1.
Research
What i aim to create for my 360 campiagn • Short Fashion FIlm • Lookbook included images from my styling • Social Media Campaign
20x20 Research Resonate Grey Conscious Protection Community Mental health Acceptance Positive Respect Stigma
Fearless True real expressive Change power Unity future Culture depth
Why?
Resonate verb:
evoke images, memories, and emotions. "the words resonate with so many different meanings" (Dictionary, 2021)
I chose to call my 360 campaign resonate because I wanted the meanings and messages of acceptance to resonate with the consumers and to allow them to connect with my brand. My fashion film and lookbook will show cultural commentary through streetwear. My aim is to show emotion and capture streetwear in a modern and meaningful way. I want to demonstrate all my concepts clealry.
Grey We think of gray as solemn and serious, the color of business suits and sophistication. It’s not a color of extremes, but rather of middle ground, of reasonable agreement. We also associate gray with wisdom–the sort that’s acquired with age and goes hand-in-hand with gray hair.
In color psychology, grey represents neutrality and balance. Its color meaning likely comes from being the shade between white and black. However, grey does carry some negative connotations, particularly when it comes to depression and loss. Its absence of color makes it dull.
(colour, 2021)
(Ferreira, 2019)
The reason I have chosen grey for my overall brand is because it is a colour that i best described myself to connect with, I found this out from my Brand Me. I think grey is minimal but effective, there is lots of shades of grey which when combined look really well together. From the two definitions above that stood out to me the most I am aware that there are lots of meanings and signifiers of the colour grey which is quite fitting for my brand as my brand has many concepts and meanings behind it, under the umberella of the overall message which is acceptance. I am aware that grey can often be connoted as a dull and depressing colour, but as i’m tryin to shine a new ligh on luxury streetwear there is room for change and re-envention for all aspects.
Conscious Conscious- “to notice that a particular thing or person exists or is present” - (Dictionary, Cpnscious defenition, 2021) When I discuss consciouss around my brand there is lots of areas that it covers which are: 1) Social consciousness- Being conscious of others around you and how we treat one another. I have previously researched into designers such as Nicholas Daley and Cold laundry who all focus on clashing class cultures and expressing culutral backgrounds.
2) Consciouss consumers- Consumers who are aware of what they are buying and what brands they are buying into. Generation z who are my target consumers are particularly aware of what the are buying into. To be a conscious consumer you have to consider the sustainabilty, longevity and function of a product to determine if you truly need/want to purchase.
30 Conscious designers- Conscious designers are designers that focus on the sustainablitiy factors, consumers needs, the life cycle of a product and choice of materials etc. I have researched into concious designers such as Chris Ravensbourne and Botter.
Protection and Mental Health I chose protection for one of my concepts as I want to foucs on the protection of mens mental health and the stigma that surrounds mens mental health in particular. I also wanted to reference the protection of the world around us protecting the environment.
(alex O. , 2020)
mental Health stats My 360 campaign is going to be a positive and uplifting for my consumers. It is going to portray the message of acceptance and that everyone should feel confident in their own skin and be proud of their cultural background. I have researched into mens mental health to show the importance of changing the stigma that is around males and the topic of speaking up about their mental health. In order to create a positive community around my brand I will create a social media campaign that will be a place for my consumers to relate to, speak to others, and interact with posts that are shared. -Three times as many men as women die by suicide.2 -Men aged 40-49 have the highest suicide rates in the UK3. -Men report lower levels of life satisfaction than women according to the Government’s national wellbeing survey4 -Men are less likely to access psychological therapies than women: only 36% of referrals to NHS talking therapies are for men5. (health.org, 2021)
Community For my 360 campiagn I want it to create a sense of community for men who are consumers of luxury streetwear and who are members of generation z. My social media campaign will help me achieve this as it will be a space that my consumers can follow and keep up to date with the brand. It will also be a place where people can share their own journey and stories and support each other through a positive space. My consumers can share their own journey annomously so that it is a safe yet open space.
(Arsham, 2020)
I also wanted to bring the concept of community through my brand and 360 campaign because Craig Green and A Cold Wall were both heavily influenced by the community that they had around them from growing up, which they have contiuned to show throughout their brand. I think engaging in the sense of community will allow people to relate to my brand and feel like they have a relationship between the brand-from my research I found out that this is what generation z want from a brand.
Acceptance
From my brand me research I realised that the message of acceptance is what I stand for as a person. I aim to treat everyone equally and accept poeple for who they are. My brand has personal elements to it one being which the messages that I want to show and bring forward within my 360 campaign. Therefore, I thought it would be important to have acceptance as my main message. I want my consumers to feel acceted in society for being their true selves without having to think that in order to be accepted in society you have to fit certain ideolgies.
Positive
constructive, optimistic, or confident. (Dictionary, 2021)
My 360 campaign is going to be emotive. it is going to take my consumers on an emotinal journey with the aim for them to feel overall positive about themselves and their background. I will also represent a range of models from multiple cultures in a very positive way which will be apprictaed by many as this is something we don’t always see within luxury streetwear brands.
Positivity is key
Respect My 360 campaign is going to show respect to all consumers, ethnicities and religion. It will also hopefully show consumers to respect themseleves and each other.
Stigma I want my 360 campaign to break the stigma around mens mental health, around the topic of men being emotional and supporting each other and break the stigma around the way men are typically represented by luxury streetwear brands.
Fearless I want to demonstrate within my 360 campaign that men can be fearless and forget what others may think of them. I want to demonstrate that poeple shouldn’t have to live in fear of what others may say about them. My campiagn will celebrate all classes, religions and ethnicities and show that poeple shouldn’t live in fear of who they are.
True/Real My 360 campaign is going to allow poeple to be true to themselves. On my social media campaign on instagram it will show real and true stories from consumers who want to share thei cultural background and what influences them. From my research I have noticed that all social media campaigns show real stories/statistics which poeple can relate to and learn from. I think this will make my social media campaign gain attention as it will allow consumers to engage.
Expressive I want my 360 campaign to enecourage my consumers to be expressive. From my reserach into High Snobiety’s prediction of ‘The New Luxury’ (DeAcetis, 2019) I am aware that Generation Z want to express themsleves through the clothing that they wear and how they represent themsleves on social media. I know my 360 campign will appeal to generation z as it will express males within the luxury streetwear market in a new and positive light.
Change I am going to create change within the luxury streetwear market by shinning a new light theough cultural commentary. I am going to represent the chnage that needs to be made my fashion brands who do not support cultural issues such as black lives matter, who do not support mens mental health and who represent men in a stereotypical way. This is going to be a positive change which will make my 360 campign stand out from other luxury streetwear brands as i have found that there is a gap in the market for this.
(Snobiety, 2021)
Power: Noun the capacity or ability to direct or influence the behaviour of others or the course of events. Strength (Dictionary, Power defenition, 2021) My 360 campaign idea is going to be powerful and connote the stregth that consumers have and the power that they have within themselves.
Unity: The state of being united or joined as a whole. (Dictionary, 2021)
My 360 campaign is going to represent unity and the element that everyone is joined as a whole and is equal to one another
future: I chose the word future because my 360 campaign is future proofed. It represents messages and changes that will hopefully come to fruition in the future. My 360 campaign idea has also been influenced by a prediction made by High Snobiety based on what they think the luxury of fashion will be.
Culture My brand and 360 campaign has cultural commentary throughout. I want to express all areas of culture within my 360 campiagn based of class cultures and cultural backgrounds as a whole. My two main influencers Samuel Ross who is founder of A Cold Wall and Craig Green have all been inspired by their cultural backgrounds and the working class background that they have both grown up in.
depth My 360 campaign is going to have depth and purpose. My consumers will be able to relate to my brand which will allow it to resonate with them.
(alex O. , 2020)
(Arsham, 2020)
(alex O. , 2020)
(Whitney, 2020)
Why fashion is avoiding the #metoo movement?
(Thornburn, 2021)
This article by High Snobiety foucses on the on going inccident about Alexander Wang reportedly sexually abusing models that have worked for him. Their was a hashtag used on social media with #metoo and #ustoo when more and more poeple came forward and spoke the truth about their sexual abuse story after wokring for Alexander Wang. I thought it was beneficial researching into this incident and the effects that it will create for the luxury market and how it may impact my consumer. For part of my 360 campaign I am going to create a social media campaign for men, this will be a positive space where men can create a community and discuss annoumsly their cultural backgrounds and stories. From my research I noticed that their is a #metoo social media campiagn on instagram to help spread awarness on the issue of sexual assult. The social media page has lots of followers from members of many generations. This is a prime example of how issues within society can be brought forward and gain awarness through social media which I hope that I can do for my 360 campiagn and focus on spreading positivty, protecting mens mental health and representing men through the luxury streetwear market in a new way. In many articles I have read as part of my research into this issue that have shared interviews where people plead poeople to unfollow Alexander Wang, stop shopping from his brand and overall boycot his clothing line. I think this will effect my consumers who are Generation Z as they have a need of wanting to feel connected to a brand and have a relationship with the brand (DeAcetis, 2019). Generation Z care about the brands that they are buying into and therefore have faith and trust within a brand and towards designers. This might make them re consider who/what brands they buy into. As for Alexander Wang’s brand he has remained to have his image but has lost lots of followers and consumers who would have shoppedfrom his clothing line (Carpenter, 2021).
(Campaign, 2021)
An example of a succesful social media campaign that shines a light on current issues within society
For my social media campaign as part of my overal 360 final major project, I know that creating a hashtag creates more engagement as poeple can reshare the hashtag for it to spread. I know that a mixture of vidoes and pictures posted to the social media campaigns feed keeps an interest for followers and will gain likes and comments from them. I have also noticed that using real stories/statistics will allow people to relate to the campaign and feel like they are part of a community if they discover that there are other poeple around the world who have experienced similair situations to what they have. I will consider and take into account all of this information that I have learnt based on the #metoo social media campiagn and other social media campaigns that I have researched into.
