'THE HIDDEN MEANING OF COLOUR'

AD4606 Brand Development Module The Tomorrow People Brand Collaboration

By Freya Davidson

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“Fashion’s reflection upon the world can create positive change.”

Bethany Williams

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Page 10-29... Introduction -Page 10-17... Generation Alpha -Page 18-23... Movers and shakers in the sustainability streetwear race -Page 24-25... Christopher Raeburn -Page 26-29... What brands need to do to create sustainable brand stories

Page 30-87... Introducing the brands -Page 30-31... Introducing the brands -Page 32-37... Introducing Heron Preston -Page 38-59... Heron Preston 20x20 -Page 60-61... Heron Preston consumer profile -Page 62-63... Introducing Bethany Williams -Page 64-85... Bethany Williams 20x20 -Page 86-87... Bethany Williams consumer profile

Page 88-117... Brand collaboration -Page 88-91... Introducing the collaboration -Page 92-117... 7P’s of promotion

Page 118-119... Conclusion Page 120-127... References

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Generation Alpha, of which are born between 2010 and 2025 are considered to be the most technological infused demographic to date, and the first generation to be born entirely in the 21st century, which means that technology will be something they naturally adapt to from a young age. Despite being the youngest generation yet, they have brand influence and purchasing power beyond their years, they shape the social media landscape, are the popular culture influencers and the emerging consumers in which brands should be engaging with. The voice of this generation so far is North West, who at 5 years old has probably only been able to use such a voice in any coherent way for what, two years? She accomplished her first ever magazine cover for WWD and has been pushed to the forefront of a generation highly engaged in fashion and beauty.

These kids aren’t living plain vanilla lives. Brand owners and communicators need to understand that Alphas are almost hardwired to expect choice and innovation. They want to engage with brands on a deeper level and distinguish a brands identity/message to understand whether or not they should buy into that brand, they will most likely identify with a brands ethical message first as a result of their concerns over sustainability. The alpha consumer will most likely buy into a brand that they can trust, they need reassurance that the brands values are as they state. In order for brands to build an honest and open connection with this new consumer, THEY MUST BE 100% AUTHENTIC. The most important matter to understand about this generation is that normal childhood experiences for them will have been staring at a screen more than spending quality time with family or friends, connecting with and building relationships with peers will be something they learn to do virtually, and the Covid-19 pandemic will have accustomed them to technology even more.

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Ryan Toys Review, a 7 year old youtuber with over 20 million followers reportedly earned $22 million last year demonstrating and reviewing toys on his channel. In order for brands to make a success out of their business, they need to be tapping into what the future consumers are doing as of right now at a young age, studying their behaviours, interests, influences etc. This will allow the brand to build a consumer profile of what this category of consumers will be interested in. With this emerging generation looming upon us, the world as we see it now will naturally reconstruct itself to adapt to generation alphas expectations. Kids today are finding radical new ways of earning an income even if they are only 7 years old.

When we look at the case study of this 7 year old youtuber, are we supposed to view it as a positive or should we view it as ‘too young to have that much responsibility?’ from my own personal point of view, I do believe that it may be something that as growing up In this futuristic world that we have to adapt to and come to terms with the fact that children lead a completely different lifestyle to how we knew our childhood.

Apart from technology, Generation Alpha are passionate and conscious about everything that is going on in this world from Greta Thunberg’s climate change debates to inclusivity, acceptance and gender stereotyping.

Greta Thunberg who is currently 18 years old and an environmental activist does not shy away from being a voice for change and influence for the younger generation that look up to her. Unlike many teenagers these days who want the latest iPhone, Greta Thunberg’s ideal birthday present is a promise from everyone that they will do everything they can for the planet.

Generation alpha are the new generation of children that will seek to bend the digital world to their needs and ambitions and not be defined nor consumed by it, they will set aside our current worldview of stereotypes of identity and difference, and their love for cherishing and saving the physical world around them will quite literally change the face of our planet. Unlike any other past generation, Alpha’s really do care about the planet and enacting change. It is great to see youngsters nowadays educating themselves and standing up for what they believe in.

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The first generation to judge people by who they are instead of what they are. Generation Alpha girls are encouraged to reject narrow gender stereotypes of themselves as ‘princesses’ and ‘dreamers’. They have moved on from binary rejection of pink for girls into a post-stereotype mindset, perhaps summed up best by the attitude that ‘I can wear pink AND play football’. Gone will be the days when gender labels existed for clothing, menswear and womenswear will disappear and people will wear whatever they feel comfortable in. Nowadays, you may already begin to notice men wearing dresses. Harry Styles for example could be considered a positive advocate for genderless clothing for the younger generation, as he himself wears what he feels comfortable in and has been featured in Vogue on numerous occasions wearing a dress. However, just because he feels comfortable and is drawn to women’s clothing does not mean to say that he is homosexual, having such an influential individual in the industry who also happens to have a platform in which he can encourage others to freely express themselves through fashion is remarkable. On the other hand, Many people find it difficult to comprehend how Harry Styles can be seen as revolutionary when so many people without a platform or without being in the public eye have been mocked, ostracized, beaten and even killed for freely expressing themselves. This raises the question as to why having a platform makes you more significant and able to have the freedom of choice without the need of judgement. Furthermore, I believe that future generations won’t experience harsh gender stereotyping to the extent that we had growing up as a result of children nowadays having more positive influences and not being afraid to stand up for their own beliefs.

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The term streetwear is actually quite a common term in the modern fashion world. It refers to a distinctive style of street fashion, which has its roots in Californian and skate culture, but also encompasses elements of hip-hop fashion, modern high fashion and haute couture.

Although it is speculated as to when streetwear originated, and how it actually came about, it is thought to have started as early as the late 1970s. This was an exciting time, with the emergence of punk rock and very early hiphop. As such, streetwear brands of the late 70s and 1980s borrowed heavily from the ‘do it yourself’ aesthetic of punk, new wave and heavy-metal cultures.

This last year, businesses were forced to close and the world hit the pause button resulting in financial loss for many. The fashion industry had been hit hard leaving some of the largest retailers struggling to cope. Despite all of the uncertainty, behind closed doors, streetwear had been booming in business as a result of consumers opting for casual wardrobes for comfort whilst being stuck indoors. The world has acclimatised to this new casual way of life, subsequently making a success out of the streetwear market. Since the Covid-19 pandemic began, we have seen an increase in the number of emerging streetwear brands with an identity based entirely around sustainability. Below are some examples of brands that could be considered ‘Movers And Shakers’ in the sustainability streetwear race.

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We’re at a time where sustainability in the fashion industry couldn’t be more important. Newly established label CHNGE has set out to create a brand in which “sustainability, transparency and philanthropy take utmost priority.” Founded in a response to inequality, environmental catastrophes and more, it is a “business built on the basis of putting people and the planet before profit.”

