Sasha Pankhurst is a Fashion Marketing with Management graduate from the University of Southampton, driven by a passion for creating a more inclusive and representative fashion industry. Her work focuses on how marketing can challenge outdated norms, with a particular interest in addressing the marginalisation of older women in fashion. For her Final Major Project, Sasha explored the question: To what extent does ageism in fashion contribute to Invisible Women Syndrome? This led to a 5,000-word research report and the creation of The Ageing Female Consumer: A Handbook—a strategic guide designed to help brands better connect with older female audiences. Combining insight, real consumer voices, and market analysis, the handbook outlines a scalable model for brands across industries to access tailored, regularly updated guidance to drive meaningful representation and unlock untapped market potential. Sasha also completed a year-long placement at L’Oréal, where she was awarded ‘Intern of the Year’ for her work with Kérastase. She contributed to the brand’s biggest campaign to date, managed a sold-out pop-up event, and helped produce content for the 2024 Harrods activation. Her role involved cross-functional collaboration, influencer activations, competitor analysis, and campaign presentations to senior stakeholders. Throughout her degree, Sasha developed brand concepts and strategies grounded in deep research and cultural insight, using Adobe Creative Suite to bring her ideas to life. She also holds an IDM Certificate in Digital and Data-Driven Marketing, further strengthening her skills in insight-led, consumer-focused strategy. Sasha combines creative ambition with a socially conscious mindset. She brings a thoughtful, research-led approach to fashion marketing and is excited to contribute to a more inclusive future for the industry.