Cultural Conncetions My 360 campaign explores cultural commentary throughout. My goal is to shine a new light on luxury streetwear through cultural comentary. In my previous research I have looked closley at my two main influencers which are Samuel Ross, founder of A Cold Wall and Craig Green. Both of these designers were heavily influenced by their cultural background after both coming from working class backgrounds. It is the community they had around them throughout their childhood that has helped shape their brand and who they are today. Samuel Ross is heavily influenced by the public housing that he grew up in and uses the colours and ex industrial locations within his collections. Craig Green is influenced a lot by structure and again the community that he had around him growing up. He is a very collaborative designer which is what many luxury streetwear brands participate in. The idea of collaborations allows designers to combine their ideas and designs together to create something new and exciting that will appeal to both consumers. I decided to research into Dapper Dan who has been heavily influenced by the black working class community that he has always been around.
I have watched an interview from Vogue interviewing DapperDan and is journey. Daniel Day was born in Harlem, New York. He was surrounded by crime throughout his youth and became a professional gambler. He decided that he didn’t want to have that lifestyle anymore and decided to focus on what he was really interested in which was fashion and high end luxury garments, therefore he opened up his own clothing store. He used high end materials such as silks, furs and animal skin to create clothing for the poeple he knew and refered to as ‘hustlers’. He catered for the community that he knew which had criminal elements. He catered his store to these hustlers by opening it for 24 hours, eveyone he knew came to him to get their clothing items as Daniel Day was the only person in Harlem to sell fur at that time. As his clothes bgan to get lots of attention more popular gansta’s who had lots of money came and purchased clothing from his store. One customer once visited his store holding a Louis Vuitton pouch, Daneil Day noticed that the reason why the customers puch was gaining lots of attention was becuase of the symbols on it - which was the Louis Vuitton symbol. From this Daniel Day started to use the Louis Vuitton, Fendi and Gucci logo on his designs. The branda quickly took action against this and the police on several occasions raided his shop and took his work after they spotted Daniel Day’s designs from rappers wearing his clothing in their music videos. One piece that Daniel Day designed that he didn’t realise would become so successful was a jacket that he designed for athleate Diane Dixson. He designed a jacket for her with puff sleeves and the Louis Vuitton symbols wich he combined with fur trimmings. This jacket gained lots of attention and again Daneil Day’s shop was raided. From this he decided to pack up his shop and work underground where he wouldn’t get caught, he would then drive around New York city delivery clothes to his consumers. In 2017, Gucci re designed the jacket he created for Dinane Dixon and it appared on runway. Not long after Gucci released this jacket many people recognised the design and realised that it was Daniel Day’s design. Gucci contacted Daniel Day and offered a collaboration with him, he accepted the collaboration and he designed peices as part of a collaboration with the brand. The collaboration with Gucci allowed him to be free and break the barriers within fashion. His aim is now to work with young designers as he wanted to emphasise what he does best which is to ‘translate culture’. https://www.youtube.com/watch?v=ESHe_pA7XEE
(Messynessy, 2013)
(Fisher, 2018)
(Fisher, 2018)
This is a picture that I have taken from High Snobiety’s ‘The New Luxury’ book, it is a page discussing Dapper Dan and how he enabled people to feel like they were socially accepted and were able to boost their self esteem by wearing his products as they were basically copies of designer items. He discusses how with luxury items there is always a way to replace logos and how just by a logo poeple would feel confident and want to show it off. Within this chapter of the book it says “old money nurtures its conservative culture, so new money looks for new ways to bring about their own culture in their own way” this identifies with my brand as my aim is to shine a new light on cultural commentary through luxury streetwear. I aim to find new ways of showcasing luxury streetwear in an unconventional way focusing on my brand concepts.
IB KAMARA NAMED NEW EDITOR-IN-CHIEF OF DAZED Ibrahim Kamara is a renowed fashion stylist known for pushing the boundaries within his fashion styling that questions both genders and celebrtes black lives in a very positive way and celebrates black beauty. Ibrahim Kamara graduated from Central Saint Martin’s in 2016 and has quickly gained a strong representation within the industry. His last job role was senior fashion editor at I-D magazine and he had previsouly worked for highly regarded publications such as Vogue Italia, Another and Lucneon. I personally think that it is beneficial to have a new editor in cheif on Dazed as it will being fresh and creative ideas from a different creative mindset to showcase cultures in a positive way. I decided to research further into Ibrahim Kamara’s previous styling to see how he has pushed the boundaries and what seems to be a very modern and accepting viewpoint that he is trying to demonstrate in his work. (Magazine, 2021)
I am inspired by Ib Kamara’s work, I think his view and culture shines through his styling and story telling. I think the significance of a new editor will shine a new light and view points on topics such as culture and politics etc. In terms of the future for magazines I am aware that most magazines are heading towards a more digital approach, this could make it more accessible for consumers to read the magazine and allows magazines to publish issues/pictures/ work from all over the world. As I am foucsing on how the luxury market can shine a new light on cultural commentary I am going to research futher into magazines that sit at the luxury market that do explore cultural commentary and how they each present it individually. This identifies with my brand because of the way he expresses culture and the representation of males., this is something that I aim to achieve with my brand.
Cultural commmentary
(Kamara, 2021)
(Commerce, 2021)
Questioning gender
Boy Brother Friend
Throughout my research for this moudle and my last moudle i have taken a lot of inspiration from the publication and digital platform company Boy Brother Friend. This publication examines the dismorphia and male identities through contemporary art, fashion and theory. I have decided to look at a couple of the fashion films that have been published by different artists within the industry. This helped inspire me and figure.
Fashion FIlms I was inspired by this fashion film as it explored the masculinity from a range of ages and how the males in the film were referencing back to the same point. It is a very slow fashion film that really told a story which I found that I could really engage and understand how the viewer is supposed to be feeling and the connotations that I indentified throughout this fashion film. This fashion film begins with a quote. I found this very fitting within the whole fashion film as each character relates to this quote as it shows the journey of youth and the elderly and how when we come together the older male and younger male are equal and have/ are experiecing the same feelings and thoughts. This fashion film is almost devided into chapters/timings. For each new chapter/timing there is a quote/concept. This has inspired me to consider ways in which I can present by brand concepts for my 360 physcially as well as in digitally written within my fashion film so that the audience really understand my messages that I wish to portray as well as pin pointing and visually communicating the stroytelling behind the concept.
I found this fashion film so inspirng, it really creates an emotion and visually communicates the stroy of the relationship between a father and son type of releationship. The only vocal noise in this fashion film was a short statement, the younger male asks how long the elderly man had left and the elderly male replied ‘what is time’. This refernces back to the overall message and is a powerful and creative way of representing the messages and concepts behind the film.
(Boy.Brother.Friend A. I., 2021)
I think this shot of the young male physically holding the elderly man is very powerful and clearly shows the support that men need to have towards one another, physical and mental support. This is a pose that I will consider to use for my fashion film and styling lookbook. (Boy.Brother.Friend A. I., 2021)
Exploring narration within fashion film This is another fashion film pubished on BOy Brother Friend which I think is very inspiring and something that i will continue to look back on to help shape the idea of my fashion film. This fashion film explores the journey of a male chnaging his apperance through the reflection in the mirror. There is a voice over at the begenning of this fashion film that discusses how everyone is equal to one another. I wanted to have a narrationthroughout my fashion film and now after watching this film I understand the impact that a narrator can make against the visual story telling of the image shown. I definietly will continue to assess how I can use narration to tell a stroy based around my concepts and brand message.
(Boy.Brother.Friend, 2021)
“Eveyone is entitled to all the rights and freedoms set fourth within this decloration without distinction of any kind such as race, colour, sex, language, religion, politcal opinions. birth, nationality or other status”
Exploring the journey males go through to finding their identity
(Boy.Brother.Friend, 2021)
INclusivity within the luxury market
This article discusses how luxury brand Erdem will be size inclusive in every collection from now on. I wanted to include this in my research as it is a prime example of how the luxcury market are breaking traditions and focusing on a more realistic image of how women and men are represented within the industry. This is a step in the right direction for luxury brands breaking traditions and conventions within the industry. This will allow their consumers to feel accepted in their own skin as they will be able to relate with the models etc and feel like they are part of the brand as there is a bigger size range to cater for all shaepes and sizes.
"on going commitment to becoming” more inclusive"
(Lansom, 2021)
https://www.refinery29.com/en-gb/erdem-plus-size
Dazed - Up in arms This article was published by Dazed magazine in summer 2018. It’s main message was to make change against America. The topics that were at the front lin eof this protest were for Anti-gun activism, LGBTQ communities, Black Lives Matter and students movements - all coming together to protest with the aim to make change. I thought this article by Dazed magazine was very influential and positive and showing their support towards making change within society for all cultures. This is a prime example of how magazines show cultural commentary and spread awarness on important issues and join in with society to stand up for such important issues and movements, (Dazed, 2018)
(Dazed, 2018)
A new wave of African Photographers https://www.businessoffashion.com/articles/global-markets/a-new-wave-of-african-photographers
(Okwuosa, 2021) This article discusses the new wave of African Photographers and how there is a rise in African photographers within the industry. I thought it was useful as it shows the rise in inclusivity that’s within the luxury fashion market. For my 360 campaign idea I am going to show how my brand is very accepting and demonstrate my concept of social consciousness by using a range of multi cultural models within my fashion film and styling book. I think it is inspiring to see a rise in African photographers and how you can photograph a range of cultures in a positive creative way. I will take inspiration from the photoographers included in this article as I think they represent culture in a positive and modern way.
WHY? This article stood out to me as it shows how culture is expressed more freely now more than ever within the media. I want to use multi cultural models in my FMP to ephesise my brand concept of social consciousness and create a positive and accepting environment and community around my brand.
Kristin-Lee Moolman
(Moolan, 2020)
Lakin Ogunbanwo Paul Samuels Stephan Tayo Seyni Ba
“They are not looking for outward validation and are creating work that speaks to their own cultures, heritage and contemporary experiences.” - Kristin-Lee Moolman
(Okwuosa, 2021)
Gucci
“Let the world see that anyone can model and act with a disability,” says British model Ellie Goldstein.
