BRAND ME Component 3
Thea Whalley
Where component 2 left off ...
For this project so far I have identified gaps within three bridge/fast fashion brands before ultimately selecting the brand Peppermayo to design a solution for, focusing on an area that I deemed most crucial and taking inspiration from the fellow researched brand Motel Rocks, which succeeds within the space. Peppermayo The Road Trip is the brand's most unique edit yet, exploring the culture and climate of their homeland, Australia, with the aim of reconnecting with their heritage and re-establishing brand identity in a very competitive and overcrowded market. Consumers can shop the road trip by area, with 4 featured collections making up this exciting campaign: Western Glow, Wild Outback, Bondi Bliss, and Urban Horizon. With featured designs in collaboration with local Australian artists and the introduction of brand new menswear staples, anyone can get that down-under style. Feeling lucky? Use the hashtag #PMroadtrip on both Instagram and TikTok to show off your road trip favourites and be in with a chance to win 2 free plane tickets to any Australian destination; open to all international customers.
Introducing component 3
Component 3 will continue my 360 approach to this project, finishing the journey that started in component one, exploring about myself, to having identified my market and its gap in component 2, and finally creating a solid plan for my photoshoots which will visually capture my solution campaign in this component. At the end of this journal I will have researched, planned, tested and trialled my idea, with everything prepared and ready for my photoshoots to take place in the next trimester. This will include model casting, outfit styling and any necessary planning, along with continued reflection, decision-making and more primary research that will aid my understanding and the campaign's success. I want to gather a strong representation of what Peppermayo The Road Trip will look like visually prior to my physical photoshoot to ensure that all potential ideas can be executed and any problems are resolved, and to overall ensure that I capture the best possible outcome. This visualisation will additionally aid me in gathering further inspiration, allowing me to grasp how I want my final images to look outside of my head.
Menswear
After concluding my solution idea in component two, I thought a little further about other elements that I could add to my campaign to make it more successful, brainstorming other gaps for the brand that I didn’t directly identify earlier on in the project. Although being aware that Peppermayo does not offer a menswear label or any garments targeted towards men, it came to my realisation that a large majority of brands within the bridge/fast fashion market and particularly those who are online only focus heavily on womenswear, creating a large unserved demographic that is commonly overlooked. There are few options for men looking for on-trend, accessible fashion, with it not being obtained as easily as women can, highlighting a substantial, in-demand gap with limited competition. This gave me an idea to incorporate a range of menswear staples into Peppermayo The Road Trip so that not only women can shop the four collections, but men additionally have options too. This will
provide an amazing opportunity for Peppermayo to expand their consumer demographic, increasing their inclusivity and launching a campaign that positively enhances brand image. While reasonings for this gap surround the slower fashion cycles of men's clothing making it difficult for brands to capitalise on trends as well as the common perception of men's clothing being boring, Peppermayo can use this campaign to create a fresh vision. As the menswear garments will be so far unique to the campaign instead of an entirely dedicated line, a slow fashion cycle will not be an immediate threat but instead will act as an advantage, with the items within the campaign remaining in trend for longer without the worry of needing to create new designs to match upcoming trends. Furthermore, with the established storytelling behind this campaign, Peppermayo can flip the ‘boring’ narrative, with corresponding themes and womenswear counterparts; there is an outstanding opportunity to be innovative.
How will this fit into the camapign?
The menswear garments will fit into the campaign the same as the usual womenswear, although there will be a smaller number of styles available, as the main target audience for the brand is still female. The garments will correspond with each collection accordingly, matching the same colour scheme, styles and aesthetic as the womenswear, maintaining a smooth representation of the campaign in both a feminine and masculine tone.
What are men wearing in Australia?
In order to better understand the industry of menswear, so that I can begin to envision what the male designs for this collection could look like, I wanted to research a little bit further into the current fashion trends for men in Australia. By understanding what men are currently wearing in the location that the campaign massively highlights, I can begin to examine different styles that I could integrate into the four featured collections. To begin, I thought it was most suitable to indicate menswear brands within the market that are Australian-founded and -based, market level aside, to gather not only inspiration but also to indicate who potential competitors are. Similar to the womenswear and Peppermayo's target consumer as a whole, the main target demographic sits around Generation Z and younger millennials, an age range that the mens designs must also cater to in order for the brand to remain consistent with their marketing.
Barney Cools
Barney Cools is an Australian leisurewear brand, founded in 2013 and based in Sydney, Australia. With collections inspired by international street style, travel, swim and music and being known for their salty lifestyle aesthetic, the brand's mission is to share good times with an audience internationally. Despite being a smaller brand with an Instagram following of only 70k, the brand has remained innovative, being authentic to their homeland by collaborating with WIRES Wildlife Rescue on two occasions in the drop of dedicated garments, with the intention being to keep Australia wild. When looking at this brand for inspiration, I particularly enjoyed the look of their Poolside Etiquette collection.