A gender neutral label that has pledged to use sustainable or recycled materials for every piece of clothing produced. the eco-driven and ethical brand has tapped a diverse group of young artists, musicians, models, athletes and creatives to protest discrimination and front the label that aims to be more of a social experiment rather than a clothing brand.

Unlike any other sustainable brand, CHNGE isn’t just committed to its sustainability principles, the brand is authentic and speaks to all types of people from all types of backgrounds. A brand that puts the needs of the planet as a priority over the constant need to make a profit is exactly what the fashion industry needs in this current climate. I would consider this brand a competitor in the sustainability streetwear race as a result of the brands values appealing aligning with the demands and expectations of the future consumer. CHNGE doesn’t advertise, instead they try to focus their energy on bringing creators in that share the same vision or that are from diverse backgrounds. As well as being an ethical brand with excellent values and principles, they also compete in the streetwear race amongst brands as desirable as the likes of Supreme who have built a reputation themselves.

Since launching in 2018, CHNGE have gained worldwide recognition accumulating a following of 2.2 million on Instagram, customers of the brand are often spotted wearing CHNGE designs at protests including the Black Lives Matter protests.

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The name ‘HoMie’ isn’t just an attempt to connect with the brand’s young, streetwear-inclined target audience, it’s an acronym. It stands for ‘Homelessness in Melbourne Incorporated Enterprise’. “The idea of a HoMie, to us, has become this notion of someone who looks out for someone,” “So anyone who purchases something from us immediately becomes a HoMie.” That – looking out for someone – is the guiding principle behind everything HoMie does. Operating out of a bricks-and-mortar retail space. The brand is driven by purpose, not profit. The shop (and online store) sells ethical and sustainably-made ‘90s-inspired streetwear, from which 100% of the profits go towards helping young people experiencing homelessness or hardship. It’s the first initiative of its kind in Australia.

Once a month, HoMie hosts a VIP shopping experience, during which young people at risk of or experiencing homelessness are invited into the store to pick out five items of brand-new clothing.

Similar to CHNGE, HoMie is committed to its principles of tackling homelessness amongst the youth of society and enacting change not just in the fashion industry but also in the socioeconomic sector. Both brands competing in the sustainability streetwear race put the needs of the planet and humanity as a priority over obtaining a profit. An original idea that has been curated for other purposes than fashion, brand messages are slowly becoming anything but fashion related as a result of emotional branding playing a bigger part in the engagement with the consumer.

HoMie push boundaries in the streetwear race from working on collaborations with marketable streetwear brands such as Stussy and Champion who kindly donated upcycled clothing to the brand when they were first getting started. This brings about a sense of community and togetherness within the fashion industry when well established brands are wanting to work in partnership with brands committed to social change to truly make a difference.

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Christopher Raeburn has established his eponymous brand with responsible and intelligent fashion design for a global audience. The RÆMADE ethos in particular has pioneered the reworking of surplus fabrics and garments to create distinctive and functional pieces.

Alongside this, a highly collaborative spirit informs luxurious, handcrafted and award-winning products with integrity and purpose. This innovative approach, with an unusual balance of high concept, accessibility and wearability, is applied to menswear, womenswear, luggage and accessories.

“I think as a designer you have an obligation to consider what you are doing and why; ultimately, we want to make strong, responsible choices that provide our customers with a completely unique and desirable product” – Christopher Raeburn Sustainability is at the heart of everything Raeburn does.

Whereas, sustainability has only recently come into practice in the last year or so, Raeburn’s whole career has been built on it. Not only does he make informed decisions when it comes to designing, but he also opts for living sustainably. Although it’s becoming more current, it’s still extremely rare to have someone in this industry with such a vision and concern for the environment. Similar to the brands above, Christopher Raeburn is yet another brand that puts the needs of the planet above making a profit.

Aswell as being such an influential designer in the fashion industry, Christopher Raeburn hosts regular workshops and tutorials in which he welcomes members of the public educating them about the importance of repairing instead of sending clothes to landfill. Unlike other brands, Raeburn encourages this approach instead of buying new.

With more and more brands introducing ethical practices into their manufacturing process, the competition and rivalry has become more apparent especially amongst streetwear culture. In the past year since the whole world has suffered a pandemic, the fashion industry and the brands within it have had to re-evaluate their status in terms of what they’re doing to be more environmentally friendly. The difficulty for current and established brands these days is that there is a lot more competition with emerging brands whose whole identity is based around protecting the planet we inhabit, the competition comes as businesses battle to establish a strong and convincing message about their attempts to being more sustainable, as a way of appealing to the future consumer known as the alpha consumer.

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Brand stories at present are centred around building emotional connections with the consumer to engage them with the products they’re trying to sell, this is known as emotional branding. In order to create a sustainable brand message, you need to remember that you’re marketing to the future consumer who are quite frankly looking to reshape the future and are already doing so through their technology infused minds. The emerging group of consumers have ambition to save the planet and according to numerous reports, over one third of this generation will only buy from brands that are purpose driven and clear about what they’re doing to legislate change whether that be socially or environmentally. For example, to solve the current and reoccurring issues of gender stereotyping, the manufacturer of Barbie announced in 2019 that they would release a gender neutral doll, this will allow children to feel comfortable in their own skin as they grow up playing with toys that make them feel accepted. Despite the fact that the children of this generation are not active spenders due to their age, it shows that companies are taking them into consideration when making business strategy decisions, which is one step forward to making positive change.

The most important lesson you can learn from sustainable brands is that they are willing to ignore profit in the quest for a better reputation that represents that of positive environmental change. To put it simply, in order to create a sustainable brand message and be a brand that truly cares, the environment needs to be at the heart of everything you do from the manufacturing process to the brand values etc. Making a decent turnover isn’t going to heal global warming or climate change.

In order to market your sustainable brand strategy to the wider public, you need to understand your values as they are what your brand stands for, it’s not enough to simply state that you are sustainable or that your items are made from recyclable materials because how is anyone supposed to believe you, convincing your consumer that you are committed and passionate about what you stand for will be more effective than just stating it.

To conclude, brand stories need to be built on honesty and trust, the key values that the consumer will look for. The consumer wants to form a connection with the brand, but they need to trust that they’re reliable in what they say, ensure that you are aware of where your materials and fabrics are coming from and exactly what they’re made of before they are processed into designs. An idea for making your consumer believe that you are a sustainable brand could be using sustainable/recyclable packaging that the consumer will be able to view first hand when purchasing from that brand.

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Heron Preston, founder and designer of his namesake label, is part of a new generation of fashion designers who, versatile and curious, is helping to redefine the way we think about streetwear, luxury and sustainability. As many people grown up in the post-internet era, he has an eclectic talent. He is an artist, a creative director, a creator of content, a clothing designer, a DJ... there are no borders. For him to experiment, playing with different arts and disciplines is as easy and necessary as breathing. And everything that he does becomes an immediate success.

