90 IIm
26
k
have a subscription to view the magazine contect online
Well educated & Career orientated
ÂŁ40,000 Average salary per year
The Readership
64% 36%
buy the print verison of the magazine
Average age of magazine readership
page views since the magazine release
The Facts
Women read and browse very month
Eco-friendly individuals
Digital
Interview
Interview
Advert
Advert
Eco beauty & skincare
Eco beauty & skincare
Advert
Editoral
Advert
Hot right now
Advert Advert
How to (create)
How How to to (create) (create)
Advert
Advert
The Flat Plan
Advert Advert
Editoral
Advert Advert
Hot right now
Editoral
Advert Advert
Interview
Advert
Style tips
Advert Advert
Meet upcoming designers Meet upcoming designers
Click here for online content
The Platforms
Mobile
Contents
Contents
Front cover
Letter from Advert editor
Topshop
Zara
Matt & Nat
Honest by
The Advertisers
H&M
The Advertisers
Stella McCartney
Neutrogena
ILIA lipstick
The Front Covers
The Advertisers
Aveeno
“Pre-consumer waste is a large negative factor, not always knowing care instructions for all fabrics it so difficult, upcycling is so unpredictable” It seemed Brandy was a loyal customer to the café we met in, people approached her with warmth, she exchanges words with many as we sat central between the door and the counter. “I’ve actually been accidentally upcycling since I was 13, however I didn’t realise until doing it when I got into university in 2008” Originally from Arizona, Brandy is currently based in Hackney, London, she moved to the UK to study fashion design, at Central Saint Martins, and graduated in 2012. “My main platform into the world of fashion was through university, although, I did intern at Ada Zandition, Giles Deacon, Lu Flux and Mary Katrantzou, this enabled to me be where I am today” After graduating, Brandy was approached for jobs and to sell her own brand. Brandy started up her brand ‘brandy nicole easter’ in June of the same year, as well as freelancing for Megha Mittal and From Somwhere, she’s been a busy bee. Brandy currently works as a textile recycling administrator for TRAID, TRAID is a charity, working to stop garments from being thrown away, they turn clothing waste into funds and resources to reduce the environmental and social impacts of our clothes. Brandy does this alongside designing for her own label. “There is always so much going on in the studio, my roles are extremely varied as I am responsible for everything” “I draw up my thoughts and it becomes an idea, I then start making it into reality” These days are full of focus. As much as Brandy loves working with the materials she does, it seems to have its problems.
“It’s the most rewarding feeling having the ability to save materials, I am aware that people don’t value materials, I want to educate people to respect the fabrics used to create clothing, and when old and worn, I want to show them how to mend and make them last” Brandy gets a call mid conversation, she laughs and giggles, she seems so happy. “I don’t get to talk to them much, the time difference is a struggle for me and my family” Brandy stayed in the UK for one reason, and despite being away from her friends and family, she knows the British fashion industry is where she wants to grow. “My family are my inspiration” she says as she hangs up and smiles at her battered iPhone. “My grandfather would go to extraordinary lengths to reuse things or find them a new purpose, I grew more conscious and passionate about upcycling, after learning about the harsh impact it has on our environment and the exploitation of workers” Brandy has a real urge to educate people about up-cycling, and also what fun it can be.
“When designing, I think about what I do on a regular basic, how the garments I create help me, make it easier and more comfortable in everyday life.”
“Other things that inspire me, are: my love for cats, vegetables, brick walls, mould and many more” For Brandy’s collection ‘Cat Reclaimer’, she looked into how other cat lovers live, her idea was to find what they want/need and how they may dress, this collection was a range created for those ‘crazy cat ladies’ . Something rather exciting Brandy shares is, her belief in the problem with the industry, or perhaps seasons.
“Right now, I’m more interested than ever in making one off pieces, or reproducing from past collections in different materials and colours” Brandy hates the thought of replacing the whole wardrobe every season and is fascinated by season-less collections. She hopes to create her latest collection in a season-less style. Brandy has been continuously working on her “perfect garments”, she expresses that this process could be ongoing for the rest of her life. “These designs are carefully considered, my favourite shapes to wear, comfortable, long-lasting, full of pockets and of course colourful” Brandy has grown so much within the industry, in the last few years. She has interned and worked at a number of mesmerising names. Since graduating, Brandy has created 4 collections in total, with many more to come. “I want to become the go to person for mending clothing and educating people on up-cycling, my goal for the coming years is to finish my ‘perfect garments’ and see them being worn by people who share the love for, upcycling, colour and uniqueness like I do” For now, fashion is calling. “I just try to be myself,” sums up this savvy designer. - Rebecca Gomme
When starting out with this project, I conducted thorough research into the magazine market. I was clear from my findings, that were many gaps in the market for varies demographics. One thing I was shocked not to see was any eco-friendly fashion magazines, sustainable fashion is on the rise and is popular amongst all age ranges. Just by research, I had become really interested in this area of the industry, as my ideas became clearer, I knew I wanted to create an upcycling magazine. At first, I didn’t think about the target readership, which then led me to struggle in decision making about the magazine. I went back to my findings and selected a target audience, this audience would fit best with the theme of the magazine. 25-30-year-old, career driven women, who care for the environment as well as themselves. This audience were the most active age bracket to upcycle clothing, shop for sustainability rather than cost and be in a settled lifestyle, with everything they want and need, making the magazine for enjoyment and interest.
I went forward and took many test shoots, with different models, in different locations, some in the studios and others on location. This prepared me for what was to come, how to use studio lighting, the camera, backdrops, etc. as well as using daylight correctly to create beautiful images. As the hand in date was edging closer, I knew I should have tried to get final images a while before. I wanted this magazine to showcase my skills and passion about the unit, I’d worked so hard and just because 5 or 6 models had let me down, I didn’t want to give up. I travelled up to London to see a friend from home, she was willing to be my model and her friend had offered to help me photograph her, we went to a field location with linked perfectly with my trend Slow Futures. I styled Emily in upcycled garments and Charis took photos whilst I directed. I chose Emily to wear no makeup, this magazine isn’t about the airbrushed model on the front cover, it’s about filling a gap for women who wants to know more about upcycling, it isn’t an aspirational magazine, it’s interesting and relatable. I did two other location shoots; I have used for my editorials. One in front of an old building, this linked with my trend as slow futures is about repeating the past, and at the airport, the airport editorial was about conveying the need to stay where you are, not to want to leave or travel, to sit and take in the environment surrounding you. I struggled with selecting a front cover before I had my shoot with Emily, because I knew the images weren’t strong enough. As much as I tried to make it work, it wasn’t going to happen. Although, final models used weren’t perfect for my magazine, I am really proud of the outcome.
The Rationale
Making decisions on colour palettes, typefaces and imagery then became a lot easier, although I did struggle with finding a model of a similar age to the audience. I feel I did the best I could regardless of the situation I was put in, with models cancelling, not being able to travel etc.