Brand Me: Component 1

EST. 2005

Introduction

In this component I will begin my brand me journey. Delving into my childhood, examining my personal experiences, discovering the influence that others have had on me and overall finding out more about myself as a result. Understanding my own behaviour, character traits, preferences and things that make me unique. This will require a lot of thought, openness and honesty to ensure that I gain the most amount of insight from this section of the project to assist me moving forward with this trimester. Through gathering this understanding, I can begin to take the next steps into figuring out what comes next on my journey and the career direction that I would like to head in as a result.

Contents

4. Childhood

10. My 5 people 16. Creativity 17. Family

18. Being the older sister

20. Home comforts

22. School

24. What came next?

26. What makes me feel alive?

27. What makes me smile?

28. What makes me unhappy or unsettled?

30. What bothers me about the world around me?

34. My views on me

38. How do others view me?

40. If I were a colour

42. If I were a book

44. If I were a song

46. If I were a flower

47. If i were a building

48. My personal fashion style

50. My battle with eczema

52. Fashion images that I love

54. Reflecting on previous trimesters

62. What do I want from third year at university?

63. What are my goals for the next five years?

64. 10 X 10

66. Future vision board

68. My brand SWOT analysis

70. Identifying a career path

80. Conclusion

81. Bibliography

Childhood

I was born in June 2005 in the city of Bolton, shortly moving to the town of Warrington when I was one. I am the firstborn to my married parents, who have stayed together for the whole of my life, being raised in a healthy, undivided household while being surrounded by my very small family. Having an extremely small family, consisting of my mum, dad, younger brother and grandma, excluding wider relatives that I didn’t see on a regular basis, meant that we were a very close unit. My auntie, uncle and cousins on my mum's side often lived in different countries, so a visit was only often made once a year, and my dad's side of the family was distant. Despite this, my immediate family always remained extremely close to me, with this closeness still being a factor that I highly value. Being the firstborn meant that I definitely embodied a princess attitude; I loved getting attention and most certainly getting my own way. I became a big sister when I was four when my little brother was born, and although I was disappointed at then having to share my parents attention, I did love having someone new to boss around; this was when I immediately established my role as Daddy’s little girl. When I was younger I had a very loud, confident personality; I had no trouble talking to anyone and everyone, being extremely sociable. If there was a club being advertised, I was going. Participating in everything from dance classes, football, theatre camps, music workshops, Brownies and even sewing club. I was also very good at making friends, with my parents often reminding me how I would make friends with others on family holidays, even those who didn’t speak English where their parents had to act as a translator. Growing up, I would say that one of my favourite hobbies was making things and

being creative, with my mum filling an entire cupboard with all the kits shown on TV adverts, such as pen making and boxes full of crafts and stickers. Mr Maker was always a popular choice, and I took any opportunity that I could to create my own DIYs. My childhood bedroom towards the end of my first decade was covered in DIYs that I had made, covering everything in washi tape and creating my own organisers to store my Claire's nail polishes and jewellery. Being a lover of TV now, it was no surprise that through childhood I was always up to date on all of the popular shows. While some people say that they picked a specific TV network, I picked them all, with these shows making up a lot of my childhood and being extremely nostalgic to me now. The Christmas episodes were always my favourite, and for as long as I can remember, this has always been my favourite time of year. I loved the joyous atmosphere, the excitement and, of course, the presents. Having a younger brother meant that I was able to extend the innocence of Christmas for a little while longer, which I thoroughly enjoyed. Furthermore, I always had a love for learning in my childhood, finding massive interest in gaining knowledge and wanting to be clever. Kids educational TV shows were a popular watch, and my dad often reminds me of his favourite party trick, teaching me to count to ten in different languages when I was two. To conclude, my childhood marked the beginning of Brand Me, a journey that has continued from June 2005 to now, building up a large portion of my personality and allowing me to reflect on who I decided that I was going to be. I am grateful for my childhood; I had a really good experience as a whole, which has massively impacted my Brand Me today.

What values were installed in me by my parents?

The values that were instilled in me by my parents growing up have massively shaped who I am today. I think that the main values that they emphasised were kindness and respect, with my mum having a strong attitude towards polite etiquette and teaching me from a very early age how to appropriately behave in social situations. My dad often emphasised to me that all I needed to do was be kind and make people laugh in order to build friendships and strong relationships, a message that I feel has guided me throughout my life when meeting new people. My parents have also embedded in me the value of independence, with both of my parents being very strong characters who always encouraged me to do things myself and not rely on other people to achieve my goals. Furthermore, the value of strong opin-

ions and maintaining a strong mindset is another value that was emphasised to me by my parents growing up, wanting me to again be independent in my own thoughts and vocal on matters that I was passionate about. A characteristic that I find is now a very obvious part of my personality and one that I am happy that I was raised to have. Finally, both of my parents have always pushed me to work hard and achieve the things that I want to achieve. I was always encouraged to take my education very seriously and strive to be hard-working, passionate, and humble in what I do and what I achieve. With my dad often giving lots of pep talks and encouraging conversations and my mum always being available to assist me and offer guidance, installing in me the value of assisting others who need my help.

Were there positive or negative

Growing up, I was mainly surrounded by very positive influences, especially as a young child, with my parents and other family members always striving to act as the perfect role models in front of me and my younger brother to shape our behaviour. I grew up on a nice estate in a small village, and upon reflection, I was fairly sheltered from negativity and bad influences. My childhood friends at this time had also been raised in similar ways and therefore reflected as good influences, with my mum having strong instincts and not being afraid to tell me if she thought that someone was a negative influence from an early age and instructing me not to replicate certain behaviour traits I may have witnessed. Additionally, by having a younger brother, I found that despite growing up more, my inner circle remained innocent as my family was still trying to reflect their role model and posi-

influences growing up?

tively influence him. I first began being exposed to negative influences when I started high school, leaving my sheltered village for the next town and being surrounded by other pupils that were raised differently or, in my eyes, appeared more grown up. Here was when I befriended numerous groups of individuals who did negatively influence me, causing me to misbehave and replicate bad habits and characteristics, yet I have since outgrown but still provided me with many learning curves that I acknowledge today for shaping who I am as a person. My family continued to enforce a positive influence and allowed me to make my own mistakes while still ensuring that I was disciplined, with punishments not being given lightly and often distancing me from people that they felt impacted me negatively. Something that I was once frustrated about but am now grateful for.

My 5 people... Mum

The first person that I surround myself with is my mum, a strong-minded, caring woman who has always acted as my biggest role model for the woman that I want to become. Being a stay-at-home mum for most of my childhood, she dedicated all of her energy to mine and my brother's upbringing. My mum was raised by both of her parents in a middle-class setting, having an older sister. Having this sibling herself, she used to constantly remind me how nice it was to have someone else, usually to direct my jealousy away from my younger brother having more of her attention, something that I feel that I struggled with looking back. A noticeable part of my mums upbringing that I feel aided in establishing her mindset and later mine was her dad passing away when she was only 22. After my granddad passed, she watched as my grandma dealt with her grief and re-found her independence not only as a widow but as a woman, allowing me to recognise similarities between generations of women and how she provided me with my strong-minded, independent nature. She has always highlighted to me the importance of maintaining my own values and standing firm on my beliefs and morals, always preaching to me the importance of thinking for myself and making decisions based on how I feel rather than copying what everyone else is doing. Furthermore, she also leads with honesty, always being very honest with me and telling me the truth that I need to hear that I have always been very appreciative of and

have perhaps implemented into a part of my own personality and relationships with other people. I know that if I ever need to hear the honest truth about a situation, I can confide in my mum and get the best advice; no topic has ever been off-limits, and she made it very clear from an early age that I could talk to her about anything. She is additionally very caring, often putting mine and my brother's needs above her own and continuously supporting me through any decisions that I choose to make. As a kid, I never had to worry or wonder if I was going to have someone in the crowd, as for every sports day, school play, or rewards assembly, she always showed up, involving herself within all my activities and hobbies and often being the parent that would volunteer to help out on school trips. Finally, being extremely similar and headstrong, we often had disagreements, more specifically in my early teenage years, as in my eyes, she was often viewed as the stricter parent; however, I have loved growing closer to her as I have grown up. Reflecting back on those times, she was actually fairly laid-back; she was just okay with a fallout if it meant keeping me in the right direction and maintaining that I was safe, something that I now understand and am actually quite grateful for seeing my progress. I find that now being older, we spend lots of time together and bond over our joy for the little things, a quality that I have grown to recognise and replicate and one that often allows for activities that we can do together.

