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BTEC LEVEL 3 FASHION AND CLOTHING Eleanor Whitelaw


PLATT HALL RESEARCH

1700s


PLATT HALL RESEARCH


PLATT HALL RESEARCH

1800s


PLATT HALL RESEARCH

1910s


PLATT HALL RESEARCH

1920s


PLATT HALL RESEARCH

1930s


PLATT HALL RESEARCH

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PLATT HALL RESEARCH

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PLATT HALL RESEARCH

1960s


PLATT HALL RESEARCH

1970s


1980s

PLATT HALL RESEARCH


PLATT HALL RESEARCH

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PLATT HALL RESEARCH

2000s


INTRODUCTION I have chose to look at the 1740s and the 1950s.


WHAT WAS HAPPENING IN 1740?

 1740- King George II ruled. The first British novel is published (PAMELA by Samuel Richardson). Sir Robert Walpole  1741- Slave uprising takes place. (26 killed)  1742- Fishing industry grows in New England. Spencer Crompton becomes Prime Minister.  1743- Henry Pelham becomes Prime Minister.  1746- The first battle on British Soil, Culloden.  1747- Liverpool takes over Bristol as Britain’s busiest slave trading port.


1740S MOODBOARD


WHAT WAS HAPPENING IN 1950?

 1950- King George VI was king. Clement Attlee was Prime Minister. Fir st modern credit card was introduced.  1951- Winston Churchill became Prime Minister. Colour T V was introduced.  1952- King George VI dies of lung cancer and Queen Elizabeth II is crowned age 25. The Great Smog occurred.  1953- DNA was discovered and the fir st ‘Playboy’ magazine was published.  1954- Repor ts say cigarettes cause cancer.  1955- Sir Anthony Eden became Prime Minister and McDonald's was founded.  1956- The T V remote was invented.  1957- Harold Macmillan became Prime Minister and Dr. Seuss published ‘The Cat in the Hat’.  1958- LEGO bricks were fir st introduced and the peace sign was invented.  1959- ‘The Sound of Music’ fir st appeared on Broadway.


1950S MOODBOARD


SIMILARITIES ď‚Ą In both of my eras tight fitted clothing around the waist area was very popular. In the 1740s corsets were used under the clothing to showcase a small waist and in the 1950s women achieved a tiny waist by how the clothing fitted in certain areas.


1740S-NEOCLASSICISM  Neoclassicism was an art movement full of paintings with a muted palette and very sculpted figures  Fine lines and subtle colours were seen as superior to paintings using bright colours.  Neoclassicism showed courage and bravery in scenes were men were fighting  France and England used Neoclassical Art the most  The discovery of f artefacts at ruins were a large inspiration towards the start of Neoclassicism.  In France the movement started as a rebellion against the Rococo style.  Even architecture and interior design began to represent Neoclassicism


NEOCLASSICAL FASHION  The fashion in the paintings are very loose dresses, usually white with a dif ferent coloured piece of material around the empire line.  Bare arms  A long shawl often plain red with decorated border in portraits  Neoclassical fashion for men never really took of f apart from the hairstyles  Neoclassical fashion was very ‘Greek’ so British fashion wasn’t the same There were similarities though and the Neoclassicism Movement may have influenced these  Excess material  Synched in at the waist  Floor length


JACQUES LOUIS DAVID  Jacques Louis David of France was one of the leading Neoclassical Artists.  He painted paintings with hidden messages within them  He painted The Oath of Haratti  This painting shows two brothers  This expressed self-sacrifice and public duty along with David’s later paintings


JEAN AUGUSTE DOMINIQUE INGRES  Jean Auguste Dominique Ingres of France changed the face of neoclassicism by abandoning solid figures  He also abandoned colours and patriotic messages  He painted graceful paintings  His paintings were less cluttered  One of his most famous paintings is Comtesse d’Haussonville, which is a painting of a young lady


POP ART  Pop Art was born in Britain in the 1950s and lasted to the early 1970s  Pop Arts most famous artists are Americans of the 1960s such as Andy Warhol, Roy Lichtenstien and Claes Oldenburg  Pop Art used very bright colours  Pop Art was flat images influenced by newspaper photographs and comic books  Recognisable logos and imagery from popular media and products.  The term Pop Art was first used by critic Lawrence Alloway, describing all post -war art focused on consumerism and materialism  During the late 1950s Peter Blake was a popular artist from his movement in Britain


