Fashion brief.
Fashion
is big business. It no longer 'trickles down' from top designers to the masses,
it is starting to rise to the top from the street. Designers are creating
entire lines of clothing from what they see people wearing. It is all about trends.
Social media has changed the world and as fashion is such a large part of
society now, fashion has of course, changed too.
Research street style
Street
style is not a new phenomenon, but one that has come developed over the past
fifty years. Before World War Two, young people were duplicates of their
parents and social class, dictated social dress. The affluence of the 1950’s,
the advent of Rock and Roll and the identity of ‘teenagers’ set a whole new way
of dressing that has not stopped evolving since.
Teddy Boys, Mod’s and Rockers, Hippies, Burnouts,
punks, grunge, metal heads, head bangers etc. All these styles have grown and
morphed into their own subcultures. With different micro-cultures in amongst
all those too.
The
advancement of technology has widened our gaze to beyond just those around us,
we can see all around the world, take fashion from different countries and
cultures, and incorporate it into our own. There are large communities now that
exist, of people in western culture, embracing eastern culture, Japanese style
and taste.
The
Japanese style is very distinctive, making excessive use of neon colours and
tight fitting clothes, with Anime and J-Pop. This culture has grown and
manifested around these cultural icons, like ‘hello kitty’.
Street
style is the idea that 'fashion' or 'good style' doesn't come from top end
designers, that the people, for the people; are pioneering the modern style and
the designers have to try and keep up.
Style
isn't picked from a designer in Italy, but instead is appearing all over the
world, from any person, at any time.
Street
Style is a question of context, and where that context comes from.
The
context comes from whatever people are wearing, leather jackets to tracksuits.
Street style is all about personal expression. There
are several blogs dedicated to trying to capture Street style, where they take
a picture of someone, and ask them questions about what they’re wearing. A
large part of ‘modern’ street style is recycling clothing, from charity shops
and hand me downs, and using them somehow differently to create a new outfit.
Adornment
Adornment is the process of adding something to
someone or something to make an improvement or change. Depending on the
context, on the style of adornment, and the garment, for instance: high street
fashion as opposed to couture fashion is a whole world apart.
Opulence is very regal and over the top, whereas
introverted is very modest and restrained.
(opulent)
(introverted)
I chose the word introverted, mainly because I
can associate with the word and had a strong idea of how the feelings of an
introvert would be represented physically.
Research
3-5 fashion photographers
Fashion photographer 1: mert and marcus
This image is interesting because of
its shape. The subject and product are not fantastically interesting, but the
shape and layout of the image is fantastically intriguing. This image really
draws attention to the subject.
This
image is minimal, the background is simple and does not take away from the
image, it only features the glasses and the model, there’s nothing else
distracting in the frame. It is clear and to the point.
The
image relies on ‘sex sells’ to market the glasses. The image in black and white
subtly suggests that the glasses are sexy because they match the lips, and the
lips have a long history of being used to help the idea of ‘sex sells’
Vocabulary for this image:
Minimal,
simple, classy, striking, clarity, sunglasses are the main focus, ‘sexy’ (in
the black and white the glasses match the lips. Sex sells).
This image is more fun than the
last, with the main focus being on the glasses again. The entire image is
structured around this. The feeling of choice is ingrained in this image.
The multiple pairs of glasses, and
even the fact that she’s looking at the pair in her hands when she already has
3 other pairs of glasses on, all suggests that they can be collected, you can
own more than one pair.
Again, a recurring theme with these
black and white images is that the background doesn’t distract from the subject
and model, or the product. The background is always simple and well structured.
Vocabulary for this image:
Fun, again simple, carefree, lots of
choice (you can own multiple pairs), background doesn’t distract (focus is
always on the model and the glasses),
(wearing the white ones, not any of the
others?), Significance of choice
This image is a far reach from the
other images I’ve looked at, it’s in full colour, with an interesting
background. It is elegant and calm. It is almost peaceful, even a little
whimsical.
