For this final year project, I worked in a group of 5 to create a new purposed creative strategy for a collaboration with Urban Outfitters and Champion. Within the team I took on the role as creative director. This project has been nominated for a Social Media award at Graduate Fashion Week 2017.
As a group we researched into the brand Champion and how the trend of Athlesiure is on the rise. With this in mind we decided to focus on Champion as a sportswear fashion trend, rather than a functional trend. Champion are currently trending in the UK as a lifestyle brand, with consumers wearing the products for fashion rather than functional sportswear. As results of this we decided to purpose a strategy of a collaboration with Urban Outfitters UK. Along side our strategy we created 4 outputs to go with our campaign, these included; website homepage takeover, promotional video, social media and print media.
The campaign is focused on women pushing our concept of female empowerment. Feminism has been a big discussion over the years and brands have been using this in their campaigns. As circumstances change within politics and world situations, more voices are speaking and more people are standing together. Feminism has been an issue for many years, yet not a lot is changing. After further research into this topic, it was decided that our concept would focus on women empowerment. We focused the campaign on a mixture of everyday women, created a poem on the topic to be read by the models for the video and use the slogan we created 'WE ARE GIRLS, WE UNITE, WE ARE CHAMPIONS', playing on the concept and using the brands name to incorporate that.
To view the full project and outputs, please vist the links below:
Research: https://wakelet.com/@SFCChampion
Instagram: https://www.instagram.com/championxuo/
