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Conclusion

Having completed my live project for Bolongaro Trevor. I have now real- ised the amount that I have learnt within this project. My experience though has given me an opportunity of an understanding of creative di- rector that I never experienced it before.

Taking the role of creative director, I have leant a lot of things from this project. It has allowed me to understand the role itself, by tak- ing it into a practical setting, which has allowed me to think of it as a viable opportunity for me to continue it as a career. The skills I learnt are: management skills, multi-tasking, pre production and devel- oping connection with creative personalities (The stylists, models and the makeup artists).

The result in turn makes me want to be part of a creative team again. I know I have grown in skill and con dence over the course of the project. Which can be seen in the lm as me directing the lm and getting con- tacts with the models and making sure the stylists and the makeup art- ists are on track.

I am happy with my choice to participated within this project as it al- lowed me to raise my con dence and an experience of what the industry will be like if I want to take this route for my future career.

The brand itself, although it’s not my style of clothing, I can see there are lots of reference from the sub cultural and bands in uences within the designs. I can also tell by Kait (the owner of Bolongaro Tre- vor), that it’s a strong aesthetic and unique brand that only aim for certain customers.

I like how the brand is not following the latest trends, it has its own sort of ‘trend’ and taste which makes it very identity to individual who wears the clothing from the brand. The company income is not a lot com- pare to AllSaints but there is a passion for what they do which shines through the design they now make.

My experience with the owner of Bolongaro Trevor Kait was not long, but I loved how during the interview she was so enthusiastic and con dent about her brand. I think she has her own sense of fashion style and she is so eager about her successful. I think within the industry you need to have the con dence to be able to succeed. Kait and Stuart are both dedicated individuals that work hard together to achieve what they want from the brand.

Looking back at the project, I would have changed the communication within the members of the team. I would do this by improving my commu- nication skills and increasing the level of involvement with different team members.

I am happy that I have worked with a group of talented fashion designers Bolongaro Trevor and created a fashion lm for them. It’s great to work such talented individual and hopefully in the future I will have a great opportunity to work with them again.

Overall the outcome is successful I believe because we managed to pull together as a team in the end and nally produced a high quality fashion lm and an archive lookbook for the brand. I hope Kait will be happy to nally see the outcome that we have produced.

Final fashion film for Bolongaro Trevor. Finally, after chasing the photographer, changing and correcting, this is the final result of the film, as you can see, the film mainly only show Jordan more than the other two male models. But the film is in a great quality style and there are some amazing elements there within the film. One thing I am happy about is that we wanted Jordan to be the dominate type of woman and the two other male models are ‘church boys’ being submissive, and that kinda reflect the brand a little bit ? This film will be shown in the GFW and I hope that Kait is happy with the result, even though we didn’t follow the storyboard because of the photographer but we still got lots of goof elements and footages within the film.

Swot Analysis for the brand

As for the report, I did a small SWOT analysis for the brand. S - Strong aesthetic brand - Unique- - Customer service strategy & relationship retailing - Occupies a niche market W - Weak marketing techniques - Limited style - Limited creativity - Lack of capital O - Retail location expansion - Expand customer base (kidswear?) - Smartphone e-commerce -Increase marketing and ad- vertising T - Competitors (religions) - Fluctuation of niche mar- kets popularity - Changing fashion trends - They are not part of the international fashion market

Personal experience for this live project

I had a brilliant time working as a creative director and helped me with an un- derstanding of the role better.

But the project was a challenge from start to nish, with some aspects I would like to change. I have gain a new understanding for the brand throughout the project because of the engaged role I took from the start. My role was to contacting the photographers, models and keep in contact with the stylists and the make up artist. I would have to make sure that they are on track with what they are doing. During the lming process, I was also directing the actors as well as the pho- tographer. I needed to ensure the quality of the product itself as well as the creative control of the project. I did this by having a hand on a approach to the movements and expression of my actors (Jordan Ebbitt, Sam Hardy and Andrea Popovic). I also expressed creative control over the aesthetics of wardrobe. (hair dressing, makeup and costumes.) Within the project, there was a few aspects that didnt go as planned. There were communication errors within the project. One such example was the relation between the photographer and the director. Whilst shooting, the photographer tried to take creative control away from the director. This created an issue as

it leaded to differences with many of the actors, which lead to many of them not being included in as many shots as where planned. Overall hurting the pro- ject and taking it away from the original brief.

Starting my report & Interview with Kait

After the fashion film was done, we need to wait for Mattia to edit the film and send it to us within few days so we can show our tutor Iain. During this waiting period, I will be starting my report as well. So I will be planning my report and research into about the brand. Meanwhile, Kait came into uni and we started to interview her about the brand and herself. This really helps me with the report because we have also asked about some personal questions about her style and aesthetic also. Kait has such strong eager about the brand and she has her own sense of style which I really admire her about it. Although I wouldn't shop in there but the brand has it’s own ‘taste’ and ‘style’ , they don't need to follow the latest fashion trend to design a new collection, they have their own ‘trend.

So, we decided everything and confirmed everything, and its the day we started to film the film finally. In the morning was bit of rush and hurry. And we didn't manage to arrive to the location (church ) on time because the stylists forgot to bring some certain garments and they had to go back to the university to collect them. So we started the make up at 12:00am and didn’t start actually filming until 1 ( the church closed at 5). We managed to get most of the shoot done but one thing I wasn't happy about is the photographer took it over the all directing role when it should be me and Keira. We kept telling him the male models needed to be included because it’s mix gender brand and we can’t just filmed mostly Jordan. But he didn’t listen. He spent 1 hour in each corner of the church which was frustrating everyone !

