Annabel Lucey Marketing Report www.annabeljoylucey.com
CO NT EN TS
01. 02. 06. 10. 14. 16. 18. 28.
Introduction
Annabel Lucey
Competitors
Interview - Jamie Mariee Shipton
Interview - Helena Leister-Card
Styling Brief
Shoot 1. Dazed and Confused
Shoot 2.So it Goes
36. 46. 54. 65. 74. 76. 77. 78.
Shoot 3.Vice
Shoot 4.Wonderland
Shoot 5.NeverLazy
Shoot 6. Nylon
Conclusion
Appendix
Figures
Bibliography
“Now, mobile is in people’s hands everyday and they are getting their news and fix of culture from a mix of media. So, the print magazine has to become something more than it was. It has to become a printed manifesto and make a radical statement with more elaborate photography and more inspiring content. It has to be collectable and set the agenda� Jefferson Hack
Introduction
A stylist’s vision is important as the world leans towards visuals rather than words, and the consumer looks for real life models and wearable style. Stylist’s scope out the client’s identity and fulfil briefs as well as have their own identity, which is reflected in the stylist’s work. Stylists showcase their work on different platforms such as films, websites, and printed publications, look books, billboards and social media sites. Styling is not all about live models as still life styling is a sector that is becoming increasingly popular with stylist’s finding new ways to display products and garments. Stylists have to be flexible and understand how images come together taking into consideration the lighting, background, location, hair and make up. Stylists have to consider their target consumer when styling to ensure it appeals to them as well as the client. Coming up with new concepts, which make them stand out and differ to competitors, makes for stronger styling. Like any industry stylists have a lot of competition and making sure you stand out becomes increasingly harder. There are many different jobs for stylists, from editorial shoots for magazines to TV, film and celebrity styling, from catwalk shows to retailers and brands. Stylists have to be team players; working with people and building relationships, which in turn helps them to succeed in this extremely competitive industry. Stylists have to constantly keep themselves up to date with current trends as well as looking back to the history of fashion so that the looks they create are in context and from this knowledge stylists can gain inspiration. Stylists should also look to other industries for fresh new ideas and approaches to their styling concepts. Editorial styling for print magazines tends to be more creative cutting edge high fashion, which is the most desirable type of work for a stylist.
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The Brand
Annabel Joy Lucey
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AJLucey is a contemporary stylist specializing in women’s wear, her USP is that she can align herself with any brand and take upon their style as well as her own individual style to create a harmonious collaboration and styling concept. AJLucey is putting herself forward for the Graduate Fashion Week Styling Award so she needs to successfully complete five photo shoots with different concepts featuring menswear, women’s wear and accessories shot on location and or in the studio. Menswear styling represents a new challenge. The Diversity Award presents another challenge for the brand; AJLucey will need to use a range of models, including some with disabilities. AJLucey differs from her competitors as she can align herself to any brand taking upon their unique style but adding her own twist, this will make AJLucey more attractive to employers. AJLucey has previously worked as an assistant stylist for Twinks Burnett, styling for The Old Tat Magazine and VICE. From this experience she gained knowledge about the industry and working with industry professionals. This involved sourcing garments from designers, putting outfits together, styling on set and dressing the models. It also involved making sure garments were looked after, kept clean and safe, and returned to PR companies and independent designers around London.
Self-promotional materials are helpful when building contacts as a stylist. AJLucey currently promotes herself on social media sites such as Facebook, Instagram, Tumblr, Pinterest and Arts Thread. These are all free ways of advertising herself as a stylist and promoting her work. These platforms also enable employers to easily view her work thus making her stand out from her competitors. AJLucey also has a website which she uses as a tool to showcase her styling and assistant styling work, this has been put into practice when sending to industry professionals for future collaborations.
Strengths
Swot Analysis: Annabel Lucey
Styling Art Direction Easily follow and complete a brief Align herself to any brand Good relationships with photographers and designers Time management Collaberations with other industry professionals Good relationships within the industry
Weaknesses Confidence with her ability and work Finance - hasn’t currently got an income Experience within the industry Links to well known designers Recognisable USP Doesn’t currently live in London where most of her jobs are
S W O T Opportunities Assist other stylists Collaberate with industry professionals Internships Gain a good reputation To learn and gain new knowledge of the industry
Threats Competitive industry New to industry Think of new concepts which haven’t been done before Students and other stylists working for free Unable to charge for her service
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Physical: Images Simple logo Style Relationships:
Friendly Caring Co-oprative Organised Outgoing Passionate
Brand Prism
Photographers Designers Musicians Stylists
Culture:
Self Image: Driven by inner passion Stylish Motivated
Reflection: Magazine’s wanting conceptual shoots and styling. Photographers, designers and brands who need a stylist. Lookbooks stylist. Still photography styling. Can align to any brand.
