3. Development of styling and story telling
What i am going to take forward from my research • • • • •
Juxtaposition Representation of men within the luxury fashion market The use of my graffiti boards Message of acceptance- Mental health/racial acceptance Grey Tape and paint boards
Styling
SElf reflection I’m really happy with how my styling turned out, I found that it developed a lot more since my 360 research before before Christmams. I wanted to encorporate my brand concepts more into my styling by adding small messages on top of the clothing refercing the name of my brand ‘Resonate’ and my concept of community by using the word ‘Unite’. I stuck these signs to my research with the grey tape as I this was something that I wanted to bring forward as it connotes the idea of sticking together all of my brand concepts as well as metaphorically sticking together- creating that community approach. I will test my styling a little more to see what other possibilities I can come up with as well as other wise I can style each item, I will also take inspiration from other designers that I have researched into.
Noah
Noah is an American menswear clothing brand founded by Bendon Babenzien. The brand combines skate,surf and music cultures within his designs. Noah is a conscious brand, they aims to stand against the appalling practices of the fashion industry by using “countries, mills and factories that are full of tradition, expertise and human dignity take precedence over the bottom line” (Noah, 2021). Noah donate a percentage of their profits to organisations that they care about as they believe that a “responsible brand is a healthy one” and they want to bring their brand values to fruition (Noah, 2021).
"Create the best possible products that inspire our staff, partners and customers to seek adventure and actively engage in the world around them. Expand on what it means to be a clothing brand by breaking down the walls of where the brand customer relationship begins and ends. Share our adventures with our customers and encourage them to share their adventures with us. Promote goodness. Challenge conventional wisdom."
Noah joined a ‘1% for the Plane’ in 2019. This is with the aim of donating 1% of their annual sales to a global network of grassroots environmental non- profits. They have on going charitable initiatives in areas such as human rights and disaster relief to help support communities across the world.
I re-searched into Noah because I know that they are a consciouss and sustinable brand. I wanted to know more about how they help communities around the world and donate to foundations and organisations.This brand identifies with my brand because of the fact that it is a conscious brand, it takes into consideration the relationship they have with their consumers, helps support communities around the world and aims to be to protect the environment around them. I’m going to look futher into how this brand has spread awarness for organisations that they have collaborated with throughout the years to see if there are ways that I could test for my brand.
Hurricane Relief Tee
The Great South Bay Noah created a t-shirt to spread awareness of the climate change effects such as hurricanes. All of the proceeds from the t-shirt went to ‘Direct Relief ’ with the hope of helping them support hurricane relief efforted in Houston, Peurto Rico, the Caribbean and the surrounding areas. I liked the design on the t-shirt it was simple yet effective on the back of the t-shirt it had large red text saying ‘Climate Change is Real’ I think this is the most obvious way to get a message across through clothing and it works really well. They used a similair approach for their garments that were created to spread awarness of ‘The Great South Bay’ and had the title written in bold writing acorss all of the garments. I feel like I had taken a similar approach to how they told the story through this t-shirt. In my styling I wrote the messages that I wanted to bring forward with my brand and that represent my brands concepts and messages. I liked how for each collaboration they pictured the garments on a background that related to the cause, for the climate change collection they pictured the garments against a picture of earth from space to connote the need of helping the planet and then for ‘The Great South Bay’ collection they pictured it over the great south bay lagoon which emphasises the size and the amount of water that has been lost. I will take this on board and discover ways in which I can use imagery to present my styling as a background to create that story telling element.
(Noah, Noah, 2021)
Palace
"Tri-to-Help"
Palace have a new collection launching in 2021 that includes t-shirts with 10 different coloured logo’s on the back of a black t-shirt. “It is important to note that all profits from the sale of the “Tri-toHelp” Tees will go directly to the Stephen Lawrence Charitable Trust. The SLCT, by its own accord, is dedicated to creating a more inclusive society in which everyone can succeed regardless of race, ethnicity or background.” (Li, 2020) I think this is a really positive way that Palace can continue to try and make a difference in the world and spread awarness for such important matters. This collection really relates to my brand as it’s aim is to create an inclusive society, and to make everyone, regardless of race and their enthnicity feel accepted within society. This links to my brand message of ‘acceptance’. I think it is really clever how they have used bright colours that connote happiness and youth and a sense of innocence. I will take this into consideration to discover if there is any ways that I could include more colour within my styling to create a certain connotation that will back up my overall message of acceptance and brand concepts.
