360 Campaign Book by Krista Elizabeth Hellon

360 CAMPAIGN.

AD6605 CONCEPT DIRECTION AND DEVELOPMENT

360 CAMPAIGN BOOK

KRISTA ELIZABETH HELLON

CONTENTS 06-07 INTRODUCTION 09-15 THE CONSUMER: GEN Z 16-19 MARKET LEVEL: LUXURY DESIGNER 20-25 INTRODUCING THE METAVERSE 26-29 WHAT'S HAPPENING NOW? 30-31 NEW FORMS OF STORYTELLING 32-41 INTRODUCING ALEXANDER MCQUEEN 42-43 THE GAP IN THE MARKET 44-53 MY 360 CAMPAIGN 54-55 PLAN B 56-57 TIME FRAME 58-61 ARTEFACT 62-63 CONCLUSION 64-67 REFERENCES

The New Visionary.

Introduction. This book will show how I have travelled from Brand Me to create my 360-campaign strategy. I have researched extensively into the future of the fashion industry and gaps within it to produce my campaign concept. I have also explored how new technologies and a new generation of consumers will disrupt how luxury designer brands communicate and tell stories in the future. My 360-campaign concept aims to re-introduce Gen Z to avant-garde brands, like Alexander McQueen, to create extreme emotional value and change the narrative of how Gen Z uses fashion, from something that hides them to something that empowers them. Juxtaposition was a common theme throughout my Brand Me research and essentially means balance, something the fashion industry desperately needs. A balance of tradition and innovation, physical and digital. This balance is how my 'new visionary' concept was born.

balance

tradition & innovation.

The Consumer. 8

Introducing Gen Z.

My 360 campaign will target generation Z (born between 1995-2010,) who are a generation defined by change. They are the first-ever digital natives, having never known a world without smartphones, the internet and social media and are becoming early adopters of new technologies such as augmented and virtual reality. They are also the most ethically diverse and informed generation and care about sustainability, transparency and authenticity (Fromm and Read, 2021). The internet and social media have helped Gen Z transform the way trends are created and imitated. Gen Z has a disruptive loyalty amongst themselves rather than any brand, with their trends moving too fast-paced to focus on one designer for too long (Kloster, 2020). For example, the popularity of the Vivienne Westwood pearl choker on TikTok demonstrates how Gen Z can take an exclusive style and reclaim it for the masses (Qureshi, 2021) whilst creating communities to it in the process. Research finds more than 90% of brands lack the positioning and storytelling needed to stay relevant to Gen Z in the future. Furthermore, Gen Z expects their interaction with a brand to be fun, entertaining and engaging (Velichko, 2021).

Consumer Behaviour.

I investigated what brands Gen Z are currently buying into to enhance my research. Primary research revealed members of Gen Z are mainly consuming fast fashion brands such as Zara, ASOS, Missguided and Boohoo. Social media and Instagram culture are likely to influence this appetite for fast fashion, reinforcing the mentality that clothing is old after only being worn a few times.Despite this, primary research also found that 56% of Gen Z respondents consider the sustainability of a product when making their purchasing decisions. My findings demonstrate that although this generation currently consumes fast fashion, they want to make more sustainable and value-based choices. Furthermore, Gen Z is "mixing and matching and buying different types of brands at different price points" (“How Gen Z Buys Luxury,” 2021). This juxtaposition of mixing inexpensive items with high-end suggests Gen Z are gravitating more towards investment purchases that hold value, meaning and longevity, aligning with their values of sustainability.

Is Fashion Broken? Fashion has long been a form of self-expression and identity, a way for people to show the world who they are and what they stand for. However, in a society dominated by fast fashion and trends like 'normcore', is blending in becoming the new standing out? "Normcore is a unisex fashion trend characterised by modest, average-looking clothing and includes jeans, t-shirts, sweats, hoodies and sneakers" (“Fashion Terms,” n.d.). For Gen Z, part of the appeal for normcore could be the trends functionality and convenience. Research also suggests dressing in more casual and loose-fitting clothing could be an attempt to hide the wearer's body, almost acting as a form of self-protection. Gen Z icon Billie Eilish publicly spoke out about her 'baggy' clothing aesthetic in a #MyCalvins campaign and said, "nobody can have an opinion because they haven't seen what's underneath" (Gomez, 2019). Furthermore, primary research reveals 60% of Gen Z respondents said they would feel more comfortable experimenting with their identity digitally rather than physically, which presumably comes down to the fear of judgement in the physical world.

