“At some point, we’re going to look back and think, how did we not have a digital layer on the physical world.” (Jones, 2017)
digiLove x missguided was formed following research into key drivers such as Augmented Reality in Fashion and Avatar Influence; the concept of using avatars to open up a market for digital dressing. Offering personalised services by combining the physical and virtual. Further research conducted in Final Major Project, uncovered a trend for utilising digital avatars as ambassadors for real life issues, such as body positivity and combating discrimination. From this, a gap in the online fast fashion market was indentified, introducing a new level of personalisation to the sector whilst emphasising key brand values.
digiLove is a limited edition collection and concept for missguided, encaspulating body positivity and celebration of women throughout the campaign. The use of digital avatars as ambassadors is implemented via a collaboration with Snapchat's Bitmoji, offering a digital version of any items purchased (from the collection) for the consumers Bitmoji to wear. Augmented Reality features are introduced to the missguided app to encourage further physical elements to the primarily online brand. Catering to the identified Gen Z consumers need for reassurance and support when it comes to body image.
From the outcomes of the Final Major Project alongside previous work experience as assistant to blogger She Wears Fashion, I have decided to pursue a career in PR and communications. With extensive experience in a fast paced retail environment, teamed with my chatty personality and love for anything creative, I believe I am well suited to a role in the PR industry.