FASHION COMMUNICATIOn
POR TFO LIO GEORGIA BARNINGHAM
CONTENTS
1. georgia - page 1 2. EDITORIAL PUBLICATION - PAGE 3 3. public relations - pAGE 19 4. entrepreneurship - PAGE 31 5. PHOTOGRAPHY AND STYLING - PAGE 39 6. contact - page 59
GEO
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TOG PH O
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1-2 about me
GEORGIA As a strong visualiser with a high interest in cultural behaviour, my work is a form of story telling. My BA (hons) degree in Fashion Communication has allowed me to develop skills in editorial journalism, brand marketing, trend forecasting, public relations and more. I am a confident user of industry appropriate material such as InDesign, Photoshop, IMovie and Microsoft. As a fast thinking strategic planner who works well under pressure and within deadlines, I believe I have the qualities it takes to go above and beyond any task given to me.
I am passionate about music, street-wear fashion and art. I am inspired by my peers and the work of successful creatives whom have and continue to influence my own work and visionaries. Email: georgiabarningham@hotmail.co.uk Telephone: 07540260530 Website: georgiabarningham.co.uk
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EDITORIAL PUBLICATION EDITORIAL PUBLICATION EDITORIAL PUBLICATION
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5-6 EDITORIAL
PEOPLE
For my final major project at Northumbria University, a brief was set to create an output that reflected my own taste and style with influence from appropriate fashion and lifestyle trends. We were asked to explore visual imagery, journalism and film related to our chosen output. With specific emphasis on audience, photography and styling, my output contained a platform named People. My skills in styling, photography, journalism, InDesign, Photoshop, IMovie and website building were demonstrated throughout the creation of People.
People was a publication and website created for individuals with a common interest on the grounds of street-wear fashion, underground music and British culture. Through documentary like, inspiring visuals and interviews with motivated people in interesting industries, the aim of People was to bring together a community of creatives on a platform where everybody could share their stories and be inspired by one another.
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PHOTOGRAPHY BY GEORGIA BARNINGHAM 7
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9-10 EDITORIAL
STRATEGY With a focus on youth culture, research was undertaken by interviewing People’s potential target market, looking up various social media accounts of influential youths in British society and looking into competitors in the same field as People. From this research, I was able to pull out unique selling points of the publication and website, this being the fact that People was one of the first UK based zines to celebrate underground culture through inspiring and exclusive content that catered to both a male and female audience. The research allowed People to defines its own ethos.
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PHOTOGRAPHY AND STYLING BY GEORGIA BARNINGHAM
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11-12 EDITORIAL
WORDS The journalism aspect of People focused on showcasing the work of individuals reinventing existing industries with their own personal spark. Subjects such as fashion and lifestyle bloggers, music festival organisers and female skateboarders were interviewed for the People platform. Through these stories, the People community could take inspiration from these individuals and let their experiences influence their own decision-making.
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photography and text by georgia barningham
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WORDS FROM BEAT-HERDER
Music festivals are a time of escapism. That one weekend where reality disappears into thin air as soon as you enter the gates of what can only be described as another far away worldly dimension. We have all heard of the legendary Woodstock and Glastonbury, but what about independent festivals? A dying breed. Independent music festivals are non-multi corporation events that put their profits back into the festival, making it greater each year. One independent festival that you need to know about is Beat-Herder festival. Born in 2006, Beat-Herder is the love child of six individuals who work 365 days a year to make the festival happen. Held in the rural lands of Ribble Valley in Lancashire, once a year the Beat-Herder community climbs out of their everyday lives and party away, morning till… morning. Beat-Herder has welcomed many famous faces upon their eccentrically built stages, from Chic and Basement Jaxx to the Happy Mondays and various DJs.
The festival hosts a broad range of music genres such as Rock, Reggae, Drum & Bass, House, Folk and many more. Famous publications such as Mixmag have involved themselves in the Beat-Herder magic. They reviewed the festival as “littered with quirky venues” and “an excellent crowd with vibes aplenty, reasonably priced beer and not a selfie stick in sight”. This is why many people who attend Beat-Herder are more than likely to return. It is a place where individuals can skank like nobody is watching and inhale the immense atmosphere. Jamie, 1 of 6 organisers of Beat-Herder describes the festival as weird, wonderful and wacky. “Beat-Herder was born from a free party. We would rock up with our home made tents, home made soundsystems, cobbled together electrics, a café, a makeshift cinema and make the most cosy, most exciting, most special of parties.” To this day, there is still an element of this baby Beat-Herder through the likes of its inviting, comfortably adorned tents
that offer a cup of tea and place to relax; or the opposite yet just as important: music tents where the bass is booming and the vibrations from the soundsystems can be felt in your chest. Although Beat-Herder is only 3 days of the year for 15,000 people, for the six talented people who make it happen, it is a demanding 24/7 process. “We live and breathe Beat-Herder; it really is a full time operation working all year round: from booking bands, meeting folk, collecting and building things, the work is endless”. Beat-Herder is like no other festival. Take this from B-Traits, an internationally recognized DJ who, after her set in 2014 claimed Beat-Herder as her “gig of the year so far”. NME magazine certainly agreed when they described BeatHerder as “A completely back to basics festival, it’s built upon the simple principles of having fun, having a dance, and escaping the corporate machine for one weekend.” It takes special people to create a special festival. Jamie admits that himself and his peers fit under the spectrum of wonky individuals. “We have travelled the world seeking things that inspire us, from little craft fairs, to huge festivals, to religious gatherings. We just try and bring everything we like to the party.”
