Freddie Fullman conducted research on fashion films and clothing designs to inform their own fashion film project. They analyzed the techniques used in the fashion film of Philippa Wilson, creator of Sugar Collective, such as location, shots, lighting and effects. Fullman also looked at shirt designs on Etsy and found inspiration from their abstract and simple styles. Fullman surveyed their target audience and found that location, music and streetwear are important elements. Through interviews with Wilson and Etsy artist Rachael Moore, Fullman gained insight into staying motivated and taking inspiration from others.

1. Research
Freddie fullman

2. Existing Product
For my research, I am going to be
analysing a fashion page on
Instagram account called Sugar.
Collective. Created by Philipa
Wilson.
I’m going to split my research up
into 3 different categories:
Location and Shots, pre and post
production and Mise en Scene.
The first text I’m going to analyse
for my research is her first
fashion film, I want to analyse it
in order to decide if any of the
techniques she uses would work
well with my project.
I have been granted
permission by Philippa to do
this.

3. Location and shots
Location is quite an important aspect for a fashion film as it usually needs to
reflect the type of clothing you are showing. Sugar Collective has done a
great job in doing this. The film is set in an urban area which creates parity
with the street wear she is advertising. By doing this, the audience feels a
sense of reliability, they know what they are getting. This also avoids
confusion or distraction as they compliment each other instead of
contrasting each other.
The first prominent angle that caught my eye when watching this was her
use of the worms eye view (the camera is filming from the floor; the subject
is positioned higher than the camera) these shots are only prominent when
Philippa (the creator of sugar collective) is in the frame. I’m not sure
whether she has done this intentionally but a worms eye view often creates
a sense of superiority between the subject and the audience- highlighting
that she is an important part of the fashion film.

4. Pre/post production effects
There are many aspects of production that she will have done after filming
her fashion film. First of all, she has added non-diegetic sound. I think it is
clear that she has thought about her song choice thoroughly, As well as this,
she has various ‘Matte shots’ (two separate shots that have been edited
together). Despite this mostly being a stylistic shot, it also brings the
audiences attention to other parts of the clothing she is wearing that you
might have not seen in a single shot.
There are also a lot of slow-motion shots but one could argue that they
could be either pre or post production, many cameras have a slow-motion
settings. Slow-motion is a great effect as it allows a break for the audience
from fast pace shots, it’s also a good way to focus the audiences attention
on certain things.
Over all her production is very effective and I will incorporate many aspects
of this in my project.

5. Mise en scene
The lighting is interesting in the fashion film because it fluctuates between
high and mid key lighting. I think this creates a contrasting effect which
draws your attention to the different shots. I think this appeals to the
audience by catching their attention; the contrast draws attention to every
shot and makes the viewer not want to look away.
The most noticeable aspect of mise en scene is costume which is obviously
an important for a fashion film. The clothes she has made have a street
style, she has not only printed great designs on her shirts but she has also
effectively paired the clothes she has made with other clothing items to
bring everything together.

6. Existing product
This is a shirt designed by ‘Justonelinedesign’ on
Etsy, it’s a very abstract design that still keeps its
simplicity. It reminds me of a Picasso painting
and I think it is clear that that’s where they’ve
taken the inspiration for this design from. White
shirts with designs on the front or back are a
very common theme I have been seeing with
shirt designs.
I really like the back print of this shirt as it ties in
nicely with the front and carries a deep
meaning/message. The colour themes are
exactly the same as the front and it doesn’t look
mismatched at all.

7. Research Analysis
– The shirt designs on both products are more simplistic but cool,
because they are different types of media they’re quite hard to
compare but I needed to include research for both parts of my
project to help me with my Final project.
I love Philippa's use of shots and think they are really effective. It is
clear what she is trying to do and she does it well. I will definitely
include her use of Matte Shots and neutral lighting as I think they show
the clothing items effectively.
‘Justonelinedesigns’ has a really interesting design and I really like how
they’ve used common colour themes to bring the clothing together
nicely, I will definitely include this in my project as I think it will make
the prints look more rounded and unique.

