"My work reflects the importance of authentic human interaction and club culture. There is more to life than social media and some of humanity's greatest achievements started on the dancefloor..."- Shaun Evans
P R O F I L E
BA (Hons) Fashion Business and Promotion Graduate 2021 with a keen interest in the creative side of the fashion industry through the channels of styling, creative marketing and creative direction. Heavily influenced by the one of a kind individuals that populated the subcultures and club scenes in the 70's, 80's and 90's. My degree has enabled me to understand many areas of the fashion industry from Trend Forecasting to Marketing and Pr which underpins the industry experience I gained during my work placements and internships at Wonderland Magazine and London Fashion week.
G L U E D T O S C R E E N S I N S T E A D O F S C E N E S
Throughout lockdown, I began to crave human interaction and club culture more than ever, so I began to read about them. I fell in love with a world I never knew existed when learning about the New York Club Kids, Blitz Kids, Punks and Ravers just to name a few. The fact that I missed out on such eras affected me, I wanted to be in Studio 54 with Grace Jones, Blitz Club with Steve Strange and Limelight with Peter Gatien. I began to wonder why such monumental scenes weren't happening in todays world.
For this project I connected with the people that populated the subculture and club culture scenes in the 70's, 80's and 90's and they shared their stories and images with me. I then spoke to those that populate the subcultures of today and realised the key difference between them both, Social Media. I wanted to explore the impact social media has had on subcultures and more importantly discover how I can bring back the buzz that surrounded these amazing individuals, which is now my key motive going forward in my career.
M A G O O
-INDEPENDENT FINAL PROJECT
As a reaction to the research I found in my Major Project I wanted my IFP to be the solution to people being glued to screens instead of scenes. I made a business called Magoo. The sole aim of the business was to help youth feel connected to one another once again and find their tribes, getting youth to use social media as an aid for in person communication rather than simply just a replacement. The business consisted of an App specifically for subcultures to connect and meet for in person events, a promotional zine that could only be accessed by retrieving one in person and a interactive poster campaign that you must seek out in order to gain access to the app. The interactive campaign is effective as it forces people to leave their house in order for them to access the application meaning that they will meet likeminded individuals also surrounding the posters. Gen Z are used to being able to access everything with ease, so this will stand out to them as they have to physically go out to access it.