Research Journal: Independent Final Project by Maheen Malik

Maheen Malik

Contents

Initial Ideas................................................1-3 Chosen Concept.........................................4-6 Brand Research..........................................7-11 Market research........................................12-24 Inspiration.................................................25-40 Shoot Preparation.....................................41-43 Shoot.........................................................44-46 Editing.......................................................47-57 Promotion.................................................58-68 Reflective Statement.................................69-73 Harvard Referencing..................................74-92

Evaluation of initial ideas

My first initial idea is to produce reworked clothing for Area Eighteen. Area Eighteen is a vintage brand that sells pre-owned clothing from various different suppliers. Area Eighteen do not have their own product line, but from talking to the founder Thomas Evans, I realised that this was something that the brand has envisioned for the future. My particular role for this project would be to research trends in reworked clothing, and to illustrate them using my drawing and graphical skills. I would then collaborate with a seamstress to produce the clothing and then finally digitally style them for a promotional shoot. My second idea is to collaborate with wholesale brand Access in Birmingham to work on a Instagram page. According to Statista 50% of individuals in the UK have used social media more since the lockdown. This is why I feel it is important more than ever to produce a digital social media platform for Access. My exact role would be to produce graphical highlights, Instagram content and digital styling concepts for the brand.

Chosen Concept

My final and most primary idea is to produce a creative campaign for Area Eighteen. Area Eighteen are a fairly new brand that have only last year seen a drastic peak in engagement and sales. Although Area Eighteen have executed two campaigns so far- both campaigns were holiday campaigns. One was a Halloween campaign and the other was a student forever campaign released in September 2020. As Area Eighteen’s long awaited website is to be released next month, I think it would be beneficial to produce a creative campaign that ties together the brands image. This campaign could be used all year round and would be versatile. The campaign could be used as promotional content for the website’s hero imagery as well as social media content. Although I have skills and interests in graphic design and fashion illustration, my ideal career aspiration after graduation is to be a creative director and stylist. This project will help me produce high quality, creative work for my portfolio. These campaign images will hopefully show my personal work but targeted towards a certain brand’s audience, and will help me scope brand work in the future.

About Area Eighteen

Core Values: Fashion (femininity, special, new trends), playfulness (controversy, freedom, authenticity), non conformity (disrupting societal standards), community (building networks, supporting personal growth), sustainability. Brand Mission: To create a world of one billion people that don’t owe nobody conformity. Brand Vision: In the next 25 years to build the largest human driven music festival that breaks up into smaller community hubs. The hubs will support creatives and their expression through but not limited to vintage fashion, dance, food, music and the creative arts. These hubs will be centred around sustainability with, with preserving the planet in mind. Long term goals: Reach 1 million in revenue, have community spaces across the UK and US, be the market leader for Vintage clothing.

Brand Imagery Brand Tone

Educational

A lot of the images are retro and sci fi inspired.

Thomas Evans founded the brand in 2018 and has been recieving a drastic increase in social media growth since Summer 2020.

This is a reflection of how Area Eighteen is a modern unique brand that is selling Vintage timeless pieces. In a way the brand is merging the future and the past together. Area Eighteen targets Gen Z with the youthful styling and brand tone, whilst highlighting Vintage clothing quality.

Being such an open and confident person; Thomas shares his business growth and journey on a daily basis with his following.

Diverse, inclusive and empowering Area Eighteen’s content strives to empower women, the Queer community, people of colour and other minority groups. The content is very community driven which is reflective in Thomas’ social personality and amiable nature.

‘Bloody Gawjuss’’

‘The Right Garms For You’ ‘Category is...’ Owe Them

‘You

Personal

Blasphemous Cheeky Inclusive Non Conforming British slang Comedic Uplifting Promiscuous Open Honest Personal Endearing Friendly

‘Periodt.’

Retro

High Fashion

‘We’ve been balls deep’’

‘Guys, Gals and non binary palls’

Humorous and relatable

‘BAB’

‘Why Dont Not?’ Conformity’ 11

Market research: Primary evidence Detailed market research

Area Eighteen Instagram general target audience Gender: 75.4% women, 24.6% men Age: Majority of the audience is in between the age range 18-24 Countries: US market: 35.2% UK market: 34.7%

Questions asked revolved around: 1. Gender 2. Career 3. Daily tasks 4. Style Aesthetic 5. Style Icons 6. Favourite Brands 7. Why you continue to buy/support Area Eighteen?

Who?: 28 engaged followers were direct messaged on Instagram directly as brand market research. Where?: Area Eighteen’s Instagram Age Range: 16-47 When: March 2021

Career: 1. Barista and studies Illustration 2. Full time student at high school 3. Studying film 4. CMO for software vendor 5. Music student 6. Dancer and actor 7. Stylist/buyer/shop owner 8. English student 9. College student 10. Supermarket job 11. Medical student 12. Student and Wholefoods 13. Artist and Vintage seller 14. Barista 15. Marketing agency for influencers 16. History/politics student 17. Computing student 18. Acting/English student

19. Art/design student & retail 20. Visual merchandiser 21. Law student & Youtuber 22. Magazine editor & pub manager 23. Media graduate 24. Stylist & sales consultant 25. English/Politics student 26. Account manager 27. Research student 28. Animal Biology student

Daily Tasks

Creative: Sewing Drawing Graphic designing Dancing DIY Painting Self Care: Watches movies Meditation Yoga/stretching Walks Cooking/healthy eating Socialising/phone calls Reads book Skin care Exercise General: Online classes Social media scrolling Online shopping Work Clothing or makeup Praying You tube Tik Tok Smoking/drinking

Style Aesthetic Extroverted: Boiler suits Interesting designs Hippie Bold colours and patterns Introverted: Sweater vests/follows trends Streetwear Comfy sweaters Vintage smart/preppy Beige/neutrals Turtlenecks Cartoon sweaters Minimalist retro Grunge: Heavy jewellery Mesh Leather Doc Martin shoes Chunky boots Lace Chokers Short skirts Skater 70’S Punk 90’s

Free Spirit: 70’s hippie boho Flares 70’s silhouettes Floral 80’s Patterns

Style Icons @duncanyounot @best.dressed Diana Ross Donner Summer Zac Efron as Ted Bundy Pernille Rosenkilde Devon Carlson Bella Hadid Lady Gaga Zendaya Oscar Isaac Emma Watson Olivia Grace Herring Mariane Faithful Jean Shrimpton Prince Zoe Kravitz Dsennis Rodman Prince Rickey Thompson Ruby Bryant Avril Lavigne Vivienne Westwood David Bowie Winona Ryder Salema Hayek Jamie Windust Elizabeth Taylor 90’s/y2k/Bratz

Favourite Brands ASOS

Uniqlo House of Sunny Dollskill Mango Zara Lucy & Yak Groovy Cat Garms Collusion Ragged Prest Studio Nicholson Dr Martens Monki New Look Blooming Skull Samsoe and Samsoe Cos Disc London House of Sunny Brandy Melville Mae Morris on Depop Alerria on Depop TK Maxx Topshop/Topman Hanes North West Territory

