SFC LOG BOOK: February 2016

WEEK 4 MEETING

February 29, 2016

Week commencing 29^th February 2016, this session entailed a discussion with guest speaker Paul Bason.

In this session, when discussing targeting teen girls, Bason advised the group to think about whether our age gives us an advantage. Using Zoella as an example, he prompted us to consider if she would be as successful with her current fan base if she were older.

Considering this advice we believe that as our group consists of women in their early twenties we are not that far removed from the demographic we have chosen to target, therefore we should be able to address the consumer in a successful manner.

Tasks:

Continue gathering inspiration for next week

Start planning photoshoot

Ellie

VALFRE PHONE CASES

February 29, 2016

Researching other phone cases on the market and their themes. Came across Valfre, who sell girly products aimed at a younger audience. Clear correlation between these designs and Moschino's, very gimmicky and of real life objects. These phone cases are clearly popular with younger girls similar to Moschino. Considering using gimmicky images in our campaign.

Olivia

PINTEREST BOARD OF IDEAS FOR PHOTOSHOOT

February 29, 2016

This Pinterest board showcases our new ideas for our photoshoot using household products and appliances.

https://www.pinterest.com/livseymour1/scream-moschino/

Beth

SOCIAL SHOPPING

February 29, 2016

In 2016, everything has to be social. Even things that you might think to be unsociable - like online shopping – are being pushed into the world of social through mobile retail. New initiatives are popping up all over the app store, such as Villoid, the brainchild of Alexa Chung, is seen as a cross between Instagram and Pinterest – only with a buy button (Driscoll, 2015). Apps alike Villoid aim to combine playful elements of both social media and m-commerce to create a new and exciting shopping experience. In the age of the smartphone hosting an m-commerce operation is easier than ever with a number of apps at the disposal of anyone who wants to use them. Combining the two experiences can be incredibly effective for impacting the generation whose life is so heavily documented through social media (Housley, 2015).

This helped us to decide on a future strategy for our digital campaign, a mobile-based buying and selling shop. Particularly because our audience of Generation Z'ers are considered 'early adopters' to all things tech and social, it enabled us to form a plan to implement while the initiatives are still of interest to 'early adopters'.

Sam

Katy Perry Copyright

February 29, 2016

Katy Perry's Met Ball dress the subject of copyright infringement lawsuit

Brooklyn street artist Rime, born Joseph Tierney, has filed a copyright infringement lawsuit against designer Jeremy Scott and Moschino, for making a dress that he believes replicates a signature graffiti tag that he painted on a Detroit building (see the following image).

Documents filed by Rime’s lawyer read “Not only was [Rime’s] art exploited by [Scott and Moschino], but his credibility as a graffiti artist was compromised by inclusion in such a crass and commercial publicity stunt,”

Katy Perry wore the dress on the red carpet of the Met Ball, the theme of which was China: Through the Looking Glass. The dress in question is black, and the lower half features a colourful graffiti-like design.

Sam

Historical Moschino Collections

February 26, 2016

Before Moschino became notorious for Jeremy Scott’s outlandish collections house founder Franco Moschino could have given Gaga a run for her money. Franco filled his runways with irony and subversion, taking aim at the fashion victims who queued up to buy his clothes. As our project is very tongue-in-cheek some of these past collections could be used as a source of inspiration.

AW/89 'Fun Fur' Collection

Franco's AW/89 collection was a take on Cruella de Vil-style furs that poked fun at the fashion industry’s serious nature. The result was a collection featuring coats of stitched-together teddy bears.

SS/94 'Bin Liner' Dress
The T-shirt read 'Il buon gusto non esiste!' which means good taste doesn't exist. Franco underlined his point with a matching skirt made of shredded bin liners

AW/01 ‘Domestic Role Play’ Collection
Models took on the roles of housewives in a play on gender stereotypes. The collection included stereotypical outdated representations of women, such as, girls wearing rollers and dressing gowns and them talking on the phone.

SS/14 'Greatest Hits' Collection
Rosella Jardini, the right-hand woman who took over as creative director after Franco's death in 1994, continued to use irony within the collections. Her last show was a barnstorming celebration. The show included Franco's favourite model, Pat Cleveland (wearing a dress made of the Italian flag and covered in cows), and a live performance of I Am What I Am by Gloria Gaynor.

Beth

SCREAM QUEENS

February 26, 2016

Scream Queens, Fox’s hit TV show featuring tongue-in-cheek horror and comedy. lead by Chanel Oberlin and her posy of ‘Chanels’ whose quick-witted attitude and sophisticated style has run up an internet frenzy. The star-studded cast, including Emma Roberts, Lea Michele and Ariana Grande have an incredible social media following between them (5.6million, 3million and 63.2million respectively) escalating the show’s success. Scream Queens is cleverly marketed to a social-media-obsessed audience and the creators have employed a social strategy that has youth-driven handwriting with witty and engaging content, also utilizing the power of Instagram by leaving clues about the serial killer’s identity. An immense level of conversation has been generated across a number of youth-driven platforms including Tumblr and Snapchat with fans making and sharing GIFs of the characters and quotes taken from the sharp and witty script, which uses a multitude of pop culture references including ‘Sweet Yeezus’ and a serious love for ‘Waterfalls’ by TLC. The sugar-sweet wardrobe of Chanel and the Chanels has taken inspiration from Moschino, with oversized, over-the-top accessories and pastel-colours (Owen, 2015).

Scream Queens was of great influence to us as the show has successfully played upon pop culture and uses tongue-in-cheek and witty comedy, which audiences have relished. The show's highly sought after wardrobe is influenced by Moschino, so for us, taking influence from the show seems natural. Scream Queens helped us in coming up with ideas for the 'Scream Moschino' spin on things; such as product labels.