BA(Hons) Fashion Promotion at MMU: Showcase Catalogue Issue 1 (2019)

ISSUE ONE

BA(HONS) FASHION PROMOTION END OF YEAR EXHIBITION CATALOGUE ISSUE ONE (2019) The BA (Hons) Fashion Promotion course at Manchester Metropolitan University offers a creative, exploratory and dynamic approach to studying promotion in the fashion industry. This distinctive course covers the visual and creative processes of fashion promotion, underpinned with business content and critical cultural theory.

We’ve built a course with a flexible design which enables students to tailor their studies to their individual interests and allows for exploration of creative areas including fashion photography and film,

Study Trip to Milan

digital communication, fashion styling, social media, website design, journalism and brand communication. The business elements of the course encourage students to engage with entrepreneurial practice. Our students are completing the course with a strong, industry-ready portfolio of visual work relevant to the needs of the creative industries. Graduates will be able to apply for positions in areas such as digital marketing, public relations, brand management, styling, photography and events.

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HIGHLIGHTS FROM 2018 -19 Guest Speakers & Masterclasses

BA(Hons) Fashion Promotion is well connected to the e-commerce fashion trade and creative industries that Manchester is renowned for. We seek every opportunity for students to engage with industry and invite the brightest and the best to work with our students.

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International Collaboration This year students across the whole course worked with experts in styling, photography, advertising, animation, filmmaking, journalism, digital marketing, fashion branding and marketing strategy, app building and graphic design for print and screen.

Four of our Second Year students won a place on an exchange trip to Pearl Academy in Delhi. Sarah Atkinson, Enziya Gateley, Kiera Murray and Hannah Waite visited India for a week to work in pairs with Pearl Academy journalist students to produce e-zines promoting solutions to climate problems set out by the United Nations.

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Two of our Final Year students won a place at Shanghai Institute’s prestigious Summer School in Shanghai, China. Yaémes Collins and Beth Cheng will spend two weeks at the Institute attending classes in Chinese calligraphy, cooking, painting, classes and exploring the culture of this vibrant city. They will shoot and edit films about their experiences which will enhance their portfolios.

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Placement Year

A number of Second Year students have won year-long placements with brands and studios around the world through highly competitive application processes.

This four-year sandwich route option gives students the opportunity to spend their third year on an industry placement to enhance

Graduate Fashion Week 2019 Official Videography Team Graduate Fashion Week has unveiled its 2019 #TalentofTomorrow campaign featuring the work of 12 final year students from across the UK. On 8 April a selection of seven influencers and content creators were invited to join the campaign’s official photoshoot on

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1/ Styled photoshoot by Sarah Atkinson 2/ Graffiti Workshop in Berlin 3/ Fashion Promotion students in Milan 4/ Instituto Marangoni, Milan 5/ Lecture at Instituto Marangoni, Milan 6/ Talk by stylist Allegra Ghiloni, Milan 7/ Tour of 10 Corsa Como, Milan 8/ Katie Richardson, GFW #TalentofTomorrow shoot 9/ Interviewing Inthefrow founder Victoria Magrath at the GFW #TalentofTomorrow

Study Trip to Berlin

Students across all years of study on BA(Hons) Fashion Promotion had the opportunity to benefit from real-world learning experiences during study trips both in the UK and internationally. This year students travelled to London, Berlin,

and Milan as part of the course meeting with stylists, photographers and brands as well and attending professional workshops while travelling. Second Year students travelled to Berlin where they were led on a graffiti tour and workshop.

the rooftop of the Truman Brewery in Shoreditch to wear the students’ clothes.

Photographer Erika Astrid and stylist Jennifer Mertens were supported by the most talented students studying fashion subjects at UK universities including Final Year Fashion Promotion students Katie Richardson and Llinos Peters as videographers.

The influencers included Inthefrow founder Victoria Magrath, Mercedes from @mercedesfbenson and the Evening Standard’s Chloe Street. Katie and Llinos filmed and edited the interviews of all seven influencers and produced twentyone films for multi-platform distribution.

Having done such professional work on time and to industry standard, both students have been asked back as the official videography team for GFW 2019.

This is what we do on BA(Hons) Fashion Promotion: grab every opportunity and support our amazing students to succeed at all they do!