POP ART IN FASHION  Pop Art influenced the colours and geometric patterns in fashion  Pop Art most influenced fashion in the 60s when brighter colours were more on trend  Pop Art also influenced block colours


PETER BLAKE  Sir Peter Thomas Blake is an English Pop Artist, best known for the sleeve design of The Beatles’ album  His paintings from the late 50s included imagery from advertisements  He featured in Ken Russel’s film on Pop Art ‘Pop Goes the Easel’ on BBC in 1962  Blake painted several album sleeves  He also painted the sleeve of Band - Aids ‘Do They Know It’s Christmas?’


ANDY WARHOL  Andy Warhol was an artist in the Pop Art movement in America in the 60s  Andy used many forms of media such as hand drawing, painting, printing and more  He turned to the Pop Art style where popular objects could be used in his work  Marilyn Monroe was a Pop Art painting that he had done that became very popular  Cartoon style paintings were already being done by Lichtenstein and typography by Jasper Johns, Warhol wanted to do something dif ferent so he started to paint soup cans and dollar signs "Pop art is about liking things .“ Andy Warhol.


HOW CAN POP ART MOVEMENTS BE SEEN TODAY?  POP ART- Pop Art can still be seen today in advertisements. For example, the new Pepsi advert featuring Beyoncé.  Pop Art has also recently became popular in clothing The comic style typography is popular on trendy clothing.

DKNY packaging is Pop Art themed with comic styled outlines and spots to colour inside.


This is my fir st experimentation with Pop Ar t style painted on the face. This is my first experiment with Neocolassicism I wasn’t pleased with how either of these turned out. However, I was happy with the Pop Art makeup so I went on to develop this more.


I did the makeup again but this time I did it on myself. I used a good quality camera and did a few test shots.


MY FINAL IMAGE Once I had chosen a final picture that I was happy with, I began to think of ways to incorporate my other art movement (neoclassicism). I thought the best way was to add a painting as the background of my final image. I chose an image that I liked and on Photoshop I merged the two movements together by cutting out my face and adding a filter and applying it on top of the neoclassicism painting and increasing its opacity to blend it in a little more and reveal the background image through my face.


WORKING SKETCH RESEARCH What is a working sketch? ď‚Ą A working sketch is an accurate computerised drawing of a garment. This drawing will be completely proportionate and will show all of the information needed for someone to construct the garment. What will it contain? ď‚Ą A working sketch will contain information about the garment. The working sketch will clearly show seams. Seams will be shown on the working sketch with small dashed lines. The working sketch will show buttons or fastenings with arrows clearly pointing to each dif ferent section. Working sketches will be transferred from design to construction so that the garment is constructed exactly as it should be.


WORKING SKETCH


FASHION ILLUSTRATOR – ANNA KIPER  Anna Kiper is a New York based fashion designer with a passion for illustration. She has worked for companies such as Calvin Klein, Mondi and Maggie Norris Couture where she dressed Nicole Kidman, Halle Berry and other celebrities for red carpet events and magazine covers. Anna is also a professor at the Fashion Institute of Technology and the Parsons School of Design. Anna’s work has been widely published in books and magazines. Her illustrations have been exhibited at the Plaza Hotel in Manhattan and where showcased at the Museum of the City of New York as part of a presentation on contemporary Haute Couture  Anna Kiper uses a lose silhouette with exaggerated legs. Anna uses inks to create beautiful illustrations.  I love Anna’s Illustrations because I love her use of inks and lose lines. She creates a lovely silhouette and shows the garments very well. I also like her book, in this she demonstrates steps of how to produce a hand drawn fashion illustration. .


MY FASHION ILLUSTRATION


FASHION PROMOTION ď‚Ą Fashion brands use fashion promotion to promote their brands and their products. There are many ways to promote products. One way is using digital media. ď‚Ą High street shops use many methods of advertising. For example, when using or buying from the website, you have to sign up and input your details. Such as your email address, name, and address. By taking these details when you sign up, and by you accepting the terms and conditions, websites can then send you emails with exclusive voucher codes and information about other deals and sales. By doing this, they can gain customer attention and are also drawing the customer in and encouraging the customer to visit the website or even the shop itself.


