Chloe Lloyd’s final major project was the branding for Coventry University’s 19/20 Fashion cohort known as ‘SHE.’ after studying BA Fashion with International enhancement. Inspired by the realisation that the collective is entirely comprised on females. She had decided to celebrate this fact and link this to the branding. Inspired by ‘Rebellion’ which stemmed from a primary visit to Berlin Fashion Week. This became inspiration for SHE., since freedom of expression, being yourself, and rebelling against the status quo and injustice, is what we value. It shows the act of being yourself is important and will link with the theme of transparency, due to the collective being open about their views on their collections and any controversial inspirations.

Chloe’s aim for SHE. is to be transparent in similar ways, by understanding the cohorts design process through collaboration. She has produced brand development in the form of online platforms and published pieces, including a Brand-Bible, lookbook and online presence for the SHE. collective.