Coinciding with our Kate Moss month on Tumblr, Nick Knight releases a fashion film that explores and unpicks society’s obsession with images of celebrities and our voyeuristic tendencies when it comes to icons. The film was shot in 1995 during Knight’s first ever session working with Moss, who was twenty years old at the time and fast becoming a worldwide star. It features footage from security cameras – a nod to the debate and controversy that surrounded surveillance culture at the time of filming – and presents Moss going about a normal day, from waking up to visiting a Madison Avenue studio to returning home. It is only as the film progresses that the viewer realises he is watching Moss from a stalker’s perspective in a sinister play on anonymity, fame and privacy. The work was edited at the time by friend and collaborator Jason Evans (Travis).
THE LANDSCAPE OF A NEW DECADE:
- A tipping point in the racial, ethnic and religious profile of popular majorities suggests that we are moving towards equality and a ‘neutral culture’.
- The transformative force of 5G on mobile means m-commerce will dominate. Its take-up will accelerate mass adoption for AR and VR experiences, and further impact future consumer engagement.
- Crowd-based capitalism will emerge as a force to be reckoned with, as more consumers use activism to ensure their money stays local.
WHAT DOES THIS MEAN FOR CONSUMERS?
- Local priorities are shifting, as people feel that nation states and governments no longer have the trust or power to fix our modern world. From the rise of local crypto-currencies to corporate wealth care (companies’ long-term action within the community), 2020 will see commercial growth closely aligned with the economics of caring.
- People expect technology companies to be more ethical and responsible, especially when it comes to artificial intelligence. Many experts believe 2020 will be the era of hybrid intelligence – human intelligence (HI) plus artificial intelligence (AI).
- Anxiety has reached critical mass and people will lean towards selective apathy to cope. More importantly, notions of perfection are being challenged (French law requiring photoshopped commercial images to be labelled), giving rise to apathetic subcultures and behaviours.
WHAT I AM INSPIRED BY:
- AR AND VR DEVICES WILL BECOME INTEGRATED INTO EVERYDAY LIFE AND YOUR CUSTOMER EXPERIENCE. (COULD TAKE VR FOR MY CHOSEN PLATFORM TO CREATE MY FASHION CAMPAIGN)
- IMPERFECTION IS BEAUTY- A RISE IN UNFILTERED CONTENT AND THE DEMANDS OF REALISTIC IMAGERY. EMERGENCE OF SUBCULTURES LEARNING TO EMBRACE IMPERFECTIONS AND FLAWS.
“The study reveals that “Millennials are 33% more likely to believe their environment demands perfection (‘socially prescribed’ perfectionism); 16% more likely to expect perfection from others (‘other-oriented’ perfectionism); and 10% more likely to harbour an irrational desire to be perfect themselves.”
- MENTAL WELLNESS IN TERMS OF SELF ACCEPTANCE. FINDING THE BALANCE WITHIN YOURSELF.
- Next-generation interfaces will drive new points of sale. Companies need to have a focused approach towards tech innovation to fully harness market penetration. From in-air gesturing to voice and visual search, what will your company go all in for to win market share in 2020?
- As the experience economy becomes more saturated, people want deeper connections with brands. From Watch Now, Buy Now to the rise of flash-markets, your company needs to create meaningful moments to drive awareness and create sales.
- ATTENTION TO STYLING
- LOCATION- SUMMER VIBES = ASPIRATIONAL IMAGE/LIFESTYLE
- SOPHISTICATED, SEXY, YET STILL PLAYFUL AND FUN
- WHOLE CHOREOGRAPHY SET A CHARISMATIC, LIGHT, PLAYFUL TONE TO IT ALL WHICH CONVEYS A NON SERIOUS VIBE
- Youthful, feminine, fresh approach to fashion. Very chic and Parisian
- Summer/travel is a big part of their life style.
- Young, however has a disposable income.
I have been researching into different influencers/bloggers who I think is the perfect persona to embody Jacquemus as a brand. By doing so I am able to fully understand and be clear for my next steps into this project. By being clear of who Jacquemus’ current persona they like to target is I am then able to use this knowledge to apply to my sub brand, but by also seeing where they can improve, and where I can change up their persona without straying too far from Jacquemus’ brand identity and values.
INSTAGRAMMERS AND BLOGGERS TO LOOK INTO- CHOOSE ONE TO ANALYSE AND USE IN SKETCHBOOK:
Inspired by Jenny Saville, I decided to experiment in creating morphed, compressed style photographs by using the scanner. I received some very interesting effects that I am really pleased with and will definitely use for my zine. I am really happy with the way these have turned out and really portrays the message I am trying to bring across- which is being comfortable with your body and emphasising on what others may see as a flaw- whether it be your skin, stomach, boobs.. I like the idea of how these images bring you closer to revealing parts of the body and highlights the skin. Although some (especially the face scans) may appear to be quite comedic, I find that they are really intimate and really draws your attention to the finer details.
To create some more consistency in my zine, I want to reconsider the fonts that I am using. After re-thinking, i think that the font that I was previously using (old english) wasn’t really communicating well with some of the segments of my zine, as well as being quite hard to read- for example the cover. What I originally liked about the old english font was that it was bold, strong, and toughened which I thought went well with the content of my zine. However now looking back, I feel that there are other fonts that I could use which can deliver the same kind of message, however in a way that it is more distinguishable and easy to read.
There are a couple of options that I could use and I have tested out, and I have been deciding between these three slogan fonts for my cover:
(1) Hand drawn slogan from Marthas workshop
(2) Futura (bold)- I like the simplicity of this font, whilst it still communicates the bold, strong elements that I want. I think that this is the font that I will end up using for my cover- and also any subheadings inside my zine (photoshoot headings, title poem etc)
(3) Noise Machine
After speaking with Mark, he has pointed out how I need more of a flow in my zine as parts of it looks quite separated due to the use of too many styles and colour. Therefore, I need to come up with ways in how I can produce more of a consistency in my work in order for the narrative to work. I think the issue I need to resolve is how I can change up the layout and perhaps work into some of my photoshoot (F FOR YOU) images to try and resolve this problem. Sometimes it is best to leave some things out rather than too much, so one thing I could perhaps do to change this is to maybe take away the pink borders, or have some images illustrated/worked into rather than having an image. Another option could be to even have just the pink border images as my main photographs. As the deadline is now approaching, I need to come up with a solution soon therefore will need to carry on experimenting with some more layout ideas.