Level 3 proposal

Page 1

LEVEL PROPOSAL

3 ISABELLA NEWTON N0563043


CONTENTS


1 PREFACE 2 IDEA 1 3 IDEA 2 4 BIBLIOGRAPHY 5 REFERENCES 6 LIST OF

ILLUSTRATIONS

7 APPENDIX


PREFACE With the final year of FCP approaching, I am faced with the challenge of proposing two ideas for my dissertation. Before I can do this I must reflect on the feedback I have received over the past 2 years to analyse my own strengths and weaknesses. When looking at my past feedback it is clear that my strengths lie mainly within the ‘execution’ stage of the FCP triangle. I have found the areas that I have enjoyed and have felt confident in this year, such as art direction projects, creative sessions i.e. mono-printing and life drawing workshops, design work such as self promotion and the styling for our film projects, all tended to fall within this stage. My love for the execution stage has at times however been one of my biggest weaknesses, as I find that once I have an idea, I tend to skip straight to the execution stage, as I enjoy it the most. As a result, the creative concept element of my work tends to be lacking, as I often forget to illustrate my thought process and development, making my work difficult to follow when marking. The creative concept of the process is something that I would like to focus on next year, as I want my work to have a strong underlying thought process as well as a high quality execution, in order to achieve my desired grade. With my interests lying firmly within the Execution stage of the FCP triangle, I have been considering relevant career pathways that would utilise my strengths and interests. Graphic design is something that I have always been interested in, and I feel throughout my time on this course with guidance and help from my tutors, I have been able to significantly improve my relevant computer skills. As well as this I have an interest in a number of other sectors such as art direction and Branding which would both utilise my creative skills, and events and PR. Over the summer I aim to gain some more work experience in order to refine and develop these career ideas and have applied to work at MATCHES again as well as at a small sports/leisure wear brand called ADAY.


Graphic design Event & PR

Execution Art direction

Creative concept Branding

The big idea

Context


IDEA 1 EXPLORING THE FUTURE OF ETHICAL FASHION


OVERVIEW Fast fashion is a term that everyone has heard of, but most people tend to ignore or quickly forget about. This is easily done, since we as consumers in the Western world, do not see the detrimental effects that our buying habits have on the world. However, I believe this needs to change, with ‘the top fast fashion retailers having grown 9.7 percent in the last 5 years’ [Greenpeace, 2016], it’s a pressing matter that needs to be addressed. Consumers need to be made aware of the environmental and social effects of their actions, and companies need to work to create a better standard of living for their workers as well as considering the environmental impacts of their production methods.

‘In an industry that has historically been focused on moving faster, it’s time to consider slowing down, at least enough to be more mindful of the purchases that we make’ (Fashonista, 2016)


CARTOGRAM

INNOVATORS

DRIVERS

IMPACT

CONSEQUENCES

More laws will be brought in to tackle low pay, and unfair standards in factories.

Companies and brands exposed in the media for using poor quality conditions - i.e. Oxfams naughty or nice list

Carry Somers - founder of fashion revolution

Tamsin Lejeune founder of Ethtical fashion forum

Orsolo De Castro founder of fashion revolution

Brands such as H&M setting up sustainable lines and sustainability programs

The tragic disaster at Rana Plaza in 2013

FUTURE

A growing number of brands will start to introduce sustainable practices as the norm.

‘For a t-shirt, it takes 2,700 litres of water to make just one – that’s the amount of water an average person drinks over the course of 900 days!.’ - Greenpeace ‘Just over the last five years, the top fast fashion retailers grew 9.7 per cent per year’ - Greenpeace

Floor wages in third world counties are often less then half of the countires living wage.

fashion schools are starting to include sustainability modules within there courses.

awareness weeks and campaigns being set up world wide

Fig.1 - idea 1 cartogram


HISTORY Fig.2 - factory floor

Globalisation grew rapidly throughout the 1980s and 1990s enabling brands to move their production to the developing world. This reduced the costs of producing garments, due to lower wages and standards in the developing world than in Europe. In turn this enabled brands to sell their products at a cheaper rate, which increased the demand, creating a vicious cycle. We are now living in an age epitomised by fashion bloggers and Insta famous models, where it is forbidden to be seen in the same outfit twice. Through increases in technology and the continuous underpayment of workers, garments can go from sketches to the shop floor in a matter of weeks. The demand is higher and the prices are lower, but this needs to change.

