About 

​As part of my University third year Major Project, I have created a new affordable fashion brand, ‘If Only’. The target demographic for the brand are millennial women, aged 18-30. I am aware this is a filtered market with multi-million-pound brands such as PrettyLittleThing, Missguided and Boohoo dominating the industry, but I created a new brand aesthetic to challenge what is already available on the market.

 

This investigation has enabled me to produce a final product that combines my photography knowledge, skills and techniques to display my artistic style. The styling enabled me to explore my love of the fashion industry, by researching trends to create an alternative look to the existing affordable brands. This was complemented by my work experience within a PR department for a fashion brand, as I have been able to assist and observe a range of high fashion campaign and studio photoshoots. I am confident ‘If Only’ has the potential to be successful with its brand image and identity.

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Link to digital copy of the look book-

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