Fashion Story

After researching trends, colour palette, fabrications, layout, composition and locations I have shot three fashion stories illustrating these trends.

Here are a few images that I will include in my supplement magazine.

Trend mood boards

I have created mood boards to illustrate the trends I will be focusing on for my supplement magazine.

The tribal theme offers opulent tones of russet, teal, burnt orange, mustard shades, dark brown and rich reds. Blocks of clashing colours also work well in this trend.

Tasselled accessories and handcrafted jewellery create the tribal look.

Key details:

•       Strong patterns and shapes

•       Vivid colour palette teamed with earthy tones

•       Leather fringing, crochet detail

•       Suede, silk, fluid chiffon, denim

•       Stacked bangles on the wrist

This relaxed feminine look is perfect for the spring season. Team denim with pretty florals and tan accessories.  Ruffle detail and layered frills on the neckline and cuffs are signature details.

Blue, navy tones, teamed with camel, toffee shades, dusky pinks and cream creates the perfect feminine colour palette.

Key details:

•       Delicate floral blouses

•       Tan accessories

•       Gold layered jewellery

•       Chunky wedges

The shapes are clean cut and tailored. Draped jersey’s and silks cascade beautifully. Fabrics are luxurious. Colours range from muted tones of grey, crisp whites, nude pink’s, mocha, blues and purples.

Key details:

•       Simple cuts

•       Pleats and draping

•       Delicate detail

•       Soft sheer fabrics

•       Fluid silk pieces

•       Tailored blazers and shorts

•       Statement silver jewellery and enamel bangles

Visual merchandising

I have photographed the visual merchandising within the Warehouse store in Southampton to illustrate how they convey the current trends. The VM within this newly refurbished store is beautifully laid out and has a boutique feel. 

Key looks lead the customer through the store with the use of beautifully styled mannequins, directional brand graphics, statement jewellery stands and accessories.

The themes are merchandised clearly to visually entice the customer and enhance their shopping experience. Key pieces are always front facing to show Warehouse have the latest stock.

Outfit building, e.g. fixtures of trousers teamed with tops; make it clear and simple for customers to create a look. Warehouse educates its customer’s by clearly highlighting the must have items.

Warehouse’s window displays are very creative and represent their brand essence.

Styling project

Currently I am in my final year at University studying Fashion with Photography. As part of my final major project I decided to focus on style as this is a strong passion of mine.

I have created a supplement styling magazine to showcase the latest garments for this season.

The magazine is aimed at the fashion conscious female aged 18-30. The garments are sourced from high street stores and the main sponsor was Warehouse.

I was lucky enough to speak to Warehouse’s head office team regarding sponsorship and asked them a few questions about their inspiration for their current collections and what we as a consumer should be wearing this season.

Interview

Where do you and your team take your inspiration from when you are creating a collection?

Warehouse: Everywhere really. The catwalks are a great source of inspiration to see what colour palette, fabric, print and detailing will be key for the season. Street style is another great method and always so interesting to see how people style up an outfit. The environment and architecture is also important because it can help inspire the structure and silhouette of a garment.

What are the key trends we should be following this spring/summer?

Warehouse: The 70’s and floral trend is going to be huge with the emphasis on ditsy, bold floral prints and denim. Dolce and Gabanna featured this a lot in their catwalks which has been extremely influential in high street stores.

Colour blocking tailored separates will start to filter through in luxe textures and striking tones as well as an exotic African/safari trend showcasing bold animal and ikat prints in earthy rich tones.

Nudes will still be a must have colour and strong trend. The silhouette and cut of garment will be slick, extremely streamlined and clean cut as seen on Calvin Klein. Pops of colour such as royal blue will lift the neutral palette.

What key pieces should we be buying to update our wardrobes for this season?

Warehouse: Well I think it’s essential you have a tailored blazer to emphasise the clean silhouette of the classic simplicity trend. This blazer can be teamed casually with a pair of jeans or worn formally over a tailored shift dress. Standout separates with gorgeous detailing create an effortlessly glam look.

A pretty  summer dress in this seasons ditsy print layered with a denim shirt will reflect the floral trend perfectly. The floral collection Warehouse has produced is beautiful. It is created from both jersey and luxe fabrics in feminine maxi’s, blouses, t dresses and tailored trousers.

A bold animal print tunic loosely draped over harem pants or textured leggings will showcase the African trend. Accessorise with a leather satchel and chunky bright bead jewellery. The key detailing to look out for with this trend will be animal print, crochet, weaving, tassels and feathers.

Warehouse always manage to translate trends from the catwalk to their customers in an exciting and inspiring way. What can we look forward to this season?

Warehouse: We have some fantastic decorative window displays to showcase to our customers. We spend a lot of time with the visual merchandising team to produce influential styled outfits and window backdrops to dress our mannequin displays with to ensure we reflect the current trends perfectly.

Fabrics and key detailing such as heavy embroidery and embellishment will be featured a lot throughout our collections. We will also be introducing a ‘Warehouse loves’ piece every month which will be a key piece of clothing reflecting the current trend at a must have price.

As well as this we have been very excited about the launch of our brand new ‘Luxe’ collection of luxurious tailored investment pieces echoing the simplicity trend. We can’t wait to hear the feedback from our customers on this particular collection. The in house design team have created these special pieces with the most beautiful, intricate detailing and luxurious fabrics.