July 10, 2014

This Time in My Life

July 10, 2014/ Alexandra Evjen

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A mint vintage VW bus. Hair blowing in the wind. A road map laying on the seat. The open road. If the sum of those things or even just one makes you want to go on an adventure you should watch this brand film for Jessica Daniels Photography made by Ale Vidal.

This may in fact be the art direction and styling project I am most proud of to date. I want to be this girl. I want to live her life and have her spontaneity. When I feel like that about a project I know that it's special. More about the process and outfits later. For now, grab your coffee and enjoy.

This Time in My Life from Ale Vidal - Imaginale on Vimeo.

This time in my life is an adventure - to do things I've never done and go places I've never been. To have adventures that open my heart and my mind. // This was the premise and script I worked on with Jess Daniels (www.portland-vancouver-senior-portraits.com) for her brand film. Our goal was to create a character that represents her style of work and the type of girl that is photographed by her.

Film by Ale Vidal // www.imaginaledesign.com

Styling & Art Direction by Alexandra Evjen // www.avestyles.com

Hair by Jenny Strebe // www.theconfessionsofahairstylist.com Make up by Stephanie Neiheisel // www.snmakeupartist.com Model // Agency AZ (Lia Briehl) // www.theagencyaz.com Clothing supplied by Fances Vintage // www.francesvintage.com Calligraphy, hand drawn details by Alyssa Hodson

June 25, 2014

Styling & Art Direction for The Motion Workshop

June 25, 2014/ Alexandra Evjen

14 professional photographers in one room all learning and wanting to add motion to their skill set - that's why they came to Ale Vidal's Motion Workshop. When Ale asked me to style four different shoots for them to capture I thought, "14 photographers!? This HAS to be good!" Then I thought, "Wouldn't it be SO great to get some clothing brands involved? They would be getting all of this content for their social outlets!"

Years ago my mind wouldn't have gone to brand partnerships it just would have focused on how to execute the shoot well. What I have realized, however, is that executing these shoots well means partnering with brands. Access to clothing is the hardest part for a stylist, so if you can add value to the brands that you want to work with by providing quality content and social sharing then it's a win, win for all parties involved.

So, before I approached brands to be a part of these shoots, Ale identified two high school senior themes, a bridal style and an engaged couple based on the background of her attendees. From there I started using secret Pinterest boards to solidify the mood, the style and the scenes with Ale. Then I was able to start dreaming about what brands would be a good fit for the different styles.

View More: http://imaginale.pass.us/themotionworkshop

Lulu*s sent us wardrobe for both high school senior shoots - a soft, natural prairie girl and a loud, bold, music lovin' girl. Lulu*s market is very young so they were a perfect match. Just one outfit was needed for both girls.

For the prairie girl we wanted a pastel palette, a dress that felt ultra feminine and innocent. We chose a blonde model with light eyes - Kacey from Agency AZ was amazing. Braids are a youthful hairstyle, as well as minimal makeup. Miriam Kenly and Stephanie are pros at bringing visions to life. For the scene, we thought about a basket of flowers for her to play with. I loved the idea of a clothes line with fabrics that would blow in the wind. Hilary Kram, a wonderful florist and creative, added some beautiful greens and floral to the clothes line to create more interest.

For the music lovin' high school senior we wanted to portray a girl that loved NYLON magazine. I chose a bold color palette and stuck with the current fashion trends such as mini skirts and muscle tees. The bright lipstick Stephanie Neiheisel created from a MAC pigment was genius. It matched her skirt perfectly. We decided to keep her hair down so that it would move well for the camera as she jumped on the bed and whipped it back and forth. Teens love to listen to music and these gold Frends headphones were the perfect fashion accessory. There's nothing that reminds me of being a teenager more than flipping through magazine and filling out quizzes. Because our model, Emily of Agency AZ, was being put in a studio setting Ale loved the idea of having some cool floral elements to make it a bit more interesting. Hilary did a an amazing job with stringing some carnations. It was simple, but a powerful set element.

We also had a young couple in their 20's who were pretending to be engaged who embodied a laid back, L.A. style. Lulus*s also outfitted the bride-to-be. Katherine Thornhill was our model and she is actually a wedding planner that helps brides prepare for their engagement shoots a lot. She and her boyfriend, Chris, were a real couple that could emote and express love on camera. I chose a maxi dress for her and layered a ton of jewelry on her hands to create interest for the camera. A center part with her long locks further ensured the boho vibe of their style. For Chris, we actually worked with a small budget and his wardrobe to come up with a simple, somewhat 'hipster' outfit. Simply peg rolling his pants and rolling his sleeves was a detail that took an easily preppy look to a more casual, west coast vibe. For the set we layered oriental carpets and pillows of different textures and colors. We also used a hammock that swung back and forth for motion purposes.

