Topshop Still Life & GIFS

They've opened up the page by introducing their still life shots, and allowing you to shop the shoot in full.

"So many parties, so many ways to accessories, take your style cue from your bag and coordinate your clutch of choice with statement Freedom jewellery, make-up favourites and late night essentials."

Each still life is titled and sets a theme for the image. Everything then included in the shot represents or holds connotations of that theme or mood created e.g. 'Private Member's Club' has connotations of exclusivity and importance. The word luxury comes to mind and you expect the products featured to represent this.

     

You are then given the chance to 'shop now' which allows you to not only shop directly the Topshop products featured, but any other items they're offering that they believe to fall under that category!

 

Each of the shots is framed upon a charcoal grey rectangular banner which runs the length of the article. The interactive 'shop now' button, and the title of each shoot, overlaps with the image and the backdrop as shown below. This is a direct screenshot from the site, demonstrating the layout.



I also noted that they have taken their still life images, and just turned them into animations. This puts emphasis on the products used, and further reiterates the mood or atmosphere within the shots e.g. the bottom left GIF being playful and cheery.

   

Below I have listed what I've found to be recurring themes in Topshop's animated GIFS featured on their webpage.

• They include their own accessories and makeup products
• The scene they set, represents the title of the shoot
• They incorporate home wear products to reinforce the scene or the title of that shoot (sofa, tea cups, plants). I  feel this allows you to indirectly envisage these items in your own home, and therefore making you want to invest into them.
• The colours are often complimentary of one and other - for instance in the top left GIF it consists of earthy tones and has a very natural laid back feel to it. Even though the Topshop products used don't necessarily represent that mood, the other items within shot do. They've set the scene of a 'weekend retreat' (shoot's title), and it has connotations of relaxation and calm which the board games represent.
• They're all evenly lit, with no one item directly the focal point. 
• In all the GIFS three or more of the items are moving around, this allows your eyes to wander around the shot and take in everything on offer
• Each GIF is shot on some textured or patterned backdrop i.e the wooden floor or the zebra print chair.   
• Each of the GIFS as well as the still life shots aren't shot directly above, but at a slight angle.