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A Finnish word for he and she, we picked this as it helps for the 'gender neutral' theme as it doesn't specify male or female

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After revisiting our moodboard, we refined our style and went for the minimalist theme for our brand. We feel the muted tones selected for our colour palette fit the brief better and appeal to our wider target audience. We selected earthy textures and paired with it a thin, san serif typeface.

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I feel this name reflects our brand well. It is minimalist and relates directly to what our brand stands for.

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We chose this as a name idea as it's an acronym for the name, 'Riki Anne Wilchins'. They were the first person to publicly break the gender norms of society and therefore we believe the brand name will then hold relevance and link directly to our brand identity. We also believe it would fit well as we are using very natural, muted tones the raw element would also reflect in our colour palette and imagery.

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We all gathered a series of images and added them to a padlet. We focused on elements that represent the brand, e.g. logo, aesthetic, textures and colour palette.

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After sharing my ideas with Antonia, we discussed that I needed to choose a theme and I decided on the white borders. I felt it represented the clean, minimalist aesthetic me and my group were trying to achieve. I printed out all of the selected images from the shoot that I wanted to use and I placed them on a double page spread to play around with the possible layout arrangements for my look book. I found this very useful as it allowed me to look at all of the collective images together, physically, and place them together and create pages I felt worked well together.

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We agreed that a collage would suit the brand more so than for example, a grid layout and therefore overlapped elements from our previous moodboard to help visualize our understanding on this high-end, exclusive brand.

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My final moodboard. I featured rolls of materials and textures which also feature the tonal colour palette I envision for this brand. Including the minimalist logo and style board-like images I associate with a gender neutral brand and believe works well.

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This is my take on the mood board. I thought about the aesthetic, colours and clothing I associate with the term gender neutral. I included imagery and quotes which would help visualise my understanding and vision for the brand.

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Upon tutor feedback, it became clear to us that our mood board looked more like a style board. This let to us revisiting the task and developing it further. We will now look into colours, textures and type.

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-we believe in creating clothes that express individuality, regardless of age or gender, its important to us that we are producing clothes in a way that is kind to the planet and our bodies, and we strive to break norms through our gender neutral staples.

-we are committed to breaking gender roles

-we belong to no categories

- we strive to produce clothes that are kind to the planet.

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I believe this would be a strong name for our brand as it is inclusive and does not require explaining or pronouns. Everybody featured in the look book, no matter their gender, clothes or appearance all identify with the common identity of being human. It doesn't judge or assume, it reflects everybody.

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For this specific brand, I selected it as a competitor as it is advertised to people of all ages. It specialises in creating suits and traditionally male clothing and tailoring them to fit a woman's figure. This is what makes them different to our brand. However, they still are a strong brand which breaks gender norms when it comes to clothing and promotes the fact that you don't have to be a male or female to wear specific types of clothing.

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(genders, age ranges, locations, lifestyle attributes such as income, family size, and behavioural attributes such as what they purchased, basket size, revenue, what they interacted with, or didn’t interact with, where they came from.)

Client Profile 1:

Age: For all ages but focuses mainly on mid teens to late twenties.

Location: London

Occupation: Students and post grads

Annual income: Average salary, our brand is aimed toward middle class.

Hobbies/interests: Fashion, socialising, environmentalist

Fashion: Clothing, sustainable lines, upcycle, preloved

Behavioural attributes: Friendly, bubbly, creative

Client Profile 2:

Age: Early adulthood

Location: London, local boroughs to London

Occupation: Starting a career up London after graduating

Income: Basic London salary of around £21,000

Hobbies/Interests: Fashion, socialising, environmentalist

Fashion:  Clothing lines, home equipment’s e.g. kitchen utensils, interact with socials and the news websites.

Behavioural attributes: Focused, driven, stylish

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Persona 1

Age: 19

Shops interested in for:

Clothes: Second hand via Ebay, Depop, Vinted, charity shops as its cost effective and easy to find the alternative or grunge 90s styles.

