March 2018

MARCH 2018

ADRIENNE LEUNG THE MATERIAL WORLD Fake Brands vs. Originals Dissecting Madonna's "Material World" 5 Days for the Homeless

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march 2018

CONTENTS 7

SOCIAL STUDIES Hunting for fur & Shopping Vegan

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FASHION Mall-bought vs. Thrifted

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FYI How Youtube promotes Materialsm

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THOUGHT VS. THOUGHT Fake Brands vs. Originals

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meet the team

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The origins of ST. Patrick's

EXTERNAL RELATIONS Romy Young

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editor’s note

STUDENT SPOTLIGHT Adrienne Leung

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5

CLUBS corner

DAY

5 days for the Homeless 18

guest article

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Dissecting material girl

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Crossword on Materialsm

Paper Dresses 20

lf reviews Blade Runner 2049

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lazy chat Gretzie Parth

cover designed by FATIMA MOHAMED cover photographed by DYLAN WEE

EDITOR’S NOTE March is always a busy time of year, with all the assignments and exams, but also with the various events, interviews, etc that are going on. I always find myself experiencing high levels of burnout around this time, but the two things that keep me going are the finishing line, and the smell of spring in the air. (Sidebar: Why is daylight savings a thing???)

The theme for this month's issue is none other than "The Material World". With this issue we explore various facets of consumerism.

Although the word might sometimes have a negative connotation, truthfully speaking it's one of the reasons I'm able to pursue a degree in marketing.

Everything in life has two sides to it, and with consumerism, while it's

the reason why companies resort to unethical labour practices and polluting the planet for example, it's also the reason for innovation.

Companies have realized that we have so many different products to choose from, so they're willing to try even harder to sell us new products.

As business students we're equipped with the tools to identify their tactics and manage to not fall prey. But who am I kidding .. I do love a good deal.

It's hard sometimes but with choice comes the opportunity to make a conscious decision.

FATIMA FARAH MOHAMED Editor-in-Chief

CONTRIBUTORS editor-in-chief

fatima mohamed

vp editorial

victoria chiu rodvie barnachea

writers

meghan markowski elizabeth jun makena kigunda delicia goh michael mytrunec ganit singh valerie leow tyler keffer cleo williams

art director

joanna faddoul

designers

betty vo melania antoszko vivian lam shannon wong joanna faddoul

photographers

renee yu dylan wee austin yee

vp communications

haya masri

communications director

richard chen

multimedia director

richard bagan

events director

wajiha islam

vp external

elizabeth jun

#suitslf director

dylan wee

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xerox canada priority printing

special thanks to

diana wyley business alumni association

contact us

uofalazyfaire@gmail.com www.lazyfaire.com

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Meet the Team

Victoria Chiu VP Editorial

Victoria Chiu is a student and writer. Her work has appeared in Teen Vogue, Rookie Magazine, Man Repeller, The Awl, Bitch Magazine, and The Billfold, among other publications. She is the currently the 2017-18 Arts & Culture Editor of The Gateway, the University of Alberta’s campus-wide paper, and one of the Vice-Presidents Editorial of Lazy Faire Magazine.

Austin Yee

Photographer

Hi there! I’m Austin and I am one of the photographers for Lazy Faire. Initially, I was a self-proclaimed videographer. When I first became interested in photography, I rarely took photos of people. I enjoyed taking photos of landmarks, scenery, and food from my vacations. However, I was my mom’s photographer as well, and I was often woken up as early as six o’clock in the morning to take 200+ photos of her on the deserted beach. Gladly, my good friend Caramel Macchiato with one shot of espresso was by my side.

In my free time, I’m usually either at home playing video games, or on the volleyball court.

Melania Antoszko

Designer

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Hi! I’m Melania, and I am a designer on Lazy Faire Magazine. I’m a second year Finance student, with a SMO minor. Lazy Faire magazine helped me discover my passion for graphic design. Since joining, I have really started to appreciate a good poster! When I’m not busy studying, you can find me trying out new restaurants and cafes in Edmonton.

written by MEGHAN MARKOWSKI designed by VIVIAN LAM & FATIMA MOHAMED

SOCIAL STUDIES

HUNTING ANIMALS FOR FUR Often controversial subjects are not black and white; they come with a mosaic of coloured opinions. Hunting for fur is no exception. It’s easy to find people on either side of the spectrum on this topic, but it’s harder to find people who are inbetweeners. In between is exactly where I sit. While I, like the majority of the population, think it’s horrific that some animals suffer in such horrible conditions just so their fur can be harvested and made into a coat, this is not always the case. Some animal pelts are made from wild animals that have naturally passed; others may be from roadkill or from invasive species who would be killed regardless. I think that this side of the fur argument is often overshadowed by the anti-fur position. It makes perfect sense why that is—seeing innocent animals subjected to torturous conditions of some fur farms is heartbreaking. It’s unacceptable that some fur pelts are from these awful fur farms and business should not be given to these farms. This isn’t to say that all fur should be avoided, but rather that fur should be purchased responsibly and ethically.

