Vivienne Westwood InDesign by Barbara

FASHION MARKETING AND COMMUNICATION, LEVEL 5, 2017 VISUAL AND VIDEO TECHNIQUES, CWK 1 NICOLAS GODON

BARBARA ABRUZZINI

INDEX ANALYSIS Corporate profile................................................................................................................................................................................................................1 Market Position...................................................................................................................................................................................................................2 Current Situation............................................................................................................................................................................................................3-4 Communication Background..........................................................................................................................................................................................5 The message.........................................................................................................................................................................................................................6 Target market.......................................................................................................................................................................................................................6 Objectives..........................................................................................................................................................................................................................7-8 Inspiration............................................................................................................................................................................................................................9 Not to do..............................................................................................................................................................................................................................10 EDITORIAL Editorial Brief.....................................................................................................................................................................................................................11 Stylist/Stylism.....................................................................................................................................................................................................................11 Model Casting.....................................................................................................................................................................................................................12 Make up and Hair..............................................................................................................................................................................................................13 Preparation.........................................................................................................................................................................................................................14 The shoot Time Schedule.....................................................................................................................................................................................................................15 Art Direction.......................................................................................................................................................................................................................15 Model Direction.................................................................................................................................................................................................................16 Post shoot Processing; Retouching; Layout.............................................................................................................................................................................17-18 CATALOGUE.................................................................................................................................................................................................................19-22 MINISITE....................................................................................................................................................................................................................... .25-26

ANALYSIS CORPORATE PROFILE Vivienne Westwood is a British fashion designer and business woman who brought modern punk and new wave fashions into the mainstream world. In the 70’s she began by making Teddy boy clothes for Malcolm McLaren, in 1971 Malcolm decided to open a boutique at 430 King’s road “Let it Rock” , during the same period, Malcolm became manager of the “Sex Pistols” and the band often wore Westwood’s designs. In 1972 the store was re-branded and renamed “Too fast to live, Too youg to die” and Westwood and McLaren began to design t-shirts with provocative messages.

Since 1970 to present day she has been the designer and creative director for the brand, She designs rebellious, cutting-edge designs for women and men. The characteristics of the Westwood look are items from the history of fashion, combined with provocative topical themes. Among her trademarks are tweed fabrics, platform heels and above all femininity. Her quirky, controversial and eccentric status is the value and symbolic understand within society that her brand embodies. She believes in using fashion as a platform to express views and stories beyond the realm of clothes.

MARKET POSITION Vivienne Westwood falls under the category of high-end luxury fashion with a large UK presence and reputation. All her collection fall slightly under different categories depending on specific desired target audiences for them. The brand image is challenging, avant garde, extravagant with a contemporary style. The products are bold audacious yet remain dignified and this is consistend with the Vivienne Westwood brand image and values.

CURRENT SITUATION Lately, some of the brand’s campaigns are considered to be too controversial. For instance the Spring-Summer 2016 campaign ‘Mirror the World’ was about saving Venice from mass tourism on cruise ships and climate change. This campaign was seen from many innapropriate as the face of it is Keller who is not a typical model because he is a gay porn star. In this advertisement, Keller is there to be stared at and objectified. In most of the images he adopted pliant and typical sex poses which invites you to have sex with him. As the ‘Mirror the Wolrd’ campaign, also others are too controversial leading to a misunderstanding on the actual message to brand wants to convey.

COMMUNICATION BACKGROUND Westwoodâ&#x20AC;&#x2122;s communication model is expressive due to her ecocentric and sometimes controversial advertisements, designs and typography, which make bold statements to issues affecting society socially and economically, whilst portraying the brand image and status. The brandâ&#x20AC;&#x2122;s communication strategy is simple yet effective. They only advertise in print magazines and online. Their media outlets do not include TV, radio or billboards like other designers brands. Their print advertisements always fature Vivienne Westwood herself and this is coherent and consistent with their brand image.

THE MESSAGE Vivienne Westwood will create a RTW collection with Cameron Holmes on “Human Rights”. The designs will express a sense of discomfort towards society’s vision and madness for the decadence of the world. Wearing the collection makes feel powerful and ready to make a statement through clothes.

TARGET MARKET The target is young individuals, mostly millennials of all genders. They are interested in art and environmeltal issues. The audience indentifies with Vivienne Westwood’s sense of social awareness and like to convey this through their unique style and the designer they choose.

OBJECTIVES The goal for the brand is to regain loyalty from customers and channel the focus on the topic for which is fighting for. The brand must remain on itâ&#x20AC;&#x2122;s values and continue to inspire others, using images and photographs that reflect the brandâ&#x20AC;&#x2122;s spirit. By collaborating with Australian artist Cameron Holmes, Vivienne Westwood will attract more millenials, which are the ones that in the future will continue to expand the brandâ&#x20AC;&#x2122;s awarness and strong image especially throug social media platforms, which are becoming more and more essential for brands.

