THE GAP

Throughout this issue, I will explain the hows, whys, and whats behind the gap in the market that I identified through my in-depth research in Component 2. Moving into Component 3, I have chosen to focus on Jacquemus, rather than Dior. I felt that i aligned more with Jacquemus as they offer more accessible price points for generations like myself (Gen Z) and i could gather better feedback from this to support my research. I will be developing a campaign that takes a maximalist approach to a brand known for its minimalist aesthetic. My research revealed that quiet luxury and minimalism are gradually fading, whilst maximalism is making a strong comeback. I will discuss the execution of my campaign shoot, sharing my creative ideas, proposed solutions, and innovative thinking, all backed by thorough research. The theme of this issue aligns with my campaign concept, focusing on uniforms and school influences. The chalkboard element ties into my school inspired theme, strengthening the overall vision of my campaign.

Enjoy!

INTRODUCTION

L.O: USE THE STEPS TO CREATE A STRATEGY NARRATIVE USING THE STRATEGIC THINKING METHOD TO CLEARLY COMMUNICATE IDEAS.

CONTEXT

Through the process of Brand Me, I have explored my perceptions of life, identifying both my strengths and weaknesses. This inward looking journey has brought to light the factors that drive me as well as those that restrict my progress. By delving deeper into my own layers, I not only gained insight into my market positioning but also uncovered the gaps that exist in today'sworld.Thisunderstandinghas been crucial in recognising the opportunities for growth and improvementthatlieaheadofme.

CHALLENGE

Following on from Brand Me, I had then identified my market positioning within the luxury sector. To explore this further, I selected two brands that resonate with my personal ethos and began in-depth research on them. The brands I chose were Jacquemus and Christian Dior. Throughout this investigation, I discovered several gaps within both luxury houses, gaining insights that I have merged intomyworkmovingforward.

CONCEPT

After completing the challenge of this trimester, I chose to focus exclusively on Jacquemus, as I found that my vision and aesthetic were morecloselyalignedwiththisbrand.I identified a crucial challenge which i found is the decline of quiet luxury and minimalism. My intention is to embrace a playful twist into Jacquemus,focusingonamorevibrant aspect of the brand. This approach also connects back to the context of Brand Me, as my campaign centres around the themes of uniforms and selfexpression.

STRATEGY NARRATIVE

STRATEGY

I will bring my concept to life through a bold and rebellious campaign that reinterprets Jacquemus beyond its signature minimalist aesthetic. In a fashion world where 'beige' and quiet luxury has become the norm, I aim to flip the narrative by infusing a playful overload of colour, accessories, and expressive styling into the brand. My concept introduces a more youthful, rebellious twist. A concept that supports individuality and breaks away from fitting in. My idea was sparked after reading a Vogue article discussing the decline of quiet luxury, which revealed a clear gap in the fashion market. This campaign serves as my response to that shift, with my wider issue unpacking thestrategybehindhowJacquemuscanevolvetomeet aneweraofself-expression.

