The Big Idea

The big idea-

From my research, I discovered the gap in the market for Jacquemus was his inconsistent targeting strategies toward Gen Z. Jacquemus designs for an older audience but markets to a younger audience, as proven within his social media presence, and utilisation of AI and CGI tools. This is where the brand loses both audiences, with his failure to draw in the older consumer with his social media marketing, and the younger audience being unable to invest past accessories because their silhouettes are often seen as mature, sensual and unwearable. To fill this gap, I am going to collaborate luxury house Jacquemus and high street fashion retailer Zara. This collab will offer trendy, wearable clothing at an affordable price, with a luxury title; targeted toward the Gen Z consumer, of which over 80% of custom will be brought in from Zara’s brand following. Jacquemus’ social media coverage of the brand will bring a wide range of audiences toward the collab, attract new consumers toward Zara’s brand, and build their social media presence. Jacquemus X Zara will cement the Jacquemus brand as an affordable, luxury fashion house targeted toward Generation Z. To complete this, I am going to be using Gen Z models, who each embody the values of the Gen Z community: inclusivity, diversity, freedom, self-expression. It moves away from the traditional luxury market values of exclusivity, it is offered to everybody of different personalities, price points and genders. Some luxury brands tend to stay away from this type of market, like affordability and inclusivity, which is why it is very important now that there is a huge shift in the target audience in regards to fashion marketing as a whole, Gen Z alongside Gen Alpha are the future of these brand’s success and their values also need to be held by these companies in order to move forward. My collab is going to be set more as a celebration of life, it is colourful, eyecatching and fun. Celebrating LGBTQ+ is not something unfamiliar to the Jacquemus brand, but to the fashion industry as a whole it is not familiar enough. The luxury fashion market seems to move slower than the evolving world in regards to important factors like diversity and sustainability, my collab is going to move the market forward and begin the shift that should have happened long ago.

Experiential retail brand takeover-

I first got the idea to create a Jacquemus takeover of Zara stores after seeing Jacquemus do something similar at a hotel, where he had a pop-up boutique on site, and designed sun loungers, sunshades and towels. For Zara x Disney, they opened three immersive pop-up stores to celebrate the launch. Gen Z value personal experiences, and this is something that would attract them and would want to be a part of, it is important that they feel like they are part of a community, or involved in something special, as this is what drives people’s buying habits these days. Events like

this work because they help build a stronger connection between the brand and the consumer, they become more interactive and engaged with the brand and what they are offering. With majority of the world residing on social media, experiences like this help break up reality and virtual reality, giving individuals the chance to be involved in something fun and exciting. Especially within Gen Z, they value personality and relatability, they also have proven to have a shorter attention span, making short form content the only way to appeal to their generation, but there is only so many reels one can make. This way, giving them the opportunity to have real personal experiences and express emotion assists in growing brand trust and loyalty when they are able to witness and feel the quality of clothing first hand. Through this, we are incorporating social, experiential and digital marketing strategies, by creating interactive posts and giveaways on social media, leading up to an in-store shopping experience. This will build excitement, grow interactivity and brand engagement.

Harrods X Dior-

Since 10 November 2022, Parisian house Dior – has provided its own interpretation of the festive season in an unprecedented takeover of the prestigious shopping destination. Alongside its presentation in Harrods’ seminal holiday windows is a monumental, illuminated installation across the façade, featuring various Dior emblems, including the compass rose, golden star, bar jacket and medallion chair Inside, there are installations from the house on every floor, including an ephemeral café and two special pop-ups (limited-edition products are available in each).

Titled 'The Fabulous World of Dior’ the takeover also features a special immersive exhibition comprising delicate creations in gingerbread evoking a festive village, providing a transporting tableau which the house says it hopes captures the feeling of fantasy that has long defined its creations. Memorable locations linked with Dior – from Granville, the Normandy villa where Christian Dior grew up, to 30 Avenue Montaigne, spiritual home of the house – are reimagined in miniature, featuring various characters from its history as gingerbread people.

‘Immersive and playful, this experience, where time seems to be suspended, allows all to observe as if through a magnifying glass, the meticulous gestures that perpetuate the Dior magic.’

‘A magical invitation that combines the boldness and heritage of the two houses, united more than ever by a quest for excellence and the desire to keep the Dior dream alive,’ says the house of this unique partnership with Harrods.

Moss, J. (2022, December 30). The making of Dior’s spectacular festive Harrods takeover. Wallpaper*. https://www.wallpaper.com/fashion-beauty/fabulous-world-of-diorexhibition-harrodslondon#:~:text=Look%20behind%20the%20scenes%20as,bar%20jacket%20and%20 medallion%20chair.

Green, B. (2022, November 11). The Fabulous World of Dior transforms Harrods for the Holiday season. Retail Focus Magazine - Retail Design. https://retail-focus.co.uk/the-

fabulous-world-of-dior-transforms-harrods-for-the-holiday-season/

Jacquemus takes over Paris Department Store-

French fashion brand Jacquemus has been given free rein over the iconic Galeries Lafayette Haussmann department store in Paris to showcase its latest collection.

The takeover of the store features Jacquemus-themed window displays and a series of pop-up shops selling the brand’s clothing and accessories. This is an example of a bricks-and-mortar shop working hard to engage consumers by becoming a space for extraordinary and sensorial moments.

Large-scale installations are featured throughout Jacquemus’ takeover, including a massive version of the fashion label’s infamously small Bambino bag and a giant toaster that ejects Jacquemus-branded slices of bread. The collaboration marks the first time Galeries Lafayette has handed over its flagship space to an individual brand.

In honour of this partnership, Jacquemus created a selection of handbags exclusive to the department store, including a mini-Bambino in denim and a Chiquito in smooth beige leather.

Bivigou, P. (1970, January 1). Jacquemus takes over Paris department store. Jacquemus Takes Over Paris Department Store | LS:N Global.

https://www.lsnglobal.com/article/view/29262?utm_source=chatgpt.com

Millasseau, R. (2023, March 13). JACQUEMUS TAKES OVER GALERIES LAFAYETTE AND SHARE ITS OBSESSIONS. Galeries Lafayette Paris Haussmann.

https://haussmann.galerieslafayette.com/en/jacquemus-takes-over-galeries-lafayetteand-share-its-obsessions/

I really like these collabs and store takeovers because they create real immersive experiences for people to get involved in like a cafe or photobooth. Experiences like this work because they build excitement and keep people interested as something that they can be a part of themselves. For my collab, I want Jacquemus to bring the colour, and mediterranean summer optimism to Zara, to execute this within a Zara store takeover,

while linking in with my video campaign, I want to make the store look like a Mediterranean market or beach, I am going to trial this using AI image generations. This keeps aligned with Jacquemus’ brand values of an endless summer, and innovative creativity with the use of surrealism.

I used ChatGPT to create me some prompts for image generations of a Jacquemus takeover of a Zara store, to get an idea for what I can create and how I want to execute it. I think I like the first one the best, but I would make it so that the floor was white and not sand. I have tried some more window displays incorporating Jacquemus’ surrealism and I’ve tried using some different colours based off the ss27 trending colours. I am still quite unsure on what I want my final one to look like.

