Research (FMP).pptx

Existing Products: Styling MAYA JAMA in 24
HOURS! – PAQ YouTube Video
PAQ are a fashion-based YouTube channel who as a group of 4 guys make different content based around
fashion and trends. One of their most popular video series is styling celebrities. In these videos they will look
into the celebrities interests and favourite brands and construct an outfit which integrates their specific fashion
aesthetic. There videos are relevant for my research because they know how to make each outfit look good to
the audience whether it’s the audiences style or not using techniques within the video. Here are some
examples from the video they styled Maya Jama.
1999 UK Garage inspired
aesthetic
High End fashion inspired
aesthetic
Sportswear fashion inspired
aesthetic
70s Boss Women aesthetic
https://youtu.be/es66BeWRUMw

In these specific shots within their video where they showcase the outfit to the audience, they use close ups of
the clothes which highlight the details of the outfit. I like this and would like to involve this in within my
documentary because it adds presence and importance to the details of the outfit for example this shot of her
bag
By viewing a close up like this it has revealed the brand Dior which is printed all over the bag which the
audience will be greatly satisfied by as they know its an expensive brand. I also think that the close up adds a
sense of mystery to the rest of the outfit. As you can see in the image above all you can see is the shoes she is
wearing but not the rest of the outfit which can give the audience a thought to want to know what the rest of
the outfit looks like which is engaging.

Furthermore, on shots, PAQ use a great range of shots and cut between them quickly in these section of the video.
This is effective as it keeps the audience very engaged. I think that it's important that I use this technique in my
documentary as my audience in 16–24-year-olds have a common behaviour of short attention span in which this will
combat as there will be something new to see in 0.5 to 2 second cuts.
PAQ put a lot in making the studio set behind around maya which I think adds to emphasising the outfit which she is
wearing so when I am showcasing my models and their clothes it will be important to make a nice surrounding. What
makes this surrounding so effective is that it's simple which helps to bring out the outfit as well.
An effect which I will be taking from the camera work and showcasing of the clothes is the use of slow motion. I think
that slow motion can do so much to a video because in this video it it's almost like time slows down to add emphasis
to the clothes as they are being filmed which also aesthetically looks more satisfying especially to a 16–24-year-old
audience who like engaging and exciting.

In the showcasing section within PAQ’s video, to improve the view for the audience they put a vintage filter,
change the colour contrast and work on the shadowing to make it look like an old film however keep its
modern high-definition look. It is a trend for 16–24-year-olds to enjoy vintage looks to video because they did
live when cameras were like that which is exciting because its nostalgic and different. I like how they have
altered the contrast in colour because it makes the clothes Maya Jama is wearing pop out to the audience
more which is eye catching making the clothes and her glow and look better. This is a strategy which I will use
to make my models look better. This effect is also coming through the shadowing in the corners of the room
and in dark areas around her. Using shadows emphasises the main subject which is the clothes.
To set the tone on top of all the great visual work, PAQ use correlating music to the fashion aesthetic which maya is
wearing for example, she wears an outfit inspired by 1999 UK garage music, so PAQ played that music in the
background. This is effective because it sets a tone of the video which is shown within the set and compliments the
outfit making it feel like it more appealing. This is something I will involve in my video because I think music when it
comes to video is just as important as the visuals to get the full effect of what I'm trying to make. It is just that extra
part to make the context of the outfit obvious to the audience which engages them and will make them like it more

Existing products: PASSION. A documentary
on Streetwear and Its Influences
I wanted to watch some documentaries which people make on social media platform that way I can look at
some of the techniques they used to make it appropriate to their audience. I found this streetwear fashion
documentary by YouTube creator called ‘_shotbynick_’. I thought it was interesting because this documentary
is not how I want to make mine at all because Nick’s style is fully interview based. Initially I criticised this
documentary because as it went on, I got less engaged because it dragged on with the same thing of someone
talking directly into a camera for the full 19 minutes However, I like the use of scenery and shot types they use
for the interviews.
https://youtu.be/-qZ2nki77qc

