The Optimised. Self A Trend Report By Abi Buller Future Directions Creative Direction For FashionYear 2. BUL14413305 Mask Layer (Donna Trope, 2014)
The optimised self is an ambiguous notion which refers to the idea of presenting the best version of one’s being. In relation to current trends, I have explored the drivers and impacts of this ideal. As a concept which may refer to both physical and mental phenomenons, I propose the trend as being deriven from the perspective of lifestyle idealisation, and therefore will consider it in relation to space, time, mind, and the body. When considering the beginnings of the trend’s emergence, I considered the idea of optomisation through customisation and personalisation, in particular through fashion and clothing. Hospital Fashion (Unknown, 2016)
As explained in Vestoj journal: ‘’...fashion has long been the predominant tool for creating ‘ideal’ bodily shapes by covering up, transcending and reshaping our actual bodies’’ (Vestoj, 2016). This particular identification with fashion as being a tool for transformation of the physical body, is one which refers to the tangible elements of fashion; as in literal garments. However, as apparent in cultural studies research, fashion and trends more broadly relates to society and the ways in which people live. Therefore, in relation to branding, fashion “cuts across economic and cultural practices to the extent that it is impossible to separate the economic from the cultural since . . . . these do not exist in isolation but mutually constitute each other” (Entwistle, 2015, p. 235). I will consider how brands can utilise cultural ideals to create their most ideal forms through which their consumers can experience. 24k Gold Pills, (Toby Wong, 2005)
Trend.
Drivers.
New Survivalists
Going Slow The idea of slowing down refers to a number of lifestyle aspects including fashion, travel, design and food. In response to commonly fast paced lifestyles, brands are now ‘‘encouraging a more thoughtful approach to living’’.; an idea which allows for people to consider their lifestyle and to find enjoyment in new ways, whilst still fitting in with their working lives.
The trend of new survivalists relates to the idea of personal protection and adaptation, as well as collaboration. Consumers are developing new ways to survive outside of societal constructions through greater reliance on collaborative based services such as Air b’nb and moneygram. Similarly, the introduction of wearable tech relates to this idea of being ‘survivalists’.
Age of the long near The Age of the long near refers to the new approach of brand strategy which considers the long term over the short term. This is in direct response to longer lifespans, having led to ideas such as a ‘100 year life planner’. Having recognised that technological and health based advancements have contributed to longer lifespans, brands are responding to this by proposing products and ideals for more sustainable consumerism.
Injured Girls Party, Tae Woo (2011) Backlash Culture
Suitcase Magazine (2016)
The trend of ‘backlash culture’ involves ideas surrounding active consumers who are able to opt in and out of a brand’s offerings. It also refers to a greater emphasis on emotional values, and the idea of using technology to enhance existing human coniditions, rather than unnaturally altering them. The components of this trend relates to how the optomised self is an idealised self ‘with- Lara Stone, Filip, + Bryce, Steven Klein (2015) in parameters’.
Extreme Individualism
Moving Memories, Debh
‘‘We know that the challenge of tomorrow is to create a personalised experience’’. stated by Julain Decoster business development manager, (worldline) refers to the trend of consumer’s wanting to celebrate and promote themselves. In a fashion context, this idea has been utilised by brands such as Anya Hindmarch which encourage personalisation of products. According to a WGSN thinktank on this trend, consumers are willing to spend up to 150% more for custom items.
Herrera (2015)
Coke, P.J. Pereira (2015)
DNA Me:
Value of Values
‘‘With optomisation comes personalisation’’
This trend refers to social conciousness, and encourages ways of thinking which consider ‘‘consumers defining success on their own terms’’; this an idea which correlates with the optimised self idea of idealisation ‘within parameters’.
On a further level to the idea of extreme individualism, the trend ‘DNA Me’ relates to the realisation that ‘to be our optimal selves...consumers are yearning for heighteneed sensory environments’’Victoria Buchanan (LS:N, 2016) AnyaHindmarch.com (2015)
Trend.
Impacts. ‘’We calculate our appearance in order to ‘’put our best face forward’’ or ‘’make a good impression’’ (Entwistle, 2015, p.7 )
Nico (2009), Unknown, for French No14
The impact of the trend drivers has led to brands responding through new ideas and communication strategies. Many of these relate to consumer desires to live in the ways that they personally would like to. Some of the impacts directly correlate to the drivers in the sense that they act as responses to unsustainable ways of thinking and behaving.
