Statement of intent

STATEMENT OF INTENT

My research into fashion magazines displays a wide extent of conventions, from the formatting of cover lines to the most common shot types, though covers most often use mid to medium long shots to encompass the clothing alongside the models face. Whilst cultural issues are also prevalent in magazines that intend to further their reach to a more ethnically diverse audience, my main focus will be on the clothes, but will also include some aspects of diversity to allow me to fulfil the brief with my models being of two different ethnicities. I have focused my attention on a more bold and 'trendy' approach to representing my fashion company with my focus group having said that they prefer to see models that represent their age so it is an ‘attainable standard’ and to see fashion that is up to date with a modern day fashion market. Although, a lot of my focus group mentioned that they are also interested in variety and stories about different aspects of fashion, so in response to this my contents page contains headlines and a variety of topics in fashion. A lot of modern-day magazines use the ‘perfect’ model that is airbrushed with flawless skin in high end clothing, although my magazine will use a ‘flawless’ model with photoshopped skin, it will follow a more day to day fashion look which helps it stand out. This is also advantageous to Bauer media with the difference to their other magazines offering a broader reach in demographic. 

For the website, I have approached it with the same demographic in mind and have integrated conventional features of most fashion magazines such as a higher image to text ratio and a simplistic but colourful layout among others. The overall layout is easy to follow, and the sans-serif typography indicates the modernistic approach the website is striving for. This approach is also further reinforced using buttons and hyperlinks to allow for simple navigation of the fashion website. 

For cohesion between my magazines I have a different colour scheme, but the colours are integrated in the designs in a similar fashion with the titles being the same with the 'S' being a different colour on each one. The models are also framed in a similar fashion and have a facial expression resembling one another, along with the layout and typography of the two also being alike. The website shows cohesion with the brands house style as it also utilises a colour scheme in a similar fashion to the magazines and is shown displaying the company name in the header of the website. There are also references to the models within the magazines latest issue and future issues along with direct reference to the magazines second issue itself with a preview of the front cover on the top of the front page of the website as a means of advertising it to the audience.