Self Reflection I think the use of Gucci using Ellie Goldstein who has Down’s Syndrome is empowering for those who suffer with disabilities. It represents the need for brands from all market levels to exapnd on the type of models that they use and show how everyone has equal oppourtunity and the rights to express their indvidual beauty. I think that the use of models with disabilities need to be shown more as it creates a sense of acceptance. It creates positivity and shows the chnage that needs to be made against what society class as ‘beauty’. I think not only featuring models who have dissabilities in brand campaigns but also having them on the front cover of a magazine is a great step forward within the fashion and beauty industry. FOR examaple magazines from a different market levels such as Elle Magazine, Glamour Magazine and Allure Magazine have used Ellie Goldstein on their front covers. This is a really positive response to expressing peopel’s individuality and a way of communicating acceptance. For my 360 campaign I want to represent acceptance as a whole, I want to create the message of acceptance for all races, nationalities and abilities. I will continure to explore and storyboard how i can bring this to fruition. (Weinstock, Breakout Gucci Beauty Star Ellie Goldstein Says It’s Time For More Models With Disabilities, 2020)
(Mazzone, 2020) (Weinstock, 2020) (Smith, 2020)
Why? I decided to look into how the fashion industry have pushed the boundaries of conventional connotations. As my FMP campiagn has the message of acceptance I wanted to understand what was already happening within the fashion industry to do with this. I found this very useful and inspiring and how the standards of ‘beauty’ that society consider should no longer exist as everyone is accepted and worthy in their own way.
Black Lives matter Movement “The civil rights movement was a struggle for social justice that took place mainly during the 1950s and 1960s for Black Americans to gain equal rights under the law in the United States. The Civil War had officially abolished slavery, but it didn’t end discrimination against Black people—they continued to endure the devastating effects of racism, especially in the South. By the mid-20th century, Black Americans had had more than enough of prejudice and violence against them. They, along with many white Americans, mobilized and began an unprecedented fight for equality that spanned two decades.” (Editors, 2021)
The black community have always experienced racial discrimination and it still happens today. I found a timeline of events from 1948 to 2014 that exaplins each big event that has taken place from fighting for civil rights, Martin Luther King’s speech to what still happens today within society. I have then researched specifically in to the black lives matter movement that started as a campaign in 2013.
Why? I have researched into the black lives matter movement as it links to my brand concept of social consciousness. My brand message is acceptance and my aim is to shine a new light on cultural commentary therefore I wanted to exapnd my knowledge on the Black Lives Matter movement and continue to research into what brands have encouraged this.
(Now, 2018)
#black lives matter The Black Lives Matter Movement was created by 3 black organisers; Alicia Garza, Patrisse Cullors, and Opal Tometi. They created #blacklivesmatter in response to the acquittal of Trayvon Martin’s murderer, George Zimmerman. (Matter, 2021)
“Black Lives Matter is an ideological and political intervention in a world where Black lives are systematically and intentionally targeted for demise. It is an affirmation of Black folks’ humanity, our contributions to this society, and our resilience in the face of deadly oppression.” (Matter, 2021)
Throughout the years the #blacklivesmatter movement has become recognisable world wide. It is a shame that there has been many tradgedies liked with police brutality and white supremacy that has caused loss of poeple’s lives and the injustice within the criminal justice system.
(Maqbool, 2020)
Brands that support the black community In my 360 campaign research file I researched into brands that support black lives matter and the black community, I noticed that a lot of brands published social media posts in the summer supporting the #blacklivesmatter movement after the tragic death of Geroge Floyd, it was as if the #blacklivesmatter movement become a trend which it should not become as every brand should continue to spread awarness of equality and the discrimination that black poeple face. I watched a video from an article by BBC interviewing artists from Washington that disscused how they felt like black lives matter has become a trend.
https://www.bbc.co.uk/news/av/world-us-canada-53358297 (News, 2020)
After the tragedy of George Floyd’s death many brands posted on social media that they would donate to black supporting foundations. However in my opinion this is not enough and does link with the attitude that it became a ‘trend’ and brands did it to cover their backs at the time yet haven’t continued to show their support towards the movement. Therefore within my brand i want to really emphasise the acceptance message and the social consciousness concept and represent multi cultrual models in a positive way.
#BLM is not a trend
Glossier is a beauty and skincare brand, they noticed that very few black owned skincare brands don’t always recieve the same opportunities for funding and therefore they created a grant scheme for black owned beauty business.
Netflix has a ‘Black Lives Matter’ section that has documentaries on systematic rasicm. The co-founder of netflix Reed Hastings donated 120 dollars to Historically Black Colleges and Universities supporting institutions that have supported education within the community.
Reebok also extended their partnership with Pyer Moss by Kerby Jean-Raymond, a Hatian American designer who’s spent 11 years in the fashion industry building a label that demonstrates a narrative that speaks to Black heritage and activism. (Uvieghara, 2020)
(Uvieghara, 2020)
A Cold Wall A Cold Wall has been a brand that has influenced my whole journey from the start of Brand Me until now. Samuel Ross is influenced by the community and his background and had the aim of giving back to the community he has been arround his whole life. Samuel Ross helps support black british owned communities by offering grants and support, I think this is a really positive way that a designers can give back and support the black community.
Nike Nike is a brand that I continue to refer back to especially their campaign encouraging poeple to stand up against racism. They made a twist to their tagline and released “For once, Don’t Do It”.
(Nike, 2021)
“Systemic racism and the events that have unfolded across America over the past few weeks serve as an urgent reminder of the continued change needed in our society. We know Black Lives Matter. We must educate ourselves more deeply on the issues faced by Black communities and understand the enormous suffering and senseless tragedy racial bigotry creates,” said John Donahoe, President and CEO of NIKE, Inc. “The NIKE, Inc. family can always do more but will never stop striving to role model how a diverse company acts. We will continue our focus on being more representative of our consumers while doing our part in the communities we serve.”
Nike have announced that over the next four years they plan to help donate around 40 million dollars to support the black community within the U.S. I think this is a really positive step that more brands should be inspired by and donate to foundations that help support the black community.
(Haider, 2020)
(Haider, 2020)
Brands that have similair connectionf of expressing culture, race and gender (I show examples of several brands throughout this research file)
Vivendi- "our way of living" Viviendi is a a Nigerian brand that bridges the gap between high fashion and streetwear. Their brand message is to express the struggles that youths in African are going through and face in their every day lives. Throughout their collections they express sayings such as “silent power” and “stronger than pain”. “The lack of infrastructure prevents kids black home from chasing this dream. Our government is stifling us” (Akan, 2021)
(Akan, 2021)
“We’re trying to spark change. We see our clothing as a black canvas for us to make art and send messages to poeple”
Why? I researched into this brand as it has a strong message of expressing the stuggles that youths in Africa go through. This identifies with my brand as I aim to spread awarness of such issues through my concept of social consciousness. I think it is really inspring how they with each collection they express saying such as “silent power’ and ‘stronger than pain’ this is an element of this brand that i will consider for my styling as it is a clear way of getting your message acorss.
(Akan, 2021)
Hed Mayner-Fall21 Hed Mayner is a young Pairs based menswear designer who’s designs are very much inspired by his middle eastern orgings. He uses a lot of oversized tailoring within his work referencing back to old jewish garments. His clothing shows a balance of strength and vunerability. He demonstrates how culture inspires him in a very modern way which makes him stand out within the luxury market. (Magazine M. , 2021) Hed Mayner studied at the Bezalel Academy of Arts and Design in Jerusalem before he moved to Paris to finish his studies at the fashion institute in Paris. His garments combine sophistication, dramatic elements and rigidly masculine forms. He used a very neutral colour palette throughout his designs which reference back to the colours used within the eastern culture. He mixes cultural/religious wear with tailoring and casual sportwear. (Ssense, 2021)
(Vogue, 2021)
Mixing religiouswear and tailoring with elements of casual streetwear. Colours used reference his inspiration from his eastern origins. I particularly like the use of oversized tailoring throughout Hed Mayners work which is something that I will consider for my styling. In his Fall21 show he used what seemed to be an ex industrial location, this is similair to how Samuel Ross has presented A Cold Wall in his previous shows.
(Vogue, 2021)
Hed Mayner’s influences: Tailoring Culture/Eastern Origins Community Religion
https://www.instagram.com/hedmayner/?hl=en
(Ssense, 2021)
Brand loyalityHidden meanings/references within his designs. There is a sttory to be told with each collection. This brand sits within the luxury market therefore consumers are going to know that buying from this brand they will recieve high quailty products that the consumer will hold value to.
This brand identifies with my brand as it expresses culture in a positive way and has the same influences that my brand has. I want to express the concept of ocmmunity throughout my work and consider that way that Hed Mayner has styled his garments.
A Cold Wall In order to make sure that I keep up to date with one of my main influencers I decided to anaylse A Cold Wall’s latest fashion film that was realsed for fashion week shwocasing his Fall21 collection. A Cold Wall keeps its brand loyalty because of the messages and concepts that are represented throughout the whole brand, consumers feel as if they are buying into the community that has been created around the whole brand. At the start of the fashion film it is almost a glitch effect that displays the ACW logo. There is an narrator wihtin this fashion film that only communicates a few words throughout the film, the first word is ‘portal’ that then quijcky transitions to the models walking in a white room that has rocks and coloured glass around it - from this I got the impression that this is the future.
Within this fashion film it consists of multi cultural models surrounding each other which connotes the relationship that men need to have with one an other and to stand together and face society.
(Studio, 2021)
This fashion film shows a journey through time. It uses a mixture of effects such as a fish eye lense and infra red camera effects. I think the mixture of effects and fast pace clips against slow pace clips at the start work effectivley. I noticed within this fashio film that Samuel Ross has chosen to again use multi cultural models mostly models that are from the black community. I think he represents the black community in a very positive way, and from my previous research I am aware that he aims to support the black british community by donating to charities etc. I am aware that Sameul Ross is influenced by community and the clash of class systems which I can now identify in each of his collections. This identifies with my brand as I hope to show the same level of diversity and representing men in a positive way.
