celiahamiltonindividualproj-blog

[celiahamiltonindividualproj-blog]

Creative advertising

Introduction:

The purpose of this Project was to address the juxtaposition between the high fashion market and average to low socio-economic classes. I found this topic interesting not only in a theoretical sense, but also visually.

I thought this particular topic would create a wealth of avenues to explore creatively and stylistically which I why I decided to go ahead with it.  Heavy and distinct contrast with art and photography is something I am drawn to style-wise and have always wanted to explore in a more in-depth way. Integrating fashion into this idea was ultimately the most interesting thing for me as it was combining two of my passions: fashion editorials and the idea of visual juxtapositions.

For my projects concept, I drew inspiration from a particular Harper’s bazaar editorial shot by Nathaniel Goldberg. The content followed a narrative of a model who grew up in the suburbs before her meteoric rise to fame. The editorial was shot back in locations of specific importance. I found it mesmerizing to see such high quality clothing by a woman of such status back in geographical location that were completely the opposite.

The idea that humans are constantly evolving and changing contrasted against the unchanging scenery of where we start our lives was a particular turning point for me in terms of figuring out my idea. As a starting point, it also provided a sturdy block to figure out what I would be commenting on, thus the addressing of high fashion and their advertisements.

As of late, many high-end fashion houses have been referencing popular culture to advertise to a wider audience. Coupled with the influence of the internet and social media, this has proved to be successful in reaching people who would otherwise not have been exposed to this marketing, but it still poses the question of whether or not it has been effective in selling product in terms of unit sales. This question is interesting because it means looking at the demographic that these fashion houses were honing in on.

Gucci in particular has been the most interesting brand most recently with their use of memes and social media. The house collaborated with a latitude of artists who are known for their internet savvy prevalence and artistic style. Memes have been a go-to medium for the younger demographic (ages ranging anywhere from 14-26) to express their thoughts on a platform with a large audience. Most of them are humorous, satirical, and often mock certain establishments. This is what makes Gucci’s approach so intriguing. They are marketing towards a demographic of people who, for the most part, would not be able to afford their products. Obviously their campaign garnered plenty of attention from the internet community which means it was successful on one end but its overall effectiveness is questionable. 

Coming from this initial questioning process of how advertising infiltrates the lives of everyday people, I quickly decided that elaborating on this concept would create loads of options for me artistically, in regards to locations, models, clothing, props etc. It also meant that I could be extravagant in my contrasting of the two. And this is where I found myself beginning the project titled: “Got Gucci?”

Got Gucci?

Aims:

The visually highlight the contrast between high fashion and average socio-economic backgrounds.

To explore the aesthetic nature of two opposing forces: the brand name items and the surroundings they inhibit.

To create images that are aesthetically pleasing and work cohesively as a body of work.

Approach:

Fashion editorial on location.

Constructing cardboard counterfeits of well known and high-end accessories and placing them within derelict or commonplaces areas in suburbia.

Using a variety of different models in different environments wearing and accessorising visibly fake high-end products to highlight the absurdity between the product and the environment.

Visual language:

Saturated colours that generally fit within a colour palette.

Composition will have strong attention to lines, angles with every part of the frame carefully considered.

Light to be ‘contrasty’ with a grainy film aesthetic to it.

Humorous take on serious fashion campaigns with a slightly cynical tone.

Visual Research

Nathaniel Goldberg:

Giampaolo Sgura:

Margaret Zhang:

Glen Lutchford: