Perfect world for a girl The Big Idea
CONCEPT
In today’s world fashion is often shaped by political and social pressures, which can contribute to feelings of judgment and negatively affect Gen Z’s mental health. Therefore, I want fashion to become a tool for self-expression, where girls can dress confidently without fear of judgement. It would be a space where individuals feel free to live authentically and feel safe being themselves.
In this utopian perfect world for a girl, fashion exists without political or social pressure. Instead people prioritise happiness and value mental health. This creates an environment where individuals feel accepted and free for just being themselves. My campaign concept strongly reflects Gen Z values of self-expression, freedom and emotional connection to clothing, which makes it relevant and meaningful to my target audience. The idea of a utopian world creates a clear narrative where women feel free, safe and unjudged.
This is my big idea because it reflects a clear need for change within both fashion and society today. Through my research, I have seen how external pressures from trends and cultural expectations can take away from the enjoyment and creativity that fashion should bring. By developing this concept, I wanted to challenge that reality and create an alternative perspective that feels more positive, welcoming and supportive. It allows girls to explore how fashion can move away from pressure and instead become a space that celebrates individuality, confidence and emotional wellbeing. I believe this makes my concept meaningful and relevant, as it not only responds to current issues but also offers a hopeful vision of how fashion can evolve to better support the people engaging with it.
I have ensured that my visuals clearly communicate this sense of freedom and confidence, rather than just focusing on aesthetics. Moving forward, I aim to make my storytelling strong through expressive movement, symbolic styling and strong visuals that show protection and individuality, so the message is impactful and clearly understood.
For my collaboration I chose to collaborate The Attico and Adidas as they both align with Gen Z values but in different ways. The Attico is a strong feminine brand built around making women feel confident, glamorous and able to stand out. Where Adidas introduces cultural relevance, sport influence and a strong sense of community. These brands exist in this utopian world because they represent the values of this perfect world of confidence, freedom and self-expression without judgment. Together they create a space where women can express themselves through fashion without pressure, allowing clothing to reflect individuality, strength and protected.
Market level
My campaign sits within the luxury street style market, combining high-end glamour with sportswear and street influences. This is a strong and relevant market level, as Gen Z are shifting towards more intentional consumption, they value longevity and meaning behind what they wear rather than fast fashion. This also aligns well with my collaboration where The Attico brings femininity and glamour and Adidas brings culture and community.
Audience
The audience for my campaign is Gen Z women who want to express themselves freely, without fear of judgment. It is also aimed at them as they move into the next stage of their lives over the next five years. They seek a world where they feel safe, supported and know that their mental health is valued. This audience represents a community that comes together to uplift one another, a space where girls can exist in a perfect world free from political and social pressures. It reflects not only who they are now, but who they are becoming with freedom, authenticity and connection at the center of their future.
Campaign Platform
The main platform for my campaign will be Instagram, as this is where both The Attico and Adidas have a strong presence and where most Gen Z consumers engage with their content. It’s a key space for visual storytelling and reflects the future of fashion marketing, where brands connect directly with their audience in a more immediate and interactive way. I also plan to create a reel for my Instagram campaign, as this format is highly engaging and resonates with my target audience. It will give viewers a deeper insight into my utopian concept, bringing the ‘perfect world’ to life through movement, styling and atmosphere.
My campaign platform strongly aligns with my market level, as Instagram is a key space where this hybrid aesthetic is both communicated and consumed. For brands like The Attico and Adidas, Instagram acts as a digital runway, blending high-fashion editorial visuals with accessible, street-style influence. This reflects the nature of luxury street style itself, which sits between exclusivity and everyday wear, making it highly shareable and culturally relevant on social media. By creating editorial, expressive and immersive content, my campaign mirrors how luxury brands present aspirational imagery, while the use of reels and engaging formats reflects the fast-paced, community-driven nature of street culture. This balance allows my work to feel both high-end and relatable, reinforcing the idea that luxury street style is not just about status, but about identity, self-expression and cultural connection.
I created croquis’ using styling items that I souced from my wardrobe that I thought would be good to style with, however reflecting on this some of my styling choices feel quite trend-led and not fully elevated to a luxury level. To strengthen this, I plan to push my looks further through more experimental styling, stronger silhouettes and more considered accessories. Moving forward, I want to ensure my campaign feels less like current trends and more expressive and like the future of fashion.
In my croquis, I aimed to represent my collaboration by merging luxury and streetwear elements, highlighting how these two styles can come together. This approach reflects the idea that fashion in this perfect world can be a powerful form of self-expression, allowing individuals to feel confident in what they wear.
