Welcome to my "Story" page. Here is my work from the beginning of the semester where I was able to tell a story on social media for the brand of my choosing. I decided to create posts from the perspective of Gucci about their revolutionary fur-free commitment for 2018.
Gucci: Fur-Free in 2018
Story Assignment - January 24th
For this assignment, I chose to showcase the popular Italian fashion brand, Gucci. As a huge fan of the brand and its creative director Alessandro Michele, this idea immediately came to mind when deciding what to tell a story about. At the end of 2017, Gucci’s CEO Marco Bizzarri announced that they would no longer be using real fur in their products, starting with the Spring/Summer 2018 collection. The overall goal of this story project is to spread awareness about this innovative and forward decision by Gucci. The target audience is very broad, but it is primarily aimed at fashion enthusiasts and those who are environmentally and ethically conscious. I choose to use Instagram because I think that the best way to tell this story about Gucci’s no fur decision was through photos. The photos I used all feature Gucci’s products. I also paid special attention to the products I decided to showcase. These photos feature some of Gucci’s most popular and recognized pieces, most using fur. By using these pictures, the audience will be able to see Gucci’s commitment to banning fur throughout the brand.
The language I choose to use for the captions was meant to embody the fierce and powerful voice that Gucci has. As a major fashion brand, the fact that Gucci is progressing towards more ethical products is a big deal. With this being said, I used language that I believe is representative of the brand. It is meant to be taken seriously. With the use of the word “we,” I disguised myself as the voice of Gucci and spoke directly to the audience. This also shows that the no fur decision was a collective decision rather than an individual one. I also used quotes from the CEO, Marco Bizzarri, from when he announced the fur ban. All of the captions are meant to appeal to the audience in that they are simple, but also evoke positive emotions about the future of Gucci.
My posts focus on the overall idea of ethical fashion and Gucci’s recent commitment to following those guidelines. The Instagram posts are meant to stand alone, but when they are put together, the idea and language flows seamlessly together. I wanted to do multiple posts in order to get the information across without having to write a long caption that would probably not be able to grab the audience’s attention. By splitting it up like this, I am able to hold on to the audience’s attention. These posts would ideally be used in a social media campaign to increase awareness about the Fur-Free Alliance and awareness about Gucci’s partnership with the organization. Sometimes, the audience of a social media campaign does not see every post. Because of this, I felt that it was important for each post to have the ability to make sense on its own. I believe that these posts make for an effective story because the images are captivating and the language is hard-hitting and optimistic of the future of ethical fashion.