ONE of the most fun elements of any fashion photo shoot is coming up with the story concept.
Although at a fleeting glance the art of storytelling might wash over the consumer, recognition is triggered subliminally, allowing the brand’s message to resonate.
It’s a little like marinading meat, slowly soaking a slogan into someone’s subconscious.
Simplistically put, it is the Mad Men effect; catering to a target market and making them feel something in front of visuals, even if they don’t know it is happening.
This week I was surround by creative minds thrashing out ideas for the relaunch of the last artisan tartan weaving mill in Scotland. Next month we’ll take to the evocative east coast countryside and shoot clothes and interiors that are made right here in our own backyard, with the dilemma being how do we marry modernity with several generations of heritage?
It all boils down to storytelling. Once there is a human connection to a product a brand is born.
There is nothing more exciting than those meetings when anything is possible right at the beginning of the creative process. Thrashing out ideas and painting pictures in your imagination before plans are cemented in place and executed.
Get it wrong and clothing can look flat and uninspiring, get it right and you create clothing to be coveted.
We Love To Boogie is a Glaswegian institution. The vintage store has a healthy following across the country and has hopped east with a pop-up shop on Jeffrey Street until the end of the month. Vintage lovers take heed, it’s a little
slice of shopping heaven.