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Personal taste is an interesting thing to contemplate. What one person likes, another does not + vice versa. Which is why creating a brand image, a commercial catalogue – or LOOK BOOK – as they’re now called in the fashion game, is an interesting conundrum. As a creative director, does one go with one’s gut feeling? In my case, a propensity to be instantly enamored with the more outlandish + colourful? Or does one bow to the populace + acquiesce? My feeling is the answer’s somewhere in between.

As a brand, you don’t want to clout customers over the head with a particular “look” nor do you wish to thrust any visual prejudices you have down their throats. Really, it’s up to the customers to respond to a brand, the mood that it evokes + what it is trying to sell. The customers are the vehicle which shape a brand. It’s their response that matters. Now, let’s consider two images. While looking at the images that I had at my disposal today, I was torn between choosing picture “A”{above} or picture “B” {below} as the cover shot for my 2011 catalogue.

PICTURE "B" MISS MOSS CIRCLE VEST, SKIVVY + PANTS.

Picture “A” does it for me as it is so visually arresting. Not only does the lime of the necklace jump out at me – and grab me by the throat – but the model looks so incredibly beautiful, like a statue or a sculpture. Picture “A” makes me stop + look + ask questions: what is this? who is this? how can I get some? However, on the flip side Picture “A”  has the potential to divide people: what happens if they don’t like lime; find this image slightly emotionless? Which brings me to picture “B”  – the one with the circle vest in orange + red. This image works on a number of levels. It is friendly, easy on the eye and non-confrontational. All of these things mean that it might not divide consumers to the degree that the other picture does + therefore has a more immediately accessible appeal. So, the question remains, which image shall it be?

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