YOUISM CAMPAIGN -
‘Youism’ was inspired by the concept of consumption of the ‘individual’. Does a new improved and different self exist as dictated by consumerism? The idea of a new and improved laterally provoked themes of looking at a Utopia. The nature of my subject looking into consumerism, identity and specifically fashion, meant I looked into possible personal Utopia’s which we can consume - ultimately buying our ‘self’ through various products e.g. our best face, is achieved through a certain face mask. The outcome was the creation of my own campaign entitled ‘Youism’. The name came form the personal consumption of a better self, hence ‘you’ for you personally, and the ‘ism’ alluding to capitalist consumerism. The Youism campaign parodied Utopian Self improvement campaigns, highlighting the extravagant level of how we consume our ‘self’ today.