Fashion Futures is a speculative exploration into two potential directions for my self-devised final year project, centered around themes I am deeply passionate about: beauty culture and the shifting narratives of femininity. Created as a visual and critical poster presentation, the project examined how media, social platforms, and marketing are shaping Gen Z’s perception of beauty and self-worth.

 

One direction, Beauty Unfiltered, investigated the psychological effects of hyper-edited social media content and the rise of damaging beauty filters. It critiqued how trends like the "Clean Girl" aesthetic and the "Bold Glamour" filter reinforce unattainable beauty ideals and how platforms contribute to a culture of perfectionism and digital distortion. Case studies like Dove’s Reverse Selfie campaign highlighted ethical approaches that challenge these norms.

 

The second direction focused on The Female Gaze in Lingerie, tracing the evolution of intimatewear from a symbol of objectification to one of empowerment. This theme questioned whether campaigns by mainstream brands - like Zara’s 'Female Gaze' lingerie launch - genuinely represent body positivity or simply repurpose feminist language for profit. I also explored how comfort and authenticity have become new standards in post-pandemic lingerie marketing.

 

This project became the foundation for my third-year campaign Love The Ordinary, using Beauty Unfiltered as a launchpad to develop a concept rooted in authenticity, self-love, and skincare storytelling for Gen Z.