Tag: fashion

GUCCI KIND: THE SPRING SUMMER 2020 CAMPAIGN FILM

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As soon as we were briefed on this project, I knew I wanted to do a Fashion Film. It is something that I have always wanted to do and have been passionate about experimenting with.

I started off with studying many of Gucci’s existing Campaign Film’s such as Gucci Bloom, and Gucci Guilty and so on. I love the style and the ambience they have and whilst studying them, I particularly found there were some key aspects that ‘make’ a Gucci campaign film that I loved, and felt were needed to be in keeping with the brand. 

First of all, a lot of the recent campaign films are done by Glen Luchford and I fell in love with his style and the way in which he brought Alessandro Michele’s vision to life. There was also a campaign film done by Petra Collins, who is an artist I have always admired and been influenced by. Together and apart, they make up the aesthetic and mood of what is means to be ‘Gucci’. Therefore, I felt as though it would not have been right, to completely take the feeling and meaning of my Fashion Film in a completely strange and new direction, however I do feel as though, in hind sight, what I created is definitely all mine. 

I love the romantic and calm feeling that Gucci’s campaign films evoke, and they particularly have enticed me into the brand, which is obviously a great thing. I did find however, that although each recent campaign film eludes romance, there hasn’t particularly been a real ‘love story’.

I am someone, that always likes to give a narrative to my work, and whether that is obvious, or hidden beneath the surface I think it is vital when creating something like a campaign film that customers want to buy into. 

Therefore I told the story of a couple who meet and have a summer romance. I liked the idea of having the beginning of the film really calm and cool, and then the whirlwind of love sweeping them up. I also liked the idea of taking influence from old movies where happiness and the dizziness of love was portrayed by a sped up sequence of them running and playing together, therefore I wanted to include this in my film. 

A struggle with the making of my film, was that unfortunately the film crew of two people, myself and Indiana Tarrant, were also the models. This made it a really hard and time consuming project to fulfil. Furthermore, because I only could have myself, who identifies as female, and Indiana Tarrant who identifies as male, I was/am worried that it seems cliché/incorrect to use a heterosexual couple. However, the reasoning I was able to find myself was that because the range is unisex, and the fact that the female (myself), at the end of the video, is then wearing the suit jacket and also the fact that the man (Indiana Tarrant) had long hair, made it viable for them to be a heterosexual couple. However, on reflection, it was not a case of looking back with regret, because there really wasn’t anything I could do considering the time and the people I had around me in the couple of days I managed to go back home for Easter and film this. I do not think however, that the struggle shows too much in the video, and considering it was my first time doing something like this, I am very proud of it. 

Something else that was hard about the making of this campaign film, was the fact that obviously the Spring Summer 2020 collection for ‘Gucci Kind’ doesn’t exist, and therefore it was very tricky trying to find clothes that fitted with not only Gucci’s aesthetic, but the aesthetic I wanted to give my subbrand and also fitted the macro trends I had envisioned for this project. 

Before styling and piecing together the outfits, I did make a rough concept board to help me find the tone I was looking for through colour and fabrics:

https://www.pinterest.co.uk/kynzakendalljon/back-to-nature/

I named it Back to Nature Initially as I knew that that was the essence of what I wanted to create. This was due to the fact that I wanted to not only fit my macro trends, as I mentioned previously, but also work with my manifesto, that states that each collection for Gucci Kind would be in support of and influenced by a charitable organisation. I chose to support Greenpeace.

When it came to editing my Fashion Film, this was where my style shone through more, and the film became a lot less of a Glen Luchford and more of a Kynza. Before editing this film, I had never used Premiere Pro, so I really had to start from scratch and begin to teach myself how to use lots of elements. Lynda.com and youtube were a big help and it really taught me to have initiative when trying to find my way around Premiere Pro. I found that it’s always hard to teach yourself something new, especially when there are other programs that come so naturally. It is difficult to remember that what is now easy, was once really difficult, like Photoshop. 

However, as I watched more tutorials and did more editing, I really got into the flow of it all.

Something that was really important for me to nail, was the colouring of the fashion film as I felt this would be detrimental to the way in which the film is perceived by others. I really wanted muted and soft pastel hues that especially followed the colour palette of my trend board ‘Earth Generation.’ This was an element of the editing process that really took the longest as playing with colour on a system you don’t know is very tricky.

I was really happy, however, with the final outcome of my Fashion Film as I felt that every element of it really fell into place to create the best I could for my first ever fashion film. 

 

References:

Gucci Fashion Films I studied:

Gucci Bloom

Gucci Guilty

Gucci Bamboo – The New Campaign

Gucci Stories: The Myth of Orpheus and Eurydice

Gucci Cruise 2016 – The Director’s Cut

Gucci Spring Summer Campaign Film 2016

 

ISLE OF DOGS & GENERAL WES ANDERSON CHAT

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My first stop in London was to the Isle of Dogs Exhibition. I thought it was incredible and as I was patiently awaiting for it to come out it was even better! Isle of Dogs is the latest of director Wes Anderson’s films and his second stop motion animated movie after Fantastic Mr Fox.

Wes is well known for his storybook style and incredible dialogue that is funny and subtly asks the audience questions through its themes.

The film is set in Japan and focuses on a cat loving dynasty during the reelections of their president whilst a dog virus is causing all the dogs of the nation to be cast away to ‘Trash Island’. The story follows a young boy who goes on a quest to find his lost dog.

(Figure 1)

The sets were so incredibly detailed and it really was astonishing to see how small and detailed the set could be. The multiple faces and details that could be added or taken away from the set for small changes were so clever and this exhibition really showed how unbelievable the stop motion process is. 

