Chloe Cavanagh

For my chosen Better Lives project I was assigned to Fashion Styling- In and Outside of Fashion. Within this project we explored how themes such as diversity and empathy can be expressed through clothing on the body.  

The unit was made up of a series of lectures and masterclasses which gave a in depth insight into subcultures, specifically sportswear, assessing how it is implemented within fashion. 

The first masterclass, allowed me and my peers to create 2 styled looks, delving into a variety of asymmetric cuts, and vibrant clashed-up patterns, each look tailored to diverse body types whilst representing the sportswear subculture. 

Our second masterclass I personally found extremely interesting as it related to the current UK Coronavirus pandemic, as a group we discussed how the situation has impacted the fashion industry and consumerism. 

Reflecting on the theme of sustainability, brands have been forced to re imagine their marketing tactics and utilise social media for fashion weeks, showcasing new collections through live streams and talks from industry professionals. This could possibly cause a positive shift in the fashion industry across the whole supply chain,  as the virtual shows have been a success and there has been no need for travel which has actively reduced fashion’s environmental footprint. (5 ways coronavirus is drawing attention to sustainable fashion | EDITED | The Retail Data Platform, 2020)

The majority of society has been working from home due to COVID-19, which has lead to consumers being forced to rely on everyday loungewear and purchasing less.  Consumers are realising that they no longer need as many products but are choosing to invest in ‘quality pieces’ . Individuals are coming to terms with the fact that as physical stores have closed, they have been forced to make do with their current wardrobe and with the investment of quality garments there would be no need to consume as much fast fashion.  

To conclude, I have become inspired by many aspects throughout this unit as it has helped me understand how fashion styling allows people to dress for what they stand for, actively allowing a person to experience alternate realities through fashion. As well a this, highlighted how fashion can become more sustainable by using digital technology to promote new collections and shows.

Bibliography

EDITED. 2020. 5 Ways Coronavirus Is Drawing Attention To Sustainable Fashion | EDITED | The Retail Data Platform. [online] Available at: <https://edited.com/resources/coronavirus-and-sustainable-fashion/> [Accessed 9 May 2020].

Blog Post 2 

Over the course of the 2 week period, the Better Lives lectures covered a broad spectrum of relevant social and political topics. Topics such as sustainability, empathy, culture and many more. 

It is highly beneficial that individuals are accurately educated on these factors because they influence your behaviours and how you will successfully work in the future.  

Sustainability is something which needs to be addressed urgently within the fashion industry. This is because the fashion industry contributes to a significant amount of waste produce. In order to become completely sustainable every aspect of the fashion chain needs to be addressed, from the suppliers to the consumer. 

Moving forward, to improve my awareness of the concept I believe it is key to understand where a brand sources their materials as well as conducting relevant research into how sustainable a production process has been.  It is also crucial for me as a fashion student to cut down on the amount of clothing I consume, due to the amount of waste and damage to the environment this can cause. 

Diversity is currently one of the main focus’s within the fashion community. In previous years the fashion industry has been called out  multiple times for the lack of representation it has shown across campaigns and runway shows. However today’s society is made up of a wide range of cultures, body types, ages and genders, It is important that these different types of race, age , body types  are reflected through fashion campaigns and runway shows in order to successfully appeal to consumers and start a real force for change.  

I now understand that in order for diversity to show, fashion brands need to become diverse at every level of the company, starting with not just the models but the employees behind the scenes.  Having a diverse range of employees allows companies to benefit from different perspectives and would create a sense of community with one another. 

To conclude, I personally believe that it is now important when creating my own work I am able to emphasise with people from different backgrounds and ensure that I remain inclusive when working with group of individuals. As I am currently studying Fashion PR, It is crucial for me to represent fashion brands which are enforcing inclusivity, but this also puts me in the perfect position to highlight the issue further and continue to improve on this topic through my work.  

Blog Post 1 

Empathy- Professor Lorraine Gamman.

Having attended a variety of lectures produced by the better lives unit, Lorraine Gamman’s  outlook on the topic of empathy captivated me the most. 

Prior to the lecture I understood the basic meaning of ‘Empathy’ and how one should posses this emotion in order to understand someone else’s feelings and experiences.  However, Lorraine opened my eyes to many different aspects empathy can be implemented to,  such as design, clothing and accessories. 

The lecture explored a range of theories which inevitably become a crucial part in understanding an individual or possible target audience for a designer. I now recognise that the more empathetic research undertaken the more successful a project will be. 

The act of creating empathic ‘things’ or experiences allows diverse groups within society to come together and effectively understand one another from a more emotional point of view. 

One empathetic experience project which I thought was effective was created by the Rideout Organisation. The concept ‘GO TO JAIL’  allowed the public to step inside the life of a prisoner.  The organisation designed a cell to give the public a first hand feeling of real life confinement. 

There are many ways empathy can be embedded into the fashion world, fashion can become inclusive, culturally appropriate and give a voice vulnerable people. In todays society many brands are already incorporating these factors into their campaigns , one example being Dove’s ‘Real Beauty; campaign which showcases a diverse range of women.  Brands such as Nike are becoming more empathetic towards different cultures, recently showcasing a more modest approach to sport, launching a Hijab for muslim women to wear when exercising. 

Overall this lecture broadened my outlook on the topic of empathy. I have now grasped that in order to create a successful design in today’s society, it must genuinely be an effective service to someone else and be inclusive of all ages, races and body types.  As well as this provide opportunities to vulnerable people rather than just creating for profit.