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stefan hughes

The document discusses a fashion magazine project focusing on streetwear. It provides background on influential graphic designers Peter Saville and Virgil Abloh. It also reviews existing streetwear magazines Proper Mag and MixMag as examples. The target audience is identified as young adults interested in expensive fashion. Both print and digital formats are considered. Limited releases and collaborations are discussed as effective streetwear marketing strategies. Social media presence is identified as important for building demand.

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Presentation By Stefan Hughes
Introduction This year for my FMP I have created a fashion magazine looking at various aspects of streetwear. The magazine covers various businesses and brands. I have researched in to each of these throughout the project and tried to reflect them in my designs. I hope you enjoy my product.
Research
Peter Saville is an English art director and graphic designer based in Manchester. He was born in October 1955 and studied graphic design in Manchester from 1975- 1978. He co founded Factory records, an independent record label. Factory records had some huge names such as Joy Division, New Order, Happy Mondays, James and The Duratti Column. Peter Saville was an important part of the company as his unique designs on sleeves and artwork the company released gave the company its image. The physical releases were just as important as the music itself. Outside of factory records Saville was art director of Dindisc and produced work for Wham!, Ultravox and Peter Gabriel. His most expensive work was Gabriel's 1986 album, he was payed £20000 to design the record sleeve. Saville has also worked in other areas such as re designing Manchester's metro link tram system. After Factory Records Saville has gone on to do all sorts of work he slowly switched from music more towards fashion being massively in demand by huge company such as Selfridges, Pringle, Dior and Calvin Klein. In 2010 he designed the England football shirt and most recently a new logo for Burberry.
Peter Saville was responsible for many many sleeve designs over the years. He designed Love will tear us apart and Blue Monday two incredibly famous songs that headlined an era in music. To me personally it seems like there is no real recurring theme in his work it seems to me that all the designs he has made seem very different which is very appealing as it shows his quality in multiple areas. So much of his work is widely recognized Saville has been called “Britain's most famous graphic designer”.
Virgil Abloh started his career with an internship at Fendi along with rapper Kanye West. From here he has gone on to be a fashion designer, dj and music producer. Abloh has his own brand Off-White that has had enormous success. The high fashion brand has a huge influence and has recently achieved a lot of popularity through collaborations with Nike. In 2018 Abloh was appointed artistic director at Louis Vuitton and he has been named one of the 100 most influential people in the world.
1. Readymade – think DuChamp putting the urinal (fountain) in the art museum, elevating what has been looked over into art. 2. “Figures of Speech” or the “Quotes” – Inject humor and emotion. Play off the ironic nature that defines this generation. This adds to #2 by questioning an object’s seriousness. 3. 3% Approach – only modifies an object by 3%. He jokes that he does this because he is getting tired, but he believes the interestingness lies in slightly modifying something, not completely throwing out the old for the new. 4. A Compromise Between 2 Distinct Similar or Dissimilar Notions – streetwear as luxury. 5. Signs of “Work in process” – bring a certain rawness to what you are designing and then post rationalize why it is the way it is. If you are aiming for perfect, you are just trying to design something you’ve already seen. 6. A societal commentary – has a reason to exist now – we have enough of everything, what intentionality are you bringing for your work to exist now? 7. Speaking to the tourist and purist simultaneously – intersect between depth and general applicability simultaneously. Think Neil deGrasse Tyson who can teach astrophysics to the layperson while retaining the science to wow the professional astrophysicist. Abloh’s Design Philosophy
Target Audience My target audience is mainly young adults aged 20-35. This seems to be the people that have the most interest in fashion and that are most active in the community. The consumer will be middle to upper class as the magazine is based on expensive clothing. The magazine will give information on shops, brands and the history of these companys.
presentation real fmp
presentation real fmp
In terms of deciding whether to make my magazine a digital or print one I looked at a survey of how people read magazines the most. People often say print is dead but from the above graphs you can actually see that print is more popular than digital. I personally that for my magazine I would make print and digital to reach a wider audience however it is clear that print magazines sell more. I would of thought that because the audience of streetwear tends to be fairly younger the viewers would prefer digital but that is not necessarily the case. The source is listed in the bibliography.
Market Research In streetwear the focus is all on limited edition products. Brands follow the business strategy of only releasing products once, this makes them a lot more desirable as the rarity is a lot higher. This means that people pay more for a product or rush to buy it when it’s released. Collaborations are also used to make even more unique products that are even more wanted. Although this method is effective with streetwear clothing I am not sure whether the same would work with a magazine as I can’t find a lot of evidence on it. A potentially interesting idea for my magazine would be to follow the same business model. In summary this method of marketing is extremely effective and has been proved countless times by many businesses in streetwear. Building up more demand than supply makes the consumer crazy for a product.
• streetwear helped boost global sales of luxury goods 5% to $309 billion in 2017. • SupremeNYC sold 50% for 500 million valued at over a billion now. • Strategy- Loyal fan base, brand equity, collaboration and influence.
