FASHION
COMMUNICATION
& PROMOTION PORTFOLIO stella lloyd
CONTENTS TREND MOODBOARD DESIGNER IN FOCUS FASHION & SOCIAL MEDIA FASHION PHOTOGRAPHY PHOTO MANIPULATION - PHOTOSHOP SKILLS T E C H N I Q U E S SKETCHBOOK EXAMPLES
ESSAY PIECE OF WRITING TO DEMONSTRATE
WHY THIS COURSE? One of the main factors, which attracts me to this course is that it enables you to be creative as well as academic. With the relevant skills and knowledge I have gained from my A-Level courses in Business, Media Studies, Photography and Film Studies. I believe I have enough understanding to do well on this course. Fashion blogging and observing other people’s fashion blogs is something I do within my free time therefore I have a keen interest in this field. I am fascinated by the way fashion trends change over time and how old trends can make a re-appearance. Having been given the opportunity to study this course at University, learning trend-forecasting skills to trend forecast is something that truly excites me. Studying Media Studies has provided me with invaluable skills such as the ability to sharpen my analytical intellect using a range of different research methods. I excelled in A-Level Photography where my creative flair became evident. The comprehensive knowledge I have gained from using Adobe Photoshop and Adobe In-Design software, such as digital skills and layout experience will provide me with a firm foundation when approaching the course. The whole concept of editing a photograph to achieve and convey a brand new meaning is something that truly amazes me. The underlying concept of a photograph being able to speak a thousand words is relevant to my interest in the Fashion industry as Fashion in itself is a statement without any words.
Another Factor that attracts me to this course is that I really want to pursue a career in the Fashion PR field as I feel like this a field in which my creativity and relevant academic knowledge can thrive. I feel that social media has a huge impact on the fashion industry and learning more about this topic in detail is something that truly excites me. I believe that the current marketing knowledge i have gained from Media Studies and Business Studies would enable me to have a n understanding when approaching the course’s content. I believe that the literature skills I have learnt during Film Studies would be beneficial within the Communication side of this course as I can confidently analyse and critique items.
The trend I have chosen to focus on is ‘Monochrome’ as I find the overall look and final composition of the contrasting colours very effective. The look is so minimal, yet extremely aesthetically pleasing for the viewer. The trend moodboard on the opposing page consists of a variety of different photographs I have sourced from the Internet photo sharing website Pininterest. The main reason as to why I find the trend Monochrome so fascinating is because it is applicable to all types of people, from all walks of life and adapt to their own personal style and characteristics.
MONO-CHROME
Many top designers have featured the trend Monochrome within their seasonal collections such as Alexander Wang, Balmain Paris, Balenciaga and Yves Saint Laurent. Monochrome is a particular trend that continues to make reappearance after reappearance and has truly dominated the social media world of fashion trends and blogs. I conclude to show my true appreciation for a minimal and simplistc, yet atsonishing trend for exisiting within today’s society and current fashion trends. The photographs on this page are sourced from Pininterest and consist of attire from Alexander Wang’s Spring 2010 collection.
Uk.pinterest.com,. N.p., 2015. Web. 14 Dec. 2015.
Spring/13
Spring/13
Alexander Wang’s collections continue to captivate me due to the portrayal of his work appearing minimal yet extremely detailed. His ‘Sports Luxe’ collection inspires me a lot as he has completely altered the way in which people perceive sports wear to be. The way he has made the traditional ‘Tomboy’ style appear attractive and stylish is truly fascinating. The consistent use of monochromatic tones and metallics, emphasise the fashion edge of his collections. The amount of attention to detail this
Spring/15 Spring/10
designer gives to his work is tremendously remarkable. One of the most important collections to me was the collection in which the artist collaborated with H&M. The clothes within this range were very chic with a sporty edge. The instant contrast the clothing presented was very attractive for consumers. The collaboration was promoted incessantly over different forms of social media platforms and thus acted as a superb promotional tool for both companies. Many bloggers were quick to give their review on the new clothing range.
