Portfolio Learning Journal Caitlyn Tout U1805496
A Brand Called Me My name is Caitlyn Tout, I’m 19 years old and currently finishing my second year fashion marketing course at University of East London. I was born and raised in Bristol and lived there wtith my mum, dad and 3 older sisters until I turned 18. Making the decision to move to London for university. We are a very close family and they were very encouraging when i decided to take such a big step. I have always been interested in fashion but not the typical design and textile side that most people think of. Editorials, vintage fashion, ad campaigns, window displays and photography have all inspired me to take this step. Coming from previous subjects i had learnt in school through to my own findings. My life in Bristol really set up the values that I hold. Sustainability being the most imporant, thanks to studying geography at GCSE and A-level. I’d never really thought how I could combine the two for my future career, until i began searching and finding sustainable brands and designers. Finding the area of fashion that I want to be a part of. In future I hope to be at the forefront of sustainable fashion. Whether that is working in marketing for a brand, small or large. Or working in editorial for a magazine that shares these values.
Brist
Favourite Artist
Reworked
Editorials
London
Sustainable
tol
Vintage
Family
Strengths - Dedicated - Confident - Teamwork/ Communication - Working towards a fashion marketing degree (BA) - Strong sustainable identity (but can mould to any brief) - Work well under pressure
SWOT An - Work quickly and efficiently - Part of creatives facebook groups to network and collaborate
Opportunities - Take courses to improve softwear skills, business modules and hand creativity - Fashion industry is every changing, especially sustainability, I can learn and adapt as the industry does - Placement year/ internships/ currently have wide availability due to less commitments
- Take advantage by building network/ being open to trying new areas/ working with various people - Sustainability is rising but many companies are missing it (work in this area) - Innovating technology (learn with it)
nalysis - Need inprovement on software like illustrator and other Adobe software
Weaknesses - Stress/ Anxiety/ Mental Health - Uneven time management (last minute) - Sometimes lack of trust in instincts - Lack of industry experience - Unsure of correctly working - Avoid techniques like drawing and sewing
Threats - Being a student limits finance, must - Current global pandemic has stopped much work continue other jobs to survive - Other students on my course are competitors (and at other - Due to pandemic have moved from unis) especially in sustainability industry capital where jobs are - % of jobs aren’t made yet due to constant expanding in- Not accepted/ qualified for jobs (need dustry to keep trying and learning qualities - Affordable and sustainable demand is constantly growing
Fashion Lexicons
Chanel a/ w 2020 & Victoria Beckham a/ w 2020
Chanel A/W 2020
The Chanel A/W 2020 show in Paris followed the vision of VirginieViard, following late Karl Lagerfield. Her inspiration came from the River Saine, motifs shown throughout the collection and the set design. The tiered platforms are made to look like the banks fo a river, while the runway is the clear water. In the line up there are many references towards ‘pirates’, another reference to the River Saine. This can be seen throughout the line up with styling of cavalier boots, loose fitting front pleated trousers, ruffled blouses, pronounced shoulders and treasure chest esque jewlery.
One of the many reasons why I love this runway is the way that the lineups feel so timeless yet contemporary at the same time. The referencing the the River Saine and it’s past as well as Viard’s own taste of Punk Rock. A combination that fits together so well. As well as following the example of Karl Lagerfield to create a collection of traditional chanel along with new referencing.
Chanel A/W 2020
Victoria Beckham A/
/W 2020 Victoria Beckham’s A/W 2020 collection carries her signiture sleek and feminine silhouettes. A mix of layering and skin baring necklines she gives another practical chic guide to fashion. She gives a new kind of suit by layering jumpers and blouses rather than the traditional coat and blazer. As well as pairing tweed overcoats with skirts and culottes that share the same tones. By altering her collections to keep her sigiture looks, she still hits all of the seasonal trends. The blouses and dresses seeing voluminous sleeves repeated throughout the line up.
Victor Beckham’s designs have always been about showing women how easy fashion can be without her collections being directly uniform. She gives the confidence of sleek feminine figures in all her designs, whether that is a tailored suit jacket or a dress with belled sleeves. One reason whyI;m attracted to this collection is the beautoful mixture of tones. Subtle pops of colour with each look every so often. As well as the silhouettes she has created. Victoria Beckham’s collections always follow a similar structure however they still seem to stand out, look different znd on trend.
