FENELLA WAIKE-PAWSEY CREATIVE JOURNAL
STYLING WORKSHOP WITH CARRI MUNDEN
In todays session the lecture was led by the Brittish designer/stylist and founder of Casset Playa, Carri Munden. To begin with Carri went though the beginning of her career and spoke about how she started out her own brand ‘Casset Playa’. She then spoke about her many collaborations with the likes of JME, MNEK AND Tinie Tempah. I found Carries work interesting and I think she is a perfect role model for up and coming designers as she spoke about how she started from the very bottom in the fashion world and now is ahead of the game, which I felt gave her a quirky and interesting character.
Carrie then went on to introduce the styling workshop she wanted us to take part in. She spoke about how the art of styling is through telling a story this could be done by including Casting, siluets, shapes, colour, texture, Graphics, prints and poses. Munden wanted us to create a series of fashion shoots and wanted the outcome to show 3 diffrent macro trends, laers, shape and culture. Murden also wanted us toinclude a shoot that doesnt show the models face.
TREND FORCASTING
Carrie then went on to introduce trend forcasting to us. Tend forcasting is a way used by marketers to look at past sales, market growth, deermin possible trends from date and using the data to find out possible future sales My role in the fashion shoot was the director. i was in charge of what the model looked like and how the photos were being taken. As a group we were all in charge of choosing the final images, i felt we worked well together as Ellie worke well with the camera and had some good ideas and eunice was a good model and i was good at deciding what worked ad what didnt.
STYLING
I think our styling was successfull as we were able to follow the objective and create layers on our model. i think our group worked well togther to come up with orignal ideas to follow the objective set by Carrie. In order to improve next time i think we could move the outfit around in a each image to show diffrent ways of creating layers.
LAYERS
SHAPE
For the seconde shoot we wanted to show shape, this was done by the use of the models action and movement in the photos, rather then just focusing on the clothes. For example, the model is using the space and objects around her to create shapes with her body. i felt using Eunice as the model was a success as she has a strong structure which gives a sense of attitutde to the shoot. i think this is clear in picture 1 at the top as she is surrounded by boys playing basketball and ignores them as she stands underneeth the hoop. I think this is a perfect example of how the model plays a huge part in a fashion shoot to create an atmosphere in the photos.
COLOUR AND CULTURE
In this shoot we wanted to focus on colour and culture. We used bright colours to emphazie the models vibrant and energetic coulture. We used the yellow wall as the texture contrasts with the other materials in the photoes making the model stand out.
NO FACE/ SILHOUTTE
In this shoot we decided not to show the models face by doing this we wanted the main focus to be the shapes the model creates with her body and outfit. The model is wearing an oversized jacket which suggests that she is powerfull, the colour of the jacket is baby pink which contrasts with the addidas shoes and trousers which follows an urban theme. This is not dis similar to the maco trend of street style. The model is squating down faceing a brick wall which again gives the image an urban feel.
BEHIND THE SCENES Dureing the production of the shoot we wanted to create a glamourous yet urban feel to our photos. we decided that we could do this by giving Eunice subtle makup by using a littl bit of high lighter. However, we wanted to create a dramtic look at the same time by using right eyeliner around the eyes to make them pop as well as creating an urban feel. we decded to tie the models hair back to so her face is the main focus.
We took our shoot in a number of places (the river, Park, basketball pitch and in front of a brick wall) we wanted to show an array of diffrent back ground for each look so that each photo had its own identity and created its own story which meant who ever saw the images could take what they want from the photos and create their own meaning.
LA CARAVANE BY HASSAN HAJJAJ
On Friday, I visited the La Caravane by Hassan Hajjaj in the terrace rooms at the Sommer set house, in Covent Garden. My first thoughts, walking into the Sommerset house was that I thought the building was beautiful and had great character to it as there were large windows and high ceilings which allowed the sunlight to run through the rooms. As I entered the first room of the exhibition I saw a rustik looking motorbike. The bike was surrounded by tin cans. Although the bike was extremely rustik it was covered in The Monogram Multicolore canvas collaboration between LV and the artist Takashi Murakami
to me this suggested Hajjaj work was going to be filled with culture as I asked myself why was high fashion print on a old rustik bike?
