COLLECT FASHION CONSULTING
Fashion catalog and video for a client
Art director and stylist – Inez Ribeiro Devereaux –
The Year 2010
First all told to everybody about the concept for our day shoot. What’s the story we want to tell? At that time the collection theme was grunge and 90’s Seattle rock bands. We did a lot of the creative choices was being tackled during pre-production in the brief and mood boards. My staff and I decide to choose as a location one old market in my city. In practice, I communicated my ideas to the photographer in terms of results, and leave it to the photographer to achieve those results. I briefed the photographer on the mood they need the models to express, and the photographer is the one who directs the models. I gave reference images for how the light should look, and the grunge mood and the photographer told his assistants how to set up the actual lights. I also gave a directly brief the make-up artist or stylist and my assistants. After that, my assistants and I start looking for scene objects and accessories. I this case we brought musical instruments, skates, cables and everything else to transform the location in a rock concert. We LOVE THE RESULTS ANS OUR CLIENT TOO!
The lookbook purpose is to convey the mood of the collection while showcasing it to potential retail/online buyers. These can be presented in print or a digital format. unlike a fashion photography campaign, the one of the most important part of photographing a fashion lookbook is a more precise continuity, and the ability to showcase the features of each item and reference number to make the buyer’s shop easier.
Thanks for your reading!
Inez Ribeiro Devereaux