Research File 2

2.

Initial primary Testing

TestingStyling Photography Story-telling Juxtaposition Representation of men

Style testing using tape

WHy i used tape

I have used grey tape throughout my research and brand me, I decided to experiment adding it to my styling to signify piecing things together. It is the idea of sticking down my 3 concepts which are: social consciousness, protection and community. It’s as if the wearer gains ownership of those three concepts that are physically stuck down on him when wearing the garments.

I think there is also industrial connotations that relate with the grey tape which also reflect on my market of the luxury streetwear market. Therefore I wanted to test using it within my styling.

Testing Fish Eye lens

I origionally wanted to test using a 360 camera but due to lockdown restrictions I was unable to go into university and test using the 360 camera. Therefore I decided to test another camera style which was the fish eye lens. I thought it worked really well and it was easy to use. I will consider using a fish eye lens for my fashion film and lookbook.

I tested 3D video of my styling as I thought the use of 3D imagery could work well within my fashion film and lookbook. I posted a video of my 3D testing to my instagram where you can see how the image moves and how 3D testing works well on a still image as it adds depth.

Still image 3d testing

I also tested 3D still images to see if this would be something that i would like to add to my exhibiton book. This also helped develop my photoshop skills.

I tested textures that I could use within my exhibition book. I used chalks to create a rough texture that I then scanned onto my computer, I think it worked well as I experimented with mixing colours together to add more depth and layers.

I tested this to see if I would want to use it in my exhibition book.

Self Reflection I think my texture testing turned out well, I wanted to create textured work that I could include in my exhibition book as well as use against my digital croquis. I’m going to continue how I can create texture to see if I can create a better more aesthetically appealing texture/image.

I tested layering the tape to see how it would look, I have done this in my work in the past and when scanned onto a comupter it makes it really effective. This is something I will use in my exhibiton book. The tape references pieicing my concepts together within my brand.

I tested layering my textured work onto secondary imagery and also included the tape to resemble idea of piecing my concepts together. I like the concept of layering images together and teste dthe opacity of each image as it works well when layering layers together, this is something that I will continue to do throughout my research.

Texture Testing I tested textures by using paint. This was to add depth to the chalk and create layering. This is something I will consider using in my exhibition book as I found that it wroked effectivley and signigies the layers that my brand has.

Showing movement in pictures

I wanted to test movement within my images to develop them further. I used a secondary image and a primary image that i took when testing my styling.

I wanted to test this out to see wether it is something that i would want to take forward for my lookbook that I will make alongside my fashion film.

Textures I wanted to inlcude more testing of combing paint and tape together on a canvas. I was inspired by an aritst called Daniel Reynolds who used tape and layering in his art work. I thought the use of the plate splatted against layers of paper and tape worked really well. This is definietly going to be featured in my exhibition book

Styling my textured art work My brand sits in the luxury streetwear market. I wanted to test styling the textured canvases in a location.

I tested picturing them in the street next to a skateboard that had similair colours to it to encorporate the ‘street-wear/street-style’

I like this image that I have taken, I think the colours work well together and therefore I am going to include it in my exhibition book. It is a great way that I can bring the element of street into my work by using the skateboard.

Representation of Men- Mood-Boarding As part of my research development i eanted to explore how men are represented and how find ways in which I could represent males in my FMP. My aim is to represent men in a more sensitive yet positive way,

WHY? I used magazines like GQ to help moodboard and create a clearer vision into how men are curretnly represented and if they are being represented in a softer way- how has it been done.

Support

This picture by Dior really stook out to me which made me research into the collection further. The men in the collection are represented in a sensitive way by the use of the delicate flower, however the males masculinity still shines through from the confident stance and the use of clothing that they wear. I thought the use of a flower was a really effective way to represent a more delicate sensitive side to the males subverting from the stereotypical conventions of men in the luxury streetwear market who often are represented by almost over exaggerating their masculinity.

These are some visuals that I had taken from my moodboard. I tested 3D because I liked the effect it gave of then layering the image on top of the 3D image. I felt like the 3D effect gave the visuals a more ‘street’ aesthetic as it looked a bit rough/grungy.