SHOPPING VEGAN Living in Alberta, a place that is known for its “Alberta beef,” the topic of vegan shopping rarely comes up, but it’s always been a curiosity for me. The vegan diet has been adopted by A-listers like Beyoncé, Miley Cyrus, and Woody Harrelson, all who advocate that being vegan made them feel the best. I’ve always wanted to test this out and try to be vegan for a month but what stops me every time is the grocery list. When you’ve lived your whole life eating meat it’s hard to imagine replacing it for beans and veggies (more or less). So, I’ve consulted my longtime friend and esteemed colleague on the matter, Google, and here is what I learned:

01 |

Start off slow: becoming a vegan is not an easy transition, and if you jump in with both feet, it may be too overwhelming of a change for it to stick.

02 |

It shouldn’t cost more, but it probably will: this one seems counterintuitive since meat is one of the most expensive items on the grocery list, but the reason for this is that usually the people who become vegan are health-conscious and, as a result, buy more organic produce, which is more expensive.

03 |

It can taste just as good: this one I learned on my own. I went to this tiny vegan restaurant and ordered chicken nuggets and I was pleasantly surprised that they tasted exactly like regular nuggets (if not better)!

04 |

Being vegan won’t make you skinny: there are just as many vegan treats out there as there are any diet, so unless you avoid those vegan cupcakes and ice cream, you won’t see any results (sorry).

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FASHION

$17 VS. $100 OUTFIT.

I

While it’s easy to find a denim jacket and a little black dress, the true challenge of outfit recreation is finding the items that fit the right way.

Just like not every grey sweatsuit can give off the same vibe as a Yeezy ensemble, not every denim jacket had the oversized and relaxed fit of Zoe’s. The myth that every thrift store has the perfectly lived-in denim jacket has been around for years, but it’s actually easier to find a good one in stores, albeit at a higher price. Scouring through the many aisles of Value Village is always a hit or miss, so trying to get a certain look may take some dedication. If one has a lot of time on their hands, it can be good to hit up multiple thrift stores in one day; it makes for a fun and guilt-free shopping trip. But when sifting through heaps of used clothing doesn’t sound appealing, the mall is always there to support you.

Regardless of where an outfit is purchased or its price point, the main priority is that is looks good. Both outfits looked similar to Zoe’s and proved that it doesn’t take a star’s bank account to dress like a star.

t’s pretty hard to ignore the massive amount of celebrity fashion inspiration that lives on everyone’s Instagram feed. There seems to be an infinite amount of well-dressed people and a quick scroll through some really nice outfits always leaves me feeling one of two ways: super inspired to try out a new trend or completely discouraged because my wallet is too thin to even dream of having the same outfit.

In combining these two emotions I thought, why not attempt a celebrity look for less? I used one of Zoe Kravitz’s most chic looks, an LBD with a cozy denim jacket worn off-the-shoulder and a pair of heeled sandals, as my inspiration for both a mall-bought outfit and a thrifted outfit. In the process, I learned that maybe dressing like the rich and famous doesn’t require wealth and fame.

Zoe’s outfit was simple enough that the pieces could be found in pretty much any store. In the thrifted outfit’s case, everything was found at Value Village for $17. The mall outfit, on the other hand, features a Nevada jean jacket and a Lord & Taylor Highline Collective dress costing around $100. The same shoes, from Shoedazzle, were worn for both looks.

THRIFTED. MALL.

written and modelled by CLEO WILLIAMS photography by RENEE YU designed by JOANNA FADOUL

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FYI

How YouTube Promotes

MATERIALISM

YouTube makes me want to buy things.

emotions we have towards those things —like it or not.

You might be thinking, “Maybe you’re just a shopaholic?” and honestly, you might be right. But I think it’s influenced by a trend of subtle, but convincing, promotion of YouTube materialism.

Then there’s the YouTube community: the meet-ups, the conventions, and don’t underestimate the comments section.

Finding others with similar interests as yourself creates a foundation for a relationship. It’s common for YouTubers to have a second channel for “vlogging” (video blogging), which furthers the subscriber’s emotional attachment to these creators. This has a significant influence on our perception of self, as a part of the whole person. If someone from that community recommends a new product or experience, we’re likely to take that advice to heart, just like we would with a close friends’ or families’. When we see these YouTubers spending money just for the sake of it, or living lavish lifestyles, it is often engrained in our minds as our “aspirational” lifestyle.

So we find ways to mimic those lifestyles...

We’ve all experienced the YouTube rabbit hole: You watch one video, and suddenly you’ve ended up, once again, on the weird side of YouTube. Us business students should know better than others the effects of YouTube, when we refer back to our marketing classes.

When I’m not sure whether I want to invest in a product or experience, I look up reviews. And if I find some videos (there’s a 99.99% chance I will), I watch unboxing and testtry videos about it. I start to trust these channels to give me reliable reviews and insider tips, and then I check back from time to time with them — even if I’m not actually looking to buy anything. And then what? I learn about a new makeup line, jewelry company, or tech gadget the YouTuber is raving about, and then I get started on a whole new process that often ends with me clicking “confirm” on my shopping cart.

What is it about YouTube videos that makes you want to buy, buy, buy? It’s more than just seeing it and wanting it. It’s about mere exposure to products and practices, and a sense of belonging. Our marketing and psychology classes teach us that seeing something repeatedly, even if we’re consciously unaware, warms us up to it, and can even make us crave it. When we’re watching an endless cycle of unboxing or haul videos, it’s subconsciously impacting the choices and

I know that the channels I watch impact my buying decisions, my fashion aesthetic, and even what I choose to eat. I’m not trying to jump to conclusions here, but, I will say, there has been a suspicious correlation between a lighter wallet and an increase in the screen time I give YouTube.

