A zine aimed to showcase my Visible camaign, providing an accepting and inclusive space for women in the streetwear industry.
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Alongside my social media campaign I wanted to create a zine for all women, all over to inspire them to feel accepted and confident in themselves. I hope women finish reading this zine and feel inspired and empowered to share their own ways of expressing themselves in this industry. I hope this zine will push women to be comfortable in themselves as well as their experiences and navigation of the streetwear industry.
-LIBBY CHAMBERLIN
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This digital zine will explain in depth the messages and meanings behind my final major project “Visible”. I hope to create an space where women can feel educated and inspired to be themselves. The zine demonstrates how I have used my tactical and strategical skills in the lead up to my finalised campaign.
ABOUT VISIBLE? VISIBLE is based around creating an accepting and inclusive space for women in the streetwear market. By encouraging women to be confident in themselves and teaching people the importance of inclusivity and acceptance, hopefully positive steps forward can be made. VISIBLE is a social media campaign with a vision to create an accepting and positive community for women in streetwear. With love, VISIBLE.
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In order to appeal to the new and future cosumers (Generation Alpha) of streetwear I was aware that I needed to assess my campaign against my consumers needs and consider the sensitive and important topics that are embedded within my brand. The aim for my Visible campaign is to shine a new light on the streetwear market and create a positive and inclusive space for women in this market. I found a gap in the market between women and streetwear and the all-embracing representation and inclusivity of women. I want my brand and campaign to to resonate with my consumers and allow my audience to feel accepted in the industry. My aim is to make women feel recognised in this industry, hence my brand name Visible.
CAMPAIGN CONCEPT My overall 360 campaign concept references the importance behind my brand and campaign including messages in order to make steps towards a positive change for the future of the streetwear market. I aim to create a positive and inclusive community around my brand for consumers to feel connected and included. Throughout my research I have concluded the importance of creating a campaign which portrays the messages of inclusivity and acceptance in the streetwear market for women.
ABOUT STREETWEAR Streetwear, or more broadly, urban fashion, is a distinct kind of street dress with roots in Californian and skate culture, but also incorporating elements of hip-hop fashion, modern high fashion, and haute couture. James Jebbia, the founder of Supreme, and Shawn Stussy, the founder of Stüssy, are both pioneers of the trend. Designer Dapper Dan, based in Harlem, New York, had a key part in raising streetwear to luxury in the 1980s, producing styles for hip-hop artists who were ignored by established luxury labels at the time (Hypebeast,2022). Streetwear, like any other major cultural movement, should not be considered a fashion fad. However, as part of a larger cultural transformation, fashion is playing a role. Streetwear labels are the ideal advocates for significant causes because of their rich history and fusion of cultures. It’s in their brand DNA, and being a part of this group entails speaking out against injustices all over the world (Hypebeast,2022).
Throughout the process of my final major project I explored various luxury streetwear brands such as Supreme, Palace and Off-White who all use diversity and inclusivity throughout their brands. Streetwear brands are a prime example of engaging today’s youth and have a very open and diverse attitude. Virgil Abloh said “My approach is to make the creative industry inclusive, not exclusive, shifting the veil of secrecy feels new.” Through drop culture streetwear brands have created clothing which is both accessible and exclusive. The effect of this is Generation Alpha value inclusivity and expect luxury brands to create accessibility. The future of the luxury market is transparency and sharing values with their consumers. As previously discussed, at the beginning of my research I came to the realisation that the streetwear scene is predominantly dominated by men. However, women are starting to open up conversations on inclusivity and diversity that could positively determine the future of streetwear.
CONSUMER From the very start of this journey it has been crucial to consider my target consumer. The target consumer for my final major project is Generation Alpha. Generation Alpha represent the future and provide an insight into the next decade. Although we don’t know a great amount about this generation yet we do know that they are linked to their millennial parents. Generation alpha are seen to be influenced by millennials and their brand loyalties, however they also have their own goals and values. It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alpha’s already stand out from Gen Z in their worldliness and brand awareness. Generation Alpha are unapologetically themselves, disregarding gender stereotypes and cultural norms but still considering how others see them in their online presence.
