About Me
I’M FEIER, A FASHION MARKETING GRADUATE FROM THE UNIVERSITY OF LEEDS
I am a creative, yet business minded fashion marketing graduate who is inquisitive and eager to take on challenges. During my studies, I undertook an industrial placement at Tjx Europe, providing me with experience in both buying and merchandising.
Growing up in the UK as a British born Chinese has undoubtably had its difficulties, however overtime I have learnt to love and appreciate my own culture. My life has become a diffusion of what some may view as two completely different worlds. With my business mindset, I saw my unique outlook, that offered parallels between Western and Asian culture as an opportunity that could be translated into my work.
INSPIRATION
'Soft masculinity'
Upon reflection, my journey towards the inspiration for my final major project- Defy, has been long-awaited, stemming from my love for Chinese dramas. Rather comical right? Watching these dramas alongside shows such as Love Island provided such stark contrasts to the representation of masculinity in Western versus East-Asian culture. When visiting China, I noticed major year on year change to male ‘beauty standards’ that became increasingly effeminate, starting from skincare to clothing, to make-up.
The shifting representation of the contemporary male in East-Asia was not only from the outside, but also from the behaviours and attributes they held, which contrasted significantly from traditional ideals of ‘masculinity’. I felt this was missing and in fact necessary within the UK beauty industry, with market insight further reinforcing the need, leading to the creation of Defy, which is a make-up brand made for he/they.
MY WORK
PORTFOLIOS
DETAIL
Educating the world on who the contemporary male is.
Made for he/they, Defy is a makeup brand that is committed to progressing the beauty industry into one that is truly inclusive. Grounded on the idea that individuals, no matter male, female, non-binary ultimately wear makeup for the same reasons, it raises the question of why he/they are not catered for? The beauty industry must change. Defy is dedicated to showcasing that there is not “a singular vision of masculinity” (Stott, 2018), by pushing boundaries through not just a well-designed product range, but also the use of our App. We are driven to educating the world on “new masculinity” and who the contemporary male is (LSN, no date).
"Let's do what we love and do a lot of it"- Marc Jacobs
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