Fashion has become extremely influential on social media, with thanks to the collaboration of Fashion magazines and fashion blogs/websites, constantly updating and informing individuals on the latest trends. The magazines I have presented to you on the opposing page are ones that interest me the most. What attracts me to Fashion magazines such as Elle and Vogue is the contemporary fashion trends that feature within them. On the other hand, I am also interested and attracted to Fashion magazines such as i-D magazine and Dazed and Confused due to the abstract and alternative fashions previewed throughout the magazines. I really appreciate the contracts of fashion trends throughout all of the above listed magazines as it proves that fashion can be extremely diverse; wherever you go. Magazines and various forms of social media are exceptional ways in promoting fashion trends to consumers. The thing that interests me the most is how the importance of social media within the fashion industry has increased drastically. Within the earlier years of fashion, the number of mobile phones at a catwalk show were minimal; however now a days the front row of a catwalk tends to be filled with the sight of individuals holding their mobile phones up at the catwalk show to capture the trends and overall atmosphere of the show. What i have learnt from this analysis is that Fashion is a fast paced industry and individuals want the latest fashion trends as soon as they can, in order to maintain an in-trend image.
FASHION PHOTOGRAPHY
The photographs displayed on the following pages are from one of my A-Level photography assignments. The concept of the below photoshoot is Woodland Fashion Photography. The continual pages on from this double page spread are examples of my general photographic Photoshop skills of photo manipulation. I edited the photographs on this double page spead using Camera Raw. I styled the model within the photographs, including managing the props, which feature within the photos.
FASHION PHOTOGRAPHY EXTENDED
FASHION PHOTOGRAPHY EXTENDED
IMAGE MANIPULATION PHOTOSHOP SKILLS
I created the below photograph using Photoshop. I manipulated the original photograph by adding multiple images over the top of the standard photograph and changed the blending modes within the photographic editing software Photoshop. I was really pleased with the final composition of my photograph. The concept of my photograph was Urbanzied London.
MANUAL EDITS:
The following pages consist of manual edits that i have used within a Photography assignment of mine. I have placed these within my portfolio to demonstrate the level of creativity i have.
WEAVING PHOTOGRAPHS
manual edits
TECHNIQUES for this manual edit i have created it by manually weaving two photographs together. in my example i have used two of the same photographs as i wanted to make the final composition distorted but not to the point where the original photograph was un-recognizabble. to weave photographs together i have included a drawn diagram to guide you through the process. all you need to do is cut the two photographs, one horizontally and the other vertically, in equal widths. you then alternate between either placing them above or underneath. overall i really like this manual technique, i think it looks really effective and works really well. the photographs i have included on this page are part of my final piece. as you can see i have also added clippings of photographs and mounted them on foamboard, i have done this to add dimension, this worked very effective in my opinion. overall i am very pleased with the final composition.
HAND STICHING
TECHNIQUES
manual edits
THIS TECHNIQUE IS INSPIRED BY TWO OF MY ARTIST RESEARCHED, MARIA APARICIO AND VASILISA FORBES. I AM VERY HAPPY WITH THE FINAL OUTCOME OF MY COMPOSITIONS, I CREATED THEM USING A NEEDLE AND THREAD. I THINK THIS TECHNIQUE IS A NICE WAY OF LINKING PHOTOGRAPHS TOGETHER AND ASSOCIATING THEM TO DIFFERENT PARTS OF THE PHOTOGRAPH WHICH YOU MAY HAVE NOT ASSOCIATED THEM TO. THE PHOTOGRAPHS I HAVE USED ARE FROM MY FINAL PIECE, ALTHOUGH THE VERY LAST PHOTOGRAPH ON THE OPPOSITE PAGE IS NOT, THAT WAS MY VERY FIRST EXPERIMENT USING THE TECHNIQUE. I HAVE PLACED THAT IMAGE BENEATH THIS TEXT ALSO, SO YOU GET A BETTER PERSEPECTIVE OF IT. I EDITED MY PHOTOGRAPHS OF THE TECHNIQUE IN CAMERA RAW WHERE I INCREASED THE CLARIFY TOOL TO ENHANCE THE PHOTOGRAPHS AND BRING MORE ATTENTION TO THE THREAD LINES.
PAINTING OVER PHOTOGRAPHS
TECHNIQUES
manual edits
for this technique i used inspiration from one of my artists researched, jiro yoshihara and his work used with ink and paint. i decided to use inspiration from his work as i found it very interesting and a nice way of portraying the theme of flaws and perfection. to create the technique i used paint and a paint brush to splatter the paint across my photograph evenly and in a creative way. overall i am very pleased with the final outcome of my photograph. this photograph is part of my final piece. i edited this photograph using camera raw which is within photoshop, where i increased the clarify tool to enhance the image and to keep the viewers focus and attention to the paint edit.
