Endorsements and Branded Identities by https://padlet.com/rachael_walker2/BrandedIdentities This session explores role models from the 20th and 21st centuries to help us understand the current the age of celebrity culture, its relationship to endorsement in the fashion industry and the changing mediums of the promotion of fashionable role models. We will also look at ideas about ‘brands’ and fashion, considering how successful brands maintain consumer appeal and alternative experiences through counterfeit clothing and examples where people have appropriated the logos, images and ideas from brand identities for their own purposes. en-us 2017-10-27 09:54:22 UTC 2023-01-24 03:44:06 UTC hello@padlet.com Gucci Roman Rhapsody Campaign rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/201130969 Unfolding as a series of compelling portraits of real people in real places, the Cruise 2018 campaign is shot by iconic British rock star photographer Mick Rock.]]> 2017-10-27 09:54:50 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/201130969 All Lecture and Seminar Questions can be used as a starting point for your presentation and/or assignment. rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/201131356 This week’s seminar will question the nature of today’s celebrity culture. Please bring an advertisement that you feel is relevant to this topic and think about the questions below to help you prepare for the seminar discussion:

-    How would you define ‘celebrity’ today?
-    Who are your role models in fashion? If you don’t have any, why is this?
-    Do you buy branded clothing or fashion? Why or why not? If so, what is appealing about the brands you choose?
-    How do ideas about celebrity endorsement and branding link with technological developments and changing access to fashion media?
]]> 2017-10-27 09:57:05 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/201131356 Celebrities who endorse eco-brands. rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206137591 Can you name any other celebrities who endorse eco-fashion?
 Emma Watson
Gwyneth Paltrow
Julia Roberts

"By donning these “green” or ecofashions celebrities have depoliticized highly charged sociopolitical issues, and as a result, ecofashion communicates only the aesthetic of the wearer." 
What does this mean?

From Additional Reading -  Theresa M Winge (2008) “Green Is the New Black”: Celebrity Chic and the “Green” Commodity Fetish, Fashion Theory.

]]> 2017-11-13 09:13:56 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206137591 rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206140560 Stella McCartney, despite having a famous father, has created her own business through talent and hard work. Her brand is built upon sound design principles as well as a preference and engagement towards sustainable fashion, in which her brand is becoming known for.]]> 2017-11-13 09:26:11 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206140560 Six Magazine - launched in 2011 rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206145484 "We believe that sustainability in creative industries has to be led by strong design, and we follow this mantra for every brand and product we feature. "]]> 2017-11-13 09:42:27 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206145484 From Additional Reading - Theresa M Winge (2008) “Green Is the New Black”: Celebrity Chic and the “Green” Commodity Fetish, Fashion Theory. rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206152312  British fashion designer Katherine Hamnett is often recognized as one of the fi rst designers to combine environmental activism with style and fashion. Her oversized T-shirts sporting slogans such as “Make Trade Fair” and “Clean Up Or Die” are an excellent case in point (McDermott 1987). Since 1989, Hamnett has been developing an “organic” and ethical fashion line, which was extremely diffi cult due to the limited availability and access to environmentally friendly raw materials (Snell 2005). Eventually she eliminated the “middleman” in order to ensure the quality of the organic textiles and fair wages and healthy working conditions for everyone involved in every aspect of creating her clothing lines. Today, Hamnett designs “fashionable” clothing produced and distributed within her strict ethical and ecological guidelines (Snell 2005). Still, she recognizes that ecofashions have a long way to go before they overcome the negative connotations of “oatmeal” and “hairy sacks” associated with eco-dress (Snell 2005).

The political beliefs which first guided her business practices were soon literalized in Hamnett's designs: In 1983, Hamnett created a silk T-shirt printed with big block letters which read: Choose Life. The move was essentially a stunt, but the shirt proved to be immensely popular. Hamnett continued designing variations on the slogan tee over the course of her career, (perhaps inadvertently) branding herself as fashion's most political designer.

]]> 2017-11-13 10:05:24 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206152312 PRADA MARFA 2005 -: Additional Reading Nicky Ryan (2007) Prada and the Art of Patronage, Fashion Theory, 11:1, rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206158957 What is Luxury? Image and branding based around owner Miuccia Prada 

A permanent public sculpture created by artists Michael Elmgreen and Ingar Dragset. For viewers to “read” the secondary meanings of this installation and engage with its commentary on Western affluence and gentrification, it was necessary to possess the requisite knowledge, or what Bourdieu has described as “cultural capital.” 

