360 Campaign Book - A is for Alpha

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AD6605 CONCEPT DIRECTION & DEVELOPMENT 360 CAMPAIGN BOOK MILLIE WRIGHT 1906432

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CONTENTS CONTENTS 6 - 7 INTRODUCTION 8 - 9 MARKET LEVEL 10 - 13 GENERATION ALPHA 14 - 17 GENERATION ALPHA CONSUMER PROFILE 18 - 21 INTRODUCTION TO CELINE 22 - 25 INTRODUCTION TO LEVI’S 26 - 27 LEVI’S CONSUMER PROFILE 28 - 31 COLLABORATION 32 - 33 MESSAGE & MEANING 34 - 35 FORTNITE X BALENCIAGA

36 - 43 CELINE 20 X 20 METHOD 44 - 51 LEVI’S 20 X 20 METHOD 52 - 53 THE ALPHAbet 54 - 57 OUTCOME PLAN 58 - 59 COVID PLAN 60 - 61 ARTEFACT 62 - 63 CONCLUSION 64 - 65 REFERENCES 66 - 67 IMAGE REFERENCES

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I NI TN TRR OOD D U CU T IC O NT I O N The purpose of this book is to introduce and explain my concept for my 360 campaign, which follows on from the ‘Brand Me’ section of the concept direction and development module. To continue from my brand me work, I will be creating work that fits within the luxury market level, that has a consistent and contemporary aesthetic. This book outlines the ideas and conclusions I have found whilst creating a concept for my 360 campaign and the journey I plan to take to reach the finished product.

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I find that I personally fit within the luxury lifestyle market level.

Brands within this market level embody values and aspirations of their consumers to create a community of people with similar attitudes and opinions, by appealing to certain consumer identities the brands form strong connections and loyal consumers due to the brand values aligning with consumers and allowing them to show self-expression through buying into the brand.

The future of the luxury market lies in transparency and brands sharing their values with their audience, in an article by consulting agency BCG it shares that “To remain relevant to the next generation of customers, they must do a better job of sharing their purpose and values and demonstrating their heritage and authenticity.” (Willersdorf, 2020)

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GENERATION ALPHA WHO ARE GENERATION ALPHA? Generation Alpha are characterised as those born between 2010 and 2025, meaning they are between the ages of 11/12 or are yet to be born. They are the new generation, the generation of change and the new future consumer for the luxury fashion market to target. They are the new emerging consumer that luxury brands must target to stay in touch with the zeitgeist.

Research shows that Generation Alpha are an incredibly diverse generation, who believe in inclusivity and place importance on ensuring their morals and values are seen and heard by peers, family members and most importantly, brands.

Generation Alpha are set to be the largest generation group ever, with an estimated 2 billion children born into the generation by 2025 (Perano, 2019) . They will be the most culturally diverse generation. With strong social values and sense of acceptance Generation Alpha will set up the future as an accepting and embracing space for all genders, ethnicities, and sexualities.

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Generation Alpha are the next generation of leaders, with unlimited access to knowledge and information they have unrestricted options of things to learn and discover – making them a generation of curious beings. They will continue to prioritise learning and keeping educated throughout their lives, it is precited that Generation Alpha will stay in education for longer than the generations before them.

needs of this generation.” (McCrindle & Fell, 2021)

According to a study by McCrindle, Generation Alpha are the “most materially endowed and empowered generation ever” due to typically being the children of millennials they are growing up surrounded by the purchasing preferences of their parents, McCrindle says “While Generation Alpha are yet to hit their teens, they have brand influence and purchasing power beyond their years, engaging with brands, toys and products that speak to the future

Due to the Covid-19 Pandemic, Generation Alpha children have become a juxtaposition, they are digitally savvy and live in an online world, however, also are grounded to their homes and families due to spending a whole year of their lives in lockdowns. They value quality time and connections to their loved ones, but also value their online lifestyle where they can enter a whole different universe and portray themselves in any way they choose.

From rejecting gender stereotypes, to accepting people in whichever way these chose to be, Generation Alpha are unapologetically themselves, they are said to judge people for “who they are not what they are”. (beanodigital, 2019). Although they are an accepting generation, they will continue to crave community and acceptance.

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ALPHA CONSUMER ALPHA CONSUMER PROFILE PROFILE Contemporary consumers are well informed and well connected, for generation alpha this means with the world a click away, they are blessed with endless opportunities and supportive parents. Alpha are empowered by the opportunities they have and parents who can provide them with education, material objects and strong morals. They reject social norms and have strong identities which allow them to be self-expressive.

