Alicia Curran, Deale Fisher, Eden Parsley and Scarlett Swinnerton have curated an exhibition reflecting on the relationship between gender identity and the marketing of tobacco in their second-year project for the BA History of Art and Design module  ‘Understanding Exhibitions and Creating Displays’.

Opulence to Ashes is an exhibition, recently curated using archived materials from the University of Brighton’s Design Archives, now open in the foyer of St Peter’s House Library. This exhibition delves into the intriguing topic of gendered marketing within the tobacco industry and explores how marketing strategies have targeted specific gender identities and influenced consumer behaviour. Opulence to Ashes examines the utilisation of imagery, colours, and messaging that have traditionally reinforced gender stereotypes. By analysing these aspects, the exhibition prompts visitors to question the underlying messages and consider the broader implications.

The focus of this exhibition is on examining the ways in which the tobacco industry has targeted specific gender identities through their marketing strategies. Delving into the use of imagery, colours, and messaging that have traditionally reinforced gender stereotypes and influenced consumer behaviour. It looks at how cigarettes were initially marketed as symbols of masculinity, often with rugged cowboys and suave gentlemen being used to promote various brands. On the other hand, certain cigarette brands were specifically targeted towards women, employing feminine aesthetics and associations with elegance and sophistication. Opulence to Ashes brings you their own discovered cigarette brand: High Kings.

Seen below is an image of two reconstructed High Kings cigarette packages alongside the gender strategised, and targeted, design brief. The team chose the Olive Green packaging as in the brief this colour is explained as targeted at females and the Opulence to Ashes team want to allow the chance for any attendees to this exhibition to refer to this in the feedback. Boxes of this particular branded cigarette were also enhanced to appear either lighter in colour or more golden than those targeted at men.

As the exhibition progresses, it highlights the impact of gendered marketing on individuals and society. It examines the ways in which these marketing tactics have reinforced harmful gender norms and perpetuated inequality. As well as offering insight through the dissection of advertisement and promotional materials, present amongst the exhibition materials is the High Kings design brief that associates colours with certain age groups and genders. When creating this exhibition, with a target audience of university students and academic professionals in mind, the Opulence to Ashes team approached the advertisement of this exhibition with huge creative intention.

Seen below is a poster created by the team to advertise the exhibition. The playful use of a propaganda style poster is an effective strategy being used here when considered alongside the fact that there is a high likeliness that members of the target audience will be provoked by the look of the poster furthermore intrigued.

Looking at the intended audience and recognising that the ages of many people attending our exhibition would be anywhere from 18 to mid-late twenties, we understood that social media would be one of the most useful tools in advertising our exhibition as well as building our brand aesthetic and continuity to the exhibition pieces. Instagram being our chosen form of representation and advertising for the exhibition allowed for the aesthetic of Opulence to Ashes to be appointed prior to the exhibition.

Annie Wright, Grace Dowle, Megan Glass, Avery Chamberlain and Eden Cronin have curated an exhibition reflecting on the connection between objects associated with the idea of ‘the Orient’ and the social construction of cultural difference within British society in their second-year project for the BA History of Art and Design module  ‘Understanding Exhibitions and Creating Displays’.

Reorienting the Orient: Upcycling as a Cross Cultural Practice, Mithras House, 6th Dec 2023

Reorienting the Orient is an exhibition that aims to explore the narratives and aims of cross-cultural consumption and the repurposing of cultural garments for alternative uses in the west. Ideas surrounding where these garments were intended to be worn are contrasted between systems of international export and local trading, which allows for an interesting comparison in the usage of oriental clothing in Britain.

Orientalism, a term coined by Edward W. Said, describes the western construction of ‘the Orient’ as a place of mysticism and exoticism and reflects Britain’s imperial relations with Asia. Britain’s connections to the Orient have influenced popular fashion trends in many ways through the years. Reorienting the Orient documents multiple examples of the dissemination of imported Oriental goods into British society, whilst also providing context behind specific examples.

The exhibition features two main pieces, selected from the Dress History Teaching Collection. The first, a skirt most likely handcrafted by the Rabari, a nomadic tribe indigenous to the Kutch district of Northern India. Despite initially being thought to be from the Rajasthan state of India, research suggests the bright embroidered motifs of peacocks and mango trees to be that of Rabari craft. This skirt would have been created for local consumption within the Kutch district, but was brought to Brighton by John Gillow amidst the British fascination with Indian culture during the 1960’s.

Reorienting the Orient: Upcycling as a Cross Cultural Practice, Mithras House, 6th Dec 2023

The second garment from the same collection is a Cantonese shawl, dating anywhere from the late 19^th to early 20^th century. Also being known as ‘Manila Shawls’ and ‘Manton de Manila’, these fabrics were most often made of silk and featured the Yue embroidery that is native to the Canton region. Patterns on these shawls often include scenes from nature and mythical creatures. This specific example features embroidered motifs of foliage on cream silk, with a border of fringe encasing the design. In contrast to the Rabari skirt, these Cantonese shawls would have been made specifically for western use. The consumption of these garments in Europe would ultimately lead to the commissioning of western cultural emblems to be embroidered on them, and the chartering of trade companies designed to import these products to various European nations.

Reorienting the Orient: Upcycling as a Cross Cultural Practice, Mithras House, 6th Dec 2023

Although both of these pieces show the significance of orientalist clothing in Britain in both the 19^th and 20^th centuries, ‘Reorienting the Orient’ also displays evidence of orientalism as an ongoing practice. This is shown through the exhibiting of two recent examples, purchased by the curators locally, in the Brighton lanes. Displayed on a mannequin alongside the Rabari skirt is a long sleeve cropped blouse in a rich maroon colour. The pattern featured on the garment shows clear inspiration from South Asian clothing and shows how cultural items from the Orient may have been understood and worn in a westernised context. Alongside the Cantonese shawl, a small toiletry case is displayed, which features designs and motifs that are heavily east-Asian inspired. Despite a lack of information on this piece, the purpose can be assumed to be that of western consumption, with copies of this very product being found on selling sites such as eBay.

Throughout Reorienting the Orient, the idea of a difference in production and consumption remains constant, with comparisons between the intended purposes, trade routes and the adopting of the exhibited garments into western society.

The exhibition, curated by Annie Wright, Grace Dowle, Megan Glass, Avery Chamberlain and Eden Cronin, is now available for viewing on the second floor of Mithras House (top of the Hellerup stairs).