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Personality:
Authenticity Original Well being Traditional Modern Vintage
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“I am not fan of clothing that screams fashion” Melanie Ward
To stand out as stylist is a challenge in itself. AJLucey is prepared to push boundaries and come up with innovative styling concepts to compete with the well-known stylists she is up against. AJLucey regularly looks to Tumblr and Instagram for inspiration for styling and shoots. One of her inspirations is Nicola Maria Winkler who combines her styling with interesting collaging techniques to stand out against the crowd. AJLucey would like to adapt this technique within her work. Another inspirational stylist is Jamie Maree Shipton whose work is contemporary, minimal and clean. Jamie uses abstract poses and models. This is something that makes her work memorable. AJLucey interviewed Jamie Maree Shipton to find out what Jamie could advise on making her work stand out from COMPETITORS
the crowd and help AJLucey find her own recognizable style. Nicola Formichetti is another stylist AJLucey aspires to be like, former dictator of Dazed and Confused and well known for Lady Gaga’s ‘meat dress’ worn to the 2012 MTV video music awards in Los Angeles. Formichetti has grown a reputation in the styling world for “his fearless disregard for boundaries” and remains characterized by an unpredictable, experimental edge. Formichetti is constantly attuned to his blog, Twitter feed and live screenings of projects for photographer Nick Knight on the interactive platform SHOWstudio. Formichetti declares that magazines “are just too slow” hungry to communicate his work quickly and as widely as possible “I want to use technology to change the way the whole industry operates”. Much like AJLucey he is using social and online media as a catalyst to promote his work to industry.
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‘When Nicholas Coleridge [managing director of Conde Nast, UK] saw the image he said, “Are you sure?” And I said I’ve never been more sure in my life.’ Katie Grand
Katie Grand redefined the mainstream magazine when featuring Beth Ditto in all her supersize glory exceeding all expectations and building more anticipatory hype than any other fashion based title in history. Katie Grand has belief in her own instincts which has propelled her into fashions visionary elite. Katie Grand created Dazed and Confused magazine; what started as a student style fanzine became one of Europe’s most respected independent magazines giving Grand an appetite for mixing fashion and pop culture. Grand then went on to style Kylie Mingoue for Top of the Pops “It was my first real experience of a famous person” the start of many celebrity clients Grand went on to style. Victoria Beckham describes Grand as “having an incredible energy that translates into everything she touches - both professionally and personally”. The ability to always remain true to her own personal vision no matter how high the stakes define Grand and she describes the launch of Love magazine as one of the redefining moments of her career. Grand was aware of the controversy it would generate and knew from this she could build a name for herself as a cutting edge stylist.
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Hart Leshkina 8
http://hartleshkina.com
http://www.nicolemariawinkler.com
Nicola Mariee Winkler
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“I find the image curation of all different creative’s really inspiring. Art, architecture and landscapes/locations really influence how I style shoots.”
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Annabel: Please can you tell us about yourself? Jamie: I’m a moody creative. A: How did you get into the fashion industry? J: It was a natural progression really. I studied journalism and always wrote about fashion so ended up styling images and editorials to run alongside my features and interviews. A: Where do you find inspiration for your work and what influences affect it? J: I love trolling Tumblr and Instagram. I find the image curation of all different creative’s really inspiring. Art, architecture and landscapes/locations also really influence how I style shoots. A: What do you like the best about being a creative director/stylist? J: The freedom to be my own boss and to always look forward to work. I never wake up not appreciative. A: What’s the most difficult situation you’ve been in since getting into the industry? J: When things go missing in the post or get damaged on a shoot and you have to explain to the PR people (this is super rare but it’s one of my biggest fears). A: What qualities and skills does one need to succeed as a good creative director/stylist? J: The drive to push through any obstacle and constantly believe you are good enough. That your work is good enough. A: PITCH Zine has a very cool, unique concept can you tell us a bit more about it? J: PITCH has really succeeded with establishing a really strong and niche aesthetic and we curate all our content really dramatically to ensure everything we publish is 100% suitable and in-line with this aesthetic. We really just aim to publish editorials, post and features on the new creative’s in all industries, and to give them a platform to have their work viewed and launched. A: What encouraged you to get involved with ID magazine? J: I was lucky enough that they like my writing and my styling and they invited me to come on board. It’s a truly rare and great opportunity and I’m so blessed to be working with one of my favourite publications.
