04/11/14 - INDUSTRY PROJ. (perfume concept)

Collection concept board - Caroline Wong

Perfume advertising concept board - Caroline Wong

Since the collection concept was finalised yesterday, today I focused on working on the concept for the film, photoshoot, advert campaign and perfume line. During our research, we found that Sander has a number of perfumes including Scent 79 for both men and women. This discussion led to the idea that we would also bring out a perfume for the season as with most fashion houses, a cosmetic and perfume line is usually the main money-maker.

We discussed working and designing in the way of Raf Simons, bringing the minimalist side back to Sander that we felt was somewhat lost in Rodolfo Paglialunga's SS15 collection which had nods towards his part Prada designs. Because of this idea of going back in time, we have decided to call the perfume '7.9' to pay homage to the year Sander began producing perfumes. The scent will be unisex with hints of floral and musk and I've since begun designing the packaging for the perfume.

The fashion film and the teaser campaign will be shot in black and white whilst the collection campaign and lookbook will be in color. The film will feature a number of close ups as well as a few panning shots. I want the look of the film to be clean and slow without being boring. The mood will be sombre and somewhat melancholic too.

For the shoot, I have been working with Christele and Molly to come up with a number of different concept boards. As Christele is styling all the promotion campaigns, we've had to work closely and it's been interesting to get a feel for how it would be like to work in a company where it is not just one person doing the work but a number of people all working on one thing in order to get it done. As the 'creative director' for the film and the advert campaign, it's been extremely crucial to see what the stylist has planned for the shoots in regards to hair and make up.