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-Rachael Bradley’s Portfolio-
About Me
Recently, i have completed my final year of university. I attended Sheffield Hallam University, where I studied the course Fashion Management and Communication. My ambition is to pursue a career in fashion promotion and marketing. Through previous experience and my time at university, I have worked with Unique Style Platform, John Lewis, fashion photographer Darren Black and other brands / professionals. This has enabled me to understand many elements of the fashion industry and constantly expand my skills and knowledge of fashion.
I specialise in and enjoy producing my own creative publications, photography and marketing strategies. I also enjoy meeting and interacting with new people and building on my skills. After working in retail for the past 3 years, i have gained a lot of customer service experience in the fashion industry. I am committed to continuously developing my creative skills, such as writing, photography, Visual Merchandising and being a social media advocate!
Final Year Project My final project consisted of three different publications, along with a research file, presentation and personal branding. Through constant development, I came to the conclusive outcome of a publication. The publication would follow my case study question “Does the fashion industry have a negative impact on mental health?�. The skills I used to create my final outcomes includes, Brand production, Graphic design, Journalism, Product development, Publication design and more. The following pages display extracts of my first concept mood-board, Statement of intent, Case study and final publication.
THE RISE OF
d n i M
s s e n l fu
mental health?
Does the fashion industry have a negative impact on
Mindful
The
Movement
May 2019 / Edition 1
feel good, looking good.
Behind The Smile
practice
Fighting stigma; Raising funds; Spreading love & Smiley dots.
&ILMRH 8LI 7QMPI MW E 9/ FVERH XLEX EMQW XS VEMWI awareness for the affects of mental health and the people that surround it. The brand donates their funds to a large range of different charities in order to help ensure that there is continued support for the cause whilst also spreading global awareness. By combining the experiences gathered from members of the public that have struggled with mental health with their creative expertise, Behind The Smile is able to develop modern and stylish clothing items for their consumer base. Not only do they do their part to donate to numerous charities, the brand often visits organisations and holds social events that feature Q&As and other activities that help those currently struggling, offering their support ERH YRHIVWXERHMRK FILMRH E WQMPI Āþÿć
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mindfulness
in
Idalis Trucker Hat £22.90
style!
Elixir Bra £37.40
PrAna is a stylish sustainable brand that aims to create clothing that the GSRWYQIV GER JIIP GSRÁHIRX MR no matter their situation. By the creators putting the clothing to the test by participating in yoga, swimming and climbing, they are able to create the best, most reliable clothing suited for their consumers. PrAna puts puts a spin on clothing and mindfulness by combining new, bright, modern materials with timeless WX]PIW 'SRÁHIRXP] XLI] promote that “from the farm to the factory to our closets, we all have an opportunity to reduce our impact on the environment.” All garments are created with their locally sourced organic cotton
4V%RE Āþÿć
Maritime Jacket £113.72
Pillar Printed Capri £57.24
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In a panel that investigated particularly mental health issues within the fashion industry, former fashion editor of i-D Magazine, Caryn Franklin, spoke about her perspective of that matter when asked “have you been aware of any colleagues with poor mental health while you have been working in fashion?” She went on to explain that “some of our most high status practitioners have experienced their own mental break downs” (London College of Fashion, 2016). suggesting that many of those may “perhaps not feel safe” within the industry, which is the reason for them not do not feel comfortable with taking the support offered (London College of Fashion, 2016). On the other hand, Franklin does enforce that those that suffer with mental illness, such as McQueen, are given the resources they need to get help, though they do not wish to follow through due to the stigma of the press (Bonhôte, 2018). Therefore, this suggests that there maybe be an impact on upcoming fashion employees as those who inspire and teach them have not gained support from their peers, hence, neither will they.
