Welcome to shoot three of our four-part journey exploring the four seasons & sustainable fashion; AUTUMN.
Fashion Design Competition: This shoot features the designs of Gloucestershire Uni’s second year degree student, Beth Brown, competing to win a privileged internship with fashion giant Paul Costelloe along with one-to-one mentoring with London fashion label REIN.
Model Competition: The shoot also features aspiring model Georgi Meecham, competing for a prestigious one year model contract with BMA Models London.
This shoot saw us venturing into the wilds of Wales, trecking 1/2 an hour on foot with kit & heavy props to a secluded beach and our own private waterfall as a backdrop.
Focus for our AUTUMN shoot: “Fast Fashion” and Hand-made
The theme of our AUTUMN shoot is a social commentary, encouraging and exploring “natural” and “hand-made” eco-friendly methods in this era of “fast fashion”. There was always a clear vision for our main shot of an eerie figure sitting behind a vintage sewing machine, to represent the decline of traditional garment making & the death of “old industry” whilst the billowing fabric represents the rise & “lust” for fast, cheap fashion that we all get so carried away with, illustrated by ephemeral model Georgi as she’s literally carried away by the wind.
Problem: Most of us would not ordinarily link the word sustainability with the fashion industry despite living in a “green” and “eco-aware” era. “Fast Fashion” is just one aspect of the sustainability issues faced by the fashion industry, so what exactly does this “buzz-word” mean?! Essentially, it is low-cost clothing that mimics luxury fashion trends, changing with lightening speed and quickly becoming necessary rubbish just like yesterday’s news – today’s treasures, tomorrow’s trash! It gathered pace at the end of the 90’s when globalisation was growing and high street brands faced more and more pressure from budget & supermarket chains developing their own low cost garments. Studies show that women today have more than 4 times the amount of clothes in their wardrobes than in 1980 and are getting rid of as much each year! As a consequence, not only do we see poor working conditions and an adverse affect on the environment from all the factory pollutants, water & energy usage, but we therefore also throw away more and more, creating unnecessary waste, which is escalating to crisis proportions. The average UK consumer sends 30Kg of clothing & textiles to landfall per annum. 1.2 MILLION TONNES went to landfall in 2005 in the UK alone – imagine what it must be now, over ten years on!
Solution: We’re all guilty of falling prey to alluring prices for seemingly “good-enough” garments but if we are to battle the fast fashion craze and try to act as green as we say we want to be, we will have to all take a step back to have any impact on the gathering momentum of the fashion giants who will make as much as we can buy! The best ways to become instantly more sustainable as individuals are:
a) recycle our old clothes with clothing recyclers who can pull fabric s apart for them to be reused instead of becoming landfill
b) spending a little time researching and buying clothing that employ more environmentally friendly fabrics or methods of production resulting in purchases that will last longer and have less impact on the land and eco-system,
c) up-cycling clothes in your wardrobe already – chop down a denim jacket to make that 80’s long thing a contemporary cropped affair, or chop your bootcut jeans into frayed shorts. The more adventurous among you could even combine items to make something entirely new,
d) I mean, it’s pretty obvious and I think we could all take a lesson from this too: just buy less.
So, we had a lot to communicate though our image and whilst there was a definite need for “darkness” in this shoot, it also required us to illustrate how important “hand-made” fashion is. We wanted the hair and make-up to reflect and support this notion so Jodi devised a unique make-up that echoed the design of our outfit designed by Beth Brown. We especially loved the bold laser-cut lines yet delicate and “earthy” feel displayed in this hand-stitched garment.
If you like what you’ve read here today, please feel free to share it with other like-minded people interested in fun creations, pretty things & the ball of loveliness we call Earth.
Please also keep your eyes peeled for our final shoot in the four seasons: SUMMER – coming soon!
Photography: Stefanie Calleja-Gera
Film: Justin Golby
Hair & Make-up: Jodi Croft
Production Assistant: Davey Terrific
Production Assistant: Joe Calleja-Gera
Model: Georgi Meecham
“Caped Figure” & Production Assistant: Kirsty Glover
Clothing: Beth Brown
With Special Thanks To:
Special FX Smoke: TLSFX
Citations & Relevant Articles: