Wiktoria Bella C34881484
ADICOLOR SPRING/SUMMER 2020
PROPOSAL
The outcome of this project is to create a lookbook to showcase a new Spring/Summer 2020 collection for Adicolor, which is a part of Adidas Originals’ street culture. The lookbook is going to be available in stores and online for those who don’t have access to a store. The original collection includes unisex products, however I am going to tailor my collection to a separate collection for men and women. To add a bit of my own feel to the collection, I am going to experiment with the colour of the Adidas logo, and incorporate the final one on the final mages for the lookbook. The collection is going to be a men’s and women’s sports/ streetstyle Spring/Summer collection for 2020. It is going to include tracksuits for males aged 15-30, and jumpers, t-shirts skirts and trainers for females aged 15-30 also. As this is a men’s and women’s collection, the models used will be a male as well as a female. The colour palette of the collection is going to be black, white, red, navy and blue. The final photographs are going to be taken in the studio. Through experimenting with different coloured backgrounds, the final one is going to be chosen. As this is a Spring/Summer collection, the final images will be bright and colourful so that it maintains the feel of a summery collection. Furthermore, although the final outcome is going to be a lookbook for Adidas stores for the Adicolor collection, I am going to take some outdoor photos of my models, and do a mock-up of the Adidas Originals Instagram page, because their social media platforms are much different to the Adidas website. By promoting the collection on various platforms, it will create a broader engagement amongst the target audience, and help promote the new Summer/Spring collection for 2020. Adidas Originals logo (jdsports.co.uk, 2019)
PROJECT TIMELINE
Through researching multiple brands, I decided that I wanted to do Adidas, and create a lookbook for a new collection for thei Adicolor section. I decided on making a Spring/Summer 2020 collection.
Background research on Adidas, Adicolor, Adidas website, Adidas Instagram.
Looking into the competitors of Adidas; Nike and Puma. Finding photography inspiration; Nino Yap and Johnny Dufort.
Researching poses inspiration; Kylie Jenner for Adidas, and the Asos website. Research into the colour forecast of Spring/Summer 2020.
The colour palette of my collection, and accessories, which I will use. Practice shots where I will be using pose inspiration from my research. Doing shoot number 1, editing some images, explaining the processes. Doing shoot number 2, editing some images, explaining the processes. Doing shoot number 3, editing some images, explaining the processes.
Instagram mock-up of what the collection would look like on the Adidas Instagram page.
Choosing between two front covers of the lookbook, and concluding the whole project.
Logo development, and choosing the final logo. Followed by showing what the logo will look like on the photos.
Choosing final images for the final lookbook for the Adidas stores, and online.
ADIDAS BRAND
Adidas is a brand which originated in Germany and was created by Adi Dassler but it is now a global brand. It employs over 57, 000 people all over the world, and the mission is to create the best sportswear in the world Everything the brand does is rooted in sport. Major sports like football, rugby or running allowed Adidas to become one of the best sportswear brands in the world (adidas-group.com, 2018). In 2001 Adidas introduced Originals, which is the Trefoil logo inspired by Adidas’ legacy. The idea was to combine youth culture along with the sports courage. Adidas Originals endeavours to always be innovative and authentic. Originals has become so successful that it has become the pioneering sportswear brand for the street (adidas-group.com, 2018). The brand’s core values are to empower people to incorporate sport in their lives. They call it the “accessible sportswear for all” as they believe that they have the power to change lives. Adidas tells a story, which is based on inclusiveness, ambition, innovation, quality and style (adidas-group.com, 2018). The target audience of Adidas are people aged 13-40 of both genders, however most customers are between the ages of 15-30 (marketing91.com, 2017).
