Where the Campaign will be featured……………..Page 32-35 Target Audience…………………………………………………..Page 32-33
Concept Images of the Campaign……………………..Page 34-35 Overall Reflection………………………………………………..Page 36 References…………………………………………………………….Page 37
Background into the project
Vivienne Westwood is a brand that started up in the 1970s following the punk movement. Westwood was involved in the movement and was very close with The Sex Pistols and their manager Malcolm McLaren. She set up her business selling primarily graphic t-shirts which were very tongue-in-cheek and received negative press. This negative reaction to her creations sparked a reaction in her to create pieces which she knew would offend people. She rebranded her shop and called it ‘SEX’ to piss people off – which she succeeded in. Throughout her career, Vivienne Westwood continued to make the pieces that she liked, sharing her strong beliefs and not caring what people thought about her collections or her. Her punk spirit was always so strong and was seen throughout her pieces and the shows she created to showcase these pieces. Following her death in 2022, the brand needed somebody to continue her legacy and continue telling Vivienne’s story and beliefs. Her husband, Andreas Kronthaler, is now the creative director of the brand and the 2024 show which he created did not feel like a Vivienne Westwood show. My aim for the campaign is to take the brand back to it’s punk roots and build up from the beginning, telling the story of punk and ‘Not Giving a Fuck’.
Background into the project
The Story
The story I am hoping to create throughout the campaign is the story of ‘Not Giving a Fuck’ and to ‘Look Behind the Beauty’. With the huge increase in social media platforms over the past few years, everything people post can be flooded with negative opinions, and this has affected people negatively. I had never realised how many people edit their photos before uploading them to their social media profiles to ‘perfect’ their imperfections. Although I understand the need for people to show the ‘best’ of themselves, sometimes I feel this can go too far. I want to reshare the story of the punk movement and the community’s beliefs of genuinely not caring what others think of them and just being themselves. I am a huge believer in the idea that society never see the full picture and that we are expected to walk around with ‘rose-tinted glasses’ and see the best in everything. This is not reality and we, as a society, can be blindsided by the beauty which we have shoved down our throats.
The Shoot Plan - Outfits
Following on from the last trimester, I have been putting together different outfits for my FMP shoot. I want to be able to capture the fashion of the punk community in the 1970’s and 1980’s. Although I created mood boards throughout the last trimester, I need to bring this to life. My mood boards inspired the pieces I was looking for when I went to but them. I have ordered slogan tees with my own slogans on them. I sourced the pieces I am using at local charity shops. I have found that although the pieces are a bit mismatched, this fits the punk ideal and shows the true story of not giving a fuck. Throughout this process, I have also had to utilise my creative eye to be able to put the outfits together and to change the pieces to fit what I want the campaign to look like. I have been heavily inspired by Nancy Spungen throughout this project and have used pieces similar to what she has been seen wearing in the past. I also had to add my own spin onto some of the pieces. This included cutting items up and putting them back together.
The Shoot Plan - Hair
and Makeup
Alongside the styling of the clothes, I have been putting together further mood boards of hair and makeup looks. Ideally I wanted to use wigs to be able to capture the daring looks of the punk community however when trying to purchase these they were either too expensive or would take months to arrive meaning they would not be here in time for the deadline. After speaking with Tracey she gave me the idea to create big, messy hair through plaiting it and leaving it looking wild. For the makeup looks, I took inspiration from the grunge scene of he 2000’s using recognisable characters such as Effy Stonem. I wanted to use her for inspiration as I feel like she is more relevant to this time and I personally feel like her rebellious spirit and genuinely not caring is similar to the persona of Nancy Spungen and in the series Skins, Effy has worn T-shirts with Nancy on them further showing that the characters are alike. I also looked into punk inspired makeup looks that are being used today and want to use a mix of the two in my campaign for Vivienne Westwood.
The Shoot Plan - Look Mood Boards
The Shoot Plan - Look Mood Boards
The Shoot Plan - Poses
I have also been looking into different poses using brands such as Alexander McQueen and Vivienne Westwood for inspiration. I selected a few favourite photos from the designers and their campaigns and want to use these throughout the campaign. I also looked through TikTok to find further poses and found a few that I liked.
The Shoot Plan - Models
I have been thinking about different models I can use and I feel that for this project I should be the model. This has really pushed me out of my comfort zone as I am not confident in front of a camera. I feel that this story is close to me and my family and that as I am the one telling this, I should be the face of it. I also want to gain confidence infront of the camera and feel that only I will be able to convey the story the way I want it to look.
