When thinking about what to do for my final major project, I knew I had to approach it from a way of thinking about something that I would be fully interested and invested in. Doing my work during the Covid time period really made me focus on ideas that were relevant and meaningful given the times. I wanted to take a human and emotion based approach to my work and wanted it to connect and resonate with future consumers. Over the summer, I started my research into various different sectors within the fashion and beauty industries to gain inspiration and ideas. Those approaches to my work led me to be interested in wellness textiles (specifically within the loungewear sector) and also the power of aromatherapy. Furthermore, the ever-growing importance of sustainability runs throughout the report.
In terms of motivations and inspirations for this project, I was really captivated by things such as the mood market, the home hub, nesting, and touch hunger. Outside of university work, I found motivation in the realms of mental health and people’s emotions. I took what motivated me and built my final major project around it. My aspirations also fed nicely into my work as I want to work for fashion or beauty brands in the future that share my same values, morals, and ultimately work towards something bigger.
What inspired my final major project, LAZE, were multiple factors such as building a brand that was innovative, created with purpose, and designed with comfort in mind. LAZE explores the relationship of living in a lockdown era of Covid and craving sensorial moments that remind you of nature. I wanted to explore the power of scent and aromatherapy and how scent is a powerful catalyst to trigger feelings of calm and serenity. I decided to use textiles as aromatherapy to create an immersive experience to reconnect feelings of calm and nostalgia with consumers. LAZE also looks into natural laundry detergents, mists, and sprays to highlight the importance of finding emotional wellbeing in routine. All products are infused with a range of various essential oils to heighten the at home experience and to appeal to homebodies. LAZE also allowed me to utilize different media sources and collaborate and connect with nature. I created a product branding video that encapsulated the brand as a whole and acted as a mood and trend video of sorts. I wanted to capture the mood of the company, the branding, and the essence of LAZE. Each piece in the collection reinforces people’s feelings of calm and and further builds the upon the ideas of memories and feelings being triggered by scent.
Stay up to date with any of my future creative ideas whilst also having a look at my previous work on my website – linked here: https://campbellhoinville1.wixsite.com/mysite/portfolio
Professional Instagram – linked here: https://www.instagram.com/campbellfmm/
LinkedIN Profile – linked here: https://www.linkedin.com/in/campbell-hoinville-53427a166/
BA (Hons) Fashion Management & Marketing 
Sian Lewis | Business & Management
