PretaMuse - Report 2016

PrêtàMuse

Fig 1 PretaMuse the magazine cover

VISUAL RESEARCH

JEANN KEMBANGKHANA

Fig 2 Editorial for Ten Magazine

CONSCIOUS CREATIVITY

CONTENT Context p. 04

Introduction The Problem with Sustainability How do we solve the problem like Sustainability?

Big Idea p. 13

Reading Habit Infographic SWOT Analysis Consumer Profile / The Girl Boss Competitors Brand Perceptual Brand Essence

Creative Concept p. 23 Visual Research Design Recipe

Execution p. 33

What does Conscious Creativity means to you?

Marketing Distribution The Future

List of Reference p. 46 List of Illustration p. 47 Bibliography p. 48 Appendix p. 52 3,149 WORDS

Fig 3 Chen Man for

CONTEXT

Introduction We are starting to see more pronounced wheels of sustainability moving at a steady pace that is now picking up noticeable speed, this motion has been bubbling under the surface for a while now, but both the consumer and brands were hesitant to be the first to take the leap, however, the sudden surge of consumers who are demanding transparency from brands and engagement with socially responsible goods, as (Nielson, 2014) elaborates ‘ Consumers around the world are saying loud and clear that a brand’s purpose is among the factors that influence purchase decisions’ means most smart brands are waking up and coming to the realization that if they are to keep their cache, something needs to give, the sustainable, conscious hands to be put into effect.These smart brands include Zady as WGSN speaks fondly of the brand stating ‘ while many larger retailers are attempting to chase fast fashion and the consumer who buys it, Zady is doing the opposite’ more interesting is the fact that Zady is targeting the younger generation by using authenticity as a mean to connect with this new ‘conscious consumer’ who ‘ cares more about ethical consumption, is savvier and more demanding’ GMID 2015 However, before we go deeper into this topic and with the help of hindsight it feels on decorous that we briefly chart the journey of sustainability if we are to chart its future. We have to look at the issues that it faced during its inception into mainstream and more specifically the creative industry, especially fashion.

by Sara Ngwenya

The problem with Sustainability In 2010 media brand, Fast co. sat down with architect Peter Eisenman to discuss the issue of sustainability and design, in this interview Eisenman would go on to make a statement that highlights one the biggest problems responsible for the heaviest road blocks placed on the trail of sustainability as he speaks about how ‘Designers care about image, and the green movement like it or not has a reputation for being all substance and no style’ other creatives followed in his steps to bring down the building blocks of sustainability as they dismissed its credibility due a lack of aesthetic, unknowingly influencing the minds of a generation.

A statement such as this does more to fuel anger at what sounds like ignorance and what we know to be a gross misconception, but once again with the help of hindsight and taking into consideration that this statement was made when the creative landscape did not consider sustainability as a priority and thus lacked progress in building a sustainable culture that was aesthetically up to Parr, we can’t help but agree with Eisenman, not his approach but with parts of his statement.

The problem of sustainability and aesthetic has been one that has riddled our industry more than it should have been allowed to and we would be the first to admit that, especially when it comes to apparel. However, the popularization of brands such Christopher Raeburn and Edun took the pioneering steps into reviving sustainability from its knees.

Unlike individuals who saw the problem of ‘ugliness’ that confounded sustainability and chose to shun it, these brands choose to pioneer a sustainable future that had credibility in the creative realm. It is a slow journey that has been working to convert the minds of consumer and industry attitudes that are reluctant to listen to reason.

by Sara Ngwenya

CARTOGRAM _TREND INNOVATORS People Tree

Azede Stella McCartney Jean-Pierre

Edun

Estethica

_TREND DRIVERS The rise of consumers' awareness about labour working conditions, sustainable sourcing processes or environmental policies is shaping the apparel and footwear industry globally.

GMID

The Thirst of Knowlegde

Additionally, media outlets are rising to the task. Conscious Magazine is a cultural lifestyle publication that highlights modern tastemakers, designers, and artists with sustainable values.

GMID

_TREND IMPACT

Vapour Beauty

Susie Lau

Avocado Garden

Woron AAKS

Yoox

Model4greenliving

_TREND CONSEQUENCES Pamela Anderson x Ugg

Ethical Fashion Award Nikki Reed x Freedom of Animals

Models

_TREND FUTURE If we want a sustainable future for this industry (the creative) we cannot fixate on current industry leaders, they are too set in their ways. It is in the hands of you guys (Aspiring creatives).

Orsola Decastro

The future of luxury will be less about communication from corporations fronted by their logos, more about making connections to the people behind the brand: the artisans, farmers and experts that can equip customers with the skills and stories that this new luxury status is driven by.

The Economist But for David Meyers, principle at Green Ant Advisors, waste can be seen

Think of the year 2100. Everything as a concept that doesn’t exist if businesses embrace a circular economy. will have to be in some kind of circular That’s because our current linear economy is where raw materials are system or we will really be in trouble. transformed into products that are then eventually burned or sent to David Meyers

Fig 4 Cartogram

landfill, while a circular economy is where everything is re-used.

GMID

How do we solve a problem like sustainability?

When we decided to look into the landscape three years ago, we asked ourselves what we could do to help in aiding and giving merit to sustainability in today’s creative landscape but much to our surprise we found nothing, nothing that that spoke to us as young creatives who were curious about sustainable practices in our creative process. This allowed us to arrive at important observation, if this trend was to gain momentum, stamina and become credible in light of design then perhaps our energy (as an industry) should be redistribute to the future and not now. What good is it to try and change todays leaders whose time in nearly up and who ears are firmly closed? It is today’s students who will be the masters of tomorrow’s industry -- as Orsola De Castro reminds us in our interview with her, by pointing out that“ Current industry leaders are too set in their ways it up to you guys, the future leaders”

by Sara Ngwenya

“

Natural capital is the natural resource base drawn upon to do business and the impact a company has on the environment.

Dorothy Maxwell

“

WGSN published a trend report titled ‘Design Matters’ (2015) where it explained how community’s expectation towards design ethics are much more apparent nowadays in comparison from few years ago. Where in here specify that contemporary consumers are much more aware and wanting to know hoe their products are made. They demand sustainability as an industry standard. Design is not only visually appealing but also made for greater good. Sustainability is becoming sophisticated. Since demands are shifting, companies have to shift their interest too so that it can survive.

And by consumer standards, conscious magazine is on the rise because it meets their interest. Sustainable in this context is not just about the environment, but also in general ethics. Be conscious about what you do and what you give to the world.

GMID also published an article written by Jorge Martin (2015) titled Ethical Fashion: Different platforms fitting different purposes. In which he says that the consumer nowadays is aware of labour working condition, sourcing process and environment impact and in returns scales up their expectation towards the brand that they want to associate themselves with. According to WWF (2015) it takes 2,700 litres of water to clean a normal cotton t-shirt and Levi’s committed to source up their cotton needs up to 75% in sustainable act by 2020.The list of clothing brands and apparel that adopts ethical practices is increasing. The evolution of fair trade and organic have been implemented in the food industry but nowadays it spreads itself into clothing and apparel companies (GMID, 2015).

by Jean Ardhita Kembangkhana

Fig 5 Jeneil Williams for Vogue

BIG IDEA

The increase of mainstream involvement in the sustainability is building steam power that is spear-heading progress as we being to see the marrying of sustainability & aesthetic due to a community that is willing to take the chance, but we have a long way to go as the young creative is still over looked in this landscapes, with minimal resources available for them to explore this side of the industry in their creative process.

Our big idea is to inspire achievable sustainability for the young creative, through story telling. The problem largely comes down to the fact that people do not want to associate themselves with the word sustainability and even though we are seeing progress this notion is still very present, it is the misconception that the sustainable option is unappealing and ‘not cool’.