 Prada has constructed an artistic identity for itself through corporate mediation and careful patronage. The nurturing of cultural cachet through an association with the arts ]]> 2017-11-13 10:30:34 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206158957 Miuccia Prada - 2006 (Chen) rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206163337 " It’s true I have a certain ambivalence about fashion and a deep respect for contemporary art, so perhaps that makes me more willing than some to support projects that raise controversial questions on the contemporary world of fashion and brands."]]> 2017-11-13 10:46:52 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206163337 Additional Reading - Understanding Celebrity - Graeme Turner, 2004 rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206177473 "What are the conditions of celebrity today? The contemporary celebrity will usually have emerged from the sports or entertainment industries; they will be highly visible through the media; and their private lives will attract greater public interest than their professional lives. Unlike that of, say, public officials, the celebrity’s fame does not necessarily depend on the position or achievements that gave them their prominence in the first instance. Rather, once they are established, their fame is likely to have outstripped the claims to prominence developed within that initial location. Indeed, the modern celebrity may claim no special achievements other than the attraction of public attention; think, for instance, of the prominence gained for short, intense periods by the contestants on Big Brother or Survivor. As a result, and as the Big Brother example might suggest, most media pundits would argue that celebrities in the twenty first century excite a level of public interest that seems, for one reason or another, disproportionate." 

"Therefore, as the media plays an ever more active role in the production of identity; as our consumption practices increasingly reflect choices that privilege the performance of identity; and as celebrity becomes an increasingly common component of media content; it is not surprising that celebrity should become one of the primary locations where the news and entertainment media participate in the construction of cultural identity." p102

Cultural identity and celebrity have, it seems, a shared history and perhaps even a common origin. Dyer implies that our interest is directly related to the need to make sense of our experience of the current model of social production: We’re fascinated by stars because they enact ways of making sense of the experience of being a person in a particular kind of social production (capitalism), with its particular organisation of life into public and private spheres. We love them because they represent how we think that experience is or how it would be lovely to feel that it is. Stars represent typical ways of behaving, feeling and thinking in contemporary society, ways that have been socially, culturally, histor ically constructed. (1986: 17)]]> 2017-11-13 11:42:00 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206177473 Additional Reading - Understanding Celebrity - Graeme Turner, 2004 rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206184784  Upmarket international magazines dealing with fashion, consumption, the arts, style, and other popular cultural topics (such as Vanity Fair, Harpers Bazaar and Vogue), have accorded celebrity news and features an ever more prominent position in their editorial mix. Stories on Nicole Kidman or Kylie Minogue are as likely to appear at this end of the market as they are to turn up in Heat or People – and they will likely be almost as anodyne and commercially helpful there as they would be in OK. It is important to emphasise this fact because criticisms of the effect of the promotion of celebrities upon the contemporary practice of journalism often assume that this is at its most active at the ‘tabloid’ end of the print media. My research on mass market magazines would suggest the reverse; that the alignment of the commercial interests of the magazine and the celebrity is at its most seamless at the higher end of the market.]]> 2017-11-13 12:07:31 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206184784 Essential Reading - Church Gibson, P. (2012) ‘Introduction, Rationale, Context’, in Fashion and Celebrity Culture. Oxford: Berg, pp. 1-38. rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206198051 "Whether we like it or not, celebrity culture has seeped into every conceivable nook and cranny within the public sphere."]]> 2017-11-13 12:54:47 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206198051 Celebrity Fragrances are a good way to judge how we view ourselves, which fragrance would you buy? What do you think about celebrity fragrances? rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206203031 We often align ourselves with the celebrities we admire the most, e.g., Beyoncé
You don't have to like her music but her fashion and style....]]> 2017-11-13 13:09:29 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206203031 Uncoupling of celebrity from talent mean? - from essential reading rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206222611 "The presence of talent or skill - which mega-celebrities such as Beckham, Madonna and Beyonce do of course possess, is no longer significant, Most recently, we have witnessed the 'un-coupling' of celebrity from talent (Holmes and Negra, 2008.) For the nature of celebrity itself has altered, and those venturing onto the screen in reality television programmes are as important to the press as those who have attained celebrity status through their abilities and achievements. So, too, are the sexual partners of those already in the media."]]> 2017-11-13 13:52:08 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206222611 High street brands quickly copying the celebrity "look". rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206242760 2017-11-13 14:23:05 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206242760 A real sign that there is a link between celebrity and fashion is when celebrities started appearing on cover of Vogue instead of models. rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/206252421 2017-11-13 14:37:53 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/206252421 A new type of celebrity. Why has Zoella been in the news this week? rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207182900 What does this say about celebrity and branding]]> 2017-11-15 13:56:50 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207182900 Tutorials: Next week rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207184824 How to plan for your tutorial session next week and will finalise the details around groups, times and locations. 
Tutorials will be in small groups lasting 20-30 minutes (depending on the number in the group) to allow more time for discussion.]]> 2017-11-15 14:00:27 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207184824 Tutorial Preparation rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207186201 Tutorial Task • What has been the most interesting aspect of CP2 Fashioning Identities so far? It could be a quote, an image or an example of work from your studio practice that links with the CP2 unit themes. • Bring a copy of this to your tutorial be prepared to discuss this with your group and begin to plan how you might use this towards the presentation task for Term 1. • If you are a UniwideLanguage/15 Credit CP2 student, please ensure you are familiar with the assignment due in after Christmas and bring an essay plan with you to your tutorial. Your presentation should be something that is useful towards your assignment.]]> 2017-11-15 14:02:49 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207186201 What are the different kinds of celebrity? From essential reading: rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207188213 "Until recently, celebrity lineage alone could not guarantee success as a fashion designer: Stella McCartney had to study at St Martin's for three years, Today, however, the notion of training and apprenticeship as the prerequisite for such a career seems to have disappeared completely, certainly where celebrities, their relatives of offspring are concerned. In March 2010, it was announced that Lourdes Ciccone, thirteen years old, would be launching her own range of designs, to be called Material Girl for Macy's and based, of course, on her famous mother's very first incarnation." (Church Gibson, 2012)]]> 2017-11-15 14:06:09 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207188213 Fashion Endorsement in the Media - has it become too important? How much notice do you take of what actors where on TV and Film? rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207206865 Traditional fashion magazines and women's magazines still exist, though they have changed their appearance and their format quite drastically in this new era of celebrity. Now they depend increasingly on television for their content, together with a longstanding reliance on cinema, and , more significantly. they have their own websites. With the increasing proliferation and power of fashion blogs over the past few years, whose authors can challenge, compete and corroborate, fashion journalism has been to forced to cooperate with bloggers. Overall. there is an interdependence in the presentation of contemporary fashion which is very new; a recognition of mutual needs has helped to create this reconfigured media landscape. Helen Warner, writing on the television series Gossip Girl, talks of a framework of discourses;"