An alpha consumer is a consumer with strong values, who seeks to invest in brands with strong messages and ethics. Being a well-educated and having unlimited access to knowledge their whole lives has resulted in Alpha consumers expecting great transparency from the brands they are buying from. Empowerment is key to Alpha consumers, they seek inclusivity and a sense of strong community, through these community values they expect brands to have deep meaning and connection to their audience. According to a study by McCrindle, Alpha were given their name sake as a sense of new beginnings, “Generation Alpha – not a return to the old, but the start of something new”. (McCrindle & Fell, 2021) Conscious consumerism is a mindset that the Alpha consumer has been raised with, from their millennial parents buying luxury items, to their Gen Z siblings practicing re-sale and upcycling, Alpha have been surrounded with different methods of sustainability from a young age.

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INQUISITIVE 16

HOW ARE GENERATION ALPHA INQUISITIVE? Inquisitive (adjective) having or showing an interest in learning things; curious.

Generation Alpha are the next generation of leaders, with unlimited access to knowledge and information they have unrestricted options of things to learn and discover – making them a generation of curious beings. They will continue to prioritise learning and keeping educated throughout their lives, it is precited that Generation Alpha will stay in education for longer than the generations before them.

INTUITIVE

HOW ARE GENERATION ALPHA INTUITIVE? Intuitive (adjective) using or based on what one feels to be true even without conscious reasoning; instinctive.

Generation Alpha children will be the most educated generation to date – due to having unlimited access to data and information from the moment they are born, being intuitive and having a thorough understanding of digital means they are programmed to question things, to keep updated with information and what is happening in their environments.

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INTRODUCTION TO CELINE

INTRODUCTION TO CELINE

Celine is a luxury fashion brand well known for their sophisticated, minimal, and poised approach to clothing. The core fundamentals of Celine lie in contemporary minimalism and stripped back sophistication. Celine was founded in Paris in 1945 as a custom shoe shop for children, then proceeded to begin selling ready to wear luxury goods in the 1960s.

In 2008 Phoebe Philo, a British fashion designer took over the role of creative director and transformed Celine into a subtle uniform for strong, professional women.

Philo’s era (2008-20018) is my personal favourite of Celine history due to its chic elegance and modern femininity. These are aspects I have carried into my own personal brand.

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Celine’s current target demographic are described as metropolitan, elegant professional females aged between 25-50. Celine consumers are sure of themselves and enjoy monochromatic, sophisticated fashion that has a sense of timelessness. Throughout the years Celine has remained timeless, both in its aesthetic and branding, by sticking to the same visuals which are bold, monochromatic, and simple they have built up a timeless brand identity. The clothing Celine create are staples in the wardrobes of refined women, therefore remaining ageless.

“Her collections seem to be the runaway

transposition of Bauhaus architecture and her

clothes were tailored for a businesswoman, yet very elegant and

refined, desexualized and powerful.”

(Stanchieri, 2021)

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Celine has a strong brand legacy, transitioning from what once began as a custom-made children’s shoe brand, to what is now a globally successful and well recognisable luxury brand, Celine’s heritage as a bold and exclusive brand carries a strong meaning of success and hard work. By creating garments and products that are timeless, this means they can be passed down through generations, therefore creating a legacy throughout families.

Celine is described as subtle luxury, the ‘less but excellent’ ethos of the brand has created a minimalistic sense of luxury. Its subtle nods to femininity are refined and thoughtful, yet not dramatic.

By adopting a subtle existence, it allows the brand to remain in consumers wardrobes for years without being outdated.

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INTRODUCTION TO LEVI’S INTRODUCTION TO LEVI’S Levi’s or Levi Strauss & Co is a brand with a strong legacy and heritage. Founded in 1853 in San Francisco by Levi Strauss the company are famous for their signature blue jean which has stood the test of time and remained a wardrobe staple for consumers for decades. Although they have multiple different products, Levi’s are best known for their iconic denim jeans, specifically 501’s, a bestseller. since the 1870s Levi’s have been providing consumers with trustworthy denim jeans that are hard-wearing and established.

Due to their dependable, simplistic look a pair of Levi’s denim jeans can be worn for all occasions. This makes them the perfect wardrobe staple. Levi’s are considered by many as the “uniform of the cool”. A pair of denim jeans can never go out of style – making them timeless and classic.

Levi’s pride themselves on their

sustainability efforts, with clear transparency throughout their supply chain. Levi’s are involved in multiple sustainability programmes, including the 2025 water action strategy – which involves using less water in clothing production. The brand also preaches the message that their products are made to last, “Buy better, wear longer”. (Levi’s, 2021) According to a blog post written by Green Queen it states that “76% of all Levi Strauss & Co. products, and 70% of all Levi’s bottoms and trucker jackets are developed using its water technology that follows certain water recycling regulations thus saving more than 4 billion litres of water and recycling nearly 10 billion litres of water since this was implemented.”