We have encountered so many young creatives, who work consciously, they believe in the same value as we do. We want to tell their stories to fellow creative who aspire or are simply just curious about working consciously. According to our research, 80% of our potential consumers are interested in a creative industry that places value on a sustainable future. (Fig 4) We conducted a focus group where we gathered students from different courses. We asked them about their reading habits and their creative sources, one of the questions we asked was whether they would like to hear stories from young creative in a similar situation to them or someone famous, their answers varied, two or three among the six participants stated that they can relate to the young creative better because they are in the same place as they are at the moment or will be in the near future.

We also asked them about their inspiration sources, most of them said they go to social media and read online.

by Jean Ardhita Kembangkhana

Fig 6 Rise and Shine, iD magazine cover

READING HABITs 90% 50% 89% 26% DISAGREE THEY READ DIGITALLY FOR ENVIRONMENT

READ DIGITALLY

FIND INSPIRATION ONLINE

82%

INTERESTED IN CONSCIOUS CREATIVE INDUSTRY

70%

READ ABOUT ETHICAL ISSUES

81%

INTERESTED IN READING CREATIVE JOURNAL

76%

INTERESTED IN READING FROM YOUNG CREATIVES

FOLLOW BRANDS

WHO DID WE ASK?

89%

18-25 YEARS OLD ART & DESIGN BACKGROUND

Fig 7 Reading Habits Infographic

STRENGTHS • Bringing relevance of sustainability into the younger generation • We are addressing a current problem that is a very prevalent topic in today’s world • We are in an emerging industry, which means it is growing • We are empowering today’s generation to take ethics seriously • We positioned ourselves in an unsaturated market.

• We have a significantly narrow market which we think is a strength because it allows us to develop personal relationships with the consumer.

WEAKNESSES • It is easy to contradict ourselves as a brand, with such a topic • We are addressing a narrow market as our strength to develop personal relationships but at the same time it is a weakness for us because our intention is to inspire other people to work sustainably but in order to do that we have step out from the narrow market • It also might be a costly option for the consumer.

OPPORTUNITIES • We can create a community of conscious creatives • As we have said before, it is an emerging market so we have a gap in the market • We have the opportunity to work with educational institutions to spread conscious creative awareness • We are able to form strong working relationships with collaborators in the field with it being so small.

THREATS • Sustainability is a heavy subject we have to remember to be countering its misconceptions at all times with our visual language, tone of voice etc., especially with our young creative market.

by Jean Ardhita Kembangkhana

THE GIRL BOSS I have no special talent, I am just passionately curious; I am free spirit in my pursuit of a relentless dream. The world stands at my feet as I try to untangle myself from the web translation, I look like I’m struggling, and sometimes I am but it is in these moments that I find content and meaning for contentment is known to come just after a stubborn storm. For peace mind and the pursuit have ‘more than this’ I trade the topic for sub zero.

I will not allow commodity to disrupt the flight in my step but for sentiment I will make an exception, someone once told me it is better t have less of a faithful thing than more of average, I have never settled, those words have carried me; as have the investment leather soles that now know my path more than even those closest to me ever will.This precisely unchartered path comes demanding responsibility, for myself and respect for what does not concern me. Experience conerns me I am unapologetic in the pursuit, it is canvased, mortalised in pages that tell familiar stories of the unknown. You can find me, lost in them.

by Sara Ngwenya

Fig 8 Consumer Profile

Fig 9 Competitors COCO ECO. SUBLIME

WHAT NOT TO DO

CONSCIOUS

THOUGHTFULLY. NAKED

CONCEPT INFLUENCE. COMPETITOR

CONSCIOUS. YOUNG CREATIVES

1 GRANARY. HOLE & CORNER. INTERVIEW

AESTHETIC INFLUENCE. COMPETITOR

YOUNG CREATIVES

COMPETITORS

BRAND PERCEP TUAL

_MUSE

LACK OF AESTHETIC

G R A N A R Y 1

I N T E R V I E W

AESTHETIC

CREATIVITY

Fig 10 Perceptual Map

S U B L I M E

E C O C O C O

T H O U G H T F U L L Y

N A K E D

CONSCIOUS CREATIVITY

BRAND E S S ENCE

Sustainability Conscious Creativity

_BRAND ATTRIBUTES

Positivity Inspirational Tastemaker Creative

_BRAND PERSONALITY

Conscious Creativity Inspiration _BRAND PROMISE Passionate Inspiration Transparency Altruistic

_BRAND AUTHORITY Social Angle Young Creatives

Fig 11 Brand Essence Model

Fig 12 Moroccan Call by Margaret Zhang

CREATIVE CONCEPT

VISUAL RESEARCH

Fig 13 Moodboard A Annotation: We collected a body of work specifically from art and photography. We analysed these works of art from famous painters which all played an integral part in our creative process. The inspiration drawn from them is something we would love to adopt in our magazine.

These include the likes of Blue period, Rose Period, and Cubism from Pablo Picasso. Still life to cut outs for Henri Matisse. Landscape paintings to straight lines for Piet Mondrian.

Fig 14 Moodboard B

Fig 15 Moodboard C Annotation: We also looked for inspiration in the form of photography by looking at artists who work with vibrant colours & experimental art direction. Julia Noni, Chen Man, and Qiu Yang are our biggest inspirations for visual imagery style. Their use colour mix denotes a youthfulness & bright future we are aspire towards.

Fig 16 Moodboard D

Fig 17 Moodboard E Annotation: Illustration is a big part of our process. We have chosen referenced the work of Egon Schiele because of the way it captures vulnerability, beauty in a candid manner. Line drawing denotes something unfinished, in progress. And because we want to capture the connotation of progression we can visualise this with Illustration. Something under construction.

Fig 18 Moodboard F Annotation: We also looked at how to capture that sense of something hand crafted and luxurious. Our research into typography lead us to calligraphy which carries a rich history and context, it is also a very ‘personal’ art form.

DESIGN RECIPE

Fig 19 Design Recipe

ILLUSTRATIONS

Fig 20 Illustrations for Design Recipe The use of illustration in our recipe references progress. Because we are telling stories of young fashion creatives, this highlights their journeys, from idea to conception and execution.

VISUAL IMAGERY

Fig 21 Visual Imagery for Design Recipe Our photography symbolises expectation & aspiration. How young fashion creatives in their early years have dreams and vivid vision of their futures. We aim to have our pictures consistently polished, with an air of luxury and freshness to capture vivid day dreaming and alive aspirations.

COLOUR STORY

Fig 22 Colour Story for Design Recipe The side of the brand that celebrates colour is symbolic of life & synergy. This celebration touches on honouring all the beautiful details in creativity; without causing harm. Colour is also something very intrinsic & personal to both Sara & Jean's tropical roots.

Fig 23 Vogue China 2014

EXECUTION

“

Innovation is about new customers not just products

Schrage, M. 2012

“

The altruistic nature of our brand challenges us to think of our product as objects that are not only going to be a positive contribution to the market and landscape that they sit in but also, as we are realising, more and more, it is important for us to actively use these products to create better consumers. Knowing this is an imperative part of the way we market to them and build relationships on a B2C basis and vice versa.

From our primary research we have established that our consumer is fast paced, vibrant, wildly creative and is constantly looking to the future. With them leading such busy lives, we understand that we will need to reach them in a way that is quick yet engaging.