Why do you continue to buy/ follow Area Eighteen? Vibrant and eye catching garments

Fair prices and regular stock The content promotes confidence Gender fluid styling Diversity of models Trendy and timeless fashion Personal and approachable tone Community Interaction with the followers Transparency with the constantly evolving nature of the brand Non conformity Values Educational content on LGBTQIA+, black and feminist communities The Instagram Toot n’ Boot where the customers ‘toot’ or ‘boot’ outfit images of influencers, customers etc Tom’s dances Transparency with the constantly evolving nature of the brand Interaction with the followers Community Personal and approachable tone Trendy and timeless fashion

Vogue Portugal January 2021 Alexandre Desmidt uses a fish eye and wide angle lens beautifully captures model Yumi Lambert. This editorial featured garments by Maitrepierre, Louis Vuitton and Balmain. The colourful make up looks were done by Dyna Dagger. I feel really inspired by the angled poses, reflective shots and post editing to make the model look morphed. I think the use of dramatic post editing creates a modern look which I think is important in a time where digital tools are more important than ever. Due to social distancing measures education and most work have been taken online. I will not be able to do location shoots with multiple models like I wanted to. This shoot has influenced me to use a fish eye lens and editing tricks on Photoshop to still maintain a playful and non human morphed look whilst in

Gucci Brad Elterman February 2021 Campaign

Editing inspiration

Glamour magazine AW20

Aaija shot by Stew Dio visuals

Versace Jeans 1995

Glamour magazine Issue AW20, Page 68-72 The Wardrobe Retrospective article ‘now is a time for revelling in nostalgia; for finding inspiration via for a wardrobe retrospective harking back to those archetype influencers of the ‘60’s, ‘70’s, ’80’s and ’90’s. Whether it’s the endless pearls and power suits of the ‘80’s or the miniskirts and babydoll dresses of the ’60’s...from high street basics to designer collections, sustainably sourced pieces to statement rental items, we’re tapping into timeless trends via modern interpretations to both refresh and reground our wardrobes.’ -Charlie Teather, Glamour magazine

Sickymag 2021

Cydney Christine

Courtney Paul Photographer and Stylist His images are unique, abstract and portray women as powerful, sexy and out of the ordinary. I will take inspiration from Paul’s direction with his model’s posing as well as his use of lenses to acquire that morphed look.

Courtney Paul is a Manchester based Photographer who has worked for well known brands and has worked with influencers such as Mya Mills and Charlotte Crosby. Courtney Paul has a specific style of photography in which he uses the wide angle lens and playful poses.

Jaded London- aspirational competitor 659 K Instagram followers

Inclusive

Nostalgic

The Heist collection 2021

Playful

Colourful

Lazy Oaf- aspirational competitor 1 Million Instagram followers

Oaf Television editorial April 2021

Playful

Uplifting

Collaborative

Human centred Comedic

Pink Ink Vintage- direct competitor 5400 Instagram followers Same clothing supplier as Area Eighteen

Minimal, clean product shots

Product centred feed

Personal

A strong focus on details. The brand generally has an immaculate serious aesthetic. The clothes are always well steamed and accessorised well and there is consistency in the content. All garments are modeled by the owner and her face makes a regular appearance on the Instagram feed. I feel that this adds a trustworthy feel to the brand.

Nostalgic

Tabitha Pink Ink

Bella Hadid V Magazine Jan 2021

Instructions for model:

Accessories/clothes/lens were self isolated for 2 weeks prior to the shoot. Model was isolated and shot images through self timer on Iphone

Makeup and hair:

1. You can be as creative and original with the makeup/posing looks as you like. Please use whatever makeup you have and what you’d be comfortable/ confident doing– these images are just inspiration 2. You don’t have to do some of the extreme poses if you feel as if it will cause you injury 3. Please can you take portrait and landscape photos from your phone with each look 4. Please can you also take a short video of each look (it doesn’t have to be longer than a few seconds), this can be with or without the lens but I think will look better with a lens, can be portrait or landscape but both would be good if you have the time. 5. Can you please make sure the background is plain white and can you use the white backdrop 6. Please bring makeup wipes, contour and eye shadow brushes and eyeshadows. 7. Can you please try and do 2 of the makeup looks atleast. You can incorporate the graphic liner into each look or have that as a separate one, up to you.

Poses:

Outfits/Accessories:

Zoom shoot timeline: Russian hat, pearls and big glasses styling

Model changes outfit to a casual/skater outfit to attract the target audience that prefer this aesthetic. All makeup is taken off for a neutral look. Model is styled in bucket hat, sunglasses and bum bag

Model is directed and is using fish eye lens

Model changes makeup and outfit

0:00

09:07

Styling and accessorising of outfit 1

01:37

34: 00

14: 00 17: 00

Model sends photos for approval Model being directed to do V shaped pose

42:09

54:39

Model is styled and directed in second outfit (no fish eye lens)

1:55

Model changes to orange printed dress.

Different bags are considered. The bigger bag is chosen, as the shape fits the outfit more

01:20

Different hats are considered. The beret is chosen as it fits a more ‘high fashion’ look that the founder is moving towards

1:45

Model puts on final grunge outfit: faux leather trousers, a band tee, sunglasses. Model’s hair is tousled and sunglasses are put on as well as a dark mauve lip colour. Model is encouraged to do playful facial expressions. Playfulness is one of the brand’s core values.

Shoot time: 2 hours, 11am1pm Date: 22/02/2021 Model: Lauren Talbot Photographer: Lauren Talbot Location: Area Eighteen head office studio Wolverhampton

Unedited

Alec tutorial 2: Feedback on unedited shoot

For this online tutorial my goals were to show Alec the unedited results for the shoot and to receive suggestions on a campaign layout. My initial idea was to edit the images quite heavily and morphe the models face and add alien/galaxy edits. This would fit in with the brands core values of playfulness and not fitting into human societies social restrictions. However after talking to Alec, he said that the shoot images were great and it was advisable to limit the editing and keep the campaign layout simple. This would solve the brief in a simple, effective way. My brief is to create a campaign for Area Eighteen that is timeless and reflects the brand well. Area Eighteen’s previous campaigns have all been seasonal. Alec then took a look at Area Eighteen’s Instagram page and noted that there was a lack of variety in the recent Instagram posts and that my shoot images would solve that issue. Further more I then shared my promotional idea with Alec. My promotional idea was to create a hashtag for Area Eighteen’s Instagram page to increase brand awareness for their core values and also engagement. Area Eighteen has a loyal following of 6500. Thomas Evans the founder posts every day and engages with his audience through polls and questionnaires. Tom often has conversations with his audience through direct messaging and believes that his brand blew up last summer due to his personal approach. Therefore I feel as if the audience would really engage with a hashtag and that this method will hopefully bring more brand awareness and traffic. My idea was to create a hashtag titled #AEVENUS to relate to the outer space concept. The audience would then write a description or post an image to show how they personally don’t owe society conformity. However after talking to Alec I have realised it is best to create a simple, timeless hashtag. The outer space concept may restrict the shoot images to a one time campaign feel. Thus I have come to the conclusion to create a hashtag that reflects the brands core values directly. One idea we came up with was #AEattitude.

