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First day of Uni - unfortunately, I was not able to attend as I was in Paris for Fashion Week with work. Even though I was not there to listen, I gathered great information from Paris that I could use for my project. I read the brief beforehand, and while in Paris I was thinking about what I wanted to do my project around. My first thought was to do something about sustainability, as I am very interested and it was a topic that came up a lot during this week. What could I do that can impact the society and fashion industry in terms of sustainability?

I started writing down ideas that could potentially be interesting to work around. I also really like writing, so therefore I thought a magazine would be a good type of media to work with.

Ideas:
- Fast fashion brands
- The evolution of Shein
- Protesting groups
- Who are the people behind demonstrations/protesters for fashion? Who are they? Do they care about what they are wearing?
- Scandi Style, minimalist and sustainable

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Today's class was about magazines and the impact the discussion of social, political, and economic changes on the fashion industry. It was great to see the examples and it gave me some useful information for when I will be creating my own campaign. The highlights I thought were:

- Gucci campaign
- Different types of collages and how you can combine images to make a greater impact
- I also thought the CD art was so cool.

Me and Olivia (peer group) also had a discussion around our ideas here. I still haven't decided which direction I want to go, but this class definitely helped me think about different ways you can present the campaign and project.

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Alice joined us in class today. I think she is so inspiring and really gives you a perspective on things. I also LOVED the photograph session and that we got to experiment with lighting, I think that will be very valuable for my outcome.

As I haven't really decided on my idea yet, I did not spend time doing any test shoots, but I did a lot of research on sustainability, and what people have done before, trying to identify what the gap in the market could be.

I also had a tutorial with Cameron afterward, which was super helpful as I think I know what I am going to go for. I am thinking about creating a magazine about rebel groups and protestants. It is not a "new thing" but I don't think anyone has really analyzed the people behind the movement. Who are they? What do they wear? Do they care about fashion? Because they aren't visually the people with the "greatest" outfits (according to me), but what if they really do?

I think that would be interesting to look at. However, it may be problematic to get the primary research... I have seen some groups and people in London, but do I want to approach them directly? I need to consider the risks/benefits, as I don't want to come across harsh or do anything that's offends.

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Todays class was very helpful in explaining the brief more closely and how I can use manifestos, brand identity, images, names, logos and colors to explain my brand.

From last week I have gone over how I could research for my idea, I have seen some groups on Facebook in which I thought I could reach out to people, but I do not think that's the best idea. I need to have a connection with someone in order to interview in this way. I am going to look into networks, friends of friends, etc to see if I can find a way trough.

This week i've also had some doubts on my idea. It isn't really what I want to focus on for the future, and I want to do something that could potentially help with my career in the future. I know that I want to work in PR and marketing (i already do) but more in improving brands, campaigns, new launches, events, how to create a community around your brand. There are so many Swedish brands that I think are great, with high-quality and right-in-time values and standing points. I do not see that as often here in the UK, which I think is a bit strange..

Therefore, I thought about the idea to create a campaign plan for one of my favorite brands in Scandinavia to launch in the UK. There are so many brands, my favorites that I am thinking of are:
Hosbjerg
Chimi
Acne (already quite established in the UK)
Axel arigato (already quite established in the UK)
House of Dagmar
Han Kjobenhavn
ATP Atelier
Stine Goya

I discussed this with my peer group (Olivia & Olivia) and it was really helpful to bounce some ideas, as they are also Swedish they had some great input on brands, campaigns that have been made, successful launches of Scandinavian brands in the UK, for example, COS etc.

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I have now decided to change my idea. I know that it's not the best thing to change idea this far in the course, but I really wanted to do something that I feel will benefit my career and to explore the market, consumer behaviours and retailing more thoroughly.

Based on my ideas last week, I have decided to go for the Swedish brand Chimi. I am a big fan of the brand myself and really think they (and brits) could benefit from a more extended campaign plan on how to launch, promote and market their brand in the UK.

In todays class, we got to see some great examples of how you can use technology to engage the audience and create powerful storytelling. There are so many ways to do this, through digital art, social medias, in-store experiences etc and I think I will use this as a part of my project and research around.

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For this week I had prepared the Formative Assessment with my new idea. I formulated a minor statement of intent (100 words) which was quite hard as I feel like I keep finalizing my idea and what I what to achieve/aim for every day.

I also included the consumer, brand identity and how we could work with medias such as magazines/publications and social media/influencers.

