2020 is the year that brought us covid-19 and navigating this new world of social distancing and lockdowns every other month is challenging in the fashion and advertising world. It’s not surprise that the world has reverted back to nostalgic trends and making them more modern. For example, digital experiences have before more popular, with people not being able to leave the house to buy a magazine, being able to buy a digital, interactive copy is more appealing.

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Over the summer my family got some awful new that my dad was diagnosed with thyroid cancer and had to have  a major surgery, before his surgery my extended family went on holiday to Cornwall. This was the perfect opportunity for me to find some content for task 2, here are some pictures that me and my sister took.

As a thought for this project I wanted to mix the idea of advertising with the 60s aesthetic so I came up with the idea of Razzin’ Magazine.

razz

verb (used with object)

I’m sure most people by now have waited the new Netflix show “Emily in Paris” but I dint know how much I would be into the idea of working in advertising. The shows ridiculous “Paris Hilton” wardrobe has given me a spark of motivation to start my research into luxury fashion advertising.

As we start our first project of our final year I can’t help but think how am I going to top the last project we did. Especially with the current climate its hard to find the motivation to become creative again after being stuck in the same 4 walls for months. Being back in Brighton has defiantly lit my creative spark again and I’m excited to start this new project. Over the summer I’ve come up with a couple concepts of what to do for my final major project, I’ve been thinking about what inspires me and what I (as a consumer) would want to see. Ive found comfort in 60s and 70s music over lockdown as I’ve been listening to a lot of my dad’s music (its hard to get away from it when you’re shut in the same house). Ive always loved the aesthetic of Malibu in the 1960s, the music, the fashion and the free lifestyle. I want to create something that will bring a smile onto a customers face and also make people feel nostalgic.

The idea for our first shoot for our fashion film was to create a look into what the world would look like after the virus had hit. We drove to a town an hour away from Brighton to an abandoned care home to shoot. The footage we got was perfect for the look of the film.

It took me a while to come up with the concept of this fashion space, we were given 3 designers that didn’t seem to have much in common other than the human body. We wen through few themes we could go with but none of them were sticking. As a trip on this project we were taken around Selfridges and it wasn’t until then that inspiration struck. I was on the train home chatting to my housemates and I finally came up with the idea. WHY NOT MAKE IT RELATED TO A VIRUS? At the time the coronavirus wasn’t really a concern it was just bit of a meme and not a threat, oh how times have changed. I really like the Gucci runway where they made it a hospital and I know I wanted to do something similar. After chatting with the rest of my group the idea was set and we had created our virus. ARCID-20. ARCID coming from the idea of architecture that our designers were looking at and 20 being the year we were making our fashion space.  

To fund the main bulk of our magazine as a team we came up with the idea of a “basement bash” this was inspired by 90s underground raves. We sold tickets on the door for £2 each we also sold shots of alcohol and created a playlist and posters for the event. It was my job to advertise the event across all social medias and sell tickets.

‘Heritage’ will be using a variation of relevant advertising platforms to help provide revenue for the creation of the magazine. We will be incorporating the cultural, social and fashion elements by integrating the following brands: 

• Stella 
• Marmite
• Durex
• Heinz

Additionally, we will rely on initial funding from curated and organised fundraising events to aid startup
costs whilst developing social media accounts on platforms including Instagram and YouTube. As an integral part of our initial advertising these social media accounts will allow readers to interact more intimately with the content whilst accessing exclusive online composition such as moving image and non-curated photo shoots. As our magazine in print grows issue to issue our social media will develop alongside continuing the brand image and producing more niche, dynamic content. We will also be selling our magazine in Magazine Brighton for £11 a copy.