NHS "Tri-to-Help" Palace has recently released a capsule collection where all of the proceeds are donated to the NHS charities. The proceeds will ehlp support key workers as well as aiding treatment with those who have coronavirus. For this collection they had white and blue colourway which is the colour of the NHS. Instead of Palace’s logo they wrote “national health service” acorss the sides of the garment. (Northman, 2020) These examples show how streetwear brands can create a story and spread awarness and messages through their clothing which is the what I aim to create throughout my work. I want my styling to look effective and reference all of my brand concepts, I will continue to use the messages that I had inlucded in my styling like ‘Unite’ and ‘Resonate’ as it looks effective and from my research I know that other streetwear brands like Noah and Palace have taken the same approach.
MOdern Slavery Statement
I think it is really positive to see how palace are really trying to make a difference and take action against such serious matters. They really consider their supply chains as well as the saftey of their employees. They have a huge impact on modern slavery and make sure that there products are made within the codes and requriments of their risk assessments. I think Palace is a very influential and inspring brand, there aim to be more sustainable, ethical and their act of spreading awarness of issues within society is what will make poeple want to buy into the brand as they will respect their brand values.
(Palace, 2021)
croquis
Self reflection Looking back at the first set of croquis that I have created, i’ve noticed that I really need to work on the sizing as I find that the heads that I have included look far too small compared to the body. I don’t think they look very professional and my aim to create really visual croquis that work well and are created to the best of my ability. I found that i could add other elements to the background of my croquis so that it doesn’t look too dull. My next step is to futher develop my croquis and try to encorporate more elements of the background and the overal aesthetic. By doing this I hope to make my visuals look more aesthically pleasing, professional and correct proportions.
Self Reflection I tested creating croquis again and using an alternative background to the first set of testing that I had done. I am happy with the outcome but I still feel like I could really push myself further in terms of my visuals, I feel like they are a bit surface and after having a conversation with Tony and Tracey they agreed. I needed to look into the meanings and messages that I want from my and how I can push my visuals and croquis.
Visuals
Concept visual developments
Self Reflection I have tested using the same imagery from my visuals for my brand concept visuals. Again I feel like after my conversation with Tony and Tracey, there is room to push my visuals further. I really want to emphasise the juxtaposition between my styling and the location and props used throughout my shoot. I am really happy with my test shoot with the testing of the location against the graffiti boards and my styling. I was happy with how my test shoot went as I was able to physically create the vision that I had in mind to see if it works and the juxtaposition worked really well. My next step is going to be to edit the best shots that I got from my test shoot and look into how other designers and photographers have showcased their storytelling and used juxtaposition in their work.
Test shoot images
s
Test Shoot pictures edited
self reflection I am really happy with how the test shoot went and since editing them and changing the tones of the pictures has made them look more aesthetically pleasing and professional. The editing that I have done has made the pictures look a lot more softer and enhanced the warm tones which in my opinion suberts what we expect to see from streetwear brands which are normally more natural or cool tones as they are noramlly taken in a street or ex industrial location. This adds to the juxtaposition that I aimed to create, by combing streetwear elements with something so opposite and unconventional like a country house location. I am really happy with the testing outcome and will defineitly consider this for my final shoot.
Storytelling Tim Walker's methodology
I’m really inspired by Tim Walker’s methodology. He is a fashion photographer that creates a fantasy appeal to his work that is almost childlike. I particularly focused on his photography for Louis Vuitton for their summer 2020, I like the way that he used juxtaposition between the clouds and then the gold frames. It’s very eye catching and makes the audience try to decode what the meaning behind the story is. I am going to test using gold frames from the louis vuitton photoshopp and other gold frames to see how i could encorporate them into my styling. I think they would work really well as part of my shoot as I have used an old country house, i think the use of an old traditional frame will add to my juztaposition of my whole shoot as i’ve combined elements of streetwear and street with an old country house. I think my protest boards will also look really good in a gold frame as again into is the jutxaposition between the two, this could also have polysemic meanings as the gold frame could represent the history and the journey behind the protest boards as there has always had to be a constant fight for equality within society.
