Prior to studying Fashion Marketing I planned to go into photography, but my experience on this course has led me to the fast-paced world of interiors. Working on concepts for shop schemes, fashion shows and brand extensions has helped me to develop my creative and presentation skills.
My final project, The Anti Fashion Fashion Show, allowed me to bring clothing and interiors together in a disruptive and avant-garde catwalk presentation for the Marc Jacobs brand.
Following the upheaval of COVID-19 and the impact this had on the fashion industry, I chose to write my thesis on how the effects of the pandemic might change fashion shows forever. A renewed focus on sustainability and craftmanship led me to my Anti Fashion Fashion Show concept that challenged existing industry practices.
I was inspired by the grunge culture of the mid-90s and heroin chic fashion imagery to recapture the rebellious spirit of Marc Jacobs as a designer, who used to be more risque, with a view to boosting sales and improving brand awareness.
I created the Louis Vuitton ‘Mirrors’ concept as a pop-up store for Chinese shop locations that aimed to transport the consumer to the brand’s birthplace of Paris. This effect was created by using innovative augmented reality technology to project the viewer into a Parisian setting, giving them a fantastical sense of escapism and romance.