Eleanor O’Brien J85108 Fashion Marketing and Communication L5 AD5604 Portfolio Of Research 3,200 Words Equivalent
BBIE O R
S
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• Robbie Spencer is the former creative director of Dazed magazine and is currently a stylist. His editorial imagery has the ability to “find beauty in the unexpected”. Spencer’s work combines designers, artists and photographers. • he initially envisioned a career in the art industry. he envisioned himself as a curator or a stylist although went onto to do a degree in fashion promotion. • “ I approach styling from an idea of executing an image or executing a space, as opposed to purely from a clothing standpoint” – Robbie spencer. • He has styled many magazine covers including – Dazed, Another, Another Man, Vogue Italia, M le Monde, Re- Edition • He has worked with talent such as Rihanna, Timothee Chalamet, Vivienne Westwood. • He works as a consultant for Simone Rocha, Craig Green, A-COLD-WALL, and Monclear. • He has worked with photographers Harley Wier, Mario Sorrenti, Tyler Mitchell, Paolo Roversi, Oliver Hadlee Pearch and Arnaud Lajeunie • He has also worked with the likes of Givenchy, Ambush, Philip Lim, Maison Margiela and Calvin Klein
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"I approach styling from an idea of executing an image or executing a space, as opposed to purely from a clothing standpoint,”- Robbie Spencer.
10 x
x 10
SCULPTURED When looking at Robbie’s styling I found they often resemble art sculptures such as in this picture to the left, which reminds of a manikin figure. The outdoor setting gives it a satue like appearance. His styling also disfigures the body from the way he uses clothes to scultp them.
LAYERED He repeatedly has been seen to use multiple layers placed in unconventional ways, creating an obscure look. He contrasts different textures of fabric against each other to create a peculiar look.
EXPERIMENTAL Throughout my research into Robbie Spencer, I found he places items of clothing in unusual places. ”clothing is a tool you use to create an image or to tell a story” His styling is unique and has a quirkiness to it.
CHARACTERISTIC His styling have its own characteristics often including different textures representing the designers work as well as bold colours. His work also often has a street and punk aesthetic.
BOLD Throughout his styling work he uses bold colours as well as his models posing in strange and bold ways.
SURREAL Robbie’s styling is often surreal. His work looks unconventional and finds beauty in the unexpected. His work has similarities to Tim Walkers work who is a surreal photographer.
ARTISTIC This image on the left reminded me of a renaissance painting, showing the vintage and artistic aesthetic in his styling. Robbie initially thought he would have a career in the art industry and styling was a way for him to showcase his creativity.
CONTEMPORARY His work is contemporary and exciting. He started working for dazed in 2004 and targeting Gen Z’s / millennials. “He ushered in a new generation of image makers that have defined the zeitgeist.”
INSPIRING Spencer's job is said to be about inspiring people and trying to educate or enlighten new ideas to people. “clothes are a tool for a stylist, but i prefer to consider the whole image”
OBSCURE His work has an obscure look such as this image on the left, its ambiguous and makes the viewer question what they see in the image.
STYLING SHOOT - BAG OF TRICKS PRE EDITED OUTCOME
STYLING SHOOT - BAG OF TRICKS PRE EDITED OUTCOME
Here I created a first response styling shoot capturing elements of Robbie Spencer’s styling using my 10 words and 10 images as reference, I used materials, clothing and other house hold items to capture this look. I used a studio set up for some shoots, which i plan on editing on photoshop as well as shooting in different locations with different unique, editorial backgrounds.
Following on from my Bag of tricks felt suited Robbie Best while also Here I found a green background bold , prominent colours. Whilst in Wonderland magazine making
shoot I began editing some of the images I incorporating the essence of Wonderland. which I felt captured wonderland using editing I referred to imagery, I found the green more prominent and deeper.
In this image I added the font of wonderland to get sense of how my edited images would look as a cover and be able to think and reflect on what improvements I could make as I progress throughout the module. And how it could look in the future.
For this image I added an LED lighting effect which is how wonderland often shoot editorials throughout their magazine. I used different layering techniques for the styling referring to my 10x10 words and images for inspiration finding unique and innovative ways to style. Placing clothes in strange places and using home furnishing like bedding to create the look.
