Fashion as Mass Media: Dollar Wears




Colin Meredith’s collection includes track pants made from umbrellas, 3 jackets made from Ziploc bags, beach balls and Dollarama plastic bags respectively, and a pullover made out of face cloths and a hanging shoe rack. CBC News

Montreal-based designer Colin Meredith is finding ways to overcome the cost prohibitive hurdles faced by young fashion designers looking to establish themselves. Meredith’s more recent collection,called Dollar Wears, makes use of only products from the dollar store. The thirteen piece collection includes eight tops/ outerwear pieces, two pairs of pants and three Vans shoes (a sponsor of the project), made by hand from Dollarama (Quebec dollar store chain) products.


Beach Ball Jacket in the Montreal Festival Mode & Design installation display.


Keep in mind that this collection is an art exhibition and that included in the materials are used are Dollarama plastic shopping bags. These bags include the store logo. So, besides demonstrating the Colin Meredith’s creativity and effective recycling of materials, this creative exercise in fashion design also is an example of Mass Media Principles.

Dollarama Bag Jacket


Primarily, this demonstrates how Mass Media consumes other Mass Media, turning it into content. In Merideth’s use of Dollarama products, as an artist he was working with physical materials and repurposing them as clothing. Clothing has both practical use and use as art (cultural expression through fashion) . Clothing functions as Mass Medium, conveying cultural messages about a person’s station in society and about their own individual sense of self.

Racegoers at Warwick Farm Racecourse c1934


Hats & Harlem Pants c. 1910-1915

In Western society, the cultural message conveyed by fashion choices can incorporate logos and brand names, as well as icons from the entertainment industry, sports, and national & regional identifiers.

 Missoni Fashions – Photograph: REX/Shutterstock – The Guardian


The Dollar Wears exhibit alters the message of the original products and creates a new context. It both comments on social prestige that is associated with high fashion branding and logos, and it demonstrates how inexpensive materials can be reused in imaginative ways.


Colin Meredith’s creation of a motorcycle jacket made out of duct tape from Dollarama.

Sources:  Montreal designer uses Dollarama materials to make exclusive clothes – CBC News

Colin Meredith  Website



Photographing the Self in Herself

The Toronto photographer Jennifer Toole has come a long way since teaching herself photography using YouTube tutorials. With her background in creative arts, studying musical theatre at Wexford Collegiate School for the Arts in Scarborough and a degree in creative writing from Montreal’s Concordia University, she progressed through a a series of professional photography jobs, including house photographer for Toronto’s Northbound Leather, and later Soho House. Eventually four of Toole’s images were published by Vogue Italia.

                                                                                                                         Photograph by Jennifer Toole


As you can see, Jennifer Toole’s work does not conform to the stereotypical manufactured images of the female form. It is naturalistic and uncompromising in capturing real beauty. It is therefore no wonder that she, in collaboration with Australian actress Caitlin Stasey, co-founded the website , which showcases nude portraits of Ontario women photographed in natural light.

“Herself is a gesture to women for women by women; a chance to witness the female form in all its honesty without the burden of the male gaze, without the burden of appealing to anyone. These women are simply & courageously existing, immortalized within these photos. Within their words, their experiences and stories are offered on Herself in the hopes of encouraging solidarity – that maybe we as women will take comfort in the triumphs of others rather than revelling in each other’s defeats. Let us reclaim our bodies. Let us take them back from those who seek to profit from our insecurity.” -Caitlin Stasey


“I feel weird and abnormal for having hair, for having zits, for having to reapply deodorant, for having to pee… Women are not real on TV and in ads they are just an image.” -Chelsea Photo by Jennifer Toole


This site, and the work done here, breaks the confines of contemporary cultural views of the female body. It humanizes the models with personal interviews and images that are not restricted to commercial body images that re-enforce a set of values, beliefs and ideology designed to sell products based on the aspirations of manufactured beauty.

Post-natal yoga – become the woman you never were ! Did this model even give birth ? Yes,  this is a real ad, that is as close as it gets to reality.


The battle for a healthy realistic expectation of the human body of all genders is ongoing. The business of fashion and “beauty” products drives Mass Media in numerous forms, from advertising to entertainment. Breaking through this heavily financed culture and the constructed reality that supports it is no easy task and Jennifer Toole’s work must be both recognized and commended. Besides links provided in the post, you can see more of her work on her blog, dailytoole.



Jennifer Toole by D. Gillespie