Bound Booklet

My name is Sara Sadjady and for this terms project I decided to focus on creat-ing an ad campaign for the brand Topshop. I started out by researching what the meaning of street style was. Then, through looking at common themes, and focusing on the layout of my the images I came to the conclusion that in London people all have very different styles and often express themselves through dress. Thus, having realized this I started to look at different brands, which appealed to all types of people. Thinking of what brands represent my find ingsmost,IchooseTopshop,asIbe-lieve it is a popular brand, which all people shopatandisimportanttodefiningwhatLondon street style is. My research continued asIcreatedcustomerprofiles,brandstyleboards, and looked at the different ways in which opposites attract. I styled, directed and photographed a photo-shoot, which dis-played some of the different stereotypical styles among today’s society. I choose to pre-sent my shoot by putting the photos on the back of oyster cards. In theory, these cards wouldbeleftonthefloorofstreetsaroundLondon in hopes of attracting all different types of people. When a person picks up the card they would see on the back it is not an oyster card, however it is a reusable discount card, which offers various discount and of-fers when you shop at Topshop.

Do celebrities

infuence street

style trends

Do celebrities

infuence street

style trends

People

s c

lothes

What is STREET STYLE?

What is STREET STYLE?

The P

hysic

al S

treet

Behin

d is B

etter

Pre-Teen Young Adult

Student

Pro

fess

iona

ls

A - L

ist

What style do their customers like?Classic. Ecclectic, Fancy.Crazy. Clean Cut. Futuristic.

What style do their customers like?Classic. Ecclectic, Fancy.Crazy. Clean Cut. Futuristic.

Can you tell who a person is by their style?

This term, I have learnt a lot about the importance of sketchbook work and how it allows me to end on a concrete idea. Through my sketchbook I was able to in-terprethowstreetstylewasreflectedinad campaigns. Although most people don’t initially connect the two, street style is of-ten the basis for ad campaigns, as compa-nies look to appeal to their everyday con-sumer. With this in mind, and the knowledge that my research had lead me to, I de-cided to concentrate my campaign on the high street brand Topshop. Knowing this store appeals to all different types of people, with all different styles, it was clear I would have to create a cam-paign,whichreflectedthis.Photograph-ing a shoot where all different style ideas were touched upon, I was able to commu-nicate the idea of opposites attract. Final-izing my project I scanned my best work and was able to develop my skills in both InDesignandPhotoshop.Thistaughtmethe importance of editing my sketchbook workevenafterIhavefinishedwithitand then adding writing. Overall, I have grasped a better understanding as to how much work in necessary into creating a campaign, especially one that is successful.