fashion styling portfolio
DESCRIPTION
This is a portfolio i created that assesses body image and how to dress for your body shape.TRANSCRIPT
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FASHION STYLING PORTFOLIO BY MADELEINE HEAL
CONTENTS:
1 Title Page 2 Task 1-‐ personal stylist 3 Task 1-‐ continued 4 Task 1-‐ cont. the shopping trip 5 Task 1-‐after images 6 Task 1-‐ after images 7 Task 1-‐ after images 8 Task 1-‐ after images 9 Task 1-‐ results 10 Task 2-‐ deconstruct a fashion story 11 Task 2-‐ deconstruction 12 Task 3-‐ dressing a model for their body shape 13 Task 4-‐ mood boards (1) 14 Task 4-‐ mood boards (2)
15 Task 4-‐ mood board analysis 16 Task 4-‐ mind map 17 Task 5-‐ choose a photographer 18 Task 5-‐ collage 19 Task 6-‐ prepare a still-‐life photograph 20 Task 6-‐ still-‐life annotations 21 Task 7-‐ story board sketches 22 Task 7-‐ story board breakdown 23 Task 8-‐ hair and make-‐up examples 24 Task 8-‐ hair and make-‐up examples cont. 25 Task 9-‐ write a sourcing letter 26 Task 10-‐ write a header and stand first 27 Task 10-‐ my chosen publication 28 Task 11-‐ produce a 6x page fashion story (Image 1)
29 Task 11-‐ fashion story (2) 30 Task 11-‐ fashion story (3) 31 Task 11-‐ fashion story (4) 32 Task 11-‐ fashion story (5) 33 Task 11-‐ fashion story (6) 34 Task 12-‐ evaluation 35 Bibliography 36 Appendices
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TASK 1-‐ BE A PERSONAL STYLIST FOR A FRIEND
Client Interview
Name: Lauren Harding
Age: 19
Personal Characteristics:
Overall Style (describe in three words): feminine, plain, safe.
Hairstyle: Mid Length-‐to the shoulder
Hair Colour: Medium Brown-‐all one colour
Skin Colour: Fair
Face Shape: Heart
Body Shape: Petite
Distinctive Features: None
Measurements:
Dress Size: 8
Shoe Size: 5
Bust Size: 32C
Waist Size: 27inch
Hip Size: 35inch
Evaluation of Interview
From the interview I really got a feel for my clients personality and how this was reflected in their style choices. Lauren is a sweet, chatty girl who likes to follow fashion on a high street budget. She described her style to be quite safe. She said she likes to dress in clothes that she feels flatter her figure. Her favourite shops were Miss Selfridge and River Island. Lauren had very specific colours that
ves chiffon and silky items. When asked what she would consider to be her wardrobe staple item, she answered shorts.
Lauren told me that she never really wears necklaces, there was not a particular reason for this it was simply personal preference. However she said she feels bare without earrings and has her ears pierced several times, in spite of this she rarely changes the earrings
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TASK 1-‐ EVALUATION CONT.
Flat shoes are Laurens choice for every day, she never wears trainers but likes pumps and converse. She always wears heels at night as she is conscious of being short. She prefers a wedge of chunky heel to a stiletto. Her favourite winter shoes are her flat Topshop black leather boots.
e does not model herself on her she would love to look like her.
Lauren said that her best feature were her feet as they are small and look good in shoes. She also said she liked her hair as it is thick but very manageable. She said her worst feature was her thighs and also her stomach as she claims coming to university made her gain weight.
My Suggestions
e, this along with her insecurities about weight gain and height gave me a few good ideas as to what I would like to style her in.
I would like to take Lauren to a highstreet store that she does not usually go to such as Topshop, to widen her choices.
I would also like to choose an outfit for her that was slightly less girly than what she is used to as I think she could really pull this off. However I do not want to sway to far from her usual style as I feel that what she does wear suits her and changing it too dramatically would not be of any benefit so I have suggested going for slightly different colours to what she is used to.
Client reactions
When Lauren heard my suggestions she seemed excited to go shopping with someone that can break her out of her normal routine and
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TASK 1-‐ THE SHOPPING TRIP
Style ideas:
Add more colour into wardrobe by incorporating prints and even clashing colours. Choose one or two outfits that are less feminine
Shops Visited:
Jane Norman-‐Unsuccessful Miss Selfridge-‐ Successful H&M-‐ Unsuccessful Topshop-‐ Successful
See next page for visual images of shopping trip.