ria Beckham A/W 2020
Shop research
onimos
The Detail: - A vintage store selling sustainably sourced vintage and reworked clothing (jumpers/ blazers/ crop tops/ vests/ over sizes t-shirts/ skirts/ jeans/ shorts/ jewellery/ accessories - As all clothing is vintage the store carries a huge variety in fabrics used. The designs and fits of products varies depending on the brand is comes from and their style - e.g. Jumpers are largely oversized due to sizing available and desired fit for this item - There are no collections advertised as it depends on the clothing they are able to source - Stock varies in brands due to availability - Reworked clothing could be considered collections (half and half blazers made by the store)
Contemporary feel of the brand - The store is based in Shoreditc vintage stores - The products that they sell fits - The store itself is very bright a streets - LED lighting/ patterned w interior theme to match the
Why do consumers buy? - For a sense of individuality an from fast fashion brands - The stock isn’t reliable in the s like, buy it because you’ll be unl
Onimos
d: ch which is well known for it’s
s the ‘vibe’ of Shoreditch well and bold to match the vibrant
walls with neon stickers/ pink e logo
nd exclusivity that you don’t get
sense if you see something you likely to find it again
Onimos
Branding: - Iconic neon pink logo (disp - Branded paper/ tote bags/ t to match website) - Relevant and it correlates w what they stand for
Will aspects be copied? - Yes, in the sense that it is a v they are common - Their aesthetics follows tren - Online product shots use a - Common with vintage/ Marketplace - Other vintage stores source vibe of vintage
Pricing: - Jewellery and accessories are quite cheap - Earrings for £5 - Prices vary depending on the brand - Justified for a high end brand now at a much lower than the original price - e.g. Tommy Hilfiger jumper £40 minimum
Where is it made? played in store and on bags) - Each product varies depending on its brand their own stickers (unique design - Source of clothing isn’t shown but - It is globalls sourced, some from Germany (where with the brand’s overall look and another store is) - It is appropriate because it is all sourced sustainably
Why are designers selected? vintage store in a location where - Products are selected are for the style rather than the brand/ designer name nds (neon/ LED branding) - Although this is a factor for products from high end pink backdrop brands / independant brands on ASOS Is it felt at your market level/designer identity? e similar clothing as that is the - Fits with the market level well - Sustainably run/ Independant business - Encouraging circularity by reselling vintage
Visual Merchandisi
ing
For juniper magazine
Moodboard
Initial Thoughts: - A full window of Juniper plants with a selected collection of clothing hanging in the centre - LED poles hanging? - Each display has different flooring related to a specific issue represented by the product/ collection - E.g. Deforestation would have a smokey/ burnt out for est floor - E.g. Water pollution would have a water pool with oil effect or ocean plastics - A fully emersive installation - You can walk into it or view it from a window - Colour palette; various greens and creams
- Looking in through white framed old style windows - Walls are covered in Juniper and other greenery - White flowers are hanging from the ceiling - Mirrors are dotted around free standing - A collection of sustainable clothing is hanging in the centre of the room using wire so that it can spin - The featured collection in the display will be the collection used in the editorial of the magazine
Painting a picture
Sketches: Hanging flowers Hanging clothes Juniper wall
Decending mirrors Oil spill
Creative Direction/
/ Styling
SKY SHOOT
Planning:
The inspiration for this shoot came from being in lockdown. A time where we aren’t constantly out buying new clothes. A time to appreciate what we already have. The outfits used were found deep in the model’s wardrobe and the location in the closest park. Background/ Location: - Sky Camera Shots: - Low angle - Long/ full body shot - Medium Shot (landscape) Poses: - Back to camera - Moving dress around - Spinning? - Turn to side - Eyes on camera - Distant stare away from camera
Styling: - Series of dresses: - Maxi and mini - Flowy/ lots of movement - Spring/ Summer Style - Hair: - Wavey/ quite messy - Makeup: - Simple light eyeshadow (gold) - Glowy/ dewy
Outtakes: unedited
Lookbook:
Lookbook:
Field SHOOT
Planning:
The inspiration for this shoot came from the idea of upcycling and buying second hand/ vintage. All of the items worn by the model were bough on depop, a great alternative to buying new as well as saving some money. The location was chosen to add an idie kind of effect and to match the vibe of the clothes. Background/ Location: - Fields Camera Shots: - Wide angle - High angle - Long/ full body shot - Medium Shot (landscape) Poses: - Side on posing - Sitting/ lying on the floor - Facing camera - Eyes on camera - Staring into distance away from camera
Styling: - Thrifted/ vintage clothes - Silk shirts - Denim skirts - Hair: - Wavey/ quite messy - Makeup: - Simple light eyeshadow (gold/ pink) - Glowy/ dewy
Outtakes: unedited
Lookbook:
Lookbook:
Online Presence
Social Media: - The beginning of my instagram shares work that I’d completed during my 1st year of university. Including a project making a video campaign for “Missguided” and a lookbook for ‘Dreaming London” - Kept in a traditional grid layout with each row using the same model and styling - These are older posts so unable to redo the layout to match the rest of the account - In terms of overlapping images across the grid to have a better flow and aesthetic throughout the account - Colour palette is mixed when looking at the whole account but consistent between groups of shoots
Social Media: - Using in-phone apps I created a flowing grid layout - This acted initially as a transition into the next project which was Juniper magazine - The ‘Template’ app was used to layout the content after the magazine cover - This also gives a cohesive theme between posts even if they aren’t in the same shoot (as seen between the editorial shoot and Onimios IGTVs - Using the IGTV app I uploaded full length videos from my interview with the brand owner of Onimos - There is an inital 30 second preview of the centent on the grid. You can the view the full video by clicking the IGTV button
Social Media: - I have been using this terms to attempt to build my portfolio on a new instagram account - It is a place for me to share my work from both university and outside - I wanted to create this account so that it would eb easy for me to share with others in order to get work/ collaborations and to share my projects - I use instagram a lot when getting ideas and inspiration for new projects so thought this would be a great start to build my work
References:
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