For my sub-brand I have created a make-up brand called Bloom that is inspired by nature and flowers as well as spring and summer. I wanted to make this brand bright and colourful as I feel this was something that Balenciaga hadn’t done before. My idea was to also aim this brand towards teens and young adults because this was a audience that Balenciaga didn’t reach because of their high, luxury pricing. The sub-brand persona I created was a young adult/teen who loves nature and the outdoors, wears mainly floaty dresses, loves all things floral and pastel and is also extremely into sustainability. I said that they would have a part time job or a student with not a lot of money to spend, favourite places to shop would be Topshop, Urban Outfitters, Pull & Bear, Forever 21 etc, and they would also live either by the beach or in a countryside. To target towards this type of audience I decided to create an aesthetic that was surrounded with flowers and bright/pastel colours.

The main priority for my sub-brand is for it to be focused around sustainability and how to be better for the environment, so both the designs and packaging for the actual make-up will be completely inspired by nature.