Styling day
The styling day went really well, I really enjoyed putting looks together on the mannequin to reflect my concept. I wanted the styling to reflect the idea that girls can stand out in their own unique way within this utopian world. Therefore in my styling day I focused on layering, which I think helps achieve that luxury street style aesthetic while clearly representing both brands in the collaboration. Reflecting on this, I do think I could push my styling further by incorporating more colour. As my concept is based around a utopian, expressive world, I want the looks to feel more vibrant and visually impactful. Adding brighter tones and bolder colour combinations will help strengthen the overall aesthetic and better communicate the mood and message of my campaign.
In this look I styled, I think the use of colour feels much more aligned with my concept compared the first look. The brighter tones help communicate my utopian vision more clearly, adding a sense of energy, individuality and expression. However, I will need to test how this styling and colours work on the model, and within the shoot environment to ensure they don’t overpower the overall look, but instead enhance the concept and styling.
I used a range of accessories within my styling to enhance the overall looks and bring my concept to life. These elements help to build on ideas of individuality, protection and self-expression. For example, pieces like gloves, scarves and bold footwear add both meaning and visual interest, making the outfits feel more expressive and less trend-led. Reflecting on this, the accessories play a key role in elevating the styling and helping it feel more unique and intentional. They allow me to experiment with layering, colour and silhouette, while also reinforcing the balance between glamour and street influences within my collaboration. For my final looks, I plan to use these accessories in a more refined and considered way, selecting pieces that best communicate my concept without overwhelming the outfit.
In my croquis’ I experimented with a range of backgrounds, scale and cut-out elements to explore different visual compositions. I incorporated backgrounds inspired by potential shoot locations to help visualise the final outcome. Additionally, I included cut-outs of accessories to symbolise protection, adding a deeper conceptual layer to the styling. Creating the croquis did helped me visualise how the outfits could look in the final shoot setting and how they will align with my utopian concept. However, I feel that they don’t fully capture movement, fabric texture or how the garments will sit on a real model. Some elements that worked well on the croquis may need further testing in real life on my model. Moving forward, I am going to try the looks on my model and experiment with more dynamic poses, then combine croquis with test shots of the model to get a more accurate outcome.
Styling the looks on my model
I organised a styling session with my model to test how the looks would translate from croquis to real life and to see if I could successfully recreate them on her. In the styling day with my model I had to adapt some of the styling, as certain pieces didn’t sit or look the same on the model as they did on the mannequin. This required me to make adjustments to ensure the outfits complemented her body shape and maintained the intended silhouette. This process highlighted the importance of testing styling on a live model, as it gave me a more realistic understanding of proportion, fit and overall impact. We also experimented with poses and movement, which helped bring the looks to life and better communicate the sense of freedom and expression within my concept. Reflecting on this, the styling day helped me refine both my styling and creative direction and because it went so well it gave me confidence that these will be my final looks for the shoot.
Post production
For my final images, I plan to do quite a lot of post-production to help create the utopian atmosphere I want to achieve. Therefore I experimented in Photoshop with colour grading and visual effects on images from my camera roll. I am really pleased with how these images turned out as they closely reflect the vision I had in mind and I plan to take these effects forward when editing my final images. The use of bright colours and effects help to create a strong utopian feel, while still maintaining the clarity of the original image. I think this balance is effective, as it transforms familiar, trend-led visuals into something more conceptual and aligned with my idea. This process showed me how powerful post-production is in elevating my work beyond current trends and pushing it towards a more futuristic aesthetic. I particularly like how the edits add a sense of atmosphere without losing the focus of the image. However, I recognise that I need to ensure these effects don’t overpower the styling as I want this to also be one of the main focuses of the image. Moving forward, I want to experiment with these techniques using images from my styling day with my model, so I can refine the balance and develop a consistent editing approach. This will help me feel more confident and intentional when creating my final post-production outcomes.
I experimented with post-production on images from my styling day, testing different effects such as blurring, layering and colour grading. This process allowed me to explore how far I could push the visuals to create a more utopian feel. However, reflecting my outcomes, I think I over-experimented with the effects which made the images feel too busy and distracted from the overall look. Instead of enhancing the concept, some of the edits took away from the clarity of the styling and the strength of the image This helped me realise that the earlier edits I created were stronger, as they felt more refined and aligned with my concept without overwhelming the visuals. Moving forward, I will focus on developing that one key effect, as it best represents my utopian vision while still allowing the styling and imagery to remain the main focus.
Prep for shoot
I want the posing in my shoots to feel bold, confident and empowering, in line with my concept of creating a space where individuals can express themselves freely without judgment. To achieve this I have chosen strong, controlled poses with direct eye contact and minimal yet intentional movement, allowing the model’s presence to feel confident without being overly exaggerated. This approach will help communicate confidence and self-assurance, reinforcing the idea of femininity as strength rather than softness. Reflecting on this, I think that that keeping the poses simple will make them feel more impactful and expressive by focusing on attitude, posture and energy. Moving forward for my shoots I will direct my models to ensure they fully embody the bold and unapologetic tone of my concept.
