Creativity in multiple ways: discover the impressive work of our MSc students

Among all the projects that students are involved in, some stand out more than others, either because of the effort they require or the creativity they showcase. Today, we want to present one of these outstanding projects that truly caught our attention: the impressive project made with dedication and originality by Crafted Mind, a group of students from our MSc Luxury & Fashion Marketing program. Crafted Mind presented a solid business model with an incredible website.

The team is composed of Oscar Blanc, Anaïs Delpech, Camille Gouttenoire, Fatima Izmar, Syrine Oubaya, and Loup Rampillon-How-Choong, and in this project, they proposed an innovative idea: offer exclusive DIY kits for those seeking to explore new hobbies and enhance their creativity as a way of escaping the increasingly digitalized world we live in.

But what exactly is the project about?

The team developed a comprehensive e-commerce business model that went far beyond simply selling products. Their mission was to create a realistic and scalable business plan that defined a clear vision and a unique selling proposition (USP). They established the brand’s mission and values while also identifying their target market and analyzing the competitive landscape. In addition, they built a well-structured business model grounded in sustainability.

Their project included marketing and sales strategies for both online and offline campaigns, with special attention given to social media, SEO, and advertising techniques, demonstrating not only creativity and entrepreneurial spirit but also a deep understanding of modern business challenges and opportunities.

Sustainability, creativity, and luxury were the core ideas behind the project

As we saw on their site and as one of the team leaders, Syrine, explained to us, the project aimed to create luxurious DIY boxes by carefully selecting high-quality materials, prioritizing sustainability through eco-friendly packaging, and sourcing resources responsibly. Their goal was to minimize waste and effort while maintaining exceptional quality throughout.

This focus on suitability and ethical values is a key element of the business model they aimed to highlight. As Syrine pointed out, “Our brand is built on the idea that luxury should be meaningful, responsible, and rooted in artistry.” And they didn’t just say it—they truly demonstrated it. The team showed that craftsmanship, exclusivity, and sustainability can go hand in hand.

With a strong emphasis on storytelling, they described their brand as more than just a craft kit but an experience. Their approach transforms a simple activity into something deeper and more fulfilling, inviting users to explore their creativity in a meaningful and enriching way.

An idea centred on creativity that also allowed the team to explore their own creative

Crafted Mind developed an innovative concept rooted in creativity. But more than that, like the rest of the students from the MSc in Fashion & Luxury Marketing, they were also able to explore and refine their creative abilities throughout the process. As their professor, Julia Cher, explained to us, “At the beginning of the course, most students in this team did not yet demonstrate this level of creativity. Their initial ideas were often more generic and lacked a clear differentiation strategy. However, throughout the course, they developed a more strategic and creative approach.”

In this case, however, creativity wasn’t simply about generating visual artwork or designing images—it was about shaping a cohesive brand aesthetic and concept. When we asked about the team’s use of AI-generated visuals, their professor also highlighted the students’ self-awareness in these practices, acknowledging that over time, they understand the importance of using original photography and design in real-world business settings.

In this project, creativity emerged not so much through artistic expression but rather through the conceptualization of a unique business model—something that demands just as much effort and imagination as any other creative pursuit. And they succeeded, as you can see on their webpage. You can’t buy anything as is, just as an example, but it was made to seem real. Even if they’re focused on craftsmanship, they understand the importance of incorporating digital elements to enhance the customer experience and explore digital storytelling with an approach that allows them to connect to the audience while maintaining the essence of their brand.

But in the end, it’s an academic project

Even if it feels real, and the students worked on it with that intention, it is, after all, an academic activity designed to help them learn. That doesn’t make it any less important; while they haven’t considered launching the project in real life yet, they don’t exclude the possibility in the future.

What’s certain is that they’ve learned a lot from the process and the presentation of a business. An essential part of any project is the ability to present the work clearly and convincingly, and they delivered a well-structured presentation with clear explanations and solid arguments. As their professor, Julia Cher, highlighted, they showed interest and dedication from the start, learning how to define a niche and position the brand strategically—skills that allowed them to present a strong case and deepen their understanding of business development.

They were able to build and refine these skills thanks to their own effort and the valuable mentorship of their professor. The phased approach to the project helped guide the different teams in defining their positioning, introducing business models, and encouraging deeper analysis and research, all reinforced by meaningful feedback throughout the process.