These are a selection of the photographs from my capsule wardrobe shoot.
Styled and photographed by myself and with professional makeup artist Betsy Wells Deamer.
I plan to present these images in my magazine in grid format, inspired by page from Vogue 100 of David Bailey photography of models Jean Shrimpton and Grace Coddington.
Trend forecasts on WGSN prove that there is a current trend for a staple wardrobe – clothes that can be consumed slower due to their ‘back to basic’ approach.
This inspired me to create a capsule wardrobe feature to my magazine. I sourced five items of clothing to be used during the shoot, which create five different outfits. All items are low cost and from high street brands, (Weekday, ASOS own, Monki, Dr Marten, H&M Conscious). I selected these specific items as I believe they are suitable to the target market audience of my magazine and are also all sustainably manufactured, following my eco fashion proposal.
To begin my project, I have researched into artists and collections from galleries which inspire me. My I first analysed the photography of Simryn Gill, who created this series, ‘My Own Private Angkor’ in the National Gallery of Singapore, of an abandoned housing estate in Malaysia. The frames of glass window panes have been stolen – leaving her subject, the sheets, deserted.
National Gallery of Singapore : Mona Hatoumi, ‘Imprentrable’
Made from hanging black finished steel and fishing wire, this installation creates a three dimensional cube. The piece symbolises the trapping structures within society and everyday life. This got me asking myself – does fashion constrict us or does it break barriers?
The Photographer’s Gallery : Arno Schidlowski , ‘Inner Skies’
Schidlowski’s photography uses landscape settings to express mood and emotion. Focusing on nature, his images have pure and romantic connotations. I particularly liked these two photographs as the first encourages reflection and the second has attention to detail in a fully bled subject matter. In my interpretation the use of the colour red is a symbolism of damage/ hurt.
Submission requirements:
An art directed first issue of a magazine. The magazine should contain all the content you would expect in the marketplace that has been determined by your research. Through your target audience research, you should work to create an appropriate multi-platform magazine.
When reflecting on my short video I am happy with the composition of frames, the quick and clean cuts and the relevant sound effects. I would like to improve it by adding text, to create a clear message of intent and to make it more dramatic. i would also like to include fashion related shots, so that the contrast between environments and clothing can be made.
All sound effects are used from www.zapsplat.co.uk
– Close Sea Waves
– Birds in Background
– Early Morning Walk
– Central City – Traffic and Noise of Shoppers
– Truck Reversing
Fashion Imaging – Statement of Intent, AD394
During my research project I have experimented with designing an insert which will be a part of my future magazine which I will be create during my Final Major Project. The purpose of the inserts is to be a creative supplement to the magazine, which will promote a capsule and sustainable wardrobe. For the inserts, I explored the technique of collage in the form of : geometric, mixed media, and masking. Secondly I experimented with the layout of the insert, and thirdly I created a short 30 second film which can be engaged with through the scanning of a mobile device. I began my project by researching into the exhibition “Fashioned from Nature” curated in the V&A. In the exhibition, I found the collection Rootbound by Diana Scherer particularly inspiring, as she presents roots which are so thin and delicate, however when bound together create a compound resembling material.
From this initial research, I became focused on experimenting with the concept of layering, and the different techniques there are to explore it. Inspired by George Baque I collaged using a range of mixed media such as cardboard, foil, cellophane and tape, to which I then developed to testing wit h my own scans of clothing, materials such as denim and cotton. In the style of Brian Ziff, I created texture with the technique of tearing, and practiced the revealing of an image or a second perspective. Eugenia Eos, also has two perspectives to her work however using a cleaner “cut and paste” approach, to which I recreated using a masking effect. See Figure 1 where I also explored layering images with fragmenting geometric shapes. Creating a more futuristic aesthetic, these collages were successful when considering light and texture, however in the future I aim to combine this approach with less rigid shapes, to reflect the natural ethos of the magazine.
Figure 1, Geometric Collage, Georgia MH
I used contrasting images from magazines to create artwork with a abstract edge and while exploring different materials and approaches, I focused on keeping the theme relevant to the concept of nature vs industrialism. See Figure 2 and Figure 3 for my final insert designs. I used layering techniques which I was inspired by artist and gallery research, and to which I had developed when experimenting however I then carried them by incorporating my own photographs.