Editing Process

Clone Stamp tool I used the clone stamp tool to edit out the shoe skid marks on the white backdrop.

Exposure For all the images I changed the exposure generally in the same way. The exposure was slightly increased for a brighter background and the gamma correction was increased slightly to emphasise the darkness of the fish eye lens.

Sharpen tool I sharpened the model’s tattoos, eyes, main features , prints on the dress and the accessories.

Vibrancy Increased vibrancy and saturation to make the gr een eyeshadow and dress really stand out.

Hue/Saturation I played around with the hue and saturation to reach a balance of red and blue tones in the image.

Experimenting with fonts

YOU DONT OWE THEM CONFORMITY (AGENCY FB) YOU DONT OWE THEM CONFORMITY (Bank Bothic MD BT)

YOU DONT OWE THEM CONFORMITY (Bauhaus 93) YOU DONT OWE THEM CONFORMITY (Berlin Sans) YOU DONT OWE THEM CONFORMITY (Benard MT Condensed) YOU DONT OWE THEM CONFORMITY (Britannic Bold) YOU DONT OWE THEM CONFORMITY (Cooper Black)

I chose the font showcard gothic for additional text on my images. In my opinion the showcard gothic font is bold, assertive and playful. Thus I feel as if this font would be perfect to use. I will be using these fonts for the slogans on the images. Thomas Evans is a social, collabarative character who engages with his consumers on a daily basis. He asks his followers for advice, tips and their opinions from styling, clothing to how the studio is decorated. The brands followers heavily resonate the brand with him and his journey and are accustomed to his daily sayings such as ‘bab’, ‘you don’t owe them conformity’, ‘guys gals and non binary pals’, ‘zoom, zoom’, ‘periodt’, ‘big mad love’ and ‘3,2,1 go’. I feel as if adding these sayings will incorporate his personality and tone as this is a huge part of his brand imagery. My goal is that these memorable short sayings will make Thomas’ brand more recognisable and will also intrigue people who may walk past these images on a billboard or street advert. In addition I will warp the text on Photoshop to reflect the brands new logo designed very recently by Densign. Thomas feels as if warped text eludes non conformity, playfullness and character which I agree with. More so the font Showcard Gothic has a subtle warping to the individual letters themselves.

Font colour and shadow experimentation

Warping text

Adding a drop shadow

Recieving feedback of Thomas Evans and the Area Eighteen team

Magazine Feature

Promotional Ideas

Type: I will keep any type on the images simple and on brand. The main image will include the brands logo. Other images will include common slogans and dialect that the founder uses on his Instagram. Thomas Evans speaks to his consumers on a daily basis through Instagram polls, questionnaires and direct messages. The consumers are very much engaged with his personal journey and growth as a brand. The consumers are aware of his lingo and he even has a common saying of his printed onto the studio mirror. Music festival billboard: The founder’s long term goal for the brand is to run a music festival. He is a social person and is interested in collaborating and uplifting other creates-in any industry. Motorway billboard: in a conventional place, that is high up. This way the message of non conformity will be even more intrusive. The model will look powerful from a higher angle. Hashtags: Area Eighteen has a loyal, engaged following of 6000 and growing. A hashtag will be effective as the consumers often pay attention and engage with the brand on a regular basis. Alot of close attention is paid to the brand’s growth and general movement.

Van promotion

Thomas Evans is wanting to host pop up shop events at his studio in Wolverhampton. However due to the ongoing covid restrictions, this may not be likely for a while. Also Wolverhamton is a small town and may be too far to travel to for some of his audience. However I feel as if a mobile alternative like a van would be perfect. The stock could be transported across different cities in the UK and set up outdoors. This would also be a great opportunity for Tom to meet the audience in person. Thomas Evans is often described by his followers as down to earth and easy to talk to person. Thus I feel as if a physical interaction will solidify this image of him.

Paper recyclable bags for the pop up shops

Street Billboard

Event billboard

Call To Action Locations: Wolverhampton, Birmingham and London Initially in Wolverhampton town centre where the brand is based. Wolverhamton is a fairly conservative town. This billboard will be quite disturbing and outrageous and will be effective in sharing the message. The billboard could also be placed across different cities, starting in Birmingham which is close by. Thomas Evans (the owner of Area Eighteen), has plans to expand his business office to London and also the USA. The promotion of the brands image across the UK will increase the outreach and brand awareness.

Street Poster

Call To Action These street posters have a grunge music festival effect. Thomas Evans plans on expanding his business to a music festival one day in the future.

One of Tom Evans long term goals is to make Area Eighteen a festival. Tom himself has a dance orientated degree and often incorporates music and movement into his brand. A lot of the model’s poses are dynamic and fluid. In reflection of this I created an event billboard mockup that would be placed at current ongoing festivals. These billboard will be large and invasive just like the brands message of non conformity. Thomas Evans is a social character with a large network and I feel as if a music festival would be a perfect place to promote the brand, as it is a great social hub. More so the message of ‘You look fab bab’ will hopefully encourage confidence into festival/ concert goers who may be feeling temporary moments of insecurity. Finally I feel as if a music event would be a perfect place to promote the brands clothing, as well as its message and values. Area Eighteen sells clothing to a wide market, with consumers commenting the prices are ‘fair’. The consumer market is generally split into extroverted, introverted, grunge and free spirit. I feel as if the target audience would be at events such as festivals.

Digital Promotion- Hero Imagery for upcoming website

Digital Promotion- Instagram content

#AEWHYNOT

I feel as if a hashtag for the release of these images would be effective in engaging with the Instagram following. I chose #AEwhynot after a conversation with the founder Thomas Evans. ‘Why Not?’ is actually a saying and concept that I have spoken about in the past to Tom in conversation regarding future campaigns. ‘Why not’ to Thomas means stepping out of a comfort zone and boundaries and dressing a way that may be seen as not fitting. It means doing things without permissiona and doing things because it makes you feel good. The use of this hashtag will hopefully spread a message of confidence and non conformity on Instagram through the Area Eighteen followers. In turn this will also help promote the brand and what it stands for.

Initially I had ideas of titling the hashtag as #AEVENUS however, Alec advised that this would box the images to a seasonal campaign feel. My aims for this project are to produce images that reflect the brand as a whole and can be used all year round. After receiving Alec’s advise I brainstomed hashtag ideas such as: #AEattitude (suggested by Alec), #AErebellion, #AEsayno, #AEbubble (suggested by Claire).

