Blog Post 2
Sustainability, Social responsibility and Diversity are the main themes touched on in the Better Lives unit. Frankly, I never really gave the themes mentioned above much thought, not until I enrolled at UAL last September. In particular, when choosing Fashion Activism as part of the Better Lives unit. I would be lying if I said these Better lives lectures did not shape my thoughts and views on certain themes involving the fashion industry into a worrying path.
Melodie Roulaud explained it takes 2,720 litres of water to make a t-shirt, equal to the amount of water normally drunk over a 3-year period. Shocked by this information, when I now see something, I want to buy I auto debate whether it is really needed. Imagine the thirsts could be quenched worldwide if people started behaving eco-friendlier? Supporting sustainable brands and not mainstream brands. Make do and mend not buying another item. Over these past weeks, fashion activism made me see that fashion journalists also fight for a change- but through words. So, in the future I want to focus more on interviewing, writing articles and promoting sustainable brands to help them making a difference.
Regarding social responsibility, Better Lives taught me the importance of understanding a brand’s ethos and a brand’s positioning. As a creative, working for a brand that doesn’t offer sustainable options to customers or who neglects employees working conditions is undesirable. Fashion activism also reinforced the seriousness of working with/for a brand reflecting the values and work ethic your own values and work ethic. In order to transmit a brand’s message successfully and clearly (through a photoshoot or any sort of moving image) creative directors must study the brand’s positioning; whether it appeals to a younger or older generation or its competitors. For instance, given the opportunity, I would think twice before collaborating with Tom Ford because he still agrees with the murder of animals to produce real fur garments, arguing that non real fur is not biodegradable, thus affecting the environment badly. I would prefer to work for a brand which tries to improve the world little by little, then a brand with a dishonourable ethos.
Meanwhile everybody was challenged create a brand represented as a group and as individuals. My group decided to invent a brand with the initials of our names JANIM. Coincidentally, it means soul in Kazakhstan (the home country of two. I found this task entertaining and instructive because it gave me the opportunity to learn how diverse my group is. As Harry Nef once said, “diversity is everything.” Diversity is accepting a person regardless of its skin colour, disability, body size or religion. Diversity is not a trend I intend to follow; yet a lifestyle. I want to collaborate with as many diverse people as possible, because they all have a beautiful story, I can tell the world.
Before Better Lives I wasn’t aware of the power I hold as a future fashion journalist. It wasn’t clear how I could help improve the industry from my desk at UAL. Now, after seeing several people and niche/ mainstream brands contributing massively to bringing awareness to the three main issues in the industry, I feel empowered and ready to live up to those three principles.