Proper Mag Proper mag is a Manchester based independent fashion magazine, website and creative agency. Proper was originally a fanzine however has now become a well followed magazine distributed all over the world. Proper magazine works with a variety of brands, from clothing and street wear giants like Clarks and Levi’s to much smaller independent companies. Neil Summers and Mark Smith are at the head of the company working full time on the magazine. Proper magazine also produces t shirts mugs and various accessories.
Proper magazine focuses on street wear and unique clothing and the culture that follows. The magazine has a really nice feel and design to it. Proper mag has a nice blend of image and simple design that works well when trying to show off different areas. I like proper's style of showing the clothing in outdoor spots or situations I feel as if this strategy shows off the clothes. It seems to make the clothes a lot more appealing. I like the fact the magazine looks so clean this is something I will aim to follow in my own mag.
Neil Summers and Mark Smith are the founding editors of Proper magazine. Neil’s background is in television, however he has completed various projects for Levi's, timberland and adidas. Mark began writing as a teenager and founded his own football publication. He was a founding editor in the seminal stand fanzine and worked at oi polloi on both digital and print projects and oversaw their social media presence.
Mixmag
Mixmag is a British music magazine launched in 1982, the magazine covers dance events and reviews music and club nights. In the 1980’s when house music came to light editor and dj dave seaman turned mixmag from a newsletter to a magazine. The magazine reached a circulation of 70000 copies in the height of acid house. Mix mag is one of the most popular electronic music magazines out there. The magazine also has a website with a blog and updated articles and often sponsors music and Dj events. Dj's are often invited to the MixMagLab where they play live performances.
MixMag follows a simple but very effective design style. For the front cover there is almost always a large center piece of the dj in top article this is often accompanied by a single colour background and the classic mix mag logo as a masthead on top of the magazine. There is often then a slightly smaller headline of who this main person is. I will be using a similar sort of style in my magazine I like this basic design that will be easy to replicate throughout my magazine. I think this style can be applied throughout to different articles and pages. It attracts the reader and also leaves room for text and other designs on the page.
As I mentioned before MixMag follows this simple but extremely effective design. The logo itself is now recognizable world wide and contrasts against the darker colours in the magazine. The pages masthead the MixMag logo is instantly recognisable. The smoke effect is used in the middle of the background to also create more contrast so the center image is more prominent. I also like how part of his name matches his sweater. The rest of the page shows some information in smaller font still fitting in aesthetically I like the way this is arranged as it is not obtrusive and works well with the page.
presentation real fmp
presentation real fmp
presentation real fmp
presentation real fmp
presentation real fmp
Social media Social media is of course vital in this day to show off your product and build a brand following. If I aim to follow the same business model as streetwear brands with more demand than supply I first need to build a following. I have made an Instagram account as a small example of how it might look.
presentation real fmp
presentation real fmp

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presentation real fmp

  • 2. Introduction This year for my FMP I have created a fashion magazine looking at various aspects of streetwear. The magazine covers various businesses and brands. I have researched in to each of these throughout the project and tried to reflect them in my designs. I hope you enjoy my product.
  • 4. Peter Saville is an English art director and graphic designer based in Manchester. He was born in October 1955 and studied graphic design in Manchester from 1975- 1978. He co founded Factory records, an independent record label. Factory records had some huge names such as Joy Division, New Order, Happy Mondays, James and The Duratti Column. Peter Saville was an important part of the company as his unique designs on sleeves and artwork the company released gave the company its image. The physical releases were just as important as the music itself. Outside of factory records Saville was art director of Dindisc and produced work for Wham!, Ultravox and Peter Gabriel. His most expensive work was Gabriel's 1986 album, he was payed £20000 to design the record sleeve. Saville has also worked in other areas such as re designing Manchester's metro link tram system. After Factory Records Saville has gone on to do all sorts of work he slowly switched from music more towards fashion being massively in demand by huge company such as Selfridges, Pringle, Dior and Calvin Klein. In 2010 he designed the England football shirt and most recently a new logo for Burberry.
  • 5. Peter Saville was responsible for many many sleeve designs over the years. He designed Love will tear us apart and Blue Monday two incredibly famous songs that headlined an era in music. To me personally it seems like there is no real recurring theme in his work it seems to me that all the designs he has made seem very different which is very appealing as it shows his quality in multiple areas. So much of his work is widely recognized Saville has been called “Britain's most famous graphic designer”.
  • 6. Virgil Abloh started his career with an internship at Fendi along with rapper Kanye West. From here he has gone on to be a fashion designer, dj and music producer. Abloh has his own brand Off-White that has had enormous success. The high fashion brand has a huge influence and has recently achieved a lot of popularity through collaborations with Nike. In 2018 Abloh was appointed artistic director at Louis Vuitton and he has been named one of the 100 most influential people in the world.
