An introduction to Korean fashion through an exclusive ASOS collaboration with Ugly Shadow and New Girl Order. Using the ideas of escapism, nostalgia and gamification, the campaign invites the consumer to discover ‘Dalkom Crescent’ a liminal space between Korean and British fashion. The project works to fix the issue to the current ‘dying’ British High Street by creating an experiential campaign to make the consumer feel optimistic for the future of the high street. I choose Korean fashion because it is an up-and-coming place for creative styles specifically individual and experimental streetstyle. Through consumer research, I targeted Generation Z and found they also enjoy experimenting with their style and I want to be able to express their identity through their style.

Through trend research I found escapism, nostalgia and gamification are key ways to attract and interact with the consumer. Because of COVID, consumers are attracted to escapism to be able to ignore the reality of the world right now. Nostalgia is big because of consumers want to reminisce about the better days. Gamification is popular because of the rise of streaming platform Twitch and is a fun way to socialise with friends without seeing them in real life.

Imagery of ‘Dalkom Crescent’ comes from Blake Kathryn, a stunning digital artist. The lookbook works to mix reality and digital by editing the model into Kathryn’s work. Furthermore, there are imagery of trains and train station because I wanted the consumer to feel like they are being transported to ‘Dalkom Crescent’.

The campaign makes use of the latest digital trends of virtual reality to be able to immerse the consumer in the space. As well as the ability to personalise the experience to each consumer by letting the consumer customise the character in virtual reality. The popup store allows the consumer to shop in ‘Dalkom Crescent’ even if they don’t buy anything, experiential retail increases footfall.