My 5 people... Dad

The next person is my dad, who is kind, loving, and ambitious. Growing up, I was always a massive daddy’s girl, spending lots of one-onone time with him on the weekends exploring new places and going on days out as my mum was caring for my younger brother. I have lots of fond memories of him taking me to all the coolest parks in the area that he could find and going on adventures to look at old historical buildings. In addition to this, he is also driven, passionate, and hard-working. He has always worked hard throughout his career and gave up time to ensure that I and my brother got to enjoy many things that he didn’t growing up and got to travel from a very young age. Having come from a lower-class background and having a difficult upbringing himself, his motivation and determination to achieve better are very inspiring, and I have found that witnessing his work ethic has driven me to also want to earn achievements and be successful in my chosen career. He was raised as an only child with a single mother, moving out of home at 15 after not getting along with his stepdad into his friend's spare room. He worked multiple jobs and trained to become a chef but ultimately made a career change in his mid-twenties, going back into education after leaving school with no academic achievements. He made sure to put himself out there,

grafting hard and knocking on businesses doors until he was provided with opportunities that led him to the position that he is in today. This ambitious, determined nature is something that he has always tried to encourage in me and my brother and has ultimately influenced my own ambition and desire to achieve. As a child, he would also take me along with him on drives to deliver equipment for his job, something that I always thought was very cool and interesting. Getting to talk to successful musicians, even though I didn’t know them at the time, and seeing recording studios and big mansions. Furthermore, he additionally enjoys many hobbies, some corresponding to his chosen line of work, that he is passionate about, often inspiring me to find my own hobbies that I enjoy doing and seek a career that I will find enjoyment out of. He leads with humour and is very extroverted, being able to build and maintain many relationships and form connections with people both personally and professionally. I think that I have inherited many quirks from my dad, especially his sense of humour and witty charm. I definitely had his confidence in speaking to people when I was younger, as he likes to remind me, and this is a quality of his and previously mine that I would like to be able to establish within myself again.

My 5 people... James Grandma

The next person is my little brother, James. Although at times growing up it felt like a curse to have a little brother, I am so thankful that I was blessed to have a sibling and a friend that I could experience things with. Being the older sibling, I never used to look to my brother as a role model, but upon growing up, I am able to acknowledge traits and characteristics that I admire and would like to implement myself. Being someone with a busy-paced mind and perhaps becoming too obsessed with organisation and structure, I have always respected James’s carefree and relaxed nature. He often doesn’t think too deeply about his decisions and makes choices based off of what feels right for him. He is also very creative and enjoys partaking in hobbies that help him to grow both mentally and physically, setting himself many challenges such as learning to play multiple instruments and learning new languages, as well as being consistent with fitness activities, reading growth-related books, and constantly looking to learn new things.

The fourth person that I surround myself with and massively look up to is my grandma. My grandma, my mum's mum, is the only grandparent that I have ever really been close to, so I have always appreciated and cherished our relationship so much more. She always made an effort to be involved with mine and my brother's life as much as possible and often accompanied my mum to events of mine growing up, always showing her support. Much like my mum, she is a headstrong, independent woman who has never been shy of honesty and encouragement. Being a widow for 25 years, she has been

able to continue past her grief and maximise the most out of life, travelling the world with her friends, embracing her community, and finding fitness hobbies that she enjoys, ensuring to always look after herself and maintain a healthy lifestyle. Her resilience and positivity are something that I massively admire, taking something so heartbreaking as a loss and using it as an excuse to persevere and not let anything dampen her spirit. Even after her recent cancer treatment, she never allowed herself to think negatively, something truly inspirational.

JamieThe final person that I surround myself with is my boyfriend of 4 years, Jamie, who I have always looked to for motivation over the time that I have been with him. I have watched him begin his career and have observed his ambitious and hard-working attitude, allowing him to advance to higher positions and accomplish his professional goals. His mindset towards growth and his desire to continuously achieve are something that I have always massively admired and respected, encouraging me to establish similar traits within myself and my own career path. Furthermore, being a people person and having a kind spirit allows him to build friendships very easily, another trait that I admire, being very easy to talk to, and has allowed him to build a good reputation that has further enhanced his professional career.

Being the big sister

I think that being the oldest and specifically a girl comes with different expectations and higher levels of pressure. This is something that I have noticed a lot throughout my life, especially when comparing my experience growing up to my brother's. Rules were often stricter for me, and I was given more responsibility, shaping my mindset massively. Being the oldest meant that I needed to be mature and the one in control, as I had a younger brother to look out for. This element of control has become my safe space. I like to have control of my life and the situations that I am placed in, feeling very uneasy when I am not.

Home comforts

Ever since being a child, an important thing to me was having certain comforts, with these being things or places that make me feel safe. Being a massive home person, enjoying being in my home more than anywhere else, I value certain comforts that correspond with relieving my stress and making me feel secure. My family is a massive comfort to me, and I would always choose to be with them rather than away from them. I believe that any place can feel like home when you have your family. This is where a portion of my anxiety definitely strays from particular areas, especially as a child. Having to be away from my family for lengths of time in addition to my home, even for a couple of days, causes me to feel very uneasy. It is a difficult emotion to explain for me personally, but it can be summed up as a feeling of discomfort or even sadness, like a weight in my stomach consumed by panic. This is an emotion that has followed me from childhood, being filled with panic when having to go to school or sadness watching my mum go to work.

My attachment to my home has encouraged my love for comfort TV shows. I have found that watching TV has been a massive comfort to me in reliving my anxiety when away from home or even just distracting me from outside noises that could cause me stress. I like to always be in the middle of a long-running series, and of course I keep up to date with every reality show as well as enjoy British soaps, in particular Coronation Street, that others like to joke that I am a super fan of. I find that they provide me with consistency in my life and that they actually

help me to organise my day-to-day to-do lists better. Watching them provides me with a sense of comfort, creating a home feeling and a sense of normality which is especially important to me during uncertain times or changes within my environment or in my life. Nostalgia is something that is also present within this comfort of mine; I often find myself rewatching shows or movies that I loved when I was younger. I think that I enjoy their simplicity and, in a likeness, how they remind me of simpler times in my life, maintaining an essence of innocence.

As a child I would say that my biggest comfort was a stuffed cow that I named Lola. While I knew that I brought it with me to a lot of places, looking back through my childhood images for this project, I have really noticed its large appearance in the majority of pictures. I think that it is a piece of home that brought me comfort, allowing me to feel more secure in my surroundings. While I no longer carry Lola wherever I go, it has its own place on my bed, and I like to take it with me when I stay away from home. Still providing me with the same comfort, even in adulthood.

What role did school play in shaping me as a person?

School played a massive role in shaping me as a person, allowing me to find my own identity and face experiences that still impact my decision-making today. After always being very independent in my infant years, I was ready to start primary school, according to my parents, and I enjoyed making friendships, participating in many different clubs, and beginning to learn. Reflecting on these primary school years, I did, for the majority, really enjoy it and would say that I had a positive experience. I also think that it helped shape my confident and talkative nature at this age. I would, however, say that I had quite a negative high school experience for many reasons, but it was never a place that I felt comfortable, safe, and fulfilled in. Although I loved primary school as a child and enjoyed education, high school created an unsettling environment for me that made me dislike being in education despite still having a fascination for learning. Internal factors such as other pupils and particular teachers and their attitudes towards me caused me to have very low motivation and not engage with my studies as much as I should have. From consistent bullying to overall cruelty, I found myself in many positions of distress and loneliness in a constant cycle throughout my high school experience. I think that never having a solid friend group or a long-time friendship was something that I massively struggled with, often feeling isolated, avoiding particular lessons, and spending my breaks hidden alone in upstairs classrooms, usually on the phone to my

mum. These feelings and built-up anger towards my environment definitely affected my behaviour, and I was often portrayed as ‘disruptive’ or a ‘naughty child,’ being in a school that prioritised brand image over student well-being. That is with the exception of one teacher, who I will forever be grateful for. He left around the end of year 9, and I was never actually in any of his lessons, but he made his classroom a safe space for me, and it was really comforting to have that place to hide away in overwhelming situations and have someone to talk to. Nevertheless, school was where my anxiety became even more heightened, and I was forced to implement defence mechanisms and character traits that are still imbedded in my personality. For example, friendships that I made and lost within the high school environment strongly influence my thoughts and actions upon meeting new people and building new relationships. Circumstances of betrayal and isolation that I suffered within this time cause me to now overthink massively, always being on high alert with the people that I let into my life and avoiding attachment and dependence. Despite my experiences, however, it did provide me with many learning curves, and it was perhaps where I witnessed the worst version of myself through my behaviour and the mistakes that I made. Although I hated this period of my life, these experiences did fuel me with motivation to move on to something better, convincing me that I did want to be successful and grow further as a person and above others that doubted me.

