T E A M W O R K P O R T F O L I O
Antonia Bawden u1730877 FT4101: creative marketing
FA S HION S H OW INVITATION
The first project was to create a fashion show invitation for a designer who will feature in London Fashion Week SS/19. I had chosen Natasha Zinko as my designer. Her style is bold with a mix of feminine and masculinity. An example in her collection that showcases this, would be the bright yellow long dress paired with leather boots. Her colour palette has a lot of neon yellow, blues, blacks and pinks. This was important to take note of, and I decided to strictly keep to these colours. There were also aspects of streetwear culture in her collection, the models wore hoodies labelled with her name, jackets and trainers were also worn. I took this for inspiration for the design, I found a yellow shoelace and incorporated it as a finishing touch.
The first idea for my invitation design, was to use a “fashion fan” idea, the information would be seen when the fan was expanded, as well as on the sides. Part of my brief was to use collage when making the design; after scanning through several magazines, I picked out images that used Zinko’s colour palette, cut them out, then arranged them onto the fan.
MACRO TREND FORECAST: CURRENT MOTION The brief was to create a macro trend presentation in pairs for Autumn/winter 2020-2021, five slides were to include a trend name and two concepts. Our main trend was “current motion” and we worked on two concepts; The first was called “Advanced Atmosphere” which related to Technology, Business Innovation, Consumer Insight and Politics. “Lagom” on the other hand related to subjects like Art, Design and Sustainability, my partner and I split up these topics to find interesting case studies for the oncoming years (2020-21).
ADVANCED ATMOSPHERE AND LAGOM Lagom is a Swedish word that means “just the right amount”, well as “in moderation” and “in balance”. This Swedish concept is all about having a happier, more enjoyable, balanced, minimalistic and more sustainable lifestyle. This trend, can be applied to design and art by eliminating the unnecessary and focusing on functional pieces with minimalistic and curate styles whilst thinking about the environment and by having a decluttered harmonious space. At the same time the message behind this can be applied to people’s lives because it is a lifestyle that teaches you how to live in moderation, how to be healthier and happier, how to be content with what you have and how to be aware of your surroundings. On top of this, it is a lifestyle that prioritizes the environment. Some of the actions that, people who live by this lifestyle trend are monitoring what they consume and where they buy food, recycling and re-using shopping bags and reducing energy usage. Some of the topics that will be talked about where this can be observed are multi-sensory art, the colour “neo mint” and “waste water as an asset, not a liability”
Promotional f ilm project group Following the macro trend forecast, we had the task of shooting a short promotional, fashion film for a brand using the previous project. For this I worked with another group, and worked with a different trend forecast presentation. First a mood board was created from the macro trend forecast, which presented a task as some concepts weren’t as “visual” as others. We broke down the mood board into the following categories: Artificial Intelligence, Personalisation, 3D printing, High tech, and sustainability. Then found images that matched the concepts of the macro trend presentation as well as a colour scheme. Finding the colour palette was a challenge, we found more than twenty and had to find the most prominent colours. Thence we decided upon fuchsia, dark blue, black and purple. Our chosen overall concept was “My own way.” The brand we chose to represent in our film was Monki. We decided to show two girls, wearing the branded clothes within the colour palette, changing throughout the day. At the end of the film, they meet up in the evening wearing party dresses together.
For the filming location, we chose my bedroom for the first scenes. The first model would order from Monki online sitting on the bed, and the second model would be filmed getting ready to go out. We filmed a staircase for the first model to walk up so her outfit can be viewed full length. Afterwards, our team chose to film at: a station, outside the university building and inside a student bar. I had the role of editing the video, while the other two oversaw the script and camera work.
Daniel Eskils Swedish director. Films for H&M, Converse, Hermés, IKEA, Adidas. TV-series for SVT, TV4 & ZTV. Rep by Aspekt (Sweden), FriendLondon (UK) & FreeAgents (US). For the visual research, I ventured on vimeo, and found Daniel Eskils from Sweden who had done campaign videos for Monki beforehand. His film work focused on short fashion films, from H&M to Herme’s. He often filmed in cities like Tokyo and Paris. I appreciate his use of soft-focus lenses, and his visual style has a grainy quality that presents nostalgic vibes. Observing features of Eskils work, he often zooms in on details on the model and has a “slowed down” home video effect.
MODELS: Laetitia Toch Antonia Bawden Camera Director: Carina Murasiranwa Editing: Antonia Bawden Script Writer: Carina Murasiranwa Producer: Laetitia Toch
Link to MONKI FILM: https://drive.google.com/open?id=1mFI6x4oAXbTU3p9WK-W7iiDIukdioliJ
References • monki logo https://news.yahoo.com/monki-focuses-lgbtq-rights-hq-sweden-152006026.html • Bawden. A. (2018) Invitation For Fashion Show (Page 2) • Bawden. A (2018) Moodboard Invitation For Fashion Show (Page 3) • Bawden. A. Coelho. S (2018) Macro Trend Current Motion First Slide (Page 4) • Bawden A. Coelho. S (2018) Macro Trend Advanced Atmosphere Third Slide (Page 5) • Bawden A. Coelho. S (2018) Macro Trend Lagom Fourth Slide (Page 6) • Bawden A. Screenshot from Vimeo.com • Bawden A. Screenshot Monki Film, Google Drive. • Image (page 1) unknown source, disclaimed to public • References from Powerpoint • KILLAN. G, (2017) abstract space background,avaliable at: www.freepik.com/free-vector/ abstract-space-background_1534725.htm • YOU MAGAZINE (2018) Neo Mint: the colour of 2020 is here already avaliable at: www.you. co.uk/neo-mint/ • KOPOTSHA. J (2018) This is going to be the it colour of 2020 avaliable at: https://graziadaily.co.uk/life/home/neo-mint-interior-colour-trend/ • MONTRESOR. F (2014) 14 tech predictions for 2020 (avaliable at : https://www.weforum. org/agenda/2014/08/14-technology-predictions-2020/ ) • CNES ( 2014) EXOMARS, ROVER avaliable at: https://exomars.cnes.fr/en/EXOMARS/GP_rover_2018.htm • CHANG. T ( 2018) there will be light , 36 x 40 acrylic and oil on canvas, avaliable at: https://www.traciecheng.com/available/there-will-be-light • WALL. M (2018) Luxury space hotel to launch in 2021, available at: https://www.space. com/40207-space-hotel-launch-2021-aurora-station.html • THE STORE FRONT (2017) 7 case studies that prove experimental retail is the future available at : https://www.thestorefront.com/mag/7-case-studies-prove-experiential-retail-future/ • BLOG LSE ( 2017) Introducing the Generation Brexit project- a chance for millennials to shape Brexit available at: http://blogs.lse.ac.uk/brexit/2017/06/23/youth-dont-vote-isthe-brexit-generation-changing-that/