CRITICAL CREATIVE RESPONSE (CCR)

Q1. How do your products represent social groups or issues?

My film 'The Art of Style' is a short documentary music video style video that shows the behind the scenes of the fashion industry within Pakistan. I am a 19 year-old fashion stylist, and I wanted this film to be around the work that I do. This group caters towards the young creatives in the fashion industry. We all see the final product; the posts on instagram, the campaign billboards and posters around the city, but I don't think anyone has an actual idea on what happens before. This film shows you what goes on behind the camera, what goes on between takes or even during takes.

'The Art of Style' is my discreet way of crediting all the young fashion stylists/designers and showing you what our jobs really consist of. Thankfully with the way creatuve industries and technologies are going, it has become a lot easier for young people like me to pursue our passions. My film is definietly also an ode to my love for the fashion industry, as well as my boss Maham, for helping me pursue my passion.

Q2. How do the elements of your production work together to create a sense of ‘branding’?

Throughout production and pre-production, I thought I would keep all my elements simple. Simple camera shots, very simple editing; I wanted my footage and editing to all be very raw. Although my film isn't a typical documenatry or vlog style video - I put my own twist on it and recorded an entire shoot day that I had worked on. The simple shots, with the colour grading and shot composition, it shows the simplicity yet semi chaotic ambiance of a fashion shoot set. I feel like the sense of branding really comes from the kind of shots I compiled. My 'thing' is to record everything and anything - in my professional job life, that became my brand - the way I record and capture the behind the scenes and realities. That's something I wanted to bring onto my portfolio and film too.

Q3. How do your products engage with the audience?

I feel like my product will engage with the audience by luring them in. A lot of young girls have now gotten an idea that it doesn't take much to get into the fashion industry. Honestly more than the final pictures and campaigns, I find a long, chaotic yet fun day of styling and shooting to be way more rewarding. And I feel like through my film style of showing solely behind the scenes, it can really show anyone else who wants to get into fashion that they can.

I always have my email and social media DM's open for anyone who wants to get into fashion, so if anyone finds out my styling job through this. portfolio - my social media is always a place anyone can go to for answers on their fashion / fashion job questions.