STYLING / DESIGN / COMMUNICATION
danni.hargreaves@gmail.com
07850 077482
danniellajade.com
danniellahargreaves
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I believe ‘fashions, fade but style is eternal’ and that it is a means of one conveying themselves through visual statements. The clothing we wear represents diverse and complex contrasts from the eccentric to the introvert, each persona is valued equally by the individual who projects it. I want to make an impact on those around me through my love and enthusiasm for fashion. Since a young age I have aspired to be a great designer, I followed my dreams when taking the next steps into the world I imagined since being a little girl, this all started at the Arts University Bournemouth. Currently specialising in branding, styling and design whilst exploring various areas including publication design, illustration and print making I have found my strengths enduring creative risks along the way. Alexander Mc Queen “You never move forward if you play it safe” .This has really stuck with me during my whole life both in and out of the field of fashion. I always challenge myself in new and exciting ways to find my inner abilities and never accept failure as a route to give up but as a way to excel and thrive off my specialisms, enabling myself to take the next steps in my journey as a designer, forever learning and blossoming. Collaboration including film, photography and architecture has immensely impacted my studies, providing me with new insight and giving me the chance to learn new skills. These varied fields have intrigued me and proved to be vital to every project completed throughout my degree. Outside university, I have been involved in a number of student collaborations showcasing my skill set as a stylist proving to be increasingly versatile I am in this area, being able to adapt accordingly to any given aesthetic. My love for architecture has also stemmed from working alongside other students. I have used Sketch Up to create in-store visual lay plans for my final major project : the creation of Skådespel which translates as (spectacle in Swedish) a contemporary eyewear brand relying on midcentury 60s & 70s Scandinavian interior design by Charles Eames + Vladamir Kagon + Alvaar Alto to inspire shape, form and structure.This unit has been the most impactful during my studies combining my strengths in design and digital content to bring my very own eyewear collection to life from paper, to a fully working optical range alongside a strong marketing campaign, this is a project that I am immensely proud of. In this industry I feel it is vital to share knowledge and skills in all areas of study, in order to understand how other creatives work. I feel as though I am an ambitious and motivated individual with a love for fashion and keen eye for detail. I’m enthusiastic about pursuing a career in the fashion industry, whilst enduring creative challenges as a way of both excelling and simultaneously fulfilling my dreams.
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‘Lotus’ symbolising Purity and devotion, the concept behind this styled photo shoot was to feminise the male form, showing it’s natural beauty using flowers and water upon the body, the outcomes use no airbrushing on skin and makeup looks are very natural to show the body in it’s organic state. This is going against the normal gender stereotypes which are often portrayed in the media, presenting male figures as tough and masculine.
The digital manipulation of these images has been done within photo shop, flowers have been collaged in the background to create borders framing the images effectively. Using the lasso tool individual flora has been dragged to create collaged effects by layering many of the flowers on top of the original image to mask the backdrop and create a more conceptual outcome, this also shows clear d e v e l o p m e n t s t a g e s .
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“Males seem to think that they can find their masculine identity through “the use of their body as an instrument of power, dominance and control”, especially for working class males. This is embedded in boys at an early age”. -
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The styling used for lotus was considerably minimal and consisted of two sheer fabrics that were used to drape over the body to create interesting shapes on the body while being able to partially see the models skin through the fabric, in addition to this plain white t-shirts and underwear were worn by models to show as much skin as possible and show the males in their natural forms. Oil and water was also used to create a natural glow on the skin this was combined with a small amount of colour used on the models eyelids to feminise them further; a yellow tone on the black model and pink to suit the white models complexion. The oil and water combination allowed the fabric to stick to the skin in places along with flower petals which were used to show purity of each of the models. Woking as both stylist and creative director for this shoot involved creating the overall concept and narrative for the shoot, along with planning the styling and the conceptual poses, feminising the male form in some ways, moving the model into awkward hand positions creating an almost dancer appeal, strengthening the concept as a whole.
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Junk yard Babies explores 90’s fashion, inspired by hip hop and art culture. The hip hop culture was first developed by African Americans and Latinos from New York city and South Bronx during the late 1970’s and was brought through to the 90’s, Graffiti art was also part of this movement and heavily inspired the bright clothing of the 90’s.
Styling consisted of sourcing a variety of vintage clothing including bright and pastel colours matched with fun patterns such as bananas, stripes and cherries, many clashing colours were paired together in order to create contrast, this also worked well with the neon lighting signs. The chosen location God’s Own Junk yard’ an exclusive cafe situated in London, covered in beautiful neon lighting artwork pieces all handmade and donated by artists.
