Influence of pop culture x ideal body image

1. I grew up in Bayside, Queens with my dad and my brother. My childhood included watching Seinfeld
and eating grilled cheese sandwiches made with Wonder Bread. My life soundtrack would be
Kraftwerk.While working in retail, I once sold 8 hats to Yoko Ono. I really admire Sarah Michelle
Geller in Cruel Intentions. Music: Lauryn Hill and Grimes. Favorite recent campaign: Kenzo x Gregg
Araki. Favorite campaign ever: “Don’t Buy This Jacket” by Pategonia. My indulgence is Byredo
Parfum in Mojave Ghost. Everything Uniqlo (at the moment). I want to mirror the passion of life like
James Turrell.
About Des...
My inspiration for this campaign is Kanye, Juergen & Kim, a “photobook” printed by System
Magazine, of seemingly candid photographs of the trio wandering through wood and field. Like the
spontaneous zine, my goal is to embrace and approach popular and mass culture with honesty and a
sense of aesthetics. I want to mix the high brow with the low brow to create content that can connect
with a vast amount of people on a deeper, newer level.

2. Last year, 2014,Victoria’s Secret was bashed by the media and had to change their “The
Perfect Body” campaign after receiving backlash from change.org with 27k+ signatures on a
petition for an apology.
Victoria’ Secret longtime identity as a brand is known to reinforce traditional idealized forms
of female beauty (think Gisele) through lingerie shows and angles. It’s a fantasy few women
can live up to.
Though we know these demigods are not real, we do know they influence our society’s
perception of beauty. Rather than catering the male gaze, let’s shift the conversation and apply
a more honest, realist approach. Give them what they want: a real muse, that they connect to.
Imperfections and all.
About Victoria’s secret

3. The Consumer’S WORLD IN A TWEET

4. The conversation around bodies and
femininity Is Changing
The DesignerThe New VS model The It Girl
“I represent a body image that
wasn’t accepted in high-fashion
before. This is fashion, it’s art; it
can never stay the same.Yes, I have
boobs, I have thighs. It;s 2015”
- Gigi Hadid
“I did gain weight, but I don’t
care.” On her body-shamers on
Instagram)
- Selena Gomez
“It’s strong women, diversity,
different ages, different
backgrounds, different colors...
They come from the world.They
are part of my Balmain army.”
-Oliver Rousteing

5. perfect is boring
perfect is obvious
perfect is impossible to achieve

6. Insight: young Women today draw
their power and identity from
popular culture that makes them
distinct and not perfect

7. not perfect
Celebrating femininity's flawed and messy side
To understand what woman want or want to be, we need to look at what’s considered to be fashionable.
In today’s world where the fashion is quick and the media is even quicker, pop culture and fashion are
symbiotic.
In both worlds,Woman are fighting back against what female beauty is “supposed to look like”.We are
in the midst of a moment that is redefining female beauty through the eyes of women. It opposes the
impossible to achieve (the perfect and boring) standards of the media.
Victoria’s Secret has an opportunity to be the forefront of this conversation and be the
mass brand retailer leading the way forward.

8. + Social: #notperfect
Start a conversation by letting customers share and embrace their imperfections via social media
using #notperfect.Think of how we connect through memes on Instagrams like @betches &
@thefatjew .
+ VS MODelS TALKING AND SHARING THEIR IMPERFECTIONS
Have VS models share and confess their embarrassing moments and non perfect indulgences.
Create an relatable and emotional connection between the faces of VS and the consumer. This can
be done from quotes on print ads to short YouYube clips.
+ VS catalog to FASHION zine
Expand outside of the digital world and create an art worthy zine that acts like a fashion editorial
and product within itself. Inspiration: A&F Quarterly, a short lived periodical by Abercrombie &
Fitch and Bruce Weber. Connecting Mass culture to Art.
THE CAMPAIGN ACTIVATION IDEAS