FOMO fear of missing out
Fear Of Missing Out
BA (Hons) Fashion Management & Communication Level 6 Final Project outline statement of intent
ANTONIA SALT
FOMO fear of missing out
Fear Of Missing Out
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Mental health is not a trend, nor is it fashionable. We can be both fashionable and struggle mentally. Mentally unbalanced yet, trendy. Mental health does not define you, but your sense of style gives you the power to be whoever you want to be.
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Contents
contents
What
When
Who Wear
Wisdom Wealth
Why
With
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What what? The final project outlines will describe all reasoning for the final project in conjunction with the case study, including a practical solution, how it will be produced, collaborators, a timescale, creative skills used and how the solution will solve the fashion based problem in the future, showing innovation and progression. The case study question is “SHOULD GENERATION Z TRUST, FAST FASHION BRANDS FOR THEIR KNOWLEDGE ON MENTAL HEALTH?� With that, the final project shall be based on a solution to solve this contemporary issue in fashion. In past projects, skills involving graphic design such as Adobe In Design and Photoshop, have been used successfully, as well as organisational, managerial and communication skills in more group involving projects. The use of website making, personal branding and researching, has also been successful and the these skills combined will ensure a positive outcome for the final project. As an individual I enjoy taking charge of interesting projects, and the planning of something big coming together. This particular skill will drive the project and ensure professionalism, to keep on schedule and produce a ground breaking outcome.
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Why
why?
With my fashion career approaching, I felt it necessary for my final project to lead gracefully into the next chapter of my career. Whilst studying, I have always felt the passion to have my own business. A fast fashion, online brand that stands for something more than your average ‘Instagram Boutique’ or the latest successful high street brand. With mental health being so close to me personally, I thought what a better time to combine this contemporary issue and a fresh new brand on the scene. Originally, I played around with the name ‘Faux Real’ - a play on words for ‘for real’ and faux fur (as I wanted the brand to fully cruelty free). However, after a lot of deliberation, I decided on ‘FOMO’ - fear of missing out, as I wanted something that was easy to remember, search for, connect with modern day abbreviations and link to fears / anxieties. I feel that this project is extremely important to the future of fashion, especially for the future of Generation Z. Involving mental health as a staple element for a fashion project, will make the outcome personal and involving for the consumer. Mental health is gradually
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becoming a more talked about subject in society, but is still something that many individuals are afraid to speak out about. Fashion, as well as music is one of the most influential elements of society, so I hope that focusing on something so important for the future of younger generations, I can persuade more fashion facing individuals to think about mental health when creating anything they put out into the world. I hope that this will then in turn, persuade many others to use fashion to create conversations, to help others over come the traumas that mental health can have on the human race.I hope the brand created, answers the case study question by showing knowledge in both mental health and forward facing fashion. I hope to combine the two and create a base to ensure Generation Z are gaining a true perspective of mental health in society - rather than trusting brands who portray a negative or insensitive insight into the way mental health should be spoken about. An app to go along side the brand will also be made in future, when the brand picks up, for consumers to shop on.
Who who? As social media is such an influential element to modern society, I believe it would be an excellent idea to have an Instagram account that is dedicated to making their followers feel good, with quotes, illustrations and inspiration, as a collaborator with the brand. Not only will this boost the brands social media interaction and get the name ‘out there’, it will also show that we genuinely feel the importance of spreading the love online, in conjunction with mental health issues. An example of this type of collaborator is ‘Self Care is for Everyone’. I would also like to have mental health charity ‘Mind’ as a collaborator and permanent stakeholder for the brand. This will give the brand purpose and ensure the brand is proven to be focused on supporting mental health sufferers. mind.org (2018) state that, “We provide advice and support to empower anyone experiencing a mental health problem. We campaign to improve services, raise awareness and promote understanding.” Collaborating a fashion brand and a mental health charity, creates a community and brings individuals together, allowing them feel a sense of belonging and the ability to speak out about their experiences. In turn, this will bring hope and relief to other sufferers who may not feel confidently about speaking out.
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you will despite your doanxieties great things 12
Wear When deciding how and where to promote the brand, valuable research will be necessary in order to find the most relevant, and worthwhile fashion individuals to ensure the brand reaches its full potential. As the brand will be online and is related to mental health - which is influenced by social media, I personally feel at this stage that online influencers would be the best route to take. Many Instagram influencers such as beauty guru Holly Boon, have spoke out about their struggles and regularly promote fashion brands on their feeds. Having a unique brand, related to the positive side of mental health, whilst also being at the forefront of fashion trends, I have no doubt that these particular influencers will want to promote the brand when it is up and running. Linking to Instagram account example, ‘Self Care is for Everyone’, it would be a positive idea for the brand to collaborate with illustrators or artists that specialise in mental health inspired artwork, to display on the website or create a logo. This could also be printed onto clothing as inspirational merchandise that the brand can produce from time to time, as limited edition. In terms of marketing, this will create more traffic towards the brand and also, spread the important message to a wider audience and consumer base.
wear?
