ASOS X Positive Masculinity

  • Vic Mckeand

A project exploring a young adult consumer to engage with ASOS's magazine in a different way. Using toxic masculinity as a subject I created an editorial for inside of an ASOS magazine. With my own photography, art and creative direction we created a safe space for men to really think about where their safe space is to talk about their feelings. To male students this appeared to be at a chicken shop, so I scouted the location and found one that the model's would be comfortable and authentic in.