Fashion + Design: A Design Story – The Making of Sweaty Betty Everyday Lookbook 2010

Graphic Design is about the creative process, from concept to production, it needs enormous of attention in details and planning. Since I haven't posted for a long time, I thought to share a design story and a bit of behind the scene with you. Let's travel back in time to August 2010...

I never realised fitness has such an important and significant role in my life until two summers ago. I've been a loyal Sweaty Betty member for quite a long time now, I pay weekly pilgrimage to their Circuit, Yoga and Pilate in-store classes. Last year, whilst I was casually shopping on their website, I noticed they were hiring for a Senior Graphic Designer – a perfect job for me!!

I lack fashion graphic design experience and to stand out from my competitors, I've decided to go the extra mile. I always have to rush to their classes after work, not giving too much time to change, so I usually incorporate my exercising gear into my workwear on exercise days. The girls at Sweaty Betty always asked me "how do you manage to look great coming here straight from work, work out, and go out afterwards?" This has inspired me to produce an everyday lookbook to illustrate my passion in fashion, understanding their brand and their philosophy, and of course, my skills in graphic design.

The challenge
This project had a very tight time frame and resources are limited – from concept to finished production, I managed to complete all this in just 5 days!

Outfit Testsheet & Bible for Photoshoot

Day One: The Concept
• Creative & Art Direction and Concept Development – A6 20pp perfect bound mini lookbook
• Pagination Layout – 6 Themes/12 Outfits
• Fashion styling & testshots

The idea of this Everyday Lookbook is an additional marketing material on top of its seasonal catalogue. This lookbook will be a great marketing campaign to encourage addition sales beyond customers who purchase Sweaty Betty merchandise only for exercising. I've gained significant knowledge of their target customers from observations whilst shopping and attending their weekly in-store classes throughout the years. I thought to create the "Sweaty Betty Girl" – a day in life, what would she be doing? What is her lifestyle?

After some 48 outfits and over 96 combinations, I've nailed down to 12 outfits for the six lifestyle and exercise types.

The six themes comprising:

1. Something for the weekend – Boxercise
2. Beyond the nine-to-five – Pilates
3. Let's go shopping – Yoga
4. A romantic date – Yoga
5. Night out with the girls – Dance
6. Art gallery opening – Running

I needed to hold back on the styling from being too editorial looking, after all, this is an everyday lookbook. Creating this initial styling testshot was important for me to see what works and what doesn't. If you have eagle eyes, you will notice some accessories changes in the final lookbook.

Printed sheets ready to create signatures

Day Two: The Production
• Research on bookbinding
• Sourcing bookbinding, knitting & printing material
• Gathering all materials/outfits needed for photoshoot
• Copywriting 

I have created numerous mock-ups during my education at Ontario Colledge of Art and Design (OCAD) despite I was majored in Packaging Design, surprisingly, there was never an opportunity to fabricate a perfect bound book. Many thanks to the internet and forum like Craftster and YouTube, I was able to learn sewing signatures and the art of bookbinding.

I went to Shepherds Bookbinders (76 Southampton Row, London WC1B 4AR ☎ 020 7831 1151), for all the bookbinding materials. I show their staff and my printing material and they were very knowledgeable and helpful to advise me on ideas and materials I need for the project.

Err... copywriting is my nightmare, I was never good at writing – I express visually. Actually, writing for this lookbook wasn't too difficult at all as it was mostly inspired from personal experiences.

Running on the Broadwalk of Brighton

Day Three: The Brighton Photoshoot 
• Make-up & Hair
• Train to Brighton
• Location scouting
• Photoshoot
• Select testshot images & audience feedback

I originally wanted to have the photoshoot around London Fields, Broadway Market and the Regent's Canal, after consulting with my friend Laura Kirkke (she's an amazing artisté, illustrator and photographer, check her out!) who photographed all images used in the lookbook, Brighton seems to be a more suitable location. This is a time I wish my sister was in London (she's a brilliant hair and makeup artist – check her out here). I had to set my hair, do my own make-up, packed all outfits and took the train down to Brighton.

It was a sunny hot day in Brighton, we used Laura's studio as a base for changing the looks and re-styling on hair and make-up. We shoot both outdoors and inside the studio and managed to complete the shoot before dusk. Then we went through the entire film and highlighted the ones we've liked, burned images onto disk and I head back to London.

Sample page layout from lookbook

Day Four: The Design
• Final decision on selecting images
• Digital imaging & retouching photos where necessary
• Design and layout of lookbook
• Outwork for proofreading

After collecting feedback on images, I finalised the images and retouched any where necessary. Finally, design layout time! The lookbook is finally coming together. Lastly, I sent to my journalist friend Zara for proofreading. Tomorrow will be finishing day.

