Portfolio
Siona McClenaghan
Contact Telephone: Home 01480860437
Mobile: 07977450507
Email: siona.mcclenaghan@googlemail.com Website: www.issuu.com/siona_mcclenaghan
My name is Siona McClenaghan and I have just spent the last three years completing my degree in Fashion Communication at Northumbria University. My portfolio, I hope, displays the wide variety of skills that I have attained during this time. I have enjoyed the challenges and rewards of all aspects of the fashion industry and hope you enjoy looking through my work.
The Tale of the Falling Bud Creative Narrative Project
To Be Frank - Journalism Over Exposed - Editorial Photoshoot This Journey - Exhibition Promotion and Launch
A Question of Elegance Journalism
Damn This Wild Young Heart Editorial Photoshoot
Mango Moon Business This Love - Journalism Fashion Tales - Book concept realisation and promotion.
A short creative narrative expressing the darker style of fairytales. Words, photography, styling and layout by Siona McClenaghan.
To Be
Frank Siona McClenaghan talks to one of the most exciting new talents hitting the British music scene the morning after the night before on the fine line between confidence and being a dickhead and why you just have to write what you know...
Frank Hamilton is a little hungover after a heavy night out and is trying to cure himself by cooking a fried breakfast. At 4pm. ‘Is that OK?’ he asks as I pick up my phone. It’s OK with me if it means I get to talk to one of the most talented and exciting sing-a-song writers of the moment. With the recording of his first album due to start in just a few months and gig after gig packed out with eager, attentive fans, everything is looking really rather cushtie right now for the guy who makes ‘pretty simple music with pretty simple lyrics.’ Now whether he remembers it or not (sweetly he does) Frank and I have been through this process before. I interviewed him a few years ago for a documentary I made on my local music scene. The venues may have been smaller but the buzz surrounding him was just as electric as it is now. What I want to know is, does being dubbed “the Mike Skinner of folk” and being played by the likes of Steve Lamaq on Radio 1 turn your head or is it just a confidence boost? At this he laughs. ‘My mates and my folks will always tell me if I’m being a dickhead so I think I’m pretty grounded but I guess when people start to treat you well and you get all these perks, if they were to then take them away you’re going to be like well no fuck off because we’re good enough to warrant them. I get why people become divas but I just don’t think there’s any excuse for rudeness or arrogance but you do have to be confident and there’s a very fine line between the two.’ That’s fair enough. Receiving over a thousand visits a day on MySpace, the tool with which Frank reaches most of his fans, is going to give you the affirmation you need to keep on doing what you’re doing. But what is it about his music that’s making all these people fall in love with him? That I feel I can answer myself as I’m a fan
anyway. It’s those quirky, honest lyrics combined with achingly catchy melodies that crawl in to your head and refuse to leave. There is a pure genuine quality to Franks songs, they are so relative to every day life. When I mention this I can almost hear him shrug off the compliment. ‘I just write real stuff. I write the way I speak so I try and keep that with the music. I’m not going to chat about driving down the lonely high way into Manhattan city because I’m not from America and I don’t drive a 4x4. I’d rather chat about getting the bus back from town because that’s what I do.’ But how does he collate all his thoughts into music and lyrics? Frank tells me about little notebooks full of quotes and drawings and a dictaphone rammed with hummed melodies to be dissected and built on at a later date. Were a passing stanger to discover these objects if they got lost it would be like diving in to his mind and soul, all of his passions surging out as he rapidly explains that ‘with something like the arts the people who make it are the ones who put in hours and hours and just make it their life and get obsessed. That’s what I’ve been doing.’ At this point our interview is halted. Frank swears, apologises and then explains that
he’s burnt his sausages. An interview on a hangover can’t be doing much to clear his head, especially whilst multi tasking a cooked breakfast, so I pick my last question carefully before leaving him to it. It’s taken a lot of hard work and dedication to get this far. Whilst at music college Frank made it his mission to learn everything he could about the business side of the industry so that when it came to it he wouldn’t get pushed around. With that strong foundation behind him, what’s the next move? ‘All I know is that at some point in the next year I want to have the album recorded and released. I guess I’d like the major label security and support where they’re going to give me a load of money to go away for a year and make everything perfect. That’s the dream isn’t it, to be able to explore your creativity in every possible way.’ As I hang up the phone I contemplate this. I guess that’s the dream for everyone, it’s just that some people aren’t genuine enough to say it. Frank definitely is, he’s as honest as his music and I think for him that’s always going to be the most important thing. In his own words, ‘people say it sounds like I really mean it, and I do, and I think that’s hard to fake.’