If you liked this article, make sure you give it a thumbs up, and don’t forget to like, comment, and subscribe to Lazy Faire (#JustYouTuberThings). written by ELIZABETH JUN designed by SHANNON WONG

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THOUGHT VS. THOUGHT

FAKE BRANDS Fake brands often instill a lot of outrage: but what about?

buyers who genuinely believe the counterfeit goods they purchase are just as good as the genuine product will be inclined to continue similar buying habits. Besides, unless you’re a connoisseur, how easy is it to distinguish between an original vs. knock-off Louis Vuitton?

Interestingly enough, many affluent families also purchase fake brands.

For the most part, people will assume that if you’re wealthy, the Prada bag is real, and if you’re not, it’s fake. Unfortunately you can’t shortcut status just by dressing the image.

To begin, these brands are often viewed as knock-off consumer goods with inferior quality and prices to match. More importantly, they are sold under another brand’s name without legal authorization: otherwise known as trademark infringement. These items can be sold with the intention of misleading customers or to appease those looking to save a few bucks. Most of us would agree that producing imitation goods holds legal and moral ambiguity, but is it all that bad to knowingly buy fake brands? So if the average eye can’t discern I mean, what if we could have our between real or fake goods, and people will draw assumptions Yeezys and pay tuition, too? anyway, do consumers see fake The motivators behind the demand brands as a cheaper means of for knockoff goods stem from the reaching the same payout? reasons behind why consumers value designer labels to begin with. There are financial and intangible For one, elite brands serve as status costs with purchasing fake brands. symbols, indicating one’s wealth, One fact that remains true about taste, and personality. For those who some of the world’s most elite labels aren’t part of the 1%, purchasing is that you get what you pay for. fake brands allows individuals to High-end items tend to last longer, keep up with the fashion of the be more comfortable, and serve as an season, something they’d otherwise investment purchase that appraises miss should they wait to save up over time (ie. buy Chanel today, flip enough money to buy the real deal. it tomorrow). You won’t get the same The psychology behind purchasing intrinsic value with fake brands, fake brands might just be that unless you’re a successful con-artist. simple; consumers want to carry the When it comes to the topic of brand, not the cost. illegal activity, one has to wonder: While original pieces are praised is purchasing fake brands fair to for their quality, the art of the the established trademarks that are replica continues to improve. being imitated? Quality goods are In fact, research has shown that driven by designers that have put 10

vs in the work and effort to establish a business, brand, and productline. On the other hand, some may counter-argue that counterfeit goods actually further the original’s brand recognition. Critics may also point out that designer labels contribute to the divide between the affluent and middle-class by cultivating exclusive goods only accessible to the privileged and rich.

Whenever you think of the name behind the label, it should be mentioned that buying counterfeit goods is not a victimless crime.

Many of these cheap items are produced at the hands of child labour, comprising fundamental human rights, safety, and a child’s opportunity to pursue better life through education. Purchasing fake brands also has ties to human trafficking, and money laundering.

While these global issues cannot be solved simply by protesting against sweatshops, it’s important that we hold ourselves accountable to the stakeholders affected by the decisions we make with our wallets.

So, the question remains: should you fake it ‘till you make it? If you’re honest about the motivations behind your purchase and participate in ethical discernment, then perhaps the choice is up to you.

You can wear fake brands and be real, too.

originals The plethora of emotions that can be symbolized through brands are limitless. On one hand, a brand such as Tiffany & Co. is romanticized to convey love and appreciation for a friend or significant other. Luxury brands such as Mercedes, Chanel, and Rolex immediately symbolize wealth, status, and feelings of superior exclusivity. On the other hand, brands can also draw out negative feelings of envy and inadequacy. How did an intangible concept of a “brand” come to have so many meanings and such a distinct influence on us today?

Personally, the idea of brands have been always been a paradoxical debate to me. I genuinely believe in the principle that you get what you paid for, and it’s almost always a guarantee that you will receive a high quality product for the amount you spent on it. Yet there are also instances where brands are merely built around its prestige associations, and in these cases, the quality may not always be there.

First, let’s explore the pervasive symbol of quality and success that surrounds the brand Rolex.

With over 100 years of history, Rolex has become notable for their intricate details and precision that are unattainable elsewhere. Of course, they are also notable for their high-priced specialty watches and are often associated with elites figures.

However, their enormous price tag comes justifiable for the meticulous craftsmanship and countless hours that goes into building it. Beginning from the initial design, choosing of the material, assembly, and the ultimate delivery, each process are of utmost premium quality.

Like a Nokia, Rolex watches are pretty much indestructible based on the quality of steel that is used to build it. It is ultimately a possession of timeless value that has commonly been used to pass down to successive generations.

It is hard to find the same level of quality in each piece, and counterfeit Rolex products often immediately distinguishable and would not provide the value that comes with the product.

