Fashion Communication

Mods were defined by the sixties and had a very British style. It first started with young men in suits who were modernists and worn tailored suits and button down shirts. Most mods were working-class teenagers, they challenged norms of society at that time through their means of dressing, drinking, dancing and not having a care in the world. They  wanted to express their eccentricity through their music choices and clothing. They spent most of their nights in clubs. They were heavily influenced by music from The Who, The Kinks and Small Faces. Pete Townshead from The Who described the mods:  “To be a mod you had to have short hair, money enough to buy a real smart suit, good shoes, good shirt; you had to be able to dance like a madman.”   Their clothes were inspired by slim cut tailored suits, loafers, ankle boots, and the classic m51 style parka. Females had an  androgynous   style  even though they embraced the Mary Quant mini skirt movement at that ...

This was our first video concept and editing. I was figuring out how to use Premiere Pro and getting the right cut. We got feedback from ben on this video and worked from there. Edit: Later in the project we changed our concept. We still used some clips from this video but changed the story for two protagonists to be involved and discovering the city. The video above shows the first imports and editing in this module.

Images from first shoot/ filming day These are a few images taken on shoot day yesterday. We took inspiration from a range of photographers and wanted to give the images a real British feel. We wanted locations to be a base for the photos too. Places in Sheffield that connected with people and they could relate to. Pubs, bars, and old vinyl shops were main locations for our films and also our images. We're happy with the way that these came our but will experiment with different style and editing in order to final ones for hand-in.

On the 27th Match we shot and filmed part of our film. The concept of our film is a girl, living in the working class subculture and discovering the city. We wanted to capture the mundane atmosphere and so filmed on dull and overcast days. By the end of the film, the girl ends up in Leadmill. She discovers her escape through music and dance and the vibrancy of what we believe to be the modern Northern Soul. We first filmed in my flat, it's quite dark so added to the atmosphere. We used my vinyl player to nod to the hype around records at the time. We featured Yorkshire tea which is an important part of Sheffielders culture. The film was based around Fred Perry mod clothing so wanted to feature the mod scene too. We filmed around the trams as they are a big part of the city and included local artists such as Pete McKee and Tom J newell. We discovered Sheffield as we were finding spots to film. Kelham Island and Division street were one of the most interesting. Division Stree...

Brief Concept: May change based on Feedback INITIAL CONCEPT CHANGED SEE LATER  BLOG POSTS Concept: Girl through the city of Sheffield, discovering the Soul of the city. Finding old vinyls and photos from the 60's, mod and northern soul is reinvented into the modern day age. Bringing together music, working class and Sheffield based talent. An urban take on the 'mods' and 60's styling in the North. Narrative: Discovering the meaning of northern soul in the modern day. Finding her feet in the city, the girl comes across old records and explores 'northern' in the city. A celebration of Sheffield, the story follows a modern mod girl and the city alongside her. Day of Filming and Shooting Scene 1: House Setting: Yorkshire Tea, finding old polaroids and vinyls of 60's Northern Soul and Mod music e.g. The Who/ The kinks -Northern Soul dancing in socks, discovering the music of that time (Music in the film based on Mods e.g the Kinks and The who) Scene 2...

https://www.youtube.com/watch?time_continue=10&v=JMtaEASd2LI -Northern soul was the birth of late night dance culture in Britain and it refused to go away. Even now it is still the biggest underground scene that ever swept the UK. -Wigan Casino was pulling in around 2000 people every Saturday night. The streets were full in Wigan around 12am of people waiting to get into the casino. People were buying an selling records in the venue and you had to push your way in. The music was made by black, not very well known musicians in tiny studios in America. A lot of the records were hard to get, the obscurity was fascinating. The Mods wanted edgier sounds to fit their look. -The term, 'Northern soul' was named by a music journalist when he noticed that northern football fans came to his store in London asking for vinyls that were heavy dance tunes that nobody had ever heard of. -"Northern soul has an elitism, it elevated you out of the day to day. Northern soul more t...

Plan and Organise your work folders Create a folder -Project files 01 Project files -Media -Output Setting up your project (frame rates, resolution) Tv 50 Frames per second For this project (25 frames per second) Setting up your PR Layout -Importing your footage (click and drag or select import) -Cutting your footage (C or command K) Freemusicarchive.org Videohive.net

Walking through Sheffield and living here for a few years means you get to know the city. Being a fan of the North and living here all my life, you get to know the quirks of the city, the atmosphere and the people. Noticing things during research of this project was the modern day approach to Northern Soul. Personally, I believe Northern Soul is a celebration of the North, the music, culture, working class and Yorkshire Tea. It's a togetherness, local art, local pubs and clubs and things that make you feel at home. Sheffield captures this in so many different ways. The working mens clubs, local street art, coffee shops, hidden vinyl shops, vintage and everything music based. We celebrate the steel works, Arctic Monkeys and the hard working culture we have, so we can enjoy the weekend and dance to our favourite songs. The working class has struggled to be portrayed in a positive light and this changed when Northern Soul was introduced. The bleak and boring days turned into vibrant e...

