Student Project - Maria Lioliou - 'Celestial Bodies' Fashion Story

Maria was a student of mine on the April Art Direction for Fashion online short course.

She has created an inspirational and aspirational fashion story for both stills and film.

A fashion narrative brand campaign for Acne studios for Fall Winter 24/25 

Set in Matala beach Crete the fashion weaves in seamless sequence through a magical story from the origins of local identity to a broader, global and now maybe planetary consciousness.

Trends:  the 4 sillouettes (draping,  sheer dress, curvy, power shoulders)

Concept: TO SHOOT ON LOCATION AT CRETA, GREECE, AT MATALA’S BEACH CAVES AT NIGHT, BACKGROUND OF NIGHT STARRY NIGHT. In this photo shoot, we aim to visually explore the evolution of human identity, ethos and responsibility as influenced by advancements in transportation and technology. The narrative unfolds from the origins of local identity to a broader, global and now maybe planetary consciousness. The poses to be used will follow the same narrative by referencing to major points in human history. The posing of models will be inspired by art works of each time period. The background could reflect any planet, not necessarily the Earth.  Wide angle lens to be used to create a feeling of wonder and enchantment and to depict the vastness of universe and the “curvy-ness” of the planet. Deconstruction of the known and reconstruction of the new identity.

© Art Direction Maria Lioliou

Creative Direction - Schelay McCarter

- Another Magazine fashion story SS24 BY Angelina Zhang

Angela Zhang produced this well communicated fashion shoot idea for Another magazine - 

I hope that she will convert her dream team concept and put theory into practice by pulling together a test shoot team and making her vision a sartorial reality.

Aim to be the originator not the imitator.

Sartorial vision is the most important thing for a fashion art director to consider. Having a muse can help. Zeitgeist references also help. 

Aim -  seduce the consumer in to wanting to be that person in the photo shoot/film of social media image. 

How clothes are worn is fundamental to style - Lifestyle is part of this, style is personal, style is timeless, we watch each other - aspiration is linked to ambition a basic human need to belong and be relevant.

Imitation is the highest form of flattery.  

Copy - Schelay McCarter