Game of Thrones x Stephen Jones

VC2

Charlie Butters

CONTENTS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Rationale Stephen Jones x Games of Thrones Stephen Jones Moodboard Stephen Jones Branding Game of Thrones Moodboard Game of Thrones Branding Brand Positioning Customers 1 Customers 2 Target Market Segmentation Customer Profile Marketing Strategy Key Themes & Narrative Idea Generation

16 17 18 19 20 21 22 23 24 25 26 27 28 29

Location Location Scouting Shoot Moodboard Contact Sheet Photo Development 1 Photo Development 2 Photo Development 3 The Lookbook Instagram Posts Exhibition Poster Exhibition Concept Mini Brief & Feedback Formative Brief & Feedback References

With International Women’s day just passing, shortly followed by the tragedy of Sarah Everard in Clapham, London, it is as important as ever to empower women and give a voice to those silenced.

The prevalent theme throughout Game of Thrones is power. “In a show that bursts with powerful women who can stand up for themselves in a ruthlessly patriarchal society, it’s important that the costumes reflect this female strength.' (Chatikavanij, 2019). The actresses themselves are synonymous with female power, and their involvement in the promotion of this collaboration will allow a greater reach for this message.

Power has different forms; sexual liberation, physical strength, mental strength, wisdom, career driven, etc.

Stephen Jones creates one of a kind pieces to display different types of female beauty and power. From punk doll head mohawks to long trailing durags, inclusivity and female empowerment reigns strong in his work.

This collaboration is an ode to women and the power they hold.

STEPHEN JONES X Stephen Jones is a world renowned milliner, first 'bursting on to the London fashion scene during its explosion of street style in the late seventies' (StevenJonesMillinery.com). A Central Saint Martins Student through the day, and a fashion mogul in clubs such a Blitz in Covent Garden London, always equipped with a striking hat of his own design. Blitz was home to club kids such as Boy George & artists like Billy Joel; Jones has a strong affiliation with this new romantic culture. Though these are his roots, Jones has designed pieces for luxury designers, and even royality. 'Diana, Princess of Wales, identified Jones as the milliner who would help them make arresting headlines.' ("")

“

Game of Thrones

Jones made millinery seem modern and compelling

Game of Thrones is a popular TV Series adapted from the novels by George RR Martin. With strong themes of power, war, love, betrayal, and of course the throne. Though the series is set in it's own fictional universe (Westeros), Martin has confirmed that the series contains events loosely based on wars in the 1400s, meaning the fashion has strong ties to this era. Alongside many male roles, Game of Thrones has strong female leads with Daenerys Targaryen accumulating power through Essos before attempting to reclaim the throne, and Yara Greyjoy; a fierce fighter 'proudly bearing her sexuality, daring someone to take offense.' (Di Placido, 2016) This is not to mention the Stark sisters of the North, and the tirant that is Cersei.

“

REGAL

BLITZ KIDS

Game of Thrones is a popular TV Series adapted from the novels by George RR Martin. With strong themes of power, war, love, betrayal, and of course the throne. Though the series is set in it's own fictional universe (Westeros), Martin has confirmed that the series contains events loosely based on wars in the 1400s, meaning the fashion has strong ties to this era. Alongside many male roles, Game of Thrones has strong female leads with Daenerys Targaryen accumulating power through Essos before attempting to reclaim the throne, and Yara Greyjoy; a fierce fighter 'proudly bearing her sexuality, daring someone to take offense.' (Di Placido, 2016) This is not to mention the Stark sisters of the North, and the tirant that is Cersei.

PUNK

LONDON GRUNGE

LOGO

The fonts used in his publications (books, features) is usually a slab serif. This font style is “block-like, thick, massive serifs standing out in any sentence, billboard, ad, or webpage” (Schenker, 2017)

WEBSITE

Stephen Jones’ main logo is in a script style font; it looks hand written.

PUBLICATIONS

The website is visually rich with pages of editorial collaborations and collections.

Main colours used in the site are white and pastel pink.