All of the clothing chosen for the shoot was borrowed from brands and collected from vintage charity shops in and around London. The makeup looks compliment the clothing effectively, with bold statement lips and minimal skin makeup was a popular look for the 90’s. All the models that have been selected for this shoot fit the 90’s aesthetic well. The final images have not been retouched or edited as this was not required due to the effective lighting on location, the aim was also to not over edit the images to create a more natural look which is a popular style of photography throughout the 90’s.
The chosen location was God’s Own Junk yard showcasing some of the oldest neon sign makers in London. All of the pieces have been collected from iconic designers and set up to create art installations from new & used neon fantasies, salvaged signs, vintage neons, old movie props and retro displays. Featuring fairground pieces, circus lighting, architectural sign salvage.
All of the neon lighting symbolises the 90’s raving subculture, representing youth culture within this era. During the 90’s there were dramatic changes within cultural influences which reflect the changes occurring in society for example the rising trend of the ‘grunge’ and technological revolution which arose from the internet.
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A collection by ‘Marko Kis’ fashion graduate of Arts University Bournemouth, this collection is heavily influenced by Japanese Samurai, the wearing of facial masks within China and Japan has recently fled to western parts of the world becoming a fashion statement. The introduction of facial masks firstly arose from Japan in the early 20th century when a mass pandemic of influenza broke out killing many thousands of people, later the Great Kanto Earthquake broke out in 1923, polluting the sky with ash and smoke. In fear of the toxic air this led many Japanese people to wear masks to protect their lungs. The use of the masks within the shoot makes a statement and ties in with the Summarise theme of the garments and the abandoned rubble surroundings of the location. As the role of creative director and stylist this consisted of finding a suitable location to match with the collection and putting outfits together from the garments complimented with the accessories being white straw hats, masks and ankle supports.
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The makeup looks were also developed in relation to the clothing and bring out the colours, gold was chosen for the black model to create contrast with her skin and created a glowing effect bringing out her natural beauty. Amongst the rubble the models poses were very fluid and elegant and look as though misplaced wearing such beautiful garments in an abandoned scenery, the dull chalky colouring of the ruins enables the garments to really stand out and make a strong visual impact in this series of images.
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“Samurai’s are perfect examples of discipline and sacrifice. The layers of armours and cloth held together by ropes and cords were the perfect inspiration for my work. The silhouette of the warriors were my starting point to come up with a shape that can represent a fresh and modern collection. A collection inspired by the combination of Japanese martial arts and the culture of Samurai life”. Marko Kis Fashion Designer.
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Introducing SkĂĽdespel: Swedish for spectacle, English by design. This new unisex eye wear brand relies on mid-century 60s & 70s Scandinavian interior design by Charles Eames + Vladamir Kagon + Alvaar Alto to inspire shape, form and structure.
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Developed on Illustrator these technical drawings show different angle views of the eye wear and how they will fix together with small hinges fit for glasses. The hinges will be attached by drilling small scale holes into the wood of the frames and the front of the glasses which will be where the screws are placed in to secure the arms onto the lenses. Each pair will be folding and be able to fit into a standard sized case. The framing will be customisable in a variety of colour ways to choose from along with personalisation engraving, the logo will also be engraved into the side of the eye wear, therefore enhancing brand exposure and promoting public recognition. The glasses will come in leather brown pouches with small wipes printed with Sküdespel’s unique branded prints, these will be for the purpose of cleaning the lenses.
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- Producing unique glasses that differ from anything else on the current market. - Unisex (men’s and women’s ranges to open up market opportunity). Strong brand identity. Story behind the brand. - Consistent brand aesthetics e.g. colours and prints remain consistent throughout branding. Niche brand. - Customisable options e.g personal engraving and choice of colour ways and materials.
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Open stores across the UK. Interactive customer experiences within the store. Possibility of opening stores internationally e.g. Scandinavian countries. Online shipping worldwide. Collaboration opportunities e.g. a public figure making the product appear more desirable to consumer. - Further use of promotional advertising strategies e.g. produce a film. - Further use of social media platforms as a means of advertising and interacting with consumer, building a relationship and brand personality that is recognised.
W e a k n e s s e s Relativley high price point as expensive to produce. Niche brand; many do not appeal to everyone’s taste. - Not everyone has the need for the product as not everyone needs glasses. - Many competitors in this market sector. - No current social media platforms therefore no interactions as a form of marketing strategy. New brand on the market. - Not established brand; many customers loyal to current eye wear brands. - No current investors in the brand.
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- Competing brands doing a similar thing. - Higher price point than some competitors. - Niche brand; small market sector. - Not mass produced; longer production line could mean more timley to produce - New emerging brand to the market, many competitors with loyal customer base. - Lack of financial investment and funding to start up company e.g. pay for materials, future store openings, apps and printing of promotional look book.
