The brief for this project was to create a multi-channel promotional campaign for Farfetch, aimed at engaging existing customers and attracting new ones in the UK. The campaign centred around an immersive pop-up event, where attendees could interact with Farfetch’s sustainable jewellery and watch collections. The multi-channel strategy utilised social media platforms, including YouTube videos, influencer collaborations, and blogs, to promote the event. Following the event, PR communication channels and email marketing were used to maintain engagement and extend the campaign’s reach.

This module focused on pushing the boundaries of innovation and idea development, encouraging me to step outside my creative comfort zone within the fashion realm and broaden my ability to think innovatively. The project shown here challenged me to reimagine traditional bookshop promotion through an unexpected lens—fragrance marketing. The concept, “The Bookshop Scent,” mimics the sophistication of a high-end perfume campaign to entice students to visit bookshops in person rather than shop online. It combines out-of-home advertising, print design, and guerrilla marketing to create a sensory-driven campaign that plays on nostalgia and curiosity. By blending creativity with strategic thinking, this project allowed me to explore unconventional marketing approaches and demonstrate how storytelling and sensory engagement can be used to influence consumer behaviour.

No Mirror Needed is a brand I developed from the ground up as part of a university project. Inspired by my personal passion for both travel and fashion, this project was the perfect opportunity to bring those two worlds together in a meaningful and creative way. The brand is designed for adventurous backpackers who want to maintain effortless style while travelling light. Each garment is both interchangeable and reversible, directly addressing key consumer pain points such as limited packing space, outfit repetition, and the desire for sustainable yet stylish options. This module also pushed us to bring our brands to life through integrated marketing communications (IMC) campaigns as outlined above.