I adopt a forward-thinking approach to understand the fast-changing landscape of fashion, in order to create harmony and balance between strategic thinking and visual communication.
In my practice, I conceptualise, execute and produce a well-rounded body of work, which is informed by the dynamic nature of the consumers needs as well as market trends. My driving goal is to bring awareness of important societal challenges to promote cultural and commercial relevance whilst offering something innovative and disruptive.
Recognising the emotional burnout and lack of stability myself and many others have experienced, I was inspired to guide others towards a renewed sense of purpose. As a foundation, what unifies us is the nature that surrounds us and its power to connect with our shared well-being. The desires for security and optimism are communal aspirations during challenging times.
Supported by my own personal experiences as well as those of wider society, led me to intertwine these concepts in a commercial context. The shifting consumer needs and exponential rise in outdoor lifestyles, inspired my most recent marketing campaign positioned for Norwegian brand Holzweiler. Through an omni-channel approach, the work encompasses both digital and physical touchpoints as a response to the increasing need for personalised connections between brands and consumers.
As the demand for multifunctional products increases, consumers seek activity, connection, and healing in nature without surrendering their urban life. This is mirrored in the growth of the outdoor apparel market which is the key driver for my campaign. #DownToEarth exploits a gap in the UK market for functional and durable outdoor clothing that is accessible to a younger consumer cohort. Presenting the products outside of their Scandinavian heritage and into the British landscape, will encourage this cohort to reconnect with nature by implementing purpose led solutions. The campaign proposes campaign imagery, e-commerce, a pop-up store and a strategic partnership with The National Trust, to engage with the Gen Z target audience.