Saturday, 28 April 2018



Selfridges have been seeking the meaning of luxury today and what it could mean in the future. Their new "Radical Luxury" campaign, consisting of a short film, social media promotion and in-store merchandising explores this concept. The film, produced by Nobert Schoemer, takes inspiration from surrealist artists and will be aired in cinemas across the country. 

The campaign is innovative and is a high culture promotional tool requiring the audience to think deeply about the meaning behind it. They would have to have a great cultural understanding to relate the film to surrealist artists such as Dali as well. This targeting of consumer will work well for Selfridges and also makes sense as an approach as the whole campaign is focused on luxury. However, with eye catching, bold visuals the campaign should also be fairly accessible to other consumer groups too. I think this makes the campaign quite innovative as it doesn't offer straight forward communication to consumers. This means they will spend more time considering the campaign and therefore be thinking about the brand longer.

 "Luxury is about roughness instead of perfection. Luxury is about the controlled and uncontrolled. To me, luxury is the difference between recorded and live music." - Fashion Designer, Yang Li

According to Selfridges, luxury is and involves:

TransientSomething luxurious can be a sudden and euphoric moment in time which we should recognise and remember but often don't.

One of a Kind - We are overloaded with choice and information so it is the one of a kind things that now describe the meaning of luxury.

Time - Luxury celebrates the richness and wisdom that only time and age can bring.

Transformative It can effect how people feel momentarily or the course of someones life altogether.



Sunday, 22 April 2018

ASOS Made In Kenya: Cultural Appreciation


The ASOS Made in Kenya collection is produced in partnership with SOKO Kenya and employs local seamstresses to create beautiful garments inspired by the Kenyan landscape. The organisation offers education and training to the employees as well as putting money back into the wider community which funds things, such as eye care, for local people. The brand has just released its latest collection for S/S 18 and has been celebrated by Vogue as a brand built on cultural appreciation, not appropriation. You can read the article here. I found the comparison to other brands inspired by Africa and their cultural appropriation, compared to Made in Kenya's approach, enlightening. The article pointed out that the difference is that the patterns have not been copied from traditional tribal prints or designs and that they have instead been inspired by the beauty of the location and focuses more on the colourful culture. Furthermore some of the patterns and motifs have been designed by local school children. I believe the collection is a celebration of Kenya. As well as avoiding cultural appropriation through design, the organisation is based on an ethical system and respects the country that it takes its inspiration from.

I believe as a storyteller I can learn a lot from this thoughtful approach to fashion and consider whether I could be potentially appropriating something through my communication to consumers and then work to divert my story in a different and more respectful direction.


© Emily Rhodes

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