Promotional timeline

HomoBlock Manchester Queer party of 10,000 people under one roof at Depot venue (set up street adverts/posters in this are/in venue)

Introduce new hero imagery to website

Introduce brand images and hashtag. Promote hashtag engagement and recieve feedback of shoot images

May 2021

Street adverts Price range for 2 weeks in Birmingham: 1. Phone Box £170 2. Bus stop £295 3. Billboard 48 sheet £325

Made Festival Event Billboard July 2021

Van wrapping cost between £200-£500 August UK tour in van to sell stock and do a meet and greet September 2021

Glastonbury Festival Event billboard

April 2021

Mighty Hoopla Festival Event Billboard

June 2021

Set up pop up shops in Wolverhamton Mander Centre and Birmingham Bullring which are local to the head office

August 2021

Mighty Hoopla Festival Event Billboard

Area Eighteen’s new website release

November 2021

Feedback of the edited brand images on Area Eighteen’s Instagram story When: 12-13 of April 2021 Participants: 124-144 Story Poll structure: ‘Toot and Boot’ Thomas Evans does a weekly ‘toot and boot’ with his followers where they toot or boot selected outfits from various influencers or even customers who agree to participate. For this feedback I asked the followers to toot or boot selected images from my shoot and leave feedback. I also asked them to share what messages and core values were communicated to them from these images. These are the results: Least popular

Most popular

Conclusion All of the toot and boots recieved 60% and above toot. I am really happy with this because it shows that my images were targeted correctly at the audience and that the market research I did was accurate.

Second most popular

Reflective Statement In terms of the core values and messages conveyed the followers felt as if the images were ‘rebellious’, ‘young’, ‘playful’, ‘fun’, ‘bold’, intimate, ‘real’, ‘relaxed’ and non conforming. The images evoked feelings of ‘freedom’ and ‘confidence’. I feel as if these images have executed the aim as they communicate the brands values very clearly, and are empowering to the viewer. An interesting feedback I recieved was that the fish eye lens had a nostalgic effect. This was because it eluded the memory of looking through a peephole as a child whilst waiting for a friend to open the door to play. I am very happy with the messages and feelings conveyed from these images. I think the nostalgic element is important and relevant as Area Eighteen (although youthful and current), sells Vintage pieces often from the 20’s, 70’s and 90’s. Some constructive feedback I recieved was that one follower preferred the shots which didn’t have distractive elements in the background. I did try my best whilst editing to remove most elements from the background, however the green backdrop and shelves did remain in some shots.

This project has helped me produce high quality and well developed creative direction work for a portfolio. I am wanting to work in a creative direction and styling field after graduation and I feel as if these images represent my eye for detail very well. They also reflect my in depth research in to the brand in order to make the finnished images relevant to the client. If I could re do the project I would ask the model to shoot the video clips on a Canon camera. The videos were shot on an Iphone and came out relatively blurry. I would also perhaps collaborate with a video editer to reach a professional looking video with transitions. I edited the video on a app called Splice. Ideally in a time where social distancing was not required I would also collaborate with a hair and makeup artists, like I initially intended. Although Lauren did a great job at her makeup, I feel as if a make up artist would come up with a more pigmented and clean finish. More so for the grunge look it would have been interesting to do a slick back wet hair look to really capture the 90’s aesthetic that a portion of the target audience are inspired by.

I personally did not feel as if this was too much of an issue whilst editing because the viewers are well acquainted with the studio settings, and I felt as if this would be a personal touch. However I do understand why these objects may have been distractive to the shot. If I could re do the shoot I would make sure that no background objects were in the shot whilst shooting. Another constructive feedback I recieved was that ‘as a company clothing brand these don’t make me think that clothing is most important’. I do agree that the images are focused on what the model’s facial expressions and body posture communicate. As a brand focused on building community hubs and being personal, I do think that it is relevant that there is a human focus in the brand’s imagery. More so I believe that once these images are posted on Area Eighteen’s Instagram feed and possibly on their new website as hero imagery, it will bring a balance of product and people shots. This Independant Final Project has been a great oppurtunity for me to collaborate with the brand Area Eighteen at an early stage of their business, where their brand imagery is still being established. I also collaborated with model Lauren Talbot who did her makeup and hair for the shoot and shot the photos on her camera. Directing a model allowed me to build experience in communication by sending Lauren clear moodboards and directing poses and facial expressions throughout the shoot. During my editing process from alterring the vibrancy to the drop shadow and curve of the text; I seeked advise from the Area Eighteen team. I particularly recieved feedback from Tate Wolverson (freelance photographer, videographer and content creator) and Ahmara (Area Eighteen Fashion Intern). I also recieved feedback from Alec Dudson, Claire Ritchie and Adam Guy which I learnt to respond and adapt my work to well.

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Seconday Evidence- Market Research provided by Thomas Evans BUYER PERSONA 1: OLI AGE: 19 GENDER: MALE / NON BINARY SEXUALITY: GAY PRONOUNS: HE / THEY JOB: STUDENT, part time job as a bartender or barista with a side hustle in something create QUOTE: ‘He who loves, flies, runs and rejoices; he is free and nothing holds him back’ FINANCES: • Student, gravitates to large cities; their disposable income is low • Part time job, funds creative hustle and pays higher than average rent • Has to be extremely mindful about what they spend on luxuries HOBBIES • everything creative; art, design, fashion, food, music, reading, films. • Generally is skilled in an art form of some sort. • very active likes independent sports such as running, hiking and skiing. GOALS • working in a creative field that requires level of academic intelligence; fashion journalism, radio and graphic design. • Conflicted between following their passion for their art vs. academic ability so settle for a happy medium or become confused • They also have a quest for happiness so their life revolves less around money and more so things that fulfil them DAY IN THE LIFE • early mornings, late nights. • Goes to university all day then in the evening is either at their part time job/s which helps to pay the bills or are working on something creative that they do in their spare time as a side hustle • they like their downtime (although rare) and will use it to watch Netflix, scroll through their phone or see their friends for something casual like drinks at the pub. ONLINE BEHAVIOURS Generally only active on Instagram and then uses other platforms like Youtube, Netflix and News when they have down time. Uses Instagram between lectures time permitted or in the evenings when they are having down time Doesn’t have a lots of time/money so suits eye catching content / flashing sales that will grab their attention WORRIES AND FEARS • Overthinkers; intellectual nature and creative brain causes overthinking and suppression of important personal things through fear. • internalise negative opinions which stops them doing things that aren’t as wildly accepted such as embrace their gender identity and expression and often as a result experience low self esteem or mental health issues

Secondary Evidence- Market Research INFLUNCER OR INFLUENCED • Thinks they are an influencer as they they are independent thinkers but are often influencer by people creating discussions around positive change (activists, femininsts, trans people) •

WHAT SHES LOOKING FOR looking to find new ways to express themselves.