Maximalism making a return for Generation Alpha is not just possible, it is already in motion. However, whether it becomes a dominant trend depends on several cultural, economic, and social factors. Minimalism has been a ruling aesthetic for over a decade, popularised by Gen Z’s likeness for clean lines neutral tones, and quiet luxury However, as we know, fashion works in cycles, often shifting in response to what came before. As Gen Alpha matures, they will likely reject the aesthetic Gen Z has adapted to and idolised. Exactly like how Gen Z rejected the heavy logos and flashy styles of early 2000s millennials. The 2010s minimalism growth was a response to the loud maximalism of the late 2000s, for example: Balmain’s heavy embellishments and neon Y2K aesthetics. If trends follow similar cycles, maximalism should return by the mid to late 2020s. Gen Alpha is growing up with TikTok and the rapid overturn of trends, where micro-trends like "Mob Wife”” and “Balletcore," emerged and faded within weeks. This culture encourages influenced generations to overconsumption. Despite sustainability conversations, Gen Alpha is being raised in an era overconsumption. With websites like Shein and Temu forcing rapid produce and trend heavy fashion. Alpha’s exposure to frequent aesthetic shifts could fuel a love for extravagant dressing. It could be argued that climate change awareness will push Gen Alpha towards minimalism. However, sustainable maximalism such as up-cycling, revamped vintage and statement investment pieces, could be a response instead. Rather than the chaotic layering of the 2000s, the new movement of maximalism could blend surrealism, digital aesthetics, and bold selfexpression to the fashion world. Gen Alpha's engagement with the metaverse and AI-generated fashion could also push them towards the likeness of exaggerated silhouettes, digital prints, and unusual materials. Maximalism aesthetics is already in the works as high fashion is already embracing playful, extravagant designs. Loewe’s surrealism and Schiaparelli’s exaggerated shapes all show that maximalism is creeping back into the luxury space. Although there could be a shift for the fashion world, there would be challenges to face such as economic troubles. If inflation continues to shape consumer behaviour, a focus on investment dressing might limit maximalism’s reach beyond wealthy consumers. Sustainability concerns is also a factor to consider. If environmental movements gain more awareness, excessive buying might be seen as irresponsible, leading to a more mindful take on maximalism. Maximalism may rise but it also may struggle to stay dominant for long, due to the short trend cycles Gen Alpha moves through. So will Gen Alpha bring maximalism back? In conclusion, yes, but in a new form. Instead of harsh Y2K maximalism, picture an unusual take with experimental silhouettes and playful exaggeration. However, outer factors like economic pressures and sustainability concerns could shape how longthistrendlastsorhowit’sadapted.

TREND FORECASTING ON ALPHA

GenerationZ'sfashionpreferencesareevolving,reflectingtheirvaluesandculturalinfluences.Keytrends shapingtheirstyleinclude:embracingmaximalism,steeringawayfromminimalistaesthetics,GenZis adoptingboldandoverthetopstyles.The"boomboom"fashiontrendshowsthisshift,featuringproductslike furcoats,oversizedsilhouettes,andprominentdesignerlabels.Thisrevivalinmaximalismreflectsthe luxuriousnessofthe1980sandservesasaformofhopefulrebellion.GenZisalsorevivingandreinterpreting pastfashiontrendssuchasY2Kand'90s.Low-risejeans,baggypants,andotherelementsfromthelate1990s andearly2000saremakingacomeback,showingamixofnostalgiaandmoderntaste.Sustainabilitystill alsoremainsapriorityforGenZ,leadingtoincreasedinterestincharityshoppingandup-cycledclothing. Actionstowardssustainabilitylikeshoppingsecondhandshowsthiscommitmenttoeco-friendlyfashion choices.GenZisthegenerationthatembracesfashionthatgoesbeyondtraditionalgendernorms,supporting androgynousandinclusivedesigns.ThisreflectsGenZ’swidervaluesofdiversityandself-expression.ThisGen alsolovesthecomfortableyetstylishapproach,athleisureandstreetwearremainsastapleinGenZ’s wardrobes.Fusingtogetherelementslikeleggings,oversizedhoodies,andtrainers.Thisstyleoffers versatilityforvarioussettings.ThistrendforecastinghighlightGenZ'sspiritedapproachtofashion,blending pastinfluenceswithcontemporaryvaluestocreateauniqueandexpressivestyle.

After conducting thorough research in Component 2 I identified several gaps within the Jacquemus market including a lack of gender-fluid designs sustainability concerns pricing accessibility for younger consumers and the decline of the minimalist trend

After careful consideration I determined that the most impactful space for me to address was the fading appeal of quiet luxury and minimalism This overused trend is suffocating creativityinthefashionworld Draining designsofcolour layering draping and playfulness My goal is to break this dullness and reintroduce maximalism asanecessaryshiftintheindustry Ifthe minimalist trend continues to dominate the fashion world brands will face the risk of dying out and ultimately outdated Fashionthrivesonreinvention and when an aesthetic becomes oversaturated and predictable it loses its desirability Minimalism which was once a symbol of pure luxury is now stripping brands of their ability to win over their consumers The industry is beginning to witness a lack of visual storytelling an absence of risk taking and a failure to capture emotion through design True fashion consumers crave excitement, self expression and individuality which are all elements that minimalism struggles to provide Without evolution brands holding on to this aesthetic will all begin to blend into one another offering nothing new to inspire or differentiate themselves within the market. As a result they will lose their relevance consumer engagement will decline and the market will undoubtedly shift toward brands willing to embrace boldness andtruecreativity