The second type of experimentation I carried out was focusing on the layout of the insert. I designed and folded the insert into ways which creates a small booklet, which can be folded out into a double sided creative poster. In reflection this outcome is effective, however in the future I aim to design a way for the folded insert to be attached to the magazine so that it is not loose.
Thirdly, using the app HP Reveal I created a short thirty second video which via the app can be displayed on mobile devices. The short video is inspired by the “Mango Committed Fall 2018” campaign which is a film created to promote Mango’s sustainable collection. The film I created highlights the contrast of environments, in order to highlight the beauty of nature against urbanisation. In reflection I like the concept of scanning the video and how it is immediately available to the viewer, and this is a method of communication which I aim to explore further.
In reflection, I am pleased with my insert experimentations. Prior to my Final Major Project I would like to explore typography and the placement of it on my collages further. When reflecting on the short film, it is well shot and the cuts are clean however I would also like to incorporate my research of typography into film, as this could help create a clear message of intent.
In my Final Major Project I aim to create the future magazine Eternal, for which these inserts will be a part of. In summary this will be mostly influenced with design, however also have informative aspects. When looking at my work, the collages which I have created have a scrapbook / moodboard approach. I enjoyed creating images in this way and feel that this design approach which I am going to carry forward. I will continue to explore and present the concept of a capsule wardrobe and sustainable garment production.
Bibliography
“Committed” Mango, [n.d]. Web. 4 Dec 2018. www.mangocommitted.co.uk
ETERNAL is a collection of clothing which creates a timeless capsule wardrobe for the modern woman.
-All pieces are created in a sustainable process composing of fibres made from recycled materials, and designed to look and feel of high quality and classic style.
-Each individual item is thoughtfully designed so that they can be worn in combination with each other, in order to maximise the capability of the wardrobe.
-The cuts are tailored and timeless, shapes which stay in fashion for a lifetime instead of a quick changing micro trend.
Target Market:
Women aged 17-35 who are:
– Interested in creating a smaller yet more practical wardrobe.
-Are happy to to invest in clothing which will last.
-Have an interest in sustainable clothing and the benefits of slow fashion.
I am happy with the final design of my inserts, as they are a creative collage of textiles and textures which represent the ethos of Eternal. The neutral colour palette is complimenting to the photographs, creating a overall fresh scrapbook effect.
On the 8th of October BBC aired a documentary presented by Stacey Dooley called “Fashion’s Dirty Secrets”. The documentary has taught me how fashion is creating so much harmful pollution and affecting the environment in irreversible ways. The factories of high street brands are channelling chemicals into rivers which locals use for washing, drinking and cooking. Landfills are being filled with year old clothing. 15,000 litres of water is used to grow the cotton to make a pair of jeans. There are so many aspects to fashion which are contributing to ending our planet that soon there won’t be one.
High street brands such as Zara, H&M, Prettylittlething, are few amongst companies which are promoting high street fashion. “Globally, we’re producing over 100 billion new garments from new fibres every single year, and the planet cannot sustain that.”
Levi is one of the few retailers that are trying to reduce their print.
Paul Dillinger, head of global product innovation for the jeans brand Levi’s, told Stacey, “We share information on how to reduce the water footprint of our cotton. We’re working on a solution that takes old garments, chemically deconstructs them and turns them into a new fibre that feels and looks like cotton, but with zero water impact.”
˙People aren’t aware that is said that the fashion industry is the second most polluting industry in the world. I want to create more awareness to people my age, in order to try reduce the print we are making.
To gain a better understanding of the history behind Minimalism I read the book “Less Is More : Minimalism In Fashion” by Harriet Walker.
Page 165, taught me that minimalism is not just a change of trends, but has also been developed by social, political and economical movements. “Consumers have less money to spend on clothing is obvious; that they wish to spend it on pieces that will not date quickly is logical.”
“Not only did consumers want and need durable, timeless pieces, but also they were under instructions from the style press to reform their shopping habits: to shun so called “fast fashion” and purchase pieces ethically, to be willing to spend a little more for a better quality item that would last longer and cost less in terms of natural resources, waste and pollution.”
This has highlighted to me the importance that we purchase and wear clothing that is more practical and timeless. I will research further into the effects of fast fashion and how my fashion brand can help prevent further issues.
Page 115 explains how Japanese designer Helmut Lang’s designs in the 1990’s were “ a way of life”, clothes that will take men and women through their working day. See photos below:
