Jason Wu

On Friday (22.10.21) as well as being given our brief for mini project 2, we were all given our creative brief brands. This meant that the client brief I had created for Valentino went to a peer and I received a different client brief to work with for the final project, this brand is Jason Wu.

Initially, this was just a name I've heard of and didn't actually know anything about the brand, what they sell or how they operate. Before I even read the client brief for Jason Wu, I headed over to their Instagram (@jasonwu) as I believe this is such an informative way to gain insight for the brand. I scrolled through posts, highlights and IGTV to help me to gain a visual base understanding of the brand and see what they have been up to recently. After this I read the client brief which was amazingly written by Tianna and was presented in a clear and concise way, this was beneficial to me as she clearly followed the presentation guidelines. Reading through this brief helped me to understand what she was looking for in this final video. To summarise, Jason Wu is a female luxury brand that makes feminine garments for powerful women who have a passion for beautiful things.

Some of the things Tianna is looking for within this final film project is

• expanding the consumer base

• power and feminine fuelled

• a celebration of individuality

• celebrate the brand

• support the women that support us

• women of all backgrounds

Access the client brief I was given here:

JasonWu client brief.pdf

Download PDF • 185KB

After finding out a little bit more about the brand and gaining that base understanding, I was able to start brainstorming some ideas for MP2 and also the final project. The brief for mini project 2 is '60 sec experimental fashion short, based on your chosen brand/designer; rapidly prototyping ideas and creating a strong and simple narrative/aesthetic'. I believe this mini project is all about experimentation and trying new things to find what we like. I began mind mapping as that's the best way for me to generate ideas, alongside this doing some individual research outside of the client brief to help my understanding.

From my research I was able to find insights about Jason Wu's latest collection and other collections, his love of florals and craftsmanship. Obviously, the brief I was given was very focused on women and femininity, but as this is such a powerful topic I would love to create something to a higher standard in regard to this for a final project. I know I could tease it and play around with this idea of femininity for MP2 but I knew I would rather try something a bit more experimental. With some of the insights I gained from independent research I began to see a vision.

Mood board for brainstorming:

His Spring 2022 collection was an ode to craftsmanship. A collaboration with Cara Marie Piazza, a natural and artisanal dyer, to create natural prints and colours. I couldn't ignore this creative and experimental way of designing and thought it would be a perfect point to explore within MP2. Already known for his love of florals, as shown on social channels, I thought of the idea of digital animation stop motion in a simplistic style of the life cycle of a flower.

Image taken from Jason Wu's Instagram.

Now I have this background knowledge of the brand and a better understanding of their values, this will help me with planning and forwarding with MP2 and the final film.

Sources:

Elliot, A. (2019). Jason Wu's designs are ode to the feminine form. [Online]. Available from: https://www.houstonchronicle.com/life/style/fashion/article/Jason-Wu-s-designs-are-ode-to-the-feminine-form-13803366.php [Accessed 27/10/2021]

Jason Wu Studio. (N.D). About. [Online]. Available from: https://jasonwustudio.com/ [Accessed 27/10/2021]

Mercer, E. (2021). Jason Wu Collection RTW Spring 2022. [Online]. Available from: https://wwd.com/runway/spring-2022/new-york/jason-wu-collection/review/ [Accessed 27/10/2021]

Phelps, N. (2021). Jason Wu Collection SPRING 2022 READY-TO-WEAR. [Online]. Available from: https://www.vogue.com/fashion-shows/spring-2022-ready-to-wear/jason-wu [Accessed 27/10/2021]

Rikhy, T. (2021). JASON WU'S SPRING/SUMMER 2022 COLLECTION IS ALL ABOUT EMBRACING FEMININITY. [Online]. Available from: https://vmagazine.com/article/jason-wus-spring-summer-2022-collection-is-all-about-embracing-femininity/ [Accessed 27/10/2021]