Jones’ body of work i n c l u d e s collaborations with magazines for editorial shoots. He has worked with the likes of Lady GaGa and Rihanna for publication covers.

WORK

JONES

BRANDING

BEAUTY BRUTALITY

POWER STRUGGLE

LOGOS GOT uses a bold slab serif font for their logo, exageratting the ‘T’ to underline.

A second version of the logo is chromeseen in either silver or gold.

ADVERTING POSTERS Movie posters perfectly outline the mood and tone of the show. Dark, powerful, emotionevoking.

The colour scheme used in GOT branding is often cool tones, neutrals, and dark tones.

STILLS PUBLICATIONS With GOT being such a popular series, members of the cast have featured on a variety of publications. Each cover has its individual editorial, highlighting

different characters and themes from the series and channelling them through a high fashion filter.

THRONES

BRANDING

Collaboration is for strong female, an innovator. Someone who is sure of themselves.

Target group 'The Impossibles' (WGSN, 2021); a focus on female empowerment.

Fashionable, chic, socialite. Fan of GoT and popular culture.

T N I O P G N I UE SELL

Game of Thrones have they have never collaborated with a luxury fashion brand. Messages of female empowerment represented through pieces inspired by the leading ladies of the show; celebrates individual strengths. With House of the Dragon set to be released in 2022 where ‘The story of House Targaryen will be told’ (HBO,2021), an opportunity for the collection to be viewed on screen would be highly beneficial. An example of this type of marketing being successful is the fame of Malano Blahnik following his shoe being worn by Carrie Bradshaw in Sex & the City.

UNIQ

COMPETITION CONSUMER PROBLEM A new flare to millinery, a desire for power dressing in a time when women's voices are needed more than ever.

Many designers have collaborated with film, from Jean Paul-Gaultier’s 954 costumes in ‘The Fifth Element’ (1997), to Prada for ‘Romeo & Juliet’ (1996). A collaboration that stands out due to its symbollism is the green dress in Atonement (2007) by costume designer Jacqueline Durran. “The length of the skirt was also important for the scene where Cecilia and Robbie meet in the library and begin their first embrace. As for its color green, it symbolizes both the internalization of feelings between the two protagonists and the jealousy felt

by Brionny” (Reynaud, 2020).

USP POSITIONING

TARGET CONSUMER

CUSTOMER

Venn diagram to compare consumers of Game of Thrones and Stephen Jones

Strong, powerful, confident women.

Appreciation of set design.

Global consumer.

Willing more

An interest in history.

Target Dedicated passionate fan base.

Game of Thrones

market 25-45.

to for

spend good quality.

of Large

disposable income.

Stephen Jones

CUSTOMER Game of Thrones Based on data collected by YouGov, we can see that Game of Thrones fans favour Apple over Samsung, and Toyota and Tesla are the car companies of choice. The data shows they also like series’ like ‘The Walking Dead’, & in terms of music “Classic rock dominates their musical tastes: Led Zeppelin, Queen, and Fleetwood Mac top the list.” (Greiner, 2019).

From an advertising point of view, it is noted that “This group reports that in terms of advertisements, roadside billboards capture their attention more than the average American.”

(Greiner, 2019).

Stephen Jones Stephen Jones’ audience may be harder to pin, with his variety of clients and vast body of work. “ He has made hats for pop stars and princesses and film stars and animals and models and millionaires and mums who shop in Debenhams.” (Jamieson, 2015).

From private clients in London to his concession in Debenhams, Jones’ has one thing in mind; providing beautiful hats for woman of all walks of life. In his own words, “I work with Debenhams to make money but it is great that it can be something so mass because I see how people enjoy themselves in hat shops when they put a hat on."

The focus is on the love of hats and the power that can bring to an individual.

The target market for this collaboration lies somewhere between “Younger professionals in smaller flats” (Acorn, 2014) and “The Impossibles” (WGSN, 2021).

Affluent as Stephen Jones’ typical customer may be, this collaboration is an expression of art that is to be enjoyed by the masses.

The consumers are creatives,

gallery-goers, fashion forward, liberal thinkers.

