Chasing Purple Hearts- Topshop Film

One of most interesting but challenging modules of this term is Fashion film. I have never done any form of filming before and although I am familiar with a lot of fashion films due to my obsession with Nick Knight and Showstudio, planning and executing one for myself is not so familiar.

Receiving the brief was very exciting. It instructed us to research, pitch and complete a fashion film for Topshop and the design for its full installation in the Oxford Street Store. Choosing the 60s as my initial inspiration I began researching the fashion and culture from this time.

It is important not to lose sight of the market and brand I am working with, full Topshop brand research was key in insuring my pitch was as strong as possible. I chose to base my film around the early modernist culture as there is an existing market for this style at Topshop; the Factory Girl range is very popular and embodies a lot of the influences I want to capture in my film.

This week is the official pitch of the ideas covering the general inspiration, concept, art direction, mood and plan for the film. There is a lot to think about when pitching as it is important to cover all the information without the client getting bored. I always feel comfortable with the initial section of the pitch, what I find scary is the question/ grilling to follow. My tutor will no doubt quiz me in all areas of research and planning and I must be able to provide all this information and seem as though I know what I am talking about.

Crits though scary always help to focus my mind on the areas to work on and the direction I am taking next. Here are the three pitch boards which include the intro, concept and interior. The interior board shows the designs I have done for the layout of the section of the store that will create the right retail space and atmosphere for the film/collection. Brands and stores invest a lot of money and time into their installations as it plays a big part in brand image and marketing. This is definitely an area of fashion communication I am keen to explore further.

 

Who's that girl?

Hair and make-up can radically change the look of an image. This week’s challenge was to use one model and create three dramatically different looks. This was a good way to make us push the boundaries of styling, I myself am guilty for keeping things classic and minimal as that is my personal preference. After this exercise I am now keen to try more adventurous looks in future shoots.

Here are the three looks created with one model.

Seeing Strips- styling shoots

The styling shoot for Fashion photography was a lot of fun. The steps taken when styling a shoot are simple, you start with one garment and work through the look sometimes this will involve several pieces and accessories and sometimes little is used allowing the garment to stand out.

The hair, make- up, mood, lighting, model, and expression will all contribute to the styling of a shot. As we have been working in the studio there is limitations with the set up but a lot can still be done around the composition and look of the shot.

Taking inspiration from numerous campaigns, magazines and stylist I put together a look for a lace coat. To avoid being clichéd I tried various fun ideas before settling with this theme.

Accessory Campaign

Our second brief is to do with fashion still life, and is perhaps one of the more challenging areas to get inspired by. When photographing or reading fashion journalism it is usually the personality behind the picture that captures me, you do not have this hook when photographing objects.

Therefore it is important to be creative. Using photographers such as Martin Parr and Sam Taylor Wood I began looking at how I could photograph accessories in a campaign that would be visually interesting while still showcasing the fashion items.

I chose to place the chosen items along with unusual situations for fashion advertisement. Heavily inspired by Sam Taylor Woods use of decay and Martin Parr's focus on everyday scenes I put together images that could be used as part of a shoe spread for the magazine Wonderland. This is one of the magazines I have been studying this term, it is an aspirational lifestyle magazine with a clear focus on new and emerging talent in the creative industries.

 

I am happy with the images I have produced so far but as we are only in week six these are just working examples as the final spreads will be more developed and hopefully more impressive.

Starting with the minimal

London Fashion Week now feels like a distant memory as exciting project briefs are now taking up all my time. As I have said before this term we are coving the creative aspects of the course with modules in Fashion photography, fashion film, Still life( advertising campaigns) as well as a continuous module in contemporary and contextual studies.

 

I have been really enjoying learning about the art direction though I would not say photography is one of my strong points nor the direction I want to pursue.

First up we have fashion photography and over the four weeks we have completed a minimal styling shoot, a styling shoot and a hair/wig/ makeup shoot. This involved a lot of research work before deciding the final direction of your shoots.

Minimal styling can be interpreted differently but if you think of Stella McCartney, Celene or Chloe they are all famous for their minimal styling as brands. Minimal can mean the amount of clothing, detail or backdrop etc used.

It is also a good exercise to explore lighting effects and mood in capturing the brand, collection or idea. Minimal styling is surprising versatile as you can see in the two very different images I have chosen to show.

A day with Louise Gray

In the short time I had in London I was determined to fit in some experience to complete what has been a very interesting summer of placements.

When hearing I would be working with Louise Gray at her catwalk show, I only just managed to remain composed, ok I didn't. I have followed Louise's career closly from the beginning as her work is incredible and she is flying the flag for the Scots in the Industry.

