research

1. Research- Primary and
Secondary
By Fintan Sedgwick

2. Existing products
(Marketplace)

3. This is a piece of work which has really
inspired me in the short time which I
have known about this because it is
similar to the design which I will be going
down because I want to make something
which I enjoy, one thing about this book
stands out would have to be the
simplicity around it because there is very
minimal look to it, the simplicity makes it
seem more of a home made book
because it doesn’t have the classic layout
of a normal photography book, also as
well as being a fashion photography it
involves graphics design and fashion
design which I want to have a similar
design as I am going to hopefully feature
home made clothing throughout my
booklet/leaflet as I want to show of my
work in a way which can be seen as more
genuine and not a professional piece of
work. Also it has been made to look like
a work in progress which is very strange,
but it is appealing to people.
When it comes to copy work for
this piece of work there is a lot
more which I am hoping for
because he has pretty much
unloaded his entire idea and
production to come up with his
entire collection as there are pages
and pages of text talking about the
reasoning behind certain choices
which I am not going to do to the
same detail because I may include
some things which I didn’t think
highly of, but mine is going to be
mainly photography. As well in this
book there is a lot of repetition
because he sais a lot of the same
things over again because there
isn't much else to say after he had
talked about the first production
on the first shoe. As well as the
production there is a lot of BTS
shots which shows his mentality
when it came to certain things.
This book has a very strange layout in
comparison to normal book as there is a
splash of everything in all different places,
which is really interesting as because it is
free he will not attain any money from this.

4. Sections of this piece of work which I hope to utilize in my own piece of
work would have to be the type of font which has been used because it
is very bold which makes it stand out, the name of the font is Off-White
but a font which is very similar to this would have to be “Helvetica”
which is a very plain font. The black text in this book stands out
because it shows power which is the theme which he is trying to go for,
I think that I will try and use this in mine because I want to show
strength in my own work. Even though I want to go with a similar font I
will try and get a different one because I don’t want to copy them, by
choosing a different font I can chose how I present my work to my
audience. One thing which Off-White have done which makes them
iconic would have to be there Font because it is well known throughout
the fashion industry and also anywhere on social media, which
hopefully will happen with my work which I am going to make for my
FMP. As well as the font another thing which Virgil has done which I will
try and work into my own piece of work would have to be the style of
colours which have been used throughout his work because he uses a
lot of black and white because they both have very different
connotations being for black, authority and elegance which he strives
for where as white symbolizes innocence and purity, to me these are
the two main colours which I am hopefully going to use in my work and
also I will try and include other colours which are bright and vibrant
which are seen in the “Textbook” because he only uses colours which
are seen in the photos.

5. This magazine is shot by Arnaldo
Anaya-Lucca, this magazine is very
different from the previous one as
each of the shots are staged and
have a very strong theme being black
and white which is his style of
photography, by making it black and
white you don’t have to bother
about touching up there appearance.
Also by going with black and white it
gives you the appearance of power
which would work alongside the
outlander style clothing which they
are wearing and also black and white
connotes innocence which is quite
the polar opposite in this case for the
appearance of the models. Also with
the photoshoot you can see that
they have been given a large budget
as they have use a lot of different
locations in comparison to the
“textbook” which was in the same
area with a small budget as it is
homemade.
Some thing about this magazine which I
really like would have to be the layout
as it is very simplistic and minimalistic
because they have a few photos per
page with a short little paragraph going
into detail about shot and the brand,
which will be something which I will try
and doing similar because I don’t want
to clutter the page with loads of text.
When it comes to the layout you can
see that the page which has two
photos on link together and the other
page doesn’t link with it, also in my
opinion it doesn’t look very
professional at first because to me it
looks like a portfolio of work because
the pages don’t have titles on them so
you don’t know what they are
portraying you. Nearly every page in
this magazine is layed out in the same
way because they have a huge image
on one page and two images on the
other side which is nice because they
have stuck with the same layout.
For the modelling section of this work,
they have chosen to have people which
are seen as the ideal looking person which
they know are going to appeal to the
opposite gender, which I am not going to
be able to get.

6. When it comes to this magazine there are not many things which I want to utilize
in my own piece of work, the only thing which stands out to me which I think looks
excellent would have to be the text in the bottom left of each image because it is
just a short message talking about the image, which is something that I could use
when it comes to my work as instead of having huge articles of text talking about
what is in the image. The reason I think that this is the only interesting section of
this magazine would have to be that there Is nothing which stands out about this
because all there is photography are nothing to touch on which I could use in my
work. I think that this is the only part of my research which I thought didn’t work
well as I haven't taken anything from this which could help me when it comes to
making both my photography and also my magazine/portfolio. When it comes to
my Final piece I will try and strive away from this genre of work because it is very
minimalist and I will try and include techniques from many different sources.
Something which I think that works well for this magazine even though I dislike it
would have to be quality of the photos as they are absolutely amazing as there is
nothing wrong with them.
There are many different styles of photography in this magazine varying from
close up to long shot and black white which by changing up the styles every so
often it gives the audience a variety of work which is done by Arnaldo Anaya-
Lucca.