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A. How do you get in contact with brands, what’s been your best collaboration? J: If I like what a brand, label or creative does I just hit them up via email or social media. Best collaboration so far would be with artist Kitty Callaghan, that was fun and something I hadn’t done before. A: What has been your favourite shoot so far and why? J: I don’t have one. I’m really critical and often look back at my work and hate it a little bit. A: Do you always work with the same team of photographers ect or do you change it up? J: I’m always changing it up. But I have my favourites that I like to work with a lot. A: As an aspiring stylist how would you advise me to develop my own recognisable style? J: Trust your instincts, don’t compromise your style to follow a trendit’s never worth it and you will never pull it off the same as someone who’s natural style that is. Just do you ;) A: On a final note, what advice would you give to someone aspiring to work and establish themselves in the fashion industry? J: Figure out if you’re cut out for it. It is not an easy industry to make it in, let alone get anywhere high up in. You need to know within yourself that this is the life you want for yourself-which means sometime’s working for free, or for tiny budgets, having set-backs, people not liking your stuff, people criticising you etc-you have to be honest with yourself, is your work good enough, do you want it bad enough to commit yourself 100% no matter the setbacks.
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“It is not an easy industry to make it in, let alone get anywhere high up in. You need to know within yourself that this is the life you want for yourself which means sometime’s working for free, or for tiny budgets, having set-backs, people not liking your stuff, people criticising you etc-you have to be honest with yourself, is your work good enough, do you want it bad enough to commit yourself 100% no matter the setbacks.”
www.jamie-mareeshipton.com 13
Helena Leister-Card
Annabel: Tell us about yourself? Helena: I’m 23 years of age, living at home in Portsmouth with my mum and 5 cats. I recently graduated in Fashion Media and Promotion at Northbrook College and am now running my own vintage website! A: How did you get into fashion blogging and styling? H: Before I started university in 2011 we were asked to start a blog for our summer project, I’ve carried it on ever since! And styling was part of my uni course (one of my favourite parts) and I started to do it for fun, then for friends and now occasionally for brands as well as full time for Sassy World. A: Where do you find inspiration for your work and what influences affect it? H: I find inspiration mainly on the internet on Tumblr, Pinterest and Blogs. I’m also heavily influenced by different eras, and love films and music videos from the 80s and 90s. A: What do you like the best about being a stylist/blogger? H: Meeting new people who are likeminded and have the same interests! I also love discovering new brands and independent designers.
“Social media is your best friend”
A: What do you find the most difficult about being a stylist? H: Pulling clothes! I live in Portsmouth so it makes it difficult to maintain relationships with PRs as most of them are based in London. Most stylists can just pop into PRs and borrow stuff for shoots then take it back the next day but I would have to catch a lot of trains to do that! A: What qualities and skills one need to succeed as a good stylist? H: A good, unique eye for teaming clothes together. You need to be trustworthy and reliable so that PRs and designers will want to loan their clothes to you. A: Your fashion brand sassy world has a very cool, unique concept, can you tell us a bit more about it? H: I basically wanted somewhere that I would want to shop myself as I was bored of all the mass produced clothes on the high street and the lack of exciting clothes on the internet in the UK. I love finding crazy and colourful vintage pieces that no one else will have so I decided to make one destination where other people can shop for unique fun and bright clothing. www.bellsfashion.blogspot.co.uk
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A: What advice would you pass on to people aspiring to be in your shoes? H: Be ambitious, persistent, patient and strong minded. It’s not easy being self employed and doing things on your own but it’s so worth it! I’m so much happier now than I ever have been working for anyone else and I love that I’m slowly making my dreams come to life. A: The confetti crowd appears to be taking the world be storm! Please can you tell us about about the group, how you work as a team and how you get in contact with brands ect? H: Confetti Crowd was founded by Heidi as she felt there was a lack of appreciation for the more ‘crazy and colourful’ bloggers in the blogosphere. We are all independent ladies with different talents/career paths and all have a penchant for colour and bold clothes. We all meet together in London a few times a month and shoot for blog posts/attend events etc. A lot of the time brands have emailed us asking to collaborate but occasionally we will email a brand we think would really suit confetti crowd!