Self Reflection I am so pleased with my outcome, I am really inspired by Tim Walker and his stroy telling. I think the use of the gold frames that he uses in his work really helps create the narrative that he aims to show and tell. The shoot he did for Louis Vuitton really inspired me as the gold frames didn’t relate to the skylike location that he combined them with. This led me to use them within my styling and visuals with the hope of creating that juxtaposition between streetwear and traditional elements. I especially liked the visuals I used with four frames as I found that they looked the most visual, I wanted to keep the street element within my visuals and therefore used a graffiti style font over the frames as if someone had graffitied over them. This also linked to the graffiti boards that I had created and tied it all together really well. I think the gold frame element is something that I will continue to keep testing. I feel like I now have a much stronger idea of how I want my visuals to look like. I think my ideas and story telling have developed much further and is something that I will continue to work on leading up to mu final shoot. I feel much happier with my visuals now and therefore I will go back and think about how I can encorporate this story telling of using the gold frames into croquis and other visuals. Overall, I am really pleased with how my vision and work has developed.
Development of visuals
I really like these visuals I think they are strong and show the juxtaposition that I aimed to create, I think I need to test the colour of the gold frames to see if I can make them more subtle as I don’t want the gold frames to be oversaturated and be the main focus of my work.
Here I have tested making the frames a grey colour, grey is one of the main colours that I have used throughout my brand. I think it has worked really well and still gives the same effect that I was aiming to create. I will continue to explore ways in which I can use and adapt the frames into my work without making them the main focus of my work as I want to make sure that my brand concepts and message shines through within my work.
Croquis
SELF REFLECTION I am really happy with the development of my croquis, I think they look much better than the ones I have tested previsouly now that I have a much better understanding of my visuals and what works against my styling that emphasises the juxtaposition that I aimed to create. I have managed to use the country house location within my croquis and the gold frames but muted the opacity and colour of them both. I still wanted to bring the element of the flower into my work and therefore used a white flower in my latest croquis to make them more subtle yet still create that sensitivity element that helps the story telling behind the representation of men that I want to portray. I think the use of adding different heads to show the multi cultural element within my work worked really well as it signifies my brands message of acceptance and the conept of social consciousness. In terms of my development of styling I am going to test other ways that I can style the garments, as I am using 2/3 models for my shoot and film I need to consder multiple looks. I want each model to wear different oufits but still in keeping with the brand concepts I have, as I think that if they all wore the same it would look too much like uniform. When I develop my styling i am also going to consider adding some colour to see if it would work against the muted tones that I have used throughout my work.
David Lapachelle
After The Deluge David Lapachelle is another photographer that I have discovered and have become inspired by, particularly the image above as it shows how he has taken gold frames out of their typical context. This image represents a flooded meusum that has historical paintings within the frames that are reflected amongst the flooded water. I find this image really intresting and creates that modern feel against old historic paintings that seem to have been abandoned and left in the meusum. I will continue to test and trail taking my gold frames out of context and fiting them within my work, to show the juxtaposition within my story telling.
Concept visuals
Self Reflection I have taken my development of my visuals on board and I have re-created my brand concept visuals, I think they look much stronger and include aspects of all my elements including the juxtaposition that I aimed to create. I am really happt with how these visuals have turned out and will use them throughout my work and exhibition book.
Jean-Michel Basquiat’s-Warrior This painting by Jean Micheal Basquiat called Warrior, “symbolises the struggles that black men face in a white dominated world” (Estiler, 2021). I think this is such an intresting piece of artwork that tells a story of struggles and hardships in an unconventional way using colours such as blue and yellow which have mostly positive connotations. Jean Micheal Basquiat started his career by the graffiti scene in New York in the 1970s. He used lots of messages within his work such as political statements, racism and religion. I think the way he protrayed these messages were unique and unlike other artists. Throughout his work he also used the use of juxtaposition a lot by focusing on “suggestive dichotomies” such as wealth versus poverty and interigation versus segrigation. This is a similair approach that I have towards my work as I combine streetwear with unconvetnional elemnts such as country houses and traditional gold picture frames. Jean Micheal Basquiat always used a crown throughout his work as it recognises “the majesty of his influencers and heroes, including artists, writers, groundbreaking athletes, and musicians.” (Delivery, 2021). Throughout his work he would often present black men as saints and kings within his work which is a really positive representation. I think this links to the story telling that I am aiming to create for my FMP as I have the aim of representing men in a positive way. My brand message is acceptance and therefore I will use multi cultural men to show acceptance of multiculturalism throughout my work. I like the use of the colour blue in this painting, Basquiat used a lot of colours in his work blue being one most common colour. I have researched into the colour blue and found that it has meanings of freedom and imagaintaion and it is is aaccociated with the sky and the sea which are both open spaces that do symbolise freedom, heaven, intuition and inspiration (Bourn, 2011).
