I am very pleased with how my final lookbook came out. I kept the pages white and minimal keeping the focus on the images. I loved creating the different looks for each trend and choosing the locations to represent each photograph. The photography aspect of the lookbook was something I haven’t got much experience in, I really enjoyed it and i’m looking forward to learning more in the future.
Manifesto
Founded in 1968 Jill Sander is a high end luxury brand, known for our classic style and elegant touch we have successfully created a respectful, recognizable label. Our latest fall 2016 womenswear collection is filled with monochrome, minimal and pure pieces that designer Rodolfo Paglialunga interpreted the house founder’s style. The collection also includes a look best described as artificial surfaces, with glossy metallic raincoats and beautiful silk fabrics. Fashion is an ever changing industry, new trends come and go with different influences that emerge from anything imaginable. Designers and brands take ideas from each other but always manage to give their brands their own unique style that keeps them recognizable. We have managed as a brand to keep the house founder’s look for the label but also managed to keep up with the new and turn around trends that come and go from season to season.
The anti-fashion campaign for Jill Sander is to take risks, break the rules of the brands classic look. Create looks that people wouldn’t usually associate as a Jill Sander collection. Maybe this is what the brand needs, to send a big message through this campaign showing that we are ready to try different things and take the brand in new direction. This campaign includes a look book with my new ideas for the brands new image. As Jill Sanders clothing includes many neutral colours and materials that aren’t too bold to create the collections I have decided to add texture and a louder more vibrant colour palette into brand. We want to achieve a fresh image for the brand and a variety of pieces that stand out as being a rule breaker for the company by doing something completely different to its original recognizable style. The brand is a known, recognized label but not so popular with the younger generation due to its minimalistic, classic style and with the fashion industry testing all limits the competition between brands are fierce, I thought the brand as whole needed to try something new and hopefully create a larger target market and relate to all generations.
With the four trends researched and collected for the look book I have created a collection of images that relates to the trends. The four trends were Iridescent/Reflection, Dystopia, Tweaky Punks and Geometric Structure. These four trends each have their own colour palette which is bold and will be clearly seen in the images. I represented texture and colour in the images by using different methods of showing texture and pattern through clothing, fabric and the location of the photographs. Colours being presented in rusted old furniture, modern glass structures and bright, vibrant fabrics. The purpose of this campaign is to re-brand Jill Sander by creating an anti-fashion look book to attract a wider audience and test the limits the brand could potentially take.