Hi! I'm Grace, a final year BA (Hons) Fashion Marketing and Branding student with a passion for campaign creation, brand storytelling and strategy. During my placement year at New Era Cap, I gained hands-on experience in marketing, developing my ability to translate ideas into culturally relevant campaigns. My Stage 1 dissertation explored shopping addiction within Gen Z, examining the emotional drivers behind overconsumption in a digital landscape. These insights informed my Stage 2 business plan, a concept that rethinks the relationship between consumers and fashion through more conscious, insight-led engagement. Moving forward, I aspire to build a career creating bold, emotionally impactful campaigns that shape how brands connect and communicate with their audiences.