Adidas logos (jdsports.co.uk, 2019)
ADIDAS BRAND
Adi Dassler founder of Adidas (Pinterest.com, 2019)
ADICOLOR The Adicolor collection for Adidas is one of the most iconic collections. It represents the brand and its sports as well as street culture. The original adicolor was a men’s and women’s collection which was launched for SS18. The primary colours included “Bluebird, Fairway Green, Scarlett Red and Sun Yellow”. The Adicolor collection was a part of the 80’s series, which made a comeback for the new generation (highsnobiety.com, 2018). The Adicolor collection was originally launched in 1983 which featured a pair of white sneakers with colourful felt tip-pens, and the purpose of that was to customise shoes with own designs. The collection then made a comeback in 2006 which was a collaboration with artists and designers like Peter Saville, Keith Haring or Jeremy Scott. This collection focused on footwear as well as clothing. Finally, the collection has returned for the third time in 2018, and was a relaunch of unisex clothing pieces. The collection launched in-store as well as on the Adidas website globally (mixmag.net, 2018).
Adicolor collection (highsnobiety.com, 2018)
ADICOLOR
Adicolor collection (highsnobiety.com, 2018)
ADIDAS WEBSITE The images show what you can find on the Adidas website. On there you can find all the different types of brands that Adidas includes which is Adidas Originals, Adidas Athletics, Adidas Terrex, Adidas by Stella Mccartney and Y-3 Yohji Yamamoto. Furthermore, the website provides all the different collections available, which shows how engaging the brand is with its customers. The advancement of the website suggests the importance of delivering goods to the customers (adidas.co.uk, 2019).
Adidas brands and collections (adidas.co.uk, 2019).
Adidas homepage sections (adidas.co.uk,2019).
ADIDAS INSTAGRAM
Adidas has a large following on social media especially on Instagram. The Adidas page has over 23 million followers, whereas Adidas Originals has nearly 33 million followers which shows how popular the brand is on social media. The fact Adidas has such a large following on Instagram shows how engaging they are with their audience (Instagram.com, 2019). The large following also insinuates that a lot of their audience likes to see what they post and share. In recent years Instagram has become so popular and its engagement grew by over 60% since 2015 amongst 18-30 year olds (smartinsights.com,2019). This in itself explains that brands love engaging with their audiences on social media platforms, and Adidas is a great example of this.
Adidas Instagram page (Instagram.com, 2019)
Adidas Instagram photos (Instagram.com, 2019)
COMPETITOR - NIKE
One of the main competitors of Adidas is Nike. The brand celebrated its 50th anniversary in 2014. Nike was founded in 1964 as so called Blue Ribbon Sports. The brand was created by Bill Bowerman who was a track and field coach, and Phil Knight. The famous Nike swoosh logo was actually designed by a University student, Carolyn Davidson (businessinside.com, 2014). Similarly to Adidas, Nike wants to design the future of sport. They really believe in the power of sport in order to move the world. Their main mission is to do everything to expand the human potential. Nike is doing this by creating the best sport inventions, by making sure their products are more sustainable, and by formulating a distinct global team (nike.com, 2019). Nike and Adidas have always been rivals, but Nike became one of the best sport brands when the brand signed Michael Jordan to endorse their products followed by the launch of the famous Jordan-branded kicks collection (edgardaily.com, 2018).
Nike swoosh logo (nike.com, 2019)
COMPETITOR - NIKE Nike has a very large following on its Instagram platform. Their following reaches over 86 million followers, which shows how popular the brand is. This suggests how on top of everything the brand is, and how engaging they must be with their audience. They post inspiring images with inspiring captions, which attracts their audience even more as it shows them what the brand stands for and its core values (instagram.com/ nike.com, 2019). Nike Instagram screenshots (instagram.com/nike, 2019)
COMPETITOR - PUMA
Just like Adidas and Nike, Puma is one of the most known sport brands. The brand focuses on producing fast products for world’s best athletes. Puma’s heritage is associated with the best athlete legends such as Pele Maradona, Tommie Smith, Boris Becker, Lothar Matthaeus, Linford Christie and others (about.puma.com, 2019). Going back to the history of Puma, the brand was founded by Rudolf Dassler who was in fact Adolf Dassler’s brother. The brothers separated due to an argument, and that’s when Rudolf came up with the first Puma ATOM football boot. The main headquarter of the Puma brand is still located where it first began in Herzogenaurach in Germany. It has been there since October 1, 1948 and is called the PUMA Schuhfabrik Rudolf Dassler (about.puma.com, 2019) P Being one of the world’s leading sports brands, Puma’s main value is to “stand on the same playing field as the fastest athletes on the planet” suggesting how advanced the brand is in order to really push sport forward and create what is best (about.puma.com, 2019).