Jocelyn Garcia (2015), unknown,
‘’Fashion embraces not only the desire to immitate others and to express community, but to express individuality’’ (Entwistle, 2015, p.8 )
MIND/ BODY/ TIME/ SPACE When considering the idea of body optomisation, previous times may have referred to bodily modification such as cosmetic surgery. As identified in Vestoj journal, this idea is more recently considered as a societal failure; ‘‘the explosion of cosmetic surgery is a symptom of catastrophic structural failures’’ Vestoj page 45. ‘‘...its mass expansion is part of a broader turn toward enhancement medicine, where the ‘maximisation of lifestyle, potential, health, and quality of life has become almost obligatory’’ Vestoj, p.45 These ideas may be more relevant to older generations, whereas Generation Z, or the ‘’post millenials’’ values have been informed by their experiences, and have therefore become ‘’more self-aware, self reliant and driven’’ (BoF, 2016) Maiko Takeda (2013) RCA MA
Furthermore, according to ID magazine, millenails are showing greater self-acceptance than their previous generations: ‘’it’s less about giving up and more about embracing who you are and how you look, and not feeling like you have to fit any mould’’. On expansion of the trend ‘backlash culture’, brands are considering ideas such as shoppable emotions and a consideration of ‘emo-diversity’. This idea relates to how people are increasingly intuned to their emotions, and therefore are likely to be attracted to the idea of communities real life disucssions; an idea relating to the trend of ‘‘Conviviality Culture’’. Tyrone Lebon (2014), Photosynthesis
Conviviality.
Culture.
Business of Fashion’s ‘voices’ event is promoted as an annual gathering for big thinkers, as it brings together people from across the industry to present ideas and topics within the fashion industry. This type of event relates to the trend of conviviality culture, because it encourages conversation in an industry which can often seem unfriendly and excluding for the wider audience.
Ted Talks (2016)
Own Collage, (2016) Convivality culture relates to the idea that people are beginning to enjoy experiences in the real world, away from social media. It is the realisation that life is better when ‘‘...offline, experiencing the unmitigated magic of a live event.’’ This type of realisation has been promoted across the creative and leisure industries; acting as an encouragement for people to experience more and to do things together.
Ted Talks is an organisation which brings together inspirational speakers, with the intenetion of documenting ‘ideas worth spreading’. The speakers touch upon topics from business to global issues, and as they show in a variety of lanuages, this creates a wide sense of community for the talks.
Voices, BoF.com (2016)
Case.
Studies.
The trend of ‘Going Slow’ also refers to print mediums. I thought the best example for this was Kinfolk magazine which focuses on the idea of slow lifestyles. Topics covered in the magazine include community, home, work, play and food. There is also a diffusion publication which solely focuses on the home. Within the magazine, features suggest opportunites for slowness and wellness, as well as the creation of spaces to reflect this way of living; ‘‘interiors for slow living’’. Further examples of print mediums in relation to wellness and the optimised self include Suitcase magazine; an aspirational fashion and travel magazine which is curated to portray an ‘optimal’ lifestyle, according to the culture of exploration and ‘wanderlust’.
Kinfolk.com (2016) ‘‘Kinfolk is a slow lifestyle magazine that explores ways for readers to simplify their lives, cultivate community and spend more time with their friends and family’’ ‘‘No matter what kind of family we come from or the type of family we want to create ourselves, theres no longer a universal concept of normal’’ When considering Kinfolk’s aesthetic and features, I considerd their colour palettes and choices of visuals which often allow them to portray ‘‘A state of solitude’’; a concept also explored in their article features, through the pastel hues and idyllic iconography including seaside areas and cultural locations.
Kinfolk.com (2016)
“We need to reclaim time, to have time on our hands, time to waste, time for unplanned conversation, time for biding our time” KINFOLK
The Guardian’s view is opposed to the ideals that Kinfolk conveys, claiming that it is too elitist and the lifestyle is unattainable, as well as being ironically overcomplicated in terms of the topics and ideas covered within the magazine. As shown in The Guardian, writer Summer Allen stated that she finds the idea of pseudo-simplicity “elitist”. This analysis indicates that portrays that there are multiple lifestyle ideals which are ‘optimised’ depending on individuals and their interests.
Similarly, Suitcase magazine is created to appeal to those interested in both fashion and travel. With the desire to create a publication differing from overly luxurious , or tourist-centric travel documentation, it portrays a lifestyle and attempts to: ‘‘immerse you in the fabric of a destination’’.
