20051413 Depop Brand Cultural Coordinator
14.
18.
19.
Contents
4. Youth Culture Insight
10. Shoot Concept
12. Shoot References.
13. Strapline and messaging
Multichannel Rollout.
Summary
2
Bibliography/ references
1.
This presentation is for the role of ‘Brand Cultural Coordinator” for the brand Depop. In 2011, Simon Beckerman founded Depop as “ a social network where readers of PIG magazine could buy items from the young creatives featured in the magazine” (Depop, 2022). The website was remade as an app, and marketplace where consumers are able to view what other users are buying, selling and liking (Depop, 2022). Depop has headquarters in London, alongside offices in Manchester, New York, Los Angeles and Sydney (Depop, 2022).
Within this role the chosen candidate will “coordinate the impact of Brand projects", “contribute to the global marketing calendar”, “keep us tapped into youth culture trends and communities", “oversee global brand campaigns”, “deliver brand activations” and “be a strategic representative of the brand” (Depop, 2022).
Within this presentation I will showcase my keen interest in working with youth audiences and how it relates to the growth of brand equity in line with Depop’s strategy, generate range of idea and concepts on the brief, determine behaviours of Gen Z cultural, consumption and media behaviours, convey my passion for working with diverse audiences, communities, and collaborators and display my understanding and application of Adobe skills.
By using a trend popular with Gen Z; subversive basics and a relevant social/ethical issue such as gender fluidity within fashion, I will target the Gen Z demographic aesthetically and emotively to create powerful and effective promotional images.
3
Introduction
Depop’s Brand DNA:
Brand Essence
The Depop app is a “marketplace and a mobile space where you can see what your friends and the people you’re inspired by are liking, buying and selling”, (Depop, 2022).
Brand Values
Depop self proclaims itself as a “community-powered fashion ecosystem” (Depop, 2021). Depop functions on three pillars : Sustainability, Community and Entrepreneurship (Depop, 2021). ‘Community’ pillar ensures buyers and sellers are “inclusive, diverse and accessible”; Depop aim for everyone to feel welcome within their app. ‘Entrepreneurship’ pillar supports those wanting to build a business, thriving on supporting innovation by creating a space where “creators, makers or hustlers can thrive” (Depop, 2021). Finally, ‘Sustainability’ pillar aims to reduce waste and thus environmental impact, and give old clothes a new life, in turn making a positive impact on the fashion industry by using circular fashion (Depop, 2021).
Brand personality
Depops personality is “rejecting the norms, being proudly yourself, going beyond the basic” (DesignStudio, 2020). Depop is seen as a “marketplace for the cool kids” (DesignStudio, 2020). As Depop is a marketplace rather than a shop it doesn’t have one fixed aesthetic however campaigns tend to be personable, inspiring creatives, targeting youth, fun, bright and loud.
Brand In Action
Many micro-influencers , influencers and celebrities have been seen on the app or buying clothes from the app and informing customers of place of purchase, (Sesiguzel, 2021). Celebrities on the app include Lily Allen, Emily Ratajkowski and Olivia Rodrigo, (Sesiguzel, 2021). Rare pieces that consumers are desperate to find when seen online for example; TikTok, are often cited by the user as from Depop, driving up interest and also cultural significance (TikTok, 2022).
4
Identity Onion (Posner, 2003, P.158)
Youth Culture Insight
Fashion and Money Conscious Student
Age: Late Gen Z 16-24
Interests: Fashion, Sustainability, Socio political issues
Where: Ireland, UK, Australia, New Zealand and Latvia (GoogleTrends, 2022)
90% of Depop’s consumers are Gen Z (Under 25s), (Maguire, 2021). “In the U.K., where Depop is headquartered, it is estimated that one in three 15-to-24-year-olds (Gen Z) is registered on the platform”, (Schneier, 2019).
The search term “Depop” had the highest interest by Ireland, followed by the UK, Australia, New Zealand and Latvia, (GoogleTrends, 2022). This shows that users are global, and tend to be in first world countries, Consumers will have access to wifi due to the online nature of Depop. Often live in large, built- up cities where most fashion is consumed.
75 % of Gen Z rejected “easy categorisation of their race, gender or sexuality”, whilst 60% felt their identity was linked to “a broad mix of factors, including race, culture and language”, (Hulu, 2020: Via: Maguire, 2021). Trends also come and go a lot quicker due to the fast pace of information coining the term ‘microtrends’, this is also due to the fact that there are a lot more smaller trends going around as everyone seeks individuality, (Marriott, 2020). Gen Z are self autonomous and care about social- political issues more than previous generations, (Francais et Hoefel, 2021), for example; LGBTQ rights, or the Black Lives Matter (BLM) campaign, (Casey, 2021).
