Styling Evaluation

AD206 - Negotiated Project
Module Evaluation Essay

For this module we were asked to produce a range of final photographs of the outfit we had previously designed and made in a different project. Throughout this essay I will explain and discuss the different methods and thought process myself and my photographer experienced. Looking into time management and cooperating with the team of people who helped produce the final outcome.

The previous project AD208 was a live brief, working with the designer Anh Mao, the aim of the project was to design and make a glamourous evening gown taking into consideration Anh Mao’s style and expectations. After visiting her local boutique in Gosforth I discovered Anh has a particular way of working, all of the gowns were extremely big and exotic with a prom like edge. I wanted to create a dress that would wow Anh, something that was similar to her own style but more Avant Guard and innovative, something she could add to her collections.
I took inspiration from John Galliano and decided to use influences from Japanese art and Origami, I felt I could make a glamours prom dress using these aspects whilst giving a different spin on Anh’s usual designs.
The garment is a knee length prom dress with a structured bodice which compresses the bust and gives the impression of a smaller waist. The skirt of the dress has a lot of volume with the use of multiple layers of white netting gathered into the structure. Origami flowers then cover the entirety of the full circle skirt. I was really pleased with the result of the dress, considering how much time and effort I had invested into the manufacturing of it.

I expected the final photograph to be similar to the catwalk displays that John Galliano had for his collection, I was aware that cost would be a major part in that and instead tried to source various props and look for locations which would portray a traditional Japanese setting to tie in the Origami theme.

After several attempts to find a location that would compliment the dress, my photographer and I decided to do the photo-shoot in the studio as the dress is so structured it was difficult to find a building or setting that wouldn’t drown it out. Another option was to have a blossom tree in the scenery but because of the time of year they were no where to be seen.
I was disappointed that there were no suitable locations for the dress as my initial thoughts were that a studio photograph would be too simple and wouldn’t show my innovative imagination and styling which I knew myself and my photographer could achieve on a outdoor location.
Since studio seemed like the best option, I thought of a way to bring the outdoors in, and purchased some artificial blossom branches to incorporate into the set. With the idea of holding the blossom into the shot so it would look as if the blossom was in the background rather that having to photoshop some in which could look unprofessional if not done perfectly.
Hair and make-up also had to really stand out now and I felt under pressure to get it right as I was doing all the styling myself. I visioned a modern day geisha, massive hair in a traditional up-do with chopsticks and a big bun on top. The make-up should portray pale and flawless skin with a thick eyebrow for definition and a small red doll like pout.
I wanted the model to have very minimal accessories and the design of the dress was so structured and detailed I didn’t want the photo to be too fussy. The only accessory the model had was a pair of chunky, lace up, paint and leather boots which looked really edgy and were a total contrast to the whole ambiance of the shoot which worked really well.

The model I used was another student, I was a bit apprehensive about using an amateur model but I thought it may give a natural naivety to the whole thing. It was important for me to trial and error several different expressions and poses that would be suitable for the theme and to get the right shape and angle of the dress. I wanted a innocent doll like pose that was flawless in comparison to the massive dress and exaggerated accessories such as the funky shoes. Looking through the contact sheets, I was very pleased with the variety of expressions the model produced so I could eliminate the unsuitable ones and edit the appropriate photographs.
Within the fashion industry I could see my final photographs in high fashion magazines such as Harpers Bazar or Vogue, I think I have a vast range of complimentary photographs which I have specifically chosen and edited to produce the best possible outcome. It is similar to those fashion stories that are across numerous pages within fashion magazines showing a celebrity style or specific trend.

Communication with the photographer and the model was more difficult that I had anticipated, the model was very cooperative in terms of how I saw the final photograph to look and tried her best to represent the expressions and poses I desired. Dates and times were difficult to arrange on both parties, I understand that everyone has other commitments and unless I had achieved to find a full time model then I knew I would always have this problem. She and I both have other responsibilities including several different projects to work on and part time work which we both had to work around to find a mutual date and time. The same applies with my photographer yet I was pleased to find the she and I were both on the same wave length and had similar ideas in styling and production. My photographer was very helpful when it came to deciding on props and positions as she is a part time model she was experienced in that area, which helped my chosen model to understand also.

During the shoot we tried several different props including a oriental screen and a parasol which worked out quiet well, we also attempted to include the blossom in all photo’s to give a more outdoorsy feel the the photograph, we moved them around a lot testing different places we could put them. At one point we put the blossom branches into the dress so they were hanging out the bottom, I thought this was a great idea and the preview looked really effective, like the blossom was a part of the dress.
I am extremely pleased with the outcome of this module, as are my assistants, the model and of corse my special photographer who worked really hard to make sure all of the different ideas and opinions were documented even if they were not successful.

This project has inspired me to further my knowledge in photography, on some level I will definitely continue working with my allocated photographer on future modules and further education. Although I don’t personally have the patience and skill to do my own photography I have found a new passion and respect for those who do. I have enjoyed many aspects including the hair and make-up styling which I have never previously done. I am really proud of my little team and I, and think the finished photographs are fantastic.