Vellocet Photo Series

Vellocet Editoral Images

Fashion Film

Vellocet Press Release

Vellocet is a brand where the most important concern is being able to combine film, literature, and art into the brands ethos. There is a lack of new brands that venture out of the fashion world or internet to find its inspiration and create a real experience.  Fashion is an art in and of itself, but when creating a strong and unique brand, it is important to consider all types of art. The target customer for Vellocet is a well cultured, urban, young person who appreciates the experience of fashion and is willing to invest in their aspirations. Much like the brand Gucci, Vellocet will create an experience with its media, whether that experience will be aspiration, informative, or fantastical.

Mood/ Concept boards

Location scouting photography research for fashion film

For this project I could not only research a brand as a starting point. I believe film, literature, and art are much more important things to understand when making your own work. I have always been in love with the poem ‘Howl’ by noted Beat Era writer Allen Ginsberg. Even the message from the opening line “I’ve seen the best minds of my generation destroyed by madness” is so powerful. Since studying the poem I was able to draw my own connections to a beloved film by the Nouvelle Vague director Jean Luc Godard called “Band of Outsiders.” Both the poem and the film have made me look at the idea of youth in a certain way since my research began. In the film, a group of young friends meet in an English class and soon decide to plan a robbery. The idea seemed so simple when it was surrounded by the juvenile romance plot and their youthful antics. In the end one of them dies and the other two are left to flee the country. I started to wonder how these youths took life so lightly. There is a particular scene where the friends try see every room in the Louvre in the quickest possible time. Here they are running around all of the beautiful art and not even taking a second look. The poem ‘Howl’, to me, illustrates the idea of youth being lost. With that in mind I will continue with that theme and concept in this project

Gucci is an world renowned, luxury, Italian fashion brand that has been around since the early 1920s. The iconic fashion house is immensely successful and is now under the creative direction of Alessandro Michele since 2015. This new aesthetic direction for Gucci under his leadership has been quite intriguing. The brand has become more youthful and popular in the 21st century sense of the word. I was initially drawn to this brand because of its new media. Gucci has been recently making stunning films and editorials that bring the brand to a new level. For example the SS16 fashion film was based on a scene from the cult film Christine F. and was shot in Berlin. The iconic movie reference incorporated with the brand is what I find most successful about this media. A brand that can make something so visually fantastic and create and experience is remarkable.

Velvet Goldmine Editorial

Velvet Goldmine Editorial

Velvet Goldmine article/press release

Velvet Goldmine Fashion Film

Editorial and fashion film moodboards

Editorial and fashion film storyboards

 Overall Composition: This advert has a dramatic, poised and elegant look to it. Like all of Anderson’s adverts it is simple and minimal yet effective.