BA Fashion

Fashion concepts and New Media

We got given our new brief this morning. Producing the multifunctional jigsaw your own image concept through out the innovation and cut module is definitely going to help me though out this, as the content excites me. I should hopefully be able to generate a cohesive line up to go with the brand name "Does it Fit?"

After being shown past video examples, although I found them to be visually stimulating, I did have a few criticisms. The main one being that yes I do feel though You Tube auto ought to be used to enhance work, however it should not be used to create the basis of an entire campaign, with a couple of your own illustrations thrown in for good measure!

Working with Lara last year and seeing the stop motion composition in which she managed to show for her final collection has definitely influenced me (i'm not going to lie) I want to try and create a stop motion video. I think that working the garment up the body (as the model remains still) could work quite well. Although the idea is quite simplistic it will portray the intentions of my overall concept 'jigsaw your own image'

Alternately I could have the model laying down on the floor (as she is the blank canvas) and each panel could move towards her body, attaching itself, leaving her to walk away once 'she has been pieced together'

Iv'e got quite a few ideas so I need to start sketching them out. Maybe explain several to Paul and see what he suggests would better for the image in which I aspire to create.

Exploring various visual media

Video

Charlotte Gainsbourg - Another Digital Cover Star

Tailored grainy shadow. The contrast works well with the sharp imagery of the Balenciaga Pre-Fall collection.

Miuccia Prada presented her A/W10 Miu Miu collection in a magnificent Parisian villa – number 34, Avenue Foch.

34, Avenue Foch becomes simultaneously a real place and a fairy-tale playground.

Influenced by cult horror thrillers, an atmosphere of disquiet and strange beauty is projected. Using the Grindhouse cinema trope of a flickering, disruptive signal frequency travelling across the screen.

"a dark Romantic side, nearly Baroque and very poetic, and a Futuristic side – very seductive in a playful way."

Chanel Stop Motion video

I really like the stop motion idea!

As this advertisement does not deal with any models it means that the viewer focuses entirely on the

garments involved. Models could be introduced in order for others to see how the garments appear

when worn.

Edouard Roques animation

Issey Miyake

Uses words to construct the outline of a garment instead of displaying photographic imagery.

Deals with the brand more than the collection itself

Post-it notes. A simple graphic stop motion idea. But effective

It helped talking to paul today! He seems to really like the concept in which i'm working with and has helped me refine it slightly so the range will be more easily promoted.

In relation to the six product I have decided to make a coat that can vary in lengths. This will also act as the base for my dress. (The dress in which i generated for the innovative cut module)

Also a pair of trousers than can be worn as crops, and shorts. I want these to contain an extra panel down the side so that the trousers can be worn either baggy or as a skinny fit.

A skirt variation

A pocket

Finally a hood they could be worn alternatively as a stand up collar.

Iv'e started the design process and will try and get the majority of it done over the weekend, as the bulk of it has to be completed for Thursday. It's going to be hard to complete within the time allocated, however I do understand that this procedure must be completed asap as there are so many aspects within the brief.

Branding inspiration through advertisement

Flake advertisement 2010

Multiple layers of fabric portray a luxurious, rich quality. A quality in which cadbury feels can be obtained by purchasing the product.

The advertisement reminds me of the Kate Moss hologram that was used in an Alexander McQueen fashion show

Veuve Clicquot

"Packaging can be a shallow temptress, a triumph of style over substance. But it also can be the definition of industrial design, merging technology and creativity into an elegant whole." The packaging is 100% recyclable, this is represented through the yellow label.

The Veuve Clicquot Pousardin exhibition space

Have a break, have a Kit Kat

In china Nestle transformed the Kit Kat packaging into a mail form. Allowing friends to write messages to each other on either size of the box.

Chanel

Chanel has taken the notorious high fashion label and branded itself all over numerous products. Selling itself to those are aren't just about fashion

I went to London with uni yesterday. Saw some amazing illustrations in the design museum! What amazed me was the fact that the majority of the illustrations have been generated using ink, water colour and pencil however so many different styles prevailed. It opened my eyes to how different compositions could work and what makes them so successful.

My favourite illustrator had to be Franeois Berthod. As well as producing some traditional styles of illustration he also works with several techniques called c-print, linocut and monotype in order to produce more print like representations. I think I may research these particular techniques and try out some experimentations of my own.

I liked the Doir exhibition in Summerset house as again I was exposed to various ways of application. For example the perfume greeting cards in which had been produced by engraving a sheet of card with the image you wished to recreate, placing a strip of fabric underneath and then trapping it in between a second layer of card. Once the two sheets had been pressed the fabric is then raised through the sections removed within the top sheet. I definitely liked the image this application provided and might give it a go for myself.

I was a little disappointed in how small the Matthew Williamson exhibition was. The content was relevant and it did provide inspiration however I feel it would have worked better if several garments had also been displayed along side designs.

