Fashion commuication
Porfolio raeeha eejaz
CONTENT FASHION COMMUNICATION -- GLAM ROCK -- ART POP -- PATRICK DEMARCHELIER -- LEITH CLARK FASHION MEDIA -- VOGUE -- NYLON -- TELEGRAPH FASHION -- ES MAGAZINE -- CAROLINA ENGMAN -- HANNELI MUSTAPARTA -- LORDE: THE MUSIC PHENOMENON OF THE YEAR FASHION JOURNALISM -- DOLL, DRONES AND A WHOLE LOT OF FUR...
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FASHION COMMUNICATION I
n this fast paced fashion industry, where fashion is ever-present, the brand and its collection needs to be communicated and managed effectively. Only then the designer can connect with masses or with consumer. This is called Fashion Communication. It is the relationship between the fashion brand, the creative procedure and the media that does the PR. The brand and its logo are the key forms of fashion communication It is important to promote the brand image across with original and innovative ideas that can captivate customers better than others. The mass communication mediums normally used to for this field are; videos, print, promotions, magazines, advertisements, press, product placement in films and etc. Nowadays, social media is also affecting fashion communication ways. Fashion lovers would rather follow designers on Instagram to keep updated than reading fashion column newspapers. It truly depends on how the message is lead to the customer; is it verbal or non-verbal‌? Did it reach a large audience or just a few‌?
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GLAM ROCK I
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GLAM ROCK FASHION TODAY
n the early 1970s, Glam rock was introduced by mixing pop/rock style of music. The artists performing this form would wear over the top clothes with long platform boots and loads of glitter and makeup. However this style developed more towards as a fashion statement. This trend has also influenced photographers and magazine editors; the way models would pose with power and dare in their eyes, which is truly what glam rock stands for. Nowadays this style has become very popular and is followed by high street fashion brands.
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I
n the mid-1950s Pop art came into being. Its rebellious nature towards traditional fine art and acts of doing something out of the ordinary is what makes it stand out. Taking popular culture images from news, comics and advertising and using them somewhere else or combining it with distinct materi-
“The concept of pop art refers not as much to the art itself as to the attitudes that led to it.�In today’s time pop al.
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art has inspired fashion industry and marketing agencies in many ways. For instance, the Pepsi advertisement photos shoot with Beyonce. Other than that, it is a perfect trend for summer/spring fashion.
ART POP
ART POP 1966
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ART POP ART POP 6
N MN
“Pirelli is not a job, really. You do what you want. It’s very liberating,” Patrick Demarchelier told Style magazine. 7
The 2014 Pirelli Calendar
1947
PATRICK DEMARCHELIER
MAGAZINE COVERS
n the year 1943, Patrick Demarchelier was born. He is one of the world’s most well-known fashion photographers and his work is still counted as a contemporary. He has worked with famous fashion brands like Dior, Ralph Lauran, Versace, Chanel and etc. Other than that, he was also the first non-British photographer to the Royal family and became Princess Diana’s personal snapper in 1989. He is known for taking honest and natural facial expressions. He usually waits for the model to forget that she is photographed and quickly captures candid and real emotions at the moment. Hence, his approach and technique of photography is what makes him unique. In the year 2011, Patrick released a book called Dior Couture which included all the photo shoots taken by him, starting from 1947 till 2011.