Self reflection Overall I am really inspired by Basquiat’s painting of the ‘Warrior’ and the hidden meanings and messaged portrayed throughout his work. I hope to symbolise hidden meanings and messages throughout my work and to represent multi cultural males in a positive way. I am going to take forward what I have learnt about the colour blue that has been used a lot within this image and combine it to my work as the meanings behind the colour are very suitable for my work. I have also felt like I needed some colour within my work so I am happy with my findings and will test this against my styling.
The colour Blue that I will test to encorporate within my styling
Connotations Inspiration Freedom Expansiveness
Trust Faith
Confidence Imagination
Wisdom Intuition Loyality
(Vetements, 2021)
(Supreme, 2021)
Supreme Vetements I have looked into Supreme and Vetements and how they position their logo on their clothing as I want to test ways in which I position the writing signs that I had included with in my styling. I am going to test and trial how I can continue to encorporate the name of my brand and other messages that link to my brand. Above I have mocked up some designs that I will aim to create using the garments that I have. I think the more I test my styling the better outcome that I will get. I ideally want to have 2/3 models within my shoot so I need to have a range of different styling options I think Vetements effectivey position their logo on their garments in unusual yet obvious ways, I particularly liked the poisitioning of their logo on their trousers. I think to position the brand name across the front of their trousers is unusual but eye catching and works really effectivley. I copied the design idea on a pair of sweatpants to see if it would work well. I think it does look good on my digital design but I will have to test it it physically and think of different methodologies that will help me achieve this to a high standard. What I liked about Supreme was the messages that they have on their designs, particularly the leather jacket and the bomber jacket that both have messages written on them. I think this works well and is something that I will definietly consider for my work. I used the word ‘unite’ in my previous styling as I found it was a word that really fits with my brand message and concepts. I will consider other words and phrases that i can add to my styling to create more meaning around the garment and follow the same appraoch that Supreme have. In terms of the Supreme t-shirts I find that the positioning of their logo is simple yet effective as it is placed mostly in the middle of the tshirt in bold wirting or their recognisable logo. I tested this positioning digitally on t-shirts and will consider ways in which I can adopt some of Supremes designs and logo placements within my styling.
Testing styling inspired by Supreme and Vetements
Self Reflection I am happy that I have added the colour blue to my work but after having a conversation with Tracey we have both agreed that the blue colour needs to be more vibrant. I want to maybe add more colours to my work to connote the positive elements and acceptance around my story telling. Therefore to develop my work futher I am going to look at more designers for inspiration and how they have pieced clothing together and used colour. Altough I am naturally drawn to the more muted tones I am drawn to adding a bit of colour to my styling because I know that it will look vibrant and spread the message of positivity and acceptance as the the wearer can really express themselves and the way they feel through clothing and teh colours that they were will reflect their feelings.
Next step-
Develop my styling further looking at other designers and how they piece garments together.
More Colour theory
Bethany Williams I have researched into Bethany Williams and the way she uses colour into her designs. Bethany Williams is a sustinable designer who aims to give “textiles a second chance” throughout her work. She combines lots of colours within her garments in a really obvious yet effective way. From my research I have figured out that she uses a lot of primary colours especially blue, yellow and red. Her garments haev hidden meanings and messages which I find really intresting and it adds the her story telling and creates that opportunity for consumers to have a connection with their garments.
For her SS21 collection called ‘All our children’ she asked her community to submit their memories, photos and childhood clothing to use as their research. This particulaur shirt was made from artwork by Mellisa Kitty and it was inspired by an image from Bethany Williams’s friends childhood picture. I think the reference of a childhood picture shows the strpy behind the collection and how their culture and childhood has inspired them. This shows the colours used also represent that childlike and playful tone that connotes freedom and fun which is something that I think works really well and the use of these colours is something that I definietly want to use within my work.
This picture is taken from Bethany Williams’ instagram profile. This picture stood out to me as it clearly shows her work has been combined with streetwear. The distressed jeans with the painting on them showing the colours used throughout the collection with the streetwear elements of the trainers, beanie and bomber jacket works really effectivley. I think this outfit shows expression and a sense of freedom with the colours used that I personally connote with playful child like scenario. I think to combine the playful colours with streetwear makes the outfit really stand out which is why i will definetly test within my styling.