Payne Street
Payne Street is an Australian-based fashion brand founded in 2023. With a unique approach through distinctive seasonal collections and a primary focus on community building, the brand is dedicated to supporting Australia’s vibrant youth culture. The brand's values surround quality and silhouette, with clothing embodying this to provide the perfect transition from casual to elegant, matching the ideal balance of consumers.
Male Australian fashion bloggers/ influencers
Style themes indicated through my research:
• Relaxed, effortless garments reflecting the warm climate and influenced by a lot of the populations coastal lifestyles.
• Neutral tones, earthy shades and light-wash denim are popular.
• Streetwear influences in the form of baggy jeans and graphic prints.
• Surf and skate aesthetics are represented through garments such as loose tanks, board shorts and trainers.
• Linen and denim are both popular fabrics.
• Vintage styles and thrifted pieces are loved particularly among Generation Z consumers.
How will meanswear be represented in each collection?
Western Glow
How will meanswear be represented in each collection? Wild Outback
How will meanswear be represented in each collection?
Bondi Bliss
How will meanswear be represented in each collection?
Urban Horizon
Who is the target consumer for Peppermayo The Road Trip?
• The main age demographic is Generation Z; however, younger millennials are still being targeted along with older aspirational consumers in Generation Alpha.
• The target gender is primarily female; however, the brand will additionally be targeting men with the menswear expansion to this campaign.
• This campaign will target both national and international consumers, relating back to their Australian audience while inspiring worldwide consumers to embrace the Aussie style.
• Consumers need moderate disposable income, consisting likely of students or those early in their careers.
• Interests include travelling, being social, embracing adventure and being experience driven, all of which are common themes throughout the campaign.
• Consumer lifestyle includes enjoying exploring, road trips, music festivals, and beach days.
• This campaign aims to target consumers who value authenticity in a brand.
• The behaviour traits of a consumer include being highly active on social media (Gen Z), being influenced by UGC and those that frequently shop online.
• As this campaign offers a variety of styles, consumer fashion preferences can be catered to on a wide scale, with this campaign additionally targeting consumers who participate in seasonal shopping such as festivals and summer holidays.
Marketing Mix Product
The product of this campaign, Peppermayo The Road Trip, is four individual collections, each inspired by a specific region or landscape in Australia. Within each collection there will be a range of clothing and accessories for both female and male consumers, spanning a wide array of occasions and different styles, ensuring that there is something for everyone. This campaign will not only reflect current trends in the heart of the country, but it will additionally physically represent the climate, whether this is through aligning colour palettes to the earth, incorporating traditional Australian materials or working alongside artists native to the country in collaborative pieces. The collections featured in the campaign
are Western Glow, inspired by Australia's western landscape; Wild Outback, inspired by Australia's vast desert environment; Bondi Bliss, inspired by the coastal lifestyle on Australia's eastern coast; and Urban Horizon, inspired by Australia's city destinations and street life. The four collections and the campaign as a whole will nod back to Peppermayo's heritage of being an Australian-born-and-grown fashion brand, establishing a newfound brand identity that consumers can connect to. Taking inspiration from other brands that excel in this space, such as Motel Rocks and Peppermayo, The Road Trip will seamlessly combine trend with tradition, creating a product that is individual and eye-catching.
Price
The clothing and accessories available in the collections of Peppermayo The Road Trip will sit within a similar price bracket to the brand's current offerings. As the products do not offer any physical advancements or services, it would be unnecessary to raise the price, as this could make the campaign inaccessible to the current consumer demographic, and with the brand already sitting at the higher end of the fast fashion market, edging into the bridge brand space, the current cost scale would be the most ideal. Furthermore, sitting in this bracket generates a more luxurious image compared to other brands at a similar level, with expectations in terms of product quality
being made to reflect the higher cost. If this campaign were to be cheapened below the current price bracket to be made more accessible, it could be damaging and weaken brand image, creating doubt among consumers that product quality has been lowered. As a rough guideline, the lower end of the scale may be a hair accessory at £15, while on the higher end, a dress at £110, both matching current product offerings. While this is a large gap, both appropriately reflect the product that is on offer. Menswear and womenswear items will additionally smoothly reflect each other, with neither being pricier than the other on the general overall scale.
Marketing Mix Place
Online
Peppermayo The Road Trip will be available to purchase exclusively on the brand's website or through their mobile app. As the brand is currently online only and is only available through these specific outlets, this campaign will additionally follow this format. Designed with a digital-first audience in mind, the campaign invites consumers to shop the road trip journey from anywhere at any time at only a click away. Through maintaining its online-only status, the brand is creating an immersive, curated experience that lives entirely in Peppermayos's digital world, tailored for the modern Generation Z consumer.
