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VETEMENTS FASHION FILM

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#25 SUMMARY

I am happy with the way this project went as I think I managed my time well, due to camera assistants and models dropping out last minute I had to revert to plan B. I would have like to have got more shots featuring my male models, although I feel as though my female styling and shots came out a lot stronger. 

I have found the research aspect of this unit really interesting, although I think I struggled more with the Marketing Campaign than the filming. This is a surprise as going into the project this was my weaker element, but overall I am happy with the outcome of my layouts and printing.

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#24 EDITING PROCESS

I found the editing process did not take me as long as I intended as I found I picked up the short cuts quickly and was able to edit my film the way I had hoped. After showing my film to Alex he suggested making the colours and tone harsher and including more glitched effects. I did this, with initial instruction, by cutting frames out of my clips which allowed the film to flow better in time with the music. I don’t think this is my strongest work but I am happy with the way it has turned out. Originally I layered VCR interference over the beginning and end of my clip, to imply the style and personality of Vetements through my film, yet after speaking to Alex again we agreed it worked a lot better to have this running throughout.

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#23

FINAL DESIGNS

I was happy with my final designs although I ran out of time to complete them the way I had intended. Therefor if I had more time I think it would strengthen my film to have more shots of these finished pieces. Attached are the t-shirt designs and re-worked clothing that I included in filming but the t-shirt designs have been finished for the sake of my advertising.

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#22 FEAR OF GOD

I love the simplicity and layering in the styling throughout this collection. Fear of God was founded by Jerry Lorenzo and has Kanye West signed in his creative team, They join Vetements as a luxury streetwear brand, although Fear of God uses celebrity endorsement in a lot their casting. I have used a much bolder palette in my styling. I love the creative process behind this brand, Jerry Lorenzo describes his inspiration in an interview, “I was reading this devotion with my parents and we were talking about how clouds and darkness were around God’s kingdom, and it wasn’t in a way of him being a dark God, but just understanding the depths of his kingdom—there’s layers to him beyond our understanding.It was a combination of that dark message and me believing in myself and my aesthetic.”

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After communicating with an Artist on Soundcloud found under the name m o o n ctrl, I’ve been allowed access to the track being used in my film. Find track at https://soundcloud.com/moon_ctrl/morning

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#21 FILMING DAYS 3 & 4

Following my previous days filming I was a lot more confident going in, despite not having my camera assistant on these sessions. The weather also did not work in my favour meaning we had limited time to film my outdoor scenes and had to use the few indoor spaces to complete the shots I required. I am happy with the way the colours came through and I am confident I have the amount of shots I needed.

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- Badges bought to iron onto my clothing.

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#20 FILMING DAY 1 & 2

I had my camera assistant and photographer on the first few days of filming. It was important for me to improve my skills as this is my weakest section of the project. I focused mainly on my female models as the styling was a lot stronger and fit in with the Vetements tone. Despite not having a stabilizer I think the shots came out really strong and once I put these onto Premiere it made it easier to cut the way I had wanted.

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#19

LOCATION: Madeira Car Park

LOCATION: SLADES FARM

LOCATION: WALLISDOWN INDUSTRIAL ESTATE

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#18 UPDATE

I have really been enjoying this project and having the chance of looking into my chosen brand in depth. I feel as though I am on top of my work with the last days of filming over and the editing process going well. I still need to make sure that my Premiere skills are improving as I want to be able to create the distorted style that Vetements have used in their previous fashion films.

I want to make sure that my Digital Marketing Report also holds enough content, so I will be focusing on this in the lead up to hand in. 

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There has always been this healthy, and sometimes not so healthy, competition in the industry. We never felt like we needed to compete with anyone. The one and only idea was to create a perfect wardrobe for a person.

Guram Gvasalia

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#16

When speaking to Iain and Karen about my designs for this project they told me to look into John Holcroft who takes a comic approach to current situations involving political and social media. His designs provide a clever and humorous approach to his context and have the same bold shapes and colours I often use in my drawings. For this project, although I love the approach I will remain with line drawings to fit Vetements’ existing style. 

As my existing designs are currently all in black and white I am going to experiment further, with the time I have left before shooting, by layering with different colours and designs over the ones I already have. I will also consider how I will get designs onto the fabrics that won’t take to the pen I have used when designing on the t-shirts.

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#17 MARKETING MIX

Product – They do not repeat or restock their collections, once they’ve sold out they’re gone. Luxury streetwear – Vetements reconstruct their clothing for example combining two pairs of vintage jeans with Levis to create their new product.

Price – Vetements is a luxury streetwear brand meaning its price range is only available for a higher class of customer. For example, their Levi’s collaboration features jeans that price at £800 Part of the pricing strategy, Demna Gvasalia says, is the idea of saving up to by his pieces. Thus creating longer lifestyles in our cycle of clothing. Vetements often criticize the fashion industry for its contribution to being one of the biggest polluting industries in the world. “It’s moving away from this idea of fast fashion, to this idea of slow fashion.”

Place – Part of its exclusivity comes in the limited ways to purchase their products. Vetements are not a part of the growing online market but can be found in shops such as; Barneys; Harrods; Club 21 and La Garçonne to name a few.

Promotion – The main source of their promotion is through their Instagram account @Vetementsoffical. This account is regularly updated with snippets from their upcoming collections and collaborations. Another effective way Vetements speaks to the public is through their creative window displays, for example their takeover of Harrods which invited everyone to donate their old clothing. Ultimately making a stand on fast fashion and encouraging us to pre-long the life of our clothes.