"Fashion should be a form of escapism,

- Alexander McQueen and not a form of imprisonment."

Luxury Designer.

Brand Me has helped me underpin my aesthetic, influences and best market sector fit. I concluded that I sit within the luxury designer market level, alongside avant-garde brands like Alexander McQueen and Vivienne Westwood. Avant-Garde fashion is a forward-thinking movement led by innovative designers and artists who dare to go against the mainstream and propose ideas that stand out from the conventional (“How to Dress Avant-Garde,” 2017). University has confirmed that the brands that inspire me the most sit at this market level and take an unconventional approach to fashion and communication. In addition to this, the luxury designer market-level tends to enable more creative expression and gives me the freedom to explore visionary concepts within my work. Staying true to my values of inclusivity, I want my campaign to empower everybody, any gender or size. Therefore, it won’t be specific to just womenswear or menswear.

Market Level. 16

"Gen Z will acount for 40% of the global luxury goods market by 3035."

The fashion industry has entered a new age of luxury, with digitalisation and the influence of younger generations leading the way of this transformation (“The Growing Digital Transformation,” 2021). The Covid-19 pandemic has undoubtedly been a catalyst for the most drastic digitalisation of fashion and the rise of new virtual experiences within luxury. What used to be an inaccessible, exclusive sector is now evolving for a new generation of consumers, who may not be able to invest in tangible designer items just yet but can afford digital experiences. Gen Z will account for 40% of the global personal luxury goods market by 3035 and are already the most influential generation for luxury brands. Research shows nine out of ten Gen Z consumers believe brands should express their views on environmental and social issues. In addition, Gen Z’s relationship with luxury is evolving and, their consumer behaviour reflects this. “Gen Z consumers care less about brand loyalty, are much more influenced by social media and are open to new concepts” (“How Gen Z Buys Luxury,” 2021). Gen Z craves an interactive and personalised approach and, there must be a sense of purpose and personal connection to what is being purchased (McPherson, 2019). Therefore, brands must tell new stories, provide extreme value and offer memorable experiences (Langer, 2021) to win over and connect with Gen Z, the future luxury consumers.

Introducing The Metaverse.

I explored the metaverse and NFTs (non-fungible tokens) for my fashion futures module at university. My research revealed the infinite possibilities it holds for luxury fashion in the future. The metaverse originates from Neal Stephenson’s 1992 sci-fi novel snow crash, which he described as a virtual reality-based successor to the internet. Today, the metaverse is now deemed the next big thing in technology and has links to the development of Web 3.0, which many people believe will be the next phase of the internet’s existence. It also implements social media elements such as avatar identity and content creation (Harding, 2021) and extends to digital fashion, augmented reality, virtual stores, games and non-fungible tokens (NFTs). Having dabbled in metaverse principles for some time, luxury fashion brands could become increasingly more established there as their core Gen Z consumer continues to spend more time in the digital realm. Opportunities in the metaverse unleash access for brands to connect with younger consumers and test out new ideas (McDowell, 2021), including some that wouldn’t be possible in the physical world due to the laws of physics.

Limitless. 20

"NFTs can expand the horizons for self-expresion through wearable art and,

- Dena Giannini there's a lot of innovation that can come with this."

I was lucky enough to interview Dena Giannini, Style Director at British Vogue, to hear her thoughts surrounding this new virtual space. Dena believes NFTs will soon start coming with lots of things that we purchase (digital twins) to certify the prominence of products. NFTs, bring a brand-new level of exclusivity and an opportunity to turn digital designs and collections into rare, valuable, and luxurious collector pieces (Perkovic, 2021). The strategic way for the fashion industry to engage with space is to issue NFTs that are the digital twins of physical products that extend the value and act as proof of authenticity, which could tackle counterfeiting (Kansara, 2021). Dena also stated the metaverse is an extension of the physical world and, when done successfully, adds a level of imagination, playfulness, and creativity. Dena touched on the issue with the amount of energy that blockchain takes to exist and the amount of energy it uses. However, she trusts that there is so much money invested into blockchain crypto NFTs by some influential and problem-solving people and is sure they will find a way to offset the footprint. One more area that Dena thinks will explode in the future is the market of how we display our NFTs, presenting opportunities to bridge the virtual and physical worlds together. “NFTs can expand the horizons for self-expression through wearable art and, there’s a lot of innovation that can come with this,” she said. I will consider these ideas moving forward with my campaign.

