DRESSING YOU, ADRESSING ADRESSI NG CLIMATE CLIMAT E CHANGE CHANG E OLIVIA EGGINGTON
CONT Pages 4-5 Pages 6-11 Pages 12-23 Pages 24-29 Pages 30-41 Pages 42- 47 Pages 48- 49 Pages 50- 63 Pages 64- 67 Pages 68-69
TENTS Introduction Introduction to Priya Ahluwalia Ahluwalia 20x20 Introduction to H&M H&M 20X20 Introduction to BrandingPages Why I chose them for my collaboration cCollaboration proposal Conclusion References
MENSWEAR
INTRODUCTION In recent years we have seen a huge rise in menswear sales. In 2018, the value of the global men’s wear market was approximately £371 billion (Statista, 2019). The value of this market is expected to rise to £569 billion by 2025 (Statista, 2019). In contrast the value of the women’s market is set to decrease (Statista, 2019). It is predicted that by the end of 2020 the sales of menswear will be outperforming womenswear, and this will continue in the future (Retail Sector, 2019). This is because ‘the new male consumer’ is becoming more conscious about their appearance and are therefore spending more money on clothing.
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With 69% of males feeling misrepresented by brands, (Business of Fashion, 2019) I am going to use my research to create a brand collaboration to connect to this male consumer and demonstrate that I understand the values they require within a brand. Brand collaborations are very commonly done with brands now a days as they are a good marketing strategy. They enhance consumer awareness, target new consumers and show their current consumers that they understand their and what they want to see from a brand. For this project I have chosen to propose a collaboration between the work of the new, up and coming luxury designer Priya Ahluwalia and the well-established, fast fashion brand H&M. At the beginning of the book, I will look into the history of both brands, who their target consumers are and use the 20X20X20 research method as a way of researching into the brands. I will then look at how each brand uses a variety of branding methods to establish themselves and connect to their target consumers such as how they create a brand identity and what their brand values are in order to understand how this collaboration will work. Finally, I will talk about my collaboration proposal, who I would aim it at and how I would market it to my chosen consumer.
Priya Ahluwalia is a 25-year-old, London based, fashion designer who is promoting a more sustainable future. In 2018, she was a member of the first cohort to graduate with a masters in menswear from the University of Westminster. Her graduate collection was showcased in London Fashion Week: Men’s show and went on to receive industry-wide recognition, being featured in I-D, Vogue UK, Dazed & Confused, New York Times, More or Less and Niijournal among others which is a very prestigious achievement (Ahluwalia, 2020). Upon her graduation she also released a book entitled ‘Sweet Lassi’. This addresses the issue of garment waste. It was inspired by her visit to Panipat in India which is considered to be the global garment recycling capital of the world. The impact of this visit is now inspiring her collections.
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PRIYA AHLUWALIA
She recently started up a new brand ‘Ahluwalia Studio’. These products highlight the story of garment waste by using re-cycled materials. These garments are stocked in stores such as Matches, Ssense, LNCC, Nubian Tokyo and N ID Tokyo and she has recently created a capsule collection with Browns. For the basis of her designs, she uses secondhand, recyclable vintage fabrics mostly taken from recycling depots. Her designs make use of bold colours and creative patchworks. In a time of social and political uncertainty her work is gaining positive attention. She is part of a cohort that are helping to push the fashion industry towards a more sustainable and positive future with their ecoconscious designs (SSENSE, 2020).
Ahluwalia is heavily inspired by the 1960s and her cultural heritage. 1965 is considered to be a significant year by Ahluwalia and her family. It was the year her stepfather was born and therefore her AW20 menswear is inspired heavily by the Swinging Sixties. It was interesting to find that most of her research and inspiration came from outside of the world of fashion. A lot of her inspiration comes from countries such as India, Nigeria, the Caribbean and England. Her use of burnt orange, seen in most of her garments, was influenced by the colour of Nigerian sand. She also draws influence from disciplines such as art, film, furniture design and research of the political climate at that time.
