I am driven by a simple question: Why do people want what they want? I’m a strategic, curious creative focused on consumer behaviour and how audiences emotionally connect with brands. Studying BA (Hons) Fashion Communication and Promotion has shaped me to think beyond aesthetics, prioritising insight-led strategy, experimentation, and meaningful, joyful interactions. My strengths lie in concept development, trend analysis, and translating cultural insight into engaging, experience-driven ideas. I enjoy testing and evolving concepts, using experimentation to push towards more innovative outcomes. My self-devised project, Trial and Error, explored how Gen Z are redefining traditional life milestones, reflecting my interest in challenging norms and uncovering new ways for brands to connect authentically. As I complete my degree, I’m ready to apply my strategic thinking to create impactful, insight-driven experiences within the creative industries.