This document outlines Jessica Crosland's initial plans for her fashion marketing project, including influences and ideas. She created a mood board and skills audit to help plan her project. Her key influences are the clothing brands PrettyLittleThing, The Kript, and Jadedldn. She is inspired by their use of bright colors, creative photography, and theme-based clothing drops. Her goal is to create a line of streetwear and summer dresses for women ages 16-35, using natural lighting, subtle backgrounds, and edited photography in her promotional materials.

1. Initial Plans
Jessica Crosland

2. Pre-
proposal
• Included in my FMP blog.

3. Skills
Audit

4. Mood Board

5. WEBSITES
& MORE:

6. I want my backgrounds
for the pictures to be in
very subtle backgrounds
with not a lot going on
and clear, basic colours.
My clothing brand will be
streetwear plus summer
wear e.g., dresses.
Colour schemes will be saturated colours
but also darker tones this will appeal to a
wider audience.
I also like the idea of the
polaroid pic this stands out
and I think is a creative way to
advertise my brand (the
clothing)
Mostly medium
shots or lower shots
so my model will be
standing up or
sitting down.
Mise en scene (facial
expressions) will be
serious looking into
the camera directly
at the audience
Natural lighting
and I will also use
a led light with
tined frames for a
cooler colour.
I can add effects
once I have taken
the images such as
gradient effect.
I want my logo to be basic
and probably colour
scheme of black with a
serif large bold font
which will stand out.
Darker lighting for a
few shots.

7. Visual Artist, Stylist & Creative
Director
Whilst creating my mood boards I had an idea of looking more into the faces behind the
camera (photographers) and using social media I came across a creative director named
Courtney Paul who edits and takes a lot of pictures for brands such as PRETTYLITTLETHIG the
edits he produces are different and the angles he uses for some of the pictures are creative.
This is something I like because it gives me more ideas on the mise en scene of the models
body languages and ideas as to what angles I need to be making sure I am taking. The angles
the photographer uses makes the models look almost like giants and unrealistic this gives me
more ideas but I would want my own images to look more realistic for my audience.
The backgrounds are all in a studio with a plain background, which I can use white walls for my
background which could be similar and work out because I can then Photoshop my
background out a lot more easier. The cameras also seem very zoomed out which is great for
low angled shots (another idea I can look into).I found this photographer through Instagram
which looked like a create way to advertise his work with big brands that he is working with,
and I can advertise my work and brand through platforms like Instagram and I can include this
on my magazine two page spread with links. This also links to the idea of me including an
Instagram shop on my website therefore it will reach a larger audience. I love how minimalist
the photos are because they look clean and more professional this way with no random items
placed in the background. Overall, this has given me a few more ideas on what needs to be
included in my shot and the angles I need to aim for and now I can look into more detail with
this.

8. Mood Board Analysis
How does your mood board inspire your project?
My mood board inspires my project because it gives me a clear understanding and hints to
how I can add these or create these type of images for my project. The main areas which
inspire my project are the image style because I love a basic background therefore my clothing
can stand out on my model this makes it easier for me to add text around my images (for my
magazine).The idea of the colour schemes to the websites inspires me a lot as I can look into
adding a lot of bright colours (pinks, greys & whites) which match into my website these will
appeal towards my audience type. The font choices also inspire me as they a large and stand
out a lot even through the mood board I like this idea and therefore I want to find certain
fonts that can match with the theme of my clothing.
How will your mood board influence your final product?
• My mood board also influences my final products because I created a range of images
which aren’t all similar I did this because I then have options when it comes to creating my
products I can choose between styles which I will create for example I could choose to
create images which I then photoshop by making them look more creative or I choose to
create a single image with different. Brightness and exposure for a more simple look. I also
now have a much better understanding by looking at the range of photos this gives me a
clear theme which I'm leaning to a lot more. The layout of the two page spread picture I
included in my mood board will also influence me because these layouts are similar to
how I want mine to turn out like and how they feature a lot of different clothing for
different seasons.

9. Key Influences
• My first brand which influences my project is
PrettyLittleThing which is a UK fashion retailer aimed
at 16-35 year old women this influence's my own
products because the audience is the same gender
and age range in which my product's will appeal to
this means I can look at the type of clothing they sell
for inspiration to see what type of fabric they use and
how they advertise to appeal towards this audience. I
also noticed they have only female models this is
something I could include as this will only be women
clothing. This brand has a range of clothes to summer
wear and winter wear which also influences me to
have a range of different seasons I think this will
attract my audience more because there is a much
wider range to pick from.
• A main reasons as to why this brand influence's me
and my project is because I shop at this brand and
already know a lot of information about this and I
love how they advertise all there products through
websites and magazines or social media. They tend
to switch up colour schemes for websites to what
kind of season it is or what trends are in I also like
this idea and this will influence me with my own
colour schemes.
• PrettyLittleThing also includes a lot of celebrity
influencers who promote there cl0thing to a larger
audience within there social media platform and fans
of this celebrity will then shop at this brand. In my
two page spread I want to add something along the
lines of a celebrity who talks about there own
favourite bits in the clothing line. This I believe is a
great form of advertisement.

10. Key Influences
• My second brand which influences my project is
The Kript this is a clothing line which I
discovered through social media the clothing is
the latest trends at an affordable price. This
clothing brand leans more towards the
streetwear style and I believe has a lot more
creative clothes and not basic, this influences
my project a lot as I want my clothes to stand
out more than basic clothing because it is
something different which people haven’t seen
before.
• Another influence is the website for this brand it
is a very basic website which has a theme of two
colours (black&white) I like this idea because it
makes the website look more professional.
• This brand also edits there images which they
use for websites and there advertisement by
adding polaroid pictures which is another
influence to what I want to include they also add
a lot of colourful backgrounds which match the
colour of the clothes.
• Another influence is the way there models are
shown which is a low down shot or long shot of
the model this is then edited onto a different
background I like this a lot because it isn’t basic
and looks a lot more creative.( I could create this
edits using photoshop)

11. Key Influences
• The last brand which influences my project is
Jadedldn this is another clothing line which I
found advertised on a poster through social
media. This clothing line also reminds me of
The Kript brand because it includes a lot of
creative edited photos which inspire me a lot
and I love the idea of these for my own
project.
• They include a lot of streetwear style which is
saturated vibrant colours which stand out a lot
on the website. This will have an influence to
my website because I can add brighter colours
for website backgrounds and then move onto
editing my images which will be placed on the
website.
• This clothing brand has a range of different
themes for example they bring out clothes
which relate to a theme and then change that
theme over time this is another great way of
advertisement especially with people who like
that type of theme of clothing, this has a huge
influence because I can look into these
different themes and create my own. I also
love the layout of these pictures and how they
have been edited is something interesting
which I can explore more.