Why creative collaboration is the answer in times of chaos
IMAGE CREDIT:ORIGINAL ARTWORK BY ASHLEIGH GREEN
As Covid-19 retains its suffocating grip on our nomadic lifestyles we find ourselves living within the confines of our screens.
This is not a ‘marketing opportunity’ for capitalisation, so, how can businesses and brands instead show their audience truth, vulnerability, empathy and realness at this time?
Steven Bartlett, head of social Chain stated in his recent webinar “Opportunity in Crisis” that one of the main opportunities in this climate is that of connection. This desire for enhanced connection may in part be due to the psychological effect of a pandemic, forcing us all into a state of shared emotional vulnerability.
The Chinese word for ‘crisis’ itself is composed of two characters, i.e. ‘danger’ and ‘opportunity’. The opportunity here is to build and nurture our communities. Our relationships.
Conscious collaboration is key.
“This desire for enhanced connection may in part be due to the psychological effect of a pandemic, forcing us all into a state of shared emotional vulnerability. ”
#AloneTogether: a creative community in times of crisis from Dazed Digital
Brands are now capitalising on this heightened engagement and sense of sharing.
Gymshark, after changing their name to ‘Homeshark’ in solidarity with their customer, have reached out to the fitness community, inviting PTs and trainers to share a live workout on their Live channel.
Influencers, no longer able to get by on the usual candid pavement shots are inviting us into their homes for baking tips and tutorials, finding new ways to connect.
However, Stephen Gan, Editor-in-chief of V Magazine and VMAN, and creative director of Elle US, believes there is a much deeper scope for artistic flex here than mere rosemary olive bread.
Marc Jacobs x Richard Prince SS08
Marc Jacobs was inspired to work with art world anti-hero Richard Prince after his controversial Spiritual America exhibition in 2007.
“If a team member of mine suggests one more time that we approach so and so and have him or her bake a cake and film themselves, I’ll go nuts.”
Gan has launched a new collaborative Initiative, CreatiVity to support emerging creative talent in the era of Covid-19. “The magazine world is at a bit of a standstill because you can't even step into a photo studio... [This programme] creates good content. If a team member of mine suggests one more time that we approach so and so and have him or her bake a cake and film themselves, I'll go nuts.”
The initiative comes as creative freelancers see editorial and commercial jobs cancelled as a result of lockdown.
Dazed recently launched #AloneTogether, a series of Instagram takeovers and community-led, online events, while AnOther magazine has started a campaign under the hashtag #CultureIsNotCancelled, showcasing projects by creatives that have otherwise been postponed or cancelled.
Fashion brands are promoting creativity
Alexander McQueen and Jimmy Choo are setting creative challenges for their followers while Marc Jacobs is collaborating with artists like Chloe Wise to engage creatives on Instagram.
Images from The Exquisite Corpse Project, a common artists collaboration game, Image courtesy of Sothebys 2020
Charles Jeffrey, Founder of dynamic and unapologetic fashion Line Loverboy states a desire for an ‘aggressive practicality’ in these times, evidenced by the efforts of seamstresses linking forces with local hospitals to turn their services to the creation of scrubs, and businesses pivoting to better service their local communities in need.
“ a desire for an ‘aggressive practicality’ ”
Could this mark the beginning of a new village structure of support and supply mechanisms, with a focus on local and nearshore production?
Lauren Indvik writing for The Financial Times certainly thinks so. “Having seen the risks of a global supply chain, American brands will reinvest in local manufacturing, furnishing new jobs and skills.” No doubt the same will happen in the UK as I have already been speaking with young female entrepreneurs setting up sample rooms in the UK.
I have really been enjoying getting to know the people behind the profiles in my networks lately. Beginning those dialogues that will spark future collaborations.
So, my question to you is:
How would you like to collaborate or create differently?
I WOULD love TO HEAR FROM YOU.
Let’s get through this together.
I reply personally to every single email I receive. Please do drop me a mail at sarah@sarahdenisestudio.com or get in touch here ☺️
Stay safe!
Sarah Denise xx
With thanks to my sources:
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https://www.pinterest.co.uk/sarahdenisestudio/i-l-l-u-s-t-r-a-t-e/ https://www.artspace.com/magazine/art_101/book_report/phaidon-fashion-book-fashion-illustrators-53980
https://www.refinery29.com/en-us/2020/01/9132294/vogue-italia-january-2020-covers -
https://www.vogue.com/article/why-fashion-illustration-matters-in-the-digital-age
https://www.instagram.com/p/Bq0XrNqnUf7/
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https://www.theguardian.com/fashion/2020/jan/03/vogue-italia-drops-photoshoots-from-january-issue -
https://www.instagram.com/hayden_williams/?hl=en -
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https://jiacollection.com/blogs/news/39453121-the-comeback-of-fashion-illustration-and-the-top-new-illustrators-of-today
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