What's Happening Now?

The metaverse will present the fashion industry with endless opportunities to connect with the next generation of consumers, and brands must provide captivating in-world experiences to succeed. One great example of a luxury brand experimenting with the metaverse to reach Gen Z is Gucci. The Gucci Garden experience was part of a limited Gucci collection for online gaming platform Roblox, an initiative by the brand to enter a growing virtual space where many of its younger fans are already at home (Barry, 2021). Gucci is also the most popular luxury brand on TikTok, evidencing that Gucci's product-focused marketing on social media platforms is resonating with younger shoppers (Hobbs, 2021). Furthermore, many luxury brands like Gucci, Burberry and Dior have experimented with AR (augmented reality) technology. Gucci and tech partner Wannaby added an AR feature to the Gucci App to allow customers to try on the popular Ace sneaker and explore their individuality through various ever-changing decorations. "The technology will allow Gucci to present the newest models to its fans, provide an engaging experience and an opportunity to interact with upcoming shoe collections," Gucci said (Preuss, 2019).

Augmented Reality.

Blurring the lines.

Luxury brand Balenciaga is also leading the digital exploration into the metaverse with its video game-inspired lookbook and collaboration with gaming platform Fortnite, the game’s first luxury partnership that implements digital and physical elements (Cole, 2021). Balenciaga designed four ‘skins’ (virtual outfits) that players could purchase, alongside accessories, weaponry, and a virtual Balenciaga in-game complete with a Balenciaga store. Blurring the lines between physical and digital the collaboration also featured physical products on sale in stores and on their website (Maguire, 2021). In addition, the collab featured an immersive 3D billboard experience in London, New York, Tokyo, and Seoul. And that same real-life billboard was replicated for the virtual world (“Balenciaga drops fashion collection,” 2021).

New Forms of Storytelling.

Interactive 360° Imagery. Research into the metaverse led me to explore interactive 360° imagery as a new form of storytelling. I found Sebring Revolution, a next-generation media and production company that specialises in creating pure multidimensional photographic media using 360-degree capture technology. "Sebring produces interactive and immersive content for traditional print and digital media platforms, social media, and 3D technologies, including AR and VR applications and devices. The company also manages a virtual environment, Sebring House for digital exhibitions, e-commerce and NFT sales" (“Sebring Revolution,” n.d.). The company has recently presented an interactive collaboration celebrating New York City artists, featuring dancers dressed in Iris Van Herpen's 'Sensory Seas' collection captured at 360°. The company describes it as "elevating the intersection of art, fashion, & performance" (“Sebring Revolution Dance,” n.d.). I will consider this communication method moving forward with my campaign strategy to tell new stories for Gen Z, who crave an interactive and personal approach.

"I came to terms with not fitting in a long time ago. I never really fit in,

- Alexander McQueen I don't want to fit in. And now people are buying into that." 33

Introducing Alexander McQueen.

Alexander McQueen was one of the most visionary designers of his generation, known for his highly original designs that fused artistry with extraordinary technical ability. The British luxury fashion house was founded in 1992 and is distinctive for its innovative and uncompromising expression of unbridled creativity (“Houses History,” n.d.). Sarah Burton became creative director of the house in 2010 following McQueen’s tragic and untimely passing. Under her leadership, the house produces collections driven by respect for experimentation and craftsmanship. McQueen found his niche working with theatrical costume designers Angels and Berman and, the dramatic style of the clothing they made soon became a signature of his independent designs (“Alexander McQueen,” 2017). I have always commended how McQueen fearlessly challenged the conventions of fashion and saw beyond the physical constraints of clothing. His incredible designs and fashion shows pushed the boundaries of fashion into wearable art, making him one of the most visionary designers of his generation.

Unbridled Creativity.

Figure 1

Alexander McQueen: The Brand Today. Sarah Burton has given the brand a softer, more feminine element while continuing McQueen’s reputation for unconventional creativity and tailoring. “She has respected the brand’s core values of punk and gothic. Whereas Lee’s collections were more about the beauty of decay, Sarah’s are more about strong femininity. She has kept a lot of the key categories that have been a big focus since Lee’s time: the tailoring, the knit dresses and the leather elements of the collection” (Sutherland, 2020). The brand aesthetic includes embellishments, skull motifs, statement shoulders and lace. Collections have frequent references to armour and the protection of the wearer. Integral to the Alexander McQueen culture is the juxtaposition between contrasting elements such as the feminine and the masculine, fragility and strength, tradition and modernity and man and machine (“Houses History,” n.d.). The brand’s competitors include Vivienne Westwood, Stella McCartney and Chanel, who share similar products and price points and reach out to the same target market.

