Fashion Communication
Portfolio rimishha Eejaz
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content -fASHION COMMUNICATION 2 -LITTLE BLACK DRESS 3-4 -tURTLENECK 5-6 -MARIO TESTINO 7-8 -eLIZABETH STEWART 9-10 -fashion media 13 -elle magazine 14 -i-d magazine 15 -style sunday times 16 -W TRENDS SUPPLEMENT 17 -BRYAN BOY 18 -POPSUGAR 19 -ARE WE RUINING THE ENGLISH LANGUAGE 20-21 OR ARE WE THE NEWHASTAG SHAKESPEAR? -WE GOT SERVED BY JEREMY SCOTT! 24-25 -rEFERENCE PAGE 26-27 1
fashion communication.....
F
ashion Communication is a major sector of our Fashion Industry that uses mediums of mass communication to convey fashion to the audience. In a way the targeted consumer will receive the message in an effective manner through promotion. This is the sole reason why people work in this business to express their fashion aesthetics in a way that the viewers can comprehend, admire and keep up with FASHION. Achieving this successfully, It is important that the communicator, for instance a popular brand – ‘Marc Jacobs’ will deliver his new S/S 14 womenswear collection in an innovative manner with USP to his targeted customers without any inconsistency. As we know the power of the logo, image and brand itself are strong and evident ways of communicating fashion. Whereas, the message of a brand can be written, publicized or conversed through different types of mediums like billboards, magazines, films, advertisements, websites, press conferences and even social networks nowadays. Instagram, Tumblr and Pinterest are just a few that are playing a great role in sharing fashion to the globe by just a click away.
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LITTLE BLACK I
f you look closely into your closet, what you’ll find is something you will never throw away in a trillion years…. It most probably be some old jeans, a really old coat or likely be a LBD – “Little Black Dress”. This essential item has always been considered to complete a woman’s fashion wardrobe and to represent a sense of TRUE FASHION. The simplicity, versatility, elegance and accessibility of this dress have made it a strong fashion statement in the fashion industry. All these years, the black color has maintained its popularity since Coco Chanel brought in the business in 1926 and changed the ‘Black Mourning Concept’. Off course the stylized look changed with each decade; from the mod inspired mini dress in the 60’s till Grunge rock chic look in 70’s till today where a LBD leads an actress to an award winning superstar. A “LBD” can be worn in various styles from an evening gown, to a concert dancing dress till the perfect prom dress at a school night. One cannot go wrong with a black dress when it fits all social class women worldwide.
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DRESS
1961 2013
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RED CARPET LOOKS
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T
rt le Ne ck
URTLENECK is a very well-known style of collar and neckline that fits closely to the neck plus covers the neck. It’s also known as roll-neck and polo neck in UK & skivvy in New Zealand-Australia. This very interesting style dates back to the 15th century when intellectual men, artists and philosophers wore it and sooner later declared it as a Popular Menswear Trend.
Andy Warhol famous Pop Art Artist
Steve Jobs Founder of Apple.CO.
After 12 decades polo-neck is referred as an androgynous and unisex fashion trend for both men and women; sharing an equal amount of its accessibility. In any case, this traditional turtleneck is not going anywhere
Tu
And with the time women in 50’s started wearing polo-neck shirts by putting their own spin on it, expressing a very classic and well-groomed style. Many housewives were seen wearing it then but today this fashion trend has become a MUST in one’s wardrobe.
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Mario Testino is a well know Peruvian fashion photographer who made his name in London gradually by selling portfolios to wannabe models in1977. Who today is an established photographer, best known for his reminiscent portraits, exotic ad campaigns and impeccable couture photo-shoots. One of his closest and enduring friend come-model is Kate Moss who is mostly photographed in intricate scenes by Mario. Likewise his nature of professionalism not only with his models but with fashion editors and designers has landed him clients such as Versace, Burberry, Gucci and Yves Saint Laurent. No one can doubt his ability to sell apparel on magazines in an exquisite manner where he finally put an end to the “Heroin Chic” persona; with his piercing and wicked photography which you’ll find in the leading pages of Vanity Fair and Vogue.
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MARIO TESTINO
late Diana, Princess of Wales for her famous Vanity Fair cover in 1997.