This is another image I have edited with the styling inspired by Robbie spencer and capturing the research I found with his collaborations with Simone Rocha. I edited the background colour to suit the aesthetic of Wonderland magazine, choosing a bold primary colour.
collaborations
Robbie styling for Simone Rocha Robbie styled Simone Rocha Autumn/Winter collection. Simone Rocha is known for her storytelling. Each of her collections, lies narratives of bravery and sexuality; innocence and perversity; and strength. Robbie Spencer brings in his street style Combined with her traditionalism and Vintage aesthetic. In this collection Simone’s inspiration was found in the “uniformity and naivety” of school days and simple gardens. Simone’s collection has a punk aesthetic, which is often captured in Robbie’s styling. Simone visioned femineity in her collection “with a devoted following of women who love her designs.”
Simone Rocha x H&M styled by Robbie Spencer Robbie styles Simone Rocha H&M collaboration by mixing her collection with his street aesthetic ensuring he still captures the essence Rocha wants to portray being femineity throughout her collection. The first look at the collection was formatted in augumented reality, when scanned QR code still images of the lookbook came to life.
“it felt important to pick out pivotal moments that you could recognise as my codes, to share my identity.” - Simone Rocha The Collection consisted of Rocha’s signature detailsvoluminous pink tulle dresses and pearl trimmed sweaters & silky hair bows. The collection is not for just one specific gender as Rocha explained if she was to do this collection it was going to be for everyone not just women but for men and children The under
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Craig Green x Robbie Spencer
Craig Green’s, Dan T Spencer-st
Tobin Smith-shot, Robbie tyled campaign
Paolo Roversi Paolo Roversi is a photographer from Paris, who Robbie Spencer has worked with on several occasions creating disconcerting and elegant imagery. Paolo Roversi creates striking, intimate portraiture imagery. His photography “occupy a realm between the past and present.” He has created campaigns for Comme de Garcons, YSL, Valentino and Dior. Robbie and Paolo created an editorial titled “Modern Life is Rubbish” for Dazed and Confused magazine in July 2013. The editorial captures the imagery of fire, obscurity, turning trash into treasure the editorial created a repurposed elegance. The models wear looks from Maison Martin, Vivienne Westwood, Margiela Artisanal and others.
Robbie Spencer styling for A-COLDWALL AW22 Collection Emotive and artistic instinct was at forefront of everything “The mood is what’s been in my mind – the conscious and the subconscious,” explains the British designer. “Naturally, as I was spending more time in the world of Art Basel, it made me understand that you can’t design art, it reveals itself to you.” As well as referencing the psychoanalysis theories of Carl Jung and the Age of Enlightenment in classical painting, Ross trusted his creative instincts which resulted in a collection that is more organic and tactile than ever before.
Collaboration was key
Working closely with photographer Rob Rusling, stylist Robbie Spencer and make-up artist Thom Walker, the final product was a combined effort of Ross’s long-time collaborators. “The four of us brought together something quite static,” says the designer. “We put pressure on the articulation of the clothes from the very beginning of the conversation.” The film was shot in the Tate Modern’s Turbine Hall The location of the film was the Tate Modern’s Turbine Hall, which is undoubtedly emblematic of the A-ColdWall aesthetic, as well as the directness of the collection itself. “I knew I wanted to shoot in that space from that particular perspective over the past few months – we didn’t want too many colourways or distractions from the collection, so it was perfect for my vision.” The standout piece was a ruched A1 bomber jacket As always, Ross explored many innovative fabrication techniques within the collection. The key item of the season? “The ruched A1 bomber jacket, for sure, which is a lot lighter than it looks,” explains Ross. “It carries what I see as the runway articulation with the ruching and asymmetric lines – it truly bears the weight of the themes of the collection.” The order of casting was intentional “If you think back to my earlier collections, it was important for me to consider the run of my collections, because you didn’t see a lot of Black men in this space,” notes Ross. “Now, as everything is way more diverse – which is incredible – this is the first time that there isn’t a Black model in the first look and that’s totally intentional – we are a universal brand that’s supposed to mirror the world, and represent all kinds of beauty, not just one particular archetype.”
Dazed Magazine Dazed magazine (Dazed & confused) has been on the market since 1991 when Jefferson Hack and Rankin launched the publication as an alternative style and culture magazine. The title became pivotal for cultural provocation and the magazine became a movement. majority of their collaborators they met in nightclubs around London. Today Dazed focuses on fashion and youth culture, defining the times with a leading of next generation writers, stylist and image makers. “ Dazed is the most influential independent fashion and culture title in the world “ Dazed is a community of creative Rebels. Centered around punk, youth driven ethic. Being rebelic and making it up as they went along.