The younger professionals accounts for the tech-savvy high income people who would be able to afford a piece of the limited collection.

“Mobile phones will be important to the activity of these people.” (Acorn, 2014). With the younger generations’ focus on their smart-phones, social media advertisement will be key.

G

D

GEOGRAPHIC

DEMOGRAPHIC

Young professional women, around 25-35. A university degree, if not a masters. Managerial role. ‘Their incomes are high, typically double the national average or higher’ (Acorn, 2014). Some might still have debt from student loans.

Single or with a partner, generally no children.

PSYCHOGRAPHIC

B

Interested in fashion and art. Visits galleries, and attends bars & music events with friends. A keen input on worldly affairs and conscious of political and cultural issues. Values sustainability; is vegan, shops from transparent brands, conscious about wastefulness.

P

Living in small city central flats, ‘usually found in urban locations, particularly London.’ (Acorn, 2014).

Speaks English, but very likely to have a second language. Enriched with the city culture, fast paced life, uses public transport as opposed to driving.

BEHAVIOURAL

‘Mobile phones will be important to the activity of these people. The number who will respond to advertising, or enter competitions is higher than average.’

(Acorn, 2014) Based on a consumer report from Klarna, they shop consciously, ‘prioritising investment purchases over fast fashion, they shop as sustainably as they can – tending to make more considered, rather than spontaneous, purchases.’ (Klarna, 2020) Likes to shop both online and in-store.

Trustworthiness and transparency is key, as ‘more than half of Gen Z and Millennial – are currently boycotting at least one company for lack of diversity.’

(WGSN, 2021)

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Name: Ara Age: 29/ Young Millennial Lifestyle: Works in city, socialite, single, independent Location: London Music: Alt R&B, Alt Indie, Pop, EDM TV: Euphoria, GoT, Handmaid’s Tale, Queen’s Gambit Film: Aesthetic cinematography. Wes Anderson, Amelie, The VVitch Drinks: Cappucino, cucumber water, smoothies, white zinfandel Food: Vegan for health. Power-bowls, Asian cuisine.

Pets: Cat. Easy maintenance with her job.

Customer Pen Profile

Political: Votes labour, left wing.

Voices opinion on Instagram & Twitter Social Media: Uses Tik Tok but doesn’t post. Posts mainly to Instagram & Twitter.

Social Life: Casual music events, bars with friends, art launches & museums, V&A fashion exhibitions.

Taken up roller skating during lockdown.

TV Advert – For HBOs ‘House of the Dragon’.

Fashion film, brings hype about the collection and the show.

PURCHASE

Online Ads – Promoted Instagram adverts (both brands have Instagram accounts that can be tagged), Twitter adverts.

Email/ Signing up to mailing list- could provide an early release link for collection, first looks at the editorial, information on collection & future exhibits.

Print advertising- Adverts in fashion magazines (i-D, Dazed, AnOther, Vogue), billboards, posters. eWOM/ Word of Mouth- Through online socials or through person to person, hype is created around collaboration. Fans of Game of Thrones and fashion enthusiasts will anticipate the release.

Displays/ Guerrilla Marketing- An innovative experience or display in busy urban areas can create buzz, especially if encouraged to post their experience to social media (accompanied with hashtags).

Celebrity Influence- Women from the show will be photographed in the [hat] styles related to their characters. These will be posted to their blogs, socials, etc. This will influence fans to do further research into what the collection is all about.

Events- A fashion/ film exhibition would create an opportunity for fans of this collaboration to view and appreciate the millinery up close and personal, whether or not they desire/ can finance purchasing from the collection. The exhibition is portable so can be shown globally.

E-commerce From advertising, consumers are directed to the website where consideration for purchase begins. The layout should reflect the aesthetic & mood of the shoot, making the web experience as immersive as content.

POST PURCHASE

Commerce- In store experience captures the mood of the collaboration. Can be sold in Steven Jones Millinery in London, but taken to department stores such as Selfridges and Bloomingdales etc.

Social MediaInfluencers, bloggers, celebrities will share the editorial. Anyone who has purchased will be likely to post tagged images on Instagram, Tik Tok, etc.