With100% of participants in our focus groups and 49% in our survey (Please see appendix page 72) stating that they use social media as a tool for connecting with their favourite magazines and brands while 35% of our current Instagram followers follow and engage with their favorite publications on this platform, the route to our audience is a yellow brick road to social media land.

by Sara Ngwenya

SOCIAL MEDIA Our strategy for using social media as a launching platform is to utilise the power from the conscious creative community, both those in industry and our young creatives.

With Instagram being our consumer’s most used platform for connecting with their favourite brands, and with an already established following on the platform we will be utilising this as a dominating launch tool. Further more, results from our focus group show that our consumer is very interested in watching short videos, this is an important insight in the justification for using Instagram especially in light of their recently added 60 second video feature as it allows us to explore various ways that we could be innovative with this platform.

While we have considered Snapchat – our consumer highlighted to us that they do not follow brands on snapchat, “ Its mostly for your friends” they did however go on to add that they enjoy YouTube Videos, and prefer this Platform to watch short videos from brands and publications they follow, such as vogue & GQ.

Fig 24 PretaMuse social media

This insight has influenced us to look into working on collaborations with sustainable YouTubers such as eco beauty & fashion guru ‘SunkissedAlba, & Graphic designer, eco activist ‘Naptural85’ for creating buzz piror to the launch by creating marketing content to reach our YouTube audience. With the budget for having YouTuber’s promote your products coming in at £6892.27 per 100,000 views, our aim is to simply send our magazine as a gift, and as is the mostly the case, if they are impressed with the products these YouTubers will give an organic ‘shout out’ to the product, taking ethics into consideration this feels like a better approach for us.

by Sara Ngwenya

WEBSITE

Fig 25 PretaMuse Website Mock Up

WHAT DOES CONSCIOUS CREATIVITY MEANS TO YOU? Our aim is to get our community as involved in the launch as possible. In order to do so, we will be working with brands & individual that we have built relationships with, within the ethical community and asking them to write to us about what conscious creativity means to them, individuals such as Renee Peters, a model / sustainable activist is the type of consumer we will be working with to get the word out and build social media hype about the magazine, we have consciously chosen to have these influential characters hand write their answers, to make everything very personal and resonate with the personal touches such as the calligraphy inside the magazine. With a following of 8810, we estimate that this will give Preta_Muse over 50 new followers in the space of a week and increase hype and interest of the imminent magazine significantly.

With students being our biggest consumer focus, we aim to get them involved by posing this question to them with incentives such as free copies of the magazine (upon its release) for the most interesting answers. This will prompt students to post their answers to their social media channels, for us to repost and choose from, thus giving us exposure and building hype from this community.

by Jean Ardhita Kembangkhana

Fig 26 Social Media Launch mock up

Fig 27 Qiu Yang for Veuve Clicquot Fairs Calendar

MARKETING We aim to launch the magazine a week before Fashion Revolution week. This will allow us to use the fashion revolution week as a continuation marketing tool, post-launch.

After the launch of the Magazine, we will be putting into place a ‘behave not just think’ initiative, this will be a part of our marketing scheme were we will work with organisations such as the fashion revolution to offer talks to universities during fashion revolution week, this will be a chance for us to have the attention of the students and spend a whole day (at different institutions) working with them in exploring sustainable methods for design, as (Schrage, M) highlights in his book titled ‘who do you want your consumer to be’; one of the most successful companies in the world; Google ‘is constantly learning from – as well as about its users’, going out into the student environment to learn first about these issues during a week when they are most highlighted will help us to have a relationship with our consumer were we are learning from them but they also learn from us, and most importantly we learn together. Aside this aspect, these talks and participation in these events will be a great way for us to market our magazine, which we will have on sale at the events.

With an innovation that essentially asks them to step out of their comfort zone and explore unchartered territory, we as creators of this innovation must echo this by stepping out and standing shoulder to shoulder with them, as this will help us to better understand their visions and align our innovations, both present and future with their visions.

by Sara Ngwenya

“

Goes on to point out that you need to ‘Align customer vision (what you want your customer to become) with user experience (what your innovations ask them to so)’

Schrage, M. 2012

“

Fig 28 Qiu Yang for Veuve Clicquot Fairs Calendar B

DISTRIBUTION As a magazine that admittedly has a narrow market, (something we view as a strength as it allows to grow with our consumers and reach new ones organically), we understand that we have to stock with retailers that fit our narrow margin, as such, we will be making the most of our online space which will launch an ecommerce as part of its rebranding, this ecommerce will house other conscious creative products such as apparel from brands who work sustainably and, most exciting, the ecommerce’s first collection will be from our umbrella diffusion brand Muse_ The Label, whose debut will showcase a capsule collection made entirely from pre-production luxury waste.

This space will act as a permanent home for the magazine, and with traffic from consumers who are searching for other products such as apparel, but stumble upon the magazine it seems like a great place to house Preta_Muse.

by Sara Ngwenya

Fig 29 Muse The Label Mock Up A

Fig 30 Muse The Label Mock Up B

Fig 31 Qiu Yang for Veuve Clicquot Fairs Calendar C

THE FUTURE ‘In less than a generation, global saving and investment will be dominated by the developing world.’

In future we aim to move our bi-annual publication to be stocked internationally and in commerce. Moving this publication to developing nations such as Zambia & Indonesia is a big part of our future plan as we realize that these are developing markets that are seeking better lifestyles accompanied by informed choices to spend their growing incomes on speaking specifically of our target market GMID 2015 goes on to high light that ‘ Developing market millennials hold entirely different dynamics.They are much wealthier than their parents and grandparents and are therefore driven by the urge to have what previous generations did not’ furthermore word bank 2013 adds that.

By 2030, half the global stock of capital, totaling $158 trillion (in 2010 dollars), will reside in the developing world, compared to less than one-third today.

by Sara Ngwenya

Fig 32 Muse The Label Mock Up C

LIST OF REFERENCES Hughes, A. 2014. Targeting the Conscious Consumer: How Zady does it.

WGSN (online). Available at: Eisenman, P. 2010. A Case for why green design must be beautiful. Fact Co Design (online). Available at: http://www.fastcodesign.com/1672322/forgreen-design-to-have-a-chance-it-should-be-beautiful GMID, 2015. Top 10 Global Consumer Trends for 2015. GMID (online).

Martin, J. 2015. Ethical Fashion: Different platforms fitting different purposes.

WGSN (online) Schrage, M. 2012.Who do you want your customers to become?.Watertown: Harvard Business Review Press.

WGSN. 2015. Design Matters. WGSN (online).

The World Bank, 2013. Developing countries to dominate global saving and investment, but the poor will not necessarily share the benefits, says report.The World Bank (online). Available at: http://www.worldbank.org/en/ news/feature/2013/05/15/developing-countries-to-dominate-global-savingand-investment-but-the-poor-will-not-necessarily-share-the-benefits-saysreport

LIST OF ILLUSTRATIONS Figure 1 Zolotova, J. 2016. PretaMuse the magazine cover.

Figure 18 PretaMuse. 2016. Moodboard A. Figure 19 PretaMuse. 2016. Design Recipe.

Figure 2 Noni, J. 2016. Editorial for Ten Magazine. Available Figure 20 at: http://www.rose-paris.com/img_upload/1606. PretaMuse. 2016. Illustrations for esign Recipe. jpg Figure 21 PretaMuse. 2016. Visual Imagery for Design Recipe.

Figure 3 Man, C. Figure 22 PretaMuse. 2016. Colour Story for Design Recipe.

Figure 4 PretaMuse. 2016. Cartogram.

Figure 23 Man, C. 2014. Vogue China 2014.

Figure 5 Noni, J. 2014. Jeneil Williams for Vogue.

Figure 24 Man, C. PretaMuse Social Media.

Figure 6 Man, C. 2012. Rise and Shine, iD magazine cover.