They use medium close-up shots in all of the interviews which gives equals the emphasis on the person talking
and their surroundings. It shows a profile which the audience feel like they're in a conversation with the person
talking which is effective and a strategy to make the audience engaged and feel involved. Each person being
interviewed has their own back drop which in the documentary hints us (the audience) a bit about their
culture for example, above the backdrop behind the man is a wall with skateboards and fitted caps. This
suggests to the audience he likes skating culture which links with his section of the documentary when he talks
about how streetwear fashion has a section influenced by skating brands. These are thing is would like to bring
into my FMP because I think they give the right intention which I am looking for my audience

I think that my project can relate to their documentary because they use lots of different people when it comes
to their interpretation of streetwear fashion which is like my idea in using different people from opposite
fashion aesthetics and interviewing them on their influences. Throughout the documentary they switch
between different interviews and don’t have their interview each in their own different section. This is a good
technique which i inspire to use because it keeps the audience engaged seeing something different and a new
perspective of somebody else. This kept the person from seeming like they are rambling on. It also made it so if
their audience liked and could relate to one of the people being interviewed, they would look forward to the
next section of their interview which keeps them watching and engaged.

Existing products: WHAT YOUR STYLE SAYS
ABOUT YOU IN 2022
I was going through YouTube looking at fashion related videos when I stumbled upon this video where the channel called ‘Frugal aesthetic’ talk about some of the most
popular fashion aesthetics in 2022. As they talk about multiple fashion aesthetics, this definitely applied to my project as that’s what I want to do. I found their way of
video interesting because he narrates over graphics of the different fashion aesthetics but in a comedic way. Here are examples:
https://youtu.be/aYaSgEB0JA0
Mocking the new ‘TikTok’
trendy fashion
Mocking the new gorpcore
fashion aesthetic
Appreciating the new art
inspired fashion trend

Existing products:18 and over by Nia archives
I have recently been listening to a lot of UK drum and bass music which led me across to a song called 18 and
over by Nia archives. When I watched the music video for the first time. I was amazed by their use of a 360-
degree camera which they used throughout the music video. It just added a dynamic to the view of what they
filmed which made me feel engaged and apart of the video as it felt like a point of view walk through video. It
felt like this because of the way the camera man followed alongside or behind the action going on throughout
the video. Here are some examples:
I knew after seeing this that I will include some 360 footage as college have access to an insta360 R.

Existing products:18 and over by Nia archives
I also admire the dress sense of the people in the music video which I
think they made stood out in the video. A method they used to do this
was to use plenty of close-up shots of the clothes to highlight them
against the backdrop of the clips. They also used centralizing on the
screen to bring it out more to the audience which are technique which
I will use in my video to show off my model's fashion aesthetic.

Existing Products Overview
Overall, all my existing products which I have analysed have something which I want to try
and implement into my documentary to try and make it not just a regular documentary,
but one which takes other media aspects to make it original. From the PAQ video I want to
take the use of range of different shot types which they involved in Maya Jamas showcase
as for my 16–24-year-old audience's sake, it is important to have multiple shots shown
quickly to keep my audience engaged. I aim to make my documentary in a social media
style which as PAQ's video is posted on social media I think it is appropriate to include this.
From the streetwear fashion documentary by _shotbynick_, I would like to take their idea
of interviewing the different people in their own environment as it hints at the expert's
personality and looks way more interesting than interviewing In front of a white studio
background as I have done in previous projects. In the 'What your style says about you in
2022' video I really admired the way he narrated his video all the way through with
charisma and personality as that’s one of my skills as a person which I have. It would also
allow me to involve myself in my video as I enjoy being in front of camera. It is a definite
that I will involve 360 camera footage in my documentary like the '18 and over' music video
by Nia archives to try and add a different type of shot to my video which I have never tried
before.

My Models and their Aesthetics: Case Study
Filming my documentary, I will be filming people from fashion cultures other than
my own, so I want to do some research on them and found out what influences
them to dress the way they dress. The 3 biggest influences on a 16–24-year-old
audience when it comes to fashion are:
• Music
• Celebrity influencers
• Hobbies
So, I will do some primary research and find out some of my model's interests.

