Aesthetics in Fashion
Research Project
Student ideas
Case Study: VFX
Case Study: Fashion
Case Study: Logos
Case Study: Aesthetics in fashion
Case Study: ???
Chosen ones:
1.2 Case Study: Logos
1.3 Case Study: Aesthetics in fashion
Mark Scheme
UNIT 12 |
Specialist study in creative media production | 1. Understand the principles and practices of a chosen discipline in creative media production. | 1.1 Critically describe a range of contextual perspectives influencing a chosen discipline in creative media production. |
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| 1.2 Apply knowledge of critical perspectives to inform own practice. |
| 2. Be able to locate and evaluate information from a range of sources. | 2.1 Identify a range of relevant academic and cultural sources for a personal research project. |
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| 2.2 Critically evaluate information from a range of sources to inform ideas. |
| 3. Be able to communicate ideas and arguments in a variety of forms. | 3.1 Apply academic conventions in the production and presentation of ideas. |
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| 3.2 Effectively communicate ideas in appropriate formats. |
Context
1.1 Critically describe a range of contextual perspectives influencing a chosen discipline in creative media production
HISTORICAL CONTEXT | Aesthetics is a branch of philosophy that deals with the nature of beauty and taste, as well as the philosophy of art. It examines subjective, sensory & emotional values, or sometimes called judgments of sentiment and taste.
Aesthetics in fashion is an expressive art form that deals with certain clothing designs, pictures, items, etc… and puts them into categories.
There are many aesthetics that people chose to like and dislike. It isn’t really known when people decided to look back on history and chose artisticle parts about it and try to reciprocate it into the modern times. Take the example of the Renaissance and greek mythology, some like it, some don’t like it and some people don’t care about it.
A more modern example of aesthetics in fashion is the “Retro aesthetic” where people dress and buy things that are or look like they are from the 80s / 90s. This aesthetic is one of the most popular ones right now as of 11/01/21. People are combining it with modern fashion and creating whole new sub-divisions of the retro aesthetic. Commonly, this aesthetic uses either under saturated or over saturated pictures with obscene amounts of grain and dust (sometimes fake dust) to create that 80s to 90s feel. These people's favourite genre of music is likely to be indie-rock or indie-pop or literally music that came out in the 80s to 90s. Popular artists in the retro aesthetic would be Wallows and Clairo who have done a feature on the song "Are You Bored Yet?". 
Another modern example of aesthetics in fashion would be the “grunge” aesthetic. This is where people focus around dark colours, mainly black and grey, and are obsessed with skulls and other things considered “edgy” or to the untrained eye, “emo”. The "grunge" aesthetic splits of into subcultures of lifestyle and fashion such as skaters. Skaters also influence back evolving the aesthetic and possibly many others. From a clothing aspect, most of the grunge aesthetic includes loads of unnecessary chains with leather boots, typically Dr. Martens. Vans are also a desired footwear choice in the grunge aesthetic and a lot of aesthetics over all. These people's favourite genre of music is likely to be rock, alt rock, heavy metal, rap and of course grunge style music. A popular rap artist that follows the grunge aesthetic would be "ZillaKami" with his popular song "33rd Blakk Glass". Another popular rap artist that follows the grunge aesthetic would be "1nonly" with his popular song "Ash Kaash". 
Fashion brands / clothing brands are not really known past the 70s. People do not know about the brands that created clothing back in the 18th century and backwards. Fashion brands are like a trend, they will become hot and slowly fizzle away into nothing again.
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THEORETICAL CONTEXT | Aesthetics in fashion being a fairly modern occurrence, there are some issues surrounding it. Some people think that associating yourself with a certain aesthetic is a loose link to you not accepting your true identity. With this, issues with the LGBT community arise as their whole agenda is accepting yourself. A counter argument to this is that by following with the aesthetic you are accepting that you like the aesthetic and it is part of you.
Apart from those minor issues, aesthetics in fashion is largely for anyone willing to follow along a certain “path”.
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Relate perspectives to FMP
1.2 Apply knowledge of critical perspectives to inform own practice.
HOW THIS MIGHT INFORM YOUR PRACTICE | Since the main issue of aesthetics in fashion is the identity of people I should make my clothing designs unisex or at least have very similar designs for male fit and female fit.