8. Questionnaire Analysis

9. Almost 78% of my survey
takers think that location is
important when it comes to
recording a fashion film.
This to me highlights that I
have to think about my setting
and keep it relevant to the
products I am making. Since I
am going to film my fashion
film in a woods I think my
product will appeal to my
audience because the location
will coincide with the
indie/urban clothing I am
making and create a good final
product.

10. Most of my survey takers
have seen a fashion film,
although this doesn’t give me
a lot of information, it helps
me decide how much detail I
need to go into at the
beginning of my fashion film
to explain what it is. I will be
able to make my film without
any introductory text or big
explanations- this allows me
to focus on my work load.

11. Every single person who had
seen a fashion film agreed that
music is an important aspect of
a fashion film. It therefor shows
my audience will be music lovers
and I will really have to pay
attention to this aspect of the
course. When choosing which
music to use, it is important that
I keep it relevant, this will tie
everything together and give the
audience a smooth viewing
process, I could also include
music that means something to
me personally. I’d do this as I
think that personal sound will
add something special to my
viewers who think that music is
important.

12. This was arguably the most
important aspect of my survey as
it effects my final production the
most. Out of the 36 people who
took my survey, 25 people (almost
70%) of my survey takers said they
would like to see streetwear in a
fashion film. Highlighting that a
bigger portion of my audience like
Urban clothing. Because of this, I
will include this style of clothing In
my fashion film. Almost 20% of my
survey takers said they would like
to see smart casual clothing in a
fashion film- this is a smaller
proportion of people but I would
like to incorporate at least one
piece of smart casual clothing in
my final project.

13. Interviews

14. Interview 1
• I interviewed Philippa Wilson the founder of Sugar collective for interview
one and got an amazing outlook on her feelings around fashion
photography.
• “Why is fashion photography important to you?”
Phillippa: “The idea of capturing clothing that I have designed and showing it
to the world is wonderful, no single viewer experience is the same and I love
that”
“What Is your favourite thing about fashion photography?”
Phillippa: “It never gets old! I will always have no unexplored ideas to bring to
the world and I love that- even if it’s been done before, it has never been
done before by me and that’s a very special thing”
“Finally, what advice would you give me?”
Philippa: “Don’t loose confidence, It is difficult to stay motivated but you’ve
got to trust your own mind- be inspired”.

15. Interview 1
• This interview really helped me see my project in a different light,
it’s something new and exiting because I’m creating it and there has
never been another me! I think this approach will really help me
with my final project as it gives me a unique outlook on what I can
offer as an artist. The idea of capturing something is exiting and I
will take pride in doing it.

16. Interview 2
• I also interviewed an Etsy artist called Rachael Moore who designs
clothing.
• “What motivated you to stay inspired?”
• Rachel: “Nothing, really. I trust myself and know my creative limits.
If I’m not feeling motivated to do something- I give myself a break. I
know that my creative flow will come back”.
• “What’s your process when designing shirts?”
• Rachel: “Taking inspiration from other artists, which I need to
mention is much different to copying. Don’t feel ashamed or
embarrassed to take inspiration from other artists- so many do.
Seeing other people art gives me an idea about what to include and
what not to include in my tee-shirt designs”

17. Interview 2
• This interview helped me understand that taking inspiration from
others work is not copying- it is very common for artists to take
influence from other artists and I won’t forget that throughout my
project. If I am ever stuck on an idea I know that I can look at other
art to feel inspired.

18. Bibliography

19. Bibliography
1. Freddie, Fullman. (2020), survey, Target audience for my survey 16-25
(conducted on 25/04/2020)
2. Philippa, Wilson. (2020) Target Audience Interview (conducted on
26/04/2020)
3. Rachael Moore. (2020) Target Audience Interview (conducted on
27/04/2020)