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FMP Evaluation-
For my final major project, I chose to look into youth culture and create a streetwear brand inspired by this. Youth culture is something that I can not only relate to but am also a part of. This was what inspired me to choose this as the main theme for my project. I wanted to explore and research the different areas of youth culture that I may not have experienced before myself. As well as exploring youth culture, I wanted to create designs for a streetwear brand inspired by what I have learn about youth culture from my research.
In my research, I was able to research a lot of different areas including film/cinema, advertising, fashion designers and photographers. For each area, I was able to find things that were either influenced or inspired by youth culture. I found it particularly interesting to research the different films and tv shows as well as the different photographers. These two areas and advertising were the most influential in terms of my research. From looking at the different photographers, I was able to be inspired in terms of visualising how I want my brand to look and the type of photography that I wanted to use for my own photography. In terms of reflecting these different photographers, such as Ewen Spencer and Brandon Wilkins, in my own photoshoot, I think I was able to take some elements of there photography while combining it with the typical high-quality images that are usually seen in advertising. I tried to reflect their relaxed and real attitude to photography by taking photos of one of my friends, much like Brandon Wilkins does. I also then tried to demonstrate the influence Ewen Spencer has had on my project by editing my photos the same way I imagined he does, increasing the contrast and shadows to make the images appear almost as if they were taken on a film camera.
Before creating my final outcome, I was able to experiment with a lot of different software and designs to create different experimental ideas. Using Adobe Illustrator, I was able to create a range of different logos designs. This was my first-time using Illustrator, so I found it a bit difficult at first, however, once I discovered the pen tool, I was able to easily and successfully create my different logo designs/typography. By using the pen tool, I think this worked really well to achieve the handwritten effect that I wanted my logos to have as this reflects the relaxed nature of the brand. As well as giving the handwritten effect that I wanted, the designs still looked professional. By doing the designs on Illustrator this also allowed me to quickly and easily manipulate and edit the different logos without having to redo them each time, which I would have had to do if I had done the design by hand.
In terms of my final outcomes, I think these turned out really well. I was able to create a wide range of photographs in which I styled outfits including an item of clothing from my brand. This was a great way to promote each individual item as well as to promote the overall feeling and vibe that I want associated with my brand. Furthermore, like I said in my evaluation of my photoshoot, I believe the location/background also worked really well to once again refer back to my original theme of youth culture. However, one improvement I would have made for my final shoot would be having a male model as well as the female model that I shot. However, this proved difficult to achieve due to the Covid restrictions and the timeframe for this project. Although I didn’t get to do a photoshoot with a male model, the outfits I styled for the female model’s shoot were very gender neutral. This was essential as I wanted both genders to know how to style my clothing and be able to picture/imagine themselves in it. Lastly, I also then edited these images into advertising spaces in order to demonstrate different ways of how I would advertise. I chose urban locations for the backdrop of my billboard photos as these would be the types of areas, I would want to advertise in. This is because these areas are usually highly populated by my target market, youths.
In conclusion, I believe that overall, my project went really well. I think that I successfully created a streetwear brand while demonstrating the influence youth culture has had on the brand. I was able to make direct links to the different photographers and brands I researched while coming up my my own ideas and designs as well. Illustrating, the influence youth culture has had on not only just my brand but fashion as a whole.
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Billboard Advertising Reflection-
In order to develop my project further I decided to place my adverts into advertising spaces. To do this, I used Adobe Photoshop. This allowed me to combine the two images together and edit the scale of my adverts to fit into the billboard/advertising spaces. I believe that using this software worked really well to achieve the look I wanted to achieve. The images looked very realistic and professional as if I had actual put my adverts on the real billboards. However, the only thing that may have made these images look more realistic was if the light on each layer was a perfect match.
Furthermore, when gathering the images of billboards, I was very specific with picking billboards. I made sure to pick ones where they looked as if they were in urban areas. This is because an urban area is where I would actually advertise as my target audience and influence is youths. Therefore, it is essential I advertise in places they (youths) would likely see the adverts.
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Photoshoot/Edits Evaluation-
I think my final photoshoot went very well. I was initially concerned that the logos would not look very professional edited onto the already taken image. However, I think that as I was prepared while taking the photos, I was able to make it successful. For example, I tied some of the t-shirts at the back in order to ensure there was no creases to make the logos seamlessly be edited onto the clothes as if they were there in the first place. Furthermore, by editing the logos on after in Photoshop, I was able to be more selective with the styling in terms of working out and picking which logo/design best suited each individual photo. This allowed me to change the colours and designs to see which best suited the aesthetic and background of each photograph.
In addition to the after editing making it successful, I also think the location I chose to shoot in, which was the Barbican in London, complimented my brand well. The background worked well to demonstrate the urban and streetwear element of my brand as well as highlighting the British culture that I learned about in my research. This is because the Barbican is a well-known London location and is both a residential and commercial space. The residential area of the Barbican allowed me to photograph a youth in an area that would make sense as lots of British youths do live in these similar housing estates.
As well as the background relating to my theme of youth culture, I was able to bring this theme back in through the model I photographed. I chose to photograph one of my friends, an 18-year-old, as I thought this would enable an authentic and true to the brand shoot. As my brand wants to promote a relaxed and real attitude to both life and fashion. Photographing my friend allowed the poses and shots to be raw and relaxed, capturing both my clothes and youth culture in a real setting.
Lastly, in order to develop and improve this shoot, I could take some additional close-up shots of different garments. These shots would be used to focus purely on the product and design rather than the look as a whole. As well as this I think it would be useful to take some more additional shots using the same plan/concept but with just a male model instead. This is because my brand is gender neutral, and I don’t want my brand to be limited to a certain set of customers due to the advertising I have created. Therefore, I think this is an essential improvement/development to make.
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Edited image and screenshots of the process using Photoshop
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Editted image and screenshots of the process using Photoshop
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Screenshot of experimental process using photoshop to create this first image
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