Context of Practice: Theory

 Using my research into the introduction of fashion look books I used similar phrases and words to introduce the purpose of the brand and the idea of what it's about so that when you look through the actual images it contradicts what it said eg. it says it's innovative and original when the clothes are the opposite.

 I used a quote that I used in essay which is a good introduction to the theory right at the beginning of the publication. It introduces the idea that people take on the symbolic meanings attached to the good advertised aka the clothes and the models advertising style, happiness, sex appeal and beauty. The text is placed below the models eye line so stares over the comment doesn't acknowledge the manipulation taking place in the industry.

I used images of the same model, in the same colour and in same format of clothing, a dress. This was to show the repetition of clothes, styles and mass images being put before us to consume. I ordered the photos to create a flow and to show the similarities. The first dress is a long dress with across shoulder neckline, this then goes to a short dress with the same neckline, which goes to same bottom of a short dress with a halter neck and again to a dress with an adapted halter neck. 

 I used phrases I found online on clothing websites that contradict the imagery. This one suggests it is fashion forward styles but it is plain and simple dress.

 I used phrases from pop art images of Roy Litchenstiens in the well known speech bubbles from his comic strip art. I then adapted it to the dress being named instead of a person so the clothing is a character and has a personality. This is then placed next to a model with her back to the reader and head facing the side to represent the absence of the conscious being aware of the manipulation and also to show guilt of conforming to this consumption.

I used this quotes next to this image as the women is 'wrapped' in a material self by the style and fit of the dress. Then opposite is a picture of the same women in the same dress turning her back on the reader as if she is turning on her real identity and trying to acquire a new and better one by the consumption as she expresses herself in her face and body language in the larger image. 

 I used the information of the clothing's qualities, care instructions and models measurements to represent how clothes appear as if they have characteristics and how the images carry connotations of  forming an identify of being a tall, skinny, attractive. Phrases like 'look after me' and 'about me' are similar to that of a person or living thing and also the categorising of information about a person.

 I layout images of the same model in similar dress of the same colour so it looks like its the same dress  and model in different poses and she is just rotating when actually it's showing two different dresses. This is to show the similarity of clothes and how the same thing is produced and just altered slightly to sell again to the same consumer.

 Throughout I use images of the model posing showing emotion in there face and body language to show them expressing themselves in there new identity given by the clothes and then turning there back on themselves and the manipulation. I also used product codes of the clothes at certain points one to show how there are mass amounts but also as the models are being labelled as a number and are a product of societies consumer culture.

 The faces and poses of the models are used parallel to each other to show how they are avoiding eye contact as if they are avoiding the truth about consumer culture especially in fashion.

Her facial expression could be seen as her being jealous onlooking at something or someone alongside this phrase. This shows how the culture never makes us happy and always leaves us wanting more and more. 

 I used words such as 'confident' and 'features' as words which give the clothes a personality and characteristics like there a living identity in an item of clothing.

 Repeating phrases like 'fashion forward styles' to show the repetitiveness of consumer culture

 The idea of similar clothes and the same models rotating into each other so it merges as if it's the same item is used again.

 This phrase completely contradicts the image and the dress. People is lead to believe that is because they get told it.

 I described a very simple dress in a very complex sentence to show how they over glamourised clothes to make them seem a lot more than what they are.

 I used the same atheistic as Barber Kruger's text inclosed boxes across the models eyes for the obvious reason of them being blind to consumerism manipulation and it being hidden to the eye of the consumer.

Again I used a quote from my essay about how people are under siege from media and culture. I chose to put it next to this picture as the it talks about the 'fabric' of our existence and 'woven' and I thought that dress with it's long, flowy and transparent material worked well with what the quote was suggesting..

 I did another speech bubble of Roy Litchenstiens comic strips as the phrase suggested them giving in to consumerism and purchasing in this context and is often said when deciding wether to buy or not. The models facial expression as well matches the giving in but not reluctantly as from the culture people believe it will make them happy and different to who they are.

This is parallel to this model as her face and body language is like a docile body with no emotions like a doll.

 Again this model looks like a doll or mannequin which has been moved into different positions due to the shine on the skin and stiff body language.

 I did the same as I did across the eyes but to the mouth as people loose there voice and there own identity and opinions and are made to conform to what consumer culture want. I used words to describe the dress which again have connotations to that of a living thing, 'playful'.

 I described the jeans as a 'hero' because it gives the item a sense of supernatural and a saviour which is an extreme exaggeration on a piece of clothing.

 I faced the sunglasses in at the models so it was like there were being looked, or  you could say gazed at, as well as the fact that consumer culture is all about identity and how you are defined by everyone else by what you own and wear.

 The sunglasses on the left look directly at the reader almost like an uncomfortable stare and the model and other image look in different directions. This is following on from how are identity is perceived by others and how consumer culture is constantly in our face but even if we try to look around the manipulation and avoid it but there is no way of avoiding it.

 I lay out this bag in multiple colours in various ways on the right hand side but did the large scale close up on the left to instigate that even though it may be presented in a different way effectively it is the same thing being consumed again and again.

'wrap up and buckle in' is an exaggerated term i've used to over excite a simple thing such as a belt as they do in adverts and online

 I used these names of the colours instead of pink and green as it's one way they dress up the same thing or a simple thing as something more than that like using normal things as colouring such as lime or buttercup yellow.

 I copied things from fashion articles to get the right atheistic 

This close up of a sock which is effectively is just a sock shows the over exaggeration of consumer culture in order to sell things to us.

I chose to do a look book for the brand but made it as much as the amount as more of a catalog to show the true saturation of the consumer culture as this is just a 'look' into the brands range even though there is an extensive amount of things. Therefore the quality is that of a look book but the quantity is that of a catalogue. I feel this also demonstrates the theory into my publication and the subject it is representing.