FIGURE 2
The ‘Molly Ellen’ brand, is elegant, demure, and classy, showcasing, romantic fashion, femininity, and individuality. The theme of the Molly Ellen brand could be shown through a combination of demure, elegant, romantic style garments, alongside modern pieces to create a modern but historic style, conveying confidence, positivity, and individuality. Reflecting on my brand me message, of showcasing positivity through clothing and portraying individualism, the Molly Ellen brand will most definitely carry on this message, within my 360 campaign. Molly Ellen, is positive, welcoming, and friendly brand, radiating happiness, elegance, and romance. The Molly Ellen brand not only reflects me personally, but also my personal style, and aesthetic that I am drawn to and captivated by. For my 360 campaign, I intend on casting a new light on romantic fashion, through a series of stylised shoots. They will combine elegant, demure, and modest pieces, with modern casual pieces, such as chunky trainers and accessories, to create a new romantic story for the premium high street market level.
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In order for me to create a 360 campaign plan, that strongly reflects the Molly Ellen brand, it was important for me to reflect and look back through my brand me, chapter one and chapter two research, and pick out significant research that has allowed me to acknowledge who I am as a communicator, and allowed me to create and develop a brand that best represents me. The most significant parts of my chapter one research, that has influenced the Molly Ellen brand, and my 360-campaign concept, were the questions, ‘what is your message?’ ‘Am I fight or flight?’, ‘What do my friends and family say about me?’ and ‘What colour am I’? When answering the question what is your message?, I knew instantly I wanted my brand to promote positivity through clothing and to portray individualism. My personal style doesn’t particularly represent the latest trends, I much prefer to be individual with my look, so it made sense, that would be part of my message, as it is personal to me. As part of my message, I also created an inspiration page, including a variety of fashion looks that appeal to me. The two fashion styles/cultures that I found most inspiring and influential when developing the Molly Ellen brand and the concept for my 360 campaign, are Tokyo street wear and classy/demure/elegant fashions. I have always admired and appreciated the individual look of Tokyo street wear fashions, and the varied fashion styles the Tokyo street wear scene offers. I was inspired by the individuality element of the Tokyo fashions, in which reflect my personal style and fashion aesthetics that appeal to me; therefore, I knew that individuality had to be a key element to me, and my brand Molly Ellen. In addition to this, my research into classy/demure/elegant fashions, played a huge influence when developing the Molly Ellen brand, and the concept for my 360 campaign. It was the initial starting point of creating the romantic, feminine theme of my brand. It enabled me to research into a variety of brands, that reflect my romantic, feminine, and individual theme of the Molly Ellen brand.
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Another influential part of my brand me, chapter one research, was asking my friends and family to describe me in three words. Some of the words they described me as, have influenced my brands message and theme, such as, caring, kind and joyful. As I stated earlier in the introduction of this essay, Molly Ellen is a welcoming and friendly brand. Molly Ellen strongly reflects my personality, adding a personal touch to my brand. I want to make sure that this personal element is shown within my 360 campaign. Lastly, the final key influential part from the chapter one, brand me research, was answering the question, what colour am I? I chose pink, which has become the signature colour of the Molly Ellen brand. It is included in my website, in my logo and all 3 of my concept direction and development, illustrated books. The pink tone fits my brand perfectly, strongly representing the Molly Ellen aesthetic. The shade pink, symbolises femininity, romance, and caring connotations. I have used three different shades of pink, to illustrate my visuals, and titles, to add depth and to create more of an engaging visual book.
FIGURE 7
Regarding my chapter two, brand me research, I found it all influential, in helping me to develop a strong Molly Ellen theme, and to help me begin, to create a 360-campaign idea. It enabled me to undertake thorough research into the Molly Ellen theme of romantic fashion, femininity, and individuality, and develop a strong brand identity, showcased through a logo and brand name. I researched into the history of the Romantic era, as well as todays current romantic fashion style, for me to become familiar with the characteristics of the romantic way of dressing, and inspire me with how I could incorporate, and showcase the romantic fashion style, but in a new way, within my 360 campaign. The Romantic period, originated in the 18th century, and lasted between the years 1825-1845. An example of the traditional romantic style of dressing, during the Romantic era is. “Sleeves changed as well, becoming larger. Beret sleeves were cut in a circle creating a large, balloon like sleeve. Gigot sleeves, large at the upper arm, tapered toward the wrist in what is also called leg-o-mutton sleeves. The puffiness at the top eventually grew so large, the fabric often needed support. Skirts gained width at the bottom with ruffles, floral embellishments, Italian quilting, and padding, but lost the puffed hemline by 1835.� (Monet, 2020) Whilst reading this reference, I became inspired and excited at creating the concept for my 360-campaign idea. It gave me more of an idea of what I envision the model/models wearing, and how I will style them.
