Tutorial with Amber

From Amber

• diversity 
• BLM
• gender? 
• inclusive: colours? garments? 
• its not necessary to use models and people of different races to present the idea 
• Drop the LGBTQ idea, theme it racial inclusive would better link to the essay 
• during corona times, we all do online shopping, models are important, but what we really look at is the garment that makes us want to purchase the product (practical approach?)
• garment could be a symbol or representation of being inclusive? 

Brand 

• colourful standard 
• USP marketing strategy 
• a feature or characteristic of a product, service, etc. that distinguishes it from others of a similar nature and makes it more appealing.
• focuses on the garment 
• Northface, Carhartt 
• streetwear= lifestyle 
• but big brands products tend to be really expensive 

Essay 

• introduction 
• define streetwear 
• leisure wear? 
• everyday clothing 
• casual, practical 
• city, urban (practical approach) 

Prepare 

• structure of essay 
• moodpboard of streetwear brands and clothings 

Thoughts 

• can I make use of the fact that I am in Hong Kong and using this as a selling point of the brand 
• focus on city dwellers?
• playing around with the texture of clothes and garment, with the streets of Hong Kong as the background?
• taking wongkarwai's films as a starting point? 
  
  
  
• he uses strong colours and camera motion to provoke emotions and create a unique atmosphere 
• can I make use of lightings and tints to translate the message of being racial inclusive? 
• Chungking Mansions
• Though the building was supposed to be residential, it is made up of many independent low-budget hotels, shops and other services. As well as selling to the public, the stalls in the building cater to wholesalers shipping goods to Africa and South Asia. The unusual atmosphere of the building is sometimes compared to that of the former Kowloon Walled City.

Quick visual research on old Hong Kong movie stills

Reminds me of the American movie series Euphoria. They used a lot of strong lightings (mainly blue, red, and purple) to create the sense of chaos and overwhelming emotions. 

Wikipedia

What is streetwear? 

• Streetwear is a style of casual clothing which became global in the 1990s.
• It grew from New York hip hop fashion and eventually California surfskate culture, to encompass elements of sportswear, punk and Japanese street fashion. 
• Eventually haute couture became an influence. It commonly centers on "casual, comfortable pieces such as jeans, T-shirts, baseball caps, and sneakers"
• Enthusiasts follow particular brands and try to obtain limited edition releases.
• Streetwear style is generally accepted to have been born out of the New York City hip hop culture of the late 1970s and early 1980s, with elements of the Los Angeles surf culture.
• highly influenced by the music industry especially hip hop