Kinfolk Instagram, (2016)
Suitcase Magazine, Issue 10 (2015)
Kinfolk, Issue 12 (2015) Although some people may consider Kinfolk as being elitist, others may deduce that it creates community as people are able to idenify with others who share their interests. Much like fashion’s ability to be ‘a language without words’, according to Barthesian theory, Kinfolk’s curation style allows readers to identify with eachother as being like-minded.
Many readers will also gain a sense of community in the readership of this magazine, as they will be able to relate to others with similar interests. This type of lifestyle publication is also aspirational for many readers, and for some will act as escapsim from their everyday lives towards something more ideal. Kinfolk Instagram, (2016)
Selfridges.
Body Studio. Selfridges body studio is an example of how a retail space can be transformed to relate to current trends and consumer desires. Whilst the ‘althleisure’ trend is already relevant in current fashion cultures, the idea that an entire space dedicated to body wellbeing creates a more genuine and inclusive space for a variety of consumers. As a response to possibly inaccessable and unnatainable wellbeing companies, Selfridges creates a more ‘real’ and relateable campaign to promote a variety of body shapes and forms of wellness. This concept relates to the idea of attaining the ‘best’ version of oneself, without striving for absolute perfection.
Body Studio (Selfridges, 2016)
This is because the space includes a salon, a cafe, a fitness studio, and clothing ranging from lingerie to sun and swim. Each of these elements allows customers to enhance their wellbeing through different aspects of their lives, and therefore creates a more accessible environment where previously the idea of wellbeing, particularly in a physical sense, may have been too excluding for some people.
Body Studio (Selfridges, 2016)
The fitness studio also offers a range of classes including yoga and pilates; an idea likely to appeal to the trend of ‘conviviality cultures’ as, much like shopping, exercise is something which is often enjoyed as part of social groups.
Body Studio (Selfridges, 2016)
Fitness. and the
Body. In relation to the trend surrounding upstream wellness, fitness spaces have recently worked to combine social environments with workout stations. Featured in the article: ‘‘How London swapped going out for working out’’ (Time Out London), the following boutique gyms can be considered through trends including ‘new survivalists’.
According to Time Out, ‘‘there are lots of people who seek identity in the fitness world’’, therefore are seeking new and individual ways to look after themselves. This idea conforms to the trend of extreme individualism, particularly as these spaces are sharable on social media. Similarly, ‘‘fitness has become a status symbol’’, and therefore fitness spaces are created to reflect differences in identity creation.
Kobox.com (2016)
Another example is ‘Third Space’ fitness studio, which incorporates training spaces, as well as chill out zones and nutrional advice. Their ethos relates to connecting the body and mind through motivational and inspirational staff and spaces. Third Space Mainfestos: ‘‘This is your space’’ ‘‘Stay motivated’’ Training, spa, medical and nutrition under one roof and one membership
Kobox.com (2016) Kobox.com (2016)
‘‘We don’t just change bodies, we change minds’’
Boutique.
‘‘Everything is sleek and stylised. 1Rebel offers felixibility and convenience around the patterns of millenial consumption’’. Evening
Gyms.
Standard
Desribed as a ‘‘city gym for the fashion forward and fitness focused’’, (Have you heard of it.com). 1Rebel gym is a London based space created to refresh traditional perceptions of exercise environments. With three main workout concepts, you can either Ride, Reshape or Rumble (a boxercise-esque HIIT class).
The music and lighting enhances the environment for gym-goers, particularly as headphones are displayed for use pre-workout to psyche up people preparing for their fitness sessions. A lot of this music is supplied by a live band, or curated DJ session, in order to enhacnce the boutique feel of the environment. 1Rebel.com (2016)
1Rebel.com (2016)
The environment itself looks as if it has been inspired by existing trend focused spaces such as The Ace Hotel or Soho house. The space is unique in that it offers a workout environment incorporating existing enjoyable activities such as clubbing, listening to music, and being with friends. The entire process is curated to encourage feelings of exclusivity; through the roots and bulbs cafe, rainfall showers, and vintage barber style changing rooms. 1Rebel.com (2016)
Mindfullness. On conciousness...