PERSONAL PHOTOSHOOT OF WILLIAM AND KATE AFTER THEIR WEDDING. "tHEY SEEM VER MUCH IN LOVE." - SAID BY mARIO.
kATE MOSS WITH HER DAUGHTER PHOTOGRAPED BY mARIO tESTINO
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ELIZABETH STEWART
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Elizabeth Stewart is a popular fashion magazine editor and celebrity stylist in L.A
where she has worked with A-list Hollywood actresses for rep carpet looks like Julia Roberts, Cate Blanchett, Hilary Swank and many others. She is known for putting her spin on high concept shoots where she styles her own fashion editorials and produces them. It all started when 12 years ago she lived and worked in New York for New York Times Magazine and W magazine. And with experience she landed herself in working for publications like Harper’s Bazaar, ID, GQ, Vanity Fair, In Style and Entertainment Weekly; sooner later became a claimed stylist in New York. Besides that, today her feminine and high end aesthetic has given her the opportunity to make ad campaigns and TV commercials for Lancome, Maybelline, Neutrogena, Bebe, Guess, Levi's, TNT, Fox Television, Interscope Records, and Neiman Marcus. 10 11
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Jourdan Dunn the girl that set the world on fire!
Jourdan Dunn is i-D royalty. With seven standout covers to her name, she’s forging a career that rivals i-D legends Kate and Naomi. “i-D is like family. I had my first cover line tattooed on my arm, “You owe it to yourself. Set the world on fire.” It’s a nice reminder of how far I’ve come and motivation to carry on.”
Model: JOURDAN DUNN Fashion director: SARAH RICHARDSON Photographer: QUENTIN JONES
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Fashion Media...
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ELLE “Today, from Pars to Shanghai, ELLE spreads its values successfully. ELLE inspires, making fashion and style accessible to open-minded and independent women, with
�
a sense of humor, energy and optimism. - Valerie
Toranian - ELLE Brand manager & Editor-inChief of ELLE France.
- It aims at providing independent women with exclusive and unparalleled access to fashion and beauty. - The monthly circulation of ELLE is sold over6.560.000 copies WORLDWIDE. - ELLE gives 35.3% of advertising space to fashion brands. - There are 153 pages in their each eidtion. - Most importantly, they have 21.000.000 readers subscribed. 16 14
i-D
- i-D targets to entertain a youthful audience that surrounds fashion, art and music culture. - It is a small bimonthly trade publication magazine. - They only have 24000 readers. - Advertisements in the magazine are estimated to be $5,800.00. - i-D has a global circulation of more than a million. - The magazine sells around 44 editions internationally.
““Every
age sort of has its own
history. History is really the stories that we retell to ourselves to make them relevant to every age. So we put our own values and our own spin on it.
�Terry Jones
Editor-in-Chief and Founder of ID magazine.
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STYLE THE SUNDAY TIMES - Style was the first UK fashion supplement introduced by The Sunday Times. - Style s known for giving an inisght on high end fashion tha are dedicated to shopping and Trends while covering other topics like makeup, food and lifestyle. - Sunday Times has more Female Under 35 readers than any other Sunday Quality newspaper. - 40% of advertising space is given. 72 total pages are printed per edition. - The total cost varies from $1800-$2000.
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W Trends Supplement -W Trends supplement was started by W magazine to access a larger audience with their increasing demand in the market. - They aim at displaying provocative and luxurious fashion and lifstyle and juicy insider of where abouts in entertainment, culture and art. - Their audience start from 18-49 of age group. - the total curculation of this supplyment is around $464,387. - Trends supplement gives 37.2% of advertising spce to fashion brands. - There are 114 pages in their per edition.
