APRIL 2016
CONTENTS Photography and Styling 07-24 Angled 09-16 Dr. Matens 17-24 ....................................................................................................................................................................................... Editorial 25-30 Is this what I wished for when I sow that lady in Red lipstick Dreams come true. Modelling for YSL
27-28 29-30
....................................................................................................................................................................................... Entrepreneurship 31-46 Co+Co 33-38 Destina 39-46 ........................................................................................................................................................................................................
EARLY RISER / EVALUATOR / ENTREPRENEUR “Follow your heart and realize your dream is your dream for a reason” - Dori Roberts. I am a curious thinker who enjoys learning and experimenting new theories and trends. I prefer to read extensively and listen to different opinions before reaching a final conclusion. Cautious yet eclectic individual, flexible in adjusting to different situations. Working closely with my father since I was a child, I grew up to be a strong business-minded person. I was fortunate to further my studies in Fashion Communication at Northumbria University, where I exceled my creative and critical thinking abilities. My personal entrepreneurial experiences and creative education facilitate my understanding of successful business in practice. During my time at university, I have worked at managerial positions for two start-up companies and traded in China, Dubai, Malaysia, Sri Lanka and UK. Creative Direction towards businesses, Market and Trend Analysis, Strategy Implementation, International Trade are my strong points. I am an early riser with a fixed morning routine, which includes meditation. I enjoy travelling for a purpose and meeting new people.
Winner ‘Best Business Proposal’ award for Co+Co at the Young Enterprise North-East Finals competition.
Contact information Address Isurika Kesara 25 Merchants Quay 46-54 Close Newcastle upon Tyne NE1 3RF Email isurika.kesara@gmail.com Website www.isurikakesara.com
Photography and Styling
ANGLED. - A publication that captures everyday occurring geometry from unseen moments.
- A film and promotional strategy developed to celebrate locality and young tastemakers of the region working with “O� PR agency for thier client Dr. Martens.
Phptography & Styling / 07
Angled. is a printed publication that I produced for one of my final year projects. This project was an opportunity to explore an area of our interest and to express our creative abilities. There were no limitations or restrictions which led everyone to produce a unique piece of creative work in their chosen format. I chose to explore geometry and symmetrical shapes as it has always aroused my curiosity. I took an abstract form as I captured geometry that forms in everyday life without much notice. To bring this idea forward, I photographed a daily routine of a young successful lady in a studio space giving emphasis on everyday occurring unusual geometry. I named the publication Angled. as it gives an insight into its content. The fonts and layouts were carefully chosen and minimally positioned to highlight the photographs placed on pages. The final publication was an improved effort in Fashion Journalism and Fashion Photography.
Photography & Styling / 08
Photography & Styling / 09
Photography & Styling / 10
CREATIVE OUTCOMES Angled. contains two main photo shoots, both taken in an indoor studio space. Pale backgrounds were picked to give complete focus to the model’s movements. The first shoot is an AM shoot where the model is dressed up for work. A number of photos were taken to showcase the important functions of the day and mood changes.
Photography & Styling / 11
Photography & Styling / 12
Photography & Styling / 13
CREATIVE OUTCOMES The second part of the shoot was after hours of work. As the target audience is encouraged to live healthy and balanced diets, I planned an active shoot again looking at movement, geometric and symmetric formations. Angled. is passionate in exploring courageous young people and their stories. Angled. is also determined to provide inspirations for fashion stylists and enthusiasts, highlighting the importance of capturing symmetrical movements to enhance the quality of the creative outputs.
Photography & Styling / 14
Photography & Styling / 16
Photography & Styling / 17
Working with “O”, a creative communications agency based in the North-East of England, I produced a promotional campaign for their client, British heritage brand Dr. Martens. For this brief, I was assigned to develop a creative concept and follow an effective strategy to launch a 90-second promotional film for Dr. Martens. Brand’s interest in the “Art of Industrial Manufacture” and it’s connection to music subcultures were asked to emphasise in creating the promotional strategy whilst capturing the attention of young cultural tastemakers in the North-East of England. I excelled my knowledge and skills in Public Relations, Creative strategy and Events management upon completion of my project work.
