Pop-up Lookbook 2019
︎ Make your own layout by dragging the pictures! ︎
We started the 2nd year of Graphic Design with a fashion project. The theme picked for this project was "signs". This theme allowed us to broaden our idea of what a sign could be, from street signage and written signs to the shape of the garment. At first I wanted to create a piece that related to a Portuguese tradition called "caretos". This tradition consists of men getting dressed in red, green and yellow wool garments and going around the village chasing women. I wanted to take this antiquated view of social structure and do an outfit inspired in this tradition but where women are the ones that wear them.
However I discarded this idea, since I'm not from the specific place where this tradition takes place and I felt that I might not fully understand the politics of it. Another idea I had, and ended up being the one executed, was doing a garment that reflects on the inconvenience and nuisance of pop-up ads. I wanted to do an outfit that conveyed a message but also had a comedic aspect to it. These ads are usually extremely sexual towards women and often use unauthorised images of them. This outfit had to not only show the ads but also portray the ridiculousness of these through the overall shape of the outfit. I decided that an oversized suit (normally associated with men and big corporations) would fit the concept the best. The jacket would have a numerous amount of 'blobs' with the ads, acting as leaches that stick onto to you.
I looked and saved a lot of real ads that I would find and then I redesigned them. I wanted the ads to look as flashy as possible. I ended up using same motifs throughout the ads because I wanted them to look like a coherent piece in the end.
For the lookbook I knew that it had to be a digital lookbook, since my sign is inspired by something that only happens online. I also wanted the pictures to convey the idea of "kitsch" because I feel like the outfit also transmitted this kind of aesthetic. Some photographers I looked into were Diana Arbus but especially Yorgos Lanthimos's photography. I wanted to incorporate the oddness of Arbus' work with the harsh flash of Yorgos'. Below are some drawings of shots I had planned.
After photographing my outfit I experimented with different effects I wanted to use for my digital lookbook. The one I ended up using was the parallax effect or the 2.5D effect, which takes a 2D picture and through a combination of Photoshop and After Effects turns into something that seems almost as 3D. After having all the elements I had to decide on how to incorporate all these into a coherent video. I was heavily inspired by Gaspar Noé's aesthetic, since he's known for a very aggressive and "in your face" cinematography. And even the soundtrack was taken from the 2018's "Climax" by Gaspar. I wanted to translate the idea of how obnoxious and flashy these ads are, and also the idea that when you click one a million others open up.
︎ Make your own layout by dragging the pictures! ︎