Gen Z spend 43 minutes more shopping online after the pandemic (Bump, 2021). Gen Z spend just under 3 hours a day on social media (Hastie, 2020) 75% of Gen Z users on Depop use the app to reduce clothing consumption, over half of Gen Z use the Depop app to find one of a kind pieces and 45% of Gen Z Depop users use the app to “tap into trends” (Maguire, 2021). Gen Z most used social media is YouTube with 77% of Gen Z using the platform, Instagram with 67%, and TikTok with 64% (AFPRELAXNEWS, 2021). Gen Z are also more likely to be openly LGBTQ+, and therefore more likely to use gay dating apps (Casey, 2021).
Depop shares their socio-political views through their website blog, for example; “BLACK LIVES MATTER THEN, NOW, ALWAYS.”, and “Black. Trans. POC. Queer. Whoever you are – Depop is a platform for you”, (Depop, 2022)
Gen Z also care about sustainable clothing more than other previous generations with Mintel data showing 70% of 16-19-year-olds agree that “sustainability is an important factor when purchasing fashion items”, (Kale, 2021)
These values align with those of Gen Z who are progressive and support minority groups (Casey, 2021), 41% of Gen Z say LGBTQ discrimination is a social cause/issue they’re most passionate about compared to 23% of Millennials (Ypluse, 2020).
Depop operate on 3 pillars: community, entrepreneurship and sustainability. The community pillar is focused on “committed to empowering diversity within the fashion community” (Depop, 2021). One aim of the brief is to “tap into youth culture trends and communities”: this will be done by showing affiliation with youth culture through presenting models and clothing as gender fluid, supporting the LGBTQ+ for non binaries and connects with Gen Z as progressives in social issues such as gender fluidity, (Casey, 2021).
Consumer profile 5
2.
Gen Z and Gender Fluidity?
Gender fluidity within fashion is not something new created by Gen Z. One of the first people to embrace femininity as a member of the opposing sex was David Bowie with his alter ego ‘Ziggy Stardust’, (Aston, 2016). “Now we have LGBT, back then we had Bowie”, (Aston, 2016).
In recent years, pop icons follow suit such as Billie Eilish with her baggy clothing, Harry Styles wearing a skirt or even Jaden Smith wearing a crop top (Herh, 2021). Harry Styles even received backlash for his apparent androgyny as people thought it was for publicity and he replied “I’m not just sprinkling in sexual ambiguity to be interesting” (Lamont, 2019).
In essence, gender-fluid fashion isn’t limited by the traditional “menswear” and “womenswear” binary, which aligns with the idea of non-binary people, who don’t align to a single gender. You don’t have to be non-binary to enjoy gender fluid fashion, and non-binary people aren’t don’t dress non-binary (National Centre For Transgender Equality, 2018).
Gen Z is in favour of flexible gender roles with 62%, versus 55% among older generations. A large majority of Gen Z believe online profiles should include additional gender options with 59%, compared to 40% of Gen Xers and 37% of Boomers (Herh, 2021).
A 2019 study showed 56 percent of Gen Z consumers shopped “outside their assigned gendered area,” (Herh, 2021).
This reiterates Gen Z’s progressive nature (Casey, 2021), and the importance of changing gender roles addresses the brief by tapping into youth culture trends such as gender fluid fashion, and also displays importance for Depop’s pillar of community by “empowering diversity within the fashion community”.
6
3.
4.
5.
Trend - Subversive Basics
“Think: interesting cutouts, sheer fabrics, unconventional straps, and artful layering. It’s a futuristic approach to the basics we all know and love” (Cigliano, 2021)
Trend forecaster, Augustina Panzoni, coined the term on TikTok, defining it as “basics that rebel up to the point of losing their utility”, (Cigliano, 2021).
Subversive basics are a “rapidly growing microtrend”, which may have birthed from the “deconstructed” runway trends, and 1990s “grungechic fabric details” (Cigliano, 2021).
It’s been used in high-end brands, e.g. Didu, Rick Owens and Mugler and also low end market brands such as PrettyLittleThing, Asos and even Shein. This isn’t exactly a new trend, but its been given a new name (Block, 2021).
7
6.
8. 9. 10.
12.
7.
11.
The image above (GoogleTrends, 2022) shows the interest in the term ‘subversive basics’ has appeared from seemingly nowhere in the past year. This trend sees ‘basic’ pieces of clothing such as a tank top have a subversive twist- extra layers, cut outs, sleeves, texture etc.
The term has also become very popular on TikTok as well, with ‘#SubversiveBasics’ harvesting over 108.0M views on the social media platform (via: TikTok, 2022). Users show a range of different ways to style, find brands for and DIY ‘subversive basics’, as presented on next slide. According to Forbes, “over 60% of TikTok users are comprised of Generation Z”, (Muliadi, 2020). This is important as the shoot aims to “tap into youth culture trends” such as subversive basics, whilst showing “keen interest in the behaviours of Gen Z cultural, consumption and media behaviours”.
