Rhianna Matthews

Fashion Styling Level 5

FMS503

Digital Publishing

Research Development

Chosen Website:

Week 1 - Research on website content

Week 2 - Start planning and constructing website basics

Week 3 - Gather research and make mood boards for shoots Week 4 - Scout models, Hair and Make-up artists and arrange meetings

Week 5 - Pull all clothing and accessories needed for shoots Week 6 - Test hair and makeup and styling on models

Week 7 - Any alterations in clothing can be done here Week 8 - Shoot

Week 9 - Shoot and GiF production

Week 10 - Editing Photos and GiF

Week 11 - Adding photos to the website

Week 12 - Editing website ready to hand in

Production Schedule

Oki-ni established its reputation by working with leading brands

such as Adidas, Comme de Garçon and Levi’s to produce exclusive

collaborations. The brand also championed young, progressive designers and are always seeking to offer innovative products to knowledgeable fashion customers. As years have passed Oki-ni’s horizons have broadened but the ethos of

the brand has remained the same- namely, to discover and break the most inspiring brands and products available, while hosting them in

digital space that is rich, inspiring and innovative.

Oki-ni is an onlie fashion destination, showcasing the worlds leading luxury

brands alongside the brightest new designers.

Oki-ni holds over 110 brands sourced from all around the globe, none of which

come cheap.

The price range of the website ranges from £50 to a massive £1,800, so the

typical Oki-ni shopper would have to have a medium to high range of income.

The brand consists of contemporary menswear, trainers and accessories like no other, which is matched by exclusive content and

editorial.

The design aesthetic of the website is clean, spacious and almost futuristic. The site is very pleasing to look at with its full page editorial images, matched with clean clear typography and direct clicks away from specific trends to shop. Oki-ni’s target market is aimed at men aged 19-30 due to its mature yet playful.

Brand Analysis

I am going to be following the same structure and design of Oki-ni’s site with a few changes regarding my editorials. The sites layout including navigation bar, Search bar and full page images will remain the same, as well as the colour scheme, clear typography and urban feel to the site. The font will remain the same as Oki-ni’s website, which is make up of its own Logo font, Helvetica , and Lucida Grande. These fonts are used throughout the websites features and comments.

Regarding my images, one will be found as soon as you open the site on the front page, then the rest will be found by clicking the ‘EDITORIAL’ button at the top of the screen. Then all my editorial images and GIF(s) will be displayed. All these images will be thumbnail size but when individually clicked on it will open a new tab and appear as a full page image.

Website Homepage

Editorial Page ( My editorial images and Gif(s) will be found here

Site Design

Customer Profile

Men aged 19-30

Men who are swear of street wear fashion and the latest

trends

Men who are into their shoes and know which trainers are a hot topic

Men who have a

medium to high range

income

Men who are a bit more edgy and artsy, perhaps work in the creative industry or are photographers / musicians etc.

Individual Buyer Name - Loz Thomas Age- 20 Gender - Male Location - London Interests - Travelling, music, fashion aware, into photography and social media Area of Work - Tattoo Artist Spending habits - Wears high end street wear clothing, e.g. Supreme, Stussy, Bape, Comme de garçon Levi’s. This site is perfect for his style.

Men with a creative attitude and lifestyle

Oki-ni’s editorials are very highly fashion conscious and are always seasonally swear of whats hot in fashion .

I am planning on creating an Autumn/Winter 2016 trend inspired by different textures of waterproof, woollen and denim jackets, as well as hats, bags jumpers and trainers. I will also be doing a shoe editorial consisting of some high end trainers which are currently on trend.

As the target market are looking for fresh and innovative clothing, I will look around and pick the best pieces that i think will work best for the shoots.

Shoot Concept

Models

I am looking to shoot the rest of the images in modernist spacious areas within Amsterdam with textures such as grey concrete, brick walls and white slates/tiles. Possible locations in Amsterdam - Staircase, Empty car park, Bridge, Amsterdam Square, Urban street.

I am planning on shooting 2 my editorial on a trip to Amsterdam in the next few weeks. I have found a bridge which would be perfect for the vibe I am going for

(Image above) Here I will be shooting in black and white with a camouflage army coat, black jeans and a plain t-shirt with trainers. I may edit the coat so that is in

colour and leave the rest in black and white.

Amsterdam Bridge

Large spacious area

Location

Aesthetically pleasing staircase

Empty Car park

I am aiming to shoot on Location for my Editorials so I will be using natural lighting and shadows to give my images more story. It will be mid march when I shoot my editorials in Amsterdam so the weather should be sunny. I will take a on camera flash to help ass light to my images where need be.

Natural lighting and shadows on face

Light directly on face to reflect the faces natural contours

Shadows from clothing / background scenery

Lighting coming from one side shadowing half the face

Lighting

Poses/Facial Expression

Relaxed / Muted facial expression Not always looking directly into camera

Model will have a ‘Cool’ / ‘Not interested’ look to his poses, as if he is a normal person off the street being photographed.

Walking poses, so it seems more natural

Sitting on a bench/ bike to give a relaxed feel

Trend Report • Black puffa Supreme Jacket • Beige Hoodie • Trainers- Black Nike Flyknits/

Comme de Garçons Converse • Puffa Camouflage Jacket • Black ‘Only’ Rucksack

• Simple pendant necklace • Black and Blue ripped jeans • Black Tailored Trousers • Nike/Adidas logo socks • Grey distressed jumper

For my Gif(s) i will be doing a shoe Gif. I will experiment with props such as balls, tape and cardboard as well as playing round

with the laces to create shapes and movement.

I will be using on trend trainers so it is appealing to Oki-ni’s target market and would convince people to buy this shoe.

( Refer to my Blog for examples )

GIF