Dr Elizabeth Kealy-Morris

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Final Year students travelled to Milan where they attended lectures at the renown international fashion school Instituto Marangoni, a talk by stylist Allegra Ghiloni and a tour of the department store 10 Corsa Como.

PhD, SFHEA, APCIM Programme Leader BA(Hons) Fashion Promotion

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their employability. A few examples of placements that our students have been secured for next year include ASOS in London, Boohoo in Manchester, Concept 4 in Hong Kong, British Fashion Council in London and Matches in London and more on the horizon.

PHOEBE ASKER

LIAM BAKER

Propos Magazine

Fashion Student Network

The word Propos is defined as being ‘a remark’, which became the tagline for Propos Magazine, we define ourselves as ‘a remark own society today’. The target reader is a collector of quirky and inspiring publications that narrate important issues of the day through beautiful photography and creative expression. Propos celebrates all of society’s diversity through exploring topics like racism, sexism and ageism within the industry and shines a light on creatives of all ages and how their identity affects them and what they create.

Through the process of applying and completing a placement, I quickly realised the lack of help and support for fashion students when seeking to obtain paid experience within the industry. With this in mind, I set out to create a platform that would seek to combat this gap in the market, aided by both my own experience and that of my peers.

The purpose of the platform is to help raise awareness within the fashion industry of the importance to providing paid placements and internships and offer a support network for fashion students.

What advice would you give your Level 4 self?

What advice would you give your Level 4 self?

Get used to liking coffee.

Ask as many questions as possible.

What is your superpower?

What is your superpower?

Drinking 16 shots of coffee and living to tell the tale.

Time travel.

fashionstudentnetw.wixsite.com/fshnstdntntwrk

@phoebe.asker @proposmagazine

JAMES ATKINSON UNHEARD – Matching Creatives with Business

Throughout my time at university and the research I have conducted I observed a real issue in employment within the creative fields. I found it fascinating that an industry so concerned about diversity could be so exclusive in its work force. This led me to create a platform that champions unheard creatives and unheard businesses, enabling them to work together to build relationships and create some amazing work.

The average age of a graduate is 21-22 meaning UNHEARD as a platform may appeal to this demographic as a starting demographic due to the frustrations and worries creative graduates have when leaving university. The second target audience for the platform is start-up businesses which are at an all time high in the UK.

What advice would you give your Level 4 self?

SPREAD YOUR WORK OUT. Your lecturers will tell you to do this, you didn’t listen, you panicked.

Listen to the advice you are given.

What is your superpower?

Racking up a massive uber bill due to laziness.

WALK BOY.

ALEASHA BARRETT TYPICAL – Fanzine

Young people, specifically Generation Z, are often characterised negatively, these attitudes have paved the way society define them by their stereotypes. It is important to accurately represent Gen-Z, especially, due to the fact they will be subject to the increasing impact of socio-economic uncertainty.

Typical is a digital publication, has been produced to focus on Gen-Z issues as well as creativity and innovative conversations in the interest of combating negative characteristics of the generation.

www.issuu.com/typicalzine/docs/final_zine_final @typicalzine

CHARLOTTE BERRY

BETH CHENG

We Are Glorious

Young Northern Creative Survival Guide

In the current economic climate as a young creative it seems impossible to make it in the industry. With free and low paid internships, the creative industry has a huge a problem giving opportunities to the more socio-economically deprived which leaves the industry non-diverse. The social case for diversity is a matter of social justice, people having less chance to succeed for reasons beyond their control is inexcusable and unlawful.

The zine enables those classed as less likely to succeed to find the right path for them to end in their dream creative career or lifestyle. The zine aims to highlight what the North has to offer in an industry dominated by London-based practices, giving young Northern creatives advice, information, inspiration and words from young Northern creatives who are managing to survive.

We are Glorious is a fashion brand founded in 2019 and has been created to raise positive awareness for mental health problems for women aged 16 – 23 in the United Kingdom. It is important to me because mental health is still strongly portrayed in a negative light and the negative stigma around it has made people ashamed and afraid to talk about it. The aim to help this problem is by creating a brand which uses fashion in a positive way to raise awareness for females with mental health issues. Creating a fashion brand that is stylish but at the same time has an active approach to help remove the stress and stigma associated with mental health is a niche market that would attract Generation Z’s buying needs and expectations.

What advice would you give your Level 4 self?