Pop-up shops
In addition to the campaign's online presence, mainstream Peppermayo The Road Trip will copy a format that the brand used previously, pop-up shops. Pop-up shops are a wonderful way for a brand to directly communicate with its consumer, providing a unique experience in a specific region that not only generates buzz and publicity surrounding the launch of a campaign but also additionally allows for consumers to physically view and feel the garments, an option that isn’t available when shopping online. Proving the perks of a flagship store but without costly overheads, and by being limited edition, it offers a feeling of exclusivity that encourages demand. The pop-up shops for this campaign will be located outside of Australia, as the premise of Peppermayo The Road Trip is to encourage international consumers to not only visit Australia but also to embrace its culture and lifestyles through the
clothing. In addition, as there will be a giveaway incorporated into this campaign, available to international consumers only, the pop-up shops will provide the perfect opportunity to promote this along with the encouragement of UGC wearing pieces from the collections on social media. In terms of areas, ideal places to hold a pop-up would be in popular cities or homes to large universities, which usually overlap. This will directly target students and younger audiences, specifically Generation Z, who will be the most interested in the theme of the campaign due to gap year culture and Australia being a popular travel location to explore. A previous location where Peppermayo has held a pop-up shop is London, which appeared to be successful in attracting attention and gaining an audience. Making this a good location choice for one of Peppermayo's The Road Trip pop-up shops to be held.
Marketing Mix Promotion
The promotion of Peppermayo The Road Trip will be massively centred online and through social media. With Peppermayo carrying a social-first approach to the market and the target consumer being Generation Z, this makes social media platforms such as Instagram and TikTok the primary location to attract consumers within this demographic. Additionally, in my research on Peppermayo, a significant gap that I identified was their engagement-to-following ratio, despite being extremely active and using common growth methods such as influencers; engagement statistics on content were extremely low given their higher following. A main objective that I wanted to achieve through this campaign was to improve engagement, with my strategy of brand storytelling being the method of achieving this; therefore, I must use promotion tactics that represent
the campaign and its underlying narrative while implementing the aspect of influencer culture that the brand has built itself upon. To promote this campaign, collaborations will be made with popular, authentic Australian influencers, who too will promote their homeland genuinely while showcasing Peppermayos campaign. This will create a 360-degree approach where message, product and people all link together. Peppermayo will additionally embrace technology and programmes such as AI to create unique immersive content to promote the campaign themselves on social media, creating content that is attention-grabbing and modern but is also story-driven to draw consumers directly back to the campaign and increase engagement. The aim is to promote this unique campaign in an individual way, appealing to younger audiences in a creative digital fashion.
Australian born/based influencers
@sophadophaa_
@jessiereneewynter
@oliviagrivas
@hannahdalsasso
@emilyjadebell
@livrah
@godbless_jess
@laurenwwheatley
@claudiabonifazio
@emilyvenz
@brandonkilgour
@calvinshelwell
@eric_garcia
@natepage__
@jordank_
@harryjowsey
@lochielochielochie
@liamswiderski
Marketing Mix Packaging
In terms of product packaging, I wanted to keep it simple and minimalistic, reflecting how Peppermayo usually packages parcels but with added details and designs unique to the products within this campaign. With the brand currently expressing their sustainability initiatives that they have implemented into packaging design, following the same format will ensure that this factor isn’t compromised while still showcasing a unique appearance to represent the collections accordingly. I have designed a clothing tag with one of my logos for Peppermayo The Road Trip, a tag that will replace the usual beige with plain writing with a bold Australian map outline, filled with a colourful road image and branded with an individual eye-catching font. Furthermore, once a customer opens their parcel, while usually expecting to find a leaflet or business card of some description, they will be greeted
with a playful postcard, offering the same image and text outside of the Australian map outline. The postcard will be used to display a message of gratitude as well as added information informing consumers of their opportunity to enter their newest giveaway for the campaign, a competition that will be running on social media where using #PMROADTRIP in content and wearing your latest buys automatically gives you a chance to win your very own trip down under. I decided to use a postcard instead of a regular leaflet, as I felt as though it matched the overall theme of the campaign, with travelling to Australia and around the campaign collections being the driving message and focused backstory. All items across the four collections will be given the unique tag, and if any product is purchased from the campaign, the consumer will be given the postcard in their package.
