With one week to go until the show, Creative Director - David Morley - explains the creative vision behind the IN BLOOM 2020 photoshoots.
IN TRODUCTION
Experimenting with the concept of identity, I wanted to use a colour palette that evoked raw emotion and clarity. The stark red and white tones match the bloody and harsh with the pure and simple – I wanted this to reflect the versions of yourself that are seen by the world and the more intimate versions that aren’t as public. The use of fabrics and abstract makeup also helped to inject the thought of concealment and disguise, as well as adding to the fun of the pictures! The decision to shoot in a squash court was obviously influenced by the colour-scheme of the walls, however the locations for each of the shoots were mostly chosen on their function as places that feature the human body. I wanted to emphasise this function and use the shoot locations as spaces to celebrate the human body, one of the core concepts at the heart of our theme, IN BLOOM.
IN TERLUDE
The theatre shoot was inspired by the function of these performance spaces and the people who attend them. Frequenting the theatre, in the past, was exclusive to the socially-elite, but over time the pastime has become more commonplace and accessible. I wanted to capture the initial role of these establishments and use the theatre to represent the upper classes and the socially elite. The designers paired with the location perfectly, exploring the ideas of music, empowerment and classism. The jewel-toned colour palette accompanied by the golden décor furthers the luxurious aesthetic and I wanted to juxtapose this with some rebellious models. With their legs up on the backs of seats and hanging over the balconies, I wanted the models to ‘disrespect’ the notion of elitism and social hierarchy, it was also an excuse to show off their funky boots!
IN CLINE
Harking back to the use of the squash court, here is another sporting facility! Initially intended to be an outdoors shoot set on some rocky headland, I realised that maybe during the winter months, this would be too ambitious a venture. Instead, the bold colours and geometric walls of The Climbing Academy in southside made for a dynamic shoot location. This was a more direct embodiment of IN BLOOM’s theme of strength, featuring the models slotting into and hanging from the jagged climbing walls. The resilience and power of nature is a predominant idea within our theme and the incorporation of two renewable collections in this shoot really supported that idea
IN NATE
Working with COS marked an exciting collaboration for GUCFS this year. The opportunity to shop the floors of the high-end store and borrow some pretty clothes was lots of fun. IN NATE aimed to mimic the concept behind the fashion-brand and embody its stripped-back and minimalist nature - a limit of nine items for six models also echoed this minimalism(!). I aimed to convey a fresh and sincere beauty in these pictures and the autumnal colour palette matched with the bare trees helped to reassure this. Additionally, the weather on the day of the shoot was abysmal so I am both relieved we managed to get any pictures at all but also thankful to the models for letting us subject them to the rain and freezing cold. In a way, their commitment and endurance evoked the show’s theme further.
IN HABIT
The concept that originally inspired my pitch for the show’s theme, this shoot intended to promote a strength in femininity. I wanted to compare outdated beliefs about femininity with the contemporary. Harnessing the historical and opulent backdrop of marble staircases and plush curtains and rugs, this is contrasted by the modern insertion of some very delicate boys. Their rosy cheeks, bare-feet and graceful poses capture the essence of vulnerability and elegance, both characteristics that are outlawed by today’s culture of toxic-masculinity. The collection for this shoot is gender-nonspecific and also meticulously detailed, its peaches and pastel greens complemented the ornate backdrop perfectly, situating the models as if they were in a renaissance painting.
IN VERT
Following on from the previous shoot, IN VERT was conducted to marry the theme of women’s empowerment with a caricature of the patriarchy. The workplace is an inherently sexist environment, with the wage-gap and underrepresentation of women in high positions still prevalent in society today. This shoot features four women – in abstracted business-wear, with messy hair and massive lashes – demonstrating their strength, beauty and power. Similar to IN TERLUDE, this shoot presents our models mocking and parodying a place of toxic authority, all while showcasing the beauty seen in a place that can easily be overlooked.
The concepts for these shoots would never have been realised if it weren’t for the amazing efforts of the creative team at GUCFS; Louise Agius – Creative Assistant, Lucy Mclaughlin & Kim Farren – Fashion Coordinators, and Larisa Hamilton – Model Management. The shoots’ success also relied heavily on our photographers this year, Anna Dunlop and Craig Shewry; as well our hair and makeup teams at Sassoon and the Academy of Makeup. - David Morley, Creative Director
Final release tickets, and after party only tickets still available!
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