Project
Fashion Management and Communication
Undergraduate
Project
Vicky Shepherd
The Mindful Accessory
Fashion Management and Communication
Undergraduate
Mindful Accessory Shoot
A conceptual shoot meant to showcase the intricacy of the bag concept in comparison to the wearer.
Vicky Shepherd
The Mindful Accessory

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.

Manchester Mind Collaboration Instagram Post
VEE. Studio x Manchester Mind Instagram collaboration content was created with a mental health professional from Manchester Mind to bring reliable mental health tips and advice to the VEE. Studio Consumer audience.
Mindful Accessory Shoot
A conceptual shoot meant to showcase the intricacy of the bag concept in comparison to the wearer.
Mindful Accessory Shoot
Mindful Accessory Shoot
Poster billboards
Mind Promotional Advertising. A0 billboard poster. This promotional advertising series was created to influence mindfulness on the viewer; it encourages its audience to take a few seconds out of their day while walking past the advert to stop and concentrate on their breathing, one of the most basic acts of practicing mindfulness.
VEE. Studio Promo Video
This promotional video was created in collaboration with the film videography company, Banana Beam Film, a start-up company similar to VEE. Studio. The aim of the film is to create a sense of peace and mindfulness through the calming music and relaxing movement shown in the film. This was a further way for VEE. Studio to subliminally influence a feeling of positivity and mental neutrality on the film’s viewers as well as promote the new product in a way that reliably shows the aim of the mood enhancing accessories.
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