Tam Dexter, one of the Norths most Do you feel that working as a model in
desired and booked models, kick the Fashion Industry has affected your
started her modelling career 2 years ago self-perception and body image at all?
through Nemesis Models, Manchester
and posting her test shots on the social Not as much as some people may think.
media platform Instagram. Obviously I look at other girls that go to
the gym a lot, and Im like wow I need
With already 32k Instagram followers at to go gym more [laughs], but Im happy
the age of 23, youll see Tam modelling with my body and I get booked for work,
for the likes of Hotmess, Luxe to Kill, so clients must like me.
Runway96, Baby Milk Clothing, Maniere
Devoir, Baziic and Jade Clark. Do you think that seeing successful
models on social media, could issues
But, how does building a modelling in young females? Especially those who
business through social media affect are wanting to follow your footsteps?
your self-perception as your popularity
grows and you become more, and more 100% of images on Instagram can be so
in-demand? Tam tells all on how it false; lighting and photoshop have more
feels to be on the industry side of the than likely been used. If I wasnt in the
lens in modern day society, and how fashion industry I wouldnt know about
the modelling indsutry could affect the the amount of editing that goes into
perceptions and identities of the public. post-production images.
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PERCIEVINGtam
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PERCIEVINGtam
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PERCIEVINGtam
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B-EAT ADVERT
With enough work people can
construct the appearance that they
want. Such understanding emphasises
the visual, pointing towards a world of
gazes, mirrors and spectacles
Stratton (1996)
MODERN
MUSE
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MODERNmuse
Stratton claims that, [with enough work] Inside, youll learn ways to craft your
people can construct the appearance voice and story on Instagram: all about
that they want. Such understanding how to edit your photos using the best
emphasises the visual, pointing towards apps and filters, how to prop and
a world of gazes, mirrors and spectacles style food and fashion photos, how
where they eye is the central sense to gain more followers, and secrets
and the body is its major focus. This behind building a top Instagram brand,
is resonant with social media and transforming an Instagram hobby into a
magazines, whereby the camera, or successful business
public eye becomes a mirror, allowing
for distorted self-perceptions, with Sound appealing? Of course. But how
one being unable to recognise what does living a life of curated, filtered
is real, or not, adding aesthetic pressure, and edited images make the everyday
especially in a world of social media. person feel? Song would argue that
For Song these spectacles and she, represents the masses because
constructive work has worked incredibly Im a real person, not a supermodels
well; Since reaching influencer stardom, or celebrity, so consumers can relate
she has been made brand ambassador more, yet if you ask someone on the
for Laura Mercier, launched her own highstreet, someone from the norm,
fashion line, called Jame, guest-edited they would argue that such bloggers
Korean Vogue, walked the Dolce and present and represent an impossible
Gabbana SS17 catwalk show at NYFW, and ideal look which the average person
has featured in Vogue US and Womens cannot achieve. If only Instagram made
Wear Daily. In addition, collaborations real life filters.. you cant edit real life.
have been formed with brands such as
True Religion, Fossil, Levis and 7 for All This statement can make one feel
Mankind, and has since been employed unsettled, but also can make one
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MODERNmuse
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TOP FASHION BLOGGERS
Different people of different
cultural backgrounds, under different
circumstances and at different times
make different meanings, and so
create and experience different
social realities
Saunders (2012)
MILK
& HONEY
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MILK&honey
Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
apernam reptatusant. apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam
quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam
nem fuga. Itatur? nem fuga. Itatur?
Untiae vel expe excest et elent doloremporat Untiae vel expe excest et elent doloremporat
voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
adis ant. adis ant.
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
denissim sus. denissim sus.
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
00 00
MILK&honey
00
MILK&honey
Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
apernam reptatusant. apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam
quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam
nem fuga. Itatur? nem fuga. Itatur?
Untiae vel expe excest et elent doloremporat Untiae vel expe excest et elent doloremporat
voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
adis ant. adis ant.