Through in-depth research and analysis of Jacquemus’ competitors, I identified Ganni as a brand with a similar aesthetic and approach to style and imagery. Both brands appeal to similar audiences, fashionable, expressive individuals who value creativity, fun and a strong visual identity. This alignment initially made Ganni an option for a potential collaboration, as a partnership could have offered audience reach, and brand values. However, for the purpose of my campaign, I chose to not move forward with this collaboration and instead focused solely on Jacquemus. This decision was down to my appreciation for the brand’s unique narrative, heritage and evolution. Jacquemus’ playful identity, rooted in Simon’s personal story and artistic vision, resonated with me best. I felt that the concept behind my campaign, centered around joyful maximalism, breaking fashion norms and celebrating individuality aligned more authentically with Jacquemus’ own transformation. Sticking exclusively with Jacquemus allowed me to explore the brand’s potential more freely, and create a campaign that felt personal, intentional, and true to the story I wanted to tell.

GANNI POTENTIAL COLLAB

The goal of my campaign is to produce a short video and a directed campaign shoot that reinterprets Jacquemus’ traditional minimalist aesthetic through a bold, maximalist eye. By executing this vision at my location, which is the Rare School of Fashion and casting these students as models, I aim to incorperate into the campaign a youthful energy that challenges the brand’s traditional identity whilst still remaining true to its playful and artistic DNA. To align this shift with Jacquemus’ core values, I will focus on maintaining the brand’s signature sense of playful and effortless chic but at the same time, pushing the boundaries of colour, layering, and extravagant accessories. As the creative director, my role is to ensure a seamless execution. From conceptual development to final production. By directing styling, set design, model direction, and visual storytelling. Clear communication with my team, a well structured creative plan, and my strong editorial eye will be essential in maintaining the importance of innovation and making sure that my campaign is strategically aligned with Jacquemus’ evolving market presence.

CONCEPT DIRECTION

students satdown inallthe same uniform

CAMPAIGN VIDEO IDEA

TEACHERwrites “lessismore”on theboard, minIMALISTside startstaking notes

themaxIMALIST sideappears bored,doodling funcolours

TEACHERturns aroundandSEES THEminIMALIST sideisSEEMING INTERESTEDINTHE COLOURANDFUN

maxIMALISTside startspla withEACHO hairANDCL clipping brochersand clipsin

tMAXIMALIST

STUDENTSstartto addcolouronto theteacherand theminIMALIST STUDENTS

everyone ishappy and carefree

Boldselfexpressionand individualism

Humourirony& relatabilityin content

Strongbeliefinsocial commentaryand challengingnorms

GEN Z & MILLENNIALS

Authenticity over perfection

UNDERSTANDING GEN Z & MILLENNIALS

shortvideos interactivecontent

NEW INSTAGRAM FEED INSPO

TikTok Plan - model introductions, transformation and styling videos, interactive challenges like `#BreakTheUniform` - duet Jacquemus’ TikTok, best dressed gets a free bag charm! (Enhancingengagment)

YouTube - Full-length cinematic version of the campaign film, director’s commentary, interviews with stylists/cast. EmailsPre-launch email teasing the campaign, lookbook style emails featuring a “Back to School” edit with maximalist styling. Instagram - storytelling posts, using clean, editorial visuals to narrate the transition from conformity to creativity. Instagram Reels, feature short videos (15–30s) showing each student’s transformation. Polls & sliders, engaging my audience by asking questions like “Does fashion still feel expressive to you?” or “What accessorydefinesyourpersonality?”

