Stitching Stories: University Dissertation

How Authentic is Fashion Brands' Use of Literary Themes and Reading Initiatives in Influencing Cultural Capital Among Gen Z Consumers?

My university dissertation was an investigation into the recent trend of fashion brands utilising literary themes – such as hosting book clubs or referencing famous novels in their collections– to seem more culturally sophisticated, and thus appealing to Gen Z consumers.
The essay questions whether these collaborations genuinely enhance their audiences' appreciation of culture and encourage them to read, or simply commodify intellectual engagement for profit, improving the brand's image in the process.
In examining this topic, I explored Gen Z’s reading habits, the influence of social media on book culture, the evolving nature of luxury and marketing strategies exploited by brands to make themselves more appealing.

A core element of the project involved organising, styling and directing an editorial photoshoot at the historic Birmingham Midland Institute Library in collaboration with photographer Samuel Singer. This creative endeavour brought my research to life, demonstrating how physical reading environments and storytelling elements can help brands resonate with a more discerning audience.

Beyond the written component, I produced a designed version of the dissertation and worked with a professional book binder to create a distinctive covered edition, aligning the study’s visual presentation with its focus on craftsmanship and permanence.

Throughout this process, I developed and showcased key skills, including research and analysis, creative direction, styling, production planning and collaboration with industry professionals.