Journalism
Previous Page: Article on an up and coming singer, Frank Hamilton. Aimed at a publication like NME. Written by Siona McClenaghan.
Photography
Next Page: Editorial on trend, Underwear as Outerwear. Photography and styling by Siona McClenaghan. Intended for a publication such as Glamour.
OVER
EXPOSED
Take it off this season as underwear slips in to the category of outerwear. Sheer fabrics, nude pallettes and delicate peeka-boo details are the ‘cover up’ of choice.
Keep everything understated to avoid the ‘forgotten my top’ look. Everything except the security of course...
A collection of promotional material and merchandise for a concept entitled
This
Journey, a project on the implementation of an exhibition where the subject would look at the connection between fashion and transport. Six contributors from the fashion world would take a journey and then express it creatively.
Poster
Flyer
Entry ticket
Postcards
(Outside)
Invie to Launch
Sleeve of a free CD given at launch event
(Inside)
An article written on the subject of Elegance, centered around an auction of Audrey Hepburn clothing. Written and researched by Siona McClenaghan. Intended for a publication such as Vogue.
ladies by showing they respect themselves. Coppola has made a point of carving her career as a director creating a strong cinematic style recognisable as her own whilst maintaining an admirable public image. Her self-confident elegance is inspiring, even for designers. Marc Jacobs says of his muse, “She is young and sweet and beautiful, the epitome of the girl I fantasize of.”
One of the greatest compliments you can pay a woman is to say she is elegant. You can practically see the shiver of pride run down her spine when those words are uttered. But how does one gain this most prestigious of honours? It could be argued that elegance is something you are born in to. The French for example are considered one of the most naturally elegant nations in the world for their sophisticated style and appreciation of beauty. Another opinion could be that elegance is obtained through monetary stature, that it is easily bought for no more than the cost of a beautiful designer dress. Christian Dior would disagree on the latter - “Simplicity, good taste and grooming are the three fundamentals of good dressing and these do not cost money.”
Everything else follows from this self respect. Arguably however, the supreme title goes to Audrey Hepburn who continued to conduct herself throughout her life in a way that was never less than perfectly elegant. Her private life remained private but she used her status to cultivate media attention towards world issues, becoming a UNICEF ambassador in 1989 and dedicating a great deal of her adult life to charity work in Africa. She once said of her work, “It’s that wonderful old-fashioned idea that others come first and you come second. This was the whole ethic by which I was brought up.” She had impeccable taste in clothes, chiefly because she understood herself, her role in the public eye and what suited it. Based on these factors she is able to keep giving to those less fortunate, even after her death. This December many of Hepburn’s’ designer dresses, including a Givenchy black lace dress she wore in ”How To Steal a Million” and an YSL empire waist gown in white cotton she wore to her son Luca’s christening, will be auctioned off in Dulwich, London. Half the proceeds will go to the Audrey Hepburn Children’s Fund and UNICEF. Many of the pieces may be quite simple but to own a piece that represents true elegance will be a prize many will pay to possess.
A Question of Elegance
On my 21st birthday my Grandmother said quite a curious thing to me. After the obvious wishes of goodwill for the future she turned to me and said “How exciting! You’ve now started on the road to elegance.” This one simple exclamation got me thinking, what is this elegance goal that apparently lies at the end of the road and how on earth does one get there?
The dictionary definition states, “Elegance - Refinement, grace, and beauty in movement, appearance, or manners. Tasteful opulence in form, decoration, or presentation. Restraint and grace of style.