(Williams, 2021)
This picture also stood out to me from Bethany Williams’ Instagram. This accociates with my brand with the use of location and the juxtaposition with the clothing. The model wears denim jeans that have been painted with the colours that he used throughout the location. Red has been used a lot throughout this styling which I will test using in my styling.
(Williams, 2021)
(Williams, 2021)
Self reflection I think Bethany Williams’ use of colour within her designs and styling is really effective. I was inspired by the colours she uses and the way she mixes colours together. I have considered the colours she uses and noticed that the colour orange stood out to me a lot. When I consider my brand I consider my 3 concepts and the narrative around my brand, One of my concepts is social consciousness, which is the aim of treating everyone around us equally. I have researched into inequality and the Black Lives matter movement a lot. The orange colour reminded me of the issues that black poeple in america face with police brutality and the ineqaulity they face within the criminal justice system, I thought it was such an important message within my brand that I should bring it forward and reference this within my styling. Before I began testing adding colour to my styling i wanted to re-visit and research inequality specifically within the criminal justice system and see if there are areas that I can adopt and add to my styling that will help shape my narrative around my brand and my brand message of acceptance.
Police brutality
I think the issue around police brutality is a very important matter at the moment, especially after the terrible tradegy that happened last summer with the death of George Floyd. I have been watching the trial that started on telivison last week and it has made me even more passionate about spreading awarness on such issues throughout my brand.
Police brutality and racial bias statistics: • Over the life course, about 1 in every 1,000 black men can expect to be killed by police. • Risk of being killed by police peaks between the ages of 20 y and 35 y for men and women and for all racial and ethnic groups • 37% of BAME defendants who were tried in the Crown Court pleaded ‘not guilty’, compared to 27% of White defendants. • BAME groups are significantly over-represented in the prison system, with approximately 25 per cent of the overall prison population from a BAME community • People of color are significantly overrepresented in the U.S. prison population, making up more than 60 percent of the people behind bars. • People of color are more likely to become entangled in the criminal justice system (Hagler, 2015) (relations, 2021)
(Frank Edwards, 2019) This graph shows the lifetime risk of being killed by police per 100,000. I find this extremely shcoking as the majority of those are from BAME communities. It is mostly men amougst all races that are the gender to most likley to be killed. This graph highlights the issues that need to end, police brutality and ineqaulity within the criminal justice system needs to end. This is why I am so passionate about including this issues as part of my brand concept of social consciousness.
Orange
Prisoners in America wear the colour orange so that it is easier to visably identify them, this prevents them from trying to escape prison. I decided to focus on American prisoners unifrom as I find that the most issues amoungst police brutality recently have been within the American police system. As I want to add colour within my styling but contiue to to show hidden meanings and messages within my work I want to explore the connotations of the colour ornage and the reason behind the prison unifrom. Altough the reference of prisoners unfirom is negative I want to add the colour to my styling and aim to create more positive connotations which the colour has.
(Maddison, 2017)
Meaning behind adding the colour orange I want to add the colour orange to my styling to add to the hidden meanings and messages around my styling and brand. The colour orange initally stood out to me as it referred back to my concept of social consciousness and the element of Black Lives Matter and discrimination that I have researched. I want to contiue to represent those hidden meanings and messages behind my brand and styling but show they in a positive way as my aim for my campaign is to represent men in a positive way and link back to my brand message of acceptance and how my consumers should feel accepted and feel proud of their cultural background.
Connotations of the colour orange
JOy
Warmth
Change Health
Determination Success Balance Encouragement WHY?
Enjoyment
Freedom
My aim is to take the colour orange out of its context from my reference of the prsion unifrom and represent it to fit its positive connotations, This links back to my juxtapostiion element that is shown throughout my aesthetic.
testing adding more colour to my styling
WHY? For this styling I still wanted to encorporate garments that I have already used such as a boiler suit and a hoodie. As my brand message is acceptance and one of my brand concepts is social consciousness I have referenced the Black Lives Matter movement a lot within my work, I thought it would be suitable to add an orange boiler suit that is worn by prisoners in america which references the issues that black americans face with police brutality, I think this backs up my story telling and adds to the story and the importance of my brand message and concepts.