Sales Knowledge- A team of sales people well briefed on the key messages of the collaboration. Provides information to consumers, reinstating the desire to purchase.

WOM/ EWOM- Reviews, hauls of the items. Buzz created around exhibition, as well as editorial

STRATEGY

PRE PURCHASE

STEPHEN JONES

Established designer.

Worked with likes of Dior, Mugler, etc.

Familiar with pop culture.

Designed for royalty.

Lived through new romantic club kid culture.

Worked on movies such as ‘Elizabeth: The Golden Age’ on costume.

GAME OF THRONES

World famous TV show.

ES

KEY

THEM

&

Pop culture, (thrusting 1400s into the mainstream).

Strong female characters in a patriarchal setting.

Warrior symbolism; eg. Braided hair is equivalent to battles won.

Themes of power, regal, class.

Each characters fashion is representative of who they are, and develops as they do.

Cohesively, the brands both focus on painting a strong powerful image of women. Each woman in the Game of Throne series holds power in different ways. Some are warriors, some royalty.

Some are knights, and some are strategic and wise. The collaboration will empower women, embracing their personal strength through the art of millinery.

EDITORIAL To capture the essence of both brands, a fashion editorial photo shoot would be conducted. Using styles inspired by Game of Thrones, paired with the headpieces. The scenery should be reminiscent of show, therefore the British countryside would be the location. A chic, moody high fashion gaze of the medieval styles within GoT. This output will be suitable for Instagram, magazines, online (website), billboard, and digital screen.

EXHIBITION With the TV show already coveted by the world, and a successful touring exhibition, the pieces should be shown in a gallery.

Stephen Jones is no stranger to a museum setting, having the honour of his being exhibited at the Royal Pavillion. This makes it a viable output. Suitable for museums able to host a travelling exhibition (could be taken worldwide).

FILM An obvious creative output will be seen when head pieces are worn in the upcoming HBO prequel ‘House of Dragons’ (2022). Prior to this, film can be used to create a ‘teaser’, in an edited fashion film suitable for platforms such as YouTube, Tik Tok, and Instagram.

The imagery for this collaboration will be filmed/ shot in the same areas as the filming locations; more so in the UK sites as this relates closely to Stephen Jones’ British heritage, and the British-heavy cast of the TV show.

Sallagh Braes, Northern Ireland Dark Hedges, Northern Ireland

Northern Ireland is a hub for these iconic locations. with “local attractions such as the Mourne Mountains, where scenes in the city of Vaes Dothrak are shot; the 18th-century Gothic mansion Castle Ward, which doubles as the ancestral seat of power Winterfell; and Tollymore Forest, a wooded parkland in County Down that makes a perfect backdrop for outdoor action scenes.” O’Connor)

LOCATION

Location is key in Game of Thrones, with “destinations as diverse as Malta, Croatia, Morocco and Iceland have stood in for Westeros and Essos” (O’ Connor, 2013).

LOCATION

In order to gain inspiration for potential locations and themes, I visited Smithills Hall in Bolton; an impressive Grade I manor house from the 15th century. The grounds, structures, and surrounding moores emulate the stunning scenery within the HBO series. This location would be suitable for an editorial photoshoot, and film.

SCOUTING

STRENGTH GAME OF THRONES X STEPHEN JONES EDITORIAL

Softness

CONTACT SHEET

PHOTOSHOOT RAWS

Originally liked this image in black and white, however the cool toned edit captured the mood.

- Selective colour edit - Green tint corrected - Masked motion blur - Lens flares added

PHOTO EDIT DEVELOPMENT

- Colour correction - Deepened tones curve - Brought blue tones in - Lens flares added

- Selective colour edit - Frequency separation skin touch up - Deepened tones curve - Lens corrections

Staircase completely removed with clone tool to upkeep the ‘GOT’ castle vibe.

