Sketchbook Experiment Journey

My first two concept boards for the design assignments were both digital, so I really wanted to experimented with a more traditional method.  I wanted to created a 3D, tactile feel as it adds more interest to the page and helps to explain the concept easier. I used fabrics similar to fabrics in my collection and key words on acetate to show explain my concept but also the keywords are relevant to my target customer also. I used gold leaf to make my sketchbook look more luxurious and glamorous.  I used frames to show the Rococo movement influence through my book to make it look like opulent 15th century art work.


I layered up pieces of acetate and paper to show the multitude of traits in my target customers personality and how they build up t create my target audience.


After researching competitors I chose the brands I felt would be the biggest competitors to my brand. I used Marchesa, Balmain and House of CB. I selected images that reflected the design aesthetic of my collection for example similar styles such as gowns and revealing cuts. I also was inspired by the Rococo inspired locations in the House of CB’s campaign. I used layered both acetate and paper as I felt it added more drama to the pages.


For my logo development I wanted to try using a textile technique mixed with collage. I used fabrics from my collection and used the chandelier symbol I have used throughout my collection through my print and primary research. However I have managed to develop these mixed media experiments by adding different bottoms such as skirts, I have also traced a skirt  on illustrator and filled it with one of my prints to make it more original than just using a secondary image. As my first experiments are not that neat I decided to recreate the textile design but made the decision to change the chandelier to a “D” Which stands for Decadent Drama. I have then uploaded it to the computer and experimented with different filters such as hue and saturation, crystallizing and the contrast tool. I thought that the fully crystallized image stood out the most as it reminded me of chunks of glitter which have been used throughout my collection, the colours also were much stronger on too just development. Where as the others were not eye-catching. To develop it further information painted gold leaf on to a sheet of acetate which I put on too of the printed logo. Again I scanned it into the computer so it would be available to use on all of my press pack.


I used one of my mixed media illustrations for my flyer it is a mix of collage and acrylic paint inspired by the 2014 Stella McCartney collection campaign images. I used glitter and metallic paper to help bring out the gold in the flyer, as it is one of my main colours. I decided I preferred the dark green chandelier print so I changed the cape print and added the stamp filter to just the face to give it more of an artist look as I thought it would suit the design better because of the colours. I added more information down the sides as I have in my sketchbook. Usual flyers have theirs all horizontal going across the page, I didn’t want mine to look like an average flyer because I want mine to stand out compared to the competitors so I can reach my target customer. I added a semi-transparent overlay of one of my original concept boards to show the brand identity. I also changed the colours and backgrounds until I achieved the final result. I also drew lines with a metallic marker to created a more structured look and as a border for my sketchbook pages.16711712_1162714160494297_6617668450756334468_n16730306_1162714133827633_5201734654208580612_n16649297_1162714127160967_3622565912072215189_n16649499_1162714077160972_8291962287812353434_n

For my business card I wanted to use the logo I created to develop it which would show a strong brand identity. I printed out my logo and painted on gold leaf, I then scanned it back into the computer and edited it in different scales and sizes. I also changed opacity to create a more subtle look but felt that as my collection is dramatic and over the top high octane then a more vibrant one would suit my brand identity much better.  I have used a lot of the frames which relate back to the Rococo art movement I think these would also work well to add a 3D look and a more glamorous edges to my digitally designed business card. 16640785_1162714083827638_7498853346810800315_n


I wanted to use the laser cutter in my press pack as it creates a more professional look because of the sharp cut. Using the laser cutter I can create chandeliers for my press pack that will look more ornate and well produced. I looked at different chandeliers, from my primary research from the town hall. 16807570_1162714087160971_9153928823851133679_n

For my garment fabric labels I wanted something simple but relevant  to the brand identity. As the garments are busy a busy fabric label will get lost within the fabric. I experimented with my prints, text colours and opacity.

Again, for my swing tags I wanted something simple that wouldn’t clash with my garments. I used my prints, and colour palette and my chandelier symbol. I think my chandelier symbol is the strongest as it is consistent through my whole collection. It really defines my brand identity as it is clear to the customer every time they see that symbol they know it is Decadent Drama. I experimented with prints but I decided to use a small panel of print but thought the full prints were too busy and my collection is fully printed.

For my invites I decided to use the bas relif filter on my mixed media illustration on Photoshop I then overlaid a semi-transparent version of my print. I then added a dark green section on top to have a clearer background for my text. I added the chandelier symbol in the various places and opacity’s. I prefer the invite with the small gold chandelier on top I feel it looks official and well presented. The information looks clearer and it looks more vibrant.