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
denissim sus. denissim sus.
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
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MILK&honey
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The media influences slim ideals,
and potentially can trigger eating
disorders. As a result 1.6m in the UK
alone suffer
B-EAT (2011)
CANDIDLY
ASOS
Model: Various
Photography: ASOS SS17
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CANDIDLYasos
part of the wider Fashion with Integrity So, who do you work with to form
programme we focus on diversity and such policies, and are these supported
inclusion so the model booking team going forward?
is aware of the importance of ensuring
that our models reflect our diverse RC: The design team obviously doesnt
customer base. work in isolation. We have very strong
relationships within our Buying and
I think that ASOS does a pretty good Garment Technology teams to ensure
job of this already but we are always policies are followed throughout
striving to ensure that all body types, the process. Our supplier bases are
races, etc, are represented across all of also an extension of this and regular
our channels. contact and visits build this trust and
continue updating the information and
How are ASOS perceived in the Fashion expectations we hold within ASOS.
Industry and ecommerce world in
regards to following guidelines and JA: When forming a policy it is important
policies? It is noticed that other brands to ensure all of the relevant stakeholders
and organisations in the Industry which within the business are involved. For
do not have such pre-set policies. example, for a retouching policy this
would include a group of people, so, the
RC: I hope ASOS is perceived to be quite Production team, the model booking
aspirational in terms of body image and team and the creative directors.
dressing any body shape.
We would also potentially involve a
We have 4 womenswear specialist critical friend i.e. a charity or initiative,
Own Brand departments Curve, that it well known for working in the field
Tall, Petite/Petite Tall, and Maternity/ so that they can provide external advice
Maternity Tall, and we also sell Branded as the policy is formed. This really helps
Specialist brands too. [ASOS] to ensure that we are on top of
our game, and that nothing out of line
We [ASOS] strive to be the top of our is carried out which could be perceived
game, and hope that all of the work done negatively by the viewer and consumer.
within head office is evident on site We take this quite seriously.
through both the end product and social
media outlets. We dont use advertising, Do you believe that all brands and
aside from our own magazine which organisations in the Fashion Industry
is available to customers, we live off should follow policies and guidelines,
word of mouth and the reputation this ensuring that Positive Body Image and
spreads, the feedback we have had from Model Welfare are accounted for? Or,
questionnaires and focus groups have do you think the Industry would benefit
been very positive. from National or International policies?
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CANDIDLYasos
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CANDIDLYasos
Have any problems arisen in regards to We also have wider programmes in place product/trends, but also just to touch
modelling agencies not complying with to highlight the impact social media base and see whats going on in their
these policy guidelines? can have on body image and mental family and community of followers. This
health. For example, we work with the is an invaluable resource and is why the
RC: Not that Im aware of, but I would WE HAVE RESORTED Diana Award (a charity that is working customer has become more aware and
like to think that ASOS would only work TO FINDING OUR to prevent bullying) and we have been educated in the way they dress and as a
with agencies which have guidelines partnered with them for the launch of result can dress with confidence.
OWN MODELS; OFTEN
and rules which embrace and support their #MySenseOfSelf! project which
all body types, and as a result any issues THROUGH INSTAGRAM, teaches young people about body So, what do you think are the benefits
are dealt with prior to production teams FESTIVALS, COMPS OR confidence and self-esteem. of having such ASOS policies and
meeting or hiring our models. ideologies in place?
