INVINT
I am a Second Year Fashion Marketing and Communication student and I have created the following catalogue to introduce you to my chosen trend. This trend is intended for the Fast Fashion 2021 market. My trend of modernised vintage will involve a modern, unique style of vintage fashion, appealing to the Generation Z demographic. This trend will portray a mixture of colourful/neutral vintage garments, alongside upcycled pieces to create a current approach to vintage fashion. In this present climate, this move forward for sustainable fashion is crucial!
WHY INVINT? Invint trend encapsulates vintage, upcycled and sustainable fashion. The idea behind ‘Invint’ is to influence younger generations, specifically Generation Z, to an ethical, alternative way to dress. My purpose for Invint is to cast a new light on second-hand fashion. Fabrics will be of colourful and neutral tones, some with striking patterns. Vintage pieces, intertwined alongside accessories and trendy colourful make-up will help to create a fashion forward sustainable look, amongst the ethically aware Generation Z. Fast fashion brands are enabling my target audience Generation Z to buy garments at the click of a button. Social media also plays a predominant part in influencing Gen Z to make quick fast fashion decisions, influencers are continually being used to promote brands collections and garments. Generation Z are extremely aware of the current environmental and sustainability issues. Climate activist ‘Greta Thunberg’; a relatable public figure to Generation Z, is highlighting the urgency for a sustainable future. Pioneer of sustainable and upcycled fashion; British fashion designer ‘Emmeline Child’ (developer of upcycled label Emmeline 4 Re) enlightens that 31% of used clothing (350,000 tonnes) goes to landfill in the Uk every year, with 1 tonne equalling to 200 black bin bags. Of the rest of used clothing, only 12% is re-used in the UK, 34% is re-used overseas 14% is recycled and 7% is incinerated. Companies such as M&S and H&M offer incentives to their customers to encourage them to take part in their recycling schemes. M&S Shwopping scheme, in partnership with Oxfam began in 2008; 20 million items have been collected, worth an estimated £16 million. Also, Oxfam established ‘Second-hand September’, the idea behind this campaign was to persuade individuals to avoid buying new clothes for 30 days during September; 62,000 people signed up to take part. As a reaction to the requirement for more sustainable clothing, I have carefully considered a trend to engage Generation Z, and highlight an alternative, more ethical way of dressing. My vision is for second-hand, vintage garments to inspire consumers to incorporate stylish vintage clothes to be an everyday accompaniment within their wardrobe.
My stylish ‘Invint’ trend will encourage to positively influence fast fashion consumers to engage more with vintage fashion, as well as to change their perception of second-hand clothing being; dull, old fashioned, odorous and representing clothes purchased by a low-income earner. My intent with ‘Invint’ is to disperse the stereotypical view that vintage fashion is predominantly consumed by older generations. ‘Invint’ trend will be incorporated into fast fashion brands, using upcycled, conscious and vintage ranges, using sustainable and recycled materials. This will be promoted within popular fast fashion stores, through the brands website, social media pages and commercial imagery, resulting in instant engagement from Generation Z consumers. Generation Z are becoming more aware and engaged with environmental issues and sustainability. Colours associated with my trend will be bright colours and neutral shades. This will be the predominant colour scheme. As vintage garments often come as singular items that have not been mass produced, the overall appearance of an outfit may result in contrasting colours and materials. These garments could be styled, if desired to represent similar high street fashions, or provide an opportunity for a unique individual look, however, consisting of a more ethical way of dressing. Regarding the conditions of vintage fashion pieces, some clothing items may need to be reworked or upcycled to fit into the present aspect of my forecast ‘Invint’. Predominantly, the intent of my trend is to convey the message that vintage and upcycled fashion can be interwoven to fit into the fast fashion market, so they can be used in conjunction with each other. Using fashionable looks and styling, a modern approach of vintage will be portrayed, appealing to my target market of Generation Z.
WE ARE COW
Whilst, examining areas of commercial photography/ styles that appealed to me within the vintage/ upcycled fashion sector, I became aware of the vintage brand ‘Wearecow’. The aesthetic of Wearecow instantly resonated with my stylistic approach and was the primary inspiration for my Invint campaign. Wearecow is an independent British retailer, selling Vintage clothing catering for menswear and womenswear. Clothing is obtained globally as a viable option offered to Generation Z. Sustainability is at the forefront of the brand’s ethos; using salvaged materials as well as vintage clothes to create reworked styles. Wearecow are taking inspiration from current street style looks they spotted at mass events such as London fashion week. Wearecow encouraged individuals to tag themselves using Instagram, wearing Wearecow pieces to promote the brand and their street style looks at London fashion week. This fits with the fashion forward approach to engaging consumers to an on-trend look, with a more sustainable appeal. Wearecow commercial studio shoots, depict youthful, trendy and colourful fashion looks, complemented with a singular colourful drop background. Singular colour backdrops are a continuous theme Wearecow use to showcase their commercial studio style photography. These toned backdrops both complement and emphasise models, hair, makeup, pose and outfit, as a result creating a contemporary, eye catching aesthetic to interest a younger Generation Z audience. The use of the various vivid, singular colour back drops, instantly appealed to me, therefore has featured in my campaign, alongside a commercial studio shoot, depicting shots with colour backdrops, complementing and portraying my intended style and aesthetic of ‘Invint’ trend!