8 (Via: TikTok, 2022)
(Via: TikTok, 2022)
Shoot Concept
Past Campaigns
1. ’Off The Hook’ Market, an experiential Out Of House event. - March, 2021, at Hatch Manchester, “bringing independent and vintage designers and makers from a combination of Depop and ASOS Market Place together for the first time”,(HatchMcr, 2021).
2. In Celebration of Pride Month, 2020, Depop offered some of its LGBTQIA+ sellers a platform to share their thoughts — on style, identity, and more — with the entire Depop community (Huber, 2020).
3. Depop’s first global ad campaign by DesignStudio featured in the London Underground system and the New York Subway. This entailed a series of posters intended as “a celebration of its creative and diverse entrepreneurial community.” (Baines, 2018)
4. Depop X Benetton 2021, the brands worked in collaboration to “curate a collection of rare vintage and archive Benetton pieces”, available to buy on the Depop App (Amoratis, 2021)
9
2. Celebration of Pride Month, 2020
3. Highlighting Community, 2018
‘Off
4. Depop X Benetton, 2021
1.
The Hook’ Market, 2021
13.
16.
14. 15.
Gender Fluid Fashion + Subversive Basics
Moodboard
Generation Z Interest
The shoot will combine subversive basics and gender fluidity, both of these target the demographic of Gen Z, address Depop’s three pillars; ‘Sustainability’ by encouraging youth to shop second-hand, ‘Community’ by showing support to those who don’t fit within gender norms.
The aim is to represent gender fluidity by using male/female/ non-binary models wearing feminine, masculine and androgynous clothing outside of the usual gender norms to inspire youth to be themselves when it comes to clothing and to not feel like they must fit in any box. This also appeals to Gen Z as 56% shopped “outside their assigned gendered area,” (Herh, 2021).
By using clothing sold/ made by depop users this reinforces the pillar of ‘entrepreneurship’ and also ‘community’ by showing DEpop’s support for those who use it’s platform.
The colour palette for the clothes will be neutral; black, white, beige, grey, and the clothing will be in subversive basic style with a multitude of textured fabrics, cutouts, layers and additional non-utilitarian designs.
10
18.
17.
19.
20.
21.
22.
23.
24.
Depop Sellers of Subversive Basics
@sourtai and @smile2021 both make handmade items within the subversive basic trend. The cutout, layers, and textures make these sellers a perfect match for the shoot.
By using the clothing sold by these users of Depop, it allows depop to give back to their community by promoting those who show entrepreneurship and creativity. The users handle will be credited at the bottom of the images, allowing the consumer to know where to purchase and also giving the sellers free promotion
Depop users @amyli008 and @redmegalondon both resell clothing that fits within the subversive basics category.
(Via: Depop, 2022) (Via: Depop, 2022)
11
Shoot References
Shoot Planning
LOCATION
Because Depop is a site used by individuals at home to sell/ buy clothing, the shoot will take place in a house using backgrounds such as a kitchen, bathroom and bedroom. This allows the consumer to relate the the images as they are in normal settings.
STYLING
Neutral colours, subversive basics style of clothing made and sold by by Depop users. Androgynous, feminine and masculine clothing on men/women/ non-binary. Makeup will show men and non binary and women wearing both feminine makeup and no makeup; this is to show that you are able to express yourself however you want regardless of gender.
AESTHETIC
Refined, yet natural. Subversive basics is a trend that the more fashion savvy tend to take on, the shoot must look refined as it is a trend that stems from runway fashion. The shoot will also pay homage to the 90’s designs that it is also inspired by by giving it a vintage feel using location and image edits.
LIGHTING
Natural lighting, dark, ambient ‘night-time’ lighting. Depop is an app that is used by consumers at home, therefore we don’t want to separate the consumer from this by using obvious studio lighting. The aim is to feel relatable, which is on-brand as this is also what Depop’s previous campaigns lighting is like.
POSING & CAMERA ANGLES
The models will be doing everyday tasks, e.g. reading a newspaper, on their phone/ laptop, going through their wardrobe, eating cereal, however, for lots of the images they will be looking at the camera, being aware it is there, a ‘fake candid’ shot. This is to once again resonate the idea that this is a part of a community that Gen Z relate to, rather than an editorial shoot. Some images may just include the model’s hands and clothing, as if they are trying to grab the clothes. The camera angles will similarly relatively natural, as if you are just looking into someone’s house and the way that they live, this is similar to depop’s previous campaigns where they are all very natural and focus on displaying community.
12
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
Strapline And Messaging
UNDEFINE YOURSELF REIMAGINE YOURSELF
Want the consumer to feel as if they have to fit in a box or even stick to one style that ‘suits’ them. The term asks consumers to break their own definition of themselves, this is very important when it comes to being able to be completely them. This will resonate with Gen Z as a majority believe gender is on a spectrum rather than defined, (Herh, 2021) and be relevant to the shoot which is based on gender fluidity. Gen Z are self- autonomous, (Francais et Hoefel, 2021) which means having the freedom to govern themselves; so this strapline will also connect with this.
