LookBook Photography Case Study:Plain Lazy AW11
November 2, 2010
Case Study:
Plain Lazy Lookbook AW2011
Client: Plain Lazy/Clothing Label
Shot by Garage Studios
Fashion Photographer: Kevin Mason with Natasha Alipour Faridani
BRIEF:
Plain Lazy Women and Men’s 2011 winter collection lookbook and branding campaign- numerous T-shirts, Hoodies, Jeans etc to be shot on location in Brighton, a mix of ‘urban’ and open spaces with models that fit the Plain Lazy Brand which is a laid back surf lifestyle vibe.
Through discussions and looking over their previous imagery with the campaign manager Larry Jarret-Kerr we discussed the initial idea of having a male and female model to look like they are in a dream state with eyes closed, on top of buildings- a slight sleep walking feel. As a group we really liked the idea and felt it would work really well with the playfulness of the brand- which is less ‘extreme’ than other surf and skate companies.
Plain Lazy’s previous approach to their images was a natural approach and we wanted to keep to this and have the same natural feeling throughout the series of images and proposed the shoot to be on both digital and medium format film, and on an overcast day, with any studio lighting just lifting detail rather than accenting the boy/clothes. We ended up using two medium sized softboxes to create a very flat shadowless light.
We then took the ideas and started breaking it down to how it would work as a series of images. We decided to not have the eyes shut in every image but half open and transfixed, so we could maintain a stillness and dreamlike element to it but still have a connection with the subject. Instead of having the subject on top of buildings, they would be placed in various urban environments. The shoot was scheduled for March/April time so we had literally no trouble ensuring we had an overcast day, (thank you to the English weather, it rained too!)
Locations were sourced by both Garage and the clients as we looked for interesting wall textures, and open spaces and we cast models from our portfolio book, Elin, and from a local coffee shop, Ben.
We shot on wide apertures to throw the background out of focus and bring attention to the clothes and the model and let the grey english weather do the rest. The shoot was an early start, but we were wrapped with approx 8 hours and ensured a quick turnaround on the post work, both film and digital- sending the client a rough contact to choose from ensuring they had the right images before we completed the post work.
The clients have used the images on their print media and website branding and they have a option to License them for further use such as POS etc. We have included some of the uncropped shots below. If you would like us to shoot for you then please get in touch.