In other words, it is a quality defined by your manner just as much as the way you present yourself aesthetically. Elegance suggests a fluidity to your movements, a considered, comfortable tone to your conversation and an awareness of others without a desire to be acknowledged for ones goodwill. In a world that now thrives on the development of social networking, where any Paris, Nicole or Lindsay can Tweet about their latest escapades our presentation of ourselves is vastly different to 50 years ago. Back then celebrities behaved like royalty, with their lives off screen shrouded in mystery. Fast forward to the age of technology and now every Z list celebrity is aware that millions of strangers are following their every move. Even worse, they expect it! By pinning these women up as our 21st century role models we seem to have let our standards slip. A truly elegant woman does not shout about the kindness she bestows upon others. Nor does she fall out of a taxi wearing no knickers after downing spirits on a night out (please refer back to Paris et al.)If we complain that our society has low standards, it is up to us to take responsibility for that and strive for something better. Now, lack of underwear aside, how do clothes play their part? To be able to dress yourself in an elegant, refined manner is not the same as dressing dully. It is to pare down, choosing pieces becoming of your shape. It’s just knowing when to say no. After all, as Coco Chanel, a great leader in the art of this topic once stated “Elegance is refusal”. A classic plain white tee can be beautifully elegant and befitting of many social situations. This is an idea that designers are promoting strongly on the catwalks at the moment. In Chloe’s last collection, tailored, well fitting trousers paired with beautifully simple shirts were sent down the runway. They were embellished simply, with just a touch of a thong sandal or a striking piece of jewellery adorning the ensemble. These are clothes that are made to be worn but that won’t wear the wearer, a vital aspect of elegant dressing. So if we can’t look to the celebrities that fill well read gossip magazines for guides on how to conduct ourselves elegantly who should we be taking our cues from? Strong, dynamic women such as Jackie O, Grace Kelly and Diana, Princess of Wales secured themselves on the international elegance list indefinitely. They did this by managing themselves in a dignified manner no matter what personal turmoil they faced. More recently stars like Scarlett Johansson, Anne Hathaway and Sofia Coppola have striven to set an example to other young
So, as to my road to elegance? Well, as I feel it comes from knowing oneself so well I definitely know I’m not near to finishing my journey yet. After all, what kind of 21 year old can honestly claim to know themselves and be completely comfortable with who they are? To reference Chanel again, “Elegance is not the prerogative of those who have just escaped from adolescence, but of those who have already taken possession of their future.” Although I may not have full possession yet I know that in order to attain that most desired of virtues set out by my grandmother many things are going to happen. And I have an inkling that they may start with the purchase of some decent underwear and a classic LBD.
“Love is a fog that burns away from the first daylight of reality� Francesca Pizzolon, 20, Personal Stylist
DAMN THIS WILD YOUNG HEART THE IT BOYS AND GIRLS OF THE NORTH TEACH US A THING OR TWO; LET YOURSELF BREATHE. BE PICTURE UN-PERFECT.
“A razor for a goat” Joseph Smith, 21, Model
“Everyone wants to be part of the circus, don’t they?” Jessica Rose, 20, PR Assistant
“You filthy old romantic, I quite like your style� Megan Andrews, 22, Interior Designer
“Ride the wave til something drags you off” Pip Lawrence, 21, Owner of Naughty Knitwear
Previous Page: Photoshoot depicting some of the cool youth residing in the North East. Aimed at iD magazine. Photography and styling by Siona McClenaghan
Myself and some of my peers started our own
business, Mango Moon, selling affordable vintage clothing. We wrote a business plan together and won first place in a competition for best business plan and came second place for best business venture. The polaroids show the members of the business.
Jordan
Hayley
Jack
Siona
With our mentor
Lewis
Pip
Lost Love
To my love, Without you I feel empty. One half of me has gone missing. Everywhere I go, everything reminds me of you. When I wake up in the morning and go to sleep at night I wish you were there beside me, making me feel safe again. I need you. To hold me. To lighten up my heart when I start to cry. You make me happier than I have ever been but not having you is killing me. They say love makes you do foolish things but I would travel across the world to see you just for five minutes. I have so many things to say, so many sorrys. I long for the time when you would be waiting for me every day when I got home, your big smile welcoming me in. You were always so excited to see me. Just watching the tele with you was fun just because you were sitting beside me. I took it for granted that you would always be there. But now I come back to loneliness and this feeling at the pit of my stomach that just won’t go away. Please come back. You are my best friend and I will love you forever.
