RUOXUAN'S ONLINE
WORKS EXHIBITION
Mash Up
Brand editorial
Planned fashion collective MASH-UP's social media content surrounding their quirky kitsch and wacky style to welcome those interested in expressing themselves boldly through colours, prints, and themes. Despite their stagnant social media presence & relatively slow growth, we saw the potential to garner more Gen Zs' eyes towards their work, hoping to refresh MASH-UP's image fresher than ever again.
Our aim
Through this project, we aim to spread the true MASH-UP style to a newer audience that they have yet to tap into—the Gen Zs. With Millennials being the main target audience of MASH-UP, we will tailor the content we produce towards Gen Zs whilst still being relatable to the original target audience of Millennials. We hope to refresh MASH-UP’s image online with new content that would increase foot traffic for their social media platforms and garner more interest among the younger generation.
MASH-UP embraces a DIY spirit and emphasizes the mixing of elements. With thrifting being a hot topic among Gen Zs, we aim to capture their interest in our brand through a styling guide that combines thrifted finds or existing garments with a specific MASH-UP piece. This guide appeals to both existing and potential customers, providing new ideas and a fresh perspective on styling MASH-UP garments while showcasing the brand's unique aesthetic.
For those who don't own MASH-UP pieces yet, the guide inspires interest with cool outfit ideas that incorporate their existing wardrobe, driving them to make a purchase and join the MASH-UP community.
Click here to view the reel we made for the toys.
This carousel post will feature a handmade DIY-esque flat lay of Barbie dolls with mini MASH-UP garments as well as a small paper model of MASH-UP’s Nenas Estate. We will also include some local traditional toys that older Gen Zs and millennials could relate to and feel a sense of nostalgia for. Through these interesting visuals, we will share about the brand culture of MASH-UP —alluding to their ideas of fun, colourful, close to home, and wackiness.
Through these quickfire upcycling tutorials, we hope to pique the interest of potential MASH-UP lovers to try their hands out at upcycling in the MASH-UP style. With a specified hashtag, a community of MASH-UP lovers will be built as they can share their works with other like-minded individuals who love MASH-UP’s style and values.
One of MASH-UP’s main pillars is upcycling as evident throughout their style and the various upcycling workshops that they have held in the past.
Upcycling tutorial
Designing tote bags using acrylic paints and stickers in the style of MASH-UP. As tote bags can be said to be an increasing necessity for many Gen Zs and millennials, from their practical simplicity to their canvas-like state, tote bags are just the perfect items for our upcycling tutorials.
A behind-the-scenes video content that promote the style of MASH-UP and their existing garment releases. The concept will be about juxtaposing the garments' styling and shoot location—truly showcasing the idea of mixing elements that seem like they don’t belong together.
The visual effect of Instagram.