INSPIRATION Famous for her innovative, inspiring and quirky designs, Vivienne Westwood has become a true fashion icon. As most of her collections the issue will be presented on the clothes through Cameron Holmes portraits. They are frail, the figures vulnerable, lost in a world that is overwhelming. Holmes’ artwork explores the fragility of the human condition through a social, political and psychological context. He believes all art is re-creating the beauty of nature, and human beings are both conflicting in our beauty and destructive natures. The brand and the artist share the same values and want to portray them in a different way from others. The clothes will keep the spirit of Vivienne Westwood with rebellious and cutting-edge designs. The collection will be based on ‘Human Rights’, every piece will convey a strong message through the drawings of Cameron Holmes.

NOT TO DO Do not change the essence and image of the brand as it is already strong itself and unique. Although the most important is to not create a controversial image with the new collection.

EDITORIAL EDITORIAL BRIEF Vivienne Westwoodâ&#x20AC;&#x2122;s unconventional style sense, is an outspokenness and daring that demonstrates a certain level of fearlessness about her and her work. The purpose is to create a comfortable and uncomfortable environment, where there is an initial insecurity toward what is around, but that then transforms into strenght and desire to speak to the world.

STYLIST and STYLISM Mondo Guerra: Is a Mexican-American fashion designer, whoâ&#x20AC;&#x2122;s visual aesthetics often carry a social message that intersects his art with his advocacy. The looks will feature simple accesories such as belts, necklaces and rings. The shoes will be confortable transparent boots with black socks.

MODELS The chosen models have an intriguing style and expression with different skin and hair colour. Vivienne Westwood doesnâ&#x20AC;&#x2122;t want ordinary models, this is why the ones chosen stand out from the crowd, with strong personalities and attitudes.

MAKE-UP and HAIR Isamaya Ffrench:She states that the young generation is at the moment very virtual and encourages the curation of oneâ&#x20AC;&#x2122;s own identity. Wearing a mask even painted on with makeup is a tool for constructing identity. Vivienne Westwood wants to explore make up as a relevant addition to a face, to engage with the narrative of a character rather than just making something that looks pretty. The make up is black and white, very simple but intriguing, and the hair also is simple with just a backwards bob.

PREPARATION and LOCATION The location will be outdoor in the South Bank Skate Park in London. The background of the pictures will be mostly with stickers and graffitis and all the pictures will be black and white. During the shooting there will be a catering serving food and drinks to the stuff and models. There will be music playing, coherent with the attitude that Vivienne Westwood wants to convey throug the collection, so it will be mostly soft punk and rock. This will help to put all the stuff and models in the right mood for the shooting.

THE SHOOT: TIME SCHEDULE All the team must arrive at the location at 7AM, so that at 8AM the preparation of the set is done. Near the South Bank Skate Park, three trucks will be parked. In one truck models will prepare for hair and make up, in the second one there will be all the looks for the shooting and finally in the last one there will be drinks and food that the catering will serve to staff and models at lunch break from 13 to 13.30PM. The hair and make up will have to be finished after 2hours so the shooting officially starts at 9AM. Because the skate park is a public place and during the evening many young go there, the shoot will finish at 17.30PM, so to leave space for the skaters. ART DIRECTION

Vivienne Westwood and Cameron Holmes will organize the set and choose with German photographer Juergen Teller how to present the collection. The photos will be taken in different parts of the Skate Park with good lighting. The backgroung of the pictures will be wide in order to give a sense of loneliness and individuality in such a big world.

MODEL DIRECTION The models have a serious but at the same time intriguing expression. The pose must remain simple and smooth with the feeling of comfortness in the clothes worn. The glance of the model gives a sense of confusion meanwhile she feels confident to face challenges and take voice. She represents a strong and alternative woman. The music will help tp put them in the mood and communicate correctly with the photographer.

POST SHOOT: PROCESSING, RETOUCHIN and LAYOUT There will be a selection of images and the wrong ones will be discarded. The remaining shots will be modified in black and white, the background of the pictures will be quite large and blurred, while the model itself and outfit will be very clear and the designs on the clothes will be easily distinguishable. Most of the pictures will feature all the model’s body but some only the upper part or the model from the back. Photographer Juergen Teller is known for not retouching his photos so not much work will be done on the pictures. The final step is to add the sentence “Be treated right” which is the core message of the editorial.

MODEL- Yana Bovenistier PHOTOGRAPHER- Juergen Teller ART DIRECTORS- Vivienne Westwoof and Cameron Holmes STYLIST- Mondo Guerra HAIR AND MAKE UP ARTIST- Isamaya Ffrench MANICURIST- Teresa Lopani

BE TREATED RIGHT

CATALOGUE

This catalogue is meant for the public. The spirit transmitted, is alternative, strong, indipedent. The clothes are loose, confortable, with attitude. Every piece of clothing conveys a message and designs regarding the topic of â&#x20AC;&#x153;Human Rightsâ&#x20AC;?.

MINISITE The website will give a brief description of Vivienne Westwood, then there will be an in depht focus on Cameron Holmes, and what he represents through his portraits. The inspiration of the collection will be described aswell as the message that it wants to convey. Images of paintings and the new collection will be placed in order to connect the reader with the brand. Tha aim of the minisite is to inspire and to take voice.

Website Link: https://betreatedrightblog.wordpress.com/

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