Ahluwalia’s brand falls within the luxury market due to the high price point for her garments that varies from £275 for a vest top and £800 for a blazer. Many garments that Ahluwalia sells such as blazers, double breasted waist coats, tailored trousers and polo shirts are traditionally items aimed at more formal occasions. FIGURE 5
CUSTO CUSTOMER PROFILE
Ahluwalia’s primary consumer are people with the desire to make a difference and stand out. Therefore, the main age group is Millennial males. Also, because of her work is heavily influenced by her cultural heritage, she attracts a very diverse audience. Though Ahluwalia’s work is primarily aimed at males, she is trying to work towards uni-sex clothing, as she wants women to feel open to wearing her clothing. As her garments are placed at a high price point it would typically be people with higher incomes who regularly purchase of her brand. However, as Ahluwalia is a new designer who has created a new brand, she does not yet have a lot of consumer loyalty so I think a brand collaboration would enhance the awareness of her brand and engage more consumers.
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0 x 20
How has Ahluwalia’s work been influenced by Culture?
Priya’s work has been heavily influenced by her dual nationality (British and Nigerian). When researching she investigated these places and the political events that were happening in the 1960s and in particular 1965 as this was the year her stepfather was born. It was interesting to find that she gets inspiration for the burnt orange colour that you will see within a lot of her designs from the colour of Nigerian sand.
How does Priya connect with the Millennial consumer?
The Millennial consumer is aged between 21 and 35. They are the main group who are defining the retail changes within the global marketplace, so it is important that brands are connecting with this consumer and understanding their needs. Priya shows the Millennial consumer that she understands their needs by making sustainable garments as 73% of Millennials say that they would pay more for a sustainable product.
How is Priya Ahluwalia Forwardthinking?
I think that the materials that Priya uses for her designs demonstrate forward thinking. I think that we will see more brands using sustainable materials in the very near future. She has understood the devastating impact that the fashion industry is having on our planet and is thinking of ways to prevent this continuing to happen.
Why are Priya’s designs sustainable?
Priya has always bought secondhand clothing and wanted to make clothes that are less harmful to the planet. She visited Panipat, India, which is the global capital of recycling clothing. After seeing the sheer volume of garments that we discard, she felt compelled to design using the principles of sustainability. She recently collaborated with Adidas to receive old stock and Calik Denim for recycled denims.
How is Patchwork used in Priya's designs?
Patchwork is pieces of cloth of various colors and shapes sewn together to form a single piece. I like the way that Priya combines a variety of colours and patterns within her work because it makes her garments look unique and personal. I was also drawn to how Priya uses patchwork to make each of her designs different and how each design is unique.
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With over 43,000 stores, H&M is a multi-national fast-fashion brand aiming to offer the latest styles and inspiration. The brand is also one of the fashion industry’s biggest employers with a team of 120,000 people in 71 markets (The Business of Fashion, 2018). When it originally opened in Sweden in 1947 it only sold womenswear and was therefore called ‘Hennes’. However, in 1968 they started offering men’s and children’s wear which is when the ‘M’ was added (Mauritz), leading to H&M offering clothes for the entire family (H&M, 2020). H&M is now part of a group which consists of eight defined brands including Monki, H&M Home and Weekday. It aims to offer something for everybody with all brands encouraging an inclusive, sustainable future. The H&M Group aims to offer an engaging experience for customers instore and online as well as in social places (H&M, 2020).
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HENNES & MAURITZ
H&M Group’s sustainability work is integrated into our culture and values (H&M, 2020). H&M’s first sustainable collection was released in 2010. In 2018 they commenced their ‘conscious line’ which aims to offer the latest trends in an affordable, sustainable way. However, for a product to be in the ‘conscious line’ it must be made from at least 50% sustainable materials which questions how ‘conscious’ the garments are. Overall, this is a positive way for the brand to be moving forward its production towards more ethical and sustainable practices. They have also set themselves goals that they want to achieve within the future: By 2020, H&M Group aims to source 100% sustainable cotton, By 2030, H&M Group aims for 100% recycled or other sustainably sourced materials, By 2040, H&M Group aims to have a climate positive value chain (H&M, 2020). They are also working towards creating a circular fashion cycle where people buy clothes that can be reused and made into new garments.