manual edits
MULTIPLE STRIP PANORAMAS
FOR THIS TECHNIQUE I HAVE CREATED A PANORAMA USED OUT OF MULTIPLE STRIPS OF AN IMAGE. TO CREATE THE FINAL COMPOSITION I USED TWO OF THE SAME PHOTOGRAPHS. I THEN CUT THEASE PHOTOGRAPHS VERTICALLY, USING THE SAME WIDTH AND LENGTH. I THEN DECIDED TO PLACE THE TWO PHOTOGRAPH SLICES TOGETHER TO CREATE A DISTORTED PANORAMA IMAGE. THIS WORKED REALLY WELL IN MY OPINION, I AM VERY PLEASED WITH THE FINAL OUTCOME OF MY EDITED PHOTOGRAPH.I THINK IT IS A NICE WAY OF REPRESENTING THE THEME OF FLAWS AND PERFECTION. I EDITED MY PHOTOGRAPH ON CAMERA RAW WHERE I INCREASED THE BRIGHTNESS, TO MAKE THE DIFFERENT PARTS OF THE PHOTOGRAPH BLEND MORE EFFICIENTLY.
here is my diagram to illustrate the process of this manual technique. i created the diagram using paint where i simply divided the instructions into three simple steps. the diagram shows how the two singular photograph become one main panorama. the two photographs below were mirrored for effect. the actual final composition is the photograph on the opposite page. overall i am very pleased with the final outcome of my photograph. i have placed the original image, before manual technique below.
digital EDITS
SCANNING OBJECTS
for this technique i have presented a series of scanned photographs of barbie dolls which have been distorted to make them appear a flaw, a flawed perfection. for the blown up image to the left i decided to move the object whilst the scan was taking place and it produced an interesting result. overall i am very pleased with the final outcome of this photograph, i think it represents the theme of flaws and perfection exceedingly well. i edited this photograph using camera raw, where i increased the clarify tool to enhance the image and bring attention to the sharpened movement bands, i also decreased the brightness levels as i wanted to add as much attention to the central parts of the photograph as i could. i increased the highlights to reinforce and incorporate this.
here is a standard scan of one of the dolls. i think even without the movement technique it is still just as effective to scan an object. i think you can really pick up the details and textures more by using a scanner. overall i am very pleased with the final outcome of my photograph. i think it represents the theme of flaws and perfections well due to the perfection within the doll herself and the rlaws being the distortions made to her. i decided to alter the photograph to black and white as i wanted to add a contrast to the other photographs which i had produced which were in colour. i also think converting photographs to black and white are a great way of bringing emphasis to textures and details.
for this photograph i used the exact smae technique as on the before page; of moving the object whilst the scan was participating. except in this interpretation i decided to move the object more, and more quickly to produce different results to the first image. overall i am very pleased with the final outcome of my edit. i edit the photograph using camera raw where i decreased the brightness levels and increased the highlights to add emphasis to the central parts of the photograph.
digital EDITS
PHOTOSHOP TECHNIQUES here is a series of photographs in which i have edited using photoshop. i have used a variety of different photographs from my assignments. for the photograph on the right, a image from my irving penn reshoot photo shoot. i created it using photo shop where i used the filter tab and selected distort and the zig-zag tool. i then chose the right amount i wanted use and the selected apply. overall i am very pleased with the final outcome of my photograph, i think i have distorted the photograph to a realistic amount, meaning that the final composition doesn’t look over done, or over edited. overall i am very pleased with the photograph and the way it represents the theme of flaws and perfection. for the photograph on the opposite page i created it using photoshop, where i duplicated the orginal photograph and replaced it on the photograph in a different position to where it naturally was placed. i decided to then alternate the blending mode as i wanted to produce a distorted final composition, and i believed that this would create a contrast. with that done, i then decided to use the pixelate / mosaic tool to create mosaic snippit edits on the photograph. overall i am very pleased with the final outcome of my composition. for one ing age. and
the photograph besides the aforementioned i have digitally edited it by placa strip of motion blur through the imthis works really well in my opinion is a nice way of distorting a photograph.
LAYER
digital EDITS
E D I T S
here is a series of layer edits which i created using photoshop. as you can see i have overlaid a photograph on top of a background image, i did this as i wanted to produce a variety of different techniques over the top of them. i have labelled what the techniques were which i had applied, this is to inform and help the viewer understand the process and how to achieve results, similar to mine. my favourite layer edit would have to be the crystalised foreground. i really like this layer edit, i think it works really well and i love the pattern on the flowers which had been produced. overall i am pleased with the outcome of my layer edits and i think they represent the theme well.
