VETEMENTS- INDUSTRY PROJECT

For this project the promotion class got together with the design/textiles class, we picked our preferred brand and then were put into groups, mostly design and a couple of promotion. We started off by making a huge physical concept board out of two purple walls from floor 6. After researching Vetememnts we discovered that for their campaigns and shows they dont really follow any pattern, eg one show was in a chinese restaurant, an other in a sex club. Out of the quotes we were given we chose the one that reminded us of a soviet era. We went off of this and i started looking at soviet censorship and brutalist architecture. I then went on a location check on some car parks around town because they have that brutalist look that we were going for and I found one in hackney that was relatively quiet and wouldnt need permission to shoot in.

The design team got designing their Vetements inspired garments and the shoot went ahead, the lighting in the car park was a bit of an issue at first but the files were saved as RAW files so they could easily be edited nicely afterwards. I also shot my film in the car park, Adeola the other promotion student in our group shot the photos and Jennifer a design student shot all the polaroid ones. We decided to use polaroids to get across the old and instaneous feel of the soviet era.

These were the final campaigns/posters/editorials, I was in charge of all the editing, I found a font that resembled some old soviet propaganda typeface, it was called MOLOTOW, i downloaded it and used it as the logo on all the images, the fact that vetements dont have a one strong logo helped this seem more legitimate.

VTMNTS from Olie Thomas on Vimeo.
This was the video I shot and edited myself. I used a prime lens without using any image stabilization tools to give the shaky effect i saw on old soviet propaganda videos that i researched. I also turned the saturation down to get the communist dull vibe in there. I also researched post soviet music like techno and produced the soundtrack to this video, i like the gritty vibe it gives to the film. I once again used the picture in picture effect to create a messy aesthetic to contrast the brutalist environment.