1740S PROMOTION  Photography was only invented in 1790, promotion of fashion was ver y dif ferent to how it is now. There were no magazines posted through your letterbox, no emails containing voucher codes and no adver tisements on television.  As there was no photography, promotion will have relied on drawings and painting.  Fashion promotion in the 1740s will have been mostly by royal people, and rich wealthy people who would be ver y fashionable for those times. Also, little businesses like dress makers or tailors will have had adver tisements in the shop windows encouraging people to come in or to buy a dress from there.  Also, there will have been adver tisements in local newspaper s. The newspaper may have contained a little bit of information about the dressmakers and the address for people to visit the shop.  Upper class women will of also had ladies lunches and little gatherings. Whilst at these lunches, the women will have discussed their clothing and will have been promoting fashion by word of mouth.


1950S PROMOTION  Fashion promoting in the 1950s was very much focused on drawn animated advertisements.  Comic style advertisements were produced using bright colours and bold shapes that attracted attention. In the 1950s the art movement of the time was pop art. Pop art was focused around the advertisement of big brands such as Coca-Cola.  Advertisements will have been broadcasted on colour television which had only recently come out in 1951 .  A lot of advertisements encouraged women to be themselves thanks to Marilyn Monroe who in the 50s posed in the first Playboy magazine and was the first Playmate.  Fashion was promoted through T V, advertisements, newspapers and magazines. Women would admire celebrities such as Marilyn Monroe for fashion and style inspiration. Women like Marilyn were large icons of the time.


CUSTOMER PROFILE The primar y consumer for my jacket is a woman in her mid-20s who is chic and classy. She lives in London and she has well of f family and her dad is a wealthy business man. She has always had nice things in life and she loves wearing big designer labels. She is in university studying fashion journalism and she lives in an apar tment on her own. She has her own spor ts car which is red. She has high disposable income. She has lots of friends and they meet up and socialize regularly. They are always going to high profile par ties and are always in the “loop”. She reads fashion magazines such as Vogue and ELLE. She is of ten tweeting and posting fashion related images on Instagram. She will wear my jacket to classy but over the top fashion events such as, London Fashion Week . This jacket will be a special piece in her collection but won’t be for ever yday wear. She will pair this jacket with some expensive jeweller y and a tight classy pencil skir t and some designer heels. She loves getting her hair done in a salon and she loves to pamper her self. She regularly spends time with her parents at their house in the city. She has a white miniature poodle that she carries around in her Louis Vuitton bag. She also loves to stay healthy and she eats healthily and goes to regular sessions with her per sonal trainer to keep fit. She buys her food in Waitrose. She doesn’t have a boyfriend and enjoys going on dates and hanging out with friends. She loves to go on holiday and on shor t breaks. Her favourite place to go is Paris.


1950s Fashion 1950’s fashion started with Christian Dior’s ‘New Look’ in 1947. The ‘New Look’ consisted of below mid-calf length skirts, with a pointed bust, tiny waist and rounded shoulder line. After WWII the look became popular. A look that was also popular was a tailored but feminine look with gloves and pearls. Tailored jackets with peplums and tight pencil skirts were also popular. Fashion Influences Fashion in the 1950s was also largely influenced by celebrities. Influential celebrities from that period were, Marilyn Monroe, Grace Kelly and Audrey Hepburn. These celebrities definitely contributed to the inspiration of tiny waistlines. Stiletto-heeled shoes also emerged in the early 1950s and were available in every colour to match any outfit. Art Movement - Pop Art The art movement of this time was Pop Art. Pop Art was born in Britain in the 1950s and lasted to the early 1970s Pop Arts most famous artists are Americans of the 1960s such as Andy Warhol, Roy Lichtenstein and Claes Oldenburg Pop Art used very bright colours Pop Art was flat images influenced by newspaper photographs and comic books Recognisable logos and imagery from popular media and products. The term Pop Art was first used by critic Lawrence Alloway, describing all post-war art focused on consumerism and materialism. During the late 1950s Peter Blake was a popular artist from his movement in Britain.