I wish I had go to see the Japanese exhibition at the Barabican However I was actually freezing cold and had literally no feeling in my hands and feet. It was so painful! and I think getting to tube and walking to the exhibition would have just made me colder which meant that I wouldn't have been able to fully appreciate the work inside. I am though going to try and see the exhibition over Christmas sometime if I can as I do think it will be quite useful to see!.

Today we got taught how to use the computer programme final cut. I see it to be a vailable piece of software there will help to provide a successful video. We were opened up to a wide variety of techniques and although I made notes, I believe I would hold a greater understanding if we had been able to experiment throughout the course of the day. I also feel that this workshop ought to have been conducted earlier on within the moduel.

I am going to have to download this application in order for me to work on my video over the christmas period. If I don't do this I feel that I will run out of time and be left with a video I am not entirely happy with.

We were given a short powerpoint on model exhibition stands. Again this information ought to have been given a litter earlier, as I feel it was rushed through a little bit. Shown several model exhibitions, I was quite disappointed and felt that non of them had worked creatively. Better examples had been shown on the powerpoint. But it is hard to gain a true understanding of how they really appear if not seen in person.

Given a rough scale I am still a litter unsure on construction.

Just found out that because of the snow last week and the trip to London we get an extenuation :) Although if I had to I could have worked within the given time constraints, the extra week is definitely going to help me! It will enable me to provide work of a higher standard instead of having to rush through everything.

I reseached a variety of different examples of model exhibitions in order to gain a litter inspiration. I really don't know where to start and am struggling for ideas.

I managed to find sheets of blank jigsaw pieces. I've begun to contemplate the idea of manipulating them within the walls and floors. Pieces could be removed to allow garment panels to be placed. Once they have been sold the missing pieces would then be attached. When every garment has been sold the building would then appear a complete puzzle.

I started the construction process for my exhibition stand today. After calculating the measurements required for each side, I was faced with the reality that I had been given to little mount board to work with. As I wanted to place white jigsaw pieces on top of the base I made a decision to work with the material wood.

This decision is allowing my model to follow the intended direction.

I have assembled around half of the pieces to the wood so far. With me leaving several areas blank the contrast between the wood and the jigsaw works really well. As the mount board is white, if i had worked with this material I would not have been left with a noticeable different between areas.

Iv'e done as much as I can to the exhibition stand at this point in time. As my garments appear relatively simplistic, I want my stand to reflect this aesthetic. I intend to make the exhibition all about the garments themselves. This desire will be obtained through minimal composition and no excess clutter.

Going back to uni after christmas, in order to complete my exhibition stand I need to:

. Print out 12th scale images of my line up, accompanied by images ofhow they shall

appear once folded into a bag

. The above images shall be placed on each of the walls

. Attach white cable to the top centre point of the sides

. From the cable hang 6 paper clip chains (created using 4 paper clips)

. At the bottom of each chain attach 12th scale front/back images of the line up

. Print the DOES IT FIT text onto a sticker sheet so it can be easily applied to the centre back wall

. Lay several DOES IT FIT logo stickers working into the stand.

I've just done several stop motion photoshoots with my sister.

One with my garment jigsawing off her her body onto the floor.

The other with my logo gradually building up in face paint on her face.

Although my sister used a tripod to take the photographs the step my step images appear a little shakey, however for the standard required for this moduel they will be ok.

I downloaded Final Cut today, so so so happy! I remembered roughly what we had been taught throughout our lesson, however several areas were a little hazy and I could only remember several steps in which needed to be followed through. Luckily I had made extensive notes which have helped me achieve each desired process.

Having a play around with the software, I can feel myself becoming more compitant. I've managed to import each photograph and adjust the duration to allow each transition to fit cohesively. Iv'e also sharpened each image and desaturated each photograph to allow for a black and white projection.

Iv'e edited several videos found on You Tube which, I believe relate successfully to my work. After working out each piece of required information however I feel with my flash annimation lineups I might need to remove these sections as there is a possibility of exceeding the 5 minute limit.

Quite impressed with myself, Iv'e just managed to incorperate small image representations of my lineup on to block moving images within a You Tube movie. It took me a while to but i'm pleased with the outcome. I had to used multiple sections and 13 layers but I have been left with a line up that gradually appears and moves across the screen.

For my exbibition stand, I printed my designs on tracing paper in order to achieve a similar aesthetic to that of paper nylon. They were then applied to the walls. I am pleased with the outcome as the designs do not appear over powering - the intention in which I wished to portray.

Origionally , I was going to incorperate a manaquin into my stand, so that the customer would be be able to assemble the seperate panels within the collection and fully understand how my collection is jigsawed together. However when I placed the manaquin inside, I was faced with problem of proportion to scale. I asked Paul how this problem maybe rendered and he suggested that I construct a manaquin from card. I did not like this idea as I did not feel that it would portray a professional image.

