Photography, Filmmaking, and Design Explorations

Design Project: EA Effect Look Book

Some Notes on This Project

I recently finished a Look Book graphic design project for EA Effect Boutique‘s Fall/Winter 2011 line. Looks and makeup are by designers Ella Kolanowska (Pearl in Crown) and Anya Payne (Independent Flavor). The model is Julie Hoxie. Photography and graphic design by me.

The project’s first goal was to shoot Julie in looks from Ella and Anya in a single afternoon, working shot-by-shot to match varied Philadelphia environments with the feel of each look. The project’s second goal was to create a convincing, press-ready Look Book, based on the client’s selections of shoot photos. The project’s third goal was to experiment with brand development: developing and packaging a concept that credibly defines the look of the EA Effect brand.
 
 

Cover

Look Book Graphic Design Project - EA Effect - Cover

LOOK BOOK
FALL/WINTER 2011
EA EFFECT
 
 

Inside Cover and Page 1

Look Book Graphic Design Project - EA Effect - Inside Cover and Page 1

Fashion Looks
EA Effect Boutique

Labels
Independent Flavor
Pearl in Crown

Model
Julie Hoxie

Photography and Graphic Design
Will Stotler
 
 

Pages 2 and 3

Look Book Graphic Design Project - EA Effect - Pages 2 and 3

Independent Flavor

a. Grey and red hand-knitted sweater with open back

b. Jasper necklaces

c. Knitted necklace with chains and suede

d. Bracelets

e. Semi-precious stone and chiffon

EA Effect Boutique

1. Fur hat by Quarz

2. Braided scarf
 
 

Pages 4 and 5

Look Book Graphic Design Project - EA Effect - Pages 4 and 5

Independent Flavor

a. Black and grey hand-knitted oversized sweater

b. Mixed-media necklaces

c. Hand-knitted party scarf with vintage pearls

EA Effect Boutique

1. Faux fur leg warmers by Quarz

2. Fur hat by Quarz
 
 

Pages 6 and 7

Look Book Graphic Design Project - EA Effect - Pages 6 and 7

Independent Flavor

a. Hand-painted tunic

b. Necklaces

EA Effect Boutique

1. Fur scarf

2. Hand-made gloves
 
 

Pages 8 and 9

Look Book Graphic Design Project - EA Effect - Pages 8 and 9

Independent Flavor

a. Hand-knitted sweater

b. Necklaces

EA Effect Boutique

1. Fur scarf
 
 

Pages 10 and 11

Look Book Graphic Design Project - EA Effect - Pages 10 and 11

Pearl in Crown

a. Velvet, crocheted dress

b. Wooden, tassel necklace

EA Effect Boutique

1. Fur hat by Quarz
 
 

Pages 12 and 13

Look Book Graphic Design Project - EA Effect - Pages 12 and 13

Pearl in Crown

a. Hand-painted t-shirt

b. Crocheted necklace and braclet with lapis lazuli stones

Independent Flavor

1. Jeans shorts
 
 

Pages 14 and 15

Look Book Graphic Design Project - EA Effect - Pages 14 and 15

Pearl in Crown

a. Hand-painted tunic and jacket

b. Fringe pendant necklace, knitted rope

EA Effect Boutique

1. Fur hat by Quarz

2. Hand bag by Elizavieta Meskin
 
 

Pages 16 and 17

Look Book Graphic Design Project - EA Effect - Pages 16 and 17

Pearl in Crown

a. Hand-painted sweater

b. Tassel necklace & different shapes, agate with gold chain

EA Effect Boutique

1. Faux fur leg warmers by Quarz

2. Leggins by Elizavieta Meskin
 
 

Pages 18 and 19

Look Book Graphic Design Project - EA Effect - Pages 18 and 19

POSTER CONCEPTS
 
 

Pages 20 and 21

Look Book Graphic Design Project - EA Effect - Pages 20 and 21
 
 

Pages 22 and 23

Look Book Graphic Design Project - EA Effect - Pages 22 and 23
 
 

Pages 24 and 25

Look Book Graphic Design Project - EA Effect - Pages 24 and 25
 
 

Page 26 and Inside Back Cover

Look Book Graphic Design Project - EA Effect - Page 26 and Inside Back Cover

EA EFFECT BOUTIQUE LOOK BOOK GRAPHIC DESIGN PROJECT

This look book’s concept and design is likely overkill for a boutique in the Philadelphia marketspace, but appropriate for a boutique in London, New York, or Los Angeles. Well, why not think big?

The project started in conversations with fashion designers Ella Kolanowska and Anya Payne. Ella and Anya own and operate the EA Effect Boutique (they are the “E” and “A” in the boutique’s name). Each designer has her own clothing and jewelry lines under the EA Effect umbrella: Ella has Pearl in Crown and Anya has Independent Flavor.

After a June meeting, Ella and Anya agreed to a city-look shoot for the EA Effect brand, provided the urban look wasn’t sleek with glass and steel and concrete. They wanted their brand to be surrounded by earthy textures, a bit of nature, and “colors.” I agreed to pull that look out of the city, which is a challenge. Ella and Anya selected the model to represent their brands’ looks: Julie Hoxie. Julie is a new model–professionally, she’s a pattern designer for the fashion industry–and a natural.

Time was very tight during the shoot in October. The original plan called for shooting eight looks from each designer–I was able to pull eight looks, total. Ella and Anya are “we know what we want when we see it” clients. This means that a range of photographic concepts had to be shot so Ella and Anya could decide on just the “right” look to represent their brands. This meant I needed to shoot between 7 to 9 “mini-sessions” per ensemble. All told, this added up to over sixty “mini-shoots” in a single afternoon. Each of the “mini-shoots” was in a different location I selected on-the-fly for color, texture, and feel to compliment the look Ella and Anya had selected for Julie. I worked with Julie in each location to get performances that could compliment both the environment and the fashion. In the end, Ella and Anya were able to pull together what they wanted based on the wide range of options they received. So, I consider this approach very successful.

Structurally, the look book uses a modified grid structure, with a vibrant tangerine color to compliment the EA Effect logotype. The mood of the book is design-forward, with a simplicity and order that compliments the organic and earthy tones/settings found in the photography. Each piece in the look book is handled as a unique item deserving of indexing and explanation–from the photography through to the design. As an aggregate, it’s clear there’s a collection here with a unified driving concept–from the ensembles through to the environment, to include Julie’s modeling performances. Eight final looks and also six EA Effect poster concepts are included, as I was thinking about this project from a fashion marketing campaign perspective.

I’d like to again thank Ella, Anya, and Julie for their work on this project. Well done–good learning experience.

–Will Stotler, December 2011
 
 

See the Full Set

See this Look Book in a slideshow.
See more in the EA Effect Fashion Shoot set.

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