Bibliography

 Website references:

http://www.businessoffashion.com/articles/opinion/top-10-campaigns-spring-summer-2016
https://www.shiseidogroup.com/company/glance/
https://www.rhs.org.uk/advice/profile?pid=327
http://www.ellisfaas.com/
http://www.shiseido.co.uk/


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Final 6 images.

advertising.

 
editorial

Catwalk 

Brand Evaluation.

Throughout this project I have come to notice that Chanel is an irreplaceable brand. For many consumers Chanel reflects as sense of class and sophistication throughout their products and clothing lines. Chanel started as a fashion brand, the house was founded by Gabrielle 'Coco' Chanel in the 1920's and went on to launch their beauty products in 1924 and their skin care products in 1929. Chanel is a brand that is seen as having a prestige positioning in todays society, it is a brand that is seen to be for the wealthy and for people of a high-class status. This is reflected in the way Chanel is endorsed by many celebrities and public figures, more often than not Chanel will use a public figure to advertise and sell their products, this means that consumers buy into Chanel as a brand due to the people seen endorsing the products. One of the most associated people with the brand would be Marilyn Monroe, who many women look up to as being the epitome of sex and class. Following her famous statement about 'only wearing a drop of Chanel No.5 to bed' Chanel's success heightened and it became on of the most iconic brands to exist. Chanel is a successful brand as it has been around for such a long time, this means it has established it position in the fashion industry and dedicated consumers have brought into the brand and all that it speaks for. For example the Chanel logo was designed in 1925 and has been unchanged ever since, this means consumers are used to seeing the same quality from the brand.With the brand a lot of consumers buy into Coco Chanel herself, they admire what she stood for and how she revolutionised women's fashion (designing trousers and the little black dress) her wise statements such as  “A woman wearing black draws attention to herself, not the dress.“ inspire women to feel as though they are important and valued which is something that has helped the brand become as successful as it is today. The brand is romantic and feminine ad a lot of women buy into this idea as everyone wants to feel feminine at some point.
In terms of the beauty products the fact that Chanel is such a world-renowned brand helps them to draw in revenue. Being a luxury cosmetic brand consumers feel as though they trust whatever they buy from Chanel and that the end product will commendable as it has the Chanel name.Chanel is a brand that embodies luxury and minimalism, this is clear from the ‘colours of Chanel’ video I watched in which the brand noted the colours that always feature in their clothing, editorials, advertisements and products. The black and white monochromatic packaging that is so worldly recognised as being Chanel exudes minimalistic elegance.An element I like about Chanel is that they have stayed true to their Parisian roots throughout. France is always referenced in their advertising for instance with the scenery.Finally an element that works in Chanel’s favour would be the content they post on their social media site YouTube. Everything is featured from advertisements to ‘how to’ videos that allow consumers to see how to apply their products. This is something I admire and think is very important as is breaks the barrier between the brand and the consumers and allows them to understand how Chanel products work.

Self Evaluation

How did I like the brief?
This brief has been my favourite so far throughout the degree, I feel as though it was what I am interested in, in terms of what I would like to be doing when I leave University. I have thoroughly enjoyed the brief as we have been able to be as creative as we would like, the decision was entirely our own and we have been able to design and create a range of different fashion looks. One element that I liked about the brief was that the choice of brands fit with a range of different personal styles and personalities and therefore we were able to choose the brand we feel most strongly drawn to and which fit our own makeup style. I have found this brief inspirational and have found myself enjoying doing the research and looking into the brand Chanel. Looking into advertising images has particularly interested me and I am a fan of creating beauty looks and in particular focusing on bases and the skin, hopefully this is something that has been reflected in my work. I have found the photography sessions we have had extremely useful as these have given us techniques to use in terms of beauty lighting that I can produce myself now that I know how, without this I feel I would have struggled.

