In recent years we have seen vast changes within society in terms of gender, identity and sexuality. In response to this, there have been multiple failed attempts within the fashion industry to cater to the needs of new emerging markets and consumers that have grown rapidly as a result of these societal changes. My final project was based upon the concept of a new non-binary shopping experience that is not yet provided in the UK high street. I created the BLURRED brand which aims to be a one-stop-shop dedicated to providing fashion, beauty and lifestyle products to the new non-binary consumers. The brand prides itself on its unique non-binary stores that are built and designed with the purpose of catering to this under-represented consumer group who don’t yet feel as they can shop with comfort and ease in the UK.