Olivia Gascoine Portfolio

OLIVIA G A S C O I N E.

1. STREET STYLE PHOTO ESSAY 2. COLOUR STORY MOODBOARDS-COLOUR & BRAND 3. OBJECT OF DESIRE 4. HERO & ZERO 5. FASHION DEBATE

CONTENTS

6. Lvgc blog

STREET STYLE. IS SHE A BOY?

My street style brief focused on masculine dressing, disclaimer items, gender neutral dressing and androgynous styling. Grungy, dark, less feminine pieces stopping an outfit being to girly or glam. Gives edge. Gives modernity.

Wearability. Confidence.

COLOUR STORY. MOOD BOARDS.

MOOD BOARDS. CHOICE ON COLOUR STORY & BRAND. For my colour story mood board I chose the colour story of primary colours. But this story was not basic, forgiving primary colours but the evil twin of primary colours. The personality is bold, arty, confident and misbehaving. The story could be personified by a rebellious child entering their teenage years. Brands such as Céline, Burberry and Balmain have adopted this colour story whilst adding graffiti prints, clashing colours and art references. My moodboard has a colorful and calculated aesthetic whilst portraying the explosive, arty, graffiti style through a freeform, maximum composition.

For my moodboard based on a brand which could adopt my colour story of ‘Primary colours acting up’ I chose American Apparel (AA).

I felt this brand was appropriate for two main reasons. Firstly because the personality and attitude of my colour story was interchangeable with the brand personality of American Apparel. AA’s brand personality and target customer is rebellious, fun, creative and provocative. This personality is evident in their controversial ad campaigns and product offering of leotards, skirts, high waist trousers and lingerie. Secondly, AA are well known for their high quality, made in the US cotton basics which come in a variation of colours. AA use prints and graphics on some of their basics to appeal to the teen, young adult market so I can see AA adopting my primary colour story.

PRIMARY COLOUR STORY MOODBOARD.

BRAND MOODBOARD.

PHOTO BRIEF. OBJECT OF DESIRE.

Desire is an integral part of fashion and the famous red bottom Louboutin’s were a luxury item I feel are a stereotypically desirable and lusted after fashion item.

The red sole bottom connotes desire, attitude, sexuality, wealth and lust all emotions and ways an owner of Louboutin’s wants to be described as.

I played with the idea of this desired object with a juxtaposition on luxury with an ironic twist, to make the sole look like it was being painted and applied by cheap, red paint. This plays upon the idea of branding and how consumers are prepared to pay the price for a simple branding technique on a pair of heels.

OBJECT OF DESIRE.

FASHION DEBATE.

FASHION DOES MORE DAMAGE THAN GOOD.

BODY IMAGE A STUDY FOUND THAT ADOLESCENT GIRLS ARE MORE FEARFUL OF GAINING WEIGHT THAN A NUCLEAR WAR, LOOSING THEIR PARENTS OR GETTING CANCER

40% OF SCHOOL GIRLS ADMITTED TO SKIPPING MEALS 17% OF GIRLS SAID THEY'VE BEEN ON A DIET SINCE THE AGE OF 12 OR YOUNGER 70% OF 6 -­‐ 12 YEAR OLDS WANT TO BE THINNER -­‐ NATIONAL EATING DISORDER ASSOSATION

CALVIN KLEIN’S AD CAMPAIGN IN NOV 14, FEATURED A ‘PLUS SIZE’ MODEL, MYLA DALBESIO IN ONE OF THEIR UNDERWEAR AD CAMPAIGNS. THE BRANDS CLASSIFICATION OF MYLA AS A ‘PLUS SIZE’ MODEL CAUSED AN UPROAR ON SOCIAL MEDIA WEBSITES.

MYLA IS US SIZE 10 AND CERTAINLY CANNOT BE REGARDED AS A ‘PLUS SIZE’ MODEL.

BODY IMAGE

CAMAPIGNS SUCH AS THIS FOR CALVIN KLEIN CAN HAVE A VERY DEMOTIVATING AND NEGATIVE EFFECT ON YOUNG GIRLS & WOMEN. THEY PORTRAY THE MESSAGE A SIZE 10 IS PLUS WHEN THE AVERAGE FEMALE SIZE IN THE UK IS A SIZE 14-­‐16.

