PHOTOGHRAPHER

AND ARTISIT

cortez

dailly paper

conceptualize a magazine idea of a collaboration of Hassan hajji and a UK brand

gap in a market what is not covered in culture and how its depicted in the fashion industry.

→ The use of Western and North African cultural influences in UK fashion branding and marketing.

→ Because cultural blending can:

Improve representation or

Reinforce stereotypes and appropriation

This research addresses an ethical and creative tension in contemporary fashion marketing.

(You can directly link this to diversity, representation, and ethics — all named in the module aims.)

UK fashion brands

Artists/designers of North African heritage (e.g. Hassan Hajjaj as a case study)

Fashion consumers and audiences (representation impact)

Geographically: UK fashion industry

Culturally: Western + North African cultural space

Contextually: branding, marketing, editorial storytelling

Contemporary fashion (last 10–15 years)

Increased focus on diversity, globalisation, and ethical branding

A lens through which to evaluate:

Creative control

Representation

Power dynamics

Visual analysis

Brand case studies

Cultural theory

Marketing critique

Asking who gets to represent culture, and how

I will not be producing a full magazine, but instead creating conceptual mock-ups and editorial content to visually support my research into how UK fashion brands blend Western and North African culture and how this impacts representation.

North African patterns, symbolism, craft

Problem

Loss of meaning through fast, aestheticised digital content

Context

Social and digital fashion communication strategies

• pattern as language

• ornamentation & symbolism

• postcolonial representation

• material culture

• fashion storytelling

• visual identity

• image circulation

• editorial fashion media

• content pacing

• storytelling on social platforms

• engagement vs meaning

• digital branding frameworks

• cultural appropriation vs appreciation

• decontextualisation

• exoticism

• visual power dynamics

Core idea

Ornament is a meaning system, not decoration.

Key points

• Ornament carries culture, identity, and history.

• Modern and digital design often remove or flatten this meaning.

• Ornament can guide new design frameworks, especially digital ones.

  
  

  project link....

• Supports treating North African patterns as visual language.

• Supports your critique of misrepresentation in digital fashion.

• Justifies creating your own culturally informed framework.

One short paragraph for your writing

Lee (2025) argues that ornament functions as a cultural meaning system rather than decoration, and that digital design often strips it of context. Her work highlights ornament’s role in expressing identity and cultural history, supporting this study’s aim to treat North African patterns as meaningful visual systems and to develop a culturally informed framework for their representation in digital fashion communication.

• expert insight

• used to inform a conceptual framework

• triangulated with theory

  
  

A semi-structured expert interview was conducted with an artist of North African heritage whose practice engages with fashion, photography, and cultural symbolism, to inform the development of a culturally informed conceptual framework for digital fashion communication.

Campaign B – Inspired but unclear credit | ambiguous example |

Campaign C – Potential appropriation | critical example |

double cheack the reading list sanders refrecnes for chapter 3

and use the code of conduct book, in the liture review

also add her aproved to go ahead of the concendt forms add to apendeix all the forms

make sure you abstarct look at the picture add the limtation,

sumbit the work as pdf

needs to selling your project

you pick up this in ur conclousin / needs to be sourced find simarar aims / promblem discusion narrow it down whats been found whats not been found / its like a funnle and the reserch question is at the bottme / its the closest sources that has helped me come up with this

1. Use the core book (Saunders et al 2023) for relevant

definitions.

2. Consider “weaving” definitions* into your narrative of

of justifying your methodological steps

taken/applied*.

3. Is it clear which methodological choice had been

applied (onion layer 3)?

4. Is it clear which research strategies have been applied

(onion layer 4)?

5. Is it clear which time horizon has been applied (onion

layer 5)?

6. Have data collection & analysis been described (onion

core)?

7. Have relevant ethical considerations been described? / have a correct lable question 1 - etc and say the question / so each quote chapter 3 talk about how we got our finding