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Sources (Harvard referencing)
2.1 Identify a range of relevant academic and cultural sources for a personal research project
SOURCE 1 | Feiam, A. and Feiam, A., 2021. 10 Top Fashion Trends from Men’s Fashion Week A/W 2020. [online] The Trend Spotter. Available at: <https://www.thetrendspotter.net/fashion-trends-men-a-w-2020/> [Accessed 28 January 2021].
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SOURCE 2 | Glamour. 2021. 10 Fashion Trends That Will Be Huge in 2021. [online] Available at: <https://www.glamour.com/story/current-fashion-trends> [Accessed 28 January 2021].
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SOURCE 3 |
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SOURCE 4 |
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SOURCE 5 |
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2.2 Critically evaluate information from a range of sources to inform ideas.
Evaluate sources and their use/relevance
EVALUATION | After researching current fashion trends, we can get an understanding for what is hot and what isn’t anymore. With said information we can create designs and clothing based on the trends. I could also gain information about what I want my product to be from personal experience and seeing what other people around my age like to wear. The trends as seen in secondary research aren’t too dissimilar from what I see around me. A lot of people seem to wear a hoodie with some sort of jacket over it: like a blazer, a plaid shirt, oversized t-shirt, etc…
The logo / brand has got to be recognizable from a glance and follow the main rules to graphic design. A simplistic design is 100x more effective than a rather complex one. Using Nike as an example.
This research has been useful to me as I now know that I need to hone down on what I should be creating (design wise). I can’t just create a design and stick it onto everything and call it a job done, I need to be considerate and concise with what I create.
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Presentation of ideas
3.1 Apply academic conventions in the production and presentation of ideas.
3.2 Effectively communicate ideas in appropriate formats.
Here is where you need to bring in your research to present your ideas to your supervisor.
You might want to use a writing frame such as
My FMP idea is
A key quote is this
Which is useful/relevant because
I will be reacting against
I will be following the genre of ____ but developing it by ______
The main thing that interests me is
This relates to my research on
Where I found out
Some other practitioners disagree, and say
I would argue
The way I see this project is
I could relate it to the theoretical perspective of (eg) narrative construction because my character follows this arc, the story ends like this… the inciting incident is
To conclude, my research will be highly useful because
MY FMP IDEAS | My FMP idea is to create a set of clothing designs / logos to test and further my skills in graphic design. A key bit of information to me is that of the Nike logo, which was created in 17 hours and bought for the large sum of $35 in 1971. This is relevant to my idea as it is my inspiration to do clothing designs / logos and knowing that such an influential piece of graphic design was created on such a small scale gives me confidence in my work ahead.
I will be reacting against the resurgence of vintage / retro aesthetics in fashion. To better suit this aesthetic, I will be following the genre of skate clothing but developing it by implementing my ideas and styling from the retro aesthetic, a little from the renaissance and inspiration from greek mythology. My main source of interest is the retro aesthetic and greek mythology. The retro aesthetic is on the rise of popularity and this can be seen in modern clothing trends. While researching into the renaissance period, I stumbled upon Greek mythology, more specifically Greek gods. This is where I found out that they have logos / common traits found within them: Zeus with lightning, Icarus with wings, Hermes with boots, etc… I can implement aspects of these logos into my work. 
Some other people would disagree with the retro aesthetic becoming popular and say that Asian countries, such as South Korea, have a large influence on teens and overall fashion sense. I would argue this, as when you merely type “clothing aesthetic” or “fashion aesthetic” the first results are following the retro trend. The way I see this project is me expressing my appreciation for the retro aesthetic movement. This could be in relation to the theoretical perspective of self acceptance and expression, as I am expressing a side that I normally don't show many or any people. 
To conclude, my research into logos and aesthetics of fashion will be highly useful to me because I can get a very good understanding of graphic design, its principles and how to apply it into my work. The research into aesthetics of fashion and fashion itself help me understand trends and what would be popular. |
Logos
Research Project
Student ideas
Case Study: VFX
Case Study: Fashion
Case Study: Logos
Case Study: Aesthetics in fashion
Case Study: ???
