Portfolio - Alice Daisy Woods by alicedaisywoods

portfolio writing visual literacy trend prediction

alice daisy woods (ba) fashion communication and promotion

design brand identity creative strategy

www.alicedaisywoods.com

hidden: a gender

glazing over

contents

hip to be square

trend

contents

s/s

3 the future laboratory

nyfw s/s w14 report

xhbt a

1. hidden: a gender

For my first final year, self devised project, I embarked upon visiting the idea of gender neutrality and the gender binary. This provided the contextual landscape in which I would apply my ideas to, using gender neutrality as a basis to my ideas.

As I am interested in publications and print, I looked into titles which were struggling in the current climate, thus my reasoning behind choosing Wallpaper* magazine. Research suggested to me that there was a communications issue, resulting in commercial losses. My report provides recommendations for the magazine to undertake to survive - using gender neutrality as a tool to improve the modernity and uniqueness of the magazine.

The Big Idea: To rebrand Wallpaper* magazine using gender neutrality to set the title apart from its gender polarized competitors, such as The Gentleman and Monocle.

Execution: A handbook for Wallpaper* employees to use when considering the rebrand.

Key Skills: Analytical evaluation, macro trend research, visual literacy, written communication

1. hidden: a gender

2. glazing over

For my second final year, self devised project, I completed a project based upon the idea of our absence from the physical world and our hyper-awareness of the digital realm, discovering where the two are in perfect synergy and where thereâ&#x20AC;&#x2122;s a disconnect. This was the catalyst for my research into the struggling digital print market.

Carrying on my interest in the digital landscape, I undertook a wide range of primary and secondary research methodologies to underpin and highlight the zeitgeist surrounding attitudes to the user experience in relation to digital print. Research suggested consumers were actively seeking real, immersive experiences with purpose. My research document takes into account both macro and micro trends, such as the sharing economy and ultra haptic technology, and merges this with consumer research provided by an established network of contacts.

The Big Idea: To create a theoretical, creative digital reading experience agency, which is industry facing, to aid and encourage immersive reading experiences for consumers.

Execution: A client facing recommendations booklet, branding mock ups, app map, timelines for the business and modus operandi

Key Skills: Creative branding, macro and micro trend research, primary consumer research, visual literacy

2. glazing over

3. the future laboratory

Brief: Create a research report looking at the humanisation of technology and the evolving relationship between people and technology in the consumer landscape over the next five years. Explore social, cultural, technological, economic and political trends likely to change consumer behaviour and have influence on the relationship between humans and technology in the next 1-5 years. Investigate consumerâ&#x20AC;&#x2122;s expectations, new innovations and ