Tuesday, 19 November 2019

Aixa Hendriques - Editorial for Wonderland Magazine - De - Structure

This fashion narrative explores Fashion's role in reflecting personal evolutionary growth after travel away brings us home changed to our communities.

Art Director ©Aixa Henriques

I really like the way Aixa has explored how her personal growth after travelling abroad to study has increased her confidence in how she expresses herself in the way she dresses. The awakening of her own personal confidence as her visual life experience has broadened and exploring how this impacts on her fitting back into her community in Curacao. How we dress reflects how we feel and want to be viewed by the world.
Clothes she has discovered also help us to fit in with our environment.
Our fashion choices are either making a statement or leaving an impression.

Curacao is a beautiful place with the most wonderful Aloe Vera plantations.
CuraƧao is a Lesser Antilles island in the southern Caribbean Sea and the Dutch Caribbean region, about 65 km north of the Venezuelan coast. It is a constituent country of the Kingdom of the Netherlands.
Mostly popular for:
 Parks, Architecture, Nature, Religious Sites, Museum
Best time to visit:
 February · Avg. 2.8 cm precip · Avg. H 28°C · L 25°C

Creative Direction - Schelay McCarter - tutor on online Art direction for Fashion.

Student Project - Lorenzo Locatelli Online Fashion Narrative Presentation ID magazine


Stage 3 
Shot Sequence Planning for Stills and film

Test Shoot for 1D Magazine

This original idea called 'Come Rain or Come Shine' for ID magazine was conceived by Lorenzo Locatelli ( online 'art direction for fashion' student CSM )  then photographed by him in Milan. 
He said he found the process of making his idea a reality in a practical sense on a test shoot highlighted to him that pre planning was important in order to mazimise a good outcome. 

Art Director and Photographer © Lorenzo Locatelli

Creative Direction - Schelay McCarter - Tutor on Art direction for Fashion Short course.

Thursday, 17 October 2019

Student Project - Black Mystery, A fashion Narrative for ID magazine, shot & produced in London

It is all about the clothes,
This fashion narrative was conceived to showcase black and lace for Autumn/Winter 19/20.
The mood warm, stylish, sexy and sophisticated.

The Clothes

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The Concept


The Magazine

The Photographers

The Location

The Models

 The Hair 

The Make - up

Page lay-out design

The Test Shoot 

Back Stage

The Art Direction and Shoot Production team

The team after a successful presentation.

This fashion art direction project was a great team effort this September at CSM Granary Square. 
The 4 members of the Art Direction for fashion team had never met each other before this short course week. They bonded and set to work making things happen in time for the final presentation dead line on the last day of this weekly course.
I am a believer that proactivity and belief in yourself are the two most important qualities you need to get a Test shoot project started. These 4 talent girls took my advice and made it happen.

© - Art Directors -Jonglak Jirahirunsathien, Fei Su, Elisa Smart, Natalia Paruzak.

Creative Direction - Schelay McCarter