It is the true birth of Heron Preston which, a couple of months later, debuts at Paris Fashion Week, gaining global attention with his style always on the edge between street, workwear and couture. Although from this moment on, fashion becomes his main activity, the thirty-year-old continues to divide his time between artistic installations and DJ sets.

Born and raised in San Francisco, Heron Preston Johnson was inspired at an early age by his police officer father, who sparked Preston’s interest in uniforms and encouraged his education. For his junior and senior years, Preston attended New Technology High School in Napa, California, a school funded by the Bill and Melinda Gates Foundation that featured glass classroom walls and provided each of its 200 students with a computer. “I remember seeing tours of business people walking through the hallways and I felt like I was in a fishbowl, or in an experiment about some new futuristic world of education.

It was in that high school that I learned how to code. I also had a new media class where I learned to use software programs like Photoshop, Illustrator and Dreamweaver,” Preston said to Elle in 2016. Although Preston taught himself to code HTML, he credits the New Tech High with the diverse skill set he accumulated, which inevitably led him into the blogging world that later acted as a springboard for his career.

A skater and confessed internet nerd, Preston naturally developed an interest in graphic T-shirts as a teenager. One of his friends happened to have access to a screen printing factory outside of San Francisco and the two began making T-shirts, Preston’s first foray in fashion design. Along with learning to code, blog and design, Preston’s time at New Tech High helped him hone his social skills, in particular within professional environments. “It was group-based learning. We did a lot of presentations,” Preston said to Freshness in 2006.

HERON PRESTON.

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HERON PRESTON. 10 X 10

How did Heron Preston develop an interest in workwear?

Growing up as the son of a police officer, Heron Preston has naturally adapted to the idea of workwear being stylish. From a young age, he has shown a deep admiration for not just the uniforms themselves but for the hard work that goes into the jobs of firefighters, construction workers etc. The workwear collections are somewhat shown as a sign of respect for their work. Taking this part of the real world and using fashion to create collections with meaning is something that no other brand can offer.

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How is Heron Preston an Avant Garde brand?

Heron Preston is one of the few streetwear brands to embrace and portray the creators’ talent and vision through fashion. Every collection reveals a different narrative of how an original idea diversifies into a forward thinking design. In 2019, Heron Preston collaborated with Montreal based fashion platform, SSENSE to release a 12 piece unisex collection made from upcycled parachutes, during the event in which the collection was launched, Heron Preston himself hand painted and signed Nike Air Force 1 trainers in which he gave to attendees at the event.

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How does Heron preston embrace the New York streetwear scene?

Heron Preston believes that real fashion comes from the real world, walking down the streets of New York City, Preston recognizes and draws inspiration from everyday life on the streets. Since the launch of his streetwear label in 2017, every collection coincides with the typical New York streetwear attire being that of hoodies, sweatpants, puffer coats, cargo trousers etc. Ultimately, when i look at designs of the brand, New York is one of the first things that comes to mind.

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How does Heron Preston connect with youth culture?

Heron Preston has become a youth culture phenomenom amongst the younger generation as a result of his tech savviness in which he developed in high school and thereafter in New York. Studying at Parsons School of Design and living in New York allowed Preston to spend his free time being creative and exploring the city through a blog in which he documents the downtown scene, Heron Preston later went on to state how ‘Downtown New York felt like a big high school to me.’

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Why is orange a symbolic colour to Heron Preston?

When Preston was looking at YouTube videos of Herons hunting for fish, he became fascinated by the colours of its feathers and its character. When these birds grow up, they leave the nest and become their own. He identifies with that, to be unique and independent and is a recurring theme in his collections. Preston wanted to incorporate the meaning of his name into the clothes. The bird is almost his sub-logo, in a way. The orange colours are also connected to the Heron. When looking at a photo of a heron eating a fish, Preston was mesmerized by its beak which had this amazing orange colour. The bird has 64 species and all of them have beautiful colour palettes.

He loved the orange colour so much and so decided to adopt it and make it the signature color of his collections.

In addition to the symbolic Heron bird, the colour orange is also a key colour in the uniforms of construction workers, firefighters etc. Which he identifies with the idea of labor and the blood, sweat and tears that go into the nature of their job. Therefore, the use of this iconic colour pays homage to the work they do.

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COLLABORATIVE COLLABORATIVE COLLABORATIVE COLLABORATIVE COLLABORATIVE COLLABORATIVE

How is Heron Preston a collaborative brand?

When i think of Heron Preston. Creativity, collaboration, technology and streetwear are the first words that spring to mind. Heron Preston is distinctively known for unique collaborations. Aswell as being a designer, Heron Preston has been a collaborator since day one, collaborating with many big names such as Levi’s, Off White and even Nasa. Every collaboration has a different story to tell. For the most part, Preston himself tends to reach out to companies and brands giving off an ethusiastic nature in which he posesses. For the collaborations he has accomplished, innovatory ideas and concepts play the most important role in the process creating a final outcome which caters to different audiences.

Heron Preston’s most recent collaboration with Levi’s dubbed as “mistakes are ok” saw Preston create a forward thinking idea that related to a personal life experience the designer once had. An example of how Heron Preston is not only a collaborator but one with a story to tell.

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Heron Preston is a streetwear brand unlike no other, when you look at this brand, you will more than likely notice that it is heavily focused on streetwear and the New York streetwear scene.

What makes Heron Preston exclusive within this market would be the experimental and creative approach to design, everything the brand creates is a combination of Prestons’ own interests and talents creating exclusive streetwear drops that combine his artistic and technology focused abilities. When a collection is launched, the brand celebrates the launch in various markets with major parties in which Preston attends himself to entertain his audience alongside over the top DJ set installations and celebrities in attendance.

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What makes Heron

Preston exclusive within

the streetwear market?

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Aswell as the main instagram account known as @heronpreston which boasts a following of 615k, Preston also has a second account known as @heron in which he documents his personal life aswell as interests and hobbies and anything that inspires or catches his eye. A great way to connect and engage with the brands’ audience, taking into consideration that they can interact with Preston himself and identify with his interests/influences and how they tie into the brand.

Why does instagram play a big part in the engagement with the consumer?

INSTAGRAM INSTAGRAM INSTAGRAM INSTAGRAM

How does the use of upcycled materials tie into the sustainability aspect of the brand?

Heron Preston may not claim to be 100% sustainable, but it is important to him that the clothing he produces has minimal impact on the environment while increasing eco-consciousness amongst his fanbase and supporters of the brand. Preston understands the responsibility he has as a designer to design responsibly with the thought of the environment in mind. Preston’s interest in the environment first began when a plastic bag floating in the ocean captured his attention leading him to support the zero waste initiative which aims to eliminate waste from landfill by 2030.