• looking for advice and education on how to feel confident about expressing themselves • platform where their voice is heard. They want a personal experience and they want to inspire people through their own story. • Clothing that has elements of femininity in them but doesn’t cross the line. • A good deal so they don’t feel bad about spending too much on luxuries they flit between being femme and wearing a turtle neck with femme accessories WHAT INFLUENCES THEM • influenced by people who are more femme presenting than they are. • are quite independent thinkers so finds it interesting to listen to the opinions of their friends, family and world leaders / influencers in the variety of fields they are interested in before making their own decision. BUYER PERSONA 2: POPPY AGE: 18 GENDER: FEMALE SEXUALITY: STRAIGHT PRONOUNS: SHE/HER JOB: ARTS/CREATIVE WRITING STUDENT QUOTE: ‘HOPE FOR THE BEST, EXPECT THE WORST’

FINANCES 1.Student and works part time as a waitress/barista. 2.Isn’t attracted to big cities so has average rent. 3.Small budget, but is very careful with money and will save up and blow out on something she really wants. HOBBIES 1.LOTS OF HOBBIES: enjoys everything creative 2.intrigued by anything with nostalgic or past tense elements 3.These include performance, singing, dancing, acting, playing instruments, reading, poetry, listening to music, scrapbooking. Has too 4.many hobbies to fit in in any given week. Doesn’t want to be a master at anything just likes having her fingers in many creative pies. GOALS 1.Empathic people, want to pursue a career in something that helps people such as a lawyer or mental health nurse 2.looking to prove that even in the face of adversity, you can beat the odds.

DAY IN THE LIFE Leads a very chilled life; not a crammer. Wakes up a 6 with plenty of time to select what breakfast she prefers that morning, to read their book or watch the news before doing their makeup. She often goes for a simple breakfast such as toast or cereal but if she has enough time will cook eggs and avocado. Goes to college or her part time job and aims to do something productive / work based for around eight hours a day. She then returns home between 4 and 5pm in the evening, giving her plenty of time to think about which one of her hobbies she wants to get into on that evening, if shes not into watching a movie or seeing friends. Sleeps at quite a reasonable time between 10 and 11pm ONLINE BEHAVIOURS 1. Has a mindless scroll in between breaks and college and will scroll aimlessly when shes home in the evening 2. Doesn’t online shop too much, but will save up the money to buy something special she’s been wanting for a while. 3. As a keen person of nostalgia, they are more likely to be into period pieces with a new trend feel so will often search google for these types of pieces. 4. They use well known, trusted websites such as ebay, etsy and depop and will go off in depth product reviews and descriptions before making their decisions. WORRIES AND FEARS Often deals with mental health problems such as anxiety, depression, OCD and anxiety. Often down to their overthinking nature, they use nostalgia as a way to escape their reality. Quite socially awkward and introverted & Would like to prove the world wrong but worries about having the confidence to do so. INFLUENCER OR INFLUENCED Likes to think they are an influencer, but is influenced by people they trust and by people who are advocates for social change. WHAT SHES LOOKING FOR - Pieces that are a little higher than average and a little bit special to give her the sense of achievement after saving for it. Not interested in brands more in style - educational content around nostalgia - funny nostalgia memes - style inspo around nostalgia - calm nostalgic aesthetic WHAT SHES INFLUENCED BY influenced by people who take things at a slower pace, it makes her trust them more influenced by friends opinions influenced by people who have been experts in their field for a long time

BUYER PERSONA 3 NAME: BETH AGE: 22 GENDER: FEMALE / NON BINARY SEXUALITY: QUEER FEMME PRONOUNS: She/they QUOTE: LIVE MORE, JUDGE LESS FINANCES works full time for an average stable income Generally likes big cities or towns with things going on but doesn’t have to be central to the action low to mid disposable income, her lifestyle means she doesn’t particularly have to worry about income as she’s not an impulse buyer and high priced ticket items don’t really appeal to her HOBBIES Loves travelling and going to the most well-known places in the world. Also loves taking photos, plants, rainbows, music, cats, Disney, token gestures, GOALS Wants to create positive change and makes people’s lives easier, but is happy to do it as part of a team. Wants to contribute to making situations more inclusive. DAY IN THE LIFE wakes up super early for work, works, comes back, relaxes, gets ready for bed. Might apply a little moisturiser if they feel like it ONLINE BEHAVIOURS doesn’t spend too much time on Instagram, generally just scrolls when they feel like it. However are influenced by brands when scrolling. Doesn’t have a huge influence in fashion, but they do use fashion as a way of projecting their personality and their beliefs but their lack of knowledge, time and interest gravitates them towards generic items of clothing in that specific interest. This means things such as the pride flag, avocados, mickey mouse are the types of things that influence them WORRIES AND FEARS because they’re not into something whole heartedly, they may have issues with inadequacy INFLUNECER OR INFLUENCED Doesn’t really care about anything or is passionate enough about anything to be influenced, but isn’t really cool enough to be an influencer. When she is influenced, she’s influenced by the most popular thing related to that niche ie pride flag, Mickey Mouse, the trendiest trend in a niche such as kawaii. WHAT SHES LOOKING FOR to contribute to the conversation in the form of clothing. Doesn’t need to speak up about it, but wants you to know she’s there in support. Looking for token gesture items and the mainstream things that represent communities such as the pride rainbow, mickey mouse, the first thing that comes to your mind when you think of nostalgia, the most generic vintage items you can think of.

Primary Evidence- Market Research Question 1: What is your age? (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) (13)

20 16 21 47 21 24 31 18 18 22 29 16 28

(14) (15) (16) (17) (18) (19) (20) (21) (22) (23) (24) (25) (26) (27) (28)

18 23 19 21 21 19 22 20 21 24 Ageless (25 forever) 19 20 22 21

Question 2: What is your gender? (1) male (2) non binary (3) male (not cis) (4) Female (5) Female (6) Cis male (7) Female (8) Female (9) Female-ish./ NB (10) Cis woman (we think?) (11) Female (12) Female (13) Genderqueer (14) Non binary (15) Female (16) Male (17) Male (18) Non binary (19) Non Binary (20) Female (21) FEMALE (22) Non binary (23) Female (24) Female genderfluid (25) Trans Male (26) Non binary (27) Female (28) male

Question 3: What is your occupation? (1) Barista at Waterstones (currently on furlough). On a gap year. Illustration and brighton the year (2) Doesn’t have a job, year 11. (3) Currently a student / studying film and television (4) CMO (what are you a CMO for?) software vendor. (5) Barmaid, music industry bits and bobber, sells prints (tell me about music industry / hands in many pies). Studies media and communications. Engaging in photography, music industry, gender and sexuality. (6) Dancer / actor performer (7) Womenswear buyer/ stylist / shop owner (8) Full time student. Studies English language, psychology and sociology. (9) Student, enlgish lit, drama and psychology. Wants to go to uni to study ancient history (10) Supermarket job (11) Medical entomologist studying malaria (12) Grape tree / whole foods & first year college. (13) Self employed artist / vintage seller (14) Barista (15) Entertainment / digital marketing (degree in history). Marketing agency that specialises in using celebs and influencers, large scale social media or above. Mainly works with luxury and fashion brands. (16) Student – studies history and politics (17) Computing student (18) Used to be a tour guide, student in acting and English (19) Retail assistant / student (seaside trespass). Studying foundation art and design (20) Disabled. Visual merchandising for primark prior (studied fashion and communication). Social media management for nestpetservices / dog walking. Going back into education for animal management and course of music production. (21) Student; youtube for fun (law) (22) Manager at a pub / editor of a queer and culture magazine (23) Recent grad, unemployed. BA in media (level 8) (24) Sales consultant NEXT, freelance fashion stylist, entrepreneur (25) English / politics student (26) Account manager charity call centre (27) Research student, chemistry (28) Unemployed. Student, gave up last job to study. Studying animal & conservation biology. Serving in the army part time!