Artists from the Movement Sir Peter Thomas Blake is an English Pop Artist, best known for the sleeve design of The Beatles’ album. His paintings from the late 50s included imagery from advertisements. He featured in Ken Russel’s film on Pop Art ‘Pop Goes the Easel’ on BBC in 1962. Blake painted several album sleeves. He also painted the sleeve of Band-Aids ‘Do They Know It’s Christmas?’ Andy Warhol was an artist in the Pop Art movement in America in the 60s. Andy used many forms of media such as hand drawing, painting, printing and more. He turned to the Pop Art style where popular objects could be used in his work. Marilyn Monroe was a Pop Art painting that he had done that became very popular. Cartoon style paintings were already being done by Lichtenstein and typography by Jasper Johns, Warhol wanted to do something different so he started to paint soup cans and dollar signs. POP ART- Pop Art can still be seen today in advertisements. For example, the new Pepsi advert featuring Beyoncé. Pop Art has also recently became popular in clothing The comic style typography is popular on trendy clothing. DKNY packaging is Pop Art themed with comic styled outlines and spots to colour inside. Photo Experiments the artist speaks about her image “Before I could create my final image I had to experiment. Firstly I experimented with both of my eras. After researching the art movements, I decided that for the 1950s I wanted to paint a face in a pop art theme. I tried this out on my friend Alex to see how it looked and how well it photographed.


I loved how it worked out and loved the look it gave. I then experimented with neoclassicism from the 1740s. From this movement, painted portraits and selfportraits were very popular. I took inspiration from this and I styled Alex in period clothing with period hair styles. I photographed Alex sitting slightly to one side and lightly smiling. I decided that the Pop Art on the face looked the best out of the two so I decided to develop that further. I then looked into how the women in the pop art pictures were positioned and I did another photoshoot. Using my own face this time, I posed like the pictures. Once I had chosen a final picture that I was happy with, I began to think of ways to incorporate my other art movement (neoclassicism). I thought the best way was to add a painting as the background of my final image. I chose an image that I liked and on photoshop I merged the two movements together by cutting out my face and adding a filter and applying it on top of the neoclassicism painting and increasing its opacity to blend it in a little more and reveal the background image through my face. I feel that this shows both of my art movements very well by having the detailed image of the painting in the background with a much more modern and simplistic image of a face displaying Pop Art on top. Both are mixed together in a way where both can be individually shown clearly but still work together as a final image.�


Target Audience “The target audience for this image is women in their mid to late 20s. This image will be featured in higher end magazines such as Vogue. It will also be shown on television advertisements for the brand. Vogue is aimed at women who are interested in fashion and work in the fashion industry. These women have well-paid jobs and can afford more expensive clothing and brands. These women are chic but also slightly extravagant. These women will be single or dating but much more focused on business and independent living. Overall, I am very pleased with my final image. I feel it is very effective as it clearly shows both of my ears but is still combined enough to create a whole image. The final image will appeal to my target audience because I have considered my audience throughout. This image is creative and fun while still captivating my audience.�


FINAL EVALUATION During this brief, we were to join art movements from specific eras to create a jacket combining the eras and art movements. I started by going to Platt Hall to gather some research about the fashions of different eras. Once I had gathered some research I chose my eras. I chose the 1740s and the 1950s and then I researched into the art movements of these times. The art movement in the 1740s was Neoclassicism and the art movement from the 1950s was Pop art. I researched my art movements in more detail. I began to gather props to do some test shots for my photo-shoot for my final image. I did my test shots and liked the Pop art being painted onto a face to show the cartoon like style. I decided to paint my face and add a Neoclassical background on Photoshop. I designed a jacket mixing the two eras together. Once I’d designed this jacket, I made a working sketch and an illustration to accompany it. I then began to make it in construction by adapting a pattern to suit the style of the jacket. I am pleased with my final image, although I think it could have suited my jacket slightly better if I had changed the colour scheme of the jacket and based it more on the art movements of my eras rather than the fashion of the eras. Overall, I think I successfully created a final image to suit my target market of my jacket and to suit my chosen magazine.

1740s and 1950s presentation issuu  
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