Robbie Spencer x Dazed covers Robbie Spencer began working for Dazed and confused magazine when he was 19, before he had even begun university. He stated that Dazed is not just a magazine, its always been a community of likeminded creative people. It’s a culture of supporting creativity and the way we look, which is something Robbie has only ever known. He worked with Isabella Burley who is Dazed Editor-in-chief who said they was able to pull off ‘impossible’ cover stories with Robbie's crazy ideas. Robbie Spencer was described as a visionary stylist and crafted some of its most impactful stories by Dazed media’s co-founder Jefferson Hack. Stating “He ushered in a new generation of image makers that have defined the Zeitgeist.” Some of his styled cover’s include the dazed 100 winner Kendall Jenner (winter 2014) as well as the stranger things special (winter 2016) as well as the Iris Apfel, “91-year-old queen of fashion” covering dazed in full Comme des Garcons in November 2017 which is said to be the most memorable cover.
Another, Magazine x Robbie Spencer
Save Me the Waltz - AnOther Magazine. AnOther Mag s/s 2022 issue consists of a series of abstract sculptures that mixes fashion with dance choreography and the human form. Photographed by Luis Alberto Rodriguez and styled by Robbie Spencer capturing dancers as human sculptures. The editorial is titled “save Me the Waltz”. The models are wearing designs by Simone Rocha, layered patchwork dress and pleated tulle collar keeping the spirit of Rocha. This series of images is obscure and creates a distorted appearance to the models. At first sight it’s unclear that there is human form and consists of layers of fabric and is similar to Comme Des Garcons.
DAZED –
“HOLY FLOWERS” This editorial, styled by Robbie Spencer captures florals surrounding models whether they be embodied in the styling of the couture or spread across the whole image captured into the background.
B o t a n i c a l H u m a n H h y b r i d s
Tati Cotliar T Magazine 2011 celebrating spring with a Colourful botanical fashion display shot by Robert Burbridge. Styled by Robbie Spencer transforming model Tali Cotliar by surrounding her in a variety of colourful plants to create a botanical human hybrid. This editorial promotes a ”green lifestyle” by featuring ecofriendly materials. Through the sustainable materials, Tati wears pattern designs such as Prada, Alexis Bittar and just Cavalli, as well as pieces from other high-fashion designers.
INFLATE - DAZED shoot with Anthony Maule and Robbie Spencer This shoot was one of the strangest fashion shoots Anthony Maule had made things for. Anthony Maule is a photographer robbie has worked with on several occasions. Robbie asked Maule to design some bizarre padded peuced, the models were surronded in head to toe. He described the shoot as being like a ‘human Buckaroo”. The shoot was inspired by Comme Des Garcons, layereing up the models and deconstructing silhouettes in Comme spirit. The shoot reminds me of sculptures, from how Robbie scultps the models in layers off fabric After the inflate shoot Anthony Maule and Robbie Spencer teamed up again creating another obscure shoot this time sculpting models in a metalic theme. This shoot reminds me of metal sculpture and i found it to be similar to people who dress up in metalic to create a statue apperance.
Tony Green - tutorial session notes
• Research similarities to Robbie’s work • Look at different surreal and sculpture artists, don’t just look in the obvious places find different artists or stylist that do similar things to Robbie. • Create more mood boards, croquis and illustration type of things. • From your word bank find other stylists that have the same signature or find different artists doesn’t have to be a stylist.
Similarities
Comparing Robbie Spencer to Tim Walker • Whilst researching Robbie Spencer, I found similarities in his work to Tim Walkers photography
• They both create surrealism in their work
• They are both from artistic backgrounds which is repeatedly shown throughout their work
• Their work is obscure
• They use the space around the models as well
Tim Walker Tim Walker is a British creative photographer. He creates surreal Alice in Wonderland like imagery, he does this by playing with proportions of his models and making the background appear smaller and vise versa.
