𝐀𝐅𝐈𝐅𝐀 𝐅𝐑𝐀𝐍𝐓𝐙𝐄𝐍

FASHION & EDITORIAL BRANDING PROCESS BOOK

[processafifa]

Week 9.0

This week we built the event. It were long, sometimes tough days, but I loved it so much to finally be with the team again. We had a really good time and it all went pretty smoothly. The only pity was that the build-up team was the only one present and the rest of the team didn't even show up, let alone help. Quite unfair because we are a company and this is the end product so it would have made more sense if we had all done our bit. I also think it's weird that the editors in chief didn't even come to see it until the day they arrived at the end. They should have been more present and they didn't seem grateful at all. It all worked out in the end and it were very nice days but from some people I expected more input. Also when something was really needed in the warehouse, often nobody reacted in the Garment chat.

[processafifa]

Build up

I mainly focused on the booth and. We covered it with thin foil and it worked out quit well I think. It looks a bit crafty but it’s still something. Mirrors would’ve been way to expensive unfortunately.

[processafifa]

Build up

Today Maaike and me drove the whole day to pick up a lot of stuff for the event. We had to pick up the scarves, carpet, green fabric, posters at Print en Bind and groceries. 

[processafifa]

Collages Bandanas article

I chose two different parts out of the text to make new collages, otherwise I can’t really start over.

This time I decided to make it more fun and weird instead of the serious approach. 

[processafifa]

Collages Bandanas article

For the bandanas article I had to take Chiara’s work over. This article is about different cultures around the bandana. They asked me to make two more so I chose two pieces out of the text to make these collages about. The green one is about the protest for pro, legal and safe abortion. The blue/red one is about the LA gangs Crips & Bloods.

FEEDBACK Has to be more fun Not to many black faces

After this feedback I decided to start over again because I was not satisfied myself either. 

[processafifa]

WEEK 8.0

This week also went smoothly. I've mainly focused on fine-tuning the productions and especially the teaser as it went live on Friday. Because of this I had less time to focus on the dj and cover reveal. I'll focus on this more from now on.

[processafifa]

Story Garment Test

This is the Instagram story for the article. This slide is the end but it belongs out of 6 slides and every slide has a little more to show. I chose to do this otherwise it would’ve been really flat in my opinion. Especially next to all the nice story’s with different effects.

[processafifa]

Dj + cover reveal

Today I mostly worked on finding the dj’s. I have quit some dj’s in my immediate surroundings so it should be manageable. The only thing is that we have to find an other dj for every hour because it’s not payed and normally dj’s also only plays for an hour or max 2. So it is a challenge to find people who are willing to do it for free. 

I did arrange a dj booth + dj set already, now we only have to think about how it gonna look like.

[processafifa]

Garment personality test

For the test i decided to cut the whole thing in 5 pieces so it would be more clear. If I didn’t you had to follow a really long string down to see what the outcome would be. That is less clear than it is now.

[processafifa]

Garment personality test

CONCLUSION I inserted the images but Fenna told me that the questions will be changed and the text will be longer. So I have to find a solution to make it still fit on the page or maybe cut the flowchart in pieces.

[processafifa]

Meme

This is the end result for the memes. I made them more extreme otherwise it’s not really a meme. Memes are always exaggerated to make a clear statement.

[processafifa]

First draft memes

CONCLUSION I find it quit hard to make memes because you have to find the best stupid images which completely convey your message. And it shouldn't be to obvious but also it should haha. FEEDBACK The walmart one is fine, but make the peacock bigger with the feathers out Fashionistas has no apostrophe

Soccer mom one: text above the image Soccer mom is doing yoga, which doesn't make sense, maybe not smile that much and be more judgy the woman on the right needs to be more confident

Sia will make a soccer mom meme, and I will adjust the influencer one and the peacock.

For the influencer we we’re thinking of Paris Hilton, because she is really exaggerating.

[processafifa]

Can fashion connect us

For this article we needed profile images but also memes. We highlighted three sentences from the article so that I can make memes of it.

Sentences: Well... Of course, it’s also about fitting in, to get to that point first. I live in a more “soccer mom” area where moms wear lululemon yoga pants and flip flops... I know this is not my scene.

But people are too blinded by the exaggerating fashion dolls wearing their Chanel slippers in freezing winter, making all other fashion people look superficial.

Though I believe there is potential for feeling like a community online, once I step outside in my Jimmy Choo heels and my vintage purse, my fancy overalls and suede fringed shirt, I’m lost and lonely again if I’m the peacock at Walmart.

[processafifa]

Collage homepage

CONCLUSION I inserted the computer screens to make it more 3D and I tried to keep it a little fantasy by using an image from out previous shoot. The colors blend in very well and the whole collage looks like something I personally never seen before.

[processafifa]

This is the teaser video. We decided to not use the breaking news sign to keep it more special for the photoshoots. We decided to go for a more tell sell look and feel here.

[processafifa]

Can fashion connect us

For the ‘Can Fashion Connect Us’ article I had to make profile images. 

CONCLUSION I could either make avatar profile images or look for weird or funny backgrounds and make more collage like profile images. I chose for the collages because otherwise the avatar won't be so special anymore.

I made it look very crappy on purpose, to keep it Garment and funny. 

[processafifa]

Teaser

CONCLUSION I tried some things out, like changing the background in a calmer background, but I didn’t really felt like Garment anymore.  Then I tried out to make it still like an ad by adding the price tag (star). This is a really common thing which people recognize immediately.