A: What has been your favourite shoot and why? H: Our first ever shoot was the best because it was SO much fun getting to know the girls more and it was sort of a secret then too so it was really exciting haha. A: Do you work with the same photographers, team or do you change it up? H: We mainly work with Heidi’s best mate Imogen, as well as her friend Jordan who videos us. But my friend Max Hetherington shot us for the Nike campaign! A: On a final note, what advice would you give to someone aspiring to work and establish themselves in the fashion industry? H: Get lots of experience in the areas you’re interested in, throw yourself out there! Do lots of research (google is your best friend) Social media is also your best friend as it helps people get to know you and see what you’re about. Also having a blog is a HUGE help, I probably wouldn’t be doing what I’m doing now if it wasn’t for my blog! 15
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Styling Brief Shoot 1. Dazed and Confused Shoot 2. So It Goes Shoot 3. VICE Shoot 4. Wonderland Shoot 5. Neverlazy Shoot 6. Nylon
AJLucey is presenting six shoots featuring women’s wear, menswear and accessories catered to different magazines to show potential employers how she is a versatile stylist and can adapt herself to answer a client’s brief. The concepts and themes of the shoots have developed from extensive research into current fashion, social and economic trends.
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Shoot 1. Dazed & Confused is a monthly British style magazine founded in 1992. Its founding editors were Jefferson Hack and fashion photographer Rankin. A trailblazer for emerging talent and proudly independent, Dazed & Confused magazine aims to set the cultural agenda, both on and offline. Dazed is celebrating its 20th year of publication by making the entire archive of back issues available for digital subscribers. The independent British fashion, culture and arts magazine has a strong global reputation for its groundbreaking and trendsetting editorial and its support of new generations of fashion, art, literature, photography and music talent. DazedDigital.com, their online magazine, is updated daily, hosting interactive projects, extra editorial content, exclusive music and fashion film.
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Strong online following Read online and in print by one million readers Part of the Dazed white label industry Based in London Created by an international collective of writers, image-makers and stylist’s Limited prints to 6 per year making them more valuable Leading independent fashion and culture magazine
Weaknesses Competitors- ID, Oyster, Another, Wonderland Saturated market Print going out of fashion as magazines move online Similar ashthetic to Vice online Targets female market
SWOT Analysis Dazed and Confused
Strengths
S W O T Opportunities Collaborate with international designers, photographers, artists, writers Diversify into new markets Cover more industry events Scaled back print publication to six times a year to expand online audience
Threats Competitors have similar asthetic, what makes Dazed and Confused different Financial economy affecting sales Digital magazines
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Brief
Once Upon a Hay Bale To create a denim feature for the magazine, reinventing denim in a new way using appropriate diverse models in the studio to create an interesting denim fashion editorial. Using new and upcoming designers, the feature will consist of still and moving image collaborating with a videographer to create a short fashion film to compliment the images to go on the Dazed and Confused website, which also features the current denim, hair and make up S/S15 trends. The film will have an appropriate soundtrack witch will appeal to the Dazed target market and the film will be no longer than a minute.
Photography Oda Bakkeli Eide Styling Annabel Lucey Make up and hair Olivia Mclean Model Yasmin Minto, Nicola Smith
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Evaluation
AJLucey was pleased with the outcome of this shoot, in depth research and planning meant the shoot ran smoothly and this is shown in the results. AJLucey tried to steer away from stereotypical model poses to compliment the Dazed & Confused culture. She decided to use two models to tell a story about two young girls playing on a farm reflecting the research into the history of denim. A hay bale was used as a main set prop to link back to how denim was worn for work wear on farms but still giving it a contemporary high fashion edge with the use of styling and make up S/S15 trends.
