Campaign Zine

2021 +

THE FUTURE OF THE LUXURY STREETWEAR MARKET

a trend

this is not

02

ISSUE 2

HM

CON TEN

04

06

10

Aim

brand Concepts

Camapign Concept

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16

20

N� NTS Influencers

Representation

juxtaposition

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26

36

Consumer

shoot

Digital Presence

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overview

A place beyond

In this digital zine I will demonstrate how I have successfully created my 360 campaign showing understanding of my consumer and market levels.

I will explain my aim and how I have created my campaign from my initial research development to my final shoot. I will demonstrate how I have used my tactical and strategical skills in the lead up to launching my campaign.

I hope to deconstruct my campaign throughout this digital zine showing evidence of my brand concepts and how I have used a range of media to successfully promote my campaign. I hope to show the deeper meaning behind my brand.

03 Aim

In order to appeal to the new and future consumers of luxury streetwear I was aware that I had to endlessly assess my campaign against my consumers needs and to consider the sensitive topics that are embedded within my brand. My aim for my campaign is to shine a new light on luxury streetwear through cultural commentary.

I found a gap in the luxury streetwear market between culture and luxury garments and the all-embracing representation of men. I wanted my brand campaign to resonate with my consumers, hence my brand name Resonate, and to make my audience feel accepted in a world that often feels very toxic. As stated previously my brand is embedded with references of current issues within society such as racial discrimination, police brutality, mental health and the loss of a community within the luxury streetwear market. I wanted to create a positive spin on my brand and represent the change that is needed. My 360 campaign concept “This is Not a Trend” will exemplify that there is more to my brand campaign, it will indicate that the hidden meanings and messages cannot go un-missed and the topics I reference will hopefully make that change that is needed.

Social Consciousness is my first brand concept, this references the importance of being socially aware of those around us and to consider issues within society such as racial discrimination and inequality. I want to ensure my consumers feel accepted and can positively express their cultural heritage and background from my brand and campaign. I have used multi-cultural models within my campaign to promote diversity and acceptance. My aim was to represent all cultures in a positive way that still references the unfortunate underlining issues that many people face each day within society.

Protection is my brand concept that references the stigma around men’s mental health and the protection and support that men have towards each other and the environment around them. This will encourage males who are members of Generation Z to speak up about how they feel and the struggles that they may face. My brand will promote this by using 3 models in my campaign who protect each other physically and mentally. I represent the models in a more sensitive yet positive way to help subvert against the conventional, over exaggerated masculine representation that is seen throughout the luxury streetwear market.

03 brand concepts

Community is my third brand concept; I aim to create a positive community around my brand accepting all classes and backgrounds. Ensuring that I showcase this concept within my 360 campaign I have used 3 models in my fashion film and look book to show the sense of community as well as creating a social media campaign alongside my campaign and brand overall.

Each of my brand concepts has been heavily influenced from my brand me research and what I learnt was important to me and has influenced me. This has helped me create a very personal brand that I am passionate about and wanted to transfer into my brand and campaign. In my campaign I want to showcase my 3 brand concepts and brand message of acceptance. I have considered everything that I have learnt about my consumer and scrutinized every aspect of my campaign in order to make sure that it will appeal to my chosen audience.

protection

My 3 brand concepts community, protection and social consciousness will be what my brand is campaigning for and promoting as well as the 360 campaign concept “This is Not a Trend” which indicates the importance of the hidden meanings and messages within my 3 brand concepts.

social consciousness community

we cannot become what we want by remaining what we are

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campaign concept

My overall 360 campaign concept “This is Not a Trend” references the importance behind my brand and campaign and how it is more than just a brand, it is more of a movement and a step towards a positive change for the future of the luxury fashion market. I have extensive research that backs up the underlining messages and codes which are embedded within my brand concepts that reference many important topics. I would like to promote a positive community around my brand for consumers to feel a connection towards my brand and where males feel accepted and expressive.

Included in my research are my findings around the topics that are embedded within my 3 brand concepts social consciousness, protection and community.

I have extended my knowledge on the BLM movement, mental health and designers who are inspired by their community and combine class structures. I found an article about the BLM movement that had referenced that BLM is not a trend. This stuck with me throughout my journey as I felt like it resembled my brand and how the topics that I am referencing within my brand are not trends at all and should be considered always. I was also inspired by Virgil Abloh who uses text and words a lot within his designs to get his message across. The idea to call my overall 360 brand campaign “This is Not a Trend” came to me later than I had anticipated yet I feel like it completes my campaign and really emphasise that there is meaning and purpose around my whole brand and campaign.