Model casting
TIMELINE Component 3
Planning & additional research
Testing & trialling
Gathering clothing & accessories
Studio test shoot
Next trimester
Photoshoot 1
Photoshoot 2
Photoshoot 3
Photoshoot planning:
In order to get my final campaign images that will represent Peppermayo The Road Trip, I plan to carry out three separate photoshoots. I would like to do a studio photoshoot individually for both the womenswear and the menswear, and then I would additionally like to do an extra photoshoot at a location that resonates with my campaign for the womenswear to offer variety in images. I decided to complete two female photoshoots, as that is still the primary focus for the brand despite the menswear introduction.
Location 1: Studio
Why am I choosing a studio location?
• A studio location is more reliable, as it isn’t dependent on weather conditions or affected by visual clutter, allowing for clean, professional images.
• By completing a studio-based photoshoot for both womenswear and menswear, it ensures that if any problems arise with my external location, I still have a selection of imagery to utilise.
• It is a more controlled environment allowing me to perfectly capture my visuals without reliance on external factors such as natural daylight, ensuring smooth consistency in terms of quality and appearance across my images.
• Professional lighting equipment can be used which is precise as well as flexible, allowing me to capture the desired mood easily and effectively.
• A studio backdrop provides a greater opportunity for creativity in the editing process, which I plan to fully exploit in terms of backdrop transformations to reflect each of the corresponding collections and their intended location.
• A studio location allows for privacy and comfort for everyone involved in the process, making it a more productive space with less pressure.
• Enhancing my studio images with creative editing will allow for a more digitally inclined appearance suiting the style of the brand. I would additionally like to incorporate AI within my backdrops, making a studio setting the most appropriate location.
Disadvantages to note about this location:
• There will be limited natural lighting, which I must consider in the editing process.
• There are space restraints within a studio, so I must tailor this collection of images to my environment.
AI-Generated Backdrops
The editing style that I wish to use for my campaign images taken in the studio is to create a dynamic, technological appearance. The backdrops that I will use will be related to the four collections within Peppermayo The Road Trip.
Location 2: Beach
For my external photoshoot I wanted to choose a location that fit the overall theme, style and aesthetic of my campaign as much as possible. As Peppermayo The Road Trip is centred around Australia, a location I obviously can not travel to to physically get my imagery, I wanted a location that can be manipulated to appear as though it is.
Why am I choosing a beach location?
• Two of the collections within my campaign feature a coastline aesthetic, Western Glow and Bondi Bliss, along with Wild Outback, which heavily includes sandy areas, making a beach the most obvious choice to capture the majority of styles.
• Natural lighting will provide a different mood and feel to the images, making the imagery more dynamic, authentic and interesting.
• I’d like to use the environment to my advantage, capturing imagery both during the day and at sunset to reflect the different collections and showcase the garments in different natural light settings, adding more charisma to the visuals.
• Using this natural landscape will add depth and beauty to my imagery through the physical use of nature in my backdrop in contrast to the artificial settings that will be represented in my studio photoshoots, highlighting how the styles will look in their inspired locations.
• Being a less restricted area, it will allow for more creativity in terms of backdrop and poses, allowing me to capture imagery that looks more natural.
Disadvantages to note about this location:
• As it is an external location outdoors, it will be highly weather dependent to ensure that I capture the intended images in the right atmosphere. By requiring preferably sunshine and blue skies to reflect the Australian coastal atmosphere and the dry outback, poor weather conditions can completely affect the image turnout. Therefore this shoot must be thoroughly planned and organised based on weather predictions, which may be tricky.
• As natural lighting will be used, I will have limited control.
• There may be potential challenges in regard to accessing the area, something that I will need to investigate ahead of time.
• Wildlife and insects could be a nuisance.
• There may be a potential for permit requirements.
What is my Plan B?
• If weather conditions are suitable, however, there is poor lighting. I will bring a portable LED light to enhance the lighting artificially. Although the imagery will not completely match my vision, it will still offer a different appearance and mood to my campaign visuals that correlates with the overall theme due to the location.
• If poor weather conditions arrive, I may have to reschedule the photoshoot date; therefore, I will plan to complete this photoshoot as early as possible to allow time in incase this problem arises.
• I will investigate the location ahead of time to ensure that it is completely appropriate and easily accessible; however, if I experience challenges, a different beach location than initially planned will be used as a last resort.
• If any major dilemma arises that makes this photoshoot not possible, such as long periods of bad weather, I will still have my studio photoshoots in place to ensure that I capture all of my imagery, although this would be disappointing and could hinder the depth of my lookbook. I have ensured that I am prepared in incase a situation is out of my control.
What am I looking for in a model?
• I am looking for both female and male models , preferably two of each to allow for more dynamic poses and a wider showcase of the garments within the collections.
• I would like for my models to be in Generation Z, as this is the main age demographic and target audience for Peppermayo and my campaign.