“I want to promote the production of apparel from quality fabrics that is made to last in an effort to reduce the global environmental impact from the fashion industry and hopefully encourage other designers to do the same. On the other side, with the pieces that stemmed from the DSNY collection, I use only recycled clothing and uniforms to continue the narrative I began when I debuted the collection with the Department of Sanitation.”

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U P C Y C L I N G

D I V E R S E

What makes Heron Preston a diverse brand?

As a person and not just a designer. There are no borders for Heron Preston, his talents and interests are continuously transformed and portrayed through fashion. At the age of 39, Preston has achieved a lot. Still in high school, Preston launched a line of recycled t-shirts that he had silk-screened and sold all over the world. There is no streetwear label like this one, engaging with the creator himself, you will see that everything he does becomes an immediate success, he is a risk taker, but most importantly, he never stops, he is always striving to be better, through collaboration and experimentation, it’s no wonder the brand has gained worldwide recognition and constant celebrity exposure.

What makes Heron Preston a diverse brand?

The current consumer base of Heron Preston most likely ies the stereotypical hypebeasts and New Yorkers who b streetwear. Being a heavily focused New York streetwear the age demographic would most likely range from early late 40’s. Despite the heavy streetwear focus attracting h beasts, Heron Preston is a one of a kind streetwear brand happens to acquire vast exposure from celebrity culture, very well known as the majority of Heron Preston designs featured in music videos or online images of celebrities s them. The engagement with the consumer is clearly a ve tant part in selling your brand, for Heron Preston, building nection with the consumer wouldn’t be difficult consideri transparent the brand is and how the consumer is directl ing with Preston himself instead of the brand as a whole.

Preston’s direct communication with his audience is exac will draw the future consumer in. After all, this emerging c consumers will be particularly looking for transparency an messages.

Being a luxury streetwear brand does mean that the typic sumer of this brand will be one with a rather large income er, with the future consumer coming to light, it may be th the price, it’s something they will buy into as a result of th cerns over the environment holding a stronger position th the price of the item.

With Heron Preston’s constant desire and strive to evolve times of fashion, in 10/20 years time as the future consum the age in which they have their own income, Preston’s b most likely position itself as one that meets the demands pectations of this new generation. As a result of the bran social media presence particularly on Instagram, engagin the new consumer will be a no brainer, it will enable them nect with Preston through his endless instagram pictures he portrays his personal life to the public, allowing the co to see right through his vision and how his personal life h emotional connection to the meaning of everything that t is built on.

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Bethany Williams is a sustainable fashion designer, humanitarian and artist. After graduating with a BA in Critical Fine Art Practice at Brighton University and receiving an MA at The London College of Fashion in Menswear, Williams launched the label in 2017 with a mission to create positive social and environmental change in the world.

Since its inception, the label has grown exponentially, establishing itself as a leading figure in the fashion industry when it comes to setting sustainability standards. Each of the seasonal collections is approached from a social manufacturing point-of-view which Williams set up at the core of her business which is built within a framework of a social enterprise. By creating long-standing partnerships with local grassroots organisations such as The Magpie Project as well as international social initiatives including San Patrignano, Making For Change and Manusa, Williams is weaving a growing network of creative hubs which contribute to the making of a better tomorrow.

The design output of Bethany Williams has evolved exponentially while the use of organic, recycled and deadstock materials has remained imperative. From book waste to reclaimed fabrics provided by Adidas and hand-carved wooden buttons made from birch – the idea of transforming waste into treasure continues to be explored through the seasons. A merging of sportswear and formalwear describes the melting pot of silhouettes and styles which often go beyond gender expressions and express the beauty of individuality.

BETHANY WILLIAMS

BETHANY WILLIAMS 10x10

How is Bethany Williams sustainable?

Bethany Williams is one of the most sustainable brands to exist right now, with sustainability being at the heart of everything she does, Bethany Williams is an example of a brand that will dominate the mens streetwear market in the future.

Williams was initially reluctant about pursuing a career in fashion because of how much waste is caused by the industry. She toyed with the idea of studying sustainable management at St Andrews, but a love of art and a creative streak, inherited from her pattern-cutter mother prevailed and she enrolled on a MA course in menswear at the London College of Fashion.

Every material and fabric used is recycled and she often employs people using charity services to help bring her vision to life. For example, members of the San Patrignano drug rehabilitation community in Italy wove book waste into fabric by hand for her spring/summer 2019 collection.

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How can we trust that Bethany WIlliam’s design process is ethical?

Process is a very important aspect of design, it refers to the operation as a whole from start to finish.

The process of design includes everything from research, ideas, design concept, pattern making, cutting, sewing, the fitting, making the final garment, styling and so on...

PROCESS

For Bethany Williams, she chooses to communicate her design process through Instagram to her 35k followers revealing to her audience every step of the process with sustainability in mind. This process is an example of ethical manufacturing. Photos are frequently taken of the design to show each step and inform the audience of where materials and fabrics have come from and what is used to produce each design.

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INCLUSIVITY

INCLUSIVITY

INCLUSIVITY

Despite being a Menswear brand, Bethany Williams is slowly but surely becoming a brand that has no label. The British fashion award-winning designer recently revealed the release of an upcycled genderless capsule coat collection. The oversized look of the coat is what makes the collection accessible to any and all genders.

Although Bethany Williams regularly appears at Men’s Fashion Week, she considers her clothes to be unisex and actively participates in the growing fluidity of clothing categories. In a fusion of fashion and activism, Bethany altruistically uses her talent to pave way for a more compassionate and inclusive future.

INCLUSIVITY

INCLUSIVITY

INCLUSIVITY

What makes Bethany Williams an inclusive brand?

INCLUSIVITY

INCLUSIVITY

How is Bethany Williams transparent Building a relationship with a brand isn’t always the easiest for the customer. Nowadays, the majority of brands state their point but never have any actual proof. However, Building an honest and open connection with Bethany Williams wouln’t be too difficult as everything the brand does from designing to working with charities is shared with their audience. The whole production is transprarent which is how they inform their audience about their sustaianbility efforts. Williams is honest because she has nothing to hide, she is doing everything right by the environment and the community, she doesn’t have any secrets because there are no imperfections within her brand.

COMMUNITY What does community mean to Bethany Williams?

Community is one of the best words to sum up the brand, Bethany Williams is a brand built on many values with community being one of them.

‘A community-first designer who focuses on the charities she partners with as much as the clothing she creates.’ Her community is her tribe, meaning the people she works with and whom she believes in. “I think I’ve got a lot of my personality from being from somewhere small, and from that sense of community,” she reflects. “If something really bad happens there, everyone gets involved.”

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COLOUR

Colour plays a big part in the 80’s inspired designs of Bethany Williams. Williams’ AW19 was defined by bold prints and a glorious mash of primary colours. The colour, may in some way represent joy, happiness and positivity in which Williams would want to portray, making the colour encourage and inspire people to be kind and help others.

Why is colour the main focus in every design?

HUMANITARIANISM

How does Williams portray a humanitarian nature?

