IDENTITY AND CONSUMPTION (FASHION)

14/11 COP

FEEDBACK ON PROPOSAL 

Todays generation —> high fashion 

Shoes 

Advertising and marketing —> fashion 

Relationship between situation in Hong Kong —> general colour —> wearing black 

Colour —> political movement —> case study —> Hong Kong 

News, propaganda —> fake news 

How china —> propaganda —> brainwashing —> affecting the society 

Protests —> gather creatives 

Black —> more likely to be a protestors 

Masks —> get arrested 

10 BRANDS

• Chatime 
• Mcdonalds 
• Asos 
• Vans 
• Morrisons 
• Apple  
• Blue rinse 
• Cafe nero 
• UNIQLO 
• MUJI 

MUJI 

• The packaging design is clean 
• They sell variety of products 
• Japanese, Chinese, English 
• they tend to modify other brands’ design and made their own ones 
• Affordable 

CASE STUDY 

LEVIS 

• Confidence 
• Trust 
• Diversity
• For everyone —> age group, gender, ethnicity 
• * price tag —> excluding certain economic group already 
• our age group —> wouldn’t go to the shop directly, blue rinse —> get cheaper Levis 

NIKE

• Breaking down international borders 
• Stereotypes 

IDENTITIES

• Comparing ourselves 
• Increase self esteem, maintain it 
• Expressing ourselves, our individuality 

Symbolic interactionism

• Symbolising masculinity 
• Symbolic meanings 
• Vans —> skateboarding

Negative effects

• Mental health, well-bing, social structure of the society, inter lining relationships and interactions 
• Plastic surgeries 

• Aligning the potential values of their audience 

Self-Discrepancy theory 

Actual self 

Ideal self 

Ought self —> a system hat prevents us of doing things not in line with the ideal self 

—> anxieties, low self esteem, dissatisfaction, identity seeking buying behaviour

AMMENDMENTS 
the ideas above were the initial idea of taking fashion and styling as the main theme. After a while of consideration, it is decided that design in activism would be the final decision.