Rebecca Elizabeth Graduate Portfolio
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-Rebecca Elizabeth-
05 About Rebecca 06 Liberate Inspiration 07 About Liberate 08 09 Liberate/ Inspiration 10 Liberate/ The Beginning 11 Liberate/ The Beginning 12 Liberate/ Key Feels 13 Liberate/ Key Feels 14 Liberate/In The Making 15 Liberate/ In The Making 16 Liberate/ Art Directed Shoot One 17 Liberate/ Art Directed Shoot Two 18 Liberate/ Art Directed Shoot Three 19 Liberate/ Art Directed Shoot Four 20 Liberate/ The Publication Spread One 21 Liberate/ The Publication Spread Two 22
Contents
23 Yeah Pure Hatred Inspiration 24 Yeah Pure Hatred/ Inspiration 25 Yeah Pure Hatred/ Inspiration 26 Yeah Pure Hatred/ The Beginning 27 Yeah Pure Hatred/ Art Directed Shoot One 28 Yeah Pure Hatred/ The Publication Spread One 29 Yeah Pure Hatred/ The Publication Spread Two 30 31 Liberate/ Brand Media 32 Liberate/ Brand Media 33 Liberate/ Website 34 35 36 In Full Colour/ Introduction 37 In Full Colour/ Socials Lead 38 In Full Colour/ Dynamic Photo 39 In Full Colour/ Event Preview 40 41 42 Case Study/ Introduction 43 Case Study/ Research & Key Feels 44 Case Study/ JayWing Interview 45 46 Case Study/ Chapter One Extract 47 Case Study/ Document Spreads 48 49 50 Self Branding 51 Self Branding 53
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About Rebecca An outgoing, resilient and creative individual who can work effectively in a team or alone. With a passion for fashion marketing and creative content, commercial awareness is a key skill acquired. Keen and enthusiastic to develop my skillset within a marketing role in the fashion industry, with an opportunity to apply collaboration and communication skills in a professional business environment.
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-Rebecca Elizabeth-
Liberate Publication ‘Liberate’ is my Final Year Fashion Project. It is an independent trend publication focusing on new lifestyle, technology and fashion trends that can bring positivity and motivation to our lives. Through my publication and its social media platforms, I want to spread kindness, positivity and comfort. Social media can be a dark and dangerous place for some if not used consciously. In contrast to this, ‘Yeah, Pure Hatred’ is a publication that is a warning to society about the detrimental impacts social media and technology can have on us. I created this to make my final project to have more of an impact.
inspiration
” “Digital Detox” My final fashion project was inspired by the phrase ‘Digital Detox’. Whilst in interview with the Head of Engagement & Senior Brand Planner at JayWing we spoke about the idea of people getting away from social media and reconnecting with those around them. From that point I knew my final project was going to be about escapism, positivity and reconnecting.
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“Why Social Media is Ruining your life” The Beginning... Gathering research began with magazine articles & books. These two sources inspired my thought process behind my project the most. ‘Why social media is ruining your life’ is a book by social media influencer & author Katherine Ormerod. Talking about the negatives of social media, her book inspired my ‘Yeah, Pure Hatred’ document.
GLAMOUR Mag, SS20
Glamour Magazine’s SS20 article about Instagram & hyperreality really related to my project and I was also a big fan of the aesthetics of this article, and Glamour Mag in general. 10
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KINDNESS
ENERGY
CALM
POSITIVE TRANQUIL VALUE
BEAUTY
RELAX
LIBERATE RECONNECTED
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Shoot one Shoot two
Imagery The imagery used in ‘Liberate’ was essential for spreading the message of positivity & reconnection. I have always had an obsession with butterflies, as they make me feel calm and I always wonder where they will fly to next. So to add a bit of my own personal touch to this product, I wanted the main shoots in Liberate to feature butterflies to create a calm &
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colourful tone throughout.
