LIGHT TESTING BEFORE THE SHOOT

In preparation for the shoot I have been discussing with my photographer Giovanna Balivo the best possible lighting set-up’s and techniques to use in order to achieve my desired outcome. We have been emailing and I have sent her over some examples of existing photographs where the lighting is tinted in bright neon hues, exposing bright areas of light on the model and in surrounding areas. I feel that this type of lighting will compliment the powerful yet feminine theme of my shoot perfectly and emphasise the artistic nature of the brand’s ethos.

 

Lighting style that I wish to achieve:

Silver reflector to create a sheen on the model.

Highlighting and reflecting off the models skin.

Fresh and bright but not over exposed.

Utilizing coloured gels as well as normal lighting to create an overall neon hue for the images, rather than trying to achieve this in post production.

 

 Examples of lighting effects that I discussed with Gi.

 

Lighting gel filters typically used in photography to convey a more dramatic mood or atmosphere.

 

In the morning before the shoot, Gi and I took the opportunity to test out our lighting set up. This was to ensure that we were prepared for the shoot in the afternoon, and did not waste any time making any un-necessary changes within the little studio time allocated to us. After discussing the concept with Gi’s photography tutor Gino, he recommended that we use a beauty dish raised centrally above the model so that the light is dispersed directly onto the models face, acting as a reflector would. We then used a large bright background light to the left and a combination of layered blue and purple gel filters over the flash on the right. This was to create a unique neon hue to my styled photographed images.

Digital lighting diagram I have produced to communicate the lighting processes and techniques within this shoot.

 

First test shot without the gel filter, this was to get an idea about the right brightness and exposure for the model.

Shots incorporating the layered blue and purple gel lighting filters. I am very pleased with the outcome of this test shoot, the hue and tones of the images are as I had imagined and the blue light bouncing off the models face adds depth to her expression.

 

 

 

 

FRONT COVER DEVELOPMENT

Over the past few days I have started to mock up examples and variations of possible front covers for my brand book. I really want to communicate a strong graphic and visual focus that communicates a premium and professional vibe. As the front cover is the first page my client is going to see, it is imperative that the imagery, layout, font, and colour palette effectively represent the refined, sleek brand aesthetics that I am aiming for.

 

In these examples the use of bold graphics, strong colours and patterns convey a refined and artistic nature. The combination of geometric lines with the free-ness of the handwriting in my logo evokes a creative and conceptual look, further highlighting the true identity of the LSOLE brand aesthetic.

 

I like the idea of incorporating the female form as visual imagery within my front cover. Essentially these graphics emphasise the power and femininity of the typical LSOLE woman, and portray the types of attributes that the brand endorses, for example.. the free-spirited, strong, sexy woman. Merging and blurring multiple images together in a overlay collage effect creates a sense of mystery and allure which aims to draw the audience in and create interest from the first page.

 

Here I have started to introduce the use of further text as a title to state what the book is. By doing this it instantly gives the book a purpose and informs the audience about its possible content. Following on from this development, I will continue to play around and experiment with the size and positioning of the book's title as I do not want it to take away from my graphics and logo. I like the idea of combining in a title with the logo however, I still want the audiences primary attention to be on the imagery and logo as it indicates to them the type of brand LSOLE is.

 

ORIGIN OF MY SS15 TREND: ROMAN VIBES

Taking on the role of trend forecaster/ creative director for LSOLE’s SS15 collection has meant that I have had to carefully think, dissect, develop and refine the foundations of my trend origin. I took significant historical reference and inspiration from trend forecasting topics discussed within my past dissertation that I completed in January.

"Trend forecasting analyses past fashion influences, historical styles and previous ideologies to gauge what has already happened. By determining the past it helps to form new conclusions about modern day societal beliefs, and is critical to the understanding of where trends will move to next"

With this said, it was clear to me that my SS15 trend should embody connotations of bygone eras and primeval philosophies that influence twenty-first century fashion and market behaviour. Researching concepts on WGSN led me to the trend ‘History 2.0’ which highlighted the importance of ‘story telling as imaginations expand into the ancient past and not-so-far-off future’.  As the creative director of my brand it is extremely important for me to communicate that I AM NOT WANTING TO COPY this trend, but instead take pieces of it to help inspire, guide, refine, and develop to create my own concept that is completely original and unique to LSOLE. 