Fashion Film

I realised that I had shot my whole film portrait. I didn’t realise until long after filming I had to think of an innovative way to edit the video to make it look more interesting and hide the thick black border. (See 3rd video)I edited my film in Photoshop and added my chandelier print as a layer over the top of my film. I made the opacity 11% so that it was visible what it was but it also added the drama and decadence to my film. I felt the transparency of the layer added mystery. (See 2nd video)  I also edited it for the video just to feature either side again to add impact and create a unique aesthetic for the video. (see 1st video)


Fashion Film Inspiration


The target audience are luxury fashion shoppers and celebrities. I know this because of the high prices and the endless amount of celebrities who wear Chanel. Created and directed by Karl Lagerfeld starring Pharrell Williams, Cara Delevingne & Géraldine Chaplin. Soundtrack: Title: CC The World Artist: Pharrell Williams.The story for the film is interesting to follow and very enjoyable. It creates a fantasy like fairy tale feel I think this will might make the customers feel like when they’re wearing Chanel they will feel like a princess. However I did not realise that the fashion film was for one of their collections I think that it is quite vague and needs to at least include the name of the collection as a title as part of the film. They picked the hotel location as it is makes the ‘fantasy’ feel like it could be more realistic and more likely to happen as a more opulent location would make it look less likely to happen and the fantasy wouldn’t be as believable. The story is about a woman and a man who both work, whom look exactly like the portraits in the hotel, hence the theme ‘reincarnation’. The hotel is filled with lots of prestigious guests. The characters come out of the paintings at night to dance it then seems that this is all a dream of Pharrell (the bellhop) . It makes me feel relaxed and in a dream world as the outfits are couture and over the top creating an ethereal feel. It is all about creating the ‘CC’ world, Chanel world. I see that Germany is used as an influence in the fashion film as they actors are dressed as traditional Germans for example the milk maid braids and Dirndls, this might be because the late Coco Chanel was German herself. It also features an actress styled as Coco Chanel.

The target audience are for people who want to wear designer but need it at an affordable price. I would assume the target audience is women in their 20s due to the use of millennial icon Kendal Jenner being used as the main focal point.Music by Ferdinand & VAZ Choreography by Normann Shay.The futuristic style film featuring lots of fun dance moves and BalmainxH&M clothing makes the film luxurious and eye catching. However the fact they seem to be aliens doesn’t make a lot of sense with the brand or with H&M I believe the reason this is because know one would have  ever thought such a well-known fashion house would release an affordable collection, such as you couldn’t imagine Chanel doing a diffusion range for H&M. This makes it ‘out of this world’ which is where I would assume the  alien concept was derived from because it’s so unexpected. Overall I could not fault the campaign I think it suits the brand identity and target audience, its very captivating and such an interesting fashion film.Again, the location was picked based on the unexpected theme of showing a realistic environment; a train, which most people get on everyday. The narrative of the story is about Kendall Jenner and ‘The Kendall’s’ which are styled to look like her, they are fighting through dance with other groups such as ‘The Jokers’ it all seems to be controlled  by Olivier Rousteing (the creative director of Balmain). It makes me feel excited for the collection, mesmerized by the film and enjoyed the use of technology as it made it very contemporary and suited with the millennial influence.  The effects are good camera angles and lots of technologically effects created by professionals. The only influences I see in this video will be the strong celebrity endorsement of using high-profile and relevant model and Kardashian Kendall Jenner. As she is such a strong influence in the world of young people it will attract them to buy the collection. Kendall Jenner Net Worth: $18 Million. Jenner earned $10 million in the year ending in June 2016, according to Forbes. She secured the No. 3 spot on Forbes’ list of the world’s highest-paid models. Her earnings show a 150 percent increase from the $4 million she earned in the previous year”.- Woods, L (2016)


Out of all of the fashion films I feel this one suits my target client the most. The location reminds me of Liverpool Town Hall, where the majority of my research was found. The set seems to be also inspired by the Rococo influence which is something my work was also heavily influenced by. The mood and attitude is dramatic due to the mysterious conversation between the the second two characters which leaves you wondering what’s about to happen and what has happened. Again, the mystery prevails as you follow the model around the grand building. The target audience are women in their late 20’s and 30’s who want luxury at an affordable price, the film targets glamorous girls who like to socialise. Ryan Hope was commissioned by River Island to concept and direct the glamorous fashion film launch a collection by William Tempest for their Design Forum range.