What does Northern Soul in Sheffield mean to you? Pete McKee  Sheffield Artist Age: 53 "Despite this not being a direct answer from Pete, I can tell you that Northern Soul in Sheffield is important to Pete as he has a strong passion for music and subcultures, which he regularly explores in his work. He is a proud Sheffielder and the music and creativity of the North is something he takes a lot of interest in." Ella Mcinerney Works in Sheffield  Age: 20 "When I think of northern soul in Sheffield, I think of the working class. The way that the working class is often portrayed through things such as media has had a common theme, that being quite colourless, bleak, and often emotionally strained. The working class have often been shown as people who live in struggle, depression, with minimal celebration due to the often difficult circumstances they have faced throughout history. However, when northern soul was brought to England, Sheffield in particular, I feel t...

Northern Soul Non-Conformity spreads variety  Northern soul is a music and dance movement that emerged in Northerns England in the late 1960s from the British Mod Scene, based on black American Soul Music, especially from the mid 1960’s with a heavy beat and fast tempo. Vinyls- Soul Jazz Records New Orleans Funk Chicago Soul It’s Happening  Soul Music- upbeat style popular in northern England during the 60’s and 70’s FredPerry Casino Classics Movie: Out of Sight What did a Mod Look like? -Vespa and Lambretta Casual- Desert boots, Raybans  The Jetsons  Mod is a subculture that began in London in 1958 and spread throughout GB and elsewhere, eventually influencing fashions and trends in other countries Mods and Rockers Clash 64 Rockers- Elvis Presely, Gene Vincent  Mods- Ska, Soul R&B, The Who, The Kinks Working Class, Youth Culture 87-Skinheads against racial prejudice are anti-racist skinheads who oppos...

Gucci has celebrated Northern Soul though a Fashion film created with an all-black casting wearing the most vibrant clothing. The film follows the roots of Northern Soul, a black American movement intruding soul and funk music through vinyl. The film was also inspired by the famous Wigan Casino which is where Northern Soul started in the UK. The film follows dancers and actors with classic Northern Soul dancing, twists, spins, backdrops and high kicks whilst they enjoy music provided by DJ's which held the newest, never before heard tracks. The concept was inspired by Malick Sibidè, who took a lot of black and white photos of people dancing, laughing and moving to capture the atmosphere of the swinging 60's. The whole film was shot and filmed by Glen Luchford, who regularly shoots for vogue and is inspirational for a film in the way he shoots and films. Alessandro Michelle shot and directed the campaign. It was full of bright colours, tailored suits, fur coats, tracksuits a...

Fred Perry started in the 1940's. It was a sportswear uniform for tennis players but later shaped the identity for subcultures over the years. -The laurel wreath can be easily recognised from across a tennis court, a dance floor or a football stadium. The brand has inspired musicians, rebels, subcultures and mods over the years and become a uniform for the non-uniform. It's British heritage has stuck with generations over the years and modernly has become very common in the north. 

Northern Soul quickly became connected with 'up North' working class culture. But, it came from African American, Soul/ Funk music created by black artists. It started here in the UK in The Twisted Wheel in Manchester alongside the Wigan Casino. It took the UK by storm and gave the working class a new lease of life, a type of escapism. This is what we are trying to capture in our film. The Music was Disco, Funk and Soul and consisted of fast-paced high Tempo beats and moves to go along with it. The dancing was a fundamental part of Northern Soul that has carried it through the years. High kicks, backdrops, and spins were classic to the moves. It was all in the feet, spins, side steps and keeping it quick was key to Northern Soul Dancing. Though, everyone had a good time regardless. DJ's were the main focus of the Northern Soul culture when it first came about. They would fly across to America, trying to scout out records never been heard in the UK. Those would bring the...

-Knowing your audience, working with the style to fit your target market -Northern Soul; Concept and Narrative based, needs to tell a story -Put an element of longevity in your fashion film, something that people will remember. -Documentary style? Ask people of Sheffield what Northern Soul means to them. -Planning is essential, most important part. -Mood Boards for planning, able to visualise the ideas you have -Models, colour palette -Mood Boards for shoots -Base ideas and then run with it -Think about the perspective, your audience, how you want it perceived by them. -Landscape or Portrait? -Strong visual plans for the narrative, Story Boards -Inspiration mood board, makeup, behind the scenes etc -Product mood board, styling ideas, feature clothing -Art Direction, styling, location and creativity

Pete McKee is a Sheffield based Artist who creates illustrations and cartoons based on the working class and lifestyle of Sheffield. He has exhibited his work via exhibitions, street art and in his very own shop. Being widely popular across Sheffield, the working class relate to his drawings and feel connected, it feels real and a true representation of Sheffield. He is a true northern Soul, drawings include old vinyl shops, working mens clubs, the northern music scene and iconic places in the heart of Sheffield. Recently, We went to see his 'This Class Works' Exhibition in Kelham Island. Depicting the true working class lifestyle, holidays, jobs, families and a touching NHS artwork, it was amazing to see this come to life. Being in Sheffield, his large-scale artwork is dotted around the city. One of the most famous one's being 'The Snog'. We want to incorporate his artwork into out photoshoot/ film as we feel he captures the essence of northern...

