Zeitgeist - 'we are" style story set in London - idea for 'M Le Monde' magazine by Jennyfer Patton

 

Jennyfer Patton a french student of mine based in Paris developed her unique take on story telling with me recently on my ONLINE CSM art direction for fashion course.

WE ARE for M Le Monde Magazine is a stylish concept to sell fashion in tune with the zeitgeist of the moment of style rather than fashion trend led. The clothes as armour - part of who we are - representing our personality - I love Jennyfer's London location ideas, featuring gritty, brutalistic urbanism, the styling, story direction part of this journey of two people as they hang out together is approachable and relatelable. It is a well planned aesthetic vision and I am hoping the theory will be developed into practice on a test shoot in London. Jennyfer's dream team photographer is first choice Glen Luchford, with back up of David Sims or Greg Kadel. 

Aim to create timeless images that transcend the commercial purpose and have a feeling of art - 

Art Direction - © Jennyfer Patton

Creative Direction - Schelay Mccarter 

Lifestyle and Nostalgia has become more important than fashion trends !

ASPIRATION 

Fashion is transient, style is timeless , Lifestyle as the word reflects is about your life and the choices you make on how to spend it, this includes how you spend your money - or should I say your hard earned cash! With concerns about climate change and increasing fear of those out side our tribe spawning unrest both in the far east and closer to our shores in the baltic area of Europe we are more influenced by feeling safe and free - marketers who tap into these 'feelings' will capture our attention more than those who focus on churning out fashion trend focused material or content. Brands that link up with our lifestyle aspirations and feelings will get a following - to do this music nostalagia is very powerful for the consumer groups they are trying to attract. Not forgetting that each generation looks back with rose tinted glasses to the decade they were born - 

This is not saccharine preppy Ralph Lauren - 2024 Lifestyle is pre loved - slow living with a thread of worn grunge, mix and match new with old,  beautiful images with reality and masses of emotion - evoking nostalgia and a wish to recreate that which we as humans find important. HOPE !

Student Project - Product & Lifestyle focus - London, The River Thames 'Floatin Escape' by Francesco Sessa

This lifestyle idea for reinvigorating interest in ties in Fantastic Man was originated & created by a recent student on my 'Art direction for fashion' UAL CSM Summer short course onsite at the Granary square campus in London.

The copy right for this idea is owned by © Francesco Sessa. 

Art Direction - Francesco Sessa

Project Creative Direction - Schelay McCarter