EVEN AT TIMES FROM
The focus of the project is on an activity
JA: Yeah, I agree. Ultimately its up THE ASOS OFFICE! in which they draw an outline of their RC: The benefit to me is simply having
to the ASOS Model booking team to neck and shoulders on a large piece of less boundaries, but naturally having to
decide which models we want to use media is positive and this is monitored paper and then write words around the think outside the box more because as a
on our website, or for any other media and addressed constantly. We use outline that shows what makes them up designer you arent always designing for
channel, so they should be following the social media as a resource to gain an (i.e. I love cooking, my favourite colour yourself it makes you appreciate what
guidelines outlined in our policies, such understanding of what our customer is red). When they have filled the paper you are giving as a service.
as only using models with measurements needs also. This is usually free of any around their outline they take a selfie
above a UK size 8. boundaries and sometimes the more with the paper behind them. The activity And, do you think that there are any
honest the better as all we want is to highlights that when people take selfies negative aspects or restraints in regards
However, we do sometimes face issues make sure that ASOS customers and post them on social media, the selfie to working with such strict policies
due to modelling agencies presenting are happy. doesnt show who they are as a person and guidelines?
models that have measurements that but just what they look like, especially
are smaller than we would want to use. We have strict rules about what we can after using various filters and apps. We RC: Naturally we have to be sensitive to
For example, in the past we have had post and always address how things may are currently working with the Diana the diversity of our customer base and
challenges in finding agencies who be perceived before being posted. Award to expand on this idea to a more the different ethnic groups, and respect
supply plus size models above a size National level and its an area we would their opinions and beliefs, whether this
16 and as a result have resorted to Do ASOS work with issues surrounding look to continue working in the future. is silhouette or cut, body shape, print or
finding our own models, often through social media and possible Mental Health pattern, or even the colours used.
Instagram, festivals, competitions or and Body Image issues that could be With social media taking off, do ASOS
even from the ASOS office! But you derived from this? work with bloggers coinciding with this? This is by no means a bad thing, as
know, the modelling industry is changing overall it adds another level to the
so we have seen improvements in this JA: We recognise that mental health RC: We do quite a lot of work with design process and can often influence
area recently. issues are one of the biggest challenges bloggers and influencers. For example how trends evolve. It is also a journey
facing young people today, especially for CURVE, our plus size Own Brand, from concept to sample and the end
So, how does the ASOS social media with the rise in social media use. We we have done lookbook shoots with product would hopefully not divide or
platforms comply with these policies? work really hard to ensure that our Gabi Fresh and Felicity Howard, who are deter our customer from their ASOS
social media presence is positive and great aspirational women. We also meet experience, whilst being an enjoyable
RC: Naturally we have a responsibility not negatively impacting on the mental with Plus size bloggers, both UK and learning curve and challenge for the
to ensure any imagery posted on social health and body image of our customers. international for advice and opinions on design team.
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CANDIDLYasos
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porn
chic
sex is the new way of
advertising beauty
bloggers on instagram
advertising beauty on instagram now
@ssssamanthaa
@jamiegenevieve
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VOGUEjapan
00 00
VOGUEjapan
Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
Eliquidus, omnis exceres et debitae optaerem.
apernam reptatusant. apernam reptatusant. apernam reptatusant.
Ut fugias quia dera nihit molore, ium velende
Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
et quistia nisque prere, excepe ommoditas
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
quidi comnimust imaio con essinve ndandunt
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
apernam reptatusant.
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
Minvendit laut quassit ut vollit rendior esci-
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
ent iberchiciant del magnatium landaepudis
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
que raerum am harchilit que nimendunt, nim
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
recate et evellendita iusamus estiatem as a
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ducimollam, quame porehenda seque natur,
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
officim aut acculparum earuntisquia sitio tem-
To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam
porum et que consent repudae quia quatur?
quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
Nest quo te officiae. Et et deles dis pratempor-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
Eliquidus, omnis exceres et debitae optaerem.
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
Ut fugias quia dera nihit molore, ium velende
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
et quistia nisque prere, excepe ommoditas
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
quidi comnimust imaio con essinve ndandunt
Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam
apernam reptatusant.
nem fuga. Itatur? nem fuga. Itatur? nem fuga. Itatur?
Minvendit laut quassit ut vollit rendior esci-
Untiae vel expe excest et elent doloremporat Untiae vel expe excest et elent doloremporat Untiae vel expe excest et elent doloremporat
voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
Eliquidus, omnis exceres et debitae optaerem.
