Alongside fashion, I am heavily interested in how people think, feel, and communicate, and how that affects their everyday lives.
I have been lucky enough to have full creative freedom in my final year, creating my own original projects and briefs, allowing me to incorporate my own interests and passions into my field. I have an appreciation for fashion alone, but it is elevated when I am able to intertwine it with a deeper cause or concept. Alongside fashion, I am heavily interested in how people think, feel, and communicate, and how that affects their everyday lives.
Throughout my three years studying Fashion Branding and Communication at Birmingham City University, I have acquired and strengthened a variety of professional skills such as copywriting, creative narrative, trend forecasting and brand strategy, as well as technical skills such as Adobe InDesign and Photoshop. I would now like to further my experience in branding and marketing through an internship or paid employment opportunity.
For my dissertation, I explored the extent that one’s personality influences their personal style. There are several psychographic and behavioural variables that affect the way people dress – such as social aspirations, self-image, value perceptions, interests, hobbies, attitude and opinion – all of which are encompassed by one’s personality. These factors examined alongside social factors including current fashion trends, social acceptance and the drive to belong. Surveys were sent to participants allowing them to share information on their personality and fashion sense; the results were analysed and compared to the renowned theory and introspective self-questionnaire, Myers-Briggs Type Indicator.
Following the thorough, yet enjoyable, dissertation research, I learned a lot about why people dress the way they do, and the positive effects that has on their lifestyle. This led me to create a clothing brand for my Final Major Project ¬– The Calm Closet, a loungewear brand aimed towards hardworking young women, promoting physical and mental wellbeing. Due to the current climate, people are looking for ways to sign out and switch off, spending more time practising positive activities such as wellness, self-care and introspection.
A graduate in BA (Hons) Fashion Branding and Communication pursuing a role within the PR, Marketing and Communications sector. Throughout my degree, I have acquired skills in trend forecasting, branding, styling and journalism. This has sculpted an interdisciplinary way of thinking and exploring fashion throughout my work. I have developed an avid interest in sustainability and my enthusiasm for the subject is reflected throughout the projects taken on during my final year of studies.
Alongside my degree, I have industry experience working as a social media and marketing intern for an independent travel and lifestyle magazine. The flexibility of the role allowed me to immerse myself in other parts of the business, such as events and branding giving me the expertise that is necessary within my chosen career field. I have gained invaluable knowledge and skills that allow me to look at sustainability with a holistic approach.
Circular Consumption within Generation Z
An independent study that explores circular consumption and investigates how the pressing issues concerning the environment as well as social matters are influencing change in consumption amongst Generation Z. I discovered that the second-hand market has seen substantial growth and that Generation Z are key buyers of second-hand apparel due to the rise of apps such as Depop. I investigated further into circular fashion and found that brands and businesses are slowly transitioning to more sustainable business models due to the demands of Generation Z.
FINAL MAJOR PROJECT (1:1)
Sustainable Travel and Food Magazine
Produced a magazine that explores the threads that connect sustainability with travel and food through an array of assorted photographs and articles. The magazine acts as a guide offering the reader recommendations for places to visit, stay and dine with a prime focus on locality. Additionally, it aims to bring the reader a sense of escapism as it can be very challenging to find peace of mind in today's busy modern world. The first issue explores the United Kingdom and showcases the wild, unspoilt terrain of England, Scotland and Wales. Recommendations of sustainable restaurants and conscious hotels are featured and provide information regarding how local businesses within the hospitality industry are embracing sustainable practices.
Alongside this, I produced a business plan which discussed the audience and consumer, competitors, brand identity, collaborations and a promotional campaign for the magazine. I collaborated with UK based freelance photographers and as part of the promotional campaign, I used four different marketing strategies. This consisted of shares and likes, giveaways, hashtags and ads.
My styling inspirations come from vintage luxury, new trends, Japanese animés and fantastic worlds. I am also very into street culture, especially from my home country: France.
I want my aesthetic to be a mix of Gucci by Allessandro Michéle, Vêtements by Demna Gvasalia and stylists Vanille Verloës and Anna Trevelyan (moodboard on the right).
I like playing with emotions and challenging the concepts of natural and superficial together. I studied a lot Camp fashion during my third year and I really felt connected to it by its psychology and creativity.
Creating something new with creations of others, that is how I see styling and creative direction. Playing with textures, styles, colours and superposition reminds me a lot of a work of Art.
My path through literature, applied Arts and Fashion challenged me everyday into developing my creative thinking and pushed me to always step out of the box. I have no interest in doing something that has already been done. I can genuinely say I am working hard on my thinking process to create something different each time.
