Adel Bektassova

The University of the Arts community is now experiencing an unprecedented situation. The coronavirus outbreak and lockdowns all around the world highlight the importance of the Better Lives Unit. Now it’s more relevant than ever.

During the “Messaging fashion” classes, which I have chosen for my Better Lives project, we were asked to create a PR campaign that advocates for diversity, sustainability or social responsibility for a specific brand.

I and my groupmates were working on ZAFUL Brand – It is an affordable fast-fashion online outlet mainly focusing on Gen Z. While analyzing the brand’s values and the consumer. I realized how the work of the PR team is vitally important for the brand image. We spotted two main problems that are connected to Better Lives themes that we wanted to address – sustainability and social responsibility.

Since Zaful is a fast-fashion brand our group worked on some innovations that would help brand reduce environmental footprints to become more eco-friendly. However, our main focus was on the cause of mental health. After understanding ZAFUL’s targeted audience and main platforms for creating brand image(Social media) we spotted some issues. The brand uses “the same type” skinny, white, and young models on their social platforms, even though it’s position itself as an inclusive brand. That’s why our group decided to create a campaign in partnership with the “Young Minds” charity organization, which aims to help youngsters with mental health issues. ZAFUL’s perception of a body could negatively impact the teens’ who are struggling with self-esteem problems. Our group decided to use social media platforms to change the brand image by promoting our partnership with “Young Minds” as the role of social media cannot be denied especially now, when everybody is on social distancing. And they are the main source of communication with young people.

To sum up, this project helped me understand, especially as for Journalism student, how the PR role is important for the brand image. PR teams are like a bridge between society and the brand. And thus, it’s very necessary for them to create and transmit the right message to the public. They are responsible to face serious social problems. And working in the team helped me to understand that different perspective could create innovations which would make the fashion industry a bit better.

Having the opportunity to attend lectures given by industry professionals, I have been deeply impacted by their words and the Better lives themes. These three main concepts on which the London College of Fashion and Better lives unit focused – social responsibility, diversity, and sustainability – all equally important for the university community and are influencing student’s studies. Since working on the Better Lives unit, I have been inspired to understand the ways in which all of us are able to make even a  small change towards a huge development of the fashion industry.

Hopefully, Social media have become one of the largest platforms for people to discuss sustainability, diversity, and social responsibility. People are now slowly becoming more conscious about social responsibilities, that in order to save a planet and lives, we have to come together as a society and to start thinking about serious global issues

Nowadays the world is struggling with an issue of representation like never before and Fashion can contribute to change the situation. Better Lives unit helped me understand the importance of the fashion industry in regards to Social Responsibility. Being a Fashion Journalism student I wanted to see the intersections between PR and Journalism, that’s why I have taken Messaging Fashion course. This knowledge will definitely impact my future practice.  As the main content makers of magazines and campaigns, I now understand how it’s important for journalists and PR teams to create inclusive and socially responsible works since they are establishing the standards of beauty. 

Fashion wouldn’t be able to exist without society and vice versa. These two concepts have always gone hand in hand. Better Lives Unit helped me realized the importance of using fashion not only as a medium for providing social entertainment but also to send a message to society in order to change people’s social behavior and make ours. World a better place to live in. 

Over the last few weeks, I had an opportunity to work with different students of various courses for which I’m very grateful.  It witnesses that we are already taking steps to social responsibility by studying in such a diverse University. Seeing so many people from different backgrounds and different styles of creativity among my group and college makes inclusivity – a natural thing without even thinking about it.

Better Lives unit has influenced me a lot and no matter what I do in life, I will always consider these 3 concepts with a high level of importance as they are the factors that will reshape the industry.

Not long ago I have attended a lecture which was focusing on representations in Fashion. The session was hosted by Teleica Kirkland, fashion historian and creative director of CIAD organization. The content of the lecture was very informative and engaging as the background of the lecturer is very relevant to the main topic- she is a woman of color, who works in the fashion industry and suffers from racism and exclusivity. In my opinion, her experience as a creative director of Costume institute of African Diaspora, an organization that aims to spread awareness of the history and culture of African dressing, helped to expand the topic of representations and cultures.  

The hour I’ve spent on the lecture was very informative as the topics such as diversity, inclusivity, cultural appropriation and appreciation were raised. Even though Teleica Kirkland mentioned Asian and disabled people, she was mainly talking about cases related to racism and biased opinion towards black people and the way their culture has been appropriated. So sometimes I felt like that even if she was trying to highlight the importance of the inclusivity, she was underrepresenting other minority groups. 

However, providing a quality example of cultural appreciation has impressed me the most. I was surprised to discover about Wafrica project. I think it’s a masterpiece where beauty, fashion, history, and culture intersects. It’s a platform that demonstrates the harmony and diversity of the world. Wafrica is a conversation between two ancient, strong and sophisticated identities- Japan and Africa. 

I have experienced misrepresentations and stereotypes in my life as I’m Asian- looking girl who speaks Russian. Not many people know my country or know it by “Borat” film by Sacha Baron Cohen, which inaccurately portrays my country and culture.  

So this lecture has made me think about the vital role of inclusivity and diversity not only in fashion but in every field of our lives. Inclusivity is not a trend, it is a demand of time.  Without understanding and acceptance of ourselves in the first place, it’s almost impossible to build a friendly environment on the Earth. Fashion can reform society as a whole to provide all possible assistance to every person. Individuals should admit that every life matters. And the only way to make people’s lives better is respect and tolerance towards others. You cannot expect people to know and support you, your background and culture if you aren’t doing the same to them. Fashion is not only the brand clothes we put on ourselves, but fashion is also an interaction between societies, groups, and individuals. And without those interactions and unstoppable conversations, it would be hard to create better lives for all people on our planet.

Let us live in harmony and accept the world as it is, by providing help sincerely to those who need it.