(Tanuvi, 2021)

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LEVI’S LEVI’S LEVI’S LEVI’S LEVI’S LEVI’S LEVIS “WE’LL BE TRANSPARENT: OUR CARBON FOOTPRINT WILL NEVER BE ZERO. BUT THAT DOESN’T MEAN WE SHOULDN’T WEAVE SUSTAINABLE PRACTICES INTO WHAT WE DO.” – LEVI’S Levi’s as a brand are transparent throughout their supply chain, they keep their consumers informed on where they get their products made, designed, and manufactured. As a brand Levi’s are also transparent about the fashion industry, they are aware of the problematic issues surrounding over-consumption and sustainability and make sure to educate their consumers on these issues.

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LEVI’SLEVI’S CONSUMER PROFILE CONSUMER It’s clear that anyone can wear a pair of jeans, Levi’s are made for all, consumers of all ages are welcomed by Levi’s to be part of the brands community. Having multi-generational consumers supports the narrative of community and collaboration.

Bringing people together through clothing.

Levi’s have begun to target today’s youth through their new campaign, jeans have always been a symbol of youth and rebellion. By directing their new campaign at the younger generations and emphasising the importance of being conscious consumers Levi’s are informing the next generation.

“So, be nice to your jeans and treat them like a houseplant – occasional water and sunlight does wonders. You wouldn’t put an orchid in the dryer.” (Pivers & Dillinger, 2020)

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COLLABORATION COLLABORATION COLLABORATION THE GAP IN THE MARKET COLLABORATION 30

Celine as a brand do not target youth, they are heavily focused on their already existing consumers: The Millennial Generation. I propose that by collaborating with a brand such as Levi’s who are currently beginning to target Generation Z, they could combine their efforts to create a campaign targeted at the next generation of luxury consumers – Generation Alpha.

By combining the timeless style of Celine with the functional and durability of Levi’s the brands can create a campaign celebrating community, conscious consumerism, and longevity of clothing.

Levi’s authentic brand messages combined with the sophistication and luxury level of Celine can create a bridge between high end and bridge brand luxury, which in turn will create an accessible way for new consumers to purchase into the luxury market.

The collaboration will emphasise how Alpha are connected and positive, highlighting the messages of youth and hope.

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MESSAGE & MEANING MESSAGE & MEANING The message behind the Levi’s x Celine collaboration and my 360 campaign is to educate and promote the newest generation of consumers on conscious consumerism, empowerment, and authenticity. To give a voice to Generation Alpha and create an accessible way for them to purchase into the luxury market. The collaboration will be a way for both brands to join forces in educating the next generation of consumers – buy promoting sustainable shopping habits. The items will be limited edition, promoting the idea of treasuring garments and in turn turning them into heirlooms and passing them down to the next generation, or even sharing with friends and family.

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FORTNITE X BALENCIAGA FORTNITE X BALENCIAGA CASE STUDY CASE STUDY In order to gain a deeper insight into how brands are currently marketing to Generation Alpha I researched into the recent brand collaborations between Balenciaga and Fortnite. This collaboration received mixed responses from consumers, with some claiming it was an over-the-top attempt at promoting capitalism, whilst others considered it creative and the future of marketing luxury goods.

“The label released its Fall 2021 collection via a video game and collaborated with Fortnite on a capsule of digital apparel for players, later accompanied by tangible versions. Brands seemingly want to use the digital world to connect with (and profit off) young consumers.” (Ernest, 2021)

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QUIET LUXURY

QUIET LUXURY How does Celine manifest itself as a quiet luxury brand?

Through keeping its aesthetic minimal and sleek Celine has remained a successful luxury brand, whilst not being flashy or out there. Quiet luxury is defined by IN London magazine as “Low-key and understated, it is the kind of luxury that is whispered by those in the know, by those who understand that indulgence doesn’t necessarily lie in a high price tag and a flashy logo.”(Morgan, 2018) By sticking to this style Celine has kept its ‘less is more’ mindset.

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SYMBOLIC

SYMBOLIC What makes Celine symbolic within the luxury fashion industry?

Some believe that Celine is a symbol of luxury and wealth, owning a Celine bag used to be considered a status symbol. Due to its simplicity Celine, specifically Celine bags are instantly recognisable.

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HERITAGE

HERITAGE What makes Celine’s heritage meaningful to its branding?

Transitioning from what once began as a custommade children’s shoe brand, to what is now a globally successful and well recognisable luxury brand, Celine’s heritage as a bold and exclusive brand carries a strong meaning of success and hard work.