Video campaigns-

H&M. (2023, March 23). Mugler H&M [Video]. YouTube. https://www.youtube.com/watch?v=5AUB0Tt7ci8

H&M. (2017, October 25). ERDEM x H&M: The Secret Life of Flowers by Baz Luhrmann [Video]. YouTube. https://www.youtube.com/watch?v=PEANC3ipyws

zara. (2025, October 16). ZARA KIDS STUDIO COLLECTION FW25 [Video]. YouTube. https://www.youtube.com/watch?v=LJxD0U5TiVE

Prada Beauty. (2025, August 4). PRADA PARADIGME - The film - Thomas Vinterberg Director’s Cut [Video]. YouTube. https://www.youtube.com/watch?v=8_Mi2PrKB28

I have looked into some different YouTube video campaigns for different brands; a lot I looked at include the use of CGI. For my campaign, I want to keep the video as organic as possible, showing real life events to gain a real connection with the viewers. Relatability and shared experiences is what people buy into and create something that they can be a part of. I ideally want the video filmed on a digital camera, to make it feel nostalgic and personal. I am going to test out filming on a digital camera, a canon and on my iPhone to see which outcome I like best. This works because it evokes emotions of nostalgia and relatability, important values to the Gen Z community. By creating this video and posting it to Zara’s YouTube account, we are covering every social media platform for both brands, growing their social presence and showing cultural awareness for what the population are interested in and the most effective ways to reach them.

ModelsMediterranean look Inclusive

Gen Z

Please note- all models are female.

Instagram. (n.d.). https://www.instagram.com/miss_tina_06_?igsh=enpnajVkMXZ2M2w=

Lemanieh. (2018, November 16). Sunset over the water, at Formby Beach in Merseyside. iStock. https://www.istockphoto.com/photo/sunset-at-formby-beach-in-merseysidegm1067344980-285447064

Concept-

The concept behind this collaboration is an endless summer… some say the root of happiness begins when the sun starts shining and the weather gets warmer, and nothing makes it better than sharing it with the right people. We are taking four young women from four completely different walks of life, embracing the joy of living, who have found their way on their journey by expressing themselves with the support of their friends, making their lives a little bit sunnier every day.

With a personal and emotional story like this, I feel is what will attract Gen Z the most. Gen Z are drawn in by personal experiences, they want to buy into something meaningful and effective. My concept is personified by the use of my models, all different ethnicities and sexuality, feeding into a slightly political approach by normalising the use of multiple coloured transgender models. This is something that would be supported and encouraged by the Gen Z consumer, while encouraging them to invest in our products. This is something that is not normalised enough or celebrated within luxury fashion. I believe it is something that would make a huge difference or at least leave an impact on the market and consumers. This already close-knit friend group I believe will be evident throughout the campaign, making others enjoy it too. It embodies Jacquemus’ values of a perpetual summer, family ties and personal experience, with core values of the contemporary luxury market level: storytelling, inclusivity and accessibility.

These images show my concept and everything I want to embody within my campaign.

Playing into its well-known youthful, rebellious spirit, Miu Miu unveils a captivating Spring/Summer 2024 campaign featuring a stellar ensemble of talent: May Andersen, Emma Corrin, Angel Haze, Lexie Liu, Demi Singleton, and Cailee Spaeny. Against the

lively canvas of Los Angeles, the "Endless Summer" campaign paints a picture of carefree elegance, capturing the spirit of nonchalant sophistication with its vibrant and casually tousled charm.

The all-star cast is no surprise to most, as each Miu Miu muse embodies the prim, yet playful, spirit of the house. Creative directed by Edward Quarmby, with the help of photographer Zoe Ghertner and stylist Lotta Volkova, the campaign effortlessly captures life's spontaneous moments, blurring the lines between going out, returning home, hitting the beach, or just getting back.

The spirit of the "Endless Summer" campaign invites fashion enthusiasts to celebrate the joy of living in the present, embracing the beautifully real moments that transform life into an endless summer. Andersen, Corrin, Haze, Liu, Singleton, and Spaeny take on the campaign's ethos, capturing the spirit of the collection with remarkable portraits, showcasing their 'endless summer.'

V Magazine. (2024, February 2). Miu Miu’s Star-Powered SS24 campaign ‘Endless Summer’ exudes playful glamour - V Magazine https://vmagazine.com/article/miu-mius-starpowered-ss24-campaign-endless-summer-exudes-playful-glamour/

Miu Miu. (2024, January 29). Miu Miu Endless Summer - Spring/Summer 2024 Campaign [Video]. YouTube. https://www.youtube.com/watch?v=oGGmfChS1yM

Banana Republic Sets the Scene for Endless Summer

“Our team looked to the rhythm of summer escapes and creative spaces for this collection,” says Meena Anvary, Head of Marketing at Banana Republic. “From afternoons spent at the beach to visits with local artists, we wanted to express that sense of freedom and movement. Each location influenced the styling, the colour palette, and the attitude of the clothes. We focused on clean silhouettes and materials that feel good on the body. Whether you’re stepping into the Pollock-Krasner House or relaxing outside in Amagansett, the collection fits the setting.”

The campaign relies on a cast of established and fresh faces, with models Mila Bergsmaand Paula Soares representing the women’s looks, and Ibby Sow and Francesco Ruggiero leading the men’s side. Photographer Sonia Szostak captures each scene with natural light and honest framing.

Admin. (2025, July 31). Banana Republic sets the scene for endless summer. DSCENE. https://www.designscene.net/2025/07/banana-republic-endless-summer.html

A lot of campaigns I looked at with the same theme all revolve around the idea of the joy of living and freedom. These are themes which I want to show within my campaign,

starting with my choice of models, 4 Gen Z’s from completely different walks of life, who have found the joy of living through freedom of expression, discovering who they are, and having the support of their friends every step of the way. These types of themes are what draw people in the most because it is what everybody longs for. They want to experience these days on the beach with friends. They are also very relatable and nostalgic, core values of Gen Z, reminding people of their own happy memories and it makes them want to take a further look, giving that welcoming feeling, crucial to a contemporary luxury brand.

The WGSN Spring/summer 2027 colours

Blaazer, E. (2025, October 15). Spotted on the catwalk: The WGSN spring/summer 2027 colours. FashionUnited. https://fashionunited.com/news/fashion/spotted-on-thecatwalk-the-wgsn-spring-summer-2027-colours/2025101568654

Seasonal Color Forecasting is at the heart of our 2027 predictions. Each season brings unique palettes and styles:

• Spring 2027: Soft pastels like dusty pinks, lavender, and sage green. Layered outfits and oversized knits will dominate.

• Summer 2027: Vibrant neons, electric blue, citrus yellow, and bold magenta. Perfect for festival styles and expressive streetwear.

• Fall 2027: Warm, cozy tones like burnt orange, terracotta, and mustard paired with layered looks and rich textures.

• Winter 2027: Deep jewel tones such as sapphire blue, emerald green, and rich purple for luxurious outfits and statement accessories.

