FT4101 Creative MarketingBelonging. - A Study Into The Area Of

South KensingtonBy Jon Mills, Andrea Manuel & Holly Allen

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THE EVENT OF WRITING MAY BE THE UNEVENT OF READINGLOOKS CONCEPTUALSOMETIMES I THINK SOMETIMES I DON’T

(THIS IS NOT SUPPOSED TO BE HERE)TEXT INSTALLATION / EASILY REMOVABLE

THOUGHTS ARE PRODUCTSTO BE POLITICAL IT HAS TO LOOK NICE

WORDS THAT BECOME PICTURESPICTURES THAT BECOME WORDS

(THIS MUST BE THE PLACE)I CAN’T EXPLAIN AND I WON’T EVEN TRY

NOTHING IS IMPOSSIBLENOTHING IS POSSIBLE

(EVEN NOTHING CHANGES)ALL MY IDEAS ARE IMPORTED

ALL MY PRODUCTS ARE EXPORTED(ALL EXPLANATIONS ARE RUBBISH)

(NO MORE TEARS)(NO CONTENT)

(NO END)FROM ANYTHING TO ANYTHING IN NO TIME

THIS WORK IS REALISED WHEN IT IS DESTROYEDIDEOLOGY IS OVER

THIS WORK IS REALIZED WHEN YOU STOP LOOKING AT ITAN ADVERTISEMENT FOR (____)

THIS WORK IS REALIZED WHEN I DIETHIS MOMENT IS YOURSYOU KEEP OUT OF THIS

THIS WORK IS REALIZED WHEN THE VIEW IS UPSIDE DOWN INSIDE OUTMONEY CREATES BAD TASTE

BUTCREATES CULTURELOVE NEVER FAILS

Creative Director: Jon Mills

Photography: Elliott Round

Cinematography: Daniel Shapoval

Elliott Round

Runner: Rohan Anderson

Models: Vladislav Kotski

Oliver MillsJon Mills

Charley Van PurpzJames Claude

Brendan Carter

South Kensington: This Is Not Supposed To Be Here.Belonging. It’s a funny concept, real-ly.  If you think about it. And I obvi-ously have thought about it. For far too long. Everyone has their own opinion. Individual beliefs. About who belongs. And who doesn’t. It’s a social dilem-ma. An environmental issue. A philo-sophical conundrum. Google it. You’ll see. Belonging. Philosophy. Society. Environment.  Thousands of hits. No two the same. But I digress. A concept based completely on people’s precon-ceived perceptions. There are no laws regarding who belongs where. Just un-written rules. We have this idea in so-ciety that we all belong in certain situa-tions. Whether that be an area. A tribe. A nation. Even the simple concept of immigration terrifies some members of society. Why? Immigrants are just people who used to be somewhere else. They were once in one place, and now they’re here. What’s wrong with that? In a world separated by econom-ical borders  more than physical bor-ders, the government desperately tries to keep us in the same place. Fearful that a population and the workload of a nation will not be equal, they try to imprison us in these borders by giving us illusions of safety. Of home. They say home is where the heart is. And my heart resides inside my body. By this logic, my home, my place of belong-ing, is wherever I damn well please.

South Kensington epitomises a place filled with confusion about who be-longs. For a quintessentially British place, you will seldom find a Brit liv-ing in one of the luxurious townhous-es. How ironic that the picturesque, stereotypical English location is home mainly to nouveau riche Arabs and mainland Chinese. Even the cast of Made In Chelsea can’t afford it, with many of the residing in Putney and Fulham. Gentrification reaches its epi-centre here, the place where it all began. No more independent stores or restau-rants exist in the area, instead its home to chains that only the wealthy can afford, Whole Foods and Harrods are

the local destinations for the anti-rich supporting kids who are funded by mummy and daddy — the irony lying in the fact that these neo-hipsters are supporting the polar opposite of what defines them, having never worked a day in their pathetic little lives.One thing is for sure, society’s view

of belonging should not dictate where you hang your hat, who you af-filiate with, or what you do. It is the contents of the heart, soul, and the mind, that should dictate where you feel you belong. Social conventions will come and go, but my experience of life, and all it has to offer, will never be dic-tated to me by the fact that I was born with the lack of a silver spoon. Attitude changes class. Attitude dictates belong-ing. You belong. Wherever you are.