With such a diverse background in fashion, Muntyan has learnt the ins and outs of the industry and been open about her struggles with her mental health through her career and beyond . With a strong social media presence and understanding, Muntyan expressed that she feels “Social media has a lot to answer for, especially when it comes to self-perception and how we perceive others. In my honest opinion, it’s an industry which should be shut down from a moral perspective, but from a business perspective fashion has never been more TSTYPEV¶ 1YRX]ER ĀþÿćF 0IEHMRK SR XS I\TPEMR that social media may need to consider more regulation surrounding the blogging community. With constant false advertising, whether it be the endorsement of a faulty product being inaccurately advertised to receive brand payment, or promoting an unachievable, manipulated image; social media users are more likely to develop a distorted perception of life. “A lot of mental health issues come down to image, perception, or lifestyle”(Munt]ER ĀþÿćF 8LSYKL WLI EGORS[PIHKIW XLI FIRIÁX of social media, Muntyan expresses her concern for her students and the industry. With constant advice and understanding, Muntyan offers her personal MRWMKLX SJ MRWXEKVEQ ERH MXW MRÂYIRGIVW WXEXMRK XLEX “I would be doing my students, the industry, the education system and myself, a massive dishonesty and disadvantage if I was to stand here and say, “it’s KVIEX¶¶ 1YRX]ER ĀþÿćF
In relation to this, there is evidence from multiple reports that studying in the subject of fashion is just as stressful as working in it. In an article regarding Antwerp Academy, Belgium, a third year fashion student had committed suicide, raising concerns for a mental health crisis in the department. As a result, students began to come forward with their personal struggles, some stating that they had suffered depression, sleep deprivation, and eating disorders due to the pressure and time consuming work given by their professors. However, the course leaders have since defended their work ethic by stating “The fashion department’s own website states that “through an intensive personal guidance by the team of teachers, they are continuously driven to push their limits. That way they are able to maximise their abilities, ideas and imaginations” whilst students continue to label it as “emotionally damaging” (Sherman, 2018). Though it can be seen that the tutors want to ensure a positive and successful future for their students, throughout the article it is shown that the students felt the expectations and stress portrayed from the tutors were too much and caused a effect on their wellbeing. Recently, graphic designer and fashion communicator; Benjamin Thapa, conducted a talk on mental health in the fashion industry (Thapa, 2019a). As a result, a further interview was conducted with him on the specific debate of this essay. Speaking of his own experience, Thapa explains that he feels the industry can be relentless and in some cases extreme. Looking into the idea that the fashion industry has more pressures than others, Thapa explains “One of the most exciting aspects of fashion is that it’s constantly moving forward - it’s a very exciting place to be working, but that sometimes resonates in a fear of being left behind. It’s a challenging environment to be in, and if you look at the history of the industry, you don’t have to dig deep to find many casualties of the darker side of this culture breakdowns, aggressive and abusive behaviour, suicide, these are all aspects of the fashion industry that are still prevalent today.” (Thapa, 2019b) Alternatively, this could suggest that there is evidence of awareness when it comes to the negative effects of the industry, and that it may be known to some. Furthermore, Thapa goes on to explain how he believes that when working for the industry, it has become normalised that there is an immense amount of stress and anxiety thats comes with it, and nothing less should be expected. Due to the high volume of work that goes into a creative career such as fashion, employees produce more work for less; many employees will feel under appreciated for the amount of work they do. Because of the high impact of work, there is a lack of reflection and perspective as there is minimum time to do this. Consequently, “it’s easy to become confused about your identity as an artist and loose your creative voice” (Thapa, 2019b). Thus leading some people to tarnish their mental wellbeing as a repercussion.
“ Over the past two years, instagram has been voted the worst application for mental health by 18-24 year olds” 6IÂIGXMRK SR LIV S[R GEVIIV 1YRX]ER I\TPEMRW LS[ WLI HMWPMOIW XLI MRÂYIRGIV GYPXYVI ERH [LIR traveling with twelve social media bloggers for business, she felt her mental health suffered greatly due to the stress and negativity of the trip (Munt]ER ĀþÿćF ,S[IZIV MX MW WMQTP] E NSF ERH [EW LIV source of income so the trip had to go forward. Fortunately, Muntyan was able to refer to her WSYVGIW ERH EWO LS[ X[S MRÂYIRGIVW JIIP EFSYX XLIMV GYVVIRX NSFW [LIR MX GSQIW XS JSPPS[IVW ERH WSGMEP media. A well known Instagram blogger and =SYXYFIV [MXL SZIV Ćþþ þþþ JSPPS[IVW WXEXIH µMX¸W E NSF - LEZI FMPPW XS TE] ERH XLEX¸W YPXMQEXIP] [LEX MX GSQIW HS[R XS¶ %RSR]QSYW ĀþÿćE ;LMPWX ERSXLIV [MXL Ā QMPPMSR JSPPS[IVW WEMH WLI µHMHR¸X IZIR PMOI FPSKKMRK LIVWIPJ¶ %RSR]QSYW ĀþÿćF -R hindsight, it can be seen that though their followers may be presented with a lavish life and well established career, those behind the screen often feel XLI WXVIWW ERH RIKEXMZMX] SJ E RSVQEP NSF IQTLEWMWMRK XLEX MX MW NYWX ER EPXIVREXI WSYVGI SJ MRGSQI 8LSYKL 1YRX]ER JIIPW XLEX XLI WYFNIGX SJ mental health is only beginning to get tackled within the industry, sheexpresses that by constant self motivation and progression, these day to day struggles will become more resilient. You will become stronger within your career if you constantly reassure yourself to “get on with it, and it [MPP FI SZIV WSSR¶ 1YRX]ER ĀþÿćF )ZIRXYEPP] ]SY will come out on top.
