Art, Fashion Politics, Fashion Promotion, Fur, Macaroni

POLITICS OF FASHION

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In the 80’s people would spray your coats and jackets with spray paints as it was so frowned upon; it is something that people are constantly questioning. Leather is another, although it is within the food market too, big cats like tigers, leopards are not considered acceptable within this day and age; and a lot of magazines and boutiques will not touch it. Prada this year have focused on fox fur, which is being looked at in great detail with the Anti Fur Lobby and cosmetic testing. Within the UK, there are no fur farms, and there are no large fur creations within the UK, however it is still large in Europe and other countries abroad. 

An 18th Century Man of Fashion, within the fashion industry there is a stigma, which has been around for 200 years is for men who are too groomed and too into fashion for what is seen acceptable. A Macaroni is someone who pays too much attention to themselves, too much styling and fashion incorporated within one look, has its own term within the industry. Within the industry there is a lot of Social Conditioning, of what is said, and what is acceptable; this is very interesting and something which is looked at and studied very closely within the industry.

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Art, Copyright, Fashion Law, Fashion Promotion, Intellectual Properties, Trademarks

Intellectual Properties

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DESIGN RIGHTS:

Design rights cover the whole aesthetics of the design itself. It protects the appearance of new products and the individual characters which can be found on it: lines, colours, contours and texture. Design rights are also about £40 in the UK. They are relatively cheap rights to be enforced, and are commonly more used as a marketing tool. With a larger company, such as Burberry, the shape of the bag or the patterns aren’t always design protected as there are so many different new collections being created; which also causes many problems over time. 

MORAL RIGHTS:

This is where you have the right to be acknowledged as the creator to the work, as you have the copy right protection, however it cannot be assigned, it can only be waived within the industry. This lasts for the life of the creator, plus 70 years after their death to protect the piece. 

CONFIDENTIAL INFORMATION:

This is information which isn’t known by many; such as the ingredients of Coca Cola so that it cannot be copied and replicated; you as the creator want the rights and the protection from this so that you have an individual product. 

When creating a design, product, idea, you need to make sure that you have looked at what is already copyrighted and a document to show your development process which you have undertaken. Make sure everything is dated and noted, to make sure that you have security behind it. Also, owner ship need to be thought of, so that you are another can use the product, coming to an agreement. Make sure that you read the contract which has been given to you, so that your royalties are high enough and that you are defining yourself as well as the company.

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Alexander Wang, Art, Fashion Promotion, H&M

Alexander Wang

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For the last 3 months there has been something that has been top on many fashion followers calendars; the Alexander Wang release for H&M. The event was open to those with an early bird ticket which were rare. With faces like Ellie Golding, and champagne, live music and the chance to get their hands on the first Alexander Wang pieces, it was packed that night, and by mid-day on Thursday the website had crashed and all stock had been sold. This sudden rush for H&M is why it is so developed and ahead of many other high street shops, as it offers something different to entice new customers as well as holding onto the existing. This is key, not only for the store but for the individual designers as it allows a large audience for the brand as the prices and the audience have changed to suit the occasion. It is, and will always be remembered as an incredible event. 

http://www.hm.com/gb/

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Art, Copyright, Fashion, Fashion Law, Trademarks

TRADEMARKS

  • Trademarks make an indication of the origin of goods and services; marks that distinctive business from the other; gives you individuality and promotes your own work through the trademark. This works by Application and Registration in the relevant class and territory. Trademarks are normally distinguished through: Letters, numbers, colour and shapes. If the trademark however isn’t registered in a different country the trademark which is personal to you can be used somewhere else in the world if it is not registered correctly.
  • Half a million pounds to register Trademark around the whole world. Fashion is quite often created in Asian countries, which is why a lot of support and Law Trademark Registrations can be found in those particular countries. China keeps a very close eye on what happens and emerges in the UK, so trademarks are key to keeping the industry fair and unique to each brand to make sure that you aren’t ripped off.
  • You can however use the same name, such as Polo, for a different brand. Polo is used for cars, clothing and sweets, however each element of the name is very different and a different sector within the industry.
  • Pictures or symbols such as the Nike Swoosh, Burberry Check and the Red Soles of shoes are all trademarked, meaning that no other company can use this as it is individual to that country. You can also make individual positions within an outfit, such as the Fred Perry double stripes on the colour and the edge of the arms to keep the brand unique and different from the others; this enable as theme and key understanding for the brand too.
  • Requirement have to be capable of graphical representation, distinguishing goods and services, not descriptor and not contrary to public morality and policies, this enable each and every one of us to have the same chance and the requirements. They last for 10 years, but have to re renewed, but if they aren’t used of the product isn’t launched within 5 years, the trademark can then be cancelled.
  • If you do not have the money to create a trademark, you still have the rights to individual use. £170 is how much it costs to create the Trademark; with it registered however it is better to get proof of registration. Infringement is also very common within the industry; you cannot have: Identical mark, goods or services; confusion within the products; and repetition, misrepresentation and damage. Vivienne Westwood’s logo was found to have been Infringed by Red Planet – You have to be incredibly careful with infringement as it can end up in court.
  • A Patent is a national right, has to be applied for and granted by individual countries. These normally last for 20 years or so; they can be a description, claim or a drawing which you are trying to protect.
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Art, Brighton Fashion Week, Couture, Fashion, Fashion Promotion

