Creative Journal
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Fashion Show Invitation SS19
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Research: Designer Prof 3
Lou is a Dubai based ‘Ready To Wear’ women’s brand, by an Egy tian designer Hebatullah Essawy. This is a new brand whi launched in 2016 building its name through boutiques in loca tions including Cairo and Duba
In 2018 she unveiled and unusu brand identity with bold print edgy silhouettes and statement pieces, creating designs of At luxury.
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Behind the Collection: Glitch The styling of ‘Lou’ is very much street style, with a ‘Sporty Luxe’ appeal. Meaning that pieces can be dressed up or down in a variety of ways with accessories to add to the statement outfits.
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The key inspiration for this collection comes from 80s and 90s styling which can be seen through the bold colours and playfulness with the collection that come with a modern twist.
Initial Inspiration 8
A big part of the inspiration for the SS19 invitation is from the ‘Lou by Hebatullah’ Instagram page. Here she features different outfits from photoshoots but is laid out in an eye catching and aesthetically pleasing way. Her Instagram page is sectioned out for each shoot and often includes different layering's of other images or objects that relate to the images. For example the image to the left includes cassette tapes in the layout as well as the images from the shoot themselves. This shows the influences of vintage, street style and music of this collection.
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Firt Attempt: What Went Well... 10
When given this task my initial thought was to include fashion illistration of one of the designs that will be featured. By doing this, the recipient is given a hint of the collection without revealing too much. Which then led me to the idea of creating a runway look for the product with the ilistration as the main feature showcased. This should then give the recipient and idea of what this product is for before they’ve read any of the information displayed. After looking for inspiration on her instagram page, i developed the idea of using barcodes and the insides of cassette tapes. However i was unable to purchase cassette tapes so instead improvised with camera film. I also wanted to add more colour so that it appears more like her instagram feed as well as to fit the theme of the products themselves.
From a crit session i was told to make the invitation smaller because there appears to be a lot of wasted blank space. More specifiacally the side flaps of the invitation. This is also the case for the front flap as the information could be given along the side of the runway. Overall the feedback from this session was positive with only minor changes to be made. Including finishing the outside of the invitation (not shown in the image) to a higher standard. This should also be kept in mind for the writing of the information itself, Thinking about handwriting and the style it should be. In my opinion i would like to add more colour to the invitation as the clothing line is very bright and bold. Something which i think should be reflected more in this invitation.
...What To Change
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The final invitatio
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on Overall i think that this task went well as i think that i have produced a product that matches my initial thoughts along with improvement from the previous draft. Although i struggled with the physical making of this task, i feel that the outcome is great. If i were to do this task again i would take more time in sourcing materials so that the initial thoughts can show through more. For example i liked the idea of cassette tapes however they weren’t used in my final outcome, with camera film used instead. I would also have combined more of the colours from ‘Hebtullah’s’ designs as i feel that this part is lacking. The final part that i would do differently is the text. As this is written on satin ribon it doesn’t appear neat and professional. In conclusion i learnt to take time in preparation and the outcome will then appear as intended.
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Macro Tre Proj
end Pairs ject
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Research: From these articles we found a correlation of the development of light technology as well as well as the rise in awareness of sustainability. This led us to base our trend of light, more specifically fibre optic light. This was from the rapid development and use of light in ways other that typically lighting a space. An example of this comes from the article on the ‘calimg stone’ in which its used to reduce anxiety. As well as the sustainable approaches with the aim to produce light but reduce light pollution, as shown in the article about Daan Roosegaarde light structures. From these articles we came up with a series of key words which were used to create a suitable title. After finding a common theme we looked for visual inspiration to show the trend further. Which included images of different artists and arcitecture. This was something that we found very simple because of the nature of the trend.
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Feedback: Crit Session... From a crit session, we mainly recieved successful feedback for our design and ideas. However the layout appeared confusing and needed to be redone to allow the case studies to be more clear and distinctive. This is something that we agreed with as we attempted to link light, mental health and the enviroment onto one slide. Resulting in an unclear display of case studies. From this we are changing the format and will also finalise writing to ensure that all information presented is relevant. Another critique recieved was having blue writing against a black background on our reference slide. This was an error in which we copied the hyperlink across which defults into blue coloured writing. We have changed this to white to match the
The outcome...
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Since the crit session, we amended any issues that were brought up as well as our own critiques. We altered the design and layouts of all the slides so that they are cohesive and clearly show the theme of our trend. We finalised all of the information from our case studies to enable relevant facts which link to the concept title of the page. A simple layout was chosen with a black background enabling the focus to be on the facts and images present.
...What To Change
Promot Fi
tional ilm
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Missguided Research... Miss guided advertised their January collection, showcasing pastels and the care free attitude in their fashion video, the models were seen to be relaxing on pastel beds ands couches, this is miss guided’ statement about the collection ‘Make the best start to 2016 with the ultimate hangover cure. Here’s some new swag to ease you into the New Year. The party don’t just stop ‘cos it’s January. Get some new pastel goodness and nail the new season trend. Gotta have it. #newseasonfeels’ In the advert they use a song that had no lyrics but a hard beat tune that gets the viewer excited and energetic and multiple short clip shots making the video have a glitch effect.
