Monday, 25 April 2016

Bibliography


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Project Evaluation

For this unit we had to choose a brand and do thoroughly research and create 6 images (Catwalk, Editorial and Advertising).  When I first heard about the brief I was very excited and couldn’t wait to start. But later I felt stressed about certain things or things didn’t work out how I wanted them. As my brand I chose Givenchy as I thought that it would be a good brand to make great designs for. I especially liked the Spring/Summer Collection as it had shimmery and pastel tones. I had a lot of ideas for how to include the S/S collection into my designs and which mood I wanted to create. I also was very happy with my timed assessment. Even though the look might look a bit time consuming, I actually finished it very quickly with good results. Also it suited my model so much that I felt very confident with my work. My first shoot was a bit of a setback as the one advertising design didn’t suit my model at all. I just wasn’t how I imagined it in my head. But I think that this has also its positive side as I could reflect on what went wrong and how to overcome this problem.  In the end I choose a different model for that specific advert and also made a few changes in the products I used. The second problem I had to overcome was the styling. I am not a person that is good with styling so I should have probably asked a stylist to collaborate with me but on the other side I really wanted to do everything on my own just to get more experience in those areas too. After deciding what Kind of clothes I want to have in my different shoots I started looking around where I could find them. Luckily there were some clothes I could borrow and I also made the dresses for the catwalk looks myself, so I only had to buy two outfits. I made my catwalk dresses as I didn’t really wanted to spent too much money on the clothes as well as that I couldn’t really find what I had in my mind so I went and bought some fabric and hand sewed them as I don’t have a sewing machine. I actually was always interested in making my own clothes but never really did it before, so this was a very interesting and exciting experience. After finishing the first dress, I also knew what to do differently when making the second dress so it will be faster and more convenient. And luckily the dresses also fitted my model. I was afraid that they would be too small (even though I measured her) but in the end they were even a bit too big, which was still fine as I brought safety pins and clips with me when we were shooting. The last thing that didn’t go as I wanted was the “night” look for my editorial design. I took some images in front of a green screen because I made lace butterflies and wanted to add them later into the image. As for the background I wanted to have something dreamy like a lavender field or a cloudy sun set. I still think my idea would have been really good but when I started editing it I could not get rid of the green that was shining through the black lace. It really annoyed me but I just decided to choose a different image as I didn’t really have time to figure out how to get rid of it. It really would have been better at this point if we would have still had our IT lessons during the last two weeks before submission. I think the IT lessons were badly planned as we had them in the beginning when no one had any ideas or was shooting and we just waited our time and then when we actually needed them, we did not have any.  But overall, even with being too stressed with unit and other things that came up, I quite enjoyed designing my 6 looks and make them real. One thing I could have done better was definitely my research. I feel that this time I underestimated the research and could have done more.
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Brand Evaluation

Givenchy or the House of Givenchy was founded by Hubert Taffin de Givenchy in 1952. Hubert Taffin de Givenchy was born in 1927 and is of aristocratic French and Italian origins. He had a close relationship to his mother and grandmother and admired them both a lot. Apart from being interested in making costumes, he was also interested in drawing and architecture. As mentioned the House of Givenchy was founded in 1952 at 8, Rue Alfred de Vigny in Paris and his first garment was a white cotton blouse with flounced English lace sleeves, which was supposed to give a simple ad comfortable impression. The Autumn/ Winter 1952/53 Collection offered women a new freedom and was sold at reasonable prices. The collection had interchangeable, functional and chic skirts and blouses. In 1957 Givenchy released its first perfume L’Interdit which was personally made for Audrey Hepburn. Audrey Hepburn was Hubert De Givenchy’s muse and she was wearing his dresses in several of her films like Sabrina(1954), Breakfast at Tiffany’s(1961) or How to Steal a Million(1966). Givenchy also designed cinema costumes for Michele Morgan, Anouk Aimée, Liza Minnelli, Jeanne Moreau and Elizabeth Taylor. Other celebrities that have been seen wearing Givenchy  Haute Couture are Babe Paley, Princess Grace of Monaco, Marlene Dietrich and many more.  The Kennedy family wore Givenchy clothes to the funeral of John F. Kennedy.  Going back to the perfume, in 1959 Givenchy released its first male perfume which was called ‘Monsieur’. The Meaning of the Givenchy Logo. The Givenchy Logo was designed by Pierre Dinand and portrays stability, balance and quality. The logo unites the symbolism of the number 4 and the square, which stands for loyalty, solidity and methodical order. The square was chosen as it is a fundamental symbol in design. As well as you can see the not completely finished square as a ‘G’ for Givenchy. In 1989 Givenchy Beauté was founded. Most of the eyeshadows are in a square black case (referring to the logo again) and contain 4 shades.  Later on Givenchy Beauté also released blushers, highlighters, mascara(Very famous is the ‘Phenomen Eyes’  mascara by Nicolas Degennes), eyeliner (Le Soin Noir) , lipsticks/lipgloss and face products like the Hydra sparkling range, The Smile’ N Repair range or the Vax’In For Youth , which was the ” first age-defying cosmetic vaccine”. In 1991 Hubert de Givenchy opened the first Givenchy spa near Paris. As of today, Givenchy has four spas around the world. One of the top MakeUp artists who worked with Givenchy, especially for the Catwalk shows, is Pat McGrath. In the last few years she is especially known for sticking gems (small and big ones), lace, jewellery and other kinds of materials on the models of the Givenchy Catwalk shows. Those designs always show a great contrast to the mostly very elegant Givenchy fashion collection. For the Spring/Summer collection too, she added lace, ornaments, jewellery or gem stones which could be linked to the designers S/S Haute Couture collection. I felt very inspired by Pat McGraths work for the S/S2016 and wanted to do something similar for my own catwalk designs. For my designs I used smaller gems and small to medium sized pearls and made a headband out of lace flowers and the pearls. The gem stones which I stuck onto the eye area and lip area made the look very dramatic without overdoing it.  I also really liked the Spring/Summer 2016 MakeUp Collection as the tones were pastel like and shimmery, which gives an overall fairy like and glowy finish. In conclusion I choose Givenchy as it is a brand that gives me the opportunity to achieve very elegant looks as well as more Avant Garde ones. But sometimes I felt that I would maybe go too far away from the original Givenchy concept and had to consider if my design are appropriate. 
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Editorial Look 2- Final Edit




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Editorial Look 1- Final Edit




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Catwalk Night Look- Final Edit




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Catwalk Day Look- Final Edit




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