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

My university dissertation explored the growing trend of fashion brands adopting literary themes—such as book clubs and novel-inspired collections—to project cultural sophistication and appeal to Gen Z. I examined whether these initiatives genuinely encourage reading and cultural appreciation, or simply commodify intellectual engagement for brand gain.

The research covered Gen Z’s reading habits, the role of social media in book culture, and the shifting definition of luxury. A core element involved conceptualising and directing an editorial photoshoot at Birmingham Midland Institute Library with photographer Samuel Singer, visually translating my findings by blending storytelling with fashion in an authentic literary setting.

In addition to the academic component, I designed a visual edition of the dissertation and collaborated with a professional bookbinder to produce a bespoke cover, reflecting the project’s focus on craftsmanship and permanence.