By creating garments and products that are timeless, this means they can be passed down through generations, therefore creating a legacy throughout families.

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ARCHETYPAL

ARCHETYPAL How has Celine marketed itself as an archetypal brand within the fashion industry?

Celine is well known throughout the fashion industry for creating chic and effortless products, targeted at successful women. This aspect of the brand stands Celine as a feminist power brand.

During Phoebe Philo’s time as creative director, she tuned into female intuitions and created products with sincerity and focus. Many believe Philo’s era at Celine positioned the brand as an archetype for successful independent women.

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AUTHENTIC

AUTHENTIC How do Levi’s provide an authentic brand experience to their customers?

Levi’s pride themselves on providing an authentic and affordable consumer experience. By preaching their jeans as a form of self-expression, the brand is proud and trustworthy. Levi’s is authentically itself, with a legacy and heritage that promotes dependability and promises quality.

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DENIM

DENIM How have Levi’s become a staple denim brand in people’s lives?

Although the have multiple different products, Levi’s are best known for their iconic denim jeans, specifically 501’s, a bestseller. since the 1870s Levi’s have been providing consumers with trustworthy denim jeans that are hard-wearing and established.

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CLASSIC

CLASSIC How does Levi’s remain classic whilst also being innovative?

The classic blue jean is a key piece of clothing in people’s wardrobes; however, Levi’s are more than just a wardrobe staple. The brand are innovators, constantly evolving their methods to fit a fast-paced industry. They are creating new technologies to build better, more long-lasting denim.

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DURABLE

DURABLE What makes Levi’s denim durable?

Levi’s jeans are built to last; they began as workwear and now are a timeless classic piece of clothing. The durable nature of the jeans provides a sustainable option for customers, buying into a pair of Levi’s jeans means you will have them for years, reducing clothing going into the landfill process.

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OUTCOME PLAN OUTCOME The outcome of my project will be a digital magazine, with interactive elements. I will create a photo book campaign to promote the fictional collaboration, this campaign will be minimal yet bold with a commercial aesthetic. Alongside the photoshoot I also plan to create a social media campaign to promote my work. Social media is a key factor in the lives of my target audience – Generation Alpha, therefore a social media campaign will capture their attention.

Throughout my research I discovered that brand advocacy is the future of marketing, it is not only a cost-effective way for brands to market themselves, but it also creates authentic and organic content. By creating a hashtag for my fictional brand collaboration, it will provide an online space for consumers to share how they would style the items, therefore building a community bond among consumers and creating consumer driven content.

A digital magazine is a way to keep my work interactive, it will make the campaign scrollable on mobile devices and include links to the social media campaign. However, I do also plan on creating a printed version of my book which will act as a collectible item, as sentimentality is something that Generation Alpha value, a printed magazine can be kept as a treasured collectible for years to come.

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INSTAGRAM CAMPAIGN MOCKUP

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Whilst researching I have discovered that video content is what attracts younger audiences to brands, to fulfil this need that my target demographic of consumer has for video content I will also create Tik Tok content and Instagram reels as snippets of behind the scenes of my journey throughout this module, these will be posted to Instagram as an element of the social media campaign.

In April 2020, Levi’s partnered with Tik Tok and the “shop now” feature which provides customers with a direct link to the brands e-commerce site. “Tik Tok was the perfect platform for us to expand our efforts in social commerce. Over the last decade, we’ve been on a journey to not only grow our digital footprint, but also help our fans buy our products at the point of inspiration, when they see something, they love.” (Stewart, 2020) To further appeal to Generation Alpha, there could be a virtual element within the collaboration,

such as creating personalised avatars wearing the collaboration.

As my 360 campaign is based around community and collaboration these are elements I plan to carry through all elements of my campaign. I plan to collaborate with a photographer, to ensure my photographs look professional and high quality.

In terms of models, I plan on having a model from both genders and different ethnicities to represent the diversity of Generation Alpha, I will style the models myself in clothing that represents the brand collaboration between Levi’s and Celine. Garments I have in mind include traditional denim jeans and plain white t-shirts.

My shoot will take place in an indoor studio with lights and a white background to provide my outcomes with the commercial and contemporary aesthetic I wish for my brand collaboration to portray.

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BACKUP PLAN – BACKUP PLAN COVID-19 RESTRICTIONS As of December 2021, Covid-19 restrictions remain in certain areas and professions, therefore, to ensure I have a thorough plan of action for my outcome I have created a backup plan for my idea as a precaution just in case there are unforeseen circumstances that I cannot carry through my original strategy. My backup plan will involve doing an at home photoshoot with a lighting kit and taking the photographs myself.

