Givenchy S/S16: My Final Images

I chose to present some of my favourite final catwalk, editorial and advertising images in the style of a magazine, as they would be seen if produced by my brand, Givenchy. 

I really love the way my editorial images look when laid out like a story as being able to see the make up in a variety of different lights and from different angles is really beneficial. I used some of my research to write a short trend feature to accompany my catwalk looks and experimented with the placement of one of my advertisements to the left. I really like this style of displaying my work and am mostly happy with the final outcome of this project. 

Bibliography

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Citations, Quotes & Annotations

Articles à propos de Nicolas Degennes sur bioutibox.be (2011) Available at: https://bioutibox.wordpress.com/tag/nicolas-degennes/ (Accessed: 18 February 2016).

(Articles à propos de Nicolas Degennes sur bioutibox.be, 2011)

Bridget, Scott, E. and Dingle, C. (2015) Stunning spring/summer 2016 beauty trends. Available at: http://www.cosmopolitan.co.uk/beauty-hair/beauty-trends/g4142/spring-summer-2016-hair-makeup-trends/ (Accessed: 6 February 2016).

(Bridget, Scott, and Dingle, 2015)

CHANEL (2011) Coco Mademoiselle: The film - CHANEL. Available at: https://www.youtube.com/watch?v=aRV-2_Un-kk (Accessed: 4 February 2016).

(CHANEL, 2011)

Charlotte Tilbury (2013) A/W13 backstage look for Tom Ford | Charlotte Tilbury | make-up Tutorial. Available at: https://www.youtube.com/watch?v=AQ4iZOiXCUQ&index=5&list=PL77HPVuLupFd1KseCm9D_kTbDi8fB6VrZ (Accessed: 10 February 2016).

(Charlotte Tilbury, 2013)

CoF, T. (2013) Mariacarla Boscono for Givenchy makeup collection ad campaign. Available at: http://thecitizensoffashion.com/2013/06/01/mariacarla-boscono-for-givenchy-makeup-collection-ad-campaign/ (Accessed: 18 February 2016).

(CoF, 2013)

GIVENCHY (2015) Givenchy spring summer 2016 advertising campaign - director’s cut. Available at: https://www.youtube.com/watch?v=peJGgVDuI60 (Accessed: 17 February 2016).

(GIVENCHY, 2015)

Givenchy 2015 fall / winter ad campaign with Candice Swanepoel(2015) Available at: http://www.fashiongonerogue.com/givenchy-fall-winter-2015-ad-campaign/ (Accessed: 17 February 2016).

(Givenchy 2015 fall / winter ad campaign with Candice Swanepoel, 2015)

Givenchy autumn/winter 2010 ad campaign (no date) Available at: http://www.creativeboysclub.com/givenchy-autumnwinter-2010-ad-campaign (Accessed: 18 February 2016).

(Givenchy autumn/winter 2010 ad campaign, no date)

Givenchy F/W 08 (Givenchy) (no date) Available at: http://models.com/work/givenchy-fw-08 (Accessed: 17 February 2016).

(Givenchy F/W 08 (Givenchy), no date)

Givenchy haute couture, f/w 2011 (2011) Available at: http://indulgy.com/post/lSC14qIRC1/givenchy-haute-couture-fw#/do/from/74137403309 (Accessed: 17 February 2016).

(Givenchy haute couture, f/w 2011, 2011)

Givenchy spring 2016 ready-to-wear fashion show details (no date) Available at: https://uk.pinterest.com/pin/323907398178634627/ (Accessed: 17 February 2016).

(Givenchy spring 2016 ready-to-wear fashion show details, no date)

Horton, H. and Dazed (2015) Why Donatella Versace’s campaign for Givenchy is a big deal. Available at: http://www.dazeddigital.com/fashion/article/25234/1/why-donatella-versace-s-campaign-for-givenchy-is-a-big-deal (Accessed: 17 February 2016).

(Horton and Dazed, 2015)

Hybrid beauty: Of jewelled faces and masks (2016) Available at: http://www.webelieveinbeauty.com/belleza-wwbb/cat-belleza/981-hybrid-beauty-of-jewelled-faces-and-masks.html (Accessed: 18 February 2016).