It was also interesting for me, to see what the current style of romantic fashion conveys, for example. “Today’s romantic fashion style entails light pastel colours such as Yellow’s, Pinks, Greens and Oranges. Lace, Chiffon and Velvet, are just a small array of fabrics often associated to the romantic style of dress. To complement the fabric of the romantic garment, embellishments such as Ruffles, Bows and Ribbon, can be added to create more of a feminine romantic look.” (I have re-worded this information into my own words.) Referenced from- (Romano, 2020) After analysing the above reference, there is a clear historical influence still inspiring todays current take on the romantic fashion style, such as Ruffles, Ribbon, Chiffon, and Lace, however I also noticed, the traditional wording such as ‘Beret sleeve’ and ‘Gigot sleeve’ were not quoted in the reference. This has given me inspiration, to incorporate the traditional style of romantic fashion along with using the traditional garment terms, such as ‘Gigot sleeve’ into my 360 campaign, but with a contemporary twist, appealing to my chosen market level and consumer.
FIGURES 8- 9
Another significant section of my brand me chapter two research, which has influenced my brand Molly Ellen and the concept for my 360 campaign, was looking at current celebrities who dress in a romantic, demure, understated way, reflecting my brands theme of romantic fashion, femininity and individuality. The two celebrities I looked at were British- American actress ‘Lucy Boynton’ and American actress ‘Elle Fanning’. It was inspiring for me to see, how they style their romantic classy pieces, and it enabled me to get ideas and inspiration, for the styling and make-up, that I aspire for my model/models to wear. I came across these two references, in which describe ‘Lucy’ and ‘Elle’s’ elegant, romantic fashion style, perfectly reflecting the Molly Ellen aesthetic. “Lucy’s red-carpet penchant for pastel tones and ethereal gowns.” (Eggenberger, 2019) Elle Fanning references “As she proved in this 2017 Vogue shoot with Annie Leibovitz, Fanning is the best model for this sort of deeply romantic fashion, be it a headful of pink roses and a matching Valentino haute couture gown, a fairy-tale Alexander McQueen dress, or a flowing Loewe skirt and matching jacket.” (Bob, 2020) “As for her off-duty style, a high-low mix of sophisticated elegance has placed her firmly amongst the best-dressed list.” (Lucy Hutchings, 2017)
The chosen market level, my 360 campaign will be aimed at, is the premium high street market level. After researching into both premium high street brands, and luxury/designer brands, as well as taking into consideration the Molly Ellen theme, and where I personally shop from, the premium high street market level, is the perfect fit for the Molly Ellen brand. After looking at luxury designers such as ‘Anna Sui’, ‘Simone Rocha’ and ‘Cecilie Bahnsen’, I realised that the luxury market, already have designers and fashion garments, catering to the romantic fashion style, where the romantic style is already very much reflected and represented. As much as I was captivated by these garments, I personally can’t, or many people of my generation, will not be able to afford, and not have enough of a disposable income to afford to buy into these luxury labels. The premium high street market level has a gap in the market for a new romantic story to be told, and Molly Ellen is the brand to do that!
FIGURES 10-11
The premium brands I looked into, initially were lifestyle brand ‘Urban Outfitters’, American apparel style brand ‘Free People’ and ‘&otherstories’. I quickly came to the decision that ‘Urban Outfitters’ and ‘Free People’ did not suit to my brands theme and decided to purely focus on analysing ‘&otherstories’ relating to the premium market level. I would describe the ‘&otherstories’ brand as classy, sophisticated, demure, understated, and elegant. The brands aesthetic reflects myself and the Molly Ellen brand well, especially as I personally shop there. I came across a reference on the ‘&otherstories website’, where ‘&otherstories’ reflects the Molly Ellen theme well. “Our designs from Paris reinvent the romantic essence of the iconic French girl.” (Stories, About & Other Stories, n.d.) I also noticed as I was scrolling, through the ‘&otherstories’ website, a variety of their pieces had the word romantic, included in the title of the garment, for example. “Romantic Lace Blouse” (&otherstories, n.d.) This garment had also been made in Paris. This portrays that ‘&otherstories’ has a strong brand identity, and each design that has been made in Paris, reflects the Parisian aesthetic, as well as the style and theme of ‘&otherstories’.