03 influencers

Throughout my journey I have been significantly inspired by A Cold Wall and Craig Green and how they have successfully combined their influence of class structure, community and utilitarian elements into their brands. Through my development I have found several designers who also successfully combine their culture within their brand.

Nicholas Daley follows the same process as A Cold Wall by clashing cultures.

He Combines his Scottish and Jamaican heritage within his designers in a positive and uplifting way. I was particularly inspired by the use of multicultural models that he uses within his shows to really emphasise the clashing of heritage and culture and allowing them to come together which in my opinion is a very positive representation of culture.

Botter is a brand that I have been influenced by as they blend elements of streetwear with their Caribbean heritage.

This brand in particular represent men in an unconventional yet positive way through the use of power dressing.

They use lots of floral prints and bright colours within their designs which creates an expressive and positive vibe around their brand.

I was really inspired by Botter as I was able to see how other brands have successfully gone against the conventional representations of men within the luxury streetwear market.

Bethany Williams is another designer that has inspired me with the use of colour throughout her designs. This really inspired me to extend my styling and add more colour to my work. I adopted the colour orange, that she uses a lot within her designs, as it has signifiers of freedom and happiness. I believe this colour compliments the styling for my campaign because of the positive signifiers that it holds and to symbolise American prison uniforms and the racial injustice within the US evidencing my brand concept of social consciousness.

My styling continued to develop throughout the journey leading up to my final shoot. After many trials and test shoots and always pushing myself and ideas, I am really pleased with the outcome. My styling references the 3 brand concepts of community, social consciousness and protection and the underlining hidden codes and messages that have been embedded into my brand.

03 Representation

My campaign represents men in a more sensitive yet positive way, to subvert against the conventional over exaggerated representation of men and their masculinity. This showcases my brand concept of protection and how men need to protect and unite to support one another. In preparation for my final shoot, I was heavily inspired by photographer Oghale Alex who demonstrates a feeling of sensitivity throughout his work. He photographs and films male models in a sensitive way through the use of their body language and how they physically support each other. I adopted similar poses in my final shoot of my fashion film and look-book and found that they really helped create the emotion that I wanted to create, that represents men in a more sensitive way I was particularly inspired by the fashion film that Oghale Alex directed and filmed for the brand A Cold Wall. The fashion film was called ‘Escaping the Noise’ which had multiple models interacting with each other.

There were shots of the models leaning on each other and running along a beach together which created a sense of freedom and happiness.

In my opinion the name ‘Escaping the Noise’ may reference escaping reality and the issues throughout society.

Not only was I inspired by many stylists and designers that helped develop my styling, I also found inspiration from fashion films that created the level of emotion that I intended to create for my fashion film.

During my research I discovered a fashion film by Wales Bonner called ‘The Light of the black sunlight”. This fashion film represents men in a soft and sensitive way that creates emotion and a sense of escapism and peace. There are many close up shots of the males faces in the fashion film which emphasise their emotion as well as long shots of them walking along a beach, which helped create the sense of freedom and escapism. I wanted to adopt the key elements from this fashion film that I thought worked well and use them within my fashion film.

No one is you and that is your power

03 Juxtaposition

I have been inspired by Tim walker throughout my whole brand development. I was inspired by the way he takes objects and garments out of context to create a visual and exciting story. I have used the element of juxtaposition throughout my brand aesthetic by mixing streetwear elements with old traditional gold frames and by using a country house location for my shoot location. The country house location not only juxtaposed from the streetwear elements within my styling but also helped create that sensitive approach as my location was surrounded by ornamental gardens within the grounds of the grand traditional house.

I am really pleased with my location choice as it perfectly complements the contrast within my brand aesthetic.

03 consumer

My brand is aimed towards males who are members of Generation Z. I have gathered a great deal of research to really understand my audience and their needs and wants from a brand. I have been heavily influenced by High Snobiety’s book called ‘The New Luxury’ and their prediction of the new luxury consumer.

I have found that Generation Z want to have a relationship with the brands they buy, and care more about what they are buying into. I have noticed that they value garments and brands that have elements of culture within them, hence my aim of shinning a new light on cultural commentary through luxury streetwear.

Luxury brands need to make sure that they accommodate Generation Z as there is a constant rise of Generation Z members who buy into the luxury fashion market.