7. For the final book/magazine I have gone with this Vogue book which goes over every single
cover they have ever released over their 125 years in the business, this one stands out to
me in comparison to the other two because there hasn’t been much effort putting them
into the book but you can see each different era and what was fashionable which gives
people a really good insight into the fashion industry, there are sections of this book which
really intrigue me the main one being the image on the left because it has a blown up image
of a certain year maybe showing a milestone. This layout is very similar to “We shot the
sheriffs” magazine as they have chosen a individual image to fill one page and then have a
few small images. One thing about this book which I dislike would have to be that there is
no change in the photos because every single image is the same as they go down the same
route, bright colours ,attractive people and joy. These are few of things which are identically
to each because throughout the book they have no black and white images, strong and
powerful photos and they are pretty much women which I think they would benefit from
spicing it up. Besides these things that I dislike one thing which I really appreciate would be
the crystal clear quality of the photos which is something I will try and take from this. When
it comes to some of my ideas I don’t think that I will make my work similar to this because I
am not wanting to have a book full of old images and not text around them talking about
when they where made and who made it. When it comes to the colour schemes of this
book as you can tell it is very vibrant because it connotes glowing with light which shows of
their main appeal that would be makeup, also it appeals to their audience who are of the
younger generation as it shows a unrealistic portrayal of peoples appearance. This piece of
work has been highly rated by companies such as Barnes and Goodreads, the reason I think
that it has been praised so highly would have to be that it is a piece of history as it goes back
to first ever Vogue release and it helps people who are in the fashion photography industry
or are up and coming photographers, Although it has been taken very well by the audience
some people are disappointed in the product in the quality of when it arrives in person.

8. In comparison to the other two magazines this piece of work is a lot different in the way it is
presented to the audience, as the first thing which you are drawn to would be the huge bold
text which says ”VOGUE” in a font which Is known throughout the entire fashion industry as this
is the number 1 fashion/make-up magazine. For the front cover one thing which I really like
would be the large amount of open space so that you get to see the entire image which is what
they are trying to show you, as by having a large open area it makes you focus into certain
things. Very few of the front covers for VOGUE have little free space because the space which is
free is usually the face of the model so that you can see them into their entirety and what
people have done to them, e.g. make-up and clothing. Another technique which I could use to
my advantage would be the colour schemes which they have used as with each and every front
cover the colours are completely different from each other for example with the cover with the
model Ashely Graham in the cover the main colour is white which you can see a lot as there is
white in both the fonts the clothing and background, the only colour which is different would be
her hair, by choosing white as a main colour it connotes innocence and safety which is what
they portraying to their audience. In comparison another cover which is different would be the
cover with Crystal Renn which you can see is the complete parallel to the cover before as the
colour scheme is really out there with blue and orange which both have connotations of
something joyful and bright. The reason I will try and use this in my product would be because I
want to portray different meanings behind the colours as by doing this I can get my message
across not just by text. Also something which I wont try and do in my work which they do would
be touch up the photos as I feel like this gives the audience a false sense of reality, and it is
unrealistic, by choosing not to do with I will capture the models natural look. Overall this piece
of work is very nice whether it is the colours or the layout as it sets it apart from any other
fashion magazine which I have seen during my research.

9. When it comes to fashion Photography these are two pieces which really appeal to me because I
want to make my photography style similar to this because I want a natural look to my photos. In
these photos they have gone with a neutral angle because although they made the model look
down on them which shows dominance, but it is slightly tilted upwards so that they are neutral to
the audience. Both of these images are really similar to each other in both the fact they are a mix
between close-up and mid-shot because they are waist upwards which gives the audience a feeling
of the models emotions and makes it their faces clearer. But one thing which they have different
from each other would be that the second image is looking directly into the camera lense which
allows the audience to fell comfortable with the character unlike in the first photo where he is
looking away from the camera which somewhat makes the audience fell small in comparison to the
model. Out of these two I prefer the one at the bottom because the colours all work well with each
other and is full a lot of white which shows innocence and purity and then the green coming
through shows nature and is seen as the colour of life, in comparison the first image has colours
which don’t contrast each other such as green and pink.
When it comes to this style of photography which is street the best thing for me to do would be to
make it not-staged so let the model do what they want so it looks realistic because from what I
have seen these are the best type of photos, one in particular which I found would be by Ben
Cunningham who had a photo which looks like it is completely staged but it isn’t which sets him
apart from other photographers as was different.

