BRAND ME. 1.
2.
3.
AD6605
CONCEPT DIRECTION AND DEVELOPMENT
Millie Wright
4.
CONTENTS 6-7 Introduction
Brand Inspirations
8-9Childhood
23-24 Jacquemus 25-26 Celine 27-28 Acne Studios 29-30 Miu Miu
10-11 Communication 12-13 Strengths & Weaknesses 16- 17 Style Inspirations
32-33 Brand Values 34-35 Logo Developments
18-19 Fashion Icon
36-45 10 x 10 x 10
20-21 Styling
46-47 Conclusion
22-23 Market Level
49 References
5.
BRAND ME - MILLIE WRIGHT For the first part of this module, we were tasked with completing summer research, this research included asking ourselves key questions, such as Who Are You? What do you stand for? Who do you surround yourself with? These are questions I don’t often sit and think about, with everyday life consisting of daily responsibilities, work and socialising it’s not often that I stop and consider these specific topics within my life, this meant that when I initially started to plan out my summer research, I found myself quite lost and unsure of where to even begin. The summer research needed to consist of our personal views and ideas and getting to the core of who we are as individuals and our own personal branding, which is key for us to discover to complete our final year of university and be confident to go into the industry and market level we feel we fit best in.
6.
7.
8.
I grew up working class, lived with a single mum however both mum and dad always provided for us, and we never went without, they did everything they could to give us the things we wanted and spoilt us rotten. I believe I am a hardworking person due to seeing my parents work hard. In terms of who inspires me and who I admire, I find admiration in so many people for different reasons, but I would say my mum is someone who I am deeply inspired by. She is a very hardworking and strong woman who has
brought me up to be a hard worker and kind person. I would describe my mum as a good Samaritan. She is incredibly selfless, and I admire that a lot, I find I have admiration for her the most in my personal life. I am born and raised in Amlwch, Anglesey which is a small town on a small island, and I believe that growing up in quite a rural area has shaped the way I think and behave. For example, there aren’t many opportunities in the areas that I am interested in therefore I think this has made me an ambitious and driven person and has motivated me to be able to move to a big city and achieve my dreams and aspirations. I try to live by the idea that if you aren’t hurting yourself or other people can do what they want and that it is no one else’s business. I consider myself a feminist and believe women’s rights and equality are very important, I also think that all people should be treated kindly and with fairness.
MY CHILDHOOD
I began with my childhood, to begin to think of key moments and stages of my life that I believe have shaped me into the person I am today. I was born on the 8th of February 2001 and was the first-born child of my parents, this meant I spent the first two years of my life as an only child, until my younger brother Elliot was born. I think being the eldest child is shown in aspects of my personality, for example I am a very responsible and organised person and consider myself to be very independent.
9.
COMMUNICATION METHODS
How do I communicate?
10.
One of the questions asked within this research surrounds how we view ourselves as communicators and how safe we are when we communicate. I think I am slightly too safe as a communicator, although I admire artists and creatives who push the boundaries, I personally keep my work quite simple and minimal. I think I do this because I get bored very easily therefore if my work is more minimal and simplistic, I am less likely to get bored of it as it isn’t as “out there”. In terms of being a risk taker, I don’t think I take enough risks in my work and have been told this by lecturers, I think the base of my aesthetic is there, but I need to explore more extreme mediums whilst still at university and having to opportunity to take risks and experiment within my work whilst continuing to develop my style. Another key question within our research is are you fight or flight? I think I am both fight and flight as it depends on the situation, however, personally would say I am fight. If I see a challenge, I do try my best to overcome it and once I set my mind to something I am determined to achieve it, but also sometimes I find walking away from a situation (flight) is a better decision, whether that be for my mental wellbeing or the more sensible option. I have had councillors describe anxiety to me as the fight or flight response before, in the sense that anxiety awakens the fight or flight response, being faced with danger causes the decision making, which then causes the response, through being an anxious person I often chose between fight or flight and sometimes flight is the easier option.
11.
STRENGTHS AND WEAKNESSES 12.
Strengths 1. Motivated: I am a highly motivated person and always try to put my best efforts into anything I do, I am very much an all or nothing person and once I set my mind to something I give it my all. 2. Strong: I consider myself a very strong person, I have struggles throughout my teenage years with depression and anxiety and having overcome these struggles and continued to push through the hard moments I think have made me a very strong person. 3. Organised: I am an extremely organised person, I always have a to do list and find it hard to concentrate when things are written down clearly and effectively, I think my organisation is a strength because it means I always have a plan of what I need to be doing and when it needs to be done by. 4. Enthusiastic: I consider being enthusiastic a strength of mine as it means I am always up for a challenge; I try my best to have an open mind and out my best foot forward.
