For my final university project, I explored the Y2K fashion trend, focusing on reframing its negative connotations and presenting it in a contemporary context. I combined trend research with an analysis of the visual culture of the era compared to today, examining how fashion, media, and culture have evolved.
I designed and styled a Y2K-inspired zine, creating visuals that celebrated individuality and self-expression, alongside developing a marketing campaign tailored to my target audience to bring the concept to life. I also researched brands whose work aligned with the story I wanted to tell, gaining insight into how narrative, branding, and styling can work together to create cohesive fashion communications.