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P r o d u c t - Contemporary optical eye wear, Scandinavian themes and colour palettes, architectural structures to frames, lightweight and dynamic, high quality use of materials. - Three different initial designs, customisation options e.g. name engraving and colour choices from the brands palette. P
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- £200-£250 cheaper price than competitors, designs vary in price slightly according to amount of materials used and the shape of the product e.g. greater use of material, larger lenses size or a more dynamic shape so price point is slightly higher than the other designs.
P l a c e Online website. E-commerce platforms. - Pop up store opening events; offering initial free digital eye tests.
P e o p l e 25/35 years old. Unisex product range. Collaboration and co creation with consumers, staff opportunities for online sales; primarily styling and marketing and digital roles, also temporary staff employment needed within pop up store opening. Celebrity endorsement and collaboration with people to get a face for the brand to create recognition.
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- Designer brand collaborations e.g. Linda Farrow establish a strong relationship with well known brands for a potential to sell product ranges within this brands stores or website. - Possible celebrity endorsement to show a face for the brand to get widely recognised. - Sales promotions, buy one pair of eye wear get second half price, marketing strategy used by many other opticians as a means of promotion. - Use of social media campaigns, e.g. use of visual imagery to advertise product and show brand progression especially as a start up brand. Use of competitions as a form of driving more traffic to the website. - Initial money savings on first pair of eye wear when shopping with Skådespel.
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- Digital in store eye tests, future plans for eye tests within an app, stores all customers’ information in their own account and saved and can be updated for future use. - Worldwide shipping at 3-5 working days from door to door once eyewear has been created. More delivery options available across the UK e.g express delivery offered at a slightly higher price point. - In store and online customisation available through use of website and interactive in store technologies such as iPads allowing consumer to customise eye wear according to preference, including colour ways, frame design and engraving available e.g. names. - Try on at home service available from pop up stores and online , one week given for consumer to test product at home and see if they like the chosen frame design and the way the glasses sit on the face along with the chosen colour way is suited to their tastes. This done at no extra cost and when the customer has chosen if they are happy with the eye wear the payment can be made online by logging into their personal Skådespel account. - Exchanges and refunds can be made within 28 days, which is the standard legal policy, this can be completed by sending product back and will be processed and money placed back into the customer’s account within 5 working days.
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- Three iconic eye wear designs with cases to protect against damage. - Marketing extras; price tag labelling, printed duster cloths to clean eye wear with a series of 4 sticker designs with Skådespel’s own prints and logo to seal all packaging and given as freebies in store and delivered with online purchases. - Website and possible social media platforms as a form of advertisement. Packaging to deliver glasses to customers, e.g. cardboard box with product inside wrapped in printed tissue paper to protect product from damage, coloured tote bags when purchases are made in store. - Brand promotional material including Business cards, headed letter paper to invoice clients and pasted on the bottom of every email, pens with branded logo printed on given as freebies in store and posted with glasses. Small items such as this can be used in consumer’s daily life and will make sure that they remember the brand and build upon the brands image.
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Future plans for Skådespel include pop up store openings in cities across Europe and Scandinavia, within the stores there will be customer experiences to engage with shoppers using in-store visuals and music matching the brands aesthetic. In-store eye tests will also be available in a digital booth, this will be much like the setup of photo booths, enabling consumers to enter the booth and have their eyes digitally tested without the presence of an optician, this information about their eyes will be uploaded into the system and recorded appropriately for in-store team members to review and order the customers chosen frame, along with their required prescriptive eye lenses, making their very own pair of Skådespel’s. On iPads within the store the customer will be able to personalise their frames with perhaps an engraved initial or colour ways. Displays around the store will showcase many of the unique eye wear designs enabling customers to try on the glasses to select their preference. The store will have a very clean and minimal aesthetic with the brands colourings and patterns remaining consistent used throughout the visual space, this will enhance the brand image. A free try-on-at-home service will be available to the customer allowing them to simply try on their eye wear at home and return if not suited without a fee, however if the customer is happy with their purchase they can let the Skådespel team know via email or on via their online account, and the payment will be taken from their account shortly after notifying the team at Skådespel. The brands website will follow the same aesthetic, and pop up events will change location frequently across large European cities to expand the market and make the product readily available to more individuals. The customer will get a free eye test with us on their first visit, this will attract more people to connect with the brand and establish a relationship between brand and consumer. By their prescriptive eye lens data being stored in the system this will mean that the customer will no longer need to come into store and can simply use their online account to purchase their eye wear which is more convenient and will allow consumers to access the website in the comfort of their own home.