Finished perfect bound Lookbooks

Day Five: The Finishing
• Print production with home printer
• Trim, score, sew & bind
• Knit mini bag & sew on StayStylish label
• Create digital lookbook where links products to website
• Create application website

I had to make a few copies of the book, for the purpose of testing, screw-ups and practising sewing signatures and the binding. In additional to the lookbook, I also knitted a mini version of the yoga bag I knitted featured in the lookbook. The lookbook will go into the knitted bag, complete with my little StayStylish label. To demonstrate my creativity in marketing, I have also created an interactive e-book, where one can click on the product and directly link to their website and purchase. Finally, to accompany to my application, I have also created a website where their HR department can download my covering letter, CV, link to e-book and online portfolio.

Detailed look at the mini spines of the book

Day Six: The Delivery
• Finalise CV, covering letter, email application digitally
• Travel across the city to deliver application package in person to head office

Finished Lookbook with knitted bag

Outcome & Experience 
By going the extra mile, Sweaty Betty was very impressed with the hand bound lookbook and the amount of work I have put into, it was definitely the most creative job application they have ever received to date. This has landed me an interview, but unfortunately I was not hired for the job due to my portfolio being "too diverse" (I never understand why this is always a set back when I look for work in the UK!), "too corporate" and lack of fashion graphic design experience.

It was heartbreaking that I didn't get the job. To add more to the injury, a fortnight after my submission, they held a streetstyle photo contest on Facebook where followers send in their photos of them mixing Sweaty Betty merchandise and streetwear! Since my submission, they have also started to create online catalogues similar to my e-book. Err!

Despite all, I am very proud of this project: art direction, styling, hair & make-up, modelling, lookbook concept, design, production, finishing and copy were all done by myself. This not only makes a great portfolio piece and a design story, I fell in love with bookbinding.

For testshots and more photos from this project, please see my Flickr set.

Click here to view the final lookbook.

What do you think? Have you ever gone the extra mile for an job application? How did it turned out? How do you protect your ideas?

eFolio: Staying stylish with Elsie at www.staystylish.com

At last, my online portfolio is now ready. Please check out www.staystylish.com.

I'm an experienced graphic designer based in London, UK looking for a permanent full-time position with a creative firm. I am an Associate of Ontario College of Art & Design with over 10 years industry experience in the UK and Canada, specialising in graphic design, branding, print, packaging, advertising and web design.

If you know anyone who may be interested or is looking for someone with passion for creative designs, please pass this along. I will be happy to send my CV and portfolio upon request.

Random: What Have I been Up to?

I've decided to start a new blog about beauty and nails – Lacquer Boudoir. As you already know, I'm a make-up junkie. So thought to have somewhere to share my finds and my little contribution to fashion. Lacquer Boudoir just celebrated Chanel Week – all post and nail art inspired by Chanel. Have a look, feedback are welcome!

Surprisingly,  this year Great Britain is blessed with hot and sunny weather. I even have a slight tan!! Now, that's a first! This year's gardening is more successful than last year's horrible pest plague that killed ALL my plants. Have basil, thyme, chilli peppers, lemon, sage, parsley and a tomato plant going. The blackberries in the garden should be ready any day now. 

I haven't been posting much about food recipes lately, in the next few days, I hope to post my superfood salad. Bye for now! x

Fashion: Kirk Originals Spring/Summer 2010

Hair: Tracey Cahoon @ clmuk.  Makeup: Sharma @ clmuk.
Styling & Art Direction: Georgina Hodson. Photographer: Dominic Cooper.
Casting & Production: Laura Kay. ©2010 Kirk Originals.

Had a fabulous photoshoot with Kirk Originals for their Spring/Summer Collection 2010 earlier in April. The studio was just off Hackney Road – a stone throw away from me. After choosing the frames and the wallpaper with Georgina and Dominic, Tracey cleaned up my fringe, iron straight my hair and Georgina put me in the new Marc by Marc Jacobs sweater from this season. Sharma decided to leave my skin sheer because Georgina and Sharma were loving my freckles (my nightmare!!) but to have dramatic eyes. Here is the final photo:

This is the look book for their Spring/Summer collection (I'M THE CENTREFOLD!!):

Fashion: Hermès store photo shoot

Photos from the Hermes shoot:

Clothing: model's own. All accessories: Hermès. Hair & Makeup: model's own.
Stylist: Laura Kay. Photographer: Andrew Meredith. ©2010

It was a relative mild day in late February when we went for this photoshoot in Mayfair. I first arrived at Hermes headquarters, stylist Laura had a look at my outfit choices we went for the jumpsuit – one of my favourite outfits and best bargain. After styling in headquarters, we headed off to South Moulton Lane for the shoot. Whoa, these boots are 2 sizes bigger than my tiny 37, and they were so high but surprisingly comfortable to walk in. It was slightly overcast at times. We reckon we got the "one" 10 minutes into the shoot but we played around some more ideas. It was a great experience and was lovely to work with Andrew and Laura again.