Figure 25 PretaMuse. 2016. PretaMuse Website Mock Up. Figure 7 PretaMuse. 2016. Reading Habits Infographic.

Figure 26 PretaMuse. 2016. Social Media Launch Mock up.

Figure 8 PretaMuse. 2016. Consumer Profile.

Figure 27 Yang, Q. n.d. Qiu Yang for Veuve Clicquot Fairs Figure 9 Calendar A. PretaMuse. 2016. Competitors.

Figure 10 PretaMuse. 2016. Perceptual Map. Figure 11 PretaMuse. 2016. Brand Essence Model.

Figure 28 Yang, Q. n.d. Qiu Yang for Veuve Clicquot Fairs Calendar B. Figure 29 PretaMuse. 2016. Muse The Label Mock Up A

Figure 12 Zhang, M. 2015. Moroccan Calling by Margaret Figure 30 PretaMuse. 2016. Muse The Label Mock Up B. Zhang.

Figure 13 PretaMuse. 2016. Moodboard A. Figure 14 PretaMuse. 2016. Moodboard A. Figure 15 PretaMuse. 2016. Moodboard A. Figure 16 PretaMuse. 2016. Moodboard A. Figure 17 PretaMuse. 2016. Moodboard A.

Figure 31 Yang, Q. n.d. Qiu Yang for Veuve Clicquot Fairs Calendar C. Figure 32 PretaMuse. 2016. Muse The Label Mock Up C.

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APPENDIX

CONTENTS Research Methodology Online Questionnaires Focus Group Big Idea Testing Sketchbook & Flat Plan Collaboration Emails Consent Forms Shoot Details Tutorial Record Sheets Business Canvas Model Feedback Forms

RESEARCH METHODOLOGY QUALITATIVE FOCUS GROUP. SAMPLE: 6.

JESSIE YU, NITA SOFIANI, AVETIS SHIHBAZYAIO, JUN HYUN KIM, BRENDAN SO, CHARLOTTE PRATT PURPOSE: To understand first hand what the young creative feels is the problem with sustainability, what they feel can be done to make it more appealing or relevant to them and how they would like to see this manifested.

Having a focus group with 6 young creatives from various disciplines allowed for a good conversational pace that gave us useful insights into what different disciplines were concerned about the most when it comes to the topic, for example the graphic designers were more concerned with paper use, quality and waste, this concerned the so much so that it deterred them from printing train tickets. The fashion design students raised issues of water usage and textile related issues, this helped us to see where the best place to start would be and the best place for us to start, instead of dealing with creatives as a whole it made us realize that maybe we should begin with one specific group first such as fashion and in future.

This focus group was extremely important for our project as it helped us to address issue that we had previously thought to be solid, it made us revisit our plans and big idea, QUANTITIVE ONLINE QUESTIONNAIRE. SAMPLE: 39.

PURPOSE: This was the first point of research and as such it was simply a means of easing ourselves into primary research. We wanted to get a general understanding of our consumer and understand, on a broad spectrum where they went to seek inspiration, their social media engagement as well as their reading habits.

This online questionnaire gave a good general outlook of what makes our consumer tick; it allowed us to take this an opportunity to question things further.

This type of research works well only as a buffer, the data is not conclusive!

All in all the questionnaire was a success as it gave us what we were looking for, a starting point and ice breaker into primary research and understanding our consumer at surface level.

ONLINE QUESTIONNAIRE

FOCUS GROUP

STACK FOCUS GROUP Date 6. 02. 2016 Interviewees: Sara Ngwenya & Jean Kembangkhana Participants: Nita Sofia, Avetis Shihbazyaio, Jun Hyun Kim, Brendan So, Charlotte Pratt, Jessie Yu Location: Nottingham S: Alright guys. Thank you so much for coming on such a nice day.

So just a quick introduction. I am Sara and this is Jean. Thank you for taking the time to participate in our focus group about publication targeted at young creatives and generally as young creatives where do you draw inspirations from. To our knowledge, you are all creatives in one way or another and currently studying a degree level discipline.

S: We would like to hear from you about how you find inspiration, how effectively source of inspiration are especially in light of magazine and the platform such as pinterest or tumblr. During this focus group, we’re going to ask you questions and just facilitate a conversation about how publication might be able to help you into thinking a little bit broader when it comes to searching for fresh new ideas and feeling relatable to their subjects and we also hope to hear from you views of where you think ethical practice sit in the creative world.

get my inspiration.

A: As a designer, I’d say culture. It is quite interesting, you can elaborate and you can get some movements for your collection as well.

Cultural phase J: Does that mean you travel a lot of did you find it in books?

A: Well I would love to travel a lot, but coming from a cultural background from Armenia. It is something that is embedded in me. I love culture, nature, and insect study as well.

B: For me its Behance. It is like pinterest, but its more focus on what people have done. There are a lot of creative work.

N: Sometimes I travel, but I love nature in general. Sometimes you don’t have to travel in order to get nature, sometimes it is whats around you. Inspiration is everywhere.

J: I usually do technical research on my first stage. So books in the library, google, and move on to visuals which is tumblr and others.

Books or Web. J: Next question, sometimes when you have creative block. What do you do in order to overcome it?

C: Yeah actually, I’d go out J: I go out, and go to library and start to flick through books and get inspiration from that. I’d sketch too.

S: The purpose is to stimulate conversation and hear the opinion of everyone in the room. We hope you will be very comfortable in speaking to us honestly about your opinions. There is no judgment here, there is no right or wrong answer and we just want you to note that this session will be recorded and we are going to take notes over the duration. However, All the data that you will give us will be stored on a password protected computer and upon the completion of our dissertation, all of it will be completely destroyed according to The Data Protection Act.

K: I’d go out too, so I’ll probably go party too.

S: Does anyone have any question before we begin or does anyone would like to leave if they feel any inconvenience at all?

J: Clean, Simple A: Minimal, Bold N: Darker tone colour, a bit of highlight A: Bright colours B: Well layout J: Independent A: Lifestyle K: Oriental J: White space

S: If at any point in this duration you feel like you don’t want to be here, you are within your jurisdiction to get up and leave, and you don’t have to give us any reason for that. So is everyone happy to carry on?

S: We just want everyone to sign this consent form first before we begin. Just to say that we don’t hold you in here against your will.

S: What is everyone studying at the moment?

N: I’d go to sleep A: I’d watch movies, eat in and sleep S: We are going to show you an online platform and please tell us what’s the first word that comes up in your head? *PRETAMUSE WEBSITE*

S: If you are looking at this website, who do you think it is targeted at?

K: I am doing Architecture, Third Year B: I am studying Graphic Design, Third Year J: Same course, Graphic Design Third Year A & N: Fashion Design, Second Year C: Fashion Communication Promotion, Third Year

J: Probably young adult A: Young adult N: Age 20 to 25 probably

S: We want to know where do you guys go to find inspiration, where is the first place?

N: Maybe 20 - 30 C: It looks very fashion influenced A: It looks very modern as well, very trend influence N: Current style

C: I’d go to news, social political news, and I’d go for fashion blogs to find inspirations.

K: For me, my main tool for inspiration is pinterest or tumblr sometimes. cause they have lots of images and videos, so that’s where i

S: That is very specific

S: Do you think thats good or bad that it is trendy?

A: No I think you have to stay relevant N: No in order to be trendy, you have to keep up to date to current trend A: But it might be too limited, cause it might only appeal to certain consumer K: I feel like you guys are targeting more career women S: Moving on to the next case study, if you see this on stand.. what would you think it’ll be inside? *PRETAMUSE COVER SAMPLE PAGE* J: Girls A: A very minimal design, clean B: I think fashion related N: Like Kinfolk C: I feel like it will be just about image wise, not written content inside S: Just by looking at this, do you think you would like to pick it up and see what’s inside?

