The target audience is in the B-C2 class bracket and consider themselves fashionable, maybe even trend setters. Majority of advertising in Dazed is aimed at females, however I want to target both sexes as much of the work is also not gender specific.
Contextual Research
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| Photo-project + Editorial about individuality |
Featured in i.D Magazine, Chad Pitman explores our selfie-obsessed world and comments on identity in his photographic work 'People: In Progress'. Pitman's images are focusing on individual aspects of the human body, as well as aspects of garments, products and other signifiers which construct our understanding of the subjects at the time of photographing. In total Pitman photographed 50 hand picked individuals with a nostalgic and "unforgiving eye". i.D commented to say "The simple grace of the photographer's images, and their insistence on heartfelt intimacy, is a beautiful reminder that individuality is everything" when i-D met Chad Pitman to document his practice and concept.
The editorial style is broken down as an interview with Pitman, designed for screen based viewing and scrolling on user interface. The simplicity in this editorial style relates more to principles from UX design and web design- rather than from magazine or print culture, relating 100% to the modern age. - One could question if there is a more individual way to present this information??
Shoestagram, a section of Instagram is dedicated to showcasing footwear, (one particular aspect of consumerism), highlighting the high importance modern society holds for their footwear. This hashtag and genre of post express individuality through individual choices of footwear, as well as posting to others and possibly bragging about the goods we have purchased. By featuring expensive goods or other aspects of consumerism, we may position ourselves to be more affluent than we are, living a better quality of life and therefore become more idolised by the audience. This this particular interest of shoes is highly capitalised on, with footwear not just being something for practicality, yet as an expression of who we may want to be for a certain occasion or event.
By the consumer 'spectacle' we are encouraged to believe those who consume a certain brand such as Nike or Jimmy Choo, are better than somebody who may only purchase Tesco footwear. This in tern contributes to our ego and sense of self, as well as comparing ourselves to others if we cannot fulfil those brand ideals put forwards by the likes of Instragram/#shoestagram, and brand advertising.
Dazed & Confused Insta Feed
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| Photography Émilie Régnier |
Converse 'Made By You' Campaign
Converse's Made By You campaign celebrated 100 years of Converse, and celebrates peoples individual history and the life they've lived in Converse. One of their main tag lines is 'Shoes are boring, Wear Sneakers', encouraging the idea of playfulness and creativity through our shoes, as well as standing out from the crowd to make ourselves 'not boring'. The campaign looks at celebrities converse which have been worn, customised and often abused but moulded to their life and identity. Pristine shoes may say a character likes to take pride in their appearance, as if they can "look after the shoes which are only walking on the ground then that says something about character".
Crisp branding mixed with nostalgic photography suggests a retro innocence and honesty in appearance
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| Cheeky and incorporating aspects some readers may deem sexualising- as the woman featured is Victoria Beckham who happened to say she was more than happy to be shot like that, and even enjoyed participating in the Marc Jacobs campaign. This is an example of 'empowering looked at ness' mixed with subtle innuendos. |
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Collage style adapted in some editorials by Dazed and Confused. Very experimental and imaginative style, especially when reinterpreting adverts or re-appropriating imagery. |
Dazed & Confused Editorials- Page Layout and functionality
The variety of editorial styles is something I am excited to experiment with. Dazed use a wide range of imagery which is always expressive and vibrant in nature.
Vivienne Westwood
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