Month: October 2020

I was looking for a suitable place for my campaign, until one day I walked into the metro, I found posters everywhere and commercials all around me.

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I realized that I could organize a campaign in the subway, of course, which is difficult to achieve under the corona situation, so I planned to use a virtual way.

Because my target audience is young Chinese women. I set the location in Shanghai which is the most modern big city in China which leading the fashion trend.

Unlike the West, which has made a lot of efforts in body-positive, China is just getting started in it. I can apply many excellent Western experiences I learned in research to my campaign.

In the tutorial, I told David that I want to create a magazine that is equivalent to a list to include the brands and their campaigns are body positive to help consumers, visual designers and advertising creatives change their attitude towards different bodies.

The feedback David gave me is that magazines are not easy to spread in modern society, especially in the form of online graduation exhibitions.

He encouraged me to be brave and do something that would change the world. I can definitely make my own campaign to influence more people.

I think this suggestion is very worthful. My next step is to choose the form of the campaign.

After research, I think of the following two in-depth directions:

1. Focus on culture: Make a magazine or website

It is just like making a list of all the brands which I researched, so that target audiences can know about the positive activities of these brands through my platform.

2. Focus on commercial: Develop a positive campaign plan

The next question I need to explore is: What should the body Positive brand look like in my perspective and what details should I consider?

There is not just sizeism in the fashion industry but a lot of racism, ageism, and other exclusion. If I want to Inclusivity across the board, I need to consider culture, commerce, design and other aspects.

At this stage, I have learned how to conduct in-depth research and summarize, but I haven’t taken the next step bravely.

I am confused about the choice of the direction of intervention, but I already have some ideas.

I arranged my study plan for the next three weeks to better manage my time.

Q: Are there any brands you’ve worked with that have taken body-shaming seriously and are making a positive impact?

In what ways do they show respect for physical freedom? Like the choice of different sizes of models.

A: There has been a previous film to help Gap. the brand has found several dancer, including fat girls who are fleshy, as well as thin girls with relative stature (under the current aesthetic trend). Brands tell everyone that their bodies are unique and beautiful through the same tight jeans worn by girls of different shapes.

I’ve also seen female models replaced because their breasts are too big, their hips are too wide, their waists are too thick, their necks are too short, and so on.

Q: Do you think girls with non-standard body shapes have positive or negative effects on the presentation of clothes in your fashion styling perspective?

A: There are pros and cons. The clothing display this problem feeling should be from the source (designer) part of the thinking. Influence also comes from designers, to see what kind of effect they want to show.