Chosen ones:
1.2 Case Study: Logos
1.3 Case Study: Aesthetics
Mark Scheme
UNIT 12 |
Specialist study in creative media production | 1. Understand the principles and practices of a chosen discipline in creative media production. | 1.1 Critically describe a range of contextual perspectives influencing a chosen discipline in creative media production. |
|
| 1.2 Apply knowledge of critical perspectives to inform own practice. |
| 2. Be able to locate and evaluate information from a range of sources. | 2.1 Identify a range of relevant academic and cultural sources for a personal research project. |
|
| 2.2 Critically evaluate information from a range of sources to inform ideas. |
| 3. Be able to communicate ideas and arguments in a variety of forms. | 3.1 Apply academic conventions in the production and presentation of ideas. |
|
| 3.2 Effectively communicate ideas in appropriate formats. |
Context
1.1 Critically describe a range of contextual perspectives influencing a chosen discipline in creative media production
HISTORICAL CONTEXT | A logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.
The history of logos is not within logos itself but within each individual logo as each one has a background and story. Some infamous logos include: Apple, Nike, Mickey Mouse and Chanel. Just to name a few.
Perhaps the most recognisable from the list being Chanel with the 2 interlocking C’s, representing the founder CoCo Chanel. Although there is speculation that the love of her life was also referenced in the logo being “Capel & Chanel”. The history of the logo and where it was created are wrapped in mystery but we do know its official start of life was 1925 and since then it hasn’t been changed. Speculation suggests that the logo was created as an influence of many things that Chanel used to see often. As the symbol can be found in Château Crémat castle located in Nice, which Chanel used to visit. There also is a theory including Aubazine chapel, as Chanel comes from cloister orphanage.
The Nike logo is yet another one of the most infamous logos with a very humble beginning. In 1971, a student named Carolyn Davidson was short on money for her graphic design course. A man named Phil Knight approached her with a job opportunity, as his company “Blue Ribbon Sports” had decided to launch a new football shoe named “Nike”. Carolyn accepted the offer and got to work, within 17 hours she had returned with a logo. She wanted to create motion within design hence why the Swoosh is in place with italic text. The Swoosh was established and Carolyn was paid $35 for her efforts. Little did Carolyn or Phil know that the brand is now a multi-billion dollar business and its logo was only made for the large sum of $35.
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THEORETICAL CONTEXT | Renaissance. Both the art and the period of time, this is where modern art and design flourished and, in my opinion, the golden age of art. Through the 15th century into the 16th, Renaissance was at its peak and had gathered the name of the “high Renaissance”. This movement was all about the concept of Roman humanitas and the rediscovery of classical Greek philosophy, such as that of Protagoras. This new thinking spread into every aspect of the forefront of humanity: in art, architecture, politics, science and literature. Early examples were the development of perspective in oil painting and the revived knowledge of how to make concrete statues. As many people might tell you this art movement was the birth of the art we see today and therefore, the stepping stones leading to the birth of graphic design.
Jumping forward 5 centuries, Saul Bass was an American graphic designer and Oscar-winning filmmaker best known for his design of motion-picture title sequences, film posters, and corporate logos. Bass is responsible for many corporate logos such as: AT&T (1969 & 1983), Quaker Oats (1969), United Airlines (1974), US postage stamp “Science and Industry” (1983) and many more. He revolutionised the title sequence with his work on the new film “The Man with the Golden Arm”, even going as far as creating a whole new form of kinetic typography for one of his title sequences for Alfred Hitchcock. Saul Bass was a man who saw the importance of his designs...
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Relate perspectives to FMP
1.2 Apply knowledge of critical perspectives to inform own practice.
HOW THIS MIGHT INFORM YOUR PRACTICE | After learning the historical background to my medium and its theoretical context, I understand that many things we see today were not carefully constructed with a team of 20+ but rather the works of a singular creative mind. So I’m going to experiment a lot with different designs and ideas. I am willing to admit that most of them will look bad but a small amount could look good and I will work on them to make them the best.
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Sources (Harvard referencing)
2.1 Identify a range of relevant academic and cultural sources for a personal research project
SOURCE 1 | En.wikipedia.org. 2021. Logo. [online] Available at: <https://en.wikipedia.org/wiki/Logo> [Accessed 8 January 2021].
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SOURCE 2 | Ready Artwork. 2021. Analyzing The 10 Most Iconic & Popular Logos Of All-Time (2019 Update). [online] Available at: <https://www.readyartwork.com/10-most-iconic-logos-all-time/> [Accessed 8 January 2021].
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SOURCE 3 | Maybach, V., 2021. History Of Chanel Logo – Font And Design | Turbologo. [online] Design, branding and business – The Official Turbologo blog. Available at: <https://turbologo.com/articles/chanel-logo/> [Accessed 8 January 2021].
