saffron brown

saffron brown

saffron brown

COURSE: Fashion 2020



Addressing cultural, social and ethical issues while connection comunities

THE SCOOP embodies hope to enforce change within a currently under represented industry currently dominated by fast fashion. A vast number of consumers, across the whole industry of all backgrounds, often have little knowledge of the impacts of cultural appropriation has on society and ethnic communities often leading to loss of income for smaller cultural designers. Or if knowledge does exist is it extremely minimal and rarely translates into their buying patterns. With THE SCOP’s unique ethos and USP, I hope to influence and educate consumers, opening the opportunity to understand each other, explore cultures and creatively connect. This produces a chance to turn a negative situation into a positive outcome. The site produces a platform to spread awareness to a global market by proving a space full of knowledge and creative content including considered trend stories, imaginative trend zines, talented ethnic creatives and more. This platform is not only for ethnic minorities but a celebration of their underrepresented creativeness and bringing them together with the community to create inspiring work.

Taking inspirations from other cultures has been a dominant issue in fashion industry for a long time. Many cultural elements are often found on the runway as re-interpretation of the designer’s understanding towards a certain culture. Although it is believed that this representation of using images from other cultures is the demonstration of appreciation for culture and the demonstration of cultural diversity. It might not always be appropriate to use some cultural symbols to create the fashions, resulting in what people recognised as cultural appreciation might actually be cultural appropriation. There is a fine line between the idea of cultural appreciation and cultural appropriation. The controversial issue of cultural appropriation involves the stereotype and simplification of ethnic cultures, the cultural dominance and in some cases the violation of the culture’s intellectual property rights.

My FMP, THE SCOOP is a online platform that also provides physical content dedicated to filling a gap in the market. THE SCOOP is fearless and unapologetic in its drive towards change, addressing cultural issues such as cultural appropriation in the fashion industry and proposing resolutions, with an end result of inclusion, community and togetherness. The online platform will approach this by providing carefully considered trends, along side three reaction trend zines. Within the platform creatives from buyers to artists can create a profile, upload their own content, view trends, interact with each other and collaborate. The platform will have a focus on underrepresented ethnic minority, giving them a voice they have not had for so many years. This will then allow for the wider industry to respectfully use cultures and benefit both sides of the collaboration.

THE SCOOP was the perfect opportunity to work in collaboration with beautiful, creative ethnic minority women within my FMP was both empowering an uplifting. As my project was completed during the global pandemic I was unable to be as hands on with my collaborators as i would of liked. Nevertheless we was able to create some great imagery through video chat meetings where I was gather information on these amazing designers and creatives enabling me to add their personalities into my work.

Upon reflection on my study at BCU, it has been a rocky ride. I am thankful to have the opportunity to study at a higher level, as many others do not, but I also feel I faced struggles. Maybe even some that I have discussed within my FMP and dissertation. A lot of the time at university I was left underwhelmed and disappointed with myself and the work I produce, often being due down to the lack of funds available to me, which actually effected various aspects of my experience from the actual finishing of projects to not being able to afford the dyslexia test resulting in me feeling left behind without any additional help. When these types of issues were raised to the university there often was no response and when there was outcomes never resulted in my favour. Ultimately leaving me feeling let down by the university throughout my 4 years. I do wish I could have been more involved with university and created more friends & industry links, but with everything going on I wondered how anyone possibly found the time. A positive from my time at BCU is that it has allowed me access to more knowledge into the industry and helped me decide of my end goals, the year placement was great and really helped broaden my knowledge.