Bethany Williams, an award-winning fashion designer has created a Menswear collection for charity, saying she “had to do whatever I could to help” homeless women and children. Her line ‘No Recourse To Public Funds’ is named in honour of people whose immigration status means they have no access to benefits. The London-based designer, believes fashion “can be an influence for the greater good.”

“Women are much more vulnerable than men when it comes to homelessness and have more complex needs… I knew I had to do whatever I could to help spread the message and story of these mothers and children.”

Williams is setting a good example of what it means to be a humanitarian and look out for people, all because she simply cares.

Williams is unlike any other designer because her brand is more than about making clothes, It’s about doing the right thing.

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What makes Bethany Williams passionate about her work?

Disinterested in glitz and glamour, and reluctant to have her photograph taken – Bethany Williams doesn’t necessarily fit the stereotype of this industry. But that doesn’t matter because Wiliiams is passionate about her work, she believes in the greater good, not the idea of being someone of status and power who owns a fashion label that makes a good profit. Williams’ desire for change is what makes her work so important. As the climate crisis accelerates to the point of no return, and austerity politics decimate arts funding – she is setting a new standard for how fashion operates, one which situates sustainability and philanthropy at its very core.

How did Bethany Williams remain resourceful throughout lockdown?

Throughout lockdown ‘we haven’t been able to access the resources we would usually have, so we’ve been reaching out to our network for research for our shapes and inspiration.

We were asking people to send us messages they’d like to send to the future generations or about favourite clothes they had as children.’

Williams spent lockdown sourcing vintage lunch boxes to make into bags, and the collection sees childrenswear launch for the first time.

Lockdown was a chance for Bethany Williams to put her creativity to the test and be resourceful through the use of discarded materials, with more time on her hands, Williams was able to think carefully about new projects and the materials in which she could use.

RESOURCEFUL

PERCEPTIVE

How is Bethany Williams a perceptive designer?

For Bethany Williams, the pandemic has proven why having a social impact as a designer is so important. The 30-yearold — who has worked closely with social initiatives since launching her eponymous brand in 2017 — is once again supporting The Magpie Project, a London-based charity that helps mothers and young children living in temporary accommodation, including those who don’t have access to public funds. “Covid has really highlighted the cracks in the system,” Williams tells Vogue via Zoom, adding that, as with last season, 20 per cent of profits from the collection will go to charity.

Bethany Williams is a perceptive designer because she is constantly aware of what is going on in the world, which is how she finds solutions. It is the guiding principle behind her answer for everything. Having a strong awareness is important as it means that Williams can be ahead of the times by jumping on issues that have yet to be talked about.

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Bethany Williams’ consumer base would most likely fit same age demographic as Heron Preston due to the n of the brands both being streetwear. However, the con er base of Bethany Williams would be different in term their lifestyle, buying habits, influences etc. In addition would consider Bethany Williams as an 80’s inspired, L don based, hippyish brand due to the bold use of prim colours, the bagginess of clothing and the eccentric a wacky designs and patterns.

This consumer will be one that cares for the environme and social change, they will continue to buy into the b due to the emotional and honest connection that was built. Despite the brand being luxury and the designs b on the pricier side of streetwear, the consumer will con ue to engage with the brand as a result of the environm being more important than how much the item costs. any Williams is a brand that will draw the future consu in as a result of the values aligning wiith the demands expectations of this new consumer.

With reference to social media, Williams communicate with her consumer informing them of the sustainable d sign process and everything the brand does in the com nity. Instagram is a tool in which the consumer can op engage with as it’s the cornerstone marketing tool for any Williams in which she can prove to her audience v ly, about everything they’re doing to be sustainable.

Despite being a Menswear brand, from my perspectiv it would also cater to women due to the feminine shap of the flare trousers for example. Furthermore, Bethan Williams will be a brand that doesn’t market to a speci gender in the future, clothing will be genderless giving emerging consumer more of a reason to buy into the b

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THE HIDDEN MEANING OF COLOUR THE HIDDEN

THE HIDDEN MEANING OF COLOUR THE HIDDEN From researching both of my chosen brands, what striked me the most was the energetic use of colour with Bethany Williams’ designs portraying a mashup of bold primary colours and Heron Preston’s designs being centred around one colour, that being orange. This recurring appearance of colour led me to focus this collaboration on that aspect with it being the unique selling point in which would draw the consumer in.

After thorough research, I have come to the conclusion that orange would be the theme colour for this collaboration as a result of Heron Preston, the more established brand being the main focus. апельсин meaning orange in Russian indicating the focus of the collaboration.

The colour orange is generally associated with freedom, creativity, balance, change and is also often used to draw attention. All words that tie into both brands’ values.

Using Heron Preston’s creative thinking and Bethany Williams’ demand for change to create a collection embedded with real stories and a balance of social and environmental change with the intention being to highlight the cracks in the system and bring about change once and for all.

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With the focus o the collection w items from hoo trousers etc.

When viewing t of each design be the unique s to further explo ement that dra narrative will be build an emotio resulting in mor

All garments of and processed sourced from lo ton have been production team how the fabrics

To avoid waste of limited suppl a first come firs an item, you ar will include tail deadstock mat of encouraging something out a promise from of the final pro causes.

of the collaboration being on Mens streetwear, will include a range of stereotypical streetwear odies to jogging bottoms, puffer coats, baggy

the collection, you will notice the focal point being the colour and the pattern as this will selling point initially attracting the consumer ore the collection. The colour will be the elaws the customer in, but the storytelling and e what enagages them and enables them to onal connection with the brands themselves re exposure on a wider scale.

f the collection are sustainably manufactured and materials and fabrics for the designs are ocal recycling centres, both Williams and Presworking closely with the behind the scenes m, giving them more of an understanding of s and materials are being produced.

going to landfill, all items in the collection are ly, therefore, items of the collection wil be on st serve basis, if you do manage to purchase re promised the full VIP experience of which lor made packaging for your purchase, free terials with every item purchased as a way g the practice of repairing clothing or making of nothing instead of buying new, and finally, m the creators themselves that a percentage ofit will go towards social and environmental

PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE

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In order to foresee the future of the Men’s streetwear market, the future consumer should be taken into consideration. With this collaboration being centred around Generation Alpha, typically known as the Alpha consumer, studying their behaviours, interests, influences and expectations is how we build a consumer profile around the lifestyle of which they will sustain in the future.

For example, the words inclusivity, acceptance and gender stereotyping will be sensitive topics for this consumer. Therefore, it is important to take into consideration what you are doing to be a brand that’s inclusive and accepts people of all backgrounds into their community or tribe.

With reference to the collaboration, my target audience will of course be the alpha consumer, who, despite not being active spenders at their age, will possess a substantial income unlike any other generation resulting in their ability to afford high end/ luxury streetwear. In addition, this cohort will also be more willing to invest their money into clothing with longevity meaning that price won’t be an issue for them.

