Tuesday 27 March 2018

John Alexander © - Menswear Workwear Challenge for Another Man - student work @ CSM



This Student project was completed after 11 weeks at CSM on my 
Art Direction for Fashion short course onsite at Granary road. The brief was to research current trends.

The target - The city of London where dress down Friday is common practice.
Clothes are uniforms at work, a suit reflects job title and status in certain professions, bankers/insurance Brokers/Lawyers. Peaky Blinders series based in Birmingham in the 1930s revealed the gangland culture status of dapper dressing and slick suits with waistcoats. 
In the creative industry - casual workwear is the normal attire.
Men are by nature conservative and tend to be tribal in their choices. 
Looking good gives self esteem and clothes are an easy way to blend into work culture.
We dress for others, subconsciously selecting colours that reflect our mood.
Men like to hide behind a uniform of conformity- they look to other alpha males for ideas.
I would not like to describe them as sheep - however they are influenced by their friendship groups, style led by their partners/wife/girlfriend who will guide if asked, some may try and mold them into a image they prefer ! 
Having a style matrix and wardrobe formula for the week would be the perfect comfort zone for men. 

Research - John went to the City of London to gather style intelligence.
He tried Tuesday first  - He found it was hard to approach the city workers, dressed in suits, their body language was closed, however on the Friday where they were in casual dress down wear - the body language was more open and he was able to ask them questions and get photographs of their style. Friday is the start of the weekend and therefore attitudes adapt to the atmosphere of leisure anticipation.

Johns Art Direction project is future strategic, pre empting changing work and lifestyle trends.

Whatever gender orientation we identify ourselves with, the clothes we choose to wear define us.  
Style duality and gender blending collections from fashion influencers reflect the zeitgeist of the moment. Art directors in fashion need to get the jungle drums beating, showcase new trends and inspire consumers to think outside the box. John Alexander has done this.
   


























All rights reserved by Art Director John Alexander © 
Please credit fashiontent on content
Copy - Creative Director - Schelay McCarter

Wednesday 21 March 2018

'Modern Parenthood' for FANTASTIC MAN - Student shoot Team @ CSM

The Cover

Opening Page













This Shoot entitled 'Modern Parenthood' reflects the zeitgeist of the moment in fashion duality and the natural move towards equality of parenting. Economics dictate that in many cases it is and will be the mothers who bring home more fiscal security over their male partners. The nature of more choices for home workers means that the child care can in many cases fall to the fathers to do depending on the nature of their work. Fashion refects lifestyle choices - we see women adopting suits and male silhouettes - why in that case can't men retain their masculinity and wear skirts - after all the kilt is worn with great style by men in Scotland? Manuel Ridocci's vision is right on trend. Lets see more men wear skirts - so much cooler in the Summer guys ? 


The Team

Creative Director - Schelay McCarter ( Tutor -Art direction for Fashion CSM Short course )
Art Director - Manuel Ridocci
Photographer - Manuel Ridocci ©
Photo Assistant - Sergio Landazuri
Stage set Production - John Alexander Sonia Vivo Sarria, Eleonora Rossi
Models - Raul, Yannick & Sergio
Props - John Alexander, Francesca Masi, Funda Duru, Sonia Vivo Sarria, Eleonora Rossi

All rights reserved by © Manuel Ridocci and the team

'Modern Parenthood' for Fantastic Man shoot backstage - Student Project @ CSM

The Team - Eleonora Rossi, Sonia Vivo Sarria, Manuel Ridocci, Francesca Masi, Funda Duru, John Alexander



































Project planning on Art direction for Fashion CSM Short course.( Schelay's tutorial  notes)

The Team

Creative Director - Schelay McCarter ( Tutor -Art direction for Fashion CSM Short course )
Art Director - Manuel Ridocci
Photographer - Manuel Ridocci ©
Photo Assistant - Sergio Landazuri
Stage set Production - John Alexander Sonia Vivo Sarria, Eleonora Rossi
Models - Raul, Yannick & Sergio
Props - John Alexander, Francesca Masi, Funda Duru, Sonia Vivo Sarria, Eleonora Rossi

All rights reserved by © Manuel Ridocci and the team