Grace Robertson

Throughout the Better Lives scheme of work, I fell I have developed personally expanding my knowledge around the key focussed themes of diversity, sustainability and social responsibility. For my Better Lives project, I explored the relationships between the use of Masks and Politics. To initiate the project, we were set the task of researching into different types of masks, materials they were made from and their uses to then apply this to a political message of our choice. After applying all my research into my design process, I chose to focus on Animal Rights Activism as I envisioned an intimidating mask design which would be used in the anima rights activist marches. The Animal Rights Activism felt the best topic for me to base this project on, as it is an issue all over the world and links greatly to the themes of the Better Lives scheme of work. Many people have conflicting views on the topic, and it can be greatly related to culture and the different ways of the world; however, the Animal Rights Activists set out to put a complete end to speciesism, acting upon what they feel is their social responsibility within society. This choice of topic really opened my eyes to the consequences of speciesism and consumption of animals and how it responds to our planet. In todays modern world engulfed by technology and the superficial, it becomes easy to forget about the effects we as humans have on the world and the detrimental impacts we are creating. The use of animals is far to normalised in many industries; from consumption in restaurants, sales in supermarkets, sales in hunting and using animals as a trophy and also in the fashion world with the desire of fur, leather, wool and other animal sourced materials. This all is resulting in an unsustainable way of life, a life we are destroying.

Within our mask making task, I chose to focus on the pig; this is because I knew it would work well from a design point of view being worn on a human face. I decided to take this idea further, creating a humanised sculpted version of the pig; the intent behind this is to create a mystifying impact on the viewers, creating a feeling of intimidation, as it will make the viewer see themselves as a human perspective of what animals go through. I intended for the mask to evoke a feeling of guilt and fear in response to the Better Lives themes.
The deeper thought that went into this design process is something I will be continuing throughout my creative career, with the self-reslization that your work can be used to represent a wider scale of themes and have an effect on different individuals, not just its direct intent. Furthermore, the research that went into construction and different more sustainable materials that could be used for construction will always be a conscious thought throughout future designs.

Our final task of the unit was to present our ideas, from initial research, design and construction. Following this, we saw each persons presentation digitally and were able to hear their feedback and interpretation of the brief. The broadness of the task was apparent here, as we all had diverse ideas which were all great and representative of the Better Lives themes. I personally found this part of the scheme of work very useful and important, as it gave us an individual insight to how others approached the themes and broadened our knowledge hearing other peoples ideas and research before their designing.

I feel the better lives project has payed a great part in my understanding of the world around me from a sustainable, creative approach. The themes explored are vital to the Fashion and Performance industry and our generation will be the one to shape the future in response to these themes moving forward.

During my creative practise of the Better Lives unit, I have learned new ways of processing my thoughts and research when designing within a performance context; linking to the Better Lives themes of Diversity, Social Responsibility and Sustainability.

Usually, before designing a sculpt/ piece of work, I would carry out more theory based research and look into how a concept is used within just that one particular area I am designing for. However, now having began my practical work for Better Lives, I have practised applying my research and looking deeper into more realistic ways it fits in with the world as a whole and how it will have an impact on the future as well as the present.

Before beginning my design process for mask making and politics, a great depth of research into my chosen topic of Animal Rights Activism was essential. Within this research, I was shocked at the statistics of participants within this group; with the average protestor being aged between 18-24 years, making up nearly 50% of the activists group population. This therefore impacted the way I designed, as the younger statistics show that my work would be more exposed to those who will be shaping our future eventually, thus meaning if my work wasn’t sustainable and well sourced, I would be giving the youthful population the wrong message, and we would be continuing with the unsustainable cycle we find ourselves in today.

