WHAT DIGITAL MANIPULATIONS HAS CHARLES JEFFREY INTRODUCED

INTO HIS BRAND AND WHY?

I have familiarised myself with Jeffrey’s runways each year despite not having as great of an interest until these modules, and I believe this is due to his incredible storytelling, eccentric designs, and immersive experiences he supplies. His website contains animation which influenced the design of my own website within the artefact component of the prior module, and delving into its previous history, it was once presented as a game format, inviting consumers to ‘pick a player’ before being led to a revolving line up of fantastical LOVERBOY avatars (Seward, 2020). I love this concept, particularly the engagement of characters- it gives a sentimentality aspect as well as a nod towards the metaverse.

This notion is something I want to take forward into my project and how I can manipulate my outcomes into personalised characters. I am also fond of his commercial videos leading up to his collection releases. On production of his debut album NEKO, Charles, alongside his collaborators, devised a video which began with a phone call style audio-visual- for me this was a fresh and experiential approach to engage with an audience on a whimsical level, allowing them to interact as well as learn the what’s and whys to his album. Generation Alpha are searching for brands to connect with them emotionally and meaningful, gifting them innovativeness and a fresh perspective to fashion, therefore such videos would be beneficial to consider for inspiration in my outcomes.