DAZED and Balenciaga Resort 2023
Lecturer : Nathalie Broun
Nguyen Do Tuan Hiep
ID: s3938135 2022
DAZED & CONFUSED growing by DAZED MEDIA
In 1991, Dazed was launched by Jefferson Hack (Editor) and Rankin (Photographer) in the UK as independent publishing. It has always featured talented and phenomenal artists in different aspects ( visual art, fashion, music, etc )
Dazed used to be a black and white Lifestyle & Culture magazine => The globally respected Youth/Pop cultural platform today. (Dazed May Pack 2020)
A lightning rod for cultural provocation.
Headquarters are located in the UK and other offices in Korea and China
Dazed is currently run by the main team with Isabella Burley (Editor), Emma Wyman (Fashion director), and Jamie Reid (Art Director). ( Dazed May pack 2020 )
Collaborated with many artists such as Billie, Frank Ocean, and G-dragon to attract their target readers.
DAZED features Fashion-Beauty-Art and Photography-Music-Film-Life-Politics and Culture.
''A global community of documentarians, risk takers, opinion formers and culture creators" (Dazed Media)
Furthermore Dazed opens a huge tangible opportunity for the new generation of artists by featuring many articles about upcoming and young designers or artists, bringing up and balancing between the mainstream and the underground which carve out visibility for underrepresented voices in the community
DAZED 100 is a platform that is organized annually to celebrate and spotlight 100 extraordinary talented next-gen names from every corner of the entire world who are using their creativity to change and influence the global youth culture.
In cooperation with Converse since 2019, Dazed 100 is not just about the people anymore, it is about the idea to support the young generation to shape the future. Dazed and Converse will pick a rookie of 100 individuals across activism, art, fashion, entrepreneurship, film, music, photography, and beauty for a $30,000 grant. (Ayla Angelos, 2021)
( Dazed May Pack 2020 )
FIGURE7;DAZEDMAGAZINECOVERS
Mostly Young Generation, Millennial, and Global Taste workers (71% aging from 18 to 35 years old ) who are currently active in this industry or culturally curious about fashion and art in general
Informed Reader
Loyal Audience
Young Reader Global Tastemakers
The annual income of 83% of readers are 38k
Young audiences, who want to be trendy and updated on all the latest news and upcoming trends
Know what they want, more experiences, want to read to broaden their horizon.
Individuals from rich backgrounds with a benchmark on taste => Adapt inspirations, responsible for constantly inspiring new creatives.
Who are already in the industry and know how it operates and read to apply more knowledge to their works.
FIGURE 9: Photography NordWood Themes
Not only digital magazine Dazed also features many articles, pictures, interviews, videos, etc on their social media which include Facebook, Instagram, Twitter, Youtube, Tumblr, and Pinterest which reached more than 60 million audiences monthly.
RAISE BRAND AWARENESS ( Both Balenciaga and Dazed )
Also, a brand always deletes all of the pictures on Instagram after any season like Balenciaga, by featuring Balenciaga, people will visit Dazed for Balenciaga archived articles.
Figure 10:Untitled Screenshot of Dazed May Pack 2020 , social media figures
FIGURE 11:UNTITLED SCREENSHOT OF BALENCIAGA'S INSTAGRAM
Comparedtootherbig magazinesVogue,Elle,and Haper’sBazaarwith professionaljournalese, Dazed’sstyleofwritingis morerebelliousandsarcastic byusingtrendyslangwhich reallyfitsBalenciaga ironically.
FIGURES 12,13,14: UNTITLED SCREENSHOT OF DAZED DIGITAL