What do I think was successful?
Throughout this brief I feel as though I have done well. I am particularly pleased with my advertising day look and my editorials, I feel as though these reflect Chanel well and fit with the SS16 brief. I think that I have done well to find models who all look so different as this means I have been able to work on a range of different faces, skin tones, skin types and hair types. I feel my research into Chanel has also been good, I feel I have researched the products I want to advertise very well, in particular the Chanel No.5 perfume. I feel as though I have done well to produce as many images as I have done given the issue that we seem to face every brief with studio time being limited and often not available. An element I am pleased with in my work is that I have produced everything myself, I have taken all the images, designed and applied all of the makeup looks and have then edited each image (placing text on, re-touching etc.) This I feel is something to be very proud of as often makeup artists will simply apply the makeup or hair, being able to do all this is a valuable skill I have gained at University and will hopefully be able to use in a working environment.

What difficulties did I face?
Throughout this brief I would say time keeping is my main issue, I feel i didn't realise how much work I had to do and how much work this brief actually needed which is something that may have hindered my final outcome as I may have rushed some elements. Another issue I faced was trying to find models, this is something I always struggle with as I like to find a person who embodies what I am trying to create and the idea in my head. Is is often the case that people are not willing to model as this can be an awkward experience if they have not previously done it. I also feel as though collaborating with other students is very difficult, this is because you have to try and find times they are available to work, the whole idea of collaborating looses its appeal when you are faced with people cancelling at the last minute or even just not turning up. I find this then lowers my confidence in trying to collaborate and maybe my images end up slightly lacking due to not being deeply skilled in taking photographs.This then means that we have to juggle the rest of the work to produce these images on our own which can also be difficult and I find this to be a slight struggle as obviously I am not the best photographer and editor. I have found the hair to be a difficulty throughout this brief, I do not feel as though I am the best at styling hair and this often leads me to be stuck with my ideas and thought process on how I want the image to look, more often than not I am dissapointed with how my hair turns out and this brief has been no different. Finally an issue I would say I have had would be designing my hair and face charts, I am not the best when it comes to this however this is something I am always willing to practice in order to get better at it.

experimenting with my editorial images.

With this image I feel I have successfully taken away the reflection of the studio that was previously in the sunglasses, this has improved the image so much and I am much more keen on the outcome now as I was feeling a little dissapointed with what I had done, however now I am pleased with how the picture looks.

With this image I decided to edit the models dress to cover her cleavage. I decided to do this as I did not want the focus to be on the models chest, I also feel now that the image and look seems a lot more demure, classy and something that reflects Chanel.

Here I have experimented with placing the Chanel brand name on my editorial images. I have decided to experiment with a few pictures as I am unsure which ones I will use for my final two images and wanted to see if by placing the brand name on them will help me make a decision and I may end up preferring some to others. I am very pleased with the outcome of these images, I feel as though they could be seen in a magazine for Chanel and I feel as though they fit with the SS16 theme. I have chosen to keep the images minimal in terms of the writing, I have not used the brand logo as I did not want to overcrowd the simplicity of the pictures and take away from the model. With the background I kept it minimal as I wanted the model to be the main focus of the pictures and be what the viewer will focus on. Overall I am pleased with the outcome and how the final pictures look. My next step will be to decide which pictures I prefer and feel reflect Chanel and SS16 the best.

Second editorial look.

Here are some unedited pictures from my second editorial shoot. I think this shoot was successful, however I do not like it as much as my first editorial shoot.
With this look I aimed to keep the background and lighting the same as my first editorial shoot as I felt this would make the images congruent and fitting with each other. With the makeup I went for the same base as the previous shoot, however this time I changed the lipstick to be a brighter colour.

What did I like about the images?
With this shoot the first thing I liked about these images would be the lighting, in particular I like the way it looks in the last image as I feel it gives the impression of the sun hitting the models face. I also like how the background and styling make both editorial looks congruent and as though they would fit and be seen in the same double page spread. Another thing I like about these pictures is that the models hair fits with the colour palette of the pink hued colours.

What do I not like about the images?
Firstly I do not like how you can see the reflection of the studio in the sunglasses, this is something that I can hopefully fix with editing, however it is slightly annoying and without editing it takes away from the picture. Another element I do not like about the images was some of the poses, not being a photographer and not having a professional model for the shoot hinders some of the pictures as it is often difficult to know what pose will suit the person the best in terms of angles.