The 2027 Fashion Trends Forecast reveals the styles that will dominate next year:

• Bold Color Pairings: Mixing pastels with neons for unique statement outfits

• Layered Looks: Oversized sweaters with skirts or pants, perfect for street style

• Athleisure Fashion Trends: Comfortable yet trendy sportswear for everyday wear

• Eco-Friendly Fashion Trends: Sustainable fabrics and recycled materials

• High-Low Fashion Trends: Mixing luxury pieces with affordable streetwear

Edit, W. B. F. (2026, January 23). 2027 Fashion Trends Forecast: What’s hot next. Trendalytics. https://trendalytics.co/insights/2027-fashion-trends-forecastwhats-hot-next

Instagram. (n.d.-s). https://www.instagram.com/p/DT_MNrSkmXs/

Olesea, & Olesea. (2026, February 18). Jacquemus Fall-Winter 2026 bags guide. LA FORMA. https://laforma.club/jacquemus-fall-winter-2026-bagsguide/?srsltid=AfmBOoqnEOYd4Th2PBOMZxiHrfPN__4O5cEfTQk7bEwuFHc_QMLq4bO F#:~:text=La%20Pochette%20Val%C3%A9rie,or%20mirror%2Dlike%20metallic%20fini shes

Women’s Fashion Trends: Modern Femininity, Comfort & Effortless Glamour for Spring–Summer 2027

This season, femininity – even sensuality – takes center stage, with reimagined style codes: flowing dresses, unapologetic pink, ruffles, lace, slits and plunging necklines. All are redesigned with modern volumes, smart layering, and unexpected mixes with casual, sportswear and athleisure pieces. Accessories bring the final elevated touch.

At the same time, the focus is on the essentials: striking silhouettes, vibrant colors, tactile materials and powerful prints. Superfluous details fade away, making room for precision and effortless elegance.

And because comfort is non-negotiable, it remains at the heart of every wardrobe – but now with sophistication, confidence and a distinctly feminine edge

Women’s Fashion Trends SS27 – Spring Summer 2027 guide. (2025, July 30). Peclers Paris. https://www.peclersparis.com/en/trend-books/womens-fashion-trends-ss27/

Menswear SS27 Trends-

The season opens with a refined sense of calm. Very light mélange grey blends with milky white in clean-looking cotton jacquard jerseys and airy knits recalling honeycomb textures.

3D cool cotton fabrics feature micro motifs and subdued checks suitable for lightweight jackets. Small jacquard diamond patterns are paired with cotton–linen faux plains, creating a relaxed and casual look.

A chalk-stripe knit recalls traditional woven fabrics, while a knit jacquard with lettering motifs adds a distinctive decorative touch.

Italtex Trends. (n.d.). Contemporary Menswear Colour & Fabric Trends SS27 https://italtextrends.com/collections/menswear-fashiontrends/products/contemporary-menswear-colour-and-fabric-trends-ss27

Zara pre owned-

Zara Pre-owned is a platform designed to extend the life of Zara garments, giving them a chance to be loved again. We bring a selection of services to our customers that helps us move towards a more circular model.

Our care for each item continues after they have been delivered. To help extend the life of our products, we repair our customer’s favourite pieces, give them a platform to resell their used garments or donate them in benefit of social projects.

We know we are not perfect, but our commitment to doing better is constant and Zara Pre-owned platform is helping us to write a new story for Zara garments, keeping them in use for longer.

What you no longer need could be exactly what someone else is looking for. Buy or sell pre-owned Zara garments so that second-hand clothes can regain their value and extend its life until it can no longer be reused.

When it’s time to let go, your clothes can still make a difference. Every piece you donate reaches local organisations that classifies them depending on it, so it can be reused or recycled. Part of the benefits of the project are used to support the development of these organizations’ social programs.

Zara.com. (n.d.). Zara Pre-owned / About | ZARA United Kingdom. https://www.zara.com/uk/en/preowned-about-mkt5795.html?bmverify=AAQAAAAM_____7SrY8I8DAiRZXfD7QyH3QsfrzUYgs4zhf_SA5ZrCTCUJypjRv05N GHqNH8v3ESy6EQp8WMjXTYpgppq81eUIvV75dOd7nJOaSvN5ZHG9rAnnMoIo_poMZlA 8EkcGzeIND6Y6cKPZizzbpDLHNGbjjnsOrOvXlrmIheU4eieg7ltX4xBrmyIopVZHjv07Go9a E-

fFos3I0F00LCEHJrH5dfo7VPNHIFNtH_t7tcDmbbppzlsFypLxw1DhHqODYLIc_aZPwARZ mfdsnEeOzSHUX0XUO9jHS9o9d3946tzdeeULGiQpO888w

Keeping within the current matter of sustainability, I have taken a look into Zara’s PreOwned scheme and thinking about how I can utilise this throughout my own campaign. I want to use Zara’s page to sell pre-owned Jacquemus bags. Jacquemus bags and accessories are the brands most popular and effective selling point, and with Gen Z’s enthusiasm about sustainability, it is likely that this project will entice the Gen Z consumer to look deeper into the collab and will further Jacquemus’ efforts of slowly shifting to a sustainable brand, or at least effectively combine sustainable ways of fashion into the brand, a core component of sitting at the contemporary luxury market level. I will incorporate these bags into my campaign as accessories on my shoots to promote Jacquemus X Zara Pre-Owned. By offering this service to shop pre-owned online and in-store, it attracts a wider amount of Gen Z audience, including everybody who may not be shopping for clothes, they can shop sustainably and ethically for their favourite Jacquemus bags.

Webpage created on Canva

Video campaign song options-

I have started looking for soundtracks for my video and these are the first two that I want to trial over the video. These songs are always coming back and never get old or boring. They remind myself and plenty of others of that fun summer feeling and I want to make sure my video gives the same feeling.

Location spotting- Formby beach-

I have chosen Formby beach as a location for my shoot because I feel like it would be the best place to show Jacquemus’ core brand ethos, it is a summer, vacation brand, and being in the city, I don’t think any other location would be able to really embody the brand and show what it is all about and where it came from. I think it is the best place to bring my concept to life.

I tried charity shopping for my looks for my campaign and I struggled because I weren’t really sure what I was looking for. I knew I wanted to try and find some dresses for the women’s in the trending ss27 colours, and open shirts and chino shorts for men’s. I didn’t really find much of what I had in mind so I started to look on places like vinted and eBay, keeping everything sustainable and promoting ethical practices for contemporary luxury fashion.

I have also thought about trialling a location shoot on the Albert Dock, Liverpool. This location fits with the concept as a symbol of togetherness throughout the campaign. Each individual was born in the same place, have walked the same streets, while living completely different lives and are brought together through their love and support for each other. With it being a city location, I don’t think it would fit too well within both brands origins and values. It is a location that is meaningful to myself, but not so much what I am trying to do and I think the concept might get lost.

Men’s Styling-

These are my first initial thoughts and mood boards for the styling for my campaign. I have struggled with styling as it is not my strongest point and not something I want to go into in the future. After researching into S/S27 trends, a popular pattern is stripes, with neutral colours like browns and olive green, For the men’s looks, I want one a more causal beach look with an open shirt, white shorts, and a smarter look, not just for the beach. These are already popular outfits within Zara and other brands, so I know I need to elevate the looks with styling, like incorporating more colour, patterns and layering.

Women’s styling-

The focus on women’s trends for S/S27 is femininity, sensuality and vibrant colours. I am struggling with styling for womenswear as I want to keep it feminine and ‘girly’, I am going to style outfits with large accessories like floppy hats and pre-owned Jacquemus bags, and experiment with layering and patterns.