What came next?

After finishing school, I knew that I wanted to go to college in a different area from my high school and surround myself with new people that didn’t know me and that didn’t have a pre-perceived opinion on me. I decided to choose subjects that I was interested in: business, criminology, and media. I chose business as this was an option that I took in school and one that I genuinely enjoyed and found interesting. Always thinking that I would like my own business one day made this an approved choice and one that I thought would help me reach my end goal; therefore, I chose two blocks of this as it was my main priority. Needing to choose additional subjects, I thought about what other things I was interested in that maybe I hadn’t had the chance to learn about. Wanting to originally choose media as an option in school and not being able to lead me to progress with it further and a general interest in criminal cases and the law made choosing criminology an ideal option. I did, however, drop media studies as an option shortly after discovering that it wasn’t what I thought it would be. I still held interest in the subject, having been a content creator for multiple years previously, yet the course handbook did not cover my area of

interest. I additionally enjoyed learning the handbook in criminology; however, I knew instantly that this wouldn’t be an area of progression for me and that it was simply just exploring an external interest that I had. College allowed me to really confirm that business was in fact my area of interest, although it did allow me to discover many elements of it that I didn’t enjoy and doubt my goal of wanting my own business. I initially decided that I didn’t want to go into further education after college; however, I didn’t feel quite fulfilled in education just yet and was still very unsure of the direction that I wanted to take with my career. I decided to focus on the area of business that I really enjoyed, marketing, and delve further into my external interest, fashion. An interest that I discovered and had built through content creation as a side project for myself. Applying to multiple fashion marketing-related courses in my area, I eventually decided on my current course in Chester after feeling overwhelmed by the prospect of a bigger city, being intrigued by the structure of the course, and enjoying the factor of 75% online learning. Recognising in college that I operate much better in a home environment made this the ideal course for me.

confidence: Modelling

After leaving school, it was important for me to rediscover my confidence, a once most prominent quality of my own in childhood that I slowly lost throughout high school. After finding enjoyment in posting influencer-like content on Instagram and building a following, when a photographer reached out to me asking me to model in a series of portfolio-style images, I jumped on the opportunity. From then on, photoshoots were something that I actively looked to be a part of, reaching out to photographers myself that I had seen other girls on social media work with, along with brands and agencies. Over the course of about 18 months after leaving school, I did numerous photoshoots with multiple photographers and even modelled for several brands, both established names and small businesses. I additionally did makeup modelling on several occasions. Although this was something that I eventually stopped doing, lacking time due to my A-levels and part-time job in addition to losing the enjoyment for it that I once had, I am glad that this was something that I decided to do. At this point in my life I believe that this was a really important step for me to take and that it helped me build back up my confidence and self-worth, which has massively impacted the following decisions that I have had to make in my life career-wise. It also helped me to grow as a person and grow away from who I had become whilst in the school environment, a necessary change that needed to be made to improve myself as a whole moving forward.

What makes me feel alive?

The definition of feeling alive for me is something that fills me with excitement, gives me adrenaline, and also provides me with a sense of purpose. A good example of this is when I push myself outside of my comfort zone and make an achievement that I didn’t think that I would be able to accomplish. Often withholding myself from taking this step and finding comfort in playing things safe, when I am able to overcome this and challenge myself, I feel a great sense of pride and thrill when I achieve the things that I was scared of even trying. This can consist of even the smallest of challenges that my anxiety was preventing me from executing that most people may view as normal activities, but when I am able to look past my mental blockages, it definitely gives me the feeling of being alive. Following on

from this, I do enjoy having experiences; once I am able to overcome my anxiety, I love the feeling of going to concerts and travelling to new places. I find that the fear from my anxiety increases the adrenaline that I feel when I am experiencing these things. Adding on from my love of accomplishment, I would definitely say that the feeling I have once I have finally finished a project that I have been working hard towards or put a lot of time into makes me feel alive. Such as a university project, for example, I strive towards that feeling that I have after just submitting my work for a project that I have given a lot of time and energy to, the feeling of release after a period of overwhelm. I could relate this feeling to many circumstances throughout my life, and it is one answer to this question that I have definitely felt throughout my life, not just in the present.

What makes me smile?

Looking deeper into what makes me smile I need to recognise my appreciation for the little things that I have grown to find joy in. I would definitely say that upon getting older, it is actually the small things that add a little joy to my day that make me smile the most over the more grand things that I used to crave, especially in my early teenage years. I also love reconnecting with my inner child and find that many of my hobbies connect to this such as colouring or playing games. The simple, perhaps silly, things of new pyjamas, good television, and nice food are a few of the things that make me smile, as well as small, kind gestures from other people. A good example of this is someone remembering something that I have previously mentioned or said that I liked, such as my friend remembering that I like colouring and that I have pet cats and getting me a cat colouring book that she came across. Of course I have to mention spending time with my family and friends; although it sounds like a cliché, this is something that I’ve definitely learnt to value and appreciate in adulthood: enjoying spending quality time and laughing with the people close to me. I enjoy an introverted lifestyle and would much prefer to spend my evenings at home in comparison to clubs and busy areas, and I enjoy having more meaningful interactions with the people in my inner circle. Another thing that makes me smile is achieving accomplishments. I work really hard for the things that I want to achieve and often find that I put a lot of pressure on myself to accomplish things, so marking that final achievement, such as good grades, passing my driving test, or learning a new skill, definitely brings me a lot of joy. I love to see my hard work pay off and feel proud of myself for the journey that I took in accomplishing things. I find that this characteristic of mine developed after high school when I began wanting to invest into myself both mentally and physically and build myself a happier lifestyle.

What makes me unhappy or unsettled?

Since a young age, probably around 8 or 9, anxiety has been a large factor in my life, affecting my decisions and behaviour heavily. It is an element that controls me mentally and one that I have to try to overcome every day, causing me to feel unhappy and unsettled in a broad span of different ways. I would say that the most common way to trigger my anxiety is to put me in an environment that I cannot control; for example, being away from home and away from my family is potentially my biggest trigger and therefore leads me to make decisions that ensure that I do not have to be away from home overnight. I find that the concept of knowing that I will be home at the end of a day acts as my safety blanket, allowing me to push through uncomfortable situations or days. I additionally get overwhelmed very easily and overthink drastically when placed in situations out of my control, forcing me to avoid scenarios and interactions that frighten me or I have previously had a bad experience doing. An example of this is driving; having

a negative experience learning to drive and my previous driving mistakes have made me anxious to potentially recreate them, causing me to not drive certain routes or to specific places. Furthermore, with my overthinking nature stemming from my anxiety, I find public interactions unsettling, often compromising my own independence over the fear of completing regular tasks alone. Completing regular daily errands such as putting petrol in my car, going shopping, or ordering a coffee causes me to feel extremely overwhelmed and is another element that my anxiety causes me to avoid, being only able to recall a handful of times that I have ever completed these tasks solely by myself. Trying not to let this define me, I have found that if a situation is necessary for my own academic or career gain, then I will always mentor myself through these unsettling environments; however, if it is a decision that I can control and will not restrict my future, then I will use this control to avoid situations that make me unhappy or unsettled.

What bothers me about the world around me?