What are my next steps?
My next steps would be to retouch the images and crop them to give them a better looking compilation. I will then add the Chanel name onto the image somewhere so that the viewer would know what brand the images had come from. Finally I will then put the images together as if they are on a double page spread in a magazine.

First editorial look.

Here are the images taken from my first editorial shoot. I am going to create the two looks to be from the same editorial spread, however I want the two looks to be different in respect to the clothing. I am going to keep the lighting and background the same however have a different model and different outfit. I think this shoot was successful, I like the styling from the shoot, the jacket and the pearls look very Chanel to me and I like some of the poses the model has done. I feel as though although the model is wearing a jacket this still feels spring/summer, this is because it had been put with a dress and the sunglasses, furthermore Chanel normally features a jacket of this description in their editorials so this still fits with my chosen brand. I would have liked to have taken more images to have more to choose from however I ran out of time as my camera would not work at first. As you can see I have stuck with the background I planned to and the lighting style that I wanted to go with.
My next step would be to crop and edit the images to my liking and then to shoot my next editorial look for the spread. All in all I am happy with the outcome of my images and feel that this has been a successful shoot that feels spring/summer to me.

Planning my editorial

I have decided to create an editorial that will consist of more full length images and will feature the clothing, as opposed to editorial images that are close up shots of makeup. Creating a collection of images around Chanel means that I am able to do this as Chanel is a fashion brand as well as a beauty brand. With my editorial shoot I wanted to capture something bright as the editorial will be for spring/summer.

The backdrop.
I am planning to use a coloured backdrop for my editorial, the colours I am thinking will be either pink, yellow, blue or orange as these are colours that remind me of spring/summer time and hot weather. I feel as though I will probably go for a pink background as the jacket I have sourced for the editorial has pink in it and this will make the image congruent. I am going to experiment with the background, one being plain as this I feel will not take away from the model and collection and one with the Chanel logo on it as this I feel would be a nice touch and add something to the image. often Chanel incorporates the logo in their advertisements and editorials as this cements the brand name in the viewers minds. I think that adding the logo is also quite playful, which is a theme throughout Chanel editorials.
Here is an example of the type of background I will like to use

Shahid, S. (2015). Lily Collins smoulders in colourful knitwear as she poses for Karl Lagerfeld in new campaign Read more: http://www.dailymail.co.uk/tvshowbiz/article-2921834/Lily-Collins-smoulders-colourful-knitwear-. Available: http://www.dailymail.co.uk/tvshowbiz/article-2921834/Lily-Collins-smoulders-colourful-knitwear-poses-Karl-Lagerfeld-new-campaign.html. Last accessed 19th April 2015.

This image comes from a Chanel editorial featuring Lily Collins as she became the new face of the brand. 

The lighting.
Throughout my shoot I will use the beauty lighting we have been taught, as I feel this gives the images a professional feel and compliments the skin nicely. I will also try and take images using a gel, the colour will probably be a red. I will do this as I feel it relates to the current Chanel SS16 makeup collection. I feel the gel lighting will look different for an editorial as fashion editorials to me are all about the whole image, they are about enticing the viewer and making them enjoy the images and article they may be reading. I also feel that using the gel lighting will be an interesting was to represent spring/summer with the bright colours gel lighting offers. The editorial will be brightly lit as this is something I have noticed is often the case with editorials.

Here is an example of the lighting I will use.

 I have chosen this lighting as I like the way the model is the main focus of the image, furthermore I like the way the shadow has been cast against the background as this makes the model look strong.

Here is an example of the lighting I will experiment with. 

O'keeffe, D . (2015). Clothes Show Final Images. Available: https://deanokeeffe96.wordpress.com/category/uncategorized/page/5/. Last accessed 19th April 2016.

This lighting looks a little cool for my liking, when I experiment I will aim for all of the light to be red and not mixed with any blue. I will also aim for the images to be a little brighter as this image looks a little too dark. 

Here I have drawn a diagram on how I will set up the lighting for my editorial look.

I would like the light to hit the model nicely and give her an naturally looking soft skin look, this is why I have gone for the bounce lighting. I have also drawn where I will place the lights for the gel, I want the gel colour to hit the model on the side of her face as this I think will then look like the sun is shining on her.