Second Tutorial

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After discussing the new themes I have proposed for the campaign my tutor has advised me to develop the Grecian goddess theme, to make it more believable and create an otherworldly and ethereal mood. I found this advice helpful. To develop my mood board and the theme I have focussed on the Grecian goddess Aphrodite. Aphrodite was the Greek goddess of love, beauty, pleasure and procreation. The first three listed are all attributes that fit in with Victoria’s Secret, as this is something the brand portrays throughout their imagery. In historic imagery Aphrodite is featured rising from the sea, from which she was born in, surrounded by the winged Eros (Aphrodite’s son). To create the ethereal presence of Aphrodite in the mood board I used pictures that created the idea of a women rising above from the water, like Aphrodite did. To gain more of an understanding I looked at other editorial interpretations of Aphrodite and focused on Vogue’s editorial, Mighty Aphrodite, which featured Kate Moss. To show direction in terms of colour and make up design I used images that displayed gold and copper tones in the makeup. I also placed the two Greek figures that are pictured in the historical image of Aphrodite around the main image of Kate Moss as Aphrodite to combine both historical and editorial elements to this concept. This revised mood board is featured below.

First Tutorial and the development of new themes

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After discussing my project and ideas for various themes with my tutor, it was suggested that as I am creating an advertising campaign for Victoria’s Secret 2014 makeup collection, that I propose new themes that will coincide with the three main themes, very sexy, dream angels and VS pro. I agree with this view to create new themes for the campaign, as this will ensure that the campaign I create is current and will suggest new trends and colour pallets rather than use ones that have already passed.  

However, my concern for this is, that whilst I want to create new themes that relate to emerging trends in fashion and makeup I have to ensure that I stick to the Victoria’s Secret brand image. As beauty looks and images featured throughout their campaigns are commercial, focussing on beauty looks that empathise a smoky eye or a statement lip, which will appeal to a wide audience. To ensure I keep with the brand image whilst proposing new themes I will create beauty looks focus on the eyes or a statement lip that use the colours in the proposed themes. Whilst, also offering something different and slightly more creative to differentiate this Victoria’ Secret campaign from past advertising for Victoria’s Secret makeup.

To gain an understanding of the upcoming trends for 2014, I looked at various colour analysis reports and trend packages on WGSN. The concept of folklore, spiritual and religious icons combined with contemporary outlook became apparent. The images below are from the WGSN trend reports and show how ancient patterns, symbols and even textures such as delicate embroidery are incorporated in upcoming designs for clothing, shoes and accessories. 

WGSN Modern Myth trend package 

  After gathering and evaluating this information, thinking of ways I can take elements of this idea and combine it with the Victoria’s Secret brand to create a theme, I came up with the idea of goddesses from both Hindu and Greek culture. I chose the idea of goddesses because it is in line with the evolving trend of folklore and religious and spiritual idols as a main influence in fashion and beauty. I also chose this concept as a theme because; the supermodels that make up the Victoria’s Secret brand are referred to as the angels. They are portrayed throughout the campaigns and catwalk shows as ethereal women that other women aspire to and idolise, it is all part of the Victoria’s Secret brand appeal. So, the concept of goddesses fits in perfectly with this portrayal of the models, elevating them and comparing them to goddess like status. As this is an advertising campaign for makeup, it will appeal to consumers, as they will want to purchase the makeup to achieve this ethereal and goddess like look. Below shows the mood boards that I have constructed for both the Hindu and Grecian goddess.(Top - Grecian Goddess. Bottom - Hindu Goddess)                                                                          

                                           

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For a third theme I have taken inspiration from a colour analysis package called, Out of the Blue. This package focuses on the optimistic effect of the colour blue. Whilst the sky is filled with gaseous greys, the silver and radiant bright colours are a delight against the inky blue background of outer space. This colour package portrays surreal images from a range of colours that stem from the blue spectrum, which are shown below. WGSN Out of the Blue trend package

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This colour package gave me the idea to create a theme that focuses on the galaxy and the surreal wonderland that images from outer space offer us. The wide spectrum of colours ranging from blues and purples to yellows and greens offers up a beautiful and complimentary colour pallet for make up. Whilst the different textures and effects such as the gritty texture of condensed glitter against a smooth glossy shine across the face will enable me to experiment with makeup and create a wearable beauty look. This theme also fits into the Victoria’s Secret brand, as Victoria’s Secret is all about transporting their consumers into a fantasy world and the combination of blended dream colours shown in this theme will contribute to this element. The mood board I created for this theme is shown below.

 

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By researching new and upcoming trends and developing the new themes and mood boards it has given me an initial direction for my colour trend package. I now have a starting point with the trend package and will include bright colours such as turquoise and pink, a wide range of blues and purples and gold and metallic shades.

 

The Starting Point

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For this project I have decided that there will be three main themes that will determine the style of the makeup.  To keep with the brand image, these themes will reflect the existing style and lingerie lines that Victoria’s Secret already have. The first theme is dream angels, this will reflect a feminine and romantic mood based around soft pastel colours and delicate lace and floral patterns. The second theme is Very Sexy; this theme portrays a darker and more seductive mood and will be based around a colour palate of darker hues such as red, purple and blue. This theme is all about feeling sexy and sultry through the use of colours and cosmetics. The third theme is based upon Victoria’s Secret VS Pro makeup range. This range consists of foundations, primers, powders and highlighters. This theme aims to portray the backstage element of a Victoria’s Secret fashion show and will focus on the flawless base.                                                                 

 Very Sexy Theme

Dream Angels Theme

VS Pro Theme

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Whilst these themes will be sufficient in creating commercial beauty looks for in store advertising boards, they do not offer enough range to create multiple looks for a look book. These themes also do not allow me to explore and experiment enough creatively with makeup and therefore limit the range of looks that I am able to create. To solve this I have researched various themes featured in the Victoria’s Secret fashion show and created mood boards for them, which are pictured below. I plan to incorporate these themes into looks throughout my look book by using props such as flowers for angels in bloom and angel wings and feathers for dangerous liaisons. As well as experimenting with more extreme make up to portray circus performers such as the harlequin clown for the circus theme. By researching into these themes it has broadened my ideas to express my creativity through hair makeup and styling throughout the project, whilst still keeping with the brand image. 

 

 Angels in Bloom theme

 Silver Screen Angels theme

Circus theme

Dangerous Liaisons theme

Final Major Project

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For my final major project I propose to create a new colour palate and advertising campaign for the Victoria’s Secret 2014 annual makeup collection. This project will consist of a small trend package to determine the colour palate for the 2014 collection. It will also produce three in store advertising boards, a look book that will showcase the beauty looks and colour palates, a leaflet that would be handed out in store as promotional material to advertise the range and a mock up of a billboard that would be featured throughout London.

This journal will document my reflections and research throughout the production of this project until I reach the final outcome.