TIM WALKER QUOTES
“I’ve never been in love with fashion, actually; trends and catwalks don’t interest me. I love them historically and currently. They represent a spirit of the times and the zei
“As a photographer you’re trying to take screenshots of life and with your sense of what is beautiful. But the decisive moment is
“I don’t believe in originality. You take and you find your voice in those things
“Photographers ar around it”
“Fantas sense o of a mi
I love clothes; itgeist.”
show that it resonates s chaotic.”
inspiration from whatever moves you s.”
re trying to make sense of this world, put a frame
sy isn’t something I put into the pictures; I don’t try and inject them with a of play. But it’s about being an honest photographer; a photograph is as much irror of the photographer as it is the subject.” “Life is chaos – we all know that”
TIM WALKER QUOTES
“Each person has their own unique identity and their own colour. I imagine the colour a person has and try to find the right flower to represent him or her”
Ziesook
From researching collaborations Robbie Spencer has styled, involving flowers I discovered the artist Ziesook who incorporates flowers into photography and art portraits. Her work remined me of the styling Robbie has perfected and involves a variety of similarities.
• Like Robbie Ziesook also comes from an artistic background • She experiments with a Varity of genres including photography, video, instillation and painting. • Her project “Scent of Broq-pa” happiness through human nature.
ELSA SCHIAPARELLI
Elsa Schiaparelli is an italian born haute couture fashion designer. Schiaparelli was from the same era as Gabrielle Chanel and Madeleine Vionnet, who set the periods standards for trends in fashion and beauty. Schiaparelli had a more artistic style collaborating with artists, mostly associated with surrealsim. Schiaparelli often incorporated surrealism into her work. Her work included surreal elements prading motifs such as hands and insects that feature heavily in surrealist painting. She first collaborated with Salvador Dali in the 1930s which was the midst for the surrealist art movement and their collaboration included a Lobster dress and whimsical shoe hat. The lobster dress was inspired by Dali’s previous lobster collection which he drew the motif and was incorporated into the design of the dress. Other surrealist’s Schiaparelli collaborated with include Jean Cocteau. Schiaparelli stated that working with these artists enabled her to be “understoof beyond the crule and boring reality of merely making a dress to sell “.
Sculptural fashion
When researching Robbie Spencer, I found his ways of styling to be similar to sculptural fashion. From the way he distorts the silhouette through the use of layering clothing in unconventional ways. His editorial Inflate with Anthony Maule stood out to me from how peculiar it appeared and how it reminded me of sculptures which lead me to researching more about sculptural fashion.
BALENCIAGA
Shaping Fashion
Balenciaga’s garments distort the body shape by adding volume in a sculptural way. The brand changed the shape of women’s fashion rather than restricting the body they were able to frame it.
Balenciaga is described as “’the master of couture’s sculptural garments” At London’s Victoria and Albert Museum the work of Cristobal Balenciaga, is on display titled the shaping fashion exhibition. The exhibition features more than 100 hundred garments and hats by the designer. Balenciaga’s pieces are characterised by their ‘sculptural quality’ manipulation of textiles and their dramatic use of colour.
Comme des Garcons are known for their avant-garde designs and Rei Kawakubo founder of Comme Des Garcons has disrupted fashion norms. Kawakubo creates extravagant designs which excel the space between the body and the garment. She has declared “I don’t care about function at all” she focuses on the sculptured element of fashion and mirroring architectural arrangements. Comme des Garcons designs represent works of art and the sculptural forms, whilst reimagining the female body.
Madame Gres “I wanted to be a sculptor — for me it is just the same to work with fabric or stone.” Madame Gres.
Madame Gres is a French Couturier who is known for using delicate pleats, turning ordinary fabric into classic Greek sculptures. She excelled at manipulating fabric and creating sculptural fashion design. Madame Gres used small wooden dolls to drape the pleated designs on the doll before she went onto scaling them up to human figure which was similar to sculpturing. fashion and sculpture have crucial things in common as they both in similar ways use creative cutting, modelling, draping, casting, shaping, and moulding. In sculptural fashion the silhouette is transformed through the outlining of its natural shape with the curves being exaggerated to create a distinguishable frame of the silhouette for the observer from all angles.
Jen Harmon Allen is an artist and created an exhibition involving a series of dresses from different eras including the 50’s, 60’s and 70’s which she dipped into a big bucket of plaster and draped it over a dress form to harden. The exhibition was titled “Stories the Hummingbird Told Me”, influenced by an incident with a hummingbird Harmon experienced. Harmon painted different hummingbirds moving in different directions.
Christopher shannon - Lecture notes Christopher Shannon is an English fashion designer from Liverpool. He graduated from Central Saint Martins. His designs have been worn by Rhianna, Mabel, Iggy Azalea and many more. He creates contemporary streetwear targeting men.
• He explained he would rather make clothes that everyday people can wear like sportswear.
• He wasn’t happy interning in London but kept with it, which was his first step in the industry
• Things that inspire him are everyday sightings, he doesn’t go out of his way to feel inspired.
