Better Lives: Fashion Activism Outcome, Blog post 3
For the Better Lives unit I was part of the Fashion Activism group, which focused on creative direction with a brief to create a moving image campaign for a clothing brand. We were assigned a brand in small groups; I was part of a group that got assigned Emily Bode. Initially we researched into the brand to understand more about its aesthetic, ethos and positioning within the market, we also created a moodboard to further understand the aesthetic we would be working with for our moving image outcome. We established that the section of activism that the brand Bode focused on was sustainability so we planned to make a video which focused on where the materials came from that were used in the garments, as they were mostly recycled or reclaimed. Originally we had planned to film some of our own footage and combine it with existing footage, however due to the circumstances we had to use only found footage.
Throughout this project I enjoyed working with new people as everyone in my group was on different courses within the College, which also helped for this project as it meant we each had different ideas and areas of knowledge we could combine. I also felt that when coming up with ideas and a concept it is easier to ‘bounce’ ideas off on one another as it leads to an idea you would not have thought of by yourself. The situation was made slightly more difficult due to social distancing however we found ways of having conversations digitally and working on different areas of the video to ensure we each had input in the final outcome.
After reflecting on the situation due to Covid-19 we found some existing footage that included shots of Emily Bode’s clothing and the process of making it, we then worked together to create a short video, which we made for the purpose of posting on Instagram. Working in the team we assigned roles so I edited the footage, Cezary found and edited the music and Lucrecia edited over the text. The video shows close up shots of the clothing and raw materials being sourced and customised, which makes consumers see how transparent the brand is about its manufacturing and material sourcing. The tone of the video is happy and has an aesthetic and colour palette that fits with the brand in order to draw in the kind of customers that would enjoy the brand.
Considering the fact that we did not have access to a lot of equipment and had to make do with found footage, I feel that our outcome still conveys the same message that we set out to create and fits the aesthetic of the brand. I enjoyed this unit as I am passionate about sustainability and fashion having a motivation behind it.
Video link: https://web.microsoftstream.com/video/f51c87ae-d7c1-4e55-9300-5becbee77018