My name is Jennifer, and I recently graduated from the University of Southampton, where I earned a First-class Honours degree in Fashion Marketing with Management. My work centres on sustainability within fashion, with a key focus on addressing overproduction, overconsumption, and the accelerating trend cycle. My interest in sustainability has grown throughout my time at university. While I have enjoyed studying marketing and the fashion industry, the reality of the climate crisis and sustainability issues has become impossible to ignore. With markets oversaturated and consumer demand reaching unprecedented levels, the fashion industry continues to cause significant environmental damage. My final major project explored how the fashion industry can move towards a more sustainable future while acknowledging the need for financial growth. Many of the solutions I discovered during my research overlooked that brands still need to generate sales and profits to survive and cannot always afford to be sustainable. My findings indicated that actual progress relies not only on brand initiatives but also on increased pressure from consumers and governments to enforce accountability. I focused on developing a solution that balances sustainability with commercial viability, emphasising that the responsibility for change needs to be shared. My creative outcome was a consumer-centric tool designed to help individuals make more conscious purchasing decisions. Rather than discouraging fashion consumption altogether, this tool promotes longevity, value, and the importance of placing purpose in the clothes we own. My future goal is to work in fashion buying, bringing in my expertise in forecasting and sustainability to help brands continue to move towards a sustainable future.