ‘fashion does more damage than good’. my debate team were arguing from the consumers point of view. This meant that we researched topics such as body image, sustainable fashion, provocative imagery, ethical issues and racism. My role within the debate was to research body image issues which linked to the fashion industry.In this brief I improved my research, communication, teamwork and presenting skills.

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object of desire The ‘object of desire’ brief required FCP students to create an image which was centralised around something which we desire. I decided to take a metaphorical approach to this and include my love of set design and photography. Firstly I created an image which included sweets being lined up in a grid. This represented my desire to be organised, sharp, attentive and neat. I then created some wave shapes out of cardboard and painted them, then dressed the set with paper doilies and flowers. This image represented my desire to be ‘free’, to live a life devoid of consumerism and demands from technology and rather to be outside and to live a creative and adventurous life. The point of creating the two images was to show that I have a desire to find the medium between the two.

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additional work This section is dedicated to bits of additional work I have completed alongside my degree.

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Logos and headers I created for both my own and colleagues blogs upon request.

Images taken and posted throughout social media sites from a trip to New York City that FCP students were given the opportunity to go to in January 2015.

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Independent brand research project

I undertook an independent brand research project to improve my research skills. I studied the brand Free People, who I believe have one of the best marketing strategies in the fashion world. I researched their in store design, social media presence, marketing strategies and advertisement. I then created an array of mood boards focussing on the brand image and colour trends. I presented my findings in a multi media format which I thought linked to the brand as they feature a lot of multi media on their brand blog (BLDG25).

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Photoshop Experimentation I am already very comfortable using photoshop as I taught myself from the age of thirteen. However the Photoshop tutorials have been useful as I have been able to practice certain skills and learn different techniques. These images are a few of the outcomes from the FCP tutorial sessions. To see more of my work regarding photography and photoshop, head to my flickr page which is linked at the end of my portfolio.

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Blog: alexa’s imagination

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I created Alexa’s Imagination roughly 3 years ago, however only started seriously blogging in 2013. I found a real passion for sharing photographs, experiences, writing and connecting to my readers. My blog is a lifestyle, fashion and creative site which encourages people to lead the life they want to live. I’ve begun to get contacted by various brands and collaborate with them, whether that be jewellery & clothing brands or independent magazines. I created a section within the blog which features all course related content. It can be found under the ‘University’ drop down menu then the ‘fcp’ tab.

//Thank you www.alexasimagination.blogspot.com

@

alexa.boldy@gmail.com www.pinterest.com/Alexaimagines/ www.flickr.com/photos/alexandraboldy/ @alexayo

Alexandra Boldy