The concept for my final project explores how women can take back control by using the "male gaze", a theory created by Laura Mulvey, for their own ends. The premise considers how visual media – this theory based on cinematic photography – presents women from, “the perspective of a notionally typical heterosexual man“ and shows a tendency to “objectify or sexualize women”. This portrays women as only being there for a man’s pleasure and to be looked at. However, women are, in fact, the ones who have the power over men, and assert their power through how they dress. A key focus of my brand is all about empowering women and the main aim is to enable the buyer to feel powerful, confident, sexy and expensive. My brand, ‘Neve Caitlin’, has a very modern and edgy aesthetic, always keeping ahead of the latest trends and pushing the boundaries.