Fashion sits between fitting in and standing out, a tension I’ve been drawn to explore further in my final year studying BA Fashion Marketing and Branding. While learning how to identify trends and consumer behaviour, I've discovered a passion for analysing motivations, values and external influences shaping how consumers engage. As shown in my recent work, I’m interested in the contradiction between consumers driven by social validation through trend adoption and those who reject trends, prioritising individuality and uniqueness. This curiosity has led me to analyse different consumer groups, behaviours, exploring how marketing can influence and respond to these tensions within the social media landscape. With my background in art and psychology, I enjoy blending creative thinking with behavioural insight to develop consumer engaging concepts. Post graduation, I hope to work where creativity and strategy align, using my creative and analytical potential, to develop innovative ideas.