Laswell’s Model Of Communication
The model was proposed in 1948 by Harold Dwight Laswell (February 13, 1902 - December 18, 1978), and narrates the process of communication and its function to society. Referring to this model, Depop are the communicator, the message is to not feel societal pressures of gender norms and allow the consumer to wear clothes despite their usual connotations. This message is shown though the images and also the straplines “Undefine Yourself” and “Reimagine Yourself”. The channels to present this message on will be social media, out of home advertising and an online experiential event. The receiver of this message will be there target demographic of Gen Z, and the effect will be that consumers shop outside of gender norms on Depop.
13
Storyboard for Promotional Video
ESTABLISHING SHOT ZOOM IN
PAN OUT BEDROOM
PAN TO SIDE MULTIPLE HANDS GRABBING CLOTHES
ZOOM OUT MODELS IN GENDER FLUID STYLING WITH SUBVERSIVE CLOTHING
EXTREME CLOSE UP OF TEXTURE ON CLOTHES BRANDING AND STRAPLINE
For this video the aim is to show Depop’s anti gender norms campaign and show the target consumer to not define themselves though outdated gender norms. The aim is to also grab the consumers attention with the styling and models. The content will be inspiring whilst also promotional and on trend for Gen Z.
14
IGTV Instagram Mock Up
Snapchat Stories Mock Up
Multi-Channel Rollout
39.
40.
41.
42.
Mock Promotional Image
For these images comprise of primary images of model’s hands which are feminine, masculine and also an image of a man wearing nail polish which isn’t gender normative, all going to grab a top which is in the style of subversive basics, and the top and is also traditionally feminine. This is to show that any gender/ person can wear clothing which is traditionally assigned to a certain gender. The Depop logo is green to make it stand out from the neutral colour palette and also because Gen Z love bright green, and it has even been coined ‘millennial green’ (Taylor, 2020). Using a noise filter on photoshop pays homage to the 90’s style which subversive basic is inspired and merges the images together better. Kept to the neutral palette, which makes the logo stand out even more. I used a secondary image of a wardrobe to make it look as if it’s shot from home, and used image filters to make the images appear as if they are in natural light, this is to look relatable to the Gen Z consumer who mainly uses Depop from home. The strap-line is also at the bottom reinforcing the idea of self autonomy and gender fluidity. The background image was edited with less saturation to keep the palette neutral, which in turn allows the logo to stand out more.
15
36.
37.
38.
Instagram / Website Banner
16
WEBSITE BANNER MOCK UP
INSTAGRAM POST MOCK UP
Out Of Home/ Experimental Event
The OOH advertising images will focus on billboards and posters. The billboards will be placed in urban areas of high footfall/ cars to increase views. The bustops/ undergrounds chosen will be around student/ urban areas in order to target the Gen Z demographic. This gives a bigger range of views from the public rather than those who engage in online material.
The experiential event for the campaign will be a pop-up Depop shop in Manchester. The pop up shop will take place in an unrented unit in the city centre with lots of footfall to generate promotion for the brand. The pop-up will allow Depop users to sell clothing. The aim of this pop-up is not to generate profit (altough the users will benefit from that) but to show community and entrepreneurship by platforming these users and giving them a wider reach, by also targeting Gen Z through the message of breaking gender norms and also using the popular trend subversive basics. This is also a key opportunity to promote the campaign images.
17
43. (Backgrounds) .
44. (Background) .
Summary SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
• Appeals to target audience of Gen Z
• Demonstrates Depop’s three pillars
• Shows ability to co-ordinate brand projects
• Taps into youth culture trends and communities
• Identifies areas for impacting brand growth
• Uses non-traditional channels
• Shows a passion for working with diverse audiences
• May be seen as in-genuine to use gender fluidity on an advert
• Depop cannot ensure quality of garments from users that they promote
• Although as large majority of Gen Z 62% do agree with flexible gender roles (Herh, 2021), 48% do not, which might decrease usage of the app from those with said views
• Can branch out to do pop-ups in different cities, potentially using Depop users items who are from said city to promote community
• Could create a collaboration with a nonbinary influencer to widen demographic and show sincerity in campaign
• Could start a designer validity check where certain large users of the marketplace are able to have their designer goods verified by Depop employees
Conclusion
By the use of the important topic of gender fluidity within fashion and subversive basics trend, both highly relevant to Gen Z, I have created a shoot concept that is both emotive and visually interesting. I believe have showcased my skills in relation to the brief and job requirements, in line with Depop’s brand values of entrepreneurship, sustainability and community.
• Threat of competitors e.g. vinted, Lyst, due to Gen Z moving towards a more designer market.
