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We looked inside some of the posts by hollyroseleitch-blog and here's what we found interesting.
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Photo
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Final Major Project: Advertisement Final Images
Having established the final images for both my lookbook shoot and new collection shoot, I decided to think about how to promote and advertise my brand and the clothing. I decided to create very simplistic advertisement, simply including my brand name within the images to promote my brand and make the name memorable. I think that the images at the top work a lot better in terms of more editorial adverts, that may be used in things like magazines, as they display the clothes more clearly, whereas the bottom images, would work better in a shop setting, adding to the aesthetic, whilst promoting the brand.
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Final Major Project: New Collection Final Images
As I had decided to keep my lookbook images in black and white, I decided to do another shoot more directed at showing how the clothes look on model and showing there true colours and fit. I decided to create a ‘New Collection’ to make my brand seem a little more believable and have a specific collection to promote, with specific imagery. For this collection shoot I decided to do it in a studio setting, in order to show the distinction between the lookbook which has a more narrative direction and this shoot which is mainly directed at showing the clothing on body. I aimed for this shoot to be even more minimal and simplistic, with no busyness or distraction. However, I did decide to include the roses in the background to add a bit of interest and personality and to hint at the organic aesthetic of the brand.
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Final Major Project: Lookbook final images
After my previous experiments using the images from my first brand shoot, I decided that they didn't match the aesthetic of my brand. I therefore decided to experiment further with these images. The previous experiments were too busy and colourful, so I decided to see what the images were like in black and white, with the contrast decreased to make them appear softer and more natural. I decided that this editing worked a lot better and matched the aesthetic of my brand a lot more and concluded that this shoot would be used for my overall brand lookbook, as the images tell a story about my brand aesthetic and also hints at the sustainable aspect of my brand through the organic, nature setting.
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Final Major Project: Brand image/ collage experiments
After having established the basis of my brand image I started to experiment with the more elaborate elements of my brand image and aesthetic. I began this by experimenting with image making using collage. I used images from my first brand shoot and used Photoshop to layer them over floral images, to enhance the organic, natural and feminine feel to the aesthetic. I think that the floral background compliments the main images and adds another dimension and interest. However, I do think that these primary experiments are not completely in keeping with the minimal aesthetic of my brand as they are a bit too colourful, bright and loud.
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Final Major Project: Logo & Manifesto Finals
After having experimented with aspects of my brand aesthetic, brand names and ethics, I finally decided on both my brand logo and manifesto. For my brand name I decided to stick with ‘taos’, which stands for ‘the art of sustainability’, I think that this name works well as it describes the main aim of my brand but is abbreviated into a memorable, catchy name. I decided to keep my brand logo very minimal to match the aesthetic of my brand, but experimented with different tonal colour palettes, in more neutral, pastel colours, which again reflects the soft, feminine aesthetic of my brand. For my mainfesto I wanted to direct it clearly at getting the message of sustainability across and also describe the visual aesthetic of my brand, I put the most important and descriptive words in bold, so that if skim read it would still be easy to understand the message and aesthetic of my brand.
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Final Major Project: Sketch Up Shop
I then went on to research visual merchandising and shop settings as this is a vital part of any brands aesthetic and a very important part of promoting the brands products. After having got inspiration from other brands visual merchandising, I decided to experiment with my own shop setting for my brand. For this experiment I again used SketchUp as it allowed me to get a 360 degree angle and make every aspect 3D. Again, for this experiment I tried to keep the aesthetic very minimal, to reflect the style of my brand. I used different levels through the imagery, windows, clothing rails and display blocks, to add dimension and interest to the space. I also added colour and interest through the bags on the display blocks and the advertorial imagery on the walls.