Although the world is full of beauty and society has grown since before my lifetime so that I can be given the opportunities that I have and experience the things that I am able to, there is lots of room for further growth and change. Something that bothers me about the world around me is the topic of gender inequality. Exploring the feminist movement and reflecting upon it for previous projects has really allowed me to acknowledge the inequality between men and women and understand the large need for change in areas such as healthcare, salary differences, sexist attitudes that are still in place, and even fashion. A situation that really sparked my anger towards this topic was the recent abortion ban in some USA states and how it felt like society as a whole was moving backwards in the mission to establish equal rights. Although it wasn’t something that affected me directly, I didn’t like the idea of male politicians making decisions regarding women’s bodies. Another interesting insight I learnt was the lack of funding into women’s healthcare as a whole and that many drugs and even safety systems put in place, such as seatbelts, were only designed for men and were not created with female autonomy in mind. In a recent trimester, Influence Me, I looked into vanity sizing within the fashion industry as a part of the project, a topic that really fascinated

me and encouraged my attitude for change. It also made me look at unrealistic beauty standards, both for women and men in today's society, and how normalised it has become to feel insecure because of the content that we are being given through social media, news outlets, and even through brands, as well as how judgemental people can be towards others. The concept of vanity sizing is to feed on people's insecurities towards their bodies, highlighting the outdated and harmful view that you are defined by your clothing size. The deliberate change in size measurements across brands and even different garments from the same brand creates both self-doubt and a feeling of accomplishment, both of which are extremely dangerous mentally. For example, through changing measurements, one may feel disappointed if their original size is too small and discouraged that they have to buy a larger size, and on the other hand, if measurements are changed, one may feel proud if they can fit into a smaller size, overall creating a physiological marketing tactic to encourage consumers to buy that garment or from that brand. Exploring away from fashion, the beauty industry is massive for projecting these unrealistic beauty standards, with the likes of plastic surgery and other cosmetic treatments making it difficult to know what is real and what is naturally achievable, planting insecurities and unrealistic standards. In addition, it has also become so normalised to judge other people on their appearances, examining imperfections and comparing people with one another, a mindset that really bothers me.

My views on me...

I would describe myself as a very loyal and loving person. While on the front I may appear cold or unapproachable to those who don’t really know me, deep down I am an extremely caring and compassionate person, being fiercely loyal to the people close to me. I have been told very frequently throughout my life how people expected my personality to be different but were surprised by my kindness when physically interacting with me. I would say that this is because I'm a very closed-off person; I like to keep my circle small, and I am a good judge of character. Despite this, I would say, however, that helping others is a value that I strongly embody. I never want to see anyone struggling, and I will always help out where I am able to if asked, corresponding with my compassionate and caring nature. I would also state that one of my most prominent personality traits is my humour, a quality that I tend to lead with almost subconsciously and that constitutes a large portion of my unique character. I enjoy making people laugh, and I find that I can fuse any anxious situation that I find myself in with a silly joke or my northern humour. This is an area where my honesty definitely shines. I am a very honest person with a strong mindset, never being afraid of expressing my opinion, stating my perspective or sharing my thoughts, something that often leads to giggles from those around me. I would also say that I use my humour in areas of self-doubt, making jokes so that I can be laughed with rather than laughed at, a potentially flawed trait of mine but

one that has developed as a defence mechanism over time. Furthermore, I would express that I am very passionate; I enjoy making goals and doing everything possible to achieve them, making me hard-working and ambitious. Being in a contest competition with myself is something that I view as a positive thing, always wanting to learn and grow so that I can look back and see how far I have come, demonstrating my determination. Resilience is an additional quality of mine that interlocks with this, a quality that I have learnt to establish to maintain my determination, ambition and journey for growth. Moreover, I would say that I am a realistic person who is very organised; I like making a plan and sticking to my plan and often obsessing over what could go wrong. Living with anxiety means that this is a necessary quality for me, with organisation being a top priority in my day-today life. While I have been told that I am a negative person, I don’t believe this. I just simply want to ensure that everything runs smoothly and that all potential problems are covered as a prevention method, thinking realistically so that I can achieve the outcome that I am determined to establish. With communication being important to me, making me a good communicator, I enjoy having these honest discussions with the closest people in my life. To conclude, gratitude is a quality that I think I have definitely begun practising being older. I am always grateful for the relationships that I have in my life, and they are something that I value massively.

How do others view me?

After reflecting on how I view myself, I wanted to discover other people's perspectives and to identify how they view me, which will overall help me to gain a better understanding of my character. After reflections in a workshop, I decided to ask different questions to the people within my inner circle based on their relation and how much of my growth they have witnessed.

My parents

The first perspectives that I decided to discover are my parents, two of the closest people in my life and potentially those that know me the best, witnessing my growth from the day that I was born. I asked them what they think my strengths and weaknesses are and also what career direction they could see me taking.

Strengths:

MumStrengths:

• Kind heart and a good sense of humour

• Good negotiator – I will fight for what I want out of a situation.

• I pick up on people's body language, and he thinks that I would be a good saleswoman.

• I’m artistic and have a vision of how I like things to look.

• Highly organised and strong willed

• I’m good at working to deadlines

• I work well independently

• Creative

Weaknesses:

• I’m indecisive and I don’t like to travel outside of my comfort zone

Career:

• Digital content creator

• Social media marketer for online fashion groups such as ASOS or social media content creator for current popular culture such as Love Island or Big Brother for magazines

Weaknesses:

• Poor time management

• I need to be more focused on finding the solutions to problems rather than worrying.

• I need to learn how to fail by not being afraid of it.

Career:

• Marketing/social media

• Sales/purchasing

The next perspective that I decided to get was Jamie, my boyfriend of four years, being the only person outside of my family that I have had a long relationship with, and with him witnessing my growth as a person at a fundamental stage from 15 to 19.

How do you view me?

• You're a beautiful person with a kind heart.

• You are very loyal towards your inner circle, and I think that you like helping the people around you.

• You also have a very fun side, and I love how that brings out the kid in you.

What growth have you seen?

• I've seen you make some immature decisions, but I have loved watching you grow and find your independence.

What do you think holds me back?

• Overthinking and anxiety hold you back from most things, but you're getting there, and you have done so much more than you ever used to.

• I also think that your past traumas hold you back from being that more outgoing person.

My friends

The last people that I wanted to ask are my friends from university, who have known me for 18 months, as I think that it will be interesting to discover how I am perceived by people who have only known me and been close to me in my adult life.

3 words to describe me as a person?

HONEST COGNITIVE RELIABLE GENUINE LOGICAL KIND-HEARTED

What is my biggest strength? What is my biggest weakness?

I have good writing skills that can assist in accelerating my career

Very focused and organised

Overthinking - I don’t believe in myself enough

I am negative on myself and on my work - I don’t recognise my abilities.

If I were a… Colour Black

If I were to choose a colour that most represents me, I would choose black, as this is the colour that I have found that I most use to express myself. Learning from my environment, my mums favourite colour has always been black, and she tends to wear dark clothes to express herself. I feel as though I have reflected on this and additionally enjoy wearing dark clothing, as I feel that it corresponds to my personal physical features, having very dark hair. I find that black is a timeless colour, one that always appears clean and elegant as well as allowing for creativity in personal styling due to its ability to complement other colours and adapt to different situations. It is extremely versatile, especially within the fashion industry, pro-

viding a powerful statement that acts as the foundation for many looks. It tends to not stand out or demand attention like other colours and is beautiful in its own way, relating to my personal choices and my potential need to blend in with those around me. While exploring this question, I have researched how the colour black represents energy and one's personality, holding connotations of being bold, confident, mysterious, and powerful. Potentially indicating how I want people to view me when I wear this colour for self-expression.Additionally,black is known for absorbing all colours, light, and shades, making it the most dynamic colour; it can be an indication of how I absorb the things around me, such as knowledge, experiences, and emotions.

If I were a… Book

The Secret

When trying to discover what book I would be, I must first acknowledge that I am not a big reader, and if I do choose any reading material, it tends to be more factual than fictional. I would say, however, that if I were a book, then I would be ‘The Secret’ by Rhonda Byrne, a book exploring the laws of the universe. This is one of the only books that I have read since childhood and is one that I have learnt from and followed its beliefs throughout my early teenage years and now in adulthood. It covers the topic of the law of attraction, the idea that the entire order of the universe is already decided, including everything that enters your life as well as everything that you encounter; it accomplishes this by using the magnetic strength of your thoughts. If you think positively, projecting those thoughts into the universe, you will attract that positivity back into your life. Something that I’ve always consciously tried to do since reading this book at a difficult time in my life, and I feel as though I was rewarded in the opportunities that I have been given and the things that I have achieved. I used to be very quick to think negatively on my life or the circumstances I was in, but this book really helped to change my perspective and outlook and has overall made its own imprint on my mindset and personality.

