THE STYLING SHOOT PRE-PRODUCTION
The shoot was intended to be used for the brand COS’s online blog, to present how they would communicate the transparent trend with their target consumer in mind. They target the mid-market who are men and women age 25 - 45 years, they desire fashion forward yet minimalistic clothing. Therefore a minimalistic aesthetic was chosen to coincide with the brand essence of COS and enlighten their readers how the transparent trend can be styled in a way that would appeal to them. Within the high-street the trend is traditionally communicated through the concept of clubbing culture and targeted at millennial’s. In order to present a more high-end atmosphere it was decided that the mood should be calm and subdued.
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LOCATION The location of Bonington Atrium was chosen as it provided a white, bright backdrop with natural lighting from the skylight windows, with the purpose of conveying a clinical and minimalistic aesthetic. Transparent coloured chairs were chosen to construct a more eye-catching image; adding vibrancy that contrasts with the solemn mood of the clothing, models and backdrop.
PRO’S • Natural lighting • Don’t need to pre-book or pay for the space • Minimal • Spacious • Shadows from skylight window
CON’S • Public area - could be busy • Lighting can be temperamental as the sun changes • Only one location pictures could come across unvaried