The installations and stages that you find at Beat-Herder have been planned outrageously well; there is no one stage or theme the same. Jamie admits that he has an obsession with scrap yards. “Our installations are inspired from what we find, it is amazing what can be made out of scrap. Take the fortress; we cobbled it together from rusty sheet and old plywood destined for a bonfire. Trash manor was made from an old wagon and the bars are made from old mill floor boards, it really is a case of seeing what is out there in abundance and then brainstorming what we can make.” The memories made at Beat-Herder are unforgettable. Jamie recalls some of his favourite memories ranging from “the time an airplane flew over the site with a Herd Em Up Banner” that they knew nothing about. “The bravery of the naked camel riders (on real camels, in the rain at 4 in the morning), or the 2000 people that have Beat-Herder tattooed on them.” One thing is for certain, when you attend BeatHerder, you gain an experience like no other that you have had before. Happy times and good vibes, and at the end of the day, that is really all that matters. Interview and layout can be found at www.georgiabarningham.co.uk
photography and styling by georgia barningham
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17-18 EDITORIAL
photography After focusing on the target market and concept of People, I looked for inspirational photography that related to the atmosphere People was achieving. Photographers such as Ewen Spencer and Ryan McGinley were hugely influential on the style of my photography.
By using a 35mm film camera, I was able to shoot individuals with a documentary style, yet still create inspirational visuals by replicating reality and the every day lives of individuals that represent the People community. As the three main aspects of People are fashion, music and culture, emphasis was put into the styling and location of each photo-shoot to create desirable images that coincided with the People vibe.
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PUBLIC RELATIONS Public relations public relations
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RIGHT: ©DR. MARTENS / drmartens.com 22.03.16.
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21-22 PR
DR. MARTENS
Working with O, a creative communications agency based in the NorthEast of England, a live brief for their client Dr. Martens was set to lead a promotional E-PR campaign for the brand. The challenge was set to create an inspirational concept and strategy to launch a 90 second Dr. Martens fashion film online. The promotional campaign needed to emphasise the brand’s interest in the art of industrial manufacture and its connection to musical subcultures. The objectives of the brief were to capture the attention of young cultural tastemakers in the North-East, whilst ensuring the E-PR strategy coincided with the core Dr. Martens brand values. This brief aided me to develop skills in PR, events management, innovative thinking and online networking.
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23-24 PR
STRATEGY One of my outputs for the brief included a marketing strategy that intended to inspire young cultural tastemakers in the North-East through a promotional campaign and launch event of the 90 second fashion film. I produced a situation analysis document on the key elements of Dr. Martens, including its heritage, brand values, past and present market position, customer demographic and media usage. This aided my understanding of the Dr. Martens’ brand values and the creation of a captivating campaign. My core objectives for the launch were to increase brand awareness on a regional scale, create a consumer feeling of belonging to the brand and stir a regional buzz for the right target market.
PROMOTION With the aim of increasing brand awareness, my strategy was to feature a Dr. Martens photo-booth in other Newcastle based events such as Newcastle Fashion Week and Newcastle Unity Fest, bringing in the important fashion and music aspect of Dr. Martens brand values into the PR campaign.
To make awareness of regional talent, I introduced street artists, fashion and lifestyle bloggers, musicians and regional magazines into the promotion and launch of the event, allowing conversation around the Dr. Martens brand and event launch to occur and therefore giving exposure to the brand. 23
Launch The launch of the event was theoretically to be held at the Dr. Martens Newcastle store. In the strategy document I proposed a competition for young, up and coming artists to play at the event launch, this celebrated the brands interest in musical subcultures as well as creating a regional buzz prior to the launch. The consumer feeling of belonging to the brand was achieved through holding an online competition post-launch for one individual to win a visit to the original Dr. Martens factory based in England and see their own personal Dr. Martens being manufactured, this idea also involved the important brand interest in the art of manufacture.
