SARAHG

Group Industry Project: Final Outcome

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

Group Industry Project: Production

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)

Group Industry Project: Research and Planning

For our next project we were split into groups to practice collaboration with other people, sharing ideas and working as a team which are fundamental skills to have when working in the fashion industry.

On the first day we had to choose our favourite designer from a list of Burberry, Prada, Comme Des Garcons, Mary Katrantzou and J.W Anderson. I chose Comme des Garcons as I think that out of all of them they are the most innovative, free and diverse, allow a lot of scope for creativity and experimentation. We were then split into groups of our designer of choice.

Everyone had to chose a different role within the group. I chose promotion as I have always been mesmerised by Comme des Garcons print campaigns and videos. They really stand out to me as most of them are very conceptual, artistic and have little to do with fashion, yet still cleverly convey Comme des Garcons' distinct brand identity. Although I am studying fashion, I also have a strong interest in Fine Art, Photography and Graphic Design, all of which heavily feature in Comme des Garcons' adverts.

As a group we had to come up with a concept inspired by one of two quotes; we chose this quote from the Communist Manifesto: "All that is solid melts into air, all that is holy is profaned, and men are at last forced with the sober sense of real conditions of their lives and relations with their fellow men".

As a group we decided to focus on men showing a soft feminine side, so I decided to base my concept around the theme of androgyny. We also discussed layering to represent the many facets of a male personality (the design group then used onions as inspiration) and thinks which were impermanent like emotions and morals, which exist but are easily shattered by a thought or action.

I was inspired by the quote to include a sense of gritty "real conditions" of ordinary life in my concept and show a narrative of 'relations with fellow men'. I did some brainstorming, making mind-maps and mood-boards to help me come up with a clearer concept and plan for my photoshoot and video.