My hope for this independent study is to explore the aesthetic and cultural differences in the digital and printed content of major fashion magazines and companies between the US and UK. I want to explore why each country creates their respective content and how the digital distribution is decided upon.
The United States places emphasis on glamour, celebrity, and more perfected imagery. Our major fashion magazines such as US Vogue, Harper's Bazaar, Elle, Marie Claire market to a similar demographic and push product that will sell. In the United Kingdom (specifically London), the major magazines include Dazed, British Vogue, Wonderland, i-D, and appeal to a younger audience through more journalistic storytelling and oddity. There are differences in clothing, written content, and even in the choice of model. Photography especially varies between the two markets, one is more styled and clean and the other is more flat and raw.
I would observe and speak to photographers in the US (Dallas primarily) and in the UK and note why they are photographing particular product, models, and concepts. I want to understand who is dictating the concept, styling, model, etc and ultimately deciding what will be distributed. Is this based on the photographer's vision or the magazine? How does the magazine know what is going to be on trend? Why do stores choose to sell from certain designers? Do they gather from their own research/client base or is it being fed to them by trend forecasting networks such as WGSN?