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When when? NOVEMBER
w/c 12 NOV: on going research 15 nOV: CHECKPOINT
december
january
W/C 3 DEC: CHECK POINT CHAPTER 1 W/C 10 DEC: START STATEMENT OF INTENT
W/C 18 NOV: CONTINUED RESEARCH PLAN + DRAFT CS CHAPTER 1
XMAS BREAK: CONTINUE WITH SOI EXTENDED RESEARCH FOR CASE STUDY
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W/C 14 JAN: START PERSONAL BRANDING UPDATE CV W/C 28 JAN: BEGIN SKETCHING DESIGNS FOR BRAND BRAIN STORM NAME IDEAS + BRANDING ENSURE ALL BRANDING CORROLATES WITH SOI
Completion may 10
february
march
W/C 4 FEB: CONTACT MANUFACTURERS FOR DESIGNS CREATE + PLAN MOCK UP COMPLETE SOI CONTINUE RESEARCH - BRANDING - COLOUR SCHEMES - PRACTISE OUTCOMES
april
START OF MARCH: MOCK DESIGNS SENT TO MANUFACTURER W/C 4 MARCH: CREATE MOCK UP OF WEBSITE PURCHASE DOMAIN NAME SET UP SOCIAL MEDIA CREATE LOGO W/C 11 MARCH: ALL FIRST DESIGNS CREATED + DIGITALISED
W/C 11 FEB: ENSURE ALL RESEARCH IS WELL PRESENTED + UP TO DATE POLISH UP CASE STUDY EXTENDED FINAL PROJECT RESEARCH W/C 18 FEB: CONTACT DESIGN STUDENTS @ SHU
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W/C 18 MARCH: PHOTOSHOOT WITH MOCK UP DESIGN(S) UPDATE WEBSITE WITH IMAGES END OF MARCH: ALL MOCKS COMPLETED - WEBSITE - DESIGNS - APP -SOCIALS
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With
with? In the past a variety of digital skills have been used to create final outcomes such as, Adobe Creative Cloud. Within this software, I’ve used In Design, Photoshop, Illustrator and Premier Pro. My skills have developed within these areas over the past few year and, I will be using all four elements of Creative Cloud to produce my final project. They will mainly be used to create the brand logo, branding for the website, social media, packaging, labels and other various aspects of the brand that need to be graphically designed and digitally made. I will be using ‘Wix’ to create the brand website, and purchase the domain name www.fearofmissingout. co.uk. This is a relatively easy site to use to create a website, however, creativity is needed to allow the site to stand out from others on the same market. Being more of a digital creative, I am really stepping out of my comfort zone for my final project by drawing / sketching my mock up designs myself. This has been a self taught process so far, and I look forward to challenging myself more in this area. I really wanted to step outside of my comfort zone for my final project, in order to out my own spin on the brand and ensure it was unique.
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Imagine if we loved we obsessed about ourabout the selves things
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Wisdom wisdom?
By creating a new brand with mental health as the inspiration behind it, for my final project, it will provide a genuine platform for Generation Z to trust and feel part of a community. Although the brand is by no means an academic source, it ensures that younger generations can put their trust into a reputable brand, rather than these fast fashion online retailers that use insensitive quotes, language and campaigns purely for their own success. I hope the brand, and the final project as a whole will bring individuals together, to encourage talking out about personal mental health struggles. I hope that it shows progression and innovation, not only in fast fashion, but in mental health awareness. Bringing the two elements of modern society together, I hope to bring something different to the modern world, and create a talked about community all over social media, bringing positivity rather than the negativity we see so much of today. Making mental health a positive thing, and not a burden, that should be kept a secret battle. The promotion of mental health awareness through fashion should become second nature to brands, and I hope to join the revolution with a brand dedicated to bringing people together, and showing that even the most confident, outspoken individuals with a sassy sense of style, can struggle on a day to day basis, and that it is absolutely ok not to be ok.
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Wealth wealth? As well as keeping up to date with the latest trends, fabrics and styles, which is a given when having a fast fashion brand - there must also be other ways considered to ensure the longevity of the brands success. Mental health hasn’t always been a widely talked about subject, until recently, and it is phenomenal that now the world is starting to feel open and okay with discussing this issue. However, there are also other issues as well as mental health that are not talked about enough. For example, endometriosis, a painful condition associated with menstruation, is not widely spoken about and can effect females lifestyles in a huge way. Preventing women from living a normal life, this then has an effect on their mental well being. It is important to ensure that the brand continues to raise awareness on other issues related to mental health, to ensure generations to come are educated on these issues. It would be a considerable idea to create different campaigns throughout the year that would be dedicated to raising awareness for different conditions that individuals find hard to talk about. In the future, when the brand is continuing to grow, I would like to introduce a stamp of ‘Mental Health Awareness’ to the fashion community, and other communities going
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forward. This would be similar to the ‘Cruelty Free’ stamp that is seen on food and beauty products worldwide; to provide knowledge on which brands support mental health awareness, and therefore can be trusted - providing a practical solution for the case study question. This will then create longevity for the brand, and help it to grown, as it will hopefully be well known for creating a stamp on mental health awareness.
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Bibliography
bibliography
All word are my own with the execption of this citation: Mind (2017) ‘about us’. Retrieved from: https:// www.mind.org.uk/about-us/ All images are either primary images taken by myself or retrieved from Pinterest.com
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FOMO fear of missing out
Fear Of Missing Out
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