Introduction to the Fashion System

Adobe sessions are very important in terms of developing technical skills in media software such as InDesign, Illustrator, Photoshop etc. These lessons helped me identify my strengths and weaknesses, as well as my potential and skills. I can definitely see my improvements and my growing confidence in using this software as each week’s lesson helped me practice a lot of things that involved creating media content.

In these sessions, we experimented with fonts, layout, formatting, editing pictures etc. Useful skills were taught and I could imagine incorporating these in my future projects as there are very adaptable. I especially enjoyed the session that involved playing with different fonts where we created a series of different covers that could potentially be magazine front covers. I considered the fonts, size and colours to ensure coherency. It was also important that the design was eye-catching and visually attractive.

Overall, I think the adobe sessions were really important and useful in terms of developing relevant techniques and skills in media. They are useful and definitely applicable when it comes to creating content in the future.

In this session, we conducted peer review and looked at our previous work to analyse the strengths and weaknesses.

We had to print off all our previous work and loosely organise them based on magazine content. It was interesting to see all our work coming together and organising them in order also helps us identify the missing parts and work that we need to go back and work on. Using post-it notes, we evaluated each other’s work by highlighting our favourite parts, this would allow me to see which work I produce receives the best comments and perhaps that could help me develop a personal aesthetic and editing style. Through this activity, I was also able to identify my strengths and weaknesses, I think the area that I’m strong at is definitely creating content, like taking interesting pictures as I am interested in experimenting with different angles etc. However, I believe I should be more confident in my editing and perhaps try new styles as I see myself going for the same software, the same filter and effects etc.

One major thing is that I was lacking development work, which was important as it showcases my progress in achieving the final outcome. Therefore, I made sure before submission I would organise some content that will demonstrate how I produced the pictures and how I developed my design style. Additionally, I found myself debating between my BA choices of Creative Direction and Styling & Production. I really enjoy producing content that is related to fashion, especially clothing and a full entire shoot that involves makeup, setting etc. However, I also see the potential of creative direction and its importance in the media industry. However, one is more practical and one is more about developing ideas etc. I think I need more consideration before finalising which one I want to pursue, at the moment I’m leaning more towards creative direction.

In this session, we focused on the front covers of a magazine and aimed to create our own designs.

In the fashion industry, magazine covers are extremely important as they are what is immediately presented to the audience. The front cover is meant to express a certain message and it holds powerful communication between the editors and the consumers. Brands tend to experiment with different subjects that are put onto the front cover, for example, an important matter, distinctive concepts etc. Therefore, to be able to communicate visually, the designs are meant to be strong. Typography, photographs, text, layout are all key features when it comes to designing a front cover as they can create different atmospheres and meanings. Some successful magazine covers tend to provoke a certain narrative and push the reader to consider different things.

Based on our research and analysis of the two magazines, we aim to create 3 different covers that would be relevant to the specific brand. After understanding the concept behind i-D magazine, I created three covers that follow the same theme with one eye closed. I had a lot of fun experimenting and creating them as I really enjoy playing with the typography and layout, as well as designing the magazine-related content.

Unfortunately, due to disruptions from the weather, we were unable to visit the London Fashion Week as planned for this session. However, we took this task online and explored the shows and designs involved.

Using the digital access to the London Fashion Week runway collections, I reviewed the shows and selected one I was most interested in to produce an article that will form into a fashion story. Looking at the different brands, I selected one that was the most interesting and unfamiliar to me to see what I can discover through research. I looked at a brand called Seokwoon Yoon and the designer is based in Korea. What caught my eye was the unique layers and construction of the collection, there were really interesting concept ideas and he definitely has a personal style when it comes to designing. I decided to adopt the role as a journalist and created an article that comments on the highlights of this brand and their work. I think the key strength I demonstrated during this activity is my research skills and selecting the relevant information that would be necessary for a fashion story. I was also able to identify which parts are more informative and which are more of a highlight that I can incorporate my own opinions into.

Additionally, I experimented with different layouts for the fashion article by playing with the composition of images and text. I also considered the coherency of the fonts and size etc. to ensure my layout overall looked artistic but professional at the same time. It was also important that the information was easy to read for the audience as it is still an informative piece of work.

In this session, we reviewed all our work from previous sessions and started to organise content based on the features of a magazine.

Looking back to the work produced in each session, we began to consider the ones to include in our magazine content. Based on the magazine analysis, the outcomes we’ve created needs to be selected precisely and arranged according to the features of a magazine. The content not only has to be relevant but also share a cohesive theme that would overall form the style of the magazine; making it seem more clean and professional. I noticed that I had several interesting editorials that could be used but very little journalism and PR related content; I think it’s essential that I produce more work with the text to break the number of pure images I have – this would add more dynamic and depth to the magazine.

There was also a peer review activity where we share the work we’ve produced so far to receive feedback that could be used effectively to further improve. This was also useful as we each have very different styles and the outcomes we created demonstrates the skills that we are good at; this allows us to inspire each other and for example, discover new ways we can format our layouts etc. I received comments regarding my editing where my peers found my images, specifically the editorials interesting and had a strong sense of visual communication. They also enjoyed the layout of my interviews in the Fashion journalism field and thought they looked professional and artistic at the same time. However, they recommended that I should be more experimental with my layouts whilst presenting my editorial photographs as the majority had a very simplistic style.

