ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
MA FASHION MANAGEMENT AND COMMUNICATION
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
Produce a fashion film celebrating the heritage and traditional craftsmanship in the production of cloth within the Joshua Ellis workshop whilst paring it with the production of a contemporary garment using contemporary techniques that are executed with Joshua Ellis fabric
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
WHY FILM
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
By 2019, online video will account for 80 percent of all consumer Internet traffic, according to California-based technology giant Cisco.
Business of Fashion
[2016]
https://www.businessoffashion.com/articles/fashion-films/top-10-fashion-films-of-the-season-supreme-gucci-calvinklein
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
We are now entering the restless world of interactive, self-created, digital-imaging: accessible, downloadable and constantly changing
Nick Knight OBE
[2009] British fashion photographer and founder and director of SHOWstudio.com
https://www.businessoffashion.com/articles/fashion-tech/future-of-fashion-magazines-part-three-the-move-to-fashion-film
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
Fashion films have the potential to deliver the poetry and energy of a full-blown runway show, with motion and music, in a way that's cost-effective and easily distributed
Vikram Alexei Kansara [2008] Business of Fashion
https://www.businessoffashion.com/articles/fashion-tech/fashion-20-the-rise-of-the-online-fashion-film
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
Around 8 or 9 years ago most of the fashion films that existed were runway shows. Within the past few years, along with blogs, youtube, etc. everyone seems to be going out and experimenting with a camera. The results are fascinating.
Diane Pernet
[2008] Credited as the first fashion blogger, the noted journalist and fashion film curator runs a respected fashion film festival.
https://www.businessoffashion.com/articles/intelligence/bof-recommends-a-shaded-view-on-fashion-film
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
It often takes us weeks, if not months, to assemble our creative teams and produce immaculately crafted shoots, followed by still more months to buy media placements in magazines and on outdoor billboards Quynh Mai
[2012] Founder of Moving Image and Content
https://www.businessoffashion.com/articles/opinion/op-ed-are-we-failing-to-fulfill-the-promise-of-fashion-film
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
“I think [fashion film] is part of a backlash to what’s been going on in our culture, which is now so digitally savvy.” “There’s a purity to film. It’s refreshing.” Jaime Perlman
[2016] Creative director of British Vogue
https://www.businessoffashion.com/articles/intelligence/fashion-film-photographers-hawkesworth-weir-dodgson-ghertner
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
Aesthetically speaking, the rise of film photography is in line with an overall shift in fashion: Over the past several seasons, the sleek minimalism of the 2000s has given way to a more eclectic, DIY and retro-inspired approach popularised by brands like Gucci and Vetements.
The human element of shooting with film — what Zahm [Purple magazines editor in chief] calls “seeing through the eyes of a human, not a machine” — as well as the return to craft, has also struck a chord with consumers who crave authenticity in an increasingly manufactured and virtual media landscape.
Hayley Phelan [2016] Business of Fashion
https://www.businessoffashion.com/articles/intelligence/fashion-film-photographers-hawkesworth-weir-dodgson-ghertner
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘ My idea is to provide a gateway to communicate Joshua Ellis’ brand values and ideas to clients and other interested parties in an engaging and immediate way. It would be a short film from thirty seconds to two minutes that could be used on the website, as an email signature or at promotional events. More specifically (and contemporarily) I would like to produce something to be considered for use on social media as part of a viral advertising campaign.
Film is a very contemporary way to communicate in a new way with your intended audience, but also to entice a newer contemporary client. Viral advertising through film provides excitement, engagement and immediate communication for the brand. The idea of matching the traditional skills with modern garment using future-forward design tools, through film, would hopefully help to identify Joshua Ellis as contemporary competition.
I would like to also incorporate the celebration of the 250th year as I also feel it is important in our ever advancing world to celebrate heritage and traditional craft.
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
https://vimeo.com/134056632
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
VISION
If possible, I think it would be really nice to follow the production of a new length of fabric from start to finish to capture the heritage narrative of the film.
I would then use this length of fabric to produce the contemporary narrative to the film by using it to make a contemporary garment and applying future forward techniques to its production.
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
NEXT STEPS
Produce a story board for the film
Produce design ideas for the garment
Access photography/film equipment / induction
Access appropriate garment production workshop inductions
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
FURTHER SUPPORT
Access to the factory to record footage
A thorough breakdown of the processes involved in order to produce cashmere (this will provide the narrative to the heritage section)
Access to fabric to produce a garment (this will provide the contemporary narrative)
Access to waste fabric (for sampling with the future forward technology)
ALYSHA EMMA DAVIS
JOSHUA ELLIS PROPOSAL ‘CHALLENGING TRADITION‘
QUESTIONS a9031448@my.shu.ac.uk http://alyshaemmadavis6.wixsite.com/aedavis