(Hybrid beauty: Of jewelled faces and masks, 2016)

Jacquelyn Jablonski for Givenchy beauty fall 2011 campaign (2011) Available at: http://www.fashiongonerogue.com/jacquelyn-jablonski-givenchy-beauty-fall-2011-campaign/ (Accessed: 18 February 2016).

(Jacquelyn Jablonski for Givenchy beauty fall 2011 campaign, 2011)

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(Kan and Staff, 2009)

Kula, M. (2006) HOW-TO: NYFW SS16 HERVÉ LÉGER X ORLANDO PITA BRAIDED CROWN PONY. Available at: http://maneaddicts.com/2015/09/14/orlando-pita-braided-crown-pony/ (Accessed: 5 March 2016).

(Kula, 2006)

Makeup artist Pat McGrath on the story behind Givenchy’s extraordinary face masks (2015) Available at: http://www.vogue.com/13334646/givenchy-spring-2016-face-masks-beauty-pat-mcgrath-backstage-models/ (Accessed: 18 February 2016).

(Makeup artist Pat McGrath on the story behind Givenchy’s extraordinary face masks, 2015)

Mark (2011) TOM FORD brand. Available at: http://www.fashionintime.org/tom-ford-brand/ (Accessed: 12 February 2016).

(Mark, 2011)

Matte red lips (2016) Available at: http://www.glamourmagazine.co.uk/beauty/beauty-features/2016/1/ss16-beauty-and-makeup-looks-catwalk-trends/viewgallery/1469101 (Accessed: 9 February 2016).

(Matte red lips, 2016)

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(Monsieur-j, no date)

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(Nicolas Degennes: Beauty interviews, 2014)

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(Our brands, no date)

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(Posts about Givenchy on picture me sweet, 2013)

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(Scott, 2015)

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(Senft, 2011)

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(Tavia, 2016)

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(The 9 top beauty trends of the spring 2016 shows, 2015)

TOM FORD (2015) TOM FORD WOMENSWEAR SS16. Available at: https://www.youtube.com/watch?v=JiSQHJ_a5Z0 (Accessed: 10 February 2016).

(TOM FORD, 2015)

TOM FORD (2016) TOM FORD RUNWAY COLOR SS16. Available at: https://www.youtube.com/watch?v=ZkGUPdrykA0 (Accessed: 15 February 2016).

(TOM FORD, 2016)

Tom Ford beauty SS16 runway collection for spring 2016 (2016) Available at: http://www.temptalia.com/tom-ford-beauty-ss16-runway-collection-for-spring-2016 (Accessed: 15 February 2016).

(Tom Ford beauty SS16 runway collection for spring 2016, 2016)

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(Young and Director, 2015)

YSL savage escape summer 2016 collection (2015) 21 December. Available at: http://www.fashionisers.com/perfumes-makeup/givenchy-la-revelation-2016-makeup/ (Accessed: 18 February 2016).

(YSL savage escape summer 2016 collection, 2015)

(No Date) Available at: http://41.media.tumblr.com/68ee0a34061ed964ecb6c5065602a034/tumblr_nup7ud4EZl1qzei6po1_1280.jpg (Accessed: 4 February 2016).

([CSL STYLE ERROR: reference with no printed form.])

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([CSL STYLE ERROR: reference with no printed form.])

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([CSL STYLE ERROR: reference with no printed form.])

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([CSL STYLE ERROR: reference with no printed form.])

(No Date) Available at: https://uk.pinterest.com/pin/502995852113091118/ (Accessed: 17 February 2016).

([CSL STYLE ERROR: reference with no printed form.])

(No Date) Available at: http://fashionista.com/2014/01/givenchy-spring-2014-ad-campaign-erykah-badu (Accessed: 18 February 2016).

([CSL STYLE ERROR: reference with no printed form.])