This collaboration will represent everything that defines social and environmental change. So, inclusivity and acceptance will be at the forefront, I can prove this as a result of the collection being a genderless collection meaning that it has no label, this is one way in which we strive to make an impact by making everyone feel valued in the community.

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Promotion is one of the most important 7P’s in the marketing mix due to the nature of it being the reason why a brand makes a profit and how it initially builds its’ consumer base.

In the case of my two chosen brands, with Heron Preston’s youthful talent and engagement amongst the instagram generation, using this platform as a marketing tool for the collaboration would be the most practical and reasonable decision when it comes to how it should be revealed to the general public. On the topic of this discussion, i have made the decision that revealing the collaboration through the @heronpreston main instagram account would be most appropriate as a result of it being the more established brand.

Aswell as the preview post prior to the release of the collection, there will be numerous posts to follow which will update the audience of any new developments or more information in general of release dates, location, behind the scenes work and so on...

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In terms of the physical evidence for the collaboration, I have incorporated many different elements from both brands in which i have intertwined to create a successful outcome that works well in conjunction.

SWING TAGS As part of the physical evidence, i have included swing tags which will be a small card attached to your garment and will include the logo on the front with a brief description on the back about the collaboration itself, the profits and where they will go and finally, the sustainability efforts.

The swing tag is another way in which we market our collaboration to our consumer informing them and giving them reassurance of their purchase. This will hopefully enable the consumer to build an emotional connection as a result of the experience they receive when purchasing an item from the collection.

LOGO DEVELOPMENTS After looking into both brands, i have categorically zoomed in on the use of colour due to it being the main aspect. From looking at the logos pictured below, you can see that orange and black appear to be the only colours which have been used.

This is due to orange being the theme of the collaboration and with Heron Preston being the authoritative brand, it would make most sense to use his signature colour.

Since furthering my development of the logo, I have arrived at the decision that the logo pictured at the top with the Bethany Williams original logo, and the HP initials either side in block orange is the most succesful and will be presented as the final logo.

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PACKAGING Packaging is a very important aspect of physical evidence as it can be one way in which you authenticate that your brand is sustainable. Physical evidence is in fact the best way as the consumer will be able to view first hand the sustainable material in which is being used.

With regards to sustainability, when thinking about the packaging, ensuring that it is sustainable is very important. When purchasing an item from our collection, to enhance the experience, we will be packaging your garment up neatly in a tailor made bag free of charge. In addition, if selling to an environmentally conscious consumer, they may notice more than any ordinary consumer the packaging and may be able to determine whether or not it’s recylable, which is why it is important to us that we provide environmentally-friendly and recyclable packaging to ensure that we are being transparent and not going against our values.

The materials in which have been used will include an organic bamboo rope handle and a recyclable paper bag.

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With the collaboration being centred around the luxury Men’s streetwear market, this collection will be on the pricier side with prices ranging from £120 for a t-shirt to £1,080 for a puffer coat. Whether or not the price seems extortionate to the consumer, it is however a reflection of the quality and longevity of which the garment will hold for years to come.

Not only is the price a reflection of quality but it is also a reflection of sustainable design. The price of the item comes from many different aspects such as sourcing eco-friendly materials and fabric, paying our workers a fair wage and making a substantial profit in which will be funded to our selected charities etc.

With our target consumer in mind, the high price will not be an issue due to the fact that they are more likely to spend more money on something in which would be classed as a good investment as it is something that will hold its’ value and longevity. This way our consumer will be able to see that our prices are an indication of the sustainability of the garment.

It is also important to note that this consumer will also be more willing to purchase something from the collection due to the narrative of the collaboration aligning with their youthful, conscious minds and the gratification they will experience as a result of the positive impact they’re making with their purchase.

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to the nature of the collaboration being streetwear focused, I ve that the location is just as important as any other aspect for cting an audience. Therefore, I began researching cities around world that have a big streetwear scene, after researching, my ous choice was between London and New York mainly because both have a large streetwear presence, but also because both y chosen brands are based in one of two locations. Howeveron Preston is the main focus of this collaboration and he is d in New York so I came to the conclusion that New York City d be the best location, with it also being where streetwear origd from meaning that the streetwear audience will be larger than on.

narrowing the location of the city down to New York, I then beesearching streetwear hotspots within the city, and I discovered with streetwear being such a large market within fashion, the e streetwear scene in New York is scattered all over. But after ng an article i found out that Soho in Lower manhattan happens ve a large streetwear audience as a result of the stores being ly streetwear but also because Soho seems to attract youth culwith youngsters seen hanging out by popular streetwear stores. product drops at many of these stores, complete with elaborate rity details and police barricades draw hundreds of regular fans esellers who come from all over the country. It is here that you nd tribes of young people hanging out, showing off their gear.

mportant to connect the location with youth culture considerur target audience is focused on todays’ youngsters who will oking for something different. Aswell as the prime location for emporary pop up store, I decided for it to exhbited in an undernd studio to match the atmosphere and energy of streetwear re. At the launch night event, there will be live music dj sets Heron Preston himself and a creative area in which attendees experiment with spray painting clothes.

Process is an important part of the marketing of your collaboration. Pro cess refers to the whole experience from the start where it is all about t inital ideas and concepts to the end where you arrive at a final outcome terms of the consumer, it is also about their experience and how they s an original idea develop into something they would invest in. It is all ab entertaining your audience through the journey, making them a part of process, this way, they can find it easier to form an emotional connecti when looking back and recognizing the important part they played on t journey to the final outcome.

With the collaboration in mind, my intention is to make the consumer fe included and welcome, a part of the community. This is so they can un stand and be a part of something that will help the people in the comm nity and the environment. I want the audience to feel as if they have so where they belong, somewhere they can go to where they won’t be tre like a customer, instead, someone who is part of this journey of change Therefore, the launch night event will be open to anyone and everyone the end of the night, there will be an announcement of the chosen char in which a percentage of profits will be donated to, this will make the a dience feel included knowing that the chosen charities were selected a result of their input in choosing the best one.

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To conclude, this collaboration, this journey in which we have all gether to make a change in the wider community, our hope is tha influence to be your unique self and express yourself the way you age others to come together and build their own which would ho

‘THE HIDDEN MEANING OF COLOUR’ is how we built our uniqu ativity, determination, success and encouragement, our tribe is th communities that positivity is how we move forward and make a With the future consumer being one that is already passionate ab grow sharper, that they can continue on this journey.

been on has brought together a tribe of different audiences toat this collaboration can be seen as an encouragement and an u are, we hope to see the community we built together encouropefully be openly inclusive and accepting.

ue tribe, with the values of change, enthusiasm, happiness, crehat of one built on positivity, in which we encourage and advise change in the social and environmental space once and for all. bout change, we hope that as they grow up, and their minds

References Bethany Williams. (n.d.). UAL. Retrieved from https://www.arts.ac.uk/colleges/ london-college-of-fashion/people/bethany-williams Susan Fourtané. (2018). Generation Alpha: The Children of the Millennial. Retrieved from https://interestingengineering.com/generation-alpha-the-children-of-the-millennial Understanding Generation Alpha. (n.d.). mccrindle. Retrieved from https://mccrindle.com.au/insights/blog/gen-alpha-defined/ Leah Eser. (2019, December 22). How marketers can prepare for Gen Alpha.

