Port folio
‘Archive Revival’
‘Archive Revival’
Introduction
I am katie johnson, a 21 year old fashion communication marketing (social media) student. This portfolio will showcase the journey of producing my campaign for my final major project. this project is based upon my brief, and showcases my brand management, creative direction, and promotion skills.
Core themes
In my previous project ‘It’s all about me’ , I delved into the journey of self discovery and found my personal brand. There were 5 key aspects of my identity that stood out and went on to influence the concept of my campaign. these themes showcase how my personal brand has leveraged mango.
Concept
oThe concept of my campaign is ba fashion trends, bringing old style inspired by nostalgia, something th identity. It is also inspired by overconsumption and fast movin campaign was to repurpose old f which also reflected mango’s brand de influence the gen z audience f showcase how timeless staples are t
overview
ased upon the cycle of recurring es back to life. this concept was hat is a huge part of my personal my concern and dislike for g micro trends. The aim of this ashion trends into modern looks, d. The message of this campaign is to from buying into new trends, and the way forward.
Target audience
the target audience for my campaign is Gen women. I chose this audience as I found gap in mango’s market during my prevuo research. I found that the brand was n advocating to this audience through th Instagram platform. This demographic a also very nostalgic, making them a pri audience for the concept of my campaign.
man
My campaign is for the fashion br because it reflects my personal sty level, high street. My campaign upg demographic, gen z. I believed their this audience, something I discover improving their brand, I have also identity.
rand ‘mango’ . I selected this brand yle, and also sits within my market grades this brand by targeting the brand needed to do more to target red in My previous research. whilst o visually maintained their current
Campaign col
our palette
Trial shoot review
Towards the end of my previous trimester ‘It’s all about me’ , I conducted trial shoots both on location and in the studio. These were both successful in communicating my campaign concept, however they didn’t reflect mango’s brand. therefore for my FMp, I have selected a new model, a new location, and new styling items.
My model
my chosen model for my campaign shoots was Erin cooper. I had worked with Erin on previous shoots and I was confident with her presence in front of the camera. Erin also blended in well with mango’s Mediterranean heritage, as she has Spanish genetics. Erin has olive toned skin and dark features, which fit in perfectly with my vision.
Ai generated inspira
before deciding upon a location, I used my AI advantage to generate some inspiration. Here, several images based on different location id mind for my campaign shoot. These consisted o beach, and a cafe.
ation
skills to my I generated deas I had in of a town, a
Initial location id
My initial idea for my location shoot w Mediterranean inspired cafe in my home tow this visually reflects mango’s brand, it doesn personal significance to me as it is a new establ location doesn’t evoke any sense of nostal alongside this the campaign is built upon Therefore, I had to decide upon a new locati more authentic.
dea
was a local wn. Although n’t hold any lishment. This lgia for me, n nostalgia. on that felt
my location
My chosen location for my campaign shoot was west Kirby beach. This location visually relates to mango’s brand, and also the summer theme of the campaign. not only this, the location holds personal significance. in my ‘brand me’ module, a huge topic was my home bird personality, so I knew I wanted to involve this within my campaign by shooting at a location close to my home, i regularly visit this beach and have throughout my whole life.
Fashion Styling
Styling is one of my best skills within the industry, and is a career path I dream to pursue in the future. Implementing this into my campaign, I gathered styling items based upon my concept. this means that each items was selected on The basis that its design was inspired by a trend that originated in the past. I have created several modern, sophisticated styling looks that reflect my concept and mango’s brand. They are minimal timeless looks that showcase that less is more.
location shoot st
For my location shoot, I chose to keep the styling minimal and considered, focusing on two carefully selected outfits that best complimented the beach setting. I used lightweight fabrics that worked well with the wind, and chose to stick to a black and white colour palette to create a contrast with the earthy tones of the setting. Alongside this, I shot these outfits in two different areas of the beach, the varied backdrops helped enhance the visual narrative.
yling
Hair and makeup fo
for my location shoot, I kept my models hair and makeup natural and minimal to reflect mango’s brand. I stuck with my models natural hair and kept it down for the purpose of it working with the wind. The purpose of her makeup was to only enhance her features, as she already has a strong Mediterranean appearance. We slightly darkened her eyebrows and added a glow to her skin to give her a sun kissed appearance, to reflect the summer theme of the campaign.
or location shoot
studio shoot stylin
For my studio shoot, I added a lot more drama to the styling. I created an additional 3 styling looks for this shoot to show off a variety of my skills. The styling for this shoot involved a lot more layering and enhancements. this helped create an editorial look to the outcomes, even without the help of a setting.
style Planning
prior To my studio shoot, I took part in a trialling day. on this day, I brought in all of my styling items and pieced them together into looks. This ensured that everything would run smoothly on the day of the studio shoot.
Hair and makeup f
For my studio shoot, the hair and makeup were slightly different. Since I was going for an editorial look, I added more drama through my models appearance. We still kept her makeup fairly natural, but added darker lips and eyes to create a more fierce look. For hair, we added curls to give it more volume and texture. on location, the wind helped create movement in my models hair, which added energy to the images. this is why adding extra drama to her hair in the studio was important.
for studio shoot
where did my originat
the most import styling was to u originated from past. I carefully items based on research from ‘it
styling items
te from?
tant part of my
se items that had
m trends in the
y selected these
n my previous
t’s all about me’ .
Lightweigh
Waistcoat-
Linen pants- 1970’s
990’s
ht maxi skirt- 1970’s
Linen ruffled top- 1960’s
halterneck to black blazer- 1980’s
Denim shorts- 1990’s
Cowboy boots
Post produc
When it came to outcomes, I wanted t feel without taking aw feel of the images. I added grain, filter certain areas. I also re objects from the bac outcomes a cleaner look. The outcomes still minimal and on whilst adding a vintag campaign concept. thi location and studio sh
ction editing
editing my image to create a nostalgic way from the natural cropped the images, rs, and highlighted emoved any unwanted kgrounds to give the r, more professional of these edits were n brand with mango, ge feel to reflect the is applied for both my hoot outcomes.
promotion
my chosen platform for promotion of my campaign is Instagram. I chose this platform based on my previous research Into mango, where I found that their Instagram was not advocating to the gen z audience. Alongside this, I believed this was the most effective choice of platform as my outcomes are in static image form. However, alongside these still images I have documented the process through behind the scenes content.
promotiona
al imagery
selected fina
al outcomes
these two final images were my most successful outcomes from my campaign shoots. both of these images were printed and displayed during our class of 2025 ‘Launch Night’