Thursday, 9 May 13

marques’ almeida is an emerging east london based womenswear brand launched in 2009, headed by portuguese CSM graduates marta marques and paulo almeidatheir brand style is minimalisitc yet grungy, clean but equally raw, evoking a late 90’s/ early 00’s aesthetic very in tune with current attitudes and ideas towards fashionspecialising their talents in denim, dying, cutting and fraying techniques, the duo’s work is innovative and takes a fresh approach to former ideas

we felt that the slightly dirty, lived-in, effortless aesthetic with elements of deconstruction was something we could translate both visually and ideologically into an interesting and engaging piece of film that identifies the brand signifiers and displays these to the viewer- specifically marques’ almeida’s target audience

having seen the S/S 13 collection in the showrooms at LFW,so have seen and handled the clothes first hand, also having spoken to an intern for the brand have a slightly more developed understanding of how concept leads to construction

Thursday, 9 May 13

our concept for the fashion film developed mainly from the minimalist style of the brand and the past still photography and moving image promotional material released by marques’ almeida

inspired by the ‘video portrait’ works of artists like sam taylor wood, bill viola and john logue, where the sitter, or in our case model is filmed as if it were a still photograph, but is actually running film, where by tiny movements of the model, slight changes in lighting and sound are all picked up, effectively describing the literal atmosphere around the shot, whilst still retaining many visual connotations associated with still portrait photography

the effect gained by this style is one of intensity and emphasis drawing the viewers eye to elements of the image that were they just a photograph could go unnoticed, due to the subtle understated constructive details in the clothing and the intricate simplicity which stands as the brands most defining feature

often the process of slowing the natural movement of an object/ person down, or eradicating movement entirely amplifies it’s effectivity as a communicative tool rather than having clothes just on a hanger, and having them dressed on a human being further enhance this as to the viewer seeing a typically animated figure, out of the context of intended movement creates a curiosity with the viewer

Thursday, 9 May 13

some inspiring visuals

considering the attitude of the attractive non-fashion, normal girl as a basis for the mood. not inspired by current trends and reworking basic items and materials

following a youth code of jeans and loose denim, creating something somewhere between wearable, but cool and creative .

'We are inspired by personalities; it’s the basic idea of designing based on a mood. 'We like to think, ‘We’ve got this really moody girl, what would she wear, what is she doing.’

Thursday, 9 May 13

Thursday, 9 May 13

shoot planning//

//pre shoot//make and or customise clothing in the style of marques’ almeida + plan looks

// test hair + makeup, lighting, set

//book model

//book camera

//make inspiration boards

//shoot//arrive at studio, arrange set+ set up lighting, camera, set up hair + makeup, layout looks, test all

//lay out inspiration boards, brief lighting+ hair+ makeup

//model arrives for hair + make up, dress model

//start shooting

//change look

//continue shooting

//break

//change look

//continue shooting

//wrap

//post shoot//upload footage

//begin editing process

//wrap shoot

Thursday, 9 May 13

Thursday, 9 May 13

call sheet

project// marques’ almeida shoot

date// tbc

start time// 10am

end time// 5pm approx

location// rose lipman library 43 de beauvior rd N1 5SQ nearest station// haggerston overground

contacts// clarissa bowman warren leech

team// styling// clarissa bowman + warren leech hair and makeup// dean woodvine lighting// balint barna model(s)// tbc

garments// sourced in style of the designer

Thursday, 9 May 13