Puma logo (seeklogo.com, 2019)
COMPETITOR - PUMA
Unlike Adidas and Nike, Puma’s following on Instagram is not as large as it has just under 10 million followers however their engagement with their audience is still consistent, which shows that the brand values its customers, and cares about interacting on Instagram, which is shown through their posts. Recently, Puma has launched a celebrity collection with Selena Gomez who is one of the most followed celebrities on Instagram with 148 million followers (instagram.com, 2019). This is a great marketing strategy for Puma as both, the brand and Selena have a similar target audience, which could help Puma gain a larger following (us.puma.com, 2019).
Puma Instagram screenshots (instagram.com/puma, 2019)
Nino Yap
PHoTOGRAPHY INSPIRATION
Nino Yap is a fashion photographer as well as a fashion stylist. Nino is Singapore based, and has previously shot a lot of beauty, glamour and colourful photography (ninoyap.com, 2019). Yap creates beautifully eye-catching photography. One of his fashion shoots was a colourful fashion series where he experimented with different coloured backgrounds. The outfits matched the backrounds, which created visually pleasing outcomes. Because there is so much going on with the bright colours and outfits in the images, there was no need for props as the colours really make the photos stand out, which is what inspired me mostly about these images, and what I could experiment with for my own work.
Nino Yap colourful photography shoot (designscene.net, 2013)
Nino Yap
PHoTOGRAPHY INSPIRATION
Nino Yap colourful photography shoot (designscene.net, 2013)
Johnny Dufort
PHoTOGRAPHY INSPIRATION
Johny Duffort is mostly known to create commercial and art photography. He is described as one of the most exciting photographers of his generation, and often uses surrealist sensibility in his work. Duffort is often inspired by other artists such as Paul Simon and David Lynch to create new photography (managementartists.com, 2019). Duffort’s photography although mostly mixed with surrealist elements, have an inspiring touch to them. A shoot he has done for the Dazed magazine for Autumn/ Winter 2018 was rather intriguing, and inspired me with the yet again coloured backgrounds. The images really create an atmosphere, and I believe this is due to the use of colours of the garments as well as the backgrounds.
Johnny Dufort Dazed shoot for A/W 2018 (streeters.com, 2018)
Johnny Dufort
PHoTOGRAPHY INSPIRATION
Johnny Dufort Dazed shoot for A/W 2018 (streeters.com, 2018)
KYLIE JENNER FOR ADIDAS
In 2018 Adidas announced its collaboration with Kylie Jenner. She became the face of the Falcon campaign for Adidas FW18 (iol.co.za, 2018). The shoot of Kylie for the campaign really inspired me for my own work. Although the photos are very basic in terms of props or colour, I like the ideology of just focusing more on the garments. Not only that, but I also found the poses and floor shots of Kylie aesthetically pleasing and eye-catching and I like the idea of the clothes and shoes being the main focus of the shoot.
Kylie Jenner for Adidas Falcon campaign (iol.co.za, 2018)
KYLIE JENNER FOR ADIDAS
Kylie Jenner for Adidas Falcon campaign (iol.co.za, 2018)
KYLIE JENNER FOR ADIDAS
Kylie Jenner for Adidas Falcon campaign (iol.co.za, 2018)
KYLIE JENNER FOR ADIDAS
Kylie Jenner for Adidas Falcon campaign (iol.co.za, 2018)
ASOS INSPIRATION
Asos is one of the most known online brands as it sells so many different brands on its website. They’re always up to date with fashion trends hence why they are so popular. By browsing through the website, I discovered I liked the way the models would pose. Although the images are quite simple as the purpose is to show the clothing, the models would use chairs as props or they would sit on the floor, which differentiates those images from your classic, stand up poses and makes browsing on the website a little bit more fun.
