Ellie Shaw
Fashion Design & Marketing BA Hons
Northumbria University
Specialisms: Sustainable Fashion/Textiles / Womenswear / Fashion Marketing/PR
Location: Newcastle upon Tyne, United Kingdom
Ellie Shaw
First Name: Ellie
Last Name: Shaw
Specialisms: Sustainable Fashion/Textiles / Womenswear / Fashion Marketing/PR
Sectors:
My Location: Newcastle upon Tyne, United Kingdom
University / College: Northumbria University
Course / Program Title: Fashion Design & Marketing BA Hons
About
I am a final year Fashion Design and Marketing student studying at Northumbria University. My major project is centred around biomaterials and conceptual storytelling, to explore themes of sustainability.
NOVUM Accessories is a speculative accessories project that combines biomaterial innovation with dystopian storytelling to reimagine bags as preserved artefacts from a future shaped by climate collapse and scarcity. Centred around grape leather and experimental construction methods, the collection explores ideas of survival, protection, and emotional permanence through slouched silhouettes, exposed hardware, exaggerated straps, and fragmented detailing. Rather than presenting sustainability through traditional eco-focused aesthetics, NOVUM positions regenerative materials as rare, desirable, and culturally valuable. Supported by research into biomaterials, consumer behaviour, and luxury fashion, the project extends into immersive publication and promotional concepts that communicate sustainability through narrative, atmosphere, and material interaction.
photoshoot - novum
This is my photoshoot for my final major project - NOVUM. The NOVUM photoshoot brought the collection's speculative narrative to life, translating themes of resilience, adaptation, and biomaterial innovation into a series of atmospheric images. Styled to reflect the brand's dystopian aesthetic, the shoot captured the garments as functional artefacts within the world of NOVUM.
NOVUM's marketing plan explores how the brand can connect with consumers through storytelling, sustainability, and immersive brand experiences. Through publications, digital content, and promotional campaigns, the strategy communicates the value of biomaterials and encourages more conscious consumption. Rooted in themes of resilience and adaptation, the plan positions NOVUM as a forward-thinking fashion brand that challenges conventional systems while remaining commercially relevant and accessible to its audience.
This research report was developed to inform and support NOVUM's marketing plan, providing insight into the contemporary fashion landscape and changing consumer attitudes towards sustainability. Through trend forecasting, competitor analysis, market research, and audience profiling, the report identified key opportunities for the brand and helped shape its strategic direction. The findings guided decisions around communication, positioning, and promotional activity, ensuring that the marketing plan was grounded in both critical research and commercial awareness.
Lululemon apparel design challenge: life in motion
lululemon apparel design challenge: life in motion
NOVUM is a speculative fashion project combining biomaterial innovation with dystopian storytelling to explore how fashion may evolve within a future shaped by climate collapse, scarcity, and environmental instability. Centred around regenerative materials including hemp denim, grape leather, and mycelium, the project reimagines garments and accessories as preserved artefacts designed for protection, adaptation, and emotional permanence rather than disposable consumption. Through experimental silhouettes, exposed construction, and immersive worldbuilding, NOVUM challenges traditional approaches to sustainable fashion by positioning biomaterials as rare, desirable, and culturally valuable. The project extends beyond design into publication, installation, and promotional concepts that communicate sustainability through narrative and emotional engagement.