PHOTO EDIT DEVELOPMENT

- Masked motion blur - Lens flares added - Selective colour edit - Removal of unwanted objects

- Gradient colour map (red to green) - Vibrancy & warmth corrected

- Black and white

PHOTO EDIT DEVELOPMENT

On all: - Selective colour edits - Tones curve Cropped and straightened

The lookbook will be displayed as its own publication, & can distributed at events relating to the collaboration, eg. the exhibition.

The photography can be used for large photo prints in galleries; it can also be used in billboard, and instagram advertising.

HTPS:/W .DROPBXCM/S5ZLWBVCGYD78J/LOKB .PDF?L=0 CLICK HERE TO VIEW

The editorial can be used within fashion publications such as ‘AnOther’ magazine or ‘Beauty Papers’ magazine.

Finally, it can be displayed in Stephen Jones’ London store.

INSTAGRAM POSTS

gameofthrones An editorial has no name.

Catch the exclusive look into the extravagant head pieces by @stephenjonesmillinery...more

stephenjonesmillinery Repost from @AnOtherMag. See the cast of @GameofThronesOfficial star in this ...more

A GIRL HAS NO NAME.

A GIRL HAS NO NAME.

JUNE 26th- JULY 26th BOOK NOW THE VICTORIA & ALBERT MUSEUM, CROMWELL RD, LONDON

Example of exhibition poster in London Underground.

JUNE 26th- JULY 26th BOOK NOW THE VICTORIA & ALBERT MUSEUM, CROMWELL RD, LONDON

The poster will feature photography from the editorial, and styled in the usual V&A format.

According to YouGov.com, GOT fans are more likely to view a billboard than the average person

so a billboard is vital.

When working with designers, Stephen Jones's output channels are the runway and editorial shoots. However, in some projects, his work has been shown in museums. The collection above is called ‘Camp: Notes on Fashion’, and was shown in the Metropolitan Museum of Art New York.

He was commissioned to design all the head-wear to accompany designers such as Thom Browne and Thierry Mugler.

Similarly, Game of Thrones has hosted a travelling exhibition before, allowing fans 'an up-close and personal look at authentic props, costumes and set decorations from the show.'

(GameOfThronesExhibition.com).

With this in mind, the exhibition will contain video content from a fashion film of the collection, alongside the head pieces themselves.

The headpieces should be beautifully styled to represent the different kinds of strength and beauty portrayed by the women of Westeros. The exhibition should tell a story of power and embracing femininity through the photography and millinery on display.

A GIRL HAS NO NAME.

JUNE 26th- JULY 26th BOOK NOW THE VICTORIA & ALBERT MUSEUM, CROMWELL RD, LONDON

MINI BRIEF

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FEEDBACK Feedback received was that Stephen Jones x Game of Thrones is an exciting concept; they work well together as they have strong British ties.

Look into how the construction of Issey Miyake’s clothing could relate to the architectural construction of the Guggenheim.

Try to think of themes and ideas of Game of Thrones & how these emotions could be conveyed through outputs.

FORMATIVE BRIEF

htps:/w .dropbx.com/sxflptjhn0f95/USP%20 6%20Target%20Market%20 6%20Nartive.pdf?l=0 CLICK HERE

FEEDBACK Strong concept with a good narrative.

I didn’t receive much feedback from peers, other than to keep exploring the themes I’m working towards and to ensure I keep true to the concept.

REFERENCES Acorn: User Guide. (2014) Younger Professionals in Smaller Flats. Acorn. London.

Chatikavanij, K. The essential Game of Thrones style guide. [12/03/21] https://www.lifestyleasia.com/bk/style/fashion/the-essential-game-of-thrones-style-guide/ Di Placido, D. (N/A) The Strong Women Dominating Game of Thrones. Forbes. [12/03/21] https://www.forbes.com/sites/danidiplacido/2016/06/08/the-strong-women-dominating-game-of-thrones/?sh=41561bb48313 Greiner, A. (2019) How these brands won with Game of Thrones fans. YouGov.com. [Online] [01/05/21] https://today.yougov.com/topics/consumer/articles-reports/2019/05/23/game-of-thrones-oreo-apple-toyota-tesla-poll HBO. (2021) House of the Dragon. [Online] [18/03/21] https://www.hbo.com/house-of-the-dragon Jamieson, T (2015) Interview: Master milliner Stephen Jones on being toughened up at boarding school, his life with the Blitz kids ... and why hats are the ultimate fantasy garment [Online] [01/05/21] https://www.heraldscotland.com/life_style/arts_ents/13412748.interview-master-milliner-stephen-jones-toughened-boarding-school-lif e-blitz-kids-hats-ultimate-fantasy-garment/ Klarna. (2020) ‘Conscious consumers’. Clicks and cliques: Understanding Shopper tribes now. pp. 21-24.