If I were a… Song

If I were a song, then I would be ‘Back to the Old House’ by The Smiths, one of my favourite songs and one that I can deeply resonate with and connect to. The song perfectly captures the bittersweet nature of nostalgia and the sense of conflicted emotions when reflecting upon the past. It reflects on the past as a place the artist would rather not revisit, using the words ‘old house’ to symbolise this, with the exception of a person mentioned in the song, which makes the idea more tempting. I interpret this by looking at my own past, with unsettling memories and perhaps regret making it a place that I don’t want to look back at, highlighted in the lyrics “I would rather not go back to the old house; there’s to many bad memories.” Further along in the song, a person is mentioned who existed ‘in the old house.’ I interpret this as my old self, perhaps a version of myself that was happier and more confident, before the unhappy memories. I often hold regret that I didn’t appreciate that version of myself enough, symbolised in the lyrics “And you never knew how much I really liked you, because I never even told you” and continuing into “Are you still there or have you moved away”, symbolising my reflection on to my old self and wondering if that part of myself still exists. The song ends with the conflicting lyrics of “I would love to go back to the old house, but I never will,” symbolising how much I would love to revisit the past and find that version of myself again; however, it is unreachable, and in order to heal fully, I must look forward, accept the change, and embrace growth.

If I were a… Flower Lily

If I were a flower, I'd be a lily, as it has been my favourite flower for the longest time and one that I love to buy and receive, always displaying it within my personal space. I think that I love this flower so much because, despite its fragile petals, it is a symbol of strength and determination, blossoming even in adverse situations, representing growth and endurance. I view myself in a similar way: capable of overcoming barriers, adapting, and continuing to grow regardless of the problems that arise. Like the lily, I think that genuine resilience is the capacity to rise above challenges with elegance and tenacity. Regardless of the circumstances, I attempt to stay grounded, viewing setbacks as chances for growth, and emerge stronger each time. Furthermore, lilies are frequently connected with rejuvenation and new beginnings, representing the opportunity to grow and reinvent oneself. This speaks to me strongly, since I see personal growth as a constant process that includes learning from experiences, discarding old restrictions, and venturing into new versions of myself.

If I were a… Building The Empire State Building

If I were a building, I'd be the Empire State Building in New York. Despite being created during difficult times, the Empire State Building has grown to become one of the world's most recognisable landmarks. I envision myself in a comparable way, able to overcome hurdles, remain strong despite pressure, and stand firm no matter what problems occur. It was created to shatter boundaries and reach new limits, just as I am constantly pushing myself to improve, accomplish more, and set high standards. I refuse to accept mediocrity; instead, I strive to take myself and my work to the highest potential level. Furthermore, much as the Empire State Building has adapted to remain relevant while no longer being the world's tallest skyscraper, I believe in the value of adaptability, constantly learning, creating, and moving ahead while remaining loyal to my own core values, morals, and opinions.

My personal fashion style

My current fashion style is a blend of streetwear, athleisure and oversized fits on a regular day, reflecting my appeal to self-expression as well as comfort. I love the versatility that streetwear provides, allowing me to feel both relaxed and stylish without restrictions, creating outfits that can be dressed up or down for many occasions. Helping me to feel comfortable, authentic and confident. The same applies to athleisure, with both styles providing oversized silhouettes; however, this is more of a day-to-day style of mine than occasion wear. Looking back at my evolution of style choices, there has been a noticeable change over the years, either swayed by personal growth, changing trends or both. In my early teenage years I loved wearing tight clothing, with skinny jeans and tight tops being my go-to choice, whereas now I refrain from tighter options, styling with baggy jeans and oversized hoodies. This is why I would say that winter is my favourite season for fashion, as it is a time where I can embrace my comfy oversized aesthetic and play with different layers. Another reason why I enjoy wearing oversized clothing and, more specifically, covering my arms is due to my battle with eczema. I have had eczema since I was a baby, and it is something that not only affects my life, but it also affects what I wear. Wanting to keep it covered due to insecurities, as well as

needing breathable clothing to prevent flareups, makes oversized styles the most appropriate for me. Furthermore, with the nature of society and its trend-driven nature, I do find that I am often motivated by fashion trends that I see on social media, often encouraging my personal style to sway as trends go in and out. With trend culture being so demanding, I do find that it is inevitable to adapt to what is current, even if this is on a smaller scale, with social media playing a vital role in pressuring you to fit in or keep up. Therefore, although I wear what I feel the most comfortable in or style in a way that highlights my self-expression, trends are still a driving force in deciding what I wear each day. In terms of colour choices, I would say that I am most gravitated to dark clothing, such as black and grey shades, as I find that these are my favourite go-to options if I am unsure on what to wear. Black is a colour that can never go out of style; it’s clean and elegant as well as being extremely versatile, matching pretty much every other colour or shade. Having dark hair and being quite pale, I have always found that black clothing suits me the most, followed by grey and dark blue. It additionally allows me not to stand out; while some people love to shine with bright colours, I much prefer looking sleek and reserved in my clothing, using jewellery and accessories to enhance my outfits.

My battle with eczema

After touching on it slightly when discussing my personal style, I wanted to expand a little further on my eczema and the effect that it has on my life. Eczema is a skin condition that causes dry, itchy and inflamed skin. It is a chronic condition with fluctuating symptoms, meaning that there will be periods of increased flare-ups as well as times of brief improvement. There is currently no long-term cure outside of steroid treatments that can only be used for short periods of time. Eczema is something that I have carried from childhood, worsening at different points in my life. The more severe area for me is my inner elbows, where the condition has been physically apparent for many years. Other areas where I develop it include my full arms, hands, neck, legs, face and eyelids. Factors such as stress, change in temperature and the experimenting with new creams tend to cause me the most intense flare-ups. Having this condition is something that has definitely affected my self-esteem massively, as despite being something that can't be cured, it is one of the things that brings me the most insecurity. Obviously not being pretty to look at and with misconceptions of it being contagious, it forces me to reject situations where my arms in particular may need to be bare. This further fuels my love for winter outfits and fashion while disliking the period of summer and hot weather. As not only is it more uncomfortable for me physically, it is additionally for me mentally.

Fashion images that i love!

British Vogue Iconic Women cover march 2024:

I love this image, as it is powerful, showcasing a group of 40 legendary and diverse women of different ethnicities and ages. It is an empowering image full of inspiring women which showcases representation and achievement. I find that this image is very motivating to me personally.

Lana Del Rey for Skims Valentine’s Day 2024:

I love this image and this campaign as a whole. Lana Del Rey is my favourite singer, and I love how Skims creatively integrated her signature bohemian style into the collection and the campaign images. With Lana's songs mainly surrounding the topic of love, she was the perfect face for this collaboration.

Kylie Jenner for Acne Studios’ dirty denim collection:

I love all of the images from this collection, with this being a particular favourite. I find it so creative how the images perfectly captured the raw, unapologetic energy of the collection, feeling gritty yet still high fashion to align with the dirty denim theme. I additionally love the digital involvement in this particular image, duplicating Kylie Jenner to create an overall eye-catching marketing visual.

Rhode Skin Glazing Milk promo image:

While not being fashion, I massively admire Rhode Skin’s marketing techniques, with every promo image being extremely creative, immersive and eye-catching, appealing significantly to the Generation Z consumer. This image is a particular favourite of mine, as I personally find it so clever. With the main selling point of the product being its hydration properties, this image perfectly represents that, featuring the brand's owner, Harley Bieber, pouring a giant bottle over her entire body.

Sisters and Seekers promo image:

Sisters and Seekers are known for their amazing social media marketing, and this image is one of my favourites. I love the current trend of including food in the promotion of fashion, being so creative and making for a very eye-catching visual. What I love the most about this image is its corresponding message – new pieces being freshly baked.

Models backstage at a fashion show:

I love seeing behind-the-scenes footage of fashion shows, and I love the aesthetic of this image in particular. While runways can be serious, I love the contrast in how casual this image appears with the models relaxing and chatting ahead of the show. It also allowed you to see into the production of a fashion show. While the models are the face, there is a huge team that participates in the running and operations.

Peppermayo Instagram promo image:

I love this simple promo image that I found on an Instagram carousel for Peppermayo. It is so minimalistic yet very visually appealing, showcasing a collection of coloured shoes and accessories staggered on a set of grey-toned stairs.

Spring by Sisters and Seekers:

Lifesize props are a very popular trend at the moment, especially within the beauty industry, and have been used by numerous brands to create eye-catching promo images. This image, however, is from fashion brand Sisters and Seekers, who managed to incorporate their newest product, a hair comb, in this style of prop. This is an image that I particularly love, capturing my attention and intriguing me further into the new capsule.

