Consciously Creative x Brand Ethos
The creative process is so important when expressing my ideas which is magnified when coupled with the vision of the brand ethos.
There were so many important elements to consider. The visual aesthetic, developing my own artistic expression and creating a more sustainable approach to the production methods.
Arguably the first element was challenging myself to create more pieces that would enable more choice for the consumer but also communicate the message in a clearer way, which is why I incorporated more text in some of the pieces.
I wanted to draw the viewer in, to challenge their perception of what they were initially seeing and for them to exam in more depth the various layers of the narrative. What is this piece representing? What is it about? A bit like you would in an art gallery but here there is no synopsis of the work.
This design was titled ‘Here - Cover Girl’, namely because my work is inspired by models from various ethic backgrounds within Vogue Magazine who rarely grace the covers in comparison to white models. There is definitely a shift in inclusivity and representation but there is still some work to do.
There are personal elements weaved within the piece too, specifically relating to box ticking and knowing how to identify when you come from an ethnic background.
If you are or have read some my of blogs in the past you will be familiar with my family being rather unique with my mum and her siblings born from different ethnic backgrounds and adopted. Which added an additional layer or detachment from any cultural identity let alone ownership of their ethnic background.
This in turn created difficulties around how I identify, even to this day and navigate how people view me. Fortunately this brand has allowed me to talk about these experiences with other mixed race people and express them creatively. Thus expanding on the brand, the visual aesthetic and hopefully people will identify with the art work / fashion design and wear it to either symbolise their own support of the brand based on their own story or want to support the visibility of women of colour - or perhaps both.