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BRYAN BOY
sation, n e s t nd b y nterne i u o r e a h T is life h ny and d y e g n o r r u d t Boy ing an r song e n p i r y b t B r y an t gg ing. His w i lo 4 yea rs b 0 0 y n l 2 o r i e a h c s e n i a t his ing F b ag ere s p er s ue t h e blo go s p h ’s attention a to na me a and e to aco b atti t ud u red Ma rc J t his mega b r a pt c h got i a li t y c h w ing ing t h e g r . g a ” e lo B b B w “ y of an ku p an B o y yling b r y t c s r B o d t n r af te hion a es ses s r a d f fo r his s t r s u a o w e o b h a w s l y blo gs h ere b ut a lso d ing fas hion n i a m ions. t n n c t a e e l l t t y t o u r a c o B n the rend s y seen o l t t s s t t o s n e e m is em new n Inst i e a H t K . s 4 e 0 c 4 ld bo ien i t hi t s s his aud com menting a sig ner s e e r d e h n o i w d re Fas h d 499K, e blo g an u h o w r a p g ro u s a re e r g e a w 9 lo l 4 tter fo ns a re of 17 has to sa y. i w T s i H BB’s fa hat h e . w m o a t r t ag tention t a e v i a lso g
Po p s uger d ig i t a l d t h e g ree is a e s t ination t atest t re eo s, fas h h a n t d s, entere com bines ion d o’s t a in m a n e n d and be au t news & d on’t s a t y. B ut a n v idd t ip s b ove a ll i o n f o o d t a llows women t , f i tnes s at t h e s o s h o p on a me tim line e . This fas h ion web s i te was Lisa and c re ated B rian S u b y h us b a g a r tiona l Ve in nd and w 2 0 0 6 . nt u re Pa S e q u ife o ia rtner s h C a pi t a l a elp ed t h e nd Insti t ucomp an y to ex p an US A. d in 70% of t h ei r aud ienc e a r women a e college re t h ei r g rad uate reg ula r s and 33 v ie wer s. t h and 250 e r e M p age v a re 20 M aged iews p er v iewer s mont h. Po p s uga r b usines s inc re as ed ra pid ly and soon S ma rt p h int rod uc one AP P. ed t hier
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Are we ruining the english language or are we the new hashtag shakespeares? 22 20
A
s we bid farewell to 2013 – the year Kim Kardashian dressed up as a sofa for the Met
Ball, Miley Cyrus’s tongue tried to leave her mouth, One Direction’s collective voice broke, and Highella Lawson was baking something funkier than just banana bread – we wave hello to a host of words, terms, and phrases that have tumbled from our screens and into our everyday diction.
From "Throwback Thursday’’, "Flashback Friday’’, "Something Inane Saturday’’, (cue Craig David) "We Chilled on Sunday’' to ‘’#nofilter’’, “#YOLO’’, "#winning’', "#hashtag’’; that which is
being typed online, is becoming increasingly uttered in real life. This is further exemplified by
the fact that the word ‘selfie’ – a photograph taken of oneself in front of a bathroom mirror (because sometimes the reverse camera tool simply won’t do) - not only made the Oxford English
Dictionary last year, but, in fact, was named 2013’s ‘Word of The Year’, pipping ‘twerk’, ‘showrooming’, and ‘schmeat’ - that’s synthetically produced meat - to the post.
"Hey check it out’’ JT goes to Jimmy on the Late Night Show with Jimmy Fallon, "I brought
you some cookies; hashtag homemade, hashtag oatmeal and raisin, hashtag SHOW ME THE
COOKIE’’. The sketch, which sees the Trouser Snake and his funny friend hashtag their way
from the Mona Lisa to dental cavities (‘’hashtag is she smiling?’’), before promptly being told
to ‘’hashtag shut the fuck up’’, highlights the extent to which how we communicate online is affecting how we communicate in real life. Although clearly a parody, the sketch is not entirely far from the truth.
With Twitter’s 140-word limit per tweet, Instagram being about the image, and Facebook just
becoming more and more lame, we are constantly being forced to truncate whole sentences into bite-size chunks of information, which is where the hashtag originally came in handy. But what
was once used as a means of simplifying and grouping messages online, is currently being used
as a prefix to some kind of ironic or funny statement that is spoken in real life, #yougetme? And
now, with gems like ‘'hashtag sorry not sorry’’, ‘’hashtag jellybags’’, and, as Rizzle Kicks so elo-
quently sung ‘’hashtag trend’’, we’re starting to use completely made up words and phrases in every day life.
Furthermore, not only is it affecting how we speak casually amongst friends, it’s also affecting
how we write. The reality that editors, fashion journalists, and bloggers (sorry Susie!) are no longer waiting till after shows to write up lengthy reports, but are, in fact, busy hashtagging away
on their smartphones in situ (#vitaminwater), is nothing new, and in this case, hashtags are being used to spot actual trends. What is new, however, is the recent inclusion of hashtags, Throw
Back Thursdays, and @ signs in longer articles, both online and in print - either as a form of witty irony (see above) or as a means of trying to be trendy, sort of like when your dad keeps writing ‘LOL!!!’ in a text, because he’s just found out it no longer means ‘lots of love’. Either way, it
begs the question: are we ruining the English language or are we the new hashtag Shakespeares?