10. • This is the only part of my research so far which Is based around photography so the
production techniques are very different from my previous research, one thing which I
will take away from this piece of work would have to be the lighting which they have
managed to capture as it is very difficult to correctly angle your model so the light hits
them correctly, also with their shooting they have used natural lighting instead of using
fake lighting which gives you a brighter look on a specific side of the model, by wanting
to use natural lighting it will be more difficult on myself as I will have to shoot during the
“golden hour” which is a period of time which is either after sunrise or before sunset as
the sun is high in the sky and brighter, or I could shoot in the ”blue hour” which is before
sunrise or after sunset which is the complete opposite. Something else which intrigues
me about this piece of work would be the composition of the whole piece as It has been
set up to get the right proportions whether it is the plants on the sky, the way in which
this is done would be by taken hundreds of photos and cutting them down to 3-5 photos
and then picking the one which stands out the most. I will try and use this technique in
my work because I want to make sure that I get the right image by using other peoples
opinions on which one works the best for what I am trying to sell. These are the type of
photos which I am going to take because at the same time as looking professional and
staged it also looks quite natural, and also if I try and make mine look as natural as
possible it will give the audience a feeling of neutrality because it will show them that
they are realistic and not staged.

11. Summary
• In summary when it comes to the different styles of fashion photography magazines one of them which I
will take forward into the style of magazine would be the ”VOGUE: The Covers” as it stands out from the
crowd.

12. Audience Research

13. The reason which I decided to add this question into my Survey
would be because it gives me an insight on what my audience
feels of about certain clothing styles, but just because it can
show what someone likes or is into, I am going to make sure that
in my FMP I have a mix of clothing from many different styles
and people. Because my changing the style from the normal I
will be able to open up to a larger audience which is the key
thing which every one wants. One thing which stood out about
these answers would have to be that they mentioned the
persons age which I kind of expected because the older
generation has a very different clothing style to the younger
generation which you could easily pick out but as said in the first
answer if the younger person wears an article of clothing which
is more commonly seen on older people it doesn't allow you to
guess their age as they are wearing something which they are
attracted to aesthetically. Another answer which I liked would
have to be the last one which mentioned spending habits which
none of the others picked up because depending on their age or
their financial stability they will have different clothing styles as
some people who are wealthier are more prone to buying
articles of clothing which are of a higher value and statues where
as someone who isn’t as wealthy will buy something of lesser
value but to a similar quality as they pretty much the same.
Another answer which no one else came across would
have be the third answer as it mentioned people
following trends and what kind of groups people are in
for example, if someone to wear joggers they may be
categorized in a slightly chavy group as joggers are more
commonly worn by this group, which I don’t think will
happen in mine because it doesn’t matter what someone
wears if they like it they shouldn't be judged for it.

14. The reason I decided to introduce this question would be
because I wanted to know in which order they would want
to see that clothing style in because I think I should get by
best pieces of work first and the things they like because if
I leave it until the end they will lose attention. With the
outcome of the poll I kind of knew which one was going to
come last as I asked a fairly young audience because that
is who I am surrounded by so the reason it is last would be
because it is a clothing which isn’t commonly chosen by
people of a younger generation as it doesn’t fit with what
they are used to wearing or what they are wearing at the
moment, also I was kind of shook by the answer for first
place because I would have expected casual to come out
on top due to the shear amount of clothing articles which
come under this category but I think it came down to the
people who I asked because I asked people who I knew
wore more street wear than casual wear so although it
don’t mind their final answer I think that I should have
asked a wider audience so that I got a more even answer
but I think I didn’t send it out to enough people as I think
that if I where to send it to the older generation or middle
age the answers would be massively different as it would
have been something which they where brought up
wearing.
The order which I will be putting the clothing in will be as
followed-
1- Street
2- Casual
3 – Vintage
This may change in the future if I wish to change one of the
following styles of clothing, probably vintage.

16. Bibliography
• Dodie Kazanjian (2017). Vogue: The covers. USA: Harry N. Abrams. p1-p304
• Arnaldo Anaya-Lucca (2018). THE RAKE / WE SHOT THE SHERIFFS. America: THE RAKE. p1-p11.
• https://content.nike.com/content/dam/one-nike/en_us/season-2018-su/NikeLab/TEN/TEXTBOOK.pdf