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
Ut fugias quia dera nihit molore, ium velende
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
et quistia nisque prere, excepe ommoditas
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
quidi comnimust imaio con essinve ndandunt
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
apernam reptatusant.
adis ant. adis ant. adis ant.
Minvendit laut quassit ut vollit rendior esci-
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
ent iberchiciant del magnatium landaepudis
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
que raerum am harchilit que nimendunt, nim
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
recate et evellendita iusamus estiatem as a
denissim sus. denissim sus. denissim sus.
ducimollam, quame porehenda seque natur,
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
officim aut acculparum earuntisquia sitio tem-
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
porum et que consent repudae quia quatur?
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
Nest quo te officiae. Et et deles dis pratempor-
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
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VOGUEjapan
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VOGUEjapan
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the 101
HOW
TO BE
SOCIAL
MEDIA
FAMOUS
the key to successful
lights fashion marketing;
hire a photographer,
find a good location, strike
take 5 outfits worth
of photos in a day and a pose
remember, act like no
one is watching.
what to wear;
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GOODamerican
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GOODamerican
00 00
GOODamerican
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GOODamerican
00
GOODamerican
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Social media presents and represents
an impossible ideal look, the average
person cannot achieve this. If only
Instagram made real life filters... you
cant edit real life
Anon, (2017)
SAMANTHA
RAVNDAHL
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SAMANTHAravndahl
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SAMANTHAravndahl
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WESTERNbeautyinfluencers
@jamiegenevieve
741k followers
Western
BEAUTY @tanyaburr
INFLUENCERS
3.2m followers
@makeupbyalinna
1.5m followers
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WESTERNbeautyinfluencers
@sheidafashionista
542k followers
@nikkitutorials
7.6m followers
@jaclynhill
4.1m followers
@thepatriciabright
566k followers
@mannymua
3.6m followers
@iluvsarahii
3.5m followers
@ssssamanthaa
2.4m followers
@christendominique
1.1m followers
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EASTASIANbeautyinfluencers
BEAUTY
INFLUENCERS
the ones to watch on Instagram
Beauty influencers in Eastern Asia are
still low-key, not being recognised
or trusted as much as celebrities to
endorse major brands and products,
however; The Industry magazine has
selected a few we predict will be big
when the tide turns!
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The Universal Elite in present day
society holds up to its members
the role of the consumer, and the
members of our society are likewise
judged by their ability and willingness
to play that role
Bauman, (2004)
KYLIE;
KYMAJESTY
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KYLIE;kymajesty
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Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
apernam reptatusant. apernam reptatusant.
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ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
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quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
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us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
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nem fuga. Itatur? nem fuga. Itatur?
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voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
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porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
adis ant. adis ant.
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
denissim sus. denissim sus.
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
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KYLIE;kymajesty
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KYLIE;kymajesty
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The increase in blogger culture,
particularly in relation to Instagram
and YouTube, has allowed for many
to reach celebrity status themselves;
and in return the media has adapted
to [this] reflecting the world of
celebrity dominance
Gibson, (2012)
MANNY
X
JEFFREE
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MANNYxjeffree
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MANNYxjeffree
The beauty world can be tough to crack, Manny took a similar route to Moments like these are some of the
but Manny and Jeffree are no strangers encouraging differentiation in the reasons these particular influencers
to the industry, and along their way to beauty industry, using Instagram as a pour their hearts and souls into creating
cosmetic stardom have also changed the platform to promote his artistry skills content every single day. Inspiring men
face of it; for the good. and YouTube to showcase tutorials and as well as women to embrace what
collaborative videos with Jeffree and they love and who they are has become
Each has their own story, but together I BELIEVE THAT influencer Patrick Starrr alike. In 2015 their mantra, hence joining forces.