Fig.3 - repair our clothing

Fig.4 - Rana Plaza collapse


IMPACT ‘Everyone has the right to work, to free choice of employment, to just and favourable conditions of work and to protection against unemployment. Everyone, without any discrimination, has the right to equal pay for equal work. Everyone who works has the right to just and favourable remuneration ensuring for himself and his family an existence worthy of human dignity.’ Universal Declaration of Human Rights, Article 23

In factories in countries such as Bangladesh, India, Indonesia, Cambodia and more, the people who work in factories live in poverty. They usually earn just half of what they need to meet their basic needs and care for their families. In Sri Lanka, the Asia floor wage alliance calculate that the minimum wage is as low as 20% of the national living wage. [Labourbehindthelabel, 2017]. On top of this they work in unsafe, extremely poor conditions, with many garment workers being forced to work overtime. In Bangladesh many workers are ‘forced to work 14-16 hours a day seven days a week, with some workers finishing at 3am only to start again the same morning at 7.30am.’ [War on want, 2017]. In 2013 these conditions were highlighted after the devastating collapse of the Rana Plaza factory in Bangladesh. Tragically 1,135 people lost their lives in this incident, with a further 2500 being injured. Shockingly only 61% of respondents in my survey remembered this catastrophic event, and a measly 14% could date it. This demonstrates the need for a further push to bring these issues to the front of the consumers minds.


THE FUTURE Fast fashion cannot continue at this rate. ‘We need long term solutions leading to better jobs not short term actions leading to factory closures’ [money fashion power zine, 2017]. Boycotting brands is not the answer, consumers and brands need to work together to ensure a more sustainable and ethical future. There needs to be greater transparency within the industry, with the focus being on who made our clothes, and how much they are getting paid. Social media campaigns such as #whomademyclothes (set up by the Fashion Revolution group) have started to expose this issue, but more is needed to be done to bring it permanently to the forefront of our minds. Fig.5 - #whomademyclothes?

‘Fashion is getting away with murder’ [Stella McCartney, 2016]


CONSUMER

Fig.6 - consumer 1 mood board

Sarah is a 29-year-old interior decorator from Hampstead, she likes the amount of green space in the area and the short commute to the city centre. In her spare time Sarah likes to read magazines such as Sublime, and potter about in her garden where she grows some of her own veg. She prefers to buy more expensive, sustainable, quality goods instead of cheap alternatives and often buys vintage clothes, as she appreciates giving them another life. She tends to eat at locally sourced restaurants as she like to support her community, and know where her food is coming from.


POSSIBLE OUTCOMES When thinking about possible outcomes for this research topic, I decided that there were two things that I aim to do with this project. Firstly, I want to raise awareness. I want to bring the issues of sustainable and ethical fashion to the front of consumers minds in a new and innovative way. And secondly I want to incorporate my love of design and I thought I could achieve this by creating a zine, as well as a campaign or event to support this issue. Over the summer I will take time to explore this topic further, and I hope to gather some more primary research through contacting the fashion revolution group and conducting an interview, as I already have connections in this area. As well as this I will keep my eye out for any Fashion revolution events, and will attend as many as possible. I will also aim to speak to my Uncle who lives and runs a charity in Cambodia and has seen at first hand how this issue affects the local population. Having visited and worked in Cambodia myself I am aware of how important the work in factories is to people and I hope that my uncle will be able to shed light on the conditions people are working in and what improvements could be made.


