Degree Show 2025
Fionn O’Neill
BA Sustainable Fashion
My work specialises in branding identities and omnichannel campaign rollouts, including both static and motion assets. I have worked in my role as a Junior Creative Artworker at Gymshark alongside my final year studies and this has given me invaluable industry experience and moulded me into a conscientious creative with a keen eye for detail and a love for creating stunning brand communications & experiences.

The aim for this project was to create a product as sustainable as possible without sac rificing the performane of the garment. This explored the development and design of a sustainable high performance racing swimsuit for Speedo. Driven by technical re search, consumer profiling, and analysis of exsiting market products, the final design adress performance requirements and environmental impact. The final concept inte grates Lycra T400 for durable stretch and recovery, seamless construction reducing waste, and Empel water-repellent finish. Inetgrated functinal zones enhance athelet performance. while end-of-life considerations, take back scheme and recyclability ex tend the garment lifespan and increased sustainability The outcome is a fully resolved specification, balancing elite perfrmance and brand align ment with sustainability.

This project presents a vision of the fashion industry in 2035 informed by current research. Using future casting, the aim was to identfiy emerging signals from the current global fash ion system in order to contruct a plausible scenario for the industry’s evolution. The resulting vision explores the shift towards a fully distributed manufacturing model, driven by digitalisation and geopolitical instability. This includes smart microfactories local to consumers working paralell with AI blockchain technology, the Internet of Things and virtual relaity. This shift will transform retail by replacing traditoinal shops with digital showrooms and phygital garments, offer ing immersive, customisable shopping experiences while sig nificantly reducing overproducion and inventory waste. Imag es provide a visual reprensentation of the future vision. This integrated system enables full transparacency, tracking and traceability, creating a more resilient and sustainable fu ture for fashion.