Just to believe in yourself more, because what you think and what you do means a lot. You have drive, but do not rely on others to force that drive. Do you, for you. Stay away from bad energy and embrace all the good energy around you. GO OUT and do the more creative things you might be scared to do.

What is your superpower?

Chameleon – the ability to adapt to any social situation

@bethchengxo @youngbrokecreative youngbrokecreative.bigcartel.com/about

TAMARA BOGLE Homeless Luxe

The aim of the project is to start an engaging, dynamic conversation about working-class appropriation which can be seen all throughout high-end fashion, disguised in the fetishization of streetwear.

We are in a time where inspiration is pulled from everywhere, with Vetements F/W 2017 collection inspired by a “fascination with social uniforms and how people dress”.

This project questions the tactic of appropriation as a way to sell clothes and asks, “Does this type of ‘awareness’ actually help a growing problem?”

Our aim is to educate our target audience about the growing issue of working-class appropriation through different types of media, from digital to sculpture.

https://dresslesshomeless.wixsite.com/blog https://www. instagram.com/dresslesshomeless https://www.instagram.com/tamaracaprice/

TONI CLARKE Msg. Magazine

Targeted at Millenials, the ‘always on’ generation brought up in a world predominantly influenced by digital platforms, I wanted to create a space away from that and reignite our former love for print media. To my knowledge, there are currently no existing publications tackling the issues of mental health, sustainability, gender/identity all under the same platform while further discussing these within the remit of fashion. When initially posing the issues to a sample of potential readers, 70% of respondents felt they would read a fashion magazine which challenged such issues and thus ‘Msg.’ was born.

This project is aiming to merge both print and digital medias together, while connecting the reader with the contributors featured in each issue, I chose to embed QR codes throughout.

These enable the reader to quickly scan, shop and follow the brands and faces of the issue. So whether you read an article now or in 6 months time, I hope its ‘Msg’ will still hold the same value.

What advice would you give your Level 4 self?

Remember: you’ve already overcome all of what you thought were your worst days, it will all come together in the end. So have fun, take risks and do things you never thought were possible because you’ll look back on this process eventually and think “Damn, I actually did that!”

What is your superpower?

At the ripe age of 22 I think I’ve become a bit of a ‘Catfish’... I’m forever surprising people that I’m actually a Mancunian! 22 years of living in this city and people are stunned every time they discover that this is where I’m from, I just haven’t ever picked up the accent. https://www.instagram.com/msg.mag/ @typicalzine

YAÉMS COLLINS

ELIZA EDWARDS

Soul

Forever Unique: a creative proposition

With this project I have developed Soul, a re-sale brand distributing ‘previously loved’ shoes which are iconic symbols of 1990s style.

The brand’s promotional strategy utilises psychological and persuasive marketing to draw in the customer-base of Millennials who crave nostalgic reminders of their childhood. By using Instagram to provide followers with nostalgic touchpoints which they can engage with and share with friends. Additionally, I would like to raise awareness on second-hand products and change the common opinion that second-hand clothes may be tatty or embarrassing and contribute to ongoing efforts to become a more sustainable planet.

Forever Unique is an international fashion brand which is passionate about inspiring and empowering women worldwide through the design of premium occasion-wear. This project aims to target a fashion conscious, stylish millennial consumer. Research shows that it is important for brands to support the movement of an inclusive and diverse industry and this project recommended that Forever Unique embrace international and diverse models within their campaigns if they aim to truly empower all women and allow consumers to feel a part of the Forever Unique family. This campaign will communicate that celebrating diversity should not be a trend but should be naturally embraced day in and day out when considering the fashion industry and models used to promote.

What advice would you give your Level 4 self?

Don’t compare your work to others’, your ideas are enough.

What advice would you give your Level 4 self?

What is your superpower?

Keep going even when it gets really tough; you’ve got this!

To split myself into multiple ‘Yaémses’

What is your superpower?

To do all-nighters in the library.

www.soulfootwear.wixsite.com/soul @soul.footwear

SOPHIE COOKSON BASKETCASE

BASKETCASE is a peer to peer platform for fashion rental which aims to tackle overconsumption and the throw-away culture. The target audience are Gen Z and young Millennials who are “woke”, with a low income and who are frugal when it comes to consumption.

BASKETCASE encourages its customers to offer their clothes and accessories to the online community instead of simply throwing them away. By renting items instead of owning them, it introduces a cheaper, more sustainable way of enjoying new garments without harming the environment. This will lead a reduced quantity of items being bought frivolously and then thrown away without consideration through the use of a circular business model.

