Sasha Green

Sasha Green

COURSE: Fashion Branding & Communication 2020

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Bonafide Issue 01: AUTHENTICITY

A GEN Z MAGAZINE: CALLING OUT THE BS, HUNTING FOR AUTHENTICITY AT EVERY TURN

FINAL MAJOR PROJECT

The outcome of my final major project was the creation of BONAFIDE, a Generation Z, fashion and lifestyle magazine. Taken from the research collected from my dissertation, as well as the confidence gained in understanding this generation, I noticed a market of young individuals who enjoy the tangible and digital worlds, interchangeably.

BONAFIDE is an immersive platform. The perfect combination between online and the physical, igniting all five of our senses. A magazine at its core, with corresponding podcasts, events, videos and more.

DISSERTATION

"Was the digital era the biggest impact on the evolution of subcultures in Generation Z?"

The motivation for the dissertation was to explore the evolution of youth subcultures and explore the reasons for its drastic change, evident in Generation Z, comparing it to those of the past. Whilst collating a wide scope of research, both primary and secondary, it was discovered that the rise of the digital age was the main drive for this change.

The project provided me with a deeper understanding of the motives and drives of Generation Z, as well as a continued interest in the trends emerging from this generation.

PROFILE

I have graduated with a BA (Hons) Fashion Communication and Branding and am seeking to work in the Fashion Editorial industry. My passion lies in the creative, design elements of communication, having an enthusiasm for aesthetics and graphic design. I have a strong awareness for fashion and culture and a keen interest in the social and historical details that accompany this. I flourish at the opportunities to remain creative in both my personal and work life, enjoying all things design, writing and making.

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04
May