theCOMMONMAN Project

My Final major project was an entirely new brand concept. A hypothetical e-commerce boutique of men's jewellery tailored to the 'common man' consumer and a digital marketing campaign to launch the brand's own sustainable alternatives collection 'BRUTE'. "The BRUTE collection is a capsule of sustainable statement pieces and popular alternatives in response to what is already trending for men’s jewellery 2020. My intentions for the BRUTE collection is to suggest a new, transparent method of producing jewellery due to the rise in consumer demand for the fashion industry to adopt sustainable practices. The collection also offers male consumers an alternative way to style jewellery, showing how adorning the body can be a form of personal expression, instead of a method of flaunting wealth and old masculine codes of conduct." The purpose of this project was to combine all my fashion disciplines in creative branding; marketing strategy, innovative understanding of digital marketing, fashion photography, graphic and layout design, consumer and trend research to project myself into the industry as a multidisciplinary fashion communicator. Motivated by androgynous aesthetics and thorough contextual research, my final project ‘theCOMMONMAN’ stems from personal interests in subcultures that affect menswear. Proposing a niche strategy to market and brand men’s jewellery. The message behind my work, was conceptualised from the start of my branding process. Exploring the male identity, linking it to their consumption of fashion - specifically how they adorn their body. I’m trying to oppose the norm of how men’s jewellery has been marketed, showing a softer side to masculinity contrasted with brutalism. I’m taking a more artistic approach because men’s fashion and branding (especially for jewellery) up till now has focused on old fashioned masculine codes of conduct like status, wealth and alliances.