• Fast fashion websites such as Shein, PLT and Asos may offer easier ways to find items that consumer is looking for, for a cheaper price
• No constant physical store, might be hard for an older generation to use if they wanted to purchase something
18
Bibliography
Aston, M., 2016. How David Bowie's Ziggy Stardust redefined sexuality - The Vinyl Factory. [online] The Vinyl Factory. Available at: <https://thevinylfactory.com/features/how-david-bowies-ziggy-stardust-redefined-sexuality/> [Accessed 11 February 2022].
Amoratis, P., 2021. Benetton has collaborated with Depop app on collection of vintage. [online] Mail Online. Available at: <https://www.dailymail.co.uk/femail/article-9637587/United-Colors-Benetton-collaborated-Depop-app-curated-collection-archivepieces.html> [Accessed 11 February 2022].
Baines, J., 2018. DesignStudio crafts Depop’s first global ad campaign alongside internal team. [online] Itsnicethat.com. Available at: <https://www.itsnicethat.com/news/depop-designstudio-global-campaign-graphic-design-110918> [Accessed 11 February 2022].
Bellan, R., 2020. Gen Z Leads The Black Lives Matter Movement, On And Off Social Media. [online] Forbes. Available at: <https://www.forbes.com/sites/rebeccabellan/2020/06/12/gen-z-leads-the-black-lives-matter-movement-on-and-off-social-media/ > [Accessed 11 February 2022].
Borissova, B., 2021. Inside TikTok’s micro-trend crisis and how it is fueling fashion overconsumption among gen Z. [online] Inside TikTok’s micro-trend crisis and how it is fueling fashion overconsumption among gen Z. Available at: <https://screenshotmedia.com/the-future/fashion/tiktok-fashion-overconsumption/> [Accessed 11 February 2022].
Bradley, S., 2019. Harry Styles: ‘I’m not just sprinkling in sexual ambiguity to be interesting’. [online] the Guardian. Available at: <https://www.theguardian.com/music/2019/dec/14/harry-styles-sexual-ambiguity-dating-normals-rocking-a-dress> [Accessed 11 February 2022].
Bump, P., 2021. 5 Things Gen Z Will Spend Money On & Why Marketers Need to Care. [online] Blog.hubspot.com. Available at: <https://blog.hubspot.com/marketing/what-gen-z-spends-money-on> [Accessed 11 February 2022].
Cigliano, O., 2021. What is the Subversive Basics Trend?. [online] CR Fashion Book. Available at: <https:// www.crfashionbook.com/fashion/a36958308/what-is-the-subversive-basics-trend/> [Accessed 11 February 2022].
Design.studio. 2022. Depop. [online] Available at: <https://design.studio/work/depop> [Accessed 11 February 2022].
Depop, 2022. Black Lives Matter Then, now, always. - Depop Blog. [online] Depop Blog. Available at: <https://blog.depop.com/ articles/black-lives-matter-today-and-every-day> [Accessed 11 February 2022].
Edward, M., 2022. Generation Z: The autonomous generation. [online] Advisorsmagazine.com. Available at: <https:// www.advisorsmagazine.com/technology/78-business-tech/23437-generation-z-the-autonomous-generation> [Accessed 11 February 2022].
Forbes India. 2021. Forbes India - Which Social Networks Have The Highest Usage Among Gen Z And Millennials?. [online] Available at: <https://www.forbesindia.com/article/lifes/which-social-networks-have-the-highest-usage-among-gen-z-andmillennials/72471/1> [Accessed 11 February 2022].
Hastie, C., 2020. The latest Social Media trends you should know about - SOCIAL. [online] SOCIAL. Available at: <https:// www.social.co.uk/blog/the-latest-social-media-trends-you-should-know-about/> [Accessed 11 February 2022].
Hatchmcr.com. 2022. Off the Hook Market – Hatch. [online] Available at: <https://hatchmcr.com/off-the-hook-market/> [Accessed 11 February 2022].
Huber, E., 2020. For Depop’s Queer Sellers, Clothing Is An Essential Mode Of Expression. [online] Refinery29.com. Available at: <https://www.refinery29.com/en-gb/2020/07/9892758/depop-pride-campaign> [Accessed 11 February 2022].
Herh, K., 2021. What is gender-fluid clothing? Fashion industry experts explain.. [online] NBC News. Available at: <https:// www.nbcnews.com/select/shopping/gender-fluid-clothing-ncna1270831> [Accessed 11 February 2022].
Hughes, A., 2021. Gen Z Engage With 10.6 Hours of Online Content a Day. [online] Omni. Available at: <https:// omnidigitalmarketing.co.uk/gen-z-engage-10-6-hours-online-content-day/> [Accessed 11 February 2022].