A Strong Femininity.

McQ Alexander McQueen deconstructed their previous line, McQ by Alexander McQueen and built a pioneering label with its unique identity separate from Alexander McQueen. Technology-driven brand and platform McQ is an everchanging collective that partners with new creatives each cycle and gives collaborators complete freedom to express themselves in ways most fashion houses could never accommodate (So, 2020).

Consumer Profile.

Consumers of Alexander McQueen are generally aged between 25-50 years old, with its signature tailoring catering to this large audience. Although the brand offers products to all genders, campaigns mainly target women with extensive advertising dedicated to womenswear collections. Consumers of Alexander McQueen are fashion conscious, have a high level of disposable income and favour high-quality clothing with standout potential. The brand takes classic wardrobe pieces and plays with their form to infuse the McQueen DNA. Alexander McQueen once stated that his design philosophy was to make a piece that transcends any trend and still holds as much presence in 100 years (“Design philosophies of Alexander McQueen,” n.d.). The wide product range of footwear, accessories, jewellery and fragrance means that the brand is accessible to consumers at many different price points. In 2019, a pair of exaggerated-sole sneakers with a contrasting heel panel gained vast popularity amongst younger generations, named the most popular sneaker of 2019. "The sneakers are a completely new development for the brand, it is not a legacy product. Without question, it opens the brand up to a new audience" (Sutherland, 2020).

Standout Potential.

The New Visionary.

My research has evidenced that Gen Z has a disruptive loyalty amongst themselves rather than any brand. Therefore, brands must find new ways to connect with this generation emotionally to earn their loyalty now and in the future. Gen Z expects consumer-focused brand storytelling that puts emotional consumer benefits above everything (Langer, 2020). My research has highlighted the opportunity for avant-garde luxury brands, like Alexander McQueen, to connect with and empower the new generation of consumers. My 'New Visionary' concept will give Gen Z newfound confidence to stand out from the conventional instead of blending in with it. I aim to change the narrative of fashion from something that hides Gen Z’s individuality through normcore clothing to something that empowers it through wearable art. Alexander McQueen has a certain fearlessness infused in its DNA and, I believe Gen Z will resonate with this.

Standing out from the conventional instead of blending in with it.

My research highlights the brand is currently targeting growth through expanding its retail footprint in categories outside of ready-to-wear. However, with a new generation of consumers on the horizon combined with the digitalisation of luxury, the brand will need to continue its legacy for unbridled creativity while attracting and remaining relevant to Gen Z. Furthermore, my research suggests the solution comes from new forms of communication. Brands like Gucci and Balenciaga are perfect examples of brands taking steps to future-proof their relevance and connect with Gen Z through their exploration in the metaverse, gaming and platforms like TikTok. Therefore, if brands want to succeed with Gen Z, they must continue to innovate and adapt new techniques to move forward into the future, not remain in the past.

Clothing as an art form.

My Campaign. My 360 campaign aims to re-introduce Gen Z to Alexander McQueen’s legacy, clothing as an art form. Gen Z’s emotional consumer benefits will be at the heart of the campaign while introducing this generation to Alexander McQueen’s brand elements of innovation and upholding the power of emotion. As juxtaposition is integral to McQueen’s brand culture, my campaign aims to juxtapose the physical with the digital to create something that integrates both man and machine. My campaign will harness new technologies to connect with Gen Z while simultaneously providing immersive experiences and extreme emotional value to empower Gen Z to rebel against the conventional.

The New Visionary.

My research has found that the brands that are standing out from the crowd are the ones who are embracing augmented reality technology. Multiple studies have found that 70% of consumers have said they would be more loyal to brands incorporating AR within their shopping experiences, with 53% believing retailers have failed to take full advantage of AR (“Creating luxury retail experiences with AR,” n.d.). The artistry of Alexander McQueen aligns perfectly with the opportunities AR offers. Luxury brands like Gucci have experimented in the space, primarily with AR filters. But to thrive in the long term, luxury brands need to go further than this to bridge the gap between offline and online. My concept explores the idea of wearable NFTs for the physical world using AR, which is essentially wearable art.