States of mind:
‘’We think. We feel. We are aware of ourselves and the world around us. We have conciousness’’ (p.1) ‘’It wasn’t possible for me to be anyone else. I was the body’’ (p.3) In the book States of Mind, Derek Parfit ‘’Argued there is no unique ‘self’. Featured in the chapter Reasons and Persons‘’ Parfitt explores how consciousness is ‘‘what we believe ourselves to be’’ (p.33), as well as stating that: ‘’However much I change, I shall still be alive if there will be some person living who will be me’’ (p.37)
States of Mind, (Wellcome Collection, 2016) On conciousness... Environments such as Ann Veronica Janssens’ ‘States of Mind’ exhibition allow people to identify with the conciousness. The experiences taken away from the space may relate to Foucalt’s ideas in ‘Technologies of the self’: The idea used to be ‘know yourself’ and has changed to ‘take care of yourself’. (p.77) Similarly, viewers may relate their everyday experiences to their alternative feelings in a space with limited visibility, and therefore impressions created from visual appearances; ‘’...we mingle with crowds of ‘strangers’ and have only fleeting moments to impress one another’’ ( Entwistle, 2015, p.112)
States of Mind (Wellcome Collection, 2016)
The exhibition ‘States of Mind’ at the Wellcome collection was created to allow people to experience a space where coloured fog is used to immerse the viewers in a location where sight is obscured, forcing people to focus on their other senses and to behave in a way apporiapte to the confined space environment. The proposed hypothesis of the exhibition was to explore: ‘‘what can happen when our typical conscious experience is interrupted, damaged or undermined.’’ (wellcome collection.com, 2016)
States of Mind, (Wellcome Collection, 2016)
Primary.
Research. In order to establish an idea of the trend drivers, I chose to conduct a survey referring to some of the key themes involved in the idea of self optimisation and an idealised lifestyle. My findings depict that across a few different areas, there is still a variety of opinions when considering societal topics such as technology usage and wearable technology. Dark Beauty Magazine (2015) Which of the following do you spend the most money to make yourself feel good about yourself? 50% spent on clothing and accessories
25% spent on exercise
25% spent on beauty 45% spent on food Anja Niemi (2014) Do Not Disturb
60% spent on social experiences
Stress: Lifestyle:
Having identified stress levels in society as being one of the primary drivers of this trend in relation to wellbeing, I wanted to find out from the people I surveyed about their stress levels.
1Rebel’s ‘gym bus’’ a concept created to allow commuters to exercise on the go. (Timeout London)
10%Never
35%Yes, but only at certain times
40%Occassionally
25%Yes, all the time
How often do you feel stressed?
Some of my findings where useful in the sense that they offered an indication into the trend drivers. For example, the question I asked regarding societie’s digital dependence allowed me to obtain the knowledge that the majoity of people asked felt that the idea of digital dependence was ‘‘a shame, and that they would like to see more human connection’’. Similarly, further comments on this idea offered the view that technological dependence was good within boudaries, stating that ‘technology is a gift, but one that should not be abused’’. However, others were more directly opposed to the digital world, referring to ideas that humans have ‘lost the ability to have an actual conversation, and would instead prefer to text’’.
I wanted to find out in my survey which areas of lifestyle people were spending the most money on in order to enhance their wellbeing. The outcome of this was that the areas people in the survey spent the most money on was both clothing and travel/social experiences. The next highest area was on food, with exercise and beauty being the lowest examples.
Own Collage, (2016)
Wearable technology: Through my survey, I also wanted to find out people’s views on wearable tech, to allow me to analysetheir opinions on the relationship between technology and the human body. The majority of people (40%) responded that they liked the idea of wearable tech, but would like it to be more fashionable, whilst 25% said that they didn’t know enough about it. Also, two respondents left comments saying that; ‘‘its not for me, but doesn’t bother me if other people do’’, and ‘‘I like the idea and see the appeal, but it is not personally something which attracts me’’. The response that people aren’t necessarily interested in wearable technology themselves, but don’t mind if other people wear it suggests that society doesn’t yet feel entirely overwhelmed by the prominence of technology. However, having also spoken to some of the respondents, they were clear in their views that wearable technology should still resemble the clothing and accessories we are used to, and should turn into something which directly effects our bodily formation.