IDEA 2 CELEBRITY KID CULTURE


OVERVIEW When conducting my research for possible dissertation topics, I came across an article on the new wave of celebrity kids. It discussed how celebrities’ children are becoming more famous than their parents as they are recipients of two fan bases and two sets of famous genes. It also debated how this rise in popularity could be linked to the growth of social media over the past couple of years. I found this an extremely interesting topic, and wanted to take it one step further, through exploring how the media and social media effect young people in the public eye. ‘A poll of 14to 24-year-olds shows that Instagram, Facebook, Snapchat and Twitter increased feelings of inadequacy and anxiety’ (The Guardian 2017). This demonstrates the impacts that social media has on young people, which I believe is amplified within young celebrities.

‘If we live in an age of peak celebrity obsession, which we demonstrably do, it follows that the offspring of celebrity couples will be even more ferociously followed than their parents’ (I-D, 2017)


CARTOGRAM

INNOVATORS

DRIVERS

IMPACT

CONSEQUENCES North West at the age of 3 shouts at the paparazzi to ‘go away’

Federico Fellini coined the term 'paparazzo' in his film La Dolce Vita in 1960

Ron Gallello was the first well known paparrazzi man creating scandals of his own making by getting into fights with the celebrities he was ph photographing

The growth of the paparrazzi over the past 60 years has put added pressure on celebrities

The growth of social media over the past 10 years has put added pressure on young people and also young celebrities to look/act/dress in a cer certain way.

The Beckhams have chosen to keep thair children off social media until they are of a suitable age.

In the past 10 years we have seen a huge increase in the number of breakdowns among child stars

‘Rates of depression and anxiety among teenagers have increased by 70 per cent in the past 25 years.’ - The Independant, 2016

FUTURE We will start to see an increase in celebrities taking after the beckhams and keeping their children off social media.

the kadashians have chosen to keep their children out of the public eye until they reacch the age of one, and to keep them off their tv show. we will d see this develop further in the future

Fig.1 - idea 2 cartogram


HISTORY In past generations celebrity parents have always been more famous than their kids. Prior to social media it was easier for celebrities’ offspring to keep out of the public eye and live a more ‘normal’ life. However, if they did want to exploit their social standing, the public never wanted them to succeed their parents. John Lennon and his son Julian Lennon are a keen example of this. Julian Lennon had a platinum album ‘Valotte’ in 1984, however his work after this did not amount to much. This is contrasted by John Lennon’s life time of musical work, co-founding the Beatles which was the most commercially successful and influential band in the history of pop music. In the current day the publics obsession with celebrities has been amplified by the growth of social media and has changed the way celebrities and the public interact. It has pushed celebrities’ children into the limelight whether they like it or not, and has therefore influenced their growth in popularity. Jaden Smith, the son of Jada Pinkett Smith and Will Smith, is a prime example of this. He grew up with social media all around him and has exploited this for his own success now having an Instagram following of 6.3 million people, while his father, a well respected actor only has a following of 937 thousand.

Fig.2 - John and Julian Lennon

Fig.3 - The Beatles

Fig.4 - Will and Jaden Smith


IMPACT ‘Image-based social media platforms have created a new form of paparazzi culture. Never before have images of celebrities been as easy to source and as freely available.’ Jenna Wortham, 2013 Throughout the past 10 years we have witnessed the detrimental effects that the media has on celebrities. Britney’s meltdown in 2007 was the start of a difficult few years for her, Lindsey Lohan has been in rehab on countless occasions throughout her life, and Miley Cyrus has had her share of troubled times. All three were teen stars who started out working for Disney, and therefore have had to face the media throughout their lives. Although ‘“Celebrity breakdowns” may have existed as long as the star system, they are now investigated and exposed to a degree arguably considered excessive.’ (hubpages, 2015) This is due to the growth of social media over the past decade, which has put added scrutiny on stars. Growing up in the public eye is not easy, especially from a young age. Kim Kardashian decided to keep North West out of the media’s gaze until she was 1, however since then North has been snapped in many paparazzi shots as well as featuring on Kim’s Instagram and in a few episodes of ‘Keeping up with the Kardashians’. Living her life in the spotlight will obviously affect North at such a young age and this was highlighted in an event last month where she was seen shouting ‘no pictures’ at the Paparazzi. On top of this, media outlets are now paying the public for their online pictures of celebs. This means that celebrities are never truly safe from the eyes of cameras. With ‘bad photos’ of celebs circulating the web within hours, stars are under even more pressure to look good 24/7. Due to the rise in social media, everyone has become the paparazzi.