I think the mixture of colourful shots and the black and white shots show the element of reality compared to what we imagine/the future. This could resemble and connote the issues that the world is facing at the moment and how there is hope on the other side.
A/W21
(Wall, 2021)
Louis Vuitton Fashion Week show A/W 21
(Abloh, 2021)
This fashion show was very empowering. I found that is was different to what Virgil Abloh has done in the past. It was about going against societal sterotypes. I think the use of the main narrator was very impactful and personal as it a way of storytelling. In an article by i-D magazine it discusses what Virgil Abloh’s aim was “After the events of 2020, the collection proposes the notion that society has the opportunity to create a ‘new normal’ in which we free ourselves from the prejudice we create around people, ideas and art” again this is about value and chnaging the value we have towards clothes and to encourage change. This identifies with my brand as I want to go against society’s expectations and ideologies of how men are represented within the luxury streetwear market. (Seward, 2021)
Wales Bonner Fall21
I particularly liked Wales Bonner’s fashion film for their a/w21 collection. It had a narrator throughout the fashion film which i have noticed is a common denominator within each of the fashion films that I have looked at. This fashion film really explored the black carribean culture and the histroy. I liked this shot of the male in the shadows looking out of a window at a flower, it oushes the boundaries of how men are represented in the luxury market and portrays a more sensitive side which I aim to capture within my fashion film.
(Bonner, 2021)
I think Louis Vuitton and Wales Bonner keep brand loyalty due to their cultural references and how throughout their clothing as well as their fashion films they tell a story that consumers will be able to relate to and want to be a part of. Generation Z want to be able to have a relationship with their brand, which i learnt from my previous research into generation Z and my own primary research. Ttherefore if they can connect with the story telling behind a fashion film or collection then they may gravitate towards those brands more. This identifies with my brand as it is representing men in a more sensitive way which i aim to create within my work.
Luxury street
twear market
(Snobiety, 2021)
(Snobiety, 2021)
Do I agree with this prediction on ‘The New Luxury’? I have looked into High Snobiety’s prediciton on the ‘The New Luxury’ throughout all my research. I was able to buy the book so that I could look into it further and gain a better understanding and knowledge. I did this because I agree with the reasonings behind High Snobiety’s prediciton on ‘The New Luxury’ and therefore wanted back up my research and my brand to make sure that my brand and its concepts are in line with what could be the future of the luxury market. As a Generation Z individual I agree that this consumer group want to have a connection with the brands that they are buying into. I agree that a brands identity and values are what make them succesful and want draws consumers in. I also mainly agree with these 2 reasonings: 1. ‘Aspiration is about cultural value’ - poeple will buy into those brands to feel part of a culture and to be valued 2. “Status is demonstrated by access to the cultures represented by luxury items’ - the cultures that luxury brands represent makes consumers buy into the brand to feel part of that culture.
I found this page in ‘The New Luxury’ book interesting as it distinguishes what High Snobiety once classed as luxury and their view on ‘The New Luxury’. I agree with the statement that ‘aspirational is about cultural value’ and that ‘items are special bevause they’re unique to the individual’. Both these statement link to the the new consumers need of wanting a relationship and a connection with the brands and products that they buy into and their aim is to express themselves (DeAcetis, 2019).
(Snobiety, 2021)
The New Luxury? Throughout this module and my previous module High Snobiety’s predicition of the ‘New Luxury’ really stood out to me and is something that i kept refering back to in order to help undertsand what the possibilities of the future of the luxury market could be. High Snobiety’s discussed how there is a new consumer who are Generation Z and how they want to have a relationship with the brands that they buy. In an article written by Forbes, they discussed how Generation Z care about what they are buying into rather than what products they buy. (DeAcetis J. , 2019)
“From the Highsnobiety perspective, things that are being treated as “new” or “novel” like the drop model and manufactured scarcity commonly associated with streetwear, mixing high and low, and cultivating a strong brand with clear ideals have always been a part of who we are both as a publication and discerning consumers. Mainly what we’re seeing is a redefinition of value. New Luxury isn’t about price, it’s about culture, community, the values we share, and aligning ourselves with brands who can help enhance that worldview” (DeAcetis J. , 2019)
Self Reflection This article helped me understand more about the future of luxury fashion as well as what the future of luxury consumers want. It is important to consider the value of products/a brand has and the connection that consumers have with products and a brand too. The element of value and how products / brands from the luxury market create a connection with the consumer shows that becuase of the higher price point and the quality of the garment, that consumers may value the brand and products more. This is an element of how this can create a more conciouss consumer as they care about the value they have with the product which in a way is a more sustainble approach to buying.
(DeAcetis J. , 2019)
is buying vintage clothes the new luxury? This article discusses how vintage clothing and buying from vintage shops has become more popular now that poeple are more aware of the effects that fast fashion has on the environment.
“Now, we’re seeing a massive change. People will always want to have new looks but they’re becoming more and more aware of the impact of their choices on the environment, and that possibly the best thing all of us can do in this climate crisis is limit the resources we take out of the planet. Vintage speaks to what’s happening right now” (Jacobs, 2020)
This article discusses the rise of vintage shopping is going to double and how it’s due to the rise of apps such as Depop who target Millenials and Gen Z shoppers. According to this BBC fashion article, “Depop, a social app targeting Millennial and Gen Z shoppers, now has 13 million users and revenue growth of 100% year-on-year for the past few years, since its launch in 2011” this is evident that it is Millenials and Gen Z who are consciouss shoppers and are willing to buy vintage clothing. This article includes a range of interviews from designers in the industry who have the aim to upcycling clothing and raise awarness of how important it is to stop buying into fast fashion. An interview that stood out to me the most was from Brynn Hemmingway, who is a creative director from New York. She has created a fashion platfrom called ‘Display Copy’ where she showcases up cycled and vintage fashion. she claims that “[Vintage] is Gen Z’s creative expression to find things outside the traditional fashion system and make it their own,” and hopes that “My hope is that vintage becomes the new luxury and thrift becomes the new streetwear. For the sake of the planet, it has to be that way,”. I’m aware that Gen Z want to be self expressive and showcase their own way of styling and expressing themselves. I think with the vintage clothing there is more ways you can upcycle and show how to make a garment your own than you can with a garment you have purchased from the shop recently, as a vintage item has more opportunties to re work and restore compared to a brand new garment. (Jacobs, 2020)
Self Reflection
For my 360 campiagn it is my aim to show a more consciouss way of consuming fashion as one of my brand concepts is ‘protection’ which signifies not only protecting each other and the protection of mental health, byt to also protect the environment. As my brand sits in the luxury fashion market I will consider what I have learnt from each of these articles and do some more research into consumers wants and needs. I will personally be consciouss when it comes to the styling aspect of my 360 campaign by using vintage designer items.
“A recent report from second-hand clothes sales platform ThredUp estimated that the total resale market is expected to more than double in value from $24bn (£18bn) to $51bn (£39bn) by 2023, accounting for 10% of the retail market. “ (Jacobs, 2020) (Jacobs, 2020)
Drops Model Strategy (HypeBeast, 2020)
In my previous research I researched into how hype beast streetwear brands use the drop model to sell/drop collections. I found this article by HypeBeast really interesting as it offers a range of facts and statistics based on consumers and how streetwear brands do well. I wanted to go over my research and extend my research on the drop stratergy and how streetwear sells. Although my brand sits at the luxury fashion market, I agree with High Snobiety that instead of the tickle down effect, it’s now streetwear brands inspiring other brands/markets from the ground up (DeAcetis J. , 2019). I’m aware from my previous research that Kim Jones, creative director of Dior and Fendi used the drop strategy to drop his collection that was in collaboration with street artist Kaws. This is a prime example of how the drop strategy can work in the luxury market, it is also evident how you can combine street culture with luxury fashion as such a renowned brand like Dior collaborated with a street artist Kaws qnd has also collaborated with lifestyle brand Nike.
(Ofiaza, 2019)
(chohan, 2020)
Streetwear retail INsights “Streetwear creates an almost cult-like, tight-knit relationship with its consumer and perfects the direct-to-consumer model that the wider industry had been desperate to crack. Many popular streetwear products can only be purchased directly from a brand through the “drops” model: customers are rallied to be the first online or in-store to secure products that are released at a particular place and time” (network, 2019)
“The drops model, which leverages scarcity and limited production to create high demand, has resulted in the birth of a booming secondhand market. This resell market is integral to how streetwear works, as it serves as a metric for a brand’s success: the more valuable a product, the higher its resell price tag.” (network, 2019)
Close to luxury prices
(HypeBeast, 2020)
This report is really helpful as I now have a better understanding of the streetwear retail insights, how much consumers are willing to spend and where the majority of the streetwear consumers come from. This Report is very detailed and shows evidence of how streetwear brands using the drop model have created a rise of secondhand selling
Top Streetwear Qualities I found it very interesting to see what the streetwear’s top qualities were. My 360 campaign has the message of acceptance and one of my concepts is community. I found it interesting how Community and Exclusivity were two of the top qualities expected from streetwear brands. This is evident how there is a gap for luxury streetwear brands to show/make a community. (network, 2019)
From this I now know that my 360 campiagn concept of ‘Community’ will work successfully as it is one of the top qualities from a streetwear brand.
I found it intresting that the top streetwear brands are mostly all luxury streetwear brands.
“Luxury streetwear brands reflect the most recent emergence of brands that blur the lines between original streetwear and luxury fashion. These brands are also driven by authenticity but operate at a higher price point and diverge from the standard streetwear uniform. This includes brands such as Off-White™, AMBUSH and Vetements.” (network, 2019)
Understanding the Consumer spending and the influence of their spending
(network, 2019)
This has helped me understand what factors of a brand are the most important for a consumer and what influence techniques do brands use in order to make their consumers buy their products- this can be from their favoutire celebrities buying into the brand and artsist.
