Merleau-Ponty attempts to reveal the phenomenological structure of perception. He writes that while the “notion of sensation … seems immediate and obvious”, it is in fact confused. Merleau-Ponty asserts that because “traditional analyses” have accepted it, they have “missed the phenomenon of perception.” Merleau-Ponty argues that while sensation could be understood to mean “the way in which I am affected and the experiencing of a state of myself”, there is nothing in experience corresponding to “pure sensation” or “an atom of feeling”. He writes that, “The alleged self-evidence of sensation is not based on any testimony of consciousness, but on widely held prejudice.”

Merleau-Ponty emphasizes the role of the body in human experience. How does Merleau-Ponty’s phenomena translate in photography?




At the start of this project, I had set out my intentions which I believe are quite broad in terms of researching and experimenting. The main theme of exploration that I wanted to establish in this module was the use of creative processes to drive my image making further. Through the focus on perception of reality, I began to take my research into the direction of looking at photographers and artists that explore the idea of creating dream like landscapes in which the viewer can escape into. From then on, I have tried to continue to focus on using digital manipulation techniques as well as analogue processes which I am passionate about, to really try and bridge the gap of these practises. I think overall, I am heading in the right direction and am enjoying the exploration of these techniques through my work. I have found using objects such as mirrors, magnifying glass, glass and lighting to be emphasised in many of my test shoots as a way to distort my imagery. From my first test shoot with Damian, I am looking to move on from using these objects, and perhaps finding new ways to bring a sense of narrative into my work. Whilst these experimental techniques will drive the majority of my imagery, I think it is still lacking a sense of narrative which I wish to bring to my work. Therefore, I will continue with my research, where I am particularly interested in exploring ways in which our perception can be distorted in spaces, and how as an audience or viewer, we can interact or connect with it. I think it would also be interesting to look at ways in how the perception of our bodies can be distorted in a photograph, or in another art form. Our perception of space can be altered in infinite ways, how can I bring this into my photography practice? Looking at the idea of altering time and even the textural qualities of things can be a good starting point to research into.

I am driven and excited to carry on exploring the current themes, and have a studio shoot booked where I will practice and experiment with studio lighting to create dramatic and distorted imagery inspired by the likes of Elizaveta Porodina and Marcus Schaefer. The shoot planned will be primarily be on 120mm black and white film as I will be able to transfer these into the darkroom to start processing my own prints. For the time being, I think its important to carry on with experimenting with new and existing concepts so that I have a body of work to consistently gain new ideas and inspiration from. As I constantly plan shoots, I find myself getting distracted in between and procrastinate. And after speaking to Eloise at my tutorial, I feel motivated to continue to work with perhaps some a new medium so that it generates ideas.



Over the course of the summer I have been thinking about how and what I want to achieve out of my final year and my project. I felt that it is important that the topics that I chose can relate to me on a personal level so that it is something I can grow and learn from. With COVID-19 sending us all into isolation, I have learnt to cherish and value human relationships and connecting to nature and its beauty. Sustaining a slower approach of living, I felt most connected to the ordinary fragments of experiences in which it drove me to finding deeper attachments to the world.

My research and intentions going forward is to explore the ways in which human nature and mother nature go hand in hand. In this technological generation, what are the ways in where these all cross over? How am I able to communicate through photography the beauty that is surrounding us and how can I bring the human experience into my work? I am drawn to the idea of exploring ways in which I can distort my ideas in where all the lines are blurred.

As a starting point, I have been greatly inspired by surrealism in photography and how it enables the viewer to observe an impossible reality, yet the images are created from real life experiences with layers of meaning and intent.  I am fascinated by the dream like approach to conveying what is already in our reality and what is perhaps not (tapping into dreams and unconsciousness).

Moving forward, the next steps are to do in depth research into artists and photographers that explore the themes of human behaviour, tapping into mother nature and the ways in which they are presented. Look at the ways in how these images are brought to life (focusing on perspective, composition, lighting, narrative etc).



‘The Years Lie in Wait For You’

Photograph by Dora Maar (c. 1935)


‘Illuminations’ for Numero France

Photograph by Michael Pudelka

For CR Fashionbook

Photograph by Leslie Zhang





  • PROMOTION ON MAIN ACCOUNT- to firstly increase exposure to the sub-brand we will post on the main account @jacquemus to get the message across. Consistent posting on the main account will allow the sub brand to grow alongside his main brand.
  • SIMILAR STYLE AESTHETIC- Jacquemus has a unique way of presenting his instagram account unlike any other brands therefore the sub brand will stick to this theme of posting the 3 same posts. This will also create an aesthetically pleasing account feed.
  • CONSISTENT POSTING- by consistently posting to the instagram page (ideally daily) and posting at their peak time will allow the sub brand to thrive. I will need to figure out what times Jacquemus’ main audience is active at, along with general peak posting times so that I can schedule posts. However for now, I will use the typical peak posting times so that I can stay consistent in posting to social media.
  • LINK TO THE E-COMMERCE WEBSITE- linking the website and promoting the sub brands online store will drive higher sales and traffic.
  • USE OF HASHTAGS FOR AUDIENCE ENGAGEMENT- I want the brand to be able to engage with their audience, therefore I believe utilising the hashtag #etrejacquemus will boost brand exposure and expand the Jacquemus community. This can also be a way to measure the sub brands success, as the amount of people who engage with the hashtag will show whether people are engaged or not.
  • BUY INTO INSTAGRAM ADVERTISING THAT WILL SHED LIGHT ONTO A PART OF OUR MAIN TARGET AUDIENCE- with the use of user internet history and cache, data is stored for each person and knows your likes and dislikes. Être Jacquemus can utilise this element by advertising on instagram spon posts where its purpose will  be mainly to shown people who like to see. fashion, art and lifestyle posts.
  • Être Jacquemus can utilise this element by buying into instagram ads that will be shown to people who are into Jacquemus, fashion, streetwear
  • ASPECT OF GENDER NEUTRAL COLLECTION WILL HOPEFULLY ATTRACT A LARGER AUDIENCE AS JACQUEMUS IS FOCUSED ON WOMENSWEAR- as the brand does not solely focus on gendered clothing, it will hopefully expand Jacquemus’ audience to a wider, less precise market. Therefore in order to do this, promoting on social media will create great exposure for the sub brand.