THE FUTURE The media and the public seem to think they have a right to know everything about celebrities’ children, and this is something that needs to change. 98% of people who responded to my survey on celebrity kid culture agreed that celebrities’ kids should have the right to a private life. Yet the media continues to harass these children, and the public still expect to see images of them in the press. ‘In 2008, People magazine paid $14 million to publish the first photographs of Angelina Jolie and Brad Pitt’s twin babies, Knox and Vivienne, and in February 2017, nine years later, an image of pregnant Beyoncé, became the most liked Instagram photo of all time. The image amassed more than 7.8 million likes in under 24 hours’ (I-D, 2017). This demonstrates the publics desire to be involved in celebrities’ and their children’s lives. We are now starting to see celebrities taking a stand against social media, and disallowing their children to use it until an appropriate age. The Beckhams are a good example of this, as they did not let their eldest son Brooklyn have a public Instagram account until he was 16 years old. Other celebs have spoken out in recent months on these issues too, with Holly Willoughby, Fearne Cotton and Cheryl Cole, among others, all deciding to not show their children’s faces on their social media channels. As well as this we are starting to see celebrity offspring, when of an appropriate age, using their social media channels as a form of promotion for themselves, to help kick start their careers and shape the publics view of them. “I’m very specific about what I put out on social media about myself, but that’s also why I like social media: because it feels like the only thing that I have to control my own image.” (Lily-Rose Depp, 2016)

Fig.5 - Lily-Rose Depp, 2017

‘The internet and the media have a tendency to frame celebrity children as “our” children, assuming a “pseudo-intimate relationship between the public and the celebrities” that borders on exploitation.’ (Seong Choul Hong, 2015)


CONSUMER

Fig.6 - consumer 2 mood board

Lily is a 20-year-old student at Reading university. She’s currently in her second year, studying economics, and finds the work load very stressful. She regularly uses her social media channels, with Instagram being her favourite. Lily follows a lot of celebrities such as Jaden Smith and the Kardashians on Instagram as she finds it’s the best way to keep up to date with their lives. She often attends concerts of her favourite artists, Ariana Grande and The Weeknd, and she regularly invests in pieces from Ariana’s clothing line with Lipsy. Lily likes to read magazines such as Heat and Glamour in her spare time.


POSSIBLE OUTCOMES When thinking about possible outcomes for this research topic, I decided that the best way to raise awareness to this issue would be through creating a magazine or zine along side a social media campaign. Using social media would be vital to reach a large audience, and it would demonstrate how we, as a society can use social media for good, instead of for gossip. In 2014 actors Kristen Bell and Dax Shepard launched a social media campaign with the hashtag #nokidspolicy. It got a great response in America with media organisations such as People, Access Hollywood and US Weekly all pledging not to run pictures of celebrities’ children. I would hope to have equal or greater success with my campaign, and would start it in the UK, before expanding into other countries. I believe if I was able to get a celebrity sympathetic to my cause, to endorse and work along side the campaign this would be very effective as it would help boost the campaign’s profile and ensure a wider audience. Over the summer I will take time to explore this topic further, and I hope to gather some more primary research through contacting organisations in this field for further insights. I also would be interested in interviewing a fan girl or boy who has an obsession with a certain celebrity. I would get them to track their everyday movements, particularly on social media, to monitor how they keep up to date with the celebrity and their lives. I feel this would be a useful exercise as it would give me a deeper insight and understanding into the obsession that some of the public have with celebrities.


