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.