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PERSONAL BRAND WEBSITE AND PORTFOLIO

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ARTEFACT ARTEFACT Alongside the 360 campaign I have also created a website for myself which will act as a digital portfolio and personal brand website, a space where I can display my university work digitally and in a high-quality format. I have included work from my final year at university, as well as work from previous years which I believe has been the most beneficial to the career prospects I have. The website includes work from my Fashion forecast, Brand Development and Concept Development modules.

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CONCLUSION CONCLUSION To conclude, my 360-campaign outcome will be a fictional brand collaboration between Levi’s and Celine. The purpose of the collaboration is to create a narrative for Generation Alpha to purchase into the luxury lifestyle market and practice sustainable shopping habits. The collaboration will be shared with a social media campaign to create a digital space for consumers to share looks and create a community of likeminded individuals.

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REFERENCES Beanodigital. (2019, June 20). THE FUTURE’S BRIGHT: THE FUTURE’S GEN ALPHA. Beano Studios. https://www.beanostudios.com/post/the-future-s-bright-the-future-s-gen-alpha-1 Ernest, M. (2021, March 12). Want to wear Balenciaga in the metaverse? The brand is making it happen. Input. https://www.inputmag.com/style/balenciaga-metaverse-digital-clothes-fashionproducts Levi’s. (2021). About Us—Levi Strauss History | Levi’s®. ABOUT US - LEVI STRAUSS & CO. HISTORY. https://www.levi.com/GB/en_GB/features/about-us McCrindle, M., & Fell, A. (2021). Understanding Generation Alpha. Hachette UK. file:///Users/ milliewright/Downloads/Understanding-Generation-Alpha-McCrindle.pdf Morgan, G. (2018, May 29). QUIET LUXURY. In London Magazine. https://www.inlondonmagazine. com/article/quiet-luxury/ Perano, U. (2019). We’ve had Generations X, Y and Z: Meet Generation Alpha. Axios. https://www. axios.com/generation-alpha-millennial-children-63438b10-6817-483e-8472-38810df77880.html

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Pivers, E., & Dillinger, P. (2020, June 9). The Levi’s Sustainability Team Is Using Lockdown To Reflect On Consumption. British Vogue. https://www.vogue.co.uk/fashion/article/levi-sustainability-wellthreadcollection Stanchieri, M. (2021, April 30). Why are we still so obsessed with Phoebe Philo and Old Céline? Nss Magazine. https://www.nssmag.com/en/article/26235 Stewart, B. (2020, April 20). Digitally Connecting with Levi’s® Consumers via TikTok. Levi Strauss & Co. https://www.levistrauss.com/2020/04/20/digitally-connecting-with-levis-consumers-via-tiktok/ Tanuvi, J. (2021, April 28). Levi’s Unveils Latest Campaign ‘Buy Better, Wear Longer’ To Encourage Sustainable Fashion Production Practices [Blog]. Green Queen. https://www.greenqueen.com.hk/levisunveils-latest-campaign-buy-better-wear-longer-encourage-sustainable-fashion-production-practices/ Willersdorf, S. (2020, July 21). A New Era and a New Look for Luxury. A New Era and a New Look for Luxury. https://www.bcg.com/en-gb/publications/2020/new-era-and-new-look-for-luxury

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IMAGE REFERENCES FIGURES 1 – 4 Celine, (1978) Celine Paris [photograph]. Another Magazine https://www.anothermag.com/fashion-beauty/11553/future-classics-how-hedi-slimanecalled-on-celines-1970s-house-codes Teller, J (2013) Daria Werbowy for Céline Spring Summer 2013 Campaign by Juergen Teller [photograph] thisisglamorous.com https://thisisglamorous.com/2018/10/fashion-notes-old-celine-vs-new-celine. html/#section2 Celine, (n.d) Vintage Céline advertising campaign [photograph] Vintage Céline advertising campaign. Another Magazine https://www.anothermag.com/fashion-beauty/3778/wordweek-five-favourite-fashionlogos Teller, J (2013) Joan Didion by Juergen Teller for a Céline Spring 2015 Ad Campaign [photograph] thisisglamorous.com https://thisisglamorous.com/2018/10/fashion-notes-old-celine-vs-new-celine. html/#section2 FIGURE 5 Levi’s (2021) Buy better wear longer campaign [photograph] Levi’s https://www.greenqueen.com.hk/levis-unveils-latest-campaign-buy-better-wear-longerencourage-sustainable-fashion-production-practices/ 66

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AD6605 Concept Direction & Development 360 Campaign Book Millie Wright 1906432