Holly Cooke Portfolio
Contents 1.Street Style Photo Essay 2. Hero & Zero 3. Colour Story Mood boards - Colour - Brand 4. Fashion Debate 5. Object of Desire photo brief 6. Additional Work
1 * Street Style We were tasked with creating a photo essay, focusing upon street style. I choose to centre my analysis upon the 2014/2015 UK style tribes. After researching fashion trends, tribes and UK high street clothing I found 5 style tribes that I thought were most prominent. Bold – Those with the confidence to wear striking and eye catching outfits and colours. Chelsea Dolls – Women with a chic and minimalist sense of style. Olympians Day Off – Relaxed sports luxe vibes. Smarties – Smart and business like but playful. The Top Hats – Confident girls with a love of headwear and accessories.
1 * Street Style _ Original Images
1 * Street Style
1 * Street Style
1 * Street Style
1 * Street Style
1 * Street Style
2 * Hero & Zero
Designer Menswear GROUP 5B
Hero & Zero
Balenciaga - The Hero
Balenciaga - The Hero Under the artistic direction of Alexander Wang, the men’s studio at Balenciaga looked to nautical uniforms and experimental fabrics for the label’s latest Spring/Summer collection. exuding a new modern masculinity for the brand.” Buro 24/7 “
Balenciaga - The Hero
Balenciaga - Catwalk and Collection Clean, modern aesthetic, with strong shapes and cuts. The brand is synonymous with quality and innovation. Brand values include experimentation and advancement. Their collections are quietly elegant, tailored, sleek and appeal to the modern, professional.
Balenciaga - Branding and Advertising  Sleek, monochromatic advertising.  Adverts fit in with the fashion forward, innovative, tailored values of the brand.  Consistent mise-en-scene throughout the advertising, collections and website create a constant brand image and essence for consumers.
Balenciaga - Visual Merchandising and In store The ‘in store design’ reflects the brand essence and values also seen in their ads and collections. The use of colour, pattern and layout is also continued from their collections, advertising and catwalk shows. Interactive consumerism and technology is used to target Balenciaga’s cool, young audience. The store’s have recently been redesigned to reflect the changes new artistic director Alexander Wang has made to the brand. This can be seen through the architecture, colour and lighting in the stores.
Balenciaga - Online
Bold Edgy Tailored Innovative aesthetic
Moschino - The Zero
Moschino - The Zero
Moschino - Catwalk and Collection • 2014 collection played on the idea of intellectual property and mocked many well known designer brands. • Demonstrated a blatant disregard for intellectual property. • Collection was disjointed; it had too many references and uses of different brands, eras, styles and colours. • There was a clear lack of consistency throughout collection.
Moschino - Branding and Advertising • Adverts over a 4 year period were vastly different. • Lack of consistency between the bold, bright and vibrant brand values of Moschino and the current monochromatic and simple adverts. • Moschino is bold with no boundaries however the advertising doesn’t fit with this and lacks consistency with their famous collections, clothing and catwalk shows, creating confusion for possible consumers.
Moschino - Visual Merchandising and In store • Confusing message as each store has a different design, again highlighting the lack of consistency within Moschino as a brand. • Men’s visual merchandising is hardly noticeable if at all present, and their men’s collections are pushed to the back of their stores, indicating that it isn’t a priority for the brand.
Moschino - Online • Youthful • Bright colours • Basic • High street aesthetic
Hero & Zero Overall we feel Balenciaga are a hero brand as they Conclusion are consistent in all the platforms and areas they appear. The Brand’s ethos also has a positive effect on the men’s wear side of the fashion industry as they help to improve quality and the development of modern trends. Under the artistic direction of Alexander Wang, who has become a global icon , Balenciaga are still continuing to stay current and relevant in the modern fashion industry, after a century of design. We feel that Moschino are a zero brand as their juxtaposing messages, collections and brand ethos are confusing for consumers. Although we found evidence of consumers who found Moschino’s current collection somewhat humorous, funny and entertaining, we feel that their central theme and idea of intellectual property doesn’t have long term sustainability and could be damaging for their brand identity in the long term.