• Metaverse is something we should acknowledge going into the industry
“when something gets done too much you want to Destroy it and rebuild it to make something new”
Semiotics in the Fashion Image - Lecture notes
Notes from You Tube clip by Clever&Chic –
Individual motivation types.
“fashion is a universal language that affiliates people”
FUNCTION – protect from weather. Uniform and dress codes.
“Fashion is art”
STATUS- symbolism, concepts ranking display and motifs.
Definition of semiotics in fashion – “Semiotics of fashion is the study of fashion and how people signify social and cultural positions through dress. It holds a symbolic and nonverbal communicative role that holds the capacity to express meanings through aesthetics, design and symbolism. This is not only applied to garments but also fashion brands.“
VALUES- personal style is developed through self expression. SOCIALIZATION- acceptance or rejection of aesthetics+ meanings “fashion is a form of non-verbal communication, hence rhetorical meanings. “
Gender in clothing semiotics. Fashion is a system of signs, whose meaning and significations are constantly shifting and changing depending on the time, place and culture. Trousers and skirts no longer signify male or female wearer
Empowerment through semiotics. - Chanel and McQueen have helped women gain control over their bodies. Instead of using their voices. Women can use their clothing designs to have the freedom of choice and how they present themselves.
Culture and semiotics
Semiotics in pop culture
• The burka is a head covering worn by Islamic women and signifies their belonging to an Islamic society.
• Celebrity
• Different cultures attract different meanings in clothing – example men in skirts.
• Informality of photography • Youth
” in short the person who wears fashion finds themselves asked 4 questions: Who ? What ? Where? When? “- Roland Barthes
Semeotics in Robbie Spencer
A semiotic I found in Robbie Spencer styling was surrealism. Surrealism is a cultural movement which developed through Europe after the war. Surrealism was an Avant- Garde movement in art and literature which was said to release the creative potential of the unconscious mind. Balancing one that asserts the power of the unconscious and dreams.
A second semiotic I found in Robbie Spencer was the obscurity of his styling. He has models wrapped in layers of fabric posed in peculiar stances. Obscurity means something is unclear and means Robbie Spencer’s styling is unusual and makes you look twice to understand the full picture.
A third semiotic I found in Robbie Spencer’s styling was his layered/ sculptured work. I found his work to remind me of sculptures or statues. Robbie Spencer has his models’ silhouettes distorted and rendered in ways that reimagine the human form. Sculptural fashion is often like wearing a form of art, rather than clothing.
Market Levels - lecture notes Haute Couture – The highest Haute Couture consists of handmade garments made to fit individual customers creating the one and only. Using the finest materials along with top craftsmen with years of experience. Luxury – Luxury is the second highest market level and include global brands such as Gucci, Prada, and Louis Vuitton, which are handmade but produced. They produce perfume and accessories to sell, to provide the feeling of exclusivity. Bridge Brands – These are the top end of the hight street, offering simplistic, minimalistic, and high-quality pieces ensuring they are within an affordable price range an example brand is Reiss.
Bridge Diffusion – This is a market level below luxury where they are available at more affordable prices by producing them in bulk rather than mass produced. Examples – DKNY, Prada, Miu Miu. Hight Street – these are brands such as Next, Zara, Hobbs. Designing products to send to retail with chains of stores at affordable pricing. Economy- This involves brands such as Boohoo, PLT, Primark. They are the lowest level in the fashion hierarchy and involves fast fashion and mass produced, inexpensive materials to save time and money. Adapting to trends and waiting until the next season to begin designing.
Marketing communications describe all strategies that brands use to inform, reach or persuade their target audience about their products. These are the voice of the brand as they are used for the marketing mix of price, place, promotion, and product. The six major modes of communication in marketing include- advertising, digital marketing, direct marketing, personal selling, public relations and sales promotion. The six marketing objectives are – Target Audience, Key Messages, Strategies, Tactics, Budget, and Evaluation.
Brand name communicationAwareness- the awareness of the brand name can be decisive where customers compare similar products. Brand loyalty- brand loyalty describes the connection of the consumer about the quality of a product – strengthens brand = positive impact on sales. Perceive quality- perceived quality can influence the decision of buying he product or not with little information. Brand associations- they describe everything that is linked with a brand in the mind of the customer.