Should we continue this trend of using words that are funny, yes, but meaningless all the same?
Or should we, as Regina George once said, "stop trying to make ‘fetch’ happen, Gretchen’’? The answer is, of course, no, we’re not ruining the English language; we’re updating it. By the end of 2013, the internet had become the new street (© Dean ‘Kissy’ Kissick), fashion film had upped its game,
and fashion shows were beginning to look a lot like a Star Wars film what with holograms and projections
waltzing down the catwalk. Meanwhile, social media, and the rhetoric that goes with it, was there to re-
port it all, in a way that the traditional English language was and still is not entirely equipped to deal with. Today, the industry’s most creative minds are pushing the boundaries of technology to where no blog-
ger has gone before, and in order to describe such innovations, language has just hashtag gotta keep up. If the internet is indeed the new street, the rhetoric of social media must be our new language.
TISH WEINSTOCK | thu 23 january 2014
However one can not state that this has let us ruin our own English Language, instead we are UPDATING IT; no really! in real life aswell. How 60’s-70’s parents have to catch up to their children inorder to be COOL. thats just the way life is now.....or has become. #Newlife #technology #taken #over
OVERVIEW
If you didnt have a smartphone last year.... YOU MISSED OUT ALOT! With the increasing amount of posts that are shared at the same time is spellbounding; how much social media has taken over our lifes. Every second, minute, moment, journey and mistake of our lives has certainly become a part of the internet now. Hastag# trend has definitely allowed us to communicate in a very easy, understood manner but at the same time left us confused. such that it affects the daily life conversations we have, where we forget how to form a proper sentence without saying, “YOLO, DEFFO, LOL, ASAP etc” somewhere in the middle.
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JENNIFER LAWRENCE
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Dior ad campaign 2014 French fashion photographer Patrick Demarchelier.
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WE GOT SERVED BY JEREMYSCOTT!
W
hat can I say; the most awaited news in the late 2013 got the industry stirring when the L.A based designer Jeremy Scott was asked to fill the new seat of Creative Director for Moschino whilst continuing his own individual line! This was the one of the few perfect matches we had seen all year and full of expectations yet to be filled. Jeremy’s optimistic and experimental vision has leaded him to famous clients standing in line for his outrageous collections. Some of the few are Madonna, Miley Cyrus, Lady Gaga, Katy Perry till Beth Ditto. His collaboration with Adidas for funky and humorous shoes earned him a worldwide fan base after his debut in 2006. The fashion industry itself hold great pride in someone that can represent high end fashion and streetwear in the most chic, outspoken and original style.
“ It's tutti fruity, soft and chewy! Last night Jeremy Scott presented a veritable feast of the fanciest fast food on the menu. We've been starved for so long, so grab a happy meal, eat up all the lucky charms and drink in the Moschino, it's packed with plenty of additives! “
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Like said this news rousing in the media got all of industry people talking; whether this collab was going to work or not. Since the parallels among both Scott and Moschino were predictable and similar- their love for pop culture and randomness with a tint of energy overdosing was seen in their previous work.
Just a week before the final day, ID magazine got an insider scoop of what was expected from this new fall collection 2014 where Jeremy stated waggishly, “It’s gonna be delicious and nutritious!” Who knew he wasn’t kidding about this “FAST FASHION FRENZY”! No doubt, the collection was something that was not seen before from both of them, where Jeremy took things too literal with the McDonald’s and Chanel colors in general. The highlight of the fashion show was definitely the handbags in the shape of the jacket and the gowns full of the nutritious and junk food brand prints. On the other hand, the models maintained the brash and loud collection with great attitude and confidence. Even after the show, Scott was all the buzz of the fashion week where he received positive feedback and appreciation for giving one of the greatest tributes to Moschino. This collaboration was a great mix of both worlds where I will say Jeremy gave it his all in a good representation of “Modern Semiotics” in Moschino’s memorable and energetic collection. Overall FAST FASHION didn’t leave anybody disappointed in the crowd and brought a lot of new material to the table in the most gutsy viewpoint. “After Jeremy Scott served up a supersized happy meal of fun, fries and fabulousness for his Moschino debut, Browns dish up a ten piece capsule ready to take away. Moschino's Fast Fashion: Next Day After The Runway collection is available exclusively now on brownsfasion. com” 27 25
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MARC JACOBS
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