LEVI'S X MIND

The collaborative collection between heritage denim brand, Levi's, and the mental health charity Mind, has been created to inform the final major project module of my degree. This collaboration first sparked after the in-depth primary and secondary research was conducted during my dissertation. After realising the effects fashion can have upon a consumers mental health, be that positive or negative, it felt appropriate to build upon these findings by creating something that links the two. 

Within this project I have designed garments and styled these within a lookbook, created a promotional campaign video, planned an event, and written a marketing strategy report with an additional communications campaign integrated within the document. This project has been managed carefully by myself from start to competition, and the outcome is representative of solely my work. It has allowed me to express my creativity across all areas of fashion promotion and I feel that I have created a feasible and innovative collection. 

Levi's X Mind is a hypothetical collection set to launch 01/09/20. The aim of this collection is to execute a communications campaign to promote the collaborative collection between Levi’s X Mind, within the UK affordable luxury market, in correspondence with World mental health awareness day (10/10/20), Autumn 2020. This collaboration also hopes to improve the awareness of Levi’s’ commitment to charitable organisations by highlighting the collaboration between themselves and Mind, to the target demographic of 18-34s, while creating a conversation around mental health awareness. The collection also aims to generate a 70% Net profit from each item sold from the collaboration after the launch on 1st Sept 2020, of which all proceeds will be donated to Mind.

There are a number of over-arching themes that have been considered thoroughly, to inform this collection. The range includes elements which build upon Levi’s classic designs and uses the heritage batwing logo in a unique way. By replacing the ‘I’ of Levi’s with a semi-colon, this collection gained a subtle acknowledgement of the symbol for mental health awareness. The use of a semi-colon denotes a pause, rather than an end. Thus, this symbol has been utilised throughout and is present on items within the collection, as well as supporting graphics. In a similar respect to raise awareness, the hashtag #ISITME? has been applied to garments, graphics and within the aiding digital promotions campaign. To adhere to the branding of Mind, the shade of blue used for their logo has been applied throughout this collection. Therefore, the adaptation of the red tab and printed t shirts has been made, and a blue logo and tab has been designed.