On a different note, the increasing popularity of Yeezy’s over the recent years has undeniably revolutionized the world of sneakers, and even sparked an

industry replica shoes. As we all know, Yeezy’s are notable for its extreme scarcity and the impossibility of landing your hands on one. As such, resellers have used this opportunity to exploit the market by marking up the price by five times. Whenever you see an endless lineup at the mall, you can bet collectors and resellers are camping out to win a chance to buy a pair of Yeezy’s. Ultimately, some people are willing to pay over $1000 for these shoes, but the fact of the matter is that the value is based on scarcity and celebrity associations. The quality of the shoes are not exactly exclusive, and counterfeiters have been able to produce near to identical replicas. Nevertheless, such replication will still lack the exact precision of the original brand and can still be distinguishable.

FAKE BRANDS

written by MAKENA KIGUNDA

ORIGINALS

written by GANIT SINGH

designed by BETTY VO

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adrienne leung.

STUDENT SPOTLIGHT

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Adrienne Leung is a marketing extraordinaire with the credentials to make any recruiter’s jaw drop. In her time in the Alberta School of Business she has served as the VP Design for the UAMA and VP Marketing for SMO Club, the BSA, and JDC West, as well as competing on JDC West’s Marketing Case team.

Outside of ASoB, she has spent co-ops as a student with Northlands and Financial Brand Marketing for ATB. If that weren’t enough, Adrienne also holds a third-degree black belt in taekwondo.

What’s one tip for navigating the Alberta School of Business?

It’s almost a cliché, but taking chances is a big one. I accomplished a lot of things that I never thought that I would in my first year. I hated public speaking and then ended up doing JDC, I didn’t like being in the spotlight and then ran an election campaign against someone else and, so, taking chances and knowing what your strengths are is key. Taking chances on other people is the This month, Lazy Faire spoke with her about flip side of that. Someone took a chance on me film studies, pushing boundaries, and navigating and giving that chance to someone else plays a business school. big part.

What do you think is the most important thing What’s something that you’ve learned from about marketing? your co-op positions?

I think that the most important thing is to be able to see things from outside of your own point of view. Understanding that your experiences are not universal and that the people that you might market to have their own individual perspectives and points of view which can affect how a campaign might be received.

Tell me about your minor.

I minor in film studies, and it is something that I have always been fascinated with. I love storytelling, whether it be through writing or creating videos. I had a YouTube channel for a number of years and I was just fascinated by the effect that stories have on people, how you can bring out so much emotion or you can show something that someone might have never seen before. In high school, I directed my school’s TV show and my interest in media has always moved with me throughout university. I believe that film studies compliments my major by helping me understand media and its history. Learning that the Soviet Montage was the basis for modern day advertising and understanding the psychology of it is something that I find has been very interesting.

I think the big thing is that different industries have a lot of different expectations. In marketing for K-Days at Northlands it was easier because it was almost like you are marketing “fun” and it is very easy to put yourselves in someone else’s shoes in that sense, whereas marketing for a bank like ATB is different because banks are one of the least liked industries, universally, among almost every age group. When changing a perception, you have to knock down the old one before you can really build another one over top. A lot of the issue there is that this is engrained over a very, very, long time. You can say that you are going to make this change but it has to follow through the entire company. It has to come from that customer experience right when they walk up to a teller, to when they meet with a financial advisor, to the ads they might see. It has to be at every touchpoint instead of just making a video for “ATB listens” or hosting an event for millennials.

How important is pushing boundaries in marketing?

A lot of it depends on what you are marketing.

If you’re marketing a sofa it’s not going to be as important as if you were trying to sell an app but, in general, I think it is important to try and On the topic of films, what’s your favourite stay on top of the trend or stay on trend at least. movie?

Doing things retroactively won’t resonate with the audience and could even be detrimental to a That’s hard, as it kind of depends on the genre. campaign.

I think a classic one would be The Princess Bride. It’s satirical in the sense that it makes fun written by MICHAEL MYTRUNEC of its own genre but at the end it is also a very designed by FATIMA MOHAMED wholesome movie and very innocent in its own photograph by DYLAN WEE sense and that is what I just love about it. There is always a good laugh.

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EXTERNAL RELATIONS

ROMY YOUNG

Romy Young is a self-made man.

The ‘05 Alberta School of Business graduate, and current creative director and photography wizard, completed a marketing major and MIS minor, before tackling graphic design and photography training at NAIT. Always interested in art and technology (hello, marketing psychology theories and MIS web tinkering!), Young delved deep into a burgeoning interest in photography more than 14 years ago and now runs two successful photography businesses, Romy Young Photography (@romyyoung. photography on Insta) and Cheers Photography (@cheersphotos). With a portraiture history of photographing memorable faces like Edmonton’s own Taylor Hatala (you may remember her viral Nicki Minaj “Anaconda” dance video), Twitch of So You Think You Can Dance and The Ellen Show, and dancers for stars like Justin Timberlake, Jennifer Lopez, Britney Spears, and Justin Bieber, Young’s story is a shining example of hustle and hard work paying off—and it’s only going up for him from here.

We had the chance to speak with him about working in a creative field, managing the freelance grind, and why he chooses to stay in Edmonton instead of moving to places like Los Angeles.

written by VICTORIA CHIU designed by MELANIA ANTOSZKO & FATIMA MOHAMED photograph proided by ROMY YOUNG

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How were you able to photograph all these amazing subjects?

