Lianne Thornton

BA (Hons) Fashion Promotion 2019

Cultureville SS19

My project is the development of a proposed rebrand of African print fashion brand, Cultureville, to a younger audience of 18 to 25 year olds. Within today’s society, increased mention in pop-culture has created a resurgence of African print, but such brands fail to deliver to the younger audience. My project highlights the importance of this aspect of fashion within multi-cultural Britain and how wearable it is. Recent research shows that most of the brands who produce African print cater to audiences that are already familiar with it. With the surge of individuals looking for authenticity in their clothing now is the best opportunity to re-introduce African print to a wider audience and my project hopes to do that.