PINS AND BROCHURS SEE HERE FOR MORE

BAG CHARMS

JACQUEMUS AIRPOD CASE

For my product releases, I chose to focus on small accessories at a lower price point. During my research, I identified a key gap in the market which is that luxury fashion is increasingly pricing out younger generations, particularly Gen Z. As brands continue to raise their prices, a growing number of young consumers are finding it harder to access pieces that make them feel a part of the luxury world. To respond to this gap, I developed a range of affordable yet elevated accessories that still carry the essence of Jacquemus, the essence being: playful, fashionable, and luxurious. These items are designed by me to offer an accessible entry point into the brand whilst allowing the wearer to make a statement. The first items in thecollectionincludepins,hairaccessories,and brooches, which are all small but powerful touches that can instantly elevate any outfit with a signature Jacquemus flair. Following this i have designed playful bag charms, designed to complement any bag (ideally a Jacquemus one!), and finally, AirPod cases modeled after the iconic Le Chiquito tote bag, a fun play on one of the brand’s most recognisable designs. Each of these items was carefully chosen based on current trends, with clear appeal to both Gen Z and millennial audiences. Through trend forecasting and consumer analysis, I identified that accessories like these are not only highly trending butalsoserveaskeystyling piecesfor self-expression. By offering these at a more accessible price point, the campaign invites younger consumers to experience luxury on their own terms, without compromising on style oridentity.

PRODUCT PRICING

WEEK 1 -after easter - teasers, influencer seeding, TikTok and Insagram Reel content drops.

Launch Week - Week 3, - Launch products, campaign video release, BTS release.

Post-Launch - Week 4 - Execution summary, launch night begins

TIMELINE OF MARKETING

TYLER THE CREATOR

Tylerisalreadyknownforhisbold,quirky andretro-inspiredstylewithdesignssuchaspastelsuits clashing patterns quirky accessories and unexpected silhouettes Hes not afraid to play with gender norms brightcoloursandvintagemeetsmodernaesthetics Hispersonalityradiatesfun rebellion and confidenceallwithouttakinghimselftooseriouslyThatplayfulvibeisexactlywhatmycampaign’sshift towardsmaximalismneeds BycollaboratingwithTyleriwouldbebringinganinfectiousenergytothe campaignthatmakesitfeeljoyfulandauthenticnotjusttrendyTylerisntjustamusicianhesacultural forceHesbuilthisownfashionbrand(GolfleFleur),collaboratedwithLacosteandConverseandhasa verydistinctaestheticuniverse Peoplelooktohimforstyleinspiration,notjustmusic Hisinvolvement wouldbringrealcredibilityandculturalclouttomycampaignMostJacquemusfansareintoquietluxury andminimalistchicsofeaturingsomeonelikeTylerwhoiswayoutsideofthisideawouldcreatecontrast andexcitementItshowsthatJacquemusisevolvingandwantstowelcomenewkindsofexpression4

Alex is the moment when it comes to chaotic, vibrant Gen Z style. Her looks are maximalist extra, and powerfulShedoesntfollowtrendsshetwiststhem,whichalignswithmyideaofJacquemus’newdirectionof rejectinguniformityandembracingindividualityHerhumorchaoticenergyandunfilteredconfidencehave madeheraTikTokqueen ShesexactlythekindofcreatorwhounderstandstheinternetSheisnotpolished orcuratedinatraditionalinfluencerway butshesfascinatingandreal Thisisexactlythekindofvibei wouldlikeformyJacquemuscampaign Forittofeelfreshyetstillrelevantonline Alexisaproudtrans modelandinfluencerandhervisibilityinthefashionworldalreadypushesboundariesIncludingherwithin mycampaignwouldshowthatJacquemusisn’tjustrebrandingvisuallyhoweveritisaligningwithmodern valuesaroundinclusivity genderfluidity andself-expression Itwouldsendapowerfulmessagewithout feelingforcedHercontentischaoticinthebestway butshesalsohighfashionwhenshewantstobe That oppositionofbeingbothsillyandstunningperfectlycapturesthetensionwithinmycampaignidea “High fashionmeetsjoyfulrebellion”

“dive down”

ALEX CONSANI

“MAXIM ALIST QUEEN”