The team:

Director: Ryan Hope

Producer: Laura Jones

Exec Producer: Stephen Whelan
Director of Photography: Tony Miller
Steadicam: Simon Wood
Costume Stylist: Chloe Kerman
Make up Artist: Abigail Johnson
Hair Stylist: Claire Rothstein
Art Director: Anna Rhodes
Post Producer: Lesley Queen @ Prime Focus
Colourist: Rich Fearon @ Prime Focus
Flame Op: Dave Skippy Clifton @ Prime Focus
Music : Alex Jones & Ryan Hope

This film suits my theme the most as it is mysterious and dramatic, also very glamorous. It features a building similar to the Town Hall which I used as my main inspiration for my collection. By going room to room and just following the model around helps to show the mood of the collection but it a more natural way, vague way. The start of the film seems to be irrelevant to the rest of the film for example the sunbathing woman is quite confusing to the story and the usual monologue between the two women at the start of the film. I would have made the actors wear the same style of garment, as the main actress had a 1920’s style dress which fit with the location. Other actors had shorts and t-shirts that just didn’t fit with the theme and was also confusing as to why they were wearing those garments. The location reflected the opulence and mystery of the film, it is a glamorous building which suited the ‘party’ theme it reminded me of the Great Gatsby film due to the big parties he threw. The story is about a woman who is going to find the man she loves at a huge party he has thrown although the older woman at the start says shes not invited. The title of the fashion film is ‘It will not always be Summer’ and the older woman at the start of the film is saying how she is young and foolish, she also says herself she is his pretty fool I think the idea behind this is that she will not always be young and beautiful so enjoy the party now. This film makes me feel compelled and interested to watch. The story is quite mysterious and hard to understand watching it the first time. They used varied camera angles to get the effects.  The influences are the 1920’s with the flapper dresses and the giant parties that happened in the 20’s

Iconic Photographers, stylist/image makers, film makers and fashion designers

Juergen Teller(Photographer)


Juergen Teller enjoys putting people out of their comfort zones, he does this to create a real, raw and natural look. Which is what he is known for. His work is made provocative by the unusual set ups. He is one of the most well known photographers globally. The German photographer’s worked in the music industry shooting for record covers. Sinéad O’Connor for thesingle Nothing Compares 2 You in 1990, was his first hit. In 1991 he shot a series of iconic photos of Kurt Cobain, after being invited on tour with Nirvana. Teller was well known for his strange but wonderfully photographed images creating a signature for himself “Teller’s gritty aesthetic began to develop in 1996, when he famously photographed a naked Kristen McMenamy with the word ‘Versace’ scrawled across her chest in red lipstick.” -Leaper, C.( 2013)

Mario Sorrenti (photographer)

Mario Sorrenti is well known for his sexualised photograhs this helped him to burst onto the fashion scene in the 90’s which were published in American and Italian Vogue and Harper’s Bazaar.

He told Interview I’m pretty open. I’m not afraid of men. I’m not afraid of women. I’m not afraid of sex and sexuality. It’s part of me, and it comes out in the photograph. It’s as if at that moment when I’m taking pictures, I’m not a man and I’m not a woman. If I see a moment that seems true to me, that seems honest, whether it’s female or male, it’s part of me as well.” -The Business of Fashion(2016)

He is most know for his shooting of Kate Moss for Calvin Klein’s campaign for Obsession. He shot for Vogue Hommes, The New York Times, W, Self Service, Vanity Fair and also the Japanese, French and Italian Vogue.Chanel, Hug Boss, Max Mara and Kenzo and even Barneys New York are some of his most well known advertising clients.


Camilla Nickerson (stylist/image maker)


Camilla Nickerson  was scouted by Edie Campbell’s Mother  when she was around 14 or 15, whilst she was smoking outside of school.  After modelling outfits by  Comme des Garçons outfits, Camilla found out that it was someone’s job to put the clothes together and the hair, make-up and photography  to create a story. Which is when she decided that is what she wants to do.She has worked with Juergen Teller and Nick Knight amongst many others. Having built up such a long and defining career working hard in the fashion industry she doesn’t agree with the new millennial way of everything and everyone being a brand.

 “I kind of feel that everything’s becoming a brand: Beyoncé calls herself a brand, Rihanna calls herself a brand, and I have my reservations about that. You need magic behind the packaging.”– Camilla Nickerson(2014)


Andrea Lieberman (stylist turned fashion designer)

Andrea Lieberman is very well known for that infamous Versace dress worn by Jennifer Lopez. Andrea has an eye for out-of-the-ordinary pieces. She has worked with Jennifer Lopez, Gwen Stefani, Gwyneth Paltrow, Cameron Diaz and Drew Barrymore.

 “I understand the emotion of clothing and how it feels when it’s on,’ she explains.”-Things we heart (2015) She also has her own contemporary fashion line which she knows she was always going to do  “Starting my own line was always on the cards for me because of my fashion training.” She believes that the most important tip is to keep up with the world around you or you will risk becoming irrelevant down to the internet, weekly magazines, gossip blogs and the relationship between music and styling.



