Module 5
- 1. RESEARCH Within a technology driven world, social media is a ma- jor part of the young consumers of The Ragged Priest’s lives. Therefore, the brand currently is only actively ad- vertising through Instagram, therefore is a major mar- keting tool for the brand. In addition to this, society is becoming more conscious than ever about body image due to the pressure of so- cial media and edited images of body shapes. Over 40% of the worlds population use online social media daily, in which society share their personal lives on platforms such as Instagram and Facebook. This can negatively impact society through un-realistic body and beauty standards through edited photos of celebrities, models or any user of social media. This can cause indi- viduals to feel negative towards their body and can also lead too other issues such as anxiety and depression. Influencers such as Grace Victory, a plus size YouTuber and activists are breaking idealistic body images within society, whilst promoting that self love and being con- fident within your own skin. For example, the Be Real Campaign aims to change attitudes of body image and assure health is placed before appearance as well as making sure we are confident within our bodies. They state that ‘The Be Real Campaign unites individuals and organisations, amplifying the voices of those working to change attitudes and behaviour.’ This reflects the key message of body positivity within society in addition to generating an understanding that there is not perfect body shape. In 2018, competitor Weekday created the summer campaign ‘My Body My Image’ which was promoted across their website, stores and social media. Custom- ers were encouraged to share on social media images of themselves in Weekday swimwear. In addition to Weekday, Lazy Oaf has also slightly pro- moted body size through their online blog ‘Oaf World,’ in which their Valentines collection for 2019 was mod- elled bu plus size Rochelle Cox. On the other hand, competitor UNIF have not celebrat- ed body size within their brand, and uses slim, youthful models in which can affect their youthful customers idea of body size. THE RAGGED PRIEST SPRING / SUMMER 2019 LOOKBOOK
- 2. THE RAGGED PRIEST SPRING / SUMMER 2019 LOOKBOOK CONCEPT To celebrate body size, I am to create the idea that size doesn’t hinder your style and that consumers of The Ragged Priest should celebrate their size and not feel unhappy with their image from the increasing pressure created by social media. 47% of 18-24 year olds, the age of the target audience of the brand stress over their body image, in addition to 40% of teenage and 1 in 10 adults wore about body image due to social media. The Ragged Priest’s website currently only models their clothing on slim body shapes in which can make more insecure young customers feel unconfident to exper- iment with fashion and therefore being unable to ex- press themselves. Therefore in the lookbook I am going to create, I wish to use realistic body shapes ranging between sizes 8-14. Miss Guided successfully promote body size through their ‘KEEP ON BEING YOU’ campaign. The youthful consumer audience has responded positively to the camping due to showing a garment on different body shapes. Styling will be simple, allowing bold garments to be the main focus within the lookbook and the models will wear bright, colourful pieces to promote the message that size shouldn’t matter.
- 3. CLOTHING & ACCESSORIES Styling Garments Accessories Included within the lookbook, six looks for Spring Sum- mer 2019 are reflected. This includes the vibrant colour scheme of pink, blue, white, yellow and lime green. The bright colour scheme represents the boldness of the brands identity, in addition to the garments including trousers, t-shirts and dresses, plus one co-ord set. The cloud print reflects the concept of freedom and ex- pression through fashion, no matter the body shape. In addition to connoting that only your imagination can lim- it style and fashion. The vibrant colours reflect the season of the collection, as well as the youthful consumer. These bold garments will be paired with Doctor Martin boots and white chunky trainers which are both worn by the target audience as well as being highly fashionable. Limited accessories will be used such as chunky necklac- es which are shown on styled pictures on The Ragged Priest social media as well as belts around trousers to add interest. Customers and the brand style the bold gar- ments simply due to the clothing being more of a statement. Therefore I will follow this styling of the garments throughout the look- book to assure the customer are able to link the lookbook to the brand clearly.
- 4. Make- Up ModelChoice MODEL CHOICE, HAIR & MAKE-UP Hair The lookbook will include 3-4 female models be- tween the ages of 17-20 to reflect the youthful au- dience of the brand. In addition, to reflect the con- cept of self love and body confidence, models will range from a size 8 to 14 to reflect realistic body images of consumers of the brand. The Ragged Priest’s instagram page which is where the brand promotes products, in addition to reposting customer images reveals that the ma- jority of females on their page are slim, ranging between a size 6-8 in clothing which can negative- ly impact the perception of consumers and what the ‘ideal’ size should be. Therefore, the imag- es I will take will celebrate body diversity within young females and promote the message that size shouldn’t define your style. Hair and make up will be natural, to reflect every- day and relatable young women to the customer of the brand. In addition, a more natural look will draw more attention to the clothing due to being bold and colourful.
- 5. LOCATION Examples Location The location of the shoot will take place upon the moors sur- rounding Keepers Pond, Blaenavon. I chose this location due to being being isolated as well as reflecting a sense of free- dom due to having no physical boundaries. This sense of freedom reflects the concept behind the shoot through pro- moting the message that fashion has no boundaries in rela- tion to your size. In addition, the moors weather is unpredictable due to its high altitude, therefore could be challenging to shoot within the surroundings. Although I believe the uncertain weather reflects the challenge of body stigma created within society mainly through social media. Due to The Ragged Priest not currently having a lookbook, there limited photography of their cur- rent and past collections. Although on their social media accounts and website, photographs of gar- ments in an editorial format are presented to cus- tomers to promote the brand. The images are simple and are carried out in basic locations such as a back garden and outside of a house. Due to the simplistic locations used, this fo- cuses more on the garments and styling.
- 6. SPRING SUMMER 19 DESIGN The lookbook will contain 20 pages of spring summer 2019 in an A4 paper book. Further- more, pages will include body confident mes- sages to convey the body confident message throughout the lookbook. In addition, it will include 4 product pages at the end to show the description of each product as well as the price and size range. The font style will be bold through therefore is easy to read. The brand’s bold and well known logo will be kept the same and be used within the lookbook. This will be located on the cover page and the back page. In addition, clear capital letters in the font DIN Condensed (bold) will be used throughout to clearly present information. The simple colour scheme of black and light blue will be used throughout due to complimenting garments featured within the lookbook. The use of black font makes the text easy to read, in addition to following the colour scheme of the logo, creating consistently throughout. The cloud pattern will be used as a background to reflect key garments having the same pattern as well as reflecting how the imagination con- trols your fashion style. Colour/ Pattern
- 7. APPLICATION The brand posts at least once a day on their ins- tagram page, which includes their own imagery but mainly consists of reposts of customers wear- ing their garments. The images within the lookbook would also be used on their Instagram page to create the con- cept of body positivity and not featuring just slim, idealistic bodies on their page. This would promote the concept of the cookbook as well as body image whilst promoting the Spring Sum- mer 2019 Collection. In addition to this, the images can be used on their instagram stories, allowing customers to swipe up and purchase the products from view- ing the images which show realistic body shapes from an 8 to a 14. Instagram Website Due to having just one flagship store, The Rag- ged Priest’s website is key to selling products. Therefore imagery connected to other plat- forms such as social media and the lookbook will strengthen the message of body image and encourage customers to purchase items. Due to imagery being used on different platforms, this will create a sense of professionalism through- out the brand’s platforms. The Ragged Priest currently only advertise through their newsletter and Instagram. Therefore a physical, more traditional ad- vertising and display method will attract the consumers attention and can be included in customers online orders as well as being available within the flagship store. In addition to being printed, the young con- sumer could also view the lookbook online on the brands newsletter with is emailed to subscribers. Lookbook Newsletter