COLOUR OVERLAY
digital EDITS
E D I T S
for these digital edits, i decided to focus on the harris shutter effect. i really like this effect as it gives off a three dimensional type effect. it also makes the photographs appear to be more sinister than what they originally may have been percieved to be. to create this effect i used photoshop, where i opened up my original image. i then altered the photograph to black and white as i believe the technique works better using this colour tone. what you then have to do is duplicate the original photograph to create a second layer. for the first original photograph layer (layer 1) you double click on it in the tab and change the channel blending colour so that only the r is ticked. you then do the same for layer 2, accept instead of keeping the r ticket you un tick it and keep the g and b ticked. the next step is to move layer 1 to the left 5 times and then layer 2 to the right 5 times. overall i am very pleased with the final outcome of my edited photographs. i think they represent flaws well.
SKETCHBOOK EXAMPLES ARTIST ANALYSIS
jiro yoshihara (born 1905) is a japanese painter. yoshihara didn’t recieve any formal art education throughout his entire life. however in the early twenties he joined the nika-kai who are a group of painters. during the 1920’s and 30’s yoshihara said his work was influenced heavily by artists such as giorgio de chirico and wassily kandinsky. his work has been held in many diferent exhibitions over the years. overall i find his
work very abstract and unique. i also think his work is a good way of representing the theme of flaws and perfections as he is subtley creating flawed perfections with his artistic dripping shapes. based on the work created by him which i have researched i have decided to create my own interpretation. i intend on using ink instead of paint as i think this will drip and run more efficiently. my aim is to interpret his work to be most accurate.
rita bernstein is an alternative photographer. the photographs presented on this spread were taken in the early 1990’s and are part of her series entitled ‘past present’. within her work rita has explored the sorrows as well as the sweetness of family life and the general ambivalence that shadows intimate relationships. throughout her life, watching her own children grow up; she was reminded with the conflicts and restlessness that pervaded her own youth. her series of photographs which include dolls particularly interest me as they show the dolls in an unusual and unique way. they have been presented in a less traditional way and this is somthing i find admirable. generally dolls are supposed to be children’s toys therefore they are most likely to look happy and be associated with fun and upbeat things, whereas these dolls look more sinister and sad. the juxtapositions being produced are truly astonishing.
rita bernstein
what interests me most about the series is that the photographs have been altered to black and white. i think this definetly adds emphasis to the textures within the photograph.it also emphasis the sinister-ness and darkness of the photographs due to the dull and mundane colours. i really like the highlights which have been produced, you can see them very evidently. in my interpretation i intend laer take on her photographs alot less frightening. i intend ister ambience though as i
on including a simiaccept i will make it on mimicing the sinthink it works well.
her photographs represent the theme of flaws and perfection because they are in complete contrast with their original stereotype. overall i find her work very unique and interesting.
barbara kruger
“direct tic in
barbara kruger is an american conceptual artist born in new jersey in 1945. much of her work consists of black and white photographs which are overlaid with declarative captions or quotes. the phrases tend to include pronouns such as “you”, “your”, “we” and “they”. kruger’s work tends to addres cultural constructions of power, identity and sexuality. although some of her work also maintains a firm basis in social, cultural, and political critique.
commentary in order to communicate against facets of postmodern life. in my with the viewer and encourage the inter- interpretation i intend on focusing on rogation of contemporary circumstances. flaws & perfections as my subject matter.
barbara’s use of images and text facilitates a direct communication with the viewer. i think this is really powerful as she brings attention to important, strong and meaningful messages and issues. overall i really like her work and find it very inspiring. i love the way that kruger takes images out of their origkruger is associated with not only concep- inal context from magazines and sets tual art but also postmodern feminist art. them as the background against which therefore you will notice this underlaying she emblazons confrontational phrases. theme within some pieces within her work. i really like her use of clearly legible font to her bright and contrasting palette of red and black. each element of the final she also combines tactics like appropria- artwork is crucial to its effectiveness as tion with her characteristic wit and direct both an artistic expression and a protest
address my work,
has regardless
of
been a the medium
consistent tacthat i’m working in.”
jean-michael basquiat(1960-1988) was an american artist, musician and producer. his work follows the neo-expressionist and primitivist movement. basquait’s art focused on “suffestive dichotomies” such as wealth vs. povetry, integration vs. segregation and inner vs. outer experience.his work consitsts of poetry, drawing, painting, married text and image, abstraction, figuration and finally historical information mixed with contemporary critique. basquiat’s key technique within his work was to use social commentary as a “spring board to deeper truths about the individual”. he also found attacks on power structures and systems of racism a comportable theme to explore within his work. i find his poetics acutely political and direct in their criticism of colonialism and support for class struggle.