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As I had now decided the market level, I sat in was the premium high street market level, I researched into two other premium high street brands, ‘Reformation’ and ‘Cinta- the- label’. Reformation is a womenswear clothing brand, in which aims to make beautiful silhouettes, that celebrate the feminine figure - fitting perfectly with the feminine Molly Ellen brand! Reformation are all about inclusivity, fitting to everyone’s shape and size, aiming to every woman! This reflects my brands message of positivity through clothing and positive body image, feeling comfortable and confident in what you are wearing! The Reformation brand, also incorporate and use a lot of re-purposed vintage clothing in their garments, creating timeless pieces, in which reflects the Molly Ellen romantic theme perfectly, showcasing historical inspired pieces, but with a contemporary twist! Regarding Reformation, I came across a reference on Vogue.com, the model Emily Ratajkowski says, “I love that their pieces are feminine but always supercool and have the perfect low-maintenance vibe,” (Holt, 2015) The final premium high street brand I researched into was Spanish influenced brand ‘Cinta-the-label’. ‘Cinta-the-label’ is a brand inspired by the founders Amy Sturgis’s Spanish summer holiday trips. “Amy was mesmerised by the flamenco dancers and the way their silk and ribbon dresses bought the cobbled streets of the old town to life with every move of the maraca. Cinta The Label puts a modern twist on Spanish traditions playing with prints which signify Amy’s love for astrology and inner strength.” (Cinta-the-label, n.d.)
Lastly, I decided to see if these 3 premium high street brands, had any similarities. The similarities I noted down are: •A wide range of the designs, that all 3 premium high street brands offer, are feminine and classy, suiting to my theme perfectly. •They all sit within the premium prices, ranging from the cheapest of £17, to the very highest of £400. •They all offer vintage, timeless looks, individual styles, romantic and elegant. •Body positive! Especially Reformation, embracing all sizes. •Premium, as well as luxury materials, for the higher priced items. •Incorporate sustainable and organic materials into their garments and accessories.
The consumer I am aiming my 360 campaign towards, is both Millennials and Generation Z. Specifically the older spectrum of Generation Z, between ‘17-22’, and the younger spectrum of the millennial generation ‘23- 26’. “Millennials: Born 1981-1996 (23-38 years old)” “Generation Z: Born 1997-2012 (7-22 years old)” (Debczak, 2019) I have chosen both generations as, in my opinion the premium high street market level, doesn’t just cater to one generation. With brands such as ‘&otherstories’ appealing to my sister who is part of generation z, portrays the view, that premium high street brands, particularly brands that reflect my theme, do appeal to the younger generations, and the Molly Ellen brand will do just that, but portraying a new romantic story, with a contemporary twist!
FIGURES 14-18
I intend on creating a series of stylised shoots, portraying the Molly Ellen theme/aesthetic of romantic fashion, femininity, and individuality. The outcome of these series of romantic stylised imagery, will convey confidence, positivity, and individuality. I have chosen to create a series of stylised romantic editorial style imagery. I have chosen this creative pathway because, I have a keen interest for fashion styling, and am passionate about styling a concept and bringing that concept to life, especially the Molly Ellen romantic concept, as it is personal to me, and represents me as a brand. Fashion styling is one of my strongest specialist skills, and one of the potential job roles, I can see myself going into after I graduate. Styling for a romantic, classy, and demure fashion company, particularly a premium high street fashion brand, would be a dream come true! I also intend to photograph and edit the series of stylised images myself. This will allow me to capture the romantic essence of the Molly Ellen brand, to the style that I have envisioned.
The concept of the Molly Ellen, 360 campaign, is creating a new modern romantic story, aimed at the market level of the premium high street, and targeted to the ‘17-22’ age demographic of generation z, and the older spectrum of the millennial age range, ‘23-26’. I intend on using a female, or female models, of all different sizes and ethnicities to represent the positivity, positive body image and diversity elements of me and my brands message. The models will also be part of my brands consumer, of generation z and millennials. In terms of the outfits, I intend on using classy, demure, and both traditional romantic pieces, if possible such as Gigot sleeves, and Beret style sleeving, along with todays romantic fashion pieces, such as floral embellishments, pastel coloured garments, to celebrate both old and current romantic style clothing. This will then be accompanied with modern pieces such as chunky trainers, oversized jackets, such as denim, bomber, or fleece jackets.
