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.