James Meakin and I were impressed to see Timothy's multi media shoot presentation on the last day of my eve class course last week, this brand Story concept to launch new sustainable brand Chau Rising - NATURE RESERVED - in Isle of Lewis & Harris Scotland for AW23 would be perfectly in tune with Chau Risings sustainable ethos and help Timothy a talented photographer gain more location work to show case on his web site and in his portfolio. His work is predominantly studio based work. Working with natural light, capturing the moment and evolving a holistic image in this natural environment, mindful of the weather is always a risk.
Taking the leap and experimenting with transitioning to both areas of studio and location with natural light would be fantastic to see. A short film aligned with the stills shot by a videographer then edited and set to music would be also great to see.
Tim Ward - Art Director / Photographer explains his idea here ( student from my onsite short course )
Sometimes the difference between fast fashion and high fashion is a deeper respect for our clothes and how they are made. Upon seeing Chau Rising’s AW23 collection I was instantly impressed with the level of detail in the garments and how much thought had gone into the designs, which is apparent from the brands core identity and their appreciation for the production process. Chau rising’s aim to “redefine cashmere for a new generation” inspired visions of woollen fabrics and the animals from where these textiles derive.
Having visited Scotland (Isle of Skye) I remembered seeing such animals grazing freely in the fields, leaving an impression on my mind that gave me a sincere reverence for the farmers who tend for, and nurture them, in order to produce the wool which eventually finds its way into retail stores and our cherished wardrobes.
When considering my campaign idea, I wanted to reconnect the consumer with that process by choosing a location that wasn’t only stunning in appearance, but also had a rich and meaningful legacy of textile manufacturing to explore. Lewis and Harris, a neighbouring island of the Isle of Skye, is renowned for its Tweed, which became an iconic favourite of James Bond, Sherlock Holmes and also made cameo appearances in the series Peaky Blinders. Thus, the perfect location presented itself in the way of a Scottish Isle.
Deciding on the shoot locations, I wanted to further ingrain a sense of heritage by choosing backdrops that had both a rustic feel and historical relevance, which I found in both Gearrannan Blackhouse Village and the Calanais Standing Stones. Luskentyre beach also reaffirmed the natural aesthetic I was aiming for to fit the brand’s environmental persona - its pristine sandy beaches offered a blank yet dreamy canvas on which to display the garments.
On searching for the right model, I scoured several agencies’ books and considered many. I knew that I didn’t just want a model who would simply be a walking - talking mannequin for the outfits, it had to be somebody who was effortlessly expressive in their movement, who could make posing look less “posey”, and whose look was both striking yet poised and refined.
After much deliberation I came across a model who had everything I was looking for to be the face of the campaign. Her name is Chin Chin Hsu, a Taiwanese model who has a wealth of professional editorial experience. On choosing a second model I opted to contrast her look with a “new face” that could potentially add a sense of spontaneousness and a youthfully energetic and vibrant appeal, whose personality would match the colourful palettes of the Chau Rising collection. Enter: Maria Sosa. I couldn’t just settle for a “mmm, yeah okay, she will do”. It had to be a clear and resounding “yes”! Which I found myself saying with both models.
This is a campaign idea I have grown fond of which has developed in much the same way as I have as a result of attending Schelay’s Art Direction for Fashion course at Central Saint Martin’s. I am intending to assemble a team and carry out a test shoot using my presentation as a guideline. I am excited to put everything I learned into practice and I feel a lot more confident now in planning and executing my ideas. The most valuable thing I learned on the course was the actionable process of devising a campaign from start to finish. As a working photographer in fashion I had often struggled with this beforehand but knowing now how each team member plays a significant role in the end result was something I was not only able to clarify on the course but actually research and conclude based on my mood board’s narrative. In summary, the skills I acquired are exactly what I needed to take my career to the next level. The experience of working alongside fellow classmates with the support and advice of Schelay is one that I will hold in high esteem and implement moving forward.
