About Me
Fashion Communication Portfolio Award Winner
Hi there, I'm Freya! Dedicated researcher and innovative idea generator, my skills span across design mediums including trend forecasting, styling, creative direction, promotion, and graphic design. At Graduate Fashion Week 2024 I became the proud winner of the Fashion Communication Portfolio Award!
My work is fueled by a deep curiosity about the world and a commitment to staying ahead of trends. I draw inspiration from a wide range of external influences, combined with insights from my own personal experiences. With a focus on unique perspectives, my university projects are designed to pose thought-provoking questions, aiming to make a meaningful impact or statement.
INSPIRATION
Filthy Skin - the original anti-wellness skincare brand
Building on research from my dissertation, which examined toxic trends and unrealistic standards in modern wellness culture, I identified a gap in the market and developed Filthy, a skincare brand that redefines self-care by challenging the rigid boundaries of wellness. Filthy directly addresses issues highlighted in my research, offering a guilt-free approach that counters the unrealistic standards, over-consumption, and exclusivity that dominate the self-care and wellness industry today.
This project resulted in a complete brand generation, including product and packaging design, a video advertisement, a fully developed marketing campaign, as well as social media and website design for the brand. To deepen my insights, I analysed reports on early anti-wellness trends from sources like WGSN, LSN, and Mintel, I found that I had identified an emerging trend, demonstrating my forward-thinking approach.
MY WORK
PORTFOLIOS
Filthy Posters
Photoshoot Images
Products and Packaging Design
Advertising Mock-Ups
Video Ad Storyboards
Brand Book
Filthy Brand Website
Social Media
Consumer Profiles
Written Dissertation
DETAIL
Creative Direction
Driven by a constant flow of creative ideas, I aspire to become a creative director. As a versatile creator, I chose a final major project that showcases my diverse skill set across multiple mediums. A key element of this project was organizing, directing, and styling a fashion film to promote the Filthy brand. The film captures the brand’s unique culture with visual influences from Indie Sleaze, drawing inspiration from Skins, Saltburn, and Euphoria.
"A brand is what people say about you after the party." — Marty Neumeier
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