What advice would you give your Level 4 self?

Go to everything; try everything.

What is your superpower?

Tenaciously and relentlessly positive.

https://sophiecookson0.wixsite.com/basketcase @basketcase.co https://www.artsthread.com/profile/sophiecookson/

AIMEE ELLIS Opo-Zine

For my final major project I created a zine, aimed at female university students aged between 20 and 23. The publication, titled Opo-Zine, fills a gap in the market as it presents two opposing sides or opinions to the same topic. The first issue, The Influence edition, presents arguments both for and against the blogger and influencer community. The zine flips upside down in the middle, clearly defining where each opinion starts and ends. It solves the problem of being biased and unfair towards a set of people as it shows a balanced understanding of a cultural subject and allows its reader to make their own decision based on the facts they have been presented with.

RIVER FALLON

NATASHA FIRTH

Opia

Tomboy Zine

Opia is a platform which represents fashion industry individuals.

Where Opia aims to shine a light on the realities of their thoughts, feelings and emotions, to create a community in Manchester between like-minded creatives. Opia is a platform that brings people together to discuss issues such as mental health relating to the fashion industry. This campaign shows that models and industry professionals are real people who have real feelings and emotions although they are made out to have such a glamourous lifestyle.

A ‘Tomboy’ is a girl who exhibits behaviours and/or characteristics typically associated with boys. Such as wearing masculine clothing or engaging in activities which are physical in nature.

The Tomboy zine focuses on Women of Colour (WOC) females, their thoughts on female fashion today as well as showcasing their own personal style and it promotes an authentic woman for an authentic female audience.

Opia is a gender fluid platform which will target generation Z and Millennial individuals who are linked to the fashion industry. The target consumer may be going through similar thoughts, feelings and emotions as the panel of industry individuals and will use the platform to discuss topics linked to mental health.

The aim of the zine is to promote what actual women like to wear from the choices that are available to them. Whether that means the most masculine suits to the shortest dress; female authorship will be represented. Tomboy will be a contributor to the ever growing WOC led publications that are blooming today.

What advice would you give your Level 4 self?

Work hard and plan your work so that you aren’t so close to your deadlines when completing it. Also push yourself and try things you never thought you were capable of. Everyone is winging it until they make it. @natashamfirth

What is your superpower?

My will power to complete my university work as well as working a lot of hours in industry which means balancing a lot of things at once.

www.natashafirth.com

@Opiagram riverrfallon.wixsite.com/mysite

LUCY FARRELL UMBRO STREETWEAR – THE YOUTH EDIT

The specified target audience for this project is males within the 18-24 age bracket, justified by industry data reflecting that this demographic segment is presently driving the streetwear and sportswear market. The subsequent project therefore assists with repositioning sports performance brand Umbro within the streetwear marketplace, thus reacting to contemporary trends and boosting consumer appeal.

This endeavour is a response to an extensively competitive sportswear marketplace expanding their product offerings in accordance to style. As a differentiation technique and attempt to gain competitive advantage, a streetwear implementation strategy is required for Umbro.

What advice would you give your Level 4 self?

To have more confidence in my ideas/ concepts.

AMY FOLEY Reconsider

The purpose of this project is to promote a lifestyle brand that produces ethical products made with low impact on the environment. The goal of the project is to ‘Love not Landfill’ providing a workable solution to our ‘throw away’ society.

The target audience for Reconsider is a conscious Millennial woman aged 21-35. Those who purchase from Reconsider are invested in making a difference to the environment and only purchase natural and organic products. Recycling is important to this consumer and she is aware her consumption has an impact on the environment. The company offers a free recycling service for old and used underwear. The unique selling point reinforces the brands image but also reduces the huge waste problem as the majority of underwear ends up in landfill.

What is your superpower?

The ability to relate anything in life to sportswear. @umbrostreetwear

@reconsider_ amyfoley6.wixsite.com/reconsider

MARKUS GRIFFITHS

LOUISE LEA

URLegacy Magazine

The Green Cloud

URLegacy focused on solving the issues of struggling undiscovered artists within a declining print magazine industry. As creative director of this multi-channel publication, I considered the changing marketing environment, and the interests of the modern Millennial consumer.

