Rebecca Moses Brings Animation Into Fashion

Information:

The fast-paced world of international fashion is an unlikely place to find animation. But fashion designer Rebecca Moses has challenged that notion by using animation to showcase her designs.

Moses, an American-born, Milan-based designer of luxury apparel (her clothes sell for U.S. $700 and up), developed the idea of animating her drawings while working on a collection inspired by India. At the encouragement of her sister, Deborah Moses and her company Moses Media, as well as Nick and Gretchen van der Grinten of Detour Design, both based in New York, Rebecca designed characters which could be animated. Rebecca’s designs were brought to life in the form of a colorful, playful and truly unique film titled The Discovery of India.

© Rebecca Moses.

Rebecca’s colored sketches–about 20 in all–were drawn on scraps of paper, complete with backgrounds. At Detour, the art was then scanned and colored in Photoshop, where the backgrounds were separated and the characters split into pieces and transformed into cut-out-like puppets, then animated as such with Adobe After Effects. The project was a challenge for Detour, a small design studio that mainly focuses on print media and broadcast design, for which the most animation is often moving type. But, said Nick van der Grinten, their approach was “deliberately un-sophisticated,” which facilitated their production schedule: less than one month!

The completed three-and-a-half-minute animation was first screened as a surprise introduction to Rebecca Moses’ Spring ’98 Collection, before the models hit the runway, at a show for the industry and media. “The fashion world is way too serious,” said Deborah Moses, “I think this woke them up. It takes a lot of courage in this business to take chances and risks, and to incorporate a sense of humor.”

For her next Spring Collection show, Rebecca designed a pop-up invitation, and a mural installation featuring 3D props made from her drawings. She would like to use animation again, but has no definite plans to do so yet.

 

Nike / Reuse-a-Shoe

Information:

A fantastic storytelling from ManvsMachine, in this animation to promote and explain Nike’s Reuse-a-Shoe initiative. Nike Reuse-a-Shoe takes old trainers and grinds them down to create a material called Nike Grind (who’d have thought?) a soft material which goes into the production of running tracks and courts. It’s a great initiative and I loved some of the ideas in the message, in particular, the machinery made from basketballs and tennis rackets.

 

 

PRADA REAL FANTASIES FALL/WINTER 2013

Real Fantasies is Prada’s latest motion book created to launch their 2013 A/W collection. This ‘Film Noir of Common-ness’ was created in collaboration with AMO, the counterpart studio to Rem Koolhaas’ architectural practice OMA. The film tells a surreal, collaged story of the everyday, using TV screens and photographs in shot to link the characters together with a certain strange, David Lynch-like feel. More on Trendland and Design Boom. Thanks to Howard Sullivan, Creative Director at YourStudio for alerting our attention to this one.

TOPSHOP fashion advertising analysis

Background:

TOPSHOP is one of most popular high street brand among the world which started its life way back in 1964. Since those humble beginnings in the basement of a department store TOPSHOP has grown up and now have over 300 stores in the UK alone. It ship to more than 100 countries and our eclectic British style is known all over the world.

Topshop is THE fashion destination on the British high street. Selling an average of 30 pairs of knickers a minute, 6,000 pairs of jeans a day and 35,000 pairs of shoes every week, it’s an unrivalled, iconic brand. Blending cutting edge style with purse-friendly prices, Topshop attracts women from their teens to the 40s searching for a weekly fashion fix.

Topshop was established in 1964 within a Sheffield department store called Peter Robinson, however, a year later, the same store allocated Topshop space in the basement of its Oxford Circus store in London. In 1974, Topshop was taken out of Peter Robinson and set up as a standalone retailer.

When Jane Shepherdson became Brand Director in 1999 her vision was to establish the brand as a fashion authority. Since then, Topshop has gone onto become one of fashion’s major success stories with over 309 fashion stores nationwide, including the world’s largest fashion store at Oxford Circus, which attracts over 200,000 shoppers each week!

In September 2005 Topshop showed its in-house design collection Unique (created in 2001) as part of the official London Fashion Week schedule and subsequently forged exclusive partnerships with international boutiques ’Opening Ceremony’ in New York, ’Colette’ in Paris and Tokyo’s ’10 Corso Como Comme des Garcons’. During summer 2006 ’Barneys’ in the US began retailing Topshop’s best selling Baxter jean in its flagship stores. Plans to expand internationally are also underway with stores in Moscow and St. Petersburg due to open in 2008.

Comprehension:

Due to the ‘Fast and Fickle’ management of TOPSHOP, it also can be seen in their fashion ADS. How to make a appropriate fashion AD, moreover, be care about the time consumption at the same time which is a challenge facing on the fashion merchandisers nowadays. I have collecting some relevant fashion ADS about TOPSHOP commercial, I had found that, they are good at transform a simple fashion AD as  a booklet which just in the way of video. It is quiet brilliant means to ensure the visual effect while whole details about this season collection can be totally presents(The overlong or too colorful ADS can be a trouble to audience). Because TOPSHOP knows that all they need to do is show all the most basic information to every customers, includes the season style, shape and fabric, make-up looks, even they published some tutorial for dress collocation and cosmetics using guide, all of those are make sure presents the maximize using value on buyer’s. In my opinion, there is no basic and classics collections in TOPSHOP, because they employs many designers whose in different individual fashion style for every season, there have different theme in every single season, that is what they have shows in ADS above which used the way of animation and colorful visual effect.

由于TOPSHOP的快时尚经营模式,它的广告也是显现出独特的快又时尚的一面。如何做好一个季度系列广告,并且要兼顾时间效率,这对于广告者来说是一个现阶段摆在于时尚零售商面前的一个挑战。我搜集了一些TOPSHOP的季度些列广告,我发现,他善于把即将上市的服饰系列制作成一个类似于消费指南的样本,只不过是以视频的形式,在保证视觉效果的同时,又把当季的详细服饰体现出来,这是我发现的一个很独特的表现手法,因为TOPSHOP知道,他们所需要做的,就是让他们的消费者切切实实的看到当季最流行的服装款式,整体妆容,甚至他们发布了一系列关于服装和彩妆搭配的指导视频,为的就是让商品的使用价值在人们的身上体现最大化。在我看来,TOPSHOP是没有自己的经典款式,因为他们聘用许多风格独特的服装设计师,为每个不同的阶段推陈出新,每个季度都有不同的主题,这也是他们用动画手法和色彩在视频广告上的视觉体现。

L’Odyssée de Cartier

Description:

Published on Mar 2, 2012

L’Odyssée de Cartier
Discover the new Cartier film, a journey between dream and reality.
For the very first time, Cartier has decided to create a cinema epic focusing on its history, its values and inspiration, its artistic and universal scope.

Directed by: Bruno Aveillan.

Comprehension:

This is an fashion advertising made with 3D animation skills. Compare with “Inside Chanel” I posted before, there’s no offscreen voice beside the main background music. Whole advertising presented by 3D animation skills with slowly story line but still with strong visual effect. There’s no personal history but presents the best selection and classical identify of brand, it’s no belongs to a documentary but a pure fashion advertising.