O’Connor, J (2013) On location 'Game of Thrones'. [Online] [01/05/21] https://go-gale-com.mmu.idm.oclc.org/ps/retrieve.do?tabID=T004&resultListType=RESULT_LIST&searchResultsType=SingleTab&hitCo unt=1&searchType=AdvancedSearchForm&currentPosition=1&docId=GALE%7CA324111812&docType=Article&sort=RELEVANCE&co ntentSegment=ZONEMOD1&prodId=AONE&pageNum=1&contentSet=GALE%7CA324111812&searchId=R1&userGroupName=mmu cal5&inPS=true¬Reynaud, P, F. (2020) The story behind Keira Knightley's green dress in Atonement. Vogue. [Online] [20/03/21] https://www.vogue.fr/fashion-culture/article/the-story-behind-keira-knightleys-green-dress-in-atonement Schnecker, M. (2017) Slab Serifs: History, Types & Inspiring Examples. Creative Market. [Online] [01/05/21] https://creativemarket.com/blog/slab-serifs StevenJonesMillinery.com. (N/A) Steven Jones: Biography. [12/03/21] https://www.stephenjonesmillinery.com/history WGSN. (2021) ‘The Impossibles’. Future Consumer 2023. pp. 12.

REFERENCES Armour Fashion. (N/A) [Online] [01/05/21] https://www.pinterest.co.uk/pin/13792342593376112/ Galerie Magazine. (2020) How Dior and Stephen Jones Perfected the Art of the Hat. [Online] {16/03/21] https://www.galeriemagazine.com/dior-stephen-jones-art-of-the-hat-book/ Game of Thrones: Season 7. (2017) [Online] [17/03/21] https://www.pinterest.co.uk/pin/634655772487951740/ Here's Why Fashion Girls Are Obsessed With Game of Thrones (2017) [online] [01/05/21] https://www.pinterest.co.uk/pin/696580267366357382/ High Snobiety. (2019) Maisie Williams Talks ‘Game of Thrones’ in New SSENSE Interview & Editorial. [Online][16/03/21] https://www.highsnobiety.com/p/maisie-williams-game-of-thrones-interview/?utm_source=pinterest&utm_medium=social&utm_campaign=post How Dior and Stephen Jones Perfected the Art of the Hat | Galerie (2017) [online] [01/05/21] https://www.pinterest.co.uk/pin/696580267366256919/ Vogue. (2017) Balenciaga: Shaping Fashion In Pictures. [Online][16/03/21] https://www.vogue.co.uk/gallery/balenciaga-shaping-fashion-pictures-inside-the-va-exhibition The Royal Tenenbaums. (2001) [Online] [16/03/21] https://www.laulauland.com/2020/01/regal-rebellion-margots-style-in-the-royal-tenenbaums/ TIM WALKER FOR W MAGAZINE, DAME OF THRONES (2012) [Online] [01/05/21] https://trendland.com/tim-walker-for-w-magazine-dame-of-thrones/ LINKS (in case of not working).

Lookbook: https://www.dropbox.com/s/5zlwbvcgyd78bvj/Lookbook.pdf?dl=0 Mini Brief: https://www.dropbox.com/s/zn6dwceoj1lcz6j/Mini%20Brief.pdf?dl=0 Formative Brief: https://www.dropbox.com/s/xflplttjhn00f95/USP%20%26%20Target%20Market%20%26%20Narrative.pdf?dl=0