Jacquemus “Guirlande” The Holiday Collection:

I love this image because it's visually clever. The snow angel imprint creates the playful illusion of a missing figure, which allows for the accessories to tell their own narrative and be the main feature of the image. It is very simple and minimalistic, which allows you to use your imagination while recognising its luxury.

Its Fashion Darling

Starting the course, I began with ‘Its Fashion Darling,’ a trimester that explored concept fashion and the designer Issey Miyake. Entering the course straight from a business mindset, this trimester was a whole different playing field from what I was used to, needing to embrace my creativity to complete tasks such as garment making with paper, filling physical sketchbooks and using professional software to create visuals. The premise of this trimester was to complete research and attend various workshops that would ultimately lead me to creating my final conceptual images. I found that my favourite workshop was with Tony Green, where I and my partner designed a pleated paper dress inspired by the work of Issey Miyake, where I accumulated images which I later used and edited to create some of my final images. As much as I found interest in specific aspects of my research and was fascinated by the process of creating conceptual garments, I immediately knew that this was not an area that

I wanted to explore further. Acknowledging my weaknesses in conceptual thinking and primary visual storytelling as well as lacking enjoyment in creating the visual outcome due to my struggles. I additionally found that, upon reflection, I wasn’t as engaged with this trimester as I have been more recently and can hold my attitude to my acknowledgement of realising that it was not within my interest to pursue postgraduate. Despite this, its fashion darling was where I built the foundation for a lot of my skills, specifically in using professional Adobe software such as Photoshop, and I do think that the knowledge that I gained throughout this trimester has been vital to my progress, with me carrying my newfound understandings into the following trimesters. Here is where I learnt a lot about myself in terms of the way that I like to work, the areas that I’m interested in and where my strengths and weaknesses lie, which was necessary to aid all future decision-making.

My favourite image

Despite struggling with this trimester, I did surprise myself in the outcomes that I was able to create. This is my favourite visual from trimester 1, using an image of me in a paper-pleated dress from a workshop and turning it into a croqui. I really loved the outcome of the paper dress and was happy that I could use its images further, manipulating its flexible and dynamic shapes to create this simple conceptual outcome.

Reflecting on previous trimesters...

Brand X

The second trimester that I explored was ‘Brand X’, where the outcome was to create a collaboration between luxury fashion brand Loewe and streetwear brand Drôle de Monsieur, all while working as a team with my partner. After reflecting on my attitude in trimester one, I decided to explore a different avenue and complete my research on the streetwear brand, which I thoroughly enjoyed and found very intriguing. I think given my enjoyment of researching this brand and navigating a route for a collaboration, I was much more engaged and put a lot more effort into this trimester, which was successfully displayed in my outcome. As my outcome involved a higher level of writing in the explanation of my choices and allowed me to incorporate some of my previously known business strategies and knowledge on the consumer demographic, it outlined my key strengths that I was unable to demonstrate previously. It also allowed me to discover where my strengths lay in writing components rather than conceptual visual outcomes. Despite this, I did enjoy the visual side of this trimester more and developed a new skill of digital drawings to create product mock-ups, a skill that I have demonstrated again in recent trimesters and have used to create

necessary visual outcomes in my style and in a way that I find engaging. As a result of this trimester, I and my partner created a whisky product as well as a capsule collection for the brand's collaboration, with it all being showcased through a physical photoshoot that was displayed in a lookbook. This was my first experience of planning and completing a photoshoot at university, and I found that this was an area that I thoroughly enjoyed, being able to DIY the products from the collection and design their setup with various props that corresponded with the theme. This was an area of creativity that I definitely thrived in, being able to create a visual that replicated an existing theme, rather than having to create an entirely new concept such as in component 1. Furthermore, this trimester was where I further built my skills from component 1, specifically in using digital software; it was also when I was first introduced to Adobe InDesign, a software I have used continuously since, with Brand X being the primary timeline of where I established this skill. Finally, this trimester is personally where I feel a significant amount of my growth can be witnessed, with a clear change in the level of my work being produced.

My favourite image

This was my favourite visual from trimester 2, as I love how it perfectly captured my creative vision for the project and displayed a polished, luxury outcome reflecting the two brands accordingly. I enjoyed creating and utilising the props displayed to create a very simple yet professional image, inspired by a photographer's work that I had researched.

Reflecting on previous trimesters... Influence Me

The third trimester, and potentially my favourite, was ‘Influence Me’, where I acted as the influencer in collaborating with fast fashion brand Pretty Little Thing in the creation of a campaign. This trimester really allowed me to explore issues that were relevant to me and incorporate my values and strong opinions into a fashion campaign that I would like to see created within the industry. I chose Pretty Little Thing, as they are a brand that I have shopped at for years; however, I felt that they had substantial room for growth, which was an important factor for me when first deciding upon the brand. I completed a lot of research for Influence Me, as I really wanted to establish a strong understanding of the market as well as indicate a strong gap to use as my campaign's objective. I think that I was very engaged in this trimester and that it further helped me solidify my brand and identity moving forward, allowing me to appreciate

my strong societal attitudes and infuse them into a project that I was very proud of. I particularly found the research aspect of this trimester interesting, diving into the consequences of fashion and exploring topics such as vanity sizing, which drove my story behind the campaign. It furthermore allowed me to acknowledge my styling strengths, a trait in which I originally doubted until this trimester. Being the face of the campaign, I had complete freedom, which really allowed me to express my styling choices in my own personal style and in a way that most suited the campaign. I completed two shoots for this trimester, both in a studio but using different backdrops, which created a dynamic appearance for my lookbook, which I really enjoyed. Overall, Influence Me provided me with significant reassurance on the direction that I would most like to follow, with, in my opinion, this being my strongest display of work so far.

My favourite image

Trimester 3 was my favourite project so far, and I enjoyed the research and creative freedom that went into achieving this visual. This is my favourite image overall, as I love how it perfectly captures the Y2K essence that I was aiming to establish, from the dynamic DIY tin-foil backdrop to the 2000s-inspired streetwear styling and the usage of the flip phone prop. I additionally enjoy the result of the campaign branding and feel as though the visual makes an amazing advertisement.

Reflecting on previous trimesters... Creative Agency

The final trimester so far on my journey was ‘Creative Agency’, where I acted as an intern for Studio 204. The premise of this placement was to both recreate and later reinterpret an image that I was given by my CEO that corresponded with my chosen market level. With my market being centred around fast fashion, I was given an image from a Nike campaign that showcased a new launching product, the Nike AirForce “Paradise” 3.0, a trainer which was in collaboration with K-pop star and fashion designer G-Dragon. While at first my image appeared very daunting, it provided me with the opportunity to utilise my planning and organisational skills to ensure that I adhere to my timeline and resulted in a successful outcome. While I had been used to adhering to timelines already, this trimester was under much stricter restraints, as a professional photographer was used for the recreation photoshoot, meaning that everything had to be perfectly planned by a set date. Other measures were also required, such as seeking my own model, which was a new experience for me, as well as acquiring all the

necessary clothing items and props to match the image. I would say that this was definitely my most difficult trimester, with me facing many dilemmas that I had to quickly overcome, providing me with many learning curves that, upon reflection, I am happy to have experienced. I would additionally say that I was very engaged with this trimester; with it being extremely pressurising, it definitely tested my abilities, pushing my stronger engagement, as I was determined to have a successful final outcome. Finally, another new element of this trimester for me was teamwork activities. I would say that I really enjoyed working as a part of the marketing team in preparation for launch night; however, in other teamwork-related tasks, I have reflected on my personal skills and noted areas of improvement, an additional learning curve that will guide me through future teamwork-related activities. Overall, I was extremely pleased with my outcome for this trimester, resulting in an accurate recreation image and a reinterpretation photoshoot that I found perfectly captured my new vision and concept.

My favourite image

This was my favourite visual from trimester 4, being taken as a part of my reinterpretation photoshoot.

I love how I was able to take the original image and its styling and shift it into a streetwear space, using a car park location and a car as a prop. I was able to include the signature colours taken from the trainers and create an opposite effect to my original image, having a colourful background. I additionally enjoy how I was able to edit this image, using the registration plate as the branding for the campaign.

What do I want from third year at university?

• I want to develop my digital skills even further, experimenting throughout my work with different software and embracing my creative side within this space. This includes pushing myself outside of my comfort zone, where I would usually produce high quantities of written explanations. I would like to close the gap between my writing and my visuals, creating an appealing balance that captures my abilities and ideas to their full potential.

• Following on from my previous point, I would like to be more adventurous with the work that I produce, thinking outside of the box, taking risks and breaking the barriers that restrict me.