Asos male models (asos.com, 2019)
ASOS INSPIRATION
Asos male models (asos.com, 2019)
ASOS INSPIRATION
Asos female models (asos.com,2019)
ASOS INSPIRATION
Asos female models (asos.com,2019)
2020 SPRING/SUMMER COLOURS
Trend forecasters such as Christine Boland, Tony Bannister and Christine Foden all came to the conclusion that the colour palette for fashion as well as interior for Spring/Summer 2020 will include “nature-inspired colours�. These colours will include neutrals like whites, off-whites, cream and ecru followed by all shades of blue; darker, deeper, lighter. Then lastly mixes of red and oranges are also going to be popular in the Spring/Summer 2020. All these colours will be representing nature as previously mentioned due to the importance of our future care for the planet (fashionunited. uk, 2019).
Colour palette (refactoringui.com, n.d.)
2020 SPRING/SUMMER COLOURS
Spring/Summer 2020 colour palette forecast (fashionunited.uk, 2019)
COLLECTION COLOUR PALETTE
PANTONE 1807 C
The colour palette of the collection is going to focus on colours which everyone reaches out for even in the summer months. Also because Adidas’ main colours are red, blacks, whites and navy’s so I wanted to keep the brand colours because they are almost iconic and classic for the brand.
PANTONE Process Black C
PANTONE 2905 C
PANTONE 2758 C
PANTONE P 1-1 C
Furthermore, by investigating the colour trends for SS20, I found that blues, reds and whites are going to be massive in 2020 therefore by incorporating those colours in my collection, I am making sure my collection is up to date and in trend with the future fashion forecasts (fashionunited.uk, 2019).
Kylie Jenner Falcon Adidas shoes (blog.jd-sports.com, 2018)
White Adidas socks (adidas.co.uk, 2019)
ACCESSORIES INSPIRATION
Men’s sunglasses (asos.com, 2019)
As for accessorries, I wanted to keep it simple because Adidas doesn’t really use any in their collections, it is more about the clothing so I will only include socks, shoes and sunglasses in my shoots. Such subtle accessories will still add more excitement to the outfits. Although the shoot is going take place in a studio, I wanted to use sunglasses to show a bit more of a summery vibe.
PRACTICE SHOTS
I firstly decided to take photos where one of my models is practicing the poses. Being inspired by Asos and Kylie Jenner for Adidas, my model recreated similar poses on a chair and on the floor which I think overall looked good, as it made the photos look a bit more exciting rather than if she was just stood posing.
These practice photos were taken in the studio where I experimented with the studio lighting first. I stuck to using just one big, soft box light on a plain, white backround as these were just practice shots for poses so I didn’t want to use a coloured background as of yet. The light created lovely shadows, which made the photos look more natural. To develop these practice shots, in the next shoot I will use a box instead of a chair as a prop, because I think it will draw more attention to the photos.
Asos female models (asos.com,2019)
Asos female models (asos.com,2019)
PRACTICE SHOTS
PRACTICE SHOTS Furthermore, in these practice shots my model is wearing a necklace, which she won’t be wearing in the upcoming shoots, as Kylie isn’t wearing any jewellery in her shoot, and I think that looks better as it makes the outfit and shoes at the centre of attention.
In these photos, my model is posing on the floor, as I wanted to recreate the Kylie Jenner for Adidas shoot. I think the floor poses make the photos look really good, and I will include them in the upcoming shoots. I also made sure my model had her hair tied up in a ponytail as I think because this is summer, sports shoot, it would be appropriate for the hair to be up so I am going to get my model to wear it up in the final shoots too.
SHOOT NO. 1
BEFORE
AFTER
BEFORE
AFTER
Here are some photos from my shoots where I experimented with the poses, outfits, props and edits of the photos. These photos show how the photos looks before I edited them and after I edited them on Photoshop. With the change of lighting and contrast, I made them much brighter, which I did because as previously mentioned I was inspired by the photographer Nino Yap who has done really bright shoots before.
