AD6606 Styling & Storytelling Book

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AD6606

STYLING AND STORYTELLING BOOK MILLIE

WRIGHT

@milliewrightcreative

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10 - 11 Introduction and Purpose 12 - 13 Storytelling Through Styling 18 - 19 Outfit Moodboard 20 - 21 Poses Moodboard 222 - 23 Makeup Moodboard 24 - 25 Model Casting 26 - 27 Behind The Scenes 28 - 29 Importance of Colour 32 - 39 Shoot 30/03/22 40 - 43 Shoot 06/04/22 44 - 51 Shoot Edits 52 - 57 Shoot 12/04/22 58 - 61 Garments 66 - 67 Conclusion

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The purpose of this book is to identify and explain my styling journey throughout the process of the Fashion Brand Management Module. Styling is one of the key aspects within my work and my final plan has always involved styling, for both social media and analogue visuals.

I have tested multiple variations of styling – from testing on mannequins and styling upcycled denim garments, creating new variations of clothing to also using pairs of denim jeans that I already own and creating different shapes and silhouettes.

As my final project is based around the concept of educating the next generation of consumers on being conscious consumers and making more thoughtful purchasing decisions, I have made effort to use recycled and second-hand materials within my styling.

I have heavily focused on denim throughout my work and the issue of denim overconsumption – therefore it was key for me to use denim within my imagery and styling.

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STORYTELLING THROUGH STYLING Throughout my final few modules at university, I have used styling as a way to communicate the messages behind my work and as a method of storytelling. I have always found styling something I am passionate about, whether that be styling myself or others, for everyday wear or photoshoots – styling is a skill that I find comes instinctively to me and this module has definitely solidified this.

I have used styling and different garments as a way to portray my message of overconsumptions dangers and denim pollution which is what the first edition of the Access All Alpha campaign focuses on.

Through researching styling and how important it can be within storytelling g I have been able to develop my skills and create a strong sense of styling techniques.

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INITIAL SHOOT MOODBOARDS - OUTFITS

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INITIAL SHOOT MOODBOARDS - POSES

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INITIAL SHOOT MOODBOARDS - MAKEUP

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CHARLIE WITHERS AGE: 23 OCCUPATION: STUDENT

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MODEL CASTING 23.03.22 In the initial styling sessions and experimental stages of my work I used two of my peers as models, through using people I already knew and was comfortable with – and vice versa made it easy to get relaxed and natural poses from the models, this created an environment where we could all work together and as creative director of the shoots it allowed me to create the best outcomes possible.

The first three shoots were modelled by Olivia and Kit, then as a class we decided it was a good idea to hold a model casting to gain a more diverse range of faces. I created the poster for the model street cast which was held on the 23/03/22. I was lucky enough to find someone who I thought fit the vibe and message of my work well, Charlie is a 23-year-old Student and I thought they had a great androgynous look.

I could see that Charlie was very comfortable in front of the camera and had previous modelling experience therefore knew he would be a good fit for my work. On his Instagram account Charlie experiments with genderless fashion, as well as wearing dresses and makeup expressing gender in different ways. As the target audience for my final project are generation Alpha consumers who incredibly accepting, diverse and nonconforming I thought Charlie was a great example of this and someone who could portray the message well.

For my final shoot I decided to use Kit again as my main model as I found the imagery I shot with him in previous shoots were very strong and wanted my final images to have a bold and powerful look.

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IMPORTANCE OF COLOUR Blue is the most common colour of denim, due to the properties of blue dye meaning the colour sticks when exposed to hot temperatures.

Blue represents nature in the form of the sea and the sky. Research shows that it is a colour associated with open spaces and intuition, imagination, and inspiration.

Blue is also proven to symbolise trust, loyalty, and sincerity – all characteristics that Generations Z and Alpha value. Blue also represents the internet and technology; some believe it is the colour of innovation.

Many websites use the colour blue as it represents creativity, professionalism, and loyalty.

I have used blue coloured garments and props throughout my styling shoots as it is a key colour throughout my final project and the Access All Alpha Instagram campaign..