After watching the Northern Soul Film, we had captured some ideas based on the creativity of the film, art direction and aesthetic as well as the mood created throughout. The movie followed two friends, one helping the other discover the underground (at the time) Northern Soul Scene. As well as the widely popular exclusive Vinyl Shops, best DJ's and moves. The film focused heavily on drugs which came along with Northern Soul as it moved up North. The art direction of the film was very moody, cool tones and a vintage feel as it was inspired by the time Northern Soul was around in the 60's. The scenes were gloomy, dark and reflected the working class culture that naturally gravitated towards this scene. Clubs were still very working class focused and Northern Soul had been seen to grow in popularity as the movie went on. We were inspired by the shots and the atmosphere of the film to use in our film. The outfits reflected the time and it was interesting to see different sty...

Today we did a styling workshop with the help of Talia White. She introduced me to editing photos, photoshop and Bridge on Adobe. We had a 1 to 1 and this enhanced my knowledge on editing and aesthetic within my work.

Styling and Photoshoot Workshop Today we styled our partners using 10 garments we had brought into uni. We then did a photoshoot using the studio at the back of class and different places around the university. Talia White and Bex Griffin gave lectures on their background and expertise and then helped us along with the process. I was not confident with the camera at first but got the hang of it after a few practice shots.  Macy was first shot wearing a bucket hat, tube top and check pink trousers giving a festival/ streetwear style. We tried both in the studio using lighting covers of red's and blue and then again around the university campus. I was then shot in a corduroy pink suit which gave a 'Girls Boss' smart kind of vibe. This was paired with a mesh zebra top and zebra earrings along with vinyl boots. This looked best in the studio with the contrast of the pink and blue lighting along. Talia helped me edit the photos using apps such as Bridge and photoshop....

Shoot Categories On-Set Roles and Responsibilities Team Hierarchy Creative Direction Still Image Production Styling Workflow Tips & Advice Shoot Categories  -Methodology and Technique Fashion Shoot (Editorial, creative outcome, selling the magazine, interesting and innovative) Beauty (Hair and Makeup, minimal styling) Still Life (Products only, no stylist, set designer more important Portrait and Celebrity (Getting the models personality out) Commercial (Working with a client, a lot of prep) Location (The weather, a base, changing On set Roles and Responsibilities  Model/Talent Photographer Photo Assistant (Lighting/ Set-up) Digi Tech/ Digital Operator Stylist Styling Assistant Art Director/ Creative Director Client Set Designer (Props, Set Dressing) Set Design Assistant Movement Director Hair Stylist and Hair Assistant Makeup Artist Nail Technicians Seamstress Chaperone (Look after anyone under 18) Director DOP/ Director of Photography ...

Ideas for Film/Shoot -Working Class Focused -Pete McKee (Sheffield Based street art) -Working Mens Club -The Leadmill -Will you Marry me? Bridge -Vinyl Shops in Kelham Island -Fred Perry styling with Checks -Yorkshire Tea Need to think of a narrative? Whats the story

Our Brief for our Final Level 4 was given to us today. We are creating a video/film and photoshoot based on our perception of Northern Soul in Sheffield. This can be based on street style and a celebration of Sheffield Culture. -Groups of 2 -Finalised Photo with 4 items that represent our interpretation of Sheffield's Northern Soul -60 Second concept film -7 Moodboards -Creative Strategy Manual -Promotional Materials -Presentation Ideas on 'Northern Soul' -Music based -Mods -Madness -The Who/ The Kinks -Fred Perry -Mods Vs Rockers -60's/70's/80's -Oasis?? -Manchester Music Scene -Dance, RnB, Soul, Funk -Black American

Fashion Communication Lecture -Focuses on understanding how fashion can be communicated and promoted creatively through different visual media: -Graphic Design and Advertising -Visual Merchandising and Retails Space -Styling and Photography  -Events and Exhibitions -Catwalk Shows  Graphic Design and Advertising -Visual Communication and problem solving through a visual media e.g Typography, photography and illustration. This relates to a specific product, event or brand  -Promotional materials, posters invites, social media posts -Branding -Advertising Campaigns; billboards  -Emailers -Editorial Design; Look Books, Magazines  -Website -Videography Considerations: Brand and Aesthetic, Target Audience, Tone, colour, layout design, products to be advertised, Concept and Narrative, Technical Skills Visual Merchandising and Retail Space -In store experience; clothing, products, interaction -Existing Retail Space -Archit...

Today we went to Meadowhall to look into the fashion communication brands have. Meadowhall had a lot of displays, concessions and varieties of visual merchandising. One of the most interesting was the Ted Baker Store. The stores are tailored to the city they are located in. Since this was in Sheffield and it's a city of music, this was all around music, bands and local talent. The store had music notes, Records, instruments and it was set out in the way that music is recorded. The back of the store being the changing rooms had the feel of a recording studio. The store focused on local bands but associated it with the brans itself. It was inviting and felt relatable due to being in the city of Sheffield. Other stores were very spring orientated and focused around brighter colours and florals. We also looked at advertising on the way to meadowhall such as PrettyLittleThing trams and billboard advertising in and around the city.