"Shows like Gossip Girl are increasingly reliant on fashion to attract viewers, and as such, magazine articles, internet blogs and websites contribute to promoting onscreen fashion outside of the text and can,,,, affect the reception of the text. (Warner:2009 p185)]]> 2017-11-15 14:33:47 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207206865 Beyoncé and the Media rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207219340 ...Beyoncé has seemingly toned down and carefully commodified her ethnicity. Cashmore argues that her 'ethnic ambiguity' can be taken to suggest that racism has somehow, magically, vanished from contemporary America.....in her infamous L'Oreal commercial, critics claimed her face had been digitally whitened, a claim that was denied by L'Oreal.....  Such reflections are vital to our consideration of fashion and celebrity - for, as we shall see, the fashionable celebrity seems, invariably, to be pale in colour, except when fashion elects to fetishize blackness as 'other.'

Whether L'Oreal did or didn't airbrush Beyoncé's face doesn't escape from the fact that she has still been airbrushed and has been used as a way for high profile brands to make money, (commodification). ]]> 2017-11-15 14:51:23 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207219340 https://padlet.com/rachael_walker2/BrandedIdentities rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207258403 2017-11-15 15:47:51 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207258403 rachael.walker@mmu.ac.uk rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207258743 2017-11-15 15:48:20 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207258743 rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207264214 2017-11-15 15:56:04 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207264214 rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207273557 2017-11-15 16:09:23 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207273557 rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207273778 2017-11-15 16:09:46 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207273778 Counterfeit and Copying rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/207274337 2017-11-15 16:10:42 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/207274337 https://padlet.com/rachael_walker2/BrandedIdentities rachael_walker2 https://padlet.com/rachael_walker2/BrandedIdentities/wish/212248666 2017-12-01 13:42:31 UTC https://padlet.com/rachael_walker2/BrandedIdentities/wish/212248666