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Shoot three
Shoot four
days we find our way “ Thesearound conversation
Work from home During the production of my Final Project, Coronavirus caused everything to come to a halt. Therefore, I had to find my way around getting content for social media platforms & the publication. I resulted to shooting in my garden in the sunlight with some tulle material and my sister as the model for some.
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Fashion Trend Driver
Instagram Fashion Trends
-Fashion Trends -
-Fashion Trends -
‘Monki is a storytelling brand that offers great fashion at competitive prices, the
aiming
world
With
and
the
to
be
the
‘Post
kind
people
Growth
in
to it’
Society’
trend making its tracks in society, Scandinavian
fashion
Monki
show
to
be
continue a
motivates
brand and
that
loves
brand
what
it
is
empowers, the
people.
Monki CARES, LOVES and THINKS are campaigns by the brand that aim to
spread
positivity,
empowerment
and motivation across the globe. From their favourite motivational people, to promoting sustainability and to their empowering female campaigns.
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INNER OUTER NATURE
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-Rebecca Elizabeth-
“
You know like I just think there’s a way they can make Instagram healthier, you know like ‘selfie’ narcissistic
photos
that
are
obviously filtered, re touched, like what messages is that giving to like everybody about how you accept yourself ? I just think it’s not safe and I wish that would die. Yeah, Pure Hatred .
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“
One’s the problem & the other the solution
” “Yeah, Pure Hatred.”
‘Yeah, Pure Hatred’ is a warning to society about the impacts social media & technology are having on society. In complete contrast to ‘Liberate’ both publications come together. One the problem and the other the solution.
Siobhan Lyons - One of my industry interventions.
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“WHAT CONSUMES
YOUR MIND CONTROLS YOUR LIFE.
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Introduction to ‘Yeah, Pure Hatred’
Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred. Yeah, Pure Hatred.
In Conversation with Siobhan Lyons
Whilst in conversation with my head lecturer,
Siobhan is the Fashion Director for ‘The September
Hatred’
Siobhan Lyons became the topic of conversation.
Issues’, an independent print magazine that thrives
is a harsh, realistic warning to society
I was in search of someone to interview, someone
on authenticity, creativity and feminism. A woman
about how social media and technology
who had strong opinions on technology and social
of many talents, Siobhan is also a stylist and has shot
are physically and mentally draining our
media and wouldn’t mind sharing them with me.
for the likes of Elle, iD, Hunger and Wonderland.
bodies of being capable of the simplest
When Siobhan, commonly known as ‘Shiv’ came up
Additionally, Siobhan is also a teacher at Middlesex
human
of
in conversation I immediately knew I had to get
University where she educates students on British
the smart-phone has blind-sided us to
my hands on her contact details and chat to her.
Subcultures and is also a guest lecturer at London
‘Yeah
Pure
actions.
The
development
physical human connection. Instagram
College of Fashion, Westminster University and
promotes unrealistic lifestyles, bodies
It
evening
Istituto Marangoni. Finally, she also a mentor to
and goals. Online fast fashion brands
when I had the privilege of listening to Shiv
styling students at Conde Nast College of Fashion.
promote the short lifespan of a piece of
talk
clothing and the purchase of another.
media. She boldly and explicitly told me her
There is no time like the present to change
thoughts and ideas about the platforms, and
what we do and how we do it. ‘Yeah,
even mentioned a possible conspiracy theory…
was
around
about
7pm
her
on
a
personal
Thursday
opinion
on
social
Pure Hatred’ highlights the degrading, deadly and harmful impacts modern day
Continue
technology is having on us a society.
on the subject, and why she believes certain aspects
reading
of
to
social
understand
media
need
her
to
opinion
‘DIE’.
