CCR QUESTION ONE

Interviewer: Hello everyone and welcome back to the Off The Rack podcast where, Each week, I invite a publisher over to spill the ink on their magazine—its vision, vibe, and the magic behind the pages. This week we are welcoming Medeyya Al Otaiba, all the way from Abu Dhabi, UAE, talking to us about her fashion magazine, Desire. 

 

Medeyya: Thank you! I'm so happy to be here. 

 

Interviewer: Let's begin with your front cover. How does it align with the usual conventions of a fashion magazine? Additionally, what steps have you taken to ensure that your magazine raises awareness of social issues and represents diverse backgrounds?

 

Medeyya: So glad you asked! Our magazine aligns with typical conventions through the typography, images, layout and the colour palette. The typography I used aligns through the bold masthead “desire” at the top which is very common in any type of magazine especially fashion  magazines as seen in Vogue and Tatler this ensures that the audience can immediately tell it is a fashion magazine. In order to avoid clutter and highlight concepts of empowerment and unrestricted fashion, supporting text is deliberately positioned around the model. Although i didn't use too many coverlines i used impactful words to send a message to the audience to thrive on confidence. "Wear the confidence & let the fashion speak for you" reflects positivity in all body types, races and ethnicities. We here at Desire magazine want to be as inclusive as possible as we know media nowadays can be harsh and may not be relatable for everyone. We wanted our readers to understand that beauty isn't about what's on the outside but what makes you most beautiful is what's on the inside and how you express yourself through your style. The magazine aligns with usual conventions through the image and mise-en-scene as well. Obviously the model is stunning but the image has been taken in a studio with studio lighting and it blends high fashion through the corset, hat, and embellished shoe. This shows that fashion isn't just about the clothes although the look is stylish it is also about how you carry yourself and your confidence. The use of the shoe draws attention to both the model's styling and the featured product, which is a common strategy in fashion magazines. Alyazya’s pose is assertive, with one hand on her hip and the other holding the shoe near her face. This positioning emphasizes empowerment and individuality which most young women seem to struggle with due to unrealistic standards the media portrays. As for her makeup she is wearing soft glam to match the overall vibe of the magazine and show young girls that beauty is subjective and no matter where you're from you can always express yourself through fashion. In terms of accessories, the shoe represents individuality and creativity and acts as a focus point, while the big pink hat adds flare and drama. This would attract niche audiences adding to our efforts of being inclusive as possible. This is also shown as the fashion I have used is unconventional and doesn't necessarily meet today's trends. The clothing worn is also conservative and not revealing  therefore challenging traditional beauty standards and expressing creativity. This challenges Laura Mulvey's “male gaze” theory as she still looks amazing without having to wear tight revealing clothing. Moving onto the lighting it is soft and feminine adding to Alyazya style and outfit and draws attention to the textures and details of the clothing and accessories while enhancing the cover's overall warmth. In addition, the colour palette is a blend of light pastel colours. The background is a soft pastel peach which contrasts with the bold black corset and just the overall statement of the outfit creating an appealing aesthetic which demonstrates the usual conventions seen in high-end fashion magazines.Some of the things I have done to raise awareness of social issues and represent diversity is empowering women, challenging beauty standards and having diverse representation. This is shown by challenging traditional beauty standards and misconceptions that are common in the fashion industry, using an Emirati model promotes an inclusive view of beauty. A global perspective is added to the magazine, which appeals to a wider audience and highlights the diversity of fashion in many cultures. Other Emirati women can feel empowered and encouraged to express their individuality and sense of style when they see an Emirati woman in an influential position. This subverts belle hooks theory as well as hall and alvarados theories of global ethnic majority.  Because of the model's modesty and the magazine's overall design, this cover shows the ability to subtly promote Emirati culture and tradition. The coverline "Wear the confidence & let the fashion speak for you" encourages women to express themselves through fashion choices, regardless of what society expects of them. The cover's Emirati model challenges conventional Western beauty norms and promotes a more diverse and inclusive representation of beauty, as the model's direct mode of address by looking directly at the camera and confidence empower women to embrace their own power and feel confident in their own skin.

 

 

Interviewer: That's amazing, what about your contents page can you talk about that as well and in addition how are people and places constructed and represented through these technical elements?