Makeup-

I want a very soft makeup look with piercing eyes to make them stand out more, with a slightly heavy blush as if to look sun kissed. The ‘no makeup- makeup look’ is very popular, and you often find Zara and Jacquemus models wearing very light makeup.

For the women’s hair. I want a soft curl and a crimped beach wave, making reference to a summer on the beach when your hair gets wet and starts to go curly.

Galliano for Zara-

John Galliano is back in the atelier: The Spanish retailer Zara has signed the design legend to a two-year creative partnership which will see him “re-author” the brand’s archives

Phelps, N. (2026, March 17). John Galliano Returns to Fashion Via a Creative Partnership with Zara. Vogue. https://www.vogue.com/article/john-galliano-returns-tofashion-via-a-creative-partnership-with-zara

Re-authoring is the process of taking back ownership of one's life story by rewriting personal narratives, shifting from "problem-saturated" perspectives to empowered ones.

Galliano and Zara have described their new project as a “creative partnership” where the designer will be working directly with clothes from Zara’s past seasons, “deconstructing and reconfiguring them into new seasonal expressions and creations,” a joint statement said.

It is understood Galliano will be creating new toiles inspired by the pieces in the Zara archives, and the collections will be filled with new shapes, fabrics, colours and clothing with his distinctive signature.

His appointment is part of a wider strategy by Zara to align itself with contemporary luxury brands and top creative talents and leave any fast-fashion references behind.

Conti, S. (2026, March 17). John Galliano Lends a Couturier’s Touch to Zara’s Archives. WWD. https://wwd.com/fashion-news/fashion-features/john-gallianocouturier-touch-zara-archives-collaboration-1238679777/

Zara archives-

Galliano Archive. (n.d.). https://www.instagram.com/gallianoarchive/

I think Galliano’s position at Zara will make the brand slightly darker in its mood and storytelling, which is completely different to what I am trying to do within my collab with Jacquemus. Galliano is a lot more dramatic and theatrical than what I intend my own to look like, his concepts always seem quite dark and eery and a lot more mature. With Galliano’s first launch in September 26, for an ongoing 2 years, my collab launching in summer 27 will likely break up the themes and seasons and will bring a different type of story to Zara than what Galliano will offer. My collab will sit independently from the Galliano edit, bringing a completely different vibe to the Zara brand, I still want to show some of Galliano’s core codes throughout, with styling and hair and makeup, but I want it to remain completely separate. This will show how versatile the brands and designers are offering lots of different things for everyone, further cementing them as a contemporary luxury brand with values of inclusivity and meaningful storytelling.

With an emphasis placed on clean, architectural silhouettes and rich tactility, Jonathan Anderson’s SS26 vision for Dior is refreshingly simplistic. Its accompanying campaign, documented by none other than David Sims, reveals a delightfully introspective “study on character.”

Placed within visually arresting mise en scènes designed by Poppy Bartlett, models Laura Kaiser, Saar Mansvelt Beck and Sunday Rose Kidman epitomise youthful insouciance, posing alongside boiserie, parquet flooring and other miscellaneous items

one might find strewn around a French aristocratic household. As if caught unaware, with breezy grins, restrained makeup and loosely styled manes skirting their shoulders

Magazine, & Magazine. (2026, March 10). See the best SS26 campaigns. 10 Magazine. https://10magazine.com/see-the-best-ss26-campaigns/

Christian Dior. (2026, January 4). Dior Spring Summer 2026 campaign featuring Greta Lee [Video]. YouTube. https://www.youtube.com/watch?v=XDr7Mxko4co

This Dior campaign is what I want my own campaign to feel like. I want it to be feel like they are completely unaware of the camera, expressing their own emotions and just having fun. This Dior campaign works well, because it makes people wonder what’s going on behind the lens, like what are they looking at or laughing at or what are they thinking about. Each models expressions are relatable and that is what entices the Gen Z consumer, showing identity and personal experiences.

the camera drifts, circling the suspended figures, turning stillness into movement and transforming the moment before a fall into a study of interdependence, vulnerability and the invisible forces that hold us.

Magazine, & Magazine. (2026, March 10). See the best SS26 campaigns. 10 Magazine. https://10magazine.com/see-the-best-ss26-campaigns/ Valentino. (2026, February 10). Valentino Fireflies Spring Summer 2026 | Campaign [Video]. YouTube. https://www.youtube.com/watch?v=L5Rgxn2Qrx4

Personified in a contrasting way to my own, this Valentino SS27 campaign shows similar themes and concepts to my own campaign. The idea of this interdependence on each other and support needed from those around you, is very important, especially within the values of gen z. With Valentino, this concept is shown in a more sombre way whereas mine is more fun and upbeat, but both bring very meaningful thoughts to others, and again relatability. This works because it is a universal theme and feeling

shown in so many different ways, drawing in different audiences, styles, market levels and consumers all from the same thing that everybody wants or can relate to.

Chloe ss26

Set against the raw beauty of a coastal landscape, Chloé unveils its Summer 2026 campaign, an expression of complicity, sensuality, and shared freedom. Through a succession of moments captured from the first glow of sunrise where the air feels still untouched and fresh to the softened warmth of sunset, the images trace a luminous journey through the day’s shifting moods.

With open horizons and sunlit shores, the campaign revisits the Maison’s founding spirit of freedom, lightness, and instinctive femininity. Silhouettes blend into the landscape, shaped by natural light and the elements, expressing the ease of summer through movement and an intuitive bond with nature.

Light becomes its own language, unveiling crispness in the morning air, deepening into the radiance of midday, and dissolving into the warm, enveloping glow of the sun sinking into the horizon. Each frame captures more than just the passage of time, it reveals a flow of colors, emotions, and connection – a living rhythm of togetherness and youthful ease. At the heart of this moment is a collective portrait of freedom. Six women – Awar Odhiang, Jacqui Hooper, Julia Stegner, Noor Khan, Song Ah Woo, and Stella Hanan – come together. Playful, confident, and effortlessly connected, they embody a vision of feminine complicity rooted in movement, nature, and human connection. Framed by sand, ocean and the sky, the campaign unfolds as a coastal utopia, an atmospheric haven where simplicity gains depth, senses feel tenfold shaped by light, touch and shared movement.

“I wanted to capture the rhythm of a summer day, the changing light, the warmth of the sun, and the feeling of slipping into a natural flow. A day in nature where every sense sharpens revealing a radiance and spontaneity that have always been at the heart of Chloé.”

Chemena Kamali, Creative Director of Chloé

Chloé unveils the Summer 2026 campaign. (n.d.). https://www.chloe.com/engb/news/chloe-unveils-the-summer-2026-campaign.html

Magazine, & Magazine. (2026, March 10). See the best SS26 campaigns. 10 Magazine. https://10magazine.com/see-the-best-ss26-campaigns/ Chloé. (2026b, February 10). The Chloé Summer 26 Campaign by Chemena Kamali [Video]. YouTube. https://www.youtube.com/watch?v=Ti_Y9VJo0sg

This Chloe campaign is very similar to what I want my own final outcome to be within my own video, exploring very similar themes. However, I think it feels a lot more serious than my own, I want my video to come across more light hearted and not feel forced or constructed, this makes it feel to the audience that they aren’t just watching a regular ad, it is not just about selling clothing it is about sharing this sense of a welcoming community. People will watch the campaign video and may not necessarily shop the collection or be interested in the brands, but it brings up different thoughts and feelings, I want people to watch the video and think ‘they are like me’ or ‘I want to be like them’ to be free and expressive of who they are, not coming from a place so much as having pretty people on the screen, but having these versatile, different modes that you don’t always see on the runway, people can watch my video and know that it is okay to be different and that you can still have fun or do something you love no matter looks, sexuality or gender. This type of inclusivity appeals to the Gen Z consumer and starts conversations within the luxury market.