  • Posting off work hours will allow more people to see the posts.
  • Mondays and Thursdays are the best times for user engagement. I will utilise these peak times by posting two posts on these days around 9am and 5pm.
  • I have used the social media scheduling app to create a posting schedule. By being consistent with posts and times I think it will boost the sub brands awareness successfully.



  • I have decided to create a snapchat filter in order to engage with a wider audience. I have chosen to use the French flag colour scheme to keep up with the consistency and create familiarity with the logo. être _____ is so people can customise the filter in any way they chose. ‘be bold’ ‘be confident’ ‘be kind’ ‘be jacquemus’ is the idea I am trying to get across with this social media campaign. I have decided to stick with a minimalistic concept that still ties into Jacquemus’ main style aesthetic so that it promotes both the sub brand and the main brand. I am trying to create some consistency within all of the campaign platforms in order for it to tie in together.



  • With my chosen target audience of gen Z and existing millennial that already buy into Jacquemus, Snapchat is another fitting social media strategy to promote the sub brand. Recent 2018 snapchat analytics shows that an extremely large  majority of those who use snapchat are under 35, where 20% of those are 18-20 and 34% are 21-24 which is my main target audience that I am trying to sell to. By using snapchat advertisement and relevant filters will help increase brand exposure in a fun and positive way.
  • There is also a higher ratio in men that use snapchat compared to instagram, where 68% are women. Therefore être Jacquemus can utilise snapchat to promote to a wider audience and help push the sub brand into a new category.

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I created a website mockup using templates made available on wixsite. I decided to create an e-commerce website for my third platform as it allows the audience to become part of a larger community and to share all things être Jacquemus. I intended for the website to be simple and easy to navigate that ties in with the minimalistic nature of the brand. The website is exclusively made for être Jacquemus and its audience for easy engagement- you are able to shop the collection, learn more about the brand, as well as preview the latest fashion campaign images. There is also a place where customers are able to engage by tagging themselves with #etrejacquemus. I have decided to focus on using this feature to fully engage with the audience as it supports the brand values of promoting connectedness, unity and transcending borders in order to showcase confidence, boldness, and creativity through wearing our sub brand.



Être Jacquemus will utilise traditional forms of fashion promotion in order to gain wide exposure. Published in magazines, billboards, bus stops etc. will allow the brand to branch out to my target audience of a younger generation at a lower price tag that is available to all. I wanted to keep the campaigns quite simple and minimalistic so that they will be memorable. They will simply feature the brands simple logo in a bold simple font and the photo campaigns as I want to keep it sophisticated. I believe that I have communicated the sub brand identity and values well throughout my campaigns as it promotes the relevant themes and styles that I have explored.



  • My aim for this photoshoot was to convey the idea of disconnecting from the world of anxiety and doubt, and reconnecting with your mental state of mind in order to transfer you to a state of freedom, creativity and self expression.
  • The campaign aims to convey a positive, holistic image- therefore, I decided to shoot in a location filled with foliage and forestry. I am really happy with the location that I used as it I think it embodies the right kind of positive, light hearted message I am trying to portray within the brand.
  • Être Jacquemus values it’s French roots therefore a crucial part of this photoshoot was to source red, white and blue clothing. I was afraid that the clothing colour scheme and the location would somehow clash, however I think the photos have turned out to be successful and the colours seem to have a subtle contrast to them which makes the clothing stand out.
  • I tried to go for minimalistic styles as I did not want to over complicate anything and I am very pleased with what I decided to choose for this campaign. The sub brand focuses on producing gender neutral clothing, so I wanted both Max and Leah dressed in similar styles and pieces that are suitable for everyone. I decided to style Max with a crop top, something that is typically marketed as womenswear- I am particularly happy with this decision as I think it challenges and questions what we perceive as ‘mens’ and ‘women’ fashion. Max also seems to wear it in a delicate, and sophisticated way where I think positively promotes the idea of blurring the lines of gendered fashion. I believe that the future of fashion will see us become more integrated and open to all genders wearing all different styles.
  • Overall, I am extremely happy with how these photos have turned out. I am looking forward to using these images for my three platforms.



VR is being joined by a related technology known as augmented reality (AR), which lets users view the real world overlaid with computer-generated imagery and information. By 2020 we may see a shift with how it is being used for consumer purposes.

Catalog shopping will take on a new dimension with tools like “Ikea Place”.  It lets users scan a real-world room and then shows what it would look like with realistic images of furniture.

“AR will let consumers try on, experiment with and visualize the items they’re considering for purchase in an entirely new way, by merging the experience of shopping in a brick-and-mortar store with the convenience of shopping online. And according to a 2016 Retail Perceptions report, consumers are looking for that AR experience.”

This kind of technology can be used when it comes to shopping for clothing too- with changing rooms using this kind of technology to avoid the time consuming aspect of trying on clothes. It could also revolutionise e-commerce by having sophisticated phone apps that allows you to try on the clothes from the comfort of your own home. This method could also be seen as a great way to market a brand. Similarly to IKEA place, it’s innovative nature of the app is an engaging, intimate way to connect to your audience.

7 Predictions for the Future of Augmented Reality