LIST OF ILLUSTRATIONS Exploring the future of ethical fashion: Fig.1. Own image, (2017), Idea 1 cartogram, [Accessed 27 May 2017] Fig.2. N/A, (2017), factory floor [ONLINE]. Available at: http://www.ctihe.edu.hk/page_content/?lang=en& code=1467021128911 [Accessed 27 May 2017]. Fig.3. N/A, (2017), Repair our clothing, money fashion power zine, [ONLINE], available at: http://fashionrevolution.org/resources/fanzine/ [Accessed 27 May 2017] Fig.4. N/A, (2017), Rana Plaza collapse [ONLINE]. Available at: https://business-humanrights.org/en/4years-on-from-rana-plaza-building-collapse-in-bangladesh-some-progress-but-a-lot-still-to-be-done [Accessed 27 May 2017]. Fig.5. N/A, (2017), #whomademyclothes?, money fashion power zine, [ONLINE], Available at: http://fashionrevolution.org/resources/fanzine/ [Accessed 27 May 2017] Fig.6. Own image, (2017), consumer 1 mood board, [Accessed 27 May 2017] Celebrity kid culture: Fig.7. Own image, (2017), Idea 2 cartogram, [Accessed 28 May 2017] Fig.8. N/A, (2017), John and Julian Lennon [ONLINE]. Available at: http://www.mirror.co.uk/incoming/ gallery/life-of-john-lennon-6482889 [Accessed 28 May 2017] Fig.9. N/A, (2017), The Beatles [ONLINE]. Available at: https://sites.psu.edu/rosenpassionblog/2015/10/08/ magical-mystery-tour-the-beatles/ [Accessed 28 May 2017] Fig.10. N/A, (2017), Will and Jaden Smith [ONLINE]. Available at: http://www.justjared.com/2016/08/01/ will-smith-brings-his-son-jaden-to-the-suicide-squad-premiere/ [Accessed 28 May 2017]. Fig.11. N/A, (2017), Lily-Rose Depp [ONLINE]. Available at: N/A, (2017), Will and Jaden Smith [ONLINE]. Available at: http://www.justjared.com/2016/08/01/will-smith-brings-his-son-jaden-to-the-suicidesquad-premiere/ [Accessed 28 May 2017]. Fig.12. Own image, (2017), consumer 2 mood board, [Accessed 28 May 2017]


