CITIZEN STYLIST Philosophy
‘I want to dress like this every day.’ designer/ wearer, Vienna, 2016
‘I love this CITIZEN STYLIST project, as it is such a great experience as designer to see the wearers’ authentic reaction to your garments.’ designer, Dunedin, 2016
‘Love to see people playing and having such fun in these clothes! Come to Wellington!’ wearer, Dunedin, 2017
Citizen Stylist® was initiated as a response to comments from the public such as ‘love emerging fashion, but could never wear it’ and furthermore to comments from emerging designers like ‘my collection is too conceptual to be worn by anyone except models’. I see Citizen Stylist® as an opportunity to match make fashion wearers and emerging fashion designers, and at the same time to create a space for everybody who wishes to participate to have fun and to make their own meaning from the fashions provided. The project highlights and celebrates the wearers as designers of their diverse personal fashion identities.
The Citizen Stylist® project aims to challenge traditional fashion styling and fashion communication systems. Firstly to challenge the customary process of photographing fashion on people who have a similar appearance and are of a similar demographic, similar within the designers own imagery, the publication, and in some cases within a particular sector of the fashion industry. Secondly, to propose a democratic system of fashion styling and subsequent associated communications, which requires a horizontal rather than vertical approach to the landscape.
Through the collaborative process of the Citizen Stylist® project I provide a platform to explore, connect, communicate and celebrate voices of multiple designers and wearers.
My overarching aims for the impact the Citizen Stylist project has on the future of emerging designers and on wearers are threefold:
To create an environment where consumers can feel confident about by-passing fast fashion retailers and instead be brave in their dressing choices by seeking out emerging designers clothes for individual looks;
For emerging fashion designers to create sustainable independent designer maker businesses through sales to diverse consumers; and,
Create an environment where the public is educated in the benefits of wearing ethical fashions designed by emerging designers.
Citizen Stylist® Founder