Project
Fashion Management and Communication
Undergraduate
Project
Sehr Rashid
New Reality
Fashion Management and Communication
Undergraduate
Sehr Rashid
New Reality
Files made availiable by: Sehr Rashid

“New Reality” is a trend publication created by Sehr Rashid as part of her final year project. It focuses on exploring the new light aesthetic of digital fashion for consumers to express, by aiming to find a balance between the reality and aspirational, through bringing together the digital world and the physical world.

New Reality explores a new niche in the digital market, where an individual consumer could connect to the growing market and be part of the virtual world, by linking to the theme of natural colours. It is about encouraging future consumers to feel happy, to observe, and to create their own identity, which does not have to be an unusual way of expressing an emotion, style or personality. This project presents the following trend of embracing and introducing a more minimal digital lifestyle, which still portrays the emotions of creativity and adventure. There are many ways in which this is explored in the trend such as fashion, lifestyle, beauty, environment and music.

The publication was inspired by Sehr’s creative journey looking into digital personas and identity through digital media. From conducting research and discussing how as users we yearn for the feeling of belonging and to find a creative community. The COVID 19 Pandemic affected the normality of our physical life, but our digital life is where we are able to be free from any issues and connect to a virtual hub. Creating this project, and looking back, she feels delighted to be able to express this trend and create something which enables connectivity. Sehr is excited for the viewers to link their own digital journey. 

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