Project statement

Nowadays, we can see that a lot of clothing brand windows are using models of different colours and races as their advertisement strategy to promote diversity. This is a form of tokenism and not only in real life, tokenism is also performed in social media platforms. 

In the research essay, tokenism is being explored and discussed. we see that internet users nowadays rely on Instagram to get direct information of the latest rends and streetwear updates. Instagram is becoming the lead of bringing up trends as it serves as a platform where people communicate and exchange opinions. Advertisements of streetwear brands are then making use of these fast chaining trends as a marketing strategy for boosting their sales and profits. Taking anti-racism and diversity as an example of trends among the internet, brands are starting to use token representatives as a symbolic figure to promote diversity among their customers. Tokenism is then becoming a big issue among these brands when these representatives are just one of the products to establish a good reputation and brand image among the audience. It is one of the phenomenon of brands implanting market strategy only on the surface, instead of really having the intention of doing good. In order to really perform diversity and anti-racism, the motive behind their act should always be inclusion. Diversity is about hiring any people from any places, while inclusion is about “using” them to their fullest, unleashing their talents and caliber together, to create something impactful and innovative. 

In order to raise the awareness of tokenism, a lookbook with no skin shown is being created. This practical outcome focuses on the garments, instead of the models. This is to lead audience to thinking the true value and the importance of skin colours. It also proves that without skins, the garment can also be shown clearly among the audience. It guides audience into looking at the design of the products and the styling of products, instead of focussing on the models and skin colours. All images are gathered from different photoshoots, both from real life shoots and in virtual Photobooth shoots. This is to promote the idea of inclusion, when under this pandemic, people from all around the world could participate in a project and that place and distance do not affect the outcome of the project.