My main aim in life is to work within the fashion industry, I cannot see myself doing anything else, creating imagery by absorbing everything that is happening in the world to transform it is really something I appreciate. I could see myself as a freelance stylist in the future, but could also do well as an in-house stylist or as being part of an agency.
Please see my Instagram on the right for my full portfolio.
Looking for my next opportunity in Cosmetic branding and promotion
About my future
Fashion Branding and Communication graduate going on to further study for Masters in Cosmetic Branding and Promotion. I have a strong interest in branding, public relations, promotional campaigns and social media. I have always loved fashion and found early in my course that my deep passion lies in cosmetics. On my degree course I have learnt different ways to communicate with consumers. I now want to learn more about the different promotional aspects within the industry, gain a greater understanding of marketing techniques, advertising, and events management to expand my portfolio. During my final year at university my work has centred on the effects of sustainability and packaging waste. I chose the topic because it is a serious environmental issue that will affect the beauty industry now and into the future.
My dissertation asked “How can consumers’ perceptions of sustainable beauty be improved?” This major project investigated and researched consumer behaviour towards sustainability, specifically plastic packaging waste. I chose this project because sustainability is a global issue. Society produces too much plastic waste harmful to the environment, worsening global warming, animal extinction and increasing the temperature stratification.
My major project highlighted how consumers and the industry can slowly adapt to become sustainable. Explaining the effects of packaging waste can help change behaviour by promoting awareness of the impact of plastic waste on the environment.
Major project: Blome Cosmetics
For my final major project I created Blome Cosmetics, believed to be the first fully sustainable, plantable beauty brand.
Blome’s Mission: to reduce packaging waste in a unique way that engages consumers in sustainable behaviour. In 2018, 120 billion units of plastic waste were produced by the cosmetic industry. Blome hopes to achieve a positive change in consumer recycling behaviour, offering fun and creative ways they can give back to the environment within a busy lifestyle. Blome Cosmetics uses seeded paper, vegetable inks and sustainable adhesives for wrap around labels that are plantable and grow into flowers. The gold tins are reusable and can be refilled with Blome products.
The idea of creating Blome for my final project is to reduce packaging waste and encourage consumers to actively promote sustainability awareness through planting seeded paper. By creating Blome I wanted to create an awareness of sustainable products and help introduce colourful sustainability into everyday life.
"You cannot use up creativity. The more you use up, the more you have."
For the previous three years, I have studied Fashion, Branding, and Communication at BCU. I am a hardworking, efficient and motivated individual who has thoroughly enjoyed my time on the course and acquired many significant skills which I strongly believe will be transferred and adapted to my future role within the fashion industry. My strengths developed from my Degree are excellent rapport building, organisation, and high attention to detail, working efficiently in all projects/ roles. I am a great adaptor of change and always take great advantage of new opportunities to learn new skills. I believe I am extremely suitable and fitting for a role within the fashion industry.
My Dissertation focused on ‘If social media influencers are fuelling sales for fast fashion brands’; this covered four chapters focusing on the rise of fast fashion brands, sponsorships and endorsements, the influence of endorsements, and the sustainability of the brands. My primary and secondary research highly concluded that there are many factors that contribute to the rise of fast fashion however there are also many significant steps brands need to ensure they are taking to tackle this phenomenon.
In regard to my Final Major Project, I created a brand from start to finish. I created a luxury, sustainable beauty, and cosmetic subscription box for women aged 40-60. From this innovative design and branding concept, I, therefore, created all the logo’s and branding, the packaging and sourced the products within. With primary and secondary research, I carefully narrowed down my target audience and ensured I created a product and service suitable to their needs. I also designed and created a guide to go within the box, a PR statement and a mailer to send out as part of the promotional campaign. I also had the opportunity to collaborate with a photographer and an interior architect to further enhance my project.
Throughout my time at University, I have had the opportunity to collaborate on projects with BDA London and Fashion magazine Style Birmingham, this has allowed me to work collaboratively within groups and adapt to industry standard of work. My work placement for a social media marketing agency also enabled me to build on skills such as meeting short deadlines and creating new and exciting content for audiences.
I aspire after the completion of my Degree to be involved within a fashion role, predominantly within the magazine industry, however social media marketing and PR interests me highly.
I am a graphically influenced BA (Hons) Fashion Branding and Communication graduate aspiring for a job within Graphic Design or Fashion & Lifestyle Branding. I would like to explore both sectors to gain an understanding of where my skill set is better suited. Throughout my university experience, I have been heavily influenced by graphically produced artwork. To inspire the range of colour and style of design within my work, to expose the tone and personality of the brand or graphical work obvious to others viewing for the first time.