LIST OR REFERENCES Exploring the future of ethical fashion: • Greenpeace International (2016), Fast fashion is “drowning” the world. We need a Fashion Revolution. available at: http://www.greenpeace.org/international/en/news/Blogs/makingwaves/fast-fashion-drowning-world-fashion-revolution/blog/56222/ , (accessed: 26 May 2017) • Sara Idacavage, Fashionista (2016), what is fast fashion. Available at: https://fashionista.com/2016/06/ what-is-fast-fashion, (accessed: 27 May 2017) • N/A (1948), Universal declaration of human rights, article 23. Available at: http://www.claiminghumanrights.org/udhr_article_23.html. (accessed: 27 May 2017) • N/A (2017), Labour behind the label. Available at: http://labourbehindthelabel.org/campaigns/living-wage/. (accessed: 27 May 2017) • War on want (2017), Sweatshops in Bangladesh. Available at: http://www.waronwant.org/sweatshops-bangladesh. (accessed: 27 May 2017) • Money fashion power zine (2017), Fashion revolution. Available at: http://fashionrevolution.org/resources/fanzine/. (accessed: 27 May 2017) • Stella McCartney, (2016), Stella McCartney on sustainability. Available at: http://www.harpersbazaar. com/fashion/designers/news/a18855/stella-mccartney-on-fashion-sustainability/. (accessed: 27 May 2017) Celebrity kid culture: • Alice Newell-Hanson, (2017), I-D, The new cult of celebrity offspring. Available at: https://i-d.vice. com/en_gb/article/the-new-cult-of-celebrity-offspring (accessed: 28 May 2017) • N/A, (2017),The Guardian, Social media is harming the mental health of teenagers. Available at: https://www.theguardian.com/commentisfree/2015/sep/16/social-media-mental-health-teenagers-government-pshe-lessons (accessed: 28 May 2017) • Jenna Wortham, (2013),Instagram and the new era of paparazzi, NY times. Available at: https://bits. blogs.nytimes.com/2013/03/26/instagram-and-the-new-era-of-paparazzi/?_r=1&module=ArrowsNav&contentCollection=Technology&action=keypress&region=FixedLeft&pgtype=Blogs. (accessed: 28 May 2017) • N/A, (2015), The negative effects of the media on celebrities, Hubpages. Available at: https://hubpages. com/entertainment/The-negative-effects-of-the-media-on-celebrities. (accessed: 28 May 2017) • Alice Newell-Hanson, (2017), I-D, The new cult of celebrity offspring. Available at: https://i-d.vice. com/en_gb/article/the-new-cult-of-celebrity-offspring (accessed: 28 May 2017) • Jo-Ann Furniss, (2016), Lily-Rose Depp, Love magazine. Available at: http://www.thelovemagazine. co.uk/posts/6183/her-first-proper-interview-ever-what-on-earth-is-she-going-to-say-it-s-lily-rose-depp (accessed: 28 May 2017) • Seong Choul Hong, (2015), Kids Sell: Celebrity Kids’ Right to Privacy. Available at: http://www.mdpi. com/2075-471X/5/2/18/htm#B59-laws-05-00018 (accessed: 28 May 2017)


BIBLIOGRAPHY Exploring the future of ethical fashion: Online• http://www.abc.net.au/triplej/programs/hack/oxfam-ethical-fashion-list/8045708 • http://about.hm.com/en/sustainability/sustainability-highlights-2016-en.html • http://wilddazeblog.blogspot.co.uk/ • http://fashionrevolution.org/about/ • http://www.refinery29.uk/2017/04/149486/ethical-sustainable-fashion • http://www.greenpeace.org/international/en/news/Blogs/makingwaves/fast-fashion-drowning-world-fashion-revolution/blog/56222/ • http://www.teenvogue.com/story/eco-friendly-fashion-design-schools-fit-parsons-scad-fidm • http://www.dazeddigital.com/fashion/article/29019/1/five-designers-revolutionising-sustainable-fashion • http://labourbehindthelabel.org/campaigns/living-wage/ • https://www.treehugger.com/sustainable-fashion/25-shocking-fashion-industry-statistics.html • http://otter.org.au/6-must-see-documentaries-about-sustainability-and-the-environment/ • https://fashionista.com/2016/06/what-is-fast-fashion • http://www.waronwant.org/sweatshops-bangladesh • https://www.theguardian.com/world/2016/jul/18/rana-plaza-collapse-murder-charges-garment-factory • http://www.claiminghumanrights.org/udhr_article_23.html • http://www.harpersbazaar.com/fashion/designers/news/a18855/stella-mccartney-on-fashion-sustainability/ • http://fashionrevolution.org/resources/fanzine/ • http://sublimemagazine.com/# • https://theculturetrip.com/europe/united-kingdom/england/london/articles/hampstead-s-top-10things-to-do-eat-and-see/ • https://business-humanrights.org/en/4-years-on-from-rana-plaza-building-collapse-in-bangladeshsome-progress-but-a-lot-still-to-be-done • https://www.racked.com/2017/5/11/15471482/ethical-shopping • https://www.theguardian.com/fashion/2017/apr/25/sustainable-clothing-fashion-revolution-week-rana-plaza-emma-watson • https://www.trustedclothes.com/blog/2017/01/17/3-eye-opening-fast-fashion-documentaries/ • https://www.cniluxury.com/2017/ • http://www.teenvogue.com/story/eco-friendly-fashion-design-schools-fit-parsons-scad-fidm Books/articles: • To die for Lucy Siegle – Is fashion wearing out the world? • V. Ann Paulins & Julie L. Hillery - Ethics in the fashion industry • Martin Raymond - The trend forecaster’s handbook • Philip Graves - Consumerology: the truth about consumers and the psychology of shopping Films/documentaries: • The true cost (2015) • Earthlings (2005)