Brands now determine the current expectation of their market consumer, in relation to fashion on demand, on / offline expectations. The pandemic disrupted the traditional fashion system and has undergone a revolution in the digital age of the pandemic. Could virtual fashion change the market levels? Is it luxury or something else? Consumers are more active online during the pandemic then ever before which brands had to adapt their marketing communication to. Brands started to shift their campaign strategies providing virtual entertainment.
Examples of changed to market levels: Shopping more online Sustainability Digital fashion Ethical fashion Luxury fashion Fast fashion Gender Sizing -lounge wear becoming more popular due to lockdown - changing fashion Could luxury be changing and becoming more eco? Pandemic causing people to think more consciously about their fashion choices Digital fashion Brands targeting towards gen z and Alpha such as Balmain creating barbie collection, already targeting Alpha gen bringing them into fashion Meta verse Dress x The Matrix
Bright electric background colours
Obscure font
Lighting in front of faces always electric Led lighting
Capturing background space that appears punk to suit the aesthetic of Gwen Stefani
Huw gwyther Huw Gwyther is the founder of the LondonBased, magazine wonderland. In 2005 Huw Gwyther Appeared on dragons den where he was offered £175,000 by Peter Jones the funds To launch Wonderland. His favourite luxury brands include Prada, Dior, homme, Saint Laurent and many more.
INSPIRING Their intention is to create a space people aspire to be, like their name ‘Wonderland’. They want their readers to see the glamorous lifestyles of the celebrities and admire and feel inspired by the editorials consisted throughout the magazine. They want to inspire their readers rather than dictate them. Wonderland want their readers to make their own choices and have their own thoughts and opinions surrounding subjects they incorporate into the magazine.
VIVID Wonderland consistently use vivid lighting across their editorials, usually they are images in dark backgrounds with a pop of colour that’s makes it stand out. Throughout their magazines they use bright colours whether it be in the background or just a slight adds of colour to make the editorial pop. Every page has a pop of colour catching the reader’s eye.
LUXURY Wonderland is a luxury magazine they feature advertising from luxury and couture brands such as, Gucci, Chanel, Cartier, Prada, Valentino, Miu Miu which are just a few examples. Hue Gwyther the creator of wonderland magazine pitched his business idea on the tv series “Dragons Den” in 2005 where he won a £175,000 investment to start his venture into publishing wonderland magazine internationally. Peter Jones, who was the investor, described the magazine as “high quality, that can be nurtured and expand in different and exciting ways”
contemporary Wonderland is a contemporary Bi-monthly magazine creating editorials offering “a unique perspective on the best new and established talent across all popular culture: fashion, film, music and art”. The idea behind wonderland was to move away from the stereotypical ‘male’ or ‘female’ targeted publications. Hue Gwyther stated their aims for wonderland was to create an” important, modern brand that will quickly become synonymous with good taste, style, and originality, overflowing with the kind of information one might expect from a discerning friend”
Millennials Wonderland uniquely have a target audience that is uniquely aimed at both affluent men and women of sophisticated tastes, from the ages between 20 and 40. Wonderland targets mostly the Millennials with the minority of Genz. Millennials prefer brands to share their values or working towards a bigger purpose then just selling a product, they want to feel like their making their own choices with hoe they spend their money and their attention. Wonderland also have an Instagram account sharing the latest on trends being fashion as well as tv shows and films giving insight into celebrities. Which is important as social media for millennials is the likely the first place they interact with a brand. Millennials want to feel like they’re apart of something bigger like a community they can interact with.
TRENDSETTING The magazine has been described as a trendsetting magazine, showcasing A list celebrities wearing the seasons best brands. Their magazine is engaging full of unique and glamorous fashion pieces. The magazine is full of glamour from glamorous makeup editorials to fashion and accessories from designer brands giving it that luxury and glamorous aesthetic enticing the reader to want to feel as glamorous and as ‘trendy’ as the models/celebrities look.
ENGAGING Wonderland brought their magazine to life opening its doors of its first pop up shop located in Piccadilly stocking home goods, garments, accessories as well as beauty products and print publications that were all chosen by the staff of Wonderland magazine. Not only was this a space to sell curated products but they also hosted events for the upcoming fashion week. They stocked brands that they frequently included in the magazine such as pieces by Stussy, Christopher Shannon, Markus Lupfer and Nicopanda.
EYE-CATCHING From their front covers which consists of large images including upcoming music, beauty, or fashion star as its feature with the font being places in a way that doesn’t take the attention away from the front image. The imagery inside the magazine stands out from other magazines on the market with the fonts and colours being eye-catching, rather than using stereotypical magazine fonts wonderland uses fun and unique fonts that are colourful.