• Models must be comfortable and confident in front of the camera, having expressive body language and relaxed energy.
• Models should also be able to represent both the casual and elevated sections of the campaign, ranging from relaxed beachwear to stylish streetwear.
What are my options for finding a model?
Social Media Casting Contacting Directly
This will include sharing a featured story or post on my personal social media accounts announcing my search for models. This method will ensure that my request directly reaches a wide audience, who will then, if successful, message me of their interest. This will additionally allow me to examine potential candidates.
I can directly contact potential scouts on social media who I think will be ideal models for my campaign. This method will ensure that I target those directly that I personally identify as being most suited, offering a more direct approach. This method will additionally ensure that, if successful, my models will perfectly match what I am looking for.
Modelling Agency Street Casting
A good way for me to locate appropriate models who will definitely meet my requirements is to work with a modelling agency. This method will ensure that my models are confident in front of the camera and have previous experience, heightening the success of my photoshoots and the outcome of my final visuals. However, this method could be costly, which I must take into consideration when aiming to remain low-cost.
This will include heading to a close city or town to the location of my photoshoots and approaching members of the public who I think would be ideal models for my campaign. This method would offer not only a direct approach, but it would additionally ensure that the scouts are close to the relative areas in terms of travel. Moreover, this method would appear more personal, allowing me to provide information and meet the models ahead of the photoshoot.
Social media casting
My approach to model hunting was to first of all use the social media casting method, posting a story on my personal Instagram announcing my model hunt, providing the location and rounding it off with the instruction to message me for more details. It was important to keep the amount of writing on the post to a minimum to maintain attention. I decided to take this approach first, as I wanted to discover what general interest there was in the opportunity of modelling for my project, publishing my message to a large audience and waiting to see if there was a positive response of both interest or requests for more information. This method would additionally allow me to examine the interested individuals and perhaps indicate a model who would be perfect for my campaign that I would not have discovered otherwise. If social media casting was unsuccessful, my next steps would have been to reach out to people directly, either online or in person, with a modelling agency being the last resort due to added costs. As my campaign involves four separate collections, this would mean that in order to successfully maximise my studio photoshoots to reflect this, four outfits would be required, both for womenswear and menswear. Therefore, in order to adhere to a timeframe, I have made the ex-
ecutive decision to have multiple models so that less time is required in terms of outfit changes and my time in the studio can be used efficiently. Although I knew that I would definitely need both a female and a male model, I have decided to increase to a minimum of two each. Thankfully, my Instagram post proved to be successful, receiving multiple direct messages as a response, where I then proceeded to explain further about my project and what would be required of them, as well as checking their availability for the appropriate photoshoots that I have planned. This notified interest then allowed me to indicate who would be ideal for my specific campaign, make confirmations and begin creating plans. As a result of this method I have three confirmed female models who will be used for both my studio and beach location photoshoots. Furthermore, while this method was a success, I only received interest from women, meaning that in order to identify male models, I needed to take my plan B approach and contact individuals directly. I decided to reach out to those that I felt would be the appropriate fit, who were either close to me personally or whom I knew were local to the area. This method was additionally successful, confirming two models for my menswear photoshoot.
Model profiles
Confirmed models
Name: James Whalley
Age: 15
Clothing size: S
Shoe size: 10
Height: 5’10
Name: Mylo Turner
Age: 16
Clothing size: S
Shoe size: 10
Height: 5’9
Name: Isabella Russell
Age: 17
Clothing size: 6
Shoe size: 5.5
Height: 5’7
Why have I chosen my models?
I have chosen these models, as I feel as though they are the most appropriate for the campaign image that I am aiming to establish. I know both of the boys on a personal level, and with their personalities, confidence and physical appearance, they would both be perfect for my menswear collections targeting Generation Z. Furthermore, my confirmed female model Bella would be perfect for my womenswear. She has been my model in a previous project, and she displays amazing confidence in front of the camera. She additionally reflects the theme of my campaign, in my opinion, and corresponds with the target consumer of Generation Z.
Other intersted models
Name: Lola Webster
Age: 13
Clothing size: 6
Shoe size: 6
Height: 5’6
Name: Iris Troy
Age: 13
Clothing size: 6
Shoe size: 6
Height: 5’6
Makeup Brief
Sunkissed
Glowy & hydrated
Dewy & luminous
Natural elegance
Bronzed & rosy
Lightweight & soft
Warm & radiant
Effortless summer glam
Hair Brief
Beach waves
Effortless curls
Soft plaits
Hair accessories
Will I be hiring anyone extra to assist/improve my photoshoots?