The themes of the Better Lives course draws a wider picture for which our creations effect the world and consequently makes me far more aware of the materials I am choosing to use and ways in which I design when portraying such an important message. The unit made me far more aware of how my work can be used to make a statement, even if it is not the statement of its initial purpose. Focussing on Animal Rights Activism was important to me as it can be applied to both a performance and fashion context. Animal Rights Activists main goal is to put an end to Speciesism. To convey the stark realism of the issues of animal testing for makeup brands, factory farming, systematic mistreatment of animals and the use of real fur and leather within the fashion industry, I designed a mask showing a pigs head morphed into a more humanised form with the intent of mystifying and intimidating the viewer, making them feel uneasy. Since beginning the Better Lives project and linking it to my creative practise, I am more comfortable with pushing these boundaries of the message I want to share and becoming more passionate about the work I am producing, as I know it can have even just a small impact on the industry in which we are approaching.

This realisation from the Better Lives themes will always be a conscious part in my design process moving forward. Having had the opportunity to research, design and begin to make my own piece of work based upon these themes I am aware of the impact production and outcome can have on our world and environment both now and in years to come.

How is it that we’ve lost control despite being in control?  

Throughout the series of Better Lives lectures, I have learnt so much that is concealed within the fashion industry in the 21^st century and become more aware of things I knew existed but not to the intensity of which they do. Julia Crew’s lecture on ‘Power’ was one of the most influential and awakening to me, as it directed the fashion industry back to the consumer, reinforcing the fact that if we don’t make a change, the planet will continue to die while simultaneously exploiting those working within the industry. Being a part of the youthful generation today, I feel our need for belonging as a generation is highly influencing the way we see fashion due to the rise of the influencer culture and social media demands. Whether you adhere to it or not, there is a pressure to form our own identities which we express everyday through a conscious choice we make every morning when dressing ourselves. As a result of this culture and the accessibility to fast fashion, it becomes easy to discard the consequences we are causing.

The powerful ideology of consumerism: How to ‘do your bit’: 

I have learnt that as consumers, we have the power. For every item we purchase, we cast a vote to support the designer/ brand or trend. Without us, the fashion industry would be reshaped; but perhaps this wouldn’t be so bad? With 100 billion garments being produced annually, and 75% of this figure ending up incinerated or thrown into landfill, it is time to fix this broken fashion system.

Through our current consumer culture, we often withhold the desire and ability to live beyond basic needs; it is easy to seek happiness through consumption, proven with the number of garments purchased from the average consumer increasing by 60%. As a result, we have lost sight of the cultural influences behind what we are wearing. Fast fashion does not value the ideas behind a piece of clothing; where it is from and its past story, our identities and ideas or relationships and emotions. Cultures are exploited and uncredited, while the culture we are a part of supports this.   

With the up rise of social media over the past ten years, figures show the average American is exposed to 4,000 – 10,000 Ads per day; the volume and speed of advertising is greater than ever before, exposing consumer consumption to be the main driving force of the unsustainable faulty system, resulting in the industry being driven by economics rather than creativity. Our power as a consumer is essentially the last resort, our involvement within the fashion industry is bigger than we know meaning change is down to us as we are the ones driving these unsustainable trends. Small changes can be made to improve the lives of those who are being exploited and the life of our planet earth. We have less than 10 years to change the damage we have caused. Lowering our consumption of fashion products and recycling/ purchasing from charity shops is one of the easiest changes that can be made. Casting your vote through purchase to an organization that exploits no one and is focused on bettering lives will speak volumes within the industry.  

Our current culture is the future. We must credit cultures around us and creativity from the past in order to end the focus being economically driven. Fashion can be inclusive to sustainability and empathetic towards the planet, whilst allowing us to assert our power through what and who we choose to support through purchase. The Better Lives lectures have strongly influenced my thinking through the current statistics and will remain in my conscious mind moving forward in the industry. 

By Grace Robertson

Bibliography:

Sustainability.uq.edu.au. (2020). Fast fashion quick to cause environmental havoc. [online] Available at: https://sustainability.uq.edu.au/projects/recycling-and-waste-minimisation/fast-fashion-quick-cause-environmental-havoc [Accessed 27 Feb. 2020].