For our sensual, moody, haunting bride we started looking at bridal boutique partnerships, but nothing seemed to fit the high fashion quality that was needed to make this bride different from the rest. I had recently done some Pinterest consulting for Fame & Partners and remembered that they make custom dresses. After falling in love with a black dress, I asked if they could design it in white...and they did! The silk chiffon material was PERFECT for movement. For the set, we chose to pose her by ivy and a beautiful water fountain filled with roses. The movement of the water was great for motion!

Check out the film Ale made here and to hear from Ale about why she held the motion workshop, visit her blog here.

All of this production wouldn't have been possible without a stellar team and wonderful brand partnerships. Please go follow all of these people and brands!

Event // www.themotionworkshop.com

Photos by Ale Vidal & Mary Claire Photography // www.imaginaledesign.com // www. maryclaire-photography.com Styling and Art Direction by AVE Styles // www.avestyles.com

Bride: Madeleine Alexandra // alexandrafashionco.blogspot.com High school seniors // Kacey & Emily // www.theagencyaz.com Engaged couple // Katherine & Chris // www.luckyandinlove.com Make-up: SN Makeup // www.snmakeupartist.com Hair: Miriam Kenly // instagram.com/mirmaidkenl Florals: Hilary Lamb // hilarylambphoto.blogspot.com Wedding dress by Fame and Partners // www.fameandpartners.com Clothes by Lulu*s // www.lulus.com

April 01, 2014

Production of Lexi Arielle's Brand Film

April 01, 2014/ Alexandra Evjen

View More: http://lexiarielle.pass.us/phoenix

I've styled many bridal shoots, but this is the first time I have ever styled and art directed one for motion to reflect a brand. This time I had a client to make happy, Lexi Arielle, and I had a cinematographer trusting me to deliver for her client. You'd think the added pressure would hinder creativity, but it actually pushed me to aim for excellence like never before. This is the project I am proudest of to date. I am proud because I made my clients happy, and I am proud because I didn't just pick out the clothes, I art directed this piece to the very detail of putting streamers in a tree. So, what's the process for something like this?

To start, Ale Vidal, did a great job walking Lexi Arielle through a consultation process where she gained a better understanding of Lexi's ideal client and personal style. Ale shared her findings with me, and from there I spent a lot of time looking at Lexi's website and Pinterest boards.

Lexi Russell Brand Highlight Film Pinterest

Once I had a good understanding of her style I began a Pinterest board and defined the color palette. Choosing the palette is everything for a shoot. It's what ensures cohesion. Ivory and peach were the dominant tones with bits of gold and lavender. It was the perfect pastel palette, and also in line with a lot of spring trends right now.

Claire Pettibone was the wedding dress collection that personified Lexi's client the most. Mariee Gallery is the only place to get those dresses in Arizona, so, of course, I went there. Knowing that we wanted to see motion in the bride's hair a soft, touchable hair style was important. However, braids and twists are quite popular right now, so Amber Tillinghast did an excellent job marrying the two together. Gold crowns are becoming a new trend in the bridal industry, and this one from Mignonne Handmade provided the touch of metallic to enhance the color palette and romantic quality of the bride. Soft, natural makeup was exactly what the bride needed, and Azure Shaffer did an excellent job executing it using peachy tones to reflect the palette. I couldn't find a veil that was the right shade since the dress had a peachy color, so instead we just draped peach tulle over the bride. No other accessories were needed (no shoes and no other jewelry).

Lexi loves natural settings, so we chose The Farm at South Mountain to be our backdrop for the whole shoot. The Farm balances rustic elements with elegance and grace. Not to mention, they were wonderful to work with and believed in the vision of this film.

Ale and I worked on defining two scenes that would show a lot of movement. Ale had a genius idea of streamers and then I thought a swing wrapped in flowers and vines would be fun. Hilary Lamb did an amazing job with the florals, cake and bouquet. Mary Claire and I got nice and tan hanging a bagillion streamers.