Photography & Styling / 18
Photography & Styling / 19
“Alreet Pet!! Am made in Gateshead, Newcastle upon Tyne. I love it up North. I grew up with my friendly Geordies and 60s were glorious days i won’t forget. We were proud leather boys and girls. Still young at heart though years have passed by. The story of 70 something year old who had it all.” - Tom Avery
The film features a young couple who are avid rockers whilst Tom’s voice over of his story is played in the background. Personal memories of Tom’s youth are expressed to bring a soft closure with the audience. His beliefs and comparisons with present day music and lifestyle takes the viewer back to the Rock revolution. The film was shot in several locations around the vicinity of Newcastle. The film was later edited giving an old style feel to it.
Photography & Styling / 20
The 90-second promotional film is based on interviews with seventy-year-old Tom Avery, who used to be a Rock music enthusiastic in the 1960s when he was a young boy. Listening to him reminiscing, I was able to narrate a story.
Photography & Styling / 21
Photography & Styling / 22
Photography & Styling / 23
Photography & Styling / 24
An online game with the use of Hashtags on Instagram was organised as part of the promotional strategy. Each person that purchased Dr. Martens boots within two months to the date of the launch event was presented with a card that had half of a Geordie saying on it and was advised to participate in the online game where they had to post the card online on their Instagram account under the hashtag #standforsomethingncl. The first one to comment with a picture message and the rest of the saying ultimately gets access to the launch event and each have the opportunity to claim a free pair of laces. This way, I believe it improves the online presence of local Dr. Martens and the community. I wanted to organise the event with online engaging and also experimental elements to suit a present day audience. Furthermore, it is a faster and more efficient approach to address a wider audience which gives improved brand exposure.
Editorial
ANGLED. - A creative article written built on inspirations from a series of interviews with Karolyn Miranda, fashion design student at Northumbria University. Produced for Angled. publication.
- A creative article written from imaginations and inspirations after visiting “Yves Saint Laurent – Style is Eternal.” exhibition held at Bowes Museaum.
Editorial / 27
Is this what I wished for when I saw that lady in
red lipstick?
Anxiety and excitement, have you felt both emotions at the same time? Well I do, most of the time really. Stressful, but it is the life I choose to live but I have my reasons. It was my dream since a kid to be that popular fashion designer who wears bright red lipstick and speaks few words to the media. I sensed achievement in their every move. After 18 years finally it was the time to go to university and my excitement was overwhelming. Two years into my design course here I am, stuck in a studio, which I refer to as my second home sipping my third cup of coffee and it is not even noon. What’s on the agenda? I have to finish two tops for a complete line up next week. That is two finished garments before the end of today. As stressful as it sounds I should admit this is one of my favourite collections. My mum is from Brazil and her family lives there. So since I was a kid Brazil was our yearly holiday destination. Rio, the colourful city as you see in Rio the film, with the big peace statue on the top of the valley, that’s my mum’s hometown.
Favelas in Rio de Janeiro, Brazil.
I don’t want to kill your excitement telling all the details before the show but here is a little insight to one of my favourite tops. I have beautifully hand drawn these foot paths spread throughout favelas and indicated my favourite eateries, people I talked to on a map a bit similar to a Tube map but interestingly visualised. I then printed the maps along the sewing lines from this brand new 3D printer in university. I try to keep my designs geometric, minimal yet with miniature prints to add a touch of curiosity. I like to design garments in geometric shapes, as I believe in a tidy simple wardrobe with few essential garments that comfortably sit on my curves. I am against some fast fashion chains and their ill treatment of their workers and the environment. A garment bought should last long. Even after couple of washes it should stay in shape. These are my personal guidelines buying clothes, which I obviously incorporate in creating garments. Alexander Wang is one of my favourite designers, which I always get inspired by. If you are familiar with the designer’s work you will know how much I look into his designs. I enjoy my work, mostly when it is all finished. There are million of questions till then. I feel lost, confused and tensed. But, hey, once it all comes together at the end I am the happiest woman around. And maybe that is what happiness is to me. Achievement and red lipstick. -Inspired from interviews with Karolyn Miranda, Design intern for Barbour and a fashion design student at Northumbria University.
