Title of Project Rakel Sabah BA Fashion Marketing &Communication, Level 5, 2017-2018 5FAMK003C Visual and Video Techniques CWK1 Nicolas Godon
An alysis
Editorial Lookbook
Website
Yves Saint Laurent also known as Saint Laur ent is a French luxuaa colle ction called “Saint Lauren t Rive Gauche”, synonymou s with youth and freedom, se tting a first critical step in the modernisation of fa shion and revolutionising the socio-cultural land scape. Throughout the year s, the House kept true to its identity of absolute mod ernity and today it is one of the most prominent fa shion houses of the twen tieth century.Under the “Saint Laurent Paris” brand name, it offers a broad ra nge of women’s and men’s readyto-wear products, le ather goods, shoes, jew ellery and eyewear. Saint La urent also known for its m odern and iconic pieces, su ch as its tuxedo jackets fo r women. In April 2016 An thony Vaccarello has been appointed as Creative Di rector of the House.
Corporate Profile
Market position
Yves Saint Laurent belongs to the luxury fashion market. The brand is focused on the younger audience. They stand out from their competitors by creating a masculine style and also with their modernised and iconic pieces. Saint Laurent can be positioned around the same level with Alexander McQueen and Balenciaga. Those brands can be described as the main competitors. The brand also faces intense competition from Gucci, its parent company which is a more identifiable brand. In addition to the Louis Vuitton can be listed as an indirect competitor, since they offer different products and services, but target the same group of customers with the goal of satisfying the same need.
Current situation The current creative director of Saint Laurent is Anthony Vaccarello. They have flagship stores all around the world such as Paris, New York, London and Tokyo. Latest show of the brand was spring 2018 was held in Paris. Brand is mainly focusing on masculine style and currently concentrate on sexiness. Is possible to see campaigns with models that showing nipples and posing with spread legs. Saint Laurent is combining the power of black with sexiness. The new focus of the brand, for the new collection will be about women rights and racism. Since Saint Laurent uses black very often, and black represents the power and elegance, it will be suitable with the selected causes. More detailed information will be given in the following parts.
Communication background Saint Laurent is taking place into most popular magazines worldwide. Their advertisings are published in well knowns magazines such as Vogue, Elle and Dazed. In addition to that they are using social media actively in order to share the most recent trends and be up to date. The social media channels that they are using can be listed as Instagram, Facebook, Twitter, Pinterest and YouTube. For a long period of time Saint Laurent used the black and white visual for the campaigns. By the time it became the signature of the brand. Also the background that preferred for the campaigns were mainly plain and natural. This was helping to focus on the product. When taking into consideration other advertising and shows that Saint Laurent made, the musics they select is very attention-grabbing. Since they are aiming for contemporary customers, all the elements including the designs, models, location and music is very important. Furthermore Saint Laurent uses video campaigns very often. They are focusing on making alternative and urban style videos that are also coherent with the style of the brand.
Communication task — “the message” For a long period of time Saint Laurent is giving strong messages with all of their campaigns. The brand mainly supports the power of woman by showing it with a masculine style. One of the most current topic in worldwide is women rights and racism. It’s a topic that has been on the agenda for a long time. Nowadays it is still controversial and thousands of people are still fighting for it. The new message of Saint Laurent will about supporting this two very important topic. The collection will demonstrate strong woman image by showing the feeling that they are not afraid to stand out. On the other hand, by using models from different cultures and items that are representing those culture, racism will underlined. The message that this needs to be stopped will be given.
Target market The band is mainly focused on younger target which are independent and strong minded. Including both men and woman ages between twenty-five to thirty-five, both single and married. The main audience that the brand is aiming for, is the ones that has a minimalistic and urban style. The ones that are dress to impress and highly appreciated luxury buying. The target market considered as high social class with a high income and high education levels. They are aiming for loyal customers. The self-image of the target can be defined as highly confident fashion leaders, interested in fashion and rock style and has a free spirit.
Goals
The main goal of the collection is to reach as many people as possible in order to increase awareness about women rights and racism. The aim it to motivate people who afraid to talk and come forward. It is about making people more conscious, and push them to fight about their rights. The collection is about supporting all females whose rights taken away from them and those who suffer because of racism. Saint Laurent wants to give a message with this collection, which is, they are standing behind them and willing to fight for them.
Where to look for inspiration Saint Laurent’s new collection will concentrate on the current topics, women rights and racism. The inspiration for the new collection came from the movement that made recently called Time’s Up. Time’s Up is a movement against sexual harassment. It aims to support women, men, people of colour, and the LGBT community who have less access to media platforms and funds to speak up about harassment. In the Golden Globes 2018 nearly all the celebrities that attended in the ceremony were wearing black dresses in order to support the movement. By taking the inspiration from this movement, Saint Laurent is creating a collection for all the woman who downtrodden and for the ones who were suffering because of racism.
