Alice Emily Derham

Alice Emily Derham

Alice Emily Derham

COURSE: Fashion Business & Promotion 2020

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NARRATIVE

"UNCOMMON NAMES OF APPLICANTS REDUCE THEIR CHANCE OF EMPLOYMENT" - DR HADE TURKMEN "

NARRATIVE IS A HIGH STREET CLOTHING BRAND WHICH PRODUCES WORK WEAR GARMENTS TO PURCHASE VIA ITS E-COMMERCE STORE. NARRATIVE’S CORE CONCEPT IS ACKNOWLEDGEMENT OF WOMEN OF COLOUR IN THE WORKPLACE, AS THEY ARE UNDERPAID, UNDERREPRESENTED AND UNDERVALUED (IN COMPARISON TO WHITE MEN).
THIS IS TRANSFERRED INTO THE GARMENTS AS ARTISTIC, SUBTLE PRINTS. THE PRINTS ARE CREATED BI-ANNUALLY FROM THE NARRATIVE WIDER COMMUNITY, AND CLEVERLY PLACED ON GARMENTS
SO AS TO NOT CAUSE JOB SECURITY ISSUES, OR TENSION. NARRATIVE IS ACTING AS THE HIGH-STREET’S MICRO RESISTANCE AGAINST SYSTEMIC RACISM.

THE BRAND NAME NARRATIVE INCLUDES THE MATHEMATICAL SYMBOL ‘GREATER-THAN OR EQUAL TO’, IN PLACE OF THE ‘I’ AND ‘V’. THIS CONVEYS HOW BLACK WOMEN AND WOMEN OF COLOUR ARE GREATER THAN OR EQUAL TO THEIR COLLEAGUES. NARRATIVE IS ALSO A
COMMONLY USED TERM IN THE ETHNIC MINORITY COMMUNITIES WHEN DESCRIBING INCLUSIVITY BATTLES, AND HOW THEIR STORY WILL NOW BE AUTHENTIC AND REPRESENTATIVE OF THEM.

NARRATIVE HAS TWO SOCIAL OBJECTIVES; TO PROMOTE BLACK WOMEN, AND WOMEN OF COLOUR’S TALENTS IN ALL ASPECTS OF THE BUSINESS. FOR EXAMPLE; JOB ROLES AT THE TOP OF DECISION-MAKING POWER, TO RUNNERS AT PHOTO SHOOTS.

SECONDLY, CONSISTENTLY AND EXTERNALLY OFFERING OPPORTUNITIES TO WOMEN OF COLOUR AND BLACK WOMEN, TO BE INVOLVED WITH THE BRAND. FOR EXAMPLE; THE ARTWORK WHICH BECOMES THIS COLLECTION’S PRINT, WILL CHANGE EVERY COLLECTION TO ENSURE EXTERNAL CONTRIBUTORS WILL ALSO BE OF DIFFERING ETHNICITY.

NARRATIVE’S MAIN GOAL, IS TO REPRESENT THE WORKING ETHNIC MINORITY WOMEN IN EMPLOYMENT, AND ACKNOWLEDGING THE CONSTANT STRUGGLE THEY FACE.
NARRATIVE WAS INSPIRED BY ‘SLAY IN YOUR LANE’ BY ADEGOKE AND UVIEBINENE, GAL-DEM MAGAZINE, AND A REPORT TITLE ‘TRIPLE GLAZED CEILING’ BY DR HADE TURKMEN AS STAND-OUT INSIGHTFUL WORKS.
Alice Emily Derham

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29
Apr