Editorial / 28
For this collection I have looked at architecture in Brazil and it is a main inspiration for my designs. I would imagine the shape of the building or even little details, on my favourite model Karlie Kloss. Most of the silhouettes I have designed are inspired by building structures and tend to be geometric. I love taking pictures of buildings everywhere I go. Last time I was in Brazil I created this flick book from buildings in Rio. From the slums to the modern Rio architecture, it is all in my flick book. Today my highlight of the day is the thought of this finished beautiful top that I am creating inspired from slums of Rio or what you call Rio favelas if you have heard. I thought about the people who live in them, their daily routines and lifestyle in creating the collection. It is amazing that they don’t live lavish lifestyles but still are happy with very big families. If you cross favelas with cable cars you can see the roofs as millions of tiny golden and orange hued squares scattered closely to each other. But if you decide to cross favelas by foot it is a different story but quite fun. Some footpaths are so narrow two people cannot walk hand in hand. So may be not the most romantic but a lot of fun. Every little thing I noticed I tried to incorporate with my new collection.
Editorial / 29
I started my modelling career at the very young age of 15. As Yves used to say, I was long referring to my long legs and slender body. It took me a few good months to embrace the empowering experience and I must say, I thoroughly enjoyed the journey. Models used to go into the studio months before a show. We will be greeted with the finest champagne. The fashion house is beautifully lit and decorated with magnificent crafts and elegant period furniture. There was a great balance in colour and darkness. There was a long black clothes rack as we enter the room and it grabs all the attention from the room. It was the first drafts of Yves Saint Laurent collection for the season in toile. You could feel the start of a traumatic journey. I would describe it as the transition from autumn to winter. Excitement was yet to come with a lot of long hours and hard work. The room was mused by vibes of confusion, frustration and curiosity. I must say, being a non-smoker wasn’t easy for me when I had to spend hours in a space covered with smoke. Designs in toile always led me to be curious. This was an intriguing moment where my imagination would run to greater lengths. I coul see the pencil drawings and numbers in great silhouettes. It could be a belt, which is going to come along with a jacket. I would go through a line of imagination of how this belt would be. What colour will it be? Will it be leather? I never stopped all the questions in my mind until I finally saw the designs. The taster session wasn’t a colourful and exquisite moment, but was a great thought provoking session. They were long hours and toile didn’t feel luxurious yet, it was itchy and uncomfortable. Sometimes it would be packed with pins and you would have to take great care wearing it. There were incidents where I would have to rotate until I got a dizzy feeling. It wouldn’t stop. Sometimes Yves would completely start from the beginning and designs I loved might even not be in the final show. I think a full complete look takes hours of thinking and change in inspirations and materials. After the test runs, I would come home and try to relax at night with a chilled glass of white wine. Interestingly, the toile designs never stopped popping into my mind. I would imagine the textures, designs, embellishments and it was all a dreamland. When it would get closer to a show, I used to imagine how beautiful it will look on me walking down the catwalk, with the audience cheering and applauding. From toile to luxurious garments, it was a great transformation. I believe I was a model with a creative mind and curious nature as an answer to all the imagination. That hand drawn belt I was eagerly waiting to see would be completely different to the one I was imagining at home yet I will start loving it as I know it was designed by one of my favourite designers. We would run a few other tester sessions before a show. When it finally came to the show day I must be honest, I was nervous. There was a massive competition between models. New young faces grabbed attention and to stay in the industry for a long time was a fight. It was a muse of competition, failure and success. But nothing could beat the experience of walking down the runaway with crispy fresh Yves Saint Laurent complete garments styled by some of the best stylists in the world. It is great to reminisce the youth and feel you have lived your dreams. All I wanted to be was a successful catwalk model and embrace the beauty of fashion.
