Fényes Paula

Art and Design Management MA
supervisor
Keszeg Anna
thesis opponent
Kudron Anna
portfolio

Social values through branding

My goal during the internships was to creatively represent the social values that are important to me, such as talent management or sustainability, and to make these values benefit the projects I was working on. As the main organiser of the MOME Fair, my aim was to ensure that the event went beyond simply being a design fair, and that we were creating a long-term sustainable brand that would give students many exciting opportunities to showcase their work and learn about the market, and that the brand’s visual identity would reflect this student-focused approach. My other internships with small Hungarian fashion brands have focused on communicating environmental sustainability, which has given me experience in the fields of proposal writing, marketing and production management.
thesis

Instagram and education

Sustainability through the eyes of Secondland’s followers

Brand communication is impacted by the contradiction inherent in the term "sustainable fashion". The language of sustainability in fashion brand messaging contradicts the language of sales promotion. I analyse the Hungarian upcycled fashion brand Secondland’s sustainability-focused Instagram posts from a consumer point of view. How do they view them, and is Instagram a suitable medium for this kind of content? In order to answer this question, I employed a mixed method approach that included focus group interviews, a quantitative Instagram analysis, and a literature review. Outcomes imply that the educational role of fashion brands is necessary and important, but they have to be selective about which Instagram feature they use to maximize the impact on their followers.