You will learn about the following: campaigns, look- books, researching trends. As well as find out how publications work, how products are sourced for shoots, and the key difference between editorial and advertising work
Includes: Letures| Video| Downloads
[DAY 1:fashion styling]
So girl, I didn't learn how to sew in a week- so I definitely don’t expect you to- so from now till the end of the course I want you to keep checking back lesson 4 because I’’m going to slowly add the videos necessary that you need to get you on your way! So keep on practicing and let’s keep it pushing into week five! Wow! can you believe we are almost near the finish line! omggggggg!!!
You don’t have to have years of fashion styling under your belt to understand how fashion styling can play into your brand. It doesn’t matter if you are selling purses, earrings, or even dog collars. How your product is styled,can elevate your brand, or completely drag it down. So here is the moment we’ve all been waiting for
Please enter lesson 5: Chat room, and let everyone know the business you’ve been spending countless hours working towards. By the end of this chapter you will have the tools necessary on how to successfully style your brand, to keep your current customers engaged and to attract new customers.
[campaign vs look book ]
I think a great way to start this lesson is by explaining what both a campaign and look book are, and what are the major differences between the two. Many people often confuse look books and campaign but by knowing the difference you can properly market your brand through the styling to buyers and your audience.
before we begin.
Please enter Lesson 5.1: and tell us if you know what either a look book or campaign is, and/or what you think the difference is between the two. Please do not go on google. I do not expect you to know the answer.
So girl, campaign’s are usually what you see as a potential consumer whether you are flipping through a magazine or walking through the mall. The visuals you see, are called campaigns and are all geared towards you!
So from the perspective of us boss babes, a campaign is a visual representation meant to convey the message or inspiration behind your collection to sell the image of your brand. Fashion campaigns typically require way more detailed compared to look books (which we will get to). Campaigns give the viewer a feeling of the 5 W’s! Who inspired the collection/ who the advert is geared towards…young or mature audience. Clearly shows what the advertisement is selling. Paint’s a clear picture of the inspired time period (when)…70’s or early 2000’s, Where the advertisement take place? secret party warehouse or living room? and why does it make people want to purchase the product.
Let’s take a look at my favorite fashion campaign by Gucci, that successfully covers the 5 w’s.
Inspired by the photographs of artist Malick Sidibé, who in the 60s and 70s captured youth culture in Africa, the Pre-Fall 2017 campaign reflects the vibrant attitude of the collection.
who inspired the collection?who IS the advert geared towards?!
This campaigns was inspired by the photographs of Malick Sidibé, who in the 60s and 70s captured youth culture in Africa
what the advert is selling?
The use of low to high shooting to vibrantly sell you each Gucci piece from the embellished eyewear to the floral appliqué zippered turtle neck sweater.
when: inspired time period.
Through the high energy moments captured, Gucci successfully sets the tone to the late 60’s early 70’s.
where the advertisement takes place?
By the looks of things, this advertisement automatically takes the viewer to a time where they may have enjoyed themselves at a party.
why does this ad, make people want to purchase?
This ad makes the viewer feel a sense of freedom, and one-ness. capturing beauty in every frame. unapologetically.
So when it comes to you building your campaign (which I will show you in the next chapter) I want you to understand that your campaign should show people what kept you up late making your beautiful product, your campaign like your brand identity should evoke feeling, thats ready to be shared with the world! Don’t hold yourself back when it comes to campaigns the sky is the limit!
Please enter chat room: 5.2: and tell us your thoughts on the Gucci pre-fall 2017 ad campaign did it make you want to push the envelope when it comes to your business? do you see how this campaign covers the 5w’s let us know below:
People often confuse a look look with a campaign but girl after this explanation it will all be clear as day! A look book is created for behind the scene’s so for example, if you have a purse collection, and have completed your campaign but are now interested in getting your product into stores, a look book will be exactly what you need.
Look books are done typically after campaigns are shot, they are just your product styled in a nice way so buyers can see it in a catalogue. They aren’t as busy looking as a campaign, and focused on the clothes and fabric and less on the models and shoot set. Some people get too caught up on the brand image and put all their attention on the campaign, while others keep their focus on the look books to attract buyers. But, the real tea sis is it’s all about balance. With each collection your focus should be on both your buyers, and audience. If you aren’t familiar with what a buyer is. A buyer, often selects brands to be placed in a large retail store… so if you have dreams of your product being placed in Barney’s …then sis- you better find one of their buyers!
So because I showed you Gucci’s pre- fall 2017 campaign, its only right to show you their pre- fall 2017 look book so you can see the clearly difference between the two.
same clothes, but completely different energy. The viewer is more focused on the clothing, and less focused on the models and whatever may be surrounding the products. When you create your look book keep in mind that buyers just want to see your clothes. They are not interested in how creative or thought provoking your look book is. Subtle is more.
So I know your next question goes a little something like this…”Ok this is cool and all- but how do I go about setting up my brand’s shoot” but don’t worry sis… thats all in the next chapter!
