Chameleon 2.0 Brand Book

KIT DICKSON

KIT DICKSON

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Chameleon 2.0 is an awakening, not only across the fashion industry but across the globe. The main aim is to change attitudes towards fashion in terms of gender, individuality and self-expression.

The key inspirations behind this movement are due to my own personal experience as a consumer. Following a rule book on how to dress was something that I didn’t realise I was doing for a long time. This is why this topic is so important not only to me but to any consumer.

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Acceptance, is the only way for progression. Individuality, is the key for innovation. Self-expression, develops our confidence. And sustainability is necessary for our future.

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The main goal of Chameleon 2.0 is to allow consumers to feel comfortable in their own skin. I would like to highlight that this is not a trend or box for consumers of genderless fashion to ‘fit into, as I feel that this would limit the potential of the concept.

In other words, Chameleon 2.0 abolishes the need for labels.

With acceptance being the overruling theme at the core of the brand, minority groups such as the LGBTQ+ community will be a natural target audience. However, it is important to note that this is a movement and is not restricted to one specific group: the main takeaway being acceptance regardless of gender, ethnicity, sexuality or religion.

Our consumers are individuals who are open to self-expression and acceptance.

Embarking on the mission of creating a safe space for people to explore and experiment with different styles, attitudes and opinions has forced me as an individual to step outside of my own comfort zone and push boundaries in an effort to normalise the idea non conformity, particularly in the case of blurring masculine and feminine fashion. This is something I feel passionate about in my personal life, and therefore, I felt it necessary to cater not only for myself as a consumer, but to others who may lack the confidence or freedom to choose how they want to express themselves.

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First and foremost, the creation of a Chameleon 2.0 Zine is already taking place. The main idea behind this concept being that it is a form of escapism to a safe space that will allow our target audience to feel free. The Zine prototype features the ‘Life of Kit’ campaign alongside a style campaign feature that showcases the unique styles of a group of friends. The simplicity behind it is something that I feel would relate well to the consumer, giving them a glimpse into real lifestyles and friendships.

The concept behind Chameleon 2.0 is that it is based on real people and their true authentic styles. Originality will be celebrated, and this could be a unique way of involving a consumer in the fashion industry and giving people the chance to tell their stories.

Another opportunity that I would love to explore would be the development of a podcast or YouTube channel. Again, this would revolve around interviewing people and showcasing their stories and discussing their styles and unique attitudes to fashion and life. Podcasts in specific are a huge trend currently in 2022, therefore it may be a good idea to expand on this idea sooner rather than later. It also exposes the brand to a whole new market sector in podcast viewers.

A final idea for projection involves creating a digital game entitled Virtual Chameleon. This spin-off was inspired by the dress up games once played on sites such as Stardoll.com. the concept could introduce chameleon 2.0 to the metaverse, again exposing the brand to another wider target market. in order to be used as a business tool, the game could be part of a collaboration with brands with similar values to Chameleon 2.0 for the launches of clothing lines. This kind of partnership could result in an even bigger exposure for chameleon 2.0.

My goal for Chameleon 2.0 is to create an empire of campaigns, business ventures and collaborations with like-minded businesses in order to fulfil my mission of acceptance and empowerment to be heard throughout the fashion industry.

ZINE PROTOTYPE

ZINE PROTOTYPE

ZINE PROTOTYPE

ZINE PROTOTYPE