As I have 10 weeks for this project I wanted to create a final product that truly represents the best of my abilities, reflecting the skills I have developed over the previous project in MIP. Therefore I have chosen to create a multimedia visual branding campaign for a fashion brand.
This campaign will feature a synergy of photographic and film elements which I will combine to form the brand identity for a new fashion line that represents the clothing trends of the 2020-21 Lockdowns.
Since this was a time of staying at home and online conferences, people opted in to wear what was more comfortable than professional, often dressing formal from the waist up for camera-on video calls with the office. Pyjama bottoms and joggers were the favourites for the bottom half, with hoodies dominating the rest of the day. Loungewear was selling well across the clothing market and, I imagine, sold out in many situations. In fact, as highlighted in an article by FashionUnited, the "UK demand for loungewear and casualwear surges 49% amid national lockdown" (1) between the months of March and April in 2020.
Meanwhile, other news outlets and magazine publishers posted articles about the best deals on loungewear, as well as the stylish loungewear you could wear on your one legal walk per day.
Jokes aside, it was a major push in the fashion industry for more casual clothing which in turn altered the image of day-to-day clothing. It is also something that even now, when you go out to the shops or to see that one friend for a coffee on a bench, that there are more and more people sporting the joggers and jumper combo.
It was this shift in image that inspired the idea for my final major project, taking something that has set-up shop in our daily lives and taking it into the commercial world of branding.
(1) Hughes, H. (2020) 'UK demand for loungewear and casualwear surges 49 percent amid national lockdown' In: FashionUnited 14/05/20 At: https://fashionunited.uk/news/fashion/uk-demand-for-loungewear-and-casualwear-surges-49-percent-amid-lockdown/2020051448927 (Accessed 19/03/21)
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