Tuesday, 8 September 2020

Talent Spot - Multi media Fashion Communication idea show case

I have got to know Ben Hadj Hassine Hatem over the last 6 weeks when he was a student on my Art Direction for Fashion short course for CSM Online. His USP Image selection for the class virtual gallery illuminated his creative DNA and indicated to me that he would create something sensitive and beautifully aspirational to sell fashion product. I was right.

His project for Union magazine taking on a mindful, holistic reference pointing to the spiritual quest for sensitive caretaking of the planet was reflective of the zeitgeist of the moment in Covid 19's new World order of change and our value base adaptation.

I hope that Ben will develop his idea into a Test Shoot production and make his vision a reality.

© Ben Hadj Hassine Hatem

Creative Direction Schelay McCarter @ fashiontent

Thursday, 13 August 2020

CSM Art Direction for Fashion - Student Project - The New Office Hours

The Shot Sequencing - STAGE 3 Planning 


Sophie Werner joined me as a student on my online Central Saint Martins course Art Direction for Fashion.

Over the last 6 weeks she has been working on a multimedia applicable project in three stages to showcase and sell fashion. she decided to focus on how we are feeling about what we wear to work from home as well as how this will impact when we at some point are allowed to return to an onsite office location to work - she concluded that COVID 19 is changing the way we dress for work.  How is the question addressed here......Lock down is changing our styling to a more relaxed and informal aesthetic - this new attitude is affecting what we buy - how much we buy - where we shop - how we feel about life and what is important to us. 

Clothes reflect how we are feeling, our choices of what we wear is a siren to our aspirations and reflect our mood, sometimes it is not what we wear it is 'how we wear them' that counts.

© Art Director Sophie Werner

Creative Director - Schelay McCarter