Art Of Football Photo Story and Trend Look book.
Nottingham based fashion brand Art Of Football collaborated with NTU in the hope of targeting a female demographic prior to the 2023 Women’s World Cup. With established platforms such as Instagram and TikTok, the brand hoped to continue using these to engage the target consumer.
Styling
•
Art Direction
•
Design
•
Styling • Art Direction • Design •
Because of the creative freedom of the brief and the observed gap in AOF's customer being Gen Z female, a trend driven fashion photo story with the potential for a printed zine and subsequent influencer development was chosen. Using trends centred around nostalgia was detrimental, due to this being the identifiable hero aesthetic of the brand itself. Adapting this for the Gen Z female required including trends such as Cyber Punk, Craft-Maximalism, and Blazer Core, as well as trend forecasting looks around forthcoming landscape-changing films like Greta Gerwig's Barbie.