Romantic dresses are often associated with the romantic fashion style. As stated in this reference. “The demand for romantic dresses is increasing. In January, Dover Street Market opened a dedicated space for Cecilie Bahnsen’s voluminous, pretty designs and last year, the balloon-sleeved, smocked styles at new brand Sleeper became an instant summer hit. Harrods fashion director Lydia King says the store has noticed an increase in sales of romantic looks.� (Alexander, 2020) This reference has inspired me, to showcase a variety of romantic style garments not just dresses, when choosing and styling the outfits for the shoot. Romantic dresses, are already represented within fashion, particularly within the luxury market, so I will still make sure to include them within my new romantic shoot, catered to the premium market level, as I am creating a new romantic story, however by incorporating a selection of other romantic pieces, it will engage my chosen consumer and market level, to be intrigued and interested by the Molly Ellen 360 campaign and brand!
The Molly Ellen brand is creating this new romantic story, mixing romantic, demure, elegant, and classy fashion, with everyday casual pieces to create a modern-day romantic look, still making sure to convey, the Molly Ellen theme of romantic fashion, femininity and individuality. Lastly, when I was thinking about location ideas, I had 2 in mind. The first location I had in mind, was an outside location such as a field, or a garden with lots of plants growing in it, particularly roses, as they are the flower on my logo, and reflect my brand! I thought about using the gardens at Arley Hall, located in Northwitch. I have visited Arley Hall, once before and the gardens were beautiful, it would be a perfect location, however I would have to look into, if I would be allowed to shoot in the gardens, especially as they are open to the public. The second location, I considered was the grounds of a stately home, such as Chatsworth House, located in Derbyshire. I have visited Chatsworth house many of times, and it really is beautiful, with lots of open space, so would be a perfect location for my romantic stylised shoot! Like Arley Hall, I would have to check if I would be able to shoot my 360 campaign there. With relation to props, I intend on using an array of pink roses, for the model/models to hold. Reflecting the Molly Ellen brand well!
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Whilst researching into the style of British-American actress, ‘Lucy Boynton’, I came across her personal stylist, ‘Leith Clark’ and her work. Leith’s work very much reflects the Molly Ellen theme, however suiting more to the Luxury market level. I will use inspiration from her work, and other stylists I have looked at, to create a new romantic style/story suiting to my consumer and market level. “Leith has lent her colourful, romantic aesthetic to design houses including Miu Miu, Chanel, Stella McCartney.” (group, n.d.)
Due to the uncertainty of the current global pandemic- COVID-19, it is crucial I make a plan B, just in case my original plans fall through, and I’m not able to travel to my chosen location and shoot with the model/models I had planned too. My plan B, 360 campaign, would consist of my younger sister, becoming the model for my shoot, with me still taking the pictures and styling the outfits. My younger sister is part of my family bubble, as she lives with me and the rest of our family, in our family home. My younger sister also fits into to my specific generation z age range, so it would still be suiting to the Molly Ellen brand. In terms of location, I would use the garden at my family home. I used the garden, and my sister modelled for my stylised imagery for the Fashion Futures module, and they turned out great! The second plan B location option I have considered, would be to customize a room in my house, into the style of a photography studio. With a pastel pink, or white professional background. I could also place a large variety of pink roses, and other flowers, particularly ones I described myself as, in my brand me, chapter one research, around the background, to still capture the fresh, feminine and romantic feel to the shoot. The props and outfits would be the same, so the overall same look would still be achieved, just in a different location.
I will promote my 360-campaign using social media and digital media. I will promote my 360-romantic campaign, on the Molly Ellen Portfolio page, located on the Molly Ellen website. Always keeping readers updated on my latest projects. I will also promote the campaign through my @mollyfmc fashion Instagram account. I also had the idea to create a new Molly Ellen Instagram account, solely showcasing the 360 campaign, and the new romantic story it portrays. To increase engagement, I could also tease my Instagram followers by posting a teaser image each day on Instagram stories, showcasing a different part of the stylised campaign shoot. Telling a new story, of the Molly Ellen romantic story each day!
