Scarlett Lorrain RachamimFashion & branding / Styling / photography

portfolio 2011

This portfolio shows a selection of my work, made during the last 3 years on the AMFI (Amsterdam Fashion Institute).

During my time at the AMFI I have gained insight into different areas of the fashion industry such as strategy, art-direction, concept writing, marketing and visual merchandising. I have also learned how to reach taste groups in different ways as for instance on an emotional level by the use of trend research and psychological insight. This short overview shows projects that derived from my own starting points, but also assignments that were given from clients within the industry, which helped me to work in

different styles next to having a distinguished own style in most of my works.

Brand identity crowd of one

Crowd of one is a collaboration of a small group of branders, managers and designers who have done research to the zeitgeist in a small village in the Netherlands, and have translated this into a brand

concept, collection and presentation.

During this project I was part of a small team of branders. Within this group I have been working as a concept writer, the visualization of the brand book and I have been working as a creative director to brief the designers and managers. I also helped to translate the identity into the final idea of an

exhibition.

2009

l' artisan

L’ Artisan is a short fashion film. The movie is made in assignment of Amsterdam fashion Institute for the minor Visual Culture and is a visual interpretation of the new collection of Kim Bakker (Nõn by Kim).

For this movie I have been working as a creative producer, and I wrote the concept together with the director. Task of me as a creative producer was to translate the ideas of the art director and director into a final product and atmosphere on set. Other tasks where to find a model, to create the final

poster, photography on set, write press releases and do distribution of the film.

This movie was exhibited at cinema Ketelhuis during Amsterdam international fashion week 2011 as well as on the presentation of fashion designer Kim Bakker.

2011

The movie L’Artisan portrays a young adult unaffected by society’s expectations, structures and logics, and instead literally creates his own. We live in a world surrounded by time which makes us self aware of our existence and there is a high pressure on fast living. Sometimes we want to get away from this feeling of chaos and find peace in our own shelter,

a place that we call home.

Reality is overrated, each of us creates our own.

Link to the end result online: http://vimeo.com/24659065

brand identity mastema

Mastema is a brand that is a reaction to trend research that has been done in the streets of Berlin.A brand book, manual and exhibition have been created to show the first outcomes of the house style

of the brand.

The brand is rebellious and romantic. Mastema is one of the fallen angels of god which ones has been one of his best students, this stands for the people in society that don’t believe in structure of society anymore. The exhibition had to show the story of the brand in a conceptual way, and the coat was a

helping clothing piece to tell this story.

2009

brand identity lost boys

During a semester of fashion communication, I had to create a brand based on a briefing with characteristics of a fellow student. These characteristics had to be translated into values for a fashion brand within a week. This brand has also been worked out in a strategic marketing plan, which also

include plans for an online expression and a sponsored magazine to launch the brand.

Lost boys is a brand for the eternal peter pans who can not let go of their youthful spirit, and all the adrenaline that the period of adolescence brings.

2010

Lost boysStay as young as you can,

for as long as possible

Brand Book

sponsored magazine berett

The fashion brand Lost boys was the starting point for the sponsored magazine Berett. Together with another brander I slightly changed the brand name Lost boys into Manngup and the taste group was

slightly changed as well. We translated all the values of the brand into the magazine Berett.

The magazine contains sections as lifestyle, sex, games, movies and more, and also a lot of information about the brand Manngup. For this Magazine we also organized a fashion shoot that would incorporate imaginary clothing for the brand Manngup. The presentation of the shoot is done in a playful way. We have tried to create something that would not only be about the clothing, but what would also make

them laugh and be memorable.

For this project I worked as a creative director, I wrote an article for the magazine, and I have been organizing the shoot as well.

2010

visual culture

Before the kick-off of the minor Fashion and Visual culture I had to come up with a fascination interesting enough to carry me through 10 weeks of research and experimenting in photography. The theme that I worked with was Voodoo. During the minor Visual Culture I have learned all about image, the meaning of images and film and how to create more innovative images in fashion. I was assigned to three photography projects to enable my research in photography: an emotion poster, a sequence and a

storybook. In this book there is a short selection of these 3.

2010

promotional material tarone

For the singer and photographer Tarone I have created promotional material for the use of a Demo cover, and for her website. One of the photos is also used for the magazine Beau Monde. Tarone briefed me with use of her music and photography and I translated this to classic with a twist. For this series

I have done photography, styling and retouching and also the design of the demo.

2008

jeans book 24 jeans brands

24 jeans brands is a collection of 24 major denim brands on the market. This book is an assignment in which the whole class was involved. A jeans event was planned around the launch of this book as well. The result of this jeans book is an overview with analysis of some of the biggest brands in the jeans industry. My personal contribution to this project was to research and analyze 2 jeans brands and to

create a board with highlights within the history of jeans.

2009

ADO LES SCENTS evolution

The manifesto for modern masculinity is the first product of an evolved visual identity for the high-end menswear brand Ado les scents, that is portraying a more masculine vulnerability. The brand is often interpreted as to feminine because of the low intensity of tension between masculine/feminine and other contrasts. This brand book is mostly focused on the new balance that should be used for

communication.

2011

Trend book

The trend book is a collection of a wide variety of random signs, which gives a personal and unique view on what is going on in society. This book has been made with Berlin as a starting point, and is it is meant to inform companies and their concept developers about the latest happenings in the life of the consumer, in order to inspire them for possible commercial opportunities and collections that would

respond to the change of demand of the consumer.

2009

STYLEBOOK prince

The stylebook is a style advice for an exhibition for a museum, magazines, stylists or visual merchandisers that want to use Prince as inspiration. Prince was translated to 4 different chapters which all showed inspiration for materials, colors and shapes. A subtle purple line was running through the whole book to have the strongest color associated with prince very subtle throughout the whole book for consistency.

2008

Contact

Scarlett Lorrain Rachamim

Guido gezelle straat 3 1077 WN Amsterdam

The Netherlands

Tel: +31657575760

Scarlettlorrain@gmail.com