(Figure 2)

Isle of Dogs as a movie was also incredible. Everything about Wes’ films was in this one. The dialogue, the actors (voices) and the themes that aren’t thrown in your face. Anderson has a way of making a film that teaches you a lot about how your own mind thinks. There are no main themes of politics or friendship, however his films can be interpreted differently by different people and this makes the viewing experience different for everyone. 

Something that I really love about Wes, visually, are his colour palettes. The soft hues of pink and blue were key in Isle of Dogs as they gave the ‘dirty’ sets of Trash Island a pop of colour.

(Figure 3)

 

The movie itself was really enhanced considering I went to the Exhibition prior to having seen it. Although to some it may ruin the ‘movie magic’, to be it really enhanced my appreciation for Wes and the people who worked on this movie because you realise how clever it all is. 

 

Other Wes Films I love:

I also wanted to talk about other Anderson films that I love as they are a constant influence to way in which I work and think about my projects.

Moonrise Kingdom (2012)

Moonrise Kingdom (2012)

(Figure 4)

Moonrise Kingdom has a super enhances nostalgic and storybook-esque feel to it as it uses a childish storyline to open up larger and wider questions for the audience.

Moonrise Kingdom’s colour palette is also something that I would like to use to inspire my project. The sages, yellows and natural colours partnered with soft salmon pinks really marry together perfectly and I feel as though they really embody the nature element that is such a big part of Gucci. 

Moonrise Kingdom Color Scheme...upstairs bathroom \

(Figure 5)

 

The Royal Tenenbaums (2001)

 

The Royal Tenenbaums is a film that follows a dysfunctional family and their story. The colour palettes within this film are similar in their natural and etherial feel, however they really have a ‘rose tinted glasses’ feel too. I really love the simplicity and nostalgic feel they give off.

Wes Anderson Palettes, A Visualization of the Color Schemes That Wes Anderson…

(Figure 6)

This is one of my favourite Wes Anderson films, not only because of the colours, but the story and the different and eccentric costume.

What’s Wes Anderson’s most fashionable film? http://www.dazeddigital.com/fashion/article/25987/1/what-s-wes-anderson-s-most-fashionable-film

(Figure 7)

 

Figures

Figure 1-3 – Photos by Kynza Kendall-Jones of the Isle of Dogs Exhibition, London.

Figure 4 – Moonrise Kingdom Movie Poster 2012, https://www.imdb.com/title/tt1748122/mediaviewer/rm550183680

Figure 5 – Moonrise Kingdom Colour palette, https://www.pinterest.co.uk/pin/741123682403425600/

Figure 6 – The Royal Tenenbaums Colour palette, https://www.pinterest.co.uk/pin/185280972149774161/

Figure 7 – The Royal Tenenbaums Cast and Costume, https://www.pinterest.co.uk/pin/215680269632179018/

 

CREATING A SUBCULTURE

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Subculture : ‘A cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture.’ (1)

Today, we were set the challenge, of bringing in as many clothes as possible, pairing up and creating 6 different looks, to represent a new subculture with concepts behind them and shoot them.

It may sound easy, however, it seems styling a limited selection of your own clothes in a crazy new way to create a subculture was quite hard.

Our idea was to link each look with the concept of being ‘chained’ to a subculture and then we wanted each look to signify a social issue we wanted to fight against.

So here are the looks and meanings behind them :

Creating a Subculture Contact Sheet

Creating a Subculture Final Selected Images Contact Sheet

  

(Figure 1)                               (Figure 2)                              (Figure 3)

^The monochrome state of    ^The concept was the chain  ^The concept was the chain

being chained to the idea of     that links society to having    that links us to animal

needing to be a part of a          to have a purpose.                abuse and the misuse of

subculture.                                                                             animal products.

  

(Figure 4)                              (Figure 5)                               (Figure 6)

^The concept that schools and the education system         ^The concept was about

aren’t teaching all the right life lessons, such as feminism.   overconsumption.

  

(Figure 7)                              (Figure 8)                               (Figure 9)

^The concept for this look was about the way technology is improving and growing

and that as a society and a world we are so tight chained to it due to the fact that

humanity seems to not be able to function without it.

 

 

stay groovy x x

 

References

(1) “Subculture | Definition Of Subculture In English By Oxford Dictionaries.” Oxford Dictionaries | English, 2017, https://en.oxforddictionaries.com/definition/subculture.

Figures

Figure 1-3 & 6 – Styling by Wainam Cheung and Kynza Kendall-Jones and Photography by Kynza Kendall-Jones

Figure 4, 5 & 7-9 – Styling by Wainam Cheung and Kynza Kendall-Jones and Photography by Wainam Cheung

 

MY BIOGRAPHY

(AD136 – THE OBJECT)

 

I am very ambitious, and consequently very excited to enter the global fashion industry, due to my love of fashion, creativity and languages. Having never studied fashion communications, I never knew which job I wanted to work towards at the end of this course, but I knew that I had a passion for film photography. However, after having done the project – The Object, I now know that I definitely really enjoy photography and styling. Nonetheless, I have a lot more to experiment with and try out throughout this course. I am very excited to start experimenting with new media, software and styles of communication. Another passion of mine is evoking important messages through my work, such as equality, animal welfare and the importance of education, which is something I have lightly touched upon in this project, but I am keen on always using my artwork, where possible, as a message and a way of expressing my ideas and opinions on social and cultural issues.

 

stay groovy x x

FRESHERS 2017

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My ‘Freshers’ week in a less than 2 minute video.

I used only my phone to capture snippets of my week and compiled them together, to seem like a ‘day in the life’ of a Fresher.

^^^click here^^^

FRESHERS 2017 BY KYNZA K-J 

thank you to bensound for the music

 

stay groovy x x