(Below: Images taken from WGSN, used as an initial starting point in my trend development)

 

Examining further into the visual ideologies associated with ‘History 2.0’ such as “ancient environments” “make-believe” and “craftsmanship” led me to think about mythology, my Italian heritage, religion, iconic historical figures, and cultural identities. Through brainstorming I started to look at imagery linked with Roman Gods and Goddesses, the contrast of holy water with solid lines, cathedral structures, and marbling.

Gods to inspire the SS15 collection, but also embody the brand’s natural, sleek and adventurous identity:

Adeona- Representing Journeys

Hora- Beauty and Pleasure

Antevorta- Time and the Future

Neverita- Water

Salacia- Oceans

Sol- Sun God

The Roman Goddess Antevorta links to themes discussed within my dissertation topic with great relevance. Trend forecasters look back at future dominating events and eras to help guide and influence the flow and direction of future fashion movements just like the characteristics that Antevorta possesses. 

"The aesthetical factors of the Zeitgeist sculpt the dimensions of an era, they can be identified through looking into society, history and psychographics, all of which guide and influence the directional flow in fashion trends, or trend forecasting. The prolific term of trend forecasting can be defined simply, as the building blocks in which forecasting teams employ to calculate and project accurate future fashion readings."

The idea of Antevorta as a historical juxtaposition draws interesting links between ancient myth and contemporary forward thinking. Even in the prehistoric Roman era her philosophical demeanour was focused on prediction and looking ahead, which draws on modern day connotations of lifestyle and fashion prediction. I was able to dig out my old holiday photos taken from various locations around Italy as a source of primary research and inspiration.

The images below of traditional Italian architecture, form, structure and statues pose as a solid starting point for my design process for the LSOLE SS15 garment and product range plan. I have been experimenting with colour palettes, form, shape and pattern directly drawn from my own photographic images, as you can see below. You can also view my “Structure SS15” board here on Pinterest where I have gathered and edited all my favourite and influential photographs taken in Italy. I will be using this material to direct and guide the creative process of my project. 

(Above: My own photographic imagery that I have digitally manipulated, enhanced and developed to influence my design process)

KEY PHOTOGRAPHER INFLUENCE: EDUARDO REZENDE

Eduardo Rezende is a key fashion photographer that I will be taking reference from throughout my final major project. Rezende’s artistic aesthetic and photographic style captures the natural beauty and commanding power of the female form in a very sensual nature. These pages (above) taken from various magazine editorials such as Candice Swanepoel for Elle Brazil, September 2012 and Izabel Goulart October 2012 capture the true essence of Rezende’s work and creative temperament. His philosophy and style is something that I strive to embody within my own styled shoot for the LSOLE brand book. The majority of Rezende’s work appears in high-fashion editorials with strong emphasis placed on swimwear, intimate clothing and beachy/holiday garments. This choice of styling reflects the way in which he represents women as effortless heroine figures.

I have created a “Photographer Influence” board on Pinterest with additional images of Rezende’s work you can view this here. I am using this online platform as a way of effectively reminding myself of what I want to achieve creatively. You can also see more of Rezende on his official website here.

GRAPHIC STYLE

Researching various layout formats, moods, graphics, and aesthetics are the brand book elements that I have been focusing on this week. In order to pull inspiration and ideas for my own pages I have been taking influence from concept driven, lifestyle and culture magazines such as Plastique, and Rika Magazine. The pages above communicate a quirky and artistic nature, which are visually stimulating for their audience. I am keen to adopt and incorporate this type of creative style into my own LSOLE brand book however; I will need to think about the positioning of my own photography in relation to artwork and text as I don’t want to over complicate page composition, but rather keep everything sleek and bold. I want my brand book to look professional, premium and refined. To achieve this I will only be using large text and ‘busy’ layered page styles every so often. I have created a graphics and layout page here on Pinterest as a way of effectively communicating what I visually want to achieve with my own brand book. 

