Shoot 1 - Amy Jackson Lovatt

"The inspiration for this collection came from the different ideas of escapism and how one uses this means of escape to fully explore their identity. My main inspiration came from Anne Franks diary and how she used her diary as a mean of escape and that as a young girl she knew as a woman she had a very big future to become anything she wanted other than a housewife and mother. So this led to me onto my love of 1950s Dior and Balenciaga and I moved onto the 1950s housewife and how they are trained to become this perfect kitchen goddess but they quickly realise it's not all to be and how some women go out and have affairs or just leave the family home. The garments show how a woman can be dressed in furs as a luxury but to place them in a controlling way so around the arms to make the lady uncomfortable to move in and the coats to cocoon them and cover them up. My target market is for a kitsch alternative look women." - Amy Jackson Lovatt 

Designer: Amy Jackson Lovatt

Title: Escapism 

Model: Monica Ionescu

Make up Artist: Kate Reynolds

Stylist: Zoe Psaras 

Once I had sorted a date with the designer I began my hunt for a model and make up artist. I also decided to have a stylist on set as the designer was unavailable to attend the shoot. Having a stylist would ensure that all the garments were pressed and positioned correctly on the model. As well as this the stylist agreed to purchasing some shoes and accessories to match with the garments. 

Mood board given to the make up artist to show the look I was aiming for

Bold/vibrant colours

Working in a big team was a really positive factor in making the shoot be so successful. It was good to have other eyes and ears on set to help if I needed assistance. Getting the stylist to make alterations to the clothing while I was shooting was much easier than having to do it myself. 

Having a mood board of poses on set made the models job a lot easier as she was able to see the look I was attempting to create. 

For this shoot the stylist bought some accessories to use but I think they detracted from the overall look, therefore for my future shoots I will not have any accessories as I want the main focus to be on the clothes.