Rhianna Matthews is creating a website for her Digital Publishing course that will showcase her fashion editorial work. Her 12 week production schedule outlines the timeline for researching, planning, shooting and editing the website. She has chosen to model her site after the fashion destination Oki-ni, targeting men aged 19-30 interested in streetwear fashion. Over the next few weeks, Rhianna will travel to Amsterdam to shoot editorials featuring autumn/winter trends like denim and wool jackets, as well as a shoe GIF editorial using on-trend trainers. The clean and spacious design of her site will display her editorial photos and GIF.

1. Rhianna Matthews
Fashion Styling Level 5
FMS503
Digital Publishing
Research Development
Chosen Website:

2. Week 1 - Research on website content
Week 2 - Start planning and constructing website
basics
Week 3 - Gather research and make mood boards for
shoots
Week 4 - Scout models, Hair and Make-up artists and
arrange meetings
Week 5 - Pull all clothing and accessories needed for
shoots
Week 6 - Test hair and makeup and styling on models
Week 7 - Any alterations in clothing can be done here
Week 8 - Shoot
Week 9 - Shoot and GiF production
Week 10 - Editing Photos and GiF
Week 11 - Adding photos to the website
Week 12 - Editing website ready to hand in
Production Schedule

3. Oki-ni established its reputation
by working with leading brands
such as Adidas, Comme de Garçon
and Levi’s to produce exclusive
collaborations.
The brand also championed
young, progressive designers and
are always seeking to offer innovative products to knowledgeable
fashion customers.
As years have passed Oki-ni’s horizons have broadened but the ethos of
the brand has remained the same- namely, to discover and break the
most inspiring brands and products available, while hosting them in
digital space that is rich, inspiring and innovative.
Oki-ni is an onlie fashion destination,
showcasing the worlds leading luxury
brands alongside the brightest new
designers.
Oki-ni holds over 110 brands sourced
from all around the globe, none of which
come cheap.
The price range of the website ranges
from £50 to a massive £1,800, so the
typical Oki-ni shopper would have to have a medium to high range of
income.
The brand consists of contemporary menswear, trainers and
accessories like no other, which is matched by exclusive content and
editorial.
The design aesthetic of the website is clean, spacious and almost
futuristic. The site is very pleasing to look at with its full page editorial
images, matched with clean clear typography and direct clicks away
from specific trends to shop.
Oki-ni’s target market is aimed at men aged 19-30 due to its mature yet
playful.
Brand Analysis

4. I am going to be following the same structure and design of Oki-ni’s site with a
few changes regarding my editorials. The sites layout including navigation bar,
Search bar and full page images will remain the same, as well as the colour
scheme, clear typography and urban feel to the site.
The font will remain the same as Oki-ni’s website, which is make up of its own
Logo font, Helvetica , and Lucida Grande. These fonts are used throughout the
websites features and comments.
Regarding my images, one will be found as soon as you open the site on the
front page, then the rest will be found by clicking the ‘EDITORIAL’ button at
the top of the screen. Then all my editorial images and GIF(s) will be
displayed. All these images will be thumbnail size but when individually
clicked on it will open a new tab and appear as a full page image.
Website Homepage
Editorial Page ( My
editorial images
and Gif(s) will be
found here
Site Design

5. Customer Profile
Men aged
19-30
Men who are swear of street
wear fashion and the latest
trends
Men who are into
their shoes and
know which
trainers are a hot
topic
Men who
have a
medium to
high range
income
Men who are a bit more edgy and
artsy, perhaps work in the creative
industry or are photographers /
musicians etc.
Individual Buyer
Name - Loz Thomas
Age- 20
Gender - Male
Location - London
Interests - Travelling, music, fashion
aware, into photography and social
media
Area of Work - Tattoo Artist
Spending habits - Wears high end street
wear clothing, e.g. Supreme, Stussy,
Bape, Comme de garçon Levi’s. This
site is perfect for his style.
Men with a
creative attitude
and lifestyle

6. Oki-ni’s editorials are very highly fashion conscious and are always seasonally swear of whats hot
in fashion .
I am planning on creating an Autumn/Winter 2016 trend inspired by different textures of
waterproof, woollen and denim jackets, as well as hats, bags jumpers and trainers. I will also be
doing a shoe editorial consisting of some high end trainers which are currently on trend.
As the target market are looking for fresh and innovative clothing, I will look around and pick the
best pieces that i think will work best for the shoots.
Shoot Concept

7. Models

8. I am looking to shoot the rest of the images in modernist spacious areas within
Amsterdam with textures such as grey concrete, brick walls and white slates/tiles.
Possible locations in Amsterdam - Staircase, Empty car park, Bridge, Amsterdam
Square, Urban street.
I am planning on shooting 2 my editorial on a trip to Amsterdam in the next few
weeks. I have found a bridge which would be perfect for the vibe I am going for
(Image above) Here I will be shooting in black and white with a camouflage army
coat, black jeans and a plain t-shirt with trainers. I may edit the coat so that is in
colour and leave the rest in black and white.
Amsterdam
Bridge
Large
spacious
area
Location
Aesthetically
pleasing
staircase
Empty Car
park

9. I am aiming to shoot on Location for my Editorials so I will be using natural lighting and shadows to
give my images more story. It will be mid march when I shoot my editorials in Amsterdam so the
weather should be sunny. I will take a on camera flash to help ass light to my images where need be.
Natural
lighting and
shadows on
face
Light directly
on face to
reflect the faces
natural
contours
Shadows from
clothing /
background scenery
Lighting
coming
from one
side
shadowing
half the face
Lighting

10. Poses/Facial
Expression
Relaxed / Muted
facial expression
Not always
looking directly
into camera
Model will have a ‘Cool’ / ‘Not
interested’ look to his poses, as if
he is a normal person off the
street being
photographed.
Walking poses, so it seems
more natural
Sitting on a
bench/ bike to
give a relaxed
feel

11. Trend Report
•Black puffa Supreme Jacket
•Beige Hoodie
•Trainers- Black Nike Flyknits/
Comme de Garçons Converse
•Puffa Camouflage Jacket
•Black ‘Only’ Rucksack
•Simple pendant necklace
•Black and Blue ripped jeans
•Black Tailored Trousers
•Nike/Adidas logo socks
•Grey distressed jumper

12. For my Gif(s) i will be doing a shoe Gif. I will experiment with
props such as balls, tape and cardboard as well as playing round
with the laces to create shapes and movement.
I will be using on trend trainers so it is appealing to Oki-ni’s target market and
would convince people to buy this shoe.
( Refer to my Blog for examples )
GIF