Tuesday, 6 April 2021

Fashion Art Direction - Test Shoot - Art Director Jing Han in Sweden for Contributor Magazine

The clothes

Stage 1 - The Idea


Stage 2 
The Team


Stage 3 - Shot Sequence Planning 

The Result of Jing Han's Test Shoot

Jing Han was a student on my Art direction for Fashion online short course at the beginning of this year.
Based in Sweden Jing from the start wanted to make use of the beautiful calm scenery near her home town.
By working through the brief based on current fashion trends Jing's fashion narrative evolved into a feasible and practical aesthetic vision as an editorial for Contributor magazine however would also suit commercial application for a brand campaign. 

Theory into Practice

I am really thrilled to see that Jing put theory into practice by taking her idea and developing it into a test shoot. By taking this step Jing has learnt so much about making her vision a practical reality. 
The result is an impressive achievement shot in a free from lock down moment in Stockholm.

Jing's Team 
Photography by Emma Ingemann
Art Direction &Stylling by Jing Han
Hair & Makeup by Yohanna Kidane
Modelling by Hedvig Ă…gren
(Copywriting & Editing by Jing Han)
© Jing Han - pls credit.

Art Direction for Fashion short course CSM ONLINE -

Contact me on instagram fashiontentt to find out more about a new Production course for commercial branding work and setting up your own production company.

Creative Direction - Schelay McCarter @ fashiontent for CSM online short courses.

Wednesday, 10 February 2021

Ben Hatem Art Director / Producer - Higher Self Project on Sustainable Fashion Promotion -

Ben Hatem

 ALPHA3H.COM Production Company 

I have attended the Art direction for fashion and the Production course, The Producer Role online and I must admit that my confidence has grown so much since, the weekly presentations were meticulously well put and designed to create excitement, develop unique concepts and most importantly create realistic editorials that speaks to the current social narrative.
It has been a great experience learning from Schelay.
She is very thoughtful and strives to put a lot of attention into the material we use, she is one of a kind with tons of input while we discuss the tasks an art director/producer go through planning and producing a multimedia project. It was so inspiring and valuable to sit and discuss topics from glamorous castings to how to actually setting up to produce a shoot to industry business standards.
I always keep notes that I use after each session to create review sheets of the course mediums and recommendations ( it helps me a lot to find perspective and clarity of ideas ) 
The recommendations Schelay provides ( books & art direction movies and visuals)  are one of a kind. I had to include them in my private inspiration workbook that I go back to for inspiration from time to time. 
I find it really useful to engage with classmates, Schelay is very patient with everyone in class always encouraging us to engage and give feedback on each other’s work, although her feedback is always the most precise and straightforward due to her vast experience within the world of fashion. 

I would highly recommend this new Production course with Schelay for anyone interested in learning about the Producer Role in commercial fashion communication in multimedia.

    Ben Hatem

       Congratulations to Ben who has gained a Scholarship at POLIMODA 

        in Firenze Italy to do a Masters in Sustainable Fashion.

© schelay - Fashiontent