Alt-Streetwear (Matt)
Playboi carti, zillakami, ayce comet
Because I like there clothing styles and how unique they are
Yes I do idolise they artist that inspire my fashion sense

Results
After my questionnaire with matt I have found out that his biggest inspiration for his alt-streetwear fashion is through music
and artists Playboi carti, zillakami and ayce comet.
Matt says how he feels that these artists are unique and make their music in their own way which correlates to their fashion
cultures. I have found that that these artists fit under the category of ‘rappers who wear streetwear clothing’, however what
makes them unique Is there dark and gritty twist to their outfits through colour and style of fit of the clothing e.g ripped
jeans, oversized trousers, emphasis on black, red, purple and green. As the music of these artists appeals well to matt he is
then inspired by the clothing and dresses similarly to them.

Alt-Streetwear (Alfie)
Music, fashion, games, filmography/photography
I finished inspiration through my favourite music artists, models, and Instagram but I’ve also
recently started to get more into runway modelling shows as a way of inspiration and also the
games that I play such as bloodborne
Playboy carti, sematary, destroy lonley, seshspawn, ken Carson
The music that comes along with the fashion adds a big influence as it serves
as a gateway into the more “archive” fashion look but with the opium label
they bring along their own dark and alternative twist to it all which I gravitate
towards
I wouldn’t say I have an idol but multiple inspirations for fashion, the whole
of the opium label capture the “dark archive fashion” look whilst artist such as sematary
and even myself and other music friends have that more “dark streetwear” look which has
served as a gateway into the archive fashion look for myself

Results
After my questionnaire with Alfie I found that fashion influences come through Music, Fashion influencers on social media
and games. He is influenced by Playboy carti, sematary, destroy lonley, seshspawn and ken Carson. These are artists follow
the same dark and gritty streetwear rapper group as matts favourite artist. I found it really interesting how Alfie find his
fashion influence through game he plays called bloodborne which is a role play RPG. The genre of the game horror and
darkness which I can see the correlation through his gritty and dark music choice and gritty and dark choice in game.
You can also see the correlation through the colour scheme of his artists he likes to dress according to and the games
that he plays. A way that I can really introduce and portray Alfie's personality in my video is by having a dark colour
scheme in my shots and editing colours like red, black, dark green and dark blue. I want include music from one of
matt and Alfie's favourite artist which best represents the tone and energy of their dark personalities which I can look
through their favourite artists to do.

Skater Aesthetic (Lloyd)
Skating
Watching skate videos past and present and seeing what fashion trends skaters are
wearing. For example watching old videos from the 90s seeing baggier jeans and T-
shirt’s and then wanting to buy and purchase these type of garments. Feeling more
confident and comfortable in my skating ability. Skaters like Harold hunter and heritor
da silva are massive fashion influences within the skate world.
I wouldn’t say artists as such but most definitely specific music genres influence the
way I dress. For example DnB and jungle rave garments from the 90s to the present heavily influence
how I dress. For example brands such as Moschino, Evisu and YSL that were all part of the scene and
culture are the garments I like to wear. As well as this I’m also influenced by a lot of 90s hip hop
fashion in terms of wearing baggier clothing and Clark’s wallabees influenced by rappers in Wu-Tang.
I feel like I’m influenced by these genres and artists due to the fact all these garments play a
major role in the scene and wearing these makes you feel more involved within the scene and
culture.
There isn’t a specific person as such. But I would definitely say seeing different outfits and
clothing on certain Instagram accounts okay a major role in making me want to dress the way I
do.

