Project statement / evaluation:
The practical branding of Endure was influenced and informed directly from the conclusions drawn in the prior academic investigation. The research question explored the ways popular culture could be used as a tool for environmental and social change, with a focus on globalisation manipulating cultures, the mass media’s effect on body image ideals,
technological advances in our society, and the ways positive agendas for climate change can be promoted through use of mainstream outlets.
John Storeys concept of 'increasingly porous territorial boundaries' and 'time space compression' set the context for an environment where popular culture is able to thrive. Levine (2002) labels pop culture as the people's responses to consumer goods, and with Jameson noting mass culture as 'sheer manipulation, commercial brainwashing and empty distraction by the multinational corporations', it is clear that producer and consumer relationships are vital to a brands success. Accordingly design and communication to a mass market is in line with the intentions of the people at the top of the production chain. The essay began to unfold the current state of the market, as well as solutions that could be made for change, concluding on the use of celebrity endorsement and the all-sharing forum of social media which has scope to provide transparency.
Claudio (2007) states in 'Waste Couture: Environmental Impact of the Clothing Industry'
that economic growth has become dependent on the continued marketing of new products and disposal of old ones that are thrown away simply because stylistic norms promote their obsolescence. This accumulation of theory that the big corporations manipulate consumers, the way we receive products defines pop culture, and the exposure of mass consumerism connotes a disposable culture, we begin to see an area where change is needed.
The consumer culture and mass media also has social impacts as well as environmental, through the stimulation of mental health issues from projecting unrealistic body image ideals (in this context, models in fashion). Primary research was conducted to gain an introspection to the depth of the impact. From 50 females aged 16-25, 81% agreed with wanting 'the perfect body'. This impacted on the responsive project to acknowledge ways in preventing morphed perceptions of beauty representation, as well as how celebrity endorsement is a huge tool for influence over a populist audience (Jain, 2011).
The practical responsive focused in on fast fashion the area of investigation. This sector is unknown by most to be heavily detrimental to the environment through its toxic waste-products and fossil fuel intense manufacturing and distributing line. This sector also overlapped with the social issues explored within the investigation, including mental health issues from body image ideals and mass consumerism. The sheer waste and disposable culture we have adapted off the back of the fast fashion industry impacts a broad spectrum of environmental and social issues our world is facing today. The brand proposal 'Endure' seeks to simply reduce the waste by bringing the up-cycling and reuse of old clothing into the forefront of commercial culture. Instead of labelling it 'vintage' or 'second-hand', the brand seeks to advertise it as environmentally and ethically conscious to appeal to a broader audience. Most sustainable fashion brands are expensive, and so this alternative appeals to the mass consumers of the 16-30 y/o demographic, by placing emphasis on reducing landfill rather than buying new.
The branding sought to not only being sustainable in its ideology and concept, but in its design too, using as least ink as possible for its design productions. Within the brand it seeks to be 100% plastic free, using natural materials like paper wood and cardboard for its labels, signage and bags. It further addresses the social issues of today by having a 'no edit' policy for its images, and seeks to represent women of all sizes and ethnicities in its campaigning. The poster series utilises simple shocking facts to communicate the brands message in a minimal, clear and basic manner. This approach leaves no room for confusion thus using design for its purpose - here is the fact, here is the product, this is why you should buy it. The use of 'rethink, reuse, endure' epitomises this concept.
The project also focuses on the mass media outlet that dominates our current societal structure and how social media can be used productively within this brand. The use of Depop and Instagram to spread free advertisement across huge international platforms, as well as twitter to educate its followers in exposing the darker side of the fashion industry. No other platform really exists for the transparency of this industrial sector to a mass audience.
The branding also sought to cover design for promotional days, to further the identity of the brand. With a focus on calendar occasions like Earth Day instead of 'Black Friday' for instance, the brand presents its point of difference in the market and stays true to its intentions of fighting the disposable and ecologically detrimental nature of the fast fashion industry.
No comments:
Post a Comment