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On one hand, the industry can seem a negative and intimidating place to work. On the other hand, some feel that the compulsion and competition of the industry drives them to do better and want to be the best of the best. As previously explored, Benjamin Thapa has an impressive amount of success within the industry and have made his mark. As well as discussing the adverse impact the industry has had on himself, he expressed that “I generally work best under pressure. This was part of what drew me to the fashion industry initially I enjoyed the competitive aspect� (Thapa, 2019b). Thus suggests that many of those feel that by enforcing a ambitious work ethic onto its employees, they are able to preform at a demanding pace, whilst still producing expertise work. Much like this, Lee Harding also has shown how he feels that high workload can create an access of adrenaline, allowing people to stay motivated and energised whilst doing work, which some people believe to be beneficial to their career (Harding, 2018). Understandably, many people react to stress in different ways depending on each individual, suggesting that for some, they strive to feel the motivation that comes along with the pressure as well as the relief and satisfaction of their accomplishments when executed.
Today’s society finds fashion a way of self expression and confidence, allowing each individual to express themselves in an alternate way instead of vocally. Style therapy- a book created by Sonya Mann, explains the upside of fashion. Alternatively, she looks at getting dressed as an art practice as apposed as a chore; she explains “i tell myself sternly ‘there doesn’t need to be a ‘point’.’ A cute outfit is its own reward� suggesting that people should dress for themselves as apposed to dressing because one feels that have to impress those around them. (Mann, 2015, p.40) Interestingly, it may be helpful to changes ones perspective of fashion, making not only employees but also its consumers look at a garment and choose to wear it as a medal, showing accomplishment of motivation and drive for the day, giving one the choice to not only express ones self, but convey a positive attitude to those around them. Owner of Signs by Umberto, Rob Walker, originates from Huddersfield and began his career back in 1991 (Walker, 2019). Walker specialised is typography, graphic design,
painting and more, whilst one of his inspirations being fashion. Inspired by colour, Walker illustrates silhouettes and takes away the aspect of gender, causing the consumer to focus on the colour, shape and material of the painting, something that is prioritised in the fashion industry. The culturally enriched creator looks for the uniqueness and relationships that can be found within various materials, whether it be leather, cotton, glass or wood, forming a connection with his designs. Much like many designers, Walker feels the workload as he expressed once working 65 hours in 3 days with only half a hour breaks, proving a common quality that the creative industry holds. However, he explains that he tries “not to be perfect and allow happy accidents� (Walker, 2019) as he believes that they can make ones work even better, this being a state of mind. This has the ability to benefits designers such as Walker, though he focuses on a more artistic side of fashion, his work allows him to be stimulated by colour and design and benefit from the mistakes he has made.
.SLR 0I[MW 4IVWSREP 7X]PMWX 4IXIV /ERI WIVZIW FSXL QIR ERH [SQIR EX XLI 7LIJĂ IPH FVERGL LIPTMRK XLIQ Ă RH XLI TIVJIGX KEVQIRXW XLEX Ă X ERH WYMX XLIQ ,EZMRK KVEHYEXIH JVSQ 0IIHW %VXW 9RMZIVWMX] /ERI LEW KSX ER extensive background in the fashion industry. Often, he loves to post on WSGMEP QIHME MR [LMGL LI WLEVIW LMW TIVWSREP TMGOW JVSQ .SLR 0I[MW EHZMGI ERH FVERH GSQQMXQIRX F] EHZIVXMWMRK .SLR0I[MW4EVXRIVW Âľ4IVWSREP 7X]PMRK 7IVZMGI Âś ĀÞÿć ;LIR EWOIH EFSYX LMW XLSYKLXW SR LS[ XLI JEWLMSR industry and social media can have an impact on the mental health of today’s society he explained, “I completely agree that instagram can provide a ‘perfect, illusionary world’ that people can get lost and maybe sometimes JSVKSXXIR MR 8LI MHIE SJ FIEYX] Ă PXIV IJJIGXW Ă RHMRK XLI TIVJIGX ERKPI LS[ XS TSWI 8LI]¸VI RS[ TEVX SJ IZIV]HE] TIVWSR¸W TW]GLI MXW EPP EFSYX EVXMĂ GI yet the quest for conveying true ‘realness’ is more necessary to truly touch ERH GSRRIGX [MXL TISTPI - JIIP XLI MHIE SJ ¡MRĂ‚YIRGIVW¸ MW WXEVXIH XS ¡KVEXI¸ EW TISTPI [ERX QSVI IWWIRGI ERH EYXLIRXMGMX] Âś /ERI ĀÞÿć
