ABOUT
DARKHORSE
Darkhorse was conceptualised following my dissertation investigating, “How is women’s football expanding into football fashion culture?”. The research discovered that men’s football dominates football fashion culture and women’s football is hindered in expanding into the culture due to stereotypes, stigmas, and lack of media coverage, investment, and female participation. Many individuals feel pressure to conform to the wider gender order of society and decades could pass before society accepts females playing a traditionally masculine sport and treats the women’s game equally. Existing approaches have excluded targeting stereotypes and stigmas of women’s football revealing a gap in the market. In the dissertation, it is suggested that the fashion industry may be able to be used as a catalyst to grow women’s football and Darkhorse puts this idea into practice.
Vision:
To transform the football industry through changing perceptions and producing a gender-equal environment.
Mission:
To empower, motivate and enlighten people through promoting gender equality in football. Shining a light on the women’s game that fights negative stereotypes, stigmas, and opinions.
BRAND
guidelines
A bold, strong, and distinctive logo incorporating the new women’s football aesthetic with traditional football references. The ‘Dark’ is recognisable as sport typography and the ‘Horse’ reflects the power that women’s football is ready to take back. Navy and Dusty Pink unite in echoing the future gender equality in the football industry as the base colours of blue and pink are stereotypical gender specific colours.
PROMOTIONAL
STRATEGY
Including:
Target Consumer
Marketing Objectives
Communication Objectives
Communications Mix
Future Developments
EVENT
STRATEGY
For ticket holders, the event is about educating people in women’s football and inspiring them to become a part of women’s football fashion culture, not necessarily the game. Activities throughout the event showcase what women’s football fashion culture is about and demonstrate how fashion can be utilised to grow the women’s game. For non-ticket holders, the event is used as a promotional method to increase campaign awareness. Visitors will be encouraged to take photographs and videos and share them on social media using the hashtag #darkhorsefestival.
STYLING
LOOKBOOK
By exploring football fashion culture in the 20th century, I discovered the presence of football casuals and the lack of female involvement. The aim was to merge past and current casual youth culture trends and add a feminine spin. The subcultures included Perry Boys, Scallies, Skinheads, and Mods, alongside the current 1990s fashion trend.