Results
After collecting some information from Lloyd who comes from a skating fashion culture, I found that his biggest
influences are known skaters in the industry, The 90s and its Hip-Hop music scene and the general Drum and
Bass community. As these are the things Lloyd is interested in he likes to express his culture through what he
wears and because of the skaters he aspires to be.
It is common in skating culture for the community to dress in oversized Demin jeans because it’s a
trend which skaters have adapted from when skateboarding first became popular. Harold hunter is a
skater from the 90s who is well known for his tricks and fashion sense in which Lloyd idolises and gets
his clothing inspiration from. Lloyd and the skating community feel as though if they dresses the part
it helps make him feel confident in his skating ability when he is practising.
Lloyd also mentioned how he enjoys 90s hip-hop which is also an influence
on how he dresses. In the two images to the left (The one below being 90s
HipHop Rapper Notorious B.I.G) you can see the similarity in the oversized
baggy clothing which proves how 90s Hip-Hop is apart of the culture skating
culture. When showcasing his style in my video the idea of the 90s music will
come through which best expresses his character and personality in my video
to my audience

Goth Aesthetic (Piper)
"either they all have a heavier style which typically dress in darker tones and
more harsh looks as a whole or the music itself is punk or outlandish w"
slaughter to prevail Rob zombie destroy boys thy art is murder "
"very heavily I'd say, especially with the aesthetic as a whole"
"I think people like lady Gaga, or my personal favourite of Remington
Leith"

Results
I had to do a lot of research when it came to the goth aesthetic with piper as I don’t know much at all about
their cultures and what influences them however Piper educated me and I have found out that drawing and
music are her biggest influences to her fashion sense. Piper mentioned how drawing was one of her influences
which tells me she is a very creative person and gets ideas in general life through her own imagination which is
why her and the general goth community are seen to my audience as the most distinct fashion culture group.

My target audience
My target audience is 16-24 year olds who in the present day are influenced heavily through the content which
is exposed to them over social media. While researching the general age range of teenagers and young adults it
has made me realise the difference between their generation and adults 30+. An example of this is how media
platforms such as newspapers, magazines and billboards are not appealing or less appealing to the younger
audience whereas the older generation will more than likely be satisfied more by these. Its important that I
take this into consideration as involving conventions and techniques of social media video in my FMP will make
the video better for my specific audience.
A 16-24 year old audience now enjoy digital content which are quick engageable watches and things which are
interactive. The reason for this is due to the behaviours of this generation which mainly involve: the urge to
always participate of be involve, Being often egocentric and having care about what others are thinking. These
characteristics of my target audience can dictate whether they will enjoy my documentary or not.
Studies on Statista.com suggest that in 2020 YouTube was the leading social media site with 82% sharing
respondents of 16-24 year olds. This data is a sign that when making my documentary I should involve YouTube
styles and techniques integrated into documentary because it will make my audience familiar by just using
things like fast cutting.
https://www.outbrain.com/help/advertisers/content-marketing-to-teenagers/

Questionnaire
In my documentary I would like to involve a section where I speak upon the toxicity within youths when it
comes to fashion sense. So I have done some primary research to find out what my audience think about the
topic.
My first question was to see how relevant the topic would be for the documentary as it is important I involve the ideas
which my audience would want to engage in which as shown in my questionnaire is relevant. I want my audience to
connect to this section of the documentary on an emotional level as they may relate to some of the points I talk about
when it comes to toxicity in my video.

Questionnaire
In some way most of my audience will fit in some sort of fashion aesthetic and so I think it was important to
ask them personally if they have ever felt judged upon what they wear in which the results suggest a large
amount of them have experienced toxicity towards their fashion sense. In my video I plan on involving the
most known fashion aesthetics in which my audience may see someone who shares the same fashion aesthetic
as them and will be able to connect with that person making them engaged in the video.

Questionnaire
Within my documentary a lot of my audience will be able to relate and understand the toxicity which goes on
with youth fashion however after my research on 16-24 year olds common behaviours I have to consider the
egocentric and narrow minded behaviour some people in my audience may have. I think that something which
can have an effect on those people will be to show facts of their peers and what they think which showing
things like this average number which suggests that my audience think the toxicity is more severe than
controlled.

Questionnaire
I thought of this question to ask my audience because it has given me the ideas for the topics I can discuss with
my models on toxicity in fashion. The same reasons which my audience mainly have wanted to or changed
their fashion sense due to the toxicity will be the same as some of my models experiences in which my
audience can relate and be inspired by how models have overcome the toxicity.

