As a part of our final year we could produce two independent projects entirely designed and controlled by us throughout the entire creative process. ‘ALOKO’ was my interpretation and expression of discussing a subject personally important to me - my culture/heritage.
‘ALOKO’ is an independent fashion brand which explores South Asian cultural heritage through contemporary fashion. The brand itself is birthed from the under-representation of British Asians within the UK - when researching about what it means to be British Asian many stereotypes arose, however there didn’t seem to be many true reflections. ‘ALOKO’ will share stories through graphic prints, typography and stylings to allow the consumer to interpolate to an authentic brand. The artwork created will represent the cultural journey coming from India, specifically, and moving and adjusting to life in England. ‘ALOKO’ should feed a demographic who can feel empowered by their stories being told in a contemporary way.
The purpose of this project is to empower and educate people within this community and outside this community, about where British Asian roots are from. From initial research regarding cultural appropriation it was clear that within mainstream media much of South Asian or British Asian culture being explored was diluted to superficial aspects such as sarees, bindis, henna and bright clothing. Through this brand and artwork, it was important to tell an authentic story using imagery which would be relatable to this community but also explore cultural change. All imagery used is taken from my own family’s archives and was aimed to celebrate where I am from.
‘ALOKO’ is the Gujarati translation of ‘these people’. When thinking about the way in which elderly relatives who spent most of their time in India would discuss British Born Asians they also would refer to them as ‘those people’ or ‘these people’.