WHY? To encorporate my concepts of protection, social consciousness and community and to add elements of street into my styling I tested using protest boards throughout my visuals and decided to test using these for my styling so my model is physically wearing the sighn. I believe that this will add to the story telling of my work and will allow consumers to have that connection that they need with the brand as they will be able to relate and believe in concepts that our portrayed throughout my styling.
Fashion `film- Cold Laundry ‘Escaping the noise’ As I am creating a short fashion film for my project I have looked at a range of fashion films that have inspired me. The fashion fil, by the brand Cold Laundry called ‘Escaping the Noise’ stood out to me. The photographer of this brand, Oxhale Alex has inspired me throughout this project due to the styling and poses/positioning that he uses for his models. He clearly shows the theme of community throughout his photography which I aim to show throughout my lookbook and fashion film. This fashion film inspires me because it creates that community around the brand by having multiply models interacting with each other, the title ‘Escaping the Noise’ in my opinion references escaping the daily struggles people face in their lives. I think this fashion film really represents the freedom that poeple want to feel through escapism. The element of freedom and escapism is something that I want to show throughout my fashion film and therefore I have deconstructed the ‘Escaping the Noise’ fashion film to see how they have effectivley created this mood and sense of expressing ones freedom.
(Laundry, 2021)
From this fashion film I am going to adopt some of the elements within it. First of all I like that there are multiple models which creates the element of community. The setting is at the beach which makes the fashion film peaceful and relaxed which also connotes the element of freedom and imagination. I love the close up shots of the models holding hands and leaning on each other which shows the support that they have for one another, this is something that I am going to use throughout my fashion film and look book as it represents my brand concept of protection and the idea of protecting each other physcially and mentally. I like the close us shot of the models running which again connotes that sense of freedom that they have ‘escaped from’ which I find works really effectivley. The shot of the models running has also been used in slow motion which I think fits the slow and calm mood of the film overall.
Wales Bonner’s A/W 21 Fashion Film I have previously analysed this fashion film at the beginning of my research journey and it is still one of the main fashion films that has stood out to me amoungst others that I have deconstructed. This fashion films also create sthe same mood and atmosphere as the fashion film by Cold Laundry. It is calm and has close up shots of the surrounding area’s such as close up shots of the sun and leaves and the models face to show their emotion and expression. At the beginning of the fashion film their is a narration that quckily stops and the noise of the sea and birds start to play, I think this works really effectively and is something that I want to include within my fashion film. I hope to include famous speeches about freedom and equality at the beggining of my fashion film to create the narrative and to bring elements of my brand concepts such as the sense of community, protection and acceptance towards each other. This fashion film also ahows their models walking on a beach, with the sounds of the waves in the background which creates that calm and relaxed mood and connotes a sense of freedom. The narration in this fashion film contiunes throughout various stages of the film telling a story throughout. This fashion film is 4 minutes long which is longer than the film that I intend to create but after deconstructing this film I feel very inspired and will take elements of this fashion film and create similair shots in hoping to create the same sense of escapism, freedom and peace. This fashion film identifies with my brand as it creates emotion and shows men in a softer more emotional way which is how i aim to represent my male models within my fashion film and photobook. This fashion film is called ‘The light of Black Sunlight’ I reflected on this name as it connotes that the fashion film shows the good in what is a bad reality as there are battles and hardships that poeple face everyday. (Bonner, 2021)
Narration of my fashion film In my fashion film I want to include slow music that will contrubiute to the juxtaposition that I have created as slow music isn’t conventionally used for streetwear videos. I also want to test using the element of narration, and including a famous speech on freedom and equality that will link with the cultural commentary and brand message of acceptance.
‘I Have A Dream’, Martin Luther King The narration of my fashion film will be throughout my film in short clips. I have always aimed to shine a new light on streetwear through cultural commentary I thought there is no better way than to show this by adding famous speeches that have helped change the world. I want to include Martin Luther King’s speech ‘I have a Dream’ to show homage to his efforts of fighting for equality and to refernece how there is freedom now and although there are many poeple that still face discrimintaion and inequality today, the world has imporved since the 1960s.
Words that I have taken from Martin Luther King’s ‘I have a Dream’ Speech that I could include within my fashion film: “I have a dream that one day this nation will rise up and live out the true meaning of its creed: We hold these truths to be self-evident, that all men are created equal.”
“I have a dream that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.”
“I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. I have a dream today.”
