Stylistic choices

WORLD 1

World 1 is a glossy, contrived and overwhelmingly pink haven, where indulging in 'self-care' is the absolute priority. The products Eliza uses have been meticulously designed and created for girls like her. With these products, she can fix herself, care for herself, be herself. How lucky is she to have all of this choice?!

Back to planet earth: World 1 depicts Capitalism's version of 'self-care'. The 'self care' which has made the notion of 'caring for oneself', seem impossible. The bomb-site of messages/imagery women are forced to consume are overwhelming and seemingly unattainable for so many. (And catastrophic for their bank accounts). I believe underneath the 'self-care' veil, hide the diet and beauty industries, which both are geared, of course, towards making women look better. 

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But is it forced upon Eliza? Eliza has a choice: she is in control of what she consumes. She is in control of what she spreads on her face, what she dips her feet into, which pills she pops. Or is she?

As capitalism's version of 'self-care' likes to tell us: we are the problem. If we improve ourselves, everything will be ok! So Eliza begins...

WORLD 2

 World 2 is a more stripped back,'pure', soft, green-Goddess haven, where... indulging in self care is also the priority. The difference here is that the majority of the 'products' appear to be far more 'natural'.

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On the surface World 2 immediately seems like the 'better option', the 'lovely', 'natural' option. However here there is no 'good' or 'bad'. Both worlds are equal. It's all the same shit, but different aesthetics. Same price-point, same narrative geared towards women feeling the need to constantly be optimising, different packaging. 'Pure' products. I.e: products which are 70% water and cost you a days work.

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These contrasting worlds signify how *i believe* the self-care/wellness narrative is not nearly as empowering or progressive for women as it appears. The same message that we must be always optimising is presented to women- despite the look of 'rawness' and 'purity'.

In World 2, Eliza is still over-consuming and is still within the overwhelming capitalist bombsite of self-care. It just looks a bit different. And that's part of the problem...

Stylistically, while i wanted there to be a clear difference in terms of the colour/props/production design in general, i wanted to create two worlds which are both clearly set up and as over the top as each other, indicative of how i believe brands are really still giving the same sorts of messages to women in terms of their 'self-care', beauty regimes, despite them being more 'minimal' and 'natural'.