ILLUSTRATION
Alongside a strong commercial studio shoot image to portray my vintage and upcycled trend; ‘Invint’, I have also created digital styling looks and fashion illustrations using Adobe Illustrator and Adobe photoshop, these convey an alternative way of fashion communication to showcase my ethical vintage trend. Following on from a digital styling lecture, I was given the name of digital stylists and collage artists, ‘Ernesto Artillo’ and ‘Anne Bellinger’. After briefly looking at styling images they have produced, I have captured something similar using a selection of colours and brush strokes creating a layered and textured visual.
MODEL Kate Louise from @get.thrift.faced is a sustainable fashion consumer. Whilst researching sustainable brands through social media, I noticed Kate’s Instagram page @get.thrift.faced. Kate’s attitude to fashion is to dress wearing second hand and vintage garments. Kate’s Instagram profile and portfolio represents, in the best way my Invint vintage and upcycled trend. For this reason, I directly contacted Kate Louise to invite her to be a model for my campaign. Kate’s image and authenticity towards sustainable/ethical fashion encompassed my intention for Invint studio shoot campaign. Kate; Auburn hair and hazel eyes
STUDIO SHOOT This was a studio shoot, which took place at the Chester University Kingsway Campus. I assembled the varied backdrops and altered the positioning of the photography studio lighting to create the ambiance that I required. Poses were varied from sitting down positions on the floor, as well as sitting on a chair. Standing poses were also a part of the shoot. Hands were used against the face, to create a soft relaxed look. Also, direct gazes, which were non intimidating. The model had a neutral facial expression and was comfortable and confident to try a variety of different poses. The added use of the chair added an alternative element and atmosphere and enabled different images to be created. Fabric was also incorporated, some of which was blown around using a fan to create movement and texture.
MAKE-UP AND STYLING To begin, I created a variety of mood-boards for inspiration. Elements from these mood-boards were brought together to include in the three final looks. Clothes used; vintage psychedelic short sleeve shirt, vintage fitted velour neutral coloured cropped flared trousers, vintage oversized cropped check jacket, vintage satin baseball jacket, vintage medium length pastel yellow cotton dress accessorised with a vibrant vintage orange belt. (Shoes, earrings, headband and rings were model’s own). Strong, vivid yellow eye shadow, with a splash of fluorescent pink in the inner corner of the eye, worked effortlessly with the style, colour and patterns of the garments worn by the model. The added vibrance of her long auburn hair, complemented the bold lip colour. This was exactly the look I envisioned for my theme. The appearance is youthful and eye catching, due to the use of the model’s direct gaze, confident poses and unique ethical fashions. Within the images it is obvious that the model is self-assured, wearing a fashion alternative and embracing the ongoing theme of vintage and sustainable clothing. The imagery, I have created are influenced from the images I have viewed during my research ; Wearecow was the primary influence for my continuous theme of Vintage and recycled clothing.
I am extremely happy with the outcome of my Invint campaign. My studio shoot is exactly as I hoped it would be, throwing a new light on vintage, upcycled and sustainable wear. By using a model who is engaged with sustainability, and an advocate for vintage and thrift wear significantly added to the authenticity of the overall Invint campaign and what I wanted to achieve. After researching vintage/upcycled fashion, I have discovered that vintage/upcycled clothing is beginning to emerge as a new way to express yourself. Also, TV and media campaigns, have made Generation Z more aware of environmental issues and sustainability. Brands are making a conscious effort to promote sustainable clothing through campaigns and media. Researching the sustainable and vintage market really made me aware of the damaging effects that fast fashion is having globally. I have a better understanding of the work and campaigns that are being done by both small and established brands to combat individuals shopping habits and their needs to continuously keep up with the desire for fast fashion. This creative communication module has added to my enthusiasm for fashion art direction and styling, particularly vintage and upcycled pieces. I will certainly continue to be enthused about sustainable and vintage fashion, and how it can be styled and reworked to convey a fashion forward look. Thank you for taking the time to read my catologue, Molly Davies Photographer: Molly Davies Model: Kate Louise