Darcie Jupp

BA (Hons) Fashion Promotion 2021

These visuals are from my photoshoot for my final year project brand campaign. My brand is an inclusive fashion company with the unique selling point of a subscription box for loaning one-of-a-kind and upcycled clothing at a great price. My consumer is female, between the ages 18-25 (Experian, 2017) and living in student halls at university (Acorn, 2014) in London, UK. She has a high engagement with social media, a low income (Acorn, 2014) but is willing to splash out on one-of-a-kind fashion items (Experian, 2017). My consumer’s issues with the fashion industry are sustainability (Fontelera, 2020) and the lack of inclusivity (Francis and Hoefel, 2018). Therefore, my brand’s purpose was to tackle these issues.

This photoshoot was designed to capture my audience’s attention. Despite them being interested in sustainable fashion, the y2k fast-fashion aesthetic interests them. Therefore, these campaign photos use the popular y2k aesthetic to gain their attention. The styling, which is my main area of interest, is inspired by the American TV show Euphoria (Euphoria, 2019), which is popular with my consumer. Therefore, the three styles in these images are inspired by the current Generation Z style and the three Euphoria characters, Maddy, Kat and Jules. I also incorporated a loungewear aspect, as due to COVID-19, clothing for comfort is being invested in by consumers. I also chose to set the shoot in a home environment to relate to my at-home consumer. The photography inspiration was from Amber Asaly and Petra Collins, as they appeal to my target audience. They use home environment sets, interesting lighting, and their images feel intimate. The editing was also similar to these photographers, through the lighting. I used these images for the social media campaign on my consumers most used platforms.