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Citations, Quotes & Annotations

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Top beauty fashion photographers-celebrity editorials vogue advertising professional commercial: Stylist magazine complexion beauty editorial with Gucci Westman makeup artist, Marcelina Sowa model (no date) Available at: http://jamienelsonphoto.blogspot.co.uk/2015/08/stylist-magazine-complexion-beauty.html?view=timeslide (Accessed: 15 April 2016).

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Элит-Галанд (no date) Givenchy la revelation Originelle spring 2016 collection. Available at: http://elit-galand.ru/kosmetika-vesennie-kollekcii-2016?view=194626803 (Accessed: 24 April 2016).

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(No Date) Available at: http://lookbook.nu/lilianamatthaeus (Accessed: 18 March 2016a).

([CSL STYLE ERROR: reference with no printed form.])

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([CSL STYLE ERROR: reference with no printed form.])

Project Evaluation

I have really enjoyed completing this project and although it has been challenging I feel I have learned a lot. After receiving the brief I initially struggled to come up with a concept and found it difficult to create six designs that all reflected the Givenchy brand, Spring/Summer 2016 trends and linked in some way to each other. However on reflection, I feel this was a positive thing as it pushed me to do more research than I usually would for a project in order to create an overall concept in my head. As make up for fashion is of the most interest to me, I found the research for this project enjoyable. It encouraged me to pay more attention to what the current trends are and how they reflect trends of the past which as a make up artist is crucial. I found my designs influenced each other and that the link between them formed naturally through me drawing inspiration from similar trends and sources. Technically, it was very challenging to produce six different looks and consider all elements of the image as apart from models I didn't collaborate with any stylists or photographers on this project. I do see this as beneficial in some ways as I knew I wanted to do the styling for this project myself and with every shoot I do, I feel slightly more confident in my photography skills which is something that will benefit me in my third year. I am happy with my choices for models and they ended up being a mixture of friends that happened to have the look I was going for and models that I found online. I had to overcome some issues such as loosing the images from an entire shoot due to my memory card corrupting and also my realisation about a month in to the term that I wasn't happy with my choice of brand and starting my research from scratch. However overcoming these problems has had positive results as my shoot was better the second time around and I wouldn't have been nearly as motivated for this project if I had pushed on with the brand I originally chose.

Out of the catwalk, editorial and advertisement looks I created, I am happiest with my catwalk designs. This is partially because I loved the make up from Givenchy's S/S16 show so it was easy to draw inspiration from and partially because I used models I was comfortable directing and who were comfortable around each other. However if I was to do the shoot again, I would make sure to take a 'backstage' style image of my second look as I ended up liking this more than the studio setting and would have liked my images to have been taken in the same surroundings. Unfortunately, when looking back at the images from my second look, I have realised that the quality is not as good as I would like. When getting my equipment out at the hatch they had run out of Canon 550Ds and I was given another camera which I was told was as good. Even though adjusted the settings as I usually would, the images are quite poor quality which is very disappointing and will teach me to ensure I'm getting the correct equipment every time in future.

I am pleased with the finish and design of the make up for my editorial shoot and from looking at Givenchy's previous editorials I do think it fits the brand, however wish I had taken more inspiration from Givenchy's Fashion Ad campaigns which are of large groups or people, shot outside as I think this would have pushed me creatively and brought diversity to my looks. I wanted to shoot my editorials full length but struggled within the small studio space I had booked. I do wish that I has been able to do this as I did a lot of research focusing on lace, that I don't feel the lace and general styling of the image were as noticeable as I had hoped due to having to shoot much closer in.

I do like the end result of my daytime advertising shoot as it looks how I had imagined but next time would apply the make up slightly heavier as although it is a natural, Spring inspired look I think certain elements of the design like the eyeshadow and blush could have come off stronger. My evening advertising campaign is the one I am least satisfied with and I did have plans to re shoot, but unfortunately my model dropped out last minute and I was unable to find anyone else in time. I think I could have chosen a product that fitted better with the rest of my five looks and more Spring inspired. I also didn't realise when shooting that I should have left more room for my products at the bottom of the page as I feel the end result is a little squashed and I ended up having to make my evening look a double page spread. Overall I am pleased with this project, the things I found challenging ended up benefitting my final outcome and I have learned to push myself from the beginning and balance my time productively.

