THE BRIEF
This project formed the basis of my master’s thesis and design research, which examined how accessible luxury brands can serve as catalysts for more sustainable practices within the fashion industry.
The research centred on developing a brand positioned in the accessible luxury sphere, grounded in responsible production methods and designed to meaningfully engage younger generations of consumers.
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The core objective was to leverage the cultural influence and aspirational pull of luxury fashion as a platform for reframing sustainability, not as an added feature, but as an essential standard of contemporary luxury.
By positioning ethical production and environmental responsibility as integral to desirability, the project sought to explore how luxury branding can influence consumer mindsets and, in turn, reshape expectations across the wider industry.
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A significant focus of the research involved understanding the behaviours and values of younger consumers, particularly women under 35. This demographic occupies a complex space within the fashion landscape: they are disproportionately affected by the fast-fashion cycle, yet consistently express the greatest concern for sustainability and ethical accountability.
Addressing their needs and perspectives offered an opportunity to design a brand that aligns with their aspirations while challenging prevailing industry norms.
THE EXECUTION
For the design outcome, a sub-brand was developed for Will Bees Bespoke, the luxury accessories company that served as the collaborative partner throughout the research process. The resulting brand, Brit Bees, introduces an expressive, contemporary extension of the parent brand, one that merges creativity, individuality, and attitude with the foundational values of quality, heritage, and local craftsmanship that define Will Bees Bespoke.
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The conceptual foundation of Brit Bees is anchored in a distinct demographic: “Brit”, a young woman with disposable income, a sharp creative instinct, and a subtle, but deliberate, rebellion against the high-brow, traditional society she originates from
in England. Brit is culturally aware, visually driven, and increasingly exploring her identity through art, fashion,
and self-expression. Her taste influences her peers; she is both a consumer and a tastemaker.
This character serves not only as a narrative device but also as a strategic persona, shaping the brand’s tone, aesthetics,
and product direction.
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Visually, the brand blends references to British heritage with a youthful, rebellious, and feminine twist. The tone of voice is intentionally playful, personable, and witty, creating a sense of intimacy and relatability. By bringing Brit to life as both character and consumer, the brand forms a direct emotional connection with its audience, positioning itself as both aspirational and grounded in personal expression.​ A significant aspect of the design development involved the exploration of generative AI, used as a tool to visualise early product samples, test material concepts, and experiment with aesthetic directions.
AI-assisted visualisation supported rapid ideation, allowing the project to explore a broad spectrum of stylistic possibilities and enhance the clarity of communication in the early design stages.
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Sustainability is embedded into the core of Brit Bees: each handbag is crafted from recycled textiles, fabric offcuts, or secondhand garments and accessories. This strategy supports circularity while ensuring that each piece is unique, every bag becoming a reflection of a different facet of “Brit.” The brand’s sustainability messaging is intentionally subtle, prioritising transparency without resorting to moralising or “greenwashing” rhetoric.
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Through its narrative, material approach, and visual identity, Brit Bees presents a world where heritage and rebellion coexist, and where individuality is expressed through craft, character, and conscious consumption. The project received strong endorsement from the founder of Will Bees Bespoke, who recognised its commercial viability and expressed interest in potentially advancing
Brit Bees toward future market launch.
CLIENT & ADDITIONAL OUTCOMES