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VIDEOgraphy and styling by georgia barningham
PR 25-26
FILM Following on from the PR related Dr. Martens and O PR live brief, a further brief was set to create a 90 second fashion film for Dr. Martens with a specific target audience of young cultural tastemakers in the North-East. This brief developed my skills in styling, filmmaking and industry appropriate software’s such as IMovie.
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photography and styling by georgia barningham
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29-30 PR
With a specific interest in the styling and music of the film, I approached this brief aiming to inspire young people in the North-East by producing a film that related to them, allowing them to feel a connection to the Dr. Martens brand and be inspired. My video contained visuals of a group of friends socialising, drinking alcohol and causing mischief to replicate the reputation of the old school skinhead British culture. Each individual had writing of what they stood for adorned on their bodies as a form of self-expression. Black and yellow colour grenades were used throughout the film to establish the Dr. Martens brand colours and also create artistic visuals.
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photography and styling by georgia barningham
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Entrepreneurship Entrepreneurship Entrepreneurship
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33-34 Entrepreneurship
THE MOON CHILD The Moon Child is an independently run online store founded in 2014. Specialising in ethnic home-ware and fashion, I have gained significant experience in problem solving, finance and networking. With popular social media channels (username: @themoonchild) and close relationships with influential bloggers and other creatives, as well as being featured on magazine websites such as Elle UK, The Moon Child has been a great success and highlights my entrepreneurial skills.
themoonchild.co.uk
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ŠELLEUK. com / 20.06.15. BRALET FROM THE MOON CHILD
©TTIGERLILLY / InstagraM 20.03.16. BRALET FROM THE MOON CHILD
©Snoochie ShY / InstagraM 12.09.15. BRALET FROM THE MOON CHILD
photography by georgia barningham / sunglasses FROM THE MOON CHILD
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35-36 Entrepreneurship
WOODEN IT BE LOVELY
In partnership with the UK’s leading charity for young business owners: Young Enterprise, Northumbria University set up a module with a brief that required students to run a small business. In a team of 6, we started up a company named Wooden it be Lovely, a business that specialised in the hand made manufacture of recycled, natural wooden kitchenware products such as oak chopping boards and coasters.
Our company was so successful that won the Young Enterprise Start Up regional area finals and were finalists at the national competition.
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LOGO DESIGN BY REBECCA QUINN
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37-39 Entrepreneurship
I was assigned the role of marketing and IT director. By using external and primary research, I was able to identify the companies target market and their livelihoods, e.g. gender, occupation and consumer habits as well as our competitors, giving Wooden it be Lovely a competitive advantage against other companies in the same industry. I highly contributed to the social media coverage of our company and set up and ran the companies Etsy page.
Additionally, I was solely responsible for the collaboration between Wooden it be Lovely and a Newcastle based wooden home-ware company named LCWOOD, whom we were in partnership with for some months and gained wider exposure during this time from their loyal customer base.
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PHOTOGRAPHY AND STYLING PHOTOGRAPHY AND STYLING PHOTOGRAPHY AND STYLING
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41-42 Photography and styling
"Baby Girl" Baby Girl was a photo-shoot styled, directed and shot by me for issue 2 of People Zine, my final major project at Northumbria University. The theme of the shoot was urban 90’s females, taking influence from the culture and fashion styles. The full shoot can be found at georgiabarningham.co.uk
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43-44 photography and styling
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Model: YasmiN GOODISON
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47-48 PHOTOGRAPHY AND STYLING
"JUNGLIST REVOLUTION" Junglist Revolution was shot at a jungle rave in Newcastle. The intention of the photo-shoot was to capture the warm vibe from inside the rave and the culture of underground music. The shoot also aimed to show the revolution in jungle music and how it has grown in popularity with youths since it developed in the early 1990’s. The full shoot can be found at georgiabarningham.co.uk
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FEATURING: CONGO NATTY & KAYA FYAH
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51-52 Photography and styling
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53-54 Photography and styling
"SKATER GIRLS" Skater Girls was a photo-shoot from issue 1 of People Zine that I styled, directed and shot. The shoot targeted young females, inspiring them to cross gender boundaries and overcome stereotypes in male related sports such as skateboarding. The shoot also aimed to illustrate that females are not restricted to wearing “feminine� garments and that male street-wear can be worn by anyone. The full shoot can be found at georgiabarningham.co.uk
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55-56 Photography and styling
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Models: Alex Gaskin & Erika Bowes
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59-60 contact information
CONTACT INFORMATION
EMAIL: georgiabarningham@hotmail.co.uk TELEPHONE: 07540260530
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www.georgiabarningham.co.uk
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FASHION COMMUNICATIOn
POR TFO LIO GEORGIA BARNINGHAM