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Date: 30/04/22 Styling / Creative Direction & Photography: Millie Wright Model: Charlie Withers Behind the Scenes photography: Olivia Eggington Location: Studio room 204 Kingsway campus, Chester

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IMPORTANCE OF SHOOT PLAN

As this was my first shoot with a more professional model, I ensured I had a clear plan beforehand to ensure I make the most of both the models time and my own. I researched different poses and makeup inspirations to create a well-rounded idea for the shoot and to also have references to show the model whilst shooting so that the shoot runs smoothly and efficiently. The mood board contains examples of poses that portray the playful and naivety of being young – a key aspect within my work. For this shoot I also want to experiment with colour on the model’s face with blue being a key colour within my project I wanted to experiment with this colour using face paint on the models’ eyes.

Props – in terms of props I have bought the letters ABC from cardboard and painted them blue myself – these represent the ‘AlphaBet’ concept within my work which is a method of educating the next generation of consumers on how to be a conscious consumer.

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Date: 06/03/22 Styling / Creative Direction & Photography: Millie Wright Model: Charlie Withers Behind the Scenes photography: Luke Owen Location: Studio room 204 Kingsway campus, Chester

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IMPORTANCE OF SHOOT PLAN

This will be my second shoot with the model (Charlie), to ensure I get as many successful shots as possible I have created another mood board – focused more on denim garments and poses. I want this shoot to be more conceptual and the images from the previous shoot with Charlie were much more commercial and basic. I will experiment with different layering techniques and camera angles to create more of an abstract way of portraying the narrative of my work.

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Date: 12/04/22 Styling / Creative Direction & Photography: Millie Wright Model: Kit Dickson Behind the Scenes photography/ shoot assistants: Olivia Eggington, Heleena Houston Location: Pathways Studio, Chester

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IMPORTANCE OF SHOOT PLAN

For my final shoot I plan on incorporating all the aspects and features from previous test shoots to create visuals that tell the story of my work in a bold and effective way. For this shoot myself and two of my peers have booked a professional photography studio to ensure our final images are of the best possible quality through having a camera and professional lighting kits. Kit will be my model for this shoot as I feel the test shoots that I conducted with him were some of the strongest visual outcomes. I plan on re-creating some of the images I have already taken – to be able to keep the visuals I like but have them in a higher quality setting. Continuing with using the patchwork denim bucket hat and bag that I purchased from independent Depop sellers which not only at to the aesthetic of my work but also enhance the storytelling of the secondhand clothing and upcycling narrative.

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My project has focused on denim pollution and how consumers must make a conscious effort to ensure they cherish their pairs of jeans and make them last longer.

To portray this message, I collected multiple pairs of jeans from friends and peers which they no longer wear or need. I also browsed all charity shops in the local area to find any denim garments and found a number of items such as denim shirts, jeans, and skirts. Alongside the garments sourced from second hand shops I also used clothing I already owned and no longer wear to ensure I made use of the garments before I go on to sell them or donate them to charity shops.

To add a more commercial edge to my photographs I sourced a bag and hat from independent designers on Depop. The bag is upcycled from an old pair of jeans therefore unique and one of a kind. It features bold denim hues and exposed seams which I thought added an edgy look to the photographs. The hat I used is also upcycled from old pairs of jeans to further portray the conscious narrative. Not only was it important to me to use sustainably sourced garments but also to support small businesses who make the effort to protect the planet.

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Throughout my test shoots I was able to develop a style I found fit my projects narrative best, I found that the layering technique was a great way of building depth into my imagery and telling the story of the issue of overconsumption.

I also sourced fabrics from a local fabric shop which I then cut myself to create ribbons and belt like strips which I used to sinch in the models’ waists and create different shapes. I sourced white netting which I used in some shots to cover the models faces, this was to convey the story of a polluted world and Generation Alpha feeling suffocated by overconsuming clothing, media, and news. Using the netting material also allowed me to expand my ideas whilst styling, cutting different shapes into jeans and using them as a mask where the models eyes are the only part of their face shown. This symbolises the feeling of looking to the future.

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C O N C L U S I O N Overall, I have found creating my final major project extremely challenging and rewarding and have developed my skillset to take into industry. My styling journey has been a process from the beginning stages where I attended workshops with industry mentor Tony Green, and then going on to independently develop my styling skills and finding a true passion for styling.

I believe styling is a form of art and expression which I hope to continue to use throughout my journey into the fashion industry and wherever my career takes me.

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