3 * Colour Story Mood boards I have created two different mood boards as part of our colour story brief. The first is my colour mood board, this tells the story of my colour theme; Punk Grunge Monochrome. I chose this colour story as I feel that it is a very current version of the timeless classic, monochrome. The second is my brand mood board, through which we had to interpret our colour trend for a specific company and their target consumer. The brand I choose to interpret my colour story for is Next Kids. I choose this brand as the punk grunge monochrome trend has not yet emerged fully into many children's brands and lines, and many brands including Next Kids are still selling similar designs and styles of clothing as they were 10 years ago. This led me to choose to create my brand mood board for Next Kids as I wanted to see how this very current colour and style trend would translate for a much younger, simpler market and brand.
3 * Colour Mood board
3 * Brand Mood board
4 * Fashion Debate
Fashion does more damage than good Against the statement from the point of view of the consumer
We feel that fashion is banishing divisions of class and bringing people together through shared forms of self expression, likes and dislikes.
Personal identity
Personal identity - Fashion helps bring people together and enables them to feel like they are part of a group. There are a varied number of subcultures within fashion in which people have similar interests and tastes in clothing and style. - Without fashion the world and life would be extremely boring, as everyone would look and dress the same.
Personal identity
Personal identity - Fashion helps give a higher level of self expression to those who in the past may not have had it. Such as Arabic women and the range of colours, fabrics and designs within headscarves, sari’s and Indian clothing. - Fashion also creates awareness and celebration of different cultures and types of people.
Health and Body Image
Health and Body Image - Fashion supports and encourages women with illnesses, such as breast cancer; through the creation of mastectomy bras for women who have beaten or are still fighting the illness.
Health and Body Image
Health and Body Image - Fashion also supports and creates charities which help raise awareness and funds for research against illnesses like cancer; such as, Fashion Targets Breast Cancer. A charity set up by internationally renowned fashion designer, Ralph Lauren. This is a charity where women and fashion champion and support each other. The charity also enables consumers of all ages and economic situations to get involved as products range from ÂŁ2 to ÂŁ85. This also raises awareness within a younger audience as pieces from the charities collections are featured in shops like Topshop and River Island.
Health and Body Image
Health and Body Image - Brands and shops like ASOS curve, Missguided and Evans allow women of all shapes, sizes and heights to be confident within their fashion choices and give them access to the latest trends and styles. Fashion is beginning to support and grow positive body image as women are no longer ostracized or excluded for being a different shape but have access to the fashion trends that they love and want to wear.
Health and Body Image
Health and Body Image - The most recent season of America’s next top model featured Chantelle Brown Young. She has a rare skin condition called Vitiligo, which whilst growing up caused her to be severely bullied. Her inclusion in the show and subsequent success in the fashion industry as the new face of designer brand Desigual, demonstrate fashion’s acceptance and championing of those who are different. - This open acceptance helps young people to develop a positive body image and view of themselves, no matter who they are or how they are different. Fashion will accept them, and allow them to be themselves.
Retail Therapy
Retail Therapy - From January 7th to the end of February 2013 Selfridges introduced a new store wide concept, No Noise. An idea and project that went beyond traditional and expected retail environments. Inviting consumers to celebrate the power of quiet and find a little calm among the crowds of shoppers. - A study published in the Journal of Psychology and Marketing in the US found that ‘Retail therapy purchases were overwhelmingly beneficial, leading to mood boosts’. With over 62% of those surveyed said they had brought something to cheer themselves up.
5 * Object of Desire
5 * Object of Desire
6 * Additional Work
6 * Additional work
Reflective Blog
http://holljc.tumblr.com/tagged/fcp
Holly Cooke Portfolio
N0556893 Fashion Communication and Promotion Fash10105 Visual Awareness