This was a project within my Fashion Media and Promotion course where we partnered with the Youth Club Archive which is a photographic archive resource and they work to preserve, share, educate and celebrate youth culture history. They believe in the power of youth culture as a catalyst for creativity, self expression and connecting communities.

We had to create an innovative concept to help gain awareness to the brand. My concept was to have a denim DIY workshop in collaboration with Diesel, sponsored by LOVEBOX and have Alex Noble as a guest stylist and judge. The workshop was based all around the idea of creating, customizing and expressing yourself and your views. With this in mind, I created the concept of a DieselDiy Box where guests would be handed the box upon arrival to the event. Within the box it would include denim jackets provided by Diesel and all the supplies needed to embellish, paint, stud and rip your jacket to create an up-scaled jacket that is one of a kind and original to you. In terms of the slogans on and within the box they are quite daring and are a play of words which goes along with the aesthetic of Diesel and how they present their campaigns. I loved creating an event concept like this because it was totally something that I would want to do if they were to actually do this event and I am within the range of their target audience. Youth today are all about DIY and demonstrating who they are and their beliefs no matter the consequences so it totally fits the theme of what this event would have been. This project was amazing because we actually got to work with The Youth Club Archive and they were there throughout the whole process so that was different to any other project we had done.

Below is a film I created to demonstrate how the customization of the denim jacket would work at the DieselDIY workshop.

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