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WIRED : PROTO 4-13
ART IS BEAUTY 16-17
AW15 TREND REPORT 23-27
PAPER OR PIXELS 14-15
TTDF 18-19
AA 20-22
ALL SAINTS : DISCLOSED 28-39
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WIRED : PROTO A platform to inspire and enlighten emerging creatives on fashion forward technology. Allowing the fashion and technology communities to connect, the aim of this project was to help shape this market area. Encouraging people to see the huge opportunities and the ways in which these could be realised through a new print magazine dedicated specifically to fashion related technologies, introduced in to the market by the ‘Wired’ brand. It would work as a source of inspiration for makers and creatives from all walks of life, whether you’re interested in tech or not, with importance being placed on starting a dialogue between innovators and established players in the space as well as academia. “A lot of people are getting to a point where they’re more comfortable seeing that technology is an art form in and of itself” - (Zoe Klintberg - Artistic Director, 2016) So if future talents want to be successful, they will need not only creative skills but engineering ones too.
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CONTENT CREATION I conducted three photoshoots to allow me to have a mix of my own as well as existing content within the final magazine. These, although simply conceptual, are all based around the idea of smart textiles and material alchemy.
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THE MAGAZINE For my final execution I created a print magazine with a heavily fashion-focused and trend aware design and layout, and highly feminised colourways to meet the needs of the consumer. This is drawing from WGSN’s ‘Soft Tech’’. A softer colour palette and flowing forms and patterns make the topic feel more human and approachable and will also help to encourage an increased female readership for the Wired brand. Alongside the magazine sits an accompanying augmented reality app. To keep the concept simple, the sole function of the app is to scan select images within the publication by hovering over them, and provide the viewer with extra content around this. By combining digital and physical aspects it will bring the pages of the magazine to life, give more of an indication in to the capabilities of the designs and materials and provide the viewer with more of a tactile experience. The best thing about Proto is that it works with or without the app so it’s up to the consumer how they decide to personalise their own experience; essentially offering a customisable product that will stand out in an over-saturated market.
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PAPER OR PIXELS POP is a creative design studio founded by myself and Rach Farrar. The studio brings together the pixel aspect from my love for photography and image manipulation with Rach’s passion for illustration and art. Together we experiment with different materials and mediums to create innovative new print designs.
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ART IS BEAUTY “Some argue that beauty prompts desire, however in the realm of art, beauty is an object of contemplation not desire.” This project explores the concept of deconstruction within beauty, to inspire the viewer to look beyond society’s perception of the perfect face. With a simplistic photograph, the creation of this mixed media piece was achieved by juxtaposing different elements of the female form. Photography/Post Production: Myself Stylist: Natasya Lund Illustrator: Rach Farrar Art Direction/Planning: All
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TEES TO DYE FOR A collaboration with the up and coming tie dye brand 'Tees To Dye For' to showcase their summer collection. Catered for sun-loving surfers, trendsetters and those who like to be different, we kept in mind their love of colour and all things beachy. Photographer & Retoucher: Myself Stylist: Natasya Lund Make-up: Lauren Chapman Art Direction: Emily Green & Rach Farrar Models: Lucy Fear & Ali Marler
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AMERICAN APPAREL A photoshoot giving the iconic ‘American Apparel’ brand a new ‘twist’, using the infamous album cover ‘Madness: One Step Beyond’ as inspiration. We wanted to combine the playful, familiar tone of voice of Madness with the simplistic, young and cool aesthetic of AA through the classic 80’s game, twister. Photography & Retouching: Myself Art Direction & Styling: Rach Farrar Videography: Allie Day Models: Lucy Fear, Lauren Chapman, Hannah Ward, Emma Carr & Vicky Jeffery
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TREND FORECASTING Looking across different sectors and analysing the current Fashion landscape, I was able to predict 6 key print, texture and colour trends in Womenswear for AW15. These were: Ocular 84, Hi-Confluence, Organic Imploration, Realised Eschatology, Stuffocation and Un-anthropic. A full copy of my report can be found at: https://issuu.com/melwallis9/docs/trend_report__ff5ae8d04c04ef/1
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George Orwell’s famous ‘1984’ dystopian novel popularised the big brother concept, creating a totalitarianism view. Increase in the use of drones sees a need for increased privacy control. Whilst generation Y are becoming reacquainted with the benefits of anonymity online, Generation Z’s memories will have been documented from day 1 resulting in a generation more likely to be worried about the future. If internet will be a human right by 2025, the whole world will be able to access our personal information. We no longer want to be a passenger but a director of our own lives. Transparent materials will be given opaque qualities mimicking the alternating play of transparencies found in the natural iceberg. Patterns draw inspiration from Tokujin Yoshioka’s famous crystallised sculptures whilst colours will offer a breath of fresh air drifting from ice cold hues to warm and woody tones.
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The anthropic principle is the law of human existence, our presence in this universe depends on numerous cosmological constants. If even a single variable were off, we would not exist. Originating from a fascination with the sea, a desire to know more has progressed in to a stronger curiosity of the universe and the unknown. The one way ticket to Mars and creation of future colonies highlight this obsession, encouraging people to think one day existence may be possible beyond this planet. Nebulaic visuals and mystical colours will leave a bewildered sensation. Embroidered elements add volume whilst representing the growing possibilities in outer space. Perspex and organza mirror the fluidity and vastness of the unknown and through thermos-sensitive coatings and holographic yarns spectrum effects will transform the colour palette.
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Considered, empowered, and individual: a global brand with an independent spirit and undeniable confidence in creation. All Saints is better connected than ever before but an avenue in which to explore further engagement holds potential for a break through. As a fast, efficient and reactive brand, All Saint’s strong online presence and creative digital strategies require a platform to hold such engagement and innovation. Underpinned with attitude and embellished with playful bravery, colboratively with Allie Day & Rach Farrar we have developed an app concept that will encapsulate the brand’s versatility and visual literacy. The unveiling of a new perspective lies in the lust for liberation.
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ALL SAINTS : DISCLOSED Through Disclosed we will invite consumer’s in to the All Saints community by helping them find off the beaten track experiences and points of interest. Solving the problem of finding things to do in a strange city, or even the place you call home. Communicating using language that echoes that of the consumer, it will act as a digital diary for them to keep up to date with current happenings. Users will be provided with outfit suggestions for specific venues and events to encourage purchases without directly selling through the app. Finally, they will be offered unique rewards and keepsakes, making them feel seen, respected and connected.
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CREATIVE NOURISHMENT These three themes we created allow users to customise their app to best reflect their own personal style. ORGANIC RENAISSANCE Elements of nature were a strong reference point for us. This represents the freedom and mystery embedded within the All Saints brand and the weathered aspect to previous patterns and designs. CONSTRUCTED ANTIQUITY Taking inspiration from the structure behind architecture as well as the muted tonal shades and minimal aesthetics. The structural design within All Saints’ collections mirrors the rigid industrial aspect to this element. ARTISANAL ACCOLADE Print and texture found within artwork was a feature throughout. The fluidity of the textures links back to the freedom aspect previously mentioned and is also represented through the painterly draped fabrics used throughout collections
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TEXTURES We created our own unique textures using a range of different materials then photographing them to ensure that every element of the App’s visuals had been designed by us.
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