Knowing what interest the consumer
I’m aware what interests the top consumers the most. This is something that i will refer back to when creating my 360 campiagn. I am happy to know that community is an interest and this is something that I want to create throughout my 360 campiagn and it is one of my brands concepts. (network, 2019)
https://strategyand.hypebeast.com/streetwear-report-social-media-instagram
How to stay connected with consumer
(network, 2019)
Instagram It is clear that streetwear dominates instagram the most. As part my 360 campiagn I am going to create a social media campaign that creates a sense of community around my brand and will create a positive place that men can follow. I know that this will be successful for my brand which fits into the luxury streetwear market as the table above shows how luxury streetwear brands already dominate instagram, therefore I know that my target consumers will see my campiagn and will engage with it.
Consumer buying habits
I think the drop strategy is teh way forward for brands to sell their products. It limits waste and encourages re-sell which will prevent enviornmental effects as it encourges consumers to buy second hand. This links back to the article above about how vintage could be the new luxury and the second-hand market rising in sales.
How Politics reflects in the industry “Madam Vice President chose two African-American designers —Pyer Moss for the night before, Christopher John Rogers for the day of — who are both dedicated to celebrating Black culture and history within their work. “ (Seward, 2021)
This article pin points how politics can be reflected into the industry. One key way that stood out to me was how Vice President Kamala Harris, who is the first female African American first lady showed reference to equality and her values through their clothing. She wore clothing by designers Christopher John Rogers and Pyer Moss who both dedicate their designs to celebrate and embrace black culture. This played reference to the message behind Biden’s campiagn of the values of equality and their aims for society. This is a way that clothing can have reference to issues within society and how it can have cultural and politicals significance. (Seward, 2021)
Christ0pher John Rogers (Okwodu, 2020)
Christopher John Rogers focuses on tailroing, silhouettes and colour within his work. He embracing his cultural backgorund and the black community within his work. When I look at his work I find it very empowering, the over exagerated silhouttes and the choice of colour make his designs stand out. When I have seen celebrities wearing his clothing they stand out and look powerful and proud. I think his clothing is very impactful and empowering and a way for people to really express themselves.
Brexit & CoVid 19 At the end of 2020 we experienced a last minute Brexit deal, this effects the luxury market in many was such as: • • • • • •
Zero-tariff and zero-quota trade for luxury goods between the EU and Britain and was largely welcomed by the industry The UK Fashion and Textile Association says it secured the £7.4 billion of fashion and textiles the UK sells to the EU every year £35 billion British fashion industry will suffer from lack of EU garment workers and creatives International biyers can no longer claim the 20 per cent tax back unless they ship purchases home The Centre for Economics and Business Research says the non-EU visitors could fall by as much as 7.3 per cent, with a £1.8 billion loss in sales Britain is in talks with the US over a Free Trade Agreement, which could see the 25 per cent tax on British wool, cashmere and Saville Row suits reduced (Team, 2021)
Self Reflection Brexit has put a lot of pressure on the luxury market. I think the fact that international buyers can no longer claim the 20% tax back unless they get their purchases sent to their homes will make them shop elswhere like Pairs where they can still get the 20% tax back. I think it is positive that there is zero-tariff and zero-quota trade for luxury goods between the EU and Britain which will reduce the risk that this would have had on the luxury market within Britain. I think it is a very scary fact that the £35 billion British fashion industry currently, will suffer from the lack of creatives and garment workers from the Eu as the British fashion industry already employ a lot of EU workers. This could make the British luxury fashion market work at a possible slower pace to ensure that they keep profits high and the consumers happy, this would also benefit the environment as less garments would be made resulting in a decline of the carbon footprint and greenhouse gas emmisions in production.
Covid-19 I have recently read an article by BOF, that discussed the effects Covid-19 will have on the luxury fashion industry. One similair to the Brexit effect is the loss of chinease consumers who come to the UK to buy from luxury brands. As there is no travel and less poeple enetering the UK for a long time this is a way the luxury market will be effcted as from my previous research I am aware that the cinease population or one of th ebiggest consumers in the luxury market (Aimee Kim, 2019). Consumers will become more conscience and hold value to their purchases. In the pandemic one biggest effect we noticed was climate chnage and how the earth was slowly healing itself. This will make consuemrs more aware of their buyig habits and may stop buying products as often. (Rambourg, 2020) Large companies like Gucci, Prada, Chanel and Louis Vuitton will “dominate” the industry through social media marketing. Where as other brands will struggle to be noticed.
Primary research questionnaire Why? I have researched a lot into Generation Z and what they want from a brand, their buying habits and their personality traits. I noticed that I needed to understand what their opinion on the future of the luxury market is and if it is based on the predicition of ‘Is vintage the new luxury’ or if it corresponds with High Snobiety’s predicition of the new luxury market. As my 360 campiagn is personal I wanted to translate this within my research and take a personal approach towards my consumers. I asked males who are members of Generation Z questions that I was already aware of from my research like: what they consider when buying from a brand and if they would buy from a brand that use the drop strategy to underpin and almost back up the knowledge that i had already gained to make sure that it is accurate. I also questioned my consumers on the issues of the representation of males within the luxury streetwear market and the representation of mental health as I didn’t fully understand their opinions on the issues. I also felt like the use of an announous questionnaire would allow me to gain more accurate and reliable data because my audience were able to be honest and transparent.
My FIndings I discovered exactly what I wanted to from creating this questionnaire. My findings match the data based on what gen z want from the brands that they buy into. I discovered that Generation Z do consider vintage to be the new luxury which corresponds to the data that I had learned about Generation Z being large consumers of the vintage market. This also links with the fact that Generation Z would buy re-stock from a brand that had used the drop model strategy. The main aspect that I really wanted to distinguish within my research was a personal approach to the topic of mental health and GENERATION Z’s opinion on the representation of males within the luxury streetwear market. I have discovered from my research that males who are members of Generation Z think that there is a stigma within the luxury streetwear market where males are represented almost over exagerating their masuclinity, I also discovered that my audeince think that men’s mental health should be spoken about more often and openly within brand campaigns and issues such as Black lives Matter should be considered more within the luxury fashion market. Therefore this is evident that there is a gap in the market for luxury streetwear brands to act upon all of these elements which is something that I aim to do within my 360 campiagn. I am pleased with the findings that I have gathered as I have a greater understanding of Generation Z’s opinions and needs.
Revising my consumer
Day in the life of Gen Z individual I assessed a day in the life of a male Generation Z member. I wanted to understand exactly how they spend their day and wether their doings and characteristics match my consumer profile and if there is anything that stands out that I could research into further. This is a day in the life of generation z individual James-
From this small social experiment it is clearly evident against my research the Gen Z are very hardworking, entrepreneurial, technology driven and sociable. The Gen Z male that I assessed is an active user of social media which were apps such as instagram and tikTok. He works all day on his uni work and then finshes the day off by focusing on his own indepedant endevours which in this situation was his own personal business. He is sociable as he discussed that most nights he will facetime with firends or play x-box games against them to make sure he is staying sociable and enjoying his free time. One thing i noticied when assessing the day in the life of James was that he is very focused on his health and will opt ofr healthy meals, start his day by compleating a workout and will mediate before he goes to sleep. this shows that emotional and self expressive elements of a Gen Z individual.
WHY Overall this small assessment on the life of a male gen z helped understand the elements of hard working, entrepeneurial skills and how important their social lives are. I am aware that that for this particular individual that health was very important to them as they opt for healthy eating and worksout. I did this assessment to underpin the main elements of Gen Z’s personality and if there was any other factors that I should consider.
(PhotoDune, 2021)
Defining streewear “Streetwear’s dictionary definition is simple enough: fashionable, casual clothes. But that definition underplays what has become a multi billion-dollar retail phenomenon, with roots in countercultures of the 1980s and 1990s, including graffiti, hip-hop, skate and surf. In essence, streetwear involves the production, promotion, sale and resale of casual fashion, principally of footwear, such as sneakers, but also T-shirts and other items – in ways that bypass traditional retail channels, often subverting the way the fashion industry has long defined and dictated how “cool” is made profitable. The audience, and therefore the target market, is very young: mostly under 25. The communities that originally led streetwear were largely male dominated, and as such the style was originally adopted and driven by men, depicting traditionally masculine looks. In the beginning, streetwear was simple and an antidote to the elaborate, complicated styles that were in fashion at the time. The formula was straightforward: people wore T-shirts and hoodies because that’s what they liked. This uniform was tied to both comfort and self-expression. Pioneers of the movement include James Jebbia, founder of skate brand Supreme, and Shawn Stussy, founder of surf brand Stüssy. Designer Dapper Dan played a pivotal role in elevating streetwear to luxury as early as the 1980’s out of Harlem, New York, creating styles for hip-hop artists who were shunned by traditional luxury brands at the time.” (Report, 2019) Culture: Streetwear has early connections to New York and California which were then adopted by DJ’s and designers like Hiroshi Fujiwara and Nigo who were responsible for bringing streetwear to Japan. Over time, streetwear rose to all cities and regions across the world. It is a large cultural movement in itself and should not be viewed as a trend but by more of a movement that has given “power to popular culture spanning fashion, art and music, and which is largely driven by black culture.”
How is streetwear different?“Hip-hop and rap promoted a raw form of music motivated by rule breaking and finding art and sound in unconventional ways. Streetwear is analogous to an artist’s street art or a hip-hop artist’s lyrics: picking a spot and dropping a signature. This level of authenticity is unmatched elsewhere in the fashion industry, which has typically operated through a top-down effect. Insiders act as the gatekeepers to the newest styles and trends. Streetwear has subverted this formula with a more democratic model.” It seems that consumers of streetwear subvert from trends and styles as they continue to stay in a niche bubble that allows self expression in a different way that celebrates their culture and the cultural movement that streetwear has created since it began. According to this report “It’s the consumer who has the power to determine what’s cool as much as the industry insider” (Report, 2019) therefore if consumers of streetwear find subervting from trends and ‘cool’ then they will do so and continue to opperate through the ‘top-down’ effect.
https://strategyand.hypebeast.com/streetwear-report-history-definition
Why poelpe buy into streetwear? Conusumer survey by Hypebeast discovered that: • • • •
(70%) consumer respondents like streetwear because it’s cool More than half (57%) consider comfortable clothes to be a key factor. (46%) place importance on exclusivity Around a quarter value status symbol (27%) and community (24%
What began as a niche culture – literally starting with the printing of logos on T-shirts – is now a primary driver in the fashion industry, adopted by all genders and stretching from luxury to mall brands.