Photographer
For one of my studio photoshoots I have been given the opportunity to use a professional photographer, which I will be using for my womenswear studio images. I decided to use a photographer for this specific photoshoot over the menswear, as womenswear still stands as the focus point of my campaign, with this being the style that Peppermayo currently only does and menswear being a new introduction on a smaller scale. Furthermore, after consulting with my models and considering their availability, I determined that scheduling a date with the
photographer to coincide with my specific model group for this photoshoot would be the most convenient option. I chose to accept the opportunity of using a photographer, as it adds a layer of experience to my finished results, as using a professional with skills and knowledge that I am not equipped in will most likely provide a more successful outcome. Wanting my images to look as polished as possible, achieving the correct angles and atmosphere to match my vision and planning makes for the most suitable option to encourage success.
For my other photoshoots where a photographer will not be being used and I will be capturing the images myself, I still want to ensure that I achieve a successful result that aligns smoothly with the photographer's images. While using an iPhone offers a high-quality image and will definitely also be being used, I would like to hire a professional camera to achieve images of a higher standard that offer a different tone and outcome. This will allow me to have a combination of images taken in different settings along with a physical appearance that seamlessly matches my photographer's images, creating a clean transition between photoshoots. The photoshoots where I will be acting as the photographer are the menswear studio photoshoot and the location beach photoshoot.
Stylist Editor
I will be styling all of the outfits for my photoshoots, as I have an exact vision for each collection, and I feel as though I will be the best person to fill this role and ensure an outcome that corresponds with my prior planning.
I will be editing all of my photoshoot images, as I am a perfectionist, and with my unique idea for the editing process, I will be the most appropriate person to navigate this and create my vision.
Hair/makeup artist
As of now I am currently planning to do my female model's hair and makeup myself, as the looks that I am going for are minimal, with no advanced stylings or techniques needed that I wouldn’t be able to create myself. By filling this role myself, I will not only be being cost-effective, but I will additionally be able to match my vision, as I am physically doing it myself. This is, however, a role that may be subject to change further along in the planning process and into the next trimester if an appropriate hair/makeup artist is apparent or if I can expand my budget to accommodate this.
Clothing & accessories
How many outfits will I need?
As a result of my campaign images, I want to gather a wide representation of Peppermayo The Road Trip, meaning that all four of the featured collections will need to be showcased in some way for both menswear and womenswear. This will place the outfit total at a minimum of eight if only one outfit was captured for each collection by gender. This is already quite a substantial number, and with me including multiple models, this number may increase further to allow for two models to be featured in one image to express more dynamic poses and a wider display of garments. This means that I will need to be strategic with how I source my garments and how I style them.
How will I source them?
As I will need to style quite a large number of outfits to match the four collections, both male and female, I will need to source my clothing as budget-friendly and sustainable as possible. An option for this will include looking through my wardrobe for suitable items that match both the campaign and my styling plans. I plan to accumulate the majority of garments from this method alone, in addition to borrowing off friends and family who agree and asking the models personally if they have specific items that are required. This will be extremely cost-effective, as I will be reusing items that have already been bought or borrowed in addition to garments that already fit my models accordingly if they own an item that would be perfect for the campaign. If I cannot source all of my clothing and acces
purchase the necessary items; however, I aim to purchase from second-hand websites or charity shops to ensure that the costs stay as low as possible and that this project remains sustainable. Furthermore, to create the items in my campaign that will be in collaboration with local Australian artists, I want to execute my DIY skills to create the garments that directly match my vision. I feel this will add a unique appearance to my campaign images, allowing me to capture all significant links back to Australian heritage, driving the intentions behind the campaign in my photoshoots. Following my mockup image that I designed in component 2, I want to try to recreate this using a white garment and paint to create a similar appearance. I may also DIY additional items to match my vision if I can’t
Western Glow
Brown tank top
Pearl jewellery
Gold details
Woven shoulder bag
White linen maxi skirt
Styling mockups
Beige linen trousers
Textured black shirt
Pearl jewellery
Wild Outback
Denim shorts
White linen top
Brown leather belt
Cowboy boots
mockups
Brown leather belt
White t-shirt
Denim jeans/shorts
Green cargo jacket
Outback hat
Boots
Bondi Bliss
Oversized printed t-shirt
Accessories
Striped linen shorts
Woven beach bag
mockups
Black shorts
Blue linen shirt
White vest
Jewellery
Red knitted cardigan
Light-wash blue jeans
Black leather accessories
White tank top
Coloured accessories
White t-shirt
Blue jeans
Black hoodie
Whats in my wardrobe?
-Womenswear
Denim
Leather accessories
Whats in my wardrobe?