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H&M aims to create an inclusive collection for a diverse audience. In 2019, they launched a uni-sex collection collaborating with fellow Swedish brand Eytys. They are known for their regular, successful collaborations with cleverly picked brands including Balmain, Givenchy and Moschino. As H&M is a fast fashion brand, they do offer cheaper alternatives that can start from £2.99. However, they do also have a premium quality collection where prices can be as high as £200. Most garments that H&M offer are minimal for everyday wear. The price point for items when H&M collaborate are higher and tend to range between £25 and £250.
CUSTOMER PROFILE
H&M is a brand that targets all consumers. Typically, the main consumer was females that would buy garments for the rest of the family. However, with the changing habits of the male consumer there has been an increase in males purchasing their own items. The typical age group of males that you would see at H&M is Gen Z and Millennials as they are the age groups that are most concerned about their appearance. They would usually be on a working-class income as H&M is a fast fashion brand with a lower price point. As H&M has been a wellestablished brand for many years now, they have got loyal consumers that will essentially act as brand ambassadors. H&M enforce brand loyalty through their ‘H&M group’ where if you are a part of this group you get sent discount codes, invitations to live music events and free delivery over £20.
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0 X 20
What is ‘H&M Conscious’?
H&M is striving to see a more sustainable future. Their first sustainable collection was sold in 2010. In 2018 their exclusive conscious collection was introduced to promote the use of recycled materials to create garments. For an item to be included in the conscious line its need to include at least 50% recyclable materials. The conscious line is defined and identified by a green label and costs a little bit more than similar items that are not made from recyclable fabrics.
Why are their collaborations successful?
H&M are known for their successful collaborations with both luxury brands and new and up and coming designers. I think that they are so successful because they carefully choose the brands they will collaborate with. Their first collaboration was with Karl Lagerfeld where they created a capsule collection for both men and women. This collaboration was so successful, and it sold out within minutes, which defined its success.
What things do I associate with Sweden?
Sweden culture relates a lot to H&M’s brand as that is where the brand originated from. I chose to use a picture of Zara Larsson who is a professional singer from Sweden and fits what I picture as a stereotypical Swedish look. For me the stereotypical Swedish look is blonde hair and pale skin.
How does H&M create a minimal aesthetic?
Everything about the H&M brand is minimal from the logo to the instore layout. The garments sold within H&M are seen as basic and for everyday wear. I think that this relates back to the fact that the brand originated from Sweden which has connotations of minimal aesthetics and everyday wear.
Why do I think H&M is ‘CheapChic?’
To me, ‘Cheap-Chic’ is a simplistic, distinctive mode of dress allowing you to look stylish at an affordable price. H&M likes to adopt a classy look with their clothes. These can be worn in many ways and with many different items in order to create a chic look. As ‘chic’ is a French word I chose to use a picture of the Eiffel tower as I feel that Paris is a very chic place with a strong and historic association with the fashion industry.
BRANDING BRAN Branding is a concept that all brands need to understand in order to be successful. It was defined as a name, slogan, sign, symbol or design, or a combination of these elements, that distinguish one company, product, or service from another (The Balance Small Business, 2020). It is the concept involved in creating a unique name and image for your brand or product in order to stand out against your competitors. Commendable brands will clearly communicate their message and product to engage their target consumers. They aim to secure brand credibility in the marketplace in order to maximise profits and/ or influence.
NDING BRANDING It is essential that a brand understands how to engage their target consumer in order to drive sales and enforce brand loyalty. Brand loyalty is the positive association consumers attach to a specific brand (Investopedia, 2019). The greater brand loyalty you have the more it increases your brand value (how much a company is worth). This is because loyal consumers are essentially ambassadors to your brand as they will promote your products (unintentionally or intentionally) and they are willing to invest into new products because they have trust in your brand. This is supported and enhanced by brand communication. This occurs every time a consumer interacts with a brand for example through seeing their logo, social media or a product.