the powerhouse dominate social it was announced that an eyeshadow Manny states that, men want to feel
media, sponsorships and product BOYS DESERVE JUST palette created with Makeup Geek the same way that women feel [and
sales, leading to the 2017 collaboration AS MUCH COSMETIC Cosmetics would be launched and sold be] empowered in that way. Clearly
of a limited edition set of on-trend RECOGNITION AS GIRLS internationally. This single product their passion, drive, personality and
products compiling of two liquid caused such an online sensation and candid honesty has resulted in the
lipsticks and a highlighter; which sold IN THE INDUSTRY hype, that it crashed the sites servers world watching and catching on - when
out internationally in less than a day. The within 1 hour of being released and both influencers were starting out,
MANNY MUA
notion of two males releasing a makeup propelled his success to the next level. male makeup artists were few and far
range has been recieved warmly, with In 2016, Manny was the first ever male between on YouTube and Instagram and
open arms, despite the industry still ambassador for Maybelline Cosmetics, were often only seen behind the scenes
being predominatley led by females. appearing in a range of print and digitally of catwalk shows.
led campaign materials and videos.
Starting off as a MySpace star in the Now, he is sponsored by the likes of But despite the positive demeanours,
early 2000s, Jeffree was noticed for his NYX Cosmetics, Urban Decay and Kylie when your career involves baring
pink hair and outlandish makeup looks. Cosmetics to promote their brands, your soul to millions of people, trolls
Increasing followers, and a change in products and events. inevitably come out of the woodwork. I
the direction of social media saw him get hate every single day, saying Im gay
push his way into the beauty scene as a Even though the route to success [and] going to hell, or that I dont know
career path, working as a freelance make sounds easy for both male stars, Manny what Im doing or that I need help. Now
up artist with celebrity clients, fashion claims that the path wasnt easy due to that I have this platform, it makes me
editorials, music videos and weddings. being a guy; in the beginning, it was want to fight even harder claims Manny,
His success grew, leading on to YouTube really confusing; my parents and friends Jeffree falls under a similar umbrella,
tutorials which became an international didnt know what was going on, he says, being known for being different and
sensation. Now, Jeffree is known for his they thought I was trying to become a proud of it; no hate to anyone else,
makeup master classes taught around woman, and they didnt understand. but all these big YouTubers do the same
the world, and his own cosmetic line, However, several years later the tides shit: glowy, bronzy, boring makeup, and
branded, Jeffree Star Cosmetics, have turned as he explains a recent Im like, Can we have something else,
claiming that the range is for anyone encounter at a meet and greet event in please? So Im stepping in.
who is fearless enough to be their own the US; a guy walked in, he was 12 or 14
person. Being a fan of makeup since he with a full face of makeup and his dad It appears that even though personally
was 13, Jeffree hopes to inspire each was there, this macho man with blue they may of had negative experiences,
other to stay true to who we are despite jeans and a cowboy hat. He was so proud the positive impact of helping others
critism and stereotyping, encouraging of his son. It felt like the world was with their self-perception encourages
diversity and positive self-hood. changing in that moment. an ever-diversifying, positive industry.
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Attractiveness of Japanese women
was rated the highest for light skin
Tagal et al for Shiseido, (2016)
JAPANESE
BEAUTY
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JAPANESEbeauty
The dichotomy regards class and social Wagatsuma argues that the notion
status in Japan rooting back to the of white/beautiful versus black/
1800s. Japanese beauty blogger Nicole ugly originates from a preference of
Takahashi explains; those whom worked whiteness being rooted in Japanese
manual labour jobs outside gained a tan, peoples own history combined with
and were therefore deemed by society a huge Westernised consumer culture.