Not only have I considered my chosen audience who are Generation Z, I have also had to consider the effects that Brexit and the pandemic will have on the luxury streetwear market. I am confident that my brand is future proof and will help Generation Z value the products that they buy more and make that brand connection that they desire.

03 shoot

I have aimed to show a range of skills throughout my campaign which I can transfer into future job roles. I aim to have a career in marketing and ideally a job in content development and social media. I have incorporated my transferable skills by creating a campaign that will establish my brand into the future of the luxury streetwear market.

I have continually used juxtaposition, a small-scale colour palette and inspiration of culture and community throughout my campaign to stay in keeping with my brand. My brand has purpose through the important meanings and messages that are embedded within my brand that will resonate with my consumers.

I have successfully marketed my campaign towards the consumer group, Generation Z, by using a range of media, such as a digital zine, fashion film and social media. I made sure that my brand was in keeping with the luxury streetwear market level throughout to ensure that it appeals to my consumer group which will, hopefully, create brand loyalty and the relationship that they value towards brands. I have taken elements that I learnt from my brand me to create a visual and contemporary campaign that shines a new light on luxury streetwear through cultural commentary.

I collaborated with a videographer for my fashion film and directed the shoot myself to show my content direction skills. I was really pleased to have engaged a videographer as I was able to develop my communication skills to make sure that the fashion film would turn out the way I anticipated. I was able to share ideas with him and get his professional perspective and ideas to help represent my brand’s aim of shinning a new light on luxury streetwear through cultural commentary.

Happiness can exist only in acceptance

Click to watch film

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Digital Presence

Due to the current climate and the effects that the pandemic has had on the industry as a whole, I knew that I needed to make sure that my 360 campaign was future proof. In order to achieve this I focused on making sure that I showcased my brand and 360 campaign through digital communication. This was created through my digital zines, fashion film and look book. I tested created GIFs and other digital skills that I have to showcase that I have skills required for heading into industry.

As part of my 360 campaign, I have created a social media campaign to help create a positive community around my brand, and to help promote my brand. I was able to show my social media skills by creating professional content and using my analytical skills to correspond with my audience. My social media campaign had a range of reels, pictures and educational posts to show a variety of information and help the audience understand my brand.

My website will also launch alongside the campaign where I will show my previous years’ work as well as my final major project, to help promote myself and the skills I acquired making me ready to step into industry once I graduate. I have made sure that my website fits my branding and overall aesthetic to help create my image.

visit resonates social media campaign

click here to visit resonates webste

03 overview

My 360 campaign is an extension of my brand that showcases the 3 brand concepts and my aim of shinning a new light on luxury streetwear through cultural commentary. I have taken the concept of culture and community and have tested and researched many ways that I could develop ideas further to display a strong message. I have developed my brand aesthetic through the use of juxtaposition and have focused on the representation of men to emphasise and express the change that is needed within the luxury streetwear market and society as a whole. My brand has strong messages and meanings embedded within, that references many sensitive topics such as mental health and racial discrimination.

I wanted to create a campaign and brand that represents all races, genders, nationalities and classes in a positive and accepting way. I can confidently say that I have pushed myself and developed my skills during my final major project and I am proud of the outcome. I hope that my campaign will resonate with my audience and help create that step towards the change that is needed within society and the luxury streetwear market.

I hope that my brand and campaign allow people to express themselves and feel accepted for who they are. I feel my campaign is strong and shows that there is a gap within the luxury streetwear market to shine a new light through cultural commentary and the overall representation of men.

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THANK GOD ALMIGHTY

Bibliography Bonner, W. (2021, January 23). Fashion Film: Wales Bonner -The Light of Black Sunlight - . Retrieved from Show Studio: https://www.showstudio.com/collections/autumn_winter_2021/wales-bonner-aw-21/fashion-film?autoplay=1 Botter. (2020). Botter. Retrieved from Botter: https://botter.world Daley, N. (2021). Nicholas Daley. Retrieved from Nicholas Daley: https://nicholasdaley.net Laundry, C. (2021). Cold Laundry. Retrieved from Cold Laundry: https://coldlaundrystores.com Palace. (2021). Palace. Retrieved from palace: https://shop.palaceskateboards.com Supreme. (2021). Supreme. Retrieved from Supreme: https://www.supremenewyork.com Williams, B. (2021). Bethany Williams. Retrieved from Instagram- bethanywilliams: https://www.instagram.com/bethany_williams_london/

HM

Hannah McGuckin 1807322 Final Major Project