Issuu links to zines -
Lamberts Yard x Katie Gillies - http://issuu.com/joannalouisekelly/docs/lamberts_yard_maghobbs
Evaluation
Joanna Louise Kelly
My exploration into
collaborations and creative direction concludes with an identity for a future
aspiration of creating myself as a brand. My website serves as a significant
part of this, allowing me to present all my work online for companies and brands
to view at their leisure. This project has played a huge part in what I see as
a potential future career for myself, allowing me to gain important contacts
for future collaborations. Included in my work are photography, styling, and
art direction all of which I excel in, as well as this I have produced business
cards with signature branding and styled photographs in the hope that this will
make my brand instantly recognisable to the viewer.
In regards to my
collaborations, my first client Georgia Jazz was a pleasure to work with, her
collection is both distinctive and unique and I feel the photographs produced
reflect that.
The Lamberts Yard x Katie
Gillies project was incredible to shoot, the location was airy, with exposed
beams and brick walls, and the location, dancers, and Katie’s designs combined
to make the photographs inimitable.
Blue Rinse has always had
a particular brand identity, the vintage clothing pushes individuality.
Throughout working with them I enjoyed how freely I could put an outfit together
with little or no limitations. The photographs were taken around the city of
Leeds, I felt this location fitted best with the brand.
Client three
Blue Rinse
BLUE RINSE WAS
ESTABLISHED IN YORKSHIRE, UK IN 1997. WE ARE A VINTAGE, USED, RECYCLED AND
REWORKED CLOTHING COMPANY WITH AN ETHICAL AND FORWARD THINKING APPROACH TO
BUSINESS.
ANYBODY WHO HAS VISITED OUR STORES IN LEEDS OR MANCHESTER WILL KNOW THEY ARE BURSTING AT THE SEAMS WITH HANDPICKED VINTAGE GEMS FROM AROUND THE WORLD. YOU CAN BUY OUR "RE-MADE IN ENGLAND" RANGE IN URBAN OUTFITTERS ACROSS EUROPE, WE HAVE A LARGE EBAY SHOP AND ARE CURRENTLY ONE OF THE LARGEST VINTAGE WHOLESALERS IN THE UK. WHETHER YOU ARE SELLING ON A MARKET STALL, A MULTINATIONAL CLOTHING RETAILER OR JUST SOMEONE LOOKING TO BUY SOME NEW CLOTHES, WE HAVE SOMETHING FOR EVERYBODY.
ANYBODY WHO HAS VISITED OUR STORES IN LEEDS OR MANCHESTER WILL KNOW THEY ARE BURSTING AT THE SEAMS WITH HANDPICKED VINTAGE GEMS FROM AROUND THE WORLD. YOU CAN BUY OUR "RE-MADE IN ENGLAND" RANGE IN URBAN OUTFITTERS ACROSS EUROPE, WE HAVE A LARGE EBAY SHOP AND ARE CURRENTLY ONE OF THE LARGEST VINTAGE WHOLESALERS IN THE UK. WHETHER YOU ARE SELLING ON A MARKET STALL, A MULTINATIONAL CLOTHING RETAILER OR JUST SOMEONE LOOKING TO BUY SOME NEW CLOTHES, WE HAVE SOMETHING FOR EVERYBODY.
Evaluation
For my last client I
wanted to be completely miscellaneous and collaborate with an established vintage
company. Blue Rinse was always my first choice and I was lucky enough to be
able to use their stock in my shoots, the manager, Kaitlyn, loved my ideas and
was eager for me to shoot.
After my first Blue
Rinse shoot I was exceptionally pleased with the turn out of my photographs, I
felt they fitted perfectly with the brands identity. As the clothes are vintage
I wanted to shoot outside to make them more interesting to the eye and add
character to the photographs, I felt that a studio shoot would not fit well with
this particular shoot and company.
As for my second
shoot, this was a bit more difficult as the weather was dull and it was raining
several times however the shots I managed to get have come out faultless and on
brand.
In terms of the zine
for this client, I used a cream coloured paper to again link in with the
vintage look and feel. This zine has come out just how I wanted it to and I
feel it could be seen in store.
After a discussion
with Kaitlyn she has decided to have my zine and postcards in store for
customers to view.
Client two
Lamberts Yard x Katie Gillies
Evaluation
Lamberts Yard is a contemporary fashion store
it first opened its doors in Winter 2013 as a
pop-up shop and exhibition space. Its mission was to allow access to the
previously disused building for the first time in decades and support the
strongest independent designers across fashion and lifestyle. As an independent
and creatively led project, the concept was rooted in re-imagining a previously
unused urban space into something new and exciting, supporting independent
brands and designers, and establishing Leeds as an international centre for
independent design and manufacture.
As for my collaboration with
Lamberts Yard it was extremely beneficial working within a professional space
and using their personal clothes sold in store. The clothes chosen were not
their most exclusive items however I had to choose items that the dancers could
move in and not damage. I am extremely happy with the outcome and I hope that
this client is also.
Katie
Gillies is a graduate textile student working under her own name, after
discussing with Katie about collaboration she was fully on board letting me use
her textile designs and making them in to fabric for the dancers to move with.
At
first when deciding on this collaboration my first thoughts and ideas were to
create a fashion film and have me as the dancer conversely after deliberation I
decided on bringing two professional dancers in as I felt it would be more valuable
to me as I could then be the photographer, stylist and art director on the
shoot.
In
terms of the zine and postcard as soon as I seen the turn out of my photographs
I knew I wanted the zine to be minimal and have white space as Lamberts Yard is
such an open space itself therefore I could see the zine being in store.
Client one
Georgia Jazz
Evaluation
Georgia
Jazz is a graduate fashion designer working under her own name; she is currently
working for the company Visage as a new designer although plans on designing
and making a menswear range in the future. At the beginning I was set on
creating a press pack for Georgia as well as a fashion film however over time
and research I decided to do a look book and postcard only for this client as I
excel in photography, styling and art direction over film.
Georgia’s
collection is unisex therefore I had two
shoots to be undertaken, one male and one female I considered having them
together but decided on shooting the female on location and male in studio.
Deciding
on the location of the female shoot was up and down, I firstly wanted to do a
studio shoot with a female model to keep it quiet minimalistic however after
looking into locations I deciding on shooting in a gym in Manchester as I
thought the outcome would be more unique and different to the male shoot.
The
male shoot was always set to be shot in studio and to keep the clothes clinical
with an all white wall behind the model.
The
models chosen were Charlotte Pemberton and Jasper Lee, none are professional
models. Charlotte had a Sports Luxe look about her with long blonde hair and a
sporty physique. Jasper also had a sporty physique and was perfect for the
studio shoot having good cheekbones and light hair.
After
shooting I was extremely happy with the male model shoot, the quality of the
photographs is perfect for a look book and I had many photos to choose from as
seen below.
As
for the female shoot I was unhappy with most of the photographs as the gym
lighting was dull and as it was one room there was only a certain amount of
photographs I could take against the same backdrop however the photos chosen
and edited came out perfectly and worked well in the zine and my website.
In
terms of the zine and postcard I firstly printed the zine on A4 regular paper;
you can see an evaluation with photographs on this blog. After deciding to
re-print on A5 gloss paper and changing the layout of the zine the finished
results have come out faultlessly for this particular client.
