The Archetypal Colours: Black, White, and Red
Swiss psychiatrist Carl Jung theorised that humans use symbolism to comprehend complex concepts, developing twelve archetypal personality types. I propose three archetypal colours: black, white, and red. These three colours stand out as the first to exist, spanning the entirety of human history, embodying core facets of human existence, and shaping the collective unconscious. Thus, they hold archetypal power, giving us the power to fashion our future.
Senior Fashion Design Project - Massey University
Visual Article, Magazine Editorial, Short Film
October 2025
In Black, White, and Red [The Beginning]
Visual Article
An artistic look at the origins, mood, and core meanings of the colours.
Director and producer: Scarlett Kennedy
Model: Mckayla Ruaburo
Photographer: Scarlett Kennedy
Styling: Scarlett Kennedy
Hair and Makeup: Mckayla Ruaburo
Assistant: Pearl Kennedy
Ms Red
Magazine Editorial
A styling exploration into how to utilize the archetypal power of red in dress.
Director and producer: Scarlett Kennedy
Model: Scarlett Kennedy
Photographers: Mckayla Ruaburo and
Renee Wightwick
Styling: Scarlett Kennedy
Hair and Makeup: Scarlett Kennedy
Black, White, and Red
Short Film
An exploration into the story and meanings of the three archetypal colours, looking at how to incorporate them in fashion to channel archetypal power.
Director and producer: Scarlett Kennedy
Models: Mckayla Ruaburo (as Ms Black), Madelaine Olsen (as Ms White), and Scarlett Kennedy (as Ms Red)
Filmed by: Pearl Kennedy, Renee Wightwick, and Scarlett Kennedy