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DIOR COUTURE BOOK
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VANESSA
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HUDGENS
FEATURE IN FLARE CANADA MAGAZINE (FEBRRUARY 2014)
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S/S 2010 LULA MAGAZINE
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OCT 2013 HARPER’S BAZAAR
FEB 2013 HARPER’S BAZAAR
LEITH CLARK I
n the year 1979, half Canadian/British stylist; Leith Clark was born. She is the senior editor of British Vogue Magazine as well as the founder of Lula Magazine. She has worked with many wellknown names such as Karl Lagerfeld, Chanel, Cheap & Chic and Stella McCartney. Her styling is very distinctive from others. In my opinion, her work is very ladylike, almost like a girly-girl grown up. Even if one flips through her Lula Magazine, one can notice a lot of peter pan collars, bows and button up blouses that gives chic but at the same
“love dresses that look like cake.� very classy look. She said once,
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FASHION MEDIA
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FASHION MEDIA
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VOGUE --it is one of the top elite fashion magazines in the world --Vogue is considered as the bible of fashion --it targets high class and educated women --average customer age group is 31 years old --average printed circulation per issue is 150,000 --total printed circulation is 1,222,373 --1 four color full page for advert costs $630,000 --for sept 2013 issue,70% was advertisment pages --their number of pages per edition can vary from 400-900 --646,000 people read vogue magazine --it releases 12 issues per year
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NYLON --it focuses not only on fashion and pop culture. --nylon targets females who are either single, college educated or employed --it also connects with an underground audience due to its indie style --targets age group from 18 to 35 --total printed circulation is 225,000 --1 four color full page for advert costs $21,638 --their numer of pages per edition can vary from 200-400 --it earns a profit of $2.5 to $5 million per year --it releases 10 issues per year 16
Telegraph Fashion
--it shows a different angle on life and a balanced report on everything --it has a global fashion following --the daily telegraph newspaper reaches to around 1.8 million readers --it has a monthly circulation of 721,305 17
--it’s average age of print customers is 62 --it has 1,471,000 users who enjoy reading this supplement --49% men and 51% females read telegraph fashion
ES Magazine
--it focuses on high fashion, top parties and toppeople --it has 676,000 users to read es magazine --average age of their customer is 42 years old
--54% females and 46% males read this supplement --london standard newspaper reaches to around 1.7 million readers --it has a monthly circulation of 700,000. 18
CAROLINA ENGMAN --carolina engman started this blog called‘fashion squad’ in the year 2006 --she works as a freelance stylist --her blog has 2197 followers on bloglovin.com --her style of writing is very spontanious and to the point. --she describes her style as easy, yet puttogether chic with a bit of rock n roll to it --she has been featured in teen vogue, elle spain, nylon japan and vogue germany --she blogs mainly focuses on outfits, fashion weeks, beauty and travel -- carolina also sells clothes and other fashion items online that belong to other brands 19
HANNELI HANNELI MUSTAPARTA --hanneli started her self titled blog in 2009 at the same time being a photographer, stylist and model --she is a vogue contributer --hanneli mainly posts her own street style photographs and self protrait shoots on her blog --she recently collaborated with diesel black gold online campaign in which she modeled as well as styling --hanneli is also the official blogger for calvin klein tumblr blog --she has 224 followers on bloglovin.com --her sense of style focuses more on colors -- she likes mixing neutrals with one pop of color 20
February 20, 2014
Lorde: The Music Phenomenon of the Year
Photographed by Tom Munro, Vogue, March 2014
T
he music phenomenon of the year, seven-
For Lorde, a New Zealander who grew up in
teen-year-old Lorde has gone from the sub-
the Auckland suburbs, the rush of interna-
urbs of Auckland to the top of the global
tional attention has been welcome for its
charts.
ever-changing challenges more than its wash of glamour. “It’s nice to be using lots
Pop songs traditionally rest on pronouns:
of my brain all the time,” she confesses
you and me, the two of us together. One of
one autumn afternoon over lunch in Man-
the most startling things about Ella Yelich-
hattan, at a Chelsea photographer’s loft.
O’Connor, the seventeen-year-old singer-song-
Dressed casually, in knitted gray pants and
writer who records as Lorde, is that although
a striped T-shirt, she pauses pensively be-
those words make the expected showings, their
tween bites. “I feel like I’m not yet sit-
meaning, like a lot about her work, comes
ting comfortably in what I’m doing, and
refreshed and entirely turned around. Since
I definitely feel a hunger for branching
Lorde’s single “Royals” went to number one in
out,” she says in her lilting accent. Since
the United States this past fall, making her
being discovered at a school talent show
the youngest artist to top the charts in more
and signed to a recording-and-development
than 25 years, her unadorned, descriptively
deal at twelve, she’s followed a quick and
precise songs have defined a novel point of
precipitous path to fame. But unlike many
view in mainstream vocals. Lorde’s I is dis-
fresh-faced singers racing up the charts,
embodied; her you is coyly attentive. (“You
Lorde retains an active hand in her musical
haven’t stopped smoking all night,” she sings
craft.
in “A World Alone,” on her debut album, Pure Heroine.) The crucial pronoun in her lyrics,
Lorde on turning seventeen, her onstage
though, is we. Writing from the vantage of
style, and what she wears to feel empow-
kids joined by their experience—“We’ll never
ered.
be royals”—Lorde traces a path of transforming identity and burgeoning ambition.
