Conclusion

In conclusion, this brand book has brought together the fast fashion brand H&M and the luxury streetwear brand Off-White to create a sustainable product for the more conscious menswear consumer. The menswear market is continuing to grow at rapid rates and the consumer continuing to evolve so a collaboration of this kind will be well received. The increasing pressure being put on brands not only in the fast fashion market but in the luxury sector to be more sustainable has been a huge factor in creating this collaboration. Furthermore, the values of each individual brand have not been overlooked in this collaboration, the simplistic, sustainable and affordable nature of H&M paired with the community, culture and artistic nature of Off-White have created a new and forward-thinking product for the consumer. Overall, I feel that this collaboration has met the values I wanted it to for the new consumer- community in the

Instagram account and store feeling, sustainability in using H&M Conscious products as the foundation of the items and technology in the Instagram filters. These values are what will set this collaboration apart whilst upholding the brand image of both H&M and Off-White to keep the collaboration familiar to loyal consumers as well as allowing the brands to step outside their box and improve to keep up with cultural movements forced by the consumer in 2020.

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Figure 1- Louis Vuitton menswear 2020- Retrieved from- https://www.wonderlandmagazine.com/2020/01/10/louis-vuitton-ss20-mens-footprint/

Figure2- Cara Delevigne in Chanel 2019- Retrieved from- https://aeworld.com/fashion/ chanel-aw19-fw19-collection-pfw-karl-lagerfeld-tribute/

Figure 3- ASOS consumer- Retrieved from- https://algorithmxlab.com/blog/asos-plans-toboost-its-customer-experience-and-invest-in-ai-2/

Figure 4- Dior A/W 2020- Retrieved from- https://www.esquire.com/uk/style/a30620666/ dior-mens-aw20/

Figure 5-Off White SS20- Retreived from- https://www.dazeddigital.com/fashion/gallery/27645/26/off-white-ss20-menswear

Figure 6- Off White hoodie- Retrieved from- https://editorialist.com/style/off-white-hoodie-pieces-to-invest-in/

Figure 7- Sustainable fashion- Retrieved from- https://www.fashiongonerogue.com/zarajoin-life-outerwear-lookbook/

Figure 8- H&M Conscious- Retrieved from- https://medium.com/@tabitha.whiting/sustainable-style-the-truth-behind-the-marketing-of-h-ms-conscious-collection-805eb7432002

Figure 9- Off White x Nike- Retrieved from- https://thesolesupplier.co.uk/release-dates/ nike/off-white-nike/

Figure 10- IKEA X VIRGIL-Retrieved from- https://mannenstyle.nl/343693/ikea-x-offwhite-prijzen-virgil-abloh/

Figure 11- Off White X Heron Preston- Retrieved from- https://www.surrenderous.com/ blogs/news/heron-preston-x-off-white-collaboration

Figure 12 - H&M x Giambattista Valli- Retrieved from- https://www.telegraph.co.uk/fashion/style/hm-names-giambattista-valli-next-designer-collaborator/

Figure 13- H&Moschino- Retrieved from- https://www.independent.co.uk/life-style/fashion/hm-moschino-uk-collection-lookbook-release-date-stores-fashion-style-a8623531.html