I think it all went well and I got some great feedback from Cameron what to focus on moving forward:
- Have a hook around the concept
- How will you stand out? What are you going to do to make it more than just another brand?
- Position the brand: what stories are they selling and what are they telling us?
- Word of mouth, mixing up media
- Look at Gentle Monster (South korean brand that experiences a lot with technology and engaging consumer experiences)

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I have done a mind map of PR ideas I could include in the proposal.

I have also started doing a lot of research, both primaries (Instagram questionnaire and interviews) to see what is missing in the market and what the gap could be.

I also went to see an exhibition, and the gentle monster installation at Selfridges to explore it first-hand.

During the session in class, we talked about cross-media and collaborations. This got me thinking about what Chimi could collaborate with in the UK to create brand awareness. A well-known name or brand can attract consumers to the brand, and I could use this in order to make them recognizable in the UK.

Some ideas:
Singers/Rappers (for example Stormzy, Loyle Carner, Jorja Smith)
Brands (Cadbury, Seconds Apart)

I want to the collaboration to connect with my ideas for the brand, building a community around experiences and sounds - therefore I think a music artist would be great. I also want to connect it to sustainability, therefore I thought seconds apart could be interesting to look at. For example, sending out sustainable messages through their initiative.

Maybe also look at collaborating with an artist for a pop-up shop or collection)

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Today we have talked about inclusivity, something that I really want to focus my project on, in terms of campaigns, event etc. It should be accessible to all.

Even though I have a particular target group, everyone should feel welcome and be able to take part in the experiences that Chimi will offer.

I took this class to think about my social and ethical considerations for the project. I think there are a few to address, for example sustainability. I want it to be a sustainable brand, and I want people to know that but I also don't want to use it as a marketing ploy as it can generate a negative impact from consumers/reviewers/analysers. So i need to balance the goals.

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I have managed to get a lot of work done on my project this week. At this time I am also super grateful that I have the work that I have that has influenced and helped this project in so many ways, and likewise with work situations.

As I work with influencers, I have good knowledge in what type of brands they and their community like and want to work with and be involved in/associated with. What is important here is quality, reputation, who wears the product, and how they market themselves.

Through work I also have a lot of inside information on brands, such as Acne Studios who I had a meeting with a couple of days ago, and as a Scandinavian brand, how they work with their marketing and PR to broaden its community base here in the UK.

I also get to go to events through work and experience different installations, musik perfomances, art work, guestlists etc to see what works and what doesn't.

This has influenced my work and ideas a lot!

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This class was very important for me, as we touched base on sustainability and its importance and issues.

Made me think about how I could highlight Chimi's already existing work towards their sustainability goals and how I can improve them. By creating campaigns with visual elements I can highlight this in the UK as well, that's where my idea on collaborating with seconds apart come to place.

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Spent this week just continuing to work on my proposal and record my process for the video submission. Building on my research and collecting relevant images, references, and other useful sources that could help move my project forward.

I have been working on some prototypes as well, and a recent idea I had was to connect all promotions/marketing things with the sustainable perspective and Chimi's initiative "the Solar Project". It could be nice to implement a store experience with the "earth sources" such as sun, water, and wind and create a cool experience around that in order to attract consumers and new audiences.

I also showed what I've done so far to Olivia and Olivia (my peer group) and received some good feedback on what works and what I can improve.

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I have now almost finalised everything and started to put together my video.

Today we did the presentation and I think it went really well and that my idea was well responded by Carrie and the others in class.

I got some feedback and ideas from Carrie about researching Scandinavian brands and the differences between marketing in Scandinavia and in the UK. How the Scandi Style has "taken over" on social media and made an impact. I also went to see some Scandinavian stores after the presentation to get some first-hand images and experience around their stores and how they have gone into the UK market.

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I am now done with the project and feel happy about my submission. I feel like I've done research that will help me form my final major project and based on these I've made conclusions that will be vital for the realization of the project.

Things I struggled with was forming the idea from the start, I started off with a whole other project than I am submitting today. Starting off, I wanted to focus on sustainability within the fashion industry. Even though I am not making a magazine around it, I still feel like I have kept some parts and highlighted the importance of sustainability and what I wanted to focus on from the beginning.

I also had a hard time producing my video initially, I wasn't really clear on how I wanted to do it or how I wanted it to come across. However, I am happy with my final result and think it summarizes well what I plan to do my final major project around.

In terms of prototyping, I want to continue the process and expand this between terms to try out more techniques, 3D, different forms and materials, etc.

Overall, I am happy with my submission and very excited to make this project a reality in the new year.