[DAY 2: TREND RESEARCH]
what is a fashion trend?
ooo fashion trends I have such a love hate relationship with them, pretty much a certain style in fashion becomes super popular and you will see everyone including peoples lame cousin trying to pull it off.
Why I have a love hate relationship with fashion trends is because I feel like it’s a roll with the pack type of vibe. I’ve seen people force themselves to wear tiny sunglasses because they are in trend, I’ve seen people all of a sudden claim they are a child from the 90’s because they want to look the coolest amongst the crowd, that all looks the same! likeeeeeee give me a breakkkkk! lol be yourself. I’ve also seen fast fashion store like Zara make straight bank! because they are guiding the unguided in what’s cool… in my personal opinion fashion is all about the confidence you have when you are wearing whatever it is you are wearing. I mean I have the oddest of friends, that for the life of me I would never understand how they came to the conclusion that … that top matches those pants lol…. but they wear it like they don’t give a fuck what anyone else thinks… it makes me want their whole closet.
Please enter Lesson 5.3: and tell us what are your views on trend.
fashion trend forecasting
So i’m pretty sure you are over there wondering how certain styles become trends, don't worry boo! I got the tea below.
Have you ever planned on going out of town, and you look up the weather so you know what to pack? have you ever wondered exactly how weather outlets can tell you what weather to expect? Well fashion trend forecasting is literally the same thing. The weather outlets study patterns of temperature throughout the year in comparison to the years before and fashion forecaster predict fashion trends based off what people are into from politics to entertainment, and predicts whats next… weird right lol, but cool because if you pay attention to those trends, they can tell you what direction to bring your brand. Well take a look at a few outlets that will you what trends are in and what trends are out!
Please enter Lesson 5.4: and tell us what you thought about WSGN’S site, and what are your thoughts on Vogue’s Fashion Buyer and Trend Forecasting video?.
[day 3: publications]
the world of publications
ahhhhhhh Magazineeess! who doesn’t love them! because we are in such a Digital world I regret not being a magazine collector because in a few years when publications stop printing… I could have made soooo much bankkk… but ok lol enough dreaming… lets get to it shall we. Lets start with my favorite publications.
Are you vibin’
Please enter Lesson 5.5: and tell us which publication’s website vibes with your brand’s aesthetics’ the most
[day 4:the breakdown]
So know that you’ve been introduced to all these fashion publications let me give you the break down of how it all works, and exactly what you need to do, to get your products or yourself featured in whatever publication you have your eye on!
The fashion publication will have a team- it’s fashion director (head honcho), fashion stylist, fashion editors, fashion assistants, and interns (yup very bottom)
#2 the planning.
Like i’ve told you earlier WSGN provides designers and publications with the keys of what will be in trend up to two years in advance. So, Publications will then use that knowledge to seek out designers who’s designs fit that trend to feature their products in either spreads or special features. Example: “Fur get about” this season designers stand with PETA and only feature faux fur on their runways!
#3 fashion closet
In any major fashion publication they have a fashion closet in this fashion closet which is really just another office, houses all the designer pieces that have been gathered to shoot their spread.
The Fashion closet is usually ran by the assistant, who is in constant outreach to designers directly or their pr company that may house the designers work.
#4 gather the goods
They don’t call New York the fashion capital for nothing… about 90% of US high end labeled designers/ and publications are based there- making it super easy to pull (borrow) products.
#5 call the MESSENGER
Once a piece has been confirmed to be pulled by a publication. They use a messenger system (literally guys on bike’s delivering sometime up to $10,000 or more in products to carry back and forth btwn publication and designer/pr company. crazy right.
#6 time to shoot.
once all the designers have been pulled sometimes 5- 10 racks of clothing- they are then organized by the interns to pack to send to shoots, or packed in trunks to be sent away for a shoot, once the shoot is complete. The interns, then filter the pieces neatly back to their destinations.
where you [fit] in.
After you and your team properly assembles your on trend campaign, and look book( which I will show you how in the next chapter)- add your campaign to your site, Instagram, etc.
I asked you earlier, which publication matches your brand’s aesthetic the most because after you campaign is complete you can go on their site, and collect the email addresses from all the fashion editors - which usually requires a bit of research but you can start by gathering the contributor names/ email addresses from any written articles you come across on the site, and then sweetie go ahead and ad those email address to your pr list.
you’ve got mail-
Send out your campaign through your PR newsletter. also include, lookbook, short bio, and contact info!!!! Do not assume they are going to just respond to your email! Also, make sure your brand’s aesthetic screams throughout the newsletter design. (hello brand vibes).
