About Me
Fashion Branding and Communications Graduate from BCU
I take in the world with two perspectives, one of clear, rational logic and the other, of limitless imagination with an ‘anything is possible’ attitude. Combining these two outlooks has led me to specialise in creative strategy, branding and communications, allowing me to create dynamic visuals, that are grounded in insights.
I am heavily inspired by culture. All my work over the course of my degree has been influenced by culture, race or society. From creating a brand to help teenagers understand and respond to racial microaggressions, to writing my dissertation on whether the philosophical idea of post-blackness is the next zeitgeist, and what it means for black British fashion. I believe that in this current climate, it is not good enough to just create visually appealing work. That is why I always aim to use my skills to amplify important voices and provoke meaningful conversations.
INSPIRATION
'West' does not instinctively mean 'best'
While conducting market research during an internship at a consumer consultancy, I came across the trend of consumers challenging the concept of ‘West is best’. This refers to Western world, namely the UK, USA and Europe, dominating all channels creating a homogeneous culture. My own consumption habits have led me towards Korean culture, through music, food, fashion and film. I have been immersed in the Korean wave known as Hallyu, that is sweeping the West.
Following on from themes in my dissertation on forecasting the next Zeitgeist, South Korean culture and particularly its fashion seems to be what’s next for popular culture. While not overtly mainstream yet, the successes of Korean exports highlight a moderate adoption of the culture which will only increase with the consumer need for diverse content. My final project, HANG-UK Studio, is a space dedicated to South Korean fashion, a timely brand that directly answers the consumer need for diversity.
MY WORK
PORTFOLIOS
HANG-UK Studio - Aerial View
HANG-UK Studio - Portfolio
HANG-UK Studio - Website
HANG-UK Studio - Social Media
HANG-UK Studio - Mobile Virtual Tour
HANG-UK Studio - Checkout
HANG-UK Studio - Front of House
HANG-UK Studio - Ground Floor
HANG-UK Studio - Ground Floor
HANG-UK Studio - First Floor
HANG-UK Studio - First Floor
HANG-UK Studio - Changing Rooms
HANG-UK Studio - H-UK Hub
HANG-UK Studio - 'Untact' Store
DETAIL
HANG-UK Studio is a concept store that hosts a curated selection of emerging South Korean designers.
The marketplace will act as an experiential retail space for exploration of South Korean culture, through the mode of fashion. As the name suggests, with ‘Hanguk’ translating to Korea in Korean, the studio aims to bridge the gap between Korea and the UK. It exists as a virtual space made using 3D visualisation software with a corresponding website that incorporates animations and complex scrolling mechanisms. The entire three-storey space can be toured on a desktop with a 720º virtual tour, using gyroscope features on a phone for an AR experience or using VR with a headset. More than your average concept store, HANG-UK Studio has Korean culture woven into the entire space. It doesn’t just offer fashion but also has a community zone with a café for a taste of some of Korea’s street food. For a true Korean shopping experience, this zone is open until 3am with an ‘untact’ unmanned mini store, much like the shopping malls in Korea’s largest fashion district, Dongdaemun.
“Throughout history, fashion has reflected economic, cultural, political and social changes in society, essentially embodying the zeitgeist in visible form.” - Barbara Vinken
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