I am a FBP graduate from Birmingham City University who has developed a distinct focus on digital media, fashion publication and evolving technologies whilst at Uni. My course has given me the opportunity to explore a variety of sectors both in-depth and creatively, which has developed an interest in myself to ultimately become a Head of Creative.
Driven by a strong interest in the effects of technology on the retail landscape, both my Final Major Project and Independent Final Project explored how technological advancements, heavily attributed to the COVID-19 pandemic, accelerated all areas of the fashion industry and completely reinvented the consumer. My FMP explored the over-consumption of fast-fashion as a result of TikTok and acted as a catalyst for the development of 'Immaterial World,' - a fashion publication which showcases the latest trends and news in digital fashion and the metaverse.
'Immaterial World' was created as a solution to both the over-consumption of fast-fashion and the decay of the print publication industry. My dissertation subject forced me to develop a meticulous awareness of the attitudes of Gen Z towards fast-fashion and acted as a catalyst in the creation of an unconventional fashion publication that showcases digital fashion; the sustainable way to consume the fashion of the future.
My aim for the publication was to make the latest technological advancements accessible to a wide range of consumers. To ensure this, the magazine fuses innovation with tradition in which content throughout comes to life through augmented reality (AR) via the use of Blippar. This enables consumers to become fully immersed in digital fashion by allowing them to try on and become educated about virtual garments before purchase.
Through the use of Blippar, I integrated AR throughout many aspects of my Independent Final Project. Shown here, is how it works in the marketing strategy of Immaterial World. When in the vicinity of an Immaterial World branded poster, through using a mobile phone, individuals are able to access the promotional video of the publication.