Siobhan Lyons by Tim Walker, W Magazine
In Conversation With Siobhan Lyons 6
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Instagram: @LiberatePublication
https://beccwilliamss.wixsite.com/liberate
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Instagram: @JohnLewisInColour
John Lewis Live Event November 20th 2019 ‘John Lewis In Full Colour’ is a live event myself and the rest of my class organised as part of our final fashion project. Working in collaboration with John Lewis & Partners, we produced a live event with the help of other local Sheffield Brands and our host for the evening Kollider. The aim of the event was to bring a new audience to John Lewis & Partners without disregarding their current target market. We wanted to make the event fun, inspirational and diverse. My job roles consisted of being the lead of social media relating to the event and the Activities and Promotions Team. Myself and another class member created the Instagram & Facebook page’s for the event. From the planning phases, right up until the night of the event we were active across the platforms to build engagement and gain exposure for the event. #InFullColour was our hashtag for the event which we used on every post. The aim of the Activities and Promotions team was to find activities for the night of the event, and think of ways to promote the event to the City of Sheffield. Whilst on the Instagram page I came across a local vegan ice cream brand ‘Yeekwan Ice Cream’. After getting in touch with them via direct message and meeting with them, they agreed to attend the event and provide free samples of their product to the audience. As well as the event, we also had to create one dynamic image using John Lewis Products. I decided to do a flatlay to represent the demographic of consumer we wanted to attract to John Lewis & Partners.
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influencers
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brands
“
Has technology, in particular social media contributed to a change in how fashion brands engage and connect with their target markets?
My final year case study is investigating the impact that Technology and social media have potentially had on the fashion consumer’s behaviour. Through primary and secondary research I discovered different stakeholders opinion’s on the topic. I reached out to JayWing Marketing, social media influencers Em Sheldon and Lauren Gregory and gained valuable primary research from photographer Alasdair Mclellan.
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Influencer Culture
technology
futures
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In Conversation with Sally Rhushton & Fran Bingham at JayWing, Sheffield. (Extract)
Me: So, my first question is, Do you think social media influencers have had an impact on the fashion consumers behaviour? So when you go onto Instagram and you see all these influencers, do you think they’ve influencing what consumers are buying and how they buy it? Sally: Yes massively, I’m sure a lot of your research has shown kind of the meteoric rise of influencers and I’m sure fashion is one of the biggest category to have been effected by Instagrammers particularly because it is such a visual platform around, and they make their content all shoppable, they’re kind of doing that to respond. But I think the interesting thing for me over the recent kind of years is that, whilst the tv influencers, the sport influencers and the music influencers have remained influential, because they typically have a big reach and a big following, you’ve now got this kind of grass roots group of influencers who have basically been born out of social media so they’re a little bit more, erm, they’ve been authentically developed through the journey they started through the growth of social social media over the last 10/15 years, and they’ve kind of grown up with it. I know I was thinking you were
coming in today when I was driving home last night and I was thinking about the stuff I’d seen over the weekend from In The Style, which I’m sure is a brand you’ve looked at for your dissertation, it amazes me how much that brand and the likes of BooHoo and Pretty Little Thing have grown off the back of influencers because of the target audiences they speak to, they’ve got collaborations and ranges, so that’s why their popularity principally is off the followings those influencers have. They’re not using models to front those campaigns they’re using influencers. For example Fashion Influx one of the Sheffield influencers, Lydia has got her own range is a great example of that. Fran: I’d agree I’ve worked In fashion for the majority of my career, and 7 to 8 years ago we would talk about celebrity endorsement mainly and that being a key way to push as social media wasn’t as big then, they were the key influencer. But now you know someone could know an influencer, but I read a stat the other day that said 1 in 4 generation X think they’re an influencer, which we had a little laugh about. Whether they are or not they want to portray that image, and I think that’s the thing that’s coming
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out more now, is that they have had good influence but also bad, and theres this whole perfection conversation now about being Instagram pefect and Instagram and the blacklash of it now and authenticity is starting to come out a lot more and people are starting to engage with real people and show the other side of social media and showing a more real version of you. Sally: On a positive note, I think it’s enabled a lot of smaller brands to get a platform and grow their brands and business, so there is a negative side to social media as we all know but I think thinking of it from a fashion perspective it’s quite literally created a platform to grow those businesses, so its great to see how entrepreneurial fashion brands have been able to do that as they can’t compete with Philip Green and his real estate on the high street, or his big budget spend or Cara Delevigne type people, they’ve been able to do it with Lydia and someone who is more representative of their consumers. Which is a positive in the industry...