Before Images:
The before images show Lauren in an outfit that she would pick out for everyday wear.
In the before images it shows Lauren wearing an outfit she would normally pick herself for and every day look.
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TASK 1-‐ AFTER IMAGES
For Laurens first outfit I chose this romper suit. I thought this was a perfect choice for her as it is very seasonal with the autumnal colours and floral print. I wanted to move away from the grey tones she said she usually wears and I think the orangey tone in this garment is much more complimentary to her skin and hair tone. I added a chunky wedge boot in complimentary tan leather which matched the waist belt to give her height, making her legs and whole body look longer. The waist belt synchs in her waist showing off her great shape.
Clothes: All pictured items from Miss Selfidge.
Jumpsuit: petites exclusive range. £49.00
Boots: Tan Lace up Wedge. £45.00
Outfit total: £94.00
Laurens comment: hose it on my own. I love the fact it
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TASK 1-‐ AFTER IMAGES
For Laurens second look I chose this floral print dress as I thought it was very feminine, again I went for a synched in waist as I think this compliments her figure the best. I added a neutral colour blazer to
at the sharp cut of the blazer contrasted with the prettiness and softness of the dress to make it slightly edgier. I also thought that it made it more suitable for the season.
Clothes: All pictured items from Topshop
Blazer: Marl Ponte Blazer £40.00
Dress: £40.00
Outfit Total: £80.00
Laurens comment
like. I would definitely wear this. I really like the blazer as I think you
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TASK 1-‐ AFTER IMAGES
think every girl needs one. The simple one shoulder style is flattering and elegant. And the right shoulder draping detail adds a little twist to the otherwise classic dress. I kept to the chiffon material that she said she loved so that she felt comfortable in it. I would team this with some chunky bangles and killer heels.
Clothes: All pictured items from Topshop
Dress: one shoulder drape dress. Was £55.00 sale price £25.00
Outfit Total: £25.00
Laurens Comment: r black but it
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TASK 1-‐ AFTER IMAGES
WAS THE SHOPPING TRIP A SUCCESS?
For Laurens fourth outfit I chose a black leather biker jacket with fur detail around the neck and a quirky white printer t-‐shirt. I paired these with some indigo blue skinny jeans for a casual look that is not as girly as she is used to wearing. I also paired his with a floaty chiffon peach blouse for a more feminine look to show her the diversity of the outfit.
Clothes: All pictured item from Topshop
Jacket: £50.00
White T-‐shirt: £17.00
Jeans: £40.00
Blouse: £27.00
Pumps: Nude leather ballet shoes £35.00
Outfit Total: £169.00
Laurens Comment:
(Lauren did purchase the jacket)
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TASK 1-‐ RESULTS
Stylist (me): I thought that the shopping trip was a success. Lauren genuinely loved all of the outfits I picked out for her, and even bought the leather biker jacket from Topshop at the end. When making my choices for Lauren I was careful to remember what she did and did not like about herself and the clothes, as I did not want to put her in something that she did not feel comfortable in as I think that the key to looking great is feeling great.
If I could change something I would like to have put her in something really out of her comfort zone but as this was more based on what she felt comfortable in I felt the task went very well.
What Have I Learnt from this Exercise?
t your vision it is about working as a partnership with your client.
Client (Lauren): Lauren was very positive about the whole experience. She really liked all the items chosen for her and said that the experience definitely
had expected as she thought I would have put her in wacky, costume style clothes that she would not ever wear in everyday life.
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TASK 2-‐ DE-‐CONSTRUCT A FASHION STORY FROM A MAGAZINE OF YOUR CHOICE
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TASK 2-‐ DECONSTRUCTION
The Fashion story I have chosen to deconstruct is a Guess campaign from the August 2011 issue of Elle magazine. Theme:
olour effect adds to this as a lot of the photography at this time was done in black and white so it really captures the era. I think that the three photographs go really well together as it is quite symmetrical in the fact that the middle picture is a female and male model in an image that I think captures lust, sandwiched between two solo images of the female model. The red Guess logo really stands out and makes the whole fashion story really eye catching, even more so than an image that incorporates loads of colour.
