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I have chosen buying as my pathway for the Creative Collaborator over marketing and visual merchandising. This being because I feel that buying interests me the most as it includes both creativeness and business, this suits me as in the future I want to be a business woman within fashion. Buying has always appealed to me as I admire the power and work ethic that buyers have, I also take to the fact that it is a very rewarding role as you are able to see the garments you chose being sold in stores, I also understand that this is not always successful. I hopeful in thinking that I will be a buyer in the future, this is why I feel it is necessary for me to take this pathway for my project.

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The main theme of my range is women’s rights, alongside this I also want to incorporate animal rights and sustainability. I feel for all of these matters very deeply and want to raise awareness through my range. Although my range is definitely more on the girly side, I still feel that women empowerment can be seen through it because women dress for themselves, not for others. My range is ironic because of it’s vintage style, inspired from a time when women didn’t have rights and lived by the man’s word, however I see beauty in styles from back then and want to twist it into today’s standards for women and push women’s rights as much as possible because even now women are still seen as minorities.

I want my range to make women feel confident and beautiful, this is why I am including pieces that are ideal for all body types, for example I am going to do a plus sized, petite and tall version for all of my garments so that all women are able to shop the range. This is an issue that is with brands today, the fact that they assume all women are the same shape and size and can comfortably wear their products and if they do not fit their products they should shop somewhere else, this is extremely unrealistic and can have bad affects on women’s mental health and body issues. All women are beautiful and should not have to question that because a brand’s garments doesn’t fit their bodies.

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I decided to go with singer Lana Del Rey as the face of my collaboration as I feel that she fits the cause and aesthetic perfectly. She is open about women’s rights, she is also vegetarian. Both of these factors are extremely important as this is what my campaign is based on. Another reason she is the perfect fit is because she has a very vintage aesthetic, her style mostly inspired by the 40s, 50s, 60s and 70s. She is a very popular, modern-day female artist who influences many young girls. Lana is also very active on social-media and has a very wide platform - 16.5 million Instagram followers. Lyrically, Lana’s key motifs are subjects such as abusive relationships, alcohol usage and glamour.

For my range I have taken great inspiration from her album covers, especially her most recent album ‘Norman F*****g Rockwell!’ as I adore the colour scheme of it. I have also taken great inspiration from her artsy music videos, a favourite being ‘National Anthem’ where she plays the parts of Marilyn Monroe and Jackie Kennedy.

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I am using UNIF as my brand to collaborate with Lana Del Rey as I am very fond of their style. It is a trendy/vintage inspired brand that was founded in 2010. They have been described to have a ‘soft and grimy’ aesthetic and I feel that this really fits the vibe I am going for.

I feel like I really connect with the brand as they have all of my favourite styles in one, this ranging from soft to vintage to grunge. I also really appreciate their website and how pleasing it is visually, it is also very easy and quick to use.

UNIF isn’t exactly an affordable brand with most items above £50, however they are not too expensive, they are the type of brand you would shop at occasionally to treat yourself. I feel that this is the right brand to do Lana’s collaboration with.

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•I have thought thoroughly about my six piece range and have chosen each product very carefully in order to make it the best it can be. As well as keep in connection with Lana Del Rey, this being because she will be the face of the range as well as promoting it, therefore I need to ensure that it completely fits her style and aesthetic.

•‘Juliet’, I want this garment to be a 50s/60s inspired white, lacy dress. I want it to look delicate and magical. I want it to give ‘fairy tale’ vibes. For this piece I took a lot of inspiration from early Disney films, such as Snow White and the Seven Dwarfs and Alice in Wonderland. I want this piece to be the main item of the range. This dress also comes in black, which is just as elegant and brings a darkness into the range with I am for sure seeking.

•‘Scarlette’, I want these Mary-Jane shoes to take away the fairy tale vibes slightly and add a slight darkness into the range, I am inspired by Tim Burton’s ‘The Nightmare Before Christmas’ because I really admire the beauty that comes from the less innocent children’s films, another one being the film Coraline.’

•‘Florence’, This is another ‘fairy tale’ piece. I picture this skirt being worn in a garden photo shoot with flowers on a beautiful spring day. This item pairs nicely with the head scarf in this range.

•‘Marilyn’, this product is named Marilyn after Marilyn Monroe as it is purely inspired by the headscarves she used to rock in the 50s with sunglasses, not only Marilyn Monroe but also other famous figures at the time such as Audrey Hepburn. This piece is very glamorous and is the most vintage inspired piece in my opinion.

•‘Vivienne’, these tights definitely fit perfectly with the Mary Jane shoes, I want more than one ‘dark’ piece as I enjoy the glamour from darker characters in films. They have always struck me more than the ‘good girl princess’ main character. I want spiders on the tights, not big scary ones though, I want them to look kind of elegant.

•‘Alice’, the last piece in my collection I feel really brings everything together, this item can be worn with a number of the other items. I really want this range to be worn together as that is why I have paired everything together. This milkmaid top is only available in cream and definitely is the cherry on top of this range and brings the elegance in the right way.

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I found Romanticism influential to my range as I feel it’s quality touches themes that pair well with my target audience of young females. Jean-Jacques Rousseau’s (a Swiss philosopher from the 1700s) input on Romanticism was in his book about raising children, he spoke openly about the oppression forced on youth by adults and praises the ideas of spontaneity and wisdom of young children – which he describes as the seed of creativity and genius. What, more importantly, links in with Lana Del Rey being the face of my range is that Romanticism (because of Rousseau) is the first time in history that glamour is attained not by reason or adult-self-control but by freedom from tradition and the natural innocence/sweetness of the youth.

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For my trend board, I chose the trend ‘vintage’. This isn’t very specific because I didn’t want to pin point just one era of fashion when my range presents decades. I included runway’s inspired by the 50s, 60, 70s and 80s as well as pictures from retailers with current products that are inspired by vintage looks.

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For my range I used WGSN for the colour palette and materials, this helped immensely as it took less time than searching the web for everything. For my images of my range, due to me not being very good at sketching I decided to search Pinterest to find images as close to what I have pictured in my head. I think this was successful, however sketches would’ve been more authentic.

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For my comp shop report, I chose retailers Lazy Oaf, O’Mighty, Urban Outfitters, I AM GIA, Topshop (own brand) and Bershka. Although these brands are very unique, I feel that they have similarities in terms of style. Myself for example, would shop at all of these places and other people may do the same.

I found it difficult comparing items from the brands due to them being such loud brands, I decided to play it safe with basics, therefore I chose black flares and a black t-shirt, even this was difficult because the brands aren’t simple, so each item varied from brand to brand.

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I want my range to be completely vegan friendly, as well as sustainable as possible, this is why I have used materials such as cotton and faux leather. I feel that the industry lacks in sustainable fashion, and this isn’t a matter to gloss over, it is something I feel deeply about and something that doesn’t get enough recognition. That is why I am fond of luxury brands such as Vivienne Westwood and Stella McCartney who use their well known brands to spread awareness of sustainability and go to their best efforts to ensure their brands are ethical.
Lana Del Rey is vegetarian, so would definitely appreciate the range being completely cruelty free. Being vegan myself I hold this very close to my heart therefore I want to make my range to have no affects on animals. I am very much against the meat industry, as well as the fashion industry that takes animals lives for their garments, for usage such as fur. I am really hopeful for the future that fur will stop completely and that brands will start to use faux leather instead of animal skin. I pray for change and I pray for the justice of innocent lives, that being animals and people (BLACK LIVES MATTER!).