Brand Evaluation

Since it was established in 1952, the Givenchy brand has evolved and been under the influence of some of the worlds most celebrated designers. When the brand began Givenchy's vision was that of light separates collection featuring floor length skirts and light blouses, including one named after model of the moment Bettina Graziani. In 1954, Givenchy was the first to present his own luxury couture line. The ethos of the brand is clear when looking over past collections, you notice that at the heart of everything is classic, French style and elegance. Although over the past decade Riccardo Tisci has pushed the brand creatively and has begun to bring an element of avant garde into the design of the clothes and make up, the fundamental shapes, colours and fabrics used and the feel of the collections is still in keeping with Hubert de Givenchy's original vision. Knowing the history of the brand has proved invaluable as without this knowledge it wouldn't have been possible for my designs to fit in with the brands usual aesthetic. When looking over the Givenchy brand as a whole, I took several things in to consideration. I looked at the colours, fabrics and shapes that the brand is famous for, as well as analysing the different sides of the brand, some more elegant, some more grungy, some modern and pop punk inspired.

Givenchy's modern day target audience has become younger in age as the brands style has evolved to produce more avant-garde pieces that are coveted by affluent consumers in their 20-30s. Recent collections have combined classic styles with T Shirts featuring brightly printed designs and religious symbols - popular styles with the younger generations. Givenchy seems to be maintaining the perfect balance between still being the brand that dressed classic film stars such as Audrey Hepburn in her iconic little black dresses while developing an innovative, exciting, avant-garde side that has the ability to attract younger consumers.

I chose Givenchy as I relate to their designs and admire the monochromatic palette and classic silhouettes and fabrics seen in their collections. I love how Givenchy can be dark and grungy in it's editorials, yet ethereal and pretty with a slight strangeness in catwalk shows. Givenchy has a very distinctive style running through all of their imagery, with a consistent look to their advertisements and editorials in particular. Usually shot in black and white, their editorial images are instantly recognisable, showcasing a more simplistic style of make up that explores the themes behind their extravagant catwalk looks and choosing to focus on texture and styling. This is all came into careful consideration when planning my editorial images and although there are things I would change I am pleased the style in which I chose to shoot my designs as it is in keeping with that of Givenchy. All of Givenchy's Beauty Advertisements differ in make up style in relation to the collection they are advertising, yet share the same elegance. To reflect this through my work, I linked the two by placing them on a similar background and adapting the colours to reflect the differences in the morning and evening looks. I did a lot of research into Givenchy's choice of models and found that they most commonly prefer either pale, blonde girls or dark haired, strong featured, striking looking models. I wanted to portray this through my advertisements as well as accentuating the difference between the day and evening looks so found a light skinned blonde model for my daytime advertisement and contrasted this by using the dark haired model for the evening. When designing my catwalk looks, I took inspiration from Givenchy's S/S16 designs and the work done by Pat Mcgrath designing the make up for the show. I wanted to maintain the same elegant, ethereal feel created by Riccardo Tisci and Pat Mcgrath so did a lot of research into colour and the symbolism of pearls and gold but brought my own edge to the concept by including a Dusk Pink shade as a key colour to the look. To find a colour that fitted my brand and S/S16 trends I looked back at previous collections and was inspired by an array of nude toned blouses released by Givenchy over the years. I wanted the colour I chose to be springlike and pretty yet muted enough to work with Givenchy's extremely monochromatic Spring/Summer 2016 collection. I looked through numerous pinks but am pleased with the shade I chose and feel it really pulls the look together with the other key colours of Gold and Pearl.

I was also careful to reflect my brand during post production. As mentioned above, Givenchy has a very consistant style of presenting their imagery and I wanted to be careful to respect and maintain that. I sourced both of Givenchy's logo's online and researched the editorial layout of their images to gain an understanding of how they would present their work. The beauty advertisements are all laid out almost identically, so to ensure my advert looked fitting I laid them out in the same style and spent time sourcing the exact same fonts used. Givenchy's editorials share the same colouring and style yet are presented in a variety of different ways which gave me more freedom on the presentation of my images, so I tried out different techniques used by the brand in order to find the one that worked best with my images.

