Throughout my degree I have developed a passion for Fashion Publication design and Art Direction. My Final Major Project Involved a zine featuring Midlands based independent brands and creatives, and a service providing bimonthly boxes of products from Midlands based small businesses. I named the platform Mercia, the medieval name for Midlands.
I interviewed five brand owners and creatives, where we spoke about future plans for their businesses, how they started their brands and how they find the overall experience. I also collaborated with an illustrator called Liz Carter who created a portrait of each feature. My main motivation and message I wanted to put across was to make more ethical and sustainable choices when shopping and to encourage consumers to engage with local brands and give creatives the appreciation they deserve. I also worked on a website and social media page for the brand.
INSPIRATION
Over the last year, I developed a growing motivation to only buy second hand or purchase from independent brands who I knew were maintaining ethical and sustainable practises. I also researched a lot into the change of the market and consumer habits, and the way a new idea of luxury was developing. I was really interested in a big rise in people looking for clothing from smaller brands that no one had heard of, rather than the desire to have clothing with well-known logos from big brands.
Trying to upkeep these sustainable choices, I noticed a difficulty with finding local brands through social media and web searches, that matched the requirements or aesthetic I was looking for. I realised there was not many ways of filtering through these sorts of brands, and that most of the ones I am aware of came through word of mouth. I wanted to develop a platform and service allowing these brand owners to receive promotion and provide a space for customers to discover new brands to engage with.
DETAIL
I was interested in the effects our fashion choices can have on an individual in terms of their sense of self, particularly in a time of lack of activity. I conducted secondary research into past studies involving clothing and the effects on the brain, as well as extensive primary research where I gathered 15 participants to fill out clothes diaries over a two week period. They photographed their outfits each morning and night and noted their energy levels and described their mood. I found the topic very fascinating and have developed a growing interest in fashion psychology.