The Shoot - Location
I carried out the shoot for the campaign in my garden, I felt more comfortable and relaxed here. I bought a backdrop and used studio lights and carried out a studio style shoot. I felt that the slight breeze and natural lighting would add to the effect of the images and I wanted to make the shoot look like it was outside. I used the mood boards I created for the makeup looks and back combed my hair, so it looked messier and bigger. From the plans for this shoot I had created last trimester; I knew that plan back drops would be needed, and the postproduction stages of this shoot would be crucial.
The Shoot - Location
In hindsight, I wish that I would have left myself more time to take the images and to have booked some time off of work for this. I carried the shoot out when I had the time which limited me on when I was able to carry the shoot out and with doing this outside, it limited me as to when the lighting would be best and when the weather would allow this. Although I am happy with how the images turned out, I would’ve liked to be able to use the studio at the University as well as the shoot I carried out in my back garden. I felt that it was easier to just use my garden as I could be able to use the space as many times as I needed to, to perfect the images. I now realise that I could’ve used both. I don’t feel that this would’ve changed the outcome of the shoot, but I feel it would’ve given me more options for the images. All in all, I am happy with the images I was able to get using this location. I really do feel like the natural elements added to the effect. I also feel as though the makeshift ‘studio’ played into the Punk vibe I have been creating for this campaign. I never wanted to have a typical location shoot. I feel that this would’ve limited what I would’ve been able to do with the images. A studio shoot allows me to tell the story really using the location and through the post-production stages, this can be anywhere I feel fits.
The Shoot - The Photos
The Shoot - The Photos
The Shoot - The Photos
The Shoot - The Photos
The Shoot - The Photos
The Shoot - Overview
Overall, I feel that the shoot went well. The things out of my control such as the weather were fine. I was able to get over 700 images from the shoot. I have not added all of the images in, just the few I really liked and intend to use. Using my back garden really worked in my favour. The outfits I had purchased I was really happy with but when I felt they were missing something, I was able to use pieces from my own wardrobe to bring it all together. Me being the model had it’s ups and downs. To begin with I was nervous and slightly uncomfortable with it all. After a while I realised, I had to get this done to my own standard and the photographers for this were my boyfriend and my best friend who I feel comfortable around. Looking back I know that if I used anyone else as a model I would not be happy. I was able to look at the photos and see what I had to do differently and how I could do this. I feel limited when working with a model as I can tell them what I want but I get frustrated when it doesn’t look exactly how I want it to but I knew what I wanted so was bale to do this. The only thing I think I would change would be to do multiple shoots in multiple locations. The studio style shoot which I did worked really well for me however, maybe a shoot in a field and on a street would’ve opened my options but as I have stated, the studio style shoot was what I needed for this. However, having more images in different locations wouldn’t have hurt.
Post Production
I used the raw photos from the shoot and used photoshop to create different backgrounds and to enhance them slightly. I made sure not to edit the actual photo of me as the natural imperfections were needed to tell my story of looking behind the beauty and to create the effect, I needed the images to. The rawness of the images is something I knew I would need to draw from to create a juxtaposition when posted on social media platforms such as Instagram.
I edited my photos but after speaking with Tracey about them, we decided they looked too polished and were taking away from the punk effect I was wanting to give. I created an image for my social media to explain the story behind the campaign and the images and we decided that this was the strongest image following the punk theme.
I used this image to go back over the others and to give them a more destroyed look. This made all of the images I wanted to use for exhibition more cohesive. Although I was proud of what I had created, I feel as though the images I have used show my message the strongest and bring the campaign back to Vivienne’s roots.
Post Production
My First Images
I knew from my plans for the shoot that I wanted the images to be black and white. I feel that this adds to the nostalgia I want to create for the original Vivienne Westwood fans.
This is probably my favourite image from the whole shoot. I do understand however that it looks over-polished and too editorial for the campaign I want to create. However, I feel as though I want to encorporate this image into the campaign.
Post Production
My First Images
I feel that this image looks better in colour. This is because I feel that it brings the colours of the makeup out and gives the image a more shocking effect. Once again, the images feel too editorial for the campaign I am trying to create.
This image is probably my least favourite out of all of the edits I made. Although I like the simplicity of the image, it feels too simple. Once again I wanted to stick to the black and white colour scheme I wanted to use.
Post Production
My First Images
Once again I really like the black and white version of this. I feel that the black and white makes the image look sad. Although, looking back the different aspects of the image are getting lost with the basic colour scheme.
I really like this image but like the others it is too editorial. I still wish to use this image in my campaign though as I feel that it really shows the message to ‘Look Behind the Beauty’.