Youth Culture Wonderland articles have a strong influence on the younger youth culture based on the newest fashion, photography, and music they incorporate articles on. The variety of images and texts throughout the magazine is whant makes it so unique and interesting, each page has something different to offer that is unique to the story/article on the page. The use of music culture is what is most noticeable within the magazine and will draw in a wider audience compared to other magazines on the market.
DIGITAL Wonderland have their own YouTube account where they offer behind the scenes of music gigs as well as series involving celebrity exclusives as well as behind the scene shoots for their magazine engaging with their audience giving the whole story to what goes on while shooting each editorial. As well this they offer digital copies of their magazines reaching further audiences like Genz who spend most of their time digitally and don’t often read physical magazines.
“We want to repr and playful elemen industry. Were rather than dictat
QUOTE FOR WO
resent the positive nts of the fashion about inspiring, ting our readers.”
ONDERLAND
Wonderland Swot Analysis Strengths
Weakness
• It’s an inspirational magazine and doesn’t dictate its readers but rather gives them a place to go for inspiration.
• They state their target audience is Men and Women but it’s mostly women who buy the magazine.
• Engages with their readers using social media such as Instagram and opening a POP-UP shop bringing it to life.
• Don’t have a Tik Tok account which wouldn’t be targeting Genz and Gen Alpha.
• One of a kind magazine targeting both affluent men and women • Their front covers are eye catching which consists of bold fronting and ranging from bright colours or a more black and white aesthetic with all aspects of the fashion industry and new talent. •
Ads are part of the reading experience
•
Mostly just target the millennials.
• Don’t offer as many features as other publications that already exist within today’s market.
Opportunities
Threats
• Explore the metaverse to attract a new audience.
• Vogue, Vanity Fair, Daily mail, OK!
• Sell magazine in more shops other than just their own website and WHSmith to make it more accessible to buy.
• Other magazines post about world issues and more relatable
• Promote themselves more on social media. •
Market growth
• Threat magazines are cheaper in price • Most of the information in the magazine can be available online • Changes to the economy that can affect consumers buying habbits.
One of the things Wonderland excels at is being inspiring. They never want to dictate or control their readers to do something however they share stories on celebrities or new talent that are inspirational and something to make their readers reflect and feel empowered by. Whilst researching articles on their website I discovered many to relate to empowerment with an article shared on international women’s day sharing all different celebrity women that have had an impact in the world and made their voices heard. This could be a narrative that I can take forward within my work.
This editorial see’s pastels colours and having a playful element. The editorial is chill and each image has a digital element with some having the LED light element which gives it a contemporary and glamorous aura. The editorial appears to be set in a house, which gives it a chilled vibe, whilst having a luxurious and elegant feel it also feels relatable to their readers having a setting that is casual instead of a studio environment.
Styling Shoot 2
Tony Green - tutorial session notes During my styling shoot with tony green I shown my research on Robbie spencer and his sculptural styling. I went on to find alternatives I had with me to create the rope effect from his shoot titled ‘inflate’ I used wool and ribbon reinterpreting Robbie spencer’s and Maule’s work to fit my concept and bring in the narrative and aesthetic of Wonderland.
how i am going to develop my styling shoot. • • • •
Could create collages using rope on photoshop Take images of figures from charity shops Find ways to create a puffy effect and wrap rope around it Create collages with the images of different figures from charity/ vintage shops • Cut the images up and make collages or croquis with them.
Notes from my show + tells with Christopher Shannon
• Push sculpture idea. • Collect primary imagery of sculptures. • Think about how I would stye the sculptures by digitally adding clothes and make it more personal. • Looking back at my first styling shoot the use of the simple background was effective with the pop of colour. • If I use plaster of Paris I could drip some onto the shoulder or create a mask
Stytling Shoot 3 After my session with Tony green I styled using rope and ribbon further reinterpreting Robbie Spencer shoot titled ‘Inflate’. I used ruffles inspired by his styling for Simone Rocha and using a vintage jacket as vintage is an aesthetic Robbie Spencer often portrays throughout his editorials. I wasn’t particularly happy with this shoot as I felt it didn’t fit in with the narrative of wonderland. Wonderland are a luxury magazine showcasing the glamorous lifestyles and the playful side of fashion however I felt it looked the opposite of playful and luxury which is something I wanted to rethink and went back to looking as Jen Harmon.
