Paraguay Street trends Editorial - Sportswear as Daywear strong trend tip for future

Constanza a Fashion Editor for 'La Factory' magazine from Paraguay was on one of my online Art Direction for Fashion courses recently for St Martins London. 
She explained to me that Paraguay is starved of the top end Fashion brands such as Gucci, Dior and Chanel because the country is emerging slowly as an economic attraction to outside investment - however  Paraguay this year was one of the fastest growing South American economies apparently, so this may well change....

Constanza chose street fashion for her shoot combining sports brands and high street names to create a 'cool' styling take on Urban tribal fashion using Banksy like street art as a back drop....


Sportswear as day wear is tipped to be a strong trend in Europe, already made cool by Stella McCartney incorporating many of the high tech fabrics and styling features found on Sportwear into her ready to wear collections.... 

Copy Schelay McCarter

Talent and Proactivity won out for my Central St Martins Art Direction for Fashion Students this Fall

Clare and Isabel who will be shooting their concept 'Japanese Tourist' with Photographer Raul Rosillo 

Sara and Ayesha did their editorial fashion shoot called 'Little Girl Lost' with photographer Laura J Powell
on location in Highbury last weekend for The Issue magazine...

Techy Mike Tull organised the organic projections, very effectively...

Sample of the concept, the photo is by Ayesha who took record shots of the shoot on my advice... 

The Creative Art direction Team headed by Sara and Ayesha....

More talent in the form of Isabella and Rosie part of Team 2 on my Art Direction for Fashion course - who with Zaida and Laura were the brain children of a fantastic fashion forward editorial idea called 'Stride of Pride' for Love or ID magazine...

Photographer ( a childhood friend of Laura's ) Christo Geoghegan did an expert job of capturing the teams trend lead flirty vision for promoting sheers and the 'inside outside' styling potential of beautiful lingerie and outsized boyfriend's clothes...

Here we have the spread as the girls would like it to look in the magazine along with superb fashion forward copy...

Shot in London's Spittlefields early in the morning (on my advice as light better and streets empty) the model Hannah Hardy from Elite Models worked the look perfectly with expert guidance from Christo and the team...

My rough notes at a tutorial time meeting with Laura and Zaida giving page lay outs and fashion copy guidance

Rosie and Zaida ( make - up ) lay out the collection of fashion trend lead shots to show at Granary road to show the Group last night...

An oversized boyfriend's jacket and lingerie styled superbly here by the Art Direction team....

Team 3 headed here by Camilla showing the rest of the group the results of their Art Direction project..

More of the shoot images on Camilla's Mac Book....

The Proactive and talented Group viewing Ayesha and Sara's work

Decorations on path to St Martins Granary Road site 

I was really impressed with the level of commitment my students showed in creating their own fashion editorial shoots - The aim was to experience the realities of Art Directing, ie team leading and talent sourcing to create a fashion forward wannabe story, to sell clothes and encourage consumer spending....
Armed with their Art Director's hand book (written and provided by me on the course in week 5 ) and lots of advice and encouragement my student teams set about coming up with a fashion forward vision / story for S/S 2013 then setting about sourcing their own creative team - finding a photographer, ringing the model agencies to use new faces , sourcing hair and make-up and booking locations as well as considering copyright and budget issues where haggling and negotiation skills are essential, inspiring the team to do things for the good of their portfolio enrichment....
Ksenya, Sybille and Valeria had wonderful professional fashion forward presentations for S/S 2013 which they will develop into fashion shoots later. 

Copy and photos Schelay McCarter