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Shoot 2. “So It Goes is a bi-annual magazine that champions the original voices of today across seven chapters: The Actors, The Directors, The Artists, The Collection, The Musicians, The Places and The Writers. The magazine is a meeting place for a global
“So It Goes is also a creative agency that extends the magazine’s network and commitment to unique storytelling into branded film content, documentaries, featurettes and short films. From Ben Whishaw to the Sundance Film Festival, we turn the new into the timeless.” So It Goes
network of photographers, journalists and other creatives. In a digital world, So It Goes is a reminder of the power print magazines have to touch lives and reveal the issues, places and people that deserve to be brought closer to home.” So It Goes James Wright co-founded the lifestyle brand Fourth & Main. A brand comprising two parts: a capsule menswear collection and a bi-annual arts and culture publication. The title profiled a range of young talent across the arts and ran as a free title for
4 P’S Place- UK based but collaberate with internation designers Promotion- Online ; Twitter, Instagram, Facebook no other advertising
three issues. Earlier this year, the magazine was given the name So It Goes magazine and sold as a paid publication. So It Goes magazine is based at a niche target market of males looking for something original. It has a strong brand aesthetic and culture of bringing together creatives. 28
Product- Print magazine Price- £12.99
Strengths
SWOT Analysis So it Goes
Independant magazine Niche market- fewer competitors Strong brand and asthetic Good use of collaboration with journalists, photographers, artists
Weaknesses Smaller target market Print based not much online content Not large online social media following
S
W
O
T
Opportunities Collaberate with designers, artists, photographers Grow as a brand and magazine Larger online following
Threats Main competitors - Kinfolk has a simular asthetic, Cereal magazine Larger well known magazines starting a magazine in this nieche market Finance - as it is a smaller less popular magzine Print going out of fashion
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Brief
To
collaborate
with
an
appropriate
fashion
photographer to produce a selection of conceptual menswear image’s featuring the Lizzie Atkins menswear collection based around Japanese fisherman. Choosing an appropriate location and models to fit in with the aesthetic of the designer and So It Goes magazine. The shoot will also have a complimenting fashion film for So It Goes to post on its website with a shorter preview for its Instagram and Facebook page.
Photographer Joanne Banks Styling Annabel Lucey Model Yasin Ali, Ibby Nj
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Evaluation
After test shooting at Studland Bay AJLucey thought this was a good location to showcase the designer and made an interesting conceptual shoot to include in So It Goes magazine. It also complimented the So It Goes aesthetic of the magazine. AJLucey had to overcome issues of the photographer losing images from the shoot meaning she had to re-shoot, this tested her as a stylist as it meant that the shoot had to be rescheduled and models re-booked as well as having to collect and return garments to the designer. AJLucey has learnt from this to put images straight onto her hard drive after a shoot. AJLucey fulfilled this brief as well as challenging herself by diversifying into menswear styling. Dispute slight weather issues; this shoot shows how researching and finding the perfect location can make all the difference to an interesting location shoot.
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Shoot 3.
Vice is a print magazine and website focusing on arts, culture and news topics and bills itself as “the coolest magazine in the world” Founded in 1994 the magazine later expands into Vice Media, which consists of divisions including the magazine and website, a film production company, a record label, and a publishing imprint. The editors have championed the “immersionist” school of journalism, regarded as DIY antithesis to the methods practiced by mainstream news outlets, and the monthly publication is frequently focused on a single theme. Vice magazine includes the work of journalists, columnists, fiction
writers,
graphic
artists
and
cartoonists
and
photographers. Vice’s content has shifted from dealing mostly with independent arts and pop culture matters to covering more serious news topics. Vice also publishes an annual guide for students in the United Kingdom and operates in 35 countries becoming part of a multimedia company in the early century.
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“They understand how millennials think, what content millennials want” Sir Martin Sorrell
4 P’s Price - £10 magazine free online Place- UK based avalible in music stores and in publication stores Promotion-Oniine, social media Product-Magazine and online website
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Strength
SWOT Analysis VICE
Well known Strong online format Largest following of all the magazines New social media links (snapchat) Covers current affairs and politics Good collaborations with photographers, designers, stylists, journalists ect Available on Kindle Ipad compatible Exclusive Free monthly edition
Mainly online Website is overcrowded Vice has a sinister, dark asthetic. Similar to Dazed digital Audience disagreeing with their political views
S W O T Opportunities
Make its printed version more frequent and widely available Collaborate with designers, artists, photographers ect. Put on events Advertise themselves more Sponsor artists/events
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Weaknesses
Threats Main competitor Dazed and Confused Magazine very similar asthetic online. Finance - are they making money Ecomony Political issues, people disagreeing with their viewpoint.