How has the theme been reinforced by location:
much of the location it still reinforces the theme by the props it includes, such as the old style bus and bus stop sign in the second and third pictures and the fabric prints on the seat and the cushion in the first image. It is these little touches that make the theme come alive.
Model:
I think the blonde model used is perfect for this theme as she really in captures the Marilyn Monroe, sex symbol style woman that was popular in that era. Her makeup and hair have been styled in the same way as that of Marilyn. Her expressions and poses are very seductive and glamorous, which draws the attention of the reader to her. I think she makes men want her and women want to be her. The male model used is dressed as a cowboy which ties up the theme of western and lust.
Clothes:
The clothes are very western, with a strong country, cowboy theme. The double denim and headband really emphasises this look. It contrasts with the glamour which makes it an interesting style choice.
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TASK 3-‐DRESSING A MODEL FOR THEIR BODY SHAPE
Name: Luisa Mallaci
Age: 19
Dress Size: 10
Bust Size: 34C
BODY SHAPE-‐HOUR GLASS
I have chosen Luisa as the model I wanted to use in this task as she has a common
know how to dress to flatter their figure-‐an hour glass. She has a medium to large bust, small waist, large hips and very long, thin legs!
Shoe Size: 7
Height:
Face Shape: oval/heart
Body Shape: Hour Glass
This outfit is an example of what someone with an hourglass figure should NOT wear. The tube fitting dress makes her figure look lumpy and the horizontal stripes make her look wider than she
her long legs.
This dress is a much better example of what flatters the hourglass figure. The block colour is flattering to her skin tone and the round neck and synched in waist compliments the slightly flared skirt which compliment her figure showing off her waist and legs. The heels accentuate her legs.
This is another example of an outfit that is good for her body shape is this. Black is very flattering which slims the hips. The camel coloured blazer synches in the waist and the wet look leggings look great on her legs.
Model Information
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TASK 4-‐MOOD BOARDS
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TASK 4-‐ MOOD BOARDS
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TASK 4-‐ MOOD BOARD ANALYSIS
I have created two mood boards by collecting and putting together a group of images that inspire me in regards to the theme I want. I have incorporated models, colours, photographic techniques, artistic approaches, movies, fonts, flowers and advertisements all of which inspired me in one way or another.
The theme I came up with is a mixture of love, lust, seduction and romance. I was really inspired by Marilyn Monroe -‐up girl era as I love what it stood for, I also loved the make-‐up (cat eyes and red luscious lips).
After seeing the Guess fashion story that I deconstructed for task 2 I was really inspired to do a black and white shoot but incorporate elements of red to make it pop off the page. Like the umbrella and the rose in the mood boards above.
I was also inspired by the Chanel no.5 adverts as they are classic and beautiful and never fail to make an impact. They also have a seductive element to them.
Classic love and romance movies as they have all the different elements of love in them. The image of the red apple on mood board 2 signifies the apple in the Disney fairy tale snow white, this inspires me as even though it is about true love I like the fact it has a more sinister side. Th wighlight films as the lust and love is shown but the dark side is the more interesting element as it is about vampires.