C u s t o m i s i n g The customisable options will include a number of colour ways from the brands colour palette, including shades of brown, green, grey, orange, beige, stone and yellow. Personalisation will also be an option, meaning an engraved initial can be placed on the glasses allowing consumer to make their eye wear design totally their own creating a more special feel to the product.
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Shown is a perspective view of Sküdespel’s pop up store layout, created using Sketchup and CAD. Inside the store there will be several display cabinets and storage units to hold the stock of glasses, also allowing customers to try on and view their chosen frame in mirrors. Within the far right of the shop are two digital eye testing booths, this will mean customers can get their eyes tested hassle free and will be a much faster system reducing the amount of staff within the store. The personal eye data will be uploaded into the system and once they select their frame this can be sent off to our manufacture warehouse to be made. Frames can also be customised in a variety of colour ways and engraving options, this can all be carried out digitally within the in store ipads. The rounded counter will be used to make payments and for customers to comfortably try on their eye wear and see if it is to their preference.
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Shown are website mock ups for Skådespel demonstrating all of the stages of the online buying experience, when shopping with Skådespel. The first screen is showing the drop down menu which appears on screen when clicking on the menu section, next is the shopping mode where the customer can change their colour preference by clicking on the colour they wish followed by the part of the glasses they would like to change the colour of. The other mac screens are going on to show different angles of the glasses which allow customer to move the glasses 360 degrees and view them at any angle, drop down text gives all information on the eye wear for example how to upload personal prescriptive lens data and other details such as materials, sizing and Skådespel’s return policy. A mock up of the online look book has also been created presenting a series of visuals from the photo shoot, each of Skådespel model wearing the optical range in a series of colour choices. Lastly an about us page has been created detailing all information on the brands ethos and Scandinavian influences along with information regrading future plans to set up pop up stores across the UK.
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Skådespel is a contemporary niche glasses brand producing a product that has a unique aesthetic in comparison to anything else that is currently on the market. Combining traditional and contemporary themes the brand will have a strong conceptual and historical framework, therefore, building on the brand identity. With incredibly inventive and dynamic structures Skådespel’s optical lenses are both modern and retro in perspective.
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Connect with consumers through use of technology, through in store interactions such as digital photo booths and iPads available, for purchase and customisation of eye wear. In store music play list to make consumers have a more relaxed and pleasant shopping experience. Be exclusive yet remaining at an affordable price point. Creating clean and modern styles for a creative consumer. Creating an easily accessable online buying experience. B r a n d P e r s o n a l i t y Marketing Fashion Posner (2015, p.61) claims ‘Kapferer believes a brand should have a unique selling personality. In this book strategic Brand Management (1992), Kapferer modifies the definition of a USP, changing it to become ‘unique selling personality’. Skådespel promotes itself as quirky, innovative, intelligent, fresh, while keeping traditional elements present. B A B
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Create a product that is unique and different from anything else that is on the current market while taking into consideration user comfort and practicality factors. Skådespel’s designs will combine traditional retro elements with modern and contemporary, heavily influenced by Scandinavian iconic interior designs to create unique frame structures and colour palette. The product will primarily be sold online, however pop up store openings will be announced within the UK and possibly across some cities around Europe.
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All of these components have even shown within the brand onion which Harriet Posner claims in Marketing for fashion ‘ The brand onion is a popular and effective device for showing a concise overview of a brand identity and how it is expressed within strategic actions’. All of the comments within this model can then be used as a guideline to ensure that all of these key elements reflect every part of the brand and their values.
Inspired by key interior furniture designers of Scandinavian and mid century modern themes
Focus on contemporary eyewear designs
Contemporary niche glasses brand producing a product that has a unique aesthetic
Alternative Independent
Quriky
Connect with consumer through in store expeirences
Innovative Creative Stylish Be exclusive yet more affordable than competing brands
Modern Interactive
Create an interative and easily accessible online buying experience
Retro Alternative Inventive
Strong conceptual and historical framework
Intelligent
Innovative
Skilful
Technological Interior design and architectural themes will be seen through small elements of design including framework and structure
Creating new fashionable designs for creative consumer
Extensive use of technology as a means of connecting with consumer
Adventurous
Modern
Fresh
Traditional Scandinavian
Fun
Combining traditional and contemporary themes
Sell primarilty online, however frequent pop up sotre openings across Europe.
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- Loves to travel to new places - Enjoys cooking using fresh organic produce - Active lifestyle - Enjoys city life Intelligent Affluent - Works and lives in the city - Takes pride in surroundings Loves Scandinavian lifestyle interiors - Creative eye for design - Has creative eye for interiors - Aged 2535 years old - Man/Women (Unisex brand) - Believes in being kind to the environment - Uses natural cosmetics that are kind to skin and environment