Married Love
19 year old female
We have been married for forty years. How has our love changed over that time and what does it mean to us now? If we are to be honest, when we first met, and then married, love was probably rather shallow. We knew we liked each other and thought we loved each other, but in truth that was probably more a reflection of physical attraction and was somewhat obscured by the heady ideas of romance. Forty years later that love has grown, developed and deepened. There is still the physical attraction, though it holds fewer surprises than in its earlier days. Over the years it has nurtured a support and comfort for one another, both in good times and hard – a shoulder to cry on in adversity, a prop and encouragement at times of difficult decisions, and a joy to share at special moments. Now it is a feeling of warmth and deep friendship, of trust and respect for one another. Its strength lies in the knowledge that we do not always have to be together, and can have our own space, but whatever the physical separation we are still there for each other. After the hectic days of working life, love is about looking forward to quieter moments shared together, either in common interests or new developments. But there is also a shadow. As a young war widow recently said, “Becoming his widow is the hardest thing I have had to do for him”. Such a prospect naturally looms ever closer as age advances and the hardest part of love will be letting go when one of us dies. But the memory of love will, we hope, serve to sustain the survivor until we are together again. 63 year old couple
Sibling Love
Dear sister, You are my sister by accident but my friend through choice. It’s the sort of thing you’d see on a fridge magnet. But it’s absolutely true. You understand everything about me, sometimes better than I do myself. I think it’s because we come from the same place. Our very cores are the same. With you I have shouted and screamed more than anyone else. Abuse has been hurled, tears have been cried, tantrums thrown. Sometimes I just can’t see where it is you’re coming from and we just can’t speak. It’s at those times that I’m in despair, I feel like our connection has been lost, that I have failed in my role. For these times, I am sorry. However, I make you these promises as an indication of the strongest love. No matter how angry I could ever be at you, if someone were to take your name in vain I would die defending you. I will never tolerate someone hurting you. And I will always want to be the first to comfort you when they inevitably do. I will always look up to you, always think you’re the most beautiful, funny, intelligent person I know. Mostly because you are anyway. You will always be the first person I call when I’m sad. Or when I’m happy. No matter the situation I know you will always celebrate life with me. We are our family and without you nothing would be complete. Please know that this bond runs thicker than flesh or blood or DNA. It is fused like cement in my soul and will always be a love that stays eternal. Love, your sister x 33 year old female
First Love
You’re so sure. Which is odd really, it’s not as if you’ve got anything tangible to compare it to, no real rules or guidelines. But you know. Perhaps it’s this unquestionable conviction that really marks it out as ‘first’. Without the pessimistic bent of hindsight blurring your focus, your world shrinks to a bubble around the two of you and you’re convinced that this is that mysterious feeling you’ve heard so much about. Those previously mindless, repetitive whiney songs are now all written about you, as if they too feel what you’re feeling, you’re in on the secret. You don’t have a care in the world, whatever happens, you’re still safe, you’ve got that other person there and that’s all that seems to matter. It seems odd when you look back now, but you were convinced it would last forever. Is every love not a first in some way? Do you fall in love for the second time thinking, ‘great, here we go again...’? Is there not that sense each time it happens that this is the one, this time I’m sure, I was just young and so foolish before, now I understand it, I can see past the haze, I’m wise to the peaks and the troughs in its waves. Spot the whimsical poetic notions... As you get older and more experienced, read pessimistic (realistic..?), perhaps that makes it harder. Perhaps you’re less willing to succumb to the all encompassing emotions, more restrained, more cautious. But not that first time. That first time, you didn’t know any better, you made it up as you went along, sure of every carefree step, and maybe it was all the better for it. 24 year old male
Four anonymous authors relate to you the greatest story ever told. Love may come in many forms but love is love. Relish in the beautiful mismatch of all it’s angles.