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SOURCE 4 | Medium. 2021. Nike Logo Evolution — The $35 Swoosh. [online] Available at: <https://medium.com/@thelogocreative/nike-logo-evolution-the-35-swoosh-54bea24fee43> [Accessed 8 January 2021].
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SOURCE 5 | Trickle.app. 2021. It’S Hard To Pinpoint The World’S Oldest Brands, But Logos And Trademarks Are Much Easier | Trickle.App. [online] Available at: <https://trickle.app/drip/15755-its-hard-to-pinpoint-the-worlds-oldest-brands-but-logos-and-trademarks-are-much-easier/#:~:text=Many%20active%20brands%20have%20been,been%20in%20use%20since%201787.> [Accessed 8 January 2021].
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SOURCE 6 | En.wikipedia.org. 2021. Renaissance. [online] Available at: <https://en.wikipedia.org/wiki/Renaissance> [Accessed 11 January 2021].
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SOURCE 7 | En.wikipedia.org. 2021. Saul Bass. [online] Available at: <https://en.wikipedia.org/wiki/Saul_Bass> [Accessed 11 January 2021].
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2.2 Critically evaluate information from a range of sources to inform ideas.
Evaluate sources and their use/relevance
EVALUATION | After researching about logos and its importance in modern times, us humans can gather a lot of information from pictures we see, as the saying goes “A picture is worth a thousand words”. Some even stand the test of time with the oldest commercial logo being the “Twinings” logo, “the company dates back to 1706 and its logo has been in use since 1787” thats 234 years from this year! (2021). The research into Nike’s logo has also taught me that for $35 your work can be the face of a multi-billion dollar company.
I’d say that the Nike logo and the Chanel logo aren’t too dissimilar from the fact that the creation of their logos wasn’t a large deal but now the importance of their logos has grown exponentially and with every change there could be large repercussions. If the logo redesign was done terribly or looked so different when compared to the old design, the general public could get confused or discouraged in using the products proposed by the company.
The usefulness of this research has proven that logos are important, some would argue vital for a company's survival. So when designing my ideas and logos, I will need to consider the meaning of the design and why I have used certain things.
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Presentation of ideas
3.1 Apply academic conventions in the production and presentation of ideas.
3.2 Effectively communicate ideas in appropriate formats.
Here is where you need to bring in your research to present your ideas to your supervisor.
You might want to use a writing frame such as
My FMP idea is
A key quote is this
Which is useful/relevant because
I will be reacting against
I will be following the genre of ____ but developing it by ______
The main thing that interests me is
This relates to my research on
Where I found out
Some other practitioners disagree, and say
I would argue
The way I see this project is
I could relate it to the theoretical perspective of (eg) narrative construction because my character follows this arc, the story ends like this… the inciting incident is
To conclude, my research will be highly useful because
MY FMP IDEAS | My FMP idea is to create a set of clothing designs / logos to test and further my skills in graphic design. A key bit of information to me is that of the Nike logo, which was created in 17 hours and bought for the large sum of $35 in 1971. This is relevant to my idea as it is my inspiration to do clothing designs / logos and knowing that such an influential piece of graphic design was created on such a small scale gives me confidence in my work ahead.
I will be reacting against the resurgence of vintage / retro aesthetics in fashion. To better suit this aesthetic, I will be following the genre of skate clothing but developing it by implementing my ideas and styling from the retro aesthetic, a little from the renaissance and inspiration from greek mythology. My main source of interest is the retro aesthetic and greek mythology. The retro aesthetic is on the rise of popularity and this can be seen in modern clothing trends. While researching into the renaissance period, I stumbled upon Greek mythology, more specifically Greek gods. This is where I found out that they have logos / common traits found within them: Zeus with lightning, Icarus with wings, Hermes with boots, etc… I can implement aspects of these logos into my work.
Some other people would disagree with the retro aesthetic becoming popular and say that Asian countries, such as South Korea, have a large influence on teens and overall fashion sense. I would argue this, as when you merely type “clothing aesthetic” or “fashion aesthetic” the first results are following the retro trend. The way I see this project is me expressing my appreciation for the retro aesthetic movement. This could be in relation to the theoretical perspective of self acceptance and expression, as I am expressing a side that I normally don't show many or any people.
To conclude, my research into logos and aesthetics of fashion will be highly useful to me because I can get a very good understanding of graphic design, its principles and how to apply it into my work. The research into aesthetics of fashion and fashion itself help me understand trends and what would be popular.
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