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Sports Portraits
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Brief
A series of stylized portraits series with a sporty, hint of 90’s theme on physically disabled individuals. The portraits will explore and allow the subjects to tell their individual story behind their disability, translating the narrative to the clothes creating an authentic promotion of the clothing, whilst also presenting themselves as a fashionable sports model to challenge the perception of fashion and disability.
Photography Joanne Banks Styling Annabel Lucey
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Evaluation
This shoot proved to be a challenge for AJLucey, working with models with disabilities is something she hasn’t done previously. AJLucey interviewed one of the models to find out how she felt about the representation of disabilities within the fashion industry. She found it rewarding to speak to her and find out her perception. It was difficult to make the styling look natural, fitting in with the models personalities and lifestyles so the portraits are believable.
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Shoot 4.
“Wonderland is an international, independently published magazine offering a unique perspective on the best new and established talent across all popular culture: fashion, film, music and art. Wonderland entertains, challenges and informs both men and women with editorial and fashion shot by the most indemand photographers working today. Representing the positive and the playful elements of the fashion industry. Wonderland is about inspiring, rather than dictating to our readers.” Wonderland Wonderland’s popular and innovative website is updated daily with new content including many pioneering ‘fashion films’ that cannot be seen anywhere else. Wonderland frequently has exclusive celebrity cover stars with past titles featuring Kirsten Dunst, Alexander Skarsgard, Carey Mulligan, Janet Jackson, Zac Efron and Megan Fox. The magazine was started in 2004 after an investment from the first series of Dragons Den, the biggest investment made to date by Peter Jones. Wonderland is published twice a 46
year and has a circulation of 25,000.
Strong womanswear magazine Large following Media follow story as started on Dragons Den
Weaknesses Mainstream - seen before not bringing something new to the consumer Competitors - Nylon, Another magazine
S W O T Opportunities Grow online , have more content on its website Larger social media following Collaberate with artists, photographers and designers
Threats
SWOT Analysis Wonderland
Strenths
Competitors New magazines Print going out of fashion Media moving online
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Brief
SPORTSCHIC To do a sequence of women’s sportswear images to feature in the A/W15 magazine using a variety of well-known sportswear brands in an innovative style and location. Styling should show current sportswear trends, and feature bold bright colours to fit in with the magazine aesthetic. Along side the shoot there should be a supportive film to go on the Wonderland website, which will have an appropriate soundtrack and editing to fit in with the theme and style of the shoot and magazine.
Photography Oliver Smith Styling Annabel Lucey MUA & Hair Jessica Barba Model Hannah Smith
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Evaluation
As the shoot was outside on location AJLucey had to overcome various issues of unforeseen weather conditions, using expensive well-known brands whose products she had return meant that she had to work around this. The veledrome location worked well with the bright bold colours within her fashion forward styling and fitted in with the colourful Wonderland aesthetic.
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Shoot 5.
NeverLazy
NeverLazy Magazine launched in July 2011 in an attempt to seek inspiration from creative people with striking portfolios, and become a driving force behind each reader’s own productivity and creative achievements. NeverLazy is a quarterly art, design and culture magazine continually aiming to ‘breath creatively’. In the past three years, the network of contributors and readers involved in NeverLazy has become increasingly international, spanning global cities from London to New York and Malian to Seoul. To date, NeverLazy is fortunate to have collaborated with over 250 emerging and established global creative minds, ranging from fashion designers and illustrators to design studios and writers.
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Weaknesses
Niche market not mainstream Clear style and asthetic Minimal Womanswear Cute and girly Fits target market Independant
Website doesn’t have much content Not very well known Social media sites don’t have much content Small target market folowing
S W O T Opportunities Collaberate with photographers and designers Grow as a magazine and brand Gain larger online following Move some of its content online on its website
SWOT Analysis NeverLazy
Strengths
Threats Competitors - Kinfolk and Cereal Magazine Similar to other smaller independant magazines Saturated womanswear target market
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Brief
Cyborg Based upon the film “I’m a Cyborg But That’s OK” it explores the ideas behind mental illnesses, how they can defragment people from everyday life and how it restricts them from doing things. This will be reflected in images with the use of appropriate styling in the studio. The shoot will also have a short fashion film for NeverLazy to post on their Instagram and Facebook page acting as a preview to the shoot for their target market.