Kale, S., 2021. Out of style: Will Gen Z ever give up its dangerous love of fast fashion?. [online] the Guardian. Available at: <https://www.theguardian.com/fashion/2021/oct/06/out-of-style-will-gen-z-ever-give-up-its-dangerous-love-of-fast-fashion> [Accessed 11 February 2022].
Lamont, T., 2019. Harry Styles: ‘I’m not just sprinkling in sexual ambiguity to be interesting’. [online] the Guardian. Available at: <https://www.theguardian.com/music/2019/dec/14/harry-styles-sexual-ambiguity-dating-normals-rocking-a-dress> [Accessed 11 February 2022].
Lampert, M., 2022. Meet Gen Z: redefining gender roles and challenging patriarchy. [online] Glocalities. Available at: <https:// glocalities.com/reports/meet-gen-z> [Accessed 11 February 2022].
Lang, N., 2022. Gen Z Is the Queerest Generation Ever, According to New Survey. [online] them. Available at: <https:// www.them.us/story/gen-z-millennials-queerest-generation-gallup-poll> [Accessed 11 February 2022].
Maguire, L., 2021. How the Depop generation thinks. [online] Vogue Business. Available at: <https://www.voguebusiness.com/ fashion/how-the-depop-generation-thinks> [Accessed 11 February 2022].
Marriott, H., 2021. Do I look cheugy in this? What can a gen Z makeover teach me about life?. [online] the Guardian. Available at: <https://www.theguardian.com/fashion/2021/jul/17/do-i-look-cheugy-in-this-what-can-a-gen-z-makeover-teach-me-about-life> [Accessed 11 February 2022].
Muliadi, B., 2020. Council Post: What The Rise Of TikTok Says About Generation Z. [online] Forbes. Available at: <https:// www.forbes.com/sites/forbestechcouncil/2020/07/07/what-the-rise-of-tiktok-says-about-generation-z/?sh=2bb99f6b6549> [Accessed 11 February 2022].
National Center for Transgender Equality, 2022. Understanding Non-Binary People: How to Be Respectful and Supportive. [online] National Center for Transgender Equality. Available at: <https://transequality.org/issues/resources/understanding-nonbinary-people-how-to-be-respectful-and-supportive> [Accessed 11 February 2022].
News.depop.com. 2022. Trust and safety | Depop Newsroom. [online] Available at: <https://news.depop.com/what-we-stand-for/ trust-and-safety/> [Accessed 11 February 2022].
News.depop.com. 2022. About Depop | Depop Newsroom. [online] Available at: <https://news.depop.com/who-we-are/about/> [Accessed 11 February 2022].
Ohchr.org. 2022. OHCHR | The struggle of trans and gender-diverse persons. [online] Available at: <https://www.ohchr.org/EN/ Issues/SexualOrientationGender/Pages/struggle-trans-gender-diverse.aspx> [Accessed 11 February 2022].
Sesiguzel, L., 2021. From Lily Allen To Olivia Rodrigo, You Can Now Shop Your Favourite Celebs' Wardrobes On Depop. [online] Grazia. Available at: <https://graziadaily.co.uk/fashion/news/can-now-shop-favourite-celebs-wardrobes-depop/> [Accessed 11 February 2022].
Schneier, M., 2019. The App That Has Gen Z Hooked on Thrifting. [online] The Cut. Available at: <https://www.thecut.com/ 2019/08/depop-app-gen-z.html> [Accessed 11 February 2022].
Taylor, E., 2020. Why Green Is The New Millennial Pink. [online] Vogue. Available at: <https://www.vogue.com/article/whygreen-is-the-new-millennial-pink> [Accessed 11 February 2022].
YPulse, 2022. The Data That Shows Supporting LGBTQ+ Will Be Vital to Reaching Gen Z - YPulse. [online] YPulse. Available at: <https://www.ypulse.com/article/2021/06/01/the-data-that-shows-supporting-lgbtq-will-be-vital-to-reaching-gen-z/> [Accessed 11 February 2022] 19
Image References
1. & 14. Baines, J., 2018. DesignStudio crafts Depop’s first global ad campaign alongside internal team. [online] Itsnicethat.com. Available at: <https://www.itsnicethat.com/news/depop-designstudio-global-campaign-graphic-design-110918> [Accessed 11 February 2022].
2. Iconfinder. 2021. Social media icons - Iconfinder. [online] Available at: <https://www.iconfinder.com/social-media-icons> [Accessed 8 November 2021].
3. Diallo, H., 2019. Billie Eilish doesn’t care what you think of her style. [online] Dazed. Available at: <https://www.dazeddigital.com/ fashion/article/46051/1/billie-eilish-streetwear-style-freak-city-rolling-stone-body-dysmorphia> [Accessed 11 February 2022].
4. Bradley, S., 2019. Harry Styles: ‘I’m not just sprinkling in sexual ambiguity to be interesting’. [online] the Guardian. Available at: <https:// www.theguardian.com/music/2019/dec/14/harry-styles-sexual-ambiguity-dating-normals-rocking-a-dress> [Accessed 11 February 2022].