Weaknesses 1. Insecure: I am quite an insecure person, in terms of both my appearance and my work/achievements, this is one of my weaknesses as it can sometimes stop me trying new things or putting myself forward for opportunities because I feel someone else is better suited than me. 2. Overthinker: I am a huge overthinker and am incredibly self-aware therefore I overthink every aspect of my life daily. This is a weakness because it means I overthink my work a lot, and this means I don’t take many risks within my work in case it doesn’t work. 3. Self-critical: I am also a very self-critical person and am very hard on myself, when I asked my friends and family what they think my weaknesses are many of them said how self-critical I am and that I am too hard on myself and don’t appreciate my achievements enough. 4. Impatient: I would say that I am a very impatient person, whether its waiting for a meeting, or taking the time to learn a new skill I always want it done asap and find it hard when things take gradual progress.
13.
14.
15.
STYLE INSPIRATIONS 16.
In terms of my personal style, I am mainly inspired by people I see on social media, such as Pinterest and Instagram, I like to keep up to date with trends however have recently found that I am trying to buy more basic and timeless pieces of clothing that I will wear for a long time, rather than purchasing into micro-trends and ending up re-selling the items after once use.
I love the Scandinavian aesthetic, inspired by clean lines and minimalism it is modern and free of clutter, some Scandinavian brands that I love include Djerf Avenue, H&M and Ganni
90s fashion and minimalism are styles and aesthetics that I love and try to emulate within my daily style, using key pieces such as black vests and bodysuits with denim jeans and basic puffer coats are staples within my wardrobe. I enjoy classic clothing that looks effortlessly put together. I am also a huge fan of athleisure wear and love brands such as Adanola and Sisters and Seekers, who create sweatsuits and loungewear. I also enjoy going to the gym therefore activewear is a huge part of my style.
“Adanola is a facilitator of everyday life. Whatever is central to you, we are there to help you lead your everyday life without compromising on style or function. We have our roots set in active wear, but we strive to be as adaptable as you are.”
Another brand I love is Adanola, an activewear and lifestyle brand founded in 2015, and based in Manchester.
The brand has a strong social media presence, with currently 204 thousand followers on Instagram and a recent collaboration with influencer Jen Ceballos, known on Instagram as @endlesslyloveclub who has 656 thousand followers.
17.
18.
Figure 1.
“Speaking about subjects that I do, like my past eating disorder, isn’t always easy,” Djerf admits with heartening sincerity. “It’s being vulnerable in front of hundreds of thousands of people. The response makes it worth it, though.” (Rabin, 2020) Matilda Djerf started her label Djerf Avenue in 2019, the target consumer is described as “laid back girl-on-the-go who appreciates simplicity and comfort.” The clothes are produced ethically made in Portugal and designed in the Djerf Avenue base in Sweden. Being eco-friendly and sustainable is part of the brands ethos.
FASHION ICON
“IT’S EASY TO GET CAUGHT UP IN WHAT OTHER PEOPLE ARE DOING AND WHAT OTHER PEOPLE WANT YOU TO DO. THE MOST IMPORTANT THING IS TO ALWAYS DO YOU.” - Matilda Djerf
I would say my fashion icon is the Instagram influencer and business owner Matilda Djerf, I have followed Matilda on Instagram for years and always look to her for fashion inspiration. She dresses in casual yet chic and on trend clothing whilst staying sustainable and true to her own style. Matilda also owns her own brand titled Djerf Avenue, it is a brand I have been a fan of and recently purchased from whilst trying to make more sustainable buying choices. Matilda’s titles include stylist, entrepreneur, business owner and content creator, she is also an advocate for mental health and eating disorder awareness which I find inspiring.
No matter the season of the year, Djerf and Djerf Avenue implore their supporters to “always stay true to yourself and your values. It’s easy to get caught up in what other people are doing and what other people want you to do” closes the designer; “But, the most important thing is to always do you.” (Rabin, 2020)
19.
STYLING
20.
Throughout my research I spent time looking into several stylists as this is an area of the industry that I am interested in working in. The stylists I have included within my work are, Mimi Cuttrell, who is a stylist known for working with the Hadid sisters, Ariana Grande, and other wellknown celebrities. Mimi Cuttrell’s styling appeals to me as it is more commercial and mainstream. Another stylist is Jared Ellner who styles youtuber Emma Chamberlain for her photoshoots, he is a fashion editor for Garage magazine. I enjoy Ellner’s work due to the simplicity and high-end vibe.
21.
22.
