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https://padlet.com/mpetraroli1/fmpweeklytracking

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Vima rotates around sustainability, diversity and non-ideal fashion. This means that it is a magazine that wants to present body diversity and body positivity, appreciation of different cultures and ethnicities, represents how you can express yourself through fashion without fear and with freedom. This concept will go in parallel with the sustainability of the magazine itself, from its materials to the topics it talks about. It shows how fashion can be sustainable and ethical through emerging designers and new ideas. The topics will also include political issues, from wars to cruel poverty, to help Vima’s customers be more conscious about what is happening around them.

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Limited editions: sketches and mock-ups.

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Surprises/gifts to find in the briefcase or in the packaging

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Example of the exhibition flyer in London (seed paper)

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Survey effectuated and achieved through in-person interviews and social medias.

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With Vima Papers I intend to demostrate the skills I have learnt during these years at Ravenbsourne. The course - Fashion Promotion - focuses on many subjects and among these we can find Marketing, Advertising and Communication. I decided to show my skills related to those subjects that I enjoy very much. I could see myself working as a marketing manager and in this project I am showing my expertise through Vima Papers, a magazine I would also like to create and be CEO of in my future, following my ambitions. This magazine is close to my heart because of the changes I would like to bring with it: I grew up in a very closed minded environment and for me creating a magazine means educating people around me not only about fashion, but also about sexuality, about what is happening in other far countries, about sustainability and about social justice. The UPS will be a briefcase, used not only to contain the magazine or to be a fashion item, but also as an “emotional baggage”. Each issue will have a different sleeve to put on the briefcase, making it different and “fashionable” each time. The cover will also show the new sleeve each time the new issue is out, making it the crucial point around the Vima Papers’ community.

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Sticker mock-ups: to raise awareness around the cities

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Vima Papers’ mission is to be the most authentic and creative magazine and community club. The magazine aims to become not only a lifestyle, but also the “light in the dark” for free souls, by instigating the society and fighting for justice.

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- Size: A5 (150x210 mm / 5.8x8.3 inches).
- Weight: 350 g.
- Cover Paper: coated recycled cover, stock paper.
- Body Paper: recycled paper and without chlorine; rice paper.
- Ink: cruelty-free and plant-based printing ink; soy ink.
- Glue: cruelty-free and plant-based glue.
- Sustainable alternative: Vima Papers’ customer can buy the online version as well, which can be accessed to with the ‘log in’ option online or through the Vima Papers App.

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- SUSTAINABILITY AND ETHICAL ISSUES;
- GENDER NEUTRAL IN FASHION;
- AFFIRMATIONS AND POSITIVITY;
- FASHION AND TECHNOLOGY;
- FASHION TRENDS AND COLLECTIONS;
- CREATIVES’ SPACES AND EDITORIALS;
- SOCIAL AND POLITICAL ISSUES;
- ART AND CREATIVITY.

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The new trends are paying particular attention to some of the most important issues: sustainability and the circular economy. This involves changing the habits of customers, who focus on products made from ethical and low-waste materials, often recycled and/or vegan and cruelty free. This is about the consumers’ paths and what they believe in, followed by their new healthy habits: reuse and repair to minimize the use of resources and the creation of waste, pollution and carbon emissions. Furthermore, the pandemic situation has led customers to do online shopping and the crisis has accelerated it; retails have now less costumers shopping in-stores.

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SOCIAL ECOMMERCE:
- Widespread use of apps;
- Click-and-collect services.

CIRCULAR SYSTEM:
- Fashion Rental;
- Sustainability and Ethical Products;
- Highly personalised services.

AR & VR:
- More immersive experiences in the digital world;
- Virtual fitting room and exhibitions;
- Metaverse.

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Example of the exhibition flyer in London (seed paper)

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lgbtq+
diversity

freedom

fashion

creativity

sustainability

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Briefcase mock-ups, with possible issues’ titles

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Part of the presentation and the essence of the magazine will be the briefcase it will be sold in. Each issue will have its own personalised sleeve for the briefcase, which the customer will receive with the first order, but - since the materials will be recycled fabrics - each customer will receive or buy an item somehow different from the other. It will represent the “emotional baggage” that we carry with us every single day, from discrimination to prejudice. Vima will replace it with happiness and positivity: something that will help the customer find their true self and help them accept it. An useful item as long as a fashion item and an item to collect. The briefcase will not only present the title of the issue, but it will also hold the magazine and the various surprises for the customers (ex. stickers, newspaper, accessories or posters).

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Vima Papers was born in 2018 from the idea of a magazine combined to a club. Its focal point is the LGBTQ+ community and a fight for justice - political and social - through a fashionable way. Vima takes its name from ‘vita’ which means ‘life’ in italian - the founder’s native language - and mixes the name with a ‘m’ - the initial of one of the founder’s first names. The magazine aims to instigate society by freeding its consumers creatively and spiritually, with fashion that is out of the standards and ‘not ideal’ beauty. Vima, with its own club and exhibitions, doesn’t hide the issues around us. It actually confronts them and try to find solutions for and with its community members, through newsletters, podcasts, exhibitions and, of course, the magazine and its briefcase. The briefcase and its sleeves simbolize the oppression that we carry with us in our life: discrimination, prejudice, negativity. Vima replaces what you are carrying with freedom and a conscious-sustainable style. Its creations confuse and inspire while its articles educate and open minds. Its affirmations bring good vibes and manifest positivity.

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- Beauty Papers magazine;
- The Secret by Rhonda Byrne;
- Tim Walker works;
- Impact Instagram Page;
- MoMA of New York (especially Surrealism there)
- V&A Masculinity Exhibition.