to be poor, whilst those who worked This culture is often seen in department
inside, were lucky enough to keep stores; Western brands such as LOreal
their light skin, in turn exuding a more will still use Western models for the
affluent status. For Western women campaigns, whilst Japanese brands such
this dichotomy is often hard to relate as Shiseido will take the same approach,
to, with the polar opposite being key to hammering home a constant ideal of an
their lifestyles and ideals; being tanned ideal light skinned woman being the
means one has been on holiday, and has face of modern day beauty. In Japanese
enough money or the privilege to do so, culture, Western models will feature
whilst also stemming back to fashion in highbrow magazines such as Vogue
runway shows such as Victoria Secret, Japan, mimicking this socio-cultural
whereby all the models are bronzed, ideal. Muramatsu, the Beauty Director
deeming a sexy look. at Vogue Japan states that if an ideal
Western model cant be booked for a
In theoretical terms for context, this photoshoot, Western-looking Japanese
correlates with Tajfel and Turners models will be used giving the Japanese
(1986) social identity model, whereby a symbol of aspiration and affluence to
in-group and out-group comparisons strive towards and buy into.
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JAPANESEbeauty
Cash et al. conducted a study for supplements, face masks and drinks.
THOSE WHOM Japanese beauty and skincare brand Products of this bizarre nature to
WORKED Shiseido in 2016, claiming that applying Western women, claim to give babyish
OUTSIDE GAINED facial cosmetics affects womens self- skin, hinting at youthfulness. The
image positively even if in Japan this advertisements and product packaging
A TAN, AND WERE denotes youthful, natural skin. Takahashi however show this in a perverted
THEREFORE also claims that the typical Japanese manner, opposed to using youthful
DEEMED TO woman applies makeup often to look models. Images often used showcase
like there is not makeup on, rather Western babies to endorse such
BE POOR; using cosmetics to polish perfect, product traits and contents. This itself
WHILST THOSE light skin, opposed to focusing on heavy shows an extreme cultural obsession
WHO WORKED and glamourous makeup trends which with youthfulness. It is worth noting
are often seen in the West, and this is however in context, that Japanese child
INSIDE, KEPT reinforced through beauty editorials as pornography was only made illegal in
THEIR LIGHT often seen in the Japanese editions of 2014, hammering home how popular
SKIN, EXUDING Vogue and Harpers Bazaar. The Shiseido youth and baby culture is in Japan
study also found that, attractiveness of across an array of markets.
AN AFFLUENT Japanese women was rated the highest
STATUS.. for light makeup faces, opposed to heavy In addition, many cosmetics brands such
makeup faces. as Maybelline in Japan, are promoted
using fair skinned Japanese models with
This is reflected through the range of blonde hair and blue eyes, echoing and
beauty products available in Japan, promoting the stereotypical Western
most of which embody; skin-lightening, ideal woman, which are often shown in
and anti-aging. Kikuchi et al. states editorials and advertising campaigns.
that, aging has a negative effect on
the skin that is important for aesthetic It is evident that even though the
evaluation of the face ... revealing that Japanese ideal stems back to a
aging increases colour heterogenity, historical, socio-cultural background,
meaning a wide range of beauty there is an influx of Westernised
products are available to counteract this consumer culture which influences
natural change, whilst also conforming the self-perceptions of many, in order
with the ideal look of white, Western to achieve a desired look which is not
skin as popularised through advertising, natural for ones race nor ethnicity, even
magazines and consumer culture. though deemed the ideal. It can be
The range of beauty-led products in thought however, that on the flip side
Japan reinforces this through the use of how in Western society would one feel
copywriting and model selection. Anti- and react to being constantly bombared
aging products in Japan often include with images of Japanese women? How
collagen and placenta extracts, coming would this affect the perceptions of
in the form of creams, cosmetics, women? Maybe we will never know..
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NICOLE INTERVIEW - JAP-
ANESE PRODUCTS AND
SKINCARE ROUTINE
NICOLE INTERVIEW - JAP-
ANESE PRODUCTS AND
SKINCARE ROUTINE
TANNING ADS SKIN LIGHTENING ADS
TOP JAPANESE PRODUCTS
POSITIVE BEAUTY INFLUENCERS
- BUNNY, PIXIWOOS
POSITIVE BEAUTY INFLUENCERS
- BUNNY, PIXIWOOS