MARKET LEVEL - LUXURY LIFESTYLE
After consideration I have concluded that I sit within the luxury lifestyle market sector. 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. Consumers can reinforce their identities through the brands they align themselves with. Luxury lifestyle brands offer distinctive sets of values, I believe that now more than ever, consumer experience and expectations of shared,
transparent values are key to brands attracting the right consumers. I believe I sit within this market level as I have a sophisticated and clear aesthetic throughout my work, I also am interested in the consumer experience and how brands market themselves, lifestyle brands are known for focusing on the consumer rather than the product. “Luxury brands no longer sell just their brand. In a new era of consumer expectation for shared values, brands are curating platforms to function as tastemakers to extend their own brand halo into the wider cultural world.” (Chitrakorn, 2021)
23.
JACQUEMUS 24.
If I had to be a high fashion brand, I would choose Jacquemus as it’s a brand whose aesthetic I have loved for a while, I love the brands minimal style with a pop of colour, as well as the values and brand identity. The muse of Jacquemus is Simon Porte Jacquemus’s mother, which is displayed through the ideas of youth and playful souls, as she has been described by her son as a heart-warming, gentle soul who remained youthful throughout her life. I resonate with the ideas of youth and naivety as I believe bringing out your inner child and sometimes viewing the world through a child’s perspective can be quite beneficial, to be appreciative and enjoy the smaller things rather than worrying about everyday stresses. Jacquemus is a brand with a strong social media Prescence, and as part of generation z, I have grown up among social media and it is a huge part of my life therefore I find myself attracted to
brands who use social media in a creative way as part of their branding. “Today Jacquemus is the brand with the fastest digital growth with a volume of 183,000 searches per month on Google and, like many successful brands, does not sell simple products but an idea of lifestyle through the representation of a well-defined aesthetic.” (Salamone, 2020) The ideas of youth and innocence are apparent within Jacquemus’s work, he is quoted to say “I want to stay innocent my whole life, even if I don’t want to stay a kid. I wish fashion were more innocent.” I like this idea as viewing the world through innocent and fresh perspectives allow us to be open minded and less worried.
“I want to stay innocent my whole “I wanteven to stay innocent whole life, life, if I mydon’t even if I don’t want to stay a kid. want to stay a innocent.”kid. I wish fashion were more Simon Portefashion Jacquemus I wish were more innocent.”- Simon Porte Jacquemus
25.
CELINE
Through my research I have found that Celine is a brand who I find both their values and aesthetic fit within my brand. Celine’s values stand for sincerity, agility and focus and prides itself on subtle luxury. I personally find myself more drawn to Celine during the time Phoebe Philo was creative director, where the brands aesthetic focused on “stripped down sophistication” which are the core fundamentals of Celine. From 2008-2018 where Philo was creative director, the brand had a classy and identifiable look, with visuals that were slick and effortless. The brand made “functional clothes with a focus on materials and subtle tailoring” (Phelps, 2018) The timeless aspect of Celine is what inspires me, I love the idea of creating or investing in a garment that you can have for years, and it never be out of style, therefore keeping it within both your own personal wardrobe and the fashion cycle. Critics have described Celine as “quiet luxury” which according to InLondon magazine “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.” (inlondon, 2018)
26.
Figure 2.
27. Figure 3.
28.
ACNE STUDIOS Acne studios was Founded in 1996, in Stockholm by designer Jonny Johansson. The brand is well known for its luxury fashion, graphics, architecture, and design. ACNE previously stood for “associated computer nerd enterprises” however now stands for “Ambition to create novel expressions.” Acne Studios aesthetic is romantic and modern, being famously minimal and described by some as “maximalist minimalism”, the bran creates luxury ready to wear fashion that is fierce yet natural with unique designs and relaxed tailoring.
Neutral tones and dream like designs. The brand is not extremely social media active, and keep their marketing and advertising very minimal, however the clothes are recognisable to the brand. I have chosen to research this brand as I think my aesthetic matches it well, the Scandinavian vibe and neutral colour scheme are ones that I find within my work, I also like the idea of being such a bold brand that you can have a colour distinctive to you.
29.
MIU MIU
Miu Miu is another brand whose values, and aesthetics align with my own, established in 1993 by Miuccia Prada, Miu Miu is known to some as the “daring little sister of Prada” by incorporating a rebellious, youthful, and playful vibe to the minimalism of its sister brand Prada, it appeals to the youth. Miu Miu customers are the younger generations who appreciate attention to detail, the designs inspire feelings of opposites, they remain playful and provocative, whilst also being classy and elegant. During an interview for the ss21 collection, Prada explained that
30.
“Communities of women have always been integral to the spirit and identity of Miu Miu: their nurturing and support of one another, their pursuit of shared values and goals,” said the brand. “This season, those communities of women are also intrinsic to the show itself.” (Singer, 2020) The mixture of sportswear, modern femininity and romantic colour tones are what draws me to Miu Miu as well as the brands sense of female community which I believe is important.
31.
32.