Within a section of my Guerilla Marketing, I have said that I would project my flash animated collection onto mirrors so that when a viewer stands in front it will appear as if the garments were jigsawing on this own body. Taking this aspect into consideration I have decided to attach a circular mirror to the back wall. I am really pleased within this representation and think it works more cohesively with my design research.

I now just need to make a small projector, attaching it to the wooden beam in order to clearly show that my animations will be projected onto the mirror.

Photograph of my final exhibition stand

Sorting out my invitation designs for the exhibition, I have had so many ideas!!

these include:

. Taking the basic outline of the DOES IT FIT? logo and transforming it into a jigsaw. These pieces will then be given separately and act as the invitation for the event. As I laser cut the jigsaw pieces, I could engrave the exhibition information onto the jigsaw piece.

. This jigsaw piece could be placed into a box to generate preconceptions of a jigsaw puzzle.

. I have already transformed my flash animations into flip books. The Autumn/Winter 2011 book could be provided.

. The invitation itself could be a half scale model of my jigsawed dress. This will allow the target audience to manipulate the panels and again provide them with a full understanding of my collection.

I booked a laser cutting section and experimented with the exhibition information on a small DOES IT FIT logo piece. The text was to small for my design which left me with an unreadable invitation. I need to redesign this aspect for my idea to work.

For the text to be legible I needed to manipulate the given information onto card. I am happy with the appearance however have decided to use to idea within an invitation package. The invitation itself will be a jigsaw piece. Worn a a necklace it will be held in a small box which contains a small jigsaw puzzle version of the invitation so the customer is able to location their position. It will also provide the customer with something they can keep once the exhibition is over.

I wanted to show my garments within a catwalk. This idea shall be shown within a preview, hosted a week prior to the exhibition. Taking this into consideration I need to create a separate invitation for this event.

Thinking about the design for my exhibition preview invitation. I have decided to take the jigsaw pieces used within my garment and transform them into a bracelet. This will collaborate with my exhibition invitation as again it is giving the customer something they can wear once the exhibition is over.

Photographs of my final Invitation package

Guerilla Marketing

Wow so many ideas for this aspect of the brief! Looking through numerous websites there so many brands have worked with really innovative and creative designs to promotions. I like the idea of promoting a brand in a way that mask you think. I believe such ways have a more memorable impact and will allow the customer to remember the advertisement.

Ideas that vie had for my Guerilla Marketing

. DOES IT FIT? logo stickers on coffee cups, mirrors in fitting rooms, walls, floors, pavements, transportation

. The DOES IT FIT? sticker would be placed on the side seam of the targeted audience. This action will then provide them with the DOES IT FIT? invitation package.

. My logo and flash animations projected onto buildings.

. Flash animation projected onto free standing mirrors so that when a viewer stands in front it appears as if each garment were jigsawing on their body.

Iv's found some 3D light projections on YouTube these would be amazing if they could be used to show the garments jigsawing to one another

This video is actually amazing! I didn't even realise such technology existed. All this done with light manipulation. Wow is all that I have to say!

It is a few days until hand in an I feel pretty calm and collected. To make sure I have everything sorted, I showed Paul my work. He said that I definitely did not have a think to worry about and that I had literally covered every aspect within the brief.

What a relief!

Just need to compile a Job Sheet example now in order for me to price how much it would cost for everything if this DOES IT FIT? exhibition were to go ahead.

I've just made a few calls in order to generate an accurate price list.

So glad this would not be a really exhibition as I worked out it would cost me half a million. It really opened my eyes to the reality of how much it would cost to market a brand. I can see how up and coming brands could fall into a trap of spending excessive amounts on promotion. I got a little carried away with the guerrilla marketing side to promotion.

Well hand in is tomorrow and I have everything sorted :) Though I do need to sort out a small power point presentation for tomorrow. As my movie covers every aspect relating to DOES IT FIT? I'm just going to talk briefly about:

. My concept

. Target market

. The collection

. The exhibition stand

. Guerilla Marketing

I want Paul to remember my presentation and have decided to provide him with a little package. I bought a plain white t-shirt and ironed on the DOES IT FIT? text. I have also put together another Autumn/Winter 2011 flip book and wrapped the two in tracing paper. Held together by the DOES IT FIT? stickers. Instead of handing Paul the package at the presentation I will instruct him to receive the package from Tracey at the Head fashion office.

Project done. Presentation done...Fashion concepts and new media, done!

My presentation went ok I think. I left out of couple of things I wanted to say but over all and pleased with how it went. Paul didn't have any questions to ask at the end which is a good sign?

Overall I have definitely enjoyed this model. I believe my designs worked both successfully and cohesively in Illustrator and Flash. I also feel due to practice my confidence and capabilities have grown. When dealing with final cut although I found the package a little scary at the beginning, through practice I gained I higher unstinting in manipulation and am really pleased with the final product!