ASOS is one of the largest online retail stores and holds over 850 brands, which attract various age ranges, Trekstock’s target market is from 20-30 years old. Usually working professionals without time to go to the shops and young fashion forward people constantly looking at what’s new on Asos’ homepage. Asos’s popularity and accessibility is a key reason why Trekstock would benefit from being on the website. I propose an Asos X Trekstock week with exclusive Trekstock active wear on the Asos website for one week to raise money and awareness for the cause. T-shirts would be available for £16 and 30% of the proceeds would go to Trekstock. Topshop and whistles have on going charity campaigns and Asos as one of the leading online retailers needs to have a charity motif within the website. Also, Asos uses often does promotions and brand deals for just one week to keep the brand fresh and exciting, more people would be willing to donate if they knew the clothing was only available for a short amount of time. Overall Trekstock’s identity is about keeping fit and positive whilst people are suffering from cancer, active wear reinforces this idea whilst the Asos brand gives vitality and youth to the Trekstock brand.
Overall I found this project very interesting as I got to play around with photography, despite my worries in using my DSLR camera. My model helped me set up the camera and from there I took the images, some were blurred however that was the desired effect because of the Francesca Woodman inspiration. I believe the images turned out very strong and good enough to submit as a photography piece. I have made posters out of the images replicating a shattered mirror, this translates my style of work more and the message I want to get across.
The message is around body dysmorphia, I have suffered from body dysmorphia like most women and wanted to translate the emotion one can feel looking into their reflection. The images I took of the model holding, leaning and surrounded by mirrors translate the feeling of the constant body image worries of young women today. This is created by the fashion industry as the perfect woman is seen to be a specific measurement. My model is a UK 16, which is the average size in the UK, I did not want my project to be about plus size models, as it would detract from the message. I wanted to depict the average woman in a very casual outfit feeling an emotion towards her reflection. The posters I have created zoom in on her features with shards as cut outs of the photos. The close ups create an intimate feeling whilst the shards project the cut-throat fashion industry where the average woman is not represented. The hot pink included in the posters came from the theme of Diversity Now’s website, I wanted to relate it to the competition and add a harsh colour to contrast the black and white tones. Research into photographers, artists and film really helped me create a deep piece, which I could relate to. Overall I took to this project quite easily as I had a lot of opinions and ideas around body image diversity, I am not sure if the final posters are quite perfect yet however I would like to see which one is the best if I am considered for the competition.