Post Production
My First Images
I knew while creating these edits that they did not fit the punk aesthetic. Although I knew this while creating it, I still really like them. I wanted to use the red from the colour board I created in my plan for the hair and the makeup to show that the colour scheme had been followed.
I also wanted to use the red to show that it is a part of the Red Label. I thought using a red rose background would look good however I feel this would be more suited towards a Martine Rose campaign or a more floral brand. I feel as though roses are not suited for Vivienne Westwood or this campaign.
Post Production
My First Images
I created this image as a simple final image. I feel that this does not have the depth which the others do but still fits with the theme. I used an image of water and distorted it to make the image look destroyed. After looking a tthis again and speaking with Tracey I decided it needed something more to make it fit the punk theme. 23
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Post Production
My First Images
I created this image as a post for my social media. I wanted to create something that tells the story through images in a rough collage, taped together to really show the punk theme. After showing this to Tracey and speaking with her she thought this was the strongest image I showed. I would say I’m very good at creating collages to tell a story so decided to re-edit my images to look similar to this one. 24
Post Production
Final Images
Post Production
Final Images
Post Production
Final Images
Post Production
Final Images
Post Production - Overview
The post-production process was probably the longest process of the whole project. I feel like this project has helped me to further understand the importance of the story being told and how it is crucial to get this right. All of the changes I made, although I prefer some of the first images, helped to make all of the images I wanted to use for exhibition more cohesive. Although I was proud of what I had created, I feel as though the images I have used show my message the strongest and bring the campaign back to Vivienne’s roots and sharing the story of anarchy and destruction in a subtle way. My campaign aims to entice new customers to Vivienne Westwood through a new telling of the original story and to spark nostalgia in the brands loyal customers who have been there since the beginning and know and understand what the brand stands for. This is why it is crucial that the images are eyecatching and are different to what other brands are posting.
Packaging
Vivienne Westwood is known for her stance on climate change and how the fashion industry have a part in the ongoing issues. One of the many legacies which she left behind was her protests for this issue. I feel that I can not properly bring the brand back to its roots without honouring all of the work she did for this cause. To make this campaign stand out more I had to think of a way to incorporate this issue into it. I have created a concept tote bag which will be given out when a slogan tee is bought. This tote bag will be made out of the off cuts from the fabric used to create the tees and other pieces. This gives the off cuts a second life in a reusable bag which can be used in place of plastic bags. With the bags being created using off cuts, no two bags will be the same, creating that sense of individuality which the brand creates for the consumers. The concept is that the fabric the bag is made from will have only been thrown away, meaning that this will not cost more for the brand to buy extra fabric in. Also, this means that the bags will be limited as they can only be made when other items from the brand are and this heavily depends on the purchases made.
Packaging
Where the Campaign will be Featured
Target Audience
My target audience for this campaign is very niche. The target audience is people who feel they can connect with the punk story which I am telling. They are people who aren’t afraid to express themselves through their appearance and who don’t care what anyone thinks. They are also the people who aren’t afraid to stand up for what they believe in. Although this target market is very small, it is also very broad at the same time. This campaign isn’t aimed at a specific generation meaning that there can not be one way of showing it to everyone. Social media is the obvious answer to where this will be featured however, this may not reach everyone. For the people who use social media I want the campaign to be featured across Instagram through posts and reels and TikTok. I want the campaign to be posted throughout the Vivienne Westwood accounts but I also want this to be featured on sponsored videos. I also want to feature it through Facebook. Although Facebook is not as used throughout the younger generations, it still has 2.9 billion active users across the world and is popular amongst the boomers.
Where the Campaign will be Featured
Target Audience
Westwood’s biggest buyers right now are Gen Z and they are mainly buying into the jewellery. If the campaign can reach them, I think they will be intrigued by the rebellious story. For the older consumers of the brand, I feel that utilising traditional marketing strategies such as billboards and bus stops will make sure that these people can see the campaign too.
Where the Campaign will be Featured
Where the Campaign will be Featured
Overall Reflection
Overall, I would say that I am happy with the campaign I have created. I think that it highlights the story of the beginning of punk. I have tried to capture this story with the message of ‘Looking Behind the Beauty’ and ‘Not Giving a Fuck’ simultaneously. To me this message means to interperate images differently and to give a bit of thought to the actual situation which is being shown. This message also means to not care what others think and to just be yourself because not everybody will like you but you can choose if you want to care about that. Inspired by Nancy Spungen, I feel that she must have understood this the most with her constant backlash by society and her own struggles with her mental health. I also aimed to ‘fix’ the brand and in order to do this I wanted to strip it back to the beginning and build back up from there. although there are things I would do differently, I am happy with the outcome.