Final Syling Shoot
T H E M E T So what what does this A mean? ... metaverse is a version of the internet that we are inside of. The idea is that we have our V The own avatars to explore this new digital world. The difference with the metaverse compared to the internet is that its immersive, unlike the internet being 2D from. The metaverse E doesn’t have to be Virtual Reality it can be on your phone or tablet. Meta (formally known as Facebook) have been working on a glove for people to be able to touch and feel things of the metaverse. One day the metaverse could have an economy where users can buy, R inside create and sell goods. Microsoft teams have developed mesh, where users can create their S own avatars to join a virtual video chat, meaning you wouldn’t have to get ready for meetings. E
Dress X The Matrix Dress X is a digital fashion brand, selling clothing only in its digital format. Their vision is to cut down waste in the fashion industry. Dress X have created a collection inspired by The Matrix which is said to be one of the most influential movies of all time, just like metafashion is changing the landscape of today. The matrix introduced the cyberfashion style, that questioned the system and opened the door to a new alternate reality. This collection is filled with sci-fi matrix inspired merch, filled with dark tone colours.
PrettyLittleThing have introduced their first digital model ambassador
"We want to make our girl as relatable and real to our customers as possible. We will build her lifestyle based on our customer's interests, likes and dislikes. A true ambassador for the brand. She will have ways about her that will be unique to only her and we look forward to developing her capabilities over the coming months allowing our customers to learn a lot more about her and what’s to come as we enter into the Metaverse.” – Toni Hayden, PLT creative Director.
Pull&Bear venture into the metaverse
Pull&Bear has ventured into the metaverse, presenting a virtual reality shop experience, featuring a variety of Virtual experiences being a virtual showroom, a fitting room where users are able to create their own avatars and try the clothes on virtually and even a surfing game, allowing users to interact with the retail brand. Pull&Bear digitized 6 looks from collections that are targeted more towards Gen Z. This isn’t the first step Pull&Bear have taken to venture into the metaverse, they have launched two games on Facebook and Instagram as well as having features on their app such as Click&Collect service and the option to create a personalised video recordings for gift purchases.
Nike creates NIKELAND on Roblox
Roblox is an online gaming platform. It allows users to program games as well as play games created by other users. Roblox is popular with generation Z, where the brand Nike have created a world inside the game with the backdrop of its world head quarters inside the immersive 3D space. NIKELAND visitors can compete in various games such as tag, the floor is lava and dodgeball which users can play with their friends. The purpose is to encourage users to get more active. There is a digital showroom which allows users to choose a Nike outfit for their avatars which is all free for users of Roblox to use.
Balenciaga j o i n s Fortnite in the M e t av e rs e
Foretnite is a popular online video game which targets generation Z and Alpha. With these generations being submersed into a digital world it was only fitting for the luxury brand, Balenciaga to engage and target their future consumers in their digital realm. This collaboration brings the brands clothing and signature into the game. The characters are fitted into balenciagas previous collections. With generations Z and alpha becoming submerged into the digital world brands are having to find new ways to target them. Balenciagas journey into the metaverse originally started when they created their own video game, from there they have been inspired by fore notes creativity and was only fitting for them to create this collaboration. Balenciaga also sold this collection in their stores which included a hoodie with Fortnite logo on the front. Brands are no longer just designing clothes but creating an entire new world in the metaverse for consumers to enjoy.
D i g i t a l m agaz i ne s
Digital magazines are also known as an e magazine or online magazine which are magazines that have been published digitally on an app or the internet. Digital magazines can include links, video, audio, animations, so include more content than just the physical magazine. With generation alpha and generation Z becoming the new consumers and being tech savvy and being surrounded in a world of technology digital magazines are a way to capture their attention. These generations are also fully aware of the climate change crisis having access to it so easily at their fingertips and with digital magazines being better for the environment than physical magazines it’s more likely they will reach for digital publications rather than the classic physical copies older generations love.
Generation Z and Alpha - The Future Consumers. Generation Z and generation Alpha are the future consumers of brands and publications. Generation Z are the first generation to have access to the internet since they were born. Generation Z are more focused on academic success and being career driven than previous generations. Generation Alpha are entertained by streaming services and smart technology and have been impacted by the covid 19 global pandemic. They are said to become the wealthiest and smartest generation having technology so easily accessible.
“They’re looking beyond tangible products and actually trying to understand what is it that makes the company tick.” - Bo Finneman
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