For my fashion project, I focused on re-engaging Hollister’s consumers through an instore magazine and online blog, called ‘The Collective’. This publication aimed to increase Hollister’s Brand Equity through creating a dialogue around topics and issues that are of increasing importance to its target market, whilst creating a point of difference in an increasingly saturated market by championing its ‘cali’ roots. ‘The Collective’ covers content around fashion, sustainability, health and fitness, with content being created both in-house and outsourced to Hollister’s influencer community. My project featured the launch of a sustainable athleisure brand, ‘Honest Threads’, which was a central theme throughout all of our projects as a group. The inspiration for this project came from publications such as Women’s Health, and ASOS’ Style Feed. The publication is supported by ‘customer-centric’ marketing communications that will allow a two-way dialogue between the brand and its consumers.