REPRESENTATION OF WOMEN
One of my main concepts that my campaign is focussed on is the representation of women in the fashion industry and women empowerment. I want my campaign to represent women in a positive and hopeful way which will add to my brand messages of acceptance and inclusivity. Women's empowerment is defined as promoting women's self-esteem, ability to make their own decisions, and right to affect societal change for themselves and others. Women's empowerment and the promotion of women's rights has become a prominent global movement that has been breaking new ground in recent years. International Women's Empowerment Day, for example, is gaining popularity. Nonetheless, despite significant improvements, women and girls continue to experience discrimination and violence in every country. Fashion is still a male-dominated industry, with women spending 226 percent more than their male colleagues, but males still control the majority of the authority in fashion businesses. According to "The Glass Runway," a study spearheaded by the CFDA, Glamour, and others, HR managers interviewed admitted that when interviewing for managerial positions, they prefer male candidates over female candidates, and unmarried women and older women over married women of childbearing age, even when candidates are comparably qualified (Eva Zubaviciute, 2021). I want my campaign to show women that they should feel equal to men and still have the same chance to express themselves and have a right to affect societal changes themselves.
Consumers today and the future generation, Generation Alpha are concerned about the ideals embodied in the clothing they wear. Sustainability, ethical labour, and establishing a responsible supply chain are all factors that impact purchasing decisions. This is fantastic news for social impact causes that focus on women. Even if diversity isn't the most important value for fashion buyers, the fact that society cares more in general sends a powerful message to fashion firms. Companies understand that they can no longer disregard gender-related issues in advertising, size, design, and employment. Audiences throughout the world are watching businesses, ready to make a conscious decision based on principles they understand and identify with (Yur, 2022).
CAMPAIGN SHOOT Throughout my 360 campaign I have experimented and tested various different styling looks, ways of storytelling and shooting images to reach my final images to showcase my campaign. I have successfully marketed and promoted my campaign towards my target consumer by using a range of media, such as this digital zine, and my social media campaign based on Instagram. It was important that I made my campaign appealing to my consumer group to grab their attention and strive to educate and inspire. Through my campaign I hope to create a sense of community and brand loyalties. I have taken elements from both my brand me and 360 campaign to create a future proof campaign which shines a new light on women streetwear and strives to create inclusivity in this market. I have been influenced by protest signs throughout my 360 campaign research and findings. During my research I looked into many different protest movements such as Black Lives Matter and The Suffragettes. Both of these movements have been extremely significant in paving the way for rights and societtal changes. As The Suffragettes were part of a long-running movement to battle for women’s rights this related well to my campaign striving to gain recognition and inclusivity for women. Not only did I look into these movements as they link to my brand concepts of social consciousness and inclusivity but I also wanted to delve deeper into the propagands and symbols of protests as a way of stoyrtelling my campaign concepts. Throughout my visuals I have included protest signs with messages relating back to my key messages and concepts to add to my storytelling.
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Throughout the process of my final major project I have also been influenced by graffiti and street art. Street art is seen in many places as a way for people to publicly express their opinions and social messages by leaving written messages in public areas. Because of its versatility, street art allows for several modes of communication and expression. This is something which I wanted to include in my final major project and imagery such as my final photoshoot. Throughout my final major project the colours I have mainly used have been black, blue and pink. The most common colours used have been black and blue throughout. As previously learnt in my Brand Me module I developed the understanding that I am drawn to a simplistic and minimal aesthetic with pops of colour which I hoped to reflect within my branding. The colour which I have used most commonly throughout my styling and editing has been blue. The colour blue also has many meanings such as feelings of calmness and serenity and can be described by many as peaceful and secure. Many social media pages and websites incorporate blue into their branding as it represents creativity and loyalty which is what I hope to create.
For many years, men's streetwear has dominated the industry, leaving women on the outside looking in. The communities that started streetwear were mostly male-dominated at the time.
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Although most streetwear collections are unisex, there is an increasing need for brands to produce collections specifically for female customers.
While men were the ones who first adopted streetwear, women also had a role that remained unnoticed. The women’s streetwear business is ripe for expansion, but there’s still a long way to go before it becomes more accessible.
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With motivation and perseverance, women can become more recognised in the streetwear community. We deserve to be seen and accepted. The rise and knowledge of women owned streetwear brands is on the rise. Hopefully by raising awareness, positive steps forward can be made.
It’s time streetwear norms become more inclusive and accepting of women. No rules. No expectations. Just positivity, acceptance and inclusivity. The most beautiful and radical thing you can be is YOURSELF. VISIBLE ISSUE 01
JOIN THE VISIBLE COMMUNITY!
FOLLOW ON INSTAGRAM: @ _.visible
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BE CONFIDENT AND EXPRESSIVE!
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