In this session, we focused on fashion advertising and using brands we’ve identified in our magazine analysis to create advertisement pages.

Fashion marketing campaigns are usually creative and the advertising branch focuses on creating promotions for the fashion industry. Using the images and work from the past sessions, we aimed to create advertising pages that are relevant to a magazine. Instead of just adding the brand’s logo to an image, we had to consider the atmosphere and style that would work well with the brand. I believe this activity encouraged us to think creatively and helped with identifying the connection between fashion image and brands and how this would combine and become a fashion advertisement that communicates visually. The images used didn’t necessarily have to be a picture of a model etc. but also objects or simply an atmospheric shot that accommodates the brand’s style.

I selected different images, some that are primarily focused on products and some of the models and the overall mood. I tried to experiment with different brand logos to see which worked the best with the tone of the image and style. The composition was also important in terms of the size of the logo and its placing of it; it changes the focus and effect towards the audience. Based on the magazine analysis, I noticed that the campaigns and advertisements included are very strong in the way they are presented to the audience/customer. The promotional messages are vividly communicated through a visual display and are usually very eye-catching. I think I was able to identify my strength through this session as an analyser where I am able to grasp and understand what fits with a certain brand’s image. However, I need to be more aware of selecting the relevant images.

In this session, we continued to explore Fashion imaging and illustration and how we can utilise these images to create specific content that communicates visually.

Using the pictures we have taken from all of our sessions, we experimented with editing softwares and continued to manipulate them to convey our own aesthetic. This time, we also explored the unselected images to see what could be applied that would make it more interesting. I tried to keep most of my work share the same style, a bit conceptual or abstract; therefore I used the overlay technique a lot. I also tried to create repetition to make my images more strong and fun. However, I also took advantage of this session to try different editing skills, I used tool such as liquify, dissolve and blur which I’ve never tried. The result was very interesting and it created some unusual effects.

I would also have to consider how these images can be used and applied in the various media platforms such as:

• Advertising & promotion
• PR & communication
• Lookbooks
• Editorials
• Articles
• Magazines
• Visual Merchandising

This session was helpful as it allowed me to develop my editing skills and to explore and establish my own aesthetic.

In this session, we explored imaging and illustration through digital collages that further looks at the possibilities of the creative direction of the chosen images.

We first worked around physical collages where we cut into the pictures and try to look for interesting structures. Using magazines and art materials, I played with the placing of media and coordination such as removing a part of an image and replacing it with an interesting pattern found in the magazine and such. I also tried to incorporate drawings over by tracing specific areas with acrylic pens; it adds a fun dynamic and aesthetic. Fashion media is about the image being presented to an audience and where the image can communicate many things; therefore it was important that the collages had a coherency and shows a sense of creative direction.

We then worked digitally and used different editing software to further manipulate the collages and create interesting fashion illustrations. I applied different filters, effects, overlays etc. and experimented with the editing to create an atmosphere and to perhaps convey a visual message. This was really interesting as I was able to explore my own design style and aesthetic, and to develop more techniques and skills that can be used in future media projects.

In this session, we studied Fashion Journalism and explored content creation based on interviews.

Fashion journalism is a field that deals with the reporting and publishing of fashion-related information across a number of media platforms such as magazines, newspapers, websites etc. It involves researching and writing about the latest fashion trends, styles, stories, conversations, movements and influences. This information can be attained by the journalist through working with stylists, interviewing individuals of the fashion field and attending relevant events. As the interview is based on Fashion, we had to consider the possible questions to ask our interviewee; the questions had to stimulate thinking and relevant with a purposeful intention so I could receive concise answers. The interview can be formatted into either an article or Q&A style, I picked Q&A as I believed the layout will be cleaner and easier to read. In order to receive a range of interesting answers, I interviewed three people.

When it comes to formatting the layout for the interview, I considered a lot for colour coordination and tried to form a clean and artistic aesthetic. I experimented with the fonts, colours, overlays, images and proportions for the layout and created two different layouts for each person that I’ve interviewed. This will be useful when it comes to deciding as there are more options to compare and contrast.

In this session, we explored the use of narratives and how they can manipulate a fashion image.

Using the images we’ve taken from the previous sessions, we added text to them to create a certain mood. I researched poetic phrases that would fit my chosen photographs and experimented with the typography as this was really important and could easily change the tone. I tried different fonts, sizes, colours etc. before deciding which one would be added to the images as the narrative. This was interesting as to how words can manipulate the atmosphere of a picture and add much more dynamic to it. The placing of the word was also important as it can change the focus of the image.

I found this activity interesting as I enjoyed the ability to communicate stories by curating content and it was fun to experiment with different typography and ways to present the narrative. I was able to identify my strength of designing the layout and adding various styles of text that not only fits with the mood of the picture but also make it look interesting. However, I do struggle with finding the specific phrases that would comply with what the images tries to convey and end up spending too much time researching rather than applying.