About four years ago, I went to LA, and I was connected with the hip-hop industry. Two Edmonton dancers— Taylor Hatala and her choreographer at the time, Alex Chung, who owns Kore [Dance Studio], really vouched for me when I was in LA. They referred me to a lot of business and contacts. I got to work with the industry really closely because of that—and those people are really awesome.

The dance industry isn’t really that catty. People really love helping each other, so that’s one reason why I like the LA dance scene a lot.

Why did you choose not to make your home base in LA? I’m from Taiwan and my parents are art-based. I found art to be a money-making path because of that. A lot of Asian parents, I think, don’t see art as a money-making tool— it’s more of the typical dentist, lawyer, doctor, kind of path—but my parents just told me to follow what I really enjoy, and that I’d make money if I could do it really, really well. Coming from the hustle and bustle environment of Taiwan, I didn’t want that for my private life. I really want where I live to be a place that I can meditate and actually relax. In LA, you’re always trying to impress others and live others’ expectations—which isn’t a bad thing! If you like that kind of community, you can still be happy. But I love Edmonton for how I can be alone and not impress anybody. Whereas in LA, you have to show people that you’re good at what you do all the time.

How did you get into photography and work to develop your client base? You mentioned referral work, but every freelancer has to work hard to build up those skills to attract clients in the first place.

My dad was also a graphic designer, and how he treated everything in his life was through a very poetic, romantic way. That attitude made me not afraid of art, or the practicality or perceived impracticality of it. A lot of people think you can’t make any money doing art, because a lot of the time it’ll be freelance, or you’ll be paid very little, or late. But I was never fearful of that. I just kept studying what was out there in the world and offered something different from what is typically found in Edmonton—and I tried to pick up other skills quickly, too. I learned about Photoshop and the production side of photography early on: because I think that the better you are at those tools, the crazier your shots can be. I actually won a Photoshop award a little while after I started learning it, and that made me think, “Okay, I can compete on an international realm [with my Photoshop skills],” and that I should share it not only locally, but around the world. And then in terms of natural skills versus practice: It’s a balance toward both, always. Even the successful dancers I see, that are talented and compete in the high level, still have to develop well-

rounded skills. They all know their basics very well, so when they’re needed to do other styles, they can do them; most dancers know every style [outside of their specialization]. And then for me, I’m very skilled in commercial editorial, but I’ve also honed my skills in event photography, like weddings and portraits.

To be competitive, I have to know most things to a fundamental standard. And I still really enjoy event photography, even though commercial editorial is my specialty. So it comes naturally, but there’s still refinement to be done. You have to stay creative and keep changing so people stay interested in your work as an artist.

And especially in the age of social media, you always need to stay different to keep people engaged.

Yeah! And it’s interesting because for social media and my business, it’s really about pleasing my clients’ audiences instead of my audience. Running a business and being an idealistic artist can run very counter to each other. Some things sell better than others and get more likes, but others nourish the artistic and spiritual side of the self.

And you’ll drive yourself crazy if you only focus on the numbers.

Exactly. A lot of people I know get stuck too much on likes and comments, and they think people will forget them if they don’t post every day. But for me, the people who love me and my work will continue to do so—I just keep refining my work to make it better and better.

Have you ever had trouble, especially in the beginning, with the freelance grind? Freelancing requires so many different skills—searching for work, pitching yourself, promoting yourself—that it can be super hard to adjust to initially.

Of course. For the first seven years, I didn’t have consistent work—it was very sporadic. I don’t know if you’ve watched Steve Jobs being interviewed, but he says that your passion for something has to be so great that no matter how many times you fail, you can still keep going. Even now, my work isn’t always consistent, but I do get bigger projects. With those types of jobs, you only need three or four and you’re in good standing for the years on top of other, smaller jobs. Being a freelancer is a lot about networking: thinking of the entrepreneurial side of things, being likeable, and having people want to refer you. You need to think of how to make money—that’s a very practical part of art. You need to put in the sweat and find the right people who love you and your work.

And you will! You definitely will.

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CLUBS CORNER

written by TYLER KEFFER designed by SHANNON WONG & FATIMA MOHAMED

Lazy Faire Magazine meet up with VP Public Relations of 5 Days for the Homeless , Kaitlyn Hunder, to get an insight into the organization and their committment to raising funds and awareness for youth homelessness.

What is 5 Days For The Homeless all about?

5 Days For The Homeless is a campaign based around raising awareness for youth homelessness specifically in Edmonton. It started originally at the University of Alberta and has expanded to schools all over Canada and the first school in the US as of this year. Over the 13 years that it’s been a campaign, we have raised almost 2 million dollars. There are eight UAlberta students and we must be outside the school of business starting from 6:00 pm and sleep overnight until 6:00 am from March 11-16. We will not have any access to student facilities, except for washrooms. Additionally, we are not allowed any form of tech – no laptops or cellphones, and we must attend all our classes as scheduled. We are not allowed to access our bank accounts or any previous money we have. Any items we need during the week must be donated to us. If we receive non-perishable food items that have not already been opened, they must be donated to YESS — Youth Empowerment and Support Services. Also, all money we raise goes to them as well. Each campaigning school across Canada must pick their own local youth homeless location to donate to.

What day-to-day challenges are you faced with regarding both raising money and awareness for this program?

