Cleva Kah has set several objectives at representing self (the consumer). The most basic objective is to create and sell what he refers to as “ expressions of self-reflection” (apparel). In an attempt to distinguish eMaGi form its competitors; he reflects fashion through individualism by use of resources including fabrics, colors, and symbolism. Lastly, he understands that fashion can evoke many emotions, positive and negative. Therefore, his primary driving objective is to use eMaGi as conduit to motivate and uplift self-love within the individual.