This Love
A collaborative editorial assembled and partially written by myself with contributors submitting their thoughts on various forms of love. Appropriate for a publications such as Lula
THE PROJECT
The concept of this project was to create a book depicting children’s stories but aimed at adults, presenting classic tales in a high fashion, modern way. The re-worked stories include The Owl and the Pussycat, The Ugly Duckling, Little Miss Muffet, Mary had a Little Lamb and Twinkle Little Star. The idea was also to predominantly use creative talent from the North East in order to bring the project to life. A marketing and promotional plan had to be considered as well as the logistics of a launch, all of the photoshoots and the suplementary merchandise that would accompany the publication. Below is an excerpt from ‘The Owl and the Pussycat’.
PROMOTION
Promotional posters to advertise the publication. Produced with locations such as bus stops and poster boards on the London underground in mind.
Stills from a website I produced promoting the publication and offering e-commerce facilities.
The front and back of the invitation to the launch night. The front would be printed on drafting film and then glued at the top on to cream card on which the back image would be printed. Adding interest with a variety of textures will hopefully capture the attention of the guests, ensuring their attendance.
Photoshop mock up of the launch. Silver birch trees will line one wall whilst samples of the artwork presented in gold antique frames would be displayed throughout the space.
LAUNCH
Contact: Siona McClenaghan Tel: 07977450507
FOR IMMEDIATE RELEASE
E-mail: fashiontalesinfo@gmail.com
A STYLISH STORY: North East Creative Talent Collaborates On Beautiful Book Creative minds based in the North East have collaborated together to produce a selection of high fashion classic children’s stories. Fashion Tales, to be released July 2010, will initially be sold in the North East before being available nationally. As a celebration of the areas best artistic talents, the book has been designed to inspire with it’s stunning imagery and reworked, modern versions of the country’s best loved classics. Fashion Tales is a mixture of reworked short stories and nursery rhymes, depicted through text and fashion based imagery. This first volume retells tales such as The Owl and the Pussycat, Little Miss Muffet and The Ugly Duckling. And with so many great classics to chose from it looks to be just the beginning of a brilliant series. The style of the book is similar to story books of old but with important modern updates that make it an accessible publication that would make a perfect addition to any coffee table.
The Owl and the Pussycat
The central creative force behind the Fashion Tales has been a Northumbria University graduate, Siona McClenaghan. When asked about the initial idea she said, “Fashion and fantasy have always gone hand in hand. So many of the great photographers are inspired by children’s stories, so many have been interpreted through clothing over the years. We wanted to take this concept and create a visually inspiring book, something people could keep and come back to.” And using talent from the North East was the best way the student, originally from Cambridge, could think of when trying to give something back to the region that has given her so many opportunities and happy memories. “Newcastle is my second home now. There is so much creative talent here and the landscape is wonderful, how could the project be based anywhere else?”
The Ugly Duckling
Available from local boutique shops such as Electrik Sheep and the Baltic Gallery as well as the Fashion Tales website the stories will demonstrate the regions talent at it’s best and pave the way for more exciting and innovative projects that are sure to flow from the North East.
Nursery Rhymes
Available to buy locally July 2010 Please see our website for more details www.fashiontales.co.uk
PRESS PACK
With the launch of any product or service a press pack is necessary to provide information to the press. This one for the book contains a press release, promotional shots from the book and a contacts list. There would also be excerpts from the publication included.
C
ONTACTS Author: Siona McClenaghan siona.mcclenaghan@gmail.com
Fashion Tales Office: fashiontalesinfo@gmail.com Photography: Fiona Cone fiona.cone@gmail.com Printers: Prontaprint, North Shields 0191 257 5482 Binders: Newcastle University Library 0191 222 5144
www.fashiontales.com
MERCHANDISE The book is obviously the main product in the project but suplimentary merchandise would support it and act as alternative means of displaying the work to the consumer. Postcards depicting the different stories, framed prints and bookmarks of the logo embossed on to leather would all be available to purchase from selected stores and the internet site. As well as a form of extra income they would allow consumers to invest and share the publication with others even if they couldn’t afford the actual book.
Thank You