Images above taken from pages out of Rika and Plastique magazine.

 

PHOTO-SHOOT OBJECTIVES: COMMUNICATING THE LSOLE WOMAN

Aims and objectives of the photo-shoot: Questions to be communicated.

-Who is the LSOLE woman?

-What does she look like?

-What is her style?

-How does she choose to represent herself?

-What is her character like and how would this communicate the identity of the brand?

Key words that describe an LSOLE woman and relate to the brand's identity: 

Adventurous

Healthy

Natural

Free

Empowered

Striking

Sun seeker

Ambitious

Prolific

Fashion forward

Goddess-like

Intelligent  

Selfless

Charismatic 

I have created a series of mood boards that communicate and reflect each aspect of the intended photo-shoot. This planning is important as it helps me to realise and think ahead to my final outcomes of the shoot. These concept boards will guarantee that I keep on task to achieve to best results for my final major project. The first three hair and makeup style boards envisage the type of looks I would like to adopt for my model. In addition, also keeping in line with my predicted SS15 trend concept 'Antevorta' derived from the Roman meaning of goddess of the future.
 

Styling Mood Board

The style direction for this shoot will be free spirited, relaxed lounge clothes such as white tees, runner shorts, bralets, over sized jackets, structured trousers and crop tops to illustrate the natural temperament and day-to-day life of an LSOLE woman. I will also be incorporating swimwear pieces and intimates as a main focal point of each styled outfit. By showcasing swimwear and lingerie bralets I aim to draw upon and demonstrate the “holiday girl” element of my brand’s unique philosophy. These versatile types of intimate garments worn on the outside express a laid back, care free, and adventurous manner which ultimately personifies the holiday girl attitude and spirit.

-This shoot is to highlight the coolness in an LSOLE woman rather than focusing on her wardrobe.

-Using a sleek styling approach will allow the audience to focus on the person being portrayed and the emotive connotations linked to the model.

-The concept direction is to visually communicate a woman who is comfortable within her own skin.

-She commands self confidence and sex appeal in a sophisticated way.

Shoot location

-Large open spaces and windows in order to use natural lighting as well as studio lighting.

-A modern white studio setting with the use of props such as rustic wooden stools and chairs, fur throws, rugs and other soft furnishings that reflect a personal living space. In addition, illustrating the concept of an LSOLE woman in her home environment.

-Exposed bricks/wood to convey a modern and contemporary style which coincides with the type of place an LSOLE woman would live, as expressed through my 'CASA' board here.

-Neutral backdrop tones such as nudes and white to coincide with the concept of the shoot.

Model Poses

As the concept of this photo-shoot is to focus on the personality and attributes of the LSOLE woman, the poses will be simple yet still representing the powerful attitude and audacious identity of the brands ideal woman. I like the idea of  communicating exaggerated body shapes that evoke connotations of gazing up towards the sun, visualising her love for sun-seeker adventures. I want the model’s poses to be fierce, strong, regimented and androgynous, but then also combining a flirtatious presence to create an equal balance of masculinity and femininity.  

PHOTO SHOOT PLANNING

As part of my LSOLE brand book I have decided to produce and direct my own creative photo-shoot to go alongside any other sourced imagery I will use. The photo-shoot I am currently planning will correspond with the ‘LSOLE woman’ section of my brand book; it will be used as a vehicle to effectively communicate the brand’s visual representation and identity. The aim of the photo-shoot will also illustrate the exact ideologies and aesthetic of the target LSOLE woman and her lifestyle traits.

Photo-shoot objectives:

Focus: To represent the typical LSOLE woman, what she would look like and her style.

-Illustrating the LSOLE ‘holiday girl’ philosophy.

-Natural aesthetic, lighting and backdrop.

-Keeping the feel airy and delicate.

-Creating a series of editorials that accurately visualise who the LSOLE woman is.

-Communicating her sense of style and adventurous charisma.

-Fashion forward and contemporary.

-Keeping styled outfits and makeup sleek, powerful and clean cut to cohesively align with brand ethos.