This arose from a project brief at University, and was intended to be the first in a series of shoots exploring the rebranding of trends and genres by the fashion industry.  Happygoth developed a character who had appeared occasionally in comics that I had drawn, a typical goth-looking girl who nevertheless was juxtaposedwith fun, or childish, or colourful activitiesand surroundings.  The project assumed that a major high street fashion label had decided to take the aesthetics of the Goth look, but was trying to promote it in a more upbeat and mainstream fashion.  The project is assumed to take place in the alternate Britain, “Britannia” from the model village and steampunk projects, and indeed the faked posters created for the shoot appear throughout the model village.  The project comprised three shoots over several years, one in the studio and two on location, as the opportunity was taken to explore different photographic techniques.  Further development of the project, exploring other genres, is presently on hold however whilst I assess if its worth continuing.