For this self-initiated brief I combined both my passions for music and styling to create a 12 look men's and womenswear limited edition collection as part of a Gucci and Harry Styles collaboration. I keenly evaluated the success Gucci have demonstrated in targeting the millennial market, and furthered their digital-first approach to create an engaging and unique campaign that would directly appeal to the Generation Z market- the next segment of luxury consumers. The campaign combines a prevalent social media presence with outdoor advertising and a mural installation to effectively unite aesthetically appealing experiential marketing with social media opportunities and hashtags to promote user generated content. The project saw the execution of a comprehensive marketing report, digital communications plan, campaign lookbook and launch event plan to seamlessly launch the collaboration that would appear at a momentarily reduced price point for Gucci, in order to raise awareness and funds for the TIME'S UP movement, for which both the House and Styles have shown support for previously.

The creation of the campaign visuals was an aspect of the project execution that combined Gucci's distinctive colourful aesthetic with innovative communications methods to effectively stand out against the brand's luxury counterparts. Progressive, eclectic and influential: three of the values Gucci describes as fitting the House, each of which were channelled into the campaign, whether it be through the design, styling, social campaign or launch event concept The look book was shot in and around Manchester- close by to Harry's home town- with inspiration taken from Harry's on-stage style and Gucci's past collections to create a limited edition campaign that effectively appealed to the target audience of both parties.

Consumer research found that viewers of luxury fashion social accounts expect this content to emulate the art, heritage and craftsmanship that is synonymous with their product lines, and therefore great emphasis was placed upon creating a range of mock ups to demonstrate how the collaboration would come to life on screen.

Photography: Marta Ferenc
Photography: Rosie Butcher and Sam Chignell 

The brief for this group project involved selecting a brand without an existing magazine, and creating an engaging publication that successfully transcends the interest and lifestyle of their current target audience. We selected STAUD- an L.A clothing and accessories brand, and designed the magazine as a means to effectively infiltrate the U.K market by increasing brand awareness and establishing a clear brand identity for new consumers. I acted as the primary copywriter and content creator for the publication, establishing the topics and think pieces that could be covered in order to form the first copy of the magazine- 'The Quality Edition'. This involved encouraging the reader to channel quality into all aspects of their lives, whether that be that be through their fashion choices, home environment or self-care rituals.

Photography: Hayley Sellars 

This group project involved creating a sub-brand for the U.K high street retailer, Bonmarche. Sister was consequently established to target a younger and more trend conscious consumer, channelling a dedicated approach to brand values of accessibility, inclusivity and female empowerment. The project involved the creation of a brand handbook, look book and the individual completion of a launch event plan. Brand packaging, logos and the appearance of advertising communications were established, along with mock ups of the in-store concession visuals and consumer engagement campaigns to aid in the launch of the brand into the competitive high street fashion marketplace.

The availability of low-cost and trend driven apparel characterised as fast fashion has received increased media attention in recent years as a result of revelations regarding the negative environmental impact this sphere of the industry has. The role of social media and technology has grown significantly during these years, and as a result has impacted both attitudes and purchasing related to a reasonable and sustainable individual consumption levels. My final year case study discusses the link between increased social media usage and heightened buying behaviour as a result of viewing digital content from fast fashion brands and bloggers alike. It utilised 30-day fashion content and consumption diaries from 8 women, along with an online survey to investigate how the vast presence of social media content presented on a daily basis plays an instrumental role in surrounding users with repeated and persuasive marketing messaging. The findings highlight the minimal thought consumers attribute to fast fashion purchases as a result of their affordable and disposable nature- characteristics perpetuated by online marketing content.
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