  • 7. 1. Readymade – think DuChamp putting the urinal (fountain) in the art museum, elevating what has been looked over into art. 2. “Figures of Speech” or the “Quotes” – Inject humor and emotion. Play off the ironic nature that defines this generation. This adds to #2 by questioning an object’s seriousness. 3. 3% Approach – only modifies an object by 3%. He jokes that he does this because he is getting tired, but he believes the interestingness lies in slightly modifying something, not completely throwing out the old for the new. 4. A Compromise Between 2 Distinct Similar or Dissimilar Notions – streetwear as luxury. 5. Signs of “Work in process” – bring a certain rawness to what you are designing and then post rationalize why it is the way it is. If you are aiming for perfect, you are just trying to design something you’ve already seen. 6. A societal commentary – has a reason to exist now – we have enough of everything, what intentionality are you bringing for your work to exist now? 7. Speaking to the tourist and purist simultaneously – intersect between depth and general applicability simultaneously. Think Neil deGrasse Tyson who can teach astrophysics to the layperson while retaining the science to wow the professional astrophysicist. Abloh’s Design Philosophy
  • 8. Target Audience My target audience is mainly young adults aged 20-35. This seems to be the people that have the most interest in fashion and that are most active in the community. The consumer will be middle to upper class as the magazine is based on expensive clothing. The magazine will give information on shops, brands and the history of these companys.
  • 11. In terms of deciding whether to make my magazine a digital or print one I looked at a survey of how people read magazines the most. People often say print is dead but from the above graphs you can actually see that print is more popular than digital. I personally that for my magazine I would make print and digital to reach a wider audience however it is clear that print magazines sell more. I would of thought that because the audience of streetwear tends to be fairly younger the viewers would prefer digital but that is not necessarily the case. The source is listed in the bibliography.
  • 12. Market Research In streetwear the focus is all on limited edition products. Brands follow the business strategy of only releasing products once, this makes them a lot more desirable as the rarity is a lot higher. This means that people pay more for a product or rush to buy it when it’s released. Collaborations are also used to make even more unique products that are even more wanted. Although this method is effective with streetwear clothing I am not sure whether the same would work with a magazine as I can’t find a lot of evidence on it. A potentially interesting idea for my magazine would be to follow the same business model. In summary this method of marketing is extremely effective and has been proved countless times by many businesses in streetwear. Building up more demand than supply makes the consumer crazy for a product.
  • 13. • streetwear helped boost global sales of luxury goods 5% to $309 billion in 2017. • SupremeNYC sold 50% for 500 million valued at over a billion now. • Strategy- Loyal fan base, brand equity, collaboration and influence.
  • 14. Proper Mag Proper mag is a Manchester based independent fashion magazine, website and creative agency. Proper was originally a fanzine however has now become a well followed magazine distributed all over the world. Proper magazine works with a variety of brands, from clothing and street wear giants like Clarks and Levi’s to much smaller independent companies. Neil Summers and Mark Smith are at the head of the company working full time on the magazine. Proper magazine also produces t shirts mugs and various accessories.
  • 15. Proper magazine focuses on street wear and unique clothing and the culture that follows. The magazine has a really nice feel and design to it. Proper mag has a nice blend of image and simple design that works well when trying to show off different areas. I like proper's style of showing the clothing in outdoor spots or situations I feel as if this strategy shows off the clothes. It seems to make the clothes a lot more appealing. I like the fact the magazine looks so clean this is something I will aim to follow in my own mag.
  • 16. Neil Summers and Mark Smith are the founding editors of Proper magazine. Neil’s background is in television, however he has completed various projects for Levi's, timberland and adidas. Mark began writing as a teenager and founded his own football publication. He was a founding editor in the seminal stand fanzine and worked at oi polloi on both digital and print projects and oversaw their social media presence.
  • 18. Mixmag is a British music magazine launched in 1982, the magazine covers dance events and reviews music and club nights. In the 1980’s when house music came to light editor and dj dave seaman turned mixmag from a newsletter to a magazine. The magazine reached a circulation of 70000 copies in the height of acid house. Mix mag is one of the most popular electronic music magazines out there. The magazine also has a website with a blog and updated articles and often sponsors music and Dj events. Dj's are often invited to the MixMagLab where they play live performances.
  • 19. MixMag follows a simple but very effective design style. For the front cover there is almost always a large center piece of the dj in top article this is often accompanied by a single colour background and the classic mix mag logo as a masthead on top of the magazine. There is often then a slightly smaller headline of who this main person is. I will be using a similar sort of style in my magazine I like this basic design that will be easy to replicate throughout my magazine. I think this style can be applied throughout to different articles and pages. It attracts the reader and also leaves room for text and other designs on the page.
  • 20. As I mentioned before MixMag follows this simple but extremely effective design. The logo itself is now recognizable world wide and contrasts against the darker colours in the magazine. The pages masthead the MixMag logo is instantly recognisable. The smoke effect is used in the middle of the background to also create more contrast so the center image is more prominent. I also like how part of his name matches his sweater. The rest of the page shows some information in smaller font still fitting in aesthetically I like the way this is arranged as it is not obtrusive and works well with the page.
  • 26. Social media Social media is of course vital in this day to show off your product and build a brand following. If I aim to follow the same business model as streetwear brands with more demand than supply I first need to build a following. I have made an Instagram account as a small example of how it might look.