I am Keesha McGilchrist, a final year BA (Hons) Fashion Marketing and Branding student at Nottingham Trent University. My work explores the intersection of fashion, branding and cultural insight, focusing on how brands connect with contemporary audiences through storytelling, strategy and visual identity. A key project in my practice is COLD, a concept that reimagines warmth as everyday self-care through fashion-led heated footwear made from upcycled materials. The project responds to rising energy costs and changing consumer attitudes towards sustainability, comfort and conscious consumption. Alongside this, I have worked on collaborative industry projects including developing sustainable merchandise concepts for 200 Degrees Coffee. I am passionate about working with innovative brands and hope to build my own business while creating meaningful collaborations across the fashion and creative industries.