Working for Louise Gray meant spending a day at the Topshop Space. The venue was exactly how I had imagined a show space to look with large white tents containing numerous tall rails, tall models and tall lattes. I was not nervous once I had arrived as there was too much to see from hair and makeup artists working like machines eight to a model and the huge dress bags being arranged by busy interns.

What I was not expecting was how calm it all was. Perhaps Louise and her team were just organised but there was none of the screaming, throwing or swearing- if I am honest this was slightly disappointing.

Louise appeared from behind a rack, running orders in hand and walked straight towards me. You can imagine my astonishment when I smiled and she smiled back before asked me if I would help her with something.

team Louise

 Following her out onto the catwalk I felt as though I was dreaming, as she explained the task to be done I struggled to listen and not think about the fact that LOUISE GRAY was talking to me and calling me hun!

 Some say you should never meet an idol as you will only be disappointed but Louise Gray proved this theory to be wrong as she is one of the nicest people I have ever met, furiously thanking us for our help with organising the catwalk display. Being out front pre show also allowed me to witness the lighting, sound and run through checks. How do these things happen to me?

Louise was so professional and friendly even minutes before the show that she had worked tirelessly on for the past season; I do not think I would be breathing standing in her position with the world press and fashion heavy weights eagerly waiting on the other side of the catwalk.

When the lights went down the action picked up, models ran from rail to stage with one being sliced out of a dress. The team were focused and I appreciated how important it was for team members to be capable and confident during this time.

 The collection was sensational, with 90s mash ups and Barbie influences.

Within minutes the show was over, the appreciation ear shattering and the press furiously flooding back stage for an interview.  It was a great opportunity to experience the planning, organisation and detail that is put into the short show. Within minutes all social media was inundated with pictures, quotes and reviews.  There is a short and intense period of time where the Louise Gray collection is top of fashion then the models grab their suitcases, the press run and editors disappear to the next show, the next big thing and leave Louise and her team to pack up six months of work before celebrating the huge success of the collection.

Heading home happy.

 

Obviously the collection will receive attention for some time but for the design teams it is history, when Monday morning comes around this amazing collection will be old news moving onto the next exciting project that will no doubt continue to capture the hearts of the industry once again.

I felt incredibly lucky to be part of the event, Louise is still part of Topshop’s  Newgen project but when she is a fashion legend, which I know she will be I will look back and remember every second of that day. As a communication student it will be interesting to follow the press and upcoming editorial on the collection and see what garments are picked up and what trends are sustained throughout the season.

Reflecting on my time with Louise Gray I feel I learnt three important lessons; leave your nerves at the door, be proactive in your approach and don’t blink or you will miss it.  

In the street at LFW

One of the areas we were instructed to cover during our LFW project was Street Style. Documenting this is a great way to learn how the trends from the cat walk are interpreted on the street. In a time when money is tight wearability is key to any brand wanting to survive.

It is also a great way to judge the direction of fashion, we are continually reminded of the importance of customer awareness and how knowing what your customer wants will assure you deliver and sell.

I had a lot of fun doing this part of the project once I had got over the nerves of approaching everyone from possible 'VIPs' to stylish students to photograph them. I think it is the only place where posing is not judged but expected.

There is a really interesting dialogue occurring in the industry at the moment with a mutual respect between the street fashion and all fashion magazines, glossy included. Here is ten of the street style photographs that were part of my project. Key trends on the street were neon, sport luxe and hats but I decided not to limit myself so went with a general accessories theme as a focus.

London Fashion Week

The second week of term brought London Fashion Week and the logistics of the trip meant it was not until I was actually standing outside Somerset House, camera in one hand The Daily in the other that I had a chance to really consider where I was.

At the age of about eleven I decided I was going to work in fashion at the time it was as imaginative as if I had said I wanted to be a power ranger (yellow obviously) yet as each year goes by I am amazed at this reality possibly drawing closer.

My course was sent to London to complete a project brief of research, styling and photography work as well as to visit various exhibitions with the advice to use our time to get inspired, get focused and not shop.

I am proud to say all of the above were achieved in five hectic days and I even managed to fit in two days of work experience with Louise Gray and Fashion Fringe.  Posts to follow.

 

I am surprised at how quickly I felt at home in London, riding the tubes and navigating my way about, though the iphone must take some of this glory. However it took longer to feel at home in the venues I have only known from the pages of Vogue. Wandering the cobles of Somerset House it took all my concentration not to fall never mind look as though I belonged among the cluster of the fashion familiars heading for the next front row, ipads in manicured hands.

By the third day I began to find my feet, and even relaxed enough to allow my canary yellow dress to attract some photographers. After several days of approaching stylish strangers as part of my Street Style project I found it hysterical and very odd to be on the other side of the lens, though cannot say it wasn’t fun; what dress doesn’t enjoy a bit of attention?