Confirming !!!

So everything is sorted, the styling for the shoot, the makeup(contacting the makeup Artists), the models and the photographer and the cinematographer. We are ready to shoot the film ! Although everything was kinda a last min but I am sure we can pull everything together. We just need to make sure we are con track and follow the original plan. And also a great new is that the uni is funding half of the model fee :)

So after spoken to Keira ( the other creative director) and Iain, we all think that Jordan Ebbitt (professional model from an agency), Sam Hardy and Andrea Popovic. We originally think Betina ( the last picture) will be quite nice to be included within the fashion film too but Kait thinks she’s rather glamour than ‘dark’ and she doesn't have the aesthetic that Kait wanted. She really likes Jordan to be the main character and she has the ‘dominate ‘ and aggressive type of looking. So the next step is contacting Jordan and the rest of the models about the shoot, and we realise that Jordan is cost 300 pounds to be part of the whole day shoot so hopefully the uni will be funding it for us !

Styling for the fashion film

As the creative director as well as Keira, we have kept in touch with the stylist about the styling for the male and female models. We have also been given some accessories from our course leader Anne for the fashion film and they look prefer for the shoot !! I have had a meeting with Mattia ( the photographer) about the fashion film and to confirm everything is ready. He advised that we should use red dragon (hollywood style camera) and collaborate with a cinematographer. The next step will be selecting the models ! I have already have some good selections in my head already just need to confirm it with Kait and see if she likes them or not.

Camera angle shoots we wanted use within the fashion film, I have researched some camera angle shots that will look good for the film. A lot of close up of the face expression will be ideal to expression the character’s sadness towards her dead husband and this will follow through the story board. Also the opening of the film will be the male models (basically church boys) will be opening the church door for the character, and at the same time, the camera will show some close up details of the male model’s outfits. And then the female model looking down and taking off her veil.

This is the makeup we wanted for the main character within the fashion film. This is just some idea of sort of style we wanted. We wanted to make the character look ‘dark’ as possible but at the same time not too much make up.

Emotion moodboard, To achieve the affect we wanted, we have been researching about emotions/feelings face expression and put them together. But I believe it would be quite hard to achieve the affect unless we hire a professional model to do the main character role. We wanted someone who can face express a sadness face (someone who lost her husband and she is mourning in the church). This will be such a great idea within the fashion film, we just need to find the right model/actor for this role.

Storyboard concept, Me and Keira have been the creative director for the fashion film and we have been coming up with the storyboard of the story within the fashion film. So then we can show our concept to the photographer and the cinematographer. We needed to also draw out the angle and sort of what effect we wanted within the film. After this, I will be having a meeting with the photographer and to speak to him about the concept.

Narrative for the film

So this is what me and Keira have come up with a narrative for the fashion film. ‘ A beautiful mourning ’ A woman who loses her husband in the war and her mourning over his death in a church with related imagery. Merges the military influence with the Victorian references as well as physical and emotional distress/ trauma that we all discussed this afternoon. . PTSD - trauma - aftermath . Irony of name . Dark, brooding Imagery: Church Candle – flickering – close up- preying Cross - rosary beads Veils Burning of images Keepsakes – partner/ romantic relationship Opulent Baroque Grand vintage (Submersion into water – emotional relevance)??? Potential shots for film: Two men opening church doors Zoom in veil looking down Model looks up and slowly removes veil Holding rosary beads zooms out to her fiddling with them Zoom out reveals 2- 4 women behind her march into church (shots of all garments as they walk 1 by 1) Cut to candle bit lights candle and zoom in on flickering flame Fades into burning picture of husband / their relationship (show studio film reference) Cuts back to face over candle light zooms up face to eyes and crying Potential References: Gareth Pugh cult based fashion film Show studio Sam Taylor wood – decay and corrosion Macbeth Lana Del Rey Modern twists: Hair Makeup Accessories Styling We have decided this is because we thought the story has the aesthetic of the brand Bolongaro Trevor. We have spoken to Iain and Katie about the story of the film and Kait especially really like the concept of it.

Putting garments on the stand. So in our second session, Kait came and brought some of her archive garments from the shop to our university, so we can all have a look at the garments. Me and the other communicators were really excited about the garments because they are so unique and quirky even though they aint really my style but I really appreciate how unique their style are and they are not following the latest fashion trend. So we were looking through the garments and putting them on the stands and taking pictures of it. I really like one of the black pleated see through top !

Job Role !

We have decided within our communication group, we should divided into small groups working on each aspects, so some people will be working for the film, some will be working for lookbook, some will be drawing out illustrations for the archive lookbook and some will be a stylist for the film and lookbook. I have decided I want to be the director for the film with the other communicator Keira. So we will be meeting together next day to come up with a narrative for the fashion film, and organising everything within the film.

Introducing to Bolongaro trevor So before the first session start, I have had started researching the brand so I can get some ideas of it. Designer Stuart Trevor had setup his own label AllSaints with his wife and fellow designer Kait Bolongaro and AllSaints soon became a brand for young adults with their signature religious iconography. But after that, they have sold AllSaints and the money they have got from AllSaints, they started a new fashion brand Bolongaro Trevor (Kait’s and Stuart’s last name) that would someday become a family business. Kait would be the chief womenswear designer and Stuart Trevor would be the chief of menswear designer. The brand’s first collection was launched in spring of 2007. The brand is strongly influences by the British subcultural and Military in general but with Union Jack the key inspiration in each collection. Their collection are combining both vintage and the modern style with ‘cool’ prints. The rock and roll aesthetic has attracted so many celebrities including Daisy Lowe, Gwen Stanfani, Liam Gallagher and etc.

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