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Vellocet Photo Series

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Vellocet Editoral Images

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VELLOCET

Fashion Film

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Vellocet Press Release

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CUSTOMER PROFILE

Vellocet is a brand where the most important concern is being able to combine film, literature, and art into the brands ethos. There is a lack of new brands that venture out of the fashion world or internet to find its inspiration and create a real experience.  Fashion is an art in and of itself, but when creating a strong and unique brand, it is important to consider all types of art. The target customer for Vellocet is a well cultured, urban, young person who appreciates the experience of fashion and is willing to invest in their aspirations. Much like the brand Gucci, Vellocet will create an experience with its media, whether that experience will be aspiration, informative, or fantastical.

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Mood/ Concept boards

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Location scouting photography research for fashion film

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For this project I could not only research a brand as a starting point. I believe film, literature, and art are much more important things to understand when making your own work. I have always been in love with the poem ‘Howl’ by noted Beat Era writer Allen Ginsberg. Even the message from the opening line “I’ve seen the best minds of my generation destroyed by madness” is so powerful. Since studying the poem I was able to draw my own connections to a beloved film by the Nouvelle Vague director Jean Luc Godard called “Band of Outsiders.” Both the poem and the film have made me look at the idea of youth in a certain way since my research began. In the film, a group of young friends meet in an English class and soon decide to plan a robbery. The idea seemed so simple when it was surrounded by the juvenile romance plot and their youthful antics. In the end one of them dies and the other two are left to flee the country. I started to wonder how these youths took life so lightly. There is a particular scene where the friends try see every room in the Louvre in the quickest possible time. Here they are running around all of the beautiful art and not even taking a second look. The poem ‘Howl’, to me, illustrates the idea of youth being lost. With that in mind I will continue with that theme and concept in this project

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Brand Research: Gucci

Gucci is an world renowned, luxury, Italian fashion brand that has been around since the early 1920s. The iconic fashion house is immensely successful and is now under the creative direction of Alessandro Michele since 2015. This new aesthetic direction for Gucci under his leadership has been quite intriguing. The brand has become more youthful and popular in the 21st century sense of the word. I was initially drawn to this brand because of its new media. Gucci has been recently making stunning films and editorials that bring the brand to a new level. For example the SS16 fashion film was based on a scene from the cult film Christine F. and was shot in Berlin. The iconic movie reference incorporated with the brand is what I find most successful about this media. A brand that can make something so visually fantastic and create and experience is remarkable.

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Velvet Goldmine Editorial

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Velvet Goldmine Editorial

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Velvet Goldmine article/press release

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Velvet Goldmine Fashion Film

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Editorial and fashion film moodboards

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Editorial and fashion film storyboards

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Lily Rose Depp

Lily Rose Depp truly be described as an “It” girl in fashion and pop culture. As the Daughter of Johnny Depp and Vanessa Paradis, it is no wonder that this stylish teenager is on everyone’s radar. She made her first acting debut with a cameo in the Movie Tusk alongside her father. With a few small acting roles to follow in her career, she is more notably known for her burgeoning modeling career. In September of 2015 she was announced as Chanel’s brand ambassador and a Chanel eyewear campaign featuring her soon followed. Later on in  May of 2016 she became the face of Chanel’s new fragrance and in February of 2017 she starred in their beauty campaign. Becoming the face of such an iconic brand surely means a lot to her standing in the fashion industry. While still only 17, Depp’s style is mature while still maintaining a youthful allure. She is no stranger to street style and can pull off the look quite well. Snaps of her at red carpets as well as “off duty” show her ability to look chic and elegant as well as trendy and youthful.

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JW Anderson SS17/ Chloe Sevingy

 General Mood: Minimal, Cool, Calm, Collected

 Typeface: Clean, Simple, Sophisticated

 Logo: Presented in the bottom right hand corner, shown only once

 Color Scheme: Black & White

 Light: Open lighting, Simple and crisp

 Shapes: Linear shapes using the molding on the walls and a simple stool for the model to sit upon

 Overall Composition: There is a cool calm and collected feeling overall in this advert. Yes, the composition is simple, however Sevingy’s attitude in the photographs gives it a certain edgy feeling.

  JW Anderson SS16/ Stamp

 General Mood: Mysterious, to the point

 Typeface: Not available

 Logo: Small, simple, minimal

 Color Scheme: Monochrome, Black & White

 Light: Non-existent

 Shapes: One simple stamp placed in the middle of the page

 Overall Composition: There is not very much to this add other than a single, small stamp placed in the middle of the page. An image of a woman is depicted on the stamp along with a small JW Anderson logo in the corner. It is minimal yet effective

  JW Anderson SS13

 General Mood: Dramatic, Minimal

 Typeface: Sophisticated, Simple

 Logo: Placed in the middle top of the page over the image

 Color Scheme: Warm earthy tones

 Light: Intense warm light

 Shapes: Models’ arms form a certain “U” shape and the three heads as well as the was the models are positioned form a triangle almost

 Overall Composition: This advert has a dramatic, poised and elegant look to it. Like all of Anderson’s adverts it is simple and minimal yet effective.