• I would also like to develop other skills further that will help me to excel and grow post-graduate. This includes improving my confidence both within myself and my work, but it also extends to my public speaking abilities and my confidence in sharing my ideas and work with others.

• I want to expand my knowledge of the industry even further, speaking to industry mentors and broadening my research.

• In third year and specifically continuing on with this trimester, I would like to gain a better understanding of the career path that I would like to take post-graduate, looking at the areas that I genuinely enjoy, as loving my job is a goal that I am striving towards. I want to clearly identify the area of industry that most appeals to me, reflecting on my university experience so far and coming to a more concrete conclusion.

What are my goals for the next five years?

As a person who tends to fear the future and the idea of getting older, I find it difficult to discover exactly what I want my life to look like in 5 years. I find myself to be quite indecisive and struggle in making long-term plans. I would, however, say that wherever I end up, I hope to be happy in whatever I have decided to do and be grateful for the steps I took to get there. I aim to grow both professionally and as a person individually, gain valuable experiences, continue to grow and develop new skills and achieve milestones along the way in which I set myself. A large personal goal that I would like to set for myself, which will additionally help me throughout my career, is to overcome and learn to manage my anxiety so that it does not have so much of a hold on my behaviour and decision-making. I want to be able to maximise opportunities and experience new things, meaning that overcoming this mental challenge is something that I definitely need to invest the time in growing away from. In terms of career ambitions specifically, while at this moment I am unsure of exactly the field of the fashion industry that I want to enter despite recognising my current interests in marketing and social media, my goals for the next 5 years consist of discovering this about myself and finding a job that I love being in. Investing further in myself, discovering who I am and who I want to become, as well as allowing myself to make mistakes by not putting too much pressure on myself. I am very excited to see where the next 5 years take me, and with continued ambition and willingness for self-discovery, I am hopeful for the next chapter, where my career will take me and what I can contribute to the fashion industry.

10 X 10

1. How would I describe myself in 5 words professionally?

Ambitious, Organised, Structured, Strategic, Creative.

2. How would I describe myself in 5 words personally?

Compassionate, Humorous, Strong-minded, Loyal, Honest.

3. Who is my biggest role model?

I would say that I don’t have a specific role model and that I look to all of my immediate family. In terms of the woman that I want to become, I would definitely say my mum and grandma, as I have always admired their strong mindsets, independence, and resilience. In other aspects I would say my dad, as I look to him for motivation and connect his ambition and determination, as well as my brother, who is very much similar to my dad but also has a laid-back nature to life in terms of living in the moment that I respect greatly.

4. Where do I see myself in 10 years?

In 10 years I see myself in a career that I love and following a schedule that I enjoy. I want to be in a place of confidence, happiness, and success. Not letting past experiences hold me back and having overcome my current weaknesses by making new experiences and allowing myself to be pushed outside of my comfort zone.

5. What sector of the industry would I like to work in?

I have come to the conclusion that I would like to work in the marketing/social media sector of the industry but additionally incorporate fashion journalism to an extent, as this is a new direction that I have been researching and one that I think fits my strengths and goals appropriately.

6. What do I think my market level is?

I think that the market level that I would like to work in is in the middle of economy and luxury fashion, focusing on bridge brands down to fast fashion.

7. What skills do I have that I think would be helpful within industry?

I think that my organisation is my biggest skill that would be helpful within the industry; it is one of my strongest skills in addition to my preparation skills that allow for the avoidance of crises and allow me to achieve the best possible outcomes.

8. What do I think are my biggest weaknesses?

I think that my biggest weaknesses surround my fear of failure; I often don’t take risks and can be very indecisive. Additionally, I am not very good at public speaking and struggle with having to do presentations.

9. What could I improve in to take my work to the next level?

In order to take my work to the next level, I think that I could fill my gaps in technical skills, more specifically in using professional software for video editing.

10. What are 3 potential job roles that I could see myself being in?

Fashion journalism, social media marketing, public relations.

My brand: SWOT

Strengths

• I am very organised and enjoy utilising clear planning strategies.

• Being organised means that I am a good problem solver, finding possible solutions before a problem has even occurred and always having a Plan B in place.

• Studying business has provided me not only with knowledge of parts of industry but also strong writing skills and marketing insights.

• With my influencing history, I have gained knowledge in how to contact brands and members of the industry professionally and successfully.

• I have technical skills in understanding and performing tasks on a range of professional software such as Photoshop.

• I have gained insight and knowledge from multiple industry mentors in all different areas of the industry.

• I am extremely hard-working and ambitious, always wanting to reach my full potential as well as learn and grow.

Weaknesses

• I lack confidence in public speaking and presenting.

• I have gaps in my technical knowledge, more specifically in professional video editing software such as Adobe After Effects and Premiere Pro.

• I am indecisive when it comes to making important decisions, causing me to rely on others for reassurance.

• Always wanting to achieve the best possible outcome makes me lack confidence in my work and abilities, causing me to be self-critical due to fear of failure or judgement.

• I am an overthinker, with a consistent feeling that I could have achieved higher.

• I additionally lack confidence in approaching new people, making experiences such as street casting difficult for me.

• I fear big life changes, valuing consistency within my life.

SWOT analysis

Opportunities

• I receive opportunities to be mentored by different members of the industry, from whom I can gain valuable knowledge and insight in addition to widening my connections within the industry.

• My location widens my opportunities, as I am local to multiple cities.

• I have built a following on my personal Instagram account that could potentially make me stand out or expose my brand to opportunities.

• I have worked at the same small business for four years, meaning that I have gained knowledge on the behind-the-scenes operations of running a successful brand.

• This trimester provides me with an opportunity to explore more about myself and gain a deeper understanding of the direction that I would like to follow moving forward and my career path.

Threats

• It is a competitive market for employment in the fashion industry.

• There is a massive increase in people wanting to work in social media.

• My internal challenge of overcoming my anxiety could hinder my success.

• Fast fashion is a global issue with an uncertain future. With changing consumer mindsets, this could be a potential threat, as this is the market level that I most connect to.

• Due to my current obligations, such as university and my part-time job, it is difficult for me to gain experience within the industry, with no available time for opportunities such as internships.

• My gaps in technical skills could put me at a disadvantage compared to others, with these being abilities in high demand.

Identifying a career path:

Pros/Cons list of working for a smaller company

On the journey to discovering my career path and the type of brand that I would like to work for, I have created a pros/con list of what it would be like to work for a smaller company. Allowing me to gain knowledge and insight while gaining a deeper understanding of my initial thoughts of wanting to be a part of a smaller team. Through completing this task, I have definitely rethought my previous ideas, and it is something that I will consider in the future when making the decision.

Pros:

• As the company dynamic is more intermittent, I am likely to have a wider range of responsibilities, providing exposure to multiple aspects of the industry and a greater depth to my knowledge.

• I may have more creative freedom and input into creative decisions.

• A smaller company may allow me to have a more hands-on experience, working on projects from beginning to end, providing me with a deeper understanding of the entire process.

• My contributions may be more noticeable to the company due to the workforce being smaller and my job role being more significant.

Cons:

• A smaller company will have fewer employees, increasing the workload, which may be quite overwhelming.

• There could be fewer growth opportunities with restricted chances for promotion.

• There may be fewer networking opportunities, with smaller companies having fewer industry connections.

• There may be job stability risks due to the company being smaller.

Pros/Cons list of being self-employed

After reflecting on the size of the company that I would like to work for, I began thinking more deeply about the potential of self-employment. I additionally decided to create a pros/cons list on being self-employed, and after completing it, I feel that this is definitely an area that I would like to explore further.

Pros:

• You have complete control over your schedule.

• You may pick which projects or clients to work with.

• You keep all earnings made from your work.

• You can work from wherever, whenever.

• You can develop your personal brand and express creative freedom.

Cons:

• Your income may be unreliable or inconsistent.

• You do not receive paid time off or sick leave.

• You are responsible for managing your own taxes and administration.

• You may work longer hours, especially in the beginning.

• Without a team, you could feel lonely or overwhelmed.

Researching a self-employed fashion journalist: Ella Hewitt

• She has worked at Luxe Collective for almost 2 years, starting as a fashion buyer and the head of YouTube and progressing on to the content creator role.

• She now works as a self-employed content creator and has her own podcast called Fashionably Unfiltered.

• Luxury fashion-focused, documenting luxury brands and high-end designers and visiting fashion weeks and museums.

