INCLUSIVITY LOOK BOOK
Look Book to get EVERYONE talking!
This was an innovative idea all round with a free hand from PR Director Ed Watson we began casting for a truly magnificent group to showcase product AND to deliver amplified press and social networking conversations.
Working with our favourite lensman Chris Floyd and stylist Claire Ginzler we curated the Spring/Summer looks on a range of models aged, 20, 30, 40, 50. And of course a variation in body-shape was crucial for us to illustrate. Easily my favourite shoot in ages – Jane says the same too! Great press for the retailer who took the plunge!
The ‘Diversity Look Book,’ as it was affectionately named (which featured in a recent Standard News ) allowed us to stage a party (actually it was a casting) with wheelchairs users, Paralympians, and of course the traditional standard and non-standard lovelies, in the Personal Shopper area in Debenhams Oxford Street.
The key thing we learnt here is that the casting of 7 amazing and unique models instead of the economic two young white women…(one in front of the camera and one getting changed) takes time and effort and needs to be costed in. Not all retailers are up for the extra spend. Jane and I contributed our time for gratis as we both wanted to get the best result.
We particularly loved seeing the contrast of bodies together. Our favourite shot of Phillomena Kwao and Kelly Knox illustrates this wonderfully.
We learned a lot about sample sizing too. These models needed to be fitted way ahead of the factory deliveries for the PR shoot. Pre-make and pre-fit and individual alteration had to be factored in too. All these extras impact on the cost.
Age was another consideration as the core customer for Debenhams is between 4o and 55 with many older customers buying Special Occassion wear, we wanted to have this angle covered.