For the hair and makeup on my location shoot, I want to keep the look soft and natural. The hair will be styled in loose waves and worn down to reflect a sense of freedom and ease. For makeup, I am aiming for a natural, glowing finish as the model will be wearing sunglasses in all looks to represent protection. This also means the makeup does not need to be overly detailed and I want to ensure it doesn’t distract from the overall image and styling. However, in my studio shoot because the model won’t be wearing any accessories on her face, for the makeup I want to create a utopian, futuristic look. I plan for the eyes to be bold and colourful, using vibrant tones to represent individuality and self-expression. Although I initially considered a more natural makeup style for the studio shoot aswell, I realised this doesn’t align with my concept and feels too trend-driven, which I want to move away from. Instead, this makeup will reflect freedom and confidence, showing that the model is unapologetic and expressive in how she presents herself. I am also considering adding stick-on coloured gems to enhance the futuristic, utopian aesthetic. For the hair, I want a slickedback style to draw attention to the makeup, while leaving a few front pieces curled around the face to create a slightly unconventional look. This adds an element of individuality and reflects the idea that she feels free from judgment, confidently expressing herself in a space where she feels safe and unrestricted.
For the lighting in my studio shoot, I want to experiment with using a pink light, as it symbolises a ‘perfect world for a girl’ and visually links to my concept. At the same time, I also plan to capture images using standard white studio lighting, as this will give me more flexibility in post-production, allowing me to adjust and control the colours more precisely afterwards. I am going to test out the lighting before I have my studio shoot so that no time is wasted on the shoot day and so I already know what I want the images to look like.
To prepare for shoots, I created a call sheets and shot lists to ensure everything is well organised on the day and that both the team and model have a clear understanding of what we are aiming to capture. I planned four key shot types, a hero shot, detail shots, movement shots and environment shots. This structure will help guide the shoot efficiently while also giving us a wide range of imagery to choose from. It will allow me to evaluate which shots are most successful and which work best during post-production.
My location shoot in London was a very successful and a valuable experience. The weather was ideal, providing strong natural lighting that enhanced the overall quality of the images. I was particularly pleased with how the photos turned out and my model executed the poses exactly as intended, which reflects the clarity of my direction. The first location worked so well that I decided to shoot all looks there, as it offered a strong visual backdrop and was quiet enough to work efficiently with no distruption.
Reflecting on my location shoot images, I feel they successfully communicate my concept of a utopian world, particularly through the use of bright, vibrant colours in both the background and styling. These elements work together to create a visually positive and expressive atmosphere, reinforcing ideas of freedom and individuality. The quiet, empty streets also contribute strongly to this narrative, helping to construct a sense of escapism and a world removed from external pressures, where people can exist and dress without judgment. I can see how the images connect to my earlier research into politics in fashion and current cultural tensions, as they present an intentional contrast, a space free from social and political impacts. This allows the focus to shift back onto confidence, self-expression and freedom particularly in how femininity is represented. However, moving forward I could push this concept further by experimenting with more surreal elements using post production to make the utopian aspect even more distinctive and less rooted in reality.
My shoot images strongly reflect my market level, as they have a highly editorial and expressive quality which was what I wanted. The overall standard and finish of the images feel elevated and professional, aligning with the expectations of luxury street style. The quality is strong enough that I can visualise them within a high-end magazine context, showcasing the positioning of my work within this market.
The call sheet and schedule were helpful in keeping the day organised, however I didn’t strictly follow the schedule as I chose to remain in the first location due to how strong the results were. This decision allowed me to focus on achieving the best possible outcomes rather than rushing between locations. I also found that the printed pose references I brought with me were particularly useful, as they provided inspiration during the shoot and encouraged us to experiment with a wider range of poses, helping to see what worked best.
Additionally, having completed a prior styling session with my model significantly improved the flow of the day, as she was already familiar with the looks and posing, making the shoot more efficient. Overall, I am very pleased with the outcome and the strength of these images means they have the potential to be used as final campaign visuals. Moving forward, I am excited to begin post-production and further develop the final aesthetic.
When beginning my post-production process, I used techniques and effects I used in my initial test edits, allowing me to build consistency while further developing my visual style. I experimented with colour grading and effects in Photoshop to enhance the utopian aesthetic, particularly using pink tones to reinforce my research into the connection to femininity and strength. I also explored using the collaboration branding into selected images, presenting them as editorial-style magazine covers to elevate the overall outcome and align with my luxury market level. While I am very happy with how the edits are progressing and feel they communicate my concept clearly, I am still going to be developing my post-production and using the effects on different images from the shoot so I can get the final image that I want.
Perfect world for a girl