BRAND IDENTITY Brand Identity is the image a company wants to project in the customer’s mind. It is totally controlled by a company, opposite to brand image which gets formed on its own (Skool.com). Brand image relates to how a consumer perceives a brand. H&M offers fashion with high attention to quality to everyone. Their brand identity is that they want their customers to feel confident they are getting the best possible deal when shopping at H&M (H&M, 2020). When I think about H&M, I perceive them as being trustworthy, sustainable, reliable and good quality. Ahluwalia Studio is a brand that wants to be perceived as creating unique forward-thinking garments for the modern man, using responsible sourcing and manufacture techniques (Ahluwalia,2020). I perceive the brands garments as being forward thinking, cultural, sustainable and retro. However, when I showed my grandmother her work, she described it as cheap, unappealing and modern. This demonstrates how greatly people’s perceptions of a brand can differ because of numerous factors such as age. Different generations have differing values and characteristics that they look for within a brand because of differnt personal interests.
BRAND VALUES Brand values are at the core of every successful brand. They allow a brand to connect with a consumer and they demonstrate to the consumer what values the brand promotes. Every age group has different values that they are looking for so it’s important that a brand understands what values will engage each group. H&M’s values are called “the H&M spirit”. They emphasize that their values are consistent of the following: “We believe in people, We are one team, Constant improvement, Straightforward and open-minded, Entrepreneurial spirit, and in all we do, sustainability is a natural part” (H&M,2020). Ahluwalia heavily values sustainability and the reusing of fabrics. Therefore, I think that as both brands are striving for a more sustainable future this would be one of the reasons a collaboration would be successful. This demonstrates how both brands have researched into the brand values their target consumer are looking for as younger generations are increasingly stating that they will pay more for products that have the least negative impact on the environment (Business of Fashion ,2020).
BRAND CONSUMERS
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It is important for a company to understand what a consumer wants to see in a brand in order to communicate the correct message as consumer wants can vary. A brand that I feel understands how to engage their target consumer, is H&M. H&M is a brand with a strong heritage that attracts both genders of all ethnicities. It’s consumer base is primarily of the Generation Z and Millennial age groups. As it is a fast fashion brand it primarily targets to those of lower middle class or workingclass status. Ahluwalia Studio only designs garments for males. The designs are unique, so they target a specific consumer taste. This is the millennial male who wants to challenge traditional male stereotypes and is willing to pay more for a sustainable product. Ahluwalia has cleverly seen a gap in the market and has targeted this consumer who feels mis represented by most brands, which is something that other brands need to consider. One thing that both brands consumers have in common is that they are looking for sustainability.
LOGOS Though now a days there is a lot more to branding than logos, they are still apart of branding and each brand will thoroughly think about what type of logo they want and what they want the consumer to perceive from that logo. H&M which in the logo is an abbreviation for (Hennes and Mauritz) believe that having a simple logo makes the brand easily identifiable. Because of their use of the bold red in their logo many people will now connotate red with the ‘H&M’ brand. Priya Ahluwalia’s brand logo is ‘Ahluwalia’ in black text. This is again a simple logo which allows the brand to be easily identifiable. When I am designiging my brand logo I will take into considertation both brands logos and how I can make mine look simplistic yet entising for my target consumer. I also want to find a way that I can design my logo so that people can percieve that the collaboration is sustainable because it is a big part of both brands.
WHY I CHOSE THEM FOR MY COLLABORATION? I chose Ahluwalia Studio and H&M for my collaboration because both brands have very strong values on sustainability and aligning a more secure and sustainable future through their brand values. Ahluwalia’s work has already been recognised by H&M as she was the winner of their design award in 2019. She won this award, in the main, because of her sustainable approach (H&M, 2019). For the young designer, the best part of the win was simply the chance to receive feedback on her work, making the idea of having a brand “a lot more realistic” for her (HYPEBEAST, 2019). I also think that H&M would learn a lot from Ahluwalia’s sustainable approach and how they can make their brand more sustainable moving forward. H&M is a brand that is regularly known for their collaborations and they will often collaborate with new, up and coming designers and Ahluwalia is a designer that understands the benefits of collaborations. There is clear benefit to both with regard to this collaboration. When looking at H&M’s conscious collection the design was minimal and when comparing it to the designs on the normal collection was no difference. This lack of difference would not encourage people to pay more for these designs. I think that this is a downfall about as I think the conscious collection should be offering people something exclusive and identifiably different for the extra money allowing the designs and concept to stand out. However, when looking through Ahluwalia’s garments I felt they were aimed at a very specific audience and lacked every day clothing items, for example she does not sell any t-shirts. Therefore, I thought a collaboration with H&M’s minimalist, everyday garments with Ahluwalia’s bold, unique designs would work well.
