Millennials are discovering that the things they value are unique, more expressive, sustainable, and exclusive – they increasingly don’t ‘do’ average.

That is why they view luxury as things that are, rather narcissistically, perhaps, co-created. If millennials can inject their personality and perspective into a product, then it’s going to be at the very least ‘un-average’, and, possibly, unique.

This makes things more meaningful, and no one can ever take that away from them. For them, a luxury is something that demonstrates not wealth and status, but their own uniqueness – their experiences, their ideas, their story. And for Generation Z, this is even more of a focus. They are constructing their own individual identities, which have nothing to do with ‘norms’ or definitions.

From this article I realised that a personalised approach is key, and that I was diverting away from my original ideas which would have responded to this method of targeting GeNZ perfectly. Similar to Lazy Oaf, my store will keep the customers updated through email and because the greenest paper is no paper at all. I decided to take an eco-friendly approach and keep things digital whenever possible. This gives members easier access to the most current Synaesthesia products at their convenience!




Pop Up Shop Concept

My concept for my pop up shop is inspired by festivals, I’d like to create a space where people are curious to find trendy, current styles that have a nostalgic but also futuristic vibe.

I browsed Instagram, a major social media channel to successfully target GenZ and discovered Minimicrogram’s page which provided me with the perfect colour palette for the vision I had of my concept store. What’s more, these ‘synthetic’ looking colours are images of different chemical reactions happening under a Polarised lit microscope and I already planned on making this unit interdisciplinary, so the idea of collaborating with the chemistry department excited me.

Further research:

Below is an illustration I’ve done incorporating these chemical reactions into the outfit. I’ve chosen to use this specific print on the skirt as it’s vibrant and busy and reflects the repetitive, instrumental style of the genre of techno music played at many festivals which is very popular among GenZ’ers. I went with cassets from the 80’s for the loose shirt to bring back that nostalgic feel.



Semiotics of Fashion


The immature look trends typically amongst those who belong to Generations Y & Z. The mood-board I’ve created illustrates an idea of this style which includes flat, practical shoes, loose clothing, busy patterns and bright colours inspired by cartoon characters such as Spongebob. A lot of vintage clothes can be under this semiotic such as dungarees from the 90’s and turtlenecks and crop tops from the 80’s.


To depict the feminine look I compiled clothes which define us as women, and are currently in vogue. Whilst browsing for looks to represent femininity, skirts was what stood out especially the tea length skirts that define the waist, originating from the 60’s. Softer, pastel tones, sheer fabrics and floral prints became an occurring theme as they imply delicacy as opposed to a tom boy look.

After having created the mood board I felt it was too busy to illustrate the look and slightly overwhelming as the pinks drowned out the different styles, meanwhile the immaturity mood board was chaotic enough for each piece to stand out. So I noticed bows were an occurring theme that depict femininity and I created a more simple mood board, focusing on one theme and harmonising the colours.


Yoga pants are trendy again, this reminds me of the 80’s aerobics and fitness craze where there was a hype over headbands, leg warmers, leotards and leggings. Currently to demonstrate health a casual, sporty style is adopted. Funky trainers and marbled colours are popular for this look. Logos are also common in sportswear.

“As comfort competes for a place in the fashion arena during NYFW, sports brands jump on board the runway.” WGSN’s Sarah Owen reports: New York Fashion Week: Sportswear