Marsaili Mainz
Unspeakable Inequalities
Intersectional Representation in The Institutional Powerhouses of The Media and Fashion Systems In today's globalised world, the fashion...
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Marsaili Mainz: Marketing Researcher & Photographer
PhD RESEARCH INTERESTS:
Exploring the intersections of Fashion, Motherhood, and Consumption through the lens of the Fashion-Celebrity-Media alliance using visual methodologies.
MRES THESIS: 2023
Vogues Changing Faces: A Critical Visual Analysis of The Fashion-Celebrity-Media alliance Through an Intersectional and Neoliberal Feminist Discourse Lens
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ABOUT ME
From pioneering fast fashion strategies at Amazon and celebrity marketing photography at Getty Images to spearheading digital e-commerce and marketing campaigns. My journey over two decades has converged; as a Consumer Culture PhD researcher, I critically analyze gender and race representations in visual culture while also critiquing the pervasive influence of celebrities and the mimicry of consumption through the lived experience of motherhood.
I navigate the intricate intersections of media, neoliberal feminism, and identity. Focusing on the commercialisation of motherhood identity projects. As a result, consumption practices become critical to understanding and analysing.
I'm on an ambitious mission to reframe and evolve the narratives surrounding the fashion-celebrity-media alliance and its impact on mothers' identities and consumption practices.
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AWARDS
University of Strathclyde Image of Research Competition 2024.
Highly Commended: Dressing Our Way To Extinction Part 2. Preserving our Planet category. Showcasing research focused on lessening the impact of human activities on the environment.
Funding: Economic and Social Research Council (ESRC)
This image reveals the stark dichotomy between the glamour of fashion and its hidden repercussions. My research explores how the fashion industry impacts environmental degradation and the pressure of self-presentation projects under the pursuit of perfection perpetuated by the fashion-celebrity-media alliance. The challenge lies in unravelling these complex connections to illustrate why reforming our consumption habits is vital for a sustainable and equitable future.
Image: © 2024 Marsaili Mainz. Collaborators: The Model Team, Indez Ltd, and Gretna Green.
University of Strathclyde Image of Research Competition 2023.
Winner: Dressing Our Way To Extinction Part 1. The Hope for Humanity Category showcases research focused on lessening human activities' impact on the environment.
The rise of fast fashion has fuelled mass consumption and a thoughtless throwaway attitude towards clothing. Responding to the demand it has created, the fashion industry churns out cheap clothing at a huge cost to the environment. Our research aims to break the vicious cycle; by empowering the consumer with knowledge and the ability to reduce demand, the industry could be forced to adopt a more sustainable approach to fashion.
Image: © 2023 Marsaili Mainz. Collaborators: Retoucher: Damian Shields. The Model Team. Main Model: Anna Freemantle.
First Place Certificate for Outstanding Doctoral Colloquium Poster, May 2024
At the 11th International Research Conference in Marketing, at the University of Strathclyde, Business School.
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