&otherstories. (n.d.). Romantic Lace Blouse. Retrieved from &otherstories: https://www.stories.com/en_gbp/clothing/blouses-shirts/blouses/product.romantic-lace-blouse-black.0923922001. html Alexander, E. (2020, February 7th). The soft power of the romantic dress. Retrieved from Harpersbazaar: https://www.harpersbazaar.com/uk/fashion/shows-trends/a30809367/romantic-dress-trend/ Bob, B. (2020, May 18). From The Great to The Beguiled, No One Wears a Corset and Petticoat Better Than Elle Fanning. Retrieved from Vogue: https://www.vogue.com/article/elle-fanning-thegreat-vogue-cover-2017 Cinta-the-label. (n.d.). About us. Retrieved from Cinta-the-label: https://cinta-the-label.com/pages/about Debczak, M. (2019, December 6th). Revised Guidelines Redefine Birth Years and Classifications for Gen X, Millennials, and Generation Z. Retrieved from mentalfloss: https://www.mentalfloss. com/article/609811/age-ranges-millennials-and-generation-z Eggenberger, M. (2019, October 11th). If I Could Switch Wardrobes With Anyone Right Now, It’d Be Lucy Boynton. Retrieved from who what wear: https://www.whowhatwear.co.uk/lucy-boynton-style group, T. w. (n.d.). Retrieved from The Wall Group: https://www.thewallgroup.com/artist/leith-clark Holt, E. (2015, November 4th). Meet the Woman Behind Cool Ethical Label Reformation. Retrieved from Vogue: https://www.vogue.com/article/reformation-eco-fashion-ethical-label Lucy Hutchings, O. P. (2017, June 6). Style File - Elle Fanning. Retrieved from Vogue: https://www.vogue.co.uk/gallery/elle-fanning-style-file Monet, D. (2020, August Thursday 13th). Fashion History: Early 19th Century Regency and Romantic Styles for Women. Retrieved from Bellatory: https://bellatory.com/fashion-industry/Fashion-History-Early-19th-Century-Regency-and-Romantic-Styles Romano, L. (2020, December Tuesday). What is Romantic Fashion? Retrieved from Wisegeek: https://www.wisegeek.com/what-is-romantic-fashion.htm Stories, &. O. (n.d.). About & Other Stories. Retrieved from stories: https://www.stories.com/en_gbp/about/about-us.html
FIGURE 1- Rose illustration- created with photoshop. FIGURE 2- Molly Ellen Brand Logo. FIGURE 3- https://www.vogue.com/vogueworld/slideshow/tokyo-fashion-week-street-style-spring-2020 FIGURE 4- https://www.celebsfirst.com/lucy-boynton-attends-miu-miu-photocall-76th-venice-film-festival-sala-volpi-venice-italy/ FIGURE 5- My Own Image FIGURE 6- My Own Image FIGURE 7- https://www.fashion-era.com/romantic_era.htm FIGURE 8-https://www.vogue.com/article/elle-fanning-the-great-vogue-cover-2017 FIGURE 9- https://www.doriasantlofer.com/who-what-wear-lucy-boynton FIGURE 10- https://www.stories.com/en_gbp/about/about-us.html FIGURE 11- https://www.patriciamcmahon.com/other-stories-campaign/ FIGURE 12- https://www.thereformation.com/products/jourdan-dress?color=Varenna&via=Z2lkOi8vcmVmb3JtYXRpb24td2VibGluYy9Xb3JrYXJlYTo6Q2F0YWxvZzo6Q2F0ZWdvcnkvNWY0ZmY0MDA2NDg4ZTEyZTEyNDA0Y2Uw FIGURE 13- https://cinta-the-label.com/collections/dresses/products/the-velia-dress FIGURE 14- https://www.fashiongonerogue.com/editorial/julia-klaassen-marie-claire-turkey-cihan-alpgiray/2/ FIGURE 15- https://i.pinimg.com/originals/1e/d5/40/1ed5403a22b61120a6c4212f3049e97f.jpg FIGURE 16- https://www.nawo.com/other-stories-spring-2020-limited-capsule-collection-featured-mia-moretti/ FIGURE 17- https://imgur.com/gallery/RsndZFh FIGURE 18- https://www.whowhatwear.co.uk/cool-instagram-brands-2018 FIGURE 19- http://imageamplified.com/harpers-bazaar-uk-saoirse-ronan-by-erik-madigan-heck-leith-clark-february-2019-www-imageamplifiedcom-image-amplified1_thumb-jpg/#.X__WRzlxc2w FIGURE 20- https://i.pinimg.com/originals/fd/e1/75/fde17525daade99e96586ba906467741.jpg