‘THE BETTER BRANDS YOU WEAR, THE MORE POPULAR YOU ARE.’ – BECKY KILKER FROM CANADA. 13 YEARS OLD. MAGAZINES AND TV SHOWS TARGETED AT THE TEEN AUDIENCE ARE INCREASING THE AWARENESS AND EXPOSING THEM TO INFORMATION AND PROMOTION ON DESIGNER LABELS. GUIDANCE CONUNSELLORS AND PSYCHOLOGISTS SAY FASHION BULLYING IS REACHING A NEW LEVEL OF INTENSITY AS MORE DESIGNERS LAUNCH COLLECTIONS TARGETED AT KIDS.

CLASS DIVISION

‘YOUNG WOMEN PUNCHED AND KICKED BECAUSE THEY COULDN’T AFFORD NICE ENOUGH CLOTHES.’ – THE DAILY MAIL. SURVEY AGED 15-­‐22

ENVIRONMENT

GREENPEACE CHALLENGED 15 LUXURY FASHION BRANDS TO ADDRESS DEFORESTATION AND THE POLLUTION OF WATER RESOURCES. VALENTINO IS THE ONLY BRAND TO HAVE SHOWN A COMMITMENT.

WITHIN THE PRODUCTION OF COTTON, 1 SHIRT USES 2,700 LITRES OF WATER WHICH HAS BEEN THE MAJOR CAUSE OF A DISAPPEARING SEA BEING REVEALED AFTER 14 YEARS.

A BROAD RANGE OF HAZARDOUS CHEMICALS HAVE BEEN FOUND IN

CHILDREN’S CLOTHING AND

FOOTWEAR PRODUCED

BY EIGHT

LUXURY BRANDS.

'CONSUMERS ARE BLINDED BY SOMETHING KNOWN AS ‘GREEN WASHING’, BRANDS SUCH AS H&M GIVE OFF THE FAÇADE THAT THEY’RE DOING MORE FOR THE ENVIRONMENT THAN THEY REALLY ARE'.

17% TO 20% OF INDUSTRIAL WATER

POLLUTION IS FROM TEXTILE.'

MOST OF THE CLOTHES WE WEAR, UNLESS LABELED ‘FAIR TRADE’ OR ‘ORGANIC’ COTAIN TOZIC ADDITIVES. FOR EXAMPLE CONVENTIONALLY GROWN COTTON USES MORE INSECTICIDES THAN ANY OTHER SINGLE CROP.

'IN 1930, THE AVERAGE WOMAN OWNED NINE OUTFITS IN COMPARISON TO AMERICANS NOW WHO ANNUALLY PURCHASE AN AVERAGE OF EIGHT PAIRS OF SHOES AND 68 PIECES OF CLOTHING.'

ENVIRONMENT

ETHICS

GARMENT WORKERS ARE BEING DISCRIMINATED AND TREATED UNFAIRLY BECAUSE BRANDS REFUSE TO INCREASE THEIR PAY AND WORKING STANDARDS. FAST FASHION IS THOUGHT TO BE THE SOURCE OF THIS PROBLEM, AS BRANDS ARE FACED WITH A CONSTANT DEMAND FOR PRODUCING NEW CLOTHES QUICKLY AND OFFERING THE NEWEST TRENDS. IN APRIL 2013 AN EIGHT STORY SWEATSHOP COLLAPSED IN BANGLADESH. 1,129 DEATHS OCCURRED WITH OVER 2,500 INJURED. BRANDS LINKED TO THE SWEATSHOP INCLUDED PRIMARK, MANGO, MATALAN, THE ARCADIA GROUP AND MANY MORE. FEW OF THESE COMPANIES ADMITTED TO USING THE FACTORY WHEN ACCUSED .

THERE ARE OVER FOUR MILLION PEOPLE WHO WORK IN THE CLOTHING INDUSTRY IN BANGLADESH, A LARGE MAJORITY OF THESE WORKERS ARE IN INHUMANE WORKING CONDITIONS, UNFAIR PAY AND ILLEGAL WORK LOADS AND SHIFTS. FAST FASHION POSES A HUGE. THREAT FASHION RETAILERS CHOOSE TO PRODUCE MASS PRODUCTS AT A CHEAP PRICE PAYING LOW LABOUR COSTS AND LOW MATERIAL COSTS.

WE MUST TAKE STEPS TO MINIMIZE THE DAMAGE FASHION CREATES.

- LVGC Reflective blog

lv-fcp.blogspot.co.uk

N0574952. FASHION COMMUNICATION & PROMOTION.FASH10105: Visual Awareness 2014/15.

Olivia gascoine.