Jean Michel Basquiat
fred hoffman hypothesizes that underlying basquiat’s sense of himself as an artist was his“innate capacity to function as something like an oracle, distilling his perceptions of the outside world down to their essence and, in turn, projecting them outward through his creative acts.” i particularly like baisquait’s style of work due to the raw, racial and poetic sloppy-ness it is. his final composition isn’t a pretty picture, nor a balanced composition - he presents the audience with an almost reversible set of emotions. for that very reason i believe that his work is an ideal example of flaws and perfection. in the early 1980’s basquiat and the reknowned artist andy warhole created a series of collaborative paintings. like warhol, jean-michel basquiat constructed a persona that he presented to the public that was contradictory to who he truly was. i really like the series i find it very inspiring.
SKETCHBOOK LAYOUT EXAMPLES
EXAMPLE OF ESSAY WRITING
Here is an Essay of mine from one of my A-Level Film Studies assignments. The essay is an analysis of a scene within a particular film. The essay demonstrates the literature i am capable of writing, and my technique of analysis.
‘Black Book’ Assignment 1 – Train Sequence Analysis Intro: The train sequence consists of Hans, Rachel, passengers and various German officers and train stewards. The aim of the trip is to transport the goods to another location. Rachel’s role within the train sequence is to play the part of Han’s fiancé and transport Tim’s suitcase that is filled with spy equipment. Rachel plays the part of Han’s fiancée to act as a distraction and make them fit more within the scene. It makes them stand out less and makes them appear more traditional and ordinary. Scene 1: Within scene one of the train sequence, when the German officers on the train demand to look through the passenger’s suitcases, Rachel uses her initiative to cause a distraction and a get-out clause by slapping Hans and reinforcing the idea that they’ve fallen out. Rachel changes from being scared and vulnerable to taking the initiative, this illustrates her courage. Due to her displeased reaction to Hans, it gives her a valid reason to walk away from him and thus escape the German officers. Her performance within this scene represents her quick thinking. At the beginning of the scene, before Rachel kisses Hans she double looks at the German officers to see that they’re watching. This emphasizes that she is making an effort for them to see her performance with Hans. Scene 2: Within the opening sequence of scene two, there’s a mid shot that displays Rachel’s vulnerability, which the audience can distinguish through her facial expressions that connote un-sureness. Rachel is unsure whether she should enter the train room compartment as she has already had a close call with the German officers. Rachel enters the train compartment room and is greeted by yet another German officer. The officer gets up after she enters the room and offers to place her luggage on the rack. It becomes very apparent that he finds her attractive. “Beautiful women shouldn’t have to carry heavy trunks”. He pays her a compliment, which makes her feel comfortable around him as she leans out to shake his hand first. The scene in which the two characters are shaking hands demonstrates a meeting on equality; it also represents Rachel’s self-confidence. I find the shot in which the two characters are shaking hands, a very powerful and effective shot, as it doesn’t only portray equality but a development in the perspective of women at the time. There are a variety of juxtapositions that come to mind when the audience witness this shot. For example: Dutch women vs. German soldier, the representation of women in that era (looked down upon) vs. how men were represented (seen as dominant). Rachel shows a degree of concern and vulnerability when the train stewards approach the door to check passenger’s paperwork. She uses her initiative again, as she moves besides the German officer and distracts him showing an interest in his stamp collection. Movement and proximity within the shot develops their relationship. When the train stewards approach the door, asking for paperwork and identification the German officer replies with “Don’t you see I’m busy?” Rachel has successfully accomplished what she set out to do. Right at the end of the stamp scene Rachel’s emotions portray feeling sympathetic towards the German officer and his stamp collection. She also appears to have a smirk on her face; this could imply that she finds his stamp collection quite pathetic and childish. Scene 3: In the third scene of the train sequence the train is pulling up to the station platform. Rachel is extremely exposed at this point. The audience notices that she’s nervous and panicking through her use of facial expressions. Rachel also shows signs of fear when she notices that the German officers have her luggage. She rushes towards them and snatches her belongings. Her sense of fear and ambiguity go unnoticed and she has successfully accomplished the task. Within this scene Rachel has courage under pressure in a threatening environment, this really highlights her courageousness and braveness. Conclusion: Overall Rachel would have impressed her resistance group; by the way she performed within the train sequence as she accomplished her task without any faults. Within the sequence Rachel demonstrates her acting ability, which enables her to get away with being something she’s not and she does it successfully. She saved the day by acting off her own initiative.