asos May 2012
issue no. 60
Coastal Couture Student Fashion Stereotypes
Creating Your Beach Couture Style
Welcome With the beautiful coastal setting for our ‘Coastal Couture’ shoot the hard working style team were able to produce some fantastic summer looks for this season. This issue of ASOS provides our customers, many of them being students with the opportunity to have couture high fashion looks for a lower price tag. Dive into this issue to get behind the styles and fashion of our loyal readers. Getting your summer wardrobe ready can always be a stressful time, however in this issue of ASOS we aim to make this task a lot easier. With the ‘what to wear when’ spreads providing you with the best high street priced looks for this season, you are guaranteed to look your best this summer.
Zoe Gibaut Hair Stylist Style Icon: Marilyn Monroe, i wish that i could dress like her all the time. Favourite film: White Christmas, i watch it all year round Song that describes your life: Life is a Highway by Tom Cochrane.
Jessica Pomfret Stylist Addicted to: The TV series, Gossip Girl If you had a superpower what would it be: I would want to be a ble to teleport so i could visit an array of places i normally wouldnt. Favourite Holiday: Last summer in Italy with my family. 3
Jo-Angela Cornelius Make-up Artist Current Hometown: Alicantee, Spain, my mum is spanish but i am originally form England. You’re Comfort Food: Fabice cream, choco and sprinkes What Item can you not live without? Tweezers, you always should be trimmed and looking your best.
SStereotyping tudents ‘We are what we wear’ a very common phrase, which is can be frequently used around any university campus. Most students would state that their clothing can change and affect our attitudes and behaviour. It’s a known fact that people dress according to their preference, which relates to the way a person is feeling or how they think they will feel after they have the outfit of choice on. Our clothing choices can make us feel more powerful, sociable, mysterious, beautiful, individual or humorous in some cases. Our choice of clothing subconsciously reflects in our personality. University is the time to find yourself and what better way is there for students to do this than to express it through their fashion. The way you dress and how your style evolves helps to convey your personality and can help to communicate and put across to others your emotions, individuality and your character. Are you a cool and casual student who is very organized, or are you a scatty and chaotic student who leaves all their work until the last minute? When walking around a university campus you can always take a guess at what course a certain student is taking, or what kind of person they are through what they are wearing and how they act. By doing this we are categorizing a person into a stereotype through their clothing. Linking them to a group of others who they apparently
act and dress like, just because they do something the way they do or dress in the same way, doesn’t necessarily mean they should be classified into that group as one of them. Everyone stereotypes and sometimes you don’t even know you are doing it. In this day and age it is just common nature that we do this. You can stereotype in many different ways - with students it’s just a lot easier. You can use their course as an indication as to who they are or you can also use the clothes that they wear to try and categorize them into a certain brand of student. When people try to describe a student and their fashion they already have a pre-conceived perception of what they are wearing and who they are. We can assume if they are wearing a track suit, they must be into, or study sport. If they look like they are trying too hard, they are presumed to be studying fashion. However, if people are wearing clothes that are on trend it doesn’t mean that they are studying a fashion course. There are many students that may just enjoy and have an interest in fashion and the experimentation that comes along with it. On the other hand there are some students who stick to the style and clothes they know and are comfortable wearing.
monly known traits is the distinctive university hoodies, labelling your university and in some cases what course you do. By the end of a student’s time at their university it is most likely that they will have purchased at least one of them. They are an item that all students are apparently supposed to have purchased and possibly wear around the campus. It is not written in stone, however, since American colleges such as the Ivy League colleges (e.g. Harvard, Yale and Brown) made it a popular fashion statement around campuses, students feel that because they are now part of this student community they should also have one and be proud to wear them.
There are typical fashion traits that Fashion Marketing Student: Jo Corare known to be related to univer- nelius’ casual summer look sity students. One of the most com5
Student fashion is always an interesting topic among a university campus but do students feel that they have to dress in a certain way to portray a character that they feel they should be. Since the age of around five years old most of us will have always had to wear a school uniform. This ensured that all students were dressed equally and made them feel as though they belonged to a community. When a student leaves home for the first time and doesn’t have any restrictions with their clothing choices, they are able to feel free and are able to find their own personal style. In the preceding years they have had to be dressed exactly the same as all the others at their school. This is why trying to stereotype a student is practically impossible in the first few weeks as you don’t really know who they are as they are only just finding that out themselves. There are no specific dress codes at a university so what a student chooses to wear every day is completely up to them. Which students will wear the most comfortable outfit in their wardrobe and who will wear that head turning outfit? Still this is talking about one extreme from another. More popularly there are students who for that 9am lecture will set their alarm for as late as possible and will just throw on the most comfortable outfit that falls out of their unorganised wardrobe. On the other hand you will find those students who, to save the trouble of a morning melt down, will choose their outfit the night before just so they are prepared and can style themselves the way the want without hassle.
for a more comfortable clothing option. Claire Mowatt, aged 19, and in her second year studying Law at Northumbria said ‘when you have a two hour lecture the last thing you want is to being sitting a lecture hall and feel really uncomfortable’. This is the feeling among most courses however when talking to Claire she also feels that there are some students who have to make more of an effort. ‘Students following a fashion based course may feel that they have to try harder, look better and feel as though they are meant to wear the most up to date trends’.
types on campus as when you see a student walking out of the door of the business school you wouldn’t expect them to be wearing the latest pair of skinny jeans, with the newest pair of Chelsea boots. However you might expect to see them wearing the latest skinny jeans with Ugg Boots as that is a more comfortable choice. Students that are studying a subject such as sport will at some point be wearing a tracksuit or gym gear - but not everyday. Quite commonly you see them wearing their favourite pair of jeans with a standard high street store top. However just because they don’t experiment with fashion doesn’t mean they are lazy with it and we do tend to stereotype them in that way. Elizabeth Woods, aged 20, studying Town Planning at Birmingham City University said ‘when you see a person wearing a tracksuit, you do initially think how lazy, they must study sport, but then you realise they could just be coming back from the gym, and who dresses up for the gym?’
So is this true? Do fashion students feel as if they have to dress a certain way to fit in with the other students on their course or to impress their lecturers? Jo-Angela Cornelius, aged 19, studying Fashion Marketing at Northumbria said ‘I feel that the pressure doesn’t come from the students on my course or from my lecturers, but from others on campus. When you say that you are studying a fashion course they immediately look at how you are dressed and ex- With the many different ways in pect you to look in a certain way’. which we are able to stereotype there’s no wonder we do it. There You do not always initially stereo- is no right or wrong in the way you type a student by what clothes they stereotype - by course, by clothing are wearing. Robert Shelton, aged or by personality. However, is your 20 and studying Maths said ‘just perception the same as everyone because I study maths, people al- else - do they think the same as you? ways think I’m going to be dressed When you next see a student why not like a stereotypi cal geek’. With think about if this is a true percepthe stereotypes that we have been tion of that person or are you judging brought up with we automatically them by the course they are studybelieve that they are true, how- ing or the clothes they are wearing. ever when stereotyping someone by the subject this might no longer be the case. Nevertheless there is still a perception that comes along with the type of course you do.
When talking to the students from Northumbria University in Newcastle and Birmingham City I have Subject specific stereotypes are learned that most people with opt probably the most common stereo6