Photographer Honey Ateaee Styling Annabel Lucey Make up Olivia Mclean Model Minsie Lee
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Evaluation
AJLucey collaborated with music curator Dario Scotti for the soundtrack for the short fashion film to go on the NeverLazy website and online platforms, this fitted in with the magazines ethos of collaborating with national industry professionals and gave the short fashion film a competitive edge. After reviewing the images AJLucey felt they reflected the chosen theme better in black and white, giving the shoot a sinister feel and reinforcing the idea of mental illness. Originally she hadn’t planned for this and therefore may have considered using a white background. At this shoot AJLucey had to overcome issues like the model not turning up which meant the shoot had to re-scheduled, there was nothing that could be done to prevent this and being a stylist she has to rely on other people a lot of the time. This meant re-arranging the photographer, make-up artist and re-booking the studio space. For this shoot AJLucey sourced garments from a London designer Nicola Paskauskas and Daniella Evans as well as using smaller boutique brands like Solace.
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Shoot 6. “Nylon is “cool”” Michelle Lee
Nylon is an American multi-platform media company and magazine that focus on pop culture and fashion. Its coverage includes art, beauty, music, design, celebrities, technology and travel. It is aimed at a female audience aged 18-35 who are preferably single, outgoing individuals. Nylon has an indie aesthetic and style to its magazine and reaches out to a target market that steers away from the norm. Nylon publishes 10 issues a year; each cover features a famous female celebrity. Nylon is well known for its bold colourful style. Barry Didcock of the Glasgow Sunday Herald criticized Nylon by explaining that Nylon didn’t offer anything new to make them stand out in the market.
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Strenths Colourful bold magazine Well-known Mainstream readership Niche indie style Collaborations with photographers and designers
Weaknesses Not bringing something new to the industry Mainstream - seen and done before Saturated target market Wonderland main competitor
S W O T Opportunities Collaberate with journalists, photographers and designers Make indie sub brand magazine Grow online and social media
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Threats Competitors - Wonderland, Another, Dazed and Confused Finance Print going out of fashion Online media for free
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Brief
TA S T E To produce a series of still life images on accessories designer TASTE to feature in A/ W15 issue of Nylon magazine. The images will take on the magazines style using bold colours and quirky styling to promote TASTE accessories.
Photography Laurence Cannings Styling Annabel Lucey
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Evaluation
Still life styling is something not previously attempted by AJLucey and the photos did not come out as well as AJLucey would have hoped. Still life styling is very intricate and as a stylist AJLucey was working on a much smaller scale than what she was used to. Still life styling is something AJLucey would like to go into in the future but AJLucey needs to practice and experiment to develop the skills needed to make a more successful still life shoot.
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Conclusion
In conclusion as a stylist AJLucey has pushed
AJLucey has co--ordinated and organized
boundaries to put her above and beyond
photo shoots as well as sourced garments
competitors, she has diversified into new
from designers and has thought of innovative
markets of still life styling and menswear
concepts behind the shoots. AJLucey has
styling, not previously attempted and this
shown that she can work in the studio as well
proved to
be a challenge but pushed her
as find interesting locations for her photo
as a stylist. AJLucey worked with diverse
shoots following the Graduate Fashion Week
and disabled models showing to potential
styling award guidelines.
employers the ability to work with and style different types of people not just the stereotypical model. This is something that AJLucey’s competitors haven’t done and as a result gives her an advantage over her competitiors. She has also diversified into fashion film styling; this was a new venture, which she enjoyed and allowed her to extend herself. Working with a videographer to produce innovative fashion films, which stand out from what already exists in the market as well as collaborating with a music producer to create a soundtrack for the films meant she could network with industry professionals. By challenging herself and making a fashion film AJLucey is targeting a market which is up and coming. Styling fashion films is also another route AJLucey could go down in the future and building her portfolio in this way allows her to become a more diverse stylist and valuable asset to an employer.
AJLucey has built up good relationships within the industry working with various photographers, film students, make-up artists and hair stylists. All of this has enabled AJLucey to build up a good network of industry professionals with whom she can work with on future projects. AJLucey’s website is an online platform in which to advertise her as a stylist and showcase her previous work (figure1). AJLucey can show this to potential employers and use it as a promotional tool to get future styling work. AJLucey also regularly uses social media sites like Instagram, Tumblr and Facebook as a self-promotional tool (figure 2,3,4). AJLucey has kept her branding simple so it can be added to her styling images and not overpower them. As part of her press pack she has made postcards using her images to show different ways they can be used, she also made stickers to hand out at Graduate Fashion Week and has branded business cards and badges. Her final press publication is a self-promotional magazine to
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give to employers so they can view a tactile version of her work.