“The message we should all be sending out is there is the most beauty in imperfect. No filters, no angles, just being yourself.� - Peter Kane, 2019
Peter continues to post his marvellous work on social media going forth with LMW WYGGIWWJYP GEVIIV EW E WX]PMWX EX XLI [IPP IWXEFPMWLIH .SLR 0I[MW &VERH 8LSYKL 4IXIV HSIW RSX LEZI E PEVKI EQSYRX SJ JSPPS[IVW LMW ÿ ÞÞÞ followers are proving to be supportive and loyal as he continues to grow in XLI WSGMEP QIHME MRHYWXV] /ERI ĀÞÿą
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This Is The Mindful Movement
For my final outcome, i produced a publication that would feature a brand launch and campaign. The project promoted my new brand The Mindful Movement, looking at mental
The Mindful Movement brand is a new contemporary line of garments that are gender neutral. Currently, the products the brand offers are badges, t-shirts, bags and stickers, that are all catered for each individual depending on the print they favour. Each product is sustainable and hand QEHI XS IZIV] HIXEMP ERH ÁREP XSYGL JVSQ HIWMKR to postage. The Mindful Movement supports a new way of thinking and an alternative route to maintaining better mental health throughout the struggles of everyday life. Mindfulness promotes clear thinking, understanding your emotions, and healthy coping mechanisms such as yoga and meditating to achieve a more elevated and wholesome you.
health in the fashion industry. the final
Āþ SJ XLI TVSGIIHW JVSQ IEGL WEPI KS XS BeMindful.co.uk which is founded by the Mental Health Foundation. This will hopefully to contribute to the promotion of mindfulness and eventually making it become a common treatment for those suffering with mental illness or with life in general. Sizes will range from <<7 XS Ā<0 ERH TVMGIW [MPP WXEVX JVSQ ā XS Āþ depending on each purchase. There will be numerous chances for discounts across the year for occasions such as World Mental Health Week, Eating Disorder Awareness Week and more. 7XYHIRXW [MPP EPWS FI KMZIR E HMWGSYRX SJ ÿþ SJJ TIVQERIRXP] ,STIJYPP] F] XLI ]IEV ĀþĀþ XLI brand will gain more publicity and have a global outreach.
publication featured facts about the brand and what it would become, mindful information, mental health facts and services, advice from creative industries, interviews and more. Through alternate research strategies i was able to establish the brand consumer and a future brand launch that would enable it to accomplish a larger consumer base and product variety. For the final campaign, i included none stereotypical models that display mental health in day to day life. By adding a feminine edge, the campaign became softened. the inclusion of flowers shows growth of the mind, leading to mindful thinking. Overall, i was able to display my skills in journalism, photography, graphic design, research, brand knowledge, brand design, customer psychology and much more.
TheMindfulMovement.co.uk
TheMindfulMovement@gmail.co.uk
@TheMindfulMovement 12
John Lewis Live x SHU -year 3-
In November 2018, i was given the opportunity to work as a Stylist and Photographer at John Lewis. At the John Lewis live event, taking place on the 29.11.18, i produced 5 looks. Styled and planned by myself to be shown on a catwalk, my looks were versatile, and included the current trends that were shown in stores during the time. Combining both youthful and timeless elements to each outfit, I was able to use the alternate brands John Lewis had to offer such as Fred Perry, Michael Kors, French Connection and more. This opportunity enabled me to expand of my communication skills, organisation, teamwork and design skills.
John Lewis Live x SHU -Photography-
Along with the live event, I created my own personal image, which i styled, shot and produced myself. In order to achieve the outcome i wanted, i spent weeks preparing mood-boards andresearch into what my final look would be. Furthermore, I commitment to taking a full day to complete around 20 photoshoots, meeting each individual client criteria and accomplishing their aspiring images. The following day, I assisted on the next collection of photoshoots. Thus I was able to help the photographer easily use the equipment I had expertise on and move the props and set ready for each client.
For the love of
Gold
Summer Project For my summer project, I was required to interview 6 different tattooist. By doing so, i improved both my journalism and communication skills by interacting with new and different individuals that all had a different take on body modification and fashion. Also, I produced 92 photos of people from the publics tattoos along with the reasoning behind them.
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HO’S IN THE CHAIR?