SHOOT NO. 1
BEFORE
AFTER
BEFORE
AFTER
Some more edited images, which are much brighter and overall look nicer, as the brightness and vibrancy gives them a soft, much more visually pleasing finish. Moreover, I chose yellow as the main background because yellow and red were the only colours available in the studio and also because I thought yellow would represent the spring/ summer season perfectly. By using the yellow background, I also noticed which outfits stood out more against the yellow background and which ones I probably would not use for my final images.
In the next couple of photos, my model is wearing a beige jumper dress, which I have decided that I will not use for my final images, as unfortunately the dress looks quite creased in the photos and makes them look unprofessional. Also because the beige of the dress and the yellow background clash with each other, making the images look really dull.
I do however think that the yellow background really makes the photographs stand out, and I am glad I used Nino Yap and Johnny Dufort as my inspiration for this, because the yellow colour makes the images a lot more fun.
Here, in the next 5 photos my model is wearing a blue jumper and a black skirt, which I think contrasts well with the yellow background. I also got my model to pose with a white box, because previously I have used a chair in the practice shots, which was inspired by the use of props on the Asos website however I wanted to develop those photos even further by using this white box which I think looks much better than the chair did, as it makes the photos look sporty and therefore suit the brand.
I got my model to sit on the box to further develop her poses, and I think it’s been effective, because if I got her to just stand there and pose, the photos would be quite plain and boring whereas with the box, she is changing her legs positions by throwing them in the air etc. and showing off the collection in a more amusing way.
In these photos, my model is wearing an all black outfit; a black t-shirt and a black skirt with white socks and trainers. This against the yellow background makes the outfit stand out the most out of all the ones I have experimented with so I will definitely use these as my final images for the lookbook.
Taking on the inspiration from Kylie Jenner for Adidas, my model is posing here on the floor like Kylie was in her shoot. The floor images look really good, because they emphasise the shoes more, and again, are just a bit different to your standard stand up photos.
SHOOT NO. 2
BEFORE
AFTER
BEFORE
AFTER
For my second shoot, I was working with a male model and used red as the background, because I wanted to experiment with another colour to see if it would look any better than the yellow one. I then edited a couple photos, and made them brighter, because I wanted them to march my photography inspiration and see if they would look better brighter, which I found that they do.
Although the red background is quite eye-catching, I believe it clashes with the red jacket too much, and it does not give off summery vibes like the yellow background does. Nonetheless, in the Adicolor shoot, red is used as a background so I thought I would experiment with it myself, and see the results. Maybe due to the lighting my images did not turn out looking as good so in the future, I would make sure I change the camera settings or softbox lighting to get better results.
SHOOT NO. 3
BEFORE
AFTER
BEFORE
AFTER
This is a third shoot that I did but this time I used the yellow background again, as this is the background I want to use for my final images. Yet again, I edited a few photos on Photoshop to brighten them up a little bit. In this shoot I also used navy and red clothes, and props such as a black box and a chair.
By using the black box as a prop, I wanted to see how different it would look to the white one, and I think it works quite well with the red jacket and the yellow background. However, because the trousers are black too, the box blends in with them and you can’t see the product, so next time I would think about the colour of the trousers, so maybe have them red too so that the whole outfit stands out against the black box.
I got my model to change into a navy jacket, because when I decided to stick to the yellow background, I thought a dark outfit would stand out a lot more against the yellow background, and I believe that it really does especially with the Adidas white stripes across the jacket, it makes the brand more recognisable to the audience.
LOGO DEVELOPMENT
Original Adidas Logo (adidas.com, 2019)
Original Adidas Logo
I decided to develop the original Adidas logo by experimenting with different colours, and then decide on the final one, which will go on my final images for the lookbook. I wanted to keep the logo the same, as it is so iconic but I thought it would be more appropriate if I changed it to some bright colours because it would be more suitable for the collection and spring/summer season.