Store window photos (photos by me):





They went with the photo without the leather jacket, blown up to life size for the Hermès Sloane Street store window display. Yes, it is really life size!


Hermès, Sloane Street, London.


Hermès, Sloane Street, London.

If you happen to be around Knightsbridge, pop by and check out the window display of the Hermès store at 179 Sloane Street, London SW1X 9QP.

See other photo of me by Andrew Meredith from previous a Hermes shoot here.

Fashion: Hermès pour Liberty

Clothing: model's own. All accessories: Hermès. Hair & Makeup: model's own.
Stylist: Laura Kay. Photographer: Andrew Meredith. ©2009





Hermès has a temporary pop-up store at Liberty to launch their collaboration – Hermès pour Liberty scarves. There are bunch of in-store events: Scarf Tying workshops, Photo-styling Sessions and Monogramming service. I happened to be at one of the photo-styling session and this is the photo. I was styled and then photographed. The photographer later asked if I was a model. He also commented that I was inspiring to shoot and I take direction well. It has never crossed my mind of being a model but this photograph is magical! My favourite photo ever!

One day I'll sleep

I've been insomniac for about two weeks now, or if I finally can sleep I get awaken easily then have trouble falling back to sleep again. Last night, I was so tired after leaving Kirsty's birthday drink but as soon I laid in my bed, I was wide awake until 5:40am after watching the last of "How I Met Your Mother" and many episodes of "30 Rock".

I don't feel present for the past few weeks, my head was elsewhere during work (it's been quite boring anyway but good thing work is slowly flowing in), I haven't run for ages, I've even lost interest in my religious Body Blast.

At yoga, I found myself hard to concentrate although the meditations helped me a lot and I felt much cleansed afterwards. I hope the regular yoga teacher comes back soon, she was more intense. I quite enjoyed the London Bridge one, Norman, but his class was a bit more physically demanding and it's a different type of yoga than I'm used to.

I need something inspiring and exciting.

I had a good day today though, made some bacon and eggs for breakfast with toast and my perfect cup of cappuccino made from my favourite Italian Moka Press – complete with foamed hot milk and sprinkling of cocoa and cinnamon. Then I cleaned my room a bit, have to seriously sort out my closet, did about half and gave up. It was surprisingly sunny today, thought it was a waste to spend indoors cleaning – okay, so it was really procrastination – I grabbed my tartan picnic mat and went to the park to finish reading "The Book Thief" by Markus Zusak. I thought it was an appropriate book when I took it along to my trip to Budapest, though the book was set in Germany but it was based on the Second World War and the Holocaust. It was a lovely story, I had to hold back my tears a bit towards the end. I always enjoy reading the last bit of a novel the most, and how you let out a big sigh after finish reading the last sentence of the book. Wonder what I should read next?

It's pretty late now, I should attempt to go to bed. I had some Valarian tea, I feel tired but not sleepy. Tomorrow I shall go to the Barbican and will be watching "Coco Before Chanel", I'm quite excited and been looking forward for this film for a while.

Nite. x

New Year's Resolutions

Why do people make them when they don't follow them anyway? I make them to keep me sane throughout the year, i do honestly try to work on them except for one last year (lateness). So that particular one would get carried over to this year's list. I love making lists, maybe i should become a virgo! Nah..

1. Be on time (hmm.. this seems to be the one keeps recurring years after years)
2. Be better at writing & read more.
3. Keep being better at my finances.
4. Be motivated and inspired. Stop being lazy. Stop delaying lauching the site and line. Competition is calling! and be better with the couture clients.
5. Keeping up my French and Swedish.
6. Lose 5-10 lbs. Eat more healthily.
7. Be more patience to my mother and to people who annoys me.

Survival for the Fittest

Gah! Some girl from San Francisco just called me, first of all, pronouncing my name wrong (my 3rd biggest pet peeve). 2ndly, those idiots are running 2 months ad with the wrong URL (they're really .net and i am .com) Gahh.. i've had this domain more than 7 years!!!!!! She asked if i'm willing to sell my domain too.. i shoulda bought .net too!!

They are in the same line of business (but with a much uglier site), but they're more focus on handbags (which i have as well) she asked me if i would refer the clients to her site since they're practically advertising my site for free for the next 2 months? Or should i take advantage of this and have my on-line store ready?