I thought that Hajjaj’s work was very diverse as he showed a great deal of culture,from themes of his hometown ‘Marrakesh’ in Morocco using bright colours aswell as included artists and musicians in the street performing.
LA CARAVANE BY HASSAN HAJJAJ
The room was filled with portraits of people in amazing bright drappy gowns and street wear. By doing this the artist created an amazing use of shape and sculpture to his work which gave a sense of freedom and happiness. Each portrait has its individual frame around it. However, they all had the same pattern which I believe to me Hajjaj’s work symbolises how people conect. As I entered the next room there were a line of portraits frames in a Rowe, each frame had a digital movie playing that corresponded with each other. the frame in the middled had a man rapping/ speaking about poverty in his country, the portraits next to him were looking at him and then they all began to sing the people were all genders, age and race , I believe this was still Hajjaj conveying how people and places connect through his work.
SRYOLI IKEDA INSTALLTION-
A/V ARTWORK
The test pattern made me feel a number of things because of its fast pace, highly charged light! at the beginning it made me feel excited, interested and inspired. I then started to feel overwhelmed and thought to my self what is the message? what is the point?
I think the artist wanted to collaborate sound and light and wanted to make an intense statement to the world
TREND FORCASTINGMACRO TRENDS
The brief of the project was to create a macro trend mood board with a 6 slide Powerpoint for spring summer 2018. To begin with our group struggled on understanding the brief as some people in the group failed to show up to lessons. However, myself, Shanice and Fatima worked well together as we come up with a theme of minimalism. My job was to find out how web designers use minimalism as a trend. I Looked at google and discussed during my power point how Google uses very little on their website yet is completely easy to navigate making it the most used website. After all the research we sent our work to Fatima who constructed the power point which is where i got my information from.
Minimalism came around in 2007 when the credit crunch hit the world. The bad eeconmy hit retail extreamly hard as people could not afford to shop the way they use to, meaning less become more when it come to buying interior and fashion goods. Although minimalism has been around for years webdesigners are following a minimalist design layout trend. Minimalist website design Trend. -Sharp -Simple -Easy navigation -To the point -Negative space emphasizes the value of text and objects
MINIMALISM
Virtual experience irl
ABBA have announced a 2018 “virtual experience” tour. The Swedish band announce that they’re partnering with Simon Fuller and Universal Music to launch “a groundbreaking venture” (2016) From 1981 to 2012, the price of the average concert ticket rose over 400%.
Shopping experiences ALIBABA launched their event where Chinese shoppers would be able to explore and experience shopping in Macy’s (New York) Millennials are spending their money in experiences rather than in material things.
Social Karma
“Don´t buy this jacket” (2011)
Patagonia’ is an outdoor wear company that recently pushed a new marketing strategie in order to make its custermers more enviromentally aware. On black friday Patagonia’s released a campaign in the New York Times with an image of one of their jackets and big bold writting stateing ‘ Dont buy this jacket’ the campaign followed a minimalistic format in order to make the messege loud and clear by only including the importent information. This campaign attracted alot of attention as Patagonia’s were telling their custermers they use toxic materials in their clothing. Although this seams like a disaster for the comapny financially, Patagonia actually grew into a £600 milion company. However still sweres by being enviromentally friendly by only using organic and reused materials. Perhaps coming clean with whats wrong puts everything already out there and turns controversity into a conversation
VIDEO SKILLS WORKSHOP
Today we had a video skills work shop with Teresa Duran & Leon Barker for preparation for our up coming video campaign shoot. Unfortunitly the work done in this sesion was lost so i cant show what i did during this session. However, i enjoyed this sesion very much as i studied photography and media studies during A-level so i was familier with the camera and aswell the editing softwere. I worked with Annabel, lily and Charlotte and the tast was to go around the university and shoot a short film and then edit the final video using Premier Pro. This was a very helpful task as although i am familer with the camera it always helps to update and refresh my skills and also recieve help from Teresa & Leon
LAST CO SHOOT CAMPAIN
LASTCO INDIVIDUALITY CAMPAIGN SYNOPSIS & DIRECTION Streetwear female model walks down brick lane, shopping. She is wearing garments from Lastco, while in a variety of locations reflecting the streetwear style of the brand, i.e graffiti walls, vintage shops. Male model wearing the bran goes shopping too, vinyl shops ect, in the same area. Both models meet outside cafĂŠ/bar/shop and greet each other.