Tattoos are one of the most popular types of body modification today. They vary from all kinds of different designs that can be particular to each individual. However, do they need a meaning?
More and more people are now getting tattoos simply for the ascetic value as opposed to needing an in-depth reasoning for tattooing their body. Nick, from Good Vibrations tattoo explained “It ranges from the sentimental to the ascetic and then there is the end of the declaim, but I think ultimately its visual arts. Ascetics are a very important aspect. I think a lot of people that you speak to that are heavily tattooed, you realise that the sentimentality and the meaning falls pretty far off the waste side quite quickly, we don’t live in a society where there is a tribal aspect to it.” Though It is a prominent reason for a person to get a tattoo, many people show reasoning and history behind them that others don’t agree with. Al, A tattooist at Red Beard Tattoo said, “Everybody’s reasons are different, I have a mate that has a ghost busters tattoo from the 80’s and all the way through the tattooist was saying “it’s for kids! Why do you want this?” and it was just because he liked the film and the escapism, but that reason was important enough for him to have a tattoo of it. Therefore, you should respect every reason for someone’s tattoo choice.” Many tattooists are vocal about how they feel about a client’s tattoos and some refuse to do them. Gail, a tattooist at Feline tattoo showed a different approach “Many people that have a tattoo are very serious but we do whatever comes through the door because even if it is very small it’s important to that person sat in the chair. Any small tattoo even just a simple few dots is equally as important as doing a full back piece.”
After getting an insight into both the tattoo industry and their values of tattoos, Jaz, a receptionist from Vaudeville tattoo co showed how much more optimistic people are now. “We had three older ladies come in one day on a whim, one was celebrating her 70th birthday and just felt like getting a tattoo she’d always wanted one but never had felt like she could. I think that’s why it’s so positive that the industry is becoming more friendly and approachable.” Tattoos can come with so much value, whether it is due to aesthetic or meaning, both the client and the tattooist come together to create the ideal piece for each individual.
In each interview, the tattooists made it clear that they don’t only value the meaning, but the execution of their work. Each tattoo is important to both the client and the tattooist, and they show and understanding to the meaning of every tattoo. Krissy from Momma Inks exaggerated that “It is so important for the client to be happy with their tattoo, especially if I did it. It’s there forever and I never want someone to regret a piece of work because it was done by me.” … “you’ve got to be bothered! a lot of tattooist think it doesn’t matter if they come back because someone new comes in and they will still get business”. Al, backed up this statement with “Every single one has to be as important as every single one of my tattoos. It has to mean as much to you as it does to the person that is getting the tattoo, that is the only way to work in this industry.” Image taken in RedBeard Tattoo Angel St, Sheffield, United Kingdom
Image taken in Feline Tattoo Ecclesall road, Sheffield, United kingdom.
Lacoste x Vegan Minds -year 2-
For my final second year project, we were to launch an application that had a new campaign for a brand that supported a relevant topic, mine being: Does what we eat effect out mental health? Along with producing in-depth research on how different supplements can benefit our brain, I learnt the Ins and outs of the Lacoste brand, including the consumer, brand history, product development, selling strategies and more. The final application gave the user the ability to design their own product by choosing their Lacoste polo fit, material, purpose and design, all whilst sticking with the original brand identity. I created some pre-made designs that users were able to pick and find out the purpose behind them, along with any other information they may require about the campaign. In addition to well researched information about healthy eating and mental wellbeing facts.
Montana 2020 -year 2-
For another one of my second year projects, I produced a Claude Montana relaunch for the year of 2020. Collaborating with Adidas, the relaunch was made to target both the previous Montana consumer, Baby boomers, and a modern customer, the millennials. Expanding into athleisure wear, the well known leather label would showcase a new fashion movement that included a Unique, sustainable and environmentally friendly take on the athleisure trend.
The final campaign for The Montana 2020 launch included both faux fur and leather to reference the roots of the designer, whilst still displaying the new athleisure trend. With a handmade t-shirt, leather jacket and bag pack, the launch was a new take on Montanas legendary style.
Vanilia -year 1-
In year one, I completed a group project in which I organised the photographer, provided research and written content for a brand publication. As well as, designed and edited the campaign that would be launched around the UK and produced and edited a campaign video. Though this project I came across many challenges, which allowed me to gain an understanding of the complexity that comes with working in a group and how to maintain organisation and punctuality which help my group come to a great final outcome. On one hand, Working with alternate individuals encouraged me to become more confident within my own ideas. On the other hand, It was key that my peers would include their own personal concept in the production, resulting in a evenly matched final outcome.
i AM MORE THAN WHAT YOU SEE