STATEMENT OF INTENT
MEGAN GREEN
HOW ARE GENERATION Z CHALLENGING THE NORMS OF IDENTITY?
IN THE STREETS OF HEARTS DESIRES 31.08.17 Photography: Alessandra Padovani Styling: Valeria Della Valle Models: Nicolas Boeuf and Nahuel Serrano at Bananas Models Photo Assistant: Chiara Vittorini Styling Assistant: Johanna Frigiere
IDENTITY /ʌɪˈdɛntɪti/ NOUN
THE FACT OF BEING WHO OR WHAT A PERSON OR THING IS.
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OUT OF YOUR GAZE, ESCAPE 10.01.19 Photographer: Emma Anderson Stylist: Shabdice Esfahani Grooming: Daniel Duran Model: Trenton Parrott
This case study began with the notion of addressing how Generation Z are challenging the norms of identity, driven by the need to express their personalities. Gen Z are beginning to push standards previously set by other generations as they are exposed to a society filled with body ideals, gender roles, lack of self- expression and an online ‘toxic mirror’. Generation Z don’t fit into one defined category when it comes to identity and personality, they are all different in their own ways and its time to start acknowledging those feelings surrounding self- expression. The exploration of this case study will delve into the effects social media has had on previous generations such body ideals, unattainable body goals, the comparison trap, the dopamine effect and where all these subconscious thoughts have stemmed from.
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UP ON RED HILL 16.04.18 Photography & Direction: Arnad Hajdic Stylist & Featured Designer: Gina Snodgrass Model: Ryan Fennis
SURFACE AND A DREAM 27.10.17 Photography: Leeor Wild Styling: Skye Kelton Beauty: Claudine Baltazar Model: Jaeda at Plutino Group
LABORATORY 21.09.17 Photography and Styling: Emilie Carlach Hair: Whitney Durandet Makeup: Emy Li Model: Tyna at Metropolitan Models All Designs by BA Graduates at Istituto Marangoni
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Identity and social media are the main catalysts for this case study as each chapter will delve into how these themes can affect but also benefit Generation Z in their personal exploration to find their inner self. Similarly, this case study will also investigate whether there is a scope for a marketing campaign aimed directly at Generation Z surrounding the topic of self- expression to break the barriers of body ideals. Focusing on encouraging identity and selfexpression, the marketing campaign will allow Generation Z to explore every part of their personal identity and style as it surrounds the creative idea of ‘limitless’ self- expression.
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HOW MY HEART HURTS 03.08.17 Photographer: Alex Huanfa Cheng Stylist: Haruka Suzuki Hair: Sachi Yamashita Makeup: Yoyo Model: Zhiyu Chen Photographer Assistant: Pianpian
NEVER LET ME GO 10.07.18 Photographer: cskylarc Stylist: cskylarc and Tang Xiao Rou Makeup: Irina Liu Models: Xu Yang Tian and He Yuan Jie Photographer Assistant: Hao Li Stylist Assistant: Wang Yan Ru
“There’s no doubt that social media, and indeed the internet, has forged new bonds of subcultural and minority-culture belonging, bringing people from disparate backgrounds together and offering a sense of hope and understanding for those in a normative cultural environment” (Ormerod, K)
‘A FIELD TRIP FOR THE BIRDS’ 07.03.19 Photographer: Ajuan Song Stylist: Shaly Guo Hair: Tomoaki Sato Makeup: Mitch Yoshida Models: Chen Xi at Muse NYC and Jun Kai Qi at Soul Artist Management Set Assistant: Larissa Nowak
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SOMEWHERE IN BETWEEN 07.09.17 Photographer: Henerico Rossi Stylist: Marina German Hair: Benjamin David using Bumble and Bumble Makeup: Emma Broom Models: Carson Zehner at Next, Sujin Lee at D1 Models Producer: Ana Pedro Photo Assistant: Semra AK
ASOS will use the macro trend of ‘Limitless’ to show how a brand can utilise this trend to target Generation Z allowing ‘limitless’ to be shown in its full potential with Gen Z as the target consumer. This would allow ASOS to incorporate their brand identity into the campaign but still following the core factors in the camapign, evolving their brand to change in flow with Generation Z, delivering the over overriding message of identity to be at the forefront. The case study will demonstrate innovation through its use of understanding how to target Generation Z and understand the changes which they make every day. They are constantly expanding and developing their views and opinions which is an aspect the case study will follow to understand how to target Gen Z in the correct way, to not only encourage them but to show them that brands are accepting of their changes they make within society to not only their looks but to their political views and cultural understanding.
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LOVE FULL OF FIRE 10.07.17 Photographers: Niklas Bergstrand & Mateja Duljak Stylist: Anna Klein at Moon Mgmt Hair: AndrĂŠ Cueto-Saavedra Makeup: Anna Sadamori using M.A.C Cosmetics Models: Dajana at Premium Models & Rupert at Success Agency
AGGREGATORS SPEAK IN TONGUES 19.06.17 Photography: Tim Lo Creative Direction and Styling: Samantha Diorio and Jake Paraskeva Beauty: Madeline Jurd Models: Kymberley Brook at FiveTwenty Model Mgmt and Sarah Monds at Priscillas
JUST LIKE CLOCKWORK 10.01.17 PPhotographer: Jess Brohier Stylist: Poppy Buntz Beauty: Sarah McFadden Model: Charlotte Jane at Vivien’s Models Assistant: Jan Raungturakit
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Trend Forecasting, Film and Photography are just a few of the creative skills which will be used within this case study. Trend forecasting will allow the case study to explore how Generation Z are forever growing and the trends which they follow such as cultural change, transgender beauty, mental health acceptance and influence of social media. These themes will all be linked to the surrounding subject of limitless selfexpression which will be shown in film and photography as part of the marketing campaign.
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