I chose 10 very diverse shots for my final products to create a well rounded and interesting campaign. In post production, I increased the contrast to make the photos look sharper and the colours more vivid. I also smoothed out the models skin in some shots to create a perfect, hyper-realist appearance to contrast with the very ordinary, realist surroundings.
To make the adverts look more interesting, polished and to fit in with my groups overall theme of 'layering', I added a semi-transparent layer of colourful patterned print, designed by my friend Tyler who was doing the prints for my group.
I choose colours and patterns which deliberately compliment, enhance and almost merge with the photo.
I also produced this video, which has an abstract narrative based on the theme of 'relationships'. The abstract narrative and use of unusual shots was inspired by some of the fashion videos that I watched on Show Studio recently.
The track that I used in the video is 'Stay Ugly' by Crim3s, who are an East London based dark electronic music duo http (www.crim3s.co.uk). I chose the track as I thought it had a an aggressive yet poetic sound and lyrics which reflected my the theme that I was trying to convey. The lyrics also describe an intense connection between two people, and the phrase 'stay ugly' fits into my theme of deliberately defying idealistic beauty stereotypes.
I'll watch you fade away
wont think of you as gone forever in a dream, you'll never be alone. I'll watch you fade away wont think of you as gone forever falls away and now your lost in memory stay ugly stay ugly stay ugly for me stay ugly stay ugly stay for me
keep your soul burn all hate take, plead. and cry with the saints laugh with the sinners and rest in peace. greed greed is how vermin breeds.
I'll watch you breathe the day through sadness live on together in a nightmare, we're always alone. I'll watch you breathe the day through sadness live on together stays forever and believes in sympathy stay ugly stay ugly stay ugly for me stay ugly stay ugly stay ugly for me
I decided that I wanted to show two models who were a couple to refer to 'relationships with fellow men', which featured in the quote. The couple would be androgynous and wearing 'Drag Queen' inspired make-up, as not only does this relate to the theme of 'men showing their feminine' side which we discussed as a group but also fits in with Comme des Garcons bold, controversial avant-garde image. I planned to shoot the models in an ordinary suburban house to show "a sober sense of real conditions of their lives". For the models, I used my friends Alex and Lucy who were a real life couple, whom are androgynous in both their appearance and style. They are also quite alternative; both have tattoos, unusual hairstyles and Lucy has a lot of piercings including a septum ring, ear cartilage piercings and stretched ear-lobes. This meant that my models had that desired 'street cast' look of being beautiful in an unconventional way and fitting into the current trend for body modification. I chose to base the shoot in their bedroom/home in an ordinary suburban South London semi-detached house belonging to Alex's parents (making it look quite mundane), as this fitted my location theme of real-life/real conditions perfectly.
The theme was also largely inspired by my recent visits to the exhibitions 'ICA Off site: 30 Years of London Subculture' and 'Club to Catwalk' at the V&A museum, which showed how young people from ordinary backgrounds used extreme clothes and (most notably with men) experimental make-up to express their identity and creativity.
The make-up look which I created for the shoot was inspired by controversial androgynous 1980's club fashion icons Leigh Bowery and Boy George.
I practised the make-up look on myself and took a few pictures to see how well in photographed. I have deliberately worn a typically masculine and unglamourous plaid shirt in the pictures to create a strong contrast.
I chose a purple and black colour scheme for the make-up to match the colours used in the collection created by the design team of my group. I also view purple as an androgynous colour as it is a combination of the colours blue which is viewed as the most masculine colour, and pink the most feminine colour. I also think there is an endearing richness, darkness and sense of calm to the colour purple. In terms of styling, I chose to dress the models in very basic, unisex clothing- plain black and white t-shirts, vests and tight black trousers. This was not only enhance the androgynous look of the models, but also to divert the focus onto the models and their surroundings rather than the clothing. To do the shoot, I just spent a day hanging out with the models in their house, chatting, taking photos, and filming as I wanted the poses to look as natural an relaxed as possible, although I did give a lot of directions. I chose to also take photos of the models doing ordinary daily activities like smoking and eating to get a very profound sense of realism and an 'unglamourous' feel. I actually focused a lot on the models smoking, as this related to the theme of 'morals' which my group discussed. I also took a few shoots of the surroundings and the model's possessions (and pets!). This is to give the viewer an insight to their lives and to create some adverts which are very artistic, conceptual, abstract and non-fashion related; which Comme des Garcons are well know for. These are some of my favourite shoots of the shoot (un-retouched)
