A Quick Convo With... Jenny Graham
With a multifaceted background in the fashion industry and her current endeavors in neuroinclusive marketing and communications, Jenny brings a wealth of experience and insight to the table. In this quick convo, we explore the evolution of modeling, and examine the pivotal role of marketing in fostering inclusivity for individuals with disabilities and impairments.
SZ - Can you share with us your journey into the fashion industry as a model ? What inspired you to pursue modeling?
JG - By walking into a prom dress boutique in my local town at the age of 15. The shop was new to the high street and was just starting out. Karen (the owner), liked my height and asked if I would be keen to participate in her upcoming fashion show. Of course, I agreed and whilst modelling at this local fashion show, an established photographer in the area asked if I would be interested in pursuing fashion modelling for him. Through the power of networking and social media (Facebook at the time, then Instagram years later) I was securing more modelling work.
JG - I have been incredibly lucky to work with some great and understanding people over the years. My biggest challenge as a hearing-impaired individual was worrying about whether or not I would be able to hear the photographer as they would usually be photographing me from a distance and the camera would cover their mouth to the point where I was unable to lipread.
Photography by Ian Treherne
Before the photoshoot began, I would always point out that they would need to speak up if they chose to direct me. As far as I can remember, everyone did accommodate the requirement or would use their body language to communicate. I was also lucky to work with other photographers and models who had disabilities. Therefore, I never felt like I was alone and knew my needs would be met. One photographer I worked with many times over the years was a visually-sighted and hearing-impaired photographer - Ian Treherne.
SZ - What has been your experience working with designers, photographers, and other industry professionals? Have you encountered any misconceptions or stereotypes about visual impairments in the fashion industry?
JG - While interning in the fashion industry during my time at the University, I met designers who were a lot less accommodating of my condition. I also found them to be very stereotypical about certain races, ethnicities and genders. However, photographers were more open-minded in my opinion. Perhaps it was just the people I met, as I had good luck with photographers and not-so-great luck with designers. Whereas, others may have had a completely different experience than me. However, this was between 2012 and 2017, so I hope the fashion industry has changed for the better since then.
JG - In my opinion, the fashion industry has come a long way in terms of representing diversity. This month, I picked up Vogue’s latest copy, which featured half a dozen female models, actresses, singers, TV presenters, etc. I was blown away by the fact they had showcased all these women from different races and ages. The only thing I noticed was the physique issue, there were no plus-sized models, which would have been great to see.
The British Vogue March 2024 Cover
SZ - In your opinion, how can fashion brands and companies better market their products to people with disabilities, including those with visual impairments? Are there any successful marketing strategies you’ve come across that effectively cater to this audience?
JG - I have seen some advertisements on TikTok in recent years that cater for people with impairments. Otherwise, this isn’t something I see a lot of. Fashion brands can better market their products to those with disabilities by ensuring there are using features like subtitles on each advertisement, not only a few of them.
SZ - Have you had any experiences where your visual impairment has been leveraged as a unique selling point in campaigns or projects or do you know of this happening to others? How do you feel about the balance between showcasing diversity and avoiding tokenism in the industry?
JG - Not me personally. However, I currently work for a start-up Tech company which focuses on DEI and our product is a digital assessment, which enables you to search for Neurodivergent areas of your brain. In other words, our product tests for dyslexia, ADHD, Autism, etc. Due to the areas we tend to focus on, the company is fully dedicated to hiring those with Neurodiversities. Therefore, I work alongside many great people in the wider Sales and Marketing team who come across as a USP for various projects. For example, when the Sales team mingle at Tech, Education and Marketing events across the country, those with learning challenges are occasionally leveraged to represent our brand in the best possible way.
SZ - What advice would you give to other individuals with disabilities who aspire to pursue a career in fashion or modeling? Are there any resources or support networks you’ve found particularly helpful in your own journey?
JG - Honestly, just be yourself. If others can’t accept your differences or who you are as a person, they don’t deserve the pleasure of working alongside you. On my journey, I found many LinkedIn influencers/content creators to be quite inspiring. Including; Sophie Miller and Girls In Marketing, as they ensure inclusivity within their brands. Business of Fashion, was also a great foundation of PR knowledge for the fashion industry. I have been subscribed to this platform for 7 years now and I have noticed the way articles have changed to highlight the more important focuses in the world (gender and disability representation being amongst them).
JG - I think to start reaching out to more agencies that represent disabled models. For example, Crumb Modelling Agency and Zebedee are great ones to look at in terms of hiring diverse talents.
Models From Zebedee Casting Agency
I also think by simply taking a chance on younger and disabled individuals regardless of their backgrounds. In the creative industry, I do sadly think there is a lot of nepotism and this needs to change. Everyone needs to be included regardless of who their parents are.
SZ -In your opinion, what role can technology play in enhancing accessibility and inclusivity in the fashion industry for people with disabilities, especially those with visual impairments?
JG - Technology/AI is forever evolving and becoming more and more accessible. I like to think companies like the one I work for are doing everything they can to create inclusivity and accessible digital outcomes for everyone. Many of our customers (schools and training providers) can receive sufficient funding to use our product, therefore we work with education providers in disadvantaged areas to ensure they have the resources to better understand their neuro differences. This is exactly what the fashion industry needs to do - invest in more digital products to help people with their disabilities and ensure no individual is left behind.
SZ- Looking ahead, what changes or developments do you hope to see in the fashion industry regarding representation and accessibility for individuals with disabilities, including those with visual impairments?
JG - I honestly hope to see everyone included and everyone represented in the fashion industry, regardless of ethnicity, age group or gender. We still have a long way to go, but we have also come a long way since I was growing up in the noughties. Back then, there wasn’t much diversity in terms of advertisements and magazine covers. Although, technology is more advanced now and I truly believe it is paving the way for the fashion industry - for the better.