Question 4: What is your daily routine? (1) get up, shower, wash my face, do skincare and makeup and put on an outfit or just usually spend a day in pyjamas. Day is heavily focused around art, sits at home reading and going for walks. (2) Starts with skincare, breakfast, chores, maybe watch tv or go on a walk, have dinner, hang out with my family and then go to bed (3) Wakes up at 8am, eats Krave feed my cat, get some breakfast. Lectures at 10am three days a week, I don’t really have a set routine after these but will do some uni work during the day and just chill basically, diner is at 5/6, then sit down with my boyfriend and watch tv. Bed at 10pm (4) Gets up at 520am. Goes and exercises for one hour. Get home, shower, smoothie / cereal with oatmilk (doesn’t eat meat). and work (at home because its fucking COVID init). 730:1800. I try to look after my kids in between but they are basically ferel right now. Then cook, eat, watch tv, repeat. I suppose I am a bit fed up of the current situation (what are you doing out of covid?). Exercising, smoking and drinking atm. (5) Painfully boring. Up and coffee, meditation, admin / uni work / daily walk, some exercixe (hula hooping is also therapeutic) eating all in between this, evening is retiring to tv and watching Netflix (life pre-covid). Switching between granola and avo and eggs for breakfast. Very social it appears, worked in a nightclub. (6) A lot of scrolling on the internet, No breakfast just a cuppa, going or a walk, talking to friends, having a dance, planning or doing projects or hobbies. VERY laid back, goes with the flow. Pre coviod the evening would involve meeting friends and chilling (emphasis on chill) (7) Not a morning person / day off: lays in, and goes on ipad (?) or goes on depop or ebay. Earl grey as soon as she wakes up, regularly throughout day. Mostly at work in my shop or working from home. In the evenings watch Netflix and takes lots of baths. Prioritises self café. Eats meat but wants organic, animal needs to have had a good life before eating it. Doesn’t eat breakfast, 1pm meal. Poached eggs and wilted spinach is a fave. (8) Wakes up at 640, workout every other day, stretch, shower, get dressed & ready for online lectures at 9:15. Tries to walk once per day and drink 2.5l of water. Early rise early sleep, so in bed for 9pm. Washes faces, massages skin, uses essential oils to help with sleep. (9) Get up, glam up even though im going nowhere, eats raspberries and rice cakes daydream instead of doing my online lectures, rush the online lecutres, scroll tiktok and insta, drink tea, read 450k fan fic, call the guy I met on tinder, go to sleep. (10) Has depression. (weekly). Monday to Friday went to the cinema or did work experience for college, Tuesday college. 10 – 5, eats at 730, Wednesday college (breakfast at 11) and 12:30 – 1:30 therapy decompression. Thursday 3 hours of college and 5 hours of work, Saturday and Sunday I work 5 hours each evening. Routine is based on when partner is awake (11) Works part time since COVID. Wakes up to a cup of tea, good amount of time feeding animals. Work days are too long, rest days are spent doing DIY, also sells fabric and homeware as a side hustle. In the evening im binging TV and making dinner, doesn’t spend enough time outdoors. (12) Wakes up half hour before online lesson – brushes teeth, washes face, makes coffee. Sit down at desk, do whatever classes. Go to work, have a walk with dad. Boring because of lockdown. (13) Starts off with a walk, intentions set. Paints until lunch, tries new makeup look & brainstorms ideas. Early evening shoot. Watches a good film in the evening, something aesthetic, interesting message. Edits or embroiders while watching (14) 6am to work, make coffee for people, go home at 4pm take a shower. Meet with friends, watch tv (she-ra / steven universe), draw, 11pm sleep. Doesn’t eat breakfast, avocado, tahini. (15) Works from home, wakes up at 8, does some stretches. mon-fri kitchen table. Gets workout in after work, experimenting with foods, Weekends: lie in, walk, catch up with a friend or two. Having a skincare routine. Stretches for a couple of minutes every hour. Bed by 11, read, sleep by 11:30. Loves sleep

(16) Wakes up at 10, peanut butter or toast, apple and frube. look through Instagram and snapchat, has breakfast and watches youtube and get showered / dressed. Does some uni work, have some liunch, more uni work until evening. Evening, watching Netflix (jojos bizarre adventure, south park, top gear) youtube, read music, play some video games. Finish off the day, reads more, scroll through social media, go to sleep. (does lots) (17) Gets up at 10; showers with tunes ofc, make food for cat and him. Breakfast is nutla and chop bananas. Skincare routine. tiktok for a couple hours, ready to work on dissertation for most the day. Cat comes in and meows, start procrastination House wife. Wake up whenever, walks dog, feeds, eats, gets coffee. Veggie. Lots of time decorating as just moved into a house. Watch some Netflix/youtube and play video games. Sims 4, scroll through IG, do art / sewing. (18) Changes everyday, (wakes at 11) does work, sitting with flatmates and dsrinking – works on animation or some writing (D&D). Loose veggie, eats a lot of curries. (19) 9, online lessons 930. Do yoga, have breakfast and shower. (20) House wife. Wake up whenever, walks dog, feeds, eats, gets coffee. Veggie. Lots of time decorating as just moved into a house. Watch some Netflix/youtube and play video games. Sims 4, scroll through IG, do art / sewing. (21) Gets up at 10am but loves getting up pre 9am. Coffee and scone, online lectures (drag) work for uni promo job and society & film youtube as and when (22) Wake up, scroll through socials, turn off last resort alarm just incase you’ve fell back to sleep. Make coffee, cigarette. Do a uni lecture / work on mag. Watch film / read (facetime with pals) Theres food in there ‘somewhere’ and about 6 more coffees. Art for fun, illustration, looking into new hobbies and info. (23) Wake at 11, eat breakfast with gran (porridge with fruit, nuts, maple syrup, cream) while watching golden girls, shower after exercise, chores, taps into a hobby for the evening – reading painting skating. Maybeu unwind with Netflix, anime or PS4. Not veggie but not turned off meat. One meal a day without meat, vegan evening. (24) 5 or 6am wake up, Belgian waffles, 7-8am journal, pray, meditate, read bible and show gratitude. 8-9am, watch a recorded ive session (business), 9 -11am works on a task shes set in the morning. 11-12 have some tea and elevensies (snack) 12 – 1: play sneakers notes game as a break, 1 – 2pm: make and eat lunch, 2-4pm power nap or study a topic. 4-6pm switch tasks and carry on with to do list, 6pm – 7pm, reset meditation, 7-8pm attending meetings with mentors, 8-9pm seekers notes (game) 9-10 get ready for bed, fall to sleep meditating, bedtime story, hypnotherapy. This is a lockdown day, works 1 – 8pm normally (25) Blurry time-wise. Wake up with no alarm (luxury) sing in the shower. Do my hair, face and scar treatment, Breakfast if they feel like it.Uni tasks, tries to take a daily walk, reads / scrolls through tiktok or IG or wearches a movie in the evening. Stretches for 15mins before bed. (26) 8 to start work, daily reporting at 11, stop for coffee and breakfast, cou0ple more hours, have lunch, work til 5. Half an hour to relax and decompress then get on with cooking and jobs. Mondays and Wednesdays ride the horse. The evening are a lot of me and partner watching TV. Weekends, shoot and upload to depop, drawing/graphic design. Skateboarding, walking the dog, working out a couple of times throughout the week (27) Before 7am, scroll social media in the moring, do yoga for 10-15 mins, brew coffee and eat breakfast, have a shower, take my time with clothes and makeup. Go to lab, come back, see call or text friends, dinner, watching a simpsons episode or two or three, maybe watch a film with flatmates. Shower, book and sleep. (28) Get up, spend an hour looking at clothes. Something to boost the mood. Feed the pigeons and breakfast (soft boiled duck egg and toast with grandad and mom). Lectures and studying to spending time outdoors. Identifying plants and insects on a scientific level is something I do a lot! Friday, D&D.