Developing Photographs and Images

This type of collage would be interesting to create with my photoshoot images, I could also use pages from magazines and paint over them to create the same cartoon like feel. However I’m not too sure if this would work with my concept as you never see collage illustrations as part of high-end, luxury collection. I will experiment with this idea anyway to see if I can make them look high end.

I could use this as inspiration to create dripping ‘gold’ by using gold paint and gold leaf. I can use an image of a face related to my collection or similar to my muse. This could be used on invites with the information wrote vertically along the paint drips using photoshop to create this effect. This will show my colour palette which will help the customer recognise my brand due to my strong brand identity.


This image is captivating as the composition is balanced, the colour palette works together and the typography is an interesting extra element. Although this image does not relate to my luxury, glamour brand,I could use one of my photo shoot images with a high brightness and blur to create this effect on Photoshop. Using the name of collection and key words to relate to my brand identity. 

Defining a Brand

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  • Logo will be on the sign outside the top of store, giant chandelier logo stickers will be placed on the windows and also chandelier symbols will be dotted around on the tills, tables and changing rooms.
  • My colour scheme will be my strong palette of gold and dark green. Chandeliers will be all over the ceilings and in changing rooms added luxury. The walls will be tiled with Rococo styled tiles in gold.
  • Promotional campaigns will be one off/limited edition accessories make customers feel special for having a rare item they can also become a collectable piece.Monthly in store events such as 20% off everything. Loyalty cards are to receive offers and merchandise.  The stamp is a gold chandelier symbol, if you collect 5 stamps you will receive 30% off, 10 stamps 50% and 20 stamps the customer will get free merchandise.
  • Models will all be pale with ginger/golden hair as the dark colours of my collection and gold will contrast well against the opposite tones making the impact dramatic.
  • My window displays will be of the best pieces of the collection and styled with the collection’s accessories.
  • The In-store displays will be accessorises next
  • My Customer service staff will be friendly, confident and helpful. They will wear a professional amount of make up and always have their hair styled also professionally. They will be glamorous themselves which will reflect the brand identity and target customer.“Branding in fashion is key to helping the customer solve the problem of expressing their individuality within the context of assumed dress codes. If you can’t communicate who you are as a brand and the type of person who would identify with your core values and aesthetic, then you won’t be able to sell it to them.”- Winter, D( 2016) 
  • Their uniform is a crisp white shirt with a nude pencil skirt or nude trousers. They will have the chandelier logo and ‘Decadent Drama’ embroidered on to the left hand breast of their shirt. They will wear nude court heels or nude flats. Their uniform will always be ironed and cleaned with a light or fresh fragrance. This uniform will allow them to look smart, professional and as the nude and white are neutral colours they will not look too busy against the rich gold and dark green. This uniform is presentable to luxury customers who my collection is aiming at.
  • My TV adverts will be my fashion film as I feel this would capture the mood of the collection empowering the wearers confidence. The advertisement will also be shown on loop on TV screens in my store which are considerably placed around the store.
  • Neat and glossy layout, bright lights to show the gold’s in the collection well and lots of mirrors as my glamorous will want to look at themselves and themselves with the collection. Colours will be the main colours of my palette gold and dark green with a strong emphasis on the gold as it reflects the opulence of the collection the best.
  •  The store will smell of light perfume as a strong scent can turn customers away. The scent will be one which reflects the glamorous customers.
  •  Music will be instrumentals of songs at a medium pace, songs will be by artists such as Lana Del Rey as the instrumentals will be dramatic and cinematic. Creating an elegant environment.


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Website Planning


For my website I want it to look as professional as my competitors websites in the attempt of attracting my target market. So I looked at Balmain, House of CB, Marchesa, YSL and Ralph and Russo. I found that the higher end designers have much sleeker websites with a cleaner layout with the focus on a key image from their current campaigns and their brand name. House of CB, which is more affordable, has their website a lot different to the luxury fashion houses as their’s not as clean and is a lot busier. This might be due to the luxury end shoppers preferring a  clean, professional look which suits different people as it is simple to use and you know what you’re seeing is the most important quality of the page they want you to see. Photography is important on all of the designers websites, making it more visual than factual keeping customers interested. For my website I want to take this approach as it is suited to my luxury, glamorous target market. Using a layout to House of CB will likely confuse and disorientate my customer as there is too much going on at the same time. My customer has busy work and personal life so would rather shop on a website which is more visually appealing and easy on the eyes. My website will consist of strong, edited images from my photo-shoot, boomerang videos to keep customers entertained and help them to audience to understand the mood of the collection. I will also be showcasing my fashion film and all about the launch event. This will make my website fun to use, creating a simple interface for busy customers to use both for shopping and leisure. Keeping my text short and snappy and letting the images do the talking will also look much neater on my pages.