5. Aston, M., 2016. How David Bowie's Ziggy Stardust redefined sexuality - The Vinyl Factory. [online] The Vinyl Factory. Available at: <https://thevinylfactory.com/features/how-david-bowies-ziggy-stardust-redefined-sexuality/> [Accessed 11 February 2022].
6. & 9. Cigliano, O., 2021. What is the Subversive Basics Trend?. [online] CR Fashion Book. Available at: <https:// www.crfashionbook.com/fashion/a36958308/what-is-the-subversive-basics-trend/> [Accessed 11 February 2022].
7.Matthews, L., 2022. Aesthetic | Pinterest. [online] Pinterest. Available at: <https://www.pinterest.co.uk/pin/843862048938856726/> [Accessed 11 February 2022].
8. Bedford, M., 2022. [online] Available at: <https://www.luisaviaroma.com/en-gb/p/nensi-dojaka/women/74I-Q8O009?
ColorId=QlJPV041&lvrid=_p_dQ8O_gw> [Accessed 11 February 2022].
10. Chafer, J., 2022. Pin by Anna Jones on mirror pics¡ | Fashion inspo outfits, Streetwear fashion women, Streetwear fashion. [online] Pinterest. Available at: <https://www.pinterest.co.uk/pin/659847782913879634/> [Accessed 11 February 2022].
11. Momani, M., 2022. [online] Twitter. Available at: <https://twitter.com/veivetchica/status/1394371179532664834> [Accessed 11 February 2022].
12. Ferro, D., 2022. [online] Twitter. Available at: <https://twitter.com/cyberglittter/status/1410014092987883522?s=12> [Accessed 11 February 2022].
13. Hatchmcr.com. 2022. New retailers, food and bars! – Hatch. [online] Available at: <https://hatchmcr.com/new-retailers-food-and-bars/> [Accessed 11 February 2022].
15. Nesvig, K., 2022. Meet the LGBTQIA+ Creatives in Texas Using Depop to Foster Community. [online] Teen Vogue. Available at: <https://www.teenvogue.com/story/depop-texas-lgbtqia-campaign> [Accessed 11 February 2022].
16. News.depop.com. 2022. Depop partners with Benetton. [online] Available at: <https://news.depop.com/company-news/depoppartners-with-benetton/> [Accessed 11 February 2022].
17. Espino, A., 2014. Trend Watch: Androgynous & Transgender Models In Fashion. [online] Guest of a Guest. Available at: <https:// guestofaguest.com/new-york/fashion/trend-watch-androgynous-transgender-models-in-fashion> [Accessed 11 February 2022].
18. Benett, D., 2020. Bella Hadid Called Out Instagram for Deleting a Snap of Her Dad’s Passport. [online] Teen Vogue. Available at: <https://www.teenvogue.com/story/instagram-apology-bella-hadid-palestine-passport> [Accessed 11 February 2022].
19. Indvik, L., 2018. How Milk Makeup got its products on the faces of American men. [online] Vogue Business. Available at: <https:// www.voguebusiness.com/beauty/milk-makeup-american-men-beauty-luka-sabbat> [Accessed 11 February 2022].
20. Greenway, H., 2020. Meet the Scots male model who's gone from construction site to catwalk. [online] Daily Record. Available at: <https://www.dailyrecord.co.uk/news/scottish-news/tough-gym-regime-turns-scots-21889287> [Accessed 11 February 2022].
21. & 24. & 42. Wedel, A., 2021. [online] GQ. Available at: <https://www.gq.com/story/subversive-basics> [Accessed 11 February 2022].
22. & 38. Farfetch. 2022. Hyein Seo stretch-design cut-out Blouse - Farfetch. [online] Available at: <https://www.farfetch.com/uk/shopping/ women/hyein-seo-stretch-design-cut-out-blouse-item-17311179.aspx?
size=19&storeid=13719&utm_source=google&utm_medium=cpc&utm_keywordid=126432270&utm_shoppingproductid=17311179-48&pi d=google_search&af_channel=Search&c=1603618029&af_c_id=1603618029&af_siteid=&af_keywords=pla-312428062250&af_adset_id =66294291812&af_ad_id=305209734665&af_sub1=126432270&af_sub5=17311179-48&is_retargeting=true&shopping=yes&gclid=Cj0KC
QiAxoiQBhCRARIsAPsvo-xdKQcAUCq9UD64H67k6i2QVaiXluiygdCr232l8LNT3HS__Ndv9SsaAjdYEALw_wcB> [Accessed 11 February 2022].
23. The Last Fashion Bible. 2017. Rick Owens PFW SS 2018. [online] Available at: <https://thelastfashionbible.com/2017/09/29/rickowens-pfw-ss-2018/> [Accessed 11 February 2022].