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COLLABORATION COLLABORATION COLLABORATION COLLABORATION
PROPOSAL For my collaboration I would use ‘H&M’s conscious’ garments as a canvas and make them stand out by using segments of Ahluwalia’s print on the everyday items. It would then encourage a new trend of promoting people to keep things for longer and wear on multiple occasions because their product is so exclusive rather than not wanting to be seen in something more than once. From my 20X20X20 research I found that sustainability was a big part in both brands so I wanted to ensure the collaboration was sustainable. For the t-shirt, I would use a basic H&M white, sustainable cotton t-shirt and create a design using aspects of Ahluwalia’s eye-catching print. On the back of the t shirts they would have ‘Conscious Consumer’ and then the number of the t shirt you have bought between 1 and 1000. This would keep the collaboration exclusive because no one person would have the same t shirt, keeping in line with Ahluwalia’s brand. As there is only a limited amount and none of them are the same it would then add value to the t-shirt over time and people would be able to re sell them at a higher price because they would be the only one with the t-shirt due to the unique nature of the garment. The garment would also be a constant advert for the brands and the concept. As I want to keep the brand exclusive, I would want to have some of the t shirts available online on the H&M website available in a conscious brand section entitled ‘Ahluwalia’s Conscious’. There would also be a limited number of t shirts available in H&M’s flagship store in London because Millennials do still enjoy having a memorable instore experience. Putting it in a flag ship store would draw consumers into the brand and put the focus on experience and creating a destination store that people want to visit (Insider Trends, 2016).
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PRICE POINT With regards to price point I would want the price point to be ÂŁ50 per t shirt. This would mean that H&M consumers would pay a little bit more than they usually would if they were regular shoppers at H&M but this is to add value to the pieces and encourage them to keep it for longer because it has more worth to them. In a bid not to isolate loyal customers I would allow H&M members to be entered into a draw where there is an opportunity for 25 people to win an exclusive t-shirt to encourage brand loyalty. This would also ensure that loyal consumers of H&M that find the t shirt two pricey compared to what they would normally pay for a t shirt do not feel overlooked and disadvantaged. This would also raise awareness for the H&M membership, both brands and the brand collaboration. All the profits made from the collaboration would be given to a charity that is promoting environmental awareness and sustainability to demonstrate how important sustainability is to brands. It would highlight to the consumers that by buying a sustainable garment they are doing something to make a difference. I think this would have a more positive impact on the brands profiles than keeping the money as they will gain more brand awareness and publicity.
CONSUMER After taking into consideration my product design and both brands current consumers, I would primarily target this collaboration at the younger millennial male as they are the age group with the highest disposable income. This generation is young, well informed, and they have money to spend because they are less likely to have high fixed outgoings for example mortgages or children (The New Economy). They are the main age group that are defining the changes within the global marketplace. Not only are they wanting to invest more money into their appearance, but they also willing to spend more for a product that lasts longer (Business Technologies, 2019). As ‘73% of Millennial males said they would pay more for a garment if it was sustainable’ (Inc, 2018) it would demonstrate that I understand the values that they are looking for within a brand. It would be a highly inclusive collaboration that would be aimed at all ethnicities as ‘both ‘H&M’ and ‘Ahluwalia Studio’ aim to attract a diverse audience. Also, from my research I found that Millennials are a very inclusive age group, so it is also value that they look for within brands. Though this collaboration would primarily be targeted at the younger millennial male, with male consumers being classed as more ‘‘feminine’ than those before and uni-sex clothing becoming increasingly popular I would also want females to feel as though they could purchase this garment as it is a neutral design.
