Market research, ideation, pitch, mock-up design:

• Research and analysis into the H&M company, competitors, H&M conscious initiatives, etc

• Primary and secondary research of Brighton, including a visit to Brighton and interviews with locals

• Concept development and research into sustainable business practices and concerns of global resources for the window display

• Initial and final pitches of the proposal, mock-up design with project statements and hashtags
  

In a group with three additional Creative Direction students, we were selected from a competition to design Brighton's main H&M store display.  Our concept focused on one environmental issue surrounding the fashion industry, water consumption.  We were moved once we learned how many litres of water are required for production of cotton garments.  We chose this issue for few reasons: (1) to inform the public of this environmental issue and be conscious shoppers; (2) to spread awareness of H&M's efforts through a garment recycling initiative with I:CO.  Also, from research and a Brighton visit, we learned that majority of Brightonions value sustainable lifestyles and businesses.  Further, Brightonions commonly associate themselves by their seaside and accompanied seaside lifestyles and activities.  This seaside is the heart of Brighton;  a key attraction, gathering diverse citizens and visitors alike.   We were compelled through these observations to incorporate the water consumption issue for the window display.
 

• The window display proposal included a 3D wave installation made of various blue-coloured jeans sourced from the recycling initiative. The wave was arranged in a visually pleasing gradient, dark colours at the bottom to lighter colours reaching the wave peaks. Jeans were the significant item and material of the installation, due to high amounts of water required for their production.

• Reiterating H&M's hashtag in the display 'be #HMconscious', we developed project slogans and few hashtags:

(1) '#FashionForThought'
(2) '#LongLiveFashion'