25. Peters, R., 2022. How to create a perfect English townhouse. [online] House & Garden. Available at: <https:// www.houseandgarden.co.uk/article/stylish-spaces-from-ros-byam-shaws-new-book-perfect-english-townhouses> [Accessed 11 February 2022].
26. Snook, C., 2021. 15 attic ideas to embrace rooms with sloped ceilings. [online] Real Homes. Available at: <https:// www.realhomes.com/design/attic-ideas> [Accessed 11 February 2022].
27. & 37. Tig, A., 2022. Wardrobe Interiors | Fitted Interior Wardrobe Storage | Spaceslide. [online] Wardrobe Interiors | Fitted Interior Wardrobe Storage | Spaceslide. Available at: <https://www.spaceslide.co.uk/wardrobe-interiors> [Accessed 11 February 2022].
28. Kobielski, M., 2022. ph: maciek kobielski. [online] Modelcouture.livejournal.com. Available at: <https://modelcouture.livejournal.com/ 1709750.html> [Accessed 11 February 2022].
29. Maywish, K., 2022. You will get a custom color palette for your brand or website. [online] Upwork. Available at: <https:// www.upwork.com/services/product/a-custom-color-palette-for-your-brand-or-website-1374409606371192832> [Accessed 11 February 2022].
30. Sarlija, I., 2022. 4 Rhinestone Makeup Looks to Try This Fall, Because You Deserve It. [online] Coveteur: Inside Closets, Fashion, Beauty, Health, and Travel. Available at: <https://coveteur.com/2020/09/22/rhinestone-eye-makeup/> [Accessed 11 February 2022].
31.Kugler, A., 2019. The Biggest Makeup Trend in 2019 Is Gender Fluidity. [online] Coveteur: Inside Closets, Fashion, Beauty, Health, and Travel. Available at: <https://coveteur.com/2019/02/21/men-wearing-makeup-2019-beauty-trend/> [Accessed 11 February 2022].
32. Miller, K., 2022. Celebrities Who Look Even More Beautiful Without Makeup. [online] Women's Health. Available at: <https:// www.womenshealthmag.com/beauty/g26898164/celebrities-without-makeup-photos/> [Accessed 11 February 2022].
33. Leitch, L., 2020. Rick Owens Fall 2020 Menswear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/ fall-2020-menswear/rick-owens> [Accessed 11 February 2022].
34. 2022. [online] Available at: <https://www.dreamstime.com/stock-images-hands-grabbing-something-image13341294#res26615551> [Accessed 11 February 2022].
35. Finbar, A., 2019. 10 Questions with Bruno and Alex from Nude Project - Shopify Development Agency | We are Premium Shopify Experts. [online] Shopify Development Agency | We are Premium Shopify Experts. Available at: <https://mmshopydevs.com/10-questionswith-nude-project/> [Accessed 11 February 2022].
36. Milanio, M., 2022. Mens nails. [online] Pinterest. Available at: <https://www.pinterest.co.uk/pin/672866000587546821/> [Accessed 11 February 2022].
39. Riaz, S., 2022. Yahoo is part of the Yahoo family of brands. [online] Ca.finance.yahoo.com. Available at: <https:// ca.finance.yahoo.com/news/shortage-of-sellers-sends-house-prices-soaring-230128881.html?
guce_referrer=ahr0chm6ly93d3cuz29vz2xllmnvbs8&guce_referrer_sig=aqaaaea4c_qfyc_efwnhh8qnznxkuole5fkotxkjr9tbx318gjfaov3ahnozo-jrdujsu3jofoxw9ipfsih87oc2-oshutg94aafmd61oyntrfr89gruyfkg2yvvyzto_yc8zdfkhfr_17g86gh1tv5rglktqb96ydhf7knbklrtaud> [Accessed 11 February 2022].
40. IKEA. 2022. BOAXEL Clothes rail, white, 60 cm - IKEA. [online] Available at: <https://www.ikea.com/gb/en/p/boaxel-clothes-railwhite-90448741/> [Accessed 11 February 2022].
41. Nguyen, A., 2022. A White Tank Top With a Certain Subversive Power. [online] The Cut. Available at: <https://www.thecut.com/ 2020/12/k-ngsley-makes-tank-tops-for-black-queer-and-trans-bodies.html> [Accessed 11 February 2022].
43. Graphicburger.com. 2022. 10 Urban Poster/Billboard MockUps. [online] Available at: <https://graphicburger.com/10-urbanposterbillboard-mockups/> [Accessed 11 February 2022].
44. London Shop Fronts | Bespoke Commercial Shop Fronts. 2022. London Shop Fronts | Timber shop fronts | Wooden shop fronts | London. [online] Available at: <https://www.londonshopfronts.org/timber-shop-fronts/> [Accessed 11 February 2022]. 20
