Over the course of the past two moths, my University assignment has been live industry practice.
To explain further, we received a wonderful opportunity to take part in assisting an upcoming brand of our choice with areas they could improve upon, such as: look book content, social media direction, logo designs, etc.

My group and I chose an upcoming menswear fashion brand called ‘Crowther Plant’ who are based in Margate, Kent.
Their overall aesthetic is mainly an indigo, grey and white colour palette, however their most important aspect is sustainability and environmentally friendly materials their products are made up from.

Although, the brand are based in Margate, my group enhanced as Southend On Sea, Essex to be a stronger location.
This is due to a similarity to Margate, for example: a theme park, cafes, obviously a beach and street art.
Except overall we felt Southend emphasized on our proposed visual elements, henceforth there were more colours and objects we could experiment with.

So we spent a cold day by the East coast photographing and filming our final outcome for the brand.
Our footage was a short fashion film to be displayed in the background of the main website based upon a teenagers dream, where the first setting is a young lad drifting off to sleep in a cafe, next he is filmed running around Adventure Island, eating outside cafes, admiring local art, etc. generally having fun with his friends.
The video finalizes with him back in the first cafe waking up, as he realizes the whole scenario played in his mind.

Along with this, our look book is made up of similar perspectives in terms of colour and locations, except we were aiming to assert still life based resources and materials.
We intend to keep our target audience engaged by making our final context short, sweet and snappy but long enough to keep the viewers interested in our objectives.
Finally, we wanted to create a stronger art direction ability, because looking back at Crowther Plant’s previous look books this is an area in which they lacked detail and potential  artistic diversity.

Photography by me
Art Direction by Maria Hanninen