With a focus on finding a successful balance between exclusivity and relatability to create an advertising campaign that attracts new customers while satisfying the current.

EDITORIAL SHOOT

This shoot was created as an introductory editorial for Sorry It’s Vintage to elevate their photography and create a more exclusive perspective. The editorial would be used as part of a campaign to advertise their next clothing drop.

Shot in the city centre of Leeds this shoot would allow Sorry It’s Vintage customers to visualise the clothing in every day life with the model taking part in activities they would likely do.

To ensure I created the balance of elevation but also relatability I chose to shoot this editorial in the city centre (Leeds). Not photographing in places that are unique to Leeds, the idea was that Sorry It’s Vintage’s audience would recognise the city environment from their daily lives to be able to visualise themselves in the garments more clearly.

To bring the elevation I focused on the styling. Choosing statement pieces to base the outfit around was important to me (Look one - Floral bag, Look two - Blazer) but, I also considered the accompanying pieces that brought the outfit together. I feel like this approach to the styling would be the most realistic and natural way for the audience to mirror this in their everyday lives.

The elevated styling in a natural lifestyle setting brought the balance I needed to create a successful campaign that introduced a more exclusive perspective while also highlighting accessibility.

THE BRIEF

The brief for this semester was to choose a brand where you could introduce innovations that not only suit the brand but take it further.

I chose a small independent brand based in London that sources and sells vintage clothing. Sorry It’s Vintage sells its clothing solely on Depop but it’s clear to see that the co-founders (Rabia and Sara) have a distinct eye for sourcing vintage pieces which really drew me to the brand.

For the innovations I wanted to work on elevating the brand and introduce a wider appeal. Putting a focus on the exclusivity that vintage fashion can offer and showcasing this. With that in mind I still wanted to keep the relatability of the brand alive; I didn’t want the elevation of the brand to make it feel out of reach.