Kris Van Assche on Fred Perry and Reinventing the Uniform

In a new capsule collection with Fred Perry, Kris Van Assche recasts the language of uniform. Here, the designer reflects on archives, youth culture and collapsing dress codes

Pistachio, G. (2026, February 4). Kris van Assche on Fred Perry and Reinventing the uniform. AnOther. https://www.anothermag.com/fashion-beauty/16918/kris-van-

assche-fred-perry-capsuleinterview?fbclid=IwY2xjawQqiP1leHRuA2FlbQIxMABicmlkETA0Z09SM1NROWwwNkkw Nldac3J0YwZhcHBfaWQQMjIyMDM5MTc4ODIwMDg5MgABHi05yNwpzkQ19JtQjS5abP d06b0u8JL4u5x2yIuYkgFXQG8PQt6bjw1hxsqP_aem_yoUFlz8gk0szP137uFHLcA

A lot of designers recently seem to be creating their latest collections using inspirations from the brands archives, taking old pieces ad creating something new and better out of their past designs. Keeping these same themes running through and bringing up nostalgia for both the designer and consumer is what is keeping the brands significant and recognisable with using signature looks and themes, expressing nostalgia and creative freedom.

Considering Zara and Galliano are going down the same route, this is something I will investigate further within my own styling and looks for my own campaign, looking into signature looks of Jacquemus and how they can be reinvented to suit Gen Z and Zara’s brand.

Ahluwalia, N. (2026, March 19). The Jacquemus "Le Paysan" Collection Tributes Simon's Upbringing. Hypebae. https://hypebae.com/2026/3/jacquemus-le-paysancollection-campaign

Jacquemus La Croisiere. (n.d.). https://www.jacquemus.com/en_gb/la-croisiere/plpshow-lacroisiere.html

Jacquemus Lanne97. (n.d.). https://www.jacquemus.com/en_gb/fw20/lanne97.html

Jacquemus Visits South of France for SS20 “Le Coup de Soleil.” (n.d.). https://hypebeast.com/2019/6/jacquemus-spring-summer-2020-parisfashion-week-mens-runway-le-coup-de-soleil

PRODUCTION SCHEDULE

Monday 23rd March

Sunday 12th April

Monday 13th - Wednesday 15th April

Sunday 19th April

Sunday 3rd May

Styling day

Confirmed outfits, accessories

Location test shoot

Formby Beach

ModelsPattie Rihanna Macy Ella

Photographer/ videographerEllen

BTSEllen

Post production

Image test Fully edited

Presentation fully completed Ready to present

Final location shoot Formby Beach

ModelsPattie Rihanna Macy Ella

Photographer/ videographerEllen

BTSIsabella

Tuesday 26th May

Post production completed by Sunday 28th June

Final studio shoot

ModelsPattie Rihanna

Creative directorEllen

BTSIsabella

Post production completed by Sunday 28th June

Monday 1st June

Monday 15th June

Monday 29th June

Tuesday 7th July

Tuesday 14th July

Monday 20th July

Show and tell

6 images- location 6 images- studio

What I like, what I plan to do with them

1-1 Catherine

Show editing process of images

1-1 Sophie

Show edits and explain intention

Show and tell

3 editorial images fully edited and completed, ready to print

Show and tell image edits to go to print

Email to t.hignett@chester.ac.uk

Final peer presentation

All images, video, magazine completed

zara. (2026, March 19). ZARA WOMAN STUDIO COLLECTION SS26 [Video]. YouTube. https://www.youtube.com/watch?v=mHM_3jKZKaE

zara. (2026a, March 19). ZARA MAN STUDIO COLLECTION SS26 [Video]. YouTube. https://www.youtube.com/watch?v=v2LYh4TV1GY

zara. (2026a, March 9). ZARA into the Process VII [Video]. YouTube. https://www.youtube.com/watch?v=ZgN_ADlbQ7o

zara. (2025b, October 16). ZARA WOMAN & MAN STUDIO COLLECTION FW25 [Video]. YouTube. https://www.youtube.com/watch?v=fMzkMsOR2xM

zara. (2022, October 13). A MOMENT IN TIME. ZARA FW’22 CAMPAIGN [Video]. YouTube. https://www.youtube.com/watch?v=77aAsADzC0s

zara. (2022a, March 17). Zara Man Studio Spring Summer ‘22 [Video]. YouTube. https://www.youtube.com/watch?v=bdih94Ykiuw

I have looked into some of Zara’s campaign videos on YouTube, one thing I found is that the tone and mood of these videos is very consistent. They seem to be very serious and often dull in colour, using only very neutral shades and sometimes edited in black and white. The song choices give off the same vibe, they use eery instrumental music in most videos. I did notice in a couple of videos they have added a grainy film effect, or coloured flashes of a camera, making them parts feel quite nostalgic, like they have been filmed on an older digital camera, which is something I would like to incorporate into my own video. I think my campaign video will show Zara in a different light, giving them a more fun, happier vibe, portraying fun themes and scenes and using upbeat music. This is what will attract more gen z to the brand, showing their versatility and joyfulness as a brand, which is something we’re not used to from Zara. I want to stay aligned with Zara’s aesthetic with the nostalgic effects and looking at instrumental music choices, but bring Jacquemus to Zara with the colour and mood.

I have started to create a mock-up Instagram post for the Jacquemus store takeover announcement and giveaway details. All promotional posts like these will be uploaded to the Jacquemus Instagram because of their social media presence and following, this will likely attract a large audience, especially gen z and it is something that many would want to get involved with, and it will build a lot of excitement for the collab and boost engagement on platforms. For now, I have just added the logo in as a placeholder image, whilst I continue further with ai image generations and surrealist edits, keeping in line with Jacquemus’ approach to innovation and surrealism.

I have started off with a postcard as an initial announcement for the store takeover. This is to build excitement and keep people wondering about what’s coming next, careful not to reveal too much into what the store may look like. This postcard will be uploaded to the Jacquemus Instagram account and sent out to guests like an invitation from the giveaway. I am going to keep working on the presentation of this using different colours and adding an image.

I have looked into the different styling of each brand. Zara is more neutral and familiar with layering. Jacquemus brings the vibrant colours and patterns. Galliano brings avantgarde and drama. To keep in line with Jacquemus’ styling, I want my outfits to be colourful and use accessories like big bags and hats, I want to make reference to Galliano’s styling with layering but I don’t want it to look too overdramatic or theatrical Both Zara and Jacquemus will be introduced with patterns like stripes and some simple pieces incorporated into the outfits. This will keep each brand relevant throughout the collab and campaign visuals, appealing to Gen Z, who value creativity, self-expression and inclusivity, showing this experimental creativity through styling and editorial images.

