THE ISSUE WITH
MAINSTREAM FEMINISM
For my final major project at Central Saint Martins, I looked into ‘mainstream feminism’, and why it’s problematic. It’s essentially white feminism, that excludes anyone who isn’t a cis-gender white woman.
I looked into a few different issues within mainstream feminism, which include: homophobia, transphobia, fast fashion and racism. In response to the research I gathered, I created a series of hand-lettered paintings on glass. Each painting focussing on a specific statement on why mainstream feminism needs to go.
Each design was sketched onto tracing paper and taped to the front of the glass, which I used as a guide to paint the letters on the reverse side of the glass. I used One Shot Enamel Paint to do this.
The frames then went on to be exhibited in art shows with Can’t Win Don’t Try and Creative Debuts.
To accompany the paintings, I created silk-screenprinted postcards that I left around for people to take. The postcards had two layers to them; the first layer had a statement printed in thermochromic ink, and the second layer showed a hidden message beneath (printed in normal ink). When heat is applied to the postcard, it reveals the hidden message.
︎︎︎︎︎︎︎︎︎
The postcards quiz users on different instances where the likes of Zara and H&M have exploited their workers. They aim to educate and spread awareness, especially as both the brands sold ‘feminist’ branded clothing at the time.
Alongside the glass paintings and postcards, I made some silk-screenprinted posters to accompany the project.
︎︎︎ DESIGN WORK ︎︎︎
Hello there :)
I’m Lily, a mid-weight creative living in London ︎ I currently work at EssenceMediacom, where I create activation ideas for brands. Before that, I worked at VaynerMedia for over three years where I created viral social content for brands such as Durex, Indeed, Hydrow, Natura &Co, NatWest and Avon.
In my free time I love to create my own typographic designs – I’m heavily inspired by 60’s psychedelic gig posters ︎ I graduated from Central Saint Martins in 2019, where I studied BA Graphic Communication Design.
︎ contact: lilyellengale@yahoo.co.uk ︎
Content Creation / Art Direction / Graphic Design / Copywriting / Ideation / Video Editing / Illustration / Lettering / Painting / Eating /