Uni this semester is extremely intense but its all good as we are now all off focusing on individual projects. Client Based Project 2 is a new brand – Jaggy Nettle launched in 2010. After a briefing from the Creative Director Jason Lee back in January we had to create a photoshoot around a theme aiming it at Dazed & Confused magazine . The brand is unique as they do not follow trends instead they are much more influenced by what is going on around them as it is not fast fashion. Not believing in seasons changes and their “Follow No One” marketing strategy.
As they don’t design around a theme it was slightly tricky coming up with a concept for the shoot and finding a starting point. So at the beginning of my research I went right back down into the brands core values and ethos picking out key aspects of the personality of products.
Key things which I came back to was quality skilled workforce as the garments are made in Scotland – creating jobs. I also linked it to a previous collection named “Made in Gray” that was influenced by the decline of Britain’s Industry. As Jaggy Nettle is a Scottish brand I looked at our industry. I chose fishing, as it is one of the last remaining industries remaining along with textiles.
The styling story was influenced by fishwife’s and mixed with influences of punk as they are two juxtaposing looks along with The Birds and sea weather elements. Location did prove slightly difficult, as I didn’t want it to be shot on a boat looking nautical or too obvious. Therefore the first through was a chip shop but after asking about most the chippys in Galashiels now think in mental. Plan B was a cliff like wall and would be layered when putting it into the editorial spread as this was the final outcome – the images would relate to the theme which I was following. Now on to working on the fashion film…
Concept/Photography/Styling – Fraser Moodie
Model – Nadia Ferguson
