Jasmin Shokrian | http://video.style.com/watch/video-fashion-week-jasmin-shokrian-spring-2014-video-fashion-week?c=browse
Theme:
Is the theme vintage, modern, quirky, how can you describe it and link it to
the collections and/or website.
This fashion film is quite whimsical and has a
summer feel about it. All of the shots look quite vintage and light which allow
quite a feminine feel. Items of the collection are worn during the film which
allows not only to showcase the collection items but an overall ‘loose’ /
almost bohemian feel to the film and collection itself, the film was shot in LA
but not with all the hustle and bustle, a more calmer version of LA.
Mood:
How does it make you feel when you are watching it. Can you describe the
emotions it portrays?
I feel summery and almost as if I could ‘float away’
whilst watching this film, I think the mood is very dreamy and light as if you
don’t have a care in the world (maybe advertising how the clothes could make
you feel like this). I think the era would be 40’s/50’s with a vintage calming
feel.
Music:
What style of music is it and can you link it to the collection?
The music used it quite vintage and repeated in
small section throughout, almost like a record player stuck on the same section
of a song. However this stuck music is quiet and relaxed making me feel relaxed
as a viewer.
Setting:
Where is it set, is it indoors, outdoors, is in in urban setting or
countryside? Is it in a busy space or an abandoned derelict area?
A mixture between indoors and out, almost as if we
as a view are just watching a normal girl spend a day around the house, doing
not a lot in particular but looking content with life. Although it does have
quite an urban feel in certain shots such as sun kissed palm trees and neutral
garden settings.
Garments:
Can you link the garments to an era or a specific style. Are the garments their
collection or are they vintage? Or is it customised.
The garments are particularly feminine from the pink
tonal shades mixed with whites and creams, with silent shot of a pastel roses
slowly swaying, almost reminds me of the English rose idea, or as if we are
getting ready for a garden party.
Colour:
Are the colours bright, dull, monochrome, bold?
All of the colours are very light washed and bright
giving a very sleek, girly feel to the video. Pastel shades are used throughout
the whole film which are currently on trend for summer to, making the whole
collection seem on trend.
Lighting:
Is the lighting harsh or soft, are images projected onto props or models, if so
what are they?
All of the lighting seems very natural and as if the
film has been recorded on a beautiful sunny day were no false lighting was
needed. The film looks asif a filter has been used on it to give this dreamy,
calm feel to it.
Content:
What is the video based on, is there a story (narrative) within the video? Does
it link to the collection, if so how?
The story is based on the female model, she seems as
if she is waiting for somebody or something yet is in to rush to get it. This
could be promoting the garments as relaxed as well as smart and sleek. Lounging
around in the casual pieces but by adding a pleated skirt it instantly looks
ready for a party showing how diverse the garments/styles outfits are.
Imagery:
Is there any imagery that links to the collection or such prints or patterns?
Does any of the imagery relate to the overall story?
In terms of print and pattern everything is kept
quite plain and sophisticated, there are no bold patterns or prints shown
within the video or the garments themselves.
Model:
How does the model reflect the collection or the brand?
The female model has distinct hair, this being a
bold contrasting orange shade, I think it shows that pastel shades/ this
clothing can be worn no matter what your style or personality. However in terms
of age I would put the model in her late teens/ early twetys therefore
promoting this brand to that age group more so. I think she looks very ‘preppy’
and ‘fresh’ almost as if she’s just left college/university and is evolving /
developing her own sleek style.
Styling:
What is the make-up and hair like, is it a specific style or dramatic?
Very plain, yet statement make up with the very well
defined eyebrows however the rest of her makeup is simple and natural. Her hair
is a statement by colour but naturally swept back from her face, once again
looking effortlessly done.
Timing:
Is the pace slow or fast, has it been speeded up.
The timing is just a normal pace, as if we are
watching it live. Just natural to match the garments and styling.
Technique:
Have they used any special techniques such as stop frame animation?
There are no stop start frames or animated shots.
Just quite vintage, kind of like a old vintage movie.
Text:
Is there any, if so how is it used within the video. What style of font has
been used? Does it reflect the mood of the collection?
The text is white in strong capital letters yet
slightly rounded which creates a relaxed looking font yet stamen none the less
as the white particularly stands out over the video frames.
Props:
Do they have any, if so are they props subtle or a bold statement, do they make
a statement? Do they have animals in the video, this could relate to your
sport?
Although there is a statement beach ball in one
shot, most of the props are very subtle such as a plain white chair or vintage
staircase, just items that blend naturally into the background / frames.
Prints:
Are they used within the backgrounds or projected, do they link to the
collection?
There are not any statement or bold patterns/prints,
on the garment nor the within the framed video shots either.
Accessories:
Are there any hats, bags, helmets, watches, jewellery, shoes, glasses etc, do
they relate to the theme?
In terms of accessories, there are bold black
sunglasses as well as skin tonal shoes. Nothing statement or to add a contrast
though, just simplicity creating a natural and delicate overall feeling.
October 18, 2013New York
By
"Je pars habiter à Los Angeles,"
reads the graphic T-shirt that opened Jasmin Shokrian's Spring lookbook. The French phrase—translated:
"I'm going to live in Los Angeles"—succinctly summarized her idea for
the season. "All eyes are on L.A. in a way that I've never seen before.
Everyone has this fascination with the city these days," said Shokrian,
who grew up in Southern California and is still based there. "I wanted to
express that there are many more layers to L.A. than what you see on the
surface." While that T-shirt was the only item in the lineup that directly
conveyed the City of Angels theme, the new collection did have a more casual
vibe than usual. The laid-back West Coast lifestyle was best exemplified by
several light-wash chambray pieces, as well as trompe l'oeil jersey dresses
screened with geometric shapes, one of the designer's preoccupations. Other
highlights included a knife-pleat poplin skirt, architectural sack dresses cut
from a stretchy poplin viscose, and pretty organza caftans made for lounging
poolside. Shokrian's clothes are a reminder to East Coasters like us that it's
not all terry sweatsuits out there.
Quoted
(Adams, 2013).
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