“Free at last. Free at last. Thank God almighty, we are free at last.”
Why? I want to include this into my work as it shows that I have considered the cultural jounrey that soicety have gone through and it adds to the cultural commentary that I am creating around my brand. I think this will add to the story telling of my brand and will clealry show my brand concept of social consciousness and my brand message of acceptance. (nation, 2010)
Gif Testing I have tested creating GIFs that I have posted on my research Instagram, this was to test my skills and to see if I wanted to include them within my fashion film. To watch my GIFS pleasd look on my research file instagram - @hanmcguckin_creative
Self Reflection I am really happy with how this GIF turned out. I created a total of 16 frames that plays 1.0 seconds after each other. Each letter of the word ‘resonate’ appears as if it has been spray painted on which works really well’ I will consider using this at the beginnings of my fashion film.
This is another GIF that I have posted on my instagram research file. This is a short video made up of photos that I have taken of on my test shoot that shows my model walking towards me. I liked this GIF but I don’t think I will use it in my fashion film as I want to create a more smooth and calm video. I will use the skills I’ve learnt creating this GIF and create more for my social media campaign as a way to promote my brand.
Poses for shoot
Poses for shoot
reflection: Why am i creating a zine? I have refleceted on my brand and have decided the best way to present my brand to discuss the hidden meanings and messages would be through a digital zine as well as my fashion film and photobook. This is instead of a brand book that I was going to create as I find a digital zine would not only showcase my work in a digital and future proof way but it will also help shape the narrative of my brand by discussing each brand concept individually.
Dazed Magazine Layout examples Dazed is a magazine that I purchase and have always been a fan of. I was lucky enough to get an internship with Dazed amagazine in 2019 but unfortunatley due to the pandemic It has been postponed. I hope that I will be able to persue my internship when the world opens up again and for the time being I will demonstrate the influence it has had one my digital zine.
(Dazed, 2021)
(Dazed, 2021)
Campaign Concept
This is not a trend WHY? When reflecting on my brand campaign I needed consider what to call my fashion film and campaign. My brand has so many codes and meanings behind it that are so important and can’t go unmissed. I decided that “This is not a Trend” was fitting as it is more than just a brand campaign, it is a movement that I want to create. Therefore I have decided to call my fashion film “This is Not a Trend” and to have it as my overal campaign concept too. The use of the name “This is Not a trend” reminded me of the way Virgil Abloh uses text on his garments which is where I had inittially been inspired by. Virgil Abloh is a designer that i have constantly refered to for inspiration.
https://www.off---white.com/en-gb/?gclid=Cj0KCQjw4ImEBhDFARIsAGOTMj-48xj8DqU2_fBIuWXIMlXnXGhO_mRezNSk0-pD8KFBKcgfXhfpem0aAibhEALw_wcB&gclsrc=aw.ds
THIS IS NOT A TREND CONCEPT FOR Campaign 1. Shining a new light on luxury streetwear through cultural commentary 2. Promoting the hidden meanings and messages behind my brand that reference current issues within society 3. Representing men in a sensitive yet positive way 4. Manifesting acceptance into modern day
This will be my brand campaign concept, I am happy with the name and what I have defined it as, relating to my brand. I think it it unconventional and will hopeffuly grab my consumers attention as it is going against the norms of a fashion film. I want my audience to be awre that my brand is more than just a brand/trend it references key issues within society that need to be addressed and I hope my brand can help take that step forward into making a positive change.
This is not a trend
Campaign Concept Visuals
Self Reflection I have decided to use the first visual that I created for my campaign concept, I think it looks the most clear and has clear visuals that sit alongside my brand. I used my models hands from my shoot and edited their hands shaking to emphasise my concepts of community as they are united, protection as is represents the connection with one another and social consciousness as they is a black and white hand.
Final Shoot
BTS
I really enjoyed directing my shoot and directing the videographer. I had a vision that came to life and therefore I am really proud of the outcome. I know that content direction and creation is defineitly a path that I want to go down and I will aim to find a job within these roles.
Covid Safe
I made sure prior to my final shoot that my models and videographer had a lateral flow test 5 days before my shoot and the morning of the shoot. This was to make sure that I was following the health and saftey advice given from the government and due to the pandemic I had to make sure that the health and saftey factors of my shoot was not going to effect anyone or put anyone at risk.
Visuals I have created with my shoot pictures
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