BITE BACK FASHION LTD ®

I created this fashion brand during university, as part of my final major project. I wanted to unleash my creative style, whilst highlighting societal issues and making an impact. Inspired by the punk movement back in the 70s and modern-day feminism, these are some elements that help shaped BiteBackFashion. Here is my artist's statement, giving further insight into my brand's background, purpose and aspirations: A brand that’s built upon real change; not just box-ticking exercise, BiteBackFashion strives to tackle body positivity in a twisted and shocking way. From being a final major project at University, BiteBackFashion aspires to not only be a body-positive fashion brand but also a movement….and it's personal. I believe there’s still a gap in the high-street fashion market because so few fashion brands have produced body positivity campaigns. It’s good that at least some brands are recognizing that beauty standards and body shaming is toxic and harms mental health, but so much more needs to be done. For years, the fashion industry has exacerbated body trends, using them to promote and sell their products. This is why I want my brand to be straight to the point and shake this industry. I’m fed up with the sugar-coated-ness I see in magazines and online advertising. The message isn’t going in; the dark side of body image and low self-esteem needs to be addressed, highlighted and counteracted. My fashion brand has a punk aesthetic throughout, with an accompanying logo and feisty feminist tagline. The garments have shocking, confrontational graphic content, visually communicating direct messages from the wearer to the world. Join the Revolution and BITE BACK!