-Menswear
Graphic tees
Leather accessories
Denim
Cargo styles
Textured fabrics
Light silhouettes
Linen materials
Test shoot preperations
For my test shoots in preparation for next trimester, I wanted to test both the womenswear and the menswear in addition to exploring both of my chosen locations, a studio and a beach. With the time dedicated to capturing my test shots being the week of the 7th of April, I began reaching out to my models to see if they would be available for my test shoots. I wanted to visit the beach location with my female models and capture some studio images of my male models, reflecting my plan for my main photoshoots and allowing me to fully test both ideas. Unfortunately, my female models were unavailable this week due to prior commitments; however, my male models were available, allowing me to still explore the studio location, test my ideas physically and practise my editing techniques.
Menswear
My menswear test shoot will take place on 10/04/25 in Studio 204, where a studio backdrop has been set up ready to use. Having two models, I will be bringing along six outfits, all containing items that were already owned by my models themselves, meaning that there will be no extra expenses involved. I plan to cover all four of the collections within my campaign, gathering both individual model images in addition to the inclusion of duo poses to provide a wider showcase of clothing and a more dynamic appearance. For the collections Western Glow and Wild Outback, there is one outfit each, and for the collections Bondi Bliss and Urban Horizon, there are two outfits each. I have planned it this way simply based on the clothing that I already had at my disposal. This test photoshoot will allow me to identify what additional outfits or certain changes I would like to make before my final photoshoot. I will be acting as the photographer for this photoshoot, and the camera that I will be using is an iPhone 15 Pro.
Model 1
Model 2
James Whalley
Mylo Turner
Test shoot reflection: Menswear
After all of my planning and preparation, my menswear test photoshoot took place on 10/04/25 in studio 204. I brought along both of my male models, and with a set time frame of two hours, I was able to easily achieve all of my desired content as well as experiment more freely with different styles and ideas that I thought of. With an overall outfit count of seven, I was able to gather a wide variety of different images to represent each individual collection within my campaign, achieving individual images of each model along with the incorporation of duo poses, which, as I suspected, made for a dynamic, appealing outcome, adding depth to my lookbook. I utilised all of the studio lighting available to me, which enabled the images to look high quality and professional, which will be perfect for my desired editing technique of AI backdrops. As my test shoot took place on a sunny day, this additionally allowed for the entrance of natural daylight into the studio space, which only enhanced my image outcomes. Overall, I would say that my test photoshoot went very successfully, and I am very pleased
with my achieved outcomes. Using my created mood boards for inspiration, I was able to capture poses that reflected both the style of the clothing and the theme of the campaign, with accessories such as an outback hat really emphasising this and building on the campaign narrative. My models were extremely comfortable in front of the camera, appearing very natural in the outfits which reflected positively in the final outcome images, suiting the campaign perfectly. I am happy that I completed this test shoot, as it has allowed me to not only build on my vision physically, demonstrating an outcome that reassures my ideas for my final photoshoot next trimester, but it has also allowed me to witness my male models in action, assuring me that they are the right choice for this set of campaign visuals within the studio environment. Finally, by curating this collection of images, it has provided me with substance for editing, meaning that I can test my initial plan ahead of the next trimester in incase my internal vision is different from my delivered outcome.
Test shoot preperations
Womenswear
Being in a position where my female models were unable to attend but still wanting to test and trial the clothing styles, location and editing, I began brainstorming on what approach I could take to fill this vital part of my planning. My initial approach was to utilise my dress stand. Styling different outfits from all four collections of the campaign and capturing a series of images in a studio location that I could edit in a similar style to the menswear. As I will be doing a studio photoshoot for womenswear as well as a location, this will allow me to physically view how this could look without the need of a model. It will also allow me to practise my styling and discover if I would like to make any changes or if the purchase from second-hand platforms would be required to locate what I felt was missing from the outfits. I plan to use only garments that I already own for my dress stand images, as this will allow me to discover what I can create and what the outcome will be while remaining sustainable and cost-effective.
Developing further...
After completing my dress stand photoshoot for my womenswear, I still felt like something was missing and that I hadn’t explored all of my possible options to widen my preparation for this particular area ahead of my final photoshoots next trimester. While developing an understanding of how my womenswear studio photoshoot will look and trialling styling ideas, I was yet to test my planned location of a beach, creating a gap that I felt was necessary to fill to conclude this component and extend my preparations. After again facing the dilemma of having no female models, with my scheduled models being unavailable and me being at a shortage of other women to ask, I have decided to be the model myself. As I have a clear visual of how I would like my beach photoshoot to look and I will have the best understanding of the outcome of the images that I want to capture, being the model myself will not only allow me to experience the feel of the location photoshoot, but it will also place me in a position to test and trial how I would like my models to pose, what outfits I would like them to wear for this particular photoshoot and whether my planned ideas will be successful visually. As I have planned to incorporate both daytime and sunset lighting, I feel that it is most important to test sunset, as this is where natural lighting will be the most vulnerable, and I need to ensure that I can capture my vision realistically. Therefore, for my test shoot I will be wearing an outfit to match the campaign collection Western Glow, as this corresponds with the time of day that I have planned for my final photoshoot.