Questionnaire
I wanted to find out how willing my audience are to trying a new fashion aesthetic because it gives me and
idea roughly of how realistic it will be to influence my audience to either become more accepting to a fashion
aesthetic they haven’t tried or try another fashion aesthetic from the content I produce which my results
suggest they mostly would. This is good information and so its up to me to showcase the models and their
clothes to a good standard.

How to make a documentary
Before going into any planning of my production I need to have a look at
some of the main conventions and techniques which make a documentary
what it is so I can implement them into my documentary. This will be to
avoid making a video which isn't clear to my audience exactly what it is and
make things recognisable so that they can enjoy it. Here are some of the
main elements to a documentary video:
Documentaries - Codes and Conventions | Media Studies (media-
studies.com)

There are multiple types of documentary which people make to present their agenda is
different ways, so I think it'd be important for me to research some and see how I can
include some of their elements into mine.
Expository:
An Expository Documentary is when the video is set up a specific point of view about a subject. This style of documentary usually involves a
narrator speaking directly towards the audience which means plenty of voice overs over images which illustrate to what the speaker is saying. I
like the direct communication from narrator to audience in an expository documentary to get across a message and so I think I will involve
something like this in my video.
Performative mode:
A performative mode documentary is when the maker of the documentary interacts with the subject. This is in a way which makes the whole
documentary seem like an investigation or research on the main subject of the documentary. I would like to use this style within my
documentary because I think my documentary would work well if I filmed it in a way which suggests I am investigating the different fashion
aesthetics and wanting to find out for myself how my models are influenced to dress the way they dress. This way as my audience are watching
they can grasp the information as I find out which also engages them.
Participatory/interactive:
Interactive documentaries have similarities to a performative documentary in the sense that the focus is to interact with the subject of the
documentary. Interactive documentaries are fairly interview heavy and include 'on the run' questions. Another big feature of them is that a lot
of the time they are filmed handheld which I like because it suggests a natural tone which is what I am going for. It also involves parts of
Expository documentary as it involves the use of voice over with narration over archive materials. The documentary can also involve the
documentary maker within the video interacting with the subject which I think is something I would like to involve in my documentary as it
goes well alongside the idea of me investigating the different fashion aesthetics of my models.

Interviews:
Interviews are one of the most crucial parts to a documentary because they transfer information directly from an expert of the video
subject straight to the audience. They also are a good way of showing the interviewees personality to the audience directly. I plan on
involving interviews in my video to do exactly this and to engage my audience. What my models propose in their interview when I ask
them about their influences on their fashion sense will form an opinion to my audience and could inspire them if they can relate.
Observation:
Observation is one of the key elements to a documentary because it involves including the main subject matter which in my case will
be me filming my models and them in their environments. My aim is to persuade my audience that the fashion sense of my models is
cool in which the use of observation will do that for me.
Mise-en-scène:
Mise-en-scène is about the overall look of the what is Infront of the camera to carry forward the agenda which the creator of the
documentary is going for. In my video Intend to put my models in an environment which compliments their clothing with also
music from artist which influence the way they dress which will help give the overall look and feel of my model's personality to the
audience. This will also be seen through the way I edit each of my different models showcase videos for example, Lloyd and skaters
will have an old look to it due to their big influence of the 90s era.

Overview on what I want my documentary to
look like
After researching some of the different types of documentary I think
that although my documentary will involve aspects of all the types, the
'Interactive' styled documentary will suit what I am going for the most
as I plan to make the documentary feel natural and can fit my idea in
my head of how I want to film my interviews and narration.