Patrick Demarchelier, (2015), Shapeshifters
Exercise: How much time do you spend on exercise per week? Do you engage with traditional methods of wellbeing to help you manage stress/anxiety? My findings show that 65% in the survey felt that exercise helped them to destress, whereas 20% said they didn’t have time. Although the majority of people said that exercise helped them, I also found that the majority of people were only able to do 1 hour or less of exercise per week, due to other time constraints. Social Media:
Antisocial Social Club Tote Bag (Red Bubble, 2016)
Whilst some respondents liked, or were accoustemed to long exposure on social media, one survey respondent expressed the view that they feared the quantity of information that businesses had on us. This is because they felt that they had the ability to easily manipulate and influence us through social media.
Observations. Observations from work environments: Having decided to focus on the idea of wellbeing, I considered the work environment as being a prime identifiable factor for the trend of self optimisation. In particular relation to the fashion industry, I feel that people are beginning to realise the unsustainable nature of work overload, and the consequent burnouts. Through direct primary observation at three different fashion work environments, I was able to realise how work stress and pressures can affect individuals. I considered the differences in working hours for example, as one company was particularly structured and enforced the idea of regular breaks, and set hours in the office. Bedroom image, @theintern247 (2016)
In comparison, another company had longer hours, a lack of breaks, and would often work over time and during the weekends. Through speaking to individuals from these companies, I was able to deduce the lack of efficiency and in those that regularly worked continuously without breaks, as well as the effects that a lack of personal downtime was having on their mood and productivity. Furthermore, the company was continuously working on ideas which would be likely to encourage employees to partake in group activities to destress, and to interact with their colleagues outside the work environment. Bedroom image, @theintern247 (2016)
Futures. I can imagine possible futures relating especially to humanised technology, with brands taking ideas from neoruscience to assist them in real life situations. An example of this already occuring is in the below example which shows stress detection in response to a frustrated driver. I think brands will respond through ideas such as dreamtime neuromarketing, which will allow for them to reach consumers whilst they are asleep.
Project Nourished (2016)
Some possible futures for this trend could relate to the idea of emotion detection. This is likely to be apparent through apps, as well as in everyday environments such as cars or offices. Similarly, I feel that future directions could be focused on the capturing of senses and emotions through compact elements such as tablets. Much like the existing trend of nootropics, or cognitive function drug enhancers, sensory drugs can act as replacements for societies lack of true emotional experiences. Another possible solution for our lack of sensory experiences could be responded to through haptic technology. This is the type of technology which allow for users to feel a variety of surfaces through one texture.
Olive Wristband (2015)
In relation to fashion communication, trends including mood retail and virtual reality are likely to become more commonly used, particularly in the luxury markets as people expect to have memorable experiences when paying a large sum of money for their products. An example of this concept in practice is the below ‘Department store for the mind’, which allows users to shop according to their mood. This, in its current state, seems quite novelty but could be something which is transferred to the wider fashion market.
Finery London.com (2016)
Also in relation to fashion communication, the ecommerce site Finery London encourgaes mood based retail through aesthetic design. Their tagline ‘in the mood for..’encourages users to form their shopping decisions on what they find visually appealing, and what relates to their emotions.
Department Store for the Mind (2016)
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Antisocial Social Club Tote Bag Accessed at: http://www.redbubble.com/shop/cdg+tote-bags Downloaded: May 2016 Anja Aronowsky Cronberg, Whats Wrong With The Fashion Industry, Vestoj Journal, (2016) Anja Aronowsky Cronberg, Conversations on Slowness, Vestoj Journal (2015) Anja Niemi (2014) Do Not Disturb, Accessed at: http://www.trendhunter.com/trends/do-not-disturb-by-anja-niemi, Downloaded: May 2016 Bedroom image, Accessed at: https://www.snupps.com/cocomxmi/shelf/1140368--bedroom-goals Downloaded: April 2016 @theintern247, (2016) Accessed at: http://www.theintern247.com/#!Subject-Office-Dynamics/vwmq5/56831a020cf21caddb9adb35 Downloaded: May 2016 Barthes, R (1983), The Fashion System; California: University of California BoF Voices Event Promotion. (2016) Accessed at: http://www.businessoffashion.com/, Accessed: May 2016 Cereal magazine (2015), http://readcereal.com/ Downloaded: April 2016 Dark Beauty Magazine (2015), Accessed at: https://uk.pinterest.com/ingestruys/dark-beauty-magazine/ Downloaded: May 2016