First styling trial

Our first styling session has really helped me a lot in figuring out where I want to take it for my final looks. We experimented with layering and colour and using backdrops like

Tony Green illustrations. Styling has been one of my biggest struggles throughout, but I am happy with the outcome of this session, and I know now what I need to do to elevate the looks for editorial images. This type of layering and sense of drama within the looks fits in well with Galliano as designer for Zara, adding voluptuous silhouettes, and bringing the colour in like Jacquemus.

I edited these images in photoshop to change the colours of pieces in the clothing to see what I can add or change in preparation for my final looks.

I created these croquis from images from the styling session. I used pieces from Tony Green Illustrations to add more colour to the images and the fun and happy theme running through my campaign.

Discover Knutsford by Knutsford Town Council. (2025, August 21). KNUTSFORD AT HOME | Meet the Artist - Tony Green - Discover Knutsford. Discover Knutsford. https://www.discoverknutsford.com/event/knutsford-at-home-meet-theartist-tony-green/

Art in Liverpool. (2023, September 2). Warrington Museum & Art Gallery: Scribble, Tony Green. https://www.artinliverpool.com/events/warrington-museum-art-galleryscribble-tony-green/

Tony Green Illustration. (n.d.). https://www.tonygreenillustration.com/store

After playing around with Tony Green’s style in my styling session, I have looked into some more of his illustrations. His art is always very fun and colourful and gives that carefree feeling, which is what I want my campaign to have. I think artists like Tony Green and what they do is so attractive because it is so scary to some people, the illustrations are messy and colourful and flawed. A lot of people are too worried about making mistakes and want everything neat and perfect. You can sense the freedom within the designs and that is something that attracts gen z and embodies their values of expression, identity, freedom and creativity.

Malach, H. (2024, January 31). Pat McGrath’s Runway Makeup Looks Through the Years [PHOTOS]. WWD. https://wwd.com/pop-culture/culture-news/gallery/pat-mcgrathbest-runway-makeup-looks-photos-1236157691/valentino-details-paris-fashion-weekwomenswear-fall-winter-2020-2021/

John Galliano often used Pat McGrath as the makeup artist for his runways. A lot of the looks are very colourful and artistic using very bright colours around the cheeks on very white skin, or adding petals and gems to models faces. Pat McGrath’s style fit so well with Galliano because they are both so theatrical and dramatic, but this style is not something I feel would sit well with my collab. I think these looks are too much for my collab and wouldn’t suit the mood. I am going to trial my makeup looks using inspiration from Pat McGrath, to add colour into the face and feel abit more Galliano but still keeping it toned down and attractive to gen z, making it subtle yet noticeable, still embodying core values of their generation of self-expression and identity

Zara.com. (n.d.-a). Women Studio | ZARA United Kingdom. https://www.zara.com/uk/en/woman-studio-mkt1317.html?v1=2419975

I have investigated Zara’s new editorial images, analysing styling and posing to see how it compares to my own ideas. My campaign is fairly different to this as mine is a lot more colourful and will be a completely different setting. I am going to test out some similar poses, I like the way the models have their feet laid in unconventional, awkward positions I have found that Zara’s images always have a rustic, grainy feel, which is something I am going to test out in the edits of my images, keeping my visuals aligned with Zara’s brand, as well as Jacquemus.

Willy Chavarria x Zara

'extremely chic with a bit of humour.'

Krentcil, F. (2026, March 24). Willy Chavarria’s highly anticipated Zara collection lands this week – what to look out for. ELLE. https://www.elle.com/uk/fashion/what-towear/a70830213/willy-chavarria-zara-collection-interview-2026/

Zara. (2026b, March 18). ‘VATÍSIMO’ by ZARA and Willy Chavarria [Video]. YouTube. https://www.youtube.com/watch?v=G1cpYdshdA0

This is Zara’s most recent collaboration with designer Willy Chavarria. The campaign video is a lot more dramatic and theatrical than what I intend my own to look like, but I still want to keep that sense of humour throughout and that feeling of nostalgia which I feel is embodied here through setting and hair and makeup. My own campaign will be show these emotions in different ways through social interaction and setting, giving a happy, friendship vibe.

Instagram. (n.d.-n). https://www.instagram.com/zara/

Makeup trial

I trialled some different eye makeup looks inspired by Pat McGrath for my final shoot. I took most inspiration from her colour palette, trying to incorporate blue, pink and yellow, which is also the colour palette of Jacquemus. I tried some darker and lighter eye looks to figure out what I liked best and what would best suit my own campaign. I also added pink eyeshadow to the cheekbones to give that heavy pink blush. For my final shoot I am going to have the female models with a pink eye and heavy pink blush, and nude/ pink lip and the male models with a black smudged eyeliner. I want to make reference to Pat McGrath’s style in my shoot, but I want it to be more subtle. I think a lighter, more natural, while still holding that sense of drama, will keep gen z interested When it starts to feel too theatrical and fake when it’s supposed to feel personal and relatable is something that might turn the consumer off the collab.

I know I need to add a level of drama to elevate the images, this will be done throughout the poses used for the stills. Zara is known for their unconventional, ‘wacky’ poses,

sometimes where you can’t even see the products being advertised, I want to try and incorporate this style into my shoot to keep aligned with the Zara brand, and not take away from their aesthetic. This type of drama in the posing is what will interest Gen Z, creating a growing curiosity look deeper to find out what the piece is what the collection holds.

Target consumer-

I created these croquis establishing the values of my target consumer Gen Z. They are advocates of sustainability and take more interest in brands who hold the same values of being green or at least attempting to move into a greener space. My Zara x

Jacquemus Pre-Owned scheme is what will invite lots of these green enthusiasts in showing that these brands are taking steps in becoming greener. It gives a more positive look for the collab. Gen Z value personal experiences, being able to get involved in things like pop up stores and being able to experience items first hand rather than online. My store takeover will build lots of excitement for Gen Z, giving them something to get involved in and be a part of. With the vast growing technological world, many lives are centred around social media, it’s how they communicate and even learn, there is a huge influencer culture and lots of younger Gen Z and Gen Alpha wanting to move into the same career With most of the collabs marketing being placed on social media, it is bound to reach a huge audience and will grow a large recognition and following for both brands. They value reality and relatability from brands and tend to follow those they can connect with more, these values are shown in the concept of my collab, it is all about inclusivity, diversity and friendship, giving people something to relate to and look up to when they see my models on their screens, it creates a deeper connection between the brands and the audience.

Target consumer- Gen Z women

Target consumer- Gen Z men

The values of gen z boys especially are important through my campaign as it is a lot easier nowadays for men to be more expressive, even girls wanting to be men are accepted by men the way they never used to be, although there is still a huge struggle, it still isn’t as normal for boys to speak about how they feel on a regular basis, as much as it should be I want to show these girls in my campaign who are now becoming men, who have been through all the physical and emotional strain, and show the grass is greener on the other side and they are free of hiding and wishing they weren’t this way. Men are turning away from the traditional, stereotypical jobs and it is accepted for men to be models and content creators, sometimes which can be referred to as ‘girly’ jobs or hobbies. I want to be able to show that all these factors are normal and celebrated. This will cement Jacquemus as a welcoming, inclusive contemporary luxury house, valuing creative freedom and self-expression, also values held by the Gen Z audience.

