360 Book (Part 4/4)

Travelling through the module I had a new-found interest in the way different settings can be created indoors through the use of props, lighting and interior design. IKEA is a brand that creates realistic living environments in their stores to convey a message to its consumers about what it would be like to live their lives in those settings. In my trend books I aim to interrogate Generation Beta from a lifestyle as well as a fashion angle as I believe that our homes, especially in recent year, have become another key outlet for consumers to express themselves creatively. During my visit to IKEA, I investigated how these environments were created from a technical point of view as well as how I was made to feel upon entering these different spaces.

From researching the work of visionary fashion image makers such as Tim Walker I already had an understanding of how exaggerated shapes against the human figure can create a fantasy-like visual outcome. Particularly for HOMEBIRD.EXE and CONFORMITY, the two forecasts that promote oversized silhouettes, I knew I had an opportunity to use the garments I have sourced in unconventional ways in order to create something truly original.

Stepping away from gathering inspiration online was a choice I was glad to make at the final stage of my 360 project. Visiting the Tate Gallery in Liverpool has informed this process as the art exhibited at the time of my visit did not directly relate to fashion, which was perfect, as I had an intention of investigating my forecasts from a non-traditional, art and lifestyle angle. Michelangelo Pistoletto’s ‘Venus of Rags’ piece is part of Tate Liverpool’s permanent collection and in my interpretation is a social commentary on consumerism. At a first glance what attracted me to the artwork was the way garments were used to create shape with such imagination. ‘The ‘Venus of Rags’ piece has influenced me to not shy away from using garments in unorthodox ways.

Collage of my film photography of the outside of the tate in Liverpool, roughly cut together digitally with oversaturated images of the venus of rags.

Within this 360 booklet I have already started experimenting with unconventional layout choices that add that extra aspirational quality to a publication. I am hoping to test my visual communication skills when it comes to the layout of my own trend books. The reason for this is that many of my inspirations that I have stumbled across during my competitor research have set themselves apart by using a strange approach to layout design, especially with their image to text ratio. Layout design in general is a great gateway into critically evaluating and commenting on current visual culture. As established in the analysis of my own brand, my aesthetic can be defined by gradient colour stories and oversaturated tones. Being able to infuse my brand personality into these trend books is something that I tried to find new solutions for within this 360 journey.

Fashion image makers Inspiration page Talk about Tim Walker

Investigating contemporary visual culture was a pivotal part of moving my ‘Brand Me’ project forward. A fashion photographer I have focused on within this research is Tim Walker, who is a true pioneer of image making.

During our first year of university, we had the privilege of visiting Tim Walker’s ‘Wonderful Things’ exhibition at the V&A gallery in London, which helped us solidify our understanding of fashion media early on in our higher education. For this module I revisited the notes I had taken at the time of this visit and purchased the exhibition book that was released as a narration of the exhibited art in the V&A. Within the ‘Wonderful Things’ book the making of the images was discussed in great detail, which I learnt with close attention.

Tim walker oversaturated image (close up, similar to bloom magazine edit) Of the wonderful things exhibition book

Visual Mockup or the 3 trend publications

Conclusion ikea

To conclude the second half of the module I wanted to reflect on what I learnt from developing this volume of work. The roles that I intuitively focused my creative efforts on already act as predictions as to what job titles I see myself holding once I graduate from university. I enjoyed going on the hunt to look for clothing from different online and brick and mortar outlets and creating a catalogue of these, ready for my styling shoot. Aligning with the duties of a buyer, I knew I could not rule out the buying segment of the fashion business as one I may enter in the near future. Additionally, my continued love for monitoring trends and cultural shifts has reassured me that trend forecasting might be the best career path for me.

I believe that throughout this module I have evidenced a thorough understanding and passion for fashion communication. Taking a committed approach to research and involving myself fully in the process has allowed me to come up with a strong creative concept to work on as my final major project. From attending industry-led talks to visiting museums and carrying out personal observations of my own surroundings, I have gathered data in various exciting ways for this project. The series of trend books that I will work toward creating in the next couple of months will demonstrate my analytical research skills, lateral thinking and my viewpoint of the world through a critical eye.