LOGO IDEAS After designing multiple logos, the concept behind the logo that I chose is that it demonstrates how this is a transparent collaboration. I started by thinking about what were the main aspects of the brands that I wanted to include. Therefore, the stong use of red and orange that is present in the brands was an aspect that I originally started experimenting with. The H&M writing is transparent through and lies over one of Ahluwalia's garments in her look book. I chose that garment because to me it has connotations of sustainability and it represents the colours that I see in a lot of her garments with also a hint of red that represents H&M. I also like the movement within the shape of the logo. I feel as though the use of the garment makes the logo quite obscure unless you are aware of Ahluwalia's brand which would leave consumers intrigued to find out the significance of the shirt, hence why I chose not to include the logo of Ahluwalia Studio. It makes it different to any other collaboration logo that H&M have had as they usually just have the two names of the brands and an X to demonstrate that it is a collaboration.
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PACKAGING Sustainability is a major factor regarding the brand collaboration as I have found that the fashion industry is the second largest polluter in the world (Green Match, 2019). This is shown through the brand logo and slogan ‘Dressing you, Adressing climate change’. Therefore, I want everything about the brand collaboration to be sustainable. I would want the materials that produce the garments and packaging to be sustainable. From my research, I have found that the average consumer in the western world will handle more than 50 packaged products / items every day. This is one of the driving factors making everyone more aware of their ecological footprint – packaging is now so prevalent in every part of our lives (GWP Group, 2020). When thinking about sustainable packaging I would use corrugated cardboard boxes to eliminate plastics and polystyrene. I would want to keep the packaging quite simple to relate with the rest of the brand collaboration. Also, to present my clothing I would use sustainable hangers. I have done some research into Arch & Hook which is a brand that aims to be the most forward-thinking hangers' brand, shifting the world to sustainable hangers. They believe that the clothing hanger can be sustainable both from an ecological and an economic point of view (Arch & Hook, 2020).
PROMOTION From my research, I have found that 64% of millennial males feel that companies should offer more ways for them to share their opinions online and 40% said that they would buy everything online if they could (Honigman Media). I want to put a lot of focus on the advertisement of the brand online. Instagram is one of the biggest social media apps with over 1 billion people using Instagram every month (Hootsuite, 2019). It is a strong way for brands to market themselves to consumers and a lot of brands are already doing this as the average brand posts 2.5 stories a day. This is having benefits as 62% of people say they have become more interested in a brand or product after seeing it in stories (Hootsuite, 2019). I would advertise the collaboration on both H&M and Ahluwalia’s profiles on Twitter, Instagram and Snapchat as this would boost online brand awareness for both brands. Priya Ahluwalia would do a live video with H&M talking about the collaboration and the meaning behind it. Also, everyone who purchased a t shirt would have a coupon with their parcel stating whether they have received an amount between 20 and 50% off an item from Ahluwalia Studio. This would allow the H&M consumers to have the opportunity to be a part of Ahluwalia’s brand as not all of them would be able to purchase an item at full price and it would also boost her brand awareness as a new designer. I would also promote my t shirt give away by emailing H&M members with a personalised email.
CONCLUSION
This module has taught me a lot as we are coming to the end of the first year. It has allowed me to develop my photoshop skills, book designing skills which has overall allowed me to be a lot more creative with how I present my work. I have learnt how to make croquis, packaging designs and logo designs which have been enjoyable to experiment with. It has also allowed me to expand my knowledge on how collaborations work, what needs to happen for them to be successful and why so many brands are doing them. I have been able to learn a new research method, the 20x20x20 method. This is a method where you choose 20 words, 20 questions and 20 answers. I then explored these words and answers through use of image. This method has allowed me to increase my understanding of the brands and understand more about similarities they have in order to create a successful collaboration. From my lectures, I have been able to gain a greater understanding on branding, brand identity, brand values and how brands connect with their chosen consumers. This has allowed me to really understand my brands and their target consumer. I have experimented with doing these 20x20 images digitally and physically in my sketchbook (please see sketchbook for the rest of my 20x20’s). I enjoyed making them physically more as I liked the textures I was able to create.
