I am a final year BA (Hons) Fashion Marketing and Branding student, exploring how storytelling and memories can reshape the way we engage with fashion. My work challenges the perception of sustainability as a moral obligation, instead positioning it as something desirable, accessible, and rooted in emotional connection. My final year project has focused on threading this divide leading me to develop a circular fashion concept embedding repair into the journey of second-hand clothes, encouraging consumers to value longevity over disposability. During my placement at Denby Pottery, I developed a strong appreciation for heritage, craftsmanship, and the power of brand storytelling, which has heavily influenced my approach to both branding and sustainability. I am particularly interested in working with brands that prioritise longevity, authenticity, and emotional value. I hope to continue creating work that bridges the gap between conscious consumption and contemporary consumer culture.