I liked this image of the two men holing each others arms this is a pose that I will use in my lookbook and fashion film, I found it really represents the concept of men protecting and supporting each other.

Pictured at the bottom right hand side of this moodboard are 3 males in a car wearing streetwear, I included this image becuase it is what we expect to see from streetwear and this is something that i want to subert and push the boundaries by showcasing my three brand concepts.

Dior Photographer - Rafael Pavarotti (ShowStudio, 2022)

(Magazine, 2021)

Mood board self reflection Creating my mood boards from magazine pictures really helped me have a better understanding of the ways men are currently represented in the media. I found a range of pictures from very masculine and stereotypical pictures to more sensitive pictures like the Dior edit that was included in GQ magazine. I found that this magazine was very racially diverse and celebrated all nationalities and races through the stories that were included and the images.

I now want to continue to explore the representation of men even further to really determine a way that I can present my models following my brand concepts and my overall brand message of acceptance. I want to take on board my research and my finding from my questionnaire (found in research book) to enhance my vision and to make sure that my the development of my work matches to the needs of my consumer which is Generation Z.

Why? When I have created styling croqius for my research I have always used an a traditional sculptured head. This is because I felt like it represented the culture aspect of my brand a lot and the importance of an individual’s background/past and how it should be celebrated. I also found that using a sculpture represents the journey that men have lived through and the chnages with society over the decades.

I decided to test the use of a flower on a croquis to see if it looked effective, I also used a streetwear element to contradict the flower by using a silver chain. Overall, I liked how it turned out, I think I have successfully created the idea of a strong and powerful man that can also go against society’s ideologies and present themselves in a more delicate and senstive way. This really demonstrates my concpet of protection and how men need to protect their mental health and speak up about their feelings without always having to feel like they need to live up to the ‘tough’ and ‘strong’ stereotypes.

testing 3D

Testing

I tested taking pictures of flowers myself to see if I could use them in my look book or my journey book. I liked how it turned out as I found once I edited my pictures with a cooler muted filter it matched my asethetic more.

I then tested using the flower styled against a males face to see if it worked and would be something that I would consider for my FMP.

Self Reflection WHY? - Finding alternative ways of showing the juxtaposition within my work I think the testing of the flowers worked well however I think that it is too obvious and has been done before by many brands. I had a conversation with Tracey and she agreed that I could demonstrate the message I am aiming to get across in a different and new way that hasn’t been done before I took this into consideration and decided to stick to the idea of the jutaposition within my work but test other ways I can include these justaposition and unocnventional representation of luxury streetwear.

For this I considered ways in which I can encorporate my concepts into my styling/visuals more. I want to make sure that I clearly represent my brand concepts and focus on combing streetwear elements with elements that are unconventional.

My next aim was to consider my research and find alternative ways of showing the juxaposition within my work.

encorporating streetwear and black lives matter into my work

Graffitti To encorporate traditional elements of streetstyle into my work I had a go at making graffitti boards that represent elements of my brand. I was inspired by Black Lives Matter protest boards that I had found whilst researching into the Black Lives Matter foundation and movement. I want to continue to show the jutaposition of my work by styling in unconventional ways.

(Jeon, 2020)

Digitally testing my graffitti boards

Physically creating and photographing my graffit boards

WHY? As I wanted to continue to explore juxtaposition within my work I photographed my graffiti boards around flowers. This was to show the jutaposition of how we we would typically expect to see protest boards on a street but instead I positioned them in a field surrounded by flowers to emphaisie my aim of shinning a new light of luxury fashion and creatiting a positive apprach to my 3 brand concepts, protection, social consciousness and community.

This really helped show the juxtaposition I want to create within my work.

Self Reflection why? - i want to bring this forward for my FMP I think the testing of my graffiti boards worked really well and I think it really shows and emphasises the juxtaposition between the graffiti against the flowers in the field. I also liked the graffiti against the lion statues that were at the location I shot at. I think it brings the element of culture and tradition and again shows the jutaposition of conventional streetwear elements against something that connotes the compleate opposite.