I have also enjoyed learning more about the brands and understanding more about the fast fashion and luxury markets. It has been interesting to do more research into H&M and learn about their sustainability strategies. I was quite surprised to find out how much work they are doing to make their brand as sustainable as possible considering they are a fast fashion brand and I look forward to keeping track of their progress. I have thoroughly enjoyed looking into the work of Priya Ahluwalia as she was a designer that I had never heard of before. I enjoyed looking into her background and where she got her influence for her innovative designs from. She is a designer that I am expecting to see a lot more of in the future and I really like the message she promotes with her work. Typically, I would take a lot more notice of the female market, so I have enjoyed researching into the ‘new male’ consumer and how their shopping habits are changing over time. It has been interesting finding out about why males will choose to shop online and what they are looking for within a brand. It was also interesting to find out how many men say they are willing to pay for a sustainable product. Overall, I feel as though this module has been beneficial and I have developed skills that will benefit me in my chosen career. Since proposing this collaboration, coronavirus has changed all our lives it has been interesting to see how brands have had to put a lot of their promotion online instead of instore. Therefore, it will be interesting to see as people have no other choice but to do their shopping online if people continue to do this because of the ease and we unfortunately see the closure of a lot of stores.
DRESSING YOU, ADRESSING CLIMATE CHANGE
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IMAGES FIGURE 1: DO YOU SPEAK FRENCH ? (1970, July 27). Retrieved May 5, 2020, from https://doyouspeakfrench.tumblr.com/page/6 FIGURE 2: Ahluwalia Studio — nataal.com. (2018). Retrieved 10 May 2020, from https://nataal.com/ahluwalia-studio FIGURE 3: ahluwalia-studio | SHOWstudio. (2020). Retrieved 10 May 2020, from https://www.showstudio.com/tags/ahluwalia-studio FIRGURE 4: Backstage : le défilé MakerLab Presents: Here to Create. (2019). Retrieved 10 May 2020, from https://folkr.fr/backstage-defile-makerlab-here-to-create-46353/ FIGURE 5: Anton Gottlob’s year in photos. (2020). Retrieved 10 May 2020, from https://i-d.vice.com/en_uk/article/jgexa3/antongottlob-year-in-photos FIGURE 6: Fraser, K. (2017). H&M launches unisex collection with Denim United. Retrieved 10 May 2020, from https://fashionunited.uk/news/fashion/h-m-launches-unisex-collection-with-denim-united/2017031023844 FIGURE 7: (2019). Retrieved 10 May 2020, from https://www.thefashionisto.com/hm-fall-2019-mens-style/ FIGURE 8: H&M STUDIO MEN PRESENTS A/W18 “ATHLETIC PREP” COLLECTION. (2018). Retrieved 10 May 2020, from https:// hmgroup.com/media/news/general-news-2018/h-m-studio-men-presents-a-w18-athletic-prep-collection-.html FIGURE 9: H&M Studio AW18 - Men - Campaign Images (3) | Macau Business. (2018). Retrieved 10 May 2020, from https://www. macaubusiness.com/essential-macau-autumn-wardrobe-essentials-with-hm-studio-collection/hm-studio-aw18-men-campaignimages-3/ FIGURE 10: LVMH Prize Finalist Ahluwalia SS20 collection is now available at Browns and more — DSTNGR. (2020). Retrieved 10 May 2020, from https://www.dstngr.com/article/2020/4/14/lvmh-prize-finalist-ahluwalia-ss20-collection-is-now-available-atbrowns-and-more FIGURE 11: Conscious - Sustainable Style | H&M GB. (2020). Retrieved 10 May 2020, from https://www2.hm.com/en_gb/men/ shop-by-concept/conscious.html FIGURE 12: Ahluwalia for Men | Discover Now on LN-CC. (2020). Retrieved 10 May 2020, from https://www.ln-cc.com/en/brands/ men/ahluwalia/ FIGURE 13: (2020). Retrieved 10 May 2020, from https://www.matchesfashion.com/us/mens/designers/ahluwalia?is=Ahluwalia FIGURE 14: SS19 Lookbook — Ahluwalia. (2019). Retrieved 10 May 2020, from https://www.ahluwaliastudio.com/portfolio FIGURE 15: Priya Ahluwalia, the Designer Turning Family Photos Into Fashion. (2020). Retrieved 10 May 2020, from https://www.