Question 5: What is your style aesthetic?

Question 6: What are your faveourite clothing brands?

1) Bold colours/ patterns, statement shirts. Boiler suits, dungartees, dr martens, 80s 2) vintage preppy, collared shirts, plaid trousers, long coats, sweaters. 3) punk meets streetwear, 70s punk. Streetwear; fitted trousers, jumpers that are oversized, chains and jewellery. Dark colours, black turtlenecks with a blazer. 4) schizophrenic. 90s andro suits. Heavy layered jewellery and rock band tshirts (rock chick is alarming). Nighties as outwear. Kinda rebellious 5) dress for comfort gal, quite androgynous so looks like an indie boy (trashion) 6) Experimental. Eclectic, doesn’t fall into a category. Not out there or reserved. 1970s vibey stuff. Nowhere to wear it. Changes depends on where im going (90s / 80s patterned shirt, modern trouser) clean cut. Creamy, beigey, neutral, flip, bright colours, everywhere. Summer is more colour. 7) 70s silhouettes and colour palettes but who doesn’t at the moment? (more trend led) layer vintage and designer. Masculine cuts. 8) feminine / boho / vintage 9) 70s hippie boho, dark academia & 90s grunge. 10) long leg look; high waisted trousers. High key femme, alternative 90s skater punk. 11) Minimalist, block colours, cool textures. Bright patterns, retro vibes, interesting designs (screen printing and small batch). 12) hippie, skater, mix of everything. 13) 14) 15) Classic silhouette, nothing over girly. Short structured mini skirts, chunky boots and high neck top, tailored trousers structured suit look. Patterned trousers. Tries to make sure one item is unusual. 16) comfy aesthetic: trousers, tucked in oversized jumper & vintage feminine (crops tops, skirts, lace, chokers and oversized 17) 18) 19) gothic. Layering with short skirts and long jumpers. Non binary but feminine (oli). 20) Grunge teen boy from the 90s that never grew up, green goblin, emo goth princess 21) Mainstream fashion (trend led) with hints of past decade inconic pieces like flares, sweater vests (trend led). 22) Rupert the bear x cartoon villain. Turtlenecks and longcoats, lover a checked trouser. 60s 70s 80s and subcultures like punk, witch house, steam punk. Industrialism and e-culture impact how I dress, although theyre made from other remnanats from other cultures 23) Unique. Just throws whatever together, doesn’t follow trends & only buy what I really like. Sucker for vintage or upcycled. Teenage boy meets skater girl & classy lady. 90s e-girl grunge butch girl with a feminine element. 24) 25) hard: classy (lack of knowledge). Flared pants and white shirts. Dark pants, shirts, sweater vests long coats (trend led). Summer: floral, bright colours, cottage core. (trend led but trying to navigate something themselves) 26). art student / English lit student / skater. Lots of cord, skater or suit style trousers. 27) intersection of art student 28) mesh leather and dancing shoes. Bootcut jeans, doc martins and a 90s sweatshirt. Sticks to 90s as much as poss.

1) Lucy and yak 2) N/A 3) Dr martens, ASOS, collusion, ragged preist, pleasures and dolls kill 4) Studio Nicholson. 5) Monki and Lucy and Yak. 6) ZARA / ASOS (not sure if would shop there now). MANGO (adulty) 7) Uniqlo, Studio Nicholson, Samsoe & Samsoe , COS 8) N/A 9) New look 10) not brand specific, Sadie Alys (dungarees / lucy and yak). Wonderland boutique. Topshop, River Island, New Look (AX paris) 11) Lucy And Yak, Nyoo Store, Blooming Skull 12) groovy cat garms, disc London, ASOS 13) 14) 15) 16) ASOS 17) 18) 19) Collusion 20) N/A : struggles with sizing. Lazyoaf, Lamoda and KOI, ASOS, Lucy and Yak. Dollskill. 21) Brandy Melville, depop brands: mae morris, alerria, house of sunny for pieces and sustainability. 22) Tk Maxx, Burton, ASOS, Topshop Topman 23) N/A 24) 25) ASOS 26) small artists / tattoo artists merch. Dr martens / Lucy and Yak. 27) 28) doesn’t buy fast fash. Hanes, North west, territory, northern reflection vintage. ASO

Question 7: Who are your style icons?

Question 8: What are your faveourite hobbies?

1) NA 2) @best.dressed , steve lacy, @duncanyounot 3) 1980s new romantics, new York club kids 4) 70s diva, diana ross, cleo lane, donner summer, sister sledge, black 70s diva style. Solange, gaga 5) 60s 70s witchy chic / flares and bell bottoms, garish pattern clashes and bold colours 6) Doesn’t have a style icon, takes inspo from everyone. Zac Efron as Ted Bundy. 7) Carolyn Bessette-Kennedy, Pernille Rosenkilde, Devon Carlson, Bella Hadid. 8) @dronme @marthawatermelon @josie_francis @prosenkilde 9) Baby from dirty dancing, donna from mamma mia. 10) ANYONE BLACK : Erica hart, zendeya, Oscar Isaac, john boyega, 20 something – 30 something, diana ross / supremes 11) Emma Watson 12) any character from friends and @oliviagraceherring 13) 14) 15) Mariane faithful / jean shrimpton / zoe Kravitz 16) dsennis rodman, The Headbangers WWE, prince, @jordantupak2 @rickeythompson @leago_scars 17) 18) 19) Bella McFadden (igirl) Ruby Bryant. 20) Miley and Noah, Vivienne Westwood, Milk, Utizca, Trixie, Miss Fame (quirky queens), Avril lavinge 21) Barbara Kristofferson, lily rose depp, lovevie, lilrotini, destiny joseph (thiisfate) and everyone on pinterest 22) Lil Nas X, Edward Scissorhands, Medusa, Bowie 23) Jennifer Connelly, Winona Ryder, Salema Hayek, Elizabeth Taylor, Marilyn Monroe, Rihanna 24) 25) Harry styles, Elton john, billy porter. @sophie.seddon . @celestialyouth. @naan.b__ 26) Jamie windust, Alok. Jamie Dear, tayce out of drag, wisdom kaye, vivifien, bren_dun, molar decay, @stylewithstray , @killer.killer , @vas.hal @elaimenai 27) 28) nexflix or google and search 90s / y2k. Bratz film and cluless. Very person driven, film / music video inspo.