C: If its relevant to what I am doing right now, I’ll look for it. I wouldn’t go out of my way J: If it was in an airport and you are killing some times then yeah A: Yes S: We are going to ask the next question, how often do you think of environmental issue during your design process? in the way you use materials or the way your work? Let’s say you print with less paper? any kind of ethical issues?

C: It happens more to paper, I am more of a sustainable person. so I tend to less colour. and I kind of go towards sustainable.

N: Sometimes about quality and cost.

A: And cost is the main thing. You don’t want to buy too much fabric and in the end you’re wasting it anyway, you buy less fabric you pay less. Especially as a student.

J: Same for printing out, using paper, you know cost is kind of equal to minimising tress for us right now.

J A : How about you guys?

BS: Yeah I think like, I think about printing the most cause like most of my work is based on like prints hard copies.

JA: So if thats for projects how about in your personal life?

BS: I don’t really think of pruning stuff, like for example tickets, its not that deep, cause I’m paying for it anyway, which is the wrong mindset *laughs* but i think if you have it on your phone, some areas know how to use, but not everyone has adapted to that system.

JA: How interested would you be in hearing the stories of fellow young creatives and their work process as opposed to someone famous?

JY: Definitely new and emerging for us, cause we are all going to graduate soon and we want to see ourself in that kind of position so you know what they do we might do it would be more relevant for us CP: Yeah definitely something more relatable.

AS: I prefer designers to be honest, someone to look up to, like on a platform

SN: So someone who is way ahead of you?

AS: Yeah exactly, like you want to see yourself there. I just think its intriguing !

JA: So in the time you have been at Uni, how often roughly would you say the subject of sustainability has been discussed between you and your friends and in the learning environment? *EVERYONE* Not many.

CP: It has barely been mentioned. It feels like occasional, once in a while they’d be an email about sustainability, but thats as much as i’ve heard.

JY: I think maybe the lectures don’t think the lectures feel it is an obligation for them to speak about this, so they don’t. whereas the universal would be more concerned because they want a greener image.

JA: So how often does everyone read magazine?

EVERYONE* Not often.

JY: I take free magazines.

BS: Two in my entire life *laughs* like in the airplane.

K: Oh Yeah same I like to read on the airplane, but I use my iPad or my phone. I like to read books.

AS: I sometimes go to GQ magazine or like love or Vogue videos online, its mostly about the imagery.

JY: The free magazine from bonington! those are nice! *HAND OUT INSERT* Can you guys please tell us which of these two tones of voice you prefer?

CP: The man repeller one, I found it really inviting to read arm its more like talking to you and personal whereas the other one is more like mhhn, this is my opinion sort of thing.

JY: Yeah definitley its more eloquent. So there are tiny bits in there that make you imagine the object or topic NS: Yeah even when you ready it you question yourself, in a good way. like oh yeah !

JY: The Margaret ones sounds more like she’s writing from a blog, its all about her and her opinion and not you. The second one just more relatable and sounds more like a magazine.

CP: There is just not enough engagement in the second one to make me want to read any further.

SN: So secondly and finally, we just want to ask you about the magazine’s name and just see what you think. Just looking at this , if you were to choose one, which would you choose?

EVERYONE* The middle one with the french accents CP: Yeah that one! It looks more niche .

JY: This one is now because it has the accents and the lowers case and upper case makes it interesting!

BS: Its well laid out! The underscore feels like its in the wrong place doesn’t quiet work SN: What do you think of the name? do you think its pretentious? do you think its something that would make you curious?

AS: I kind of like the french thing going on, it’s nice!

SN: Not too over the top?

AS: not at all!

BS: No no! its not!

JY: Like muse is kind of overused. Just the word Muse, in lots of things.

JA: So finally if you picked this up or saw it, would you think its sustainable magazine?

AS: I’d think its a lookbook EVERYONE** yeah it looks more like a logbook JY: I think just with one image and the title it doesn’t feel sustainable unless you write something starting so.

SN: Do you think thats a problem?

JY: I think its the designer’s role to make it look sustainable if thats the objective.

AS: It looks too dull JY: Maybe there should be a headline under pretamuse EVERYONE* Yeah definitely!

SN: Okay great!

Well thank you so much guys thats the end of our focus group.

Thank you helping us out!!

BIG IDEA TESTING

SKETCHBOOK & FLAT PLAN

COLLABORATION EMAILS Print

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From: Muse Magazine (muse-magz@outlook.com) Sent: 11 May 2016 19:54:46 To: Ailsa.malcolm@yahoo.co.uk (ailsa.malcolm@yahoo.co.uk) 6 attachments study 34 writer's brief.pdf (25.4 KB) , Styling 3.jpg (2.2 MB) , Concept.jpg (1127.2 KB) , Hair.jpg (875.8 KB) , Location.jpg (1682.5 KB) , Make Up.jpg (1422.3 KB) Hi Ailsa, So finally getting this over to you. I have attached the brief & concept boards / details of the shoot that will accompany the writing just in case it is of some help!

Thank you again, Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: Ailsa Malcolm (ailsa.malcolm@yahoo.co.uk) Sent: 12 May 2016 17:02:07 To: Muse Magazine (muse-magz@outlook.com) 1 attachment Study 34 Review Final.docx (17.8 KB) Hey Sara, Just completed the brief, was really interesting to write up! I enjoyed reading the interview as well.

Hope it's okay, message me if anything needs changing. Its roughly 500 words, that's the most I could cut it down without cutting some great quotes. I've also tidied some of her narrative slightly but other than that I just took the quotes directly from the interview. I've also left it pretty plain in a word document so that you can format/title it how you like.

Regards, Ailsa Print

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From: muse-magz@outlook.com Sent: 17 April 2016 00:20:28 To: pinero.photographer@gmail.com (pinero.photographer@gmail.com) Hi Alex, Thank you so much for getting back to us on Facebook.

As mentioned we are looking for someone to work with us on the weekend of the 29th, whats is your availability on the 29th and/ or 30th?

We like your style and would like to work with you on the street style editorial. Let me know your availability etc, and we'll take it from there :) Hope you are well!

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com

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From: Alex piñero (pinero.photographer@gmail.com) Sent: 18 May 2016 23:46:10 To: Muse Magazine (muse-magz@outlook.com) 1 attachment IMG_3666final.jpg (13.7 MB) Hi Sara, Please let me know if you like the pics like that so I will finish all of them on this way.

Thanks a lot, Alex. x Print

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From: muse-magz@outlook.com Sent: 15 April 2016 20:18:02 To: Manuel Oboro (emmanueloboro@gmail.com) Hi Dafe, How are you?

Jean & I are currently working on building content for our Magazine which goes to print mid May, and we are in need of a journalisAc eye -- someone who can write a great piece for us for one of the features. So, we were wondering if there is anyway we could work with you on this? We know this is a really busy Ame of year so we are realisAc about what we can get, we are not looking for a long editorial or anything just something in the region of 500 words. Please let me know if this sounds like something you'd be interested in and I will send you the rest of the details!

Hope you are well.

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: muse-magz@outlook.com Sent: 10 April 2016 00:40:34 To: info@lenismodels.com (info@lenismodels.com) Hi guys, We are looking for a model for a street style editorial and I just wanted to enquire about your prices?

From the next generation board etc?

Hope you are well.

