Thoughtful fashion was born in October 2022. The idea first came about when I was in casual conversation with my 15 year old sister. We were sat on the sofa while she was browsing the pretty little thing website for an outfit to wear to a party on the weekend. She mentioned she was looking for something seen on Molly Mae’s instagram, who also happens to be the creative director of Pretty Little Thing. As her sister, I was well aware of the abundance of clothes she already owns that would have been more than suitable for the party. As she continued to scroll the website, sending endless screen shots of £5 dresses back and forth with her friends, I started thinking about the accessibility of fast fashion and how common is it in everyday life. As a fashion communications student, I have a pretty good understanding of the implications of fast fashion and clothing waste, but it occurred to me that a lot of people may not. After further research into fashion’s carbon footprint, I realised the urgency of the issue and had to do something. I decided to target the exact consumer that first inspired this idea in the first place, as this is the generation of future consumers.
Since then, Thoughtful Fashion was created as a publication and community for young people who want nurture their love of fashion without compromising the planet. Are you ready to immerse yourself in a world of originality and join the thousands of people already boycotting fast fashion?
Join the TF community today and become the best dressed version of yourself.
PROMISES
As a brand, we promise to release non bias, factual information that benefits our audience and the planet. We promise to be 100% transparent with our audience in our efforts to educate the youth
VALUES
It goes without saying that we value sustainability and reducing fashion’s carbon footprint, but most of all we value our readers. We’re a brand with a voice and we speak for the future of fashion. We value honestly and pride ourself on our transparency between TF and our readers.
Thoughtful Fashion’s mission is to educate the next generation of consumers to make thoughtful fashion choices. TF is here to be your big sister of the fashion world, introducing cool upcoming brands and switching the focus away from fast fashion, allowing you to find your own style and make your wardrobe last.
VISiON FOR ThE FuTuRE
Thoughtful fashion is a growing brand with big aspirations for the future. We vision ourselves as a welcoming multichannel community. We aim to expand the brand onto multiple media platforms, with the intent of releasing daily content. We vision the TF publications to be globally accessible, to reach teenagers across the globe. Following the growth of the brand, we aim to release custom style boxes which will be available very soon! We also aspire venture into the events market in the future, to bring our thoughtful community together.
We use two fonts at Thoughtful Fashion. For our main heading and logo text, its Bakso Sapi downloaded as a royalty free download from Dafonts. After a lot of careful consideration it was decided that Bakso Sapi captures the playfulness of the brand and fits best with our doodle-like aesthetic.
For the headings of our zines, we ensure that the outline is coloured and inside has no fill.
For our body text, we use Basic Sans in the extra light variation. One of the reasons this font has been chosen is because it is optimized for print to look good on printed material. Additonally, Basic Sans is an easy to ready font, making it the most readable for our audience, On top of this, the font contrasts nicely againts our heading font. In our zine body text, we keep the font size at 9pt.
PhotOgRAPhY mETHODoLOgY
Here at Thoughtful Fashion, we use imagery to portrays the essence of the brand. Our photography captures how we live our lives in the clothes we wear and the beauty of that. Our clothes travel with us through the good, the bad and the ugly. There’s beauty in making memories in your favourite pieces, we aim to capture these memories. We hope our photos convey a sense of community and friendship. Our images are shot on film, giving a more authentic look. We chose to shoot on film because film photography is warm and characterizes a lot of emotion within an image. Our audience can build emotional connections to our images, as they can relate them to their own personal experiences. The location of our images is always in natural settings to further encapsulate the purpose of the brand and everyday environments, another factor that helps the viewer connect with the brand.
We also use a lot of collaged images to exhibit the fun and playful side of the brand. As well as this, collages are an interesting way to get an important message across, incorporating text and multimedia images to create meaningful art.
The average Thoughtful Fashion reader is between 15-21 years of age. They are most likely a student and value affordability when shopping. They earn money from a part time job or from doing chores around the house for their parents. They are eco conscious, care for the planet but do not always incorporate these values within their fashion consumption choices (until now)
Name - Rose
Age - 15
Occupation - school student, part time waitress
Interests - socialising, reading, netball, art, literature, shopping
Social media - mainly uses instagram, snapchat and tiktok
Average day in the life - When Rose isnt working, she spends her saturdays at her closest friend’s house, sharing school gossip and scrolling through tiktok to gether. They may find themselves shopping in the lo cal town, or online shopping, comparing their online finds.
Name - Jake
Age - 16
Occupation - school student, does the weekend pa per round
Interests - socialising, video games, skateboarding, rugby, football, art, reading
Socials - mainly uses instagram, snapchat and tiktok
Average day in the life - After his paper round, Jakes weekends consist of skateboarding and football with friends. He will often chill at a friends house after football and is eager to impress his friends with his new garments.
The main colours we use as a brand is pink and green. Green represents nature and strength, while pink represents the people, softness and vulnerability. We also use a lot of white, black, red and yellow as secondary colour within our branding.
Our logo is conformed from our two primary brand colours. The logo has been designed to convey youth and act as a first impression for our fun brand. The graphic leaf design aims to represent nature, as a reminder for what the brand stands for.
Our secondary logo is also made of pink and green. The secondary logo is an acronym of our brand name. It is also known as a text abbreviation (tf) or (wtf) standing for the fxck? or what the fxck? represents how we are feeling about the issues we address.
Thanks for taking the time to learn more about Thoughtful Fashion! We hope you enjoyed this brand book.
Issue 1: 2nd hand shopping survival guide is available now! find us on instagram and tiktok @ThoughtfulFashion