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It’s a couple of days before her birth-
day (“I’ll probably just listen to ‘Anthems
Simone Rocha among her favorite labels.
for a Seventeen-Year-Old Girl,’ ” she dead-
(She wore Chanel to the MoMA event.) “The
pans; “I’ll have, like, a self-reflection
kind of clothes that I’ve found I like to
moment”), which she will celebrate outside
wear over the past year and six months
New Zealand for the first time.
have all been things that make me feel powerful and strong,” she says. “I wear a
Meanwhile, there’s work to be done: a spe-
lot of pants. I wear a lot of long, struc-
cial concert for the Museum of Modern Art
tured dresses.”
OVERVIEW
Film Benefit that evening, during which she’ll meet David Bowie, one of several il-
Over the past year, Lorde has developed
lustrious fans; some filming for her next
an adoring fan base among young listen-
music video in a couple of days; the de-
ers, something that she is still adjust-
It is hard to keep track of artists on how
mands of a rapid urban schedule. “It feels
ing to. “It’s a fine line between being
quickly they fall off the charts, giving a
like coming home, in a sense, because every
a role model and preaching to people. I
new bird a chance to rise. Out of nowhere,
film is set here, and every TV show,” she
never want to tell anyone how they should
this 17 year old girl, Lorde shows up with a
says of New York. “But also like another
be, especially not someone my age,” she
hit single ‘Royals’ and becomes the UNDIS-
planet.”
says. “But, that being said, I’m conscious
PUTED. She’s the youngest artist to top the
of the fact that people my age are reading
music charts in over 25 years.
Industrious, imaginative, and intellectu-
what I say and listening to what I say, and
tionally unique song writing skills defi-
ally precocious, Lorde holds an equally ex-
that’s cool—particularly for the girls who
nitely sets her apart from the rest.
otic appeal for her audience. Offstage, she
are into what I do.”
Her excep-
is arresting, with cutting blue eyes and
Lorde has a distinctive style of empower-
a mane of curly brown hair. In her videos
ment that intrigues her fans onstage as well
and photos, she often wears a mask of catlike makeup, giving her features a defamiliarized, almost otherworldly eccentricity. She says her style icons are “people like Grace Jones and David Bowie, who have such a sense of themselves.”
With a look that moves easily from sleek austerity to fantastical whimsy, she counts Comme des Garçons, Miu Miu, Moschino, and
“It’s a fine line between being a role model and preaching to people. I never want to tell anyone how they should be, especially not someone my age,”
as offstage. It states that she considers David bowie as one of her style icons who have self-awareness. Other than that, she recently has loved a couple of brands like MIU MIU AND Moschino that truly defines her sense of dressing. Lastly she appreciates the fact that fans of her age are listening to her music and is still haven’t gotten used to all the attention she has received so far.
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DOLL, DRONES AND A WHOLE LOT OF FUR... a
Fendi fashion show can sometimes be too an-
ticipated and other times unpredictable. In this case, it was both. Recently the Milan fashion week took place where the Fendi Fall 2014/15 collection was showcased. The talk of the show was when super model, Cara Deleyingne strutted the runway with a DANGLING Karl Lagerfeld look alike doll in her hand and flying DRONES on top of her head. The fluffy doll like figure seemed like a very desirable accessory in my opinion but what made it even more desirable was that a camera was fitted inside it. However the collection was bitter sweet. One of Karl Lagerfeld’s (creative director of Fendi) first few looks included fur coats with sneaker inspired ankle boots. Afterwards there were many black and navy colored dresses covered in patches of fur. What intrigued me the most was a couple of designs where graphically designed which gave an effect of camouflage. He incorporated the fur in innovative forms but yet stayed true to himself and the brand. Some pieces stood out and the others didn’t. for instance the start of the show was with a long hour glass parka coat with a fur hood which to be honest has been seen multiple times over the past couple
Milan Fashion Week - Fendi Fall 2014/15 Collection 25
of years. “A mix of sport and sophistication, no period references”, said by Karl after the show.
