We found this campaign of Jo Mill’s collection that we intend to use. From the video we have been inspired to find a similar model - pale skin and red hair as it compliments the clothing really well. Having seen the rope used as a significant prop within the video, it was decided that we would do the same to connect it back to the garments. Jo also agreed that the rope was the most important part of her collection and she wanted it to stand out and contrast the most against the subtle tones within the colour palette. It was agreed that we could use different coloured ropes in the film as long as they fit within the colour palette.
The video shows shots that successfully display our designer’s collection, however I feel that a wider range of camera angles could have been used to make the viewer feel more connected and drawn to the clothes. Also, there is no fluidity to show the movement in the garments and according to Nick Knight "A fashion designer creates a garment to be seen in a moving way, as opposed to being seen as a static item. The fashion designer knows that the garment will be seen from many different types of angles."
Furthermore, having viewed the video multiple times, we were unable to distinguish and identify a particular narrative within, this affected the viewing as we quickly lot interest. We decided that our film would portray a circular narrative.
Although there are some successful shots, we think that the lighting was not made a priority. To us, this is a very crucial element as it controls the mood of the film and effects how the viewer is made to feel when watching the film. Prior to the shoot we plan to carefully construct the style of each scene in our film. Aspects include the mood, camera angles, lighting, colour, props and the item of clothing.
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