Editorial / 30
Dreams come true. Modelling for YSL.
Entrepreneurship
CO+CO o r g a n i c
s r i
l a n k a n
c o c o n u t
o i l
- A business started with five other students for Graduate Enterprise Module. Co+Co is an organic Sri Lankan coconut oil company inspiring people to live a pure, simple and organic lifestyle.
- A business plan suggested for a natural beauty brand, Destina celebrates an appreciation of the quality of slow beauty. An honest beauty brand with a unique individuality. Final year project.
Entrepreneurship / 33
Co+Co was a business idea initiated with five other students for a final year module at Northumbria University. The live brief was part of Young Enterprise, UK’s leading charity for young entrepreneurs. After working as an online manager for a start up Sri Lankan virgin coconut oil company, I recognised an opportunity in the European market to introduce an organic coconut oil brand. Although organic coconut oil is an existing product, most of the packaging and labelling of coconut oil in the current market is bland and suits a food-grade packaging. Co+Co on the other hand, is packed carefully with a holistic and aspirational brand image. Six of us working on all aspects developed this concept to a successful business and won three awards to date.
Entrepreneurship / 34
Entrepreneurship / 35
WINNER in Poster/Pitch Presentation 2015/16 at the Northumbria University Enterprise Trade Show. BEST START UP COMPANY North East Young Enterprise Trade Fair 2016. BEST BUSINESS PROPOSAL at Young Enterprise North East Regional Finals.
Entrepreneurship / 36
Operations Manager
at Co+Co. As the operations manager at Co+Co, my main duty is to make sure all the operations at any time of the business is performed smoothly, achieving the required goals. I am responsible for managing quality assurance, legal assurance, logistic and import procedures, improving new goals and managing costs. Working at Co+Co has been a great opportunity for learning all aspects of running and maintaining a business. As a major shareholder, I am very passionate about achieving goals and developing Co+Co further to a successful and strong business.
Entrepreneurship / 37
Co+Co at Metro Centre Trade Fair in February.
Entrepreneurship / 38
Co + Co’s vision “Co + Co will be one of the UK’s leading premium brands for natural, organic coconut oil-based products, that customers can trust. Co + Co’s aspirational brand image and design will ensure that customers will always be proud to have a Co + Co product on display in their home”.
Co + Co’s mission “Inspiring people to live a simple, pure and organic lifestyle”.
www.coandcooil.com
Entrepreneurship / 39
For my final project, I chose to write a business plan for a natural beauty company. With a personal interest in making cosmetics and after months of research, I decided to produce a beauty box with three products (beauty oil, beauty scrub and face pack), which supplies an economical, natural spa experience at the comfort of your home. Destina is an avid follower of slow beauty trend, which includes qualities of a balanced and happier lifestyle.
Packaging and branding is designed to carry elements of Destina concept.
Entrepreneurship / 40
Entrepreneurship / 41
Entrepreneurship / 42
Mission “Inspiring people to understand the importance of self-acceptance and relaxation, which will help to lead a happy, healthy and successful life” . Vision “Destina will be a leading global natural lifestyle brand that customers will trust and be happy to participate in Destina’s move towards a sustainable world” .
Entrepreneurship / 43
Entrepreneurship / 44
Entrepreneurship / 45
Entrepreneurship / 46 To promote Destina, I planned to write a creative strategy encouraging people towards the art of letter writing along with a short film. A puzzle card is distributed at the launch event and through the healthy food subscription service, Graze. Once the puzzle is resolved, it can be sent to a loved one where a price or a discount is offered from Destina. The strategy was inspired by The London Postal Museum which is due to be opened in January 2017. Five pence from each transaction until the museum is opened will be donated towards the functioning of the museum.
Fashion Communication portfolio by Isurika Kesara. WWW.ISURIKAKESARA.COM