STUDENT CREATES CRIMINAL CLOTHING CAMPAIGN
12th July 2010
Photographs taken by a BA (Hons) Commercial Photography student from the Arts University College at Bournemouth are currently featured in the Spring/Summer 2010 campaign for men’s cult clothing brand Criminal.
Toby Roberts’ images were selected from among those of seven other students from the University College, to promote the high-profile brand.
Launched from a bedroom in Bournemouth 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 reflect the brand’s new status as a House of Fraser concession in an innovative way. The images were then judged by the professionals and a selection chosen for their website and for use in store.
Overall winner Toby’s collection of photographs was inspired by “the active, edgy and urban lifestyle of free runners and festival crowds”. He asked a fellow student to model and the photo shoot took place on location at the University College.
Kieran Webber, one of the judges and a buyer for Criminal, remarked: “Toby’s images are summery, bright and full of energy. They really shout Spring/Summer to me”. The panel agreed that the standard of work displayed by all the students was incredibly high.
BA (Hons) 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 where the students used Criminal clothing to shoot ‘street fashion’. With the success of the NY images, the students were asked to pitch their ideas to a panel at House of Fraser. They have 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 AUCB for creative commercial photography.”
After the success of this competition, the Arts University College at Bournemouth is now looking at running another photographic competition with Criminal during the next academic year. The winning images from this year’s competition can be seen at www.houseoffraser.co.uk