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The first thing I think is just raising awareness. We sleep outside for 5 days during March which helps pick up a lot of the awareness like global news and other companies. We want this year to be the most campus integrated. We have a goal to try and get every faculty involved in some way shape or form. We understand that this is a large goal, but in doing so we can further create awareness around this as previously it’s only been known around the business faculty. We’d like the whole campus to know about our campaign, so we can help as much as possible. Eventually, we would love for it to be an Edmonton-wide initiative.

How was 5 Days For The Homeless originally founded and how did it grow into what it is today?

It started in 2005, and it was a couple students at the University of Alberta that thought they’d give it a shot and ended up raising double then what they originally planned. They had a goal of $1000 and raised $2000.

The initiative, especially when it goes to local youth homelessness, that local aspect has really been the driving force of five days for the homeless across all communities that we are in across Canada.

What are your goals for this year?

The goals for UAlberta specifically is to raise $30,000 during our campaign. That money can be from anyone, corporate sponsors or change we collect doing classroom runs. We’re also trying to introduce ‘tap’ technology, meaning they can donate via credit card or debit which would hopefully significantly increase our donations.

Each other school sets their own donation goals; for example, NAIT is at $5,000, but they have been only doing it for a few years. One of the main goals still is to raise awareness about youth homelessness in Edmonton.

Why specifically youth homeless?

It’s an issue commonly overlooked. There are many organizations that look to address homelessness as an issue in itself. But we’re specifically looking at youth homelessness initiatives and work with programs that already exist. 40% Of people before they became homeless we’re 16 or under. So, if we can create an impact that can help people around this age by providing donations and programs to aid in this issue, we can directly attack homelessness as an issue overall.

How can other students get involved with the program?

We’re actively looking for general volunteers to help out during the campaign. For example, assisting at some of our events, like our pancake breakfast, chai sale, classroom runs, etc. Students can also donate money directly to the cause. We take cheques, change, basically anything that can be donated including goods and items, toilet paper, clothing. Finally, we have our sleep-a-thon where students can come sleep outside with us for 1 of the 5 nights to help raise awareness for our campaign.

Do you have anything else you wish to share?

I want to make it clear that by us sleeping outside, we are in no way trying to equate to someone who is actually homeless. We’re not saying we understand what they go through. We simply are running our campaign to raise awareness around this issue and aid the people who struggle through this every single day.

We wanted to make this strict as we do not in any way mean to say we understand those struggles, and hope that one day they no longer exist.

Connect with 5 Days for the Homeless!

Facebook: 5 Days For The Homeless Edmonton, Alberta Twitter/Instagram: @5D4H_Edmonton 17

GUEST ARTICLE

PAPER DRESSES

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In the 1960s, the fad of paper dresses took off. For nearly a decade, the novelty of men, women, and children wearing these illfitting, but quirky and fun paper garments, managed to persist. The clothing was cheap, disposable, and captured the idealistic, materialistic, and youthful nature of the swingin’ sixties. Obviously, the fad disappeared from the fashion industry, but would pop up from time to time in other ways. People design and create garments from a multitude of non-fabrics for many reasons: to promote sustainable design, to showcase the way clothes are produced, to illustrate materialism in a consumerist world, or just to show that they can.

I am constantly intrigued by the challenge of transforming something that wouldn’t be considered a conventional fabric into something that could be wearable. Put simply: it’s fun.

There’s a certain adrenaline rush from seeing a model walk out wearing your full-length gown made out of paper. Every so often, you can find me participating in a challenge or contest of making clothes out of very unconventional materials: Christmas wrapping paper, reusable tote bags, and even toilet paper, to name a few. For me, the process of transforming a sketch into something tangible and wearable is especially why I love making clothes.

Each design process tends to start off the same, regardless of whether or not the garment is made of fabric: create a design, experiment with the materials, start and finish sewing, and, lastly, hope it fits the model. In working with non-fabrics, however, more considerations need to be made: how long can the material withstand being worn? What stitch length should be used? Does

it need to be supported by some backing fabric? What seams can I use to strengthen the garment?

For most of my projects, it was important that what I made looked like clothing, and not an arts and crafts project. It needed to have elements of design, found in regular clothes, to be believable as something that could potentially be worn. Even though I had almost limitless amounts of resources and materials to work with, I still wanted my designs to have some form of reusability involved, with a focus on using as much of the original material as possible.

Working with non-fabrics is as difficult as working with regular fabrics. Each material has different properties that you have to learn to adapt to. The ultimate challenge, I find, is making the material work and shape with the body – it’ll never work unless it looks good on the model. So, there were times where I had to sacrifice the way I wanted something to do something, in order to work with the given material.

Making clothes out of unusual materials is a show of skill in engineering and production, but it’s also a way to demonstrate one’s creativeness with minimal risk. Do I see these garments ever being worn in the cold, harsh winters of Alberta? No, but creating these outfits for fun, for charity, or for environmental awareness is why I, and many others, do it.

written by NICOLE WEE designed by BETTY VO

written by VALERIE LEOW designed by MELANIA ANTOSZKO

St. Patricks Day: Exposed The mere thought of St. Patrick’s Day probably immediately conjures up images of bright green colours, shamrocks, and the most important of all - beer! However, the holiday has its roots in religious celebration and wasn’t always so strongly linked to the excuse to binge drink. So instead of perpetuating negative stereotypes by linking Irish culture to the idea of getting wasted with green beer, here’s a quick rundown of who St. Patrick really was.