Food: Sainsburys or Aldi. Sainsburys is the local but Aldi has more plant based foods for Vegans as well as being cheap.

Footwear: Second Hand, Doc Martins, Creepers, vans all from places such as Depop

Hobbies/interests: Creating collages and photography inspired by Diane Arbus and her outlook on the world

Music: Iron Maiden, Bombay Bicycle club and Nirvana. Post punk, Alt rock/Indie rock

clothing inspo: ‘Alternative style’ Music taste has influenced fashion, inspired by Kurt Cobain and others due to their androgynous looks. This aswell as the 90s alternative scene is inspiration

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Katie, Toni and Ben (collaborated via zoom)

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Katie, Toni and Ben (collaborated via zoom)

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Persona 2

Age: 47

Clothing: Likes to shop with local independent businesses, makes their own clothes.

Food: Waitrose, local markets & green grossers.

Footwear: Charity shops, kickers, birkenstocks

Hobbies/interests: Reading, fashion and textiles, camping, conservationist

Music: Artic monkeys, Oasis, Pink Floyd

Clothing inspo: 'minimalism'

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taken from Dionysus, the god that showed non binary behaviour. He used to dress in women's clothing as a child.

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We as a brand feel we are built around the idea of being inclusive. We aim to appeal to any gender and ideally any age. We will provide a service to people so whoever wears the clothes, feel comfortable and confident!

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Going beyond conventional fashion industry boundaries and producing non-conformist clothing isn't just about following a trend for Cass Deighton and Craig Butterworth, they believe it is necessary. Meeting on the alternative scene in London and with degrees in fashion design and fashion marketing between them it was only a matter of time before they realised they could become part of the move away from the constraints of old school gender binary. Their collection encourages confidence and being comfortable and proud of who you are.

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As a brand, we want to not only offer gender inclusive clothing which is produced sustainably, we want to also ensure a high quality and finish.
What we do, we do well.

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We as a brand who will be marketing pioneering clothing, believe it takes courage to shape a better future.

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Going beyond conventional fashion industry boundaries and producing gender non- conformist clothing

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Cass is originally from Brighton. She moved to london to study fashion marketing. She graduated obtaining a first and went onto work with in the fashion field in London. After establishing a name for herself, she felt confident enough to leave her office job and create a brand with her friend Craig. Craig is a few years older than Cass and build a name for himself within the freelance world.

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Cass moved from Brighton to London when she began studying Fashion marketing at university. Graduating in 2018 aged 22, Cass started a career in the fashion industry. While in her desk job, she pursued her dream of combining her love for fashion with sustainability as a side hobby.
When gained enough experience, Cass resigned from her job and approached Craig to begin their new brand journey full time.

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Craig has always been an outgoing individual who loves pushing his boundaries. Fashion was always an aspect he enjoyed playing with and experimenting with how far it can be taken. After graduating with a Fashion design degree aged 23, he and Cass finally made their company official, combining their traits and personality into the brand. Designing a gender neutral brand was a life long goal, to break the boundaries. Craig's taste in fashion is of a higher market, he felt the costs of items reflect their quality and design process.

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combining the gender neutral icon with our name Han

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We as a brand believe that in 2021 it is essential to provide a sustainable service.

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Over the Easter, as a group we decided that we will all take our own images due to not being able to meet up and capture them as a group. We decided on taking images in front of a white sheet, with similar coloured clothing and taking images without the models face being in it. By doing this, we believe we will all have similar images fit to be used in our lookbooks, representing the same brand.

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we believe in creating clothes that express individuality, regardless of age or gender, its important to us that we are producing clothes in a way that is kind to the planet and our bodies, and we strive to break norms through our gender neutral staples.

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we believe in creating clothes that express individuality, regardless of age or gender, its important to us that we are producing clothes in a way that is kind to the planet and our bodies, and we strive to break norms through our gender neutral staples.

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Golden book light- primary
Bilo thin- secondary

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all sourced from pinterest