Which is resembled within my self-promotion as I used bold colourfull illustrations as it is how I would represent my personality. It has been used throughout all of my platforms to keep a consistent representation.
As well as putting a range of transferable skills alongside over two years of retail experience within popular fashion retailers to put to use.
Final Major Project
My Final Major Project was based upon an online charity shop to enable consumers to request a LOOP disposal bag to discard garments that the owner no longer wants. LOOP came from research within my dissertation titled "Is Fast Fashion fuelling the Slow Fashion movement in Millennials" as I noticed the rate in which Millennials were purchasing garments from Fast Fashion brands and how quickly they were being disposed of on Depop. LOOP was created to enable consumers to get rid of their garments hassle-free and without needing to haggle prices and postage with other users.
Within the second year, we were allowed to create our brand as well as the components to build a successful brand.
I created ONKA a graphically influenced Home Decor and Lifestyle brand collaborating with two BCU Surface Design students, to allow them to visualize their designs on possible home furnishings. From creating the Logo to Social Media marketing and ONKA's website holding the imagery of our collaboration advertisements, to act as a realistic visual for consumers to see.
During my 3 years studying Fashion Branding and Communication at BCU, I’ve discovered my enthusiasm for fashion styling and creative direction, allowing my passion for the course to develop into an all-rounded skill set.
Through gaining industry knowledge and experimenting with styling for my own independent projects, the course has allowed me to grow personally and professionally, helping to lay the foundations for starting a career within Fashion Branding and Communication.
Throughout each module all concepts and visual content were carefully thought out and displayed appropriately using my creativity and skills.
An area of study that I’ve become particularly interested in is looking at how the current ecological crisis impacts the fashion industry, and how real-life concerns unfolding every day. My final year projects reflect this interest, and I hope to use my work and skill-set to contribute to building a sustainable, ethical fashion industry.
This is my Final year Independent Project works about building an independent brand based in Malaysia.
Amor Matris is the brand that I created during my Final Independent project module.
Amor Matris is a girls clothing brand based on Malaysia.
The idea of Amor Matris is using different designs of floral prints or embroidery or appliqués to create a unique taste for the clothing.
A passion and love for cute and soft fashion style. We recreate a lovely and graceful fashion range for your little one in every occasion. Inspired by the vintage and elegance of flower bouquet arrangement designs. All our clothing made from natural materials to ensure breathability and softness to a child’s skin.
It will be operating as online business for the time being as the pandemic has bring great changes to the shopping behaviour to the consumer in this past few months. Online business has been growing rapidly and it will be a great opportunity for small brand such as Amor Matris to start off.
Initially I wanted to create a mother and daughter fashion or mommy and me matching outfits which the brand logo was designed, but it will be plan as a future plans or future goal for the brand as I wanted to start it slow to test the market.
From a background of family business that has been in the same industry as well in Malaysia for over 20 years or more, which inspired me to build a brand of my own in the future. After my work experience in Padini, (Padini Holdings Berhad is a Malaysia-based investment holding company. The company sells both men's and ladies’ shoes and accessories, garments, ancillary products, children’s garments, maternity wear and accessories through various subsidiaries.) ,I was particularly working in their childrenswear department for 2 years, and I was very sure what I wanted to pursue and determined my passion towards the childrenswear industry.
Amor Matris is just a beginning for me to develop different brands not only sells apparel but to investigate in various opportunities in the future.
My commitment to fashion and passion for art have given me some great experiences throughout my three year Bachelor Degree course. Performing as an art director in my fashion publication module, I worked over many magazine layouts, which helped me to develop my creative instinct. Individuality is a significant concept behind my designs, one I believe in strongly, and I carried it out in my 3 in 1 general concept store. This which provides indoor services for tattoo design, manicure & pedicure, and Heytea. My collaboration with a 3-D interior designer and a web designer led to the completion of my store design on time. This also helped me to improve my management and communication skills, which I had been working on from the time I interned as a fashion stylist assistant at Pierragroudi London fashion week. For identifying “WHO I AM” and perfecting the business strategy, I used SWOT analysis techniques. This allowed me to better comprehend my future and where I want to go. Ample knowledge in graphic design, Adobe InDesign, Adobe Photoshop, and the use of Microsoft PowerPoint helped me a lot during my three years of education. Using this software helped me to give my personalised logo an artistic and aesthetic look for my final, independent project. To gain the attention of potential customers, I used three of the most trendy, contemporary graphic techniques to design my logo and apply my ideas of individuality and the freedom of each soul. Throughout my three years working in art and fashion, I have passionate, deep-rooted desire to work in the tattoo industry and showcase my creative skills. I believe that the body is the canvas of our souls, and we should make it beautiful.