Celebrity kid culture: Online: • https://i-d.vice.com/en_gb/article/the-new-cult-of-celebrity-offspring • http://metro.co.uk/2013/06/01/top-5-disney-star-meltdowns-from-demi-lovato-battling-drugs-and- alcohol-addiction-to-britney-spears-shaving-her-head-3821453/ • http://uk.businessinsider.com/meet-the-beckham-children-2016-2 • https://i-d.vice.com/en_gb/article/the-zine-exploring-obsessions-with-celebrity-death-and-misad venture • http://i-d.vice.com/en_gb/article/the-notorious-big-and-faith-evans-son-cj-wallace-is-taking-holly wood • http://www.vogue.com/article/suri-cruise-north-west-blue-ivy-celebrity-kids-on-instagram • https://www.theguardian.com/media/2006/sep/24/pressandpublishing1 • http://www.independent.co.uk/life-style/health-and-families/features/teenage-mental-health-crisis- rates-of-depression-have-soared-in-the-past-25-years-a6894676.html • https://www.theodysseyonline.com/the-effects-of-medias-portrayal-of-celebrities-in-society • http://www.huffingtonpost.com/2015/04/02/celebrities-social-media-for-good_n_6979790.html • https://hubpages.com/entertainment/The-negative-effects-of-the-media-on-celebrities • https://www.dove.com/uk/dove-self-esteem-project/help-for-parents/media-and-celebrities.html • http://www.ok.co.uk/lifestyle/mum-and-baby/1018902/celebrities-who-ban-children-from-so cial-media-why-holly-willoughby-emma-willis • http://guestofaguest.com/celebrities/7-showbiz-kids-making-their-own-names-in-hollywood • http://www.instyle.com/celebrity/dynamic-duos-famous-fathers-and-their-equally-talented-kids • http://www.ranker.com/list/famous-people-who-are-more-successful-than-their-parents/evan-lam bert • https://www.theguardian.com/commentisfree/2015/sep/16/social-media-mental-health-teenag ers-government-pshe-lessons • https://bits.blogs.nytimes.com/2013/03/26/instagram-and-the-new-era-of-paparazzi/?_r=1&mod ule=ArrowsNav&contentCollection=Technology&action=keypress&region=FixedLeft&pgtype=Blogs • https://en.wikipedia.org/wiki/John_Lennon • http://ultimateclassicrock.com/beatles-children/ • https://thetab.com/uk/2016/09/24/overburdened-underfunded-mental-health-crisis-britains-univer sities-18837 • https://yougov.co.uk/news/2016/08/09/quarter-britains-students-are-afflicted-mental-hea/ • http://www.harpersbazaar.com/celebrity/latest/a17081/kim-kardashian-north-west-allowed-on-so cial-media/ • http://www.refinery29.uk/2017/05/154329/north-west-paparazzi-no-photos • http://www.mdpi.com/2075-471X/5/2/18/htm#B59-laws-05-00018 • http://www.etonline.com/fashion/208347_lily_rose_depp_is_karl_lagerfelds_latest_chanel_show_ bride_see_her_stunning_bridal_gown/ • https://thetab.com/uk/student/2016/03/15/uni-mental-health-problems-1640 • http://www.wbur.org/hereandnow/2014/03/31/celebrity-kids-pictures • http://www.cbsnews.com/news/kristen-bell-and-dax-shepard-start-campagin-to-protect-children- from-paparazzi/ Books/articles: • Chris Rojek – Celebrity • David Gritten – Fame, stripping celebrity bare


APPENDIX

Appendix 1 - Cartogram for ‘exploring the future of ethical fashion’ INNOVATORS

DRIVERS

IMPACT

CONSEQUENCES

More laws will be brought in to tackle low pay, and unfair standards in factories.

