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Digital Element for Promotional Package 

346 Zine 

I also created a Zine named 346, after the $346 million worth of face masks Etsy sellers sold from April to the end of June. The Zines purpose is to illustrate how masks can be easily incorporated into your wardrobe. With the photographs, I wanted to take the focus away from the face and the mask and focus on the models and their outfits. I styled the models to match their masks, this was to show how easy it was to wear these masks as an everyday item. The articles written in the Zine touch on the emergence of face masks and how they’ve already been an everyday thing in many countries like Asia. It also talks about the argument on fashion houses selling masks at a premium, and whether or not that is profiteering and perpetuating of class difference. In the Zine I also included a little opinion piece on anti-maskers which included some graphics. 

Here is a link to a better quality version of the Zine: https://drive.google.com/drive/folders/11zl6ynxyfI4hKGqut1NrLiVQ3ADM4U-h?usp=sharing

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Written Element for Promotional Package - (Included in Zine)

General Discussion About Masks

Surgical face masks began appearing on the public’s faces almost immediately after the Covid-19 infection was identified, first in Asia, where masks were already common, and then in Europe. These days they are seen everywhere, all over the world. The mask has become Covid-19’s avatar. 

The mask is simply the latest iteration of an object, an accessory even, that has occupied a role in various cultures from when it was first created in the mid-1890’s. Masks have represented safety and protection from disease and pollution, solidarity, protest, racism, a fashion trend and now a pandemic. 

We attribute so much meaning to the human face and its expressions, to cover it, to hide what is the most naked, accessible, part of yourself can be deeply unsettling and alienating to those around us. French designer, Marine Serre explains “a mask creates a barrier between you and the world, it protects you, but it also means you can’t get close to someone.” She says in the past, the masks she includes in her collections made many viewers uneasy. But not this season, “people were more and more enthusiastic about it,” but she says “but it’s not really a positive thing I think.” 

Selling masks at a premium can spark an awkward conversation. Many brands are selling masks, doing so during a global crisis can seem like profiteering. Not to mention a perpetuating of class difference, that’s when we ask the question who can afford to pay for the protection of their choice? 

Hopefully we will reach the point where wearing a mask will be seen, as it is in Asia, as a sign of care and a gesture of community. Where wearing a mask is not a sign of fear and difference, but of human commonality. Or perhaps they will remain an uneasy subject. Either way, these masks will remain our new normal. 

Face masks have become an everyday item in everyone’s closets (well they should be.) The fashion industry has grappled with how to treat the mask and it has struggled with the issue of should pieces make a style statement or function primarily as essential medical ware. 

Anti-Maskers

Masks have become a very prominent point of contention during the Covid-19 pandemic. A small but vocal segment of the population have ignored the growing evidence that masks make a difference in combating Covid-19, and refuse to wear them. This issue seems to be the most prominent in America, one of the most Covid effected countries in the world.

Anti-maskers are the new anti-vaxxers, they are fuelled by the uniquely American “don’t tell me what to do” attitude. Vaccines and masks serve similar purposes: to protect people and their communities. But those who oppose these things don’t see them as that. There’s irony in the shunning of masks, grasping at “freedom” by refusing to wear a mask they are delaying the true freedom of pre-pandemic life. 

Osteopathic physician and conspiracy theorist, Dr.Rashid Buttar falsely claimed that face coverings reduce your oxygen intake, lead to toxic inhalation, impair your immune system and highlight “your disturbing stupidity.”  Also calling those who wear masks “COVIDiots.” The problem with these ‘qualified’ people spreading misinformation, is the fact that people have no reason not to be believe them. They find the sort of people that share the same values and fuel them. 

In anti-mask circles, there’s reactance against masks, seen as threatening one’s right to dress, breathe, and act in public as they please. America seems to be founded based on the premise that people didn’t want the government telling them what to do. 

We have anti-maskers here in New Zealand too. Small groups of them took to the streets during lockdown to protest quarantine and refused to wear masks. Every community will have people that care for themselves and not consider the safety of others. Close minded people I like to call them.  

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Physical Element for Promotional Package 

D.I.Y mask kit and instruction booklet 

The D.I.Y Mask Kit includes all the resources needed for people to make their own mask. The mini booklet includes instructions, a section on how to wear your mask and how to style it. Having all the materials and instructions together makes the making process easy. It is also fun and more personal for someone to make their own mask, it makes the wearer more likely to wear it. The booklet attached is also educational for the reader. When the reader becomes educated it makes the subject of masks less intimidating than they really are. 

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Contact sheets from photoshoot

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Contact sheet from test photoshoot

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Week 8 - Promotional package planning 

Figuring out theme/ issue, researching brands, photographers and concepts.

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Fashion Promotion Research Task - Week 7

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Magazine Cover Task - Week 6

For my magazine cover I decided to reference the Harper Bazaar magazine. I decided to use my particular photograph as I loved the way it was sitting so straight and angular in the air. I liked the contrast of the brown from the dress and the blue of the roof. It makes the dress stand out. The idea behind not having a model wear the clothes, revolves around Covid-19 and its effect on the fashion industry. This including fashion shows, collection photoshoots and modelling. That’s why my magazine advertises Covid-19 and quarantine topics. 

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Magazine photoshoot - Week 6

Here is a small collection of my favourite photographs Molly and I took. I decided not to use these for my magazine cover, but wanted to include them in my blog.

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Styling Task - Week 5

Dew Magazine - Hunter Magazine

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Illustration Task - Week 4

Collage Illustration 

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Illustration Task - Week 3 

Figure templates 

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Illustration Task - Week 2

Reference illustrator - Annie Naranian

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Illustration Research - Week 2

Annie Naranian

Annie is an artist based in Toronto, Canada. When talking about her work she says she usually works with digital-based media. But when she’s not using her iPad, she typically works ink, pastel, acrylic and watercolor. She describes her style as playful, quirky, and exaggerated. The reason why she emphasises their characteristics is because she wants her audience to find happiness and laughter throughout her art. Her main reason for this being because she believes we take life a little too seriously sometimes. 

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Illustration Research - Week 2

Junchen Zhou 

Junchen is a student, freelance illustrator and fashion designer from the Fashion Institute of Technology in New York. 

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Illustration Research - Week 2

Jamie Lee Reardin 

Jamie is a Canadian artist whose work blends fantasy and fashion. She has been commissioned by Dior Beauty, New York City Ballet, Moda Operandi, Prada, and Nike to create campaigns and custom illustrations.

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Illustration Research - Week 2

Exaggerate Features - Paolina Alexandra Russo