SaraCamposarconeisaboldandinfluentialcontentcreatorknownfor her distinctive styling videos on Instagram Reels and TikTok, where she uses a sustainable yet maximalist approach to fashion. With an impressive following of 2.3 million across both platforms, Sara has built a loyal audience that celebrates her playful, unconventional, and rule breakingaesthetic.Herviralvideos,filledwithvibrantcolour,eccentric layering, and fearless expression, have earned her features in top-tier publications such as Vogue, Elle, The New York Times, and Harper’s Bazaar. Sara’s presence aligns perfectly with my campaign vision, the bold shift from minimalism to maximalism, aimed at breaking from uniformity and encouraging individuality. The ‘maximalist queen’s’ persona expresses the spirit of this campaign, expressive, disruptive, and fashion forward. Collaborating with Sara would not only validate Jacquemus’ new direction towards maximalism but also increase its reach, introducing thebrandtoabroader,morediverseaudiencethatactivelyengageswith maximalistcontent.IncorporatingSaraintothecampaigncouldalsoact as a strategic bridge between Jacquemus' traditionally minimalist audience and the vibrant, expressive world of maximalist fashion. Her influence would help position the brand within new digital spaces, bringing Jacquemus to the feeds of consumers who may have previously overlookeditanddoingsothroughatrusted,authenticvoice.

For my external shoot, i have chosen to return to my old college, ‘The Rare School of Fashion and Art’. This location felt like the perfect fit, not only because of the creative environment but also due to the strong relationships I built during my time there. I know the students are passionate and enthusiastic, and I’m confident they’ll bring 100% energy and commitment to my campaign. I have also reconnected with my former photography tutor, who runs her own photography business. She’s incredibly talented, and I would love the opportunity to collaborate with her again to bring my creative vision to life. After reaching out to the college, I discovered they’re closed for the Easter break and will return on April 22nd. Although this was initially a setback, it’s also given me a clear timeline to finalise plans and prepare for the shoot. Once their term resumes, I’ll head down to speak with interested students and start assembling the creative team. The shoot itself will make full use of the college environment, using tables, chairs, whiteboards, and other classroom supplies. Turning everyday educational tools into visual props. This approach not only reinforces the campaign’s core themes of individuality and youthful rebellion, but it also allows me to work within a zero prop budget. Models will be wearing pieces from their own wardrobes to stay true to the campaign’s concept of self-expression and authentic identity. By the end of this process, I will have completed a full campaign video, an external location shoot at the college, a fresh studio shoot, and a behind-the-scenes video capturing my entire journey.

STRATEGY FOR EXTERNAL SHOOT

To make sure my campaign is cost-effective yet professional, I have minimised expenses by using my industry connections and making use of available resources. My location which will be at The Rare School of Fashion, will be free of charge as long as I schedule the shoot outside of school hours (after 4 PM). Modelling fees will also not be required, as the student models are participating voluntarily to build their portfolios. This highlights the importance of networking within the fashion industry, as strong connections can provide crucial opportunities without financial strain.

Wardrobe costs are also not necessary, as models will style themselves using their own clothing, aligning with my campaign’s message of self expression and individuality. If any last minute wardrobe alterations are required, they will be addressed before the second week of May to ensure a smooth preparation before the shoot begins. Equipment rental is another area where costs are reduced for me. Although I own a professional camera, the required studio lighting is already available at Rare and will be provided by a professional photographer I have built a relationship with during my studies. Post production will also require no fees, as I have full access to Adobe software through my university and will handle all editing myself.

The only expense within my budget is for food and drinks, making sure my models stay energised and appreciated throughout the shoot. This small but crucial investment contributes to a positive working environment and smooth sailing campaign execution.

emergency Plan:

Although for my campaign i am to be highly cost-effective, I will have a £50 emergency budget to cover unexpected expenses such as last minute wardrobe adjustments or unplanned requirements. If outfit replacements are needed, I will source these items from charity shops, supporting my commitment to circular fashion, which was an aspect I identified as a gap in Jacquemus’ market. This adaptive strategy ensures both financial efficiency and alignment with my campaign’s message, contributing to a well executed project.