I want to take this element of my testing forward as I find it worked very well and I am very pleased with the outcome. I wanted to bring elements of my research such as Black Lives Matter and mental health forward and visually show how I can encorporate them into my styling which I think I have done a good job of. This also backs up my brand concept of Social Consciousness which is the aim of being aware of who is around us and how we can treat each other equally and with resprect and stand against inequality issues within society.

Location WHY? I think this location would work well for my shoot. It is an old country house that is surrounded by fields. I think it will work well against the juxtaposed streetwear element. I am going to test my styling here to see if it would work well. If it does this is deninetly where I will consider to shoot for my FMP. I think in order to really show juxtaposition in my work I would have to go against the typical conventions of where we would typically expect to see streetwear and use a location that is the compleate opposite, therefore this is why I think a country house would be an ideal location.

testing layering my graffit boards against my texture testing and adding the flower element

(Snobiety, 2020)

Throughout my work I have always refered by to High Snobiety’s prediction on the future of the luxury market. I managed to buy their book called ‘The New Luxury’ where I was able to research and analyse their opinion more. I have included some page that I found usful and releveant for my brand and research.

I found this page from High Snobiety’s ‘The New Luxury Book’ interesting. It explains what they consider to be the old luxury and new lucury. I agree with their prediciton, I think there is cultural value and that luxury is a lifestyle. It identifies with my brand because it discuss’ the importance of value and culture.

This is evident that the relationship between brands and the consumer is important. This is imprtant to my brand as I know that my consumer who are generation Z want to have a relationship witht the brands that they buy from (DeAcetis, 2019).

(Snobiety, 2020)

This page discusses collaborations and how it is possible to combine luxry brands with streetwear brands or streetwear artists and still have a successful luxury outcome. This also dicusses personalisation and customization that will make products fit for a certain consumer which adds value and connection with a brand. I found this interesting as it shows that streetwear can effectivley be combined with luxury wear.

(Snobiety, 2020)

This page disscussed how “culture continues to spread across the globe, cultural moments take new shape and new communities grow” I think this is imprtant to consider for my brand as I am focusing on cultural commentary and I will need to make sure that it will be appeal to communities acorss the world. I will do this by continuing to research how to show my message of acceptance.

Developing my styling and testing against location

I was really ahppy with how the testing of this styling turned out. I thought it represents all the factors of my brand concepts and continues to reflect what I have been influenced by. I think this styling was much more visually pleasing than my first testing of my styling I did. With this in mind I will continue to develop alternative ways of presenting my styling so that it is the best of my abilty.

Testing my styling against juxtaposed location

Self Reflection WHY? Reflecting from my testing of my location against my styling I am really pleased. I think the location of the country house with my streetwear styling works really well, it clearly shows the jutxposition that I was aiming to create of going against the conventional location of a streetwear shoot. I will continue to develop wyas in which I can encorporate the country house more within my visuals and will edit my pictures so that they look more proffesional and add depth to the images.

The next Step I feel like I am at the stage where I have decided what works well and what I want to take forward from my research and testing for my final major porject. I will take on board all of the feedback that I have recieved so far and continue to develop the elements that I am going to take forward. This will contiue in a range of research books that will focus on my storytelling, styling, and editing.

This research continues on to my development research which shows my next steps of the process.

What I am taking forward• • • • •

Juxtaposition Representation of men within the luxury fashion market The use of my graffiti boards Message of acceptance- Mental health/racial acceptance Grey Tape and paint boards

Works Cited Jeon, H. (2020, July 14). Good house keeping. Retrieved from Powerful Black Lives Matter Signs From Racial Justice Protests Around the World: https://www.goodhousekeeping.com/life/g33024721/black-lives-matter-protest-signs-2020/ ShowStudio. (2022, Feb). ESCAPE INTO RAFAEL PAVAROTTI'S NEW DIOR MEN'S CAMPAIGN. Retrieved from ShowStudio: https://www.showstudio.com/news/escape-into-rafael-pavarottis-new-dior-mens-campaign Snobiety, H. (2020). THE NEW LUXURY: DEFINING THE ASPIRATIONAL IN THE AGE OF HYPE. Retrieved from High Snobiety: https://www.highsnobiety.com/c/the-new-luxury-book/