The photographic structure of this
image is interesting, the photographer has used a fairly short focal length,
while also using whatever space around the model they can, to help create a
‘normal’ feeling space, a far reach from a studio or set, almost as if this
person is going about their day. This helps the viewer or consumer picture them
in the image, subconsciously selling ‘this could be you’
The photographer seems to have
manipulated this image to make the first eye contact focus on the jumper, which
is obviously the point of the photograph.
The blue of the jumper is actually
the most vibrant colour in the image, with the rest of the image and the
colours being washed out, and less vibrant.
Vocabulary for this image:
Elegant, well framed, nice focus
points (mug, jumper) the model doesn’t distract from what they’re advertising,
nice focal length, good use of colour (vibrant blue, faded everything else)
This is image has been taken from a
very specific point to exaggerate the effect of the dress. The perspective of
the entire image is interesting; the abnormal height of the subject is
definitely an interesting feature of the image. (She could be standing on a
box).
The exaggerated curves in this photograph
give the illusion of a very sexy and elegant image. The hourglass figure has
been, throughout history, a coveted shape in fashion, even though models tend
to be very tall and thin. It is telling the viewer that they, too, can be
voluptuous and sexy.
The shapes and colours of this image
are exceedingly striking. The clean lines and colours of the background are
directly in contrast with those of the model and dress. This makes for the
striking image. The texture of the fabric, alongside the patchwork style
enables the photographer to play with the light and shadows to accentuate the
shape and produce this very sexy and coveted image.
Vocabulary for this image:
Colourful, clean, elegant,
interesting shape interesting image sexy, voluptuous, coveted.
This image has a different feel to
it. It is less elegant and graceful, rather, more rebellious and provocative.
The framing and lighting in this
photograph make for an interesting image. By creating diverse shading differences
in the image through most of the monochromatic spectrum - from deep blacks all
the way to the crisp whites on her face - the photographer has given us a ‘bad
girl’ image, creating a narrative with the wisps of cigarette smoke to the
spots of shiny leather and the deep ‘v’ of the jacket’s opening.
The image seems to be less about
selling a product, and more an entire style, the sort of rebellious and
dangerous lifestyle, smoking, leather jacket, etc.
The positioning of the subject is
interesting; it does not look particularly comfortable, hunched shoulders,
leaning forward and head back, accentuating the neck and jawline. This, coupled
with the lighting on her face, makes her face look almost like a mask,
something that’s been placed onto her head delicately.
It's almost like this image is making a
statement that fashion is uncomfortable
Vocabulary for this image:
Rebellious, distant (look on her
face), well lit, interesting positioning (head back, leaning forward), Hair +
jacket match, background doesn’t distract.
Photographer 2: Sebastian Kim
Vibrant, unnatural, unnerving, colourful, interesting, reflections,
colour matching, interesting shadows, odd pose
contrast, interesting background,
looking room, use of leading lines, only 2 colours in theory (blue/pink),
contrasting colours
Interesting pose, mint green
background?, more focused on the clothes, blurred hands?, contrast again (mint
green, red)
very artsy, blurred, contrasting
colours, blue/red, vibrant, nice framing, model is right in the centre
on the importance of look-books.
A lookbook is a way to showcase your
business in a new, and interesting way. The lookbook started with smaller
companies and students, trying to get their work into the world, but has
recently been adopted by larger brands and designers to show off their clothing
line in a ‘fresh’ way.
A lookbook helps guide customers,
towards creative and aesthetic decisions when it comes to buying. The challenge
with making an interesting lookbook is standing out, keeping above the
competition and keeping all eyes on you, keeping your customers attention and
providing them with an aesthetic they can stick with.
That all being said, a lookbook is
not there to market your clothing, it’s there to promote your brand, encourage
existing and new customers to want to find out more, make them want to look at
a website, or a catalogue, it needs to be simple, yet effective.