 

There is a lovely feeling of celebration at London Fashion week, whether you are a student, famous blogger or icon everyone is there for a common purpose and the fun emanates from this. Thanks to the wonders of social media we found ourselves at one of the Fashion Scout shows. These shows are always particularly exciting as the designers are new and fresh and the audience are willing them to be the next big name. We were at Tuhir Sultan’s show which was beautiful.

I didn’t know what I would take away from the slightly surreal experience. At times I felt I was looking into a world that was not quite real, as Kelly Osborn hopped from a blacked out car and Alexandra Shulman squeezed through the crowd darting into the Topshop Unique show- at times though it all felt very ‘ordinary’.

The most obvious thing about the event was its purpose. As I had only ever read coverage the press image was all I was aware of. The glamour and fun is definitely there but the press focus on this to attract and generate more publicity and build on the brand. When you strip back the cameras and late night private parties this is ‘a ‘military slick’ run event that attracts thousands of press and buyers from hundreds of countries assuring the nourishment of the thriving British fashion industry.

 

It is all too easy for the cynical (or just the unstylish) to dismiss it as a false or materialistic but what these five fabulous days do is reinforce the identity of the British Fashion industry.  The world that is responsible for maintaining the reputation for creative excellence, driving new and innovative talent and technology while also contributing £21 billion to the UK’s economy. It is brains and beauty at its finest.

London was undoubtedly still basking in the glory of games and the atmosphere was infectious. I visited the Tate, V&A and the Textile and Design Museum as well as iconic shops including Liberty, The B Store and Browns before finding the new McQueen store which was intimidating cosy, friendly and chic- as expected.

Feeling slightly drained I headed back on the train to Scotland, I didn’t want to leave but uni called and my feet had surrendered. The people who work in the heart of the industry work hard and the realisation of this hit home as a scrolled through the editors tweets about early morning flights to Milan. I had barely made it through five days and they do this for a full month twice a year. Do not think this has put me off, far from it. I now have fresh determination to work harder, learn faster and walk quicker – heels are no longer an excuse.

New term, new brief, same issue.

A short post to make excuses, introduce 2nd year and consider the horizon.

The first six weeks of second year have gone by in a flash of briefs, late night library sessions and weekend shoots leaving me with little time to blog. I regret this as I also attended London fashion week which naturally provided me with endless blogging material.

Sadly projects had to take priority and I would be lying if I said there hasn’t been a little hysteria among the gala girls as the realisation of the pressure and time scales begin to hit home and sleeping drops to the bottom of the extensive ‘to do’ lists. I would also be lying however if I said I don’t love it.

The environment we are working in is realistic to the industry and though you often doubt your capabilities nothing feels better than when all comes together for the deadline.

 Now studying wholly communication the pressure is obvious, especially for the self confessed perfectionists among us. With a course of only twenty there is little room to hid and no one wants to be the one to crumble in their presentation on cry during their crit (both likely to occur next week- stay tuned)

 The result of this however is getting to witness some incredible work being produced in a short time and seeing yourself beginning to respond quickly to the industry like pressure created.

 London Fashion Week really helped to focus my mind on where I am going while also scaring me slightly to death.  After spending a week working in a world where the pressure is fat, tolerances is thin and swear- words regular punctuation you leave feeling hugely intimidated yet exhilarated. The world manifested by the press exists in full ‘Devil wear Prada’ pride but behind this is a core of very talented, focused and hard working, dare I say normal people.

The threat realised is not will I be glam, thin or fabulous enough to get into the industry but do I have the talent to bother knocking in the first place? I suppose one can only wait to find out and first term of second year is as good a place as any to get started.

 This term is arguably the creative aspect of the course with modules covering photography, styling, and studio work and fashion film. The fashion film is based on Topshop which has been very exciting but more on that later.

 Next term we shall move onto my preferred areas of the course with business modules on promotion, advertising and journalism. This is not to say I have not enjoyed the artistic aspects so far and all the briefs are commercially focused.

 The first day back also saw our first hand in, yes fast off the mark high heels or not. It was a portfolio of artistic awareness work, including some challenging themes and course work research. The second part of this portfolio was 30 reviews and critics of fashion films, I will not share this but it is worth mentioning as a really beneficial way to prepare us for the work we are covering in Fashion film this term.

 Here is some of the work I produced for this portfolio, it explains some of the directions I am taking with course work and also will no doubt highlight a contrast with later work, post photography tutorials.  

The themes covered were shine, decay and wet. The photographs were not to be fashion focused so they are quiet random though in context do develop the appreciation of a theme. They also helped to get the creative juices flowing after a summer of Scottish rain and Kardashian trash. Enjoy.