Companies and brands exposed in the media for using poor quality conditions - i.e. Oxfams naughty or nice list

Carry Somers - founder of fashion revolution

Tamsin Lejeune founder of Ethtical fashion forum

Orsolo De Castro founder of fashion revolution

Brands such as H&M setting up sustainable lines and sustainability programs

The tragic disaster at Rana Plaza in 2013

FUTURE

A growing number of brands will start to introduce sustainable practices as the norm.

‘For a t-shirt, it takes 2,700 litres of water to make just one – that’s the amount of water an average person drinks over the course of 900 days!.’ - Greenpeace ‘Just over the last five years, the top fast fashion retailers grew 9.7 per cent per year’ - Greenpeace

Floor wages in third world counties are often less then half of the countires living wage.

fashion schools are starting to include sustainability modules within there courses.

awareness weeks and campaigns being set up world wide

Appendix 2 - Cartogram for ‘celebrity kid culture’ INNOVATORS

DRIVERS

IMPACT

CONSEQUENCES North West at the age of 3 shouts at the paparazzi to ‘go away’

Federico Fellini coined the term 'paparazzo' in his film La Dolce Vita in 1960

Ron Gallello was the first well known paparrazzi man creating scandals of his own making by getting into fights with the celebrities he was ph photographing

The growth of the paparrazzi over the past 60 years has put added pressure on celebrities

The growth of social media over the past 10 years has put added pressure on young people and also young celebrities to look/act/dress in a cer certain way.

The Beckhams have chosen to keep thair children off social media until they are of a suitable age.

In the past 10 years we have seen a huge increase in the number of breakdowns among child stars

‘Rates of depression and anxiety among teenagers have increased by 70 per cent in the past 25 years.’ - The Independant, 2016

FUTURE We will start to see an increase in celebrities taking after the beckhams and keeping their children off social media.

the kadashians have chosen to keep their children out of the public eye until they reacch the age of one, and to keep them off their tv show. we will d see this develop further in the future


Appendix 3 - consumer profile for ‘exploring the future of ethical fashion’

Appendix 4 - consumer profile for ‘celebrity kid culture’


Appendix 5 - FCP triangle’ Graphic design Event & PR

Execution Art direction

Creative concept Branding

The big idea

Context

Appendix 6 - online questionnaire for ‘exploring the future of ethical fashion’


Appendix 7 - online questionnaire for ‘celebrity kid culture’

Appendix 6 - methodology table RESEARCH METHOD

SAMPLE

PURPOSE

STRENGTHS

WEAKNESS

OUTCOMES

ONLINE QEUSTIONNAIRE - ethical trading

- 21 respondants -aged 18-54 -7 male -14 female

To guage an understanding of peoples feelings on fast fashion and its effects.

-Recieved a wide variety of responses from different age groups and different genders, so got a good overview of ov societies views.

-It was hard to ask more detailed questions, as people have limited attention spans. -small sample size, so can’t gain a full overview of peoples views.

-The results supported my ideas and showed that people do forget about fast fashion and its effects.

ONLINE QEUSTIONNAIRE - celebrity culture

- 40 respondants -aged 15-65 -10 male -30 female

To guage an understanding of peoples views on celebrity culture, social media and the media, and its effects on young people. peopl

-The longer answers were really useful to gain more detailed understanding of peoples views.

-Again it was hard to ask more detailed questions, as people have limited attention spans. -Uneven gender -Un balance so answers could be squewed.

-The results supported my views and suggested that people do believe that social media and the media can have h negative effects, especially on young people.



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