I believe this concept is on-brand for Alexander McQueen – a brand notorious for taking huge risks and seeing beyond the physical constraints of clothing. My interview with Dena Giannini reinforced the opportunity for NFTs in luxury fashion and explained to me how NFTs could expand the horizons for self-expression through wearable art. Furthermore, primary research found 60% of respondents said they would feel more comfortable experimenting with their identity digitally instead of physically. Suggesting wearable NFTs could open a new world for self-expression for Gen Z to unveil themselves in an environment where they feel safe. Furthermore, this could empower them to express themselves more freely with their physical clothing, opening the brand to a whole new audience.

My concept takes inspiration from the Alexander McQueen Spring 1999 show that pushed the boundaries of fashion into art when robots sprayed the models ‘blank canvas’ dress with paint. My 'new visionary' concept reimagines outlandish McQueen pieces as NFTs to wear in AR, allowing Gen Z to express themselves freely by displaying their NFTs (artwork) onto their bodies. My concept also takes inspiration from the DRESS X (pioneers of the digital wearable movement) AR try-on feature. The physical and digital (man and machine) elements will stay true to Alexander McQueen's brand culture of juxtaposition while adapting it for the future. Furthermore, the AR element of the campaign creates a more inclusive and sustainable experience that is immersive and meets the needs and values of Gen Z.

3D Scan Testing.

Immersive 360° lookbook & film. I will create an immersive 360-degree lookbook to communicate my AR concept visually. My lookbook aims to elevate the convergence of art, fashion, & performance in homage to Alexander McQueen’s legacy. I will take the role of creative direction, directing and styling my concept in a studio setting to gain maximum control over the quality and outcome. I will need to contact the Art & Design technician to enquire about the possibility of using the 3D scanning machine. In addition to this, I will explore and test 3D scanning apps as an alternative. I will also need to cast a model/s to capture this. I will need to source suitable clothing/materials/ props to style my new visionary concept. My campaign will also consist of a short film inspired by Steven Sebring’s work, covering the performance element of the brand. Finally, I will need to think about music choices, using music as a tool to build emotion to connect with Gen Z. I will edit my campaign lookbook and film using Adobe Creative Cloud applications such as photoshop and premiere pro. I will also think about a possible collaboration with a film and media student so that the quality of my campaign benchmarks the luxury designer market.

Visual Communication.

Social Media. I will create a social media campaign using TikTok and Instagram to promote and visually communicate my concept. Alexander McQueen is not currently engaging with TikTok, presenting the brand with an immense opportunity to widen its audience. Research has found 70% of Tiktok’s 1.2 billion active user population is Gen Z (“Luxury Brands on TikTok,” n.d.). For Alexander McQueen, adapting to TikTok ensures it remains relevant on a day-to-day basis and creates an opportunity to build consumer loyalty. The viral #Monclerbubbleup challenge is a perfect example of a luxury brand using TikTok to create an authentic dialogue between Gen Z while enhancing their creativity as a generation. My research shows brands need to show some personality to hold Gen-Z’s attention (Criales-Unzueta, 2021). Therefore, my campaign will use the hashtag #McQueenNewVisionary for Gen Z to share their AR wearable NFT fashion to build a community that empowers them to stand out from the conventional online and offline. Research has also found that 65% of Gen Z check Instagram daily (“Why Does Gen Z Prefer Instagram Over Facebook,” 2021). Therefore, with Alexander McQueen already having a strong Instagram following of 11.7 million, I will also use this platform to communicate my concept.

Plan B. If Covid-19 has taught me anything, it is resilience. Therefore, I have made a backup plan if circumstances change and new lockdowns occur. If this is the case, I will use 3D scanning apps on my phone to capture my interactive imagery. Furthermore, I will produce an at-home shoot using a lighting kit and my mobile phone to capture my 3D imagery and video footage. In addition to this, I will use my sister as my model. I will also use a dress stand to capture additional lookbook imagery that I can overlay onto my model using Adobe Creative Cloud applications such as premiere pro. The purpose of my backup plan is to successfully communicate my concept to Gen Z while demonstrating my resilience and strong work ethic. Although this is my plan B, it will encompass the same amount of innovation and immersiveness as the original plan.

360 timeframe.

Jan-Feb Within this time frame, I plan on testing my concept with a dress stand so that I have a clear understanding of how I want the styling in my lookbook and film to look. I will also test my AR concept with 3D scanning apps to create mock-ups to show potential collaborators my vision for my 360 campaign.

