Photographs taken by a Commercial Photography student from Arts University Bournemouth have been selected for the new Spring/Summer 2011 advertising campaign for men’s cult clothing brand Criminal.
Faith Mason’s images were selected from among those of six other students from the University, to promote the high-profile brand.
Launched from a bedroom in Bournemouth over a decade ago and now a concession brand at House of Fraser, Criminal is renowned for its edgy, subversive attitude with the brand?s designers drawing inspiration from ‘street life and the revolutionary spirit of youth’.
Commercial Photography students were given garments from the Criminal Spring/Summer range and asked to arrange their own photo shoots, models and locations. Their brief was to update the Criminal image and move it forward as a more preppy, body-conscious brand in an innovative way. The images were then judged by House of Fraser professionals and a selection chosen for their website and for use in store.
Faith, whose ambition is to work in fashion photography, was thrilled to be chosen as the winner “I’m just so grateful for the opportunity. To be able to create something for Criminal is amazing and I?ve learnt so much from the whole experience.” Faith also received a £500 House of Fraser voucher.
Tom Spearman, Marketing Manager for Menswear at House of Fraser, commented “We were really impressed with the standard of work on display. There were some fantastic images across the board.” Kieran Webber, a buyer for Criminal, remarked “We liked the cinematic feel and the movement in Faith’s images”. The panel agreed that the standard of work displayed by all the students was incredibly high.
Commercial Photography Course Leader Conrad Tracy facilitated the project, working alongside professional designers and buyers from Criminal and House of Fraser. He commented “The project started during an educational visit to New York two years ago, where the students used Criminal clothing to shoot ‘street fashion’. With the success of the NY images, Kieran Webber at Criminal and I came up with the idea of running a live project with the students, who were then asked to pitch their ideas to a panel at House of Fraser and then create work to the brief. They have once again clearly risen to the challenge, producing some excellent fashion images that will help to generate interest in their work and kick-start their future careers as professional photographers. House of Fraser has been incredibly supportive of the collaboration and I am delighted to see our students continuing the tradition at AUB for creative commercial photography.”
After the success of this competition for the second year running, Arts University Bournemouth is hoping to run another photographic competition with Criminal during the next academic year. The winning images from this year’s competition can be seen on display in the window of the Bournemouth store.