Overview

The aim is to create an alternative form of advertising and propagating a brand and it's work/ideas. As i mentioned before, I think there is a gap in fashion media as it is dominated by traditional print images that don't generally do justice to the clothing- which should be seen in motion and from all angles as in real life! This project also co-incides with my thesis that I've just completed on the relationship between fashion media and the fine art world. It aims to strengthen this bond through the creation of highly stylised and atmospheric videos that could be seen as being an extension of the fashion show as spectacle. (it's also cheaper and more accessible!)
Advertising generally aims to show the function of something, such as a washing machine, but with fashion function is replaced with fantasy. This format aims to push the boundaries of what is currently available in fashion media and provide some new answers whilst at the same time showing the clothing in a more dynamic and interesting way.

Basic Formatting Example

To Start With

I've compiled some references for you to get an idea of the aesthetic/function I'm going for, as well as some rough sketches to show you the set -up.

Many of my references are slightly surrealist in tone, or come from SHOWstudio whose work has been the main inspiration.
These in particular pertain to this project:

Sittings: 30 Men

Ice Cream Movie- love the soft focus lighting

Surrealistic Advertising Shorts- particularly no. 25-28

Synaesthesia Interactive- for the coding and interactivity aspect

The themes for the videos are not 100% established yet as it would partially depend on the clothing chosen and what you would be happy with direction-wise also. For example, if we used the reflective clothing, that would have a completely different theme and offshoot from if we used a past collection for example.

I like what you said about the reflectivity being 'saintlike' and that could be really great to explore. What comes to mind with that example is either something minimalist Pierre et Giles or a really graphic video with amazing lighting effects to really show off the clothing shining back.

I can go over more specifics with video ideas later on as the narrative would come from the particular piece chosen. From your most recent these are two of my favourite pieces:




I will create/commission some large set pieces for the videos depending on which theme is chosen. Here's an example of Rachel Thomas' set design work which I really like. (Photography> Rachel Thomas/Set Design) It would be in a similar vein- really striking and graphic with a few large pieces.

I've added this hologram for McQueen because it shows how moving image can really support a designers brand and reinforce the ideas for that particular collection. I think there's so much possibility in regards to technology and fashion media! This format could be extended into a more dynamic version of a pdf lookbook for example.

360 Sketch

(click to play animation- takes a while to get going!)

Here's a very quick rough sketch of a skirt I altered to give an idea of how the Virtual Reality 360 aspect I mentioned would be. The point of this is so that the viewer can 'explore' the clothing in a much more involved way than 2d images showing only the front and back of a garment. Also I think it makes the clothing look like sculpture and would draw attention to the detailed construction of each piece.