2016 ‘New season gives me the feels’ campaign
2018 ‘Steppin into 2018 like’
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This ad showcased sports themed clothing because it was a trendy look going into the new year, they took the theme literal and filmed in different sports locations e.g. a basketball court, running tracks and a swimming pool. This idea was also themed around the idea of people getting active in the new year, the advert was designed to inspire people to get active. As for classic miss guided campaign shots they filmed with strong themed colours in the background ie blue was a big colour scheme for the new collection. The music was upbeat like usual with lots of jump shots
...Previous Ad Campaigns
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Planning and Preparation
- Camera: Niko - Fairy lights Katherine)
Model: - Glittery/ sp - Plain trouse guided - Plain black - Straight hai - Bright colou (all of the ab Jessica Coombe
We had originally pl lightbox at the open the ‘Missguided’ log our research we deci idea and to show the iting instead.
... Storyboard
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... Equipment:
on D5100 (provided by myself) s: for opening shot (provided by
parkly top: from Missguided ers: preferebly black, from Miss-
shoes ir: to match previous ads ured makeup: to match colour scheme. bove to be provided by the model e)
lanned to use a ning to display go. Although after ided against this e logo through ed-
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Production Planning and Shooting The 2 locations that we chose to film at were located at Wembly. The first was a temporary light maze which was placed outside, chosen for its bright and colourful changing lights. As it had been raining that day there was an extra effect at the scene. We thought that this worked in our favour as the name of the trend this video is based on is called liquid light. The second was boxpark which featured deep red lighting with black interior which made a nice contrast to the previous location. This is also where we used the fairy lights prop as there were similar lights decorated through out the venue which matched well. These shots also worked well with the black contrast from the interior.
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We had originally planned 2 m tions however we had to film 16th December as this was our lable time to have as many of at the same time as the model timings, a ‘light tunnel’ in and ‘God’s Old Junk Yard’in W were closed meaning that we h rovise by extending the amoun from the 2 locations in Wembl
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more locaon Sunday r only avaf our group l. Due to the Kings Cross Walthamstow had to imnt of shots ly.
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As we were shooting for a clothing brand, we prioritised close up and mid shots as these allow the detail of the clothing to be shown. These were also used on the model’s face to show her makeup and how the whole look comes together. There were also POV shots which give the viewer the feel that they are with the model on her journey. For example when her hand moves along the coloured glass and the camera follows.
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Editing and Ou The editing process was something that i found quite easy which is due to the fact that i’ve used Adobe Premier Pro multiple times before this task. As the rest of the group had no experience i took the role of editor. I began by sorting through all the clips and then making a rough cut before meeting the rest of the group to finish the edit and add music. By completing this part all together meant that everyone was able to give their input. We were able to keep on brand by keeping the clips short as well as placing them in time wiht the music. Finding a piece of music which fit was quite hard but we all agreed on ‘Afterglow’ by Wilkinson which i think was 30 a great fit. Although i think we could have had even shorter clips and more of them to fit with the flow and speed of the music better. 37
ut takes One main issue that was found in a lot of clips was the variety of camera quality, this was due to filming in low light and mainly occured in the boxpark shots. Some of the wide angle shots were then not useful as you were unable to see the modela nd the clothing clearly. We filmed a couple of scenic shots however there were often a lot of people in them which we thought appeared as a distraction. We then decided that we wanted more clips of the model in the film anyway which meant that these had no use. A common shot that we used was a close up which were largley successful in terms of lighting and camera quality. However some were not used as they clearly show another brand which we obviously didnt want to promote. As a result a lot of the close up shots in the film feature more of the models face and top half of her body.
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Presentation 39
The feedback that we got from our film w ly positive with comments on the locatio choice. As well as the whole look being ly pleasing. They also agreed that the m choice. Although they thought that the c shorter and to have more of them during of the song so that it would flow better
Another critique was the fact that we on el and one outfit. To improve our video at least 1 more model/ outfit. as this w change of focus and more to play with. If i were to do this again i would clothing for the brand rather than el’s face. This is due to the fact show the trend liquid light rhough glected the brand.
focus the s that the v
We were very pleased with the comments a any criticism was fair. This was a very and i’m pleased with our end product. 40
was extremeons being a great very aestheticalmusic was a good clips could be the faster parts r.
nly used one modwe could showcase would also give a
s more on the scene and the modwe were trying to video which ne-
and thought that enjoyable task
- 1, 2, 3, 4, 5, 6, 7, 9: http://www.londonfashionweek.co.uk/designers_profile.aspx?DesignerID=4481 - 8: https://www.instagram.com/lou_by_hebatullah/ - 10, 11, 12, 13, 14, 17, 18, 20, 22, 23, 24, 25, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40: Caitlyn Tout (2018) - 15, 16: http://www.malinbobeck.se/optical-fiber-textile/tactile-refuge/ - 19: https://trendland.com/ivan-navarro-narration-through-light/ - 21: https://i.pinimg.com/originals/78/bf/ e8/78bfe8d86b9af6d57da1000ab749b06b.jpg - 26: https://www.youtube.com/watch?v=qurrFhLckx8 - 27: https://www.youtube.com/watch?v=jpBJKBTh0Ds
References