Shot in Brick Lane, Shoreditch area, video shots of street art and graffiti, approx.. 10 seconds or less. The model walks down the street wearing Lastco garment. Removes jacket to show the logo. Removes jacket completely. Turns back to camera to show detail on the back. Change of garment takes place, model walks through shop door displaying back of garment.
As a group we decided to base are campaign video on the independent streetwear brand Last Co. We found the brand on instrgram, the page had 5000 followers so we thought it was small enough to use. We also decided we wanted to use their clothes as the brand is based in East London which is local to us, we thought this would mean that we could use a location around us and the brand would fit well. We then had to come up with a macro trend that we wanted are campaign to be based on. We come up with a range of ideas that went well with our brand such as Minimalism, culture and diversity. However, we wanted to with the theme of individuality. In order to show individuality we wanted to film the campaign video in an intresting place and include actors and models that have their own individual look as we felt that the brand conveys an individual style because of it graphic teas with animals on.
LOCATION The brand Last Co is based in East London so we felt we should film the campaign in an area in East London so that the campaign video suits the brand. We looked at a varierty of areas such as Hackney, Stratford, peckham and Shoreditch. We decided that we wanted to film in Brick Lane in Shoreditch, we felt Brick lane is a busy and trendy area that would suit the brand. We wanted to show well known places such as bridges, vintage shops andbars/restraunts so that the location in the campaign is familar to the people that would wear the brand such as young, hip trendy males and females.
SHOOTING SCHEDULE PLAN
Shot in Brick Lane/Shoreditch area, video shots of street art and graffiti. Approx. 10 second or less. The model walks down street (street art in background) wearing Lastco garment. Removes jacket to show the logo, removes jacket completely. Turns back to the camera to show the detail on the back. Change of garment takes place, model walks through shop door displaying back of garment. Model wearing Lastco cap, close shots take place with side views included. Model wearing Lastco logo socks. Shot angled mid-calf down at feet.
PURE
LONDON
On monday we took a trip to the pure London show in Kensington. Pure London is a huge exhibition that takes places every year In London that is for wholesalers to showcase their stock to buyers . Not only this but you can also take part in Styling work shops and find out about the latest trends i attended a workshop about how to style your wardrobe with 7 pieces which i really enjoyed and found intresting, Pure acomidates a huge varierty from every day clothing and asssesories to sports wear and ball gowns, they supply from high fashion to fast fashion. I have actually attended Pure previously as i use to attend with my mum to find new wholesalers to buy from for our shop, i think pure is a greate way for shops to stay on tp of the trends. However,
There were particular wholesalers and brand that caught my eye. one was Forever Unique which i have going to with my mum for a number of years but it was nice to get to see their latest collections. Forevr Unique stocks glitzy and glam dresses that are usally embroided and have jewles on. Another brand was B-girl that i have also stocked before. B girl stocks womens day to day clothes as well as some going out wear.
I really liked a rand that i found called ‘Urban Mist’. Urban mist is a fast selling fashion branding stocking clothes for women from 20-50. I really liked the theme of their collection which was flowing cotton dresses and tops whch wear really glamourous. I also really like their logo as it stood out amongst all the other pop up stores.
PHOTOGRAPHY WORKING SHOP WITH RALPH HALL Todays lecture was led by Ralph Hall who is a very well known photographer who has worked for big campanies such as Vogue. Ralph asisted us as we get ready to do are fashion shoot for are creativ portfolio the aime of the lecture was to To develop your skills in photographic composition To develop your styling and visual merchandising skills further To familiarize you with the digital SLR and photographic equipment To develop your technical skills in photography
To develop your skills in photographic composition To develop your styling and visual merchandising skills further To familiarize you with the digital SLR and photographic equipment To develop your technical skills in photography
TEST SHOTS
CHOOSEN PHOTOS
The idea of the tast was to take photographs around campus wearing a university of East London t-shirt in an intresting way and then display them on a ower point in front of the class. Here are 3 photos that our decided to use in our power point and edit.
I think we worked well as a group together and were comfortable around the camera. I think this was good practise for are up coming photo shoot. I was able to take photos and making the main focus of the photos the clothes. It was importent for us to get extra feedback on are camera work as Ralph was able to help us! it was also good to get some practise using photoshop.