Nonetheless, what supported the collection was the use of 4 drones which recorded the live stream of the show on Fendi.com. The last thing I would associate the word ‘drone’ with is FASHION… it matched the overall incongruous yet exhilarating sensation of the show.
But the
word itself sounds very dangerous and has military links. But Zoe Lazarus, a trend forecaster and specialist in luxury and technology at Lowe & Partners, believes that the creative industries’ point of view on drones is changing. “Artists have been using drone-camera imagery for a while, and drones have been used in advertising and gaming for a couple of years. Drones feel edgy and futuristic – they appeal to that vision of a cyborg future. Creatively they are brilliant, because they can be maneuvered into places where people can’t. They are also small, easy to handle and inexpensive. We’re only going to see more of this in the future.”
Thus,
having a box of pizza delivered to your house through an unmanned drone sounds like an ordinary news now. Moving on,
live streaming of fashion shows has been
very repetitive over the last few years. To make it exciting and current, top designers always try to top each other by using new technology. For instance, in September 2012 Diane von Furstenberg used google glasses for the runway to match the feel of her collection. Hence, Karl did accomplish a lot of social media BUZZ around the world with these aerial vehicles. In my perceptive, he definitely gave a lot of attention to the overall ATMOSPHERE of the fall 2014/15 collection. Who knows when we will be seeing robots walking down the runway… mean
while
ill
be
making
my
own
karl
doll.
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REFERENCES
http://wiki.answers.com/Q/What_is_the_difference_between_fashion_communication_and_fashion_designing#slide=1 http://a-galerie.fr/en/patrick-demarchelier-biography.html http://www.vogue.co.uk/spy/biographies/patrick-demarchelier www.demarchelier.net/ http://www.dandvmanagement.com/london/stylists/leith-clark/fashion http://models.com/people/leith-clark/2 http://condenast.ru/en/portfolio/magazines/vogue/circulation/ http://journalism.winchester.ac.uk/?page=254 http://www.adweek.com/news/advertising-branding/vogue-leads-march-ad-page-race-155130 http://blogs.whattheythink.com/economics/2013/08/vogues-print-ad-rise-has-very-little-to-do-with-print-lots-to-dowith-branding-research-and-competitive-action/ http://www.scribd.com/doc/51978251/Nylon-Magazine http://justmediakits.com/mediakit/1561-nylon.html http://www.bloglovin.com/frame?blog=156&group=0&frame_type=b&link=aHR0cDovL3d3dy5mYXNoaW9uc3F1YWQuY29tLw&frame=1&cli ck=0&user=0 http://www.teenvogue.com/blog/teen-vogue-daily/2008/09/blogger-of-the-moment-fashion-1.html http://www.fashionsquad.com/en/the-vogue-girl-korea-interview/ http://www.chicintuition.com/?p=1940 http://i.telegraph.co.uk/multimedia/archive/01863/Digital_Media_Pack_1863797a.pdf http://i.telegraph.co.uk/telegraph/multimedia/archive/01741/Telegraph_advertis_1741242a.pdf http://fashion.telegraph.co.uk/news-features/TMG9213791/Whos-that-girl-Hanneli-Mustaparta.html http://www.hanneli.com/about/ http://www.instyle.co.uk/fashion/news/karl-lagerfeld-camera-doll-steals-the-show-at-fendi http://www.thefashionspot.com/buzz-news/latest-news/378117-cara-delevingne-walked-exclusive-for-fendi-just-to-modelkarl-lagerfelds-stupid-fur-doll/ http://www.nydailynews.com/life-style/fashion/delevingne-carries-lagerfeld-doll-fendi-article-1.1621170 http://fashion.telegraph.co.uk/columns/lisa-armstrong/TMG10651866/Fendi-autumnwinter-2014-at-Milan-Fashion-Week. html http://www.fashiongonerogue.com/fendi-fallwinter-2014-milan-fashion-week/ http://www.wwd.com/runway/fall-ready-to-wear-2014/review/fendi http://www.theguardian.com/fashion/fashion-blog/2014/feb/20/fendi-drone-cam-catwalk-milan-fashion-week-live-stream http://arabia.style.com/fashion/news/camera-equipped-drones-to-film-and-live-stream-fendi-fall-2014-show/