By Jon Mills

The Making Of: Belonging.It started out as a concept. An idea. About belonging. Based on the instal-lation piece by poet and artist Stefan Bruggemann, located in South Kens-ington and titled ‘The Wall’. From that the thought was planted to create a whole editorial piece based around the topic of belonging, who belongs, and

society’s view on the matter. The video is based around the writer of the poem, Stefan Bruggemann himself, and runs through his fictional thought process-es whilst creating the poem. The poem itself is being recited as the main au-dio for the video. The combination of powerful imagery and the powerful

piece of poetry, itself, creates a piece of micro-cinematographic genius. The main creators Elliott Round and Daniel Shapoval, really brought the philosophical question of belonging to life. I hope the audience appreciate the amount of work put into this pro-ject and do not just take it at face val-ue. Even the use of semiotics has been put into play when recreating a famous painting, by the artist Rene Magritte, titled The Mysteries Of The Horizon, within a still of the video as well as the lookbook. Within the painting, three identically seeming men are depicted wearing bowler hats, sharing the same space each one seems to exist in a sep-arate reality, once again relating to the idea of belonging. The undefined nature of their personalities relates to the un-defined identity of South Kensington.Through looking at the main residents of South Kensington, it is obvious to see that, for the most part, their ap-pearance does not match their level of wealth. Many of whom dress like they’re going on a hunt, clad with Bar-bour jackets and Hunter boots. These people probably have more money

in their pocket at any given moment, than I have in my bank account the day my student loan comes in. Even though their appearance looks like that of a homeless person, paying at-tention to the detail will inform you

otherwise. Wearing only the designer brands, although the clothing looks beaten up, probably having belonged to their father or mother, you can tell that they are expensive goods. Oh, how I envy the life of the wealthy.

By Jon Mills

By Holly Allen

Belonging in South KensingtonSouth Kensington is part of the bor-ough Kensington and Chelsea. South Kensington covers one of the most exclusive real estate in the world. South Kensington is in the heart of London with being close to Knightsbridge, Kensington and kings Road where you can shop from all the high-end designers.

South Kensington is a really influ-ential area with a lot of high so-cial class and wealthy individuals. The area has a lot of beauti-ful Victorian and Edwardi-an houses that cost millions.The quirky and chic restaurant and cafes is what attract a lot of peo-ple and tourists to the area along-side with the museums, shop-ping areas and the beautiful Parks. South Kensington also holds a Farm-ers’ Markets where it takes place in Bute Street one of Kensington’s pre-mier foodie destinations and has been a hit with locals on Saturdays when the street is closed to traffic. Find the fresh-est local food to Londoners every week.

Although South Kensington is a beau-tiful place to visit and live when it comes to fashion is really limited. Af-ter visiting the are and noticing the way the residents dress it occurred to me most of individuals dress real-ly conservative. And this brought me to think about the sense of belonging within South Kensington. The com-mon look for a young gent living in Chelsea is Ralph Lauren, chinos, smart shoes and a Barbour jacket, why do we not associate South Kensington with the wealthy gent that wears ripped jeans and old t shirt? A great example of how the people in the area dress like is ‘Made in Chelsea’, although one per-son that really stands out to me from the series with its quirky and daring fashion sense is Oliver Proudlock. Proudlocks Fashion is doesn’t often get associated with South Kensington, he dresses more like someone that lives in a urban community and is in the cre-ative field. So us the public why can’t we associate certain looks and styles

 

with an area that’s the complete oppo-site. Placing someone like Proudlock in shoreditch would look quite normal and placing someone a bit more safe and conservative in South Kensing-ton wouldn’t change any of the views people have of the area. This is where belonging comes in placing some-thing completely different from the usual in a place that it doesn’t belong.By Andrea Manuel