What not to do? The messages had to be given in a right way, meaning that creating well thought slogans, in order to avoid misunderstandings and being irrelevant to the topic. The statements need to be clear and direct. The main concept follows the black colour, that’s why beside some accessories that will be used in the shooting, which are representing the racial differences, it shouldn’t include many colours. In addition, the colours that will be used in editorial design needs to be selected well, colours that represents the power and strength should be used.
Editorial brief The editorial will be about putting forward the idea of women rights and racism. Woman from different cultures will be part of the editorial. Even though the main focus is on the black colour, some coloured details will be added in order to show the racial differences and demonstrate that those differences are beautiful. This has to be done by keeping the elegant style of the brand. Like the stated target of the brand, the editorial will also aim to reach the younger audience. The design of the editorial will be minimalistic, modern and alternative. General design will be black and white, in addition to that, by adding some details it will allow the design to sparkle. As the creative director of Saint Laurent, Anthony Vaccarello will keep the sense of the strong woman profile and the sexiness. The brand will not go out of its line. Finally, the editorial should represent a strong image with a powerful message.
Stylist
The styling of the editorial will be made by Joe McKenna. Business of Fashion wrote about Joe McKenna as: ‘McKenna’s aesthetic is one of stark elegance and balanced, considered proportions, simplicity that belies the prodigious talent necessary to create it.’ In recent years he has styled campaigns with important brands such as Versace, Miu Miu, Giorgio Armani, Balmain and Chloe. McKenna also worked with Saint Laurent before so, he knows the line of the brand well.
Make-Up and Hair
Kanako Takase will be the make up artist for the editorial. She has worked with the brand a lot of times with the previous campaigns. For this editorial, the make-up will be decided according to ethnicity of the model and will be made suitable to it, in order to demonstrate the racial differences as good as possible.
The hair stylist will be Anthony Turner, which is also worked with Saint Laurent many times. The hair styles will also made according to the ethnicity of the models. Several accessories such as hats can be used for some of the models, in order to reflect the racial feature.
Model Casting
The models will be selected carefully for this editorial by the cast directors of Saint Laurent, since they will present different races. The models will be very diverse meaning that there will be from different ethnicities, such as Asian, African, European and Americans. So the models will have different skin colour, body shapes and physical appearances. According to the target of the brand, the models will be also young.
Preparation The location will be the Jardin Majorelle which is in Marrakech. The property was purchased by Yves Saint-Laurent and Pierre BergĂŠ who worked to restore it. Today the garden and villa complex is open to the public. The villa houses the Islamic Art Museum of Marrakech, the Berber Museum and has recently opened the Musee Yves Saint Laurent. Since it owned by Saint Laurent, there is no need to get permission. All the crew, including the stylist, photographer, make-up and hair artists, models and ect. will be informed two weeks before the actual day of shooting, in order for them to arrange their schedules. All the expenses will be paid by Saint Laurent. The models will be selected by the cast director of Saint Laurent. The cast crew will get in touched with modelling agencies that works with models all around the world, in order to find from different races. The foods and drinks will be provided all the time for the whole crew.
Time Schedule The shooting for the editorial will be the whole day. Models will arrive at 7am in order get started with the preparations such as hair and make-up. Meaning that the make-up and hair artist will arrive at the same time. The stylist and the photographer will arrive at 7:15am with their assistances and their crew, in order to do the planning and check on make-up and hair designs. The shooting will start at 8:15am and finish at 8pm. The change of outfits, lunch and rest breaks are all included.
Art Direction The photographers will be Mert AlaĹ&#x; and Marcus Piggott. They are known for their portraits of sophisticated, powerful women, that’s why they will be suitable for the editorial. After the shooting starts, even though some people finish their work for example the hair and make-up artist, they will still be in charge to check their particular area to make sure that there are no problems and be there in case of need. This applies for all the departments in the shooting. Everyone has to be responsible form their own job in order to not face any difficulties and let the progress goes with the right flow.
Model Direction Samuel Ellis Scheinman will be the cast director, he already worked with Saint Laurent in previous campaigns. He will guide the models together with the photographer and stylist. They need to make sure that the model is showing a strong woman image and the representation of the race is well made, whit the necessary expressions and poses.
Processing By the guidance of the photographer, the photographs that will be in the editorial will be selected and processed. The colours will be mainly black and white, but some details like accessories will be coloured with a minimal style. That’s why it will be worked on contrast carefully, also they need to be make sure that coloured parts are coherent with the whole.
Retouching Retouching will be made by the graphic designers to be sure that everything is completing each other. Photoshop and other softwares will be used to increase the quality of the final outcome.
LOOKBOOK
WebSÄąte
https://saintlaurentpower.wordpress.com