The current state of streetwear can be defined in four key ways: Original-
streetwear brands are characterized by an accessible price point, comfortable clothing and authenticity. At their core, these brands are driven by a very direct motivation to put a word on a T-shirt. These brands include founding fathers such as Supreme, BAPE and Stüssy, as well as newer players such as Palace. Products from these brands often resell at a high price point due to scarcity and high demand.
Sportswear-
brands include leading athletic labels whose offering of athletic wear and sneakers are integral to the streetwear style. Sneakers created by brands such as adidas and Nike are cornerstones of the streetwear uniform.
Adopted streetwear-
brands have incorporated streetwear trends and styles into their product offering, but their brand origin is not authentically tied to the streetwear movement. This can include luxury and mass-market brands alike.
Luxury streetwear-
brands reflect the most recent emergence of brands that blur the lines between original streetwear and luxury fashion. These brands are also driven by authenticity but operate at a higher price point and diverge from the standard streetwear uniform. This includes brands such as Off-White™, AMBUSH and Vetements. (Report, 2019) (Palace, 2021)
(Supreme, 2021) (Stussy, 2021)
Kim Jones - DIor Kim Jones collaborates with a lot of designers. His latest collaboration is with Peter Doig who is a figurative painter. He uses lots of colour in his work and focuses on nature and mankind. Kim Jones grew up travelling around lots of different places, therefore this collaboration references his love to travel and nature. This collaboration is more of a personal collaboration that will allow consumers to escape reality and imagine themselves ina sunnier/happier place.
I think it is effective how designers such as Kim Jones rely heavily on collaborations and are collaborative designs as it creates that sense of community as well as expressing cultures through each collaboration which is my aim for my 360 campaign.
(Studio, 2021)
Other brand collaborations that Kim Jones has worked with recently are: Stussy Kaws Daniel Arsham
Peter Doig
escapism escapism I hope that my brand creates an escapism for men who need to escape reality and feel empowered from my brands concepts and messages.
KIm Jones x Fendi 'Pioneering women' “This first collection feels almost autobiographical. What I’m referencing feels really personal.” (Singer, 2021)
His first womenswear collection has inspiration from: • Bloomsbury Group • Femenism • Empowerment
Why? This is an example of how clothing can celebrate a gender and make consumers feel empowered and a connection to a brand. I aim to create this same emotion throughout my 360 brand campiagn for males. I want to embrace and pioneer all 3 concepts within my brand in a unique and future proof way that will resonate with my consumers. My 360 campaign will have the same personal appraoch as Kim Jones has had with his first fendi couture collection as I want to spread my personal message of acceptance and what I stand for. In my opinion he has definetly expressed his feelings and personal approach to this collection which many women will relate to and feel empowered.
(Singer, 2021)
My aim: represent males and culture in a positive way
Meaning behind my styling
Semiotics Craig Green In an interview with High Snobiety Craig Green discussed the semiotics within his work. Each collection demonstrates the utilitarian semitoics and the idea of workforce clothing that is based on functionality. In the interview Craig Green discusses how the term ‘sub cultures’ means something different now due to the fact that poeple no longer wear uniforms, that why he liked to still respemble unifrom within his designs as it symbolises that the garment belongs to something “larger than you” (Rabkin, 2021). He also discussed how unifrom wear has semiotics of protective wear which makes it “dramatic”. For my styling I aim to display reference to protective wear through the use of unifrom semiotics like a boiler suit and a blazer. In this interview with High Snobiety Craig green discusses how he considers the meaning nehind the items that he uses within this collection. He disucsses that in his Spring/Summer21 collection himself and his team thought about working from home and used clothing that symbolsies work. He expanded on the fact that he used a tie and questioned what it meant as it was only a peice of fabric but it makes any outfit look finished, “A tie carries a meaning — there’s always some kind of importance around it” (Rabkin, 2021).
Semiotics within work wear/everday wear Hoodies originated from cape and cloak like garments from ancient Greece and Rome. The meaning behind the hoodie has chnaged throughout the yaers in terms of culture and history (leslie, 2019). Now hoodies are an iconic streetwear item that has positive and negative connotations. Negative connotaions would be the resembelance they have toawards yourth wearing them and crime culture. Positive connotations are that they are a stample sportwear/ althlesuire garment that can be worn by everyone. A blazer has semmiotics of power and sophistiation. It connotes high class but also workwear as it is often used as a unifrom in places of work, schools and other jobs. Trainers have streetwear semiotics as well as sportswear. They originated in the 18th century. I think trainers have positive semiotics as they are a practical shoe that can be worn by everyone. With the rise of the trend althesiure more people wear trainers as a part of their everyday life.
Zero Waste-Consciouss designs from history I recently joined a webinar call with Gareth Kershaw who is the programme manager at the School of Fashion and textiles at RMIT University in Australia. He discussed the importance of sustainability and a zero waste apprach to fashion. I found it very intresting as I learnt a lot about slow fashion, what designers currently act upon zero waste technologies and the histry behind garments. Upon discussing the zero waste strategies Gareth disscued the importance of pattern cutting and seamless technologies. He discussed how the iconic western clothing item, the Kimono, is an item that requires very little waste in terms of fabric as it is rectangle pattern peices which has been an iconic and symbolic garment since around 1890. I found this intersting as designers can chnage a small aspect of their design which could prevent the amount of waste that they create. An example of how modern brands have adopted this technique is Adidas, Gareth showed us how Adidas created a sports inspired Kimono with their collaboration with Aroows and Sons in 2016.
(adidas, 2021)
The boiler suit Gareth Kershaw also discussed the histroy of a boiler suit and how Ernesto Michahelles in 1893 adopted the palindrome pseudonym thayaht. From Gareth’s presentation I discovered that Ernesto Michelles collaborated with his brother to make the first overalls for men and women which they named the ‘tuta’. (lizhaywood, 2019).
The picture above is a picture that i had taken from Gareth Kershaw’s presentation on his webinar. The reason why I found this interesting is because I used a boiler suit within my styling to represent utilitarian and workwear. The jumpsuit is versatile and is also protectivewear as it is used in manual labour jobs and other sectors to help stay protected. I will continue to use the boiler suit as part of my styling as it represents my concepts of protection community and social consciouness.
Does Tik Tok fit within the luxury streetwear market?
Tik Tok
The generation that uses TikTok the most are Gen Z individuals (SocialFilms, 2021). As this is my target consumer I wanted to understand what brands from what market levels use TikTok as a promotional platform. I am aware that it is a lot of fast fashion brands that use Tik Tok but I wanted to research into what luxury brands have TikTok accounts.
Luxury Brands that I found have offical Tik Tok accounts that are active
• Prada • Louis Vuitton • Gucci • Burberry • Saint Laurent
(Tok, 2021)
Why no Streetwear brands on TikTok? I noticed that there were no streetwear brands or luxury streetwear brands on TikTok. From my previous research into the HypeBeast report on defining streetwear, I understand that a principle of streetwear is to subvert against trends and find unconventional ways of expressing art and fashion through rule breaking. This led me to believe that because TikTok is very trend based and a trend in itself clarifies the reasoning behind why luxury streetwear brands do not participate on such trend. After researching into the definition of what streetwear is and why poeple buy into streetwear I disovered that (70%) consumer respondents like streetwear because it’s cool, therefore as TikTok often implies negative connotations about it being ‘cringey’ (Krishna, 2018) this could be another reason why luxury streetwear brands do not participate on TikTok as it is not viewed as ‘cool’ towards their consumers. Another reason behind the fact that no streetwear brands are on TikTok could be becuase of the community and inclusivity it has around it. From the HypeBeast report I discovred other reasons why people buy into streetwear which are: that around (46%) place importance on exclusivity and around a quarter value status symbol (27%) and community (24%) around the streetwear market. The fact that streetwear creates this exclusivity and have pride in their status and community again connotes the reasoning behind the fact they are not TikTok users as they have pride in their exclusive status and community that only consumers of the streetwear market has access to.
Why I want to promote my 360 campgain on instagram and create a social media campiagn (73%) of Gen Z adults (ages 18-23 years old) actively use Instagram (Charts, 2019) For Gen Z, Instagram is a prime channel for discovery. A recent report from digital and creative agency Composed found that 60% of U.S. Gen Z shoppers use the platform to discover new brands and products. It also showed Instagram is the top platform for discovery, ahead of Snapchat, YouTube and Facebook. (Richards, 2020) More than 74% of Gen Z says they spend their free time online (Bump, 2021) Gen Z streams video for roughly 23 hours each week. (Bump, 2021) Over 32% of Gen Z transactions take place on a mobile device (Bump, 2021) 56% of teens use social media apps to express themselves creatively (Bump, 2021) Although 81% of teens say social media helps them feel more connected to their friends, 45% still say they feel overwhelmed by "drama" associated with it (Bump, 2021)
(insider, p. 2020)
Why Instagram? From the statistics above it is evident that Generation Z use social media daily. I wanted to include these statistics in my research to back up the reasoning behind why I will create a social media campiagn on instagram as part of my 360 campaign. I know tha Gen Z spend most of their time on instagram compared to other social media platforms, therefore my social media campaign will get noticed by Gen Z and they will be able to engage with my 360 campiagn, creating that relationship that they want from a brand. The aim for my social media campaign is to create a positive community for men where they can discuss their cultural stories and backgrounds.
