Victoria Shepherd has created an accessory and tote bag range, Mindful Accessory in collaboration with VEE. Studio. This range uses fashion psychology to uplift the customer and inspire mindfulness in everyday life. It was created in response to research regarding the fashion industry’s inspiration of mental health and its dark aesthetic in fashion campaigns.
Mental health was at the forefront of the product concept, as each bag was monogrammed with a positive word of empowerment. These words were obscured by different styles of intricate pleating to form the finished bags. The pleating with the words peeking through hints at the hidden complexities of mental health. White colours were also utilised to create a product line that uses enclothed cognition and mood enhancement dress to inspire positivity in the wearer.
Alongside the accessory range, Shepherd created a full rebrand and marketing strategy to promote positive attitudes and peace, both subliminally and literally. The marketing strategy was made to support the launch of the new product range, working in collaboration with mental health charity Manchester Mind. The strategy promotes and influences a positive change in the mind of its viewers.