Shopping is a very hands on
experience, feeling the fabric, looking at how it looks in natural light,
possibly even trying it on. As an e-commerce business, you don’t get that
experience, you loose out being able to physically show your product to the
consumer, loose out on being able to let them put together clothes to make
outfits, you need to provide this to them. A lookbook is usually filled with
complete outfits that are pre-determined, pre-made and styled to a type of
lifestyle the consumer can relate too.
Usually, a lookbook creates more than just an
outfit, or a series of outfits, a lookbook usually is highly stylized, with a
controlled look and environment, using everything in the frame to sell your
clothing.
Group shots are often an important
part of a lookbook, they are effective at showing off a brand or a certain kind
of look, when everything is said and done, A lookbook is purely aesthetic. It’s
less about selling products and tries to focus on selling a lifestyle, through
the brands you use and the clothes you buy.
When it comes to designing a
lookbook, the placement and layout is key. Making sure that a theme flows
through the book is key, it helps engage the consumer, and helps tell a story
that keeps the consumer reading, looking at the images and catching their
curiosity. Each picture needs to be in context, keeping with the overlying
theme and making sure that it’s interesting. Boring and bland pictures will
often result in the consumer putting down the book, and going to a competitor.
Lookbook Notes:
Reference:
With
so many different marketing messages surrounding the average ecommerce
customer, it’s hard to stand out.
Step
above the competition and keep customers hooked on you.
Showcase
your business in a new visually appealing way.
A
Lookbook is a way to creatively guide the purchase decisions of your customer
base.
“A
Lookbook is not meant to sell the clothing, it’s meant to excite a viewer about
a product, entice them to check out the store, website or learn more about the
brand.” (Anthony Thurston, SLR Lounge)
“It’s what many designers [and stores] put
together to convey their vision for their brand and what they’re planning for
the coming season” (Sean Low, The Business of Being Creative)
Lookbooks are a form of effective brand
storytelling.
Lookbooks are a form of effective brand storytelling.
Psychology of the Lookbook
Shopping is a sense-heavy activity. As an
ecommerce business, you miss out on the visual and tactile experience of being
able to try on clothes and match certain items to create a stylish ensemble. As
Paco Underhill, the author of “Why We Buy” says, “A sensual shopper is engaged
in the pleasure and excitement associated with choosing the products one buys.”
Usually Lookbooks are full outfit shots
They create an atmosphere, shows your look in a
natural setting
“Create aspirational lifestyle images your target
audience can relate to” (Isa Seminega, founder of Happy Piece)
A lookbook design allows you to create an
environment that your target audience can relate to and see themselves in.
While the majority of lookbooks are fashion focused, you can create a lookbook
for anything!
A catchy title and informative subtitle hook
viewers in from the start.
The products are set up and photographed in a
realistic way
There should be a wide variety of images including
single shots, group shots, scenic shots and product focused shots.
In some of the images the products are very
subtle, while in others they’re more prominent.
The pages you need to include:
Your introduction page should inform viewers of
the theme of the lookbook.
It will likely be the only page with text.
It explains what viewers are looking at - the
’Rambler’ Winter 2014/15 Lookbook - but also displays an image relevant to the
theme.
Make sure your lookbook includes at least one page
with a single photograph of a model, flaunting your products.
Display multiple products from the company.
The pages are simple, making it easy to focus on
the products being highlighted.
You do want to display your products in fun,
appealing ways.
By not showing the model’s full face (or not
showing it at all) the viewer is drawn to the products and apparel.
If you’re selling something like snowboards and
clothing, a group shot can help to represent your brand and your target
audience.
Offer a variety of pages to really let viewers
envision the products and keep the designer/company in mind as a brand.
The placement of materials in the lookbook needs
to be logical. It should tell a story that flows as the book is scrolled
through.
Each time the viewer looks at a new picture, it
needs to be in the context of what was just looked through on the previous page
as well as what they will see on the next.
Remember to include a variety of pages to keep
viewers interested in your content.
Enlist the help of a couple of friends or models
to use in your photoshoots, and try to use natural poses in relation to your
business.
All images taken from google images.
All images taken from google images.
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