My skills centre around art direction and concept creation but I believe that my strongest asset is my kindness, ability to listen and make people feel comfortable. I am a confident presenter with experience pitching to industry clients and can lead with both practicality and compassion.
As a socially and politically aware person, a combination of empathy and creativity is integral to both my outlook and the work I produce. It was my profound interest in how humans show empathy and interact with other people less fortunate than themselves that has led me to create a new platform called Empaphoria. Being chosen as NTU’s submission for GFW’s Fashion Innovation Award 2022 for ‘Empaphoria’ is something I am immensely proud of; I am passionate about creating stunning outcomes that can change the way we view the planet we live on and the people we share it with.
This project saw me do research into the social and political climate, as well as the psychology behind empathy and altruism. I have investigated the rise in digital activism and analysed its effectiveness. Empaphoria seeks to make activism fun and approachable; a positive and uplifting practice for those who find social issues “overwhelming and confusing”. Using music and pop culture figures to further messaging that must be more widely spread if we are to restore the empathy deficit we face today.
Empaphoria is a subscription service that will launch in collaboration with Spotify. With the target consumer’s premium Spotify account, they will receive a monthly box called Empaphoria UnWrapped, which covers a different social issue each month. Inside the box will be a Spotify playlist to fit the theme as well as a Zine titled Empaphoria Explores. The Empaphoria Explores world will be promoted in a specially curated teepee, set to tour different festivals including Reading Festival 2022.
The March edition, named WomanKind, focuses on intersectional feminism, highlighting the music and global experiences of women from all backgrounds and cultures. Content ranges from music and podcast recommendations to in-depth stories from Bangladesh garment workers, providing prompts for the consumer to respond to. It also includes a cassette player and tape featuring the 'In Conversation' episode with artist of the month Little Simz. At Empaphoria we believe it is so important to highlight women of all backgrounds and cultures and will encourage the target consumer to do the same. There are also makeup rhinestones included inspired by TV show Euphoria, leaning into the party inspired aesthetic. Emphasising clear brand values on female safety, an anti-spiking drinks cover for nights out is also gifted. There are consistent scannable QR codes throughout the zine, making the inspired action quick and easy to follow through, creating a seamless blend between physical and digital channels.