Ecologique Fashion | styling
Ecologique Fashion is a sustainable fashion PR and events consultancy based in the San Francisco Bay Area.
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Myrrhia AW13

At the beginning of the year/end of last, I began working with Myrrhia on planning a beautiful lookbook and fashion campaign for her lovely AW13 collection. Inspired by the dynamic energy that exists within all of us, Myrrhia’s AW13 embraces a duality of radiating patterns in smooth hourglass shapes in addition to chunky, textured organic merino knits in rich moody solids – both mimicking the dynamic human energy that exists within all of us. With a plentiful collection of 20+ pieces including sweater dresses, hi waist skirts (fav!), pullovers, cardigans, and knit accessories like infinity scarfs, hats and neck cowls, not to mention the …15 some colors they all came in… we had our work cut out for us!

Having established such an awesome team of creatives in Myrrhia’s last photoshoot for Spring 2013, I called upon some familiar faces (as well as new) to bring their talents to the table [of Myrrhia’s vintage studio in Oakland] once again. We had the infamous, practically famous (as she doubles as an actress in LA) fashion photographer Emily Sandifer, the beauty guru Rita Lonberger of ItsHighFashion, the fashion-editor-in-training Phoebe Gillan (my awesome and uber fashionable intern), the awesome hair salon I go to –The Plum Organic, a beautiful model courtesy of LOOK Model Agency, and me!

As art director of the entire operation, I started by thinking of different ways of communicating Myrrhia’s muse for the collection- dynamic human energy. I went through dozens of websites searching photos and meanings, came across countless scientific articles and chakra images, and finally found a theme…well almost. With all the vibrant colors and patterns, I knew I wanted to work with something bold as a compliment. I put together a style sheet cutting out some of the looks from the linesheet I also developed for the collection and pinning them with exaggeratedly big and smoothed hair styles, as well as accessories I felt would best accentuate [without over-powering] the garments.

sample of my styling sheet

As my brain widgets continues to crank, I got hooked on a word closely related to energy and self actualization- “expression”. In dissecting e x p r e s s i o n, I was reminded of the very first things I did as a young person when I wanted to express myself – draw (did you think I’d say scream?). While I was also here in my head stuck on the aesthetic possibilities of “draw”, my mind pictured myself drawing in school as this young person.. on a chalkboard. When I thought once again about a chalkboard and how a Fall/Winter collection commences around academic orientation time, I had my confirmation. A chalkboard would also enable us a bold background that would not only bring attention to the details of the garment, but allow us a customizable aesthetic.

I contacted Myrrhia with the idea and we decided we could make our own chalkboard. So, t’was a trip to the hardware store, two ladies (Myrrhia and I) who hadn’t painted in a while rolling our rollers in an effort of covering that wall evenly with two coats of chalkboard paint… and viola! we had our back drop.

On the day of the photoshoot it wasn’t a surpirse that we all worked very well and swiftly to capture every piece of Myrrhia’s collection. Our model gallantly stuck it out for the day (even after she had worked all night the day prior). Despite a few sleepy set-backs, she had some killer moves AND was able to draw the Myrrhia Logo after a few practice tries (proof here!).

Video Lookbooks and Gritty Goodness

Amidst an over saturation of fashionable information available to us on the interwebs, we’ve seen a recent trend in more and more video campaigns, films, and shorts integrating fashion lines in a way like never before. In addition, while the conveniences of online shopping allow us to curl up in a cozy blanket and buy something on our iPad -or even mobile device- sometimes we don’t have enough confidence to buy unless we see the garment in action. This is where video lookbooks come in! –A chance to catalog your collection to the masses visually in an artistic and interactive way that connects with the viewer. Video Lookbooks also come in handy to send to the press or online zines as they are often looking for highly interesting visual media to feature.

With the purchase of my Cannon 7D (great investment) I’ve had the privilege to take my art directing to a new level- where I am taking the footage which (although still learning technicalities) allows me more immediate creative expression as well as proper representation of my client’s brand’s personality.

Recently, Scott Ian McFarland’s beautiful collection called for a video lookbook that would take his luxe brand and show consumers how it could be worn. As the lookbook itself utilized the entirety of his collection -without any other designers accessories- I found that we could also represent the line in a way that would “casual-ize chic” it, if you may, for the luxury man or woman’s wardrobe… so I styled things a little bit differently 😉

We filmed the video in two days as we were not able to coordinate a day for both models to come… so we shot the female model (Laura) on a Thursday and the male model (Dario) that Friday. I was happy with the models posing and the fact that the light in the vintage warehouse we borrowed (from designer Myrrhia) gave the film a gritty, dark feel. I was also stoked to find out that if you take Massive Attack’s “Babel”, and twist the pitch, the singer sounds delightfully like Thom Yorke!