BUDGETS AND RESOURCES

PLAN B

If my original shoot location at Rare becomes unavailable, due to the presence of ongoing classes, I will carry out a plan b that relocates the shoot to the University of Chester’s classrooms. This alternative maintains the story of the campaign concept, as the university setting still maintains the aesthetic whilst offering access to the necessary props and furniture to support my visual narrative of both the stills and video content. If any models fail to attend on the day of the shoot, my practical solution would be to involve the strategic use of post-production techniques. I could style the same model in multiple looks and blend images to replicate a bigger cast. Although this wouldn't be ideal, it keeps the campaign’s flow and avoids last-minute casting disruptions. If my chosen styling fails to align with the intended aesthetic, this could weaken the visual impact of the shoot. To reduce this, I will conduct a full styling test beforehand, capturing behind the scenes photos to evaluate the garments with the concept. I will also prepare alternative outfits that still stick to the theme to allow flexibility on the day of shooting. If essential products, such as: props, garments and accessories are unavailable or delayed, the campaign’s execution may have setbacks. To prevent this, I will put together a detailed checklist and source backups for crucial items. I will also meet up with all models and producers a week in advance to confirm availability. Whilst post-production and duplicating models is a possibility, it risks reducing the authenticity and diversity of the shoot. So, I will confirm attendance with all models 48 hours prior, provide clear call times, and have one or two standby models briefed and prepared to step in if needed. By expecting these issues and proactively developing flexible yet aligned solutions, I can make sure that theshootremainsprofessional,coherent,andimpactful,evenunderchallengingcircumstances.

COLOUR SCHEMES MOODBOARD

FABRICS AND TEXTURES MOODBOARD

STUDIO SHOOT

LOCATION SHOOT INSPO

rARE School Of Fashion and Art, based in the heart of Liverpool just off of bold street, in Tradewind Square is where my location of my shoot will be. Rare is my old college where i studied textiles, marketing, art, photography and so much more. By building strong connections during my time at Rare, it has gave me the opportunity to work with students and with the team there. Rare is a four story building, offering multiple floors for different uses. I am planning to use the bottom floor as it is the main classroom, where i can use the tables, chairs and whiteboard as props. I chose Rare as it has multiple opportunities in one for me. Students who share the same passion as me and will be willing to help, along with a photographer and backdrop setup with professionallightsforuseandamanymore.

LOCATION SHOOT LIVERPOOL

PRODUCT & STYLING STRATEGY

For my campaign shoot and video, I will be intentionally sourcing clothing and accessories from the models personal wardrobes. This decision is rooted in my campaign and my own core philosophy, these being authenticity, individuality, and self expression. By allowing my models to interpret the concept of a school uniform in their own way, I am encouraging a sense of personal identity within my shoot. However, i will still be maintaining creative oversight as the director. Whilst I will be supervising the styling to ensure my vision is met, my approach towards this challenges the trend driven nature of current fashion campaigns. Instead of controlling a certainaesthetic,Iamencouragingnaturalstylingthatfeelsrealandrelatable,strengthening my campaign’s message of breaking away from ‘fitting in’. I am also opening the space for students atTheRareSchoolofFashiontoincorporatetheirowndesigns,whetheritisthroughcustommade accessories or self promoted fashion brands. This not only adds an element of innovation but alsoalignswithmythemeoffashionasaformofplayfulrebellion.

Theinclusionofindependentdesignswithinthecampaignsubtlycritiquesthe industrysexclusivityofferinganalternativewhereemergingtalentisvalued alongsideestablishedluxuryhouses LuxuryitemssuchasJacquemusbagsand hats could be incorporated through rentals but I am also open to models bringing their own luxury pieces as props This adds an natural layer to the stylingprocesssupportingtheconceptofmixinghighandlowfashionwhichis animportantcontrasttotheexclusivityofquietluxuryByblendingpersonal style with luxury elements I am creating a campaign that challenges Jacquemus minimalist approach whilst still acknowledging its brand DNA proving that maximalism can exist within the structure of an established fashionhouse