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Appendix
1.Collage made from images off Tumblr https://www.tumblr.com 8. Images from Hart Leshkina http://hartleshkina.com 9. Images from Nicola Maria Winkler website http://www.nicolemariawinkler.com 10. Images from Jamie-Marie Shipton website http://jamie-mareeshipton.com 14. Image from http://bellsfashion.blogspot.co.uk 16. Annabel Lucey collage from Vogue archives 18. Images from Dazed, Pinterest http://www.dazeddigital.com https://uk.pinterest.com 28. Artwork from So it Goes website http://soitgoesmag.com 30. Collage by Annabel Lucey images from pinterest https://uk.pinterest.com 32. Images from Vice online 37. Collage by Annabel Lucey Image from https://www.tumblr.com 38. Images from Pinterest 46. Image from Wonderland website http://www.wonderlandmagazine.com 54. NeverLazy image from pinterest website http://www.neverlazy.net 56. Images from Tumblr https://www.tumblr.com 59. Image from Pinterest https://uk.pinterest.com 64. Image taken from Nylon website http://www.nylon.com 67. Images taken from Tumblr https://www.tumblr.com and collaged by Annabel Lucey
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Figures
1.
2.
3.
4.
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Bibliography
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Available
at:
http://www.shinyshiny.tv/2015/03/disabled-
models-are-in-fashion-now-is-that-a-good-thing-styleweek.html (Accessed: 16 April 2015). Fashion, Beauty, Music, Celebrities, Culture, News, and More on NYLON. com (no date). Available at: http://www.nylon.com (Accessed: 16 April 2015). Golby, J., Costello, N., Oliver, S., Hollingsworth, A., Sports, V., Woodman, S., Jones, C., Haynes, G., Didierjean, N. S., Motherboard and Tew, E. (no date) United Kingdom | The Definitive Guide to Enlightening Information. VICE. Available at: http://www.vice.com/en_uk/ (Accessed: 16 April 2015). HELIBELLS (no date). Available at: http://bellsfashion.blogspot.co.uk (Accessed: 16 April 2015). Jackson, T. and Shaw, D. (2008) Mastering fashion marketing. New York: Palgrave Macmillan.
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London, B. (2015) ‘Disabled models take to catwalk in wheelchairs for NYFW’, Daily Mail, 16 February. Available at: http://www.dailymail.co.uk/femail/ article-2955283/Disabled-models-catwalk-wheelchairs-New-York-Fashion-Weekpromotes-diversity.html (Accessed: 16 April 2015). Moore, G. (2012a) Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication. Lausanne: AVA Publishing SA. Moore, G. (2012b) Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication. Lausanne: AVA Publishing SA. NeverLazy Magazine > International Art, Design and Fashion (no date). Available at: http://www.neverlazy.net (Accessed: 16 April 2015). Posner, H. (2011) Marketing fashion. London: Laurence King Pub. ‘So It Goes’ (no date). So It Goes. Available at: http://soitgoesmag.com (Accessed: 16 April 2015). Wonderland Magazine - (no date). Wonderland Magazine. Available at: http:// www.wonderlandmagazine.com (Accessed: 16 April 2015). (no date). Available at: http://jamie-mareeshipton.com (Accessed: 16 April 2015). Citation (Posner, 2011) (Dingemanns, 1999) (Baron, 2012) (Moore, 2012a) (Burns, Burns and Bryant, 1997) (Jackson and Shaw, 2008) (Moore, 2012b) (‘BoF Exclusive | Dazed Scales Back Print to Six Issues Per Year, Expands on Web’, 2013) (Dazed, Taylor and Taylor, 2015) (Golby et al., no date) (‘So It Goes’, no date) (Fashion, Beauty, Music, Celebrities, Culture, News, and More on NYLON.com, 2015) (NeverLazy Magazine > International Art, Design and Fashion, no date) (‘Disabled models are in fashion now... Is that a good thing?’, 2015) (London, 2015) (Wonderland Magazine -, 2015) (HELIBELLS, 2015) 79
www.annabeljoylucey.com