Photoshoot planning

Figure 49: Jacquemus Le Bleu Pop-Up

“« Le Bleu » at @theofficialselfridges London. We created different Jacquemus experiences related to water �� Please come and visit us at « The Corner Shop » a giant Jacquemus bathroom, « Le Vestiaire » swimming pool lockers with unique 3D experiences and the newest « Jacquemus 24/24 » all in blue with exclusive products. See you there ! (Jacquemus Instagram, 2022).

Figure 50: COMME des GARÇONS PLAY- Selfridges Primary Images Comme des garcon play primary research

I also visited the COMME des GARCON display within Selfridges to gather inspiration. Their display was very minimal with no extra props to enhance their aesthetic. They allow the products to be the centre of visual using black matte rails to hang the clothing. The collaboration with Converse were separate to the clothing as were mixed in with all the footwears. Once again, the display was very basic with the shoes put on a silver block. Although the display in Selfridges is basic this different to other popups they have done. Therefore, the collaboration will be based on the bright colours like the products.

Previous COMME des GARCON pop-up stores: COMME des GARCON are known for their success in terms of their pop-up stores. With minimal online presence, only though third part retailers, the brand’s marketing strategy is based around their pop-up stores.

From 2004 to 2009 COMME des GARCON was granted permission to run single-year stores in mostly European locations — including Ljubljana, Berlin, Helsinki, Istanbul, Barcelona, and Reykjavik. These stores began the success of their pop-up store presence with reports vocalising that they “met 300 percent of its projected monthly sales in the first week.” The pop-ups allowed COMME des GARCON to experiment with low-cost brick-and-mortar stores (Silbert, 2021).

In September 2009 the pop-up store, Comme des Garcons x Louis Vuitton was launched in Tokyo, Japan for a three-month period. Local celebrities and fashion editors were invited to the pop-up initially to first view and purchase the collaboration. This could be implemented into the collaboration with Jacquemus to enable celebrity and influencer endorsement. The interiors of the pop-up store were described as “true to the COMME des GARCON aesthetic” (HypeBeast, 2008).

In 2021 COMME des GARCON PLAY launched their “PLAY TOGETHER” campaign as a pop-up box in Bloomingdales. This was a “tiny merch store” allowing a space for them to sell their most popular garments and accessories. The interior of the store was covered in polka-dots matching the brand aesthetic. “COMME des GARCON’s pocket stores are unique in their layouts, as they’re each formatted to best fit within the confines of a desired space that changes in each locale. Furniture, aside from some small stools, is eschewed in favour of a relatively open layout that puts the focus on the product” (Silbert, 2021).

Figure 51: COMME des GARÇONS PLAY BOX

Development Task

Appendix J Feedback Peer Assessment Strong Logo Good visuals and style Strong content inspirations Colourful aesthetic matches the brands Good use of multichannel roll out Cohesive and fun collaboration Well developed concept idea, very fitting for both brands Lots of research for how you want the collaboration to look like

Development: Show more clearly the outcome with deeper explanation Show mock-ups and specific examples What images will be shown in the look book? Show what will be sold at the pop- up More explanation on the pop-up needed Explain what the brands are gaining from the collaboration Develop the look book idea further Further develop the pop-up, will there be any freebees and fun elements

Tutor Feedback: Positives: Good range of channels used for your campaign, love the pop-up store and branding elements. Excellent cohesive branding. Great consideration of how to make the physical ‘instagrammable”.

Development: Further develop the illustrative style for the shoot. What exactly will the reels show? Think about if the use of influencers is needed Develop ideas of look book for the printed element Self-reflection: I have developed my ideas for what the pop-up store will look like and where it will be located. I have also created a visual to represent the styling of my photoshoot and the inspirations behind it. I have decided that my printed element will be a look book based on the images from the campaign and shown how this will be presented.

Actions after today: Further develop my look book printed element. Mockup the products sold at the pop-up with explanation. Develop the ideas of Instagram reels and what they will look like. Further explain what the brands are gaining from the collaboration.

Photoshoot Inspiration

Hattie Stewart

Hattie Stewart is an illustrator who’s unique and playful style extends itself through advertising, art and fashion. “Her work is deliberately childlike, yet searingly contemporary, with a smart, stylish edge that has made her a darling of the fashion industry”. Stewart is popular with companies who want, as someone put it recently, “a big old dose of colour and weird magic injected into their brand” (Jones, 2020). As well as creating illustration art, Hattie Stewart uses her illustrations on top of photography usually for magazine covers and music albums. “She calls this work doodle-bombing, where she draws over the covers of copies of Vogue, Interview, i-D, Rolling Stone and Love, as well as old-fashioned titles such as Time and Playboy”.

She has collaborated with artists such as SZA, Ariana Grande and Kylie Minogue. As well as brands such as: Adidas, Apple Music, Bimba Y Lola, Mac DeMarco, Marc by Marc Jacobs, MTV, Nike, Pepsi and Playboy Magazine (Stewart, 2022).

Stewart says that her influencers are based on the style of cartoons such as the old Beano comics as well as Japanese art. Her biggest influences are the pop-artists Martin Sharp and Pauline Boty. Her work encourages meaning and individual thought and interpretation, she states “I’m not one of those artists that’s like, ‘Here’s the meaning, now feel it.’ I feel that’s what makes people connect with my work, that it’s not patronising, it’s kind of open to everyone” (Jone, 2020).

Sebastian Curi:

Appendix l

Sebastian Curi is an illustrator and animator originally from Argentina but currently based in Los Angeles. Curi started out as an animator and continued this for around ten years before moving into illustration. His unique style is based on creating “colourful, quirky characters using bold shapes and strong lines” (Curi, 2022). In recent years Curi has moved his passion for illustration from a hobby to business focusing on her to create work that is commercial and can be collaborated with (Angelos,2022). This has led to Curi working with the likes of Apple, Spotify, Uber, Facebook, Adobe, Soul Cycle plus a lot more (Curi, 2022). Curi describes his illustrations as joyful, simple, and usually colourful, it is “utterly charming in its bouncy compositions and vibrant colour palettes”. He told ‘It’s Nice That’ in an interview that he “likes to work on projects that are loud and create meaning from a place of emotion. I resonate with that kind of stuff.” Angelos says, “He works intuitively and with style, creating bountiful scenes and characters that prance about happily in his joyful universes” (Angelos, 2022).