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: Declan Doyle (declan@lenismodels.com) Sent: 27 April 2016 15:58:56 To: Muse Magazine (muse-magz@outlook.com) 1 attachment NATALY MUSE_MAGAZINE_confirmation.pdf (969.2 KB) Hey Sara,

Booking confirma2on a3ached.

Please sign and return.

Declan x

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From: Declan Doyle (declan@lenismodels.com) Sent: 11 April 2016 10:08:02 To: muse-magz@outlook.com (muse-magz@outlook.com) Hey Sara,

Hope you had a great weekend.

The standard editorial rate is £225 + 20% agency fee.

Is this something you can work with?

Declan x

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From: muse-magz@outlook.com Sent: 15 April 2016 20:56:43 To: Eleanor O'Neill (eleanor@study34.co.uk) Hi Ellie, We were wondering if you take commissions for wri8ng? We absolutely love the voice you give to the sustainable agenda and were wondering if there is any way you can lend this to our magazine in a li>le feature that is addressing the Sustainable development goals (we are looking at number 12 ). h>ps://sustainabledevelopment.un.org/?menu=1300 We understand that you are very busy so we wouldn't be expec8ng anything lengthy.

Please let me know if you think you would be able to, and how much you'd charge for something like this. :) Hope you're well.

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: Eleanor O'Neill (eleanor@study34.co.uk) Sent: 02 May 2016 09:32:50 To: Muse Magazine (muse-magz@outlook.com) 1 attachment Sustainable production and consumption, whose problem is it anyway.doc (33.4 KB) Hi Sara, Hope you're having a nice 'long weekend' (if the term even exists in your final year of uni!)

Please find attached a copy of the article for the Muse Magazine - 'Sustainable production and consumption, whose problem is it anyway?'

I've used a short quote from Tom Banham's recent article which you can find here: Why You Need To Slow The Fashion Spin Cycle Hope you like it, let me know what you think.

Eleanor O'Neill Founder and Designer at study 34 e: eleanor@study34.co.uk w: www.study34.co.uk t: (+44) 7855 127 262

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From: EMMANUEL ODAFE OBORO (emmanueloboro@gmail.com) Sent: 18 May 2016 22:45:18 To: Muse Magazine (muse-magz@outlook.com) Also let me know if you need me to make any changes xx On 18 May 2016, at 22:44, EMMANUEL ODAFE OBORO <emmanueloboro@gmail.com> wrote: Hi Sara & Jean Sorry for my late reply. Please see below the write-up for Tasha.

Thanks again x Dafe Tasha Minter embodies the true definition of a multifaceted woman. From being a model to starting up her own business, she airs a positive force so strong to be a success. “I am such a big believer in working hard. I’ve have had a part time job since the age of 14; I funded the whole of my university life myself; having a full time job of a 30 hour bartender while completing a degree in fashion communication and promotion.” Working outside the system and consciously choosing not to be part of the current wave of internships after graduating, is admirable. “I’m fired up! Making the decision to become an entrepreneur and work for myself was one I feel I was always destined to do - cheesy but my sense of belonging is in my business!”

Her business she speaks so fondly of is Fresh Minter; a wholefood nutritional product bridging the gap between consumers wants and needs. And if you like the taste of this kind of success, you’re in luck as Tasha’s work is deeply rooted in her personal health journey. After being diagnosed with scoliosis at the age of sixteen, healthy juicing became the only hope that first seemed a world away. “ I was seriously advised when we discovered it to not consider doing any running or tramlining in the future because it would cause me too much pain.” But now she gathers strength from her story to embolden a healthy lifestyle.

It may seem grim for some graduates who have gone through years to finding what really suits jobwise, but Tasha does so in a ‘chilled’ and ‘patient’ way. “Being an entrepreneur is not for the faint hearted, nor is having more than one career. But if you have enough drive and motivation, then what’s stopping you?”

As Tasha gathers her skills and talents, as colourful as they are, for what’s next with the same grace she sups her Fresh Minter, we remain hooked, eyes fixed on the canvas absorbed by each stroke of her radiant self.

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From: muse-magz@outlook.com Sent: 26 April 2016 20:14:19 To: wherethere85@gmail.com (wherethere85@gmail.com) Hi Heewon, My name is Sara. I am contacting you to follow up on the Facebook post you replied to from Jean in the LCF post?

Our photoshoot is on Friday 29th and I was just wondering if you would be available?

Hope you're well!

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: HEEWON KIM (wherethere85@gmail.com) Sent: 26 April 2016 21:22:41 To: muse-magz@outlook.com Hello Sara, Thank you for asking me to join this shooting.

I'm available on 29th and would love to do it!

Let me know more details.

If there is anything I need to prepare for this shooting, feel free to ask.

Best, Heewon x

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From: Muse Magazine (muse-magz@outlook.com) Sent: 11 May 2016 20:15:40 To: Me (s.ngwenya@live.co.uk) Hi Heewon, Thank you so much for sending those over! they are beau:ful!

We can't wait to share them properly!

Please don't forget to give us a means of paying your transport money back, paypal, ping it etc.

Hope you are well!

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: Josefina Isabelle (jwo@hotmail.se) Sent: 07 April 2016 19:33:40 To: Muse Magazine (muse-magz@outlook.com) Hi Sara!

I'm very interested, especially for the magazine :) Send me some more informa=on!

Have a great weak! /Josefina hCp://www.josefinaisabelle.se/ Print

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From: Josefina Isabelle (jwo@hotmail.se) Sent: 20 May 2016 08:22:10 To: Muse Magazine (muse-magz@outlook.com) Hi! Great! Would be nice if you got in touch once its done. Also, I know you're on a >ght budget but if you have any print edi>ons lying around I'd love one. But i'll buy one either way once its out!

Have a great weekend :) regards josefina Print

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From: muse-magz@outlook.com Sent: 07 April 2016 18:59:44 To: jwo@hotmail.se (jwo@hotmail.se) Hi Josefina, My name is Sara, I am the co-founder of a platform called Pretamuse. As of right now, we purely online based but coming May, we will venturing out to print.

As part of our content, we are looking to work with illustrators to curate some interesting work that can we can publish. We really love your work and would love to work with you for both, our magazine and the online platform.

If you are interested please let me know and I will get back you asap with a brief and all the necessary details, I hope you are well!

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: muse-magz@outlook.com Sent: 10 February 2016 11:38:18 To: juliazolotovaphoto@gmail.com Hi Julia, So sorry about the email Mishap, no idea why you couldn't get through!

Thank you for ge?ng in touch, we really like your portraits & would like to sit down with you for a coffee at some point next week to discuss some details. What days would your schedule permit?

Thanks!

Hope you are well-Regards, Sara Co-founder, Prét-â-muse hLp://pretamuse.com @preta_muse Print

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From: Katie Mantwa George - Saiint (saiint1981@gmail.com) Sent: 30 April 2016 08:43:32 To: Muse Magazine (muse-magz@outlook.com) Hi Sara, It was so great to meet you and your lovely team yesterday! :) Do you know when you can send a few example photos over? Diana is limited in time so is keen to see examples to ensure they can get going in order to meet your deadline of 8th. She has also asked if the 10th/11th would be ok?

Have a lovely weekend!!

Katie Katie Mantwa George visionary@saiint.co.uk www.saiint.co.uk www.facebook.com/saiintsisters

@saiintsisters

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From: muse-magz@outlook.com Sent: 15 April 2016 10:56:46 To: visionary@saiint.co.uk (visionary@saiint.co.uk); creative@saiint.co.uk (creative@saiint.co.uk) Hi Guys!

My name is Sara, I am the co-founder of an online platform called pretamuse (.com) We are currently working on our debut magazine which will tell the stories of young creatives who are working with a sustainable angle.