Editorial / Page Design & Layout

I find editorial layout and design really interesting, so I wanted my editorials to be more than just two separate images and actually look as though they belonged in a magazine. I looked at Givenchy's Instagram page for inspiration as that is where they post all of their editorials and also looked at other brands use of layout for ideas.

Givenchy posted this picture of an invite to their Fall Winter 2016 Womenswear show invite on their Instagram page. I loved the smudge of peach and how it brings a shot of colour to an otherwise monochromatic picture. I tried re creating this myself using one of my test shoot images, however I don't feel like the effect paid off in this case. I think this may be something to do with the more vintage look of the original Givenchy picture and the more dramatic lighting, but I'm glad I experimented with this even though it's not something I will be using in my final images. 

This is a common layout style for Givenchy's ad campaigns and seeing as their fashion advertisements and editorials often cross over, its a style I might consider using for my editorial spread. I really want my editorial images to look as though they belong in a magazine and I feel using this border with the logo included would bring a professionalism to my pictures as they would be presented in a typically Givenchy style.

I tried this out using my final images from my editorial shoot and really like the look it creates. I think the logo being repeated across both pages looks a bit strange so will be changing this or maybe replacing one of them for Givenchy's smaller 'G' logo. I like the way the images are laid out like a double page spread in a magazine and think it benefits the flow of the story as you can see side by side how the two make up looks compliment each other. 

It was suggested that we maybe incorporate some text into our editorials. From my research of the brand I knew this is not something Givenchy usually do, but I decided to experiment anyway by adding a quote from Riccardo Tisci about the elegance of the colour black. Personally I'm not a fan of the way these pages look with the quote and I feel it takes away from the simplicity and minimalism of the page design while not really benefitting the image. However it was worth a try as I like experimenting with different styles of presenting my work and had I have picked another brand or concept, this idea could have worked. 

Caldwell, C. and Zappaterra, Y. (2014b) Editorial design: Digital and print. United Kingdom: Laurence King Publishing.

Inline Citations: 

• (Caldwell and Zappaterra, 2014b)

Editorial / Choosing my images

These are my favourite images from my editorial shoot. I am really struggling to narrow it down to just one of each look as I like the way the images look together like a full editorial story. I love the close up of my female models face, I think the make up has come off well and I like the slight shadowing to the left hand side of her face. 

Out of the images featuring the dark brown lip, I prefer the right hand image as I like the natural tousled effect of the hair and the height difference between the models. I also think the lighting in this one captures the sheen of the skin really well.

Out of the bottom two images, I also prefer the right hand image. I like the eye contact from both the models and how the males face is half in shadow. Again I think the dewiness of the skin picks up really well on camera here.

Editorial / The Use of B&W in Photography

Although no longer a necessary, shooting in Black and White is still a popular style especially within the world of fashion. So why do photographers still shoot in Black and White? 

Black and White will always carry a classic, timeless feel to it. Colour has developed over the years and become far more saturated, so without this it make it difficult to place the time frame of the image. Where fashions are constantly influenced by those of the past, black and white helps make a modern image appear more classic, or make an older image look questionably modern. Black and White also makes the most of any negative space in the photograph and helps to separate your subject from the background and create an image with more depth. Also useful in fashion photography, Black and White highlights shape, pattern and form. With no distractions of colour, bolder patterns can be photographed side by side without 'clashing'. Black and White is also perfect for highlighting the beauty in skin tones and it's extreme tonal range takes away from the distraction of colourful make up and focuses on the form of the face. 

For these reasons, fashion photographers like Peter Lindbergh built their whole career on shooting in Black and White. After looking at Givenchy's editorials, I notice they use the effect to their advantage in all of the ways above, allowing them to experiment with textures and patterns and form of the body and face. 

Geffin, D. and and, D.G. (2014) Why it’s still important to shoot in black and white. Available at: https://fstoppers.com/education/why-its-still-important-shoot-black-and-white-48141 (Accessed: 25 April 2016).