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Silas Wagner / BA Fashion Marketing & Communication, Level 5, 2013-2014 MIED 506/ Representation Techniques / Computer Tools 2: CWK3 Teacher: Nicolas Gordon David Hockney [Memories of an Inspiration]


INDEX Presentation of the Brand

Bruno Daynan, The Photographer

Inspiration

Steven Pan, The Photographer Yann Weber, The Stylist

Target for Spring / Summer 2014 Objective of the campaign Quick overview of the Collection Explanation of the editorial Location Model’s Choice

Nicoletta Santoro, The Stylist Editorial Lookbook The Miniwebsite Links to Minisite & Issu References


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[“Style” never means conspicuousness] The fashion brand Burberry has a long and rich history since it was founded in 1856. The main focus of the brand is a high-end clientele considering them having a luxury status in the fashion industry, which is represented in their pricing, their quality of their garments and the way that they communicate with their audience. The current creative director is Christopher Bailey, a popular British designer, who reinvented the brand in the early 2000’s and made it trendy among a younger audience again by changing the designs and their brand communication.

Regarding the communication of Burberry their strongest tool is the British heritage that is represented in each campaign and forms part of the DNA of the brand. To be explicit, Burberry celebrates their British background with every action they take, usually it plays a part in their communication no matter if it is the inspiration for a collection, the invitation for the runway or the models they choose to shoot their campaign; the brand’s heritage is omnipresent.


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Inspiration The marketing campaign is embracing the connection between the apparel and Pop Art, in particular with the artist David Hockney who has been the major inspiration for Christopher Bailey. The collection is working a lot of graphic prints in strong colors, resembling the style of the artist. Actually the campaign is going to focus exclusively on David Hockney and his artworks considering the huge impact that he had on this precise collection; for this reason the editorial is going to be a mix of a story line out of his life and a reinterpretation of a mosaic technique that he used in his artworks with polaroid’s.


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“A Bigger Splash”, David Hockney, 1967

Self-portrait of David Hockney; showing main colors of the collection.

Polaroid Camerawork, David Hockney, 1984


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Target for Spring / Summer 2014 The audiences that this collection is directed to are men between twenty-five and forty-five who are interested in fashion and culture and appreciate the high quality and design that Burberry provides their customers with. Generally the target remains the same as usual but it will try to also appeal to younger men because of an engaging promotion via social media and an optimized version of the site for mobile devices in order to be accessible around the clock and to make sure people can use the site, especially because nowadays everyone is looking for

quick information that’s easy to understand and goes straight to the point, no one is wasting any time reading pages over pages of content on their phone or iPad; therefore our content will be direct and with a visual emphasis.


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Objective of the Campaign In order for the campaign to be considered successful we hope for Burberry to increase the number of visitors in the online shop, an increase of Instagram hashtags, a great interaction with consumers and re-shared content on social media. We want to attract also younger consumers to buy and aspire Burberry products but don`t risk to lose the loyal customers, which is why we need to balance both the classic communication and the approach of getting them on the hook. Summed up this means a bigger visibility and engagement with our customers and hopefully provide us with information about what they think and like so that we can use and analyze this information for our advantage in future campaigns.


What an artist is trying to do for people is bring them closer to something, because of course art is about sharing. You wouldn’t be an artist unless you wanted to share an experience, a thought.

” David Hockney


Quick view on the Collection

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Explanation of the Editorial “Memories of an Inspiration” Regarding the editorial, as mentioned earlier, it will focus on the life of David Hockney; the story behind the shoot is that he is alone in his studio, having a creative blockade and is therefore to paint – the scene would be; him with a cigarette in his mouth and an almost empty bottle of vodka on the floor staring at the blank canvas but cannot find inspiration, then he sits on a sofa and starts thinking of a summer he passed in the USA. There will be a change of lighting in the actual photo-shoot, the scene in the studio will be gloomy and dark with the corresponding colors and the scene in the USA will be dominated by bright and warm colors. There will be one shot that features a man in the swimming pool and another one standing on the edge, seemingly talking to him, the special thing about the picture will be the retouching, it will synthetize the Polaroid method that Hockney is famous for. Finally he will overcome his creative blockade and draw his famous painting “A Bigger Splash”.