Brighton Fashion Week

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It is commonly misunderstood that there is only one main Fashion Week which happens within the UK, however this is such a mistake within those who think that; as around the country there are so many influential catwalk shows which display different work, designers and styles which are unique to each place. Brighton is somewhere that I have lived for my whole life, meaning that I have become very aware of the styles which are represented thoughout the people who are currently living there. Brighton is the capital of the Gay population within the country, and this is such an incredible experience when in Brighton, as fashion is pushed to its limits, and creations and styles really come alive. 
The Lanes which can be found there are a hub for new fashion and individual boutiques and accessory shops, as well as the main shopping station. Brighton, like many other sub cities, has its own Fashion Week which is held in October every year, and although one of the newer Fashion Weeks, it has blossomed and really come alive thought the people and the style of living. Next year I really hope to have a more personal and larger role within the event, as I think it is such an experience for Fashion Promotion and others interested in Fashion to get stuck into.
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Art, Beauty, David Beckham, Fashion Promotion, Haig Club

DAVID BECKHAM – Haig Club

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The famous model and football player David Beckham has recently tken his career up a notch when he created his own whiskey – Haig Club; as a No-Age-Statement. As whiskey has connotations of an old man, Beckham is trying to bring the age down and make it more fashionable and realistic in the eyes of the younger generation. 

Within the advert, here are so many factors which work in synergy to create the very personal yet deliberate advert. To start off with, Guy Richie is the director of the advert, as well as shooting for David Beckham’s H&M advert, meaning that the two have worked together and have created this bond. Beckham has recently published a programme about him riding a motorbike around the country, as this is something he personally enjoys; which is why he enters the advert on a bike; the very personal elements makes the product authentic, as you are seeing the real Beckham. There is such a strong narrative and marketing strategy behind the whole filming. 

‘The Sell: Sumptuous Scottish Scenery and Soccer Star’s Sex Appeal’

Next, part of the group of friends, you will see the familiar face of Jimmy Choo, who is indeed a friend of Beckhams. All of these work together to create such a thought out advert. Also, you see the famous selfie moment; the sharded self, it is the modern world and what the target audience know. As well as the selfies being taken around the world at famous landmarks, meaning that there is a global push to the product. The whole advert is so incredibly developed and one which I think is incredibly effective.

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Art, Fashion and Textiles Museum, Fashion Promotion, Julien McDonald, Museum

FASHION AND TEXTILE MUSEUM

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Over the years, the Fashion and Textile Museum has held so many incredible and memorable fashion exhibitions, which have always been a great inspiration for my work and looking into greater detail of the history of fashion. This season, it focuses on Knitwear; Chanel to Westwood. The vintage inspired knitwear focuses on the 1920’s jersey, the 1930’s swimwear collection, all the way to Vivienne Westwood and Julien MacDonald’s work. This range of designers and the impact that the whole exhibition has is just incredible, and the art movements over time become so impacting as you enter the world of knitwear. 

When looking around the exhibition, my favourite piece of knitwear would have to be Julien MacDonald’s’ Mixed Synthetic 1900’s sequinned dress. The change between the inner body within the dress and the high neck was just such a different style and added such a power to the piece. Although a neck length, tight, short sleeved garment, there was something very uniquely beautiful about it, and the whole piece was so delicate yet powerful in itself. The panelled body had this incredible, yet simplistic, pattern of silver tones which shaped the figure perfectly. I believe this was one of the most interesting and diverse exhibition that the Fashion and Textile Museum have displayed, and I thought it was just fantastic.

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Art, Charity, Fashion Promotion, Moustache, Movemeber

MOVEMBER

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Each month, at the beginning of November, all of the brave men of this country join to either to grow a moustache or beard to raise the awareness of prostate cancer, testicular cancer and mental health problems. The congregation of men across the nation is such a wonderful experience, and although it makes no effect by itself, the constant promotion of the charity is such an achievement, and is an incredible element to the charity industry. The foundation challenges men to grow a the facial hair for one month only, and to raise funds, as well as putting a smile on peoples faces. To date, there have been 4 million moustaches over the years, and the message is being heard. This is such an incredible campaign and causes such an effect on those who are in need of help.

http://uk.movember.com/?home

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Art, Christian Dior, Competitors, Fashion, Fashion Promotion

SWOT of Dior

STRENGTHS: Dior itself has so many strengths, but those which have drawn the company out the ground is the individuality and strong sense of narrative and the creation of ‘the dream’. Over the years Dior has created such a passion for the brand, and the need for it, which is why, 60 years on the company is still ever moving with the fast paced industry. 

WEAKNESSES: Although the company is very well developed, it has only a few downfalls, due to the change of designers over the years, at points there has been very little stability within the business, and the change of the personalities being injected into the brand has meant that in some cases there has been a large change in style and designs of certain pieces. 

OPPORTUNITIES: Dior is very aware as a company, and keeps up to date with all events. The Dior Harrods event in 2013, promoted the brand once again and allowed a whole range of audiences to view the garments and styles. The experiences which Dior choose to exploit are perfect opportunities for sales, and for the audiences. 

THREATS: Along with threats comes strong competition within the industry, and in this case, the threats lie with Chanel, and the fact that there is such a strong connection between the two brands. However, threats also lie with the designers, as in the short stay of the designer Bill Gaytten in 2011 for Dior, this can cause threats as it can have a lasting effect on the brand essence. 

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