Focus: Brand Evolution, SS19 Collection Development & Seasonal Showcase 

Gung Ho are an ethical women's fashion brand based in London, on a mission to create fashion that means more, in every sense of the word. Collections are produced using responsibly sourced fibres and fabrics, and all manufacture methods are sustainable, based mainly in the UK, supporting local artisans.  Every collection is focussed around a particular cause, and the brand partners with a charity supporting the related cause for that season, donating against every product sold.

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As a small brand with incredibly limited budgets, and a confusing array of options to potentially connect the brand to it's consumer, I began working with Gung Ho founder Sophie Dunster to consider the brand perspective. This included where, when and how the brand showcases products for maximum impact. Our first priority was around planning for SS19, and whether or not to show at relevant industry trade shows. Through a guided process of exploration, we determined that Gung Ho was a trailblazer, creating a movement that was ultimately bigger than the clothes, and as such must always act in an innovative, unexpected way - a 'Gung Ho' approach. This resulted in the decision to create Gung Ho's own unique seasonal showcase.

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We developed the SS19 collection designs, reviewing shapes/styles that work across sizes, that all ages will find easy to wear, before working with local machinists to develop the most flattering cuts. After all, the brand intends garments to appeal for all uses/occasions, to  wear year-after-year. We ensured this integrity proudly carried through every aspect of the brand evolution. From here, with the AW18 collection launching, I focussed on refining the brand copy language to describe the brand mission, purpose and other key aspects, particularly through the seasonal press release and lookbook, for maximum understanding and impact. Beyond this, my priority became securing the truly innovative community-led bar and kitchen 'Grow' in East London to host the seasonal showcase. It proved to be the perfect backdrop to the 'Food For Thought' event in Sept 2018: a night offering personally-penned songs for the cause by singer/songwriter Mara, a panel discussion around the cause, a myriad of zero-waste brands taking part to provide gorgeous food and drinks, and attendees included a broad mix of customers, instagrammers and press, who were very excited about the collection, the cause and the movement, and spreading the Gung Ho word. 

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