Studio 204 Class of 22 Zine by milliewright0

204 STATEMENT Studio 204 is an established community for creatives. We stand for professionalism, positivity and offer endless possibilities within the industry. We are a creative agency ran by students for students with a… 91% employability rate Rated no. 10 in The Guardian The opportunity to gain a degree whilst gaining first hand industry experience 7

CONTENTS 8 - 9 INTRODUCTION 12 - 15 HELEENA HOUSTON 16 - 19 SOPHIE TAYLOR 20 - 23 MILLIE WRIGHT 24 - 27 OLIVIA EGGINGTON 28 - 31 PÉTER KECSKÉS 32 - 35 LUKE OWEN 36 - 39 LIVVY BUCKLEY 40 - 43 LIBBY CHAMBERLIN

44 - 47 JESSICA VELS 48 - 51 SELINA WILLIAMS 52 - 55 KRISTA HELLON 56 - 59 KIT DICKSON 60 - 63 HANNAH SOPER 64 - 65 LOOKS CHESTER 66 - 67 32TENS 69 - EDITORS NOTE

INTRODUCTION Welcome to the second edition of TWNTY. TWNTY-2 is a visual zine which celebrates the work of the Class of 2022 students from Studio 204, the Fashion Marketing and Communication course at The University of Chester. This edition focuses on celebrating their creativity, hard-work and determination over the last 3 years. Despite the challenges they have faced, they have been given the opportunity to push boundaries, grow and develop new ways of working. Throughout this zine, we have captured the diversity of the students work, each with their own identity ready to enter the industry. We hope you enjoy! 11

HELEENA HOUSTON @heleenahoustonfmc

My final major project focuses on a need to put people before profit. Allowing brands to visualise how they can capture their future consumer; primarily Gen-Z, where they can develop meaningful and trustworthy relationships for both the consumer and brands’ future. Through the analogy of different market levels, I aim to experiment with taking two brands and placing them into the opposite market level to what they already cater for. Applying the bubble-up and trickle-down fashion theories, I will be able to visualise these brands in a new and creative way. Using Matty Bovan as a placeholder to demonstrate how other brands such as his, can in fact work at a lower level, where a new consumer can become invested within the brand. Secondly, taking a more middle brand, that of Outsider’s Division, and placing them into a more visionary and conceptual world, ultimately widening their consumer base. How does the future of brands like these, look? Using drama and naivety throughout this entire process, I aim to create something that is moving for the viewer, something colourful, bold, and impactful.

SOPHIE TAYLOR @sophietaylorcreative

“For Angel Studios” is the name of my FMP, and it surrounds a new, future-proofed way of media creation and communication. The creative studio’s intention is to work with and for brands, to create unique media packages, with the format and aesthetics catered to consumers with brand identity at its core. This is the answer to my self-assigned brief of future-proofing fashion media. To visually show how it would work, I intend to create multiple different media packages for brands at different levels. These packages include creating media for a fictitious collaboration between TANK magazine and retailer END., for MOTEL ROCKS, and BALENCIAGA. As a creative I value content creation, creative direction and have a flair for visually narrating a story, and these identifiers are core to the heart of For Angel Studios.

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MILLIE WRIGHT @milliewrightcreative

My project is based around denim and tackling the issue of overconsumption and educating the next generation of fashion consumers. Through putting thoughtfulness and consideration into our purchasing decisions and teaching the next generation – Generation Alpha to be conscious consumers, the fashion industry can prevent the idea of “throw away” culture and fast fashion and create a better industry for future consumers. By focusing on adding emotional value to clothing and creating the idea of heirlooms which can be passed down through generations, or swapped between friends and peers. This method of sharing clothing will keep garments within the fashion cycle and reduce the number of clothing items that end up in landfill. My outcome will be an Instagram campaign which aims to provide educational visuals to the Generation Alpha consumer in an aesthetically pleasing way.

OLIVIA EGGINGTON @oliviaeggingtonfmc

My project proposes a new and more responsible approach for Gymshark to remain relevant, competitive and sector leading in the athleisure market. It identifies a marketing strategy for this concept and proposes a brand collaboration with Christopher Raeburn who is changing the world by creating upcycled designs. It sheds a new light on the athleisure market, which is currently over-reliant on overproduction and the use of non-ecofriendly materials, by reducing the detrimental impact it is having on the environment. Sustaining current practice would not only be damaging to the planet but also highly incompatible with the new consumers of Generation Z onwards. The message is portrayed through focusing on authentic and responsible marketing methods moving away from the current issues associated with sustainability such as greenwashing.