Set up: ·The scenery will be in todays time ·Change of light depending on location Studio = messy, gloomy Pool = clean & sunshine


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POOL

Studio


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LOCATION The editorial is going to take place in two different locations; in order for the viewer to understand that it is a memory of the protagonist the lighting is going to be different and the photo is going to be a bit blurry when on the other hand in the studio will be a bit cold with a hint of blue.

#WePopThePool

Studio:

messy, vintage furniture, old food lying around (Pizza and Chinese take-out boxes, Coca Cola cans etc), painting utensils are lying around as well

#BurberryColorSplash

Pool: These hashtag lines will be used in connection with the location, considering that we will encourage customers to upload photos of themselves jumping into a pool.

sunny, spacious, friend, happy, clean


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Model’s choice 20 In the editorial we will only feature one famous male model who is Clement Chabernaud, there will also be one more male model but he will play a minor role, this model will be Tony Ward. The motive to choose Chaubernaud is because he is very versatile and resembles the artist to a certain extend.

Clement Chabernaud


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Tony Ward


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Bruno Dayan The Photographer Bruno Dayan is a photographer that works a lot with retouching in terms of the light effects, which is why I believe that he is a great choice for this project. First I got to know his work through “Magazine Antidote� and then I got more interested in his photography. The good thing about his style is that he can do both, be really romantic and fantasy-like but also realistic images.

Contrasts - Shadowa - Light Effects - Orange shimmer


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“Fashion is architecture: it is a matter of proportions.�

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Steven Pan The Photographer For the LOOKBOOK I chose this photographer because his style is more simple. He usually works with strong contrasts between the light and shadow, which is nice. And his way of photographing is rather minimalistic than changing the whole image with Photoshop.

Coco Chanel


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Focus is on Black & White Burberry Lookbook will be in colors!


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Yann Weber The Stylist


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Nicoletta Santoro The Stylist


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Memories of an

Inspiration Photography: Bruno Dayan ∞ Styling: Yann Weber & Nicoletta Santoro

-dirty chicIt is a big openspace, full with trash and used canvas and brushes. Colour is on the floor.


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Whole look: Burberry Bracelet: Hermès Shoes: Prada


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Reference to this Hockney paintings


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[The moment you cheat for the sake of beauty, you know you’re an artist.] David Hockney


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L O O K BURBERRY

SPRING


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SUMMER

2014


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The lookbook is going to be shot in the studio which is also used for the editorial in order to keep the same feeling thoughout the whole collection. The location is very simple and the photos will be shot in front of the wall having painting utencils in sight; on the floor will be several buckets of colour that are already used, as well as brushes and next to the model will be a chair. The posing will be natural and not over the top, the model should behave casual and authentic. For the accessories, they will be shot in the same location but scarfes will be hung from a ladder, and the bags will be positioned on the chair that also is going to be in the shoot of the whole outfits. Next to each image of an outfit will be smaller images of the accessories that are features in the outfit; including information that is important for professionals like the material, colours, price, size disponibility etc. Physical version: Hard cover in creme color that cretes a reference to a blank canvas, the text written on cover will be in white vinyl. One look + the accessories used per page; Advising for possible alternative combinations for retail and press.


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The Miniwebsite

To support the engagement with the customers Burberry will launch a special minisite that is created only for this purpose; there will be content available giving background information like an interview with Christopher Bailey what was his inspiration? There will be links to Instagram and a campaign called “#WePopThePool” or “#BurberryColourSplash” referencing to the inspiration of the collection and one of the most famous paintings of David Hockney.


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Links to website and ISSU

http://burberry14.wordpress.com Available on ISSUU under, Silas Wagner or email, silaswagner@ied.edu


Additional Comment 42 Please note that I would have liked to printed this project with a hard cover, including a cutout, matte thick paper and having some vinyl print details on the pages: 13,14 and the spread 36-37; unfortunately I was not able to do this because the prices were to high for my budget; anyway I hope you enjoy reading his project.


References 43

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Silas wagner computer tools 2 burberry project issuu  

School Project for IED Barcelona Subject: Computer Tools Teacher: Nicolas Gordon