market

I have been able to identify from my research that one of my core values is sustainability and ethics within the fashion industry, through my placement at Redress in Hong Kong I was able to research a plethora of innovative ways to keep sustainability at the forefront of the fashion industry. From extension strategies of a product lifecycle, reusability and recycling of fabrics and deadstock to introducing the metaverse and other technologies in the industry that have a zero-waste effect. This suggests that I would sit in the luxury market, however another big part of my message and core values is self-expression and experimentation. Keeping in mind that my target audience may be younger individuals with a lower disposable income; I think it is important not to engage with this audience by showcasing a bridge between fast fashion and the luxury market. Sustainable garments and approaches to fashion advertising techniques to extend a product lifecycle, upcycle garments and focus on accessorising core pieces to create different effects so as to not buy into fast fashion but to still create a safe space with the freedom of exploration and experimentation. This is something that is really important to me and my brand as it recognises the importance of both, addressing the fact that brands do not need to be luxury and high in price to also be sustainable.