Then you wait! I know this is the tough part, you just put in hella work, and now you are crossing your fingers that your product gets pulled. But, girl if you don’t hear back immediately does not mean they aren’t watching your brand- worst case scenario- your product doesn’t roll with the big dogs just yet, or it just doesn't fit the trend they are seeking … or the trend was already shot, and you missed your chance to fit in. Remember not every predicted trend makes it your favorite publication, and its really 100% all about timing.
do not be annoying
you heard me… do not be annoying… the industry is way smaller than you think, so do not send follow up emails, do not send the same email to the same person multiple times you will be talked about and black listed so quickly. do not be that person. do not abuse this system either. All you can do is do your best with your campaign… and do it early…in hopes that it fits what the publication is looking for… if you don’t hear from them who cares keep pushing forward and come harder with your brand and next campaign..do…it…all..over…again!
[stay ahead of the curb]
It’ was extremely important for me to add this bit in here, but timing girl is seriously everything…I’ve heard it all from “ omg I cannot believe your items are handmade it would of been a great feature in our swim edition but we just shot our summer editorial” … mind you it was cold outside, as I was reading that email. So you have to understand that in this industry is all about being ahead of the curb. The sooner you put out your collection (before the actual season), the sooner you can start advertising it. That’s why if you go on Vogue right now, and look up any of the recent shows it will say SS19 collections…from the runway into emails designers are getting their start from now to dominate the spring/ summer of 2019.
Also, take your time to build your product, this is not a rush. I do not want you throwing a product out there, and then easily blowing your chances with this really small industry so if you are just starting your brand, take the time to really build your brand from the ground up… focus on building your audience, and repeat customers, and take the time to up your quality, because baby girl till this day my quality is still improving whether it be the craftsmanship of my handmade pieces, or constantly making sure that everything my brand puts out is on brand. Your goal can be to grace the covers of any publication, but please make sure your product is ready not only quality wise, but hell demand wise too- because these publications have millions of subscribers.
Please enter Lesson 5.6: and ask me one question pertaining to world of publications and how they work. I want to make sure I make things crystal clear in this section, so if you didn’t understand something here, please do not hesitate to ask?
[day 5: editorial vs advertising]
So before we begin I want to deeply apologize for the delay! I just knew in my mind I finished uploading this content the very next day… In order for me to successfully move into the next lesson which discusses everything you need to know about developing a creative team, and building photoshoot concepts you have to understand the two major styles of shooting fashion. sooo…
what’s the difference
Please enter Lesson 5.1: and tell us what you think is the differences between editorial and advertising work, I don’t expect you to know the answer girl so please do not google it!
If you flip through any of your favorite fashion publications you will run across multiple editorials. Editorials have very little to do with what you are actually selling instead it sells more of the mood and the situation in which the clothing or item should be worn similar to the Gucci editorial campaign that I showed you earlier.
Rules of Editorial.
There aren’t any. I know it sounds crazy girl but with your brand’s editorial you have the freedom to create whatever vision embodies your inspiration. So go ahead and think as out of the box as you desire. The more thought provoking or creative your editorial is, the more people you will attract.
Ooo I love this part, lighting…talking about setting the mood hunny. Whether its dreamy, or dark or even slightly over saturated no one will judge you because people understand that you are showing your audience your vision. Let's say you are shooting an editorial about a girl traveling. If the story is about the joy and the happiness, you would of course use very friendly and open lighting to emphasize this mood. If on the other hand the story is about the dangers of traveling, your lighting would be much more dramatic and instead of a beach on a sunny day, you may choose a dark alley.
You usually won't see plain white or off-white backgrounds in editorial work.
How the model is styled, also works hand in hand with the mood you are setting for the shoot. If the shoot is about bringing the drama, then the models are usually styled very dramatically with thick eyeliners, dramatic eye shadows, etc.
[day 6:advertising work]
No matter where you turn whether it be at a store, or bus stop you will come across an advertisement. Advertising work is all about selling a product! lets get into it…
Rules of Advertising.
it’s all about keeping the focus directly on the product no matter how beautiful the model may be its all about the product. Don’t believe me… go on your favorite brand’s Instagram… if they sell makeup… that one photo of their eyeshadow palette is considered advertising work… even if you stumble across a picture of your favorite social media influencer holding flat tummy tea… its all considered advertising… its all about making the consumer focus directly on whatever it is you are selling.
The lighting of advertisements are typically appear simple, but don’t get me wrong the lighting set up behind the scenes could be technical but to the average person the lighting is bright enough to clearly depict the product as if it was in your customers hand. So I advise setting your lighting up as true to tone as if the product was already in your clients hands.
Are also quite simple, nothing distracting. Often when it comes to advertisements of a product you usually see items in front of a white background- but if you look at higher end designers advertisements you see other worldly sensibilities. ( they slightly pull from editorial but its still very clear on the product) if that makes sense.
In my opinion I find the styling of advertisements not as dramatic as an actual editorial. Editorials usually bring the drammmmaaa hunny… and with advertisement they are typically down played depending on what the focus is. So if you are selling handbags. The clothing would not compete with the bag, it would either compliement it where the viewer eyes focus not he bag first then clothing…OR if you are selling a jacket… the jacket would stand out more than any other piece of clothing included in the pic.
you are on your way!
Girl can you believe it… we are on to the final week of this course!