Feb-March: During this timeframe, I will confirm any potential collaborations. I will also aim to street cast any models for my lookbook and film. Additionally, I will source any garments/ materials/props/music needed for my lookbook and film. I will also need to book a studio to produce this.

April-May: March-April:

Within this time frame, I intend to edit my lookbook and film. I will also spend this time printing my books off/ thinking about what my exhibition installation might look like.

Over March and April, I aim to capture and create all the content needed for my lookbook and film. I have allowed myself plenty of time for do-overs if things don't go to plan.

Artefact.

Throughout my degree, I have mainly communicated my work through my Instagram platform @Kristahelloncreative, which has allowed me to share work, source inspiration, and engage and connect with like-minded creative individuals. For the final component of my Concept Direction and Development module, I have decided to create a website as my virtual calling card to run alongside my Instagram account. The idea of this platform is to showcase my best work as a fashion communicator while displaying all the skills I have picked up throughout my degree (problem-solving, brand management, trend forecasting, concept direction and creation etc.)

My website includes work from my third-year fashion futures module, brand me, my FMP 360 and a brand book I created in my first year that collaborates H&M with Rick Owens. I have also featured Issuu links for visitors to find and read more of my work in a digital magazine format. I have aimed to reflect and maintain my brand's aesthetic throughout my website through minimalistic fonts and muted colour palettes. Additionally, I have connected my Instagram account and a link to my LinkedIn profile to continue building my network, as well as a 'contact' box. I intend to keep my website up to date with my recent work, and I'm excited to share my final major project upon completion.

Conclusion. My 360-campaign concept will re-introduce Gen Z to Alexander McQueen’s legacy, clothing as an art form. The purpose of the ‘new visionary’ is to give Gen Z new-found confidence to stand out from the conventional instead of blending in with it. My campaign aims to change the narrative of fashion from something that hides our bodies to something that celebrates and empowers them. My concept of wearable NFTs using AR technology aims to provide immersive experiences and extreme emotional value for Gen Z to express themselves. I will visually communicate this concept with an immersive 360-degree lookbook and a social media campaign via TikTok and Instagram. Furthermore, this will open Alexander McQueen up to a whole new audience.

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How To Dress Avant-Garde. (2017). Retrieved from https://barbaraigongini.com/universe/blog/how-to-dress-avant-garde-what-goes-into-an-outfit/ Kansara, V, A. (2021). NFTs for Fashion: Fad or Opportunity?. Retrieved from https://www.businessoffashion.com/briefings/technology/nfts-for-fashion-fad-or-opportunity/ Kloster, C. (2020). Why is Gen Z obsessed with Vivienne Westwood?. Retrieved from https://www.crfashionbook.com/fashion/a33482698/gen-z-vivienne-westwood-shopping-vintage/ Langer, D. (2021). Why focusing on Gen Z is a matter of survival for luxury brands. Retrieved from https://jingdaily.com/luxury-brand-strategy-genz-dior-gucci/ Langer, D. (2021). Why today’s luxury brands may not survive Gen Z. Retrieved from https://www.scmp.com/magazines/style/luxury/article/3151434/ why-todays-luxury-brands-may-not-survive-gen-z-while-louis Luxury Brands On TikTok: The 5 Brands Leading The Way in 2022. (n.d.). Retrieved from https://fanbytes.co.uk/luxury-brands-on-tiktok/ Maguire, L. (2021). Balenciaga launches on Fortnite: What it means for luxury. Retrieved from https://www.voguebusiness.com/technology/balenciaga-launches-on-fortnite-what-it-means-for-luxury McDowell, M. (2021a). The fashion exec’s guide to the metaverse. Retrieved from https://www.voguebusiness.com/technology/the-fashion-execsguide-to-the-metaverse McPherson, J. (2019). Storytelling and Showrooms: How Generation Z is Transforming the Future of Luxury Retail. Retrieved from https://luxe.digital/ business/digital-luxury-trends/how-generation-z-transforms-luxury-retail/ Perkovic, M. (2021). How NFTs are Changing The Fashion And Art Landscapes. Retrieved from https://www.forbes.com/sites/forbesbusinesscouncil/2021/06/24/how-nfts-are-changing-the-fashion-and-art-landscapes/?sh=240285892267 Preuss, S. (2019). Gucci introduces AR technology for its Ace sneakers. Retrieved from https://fashionunited.uk/news/retail/gucci-introduces-ar-technology-for-its-ace-sneakers/2019070244009 Qureshi, A. (2021). Not Your Mother’s Pearls: Gen Z’s Newest It Accessory. Retrieved from https://www.34st.com/article/2021/02/vivienne-westwood-tiktok-itgirl-madisonbeer-bellahadid-necklace-jewelry-genz Sebring Revolution Dance. (n.d.). Retrieved from https://sebringrevolution.com/Dance Sebring Revolution. (n.d.). Retrieved from https://sebringrevolution.com So, D. (2020). Alexander McQueen launches MCQ, a blockchain-powered creative platform. Retrieved from https://www.highsnobiety.com/p/alexander-mcqueen-launches-mcq/ Sutherland, E. (2020). The ongoing reign of Alexander McQueen. Retrieved from https://www.drapersonline.com/news/the-ongoing-reign-of-alexander-mcqueen Why does Gen Z prefer Instagram over Facebook? (2021). Retrieved from https://studybreaks.com/tvfilm/instagram-and-gen-z/

