Sadie Dublin

At this unprecedented time in today’s COVID 19 pandemic, the Better Lives themes could not be more significant.

As a team, we were motivated to discover aspects of COVID 19 we can embrace and reflect on. My role as a Fashion PR student I constantly find myself analysing campaigns, focused on being a strategic communicator thus I enjoyed exploring Creative Direction as it is essential when drawing in the right audience and fabricating a story innovatively. I reflected on my personal privileges; being able to have a home, staying safe, with constant food and drink. We decided to change our initial ideas for the film, although the broader aim is still significant. Emily Bode’s name is an important aspect of her brand as it represents the history of her family. Her work is intricately detailed as she aims to deepen the connection between the consumer and American craftsmanship. Therefore, we utilized this approach and focused on the connection with ourselves, our home and our family traditions. This is something we expanded further through online calls, sharing footage that focuses on personal connections. The essential points were to embody intimacy, nature with subtle vintage mentions throughout the film. 

The theme of sustainability is our focal point for this short film, Bode’s aesthetic follows a vintage, antique style reworking used fabrics and avoiding seasonal trends. Her clothing is infused with heritage and tradition thus, as a group we found inspiration in creating footage that represents these features; calling attention to our gardens, natural surroundings. In regard to the footage I created, I aimed to focus on relationships. The intimate attachments I have with my garden, my pets and my town, Stratford upon Avon. There’s a sentiment about the shots of the blossom trees as it spotlights on a new season, its growth and how we will overcome these drastic changes. These specific clips showcase how important home is to anyone. In reference to Bode’s aesthetic these notions emphasise how the film dives into narratives of someone’s personal space and how they live their daily life. The collaborative aspect of this project flowed well, as we had a clear perspective of Emily Bode’s style, aesthetic and creative intentions thus our ideas linked up effectively. We aimed to showcase the theme of sustainability in a different light. The intense, chaotic fashion industry is absent in this film, instead we are embodying the beauty of traditions; an attribute Bode incorporates in her creative designs. We decided on creating the short film as an Instagram advertisement for Bode’s page, following her storytelling, historical aspect within each post.

It is about experience, each clip says something about the creator, understanding how they have responded to COVID19. Her heritage is practically woven into the garment just like ours in the short film for Emily Bode.

 On reflection, I have developed my digital communication skills, I felt concerned at the idea of creating a film, working from home with little to no materials to incorporate. Although I have discovered that adapting to these changes has provided me with a different outlook on the fashion industry and how creativity can be exciting and artistry can be created in the beauty of your own home. Now, I’ll approach projects prepared for anything, finding new ways to respond to my project briefs, ultimately making me feel more prepared and organised for future collaborations.

Social media has completely changed the fashion environment, it has put pressure on the industry influencing the way we view a garment; questioning how it was made and whether this will negatively affect the planet. Any type of ‘scandal’ is now shown all over social media, mistakes such as insensitive designs surrounding race, body types or gender. Social media creates a conversation, informing everyone on these issues that are catapulted into mainstream news. This highlights how much social media has made these themes so important, allowing anyone to be immersed into the horrifying truths of the fashion industry. 

Already I am changing the way I work due to the raw transparency of the fashion landscape via the internet. Although, through these lectures it has encouraged me to be more conscious of the Better Lives themes when decision making. The theme of diversity is a concern I continue to deliberate on with my family and friends; exploring whether this new push for a diverse range of models is genuine. Could it just be a trend? I believe through consistency we can prolong this responsibility to help normalize and include all body types. These themes are becoming more apparent, being continuously bombarded with the severe issues of the industry makes it difficult to ignore, thus I will utilize these themes within my practice. This will positively enhance the meaning of my projects, specifically within PR, researching the right people and influencers to communicate a message, exploring the correct way to fabricate a story. This can be created through real people, visuals that exhibit the reality of fast fashion to evoke feelings of empathy yet also motivation within the consumer, altering the way they shop and understanding the negative impacts of fast fashion on the planet. Plus, I am still learning about sustainability and how to decrease these environmental issues (which needs to be solved through global solutions). Although I find it a very sensitive, in-depth topic, rifled with trafficking workers, climate change and landfill waste, research is so important, also education to acknowledge how you can better your habits within the fashion industry, decreasing your carbon footprint. 

Diet Prada, the popular fashion hub that explores all your favourite designers, celebrities and influencers mistakes no matter how small or big. The flaws all link back to the Better lives themes of diversity, social responsibility and sustainability and how much they play into the industry. Whether a brand is making small changes to reduce the global impact of fast fashion they will continuously be mocked for not being 100% sustainable. Instagram has made it so difficult to be appreciative of the small changes brands are making.  Thus, why I find it such a difficult topic to delve into however through further primary and secondary research I aim to convert my small changes into big ones which you will notice in my work in the future.  In reference to my current project, creating a short film I will ensure the visuals showcase the truth, genuine stories that can raise awareness to real issues within the industry. 

Cultural representation has become a critical aspect within the fashion industry although does this ‘inclusivity’ highlight diversification or tokenism? I learnt a lot about this argument through the beginning of the ‘Better Lives’ project. It is clear that the industry has become a more diverse place, yet in many ways fails to prioritise empathy.

Lorraine Gamman discussed this topic exploring whether design addresses empathy; identifying different people and their emotional responses. In many ways, the idea of representation within the industry is to highlight how diverse our society is yet in the process how can Empathetic Design fit into this. Designers should be more aware and sensitive towards users and take into consideration their situation and feelings. Lorraine expressed the importance of User Centred Design; to discover and immerse yourself into different values and lifestyles. She questioned whether there is an empathy deficit, this enabled me to reflect on my own decisions and whether I consider empathy. After evaluating on this I recognise how this will influence my decisions in the future, approaching projects more sensitively as I aim to become more empathetic and perceptive in my practice.  When building empathy, it can help reduce selfishness, focusing more on the challenges society faces, challenges we all face. 

Dr Nick Almond created an engaging, informative lecture that discussed the power of technology and how it can change the world. In order to keep technology going in the right direction we must learn and know the tools for it to be used in the correct way. It can advance our capabilities, bringing us closer together. It was interesting when he explored Disruptive Technologies; expressing how fast technology is enhancing, always improving upon another and when it arrives it reshapes everything. The intricate pathways he discussed highlighted how technology can really cater to any need, specifically within fashion. I was pleased to hear the growth of the second-hand market, Nick voicing whether it will become huge as you can integrate technology into this allowing you to track where the clothes came from, ensuring a transparent supply chain. It made me reflect on my generation and how we are pushing the importance of the second-hand market, and merging technology into this can create a stronger more sustainable and ethical outcome. Technology enhances the utility of a product, although throughout these lectures I have recognised the rapid change in the industry; the damage fashion is doing to the environment daily and to our mental health. In many ways, it made me reflect on the importance of technology, is this the solution to reduce the amount of landfill waste? The new method to create sustainable, ethically produced clothing. This selection of lectures encouraged me to think more tactful within my practice, being a fashion PR student it is essential that I navigate these issues more ethically, focusing on a sustainable communication method.