The styling shoot

PRE-PRODUCTION THE STYLING SHOOT

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.

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. LOCATION

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

THE COS CONSUMER

MEN AND WOMEN AGED 25-45

• She is a creative director for a small eco-friendly beauty brand. • She earns an annual income of £35,000 • She lives in London in a one bed apartment • She likes simple, high quality clothing paired with unique accessories • She enjoys trying new restaurants, yoga, buying her fruit and veg from the weekly farmers market just round the corner from her house and filling her apartment with fresh flowers.

• He is a journalist who writes for The Guardian • He is also earns an annual income of £35,000 a year • He lives in an apartment in Brighton but commutes to

London every day via train • He looks for clothing that is functional and long-lasting but also modern • He enjoys playing cricket on weekends, drinking in bars in

Brighton and skiing once or twice every winter.