A B2B platform, The Green Cloud curates information for fashion retail businesses at any market level to access via a highly informative website platform.

With the topic of sustainability leaving consumers feeling confused, and retailers must ensure that they are taking this into consideration. Brands are struggling to keep up with the fast-changing pace of the consumer in regard to their attitudes towards environmentally responsible products and brands must be able to drive forward sustainable practises.

Therefore, retail brands may need assistance from an outside perspective on how they can improve.

URLegacy has innovatively reimagined the concept of the print magazine for the future with interactive integrated elements. As a result, artists can showcase their talented work in a way that is engaging, exciting and inspiring to the modern consumer of printed media.

The aim of the publication is to increase exposure for undiscovered artists across a variety of platforms.

What advice would you give your Level 4 self?

The launch of The Green Cloud will enable the providing of significant information on sustainability to retailers, which can then be reprecipitated successfully to the consumer, the launch of “The Green Cloud” which will operate as a professional business to business intelligence service.

Grasp every educational opportunity to experience and learn new things. Know which rules to break and know which rules to follow.

Understand that knowledge and intuition give you the creative power.

What is your superpower?

My ability to absorb new information easily.

CLEMENTINE

HIGGINS Yourself zine

Yourself is a zine aimed at Gen Z and promotes individuality as research confirms that for Gen Z individuality is a top priority. Gen Z seeks individual expression and doesn’t follow brands, instead they follow influencers. However, with social media, it is harder for them to be truly individual.

The content of Yourself encourages uniqueness and distinctiveness through thought provoking illustrations, articles, interviews with independent brands, and photoshoots. This content demonstrates how easy it is to be your authentic self.

What advice would you give your Level 4 self?

Believe in yourself, you can do this.

What is your superpower?

My positivity in times of adversity.

https://higginsclemmy.wixsite.com/yourself https://www.behance.net/clemehig

https://louiselea.wixsite.com/thegreencloud

LLINOS PETERS Young, Scouse & Creative Magazine

Originally from Liverpool, the city will always have my heart.

Scousers are also some of the most creative. Recently, The Baltic Triangle area in the city has been enjoying a steady renaissance, having been reclaimed and resurrected by a growing colony of creatives, entrepreneurs and their combined businesses. The up-and-coming district has been nicknamed “the cultural quarter”, “the city’s workshop” and “Liverpool’s answer to the meat packing district”. With so many creatives in the city, from photographers to artists, fashion designers to digital agencies and film-makers, it made me think; why is there not a combined platform to showcase their work to the world? Which led me to reach out to my LinkedIn community to ask about getting in contact with these individuals who were contributing to the City’s creative scene, and as anticipated... the response was huge!

For my final major project on the Fashion Promotion course at University, I wanted to combine my favourite forms of communication (graphic design, copywriting, photography and film) with something that I am passionate about; my hometown and city that I love. Within my final major project, I curated and developed a magazine that aims to promote and connect the young creatives in Liverpool. Introducing Young, Scouse & Creative!

@YSC_mag https://yscmag.wixsite.com/yscmag

SOPHIE MCQUILLAN

HARLEY MURPHY

Second Love Zine

Peachy

Second Love promotes the use of second hand clothing, as not many people realise that the most sustainable garment is the one you already have in your wardrobe. The zine is aimed at student aged 18-22, as these are the consumers that can really make the difference. Second Love has a very important message, as it clear if we don’t start to become more conscious with our consuming it will have detrimental impacts on our planet.

My target audience for Peachy is Gen Z. Peachy aims to create ‘cute’, sustainable basics for students to help them with their day to day lives.

This project is personally important to me as it gave me an opportunity to experiment with loads of different types of work.

The products I’ve created prove that they can solve the problem addressed due to the durability and sustainability of the products.

What advice would you give your Level 4 self?

Stop stressing yourself out because everything will end up fine (and try harder in 1st/2nd year projects!!!!!) .

The purpose of Second Love is to educate and enlighten people on an alternative way of consuming fashion. The goal is that from reading the zine people may be more inclined to shop second hand and there not to be a stigma when it comes to second hand shopping.

What is your superpower?

My superpower is the ability to make clothes appear in my wardrobe by looking at them online.