LOGO DEVELOPMENT The first colours I decided to experiment with was turquoise and navy blue, as blues are associated with Adidas anyway, because of the popular tracksuits they have previously made. I also thought the blue would look really good against the yellow background whereas the turquoise maybe not as much, because it’s not strong enough. Even just looking at them both, the navy stands out much more.
LOGO DEVELOPMENT The next two colours I wanted to use was orange and green. Both colours are very summery and although individually they are nice colours, I don’t think they would look good against the yellow background and would clash with the collection colours. Orange, green and yellow are right next to each other on the colour wheel, which is another proven reason as to why they wouldn’t look good against the yellow.
LOGO DEVELOPMENT Lastly, I changed the original logo to red and pink, because I thought the red would match some of the outfits from the collection, and the pink would be a good pop of colour, as I have not used any pink in the collection. However, I came to the conclusion that both colours would look lost on the photos against the yellow background, and with the pink it is a stereotypical female colour, and the collection is of course for males and females so some might not like the idea of a pink logo.
Colour wheel (spectrumnoir.com, 2019)
FINAL LOGO In the end, the final colour I decided to go for is the navy coloured logo. I thought this colour would suit the collection, and the final images the most as it will stand out really nicely against the yellow background, and it matches the colour palette of the collection, which overall will tie in together and make it look like a finished product. Moreover, the colour navy and yellow are opposite each other on the colour wheel, and yellow is a warm tone colour and navy is a cool tone colour creating the illusion of opposites attracting, and therefore looking good together.
FINAL LOGO
The next three photos are examples of what the final logo looks like on some photos with the yellow background. I positioned the logo in the right bottom corner, as it still stands out so you can see that the brand is Adidas, but it is also subtle because it is placed in a corner so that the main focus is still on the collection.
INSTAGRAM MOCK-UP
Adidas Originals Instagram
My Instagram mock-up
Looking at Adidas Originals’ Instagram page, it looks a lot different to what their website looks like as it has images that are taken on location, and which are a bit more streetstyle inspired. I decided to take some more photos myself on location, and then do a little mock-up of what my collection would look like on the Adidas Instagram page.
INSTAGRAM MOCK-UP
Adidas Originals Instagram
My Instagram mock-up
I wanted to do this little mock-up, because Adidas has a massive Instagram following, which means they like to engage with their audience on there, and therefore what they post is important. Because my original studio photos wouldn’t be suitable for their Instagram page, I wanted to take some photos on location and make sure all the different photos taken match Adidas’ different platforms. This shows a wider understanding of the different ways through which Adidas interacts with their audiences, and I wanted to make sure I stick to that.
FINAL LOOKBOOK PHOTOS
I have altogether chose 21 photos to go in my lookbook portfolio. 10 of those are of my male model and 10 of my female model. The collection is for both genders hence why I wanted to keep it equal.
I decided to edit my final photos a little bit on Photoshop, as I wanted them to be much brighter, so by using the levels and brightness tools, I made all the images brighter, and added the final blue logo to the right, bottom corner of every photo.
FINAL LOOKBOOK PHOTOS
As previously mentioned, one of my inspirations was Kylie Jenner for Adidas and her floor poses, which is why a lot of my final images are of my models posing on the floor, because I believe they are overall very effective.
I stuck to two outfits for the male, mainly the navy tracksuit, because I like how much it stands out against the yellow background but I also chose some photos with the red tracksuit top for a bit of differentiation.
FINAL LOOKBOOK PHOTOS
Here are two more photos of my male model with the red tracksuit top on and the beginning of the photos of my female model. Yet again, we have floor shots from different angles, which make the photos a bit more interesting than your classic, stood up ones.
FINAL LOOKBOOK PHOTOS
The majority of the photos of my female model are in an all black outfit, because as with the navy tracksuit, the black here stands out really nicely against the yellow background.
FINAL LOOKBOOK PHOTOS
I wanted to use a few photos where the model is using something as a prop, which is the white box in this case. I thought that I needed to choose a few photos that are not just ones taken on the floor. The white box makes the images a bit more eye-catching and exciting to look at.