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PÉTER KECSKÉS

Beta is a fashion communication campaign contextualising the world of a new generation yet to be born, the children of Generation Z, Beta. Through an in-depth analysis of the social, cultural, economic and political shifts affecting our future blended with a thorough investigation of Generation Z’s parenting values a picture is painted for the year 2043, when these young changemakers will reach adulthood. Heavily influenced by the Japanese art movement Yami Kawaii and social media micro trend #kidcore my fashion forecast creates a visually engaging narrative as it discusses the mental health struggles of this generation and their lives on a decaying planet. The darkness of the theme is contradicted by a whimsical and playful visual language that softens the harsh edges of reality through black humour and irony.

LUKE OWEN @lukeowenfashion

New Codes is the application of a marketing and communication methodology to streetwear brands transcending into the Metaverse. This methodology shows they can evolve their marketing and communications to accommodate a Generation Alpha consumer within a digital landscape. Looking at multiple market levels and catering different digital skills and techniques to these levels.

LIVVY BUCKLEY @livvyjai_fmc

My FMP surrounds developing a strategy to allow brands to create a new emotional connection with Generation Z. Using the philosophy of Dover Street Market to inform a new brand experience and in turn community for brands who wish to maintain their heritage, authenticity and status, using Chanel as a test for this. My FMP will look to use a multifaceted approach to marry Chanel into the Dover Street Market Collective creating a campaign that is an alternative to solely marketing online.

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LIBBY CHAMBERLIN @libby.visuals

My final major project highlights the importance of diversity and acceptance in the women’s streetwear market. My project will tackle the issues surrounding the lack of women’s recognition and diverse representation in women’s streetwear. I hope to educate the next generation on key issues including gender and inclusivity. My project will allow my audience to create meaningful relationships whilst creating connection and a sense of community. I hope for my project to allow women to open up conversations on inclusivity that could positively shape the streetwear scene moving forward. I aim to shine a new light on the women’s streetwear industry whilst creating a positive and welcoming space.

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JESSICA VELS @in__white_

My project surrounds the current problem within the Luxury market. Through addressing the new formed marketing methodology and rebranding of the luxury market in a 3D conceptually visualised aspect, whilst directly identifying the step by step changes of the top brands which have lead to this loss of the once esteemed luxury market. Whilst accommodating that of the Generation Z consumer, the ‘New Luxury Market’ will be a progressive market level where the metaverse is a key component.

SELINA WILLIAMS @selinawilliamsx_fmc

My final major project combines the evolving metaverse with the reality of a shopping experience. Altogether it brings the experience of how a pop-up store can be constructed to fore the new generations to interact and socialise with one another. My project tackles the anti-social and ignorant stereotype of the generation and will allow my audience to physically go shopping rather than it being done via their mobile phones. Addressing the fashion industry issues such as overproduction and sustainability, I wanted to create something which can be executed in a fresh and future proof way. I hope the experience will help the generation be more socialising with one another and bring back a traditional way of shopping with a digital fashion concept to combine reality with the metaverse.

KRISTA HELLON @kristahelloncreative

My FMP highlights the emotional disconnect between luxury designer brands and Generation Z and focuses on reinventing the emotion and extremity of Lee Alexander McQueen’s showmanship with a contemporary tenderness that reaches people. My concept juxtaposes human emotion with technology as a tool to expand the horizons for self-expression through wearable art (NFTs) in the physical world.

KIT DICKSON @princesspeach_fmc

Chameleon 2.0 Zine will signify a revolution in fashion. The main themes revolve around acceptance, genderless fashion, sustainability and body positivity. As an educational platform the Chameleon 2.0 Zine will showcase a history of inspirational and iconic moments from history, to help communicate how far we have come and how far we still have to go. The main feature will be Life of Kit, this aspect of the Zine will add a personal aspect to my brand in order create a more relatable experience for the reader. This the first issue of Chameleon 2.0, meaning that it is not a one off or trend piece, more so, a concept that showcases the start of a movement.

HANNAH SOPER @hansopercreative

My final major project focuses on the importance of acceptance surrounding male mental health in the luxury streetwear market. The aim of my campaign is to shine a new light on luxury streetwear through building into a community of people sharing the same goal and putting an end to the stigma of talking about male mental health. I plan to educate and cultivate the issues surrounding mental health through creating a space for males to open conversations and talk about the pressures faced within the industry. I hope that my project creates a sense of community and encompasses a voice to show that expression is versatile, and there will soon no longer be a default way in which one can express themselves. This message will be portrayed through focusing on how fashion is subjective to all. I hope to break the beliefs that society has set nowadays regarding strict ‘guidelines’ as to what we deem as socially acceptable in the context of what men and women must wear and show complete transparency and diversity. 60

Image Credit: Looks Chester

A BIG THANK-YOU TO OUR SPONSOR:

@LOOKS_CHESTER

A BRIEF NOTE FROM THE CLASS OF 22 Thank you very much to everyone who has supported us throughout our University journey. A special thank you to our lecturer Tracey Hall for believing in us and encouraging us over the last three years. We look forward to celebrating with you all. 69