Hello Vintage–March 2024

The challenge for this project was to create advertisements for a niche brand for the purpose of creating exposure for the brand. I decided to construct advertisements for the vintage second-hand clothing store Hello Vintage. I started by figuring out what the brand was about—some characteristics to describe them are obnoxious, kitsch, maximalist, and cringey. I started building a profile for the audience who shops there: people interested in self-expression, who like unconventional styles of clothing, who buy second hand, and who have incredibly specific taste. Something I found while researching is a phenomenon on internet platforms like TikTok and Instagram, where people use the word “core” combined with a noun, and they use this term to describe an “aesthetic” or specific style of clothing. I developed my advertisements based off of incredibly specific “cores” or styles of clothing, including “grandpa-core”, “sound of music-core”, and “tony hawk skate-core”. These ads are meant to demonstrate to my audience that Hello Vintage has something for every person’s individualized taste in clothing. I learned from this project that sometimes making home-made style videos can have charm and a relatable feeling to them that isn’t communicated in high-quality productions.