Fashion Activism
On my Better Lives course, Fashion Activism, we went across different topics connected to creative direction. We highlighted the evolution of techniques, restyling of brands and also how creatives, nowadays, taking into consideration the overview for the upcoming years in the industry. One of the examples showed to us was the logo of DAZED BEAUTY, a clear example of how the designers applied their view of the future with design and techniques. We also had an introduction to typography, sound design and where to find royalty-free resources for our projects.
Our task was to develop a moving image based on a fashion sustainable brand, Emily Bode. The first weeks, we research the aesthetic, the ethos and the positioning of the brand, collecting past and recent campaigns, catwalks shows and other elements that helped to create a moodboard and to understand the brand, also we filled up with competitors in order to place the brand in the market. Once we analysed the brand, we decided to create a short clip. Me and the other member of the group we got along since the beginning, from the communication to the development of ideas, we were moving fast and together.
The concept of our project was created around sustainability and diversity, potentially the location could be a farm in the countryside, surrounded by wildlife and nature. However, when we came back from the break we had to replan the idea due to the new restrictions. We decide instead, to change a bit the storyboard by removing elements such models and the location and we simply decided to shoot footages of nature that surround us, in our gardens, out of our windows and terraces, keeping the feeling of sustainability connected to the nature that the brand is focused on. The other members of the team provided to me footages, I edited the project on Premiere and created a 37 seconds clip for Instagram.
We attended our last classes online, we also create our project and we collaborated online, from home. On one side is much more convenient in a big city like London, no need to commute from a point A to B, squeeze inside a carriage of a train and gives you better time managing. On the other hand, we lose human contact and face to face relationships with other colleagues and the opportunity to meet new people outside the courses.
The way how we developed the project without leaving home, it was pretty challenging, however, the final outcome was very close to the storyboard created before the break. I and my team we managed to get through it and I enjoyed work together, unfortunately, we couldn’t express to the 100% of our potential, but I am positive that for each one was a good experience overall.
We weren’t prepared for this and we didn’t expect either, we had to use new and experimental technologies to keep on moving our creativity and society.