Alexander McQueen. (n.d.). Retrieved from https://www.biography.com/fashion-designer/alexander-mcqueen Balenciaga drops fashion collection inside Fortnite. (2021). Retrieved from https://www.contagious.com/news-and-views/campaign-ofthe-week-balenciaga-drops-fashion-collection-inside-fortnite Barry, C. (2021). Gucci digitally outfits Gen-Z in metaverse foray with Roblox. Retrieved from https://apnews.com/article/gucci-roblox-76339d10f139e9b0d39761bd8426c11e Cole, S. (2021). ‘Fortnite’ X Balenciaga Has Arrived & It’s Selling Fast. Retrieved from https://www.highsnobiety.com/p/fortnite-balenciaga-collaboration-release-info/ Creating luxury retail experiences with AR. (n.d.). Retrieved from https://www.deptagency.com/en-gb/insight/creating-luxury-retail-experiences-with-ar/ Criales-Unzueta, J. (2021). To Hold Gen-Z’s Attention, Brands Need to Show Some Personaity. Retrieved from https://www.businessoffashion.com/articles/marketing-pr/to-hold-gen-zs-attention-brands-need-to-show-some-personality/ Design philosophies of Alexander McQueen. (n.d.). Retrieved from https://soulfulsuburb.com/2020/08/19/design-philosophies-of-alexander-mcqueen/ Fashion Terms. (n.d.). Retrieved from https://www.apparelsearch.com/terms/n/normcore-fashion.html Fromm, J., & Read, A. (2021). Marketing to Gen Z: The Rules For Reaching This Vast And Very Different Generation Of Influencers. Retrieved from https://ebookcentral.proquest.com/lib/ uocuk/reader.action?docID=5275471 Gomez, J. (2019). Billie Eilish Said She Wears Baggy Clothes For This Reason. Retrieved from https://www.seventeen.com/celebrity/music/a27467918/billie-eilish-style/ Harding, L. (2021). What is the metaverse and Web 3.0?. Retrieved from https://uk.news.yahoo.com/explainer-what-is-metaverseand-web-30-060003351.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAANqtx8Zepqp1rWK1EbgG3qxk4cQWKFedV0nYh6Qcpxhdec2-YTUGsgjQkMPbpTihtAiWMV09yzWbIC09FZ4unSKVG401fhmevsubdPcaCk9aYmRRU7oiudMSs0B5VVihpwedttarA8swrQs6vbqOgU2mKpufE7Ja4cMz6GFg2VNp Hobbs, J. (2021). How Gucci became the most popular luxury brands for gen Z on TikTok. Retrieved from https://www.vogue.com/article/vogue-club/why-gucci-is-the-most-popular-luxury-brand-on-tiktok Houses History. (n.d.). Retrieved from https://www.kering.com/en/houses/couture-and-leather-goods/alexander-mcqueen/history/ How Gen-Z Buys Luxury. (2021). Retrieved from https://www.businessoffashion.com/articles/news-analysis/how-gen-z-buys-luxury/ How To Dress Avant-Garde. (2017). Retrieved from https://barbaraigongini.com/universe/blog/how-to-dress-avant-garde-what-goes-intoan-outfit/ Images Figure 1: https://www.harpersbazaar.com.sg/fashion/alexander-mcqueen-unveils-rtw-21-lookbook-lensed-by-paolo-roversi/

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