I have also chosen three images where the model is wearing a blue jumper, because as previously mentioned, I wanted a variety of outfits, and to really show the final collection, and make the overall lookbook enjoyable to look at.
FINAL LOOKBOOK PHOTOS
The last photo is a shot of trainers, because I wanted to show a close up of something from the collection, and I think this photo works really well with the rest of the final images, and stands out a little bit more from the rest of the pictures.
LOOKBOOK COVER PAGE Here I created two different front cover pages for the final lookbook. I wanted to see what each model would look like on the cover page, and I specifically chose floor shots, as I previously mentioned some of the floor photos were my favourite, and I think they look quite effective on a cover page. Moreover, I double layered both images and used the transparent tool to fade them into one another. The cover which I think looks more powerful is the one on the left with the female model. The photo overall is very bright, and the pose really makes it stand out, which is why I think it looks great as a cover page. I also added the name of the collection on top of the page followed by the season and year of the collection. I didn’t feel the need to write the name of the brand on the cover page, as the logo in the right, bottom corner is very clear, and the stripes on the clothes are so iconic that the name of the brand doesn’t need to be mentioned.
FINAL LOOKBOOK COVER This is the final lookbook front cover. I decided to not add too much to it, and over do it, because I think the yellow background already speaks for itself, and makes it eye-catching without anything else on there. I also think the pose is very strong, because you can really see the full Adidas outfit with the shoes, socks and stripes being the focal point.
CONCLUSION
To conclude my whole final major project, and the final outcome which was a lookbook for the Adicolor Spring/Summer 2020 collection, I am really happy with how the project has turned out. By firstly researching more into the Adidas brand, and finding inspiration from different photographers such as Nino Yap and Johnny Dufort. What I mostly took from those two photographers was the idea of a bright coloured background, which I ended up experimenting with red and yellow. Unfortunately, I don’t think the red worked as much, because as this is a spring/summer collection, I wanted to make sure the photos really were bright, and summery looking. The reason I ended up using only a red and yellow coloured background was because they were the only two available colours in the studio so I was limited to only working with those. However, the yellow worked so well that I decided to use it for my final lookbook images. Furthermore, I then looked at poses inspiration. Here I came across the Kylie Jenner for Adidas campaign and the shots of Kylie, which I thought were very effective floor shots, which is why I used those as inspiration for my practice and then final shoots. I then also looked at how Asos models pose on the website, and this is why I used a chair in my practice shoot, which although looked quite good, it made me realise I wanted to use a different prop. This is where I experimented with the black and white box. I didn’t like the way the black box looked against the clothing, but I liked how the white one looked hence why I used it in my final images. I believe it works well against the yellow background, and adds a bit more excitement to the images. I decided to develop the Adidas logo, and use it on my images. I kept the logo the same, as it is so iconic to the brand, but I experimented with the colour of it, and instead of a black one, changed it to a blue one, which I used in every photo, in the right, bottom corner of each one. I think this adds a symbolic touch to the Adicolor collection, and the Adidas brand in itself. Finally, I chose 21 final images that will go in my lookbook portfolio, and which show the final collection for the new Adicolor Spring/Summer 2020 collection. I am really happy with my final images, as I made sure I have chosen a variety of ones with different poses, and outfits. I love how the yellow background makes the photos stand out, and without having to mention it, it is obvious that this is a spring/summer collection. If I was to do this project again however, to develop it even further I would make sure I experiment with more background colours because there could have been more colours that looked good with the collection. Also, I would take more close up shots of the clothes, because this is an upcoming collection, and the audience would like to really see what the collection will look like. And although I would take some close ups next time, I think the full shots throughout the whole lookbook really put it altogether, and make it look complete.
