Sorry, What Was That?

SORRY, WHAT WAS THAT? CLIENT HANDBOOK

by CHARLOTTE

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about think on your feet don’t get your knickers in a twist pretty armour (i’m pretty if i say so) who wears the trousers throwing shade (blocking out the haters) get back in the kitchen

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ABOUT

CHARLOTTE

CHARLOTTE is a fashion communication solution, with the aim of creating narratives for film in order to promote specific collections, or fashion concepts. Through briefs based on certain themes, CHARLOTTE responds to current trends and topics in order to resonate with varied audiences. Whether undertaken for a specific brand, or simply a conceptual response, CHARLOTTE’s films display the same level of thought into storytelling, aesthetic and creative direction. CHARLOTTE prides itself on being able to respond to briefs in commercial and non-commercial contexts.

2 BRIEF 01.

This brief was to creatively direct and style six short fashion films with a narrative based on gender.

Following research into gender, it became apparent that gender stereotyping is still prominent in everyday society. The creative director and stylist at CHARLOTTE wanted to take a less direct approach to this theme by making gender the underlying narrative of the films.

Some of the material is fashion promotion for particular brands, with other material simply responding to an issue for film’s sake. Brands involved in this brief include ASOS.com, Ted Baker and Amy Thomson Collection.

FILM 1 TYPE: CONCEPT/ COMMERCIAL

FOR: TED BAKER

NARRATIVE: think on your feet ‘THINK ON YOUR FEET’ IS A SHORT FASHION FILM BUILT ON THE NOTION THAT WOMEN SHOULD HAVE A CHOICE OF WHAT FOOTWEAR THEY CHOOSE WEAR AT WORK. THE CONCEPT WAS SPARKED BY THE CONTROVERSY OVER NICOLA THORP’S FOOTWEAR RESULTING IN HER DISMISSAL FROM HER DAY’S WORK BACK IN 2016. THIS FILM, THROUGH A 60S AESTHETIC TELLS THE STORY OF THREE WORKING GIRLS GOING ABOUT THEIR NORMAL, BUSY OFFICE DAY AND COMPLETING THE DAY TO THE SAME STANDARD IN A VARIETY OF PAIRS OF SHOES. THIS FILM IS STYLED WITH TED BAKER’S SS17 COLLECTION.

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clothing choices:

‘Think on your feet’ is all about being in the office, with primary focus on shoes as per the narrative of the film. Due to the film acting as promotional material for Ted Baker, the clothing is selected from Ted’s SS17 collection, and reflects and office style. Presented are a mix of heels and flat shoes that span across a few of Ted’s collections which feature a lot throughout the film, promoting the notion of choice. In the film the audience will see a navy jumpsuit, collared dress and a culotte-blouse combination. The clothing helps tell the story of busy, working, twenty-first century girls.

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COLOUR REFERENCE

FILM 2 TYPE: CONCEPT FOR: NOT APPLICABLE

8 NARRATIVE: don’t get your knickers in a twist ‘DON’T GET YOUR KNICKERS IN A TWIST’ IS A FASHION FILM IN RESPONSE TO THE COMMON SAYING WHICH ADOPTS THE NOTION THAT KNICKERS BEING IN A TWIST IS A METAPHOR FOR PANIC WITH KNICKERS BEING MOST COMMONLY ASSOCIATED WITH THE FEMALE. THE FILM CHALLENGES THE CORRELATION BETWEEN PANIC AND KNICKERS THROUGH A FEMALE MUSE THAT CALMLY UNTANGLES HERSELF FROM TWISTED KNICKERS.

clothing choices:

This film focusses mostly on the phrase on which the film is based on - ‘don’t get your knickers in a twist’ - so in order to communicate this concept, the biggest, most stereotypical knickers were selected. The intention was to portray knickers in their most thought of form.

