1-2 Intro and mission statement
3-4Developing and piecing togther
5-6Model casting and posing
6-7 Hair and makeup
8-9-Influenced stlylists and photographers
10-11 Location and test shoots
12-13 Products, process and Props
14-15Website and brand research
16-17 - VIDEO and conclusion
INTRO
Mission statement
The two brands collaborating are both worldwide sensations LOEWE and STUSSY both brands are huge hits but have very different styles and looks that fit each individual brand. Loewe is a Spanish luxury fashion house which specialises in leather goods, clothing, perfumes and other fashion accessories founded in Madrid. Loewe brand is a classic and the brand expresses how timeless all their pieces are. Stussy on the other hand is a street chic streetwear brand that originated in Orange County. The brand started with the creator Shawn Stussy creating surfboard designs and then moving into designing clothing. The Stussy x Loewe collaboration will be a unique once in a lifetime hit collaboration. Joining luxury and streetwear which will be specialising in beachwear, and luxury leather goods while also adding a hint of history and a sense of community engaging with the surfing world. This collaboration will reach consumers of all ages targeting both the luxury and streetwear consumers from each brand. As well as targeting these consumers the collaboration will reach further diving deep into Stussy’s history and bringing back the surfing “era” and how Stussy began to make a name.
The story and narrative of the collaboration are all about bringing a sense of community together and this is how Stussy’s roots began to grow into this huge business we all know today. Loewe was also a family-owned business which bringing the feel of community to connect with consumers is what makes this collaboration so special. The collaboration name will spread all through the world of fashion and also spread over to the world of sport. Developing new products such as the Loewe x Stussy surfboard which you can purchase in two different designs. The real meaning of this collaboration is to bring everyone together even the sports and fashion worlds.
My Partner Leah and I researched what gaps we felt there were not only in the fashion market but in every market and this was the sense of community. The meaning of community is not talked about and not even seen anymore in this century, and just by creating a collaboration joining both luxury and streetwear this can make a change and bring this word back into the market. The collaboration is one of a kind which brings a new look to designs from both different market levels, Which is the use of graffiti. we wanted meaning and this was it.
Graffiti is one form of art that forms of sense of community to come together to create a story. Graffiti is also a very unique way of art which is often classed as rebellious but when you look behind the harsh lines there’s always that community feeling there. The two different kinds of people come together as one. We felt that this design would hit both consumers the aesthetic of the graffiti fits Stussys storyline perfectly. Loewe consumers are always looking for something quirky and unique not like the normal day-to-day minimalistic look and this is what we feel the design is perfect for even the consumers who prefer that minimalistic look this will begin to pull them out of their comfort zone and let them see fashion in a unique way.Continuing our research for that gap in the market we found that both brands Loewe and Stussy both struggled and had a gap in the market for beachwear/swimwear, yes both brands both had a designed range online but there was nothing calling out to the consumers both brands just had a logo added onto the fabric no meaning, no touch. This is what we wanted to change. Loewe and Stussy are both very special brands in their own way stussy starting up their brand as a surfing brand worked perfectly with our swimwear/ beachwear collaboration but what about Loewe? Well, Loewe was known for their luxurious leather goods. To keep the feel of luxury in the collaboration we have created a special full-grain leather 8-ball bag to add to the collection of surfboards and beach/swimwear. Throughout this why diary/ behind the scenes booklet this is an inside scoop behind the community, brains and craftmanship of this very special hit collaboration.
Before starting to create content for the LoewexStussy collaboration for the professional campaign I decided to do some research on how we should pursue the collaboration. To start off as this was a beachwear/ swimwear collaboration the campaign will of course be taken on the beach. The first stop on the road was to find which beach would be perfect for the collaboration. Leah and I decided to research our local beaches so we could decide which location would work the best. During our research, we came to a halt as we needed to make sure and communicate with each other on what mood and atmosphere we wanted the collaboration to be like. To communicate this to my partner I decided to create a moodboard to showcase and tell the story I was thinking inside of my head. As partners we both agreed to communicate to the consumers better we wanted to create a promotional campaign video as well as the campaign imagery. I felt this would really catch consumers’ and even the public eyes if a video was released on social media and played on billboards as facts have been shown that people pay more attention to videos rather than photos another reason would be that a photograph and share a 1000 words and meaning but a video can share 100x more the amount. Helping our message of community get across quicker and sharing the video hoping this will create many more viewers and a chance for the video to go viral. After discussing that we wanted a campaign video as well as campaign images I decided to piece together a moodboard of what aesthetic and vibe we were looking for. In my mind, our campaign will be very retro beach-inspired. It will have a very chill and laid-back aesthetic we want it to feel friendly and inviting and for the campaign to intrigue people in wondering what is this community. People will relate to that feeling of home. There will be that vintage film and polaroid look to add to the collaboration so it has stepped out the past. The feel of the collection produced will then attract the consumers as they will want to feel this way equally working out as the perfect market strategy. There be a sense and feel of laughter and just everything being a community.
DEVELOPING
DEVELOPING AND PIECING TOGTHER
After creating my mood board on the mood and aesthetic both my partner and I agreed this is the vintage and retro vibe we both would like it was then time to start planning and thinking deeper into the collaboration process. I decided to carry out and create a posing mood board as I feel posing and getting the correct models will be the most important part of the collaboration if the models don’t fit in with the aesthetic the whole narrative and story will not make sense for consumers to understand. I went on Pinterest and searched for hours of what poses I felt would fit behind our camera shots perfectly especially poses with a surfboard. The idea was for the models to pose with a mix of editorial and just natural posing this then joins the two concepts for both the professional lookbook and the vintage campaign. I feel joining these two together also is a way of bringing two different posings together and bringing them together as one trying to get the message across about joining together and community.
After creating this mood board and being happy with the outcome I began to share ideas with my partner Leah and we were both obsessed with the concept and posing, now it was time to look for a male model. Casting for models is never easy as you need the most perfect fit to suit the aesthetic we decided we both wanted female and male models as this is an open collaboration supporting both genders and making clothes for males and females. After going through many male friends we knew we decided on one person who would be the perfect fit. Our model Callum is a tall 6 foot and slim man what a typical surfer boy would look like. He has brown curly hair, especially after going in the water and gave off the most chill and surfing vibe which we felt this was important. Before hopping into creating a new campaign we decided to test-shoot the model first to see if he was the perfect fit. I took him down to my local beach Conwy Morfa and decided to shoot photographs of natural poses of him holding our products, walking, running and editorial posing in front of the camera. After the shoot, we had a look at the images and the images turned out amazing we then knew that this model was the perfect fit for our campaign. And we were ready to move on and shoot for the finalised campaign. This test shoot was also amazing for practising with the products I and my partner had created to test and see how tolerable they would be for our future consumers.
When I the male model were having the test shoot my partner Leah was test shooting our products across the globe in a different climate this gave us a good chance to see if they were tolerable in heat and if the fabric could maintain okay. This was also amazing as a test shoot before properly shooting for our campaign as this gave consumers another look at our products in a more luxurious way rather than in a colder climate for example in Wales.
