We stuck with the conventions of the genre grime. Artist dress according to London urban culture as they want to reflect where they come from, as that's how they connect to their fan base by using shared identify. We wanted to do the same thing, in order to connect to our fan base.
Compared to mainstream we noticed that the clothing is very simply, affordable brands such as nike, adidas ect. They not only reflect urban culture, but they represent it as well. Their target audience recognises it as part of their brand image, also that's what they most like feel comfortable in, and it compliment the gritty London setting.
Through research I looked at Krept and Konan who are popular on the grim scene, but are transitioning to mainstream, as their music has transitioned, so had their image. I think is to connect to wider audience, but also to reflect the certain lifestyle they have now that are on a bigger scale.
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| These two pictures reflect how they represented themselves before becoming mainstream. |
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| These two pictures show how mainstream has changed their image and brand, rather than reflecting them 'repping their ends' they reflect an expensive lifestyle that most of their original fans wouldn't have. |
With our own artist we used a combination of basic dark coloured tracksuit bottoms/jeans with a sweatshirt or hoodie, but in some scenes we dressed the look up bit, so the fans can still relate and recognise them, but still reflect the lyrics of the song.
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