I relied on the groom's styling to bring an approachable quality that was important to Lexi. Navy complements peach well and is a perfect spring and summer choice for men. The navy blazer paired with a chambray delivered a casual yet dressy combination. Stone colored pants are always classic and still formal enough for a farm wedding. As spring is in full force, floral ties are becoming popular. I really wanted to use this opportunity to showcase how men can embrace this feminine print in a masculine way. Dapper and Dash was kind enough to lend us one of their ties, and Two Guys Bowties sent us a wooden lapel pin to further accessorize. A wooden lapel pin was our take on a boutonniere.

Once the faux wedding was planned, I made sure Lexi was styled perfectly to match. She loves maxi skirts and happened to have a pretty white one in her closet. The fabric moved so well for the video! Her peach top went along with the color palette and she added small, layered gold necklaces to bring in the metallic element.

This project couldn't have happened without an amazing team and contributors. Lexi photographed everything beautifully. If I was getting married again this would definitely be a dream wedding and Lexi would be the perfect photographer. Make sure to watch the brand film that Ale Vidal created. She really made the romance between Agency AZ models Kelsey and Daniel believable. Click to watch the film.

Credits: Brand film for photographer Lexi Arielle www.lexiarielle.co Film: Ale Vidal // www.imaginaledesign.com Fashion Styling & Art Direction: Alex Evjen // www.avestyles.com Models: Daniel Markus and Kelsey Groetken from The Agency AZ //www.theagencyaz.com Venue: The Farm at South Mountain // www.thefarmatsouthmountain.com Make-up: Azure Shaffer // www.artistrybyazure.com Hair: Amber Tillinghast // www.facebook.com/pages/Grateful-Head-Hair-Studio/116426275086567 Floral Styling & Cake: Hilary Kramer // www.hilarylambphoto.blogspot.com Assistant: Mary Claire Cook www.maryclaire-photography.com Wedding gown: Mariee Gallery // www.marieegallery.com Bridal Accessories: Mignonne Handmade // www.mignonnehandmade.com Bow Tie: Dapper & Dash // www.dapperanddash.com Lapel pin: Two Guys Bow Ties // www.etsy.com/shop/TwoGuysBowties

March 31, 2014

Lexi Arielle Brand Film

March 31, 2014/ Alexandra Evjen

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I am so proud to share this beautiful brand film created for Lexi Arielle Photography created by Ale Vidal. This is the third brand film that I have not only had the chance to style, but art direct as well. It is incredibly dreamy and romantic. Watching it makes me feel giddy and wish that I could be a bride all over again. Tomorrow I'll share the artistic process and images, but for now just enjoy the film.

Lexi Arielle Photography from Ale Vidal - Imaginale on Vimeo.

Brand film for photographer Lexi Arielle www.lexiarielle.co

Film: Ale Vidal // www.imaginaledesign.com

Fashion Styling & Art Direction: Alex Evjen // www.avestyles.com

Models: Daniel Markus and Kelsey Groetken from The Agency AZ // www.theagencyaz.com

Venue: The Farm at South Mountain // www.thefarmatsouthmountain.com

Make-up: Azure Shaffer // www.artistrybyazure.com

Hair: Amber Tillinghast // www.facebook.com/pages/Grateful-Head-Hair-Studio/116426275086567

Floral Styling & Cake: Hilary Kramer // www.hilarylambphoto.blogspot.com

Assistant: Mary Claire Cook www.maryclaire-photography.com

Wedding gown: Mariee Gallery // www.marieegallery.com

Bridal Accessories: Mignonne Handmade // www.mignonnehandmade.com

Bow Tie: Dapper & Dash // www.dapperanddash.com

Lapel pin: Two Guys Bow Ties // www.etsy.com/shop/TwoGuysBowties

January 09, 2014

La Rousse Styled

January 09, 2014/ Alexandra Evjen

I love doing style consultations for photo sessions, and recently I got to consult virtually for Kate Doherty. She is a wedding and portrait photographer who asked Ale Vidal to capture her beautiful face and style for her new website.

Kate has impeccable personal style, and after hearing her vision for the session and more about her personality, I knew that a printed kimono was the perfect choice for photos in the desert. It would blow in the wind and provide a bohemian quality that Kate related to. Her hair is bright red and her skin pale white, so vibrant jewel tones were a great match.

To balance the volume of the garment I recommended something form fitting and shorter. I love the ivory camisole and skirt combination. And, of course, desert boots were the perfect shoe for the desert.

Her hair and makeup were done to perfection by Jessica Fierro, and the photographs by Ale took were nothing short of gorgeous. I look forward to consulting on more creative projects and sharing them with you.