MY CAMPAIGN

The aim of my 360 personal campaign is to highlight the gap in the luxury streetwear market for womenswear. My 360 campaign will focus on the message of acceptance and diversity. My campaign will create awareness for women in the streetwear market and create a space where they can feel accepted and included. Throughout my research I have concluded the importance of creating a campaign which portrays the messages of diversity and inclusivity in the luxury streetwear market. My ‘brand me’ research has massively influenced my desire to demonstrate these elements in my campaign. I realised my upbringing and childhood has had a big influence on my values which is why I wanted to include them in my brand. I want my brand to be aligned with these values as well as promoting equality and cultural acceptance. My campaign will be a way for females part of Generation Alpha to feel accepted into the streetwear market. I thought this would be a great opportunity to shine a new light on womens streetwear.

Figure 2

For many years, streetwear has primarily catered to men, leaving women left on the sidelines. The communities who originally commenced streetwear were mainly male dominated. Therefore, the streetwear style was originally embraced and driven by men, creating masculine looks. Although streetwear collections are usually unisex there is a growing gap for brands to design collections explicitly with the female consumer in mind. “From the very start, streetwear has been this weird, strangely male thing,” says Bobby Kim, owner of The Hundreds, a Los Angeles streetwear label founded In 2003.

While it was mainly men who adopted streetwear early on, females also contributed to this however went unrecognised. When Supreme was first founded it was a joint effort between Jebbia and Fusco, although women like Fusco rarely receive the recognition they deserve.

Figure 3

The women’s streetwear market is poised for extreme growth and there’s a huge gap for it to become more accessible. When researching streetwear brands founded by women I was shocked at how little I found. A brand favoured by Billie Eilish and Hailey Biber is the brand ‘MISBHV’ founded by Polish designer Natalia Maczek. MISBHV is known for streetwear featuring deconstructed T-shirts, oversized and hoodies. Another brand my research led me to was Ashley Williams. Ashley Williams streetwear is instantly recognizable. Softcore dressing, cheeky graphics are adorned on fleeces and puffer jackets sweetened with hyper-feminine styling.