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TASK 4-‐ MIND MAP
My Understanding: Seduction Passion Sin Rebellion
My Understanding: Cliché Stereotypical gestures Effort made to please a loved one
Key to a relationship
My Understanding: What makes a relationship last
Marriage Family Commitment Forever
Movies/TV Programs: Titanic (sex scene in car-‐iconic steamy handprint)
Dirty Dancing ( seductive dancing and sex scene)
Secret Diary of a Call Girl and Pretty Woman (adds glamour to prostitution)
Moulin Rouge
Colours: Red-‐ colour of prostitution, heat, the devil (sin) Crimson-‐ blood, vampires (glamorised in movies) Black-‐ dark, mysterious, dangerous
Model Inspiration: Marilyn Monroe-‐ Red lips, cat eyes, sex symbol -‐ tall, slender, sexy. Edgy and interesting look-‐ seductive features. Pin-‐up girl Olden day Playboy
Props and Location: A red apple (snow White, dark side) Fur Jewels Boudoir Mirrors Lowly lit room
Colours: White, ivory-‐ Wedding, commitment Neutrals-‐ initial honeymoon period has worn off no more firey lust
Gold-‐ importance, valuable
Movies/TV Programs: The notebook Disney Fairytales Shakespeare Titanic P.S I Love You
Model Inspiration: Wholesome Fresh faced Commercial Audrey Hepburn Rachel Mcadams Princess
Props and Location: Grounds of a stately home-‐ marriage Tiffany (commitment) In the home-‐ homely items, words, phrases etc With children (family scene)
Colours: Red Pink Peach-‐fresh and new White-‐pure just starting out Black and white (olden day romance films)
Movies/TV Programs: The Notebook Chanel No.5 Adverts Notting Hill Samsung Galaxy advert
Model Inspiration: Keira knightely-‐Chanel Adverts Young Sophia Bush-‐pretty and fresh faced Miranda Kerr Dreamer, old school Romantic Rat pack Era
Props and Location: Outside-‐flower garden, vine arch
Flowers, roses-‐stereotype Roof top Dock-‐overlooking water Dusk-‐dimly lit Old style street lamp picnic
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TASK 5-‐CHOOSE A PHOTOGRAPHER
The photographer that has inspired me is TASYA VAN REE. She is an American photographer who grew up in Los Angeles. Her photography is purely black and white, but there is nothing bland or boring about it as she infuses her photos with seduction, darkeness and intimacy. A strong sense of rebellion also comes through in all of her images. Her use of black and white rather than colour take her photographs back to the traditional seduction era where black and white film was the only available option, she says that
It is her lack of colour that inspires my final shoot as I think there is something classically beautiful about not using bold and bright colours to capture the attention of the reader; it is simple and effective. In order for this to work the composition, model, styling, lighting and set all have to be in a perfect balance, this is what makes Tasya Van Rees photography so inspiring to me.
Her Photos are a mixture of grit and glamour, they are rough around the edges with themes not usually used such as the image with an attractive girl smoking, this is not usually seen as something that is glamorous but the way in which she captures her gives the image a new perspective. Her photos could definitely be described as edgy which is something that I feel would be perfect for an upper class
photographic technique for their fashion story in a summer issue of Elle Magazine showing that it can also be commercialized, making the images very diverse.
Tasya Van Ree described her portraits as I liked this because it shows the passion she has behind her work and also gives us an indication of what she sees and feels when capturing one of these images. When looking at her photographs you get a sense of fantasy mixed with reality but not fantasy like in the fairy tales a darker, more sinister type which I find intriguing.
Her us of space is also a point of interest. For example the image below where the girl is lying on the wooden pier captures my attention because of the contrast between the vast empty space and the svelte model. I also like the way the image is of a long perspective with the peir but the model is laying horizontally in line with the wooden slats, I feel as though this is kind but also interesting to the eye.
http://www.mymodernmet.com/profiles/blogs/seductive-‐black-‐and-‐white
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TASK 5-‐ COLLAGE
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TASK 6-‐ PREPARE A STILL-‐LIFE PHOTOGRAPH
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TASK 6-‐ STILL LIFE ANNOTATION
I wanted my still life to really represent my theme of love, passion and romance so I chose objects that I thought would compliment this was best. I used the photographs of Marilyn Monroe and the black and white images with the colour pop element of red because Marilyn Monroe and old Hollywood glamour was very much my inspiration for my theme and shoot. The Love letters symbolize my main theme, I used these because this is where it all started, it was my beginning word that I used to begin the process so I thought it rounded it off nicely including this in a literal from in my final shoot image. I used the pearl necklace and red bra again to represent Hollywood glamour and seduction. The red of the bra ties in with the red tea light candles and also the rose and umbrella in the black and white images scattered on the table. The cream candelabra represents the romance element of my theme. I chose to place my objects onto a wooden unit as this represents an old style dresser that I thought worked really well against the luxurious items.
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TASK 7-‐ STORY BOARD
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TASK 7-‐ STORY BOARD BREAK DOWN
My story board is made up of nine potential poses and outfits. (from left to right)
1. My model would be wearing a red strapless dress and would be standing against a plain white wall. There would be no props involved and the shot would be quite close up-‐beauty shot.
2. In this shot my model would be wearing a fur coat with just a bra underneath to represent all elements of my theme-‐ glamour and lust etc. She would be looking away from the camera with her hand in her hair. This would also be a close up.
3. In the next pose my model would be again wearing the fur coat, with no props included, she would be holding the jacket closed to portray innocence.