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An example of a Micro Influencer is Respondent One, due to data protection laws this particular example whose information was collected via an online interview, will be referred to as ‘Respondent One’. She is a Sheffield based Instagram blogger who works full time, but in her spare time she’s a social media influencer to her 11.5k follower base. In an online interview, Respondent One mentioned that she began her journey as an ‘influencer’ when Instagram was first released. Her account was constructed around the preparation of her wedding, offering tips and tricks to other brides to be. This content appealed to people which is when her follower base started to grow. Once her wedding was over, Respondent One wanted to continue with Instagram, so she began posting daily content relating to her life. This is when brands started to get in contact with her regarding paid content; therefore, it is apparent that brands were aware of the potential in social media and its users (See Respondent One Transcript. Appendix 1). 46
Chapter One
Consumers now are not always looking to the conventional celebrities for style advice and inspiration. Since the up rise of social media, a new job role has been shaped… ‘The Social Media Influencer’. Influencers can be described as a third party, who offer their thoughts on products and services through blogs, tweets and other social media channels for example: Instagram, Twitter, Facebook and YouTube (Glucksman,2017). No longer do people need to be familiar with coding and digital language (Khamis, Ang and Welling,2016), as social media offers a free space for creating a personal brand. Therefore, essentially anyone can brand themselves as an influencer if they use social media daily, have a larger following and a unique selling point to the products they represent. Yet, whether they be a Micro Influencer who has anything from 10,000 to 25,000 followers (McIntosh,2019) or a Macro Influencer who has from 100,000 to one million followers (Barker,2019), arguably there is a weight of responsibility for each, regarding how they present themselves and products to consumers online.
Infographics
It is vital to understand that Influencers have always been present in society; they were traditionally known as TV Stars, Radio Hosts, Models and Celebrities (Business of Fashion,2019). Before social media, people would be more inclined to go out and purchase the latest issue of their desired magazine, and in them they would see models and celebrities wearing the latest collections. Photographer Alasdair Mclellan expressed his concerns for the up rise in social media, and the decline in attention for magazine editorials. He emphasised the sadness he feels when he shoots a remarkable image for an editorial, except then realising people are less likely to go out and purchase the physical copy due to previously seeing the image posted on the publishers Instagram page (Mclellan,2019).
Social Media Influencers
Chapter One
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Image References
Figure 6 (Salute Sisterhood, n.d) [Digital Image]. Retrieved From https://www.monki.com/we-are-monki/monki-thinks/ salute-sisterhood/
Figure 1 (Bare Back Butterflies, n.d). [Digital Image] Retrieved From https://www.pinterest. co.uk/pin/700450548282807683/
Figure 7 (Spectrum,2019). [Image] Retrieved From https://www.behance.net/gallery/93774801/Spectrum?tracking_source=search
Figure 2 (Creative Horders 2017). [Digital Image] Retrieved From https://creativehoarders. tumblr.com/post/158154931906
Figure 3 (Rebecca Rose Creative, 2015). [Digital Image] Retrieved From https://weddingsparrow.com/article/blush-weddinggown-in-the-sand-dunes/
Figure 8 (Freya Kilin, 2019). [Image] Retrieved From https://www.instagram.com/freyakillin/?hl=en
Figure 4 (Tim Walker, 2010) [Digital Image]. Retrieved From http://www.siobhan-lyons.com/about-cv/
Figure 5 (Siobhan Lyons Stylist, London,2015) [Digital Image]. Retrieved From http://www.karinegrace.com/2018/6/14/ siobhan-lyons-stylist-nyc-2015
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