Peachythebrand.bigcartel.com @peachythebrand

@secondlovecampaign

NICOLE MIGNOTT Urban Face Premium Streetwear Womenswear Range

Consumers are more likely to buy and support a brand that they can relate to and share similarities with. This solves the problem of female consumers who felt like they are being ‘left out’ within marketing and representations.

This project is important as diversity is something within the fashion industry that has been previously ignored or has not been consistently done and displayed within fashion brands especially.

Urban Face started with a menswear range. To make the brand more inclusive, and to solve the problem of women feeling excluded within some premium streetwear brands, a womenswear range is being created. The target audience for Urban Face are women 18-26, who earn over £20,000 a year and are interested in premium streetwear fashion.

TOM NEILSON Shop Green App

The Shop Green app shows users the efforts brands are involved in to resolve specific fashion related causes that the public find most important to them.

This app helps reinvigorate trust between brand and consumer, exposing those that fail to make positive change and rewarding those that do. The app is aimed at the younger demographic, made up of Millennials and Generation Z who have taken on climate change as a cause close to their hearts. This app will help consumers learn new ways to save the planet.

What advice would you give your Level 4 self?

Stop focusing on what other people are doing, you’ve got to go for it and prove yourself.

What is your superpower?

Maintaining a sunny disposition no matter what happens. @ shopgreen_uk

HOLLY PALMER

LAUREN POTTS

Lady-like Zine

Colour Affects

The Lady-like zine offers a relatable and humours perspective on the reality of being a modern female and reassures, unites and celebrates the 21st century females.

This campaign will aim to help young adults 18-25 to feel positive through the colours they chose to wear, erasing any negative feelings.

The campaign will achieve this outcome by selecting real day to day people to get involved with the campaign who have suffered or are still continuing to suffer with a mental illness. Research undertaken demonstrates that a large number of cases are established by the age of 25 with many adolescents experiencing a mental health problem for the first time every year. Young adults suffering from the many pressures they face, and who have developed a negative mindset, will benefit from this campaign by giving them inspiration on how to build a positive mindset through the use of colour and fashion.

Deliberating all things self and society, Lady-like offers humorous and relatable accounts along with painfully honest experiences that females of the modern world confront, embrace and prefer to avoid. Speaking from experience, it will offer a realistic perspective of what it’s really like being a young female in the modern world The goal of the zine is to become a platform that females turn to when they are in need of an uplift, a giggle or a little reassurance.

What advice would you give your Level 4 self?

I’d tell myself to believe in what I’m capable of.

What is your superpower?

Be humorous – for instance mine might be to have learned enough Northern British English that you can understand me… www.ladylikezine.co.uk @ladylikezine

FRANCES

PARKER-WOOD Burdz Nest

Burdz Nest is a safe online community for young British females and those identifying as LGBTQ+ to express their thoughts and share their concerns of a personal or political/ social nature.

This project is important because there are no obvious role models for young people in the U.K, nor is there a platform or community to share and work towards common goals. The problem is that young British females and those identifying as LBGTQ+ only have virtual, 2-D, influencers on Instagram as their role models; Burdz Nest wants to be a platform to show what the youth of Britain can achieve.

What is your superpower?

My drive and commitment.

@bburdznest www.franceswood1.wix.com/burdznest

@colouraffectsyou www.colouraffects.org

CATALINA REA Pretty Planet, Ugly World

Inspired by modernity infused with futurism and reflection on passed art and photography influenced the ‘Wear No Evil’ movement. The exhibition aims to target 22-28-year-old conscious and compulsive consumers, students, environmentalists, sustainable charities and organisations, artists and activists. Curated to increase needed awareness regarding tough truths situated within the fast-fashion industry. The importance of continued promotion in this subject field is for the target audience to recognise, interpret and react to such statements, causing further action and increased attack on minimising this social injustice. ‘Wear No Evil’ promotes how buying less and investing more in product lifecycles will eventually develop them from disposable to renewable, to increase the ongoing publicity from various brands, charities, environmentalists, and activists and to understand the true cost of ownership. @wear.no.evil

MEGAN REES

SAOIRSE TAYLOR

GING Magazine

Choice

I have always wanted to work in a creative industry, that didn’t involve designing. During a weeks work experience for an advertising agency, I was instantly inspired by the complexity of the creation of a promotional campaign. This interest, partnered with my love for fashion, led me to a fashion promotion course.

I have focused on promoting through a magazine that will be promoted via a press launch. The press has a higher influence on my target consumer’s opinions than social media/influencers.