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COLOUR REFERENCE

FILM 3 TYPE: COLLABORATION

FOR: AMY THOMSON COLLECTION

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N NARRATIVE: pretty armour ‘PRETTY ARMOUR’ TELLS THE STORY OF A GIRL WHO RECOGNISES PHYSICAL FEATURES THAT COULD BE DEEMED UNATTRACTIVE BY THOSE WHO HOLD THESE FEATURES. THIS FILM FOCUSSES ON FRECKLES, BODY HAIR AND A SKINNY FRAME THAT WERE THE BASIS FOR AMY THOMSON GRADUATE COLLECTION. THIS COLLECTION IS ENTITLED ‘I’M PRETTY IF I SAY SO’, AND WAS CREATED USING MUSES BY ASKING THEM WHAT THEY CONSIDERED TO BE THEIR FLAWS. THE INDIVIDUAL GARMENTS REPRESENT A SPECIFIC FLAW THROUGH DESIGN FEATURES SUCH AS HAND PAINTING AND DRAWSTRING WAISTS WHICH ARE BROUGHT TO LIFE THROUGH MOVING IMAGE. THE MODEL MIMICS THE DESIGN FEATURES BY DRAWING ON HERSELF AND ENGAGING WITH THE CLOTHING.

clothing choices:

This film is in collaboration with Amy Thomson, a Fashion undergraduate. Her final collection is based on a number of muses who exposed their flaws. The films brings the collection to life through a female who gets ready in the morning by drawing on her flaws and embracing them. This film uses various pieces from Amy’s collection that represent freckles, body hair and a skinny frame.

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COLOUR REFERENCE

FILM 4 TYPE: CONCEPT/ COMMERCIAL FOR: ASOS.COM

16 NARRATIVE: who wears the trousers ‘WHO WEARS THE TROUSERS’ TELLS THE STORY OF A FEMALE IN A RELATIONSHIP WHERE SHE GRADUALLY RISES TO DOMINANCE. TYPICALLY, THE DOMINANT ONE IN A RELATIONSHIP IS REFERRED TO AS ‘WEARING THE TROUSERS’ WITH TROUSERS BEING TRADITIONALLY BEING ASSOCIATED WITH MALES. IN THE FILM, A LADDER FORMS THE METAPHOR FOR LEVELS OF DOMINANCE IN THE RELATIONSHIP, AND AS THE FEMALE MUSE CLIMBS THE LADDER, SHE MOVES AWAY FROM THE TYPICAL TROUSER CONNOTATION, RESULTING IN A FINAL MANIPULATION OF TROUSERS INTO SOMETHING THAT DOESN’T RESEMBLE YOUR TYPICAL TROUSER.

clothing choices:

To achieve this, on-trend popper trousers are used. They are easy to manipulate and aesthetically interesting.

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COLOUR REFERENCE

FILM 5 TYPE: CONCEPT/ COMMERCIAL

FOR: ASOS.COM

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NARRATIVE: throwing shade ‘THROWING SHADE’ IS ALL ABOUT FEMALE EMPOWERMENT, ERADICATING THE SOMETIMES “BITCHY” NATURE OF FEMALE INTERACTION. THE FILM AIMS TO DISPLAY THE OVERTHROWING OF GIRLS WHO TALK BEHIND OTHER GIRLS’ BACKS ABOUT WHAT THEY LOOK LIKE OR WHAT THEY DO.

clothing choices:

Clothing for this shoot was chosen partially on a colour-basis.

Yellow and gold outfits were chosen for the bitchy characters that acted as metaphors for the sun, with the main character wearing pink to contrast the yellow. The main character has sunglasses which “block� out the hate being shown from the yellow bitchy characters. The clothing in the film represents fashion forward design features such as layering, jersey and ties.

22 COLOUR REFERENCE

24 FILM 6 TYPE: CONCEPT/ COMMERCIAL NARRATIVE: get back in the kitchen

‘GET BACK IN THE KITCHEN’ CHALLENGES THE WOMEN’S PLACE IN THE KITCHEN. THROUGH MOVEABLE CLOTHING, THE FEMALE MUSE DOES WHAT SHE DOES BEST IN THE KITCHEN, WHICH ISN’T COOKING.

FOR: ASOS.COM

clothing choices:

‘Get back in the kitchen’ showcases activewear in its sport luxe form. The female muse wears a combination of jersey stripes, mesh tops and ribbed socks styled with layering to do everything but cook in her kitchen.

26 COLOUR REFERENCE

FIN