4. Another shot of my model in the fur coat this time looking at the camera with her arm out at an angle from her head. A more fashion editorial shot than beauty.
5. In this image my model would just be covered by a bed sheet as to convey lust. There would be no props and she would be looking away from the camera in the style of Tasya Van Ree.
6. The next image would be shot from a birds eye perspective and my model would be lying on a fur rug on the floor. She would be holding a candy cane which would add a seasonal touch to the story.
7. Again here she would be lying on the fur rug with her hands up by her head,. She would have no props but would be laughing to add a fun, flirty element.
8. In this shot my model would be wearing a cream off the shoulder jumper and would have her hair up. She would be looking directly at the camera. This look would convey innocence which would contrast with the other more sexualized images.
9. My final idea for a shot would be a real close up of her face. She would be looking away from the camera and have her hand in her hair. I would want to try and capture a true beauty shot to show of the styling of the hair and make-‐up to show how it replicates old Hollywood style.
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TASK 8-‐ HAIR AND MAKE-‐UP EXAMPLES
Here I chose a natural look. I kept the skin neutral and the eye very light with just a pale shimmer eye shadow and one coat of mascara on the top lashes. I created a slightly pink lip to give a fresh faced, feminine feel. I enhanced this look by creating a sweeping French plait held in place with a small red flower and then swept the hair to one side knotting it just below the ear. I considered this look because I thought it would emphasize the theme of love as it is quite a romantic look. I also thought it would be good as it is ultra feminine and not threatening to women readers.
Here I chose a much heavier look. I went for a dark smoky eye that I created by blending black, grey and white eye shadow getting darker towards the edge of the eye. I darkened her eyebrows slightly to create a more dramatic look. I chose a nude lip with a slight pinky tone to balance the face. For her hair I back combed the roots to create volume and then pinned the two side sections back to create a night time, glamorous effect. I thought that this would work really well alongside the seduction element of my theme however I also thought it might be a bit over powering and too modern for old Hollywood glamour.
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TASK 8-‐ HAIR AND MAKE-‐UP CONT.
For this look I used Marilyn Monroe as my inspiration and created her classic red lip and feline eye. I kept the skin neutral and used a cream shimmer eye shadow on her lids. I then used a black gel eye liner to create a fine black line that runs along her top lash line. I winged this line out at the edge of her eyes to create a feline effect. I used a very thin black line along her bottom lashes to enhance the natural shape of her eyes. I out plenty of mascara on and in my shoot would use fake eyelashes to enhance the whole look. for the lips I lined them with pencil then filled them in with a bright red lipstick and then finished with a coat of Vaseline to add a subtle shine. For her hair I just tonged wide sections and then back combed the roots to create a messy, bed head look. I gave her a side sweeping fringe to add a glamorous looks. I chose this look because I thought that it represented all elements of my theme and gave it that old Hollywood vibe.
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TASK 9-‐ WRITE AND EXAMPLE OF A SOURCING LETTER
Dear Miss Amelia Ranson
My name is Madeleine Heal and I am in my second year at Southampton Solent University studying to be a fashion journalist. This year I chose Fashion styling as one of my options and am currently working on a six page fashion editorial shoot. We were given a free reign over the theme and style of our shoot and I took great inspiration from the current Guess campaigns. I therefore have based my shoot around this. I carried out some research over the internet to discover that you were the person I needed to contact with any enquires I may have.
I am contacting you because I would like to see if it would be possible to borrow a few items from the Guess collection; specifically: the Red Cissy Dress, style code: W14K36K17Z, £115 in a size 10, The Amy Wool Blazer in grey, style code: W13N42W1LQ, £169 in a size 10 and finally the Wila Cardigan, style
code: W14P20K0Z80, £44 in a medium.
I appreciate that I am not an established stylist just yet but I feel as though these three items would fit perfectly in to my Guess inspired shoot. I believe that it would not only benefit me in showing my ability to work with a client but also benefit you as it would promote your brand further amongst the student consumer; also if I am able to borrow these items it would add much more credibility to my shoot which would result in my work being published in the university fashion and photography magazine, again helping to promote the Guess brand. I would emblazon the editorial with the brand logo if the clothes had been lent. The clothing items could be picked up by myself of sent through the post, either way the items would stay undamaged and would be returned in pristine condition. I however would write you a covering cheque amounting to £333 which is the total cost of all three items which you would keep in the rare case of damage or loss.