I’m going to come right out at say it: St. Patrick...wasn’t Irish. The “patron saint of Ireland” was, in fact, born in Banna Venta Berniae, a town in Roman Britain around the late 300s AD. And his name? Yeah, it wasn’t Patrick either - it was Maewyn Succat. He only changed his name to Patricius (or Patrick), based on the Latin term for “father figure”, after he achieved priesthood.

Even though his father, Calpernius, was a deacon (that’s an ordained minister, ranking just under a priest) in the early Christian church, Patrick only chose to convert to Christianity himself after he’d been captured by Irish pirates at the age of 16 and enslaved as a shepherd for 6 years. During his time in northeastern Ireland, Patrick picked up some of the Irish language and culture before trying to escape back to Britain. But despite all of his associations with luck, the man wasn’t too lucky himself as he got captured… again. By the French this time. While in France, he learned about the practice of monasticism (or “monkhood”). When he was finally released, he choose to continue studying Christianity into his late twenties in Britain.

Eventually, Patrick was “blessed” with a vision that instructed him to introduce Christianity to the Irish, who had predominantly practiced paganism and druidism up to that point. As such, when Patrick arrived in Ireland ready to spread good ol’ Christianity around, he was pretty much banished to some small islands off the coast. Over time, he began to accumulate devout followers, with the majority coming to accept his teachings and inviting him over to the mainland to spread the Christian ideology.

Throughout his life, it’s estimated that Patrick baptized thousands of people, ordained new priests, converted the sons of the kings in the surrounding regions, ushered women into nunhood, and formed over 300 churches. The shamrock, a popular symbol of the holiday, was used by Patrick to teach the Irish about the concept of the Christian Holy Trinity.

Since their culture already had strong connections with the number three, it worked out really well for Patrick in terms of gaining their acceptance.

St. Patrick’s Day started in the 17th century as a religious celebration of Saint Patrick’s life and his introduction of Christianity to Ireland. It was a day of feast and festivities that took place on March 17, every year since 461 AD, which is presumed to be the anniversary of his death. In the mid-19th century, a massive migration of Irish immigrants to the United States who were trying to escape the Great Famine transformed the Feast Day (which once consisted of going to mass, participating in a parade, and sharing a meal with the family) into a full-blown party, believed to be celebrated in more countries throughout the world than any other national festival.

The colour green was derived from the green uniforms the Irish Rebellion soldiers wore when they fought off the British, donned in their trademark red. Before 1798, the colour that had been associated with St. Patrick’s day had been blue. If you’re wondering about the beer, you’re going to be surprised to hear that pubs in Ireland were previously legally required to shut down during the holiday, with the consumption of alcohol being a huge no-no until the late 1970s. The push for beer drinking and St. Patrick’s Day to be associated with one another came from Budweiser, who advertised it as the way to celebrate it, regardless of its lack of ties to the actual origin of Saint Patrick himself.

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written by TYLER KEFFER designed by JOANNA FADDOUL

LF REVIEWS

I

t’s often said that in the future, things are uncertain. While this may be true, if it is anything like Blade Runner then I must admit I’m quite excited for what the future brings.

At the start of Blade Runner, we get information regarding the bankruptcy of Tyrell corporation that had happened decades prior, as well as the famine spreading due to the world’s ecosystem collapse. It was one guy, Niander Wallace (played by Jared Leto), who discovered synthetic farming and ended the food shortages. With this, Niander’s company, The Wallace Company, acquired Tyrell Corporation and begun producing Nexus-9 replicants, the new and improved generation of artificial humans. These could be used for slave labor or instead used as Blade Runners, which means hunting down and ‘retiring’ older-generation replicants.

That’s how the action-packed, futuristic, and overall well-rounded film started. The plot goes very deep as Agent K, played by Ryan Gosling, is lead onto the quest of his life to find a former LAPD Blade Runner, Rick Deckard who was played astoundingly by Harrison Ford.

It’s clearly evident that there is some distinct underlying truth, either of which nobody knows, or nobody wishes to confirm. It is this deep complexity that keeps viewers entertained for the entire runtime that reaches well over two hours. Though be warned, as you will not want to take any washroom breaks. So be prepared to either hold it in or go in advance and hold off the drinks. All the details in this movie are important as they come together nicely and satisfy our cravings for answers.

Although there have been previous Blade Runner movies, this one takes place around 30 years in the future from the original, and I must admit they did a very good job showing what happens beyond that.

The plot continually thickens throughout as Agent K discovers more and more about his past, who he was, and who he now is.

The movie was well received by critics and had stunning reviews. Though this precedent doesn’t seem to be matched by global box office revenue, which actually very much under performed expectations on all accounts. This could be due to several reasons, though it seems interesting that a well reviewed movie backed by star actors and an enticing plot line that the movie fell short of revenue prospects.

Don’t let these mere numbers fool you, as this movie is well worth a watch if you’re looking for a detailed plot with incredible acting and even some flirtatious holographic moments. If you’re looking to get procrastinate out of any upcoming tests, projects, or other assignments, this will surely keep your attention invested elsewhere.

