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Beyond the Past: a visual content strategy on cultural representation

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Beyond the Past: a visual content strategy on cultural representation

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Samenvatting

QUOTES “Is it not ironic that although in 2050 the majority of the western society will be mixed race, there still is a great lack in the understanding of mixed race representation?” “If we would believe racial representation in the fashion industry, every woman could become a sports heroine, but only selected races could become a successful, educated woman.” “The Cosmo Culturalist is a young professional woman. She is 25-35 years old and lives in a metropolitan city. She is educated and already successful in her career or still building up her career. Being half western and half non-western, she values both cultures. [She] is very critical about realistic representation.” “[The concept book] gives insight in how [fashion brand] Totême can create a more realistic representation of the non-Caucasian woman. Based on visual values, a new visual content strategy for Totême has been formed. This will offer the brand the possibility to broaden their target audience, keep up with the Zeitgeist and anticipate on the future.”

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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