We are searching for writers to help us with some of the content interested in working with us on a little something? We have various topics you can choose to contribute to so please let me know and I get to you with inform ASAP. :) I hope you are well!

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: muse-magz@outlook.com Sent: 13 April 2016 20:23:05 To: kelseyxreef@gmail.com (kelseyxreef@gmail.com) Hi Kelsey, My name is Sara. I am the co-founder of an online platform called Pretamuse which will be launching as a magazine in May. We are currently building content for the issue and we need a good calligrapher. I was wondering if there is any chance we could get you on board to do some work for us?

Please let me know soon.

Hope you are well!

Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: Kelsey Reef (kelseyxreef@gmail.com) Sent: 13 April 2016 22:48:48 To: muse-magz@outlook.com Hi Sara, Launching a magazine is super exciting and I would love to be on board! Can you send over some more details on the project and what exactly you are looking for? I am quite busy the next couple of weeks, but depending on the scope of work you need, I could potentially work something out to meet your deadline needs.

Hope to hear from you soon!

Best, Kelsey Reef On Wednesday, April 13, 2016, Muse Magazine <muse-magz@outlook.com wrote: Hi Kelsey, My name is Sara. I am the co-founder of an online platform called Pretamuse which will be launching as a magazine in May. We are currently building content for the issue and we need a good calligrapher. I was wondering if there is any chance we could get you on board to do some work for us?

Please let me know soon.

Hope you are well!

Regards, Sara Co-founder, PrÊt-â-muse http://pretamuse.com @preta_muse

-Kelsey Reef Graphic Design & Illustration kelseyreef.com

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From: Kelsey Reef (kelseyxreef@gmail.com) Sent: 18 May 2016 14:49:36 To: Muse Magazine (muse-magz@outlook.com) Hi Sara, Thanks for your final payment! I just sent you the final files via Dropbox. Let me know if you have any issues accessing them.

Thanks!

Kelsey On Wednesday, May 18, 2016, Muse Magazine <muse-magz@outlook.com> wrote: Hey Kelsey!

So sorry for the delay! I have just sent the final through to your account.

Thank you so much, Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

Date: Tue, 10 May 2016 08:59:31 -0400 Subject: Re: Magazine work From: kelseyxreef@gmail.com To: muse-magz@outlook.com Hi Sara, OMG total misunderstanding!! Haha! You had me worried there for a second. So happy you like the last batch and still want the calligraphy!!

As soon as I get an email that you sent the final payment I will send you the files. They are all packaged up and ready to go. :) Thanks, Kelsey

On Tuesday, May 10, 2016, Muse Magazine <muse-magz@outlook.com> wrote: Hi Kelsey, OMG NO NO wrong account I thought this was on my personal account HAHHAHAHA. We want

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From: Muse Magazine (muse-magz@outlook.com) Sent: 26 April 2016 22:26:05 To: leidi2003@hotmail.com (leidi2003@hotmail.com) 6 attachments LIHACONCEPT.jpg (657.5 KB) , STYLING.jpg (832.2 KB) , c465ada7ef4e42994cbe5a380e7f06cd.jpg (75.3 KB) , make-up.jpg (56.4 KB) , model.jpg (1364.2 KB) , P1060400.jpg (1601.8 KB) Hi Leidi, My name is Sara. Thank you so much for agreeing to do the shoot with us on Thursday. Please find the boards attached below. https://www.dropbox.com/sh/yofh8v90pxinwxe/AAB7LJUal8cmC4QPg1IjJMF9a?dl=0 We were also wondering if you would be available on Friday as well, as we have another shoot from 12:00 -14:00, please see the boards attached above, and just let me know if you think you'd be available Regards, Sara Co-founder, Prét-â-muse http://pretamuse.com @preta_muse

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From: Muse Magazine (muse-magz@outlook.com) Sent: 01 May 2016 12:23:35 To: leidiane favero (leidi2003@hotmail.com) Hi Leidi, Hi Alex, Hope you are well! Don't forget to send us your ticket expenses and bank details to transfer everything. :) It was so so nice work with you!!

Regards, Sara NGWENYA Pretamuse.com

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From: Muse Magazine (muse-magz@outlook.com) Sent: 07 April 2016 19:04:04 To: Melissaposner@gmail.com (melissaposner@gmail.com) Hi Melissa, Thank you for getting back to us on your instragram!

My name is Sara, I am the co-founder of a platform called Pretamuse. As of right now, we purely online based but coming May, we will venturing out to print.

As part of our content, we are looking to work with illustrators to curate some interesting work that can we can publish. We really love your work and would love to work with you for both, our magazine and the online platform.

If you are interested please let me know and I will get back you asap with a brief and all the necessary details, I hope you are well!

Regards, Sara Co-founder, PrÊt-â-muse http://pretamuse.com @preta_muse

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From: Melissa P (melissarposner@gmail.com) Sent: 09 April 2016 15:52:42 To: Muse Magazine (muse-magz@outlook.com) Hi Sara, Thank you for the compliment! I greatly appreciate your offer and I am very interested to know the details of working with your magazine.I look forward to hearing back from you.

Sincerely, Melissa Posner Print

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From: Melissa P (melissarposner@gmail.com) Sent: 14 May 2016 19:04:51 To: Muse Magazine (muse-magz@outlook.com) Hi Sara, I have sent you different ďŹ le formats for the illustrations (ai, pdf, tiff, and psd) through Google Drive.

Please let me know if you have received it or not. Photoshop would not let me save the images as a photoshop pdf probably because I am using the trial version of the program. Please let me know if you need anything else! Sorry for the late response, also. Have a good day. :) Sincerely, Melissa

CONSENT FORMS

SHOOT DETAILS

PretaMuse SHOOT DETAILS Details Purpose Brand(s)

: Sustained Creativity - Editorial : Magazine : Study 34 Gayeon Lee Hattie & Hugh (Make Up)

Date Time Location

: 18 May 2016 : 15:00 â&#x20AC;&#x201C; 17:00 : Nottingham Contemporary

Team Creative Director Photographer Hair & Make Up Model Assistant

: Sara Ngwenya & Jean Ardhita Muis : Lu Jen : Sara Ngwenya : Natasya Lund : Clarissa Lim

PretaMuse SHOOT DETAILS Details Purpose Brand(s)

: Sustained Lifestyle’s Story – Tasha Minter : Magazine – The Reclaimed Issue : Muse The Label Ellis White Hattie & Hugh (Make Up)

Date Time Location

: 15 May 2016 : 18.00 – 20.57 (Sunset) : Dryden Park

Team Creative Director Photographer Hair & Make Up Writer / Interviewer Model Stylist Assistant

: Sara Ngwenya & Jean Ardhita Muis : Danny Woodward : Sara Ngwenya : Dafe O’boro : Tasha Minter : Yaowei Wu : Clarissa Lim

Schedule 18.00 – 18.40 18.40 – 19.10 19.10 – 19.40

: Get Ready : Look 1 : Look 2

THE RECLAIM ISSUE - Photo Diary Photoshoot : Conscious Creativity / Photo Diary Date : Thursday, 28 April 2016 Time : 10:00 - 17:00 Place : British Museum (outside), Nearest tube station: Holborn (Central / Piccadilly Line)

Pickwick Hostel

7 Bedford Pl, London WC1B 5JE Team Creative Directors : Sara Ngwenya & Jean Muis (+44 7764 569 335 / +44 7525 118543) Photographer : Alex Pinero (pinero.photographer@gmail. com) Model : Tarla Hair / Make Up : Leidi Favero Schedule 9:00 - 10:00 9:00 - 11:00 11:00 - 12:30 12:30 - 1:30 1:30 - 1:50 1:50 - 3:10 3:10 - 3:30 3:30 - 5:00

: All Team Standby : Hair & Make Up : Look 1 : Lunch Time : Make Up Retouch : Look 2 : Make Up Retouch : Look 3

TUTORIAL RECORD SHEET School of Art & Design

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Mon, 26 October 2015 Name : Jeann Kembangkhana

Project: Live Project (Stack) Tutorial / Seminar Record Sheet Work to bring / prepare for session: Questions to the founder of Stack Initial Research about the live project Read the brief Learning issues to discuss in session: The introduction of Stack (the company) The introduction about the magazine market, independent magazine, and the media.