(1) Art, illustration, sewing, reading, walking, sustainable research, sketching, watching Netflix (2) Read, draw, mess around in editing apps, birdwatching, dance, cooking, going on walks (3) Embroidery, gaming, being outdoors, music and fashion (4) Exercise, dogs, yoga, reading, reading, travelling, festivals, glitter (5) Dance, singing, cooking baking knitting sewing eating painting music reading writing photography (6) Singing, dancing, acting, sewing, walking, aeriel, styling, shopping, writing. (7) Vintage, antiques, carboot sales, charity shop shopping, floral arranging, gardening, serial killer docs, paranormal, ghost tours, animals (8) Working out, cooking, baking, spirituality, drag (my boyf does drag) reading, writing. (9) Dance, writing, anime, music, history, clothes shopping, photography, modelling, working out 10) Cinema, fashion, sports, reading, movies, pissing off racists, queer stuff, polyamory meets, going dancing, playing video games, baking (+making pot cookies) loving my partners 11) The list is endless. 12) Swimming, walks, plants 13) Painting, drawing, writing, socialising, sewing, making, photography and film, styling, makeup, art, self improvement 14) Drawing, photography, growing plants, making jewellery, hiking 15) Baking, photography, reading, writing, art galleries, theatre shows, live music. Politics, social history, fashion, journalism. 16) Football, fashion, music, reading, poetry, socialising. 17) Photography, baking, calligraphy. 18) Animation, illustration, D&D, sculpting and clay work, LGBT+ artists and musicians. 19) Graphic and textile design, reading, skating, tidying. 20) Guitar, piano, singing, art, sewing, video games, clay crafting in general, 21) Dance, YT, Fashion, fashion content through socials and mags 22) Uni work, mag content, drag, art, photography, interlock so well and build each other up.

23)Painting drawing skating dancing like a hippy, hosting parties / dates / anime and TV / horseriding, archery, charity shop hunts, trying to learn to sew, 24) Fashion, fashion dolls, stop motion, editing vids, dancing, reading, writing, walking, hiking and hill climbing, travelling, museum, afternoon tea, relaxing yoga, sewing, cross stitch, trying out new beauty, music, series and movies 25) Reading, fashion, photoshoots, dancing, music in general, creativity, politics; social and gender 26) Horses, fashion, photography, drawing, drag, reading, skateboarding 27) Speciality coffee, chemistry, painting, brutalist architecture, rap music, fashion (doesn’t know a lot, its more of experimenting, appreciating nice clothes and watching youtube videos of fashion. 28) Animals, nature, science and discovering new things. Travelling, getting out. Going

Question 9: What makes you continue to want to buy and follow from Area Eighteen? (1) diversity of models, aesthetic. Really appreciate when tom models because I can see it on myself more, more relatable. But also the eclectic is very well researched, its essentially a vintage boutique that’s constantly evolving (2) you all inspire me so much, and im really enjoying your content and the way you treat your business. Looking forward to buying some fancy garments in the future (3) the inclusivity and diversity is something I really appreciate. Also the interaction with followers and just general great vibes you guys give off (4) love the styling and the clothes. Love gender fluid styling. Fuck conformity (5) I love how AE are growing and it eminates the confidence I wish I could exude because that’s how I used to be and I feel like with the account I still have a bit of that. I love how its inclusive over everyone and it feels so personal and just wonderful – plus I love toot or boot but I can never boot! Also ginger tom your dances give me life (6) Community and values of the company. AE and Tom inspire me to dress however I want, and live my life as myself. I appreciate the lessons on LGBTQIA+ black and femininst theory. And I appreciate the community he has built (7) Good vintage finds at sensible prices, regular stock and good IG feed. (8) Because I love following you! Love the toot or boots, the inspo, seeing everyone’s outfits, io love being inspirted and seeing the creativity. (9) Because I love the vibrancy and the community of acceptance on the page, plus the access to amazing vintage pieces is always lovely. Would like to see more measurements of items, tall and oddly proportioned body. (10) Gender inclusive fashion with a personal touch from a small business. Also ive never seen so much audience interaction from a brand !! (11) Vibe of thr accoumt, open to how inclusive it is, how it celebrates individual style. Doesn’t take itself too seriously. The ethos of your brand working with your followers is great. (12) The attitude we have. So inclusive, almost seems like im following a friend sometimes. (13) I like to see a person / brand that is so vocal about non conforming. Its inspiring to see you making moves with the brand, and being so open about it. I like how much you include others, your followers and other creators etc, its easy to feel like I can fit into this brand, its not closed off, theres a community vibe. Also its very inspiring to see somebody making steps with their business and goals (14) Sweet and cool and you have some really nice and unique clothing and also I always enjoy supporting queer people (15) Inclusivity. Want to create a community and engage with everyone. Misses the buzz of a vintage fair and chatting, element of personal styles. (16) Non conformity promotion. Relates as loves individuality and difference. (17) Always has the best fashions. Always looks forward to seeing what the new drops are and whats happening at AEHQ. Excited to see where the lifestyle element goes. (18) Stunning fits, lovely folk, fun stories (19) Inclusion of all genders, races and body types within the account. I followed for the range of people before I realised it was for vintage clothing! Im also very interested in textiles and fasgion so there is a lot that interests me (20) Great collection and range of styles. Super approachable and personable, very attentive to customer needs. (21) Message is to DIE for. So beautiful and eye catching. How engaging we are (22) AE is stunning. Growth is inspiring. Very personal which is a vibe. Super hyped for the website and all the the other things you’ve spoken about having planned. (23) Very adimarable job, enjoy pages content. Would be a dream to help in anyway (24) Awesome vibe, fresh, youthful, inspiring. Ooze vitality as a team and just seeing some of your posts is sometimes all the extra boost I need to keep going.. especially during lockdowns.

(25) Clothes are so cool! Your whole vibe. Not just a vintage shop, you really care for you customers (in capitalism, most brands do not, they only care about the numbers). So you do not only get really cool stuff, you also manage to fit the Zeitgeist ( even if vintage is timeless, there are trends). Prices are fair, custom orders. (26) Been following for ages, found on depop and loved toms gender non conformity so started following. I love the intersection of vintage fashion and diversity. Theres a unique link between minorities and vintage fasghion which AE really embodies. (27) Taste level, way you interact, feels appreciate and its nice. Unusual on IG, love seeing a human being a brand / account. (28) AE is willing to be open, willing to listen, willing to speak. AE is a brand that appreciates everyone around them. AE brings raw open determination. Like minded hard working brand that wants nothing but the genuine best for you. Diverse