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Finery London.com (2016) Accessed at: http://fashionandmash.com/2015/10/20/finery-launches-discovery-game-for-new-season-collection/ Downloaded: May 2016 Hospital Fashion, https://uk.pinterest.com/pin/418271884122915389/ Accessed April 2016 How London Swapped Going Out for Working Out (2015), Available at: http://www.timeout.com/london/shopping/the-best-gyms-in-london, cessed: 5 May 2016)
(Ac-
Jocelyn Garcia (2015), unknown, featured on Behance. Accessed at: https://www.behance.net/gallery/Editorial-Fashion-Styling/4965769. Downloaded: May 2016 Kinfolk, Issue 18 (2015), http://www.kinfolk.com/stories/all/issue-18/, Downloaded: May 2016 Kinfolk Instagram (2015), https://www.instagram.com/kinfolk/ Downloaded: May 2016 Morwenna Ferrier (2015), 39 Signs you are in the Kinfolk cult, Available at: http://www.theguardian.com/fashion/shortcuts/2015/mar/25/39-signskinfolk-cult (Accessed 10 May 2016) Maiko Takeda (2013) RCA MA 2013, Accessed at: https://www.flickr.com/photos/areyoucrazy88/8895800642 Downloaded: May 2016 Multicolour pills, http://www.openbiomedical.org/changing-drug-release-rates-thanks-to-3d-printing/ Accessed: May 2016 Mark Haddon (2016) States of Mind; London: The Wellcome Trust Nico (2009), Unknown, for French No14 Accessed at: https://uk.pinterest.com/STYLEBYILI/elena-melnik/ Downloaded: April 2016 Nina (2015) 1Rebel: New City Gym for the Fashion-Forward and Fitness-Focused, Available at: http://hyhoi.com/2015/02/1rebel-reshape-ride-gym/, (Accessed: 11 May 2016) Norbert Schoerner (2016) EVERYBODY , Accessed at: http://www.selfridges.com/GB/en/content/article/everybody, Downloaded: May 2016 Olive Wristband (2015) Accessed at: https://www.indiegogo.com/projects/olive-a-wearable-to-manage-stress#/ Downloaded: April 2016 Own collage, 2016
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Ted Talks Graphic (2016) Accessed: http://koonagi.com/educateyourself/ Downloaded: May 2016 Tobi Wong, (2005) 24K Gold Pills. Available at: http://www.techeblog.com/index.php/tech-gadget/company-unveils-24k-gold-pills-lets-you-poop-gold. Accessed: May 2016 The Future Laboratory (LS:N Global) (2016), Backlash Culture, Accessed at: https://www.lsnglobal.com/seed/article/19044/backlash-culture Downloaded: May 2016 The Future Laboratory (LS:N Global) (2016), Conviviality Culture, Accessed at: https://www.lsnglobal.com/macro-trends/article/2535/conviviality-culture Downloaded: May 2016 Tyrone Lebon (2014), Photosynthesis, featured in Garage Magazine Accessed at: https://bewitchmag.wordpress.com/2015/03/18/photosynthesis/ Downloaded: May 2016 1Rebel Bus (2016), Accessed at: http://www.thedrum.com/news/2016/05/17/gym-brand-1rebel-devises-gym-bus-revamp-londoners-commutes. Downloaded: May 2016
Own Collage, 2016
Own Collage, 2016
Own Collage, 2016
Appendices. London Festival of Wellbeing. When initially considering the topic, I explored ideals surrounding wellbeing. For this, I chose to visit the festival of wellbeing where various exhibitors created environments and sold products to promote their values in relation to wellbeing. This included an urban chill out zone, where visited where invited to spend time to quietly reflect on their lives, as well as traditional spiritual healing, crystals and health foods. It was interesting to see how some areas of the festival were very traditional in their methods of promoting wellbeing, for example through religion and spiritual healing, whereas others promoted newer methods such as the concept of ‘Deparment store for the Mind’ (Page 19).
Performing for the
Camera. During the initial stages of my research, I wanted to explore the optimised self from the point of view of social media representations. I was able to gain inspiration for this topic from visitng the Tate modern, with their current exhibtion ‘Performing for the camera’ including repsentations of how artists have been able to present and misrepresent themselves and others through images.
One contemporary example of presenting an ‘optimised self’ through social media is Amalia Ulman’s Excellence & Perfections exhibition which sees the artist present a lifestyle story through a fake instagram account. Its popularity lies in its relatability as the topic is very ‘real life’. Another example is artist Martin Parr who creates humorous images which reflect society through the placement of people in unlikely places, creating characters and stories to represent common ideals.
Survey Results