Camera Settings
Camera settings is something which I am yet to understand and so it is
important that I learn a couple of things to be able to make my overall video
look better. One thing which I know may be an issue when I go into
production is lighting as I don’t have access to any big lights for when filming
my models, so I have research how to alter the aperture, shutting speed and
ISO settings on my camera which college will allow me to use when filming
(Canon E0S 600D).
Aperture:
Aperture is a hole in the camera in a camera lens which can increase or
decrease in size to expose light through the camera which will affect the
brightness of your shot. Aperture is measured in f-stops in which the lower
the aperture the higher the number of F-stops. My aim when filming my
documentary will be to not have my shots look too bright or too dark and by
adjusting the aperture it will allow me to correct the exposure of light in my
videos and photos.
Aperture in Photography: A Beginner's Guide (+ Examples) (digital-
photography-school.com)

Camera Settings
ISO:
ISO is the unit for cameras sensitivity to light. The higher your ISO is the brighter the photo will appear because
your camera sensor becomes more sensitive. ISO is measured in numbers. Here are a few standard ISO values:
100, 200, 400, 800, 1600, 3200.
The main thing of the ISO is its change in the brightness and will need to altered when filming in different kind
of environments e.g Higher ISO at night or in a dark room or lower ISO when filming a bright sunset.
What Is ISO? A Simple Guide to ISO in Photography (digital-photography-school.com)

Frugal Aesthetic, WHAT YOUR STYLE SAYS ABOUT YOU IN 2022 (2022), Accessed on
(24th January 2022), https://www.youtube.com/watch?v=aYaSgEB0JA0
Watching this video gave me inspiration as to how I can narrate and present my video to
match a 16-24 year old audience's criteria
LOUIS ALMOND, WHOLE LOTTA LOOKS: THE NEW PUNK STYLE OF PLAYBOI CARTI
(2021), ACCESSED ON (28TH JANUARY 2022), PLAYBOI CARTI STYLE: HIS BEST LOOKS & HOW TO
GET THEM (HIGHSNOBIETY.COM)
Looking through this website taught me about rap artist playboy carti and his fashion style.
This allowed me to understand the influence which he gives on my model's Matt and Alfie and
their alt-streetwear fashion aesthetic.
MARSHALL HONOROF, Bloodborne: Everything You Need to Know (2015), ACCESSED ON (28TH
JANUARY 2022), Bloodborne: Everything You Need to Know | Tom's Guide (tomsguide.com)
Looking at this website taught me the concept of the game 'Bloodborne' which is another
inspiration towards my model's alt-streetwear fashion sense.
MediaStudies, Codes and Conventions of Documentary(2021),Accessed on (25th January
2022), Documentaries - Codes and Conventions | Media Studies (media-studies.com)
Doing my research through this website taught the main codes and conventions of
documentary which has given me some inspiration as to what I should include in my
documentary. It also taught me the different types of documentary which helped me put my
style of documentary within a category which gave me a better understanding of what I want
to make.
Notablebiographies, Avril Lavigne Biography (more than 10 years ago), Accessed on
(28th january 2022), Avril Lavigne Biography - life, family, children, parents, school, mother,
young, old, information, born (notablebiographies.com)
Looking at this website told me a bit of context behind music artist Avril Lavigne and how she
came to be the punk/ goth influence she is today on my model Hope.
PAQ, Styling MAYA JAMA in 24 HOURS! (2019), Accessed on (24th January 2022),
https://www.youtube.com/watch?v=es66BeWRUMw
Watching this video by PAQ gave me inspiration as to ways I can showcase a model for
example, different shot types. It also taught me how I can edit a video to portray a certain idea
or style.
_shotbynick_, PASSION. A documentary on Streetwear and Its Influences (2018), Accesed on When I looked at this video it taught me how interviews are shot in a social media style which
Bibliography
Darren Rowse, Aperture in Photography: A Beginner’s Guide (+ Examples)(More than 10 years
ago), accessed on 29th January (2022), Aperture in Photography: A
Beginner's Guide(+Examples)(digital-photography-school.com)
Looking at this website taught me the basics on how to alter the aperture setting on a
camera to correct it to the right brightness level. This will come in use when I take still
images for my video
Darren Rowse, What Is ISO? A Simple Guide to ISO in Photography (More than 10 years ago),
Accessed on 29th January(2022),
https://digital-photography-school.com/iso-settings/
Looking at this website taught me the meaning of ISO setting and how to adjust it correctly in
photography. This will come in use when taking photos which I will put within my video.

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