Paper Straw always felt playful. It felt bright and colourful, and always a little cheeky. I find fashion to be an exercise in play as a baseline of everything that it is, so I wanted the brand to reflect that.

I knew that most people in Penzance weren’t familiar with the concept of clothing consignment, so first and foremost, I needed the copy to be informative. I also needed it to maintain the ‘fun friend’ tone of my brand to ensure people actually wanted to get involved.

The aesthetic—aside from ‘fun’ as a brief—was lived in. If the idea of circular fashion is circulating clothes that had a previous life, then I wanted the imagery of the brand to reflect a life that was lived.

The brand was targeted towards women, so the imagery was my friends, myself, and snippets of the “behind the scenes” of life. Essentially, highlighting the b-roll of your camera roll. The images that typically don’t see the light of day were now shining in the limelight.

Unfiltered, unbothered, full of life.