• She is very open and transparent with her audience, sharing her honest fashion opinions and journey throughout her career.

• She travels frequently.

• She reports on fashion in a way that targets Gen Z through social media.

Career path direction? Public Relations

• Public relations (PR) is an approach to communication that aims to create and maintain a good image of an organisation or individual within its target audience. It focuses on moulding the public's perception through media coverage, narrative, and tactical messaging in order to increase trust and credibility. PR additionally enables organisations to engage with their stakeholders via multiple channels of communication, ensuring that their intended messages are properly communicated to the public.

• PR's key aims include increasing brand recognition, managing image, establishing media partnerships, dealing with emergencies, connecting stakeholders, and advertising events. By boosting exposure and credibility, PR improves the reputation of a company while also resolving any unfavourable views or problems that may occur. Effective public relations keep customers, shareholders, and employees involved and informed about the company's goals and principles.

• PR can come in a variety of forms, such as relations with the press, corporate communication, crisis management, relationships with communities, social media PR, and influencer relationships. Media relations focuses on obtaining press coverage and developing connections with journalists, whereas corporate communication maintains uniformity in both internal and external communications. Crisis communication assists companies in navigating challenging situations, whereas social media PR connects consumers and influencers via digital channels.

• Public relations employs a variety of methods and tactics, including press releases, storytelling, media pitching, social media campaigns, and sponsorships. Press releases offer formal comments to the media, whereas storytelling fosters emotional ties with viewers. Media pitching is approaching journalists with appealing story ideas, and collaborating with influencers or companies may increase reach and credibility.

• PR uses a variety of conventional and digital channels, including radio, television, newspapers and magazines, websites, blogs, social media platforms, events, and seminars. Traditional media venues offer broad exposure, but digital networks such as Instagram, LinkedIn, and TikTok enable direct contact with viewers. In addition, events and public speaking engagements are also effective ways to reinforce the brand's message and develop connections with important stakeholders.

Career path direction? Fashion Journaliam

• Fashion journalism is a form of journalism that reports on and analyses fashion trends, designers, brands, and industry events. It includes writing, photography, and multimedia information about catwalk events, fashion weeks, new products, and cultural trends. Fashion journalists provide perspectives on style evolution, consumer behaviour, and industry changes while retaining a critical view of the fashion industry.

• Fashion journalism's primary goal is to educate, inform, and influence audiences with accurate, compelling, and current material. It includes covering fashion trends, assessing collections, interviewing designers as well as insiders, and providing comments on cultural and sociological elements of fashion. Fashion journalists additionally help to shape public opinion and buyer habits through storytelling and insight.

• Fashion journalism takes many different forms, such as editorial writing, fashion critique, trend predicting, celebrity fashion coverage, and brand storytelling. Editorial writing covers articles and features in fashion publications and websites, whereas fashion criticism focuses on fashion shows and designer collections. Furthermore, trend forecasting looks for new trends and societal movements, while celebrity fashion coverage focuses on red carpet ceremonies and fashion icons.

• With the rise of digital media, fashion journalism is becoming more interactive. Influencer partnerships, sustainability-focused coverage, and inclusion and diversity issues are becoming increasingly important, and virtual runways, digital storytelling, and AI-powered trend analysis are all influencing the future of fashion journalism. Furthermore, networks including Instagram, TikTok, and YouTube provide new opportunities for narrative and audience involvement.

• Anna Wintour, Suzy Menkes, and Tim Blanks are among the most prominent fashion journalists, having changed the business with their views and critiques. Additionally, leading magazines such as Vogue, Harper's Bazaar, and Elle, as well as internet platforms including Business of Fashion and Fashionista, continue to set the bar for high-quality fashion reporting.

Career path direction? Social media marketing

• Social media marketing entails establishing a brand presence on platforms such as Instagram, TikTok, Pinterest, Facebook, or YouTube. The idea is to raise brand awareness, spark people's curiosity, and eventually persuade them to take action, such as making a purchase, visiting a website, or following the social media account.

• This might include product imagery, style suggestions, reels, behindthe-scenes footage, memes, or even customer reposts. The goal is to showcase the brand in a way that suits the platform's tone and encourages users to stop scrolling and watch or read. To generate excitement, a fashion brand may provide outfit inspiration, trend edits, or campaign sneak previews.

• Social media provides companies with a voice and an aesthetic. It's more than simply selling; it's about building a lifestyle and a community that consumers want to be a part of. It is important for brands to remain true to their defined aesthetic and values in order to maintain authenticity.

• Communication in both directions is an important aspect of social media marketing. That includes responding to direct messages, such as comments; answering queries; reposting customer stories; or hosting surveys and giveaways. This relationship promotes trust and loyalty since individuals are more likely to support a business that appears approachable and personable.

• Whilst it appears to be fun and imaginative, there is a method behind it. Marketers measure engagement rates, reach, click-throughs, and purchases on social media. They test various sorts of material, post at optimal times, and adjust their strategy based on what works, with the objective being to boost the brand's followers, traffic, and conversions.

Market tiers: Why fast fashion?

Not long into this course, and especially after completing the trimester Influence Me, I knew that the market level that I would like to sit within surrounded fast fashion, widening this to bridge brands after further reflection. Fast fashion has become a landmark in the fashion industry, being a large contributor to the digital world, crowding social media platforms and being a driving force in the growing influencer climate. Despite threats such as sustainability contracting, the market's unethical nature and changing consumer preferences, it is an industry that is constantly adapting. Feeding off trend culture, this not only applies to the physical clothing but additionally to how these brands operate, with brands within this market constantly adapting and adopting new measures to align with the ever-changing environment. While they may not offer the same deluxe feeling as luxury brands, they're accessible to the everyday consumer, one of the leading factors that makes them so popular, especially amongst Generation Z. This sense of accessibility is definitely one of the factors that most draws me to fast fashion brands. In today's climate, being a young girl who desires on-trend, new clothing at prices that are affordable, options are limited outside of fast fashion, and while people still maintain this attitude, the business will continue to thrive despite opposing threats. With their adaptive nature, embodying new sustainable practices to match consumer demands, fast fashion brands are maintaining their relevance and always will in a digitally inclined, financially vulnerable society. While luxury is something that the large major-

ity desires, achieving that lifestyle realistically is uncommon, which is where fast fashion enters the frame, allowing you to dress well at budget prices. Furthermore, with me being sure that I want to work within a social media setting, I would say that fast fashion is the ideal place for me to position myself due to their digital-first nature connecting to demographics such as Generation Z, who are very digitally native. The purchasing and information-retaining shift from traditional outlets to digital channels is continuing to grow at a drastic rate, creating a new modern era with fashion brands at the forefront, making it important for me to enter the industry from this angle. Finally, I want to address why I have widened my market level to bridge brands to create additional distance from threats. Brands within this market are placed on a slightly higher scale than traditional fast fashion while operating using similar practices and marketing techniques. They do, however, secure less backlash over problems surrounding sustainability, potentially making them a more durable category. With uncertain futures and taking into account my own morals on fashion ethics, I feel as though more fast fashion brands will begin merging towards the border of bridge brands as they continue to adapt. This comes after the recent statistics by Statista stating that 73% of Generation Z are willing to pay higher amounts for sustainable products and that 63% of shoppers prefer to buy from sustainable brands. Therefore, next trimester I will begin directing my focus onto this border, researching brands that I feel match the criteria.

Conclusion

In conclusion, from this component, I have learnt so much about myself as a person. From my reflecting on my childhood upbringing and how this formed me into who I was to exploring the following events in my life that helped mould me into the person that I am today. This project has allowed me to delve deeper into factors in my life and qualities of my own that I hadn’t given much thought to previously, providing me with a newfound understanding of who I am and, most importantly, allowing me to acknowledge why I am this way. I have enjoyed discovering these facts and feel as though, at the end of this, I am in a really positive position to move forward into the next components. After highlighting my own strengths and weaknesses as well as my likes and dislikes, I have been able to further pinpoint the direction that I would like to head in, a question that was blurry for me at the beginning of this component. Placing me in an ideal position to enter component 2 and broaden this understanding further, identifying what legacy I would like to leave at Studio 204 and what legacy I would like to establish for myself.

Bibliography

https://www.statista.com/statistics/1278163/willingness-to-pay-more-for-sustainable-products-in-the-us/#:~:text=Members of Generation Z are,overwhelming response of 73 percent.

https://en.wikipedia.org