Monday, 15 December 2014

Saville Row AW 14 brand shoot - Behind the Scenes

The clothes ready for the frame sequence order, note the art direction boards on shelf.

Shot 1, Georgina and Harry with red Morgan at entrance to Wrotham Park

Red Morgan, Harpers  of Kings Langley 

Shot 2 , Harry, Georgina, Katy and Phion

Fashion Film also being shot

Capturing a moment

Shot 3, at back of building using Palladian step

The team on standby

Shot 4 - evening wear using formal stair case that leads to the dinning room

Note the lights required 

Art direction/Production Schelay McCarter
Photographer - Sam Robinson with production team
record shots by Louise Hough Schelay's assitant 
Styling of clothes Saville Row - Chile

Saville Row brand shoot AW 2014 - Wrotham Park, Herts UK

Harry Rowley and Georgina Howard

Katy Whitely and Fionn 

Red Morgan, Harpers  of Kings Langley 

Saville Row brand shoot - UK
Photographer -  Sam Robinson
Art Director/ brand consultant - Schelay McCarter
Producer -  Schelay McCarter with Sam Robinson team
Senior Stylist - Andrea Spoerer and Saville Row team
Assistant Stylist - Louise Hough
Models - Models One and Select
Hair and Make - up - Julia B and Simon I
Location -  Wrotham Park Hertfordshire UK

Wednesday, 19 November 2014

Student Project - 'A Coat Affair'

A Coat Affair

An editorial narrative to promote winter coats for AW 2013 for Red Magazine.

I would like to share with you an Art Direction for Fashion student project achieved on my 10 week evening class at Central St Martins Granary Road London in 2013.

Working in a team of four Arwen, Emily, Gioia and Lara created a visual story of their planning process and production culminating in a well planned concept and ultimate photoshoot in Regents park using professional photographer Oihane Molinero and male Model Eiwind B Hansen and Natalie Felhan. Hair and make up was done by the team.

My advice was to focus on the bold colour aspect of the new seasons coat trend using a black canvas styling base so that a colour block aspect was created to show case the vibrant colours on offer across the fashion retail sector that Winter.

The photographer and models were found from posting on my Art Direction for Fashion facebook page, called Art direction for fashion CSM London. Entry is vetted so that only those passionate about image creation for fashion are able to join.

The girls were not sure the male model should have a beard ! 
I convinced them that this would lift the styling and give it a raw edge reflecting an emerging male style trend that was to become mainstream. 

This group of talented students proved that a proactive 'can do' attitude with a belief in themselves can make things happen. By going through this process and sharing the Art Director role from start to finish invaluable lessons about people management, time management, forward planning and the all important aspect of what it really feels like to make a vision reality.

© the team involved and photographer Oihane Molinero. Please credit. 2014 - 15