Codes and Conventions of Fashion Magazine “street style and casual fashion”

Street style or Casual Fashion Street wear is a distinctive style of street fashion, rooted in West Coast. It has elements of hip-hop, urban-culture, casual and modern haute couture fashion. Street fashion is generally associated with youth culture, and is most often seen in major urban centers. Most major youth subcultures have had an associated street fashion. Examples include: Hippies (denim, T-shirts, long hair, flower power and psychedelic imagery, flared trousers) Teddy Boys (drape jackets, drainpipe trousers, crepe shoes) Punk fashion (ripped clothing, safety pins, bondage, provocative T-shirt slogans, Mohican hairstyle)

Urban culture and Modern look After my research on different fashion magazine covers related to my sub gender I have been able to come up with some codes and conventions which are generally seen in most of the fashion (street fashion/casual) magazines. Some of the examples are shown below. Urban culture and Modern look All of these magazines mostly show urban culture which are very modern and trendy.

High-key lightening This lightness and brightness brings a feeling of freshness, cleanliness, happiness and often also youthfulness. In a lot of high-key images, contrast is minimal. They have strong color in places, or directed hard lighting on a portion of a subject, will “pop” beautifully, adding a little bit of an “edge” whilst retaining all the essential mood components of a typical high key image.

Body language The angles and shots taken for these magazines are basically full shot or sometimes mid shots to show different body gestures. They are generally looking directly into the camera or posing in a very friendly way, to promote the look they are selling.

Cover lines and Masthead In various street Fashion magazines, front cover the masthead are given bold and bright colors in order to contrast or complement with the overall dress of the models or just basically going with the theme each magazine represents. In these magazine there are a lot of cover lines given on the cover page Which are working with the color scheme.

Themes What street magazines represents ? Since they are going with the theme of street fashion which usually consists of trendy and cool looks for the younger generation. They work with preppy look, and over here the main cover model, is not only dressed in such a manner but is also selling the magazine and the new look set out nowadays.

Clothing and Colours scheme The background Colours are light. They are basically taken outside and shows expensive and luxurious lifestyles.