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Final Major Project: Sketch Up Packaging
The Branding Unraveled book inspired me to begin to experiment with brand names, packaging and the general aesthetic of my brand. After having looked at brand names and logos that I liked, I experimented with my favourite name ‘TAOS’ on brand packaging. I used SketchUp to create a 3D shoe box experiment, to see how I would possibly design my brand packaging. For this experiment I tried to create a very minimal aesthetic and used a tonal colour scheme to add to the simplistic effect, using 3D text to allow the brand logo to stand out.
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Final Major Project: Fashion Branding Unraveled by Kaled L. Hamiede
After having considered the ethical directions of my brand and the sustainable message that I want to get across, I began to consider the aesthetic elements of branding. This book focused on fashion branding really helped me to look at all the different aspects of branding and think about what areas of my brand I need to develop. It made me think about things like symbols, logos and colours that are associated with a specific brand, in order to identify it easily. It also really helped me to look at developing a brand personality, looking at ethics etc. and creating a brand aesthetic, looking at style and imaging.
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Final Major Project: Refix Magazine
After having considered the ethics and personality of my brand, I began to consider what platform and creative outcome could translate both the aesthetic and ethics of my brand. Refix magazine really inspired me to look at online magazines and platforms in general, in order to promote my brand through visuals and written word, to get the message of my brand across. Not only did this magazine inspire me to look at online platforms, but also inspired me through its sustainable manifesto and ethical direction.
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Final Major Project: Ethics in the Fashion Industry by V. Ann Paulins and Julie L. Hillery
As the whole focus of my project is on sustainability, I was really interested in researching the ethics behind sustainable fashion branding and manufacturing. This book really helped me understand the correlation between customer satisfaction and sustainability and that brands want to satisfy their customers tends to out weigh their ethical choices.
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Final Major Project: Brand Focus
After being inspired to focus on recycling and upcycling old garments I decided to research into brands that already do this. During my research I found a lot of very vintage/ retro style shops, however, I was more interested in more minimalist, simple aesthetics. This is why Vestiaire Collective stood out to me, as it was a second hand clothing brand, however, its specialism in luxury pieces meant that the whole brand image had a much more refined and luxury feel to it, which I was very inspired by.
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Final Major Project: Sustainable Fashion & Textiles by Kate Fletcher
When starting to explore the topic of sustainable fashion in more depth I started off by looking at this book and was very inspired by chapter 4, titles ‘reuse, recycle and reduce’. Reading this chapter really allowed me to refine the direction of my fmp and the final outcome. The idea that simply recycling garments and re-purposing them has the least negative effects possible, inspired me to consider the idea of creating a second hand brand as my final outcome and the volumes of textile waste talked about within this book made me want to go out a up-cycle old garments, to try and stop the disposable mindset of many consumers.
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Final Major Project: Film
The final element of art & design I focused on was film. The film that really inspired me was a documentary film called ‘The Next Black’, which focused on ‘the future of fashion’. I was particularly inspired by the very positive outlook this film had, whilst it managed to acknowledge the negative aspects of the fashion industry, it was very focused on looking to the future and thinking about how we can improve the industry. I was very interested in the way that they looked at how new technologies and sciences can aid us in making new materials that are more sustainable etc. and was overall inspired by the very artistic direction of the filmography, whilst remaining informative.
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Final Major Project: Advertisement
The second art & design field I focused on was advertisement, as it is a very vital element of fashion and is a very effective way of getting across a message to an audience. The advertisement that really caught my interest was this editorial advertisement by the sustainable brand ‘edun’. I was very inspired by the imagery created for these adverts as I think that it gets across the sustainable direction of the brand in a very subtle way, using a very organic background and very minimalist branding.
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Final Major Project: Fashion Design
After having decided to focus on sustainable fashion as the topic for my fpm, I started to research how sustainable fashion is integrated into art & design. I firstly looked at fashion designers and the designer that really stood out to me was Egle Cekanaviciute, who’s designs are featured above. I was really inspired by the way that she incorporates growing plants within her garments, allowing them to almost takeover the garments, whilst also making her clothing out of recycled materials.
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