Retrieved from https://www.brandknewmag.com/how-marketers-can-preparefor-gen-alpha/ Jason Chow. (n.d.). How Brands Can Vibe with Gen Z and Gen Alpha. Retrieved from https://www.pixlee.com/blog/how-brands-can-vibe-with-gen-zand-gen-alpha/ Haroon Siddique. (2021, January 3). Greta Thunberg at 18: ‘I’m not telling anyone what to do.’ The Guardian. Retrieved from https://www.theguardian.com/ environment/2021/jan/03/greta-thunberg-at-18-im-not-telling-anyone-whatto-do Robert Booth. (2019, June 19). March of the under 10s – generation growing up as protesters. The Guardian. Retrieved from https://www.theguardian.com/ media/2019/jun/19/march-of-the-under-10s-generation-growing-up-as-protesters James. (2019, June 19). Beano: The Generation Alpha Report. Retrieved from https://www.taylorherring.com/the-generation-alpha-report/ Rachel Askinasi. (2020, December 15). Why are people acting like Harry Styles is the first man to wear a dress? Retrieved from https://www.insider.com/harry-styles-vogue-cover-controversy-style-icon-non-binary-fashion-2020-12 Georgia Aspinall. (2019, February 25). Generation Alpha Is Here And Our Weird Obsession With Youth Continues. Retrieved from https://graziadaily.co.uk/celebrity/news/generation-alpha-north-west/

Sessions in the mind – Origins Of Streetwear: (n.d.). Retrieved from https:// lyph.co.uk/sessions-in-the-mind-origins-of-streetwear/ Tora Northman. (2018, April 22). CHNGE IS THE NEW ECO-DRIVEN LABEL CHANGING THE WORLD. Retrieved from https://hypebae.com/2018/4/ chnge-eco-label-sustainability-salem-mitchell The streetwear label tackling youth homelessness head-on. (2018, September 11). Retrieved from https://www.bankaust.com.au/about-us/news/people/articles/the-streetwear-label-tackling-youth-homelessness-head-on RÆBURN CHANGING THE WORLD THROUGH RESPONSIBLE DESIGN. (n.d.). RÆBURN. Retrieved February 12, 2021, from https://www.raeburndesign.co.uk/pages/about SSACHS. (2020, October 14). RÆBURN AW 20 CARCASS. Retrieved from https://www.ssachs.co/raeburn-aw-20-carcass/ Sally Ho. (2019, October 16). Generation Alpha: 67% Of 6-9 Year Olds Want To Make Saving The Planet Their Career Mission. Retrieved from https://www. greenqueen.com.hk/generation-alpha-67-of-6-9-year-olds-want-to-make-saving-the-planet-their-career-mission/ The eco has landed: Your guide to sustainable brands & green branding. (n.d.). Retrieved from https://fabrikbrands.com/sustainable-brands-and-green-branding/ Kettj Talon. (2019, January 15). The Fashion Revolution of Heron Preston.

Retrieved from https://www.nssmag.com/en/fashion/17327/fashion-revolution-heron-preston Jacob Victorine. (2019, June 18). Heron Preston’s New Vision: From DIY to DSNY to NASA. Retrieved from https://www.grailed.com/drycleanonly/heron-preston-fashion-history Heron Preston JUMP Collection Launching Exclusively on SSENSE. (2019, August 6). DSCENE. Rerieved from https://www.designscene.net/2019/08/ heron-preston-jump-ssense.html #8: Heron Preston Explains How He Went From Trolling Forums to Working for Kanye West. (2017, July 21). HYPEBEAST. Retrieved from https://hypebeast. com/2017/7/8-heron-preston-explains-how-he-went-from-trolling-forums-toworking-for-kanye-west

Magazine: ‘Heron Preston’s Brand Signatures’. (2019, November 8). Retrieved from https://www.mensquare-store.com/en/blogs/mensquare-blog/magazine-heron-prestons-brand-signatures/ VALERIE STEPANOVA. (2020, September 16). HERON PRESTON IS TELLING THE WORLD THAT MISTAKES ARE OK. Retrieved from https://vman.com/article/heron-preston-is-telling-the-world-that-mistakes-are-ok/ Jocelyn Silver. (2017, January 24). Heron Preston on sustainability, workwear, and showing on Inauguration Day. Retrieved from http://officemagazine.net/heron-preston-sustainability-workwear-and-showing-inauguration-day Dino Bonačić. (n.d.). Bethany Williams. LONDON FASHION WEEK. Retrieved from https://londonfashionweek.co.uk/designers/bethany-williams Ella Alexander. (2019, February 15). Bethany Williams: Everything you need to know about the design star. Retrieved from https://www.harpersbazaar.com/ uk/fashion/fashion-news/a26358569/bethany-williams-everything-you-need-toknow/ Manuella Numfor. (n.d.). 12 stages of making a dress with fashion student Manuella Numfor. Google Arts & Culture. Retrieved from https://artsandculture. google.com/exhibit/12-stages-of-making-a-dress-with-a-fashion-student-manuella-numfor-mcensal-school-of-fashion-and-design/1gJCCV3zcuNLJA?hl=en Shona Moran. (n.d.). Bethany Williams: From Grassroots to High Fashion. Retrieved from https://www.newwavemagazine.com/single-post/bethany-williamsfrom-grassroots-to-high-fashion VOGUE. (n.d.). Bethany Williams’s Blanket-Inspired Coat Capsule Is Meaningful, As Well As Beautiful. Retrieved from https://www.vogue.co.uk/fashion/article/bethany-williams-coats#:~:text=Selfridges%20might%20not%20seem%20 like,stars%20is%20a%20smart%20cookie.

OLIVIA SINGER. (2020, April 26). How Bethany Williams Radically Reinvented Fashion As A Force For Change. Retrieved from https://www.vogue.co.uk/fashion/article/bethany-williams-the-magpie-project Simone Williams. (2020, January 5). LFWM AW20: Bethany Williams. Retrieved from https://www.theglassmagazine.com/lfwm-aw20-bethany-williams/#:~:text=Williams’%20AW19%20was%20defined%20by,across%20her%20preferred%20white%20background.