Social Media Campaigns
This is a social media campaign called ‘Open Door Men’s Community’. It has successfully created a positive community for men to follow and engage in. It explores diverse male perspectives which I think is great as it will cater towards a wide group of poeple showing that they accept everyone. I want to create a positive community around my brand which is why I have looked into this social media campaign in particular.
This social media campiagn was aimed towards mens mental health. this identifies with my brand and the concept of protection as the concept of portection applies to the protection of mens mental health that I want to address throughout my work.
Why I’m creating a social Media camapign? • To conform to my brand concept of community. My aim is to create a positive community around my brand where consumers will feel a conncetion and a relationship with the brand. • To conform to my concept of protection, with the idea of portecting mens mental health. As my campiagn is going to be a positive community it can be a place where my consumers can follow and engage with the brand as a form of escapism. • To spread different cultural stories from members of Generation Z for pepole to express themselves • To spread my brand message of acceptance and how all men should feel accepted within society • To create a positive community around my brand
Will Street style return? I read an article by Business of Fashion about the influencer that the pandemic has had on people and the way we are slowly getting back to a new nromal. Teh article discussed the impact it has had on Adam Katz Sinding and his opinion on street-style.
““It’s the first time I’ve been in one place for more than four or five days in the last eight years.” In the era before the pandemic, the photographer, who made his name as a street-style shooter in the early 2010s, travelled 300 plus days a year to cover fashion’s rotating schedule of photogenic events. But the industry’s ongoing hiatus from in-person gatherings has also put a freeze on business for its supporting cast of photographers and influencers. The industry was already struggling pre-pandemic. Hundreds of photographers now attend big shows, compared to as few as 25 when Katz Sinding first started in 2011, saturating the market and driving down rates. Many in the ecosystem who made a name shooting or posing for street-style images, make their money through commercial projects or brand partnerships. But the pandemic has amplified these existing tensions, raising fresh questions about the relevance and durability of the street style market.” (Milner, 2021) I found this article interesting as it dicsuess the issues that street style were facing before the pnademic and what designers and photographers predict for the future. Thi sarticle discusses how streetwear has lost it’s sense relevance and without editorial coverage it relies on branded ads on social media that narrows the oppourtunity for new designers to be recognised. A quote from the ediotor at Grazia stood out to me which was: “The commercialisation to me has actually taken away a lot of [street style’s] appeal,” said Laura Jordan, fashion features editor at Grazia UK, which has scaled back its street style coverage over the last year. She also said how “It’s been slow to catch up with the need for diverse talent, but it’s also completely commercialised [filled with] people who look like models dressed exclusively in luxury brands. I don’t understand how that’s any different from a catwalk.” (Milner, 2021) In my opinion I agree with her, I think streetwear now is very commercialised and is heavily influenced by influencers on social media who will wear the latest drops that create this ‘hype’ around streetwear. I think streetwear has lost it’s identity and has become more exclusive than it used to be. I think streetwear brands need to gain purpose back into their brands and find alternative ways to market their products and celebrate new talent from up and coming designers.
What is luxury streetwear and what is athlesuire? Beyonce has her own gym range in collaboration with Adidas that was released around five years ago. I have recently read an article about her latest drop that is to be released mid February. To promote her collection, model Hailey Beiber, rapper Gucci Mane and many other singers and models have worn her products and joined her campaign around this collection called “icy park”. (Preuss, 2021) The element of this collection that stood out to me was the price range, this collection has items priced at starting price of £20 which then escilates to around £700. I personally think £700 for an item from Beyonce’s collection is a very high price considering that it is an athleisure brand, it definetly has the price points of a luxry streetwear brand too. I think this is quite an effective way of releasing a collection because their will be a range of consumers who buy into this collection as it has a range of price points, this collection also has a large size range from xxxs- 4 x xlarge which is a positive way forward for this brand. It caters to lots of consumers and has been marketed well and therefore in my opinion will be successful.
Collaborations with Adidas Other celebrities/designers/brands that have had collaborations with sportwear brand Adidas that again have been priced at a higher price than what is typical expected from a sportwear brand, which again questions wether they are althesuire or in the luxury streetwear market.
Sean Wetherspooon x Adidas - retail price £80 that now have a resell price of £100-£120
Bape x Adidas £795
Raf Simons x Adidas - £150+
The New luxury- “New Luxury,“ a term that summarizes how streetwear and sneakers have not only infiltrated the upper tiers of fashion, but became it. (DeAcetis J. , 2019)
Kanye West/yeezy - £150-1000 I think the use of collaborations is a positive way for brands like Adidas etc to market at a higher market and create garments and footwear that become collectors items and makes consumers determined to try and get the chnace to buy into the collection. The use of the drop strategy is often used in these collaborations which again makes consuemrs eager to try and purchase from the drop before they have to spend on the retail price.
Upcycled Couture - Conscious designer As part of my brand me research I researched a lot of conscious designers who consider sustainable factors in their brands. I have recently discovered a few more brands tha are conscious one being Sevali.
“With SEVALI, I want to push the boundaries of upcycling,” Sebastian says. “We want to experiment with different media, different materials, to propose something new. It’s a search for newness.” By fashion industry standards, the practice of upcycling usually involves flipping pre-existing garment textiles — deadstock fabrics, vintage clothing — into new pieces. (Kendall, 2020)
(Kendall, 2020)
I think this is an innovative way that designers can use obsecure products and create garments by up-cycling them. Coture is often thought of to be made from the finest materials yet this is a unique way that you can create high couture garments and push the boundaries . I think for the future more brands will upcycle wether that be their old stock which lots of brands already do or use old materials/objects as a way of making their brand more sustainable now that consumers are becoming more aware of the effects that the fashion industry has on the environment.
How am I going to be conscious through in my campaign that supports my concept of social consciousness and protection? •
I have collected vintage designer garments from my Father and Grandad that I can use within my styling. The use of vintage luxury clothing represents my brands concept of protection as i have protected the environment by opting for second hand clothing. Using vintage clothing also represents a the culture aspect within my brand and how each garment has had it’s own journey and has been worn for a a long time. I think this will help represent men in a positive way as it shows that it is the connection that the wearer will have with the garment and the connotations that are created from each garment will help support this. It conforms to High Snobiety’s predicition on ‘The New Luxury’ as it isn’t about what products the consumer is buying but more about what brands they are buying into and the meaning/prupose behind it (DeAcetis, 2019). • Using vintage clothes will also conform to A Cold Wall’s approach of having items in a wardrobe that will last a lifetime “interesting clothes designed to dominate your wardrobe for a lifetime” (Titchener, 2020) • Using multi cultural models will confrom to my concept of ‘social consciousness’ as I aim to show that my brand is a very accepting brand that accepts all races/nationalities and cultures.
I researched into the representation of men and culture as my aim is to show men in a more sensitive way. I had researched into how designers represent culture a lot in my 360 research but I wanted to focus on how designers and photographers have shown men in a more sensitive way that I could take inspiration from.
Representation of men and culture
Virgil Abloh Virgil Abloh has been one of the designers that I have taken a lot of inspiration from. He is a very visual designer and tells a stroy throughout his designs. His latest collection for Louis Vuitton Fall21 menswear called “turust or purist” explores masculine archetypes. Another collection that stood out to me was Louis Vuitton’s Spring/Summer 2021 collection. It was based in Japan and the message behind it was invisioning what the world is like from a childs point of view. Virgil explained this as- “A wonderland of inclusivity and unity, it imagines the world through the untainted vision of a child, not yet spoiled by societal programming.” (Mower, 2020) The resort 2021 collection for Off-White also stood out to me as it had the message of acceptance and spreading the word of ‘black lives matter’ which was visibly printed on some of the garments. The proceeds went to his scholarship fund that supports black youths (phelps, 2020).
(Abloh, 2021)
Virgil mixes streetwear with formal wear a lot in his styling which is what i aim to do for my styling.
Ib kamara These images represent youths and the black community in a over exaggerated stereotypical way. I particulary like the second picture in the middle where the male is holding a flower, it’s unconvetnional but shows a senstive side to males. This is something that i will consider for my styling.
Why?
(commerce, 2021)
Ib Kamara has been a stylist that has influenced me a lot through the way he represents men and culture throughout his work and I have reflected on his work throughout my research. The image I have taken from the collage above is the the picture of the male with a flower covering his eye. He is wearing a cap which signifies a streetwear element yet the use of the flower connotes a delicate side to the male which is what i want to explore within my work.
Wales Bonner (Bonner, 2021)
Why? I think Grace Wales Bonner represents men and culture in a really positive way throughout her work. As part of my research I looked at her previous collections where I came across my favoutire images that i felt really pushed the boundaries of how men and culture are represented. For example their is a man covered in jewels which many will find femenine I found the male still looks bold and strong. The picture in the op right hand corner of the male lifiting another male on his back represents the strength and unity between men which i thought was another way that i could test the ‘support’ men have towards each other within my styling.
Nicholas Daley
(Daley, 2021)
WHy? Nicholas Daley is a designer that I have always refered back to throughout my work becuase of his brand message of clashing culture. He really shows his Jamaican and Scottish heritage throughout his work in a really positive way and uses a range of mylti cultural models. This is one elemnt of his work I hope to transfer with my fashion film and lookbook as I want to represent my elemnt of social consciousness and the acceptance of all races and cultures.
Craig Green - SS21
why?
(Green, 2021)
I have been influenced by Craig Green a lot through my styling specifically his utilitarian element of his work. I decided to use utilitarian style by encorporating a boiler-suit within my styling. The boiler suit resembles my community aspect and the element of class structure. It also represent my concept of protection as ultimetly boiler suits are worn typically for manual labour jobs that require the protection of a boiler suit. Craig Green is influenced by structure which appeals to me, in his SS21 collection he used wooden panels that covered the models face to represent the current issues within society due to covid, Small things that we might have taken for granted a year ago have taken on huge significance now, that is absolutely for sure. “It’s almost more interesting to see a face right now,” Green observes. “The fantasy is to see a human face. It was fantasy in a different way in previous collections. I started to become obsessed with how things felt; the smaller details you don’t get to see on a catwalk.” (Mower s. , 2020).