The introduction of Liv Reminder of third year’s timeline.

Feedback from session: Questions that resonate in my head after the session: - If you’re making the magazine, as a reader what do you want to read from your magazine?

- What is so special about your magazine?

- Why do reader want to go back to your magazine?

Tasks for next session: BUY A SKETCHBOOK & RESEARCH BOOK! Fill research book with : Research and reason why I like kinfolk, monocle (not just visually) Thoughts and Insights why I think that magazine offers lifestyle (not just visually) Reflections: I think in general everyone that is on the group is in love with magazine and have such a big knowledge about it. I don’t have a lot knowledge about magazine, but I know what makes a magazine… a good magazine. A magazine that could portray its reader by both visual language and tone of voice; and I think that is enough knowledge for me now.

I am more interested in printed format of everything. Books, Calendar, Magazine, etc. I am interested in visual communication, font, composition, etc. Anything I can get my hands of, to read to observe and to analyse.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Monday, 9 November 2015 Name : Jeann Kembangkhana

Project: Stack – Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Questions to Alex Smith – Founder and Owner of Ideas on Paper Learning issues to discuss in session: Q&A with Alex Smith – The business side of running magazine shop or retail Independent magazine.

Feedback from session: ModMag 2015 – Independent magazine are a platform for… ANYTHING Magazine to see: • The Gourmand • Flaneur • Uncube • Mushpit • Stylist • Pocket App • Oz Magazine • Raygun by David Carson Book Research: Jeremy Leslie Book Discussion with Alex Smith: • Looking at the independent magazine retail business • Answer these questions for your magazine: what do you want to say? Who do you want to say it to?

Tasks for next session: • • • • • •

Critical Path Cultural Calendar Research Books Initial Bibliography Draft Methodology Tutorial Sheet

Reflections: I like how the tutorial works the second time around, because of the first tutorial was talking about Independent publishing industry, passion about it and the second tutorial is talking about the business side of the industry. Which is what the brief is about making the magazine and how to fund it.

Also the good news about Nottingham Council is supporting local businesses. Also every single tutorial brings so much knowledge with magazines that I haven’t discovered and also just having my self the next day go to the internet and search about the magazines and be inspired by them.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Monday, 23 November 2015 Name: Jeann Kembangkhana

Project: Live Project (Stack) Tutorial / Seminar Record Sheet Work to bring / prepare for session: Initial Secondary Research Primary Research Methodology Hole & Corner Sustainable Idea Craftsmanship / Emerging designer How to organise data - Google Drive, Critical Path, Cultural Calendar.

Learning issues to discuss in session: Discussion about the progress of the group Useful books to purchase Consumer and Ideas generation Feedback from session: Best to do consumer tracking or consumer lifestyle taste.

Useful to do brand tracking data for consumer.

Books to get: ● Insides Magazine / Thames & Hudson ● Issues : New Magazine ● Behind the Zines : Self-publishing culture ● Low Tech Print ● Basic Design : Print & Finish ● Independence / Jeremy Leslie ● Editorial Design Tasks for next session: Looking at old magazine: iD first issues Looking at the history of iD Magazine Looking at their competitors -- Arena, Blitz, Sniffing Glue, etc.

Reflections: I feel like we need to meet more, rather than just once in two weeks. But I think we can manage as a group to keep on meeting, on Thursday or Friday which we called Office Day. Hopefully everything will go well, we just need to manage everything well.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 21 January 2015 Name : Jeann Kembangkhana

Project: Stack – Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Presentation Preparation Run through of what everyone’s going to talk about in the presentation Learning issues to discuss in session: What to improve in the Presentation..

Feedback from session: To prepare the presentation very well, well-equipped.

Tasks for next session: Presentation; Context, Big Idea, Key Insights, The Market, Consumer, Cartogram.

Reflections: Having to put the cartogram at first was a relief to see that the trend is emerging and still relevant these days and the future. Having to put the presentation together is a reassurance that hopefully everything will be fine.

Also, CHECK SPELLING LIKE 200000x TIME. I hope next Monday we’ll have good and helpful feedback.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 11 February 2016 Name : Sara Ngwenya Jean Kemb

Project: Stack - Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: The presentation

Learning issues to discuss in session:

Feedback from session: Too many text at the presentation Making it more visual and appealing Need to rethink visual language perhaps The idea is already great Do more primary research

Tasks for next session:

Reflections: I have to agree that maybe we need more visual in the presentation and make it more appealing. Not just words inside.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 25 February 2016 Name : Sara Ngwenya Jean Kemb

Project: Stack â&#x20AC;&#x201C; Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Research files, Laptop or iPad

Learning issues to discuss in session: Look through previous yearsâ&#x20AC;&#x2122; work

Feedback from session:

Tasks for next session:

Reflections: The feedback went really well. And we have so much to do and consider about, but we already have a good start.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 10 March 2016 Name : Sara Ngwenya Jean Kemb

Project: Stack â&#x20AC;&#x201C; Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Showing sketchbooks, start making sketchbooks, making sure have everything inside.

Learning issues to discuss in session: Look through sketchbook, design recipe, and how the previous works

Feedback from session: The sketchbooks are great but now go for make design recipe for the brand

Tasks for next session: Presentation about the creative concept

Reflections: The sketchbook is going great Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 24 March 2016 Name : Sara Ngwenya Jean Kemb

Project: Stack â&#x20AC;&#x201C; Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: PRESENTATION about Creative Concept and Execution

Learning issues to discuss in session:

Feedback from session: The art context is great, definitely capturing the right amount of visual.

Even if your visual is growing with you, PretaMuse needs to have an anchor which is the fixed design recipe.

Tasks for next session:

Reflections: We need to think about the execution as the other group have done already

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 14 April 2016 Name : Sara Ngwenya Jean Kemb

Project: Stack â&#x20AC;&#x201C; Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Feedback time from presentation on 24 March

Learning issues to discuss in session: We need to discuss our execution which we have already thought about on easter holiday and we just need to write it

Feedback from session:

Tasks for next session:

Reflections: We feel like the Easter holiday helped us so much to build on the execution and working on it properly.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 12 May 2016 Name : Sara Ngwenya Jean Kemb

Project: Stack â&#x20AC;&#x201C; Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Discussing the presentation and what is expected inside

Learning issues to discuss in session: We need to make a brand guideline book

Feedback from session: Brand guideline book

Tasks for next session: Bring in the presentation

Reflections: Making the brand guideline book makes much more sense because it will be great to deconstruct the brand for each element and makes it easier for others to digest our brand.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

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Tutorial Record Sheet 2015/16 Module: Negotiated Project Stage 1 Ref. no: FASH30108 Date: Thursday, 19 May 2016 Name : Sara Ngwenya Jean Kemb

Project: Stack â&#x20AC;&#x201C; Live Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: The presentation to see

Learning issues to discuss in session: The visuals are great; it just need divison. So colour palette on its own, typography, visual imagery.

Feedback from session: Consistency in font and slides

Tasks for next session: FINAL PRESENTATION

Reflections: I feel like we have so much stuff to do but it will get done.

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