Jacquemus editorials

I have looked into some of the different editorial images by Zara and Jacquemus. Zara’s editorials are a lot more darker and neutral whereas Jacquemus’ are more colourful and fun. Zara’s seem more targeted toward the older, more sophisticated audience. Jacquemus plays around a lot more with fun themes and moods, targeted toward a younger audience like gen z. My editorial image is going to be fun and colourful, staying in line with the tone of the Jacquemus brand, this will also introduce a younger audience to this collab with Zara as they will be more attracted to something bright and exciting rather than a more dull look.

by Jacquemus

I have done some visual research into high end fashion magazines in preparation for my own portfolio, I am going to test out using some layouts inspired by Vogue and Harper’s Bazaar. I also want to make reference to Jacquemus’ books with pages full of images he has taken himself, I will include some of my test shoot images in this layout.

Lower luxury market level

I created this croquis identifying the key aspects of the lower luxury market levelsustainability, affordability, neutral/ minimalist aesthetic. My collab will offer all of these things, with the collab’s pre-owned scheme, customers will be able to buy preowned Jacquemus bags for a cheaper price off the Zara website, this will show the Jacquemus brand taking steps toward becoming a more greener brand. The clothes will all be set at an affordable price point, not just accessories, so customers with a lower income, like university students, have the chance to shop everything from the collab. While there is still lots of colour running through the pieces and the styling, individual pieces give that neutral, everyday style that people can wear to the shops, the office, the beach etc. This covers a range of different aesthetics and desires when Gen Z are available to shop.

Social media platforms

I am going to have this collab running on these three social media platforms- Instagram, TikTok and YouTube. Instagram is where Jacquemus excels and where all of their marketing is mostly done, posting some relatable and exciting, experimental and surreal content. Instagram is where this collab will get the highest recognition and interaction. Jacquemus is also popular on TikTok, posting exclusive behind the scenes content, making it feel more personal, and attracting viewers knowing they can find things there they wouldn’t anywhere else. Zara posts all their campaign videos on YouTube and have frequent uploads.

For my collab, all promotional posts and announcements will be posted as collaborations with Jacquemus’ and Zara’s Instagram accounts. Behind the scenes and exclusive reels will be posted to the Jacquemus TikTok account, and the final campaign video will be posted to Zara’s YouTube page. This way, we cover each brands presence on social media and grow brand recognition and following for both involved.

These platforms are the most popular in the world at the moment and continue to grow each day, no matter what your for you page looks like, this collab is going to be seen by many gen z and millennials on these platforms, if not all.

Studio concept-

While the location shoot captures the journey of finding joy through shared experiences, like being out on the beach with friends. The studio shoot explores the internal world of self-expression and confidence. It reflects the idea that warmth, happiness, and identity are not only found in the environment, but created from within and amplified through connection. The studio becomes a space where each individual

radiates their own version of summer together, through this found identity, energy, and confidence that comes from within and from each other.

This is the type of vibe I want my studio shoot to have, I want it to be confident, energetic and fun. It is about the individual finding inner peace within themselves and portraying it in front of the camera. This will evoke an emotional connection between the visuals and viewers creating that sense of confidence and fun.

Poses

I want the poses to embody the sense of confidence and togetherness. I want the models to be free and fun. There will be shots of them leaning on each other, using each other for support as they would in the real world, and some shots were they are flowing and moving freely together, showing relatability and nostalgia.

For my location shoot, I am going to be using the natural daylight. For my studio shoot, I am going to test out using a sunset lamp to give an orange/ yellow glow, resembling that of a sunset. I don’t want it to be as strong as the images in my mood board, this is just to give me an idea of shades, tones and effects I can create with the lamp.

I tested out some of the sunset light effects to get an idea of what it may look like, I am going to test it out properly using a model and studio setting.

Transgender modelling in luxury fashion

The Fashionography. (2022, September 1). Teddy Quinlivan touches on the trans experience in the fashion and modeling world[Video].

YouTube. https://www.youtube.com/watch?v=hzq4UM1hT1E

Alex Consani is the first trans person to win Model of the Year at the Fashion Awards. (n.d.). YouTube. https://www.youtube.com/shorts/3qIOytCwA50

i-D. (2023, November 3). Alex Consani and 5 trans* models on Meaningful Representation in fashion | I-D Voices [Video]. YouTube. https://www.youtube.com/watch?v=LcCpenjl9vE

Looking into transgender modelling, I have realised it is not something that is normalised enough. The models gain recognition and are noticed, but again not enough, and there is still a huge battle going on to get liberation. Especially for black trans and trans children. By taking two 20yo black trans men, Jacquemus and Zara are normalising this minority and celebrating it, it is something that would reach all points of the world, and start conversations within the fashion industry and the Gen Z community, and further cementing the Jacquemus brand in the inclusive, celebratory contemporary luxury market.

Admin. (2022, October 13). Discover ZARA Fall Winter 2022 Studio Collection. Male Model Scene. https://www.malemodelscene.net/menswear/zara-studio-fw22/

Alex Consani for Zara

Matera, A. (2025, November 11). Amelia Gray Hamlin and Alex Consani re-create iconic 1991 supermodel shoot for Ludovic de Saint Sernin x Zara campaign. Page Six. https://pagesix.com/2025/11/11/style/amelia-gray-hamlin-and-alex-consani-starin-new-ludovic-de-saint-sernin-x-zara-campaign-that-draws-inspiration-from-the-90ssupermodels/

Alex Consani for Jacquemus

’Tis the surrealist season for Alex Consani and Jaquemus | SHOWStudio. (2024, November 14). https://www.showstudio.com/news/tis-the-surrealist-season-for-alexconsani-and-jaquemus

LeSavage, H. (2025, January 27). Jacquemus Reunites Victoria's Secret Models on Its Spring 2025 Runway. Marie Claire https://www.marieclaire.com/fashion/jacquemusspring-2025-victorias-secret-models/

Alex Consani for Jacquemus Fall/Winter 2026. . (2026, January 25). https://x.com/LaModeUnknown/status/2015512444890751430

Both brands are familiar with the trans model Alex Consani, who seems to be the only open trans woman for the brands. This makes it feel like trans models are not used enough within Jacquemus and Zara as there are very few who are recognisable to the minority. My collab brings more of these models in to both brands, models of different colours, and religions, showing that they are living up to what they say, of being inclusive.

Storyboard

This is my storyboard I created to show the step-by-step plan for my final video campaign. I want it to feel like a fun summer’s day out, with shots of them posing on the sand dunes, together and alone, walking and sitting on the beach and running in the water.

I have researched into other video campaigns, like Mugler, H&M, and some Zara, a lot of them use surrealist tools like AI and CGI. For my own campaign video, like Prada Pradigme and Zara Kids 2025, I want to keep the video as organic as possible, showing real life events to gain a real connection with the viewers. This will resonate with Zara’s brand as their campaign videos are often very organic and simplistic. While the surrealism can be incorporated into other aspects of advertisement like the store takeover and promotional posts, keeping aligned with the Jacquemus brand, as these will be posted to their social media platforms. I ideally want the video filmed on a digital camera, to make it feel nostalgic and personal. I am going to test out filming on a digital camera, a canon and on my iPhone to see which outcome I like best. This also fits well with the Jacquemus brand as lots of Jacquemus’ most popular posts are those taken and uploaded by Jacquemus himself, the brands Instagram page is like an insight into his own personal life, which is what I want to incorporate into my campaign, the feeling of relatability and personal experience, and that you can really tell it was a lot of fun.