Botter “Blending elements of streetwear with traces of Caribbean-inspired power-dressing”(Sense, 2021)
why? Botter represents the men and culture in a really positive way, this is a brand that I have researched in my 360 research. It’s aim is to is bring elements of streetwear with caribbean inspired power dressing. I find their work really inspring and contempoary. The use of combing elements of streetwear with clothing that represents culture is soething that I also aim to achieve but with a strong focus on my own concepts and prupose of shining an new light on cultural commentary through luxury streetwear.
(Botter, 2021)
Photographers
Rafael Pavarotti x dior WHy?
Rafael Pavarotti is a photographer that has photographed Dior’s SS21 collection. This collection really stood out to me, the use of the males holding the delicate flower in my opinion is really effective and has polysemic connotations. The connotations and semiotics that i took away from this shoot is that it is showing a more sensitive side to men whilst their masculinity still shines through. The men look confident and through the use of body positioning show their masculine traits that is then juxtaposed with them holding a delicate flower. This is something I will test for my styling which is included in my visual research file. (Pavarotti, 2021)
Nina Zimolong (Zimolong, 2021)
(alex, 2021)
Oghale alex
Mens Mental health and the effect the pandemic has caused
Men’s mental health during the pandemic My concept protection is my aim of discussing men’s mental health and how it how men need to speak up about their feelings. I wanted to fcous specifically on men’s mental health during the pandemic as it has been a really hard time for so many poeple and figures show the rise of poeple stuggling during these difficult times. I want my brand to focus on men being able to feel like their can show their emotions and be vunerable and create a community where men don’t have to suffer in silence. Therefore I decided to research into men’s mental health since the pandemic to gain some more knowledge on the issue. For this research I have focoused a lot on a study by the Mental Health Foundation’s study on mens mental health.
(Agency, 2020)
As my target consumer is Generation Z I found this study helpful as it focuses on age groups that fit into the category of generation Z. For example the image above represents the feelings that 18-24 year olds have gone through throughout the weeks of lockdown. It is clear that the age group of 18-24 year olds have felt more hopless or lonliness overall compared to any other age group. I find these statistics really shocking and upsetting as it is evident that the pandemic has effected so many poeple in so many different ways. The feeling of lonliness and hopelessness is something that no one should feel hence why I want to create a positive community around my brand for men. I think that I should really consider the pandemic and bring this elemnt into my narrative to show how it has effected men and how some aspects have become the ‘new’ normal.
“Young adults have been especially badly hit during the pandemic with a triple whammy of curtailed education, diminished job prospects and reduced social contact with peers. The period between ages 18 and 24 is already a time of especially high risk for experiencing a mental health problem. Three-quarters of mental health problems arise before the mid-twenties. Post-traumatic stress disorder (PTSD) usually peaks in young adulthood (16-24).4 The Adult Psychiatric Morbidity Survey for England and Wales carried out in 2014 found that 17.3% of adults age 16-24 (26% of young women and 9.1% of young men) had symptoms of a common mental disorder such as anxiety or depression.5”
I found this statement from the Mental Health Foundation’s study and how the between 18-24 is already a high risk time for males to experience mental health issues backs up the reasoning behind my protection concept and how I want to create a positive community for my consumers. The message behind my brand is acceptance, I aim to encourage men speak up about their feelings and feel accepted in every element of their lives.
Suicide Rates As part of my research I have also looked into the rise in suicide deaths. I read an article by The Guardian that showed statistics of the suicide rate being the highest for both men and women in 2019 since 2000. I think a lot has to be done about mental health and should continue to a more open and common topic that poeple should discuss with friends and loved ones or help lines.
(Agency, 2020)
Mens mental health has always been an issue and higher than women’s. This can be down to masucline steretypes where men feel the need to act tough and strong and fearless. I think the media is to blame for alot of the steretypes that society has towards males. I think it is so important to raise this awarness that many foudnations and organisations are trying to achieve, that it is ok for men to open up about their feelings. I want to take this important message and bring in to my campaign as in my opinion men are represented in a steretypical masculine way, often in gangs and over exaggerating their masulinity through clothing and settings etc. I want to shine a new light on luxury streetwear and consider this message for my concept of protection. (Agency, 2020)
Examples of organisations that I have researched ino: (UK, 2021)
(forum, 2021)
(Zone, 2021) (Mind, 2021)
Bame Mental health statistics (Black, Asian and Minority Ethinic Groups)
Why? My campaign has the message of acceptance and one of my concepts is social consciousness.I chose this concept with the aim to represent all races and nationalities in a positive way showing that they are accepted within society and within my brand. I wanted to specifically look into the BAME mental health statistics and learn more about how racial distrimination can effect those who experience it daily. I found a facts sheet by the foundation ‘Rethink Mental Illness’ which had lots of information from various studies about access that bame communities have towards mental health help and the support that is offered to them.
Case Study 2. Are rates of mental illness different for people Black, Asian and Minority Ethnic background?
Rates of mental illness for people from Black, Asian and Minority Ethnic (BAME) backgrounds are sometimes greater than for white people. 3 Compared to white people:2-3 black women are more likely to experience a common mental illness such as anxiety disorder or depression, • older South Asian women are an at-risk group for suicide, • black men are more likely to experience psychosis, and • black people are more likely to be detained under the Mental Health Act But more white people receive treatment for mental health issues than people from BAME backgrounds and they have better outcomes.4 Some of the reasons why there are different rates of mental illness for people from these backgrounds are:5 • inequalities in wealth and living standards, • bias, discrimination and racism, • stigma about mental health, and • they are less likely to have mental health issues identified in the criminal justice system People from BAME backgrounds are more likely to be living in poverty than white people.6 And people living in poverty are more likely to develop and experience mental health issues.7 Some groups sometimes have better mental health overall compared to white people. For example, some studies show:8 • suicidal thoughts and self-harming behaviour are less common in Asian people than white British people, and • that mental illness is less common among Chinese people than white British people (Illness, 2021) This clealry shows that BAME experiences disadvatages based on their racial/class status. I have learned that one’s living standards, discrimination, and fear of braking the stigma around mens mental health all contribute to the rates of mental health illness compared to white people. It is unfair that due to one’s living/status standards that they do not get the same support as others. It has been shown that white people will get more support and better outcomes from mental health illness that the BAME communities which i think is terrible and really needs to be addressed. Hopefullt by the rise of campiagns and the understanding of just how important someone’s mental health is will reduce these statistics and make all racial communities have equal rights to mental health care.
3. What are the main barriers stopping people from Black, Asian and Minority Ethnic backgrounds getting good mental health care? People from Black, Asian and Minority Ethnic (BAME) backgroundshave the same right to access NHS mental health care as the rest of the population. GPs, talking therapy services and secondary mental health services are there to help. We explain more about services that can help you in section 4 below. But people from BAME backgrounds can have different experiences of the mental health system compared to white people. Some BAME groups are less satisfied with their experiences of the NHS, GP and hospital services compared to the rest of the population.9 4 People from BAME backgrounds told us that some of the barriers they face when accessing mental health care are: • cultural barriers where mental health issues aren’t recognised or aren’t seen as important, • language barriers • professionals having a lack of knowledge about things that are important to a person of colour or their experiences, • white professionals not being able to fully understand what racism or discrimination is like, • lack of publicity of mental health support and services in some communities, • stereotyping. For example, some white people think that black people with mental health issues will get angry or aggressive, conscious and unconscious bias, and • stigma about mental illness in some communities stops some people of colour seeking help. They can feel ashamed. (Illness, 2021)
I learnt a lot within this research, I find it awful that even in the health care system there are innequalities. I want to really push my concept of socia consciousness and create that purpose towards my brand. Through my social media campaign I will create a positive and accepting community where people can express and discuss their cultural backgrounds and stories.
End the stigmas
Mood Boards showing representation of men, poses and locations
Mirrors
Industrial Locations
(factory, 2021)
(Snobiety, 2021)
Industrial waste ground
Street location
More Fashion Films FASHION FILM: BOYHOOD- “Sensual in tone, BOYHOOD explores the transitory state of adolescence through an intimate and playful lens”
This fashion film stood out to me as it shows the relationship between two males and shows a connection between ‘boyhood’. I found the use of the location being in a sandy overgorwn waste land worked well as it is not where we expect to see two males wearing their underwear it almost subverts typical expectations and conventions. I liked that this fashion film uses poses that represent that the males support each other and have each others back. This identifies with my brand as the relationship between males and the support they have towads each other is something that I want to potray in my work. (Tjiueza, 2021)
https://www.showstudio.com/projects/fashion_film_submissions/ fashion-film-boyhood (Tjiueza, 2021)
FASHION FILM: HOOD BY AIR
This is a fashion film called ‘hood by air’ by Mathew Williamson. Throughout the short film clip there is a male 3 males all who which have a gun, and projected behind them is a a range of events from plane bombing, to a soccer game and explosions. Each male holds a gun and continuously shoots towards the camera. I think the aim of this fashion film ot to show the power that men have and have often over looked as aggressive and masculine in the media which is then juxtaposed with different clips representing the strength that they have in apositive way. This fashion film identifies with my brand as i thought it was an uncoventional way of expressing masculinity. (Williams, 2013)
(Williamson, 2021)
FASHION FILM: A-COLD-WALL* S/S 21 MENSWEAR
(Studio, 2021)
This is a fashion film by A Cold Wall. This film clip is almost split into different chapters but I wanted to foucs specifically on the beginnings of the clip and the way the models interact with each other. I liked that the models are holidng each other and the way rhat body launguage has been explored. This is something that I will consider when positioning my models as I want to show my concep tof protection through phsycial body launage by the models holding each other.
Development For the next stage of my research i am going to pin point exactly what I want to take forward and develop my creative, strategic and tactical skills so that I can successfully create a conceptual visual campiagn that evidences my understanding of what will work best and how I can launch my campaign.
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