The tutorials with Ellie and Vicky made me realise that I need to merge the two research questions that I have framed.

Whether it’s a fashion show or an unique in store experience, do high fashion brands have to ‘go viral’ to grab millennials’ attentions today ? And Why does the gap between the reality and perceptions about these cultures and fashion of India exist? Is it because of the cultural appropriation of Indians by Indians themselves? 

I used the 5W’s and 1H to narrow them down

• Who?
• When?
• Where?
• Why?
• and How?

I have done some free stream writing to figure out which areas I want to explore and picked up key topics that I would like to explore, and I’ve come up with this so far:

For my research methods project I would like to write about:

Why Indian women (aged 18 to 25) living in London tend to detach from their culture (in terms of how they dress up and try to speak in an accent) to feel more socially acceptable?

Supporting questions : Is it because of the gap in the perceptions and the reality about India? Is it  because of cultural appropriation of Indians by Indians? Why are Indians stereotyped in the West?

For Fashion Media Laboratory :

I want to produce substantial pieces of media which would highlight Indian Fashion and culture in a different light. 

To do that – 

I’m working on creating a short film which is focused on a story that shows cultural appropriation of Indians by Indians in London. 

and

An editorial story which will showcase Indian fabrics in a new light by dressing up models in Saris but not in the traditional way. It will be focused on the drama, colours and the fabrics of the Saris rather than the way its draped.