What is Fashion?

Last night my classmates and myself launched our very own fashion film. Our final module for our 3rd year at uni was the challenge to create, film and edit a fashion film and host a successful launch event showcasing the finished product. The theme for the film given by lecturers was 'Fashion is Creative. Fashion is Culture. Fashion is Business'. This theme left us asking what is fashion? Why should fashion be defined into only 3 sub-categories? Fashion has a personal meaning to everyone, it is undefinable. This lead to the title of our film 'Undefined'.

After only 2 weeks of intense teaching and getting to grips with all the equipment and software we were expected to use throughout the project we dived right into planning and filming. We split into 3 groups, each group portraying their interpretation of the designated sub category. I was part of the 'Fashion is Business' team.

For our 2 minute section of the film we planned 5 shoots. Our first shoot 'Building a Business' was shot on location at Grey's School of Art. We shot Fashion Design students sketching, sewing, pattern cutting and screen printing fabric - essentially building their business - with a sort of behind the scenes feel. Our second shoot 'Fun Business Wear' was shot in the studio on campus. We mixed formal business wear with more casual garments showing business wear doesn't have to be boring. We used coloured LED lights to light up the white backdrop to create a fun atmosphere.

Our third shoot 'Girl Boss' was also shot in the studio on campus in front of a green screen We had our model dressed in luxury business wear sat at a desk with her laptop. Drinking from a Starbucks cup, looking at magazines with her heels on the table and then throwing her work in the air. Unfortunately the footage couldn't be used in the film because of difficulties with the green screen. Our second last shoot 'Luxury Business Wear' was shot on campus on location on some stairs which we felt looked office like. We wanted to empower women portraying strong business women in luxury clothing sourced from John Lewis we had brands such as Ted Baker and Ralph Lauren.

Our final shoot 'Online Shopping/Fashion in The Media' was also shot on location in the university. Styling models in more casual streetwear we had them online shopping on their phones whilst they chatted and looked through fashion magazines. We wanted to show how fashion is a business for some people and it's not just about business wear.

Throughout the different shoots I was responsible for styling and choreographing shoots along with shooting still images. I loved being behind the camera and this project has been such a fun project to be apart of. On Thursday we screened a preview of our film to a select few and some press in a lecture hall at the university ahead of our official launch event last night at Rev de Cuba Aberdeen. At our event we showcased our film to our friends and family over half priced cocktails and all had a laugh at the behind the scenes film too. Tickets were free and instead we asked for a donation to Alzheimer's Scotland, a charity which was chosen by the students. During the event we also had a raffle with all profits going to the charity. After all the thank yous it was time for us all to let our hair down and celebrate our end of 3rd year and all our hard work.

You can watch our full film here!!! 👇🏼👇🏼👇🏼
http://www.rgu.ac.uk/areas-of-study/subjects/business-management-and-accounting/study-options/undergraduate/digital-fashion-show-fashion-undefined

Models: Clio, Abbi, Indra and Evelyne from Premier Productions.