I have trialled some fonts on InDesign, similar to the ones used by Zara and Jacquemus.

I think I like the bold the best as it fits well with Jacquemus’ brand, it stands out and is fun to see, not being to clean and perfect, this will attract a Gen Z audience through colour and boldness.

For my text font, I chose arial, it is similar to the font used by Jacquemus for their website. I chose to keep the text pink because I feel like the black and pink didn’t sit right together, and I don’t want it to look like it’s too much. I made the text colour slightly lighter than the title colour to try and keep it as simple as possible, while still fitting in with the brand.

Location risk assessment

Final styling test

My final styling test was not as successful as what I thought it would have been, some of the clothes didn’t fit my model so I had to clamp them onto an undershirt, I also felt like my model was quite uncomfortable in front of the camera, (this is not my final model), this meant that I didn’t get the full vision and idea of what it will look like on my model at the shoot. I also used this time to test out lighting, using a sunset lamp for my studio shoot. This again had proven quite hard as I couldn’t hold the lamp in the different angles and take pictures to be able to see the full vision. You also couldn’t really see the orange light on camera with the bright studio lights also being on, I switched the lights off, but any pictures I did take are dark and fuzzy. On my studio shoot, I am going to make sure myself or somebody is there to be able to hold the lamp in different places. I am going to try different lighting and shooting with and without the sunset lamp, as I feel like both still fit the concept.

I edited these images on adobe lightroom to play round with different lighting, making the outfits brighter and testing shadows and colours on the sunset lamp. Without being able to test proper lighting on this session, this is just for practice and to refresh my skills on lightroom, seeing what different things I can do on the software, I am going to continue playing around with it throughout to make sure it is suitable for edit when it comes to my final studio shoot.

I took my images to AI and asked it to put my outfits onto my different male and female models to get a stronger idea of how it would look on the different bodies, and at different settings at my location, I am overall happy with how these turned out and I know now what I need to do on my shoot day to make sure all the outfits work.

For my store takeover, I wanted Jacquemus’ taste for surrealism in the instalment, since the rest of the campaign is intended to be very natural and organic. I chose to place an oversized sun hat in the store window, Jacquemus is known for his styling with large accessories like this. I have chosen to keep the mannequins out of the store window, to leave an element of surprise and curiosity for what is waiting inside for customers. I have given it a sand floor because my campaign location is on the beach, and it represents Jacquemus values of summer and that endless holiday lifestyle. I wanted to make reference to Jacquemus’ past collections, the way he always pulls inspiration and makes reference to his past and childhood, I added these pink flower trees in inspired by Le Coup de Soleil where Jacquemus had his models walk the runway through lavender fields. Offering this in-store experience gives the opportunity to grow a deeper connection between the brand and consumer, increase interactivity and further cement Jacquemus as an inclusive and accessible contemporary luxury fashion house.

I generated this image using AI on ChatGPT, I then took it into Photoshop to edit it further and change the colour of the flowers to a darker pink using the generative fill tool. However, I had to generate both trees separately, and it was unable to generate the exact same tree on both sides, so I went back to ChatGPT and asked it to change the flowers to a darker pink. I also tried to make the hat bigger, but something just didn’t look right so I chose to stick with the original shape and size of the hat.

Here is the final store window display-

It took me quite a few tries to get this image exactly how I wanted it, parts of the outfits where being distorted and the mannequins had hair. I took it into photoshop and cropped and edited past images onto the image to add hats, and add part of the dress on, I think with the amount of times I regenerated the image, the image became quite blurry and some colours aren’t as bright as other generations. I took the image into lightroom and edited it slightly to brighten up the outfits.

I wanted the inside of the store to resemble something like a mediterranean beach club, keeping everything the same vibe with the pink flowers and sand surrounding displays. I added Jacquemus pre-owned bags available to shop in store. The outfits from the editorial images are shown on mannequins, as if it is like a walk-in wardrobe experience to see the clothes worn by the models from the images to promote the whole collab. This makes the store feel that little bit more personal, giving the audience something that they haven’t experienced before.

Overall, I think my test shoot went well, I am happy with the outfits and the poses we tried out. Due to bad weather we were short on time trying to escape the rain, so there were a lot of poses that I didn’t get to test out properly. It was also very windy meaning the shots weren’t perfect, hats were blowing off and hair in everybody’s face, you can see in a lot of the images models holding onto their hats and stray hairs in their face, which isn’t the look I am going for. With us also being limited on time and with bad

weather, I didn’t get to have as much fun on the shoot as I wanted to, in a sense that the shots are all very serious and clean, I would have preferred to have been able to try different things out and have more of a play around with posing and expressions, as this innovation is what would appeal more to the luxury market and Gen Z consumer. On my final shoot, I am going to check the weather and make sure models are aware of any possible date changes, I will begin with enough time to have the full day on location to test out everything we need. Another struggle was lighting, you can see in the images some are darker, the sky is really bright and white on some, and in the edits, I have struggled to keep the sky the same shade of blue. On my final shoot, I am going to make sure to take my images facing away from the sun, to avoid that white shine and distortion. On this shoot I worked alone as creative director and photographer, which are both skills I would like to bring into my future career as a creative director.

I also tested out a digicam, for images and videos. The images didn’t come out very well, they have a yellowish tint and have even stretched faces on some images, for editorial and campaign images I am going to use a canon. For the video I do really like the outcome of the digicam, I think it makes it feel more personal and nostalgic. For double insurance, on my final shoot day, I am going to film the full campaign video on both the canon and digicam, just incase any of the videos on the digital camera come out badly.

Keeping in line with Jacquemus’ taste for surrealism, I enlarged the heads of my models for a promotional post on the collabs Instagram. It is subtle yet noticeable, and it is fun. This effect is something I have seen a lot on Instagram this year, it shows that Jacquemus knows what’s going on within Gen Z and how to attract them.

I also tested it out with a pair of sunglasses on my model on an image from the digicam

I created these mock-up Instagram posts leading up to the announcement for the collab and store takeover. This builds excitement, keeps people interested and boosts

brand awareness and following as it gets people talking and waiting for what’s coming next.

As the announcement for my store takeover, I wanted to create a postcard, it is symbolic of luxury fashion house coming from SOF, to a high street fashion brand in the big cities, and bringing his endless summer here. A postcard is something very personal, what people send to their family and friends, each postcard has its own story of where it came from, who it’s for, the message an individual is sending to someone. I want people to look at this and think of a time they sent or received a postcard, keeping this ongoing theme and important Gen Z codes, of personal experiences and nostalgia.

I have chosen to use AI throughout my campaign as it is a current trend within Gen Z and social media marketing, lots of brands are using AI to create aesthetic or surrealist posts to grab the audience’s attention to their social media.

GETAWAY. (n.d.). https://www.zara.com/uk/en/woman-new-inl1180.html?v1=2546081

This Zara editorial mention’s themes of memories, which is something embodied throughout my campaign The edits of the images have that nostalgic vibe with the orange tint, this is consistent within Zara’s editorial images, they always have that grainy, digitalised look and it is signature to Zara, this is something I will try out in my own edits.

I took my two favourite images into photoshop and edited them further to give them that digital, grainy look, similar to Zara’s aesthetic.