BRAND ME - BRAND VALUES
Millie Wright Creative Studios represents itself as a community of individuals who value classic style and wish to live a delicate existence. Focusing on a “Less is more mindset”, It stands for vulnerability, authenticity and sophistication, Quiet luxury. Placed importance on conscious consumerism and the importance of finding carefree naivety of youthful minds. Values escaping from the excess of the world and finding happiness and connectivity through shared values and ideas.
are also factors within my brand values, to focus on living with value and meaning, taking care of ourselves and others, as well as the environment we live in. The colours of my brand include minimal neutrals and tonal colours which represent calmness, elegance, and timelessness. With also a pop of light pink and baby blue to add a splash of playfulness which represents the youthful aspect of my brand.
For my logo I experimented with different aesthetics whilst keeping Slow consumption and neutral tones to remain calm and grounded it minimal, in the first few logos i tried, the M is detailed and eye are values of my brand, as well as authenticity which is something at catching, and the remaining letters the heart of my brand. Authenticity are structured and minimal. Pink stripe of paint adds texture and a and being vulnerable are factors pop of colour – adding to the focus that make brand appeal to me within my personal life, therefore I on attention to detail which is a want these aspects to be reflected theme throughout my work. The logos I have chosen I kept them within my personal brand minimal, bold and monochromatic. Positivity and social consciousness
33.
LOGO DEVELOPMENTS
34.
35.
Authentic Generation Alpha value authenticity and realness, being vulnerable and honest. Brand transparency is key to engaging the new consumer.
36.
Community A group of consumers who value classic style and living a delicate existence. Individuals who come together to share the same values, aesthetics, and ideas.
37.
Detailed Focus on high quality and detail in the making of clothes. Thoroughness in creation and high quality.
38.
Exclusive The exclusivity of luxury brands, creating an exclusive society of likeminded people.
39.
Minimal Minimalism is a mindset – both aesthetically and ideally. Focusing on priorities and finding value in life. Living with intention and escaping the excess.
40.
Sophisticated Put together and considered. Timeless fashion to be worn for years.
41.
Thoughtful Being thoughtful towards ourselves, our peers, and our environment. Thoughtful mindsets and thoughtful consumption.
42.
Subtle Being delicate and precise – an understated aesthetic, muted and tonal colours with focus on quality over quantity. Quiet luxury
43.
Romantic Romanticised views, the hopefulness of the next generation. An idyllic lifestyle.
44.
Youthful Embracing life through a childlike lens. Generation Alpha are the future consumer. How can the innocence of youth guide us? Living with the optimism of naivety and positivity children embrace.
45.
CONCLUSION To conclude, throughout this section of the concept direction and development module I have made thorough developments and progress within myself and finding my personal brand. I have discovered where my brand “Millie Wright Creative Studios” sits in the market – luxury lifestyle and have discovered my set of brand values and aesthetic. Furthermore, I will continue the quiet luxury theme throughout the next part of my work when I develop and create my 360 campaign. Focusing on how the next generation of consumers will purchase into luxury lifestyle brands.
46.
47.
48.
References Chitrakorn, K. (2021, July 16). Luxury is culture now. Here’s how. Vogue Business. https://www. voguebusiness.com/companies/how-luxury-brands-become-cultural-curators-gucci-saintlaurent-vetements inlondon. (2018, May 29). QUIET LUXURY. In London Magazine. https://www.inlondonmagazine. com/article/quiet-luxury/ Phelps, N. (2018, January 24). Phoebe Philo Designed 17 Runway Collections at Céline, Here Are All of Them in Order of Greatness. Vogue. https://www.vogue.com/article/celine-phoebe-philoshows-ranked Rabin, G. (2020). Behind the Seams with Matilda Djerf: Staying True to Yourself Never Goes Out of Style. BODE Magazine. https://bodemagazine.com/fashion/stories/behind-the-seams-withmatilda-djerf Salamone, L. (2020, April). Why is Jacquemus’s aesthetic so successful? Nss Magazine. https:// www.nssmag.com/en/article/21965 Singer, O. (2020, October 6). 5 Things To Know About Miu Miu’s Pretty Sporty SS21 Show. British Vogue. https://www.vogue.co.uk/news/gallery/miu-miu-ss21-everything-you-need-to-know Image References Figure 1. Djerf, M (2020) Djerf Avenue Haul [Video Thumbnail] Matilda Djerf. https://i.ytimg.com/vi/5fDxDuQ4Vks/maxresdefault.jpg Figure 2. Celine, (2018) Resort Look 2 [photograph] Vogue Runway https://www.vogue.com/fashion-shows/resort-2018/celine/slideshow/ collection#2 Figure 3. Celine, (2018) Resort Look 17 [photograph] Vogue Runway https://www.vogue.com/fashion-shows/resort-2018/celine/slideshow/ 49. collection#17
AD6605 CONCEPT DIRECTION AND DEVELOPMENT
50.
Millie Wright