I am inspired by film and book’s a lot. I think that my work and fashion often emulate a romantic yet minimalist style, which I find common in a lot of the female protagonists in romantic comedies.

My ambition is to work for an advertising agency. My graduate job is as a merchandiser.

GING Magazine’s target audience is middle to upper class, 25-30 year old females with red hair and an interest and fashion.

This project is important as it showcases an underrepresented part of society in a lifestyle magazine. Fashion and lifestyle magazines epitomise aspiration for women. Placing redheads at the heart of such a publication helps to diminish the negative stigma often attached to the hair colour.

It helps to solve discrimination against unprotected minorities, as well as aiming to normalise redheads in the fashion industry.

The target audience of this project is aimed at both male and females.

The project will focus on promoting the message to millennials.

This project is important as it highlights a sensitive area. It informs people and it also emphasizes how fashion can be political. The project is unique and aims to enlighten people on the area. It may inform people as well as show those affected by the area that many are affected by it.

The aim of this project is to convey a message on an area that is regularly not spoke about in a creative way. The hope is that I can show people that fashion can be political and that a series topic area can be delivered in an original way.

What advice would you give your Level 4 self?

I would tell my Level 4 self to be more confident and believe in myself. I always doubted myself and my work which in effect sometimes impacted the work I produced. I would also tell myself to enjoy everything that I do because the time goes really fast.

What is your superpower?

Being Irish (drinking large amounts of Guinness and whipping up some great mashed potatoes).

What advice would you give your Level 4 self?

Start the work as soon as it’s set! Even just a plan and lots of lists.

Don’t be afraid to go to your 1-2-1’s even if you haven’t done anything.

What is your superpower?

Being ginger! It makes you a stronger person and makes you stand out in the crowd. @gingbook

LIANNE THORNTON Cultureville SS19

KATIE RICHARDSON Moredrobe

My project focuses on sustainable fashion, investigating the ways in which the industry can better educate consumers, specifically female Gen Z consumers who are vulnerable to the effects of Fast Fashion Marketing.

I chose this area as I know I am aware of the environmental degradation caused by fashion and am part of the problem. I feel there needs to be more discussion about sustainability in fashion, so that it is accessible to all.

Moredrobe aims to change the shopping habits and attitude towards sustainable fashion amongst younger consumers, hoping to reduce the environmental impact caused by fashion.

My project is the development of a proposed rebrand of African print fashion brand, Cultureville, to a younger audience of 18 to 25 year olds. Within today’s society, increased mention in pop-culture has created a resurgence of African print, but such brands fail to deliver to the younger audience. My project highlights the importance of this aspect of fashion within multi-cultural Britain and how wearable it is.

Recent research shows that most of the brands who produce African print cater to audiences that are already familiar with it. With the surge of individuals looking for authenticity in their clothing now is the best opportunity to re-introduce African print to a wider audience and my project hopes to do that.

What advice would you give your Level 4 self?

To have more confidence in myself and my abilities and to not second guess my decisions and follow my instincts.

What is your superpower?

Positivity

What advice would you give your Level 4 self?

Give everything a go, try new things and believe in yourself more.

What is your superpower?

Endless multi-tasking.

www.katierichardson96.wixsite.com/wearemoredrobe @wearemoredrobe www.cultureville.co.uk @CulturevilleSS19

EMILY WATTS Female Empowerment Marketing Campaign for ASOS

This campaign encouraged ASOS’ 20-something audience to aim high and create their own professional pathways. By working to eliminate career gender gaps, the target audience would be more likely to engage with the campaign and think more positively towards the brand. With ASOS being named LinkedIn’s no.1 employer, the message and company fit well together, ensuring authenticity behind the campaign.

With this project I worked to develop a creative marketing plan for ASOS. As consumers have more options than ever before, reaching target audiences has become increasingly important for businesses. I therefore worked to produce a creative outcome, with an aim to drive the business.

A special edition of ASOS’ seasonal magazine was used to execute this campaign. By launching this on International Women’s Day and donating 10% of all profits to a women’s employment charity, the female empowerment message was delivered.

What advice would you give your Level 4 self?

Definitely do the placement year because it will bring a more professional approach to final year.

What is your superpower?

Waking up before my alarm.

emilywattspromotion.myportfolio.com

@mmu.fashionpromotion