NAOMI ACKERMAN. (2020, January 21). London designer Bethany Williams has created a menswear collection to help homeless. Retrieved from https://www.standard.co.uk/insider/fashion/bethany-williams-menswear-charity-collection-a4340216.html EMILY CHAN. (2020, September 19). Think You’ve Had A Productive Pandemic? Bethany Williams Can Top That. Retrieved from https://www.vogue.co.uk/news/article/article/bethany-williams-ss21everything-you-need-to-know JENNIFER BOURN. (2011, February 16). Color Meaning: Meaning of The Color Orange. Retrieved from https://www.bourncreative.com/ meaning-of-the-color-orange/ Rebecca Pietri. (2017, August 5). SoHo’s New Geeks. Retrieved from https://www.nytimes.com/2017/08/05/style/soho-new-york-geekstyle-the-look.html

Image References FIGURE 1: https://www.vogue.co.uk/fashion/article/bethany-williams-the-magpie-project FIGURE 2: https://www.sleek-mag.com/article/heron-preston-levis-collaboration/ FIGURE 3: https://www.gq-magazine.co.uk/article/heron-preston-interview-2018 FIGURE 4: https://www.instagram.com/p/CLpW2-Yjmk8/?utm_source=ig_ web_copy_link FIGURE 5: https://edition.cnn.com/style/article/harry-styles-beauty-papers-photoshoot/index.html FIGURE 6: https://www.farmdrop.com/blog/how-to-fight-fast-fashion/ FIGURE 7: https://wwd.com/fashion-news/fashion-features/ niche-streetwear-brands-sustainability-1203561283/ FIGURE 8: https://hypebae.com/2018/4/chnge-eco-label-sustainability-salem-mitchell FIGURE 9: https://fashionista.com/2018/06/ethical-streetwear-clothing-brands FIGURE 10: https://www.forbes.com/sites/raewitte/2018/06/21/meet-chngethe-ethical-clothing-brand-set-out-to-impact-the-world/?sh=39ecf2d17fbf FIGURE 11: https://www.gq.com.au/style/news/homies-reborn-collectionproves-you-neednt-new-garms-to-look-fly/image-gallery/1c4a8a18dc9592d6789057f718690236?pos=7 FIGURE 12: https://www.raeburndesign.co.uk/blogs/round-up/fashion-award-2020 FIGURE 13: https://www.vogue.com/fashion-shows/resort-2020/ off-white#collection FIGURE 14: https://www.pinterest.co.uk/pin/42432421476485890/

FIGURE 15: https://www.pinterest.co.uk/pin/689191549195944001/ FIGURE 16: https://www.pinterest.co.uk/pin/689191549195942459/ FIGURE 17: https://www.instagram.com/p/CFzvoWnh6SN/?utm_source=ig_ web_copy_link FIGURE 18: https://www.instagram.com/p/CJyOj02MwpN/?utm_source=ig_ web_copy_link FIGURE 19: https://garage.vice.com/en_us/article/ev3kgw/heron-preston-carhartt FIGURE 20: https://hypebeast.com/2018/12/heron-preston-carhartt-wip-collaboration-collection FIGURE 21: https://www.instagram.com/p/B1_zWPyn_cv/?utm_source=ig_ web_copy_link FIGURE 22: https://www.artphotolimited.com/uk-en/fine-art-photography/ urban-photography/american-cities/new-york/photo/nicolas-engerbeau/theempire-state-building-eve FIGURE 23: https://www.highsnobiety.com/p/heron-preston-ss20/ FIGURE 24: https://hypebeast.com/2019/6/heron-preston-paris-fashionweek-mens-ss20-runway-behind-the-scenes FIGURE 25: https://hypebeast.com/2018/5/heron-preston-airborne-hbx-lookbook FIGURE 26: https://www.instagram.com/p/B89EoIQhbb0/?utm_source=ig_ web_copy_link FIGURE 27: https://www.pockets.co.uk/brands/heron-preston-menswear. html FIGURE 28: https://news.nike.com/news/heron-preston-football-collection FIGURE 29: https://www.footshop.eu/blog/heron-preston-artist-collab-kanye-virgil/

FIGURE 30: https://www.instagram.com/p/CMC5kcysrJk/?utm_source=ig_ web_copy_link FUGURE 31: https://hypebae.com/2016/9/heron-preston-dsny-collection-sanitation-department FIGURE 32: https://www.theurbanlist.com/a-list/heron-preston-nike-tailwind FIGURE 33: https://hypebeast.com/2019/2/heron-preston-rcanvas-fireman-jacket-release FIGURE 34: https://loveandpr.com/2018/06/heron-preston-spring-2019mens-runway-collection/ FIGURE 35: https://www.endclothing.com/kr/heron-preston-x-dsny-emergency-service-bag-hmna002f176230346019.html FIGURE 36: https://www.thailandtatler.com/style/british-designer-bethany-williams-announced-lvmh-prize-finalist FIGURE 37: https://www.thecuttingclass.com/textile-driven-designs-at-bethany-williams/ FIGURE 38: https://www.instagram.com/p/B4R2bQZA_yM/?utm_source=ig_ web_copy_link FIGURE 39: https://www.instagram.com/p/CMPhITSoM9f/?utm_source=ig_ web_copy_link FIGURE 40: https://www.instagram.com/p/CM7Sxv9gDWx/?utm_source=ig_ web_copy_link FIGURE 41: https://www.instagram.com/p/CDRNASEAbWh/?utm_ source=ig_web_copy_link FIGURE 42: https://www.instagram.com/tv/CFhZjNBgLyh/?utm_source=ig_ web_copy_link FIGURE 43: https://www.notjustalabel.com/bethany-williams FIGURE 44: https://www.instagram.com/p/CLUS3j3o6YP/?utm_source=ig_ web_copy_link

FIGURE 45: https://www.instagram.com/p/CJTjKRSoMRQ/?utm_source=ig_ web_copy_link FIGURE 46: https://i-d.vice.com/en_au/article/jgeqbb/bethany-williams-ss20-campaign-interview-ethical-fashion-designer FIGURE 47: https://www.instagram.com/p/BFllJ7HEIc4/?utm_source=ig_ web_copy_link FIGURE 48: https://www.instagram.com/p/CMukkcHMq6X/?utm_source=ig_ web_copy_link FIGURE 49: https://www.instagram.com/p/CF2e5n1MJvT/?utm_source=ig_ web_copy_link FIGURE 50: https://www.instagram.com/p/CFYGHjGB5fZ/?utm_source=ig_ web_copy_link FIGURE 51: https://www.instagram.com/p/CFXQrWahBno/?utm_source=ig_ web_copy_link FIGURE 52: https://www.instagram.com/p/By8H3A0HAWG/?utm_ source=ig_web_copy_link FIGURE 53: https://www.instagram.com/heronpreston/?hl=en FIGURE 54: https://www.bethany-williams.com/ FIGURE 55: https://www.footshop.eu/en/t-shirts/80239-heron-preston-workwear-tee-grey-orange.html FIGURE 56: https://www.footshop.eu/en/t-shirts/71440-heron-preston-stilturtleneck-black.html