Evaluation of Objectives

Below shows the objectives which were set out at the start of Semester 1, and that have been worked towards throughout Semester 2 and Semester 3 a like, and the subsequent modules.

Objectives:

1. To understand the ways in which Social Media and Magazines can affect self-perceptions and issues:

A) With body image (Females, 18-24)

B) With body image on a cross-cultural scale (Females, 18-24; Tokyo, Japan).

2. To understand policies and guidelines within the Fashion and Beauty Industries currently encouraging positive body image.

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user basis, to compare behaviours and perspectives in relation to body image and self-perceptions.

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

Evaluation:

For each objective I have written an evaluation to show how these have been met, and at times exceeded, as well as discussing how they have been a continuation of the work and research from both semesters 1 and 2.

1. To understand the ways in which Social Media and Magazines can affect self-perceptions and issues:

A) With body image (Females, 18-24)

B) With body image on a cross-cultural scale (Females, 18-24; Tokyo, Japan).

This objective has been met through the writings in the first issue of The Industry magazine based on ongoing research throughout this semester, whilst also taking into account that the majority of my research has been carried out in semester 2 (evaluation of this research from semester 2 can be found here). I have found that this semester, this objective has been more focused on accumulating all of the research which has been carried out over the course of the year, and has subsequently been written about, edited, art directed and designed/photographed in regard to both objectives 1.A. and 1.B.

In addition to objective 1.B., further research into Eastern cultures has been carried out during this semester, including looking into Chinese customs in regard to women, surgery and expectations, therefore adding a different perspective and additional socio-cultural knowledge to the first issue of the magazine.

2. To understand policies and guidelines within the Fashion and Beauty Industries currently encouraging positive body image.

Like noted for objectives 1.A. and 1.B., the majority of research for this objective was carried out in semester 2, speaking with ASOS, Vogue Japan, B-EAT, Nadine LeBlond and Tam Dexter, gaining industry insights and perspectives, however this research has continued into semester 3 as new topics of interest have been found and unravelled. For example, Good American and the positive attitudes of Khloe Kardashian and Emma Greedy have been researched into this semester, whilst also reaching out to their agents and PR teams in the hope of discussing how as a brand and as celebrities they hope to change the industry through their brand guidelines and ethos.

Additional interviews were also carried out with Nadine LeBlond in order to gain another perspective as to how an Art Director and Creative Director, you have to work with and almost at times, create your own guidelines to achieve a sense of positivity within the beauty and fashion industries to counteract some of the negativity in it, and show people diversity and different ethnicities which can be disregarded in some guidelines and brand standards.

In addition, I have began working at High Definition Beauty whom have their own guidelines on which images can/cannot be posted on social media or through their campaigns as they hope to show women, and men alike, how to be the best versions of themselves, opposed to negating to changing their looks to look like someone else or to maintain an unattainable and unrealistic body image. I feel this ethos and moral view on guidelines has restored some faith in the industry after having researched the negative impacts on people for so long.

Again, any polices and guidelines which have been researched throughout the year have been written about and put into the first issue of The Industry magazine to showcase positive perspectives and guidelines, and how there are positive influences balancing out the negatives.

How this objective has been met in semester 1 and 2, prior to being ‘written up’ and editorialised can be found here.

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user basis, to compare behaviours and perspectives in relation to body image and self-perceptions.

This module has allowed for me to build on relationships built in Semester 1 and 2, whilst also allowing for additional relationships to be made. These are noted below.

  • Charlotte Stacey
  • Stephane Alexandre at Milk and Honey
  • Talia White
  • Nadine LeBlond
  • Bobbi Rae
  • Justin McFarlin at The Print Academy
  • Bay Backner

These extra contacts have allowed for additional content to be put into the first issue of The Industry magazine. These are contacts, along with those made in Semester 1 and 2, which I hope to continue to speak with, work with and collaborate with going forwards in my practice, whilst also developing new contacts and links.

In addition, the use of Instagram and social media platforms has allowed for consumer/user relationships to be built.

Relationships with fellow practitioners such as Bobbi Rae, Nadine LeBlond and Bay Backner have also been formed in order to showcase and collaborate for a unified aim.

All of the above has been working towards either working with, or aiming to educate, or inform one, regarding behaviours and perspectives regarding to self perception and body image.

In addition to the above, my current job role has allowed me to meet new industry contacts, on the ‘inside’ such as models, makeup artists and fellow designers/marketing practitioners, whom will be invaluable in the future when working towards the second issue, and also in my long-term career within the fashion and beauty industries. All of the contacts I have made, share similar opinions and perspectives, whilst having unique viewpoints and experiences which I can learn from and grow with.

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

This particular module and semester have allowed for this objective to come into fruition, collating all of my research and practical work to date throughout the MA into a combined creative object, which acts as not only a magazine for reading pleasure, but also a critical, academic sourcebook which encourages debate, discussion and thought.

I feel I have not only prototyped design work, but I have created one piece of well thought out, designed, edited work, opposed to a ‘range’ of experimental works as produced in previous modules. I also feel I have exceeded this objective with the magazine being included in several collaborative exhibitions (end of year show, Tambourine in Saltaire, and upcoming exhibition at Munro House, Leeds) and being showcased at the Blenheim Walk library at LCA and at Talia White Studios in Birmingham. I also have an Instagram account for the magazine as previously discussed which has helped to target the magazine not only to the noted 18-24 year old female demographic, but 18-34 year old males and females, which is much broader than I expected, yet I am delighted to be able to inform a wider range of people about a current, relevant topic which I feel is so important to me.

Future Objectives:

Regarding my future plans for The Industry (discussed here) I have written a new set of objectives, which can be seen below.

For issue two, I plan on looking at Europe (England, Spain, Italy, France – the main beauty and fashion capitals of mainland Europe) in the hope of understanding how Brexit and the current political climate will affect the industries, brand growth, marketing, sales and education, for example, in the sector.

These objectives are on-going and aim to form a skeleton plan for the second issue of the magazine, whilst also looking more into the ‘male’ side of the noted issues which is something which has not been looked into much throughout the modules throughout the MA. However, since using the Instagram account and realising that there is a wider demographic of those interested (both age and gender), I have decided to research into this much more intently.

1. To understand the ways in which politics and Brexit will affect:

A. Females and Males, 18-34, Europe – UK, Spain, Italy and France).
B. T
he consumer and corporate climates of the beauty and fashion industries (relative to marketing, sales, curation of exhibitions and catwalk shows/fashion weeks, education and brand growth).

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user/educator/politician/government basis, to help understand and work through the points noted in ‘Objective 1.A. and 1.B.

4. To prototype a range of design work targeted at the noted demographics that highlights impacts of cross-cultural consumer, corporate and education climates of the beauty and fashion industries as a backlash of Brexit and political change in the EU.

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