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written by GANIT SINGH designed by VIVIAN LAM

written by CLEO WILLIAMS designed by VIVIAN LAM & FATIMA MOHAMED

Dissecting Material Girl

by Madonna If you’ve ever been a victim to your parents “Hits From the 80s” playlist, then you know that 80s music sounds unapologetically dated. From the overuse of synths, to the random drum beats throughout any given song, it sounds completely different from the music we listen to today. It can be easy to overlook old music, but somehow the great hits of the 80s are still relevant; particularly, Madonna’s 1985 single, “Material Girl”, which rose to number two on the Billboard Hot 100. The song essentially highlights the desire for money and a lavish lifestyle, rather than romance and love which is becoming increasingly relevant as time goes by. Here are some of the most pertinent lyrics from the hit single.

“Cause the boy with the cold hard cash is always Mr. Right.”

This is a classic case scenario that has happened time and time again. While we’re all aware of the age-old lesson that “money isn’t everything,” but a healthy bank account is always nice. When Madonna was asked about the song, she said that it attracted her because she felt it defined her life at the time. Even as she made the money of an iconic popstar, she wanted someone to shower her with gifts.

“Only boys that save their pennies, make my rainy day.”

Another classic quote about wanting a significant other who’s got a lot of cash.

“Boys may come and boys may go and that’s alright you see.”

While most of the song focuses and wanting a guy with money, this lyric explains that not only does Madonna want material things, but she also finds boy to be replaceable. In a world where an online message can get you a date, people have never been perceived as more exchangeable.

“We are living in the material world and I am a material girl.”

The eternally catchy chorus. Whether we like to realize it or not, we are living in a material world and that shows no signs of changing. In the case of this song, Madonna chooses to give in to being material, placing more importance on having money than on having a relationship.

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MATERIALISM:

What are you made of?

This month, LazyFaire’s crafted a crossword to see just what our readers are made of. If your as material as we are, solve all the clues & submit your completed crossword to uofalazyfaire@ gmail.com for a chance to win free coffee! Answers will be posted on our Facebook!

1

2 3 4

5

6 7

8

9

10

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written by MAKENA KIGUNDA 12

Across

Down

6 The prioritization of matter over mind.

7 A time period of excess consumption.

8 “Please, sir, can I have some more?” is from which iconic movie?

9 Getting struck by lighting is ___ times as likely as winning the lottery.

11 Which generation is characterized as “materialistic”?

12 The best things in life are...

1 Materialism counters which philosophy?

2 This nation is known for its social infrastructur and for being one of the least materialistic countries in the world.

3 A royal figure best known for an insensitive comment about cake.

4 This famous character is best known for his material mindset and one-liner: “Bah, Humbug!”

5 A literary character fixtured on showing off his wealth.

6 2006 film featuring the Duff sisters.

10 As referenced in The Bible, this individual betrayed Jesus for 30 silver coins.

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GRETZIE PARTH

LAZY CHAT

Creating Opportunity & Building a Brand in the Digital World It’s not every day that you see a student who runs their own business. Despite the demands of a full-time major in accounting, Gretzie Parth owns her own eyelash line as well as several makeup companies that specialize in weddings and events.

Parth turned to the industry first when a friend recommended a course in make-up artistry to make some extra money.

“I kind of pushed it aside. My mom encouraged me to take it because in the worst case, I’d know how to do it, I wasn’t really into makeup at all. I took it with the mentality of ‘I’ll know how to do it if I go out on the weekends or when I have an event to attend. So, they convinced me to enroll in the course and I fell in love with it. It was a shock to me as it was for everybody else.”

Acting boldly on her new-found love, Parth used the experience she gained from freelancing in the bridal industry at GP Makeup, to co-founding Glam Artistry Inc: St. Albert’s innovative makeup artistry and hair studio.

“I realized I was good at it and there was a lot of opportunity in the industry. I was inspired by the

people that were teaching me. I decided to go into it full force and it just took off from there.”

One thing that’s evident about Parth is that she never rests in her resolve to explore new opportunity. When asked about her eyelash line, G Class Lashes, she spoke excitedly about her brand’s inception.

“As a makeup artist, I would get the (wedding) photos back from photographers and one thing that drove me crazy was the false lashes I was using on my clients.

They appealed to be very unnatural and shiny which really bothered me. I was looking around for options and I couldn’t find anything that was appealing and affordable. So joking I was like, I should just start my own eyelash line, and then I did it.

Operating under the tagline “Empowered Woman, Empower Woman,” Parth uses social media as means to relate to her customers.

“People want to feel like you are relatable to them. When I first started my Instagram, I would only post pictures of my work. I found that the more I shared about my personal life as a student or as an entrepreneur, people were more intrigued.”

Parth is a strong believer in standing by your brand and trusting your instincts, when asked about how her vision has changed over time she responded by saying, “The biggest thing is staying true to yourself and not getting distracted by what other people are doing. I believe in my product and I believe in my brand. When you’re confident in yourself, people are confident in you.”

Being that Parth’s businesses and education are at odds for her time, she tries to make the best of both worlds by combining her skills.

“I’ve utilized my degree in accounting for the business knowledge which has helped a lot. The hardest thing about it is being diligent with your time. I think that when you’re passionate about something, you make time for it.”

Parth is a dedicated entrepreneur and makes no excuses when it comes to getting her work done.

“If you’re not going to hustle, success is not going to come to you.” written by GANIT SINGH designed by FATIMA MOHAMED photograph provided 23

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