Location
Hair & Makeup
• Two mini French plaits & soft beach waves
• Soft, glowy makeup base
• Dewy & bronzed
• Effortless
Outfit
Test shoot location
Test shoot reflection: Womenswear
After facing a dilemma in attaining a female model for my womenswear test photoshoot and feeling as though I needed to widen my preparations in this area, I decided to act as the model myself on location. On 11/04/25 I headed to Crosby beach, which is the closest coastal setting to me, at around 7pm, just before sunset. I went with the intention of discovering the scenery and checking out the location in addition to gathering some test shots in an outfit that reflected one of my styling mockups. I additionally wanted to test the lighting at this time of day to examine how it appeared in images, whether this reflected my initial vision and, most importantly, the effect it had on the final outcome and whether or not this matched the theme of the campaign. As a result I have gathered an array of images, all at different points of the natural sunset, in varying poses and movements. I reflected back on my moodboards for poses and experimental angles. The main thing that I discovered from this test shoot was the beautiful effect that a sunset offers in imagery, providing a different aesthetic from my menswear studio photoshoot entirely that perfectly reflected my campaign, most specifically the Western Glow collection that I had intended it for. In this aspect the test shoot was very successful in allowing me to test and trial this idea, reassuring my vision for my final photoshoot with my female models. Most importantly, however, it allowed me to note significant changes and further planning that will need to be completed next trimester. Despite the stunning scenery, the beach that I chose for my test shoot wasn’t ideal, and I would definitely se-
lect a different beach location for my final shoot. This was due to the physical appearance of the beach and how it appeared while the tide was out, while not being as noticeable on camera during the sunset time period; in person the landscape appeared dirty. While the tide was out, water collected on the leftover land, creating a messy canvas that could not be crossed to physically reach the sea, meaning that I had to take my images further up into land which was not my desired outcome. In preparation for my final photoshoot, to ensure that I do not recreate this problem, I will be scouting different locations around my wider area to make sure that the most appropriate beach setting is used. Furthermore, the outfit that I chose was perfect for this photoshoot, reflecting my campaign and an Australian climate, with the white maxi skirt being the most prominent garment. Changes that I would make surround accessories; for my final photoshoot, I would like to add more pearl details in the form of jewellery and maybe even props to enhance poses. I additionally feel as though professional lighting, such as a handheld LED light, would further enhance image outcomes, especially while facing away from the sun itself to create a more professional and polished result. Overall I am very happy that I decided to execute this addition to my preparation and trialling practices, with me gaining substantial knowledge on performing a location photoshoot despite acting as the model myself. This test photoshoot has heightened my experience and made me aware of important factors which, in conclusion, will allow me to create a much more successful outcome next trimester.
20 X 20
To end this component, I wanted to create a summary of the campaign that I have created, Peppermayo The Road Trip. This will consist of 20 words that I would use to describe the campaign.
Brand Me conclusion
Since the start of this trimester, I have been on a journey called Brand Me. Delving into my childhood and my upbringing, figuring out who I was and who I am now. All with an end goal of establishing where I would like to go next and creating a project strategy that reflects this. From this trimester I have discovered so much about myself, both on a personal level and as a professional within an industry environment. Building on this knowledge to locate a brand that resonates with me, identify a gap, build a strategy and finally test and trial my vision. Examining my own behaviour, likes, dislikes, strengths and weaknesses throughout my life has allowed me to acknowledge that I would like a career in a marketing environment where social media is a prominent platform, all of which focus on brands within a bridge brand/fast fashion space. To expand on this insight, I picked three brands that correlated, eventually choos-
ing Peppermayo to develop further and to create a big idea based on a prominent gap. While I would usually focus on gaps surrounding political opinions or personal passions, I really wanted to push myself outside of my comfort zone and instead focus on the topic of storytelling while appealing to a digital consumer. I poured my creativity into this project, backed up by heavy amounts of research into every aspect. Using my organisational skills, I have intensely planned and prepared every factor necessary for my final photoshoots. Concluding with the testing and trialling of my idea physically, increasing my knowledge, experience and vision, all while putting me in a perfect position to enter the next trimester. In conclusion, at the end of my Brand Me journey, I feel extremely confident across all avenues, feeling ready to complete my final photoshoots and to begin Marketing Me: It's A Wrap.
https://www.gq.com.au
https://barneycools.com
https://paynestreet.com.au/
https://peppermayo.co.uk