Medeyya: Yes of course, so moving to the contents page, a classic convention I have used is the layout and organization. The page is divided into sections by editorial pillars like "Beauty Features," "Special Features," and "Interviews," which is a standard way of organizing content in fashion magazines. This allows readers to easily look through the magazine. I also use short article names to entice readers and make them want to read more. For example, "Beauty Unfiltered: Beauty on the outside is only as good as what's within—strive with confidence." These headers highlight the article's main focus in an attempt to appeal to the target audience, in this case teenage girls, to send a message that looks are not everything. Another way this is shown as a typical fashion magazine contents page is page numbers are provided for each article, making it easy for readers to navigate the magazine. In addition to this we had some adverts like "Benefit's Bounce" featuring Anaishka wearing Benefit's mascara, this is another way usual magazines incorporate advertisements within their editorial content. The pages have a clean, modern appearance that balances text with visuals. We used different fonts and sizes both serif and sans-serif to appeal to everyone andallow the magazine to be aesthetically pleasing. Additionally, it is a current trend to include social media handles and QR codes for the magazine's app, showing the significance of online accessibility and engagement for fashion magazines. A common part of lots of magazines is the editor's note, that adds a personal touch and provides authenticity into the magazine's aim and vision. Moving on, the technical elements of the content page contribute to the construction and representation of people and places in multiple ways. The magazine's concept is significantly affected by the models we chose. A strong commitment to diversity can be seen by the addition of Benefits Bounce's Indian model Anaishka on the content page with other models Natasha who is Pakistani, Noora that is Emirati, Alyazya that is Emirati, Miriam that is Emirati and scottish and Hala who is Palestinian. The intentional representation of other ethnicities and skin tones aims to promote diversity, appeal to a wider range of consumers, and advance the notion that fashion is a form of self-expression that goes beyond race and ethnicity.

 

 

 

 

Interviewer: Very insightful Medeyya, can you talk to us through your double page spreads?

 

Medeyya: Yes this is my favorite part! So for my double page spreads every spread includes an establishing image or main focus to draw in the reader and clearly identify a visual structure. Such as drop caps, columns and heading standfirst. The layouts have text blocks, full-page photos, and smaller supporting shots. As for typography, Content is better organised and given visual appeal when headings, body text, and captions use a variety of font sizes and styles. The font choice matches the entire design and looks modern and clean. The photos are carefully selected to present the clothes and other props in an eye-catching style. I have created a clean and organised design using white space. This makes every aspect stand out and keeps the spreads from feeling overwhelming. Fashion magazines usually include designer credits and brand names like Dior, Maison Hala, Bombino, Noora. The article gives background information and narrates a story about the designers, the clothes, and the spread's overall concept. This creates aspiration and keeps the reader interested. I have attempted to raise awareness of social issues and represent diverse backgrounds in different ways but one is the choice of models.  By featuring models with diverse ethnic backgrounds we are actively challenging typical western beauty standards that have dominated the fashion industry. We want to spread an inclusive idea of beauty and inspire everyone to express themselves in the best way possible. The spreads can subtly challenge stereotypes associated with specific regions or ethnic groups. For instance, featuring an Emirati model in a high-end context might challenge stereotypes and highlight the region's modern, sophisticated identity while still respecting traditions and modesty. Displaying models of ethnic diversity, such as miriam who is Scottish/Emirati, reflects the growing use of heterogeneous identities and encourages intercultural understanding. Our magazine can provide a platform for voices that are often overlooked in mainstream media.  This can involve not just the models but also the designers, stylists, and other artists. Our magazine is more relatable to a larger audience as it has diverse representation. When readers from diverse backgrounds see themselves in the media they consume, they are more likely to feel acknowledged and seen. One of the main issues I attempted to address was empowerment in women. I have attempted to do this mainly through my articles like the Dior Babe Bag is referred to in "The Hala at Rabdan Downtown" as a "symbol of empowerment." This shows that we are connecting the ideas of freedom and self-expression to fashion. "Who said Dior is out?" indicates a light rejection of fashion standards and a preference for individual personality over just following trends. Aswell as, "Miriam's Sunset Desires": The text says "True class is about being yourself with elegance," indicating an emphasis on authenticity and self-acceptance as essential aspects of fashion. The article connects Miriam's style with a sense of independence and inner power. This empowers women and promotes independence and self expression. The description of her as "more than just clothing" reinforces the idea that fashion can be an expression of personality. I have models from different ages to be more inclusive. More importantly i tried to challenge Laura Mulvey's male gaze theory. I have attempted to make it mostly about fashion rather than the models. This is to move away from objectifying women and encouraging self expression.

 

Interviewer: Well that's all we have time for today, we were honored to have you on our show today, everything you have said has been very insightful!

Medeyya: The honour was all mine, thank you for having me today!