All items would be returned to you on the 8th December 2011, intact and undamaged. I worked for Grazia magazine at their head office in Endeavour House, London over the summer on returns so I am fully aware of how important it is that all borrowed items are returned exactly how they were sent and on the date that was originally specified, therefore I would not waver on this agreement.
If you have any further queries or general questions to ask me about my project please do not hesitate to contact me at [email protected], or if you would like full confirmation of who I am and what I am studying please contact my Head of unit at [email protected] who will be happy to answer any further queries you may have about this assignment.I look forward to your response.
Yours Sincerely
Madeleine Heal
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TASK 10-‐ WRITE A HEADER AND STAND FIRST FOR YOUR FASHION STORY
Fun, flirty and thriving. Ladies, to be the boss of this
in his world.
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TASK 10-‐MY CHOSEN PUBLICATION
My chosen publication is Elle Magazine.
I have chosen Elle as the publication that I would like to see my fashion story in because it focuses on beauty and fashion and attracts a very female/girly readership. I feel as though it takes itself less seriously than other similar publications such as Vogue. I came to this conclusion by judging the
appear less edgy and more commercial yet it still has that upper class feel to its fashion stories. I based my fashion story around the Guess campaign which is heavily featured in Elle which is clearly a success; so this is another reason that I chose this particular publication above any others.
The Guess campaign that inspired my images is often featured in Elle Magazine.
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TASK 11-‐ PRODUCE A 6X PAGE FASHION STORY
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TASK 11-‐ FASHION STORY CONT.
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TASK 11-‐ FASHION STORY CONT.
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TASK 11-‐ FASHION STORY CONT.
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TASK 11-‐ FASHION STORY CONT.
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TASK 11-‐ FASHION STORY CONT.
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TASK 12-‐ EVALUATION
Editing:
Once I had chosen my final images, I edited them on Photoshop so that I got the effect I desired. As my theme was old Hollywood glamour I wanted the photos to seem really falsified. I lightened the background and increased the highlights on the images and then intensified and darkened the shadowing of me model as to create a bigger contrast. I then airbrushed and retouched my model to create a perfect almost too good to be true effect. Finally I cropped the images and then added a strong glow so that they almost looked too good to be true, intensifying the romance and seduction element. As it created the sense of wanting something you can t have.
Overall Evaluation:
considered. I have really enjoyed creating my own fashion story from scratch and have appreciated being given the flexibility and freedom to use my imagination. As far as the final product is concerned in my eyes it could not have gone better. I feel my images really represented the theme and even though I originally had decided that I was going to produce a black and white fashion story, when I put my final images together they were much more beautifully
I found it really interesting but also slightly challenging doing a still life image to accompany my fashion story as I had never done anything like this before but I really enjoyed the experience and was actually very impressed with how that turned out, especially once I had edited the image in Photoshop. The earlier tasks helped me with my final images because it made me more aware of body
task. Overall I definitely think that my portfolio was successful and I feel as though I have learnt a lot in the basics of not only styling but also photography throughout this unit.
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BIBLIOGRAPHY
Tasya Van Ree Quotes and information-‐http://www.mymodernmet.com/profiles/blogs/seductive-‐black-‐and-‐white
Tasya Van Ree images on mood board and info-‐ http://tasyavanree.com/
The Guess Logo that I replicated-‐ yourlogoresources.com
Marilyn Monroe images in mood board-‐ http://www.ellensplace.net/marilyn.html
Chanel advert images used in mood board-‐ http://www.stylist.co.uk/fashion/chanels-‐leading-‐ladies
Images used in mood boards-‐ http://www.google.co.uk/imghp?hl=en&tab=wi
Guess fashion story-‐ http://www.filestube.com/e/elle+2011+08 -‐(elle-‐2011-‐08-‐aug)
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APPENDICES
ADULT MODEL RELEASE FORM
Evidence that I collaborated with Luisa Mallaci and that she agreed to be my model for my final shoot and also the dressing for your body type task.
CONTACTS
Luisa Mallaci-‐main model and model for Task 3 Jessica Lonsdale-‐make-‐up model Lauren Harding-‐ personal shopper model Amelia Ranson-‐ contact at Guess office Guess email address-‐ [email protected]