LIST OF ILLUSTRATIONS
Adicolor Adidas Originals Collection. (2019). [image] Available at: https:// www.highsnobiety.com/p/adidas-adicolor-ss18/#slide-15 [Accessed 20 Feb. 2019]. Adidas collaboration with Kylie Jenner. (2018). [image] Available at: https:// www.iol.co.za/lifestyle/style-beauty/fashion/adidas-announces-collaboration-with-kylie-jenner-16866424 [Accessed 14 Mar. 2019]. Adidas Crew Socks 3 Pairs. (2019). [image] Available at: https://www.adidas. co.uk/crew-socks-3-pairs/S21489.html [Accessed 20 Mar. 2019]. Adidas Instagram page. (2019). [image] Available at: https://www.instagram. com/adidas/?hl=en [Accessed 22 Feb. 2019]. Adidas Logo. (2019). [image] Available at: https://www.jdsports.co.uk/page/ brands/ [Accessed 17 Feb. 2019]. Adidas Originals Instagram page. (2019). [image] Available at: https://www. instagram.com/adidasoriginals/?hl=en [Accessed 22 Feb. 2019]. Adidas website. (2019). [image] Available at: https://www.adidas.co.uk [Accessed 17 Feb. 2019]. Asos Men's clothing. (2019). [image] Available at: https://www.asos.com/ men/sale/hoodies-sweatshirts/cat/?cid=12418&ctaref=shop%7Choodiessweatshirts%7Cmw_hp_sale&page=2&scrollTo=product-11568481 [Accessed 13 Mar. 2019]. Asos women's clothing. (2019). [image] Available at: https://www.asos.com/ women/sale/dresses/cat/?cid=5235&ctaref=shop%7Cdresses%7Cwomen_ hp_sale&page=8 [Accessed 13 Mar. 2019]. Colour palette image. (2019). [image] Available at: https://refactoringui.com/ previews/building-your-color-palette/ [Accessed 18 Mar. 2019]. Colour Wheel. (2019). [image] Available at: http://www.spectrumnoir.com/ an-introduction-to-the-colour-wheel/ [Accessed 18 Mar. 2019]. Johnny Dufort photography for Autumn/Winter 2018 Dazed magazine. (2018). [image] Available at: https://www.streeters.com/news/dazed-autumn-winter-2018-cover-story-kleptomaniacs [Accessed 10 Mar. 2019].
LIST OF ILLUSTRATIONS
Kylie Jenner Adidas Originals Falcon. (2018). [image] Available at: https://blog.jd-sports.com.au/adidas-originals-falcon-kylie-jenner/ [Accessed 23 Mar. 2019]. Kylie Jenner for Adidas. (2018). [image] Available at: https://fashionista. com/2018/08/kylie-jenner-adidas-ambassador-partnership [Accessed 10 Mar. 2019]. Men's Asos sunglasses. (2019). [image] Available at: https://www.asos. com/asos-design/asos-design-angled-crystal-square-in-black-plasticwith-smoke-lens-and-bevelled-edges/prd/11064956?clr=black&SearchQuery=&cid=6519&gridcolumn=3&gridrow=4&gridsize=4&pge=2&pgesize=72&totalstyles=375 [Accessed 18 Mar. 2019]. Nature-Inspired colours for Spring/Summer 2020. (2019). [image] Available at: https://fashionunited.uk/news/fashion/nature-inspiredcolors-set-to-dominate-spring-summer-2020/2019012841243 [Accessed 13 Mar. 2019]. Nike Instagram page. (2019). [image] Available at: https://www.instagram.com/nike/?hl=en [Accessed 5 Mar. 2019]. Nike Just Do It Website. (2019). [image] Available at: https://www.nike. com/gb/en_gb/ [Accessed 7 Mar. 2019]. Nino Yap colourful photoshoot. (2013). [image] Available at: https:// www.designscene.net/2013/07/olga-a-captured-by-nino-yap.html [Accessed 30 Feb. 2019]. Photo of Adi Dassler. (2019). [image] Available at: https://www.pinterest. com/pin/521643569313810752/ [Accessed 17 Feb. 2019]. Puma Instagram page. (2019). [image] Available at: https://www.instagram.com/puma/?hl=en [Accessed 10 Mar. 2019]. Puma Logo. (2019). [image] Available at: https://seeklogo.com/vector-logo/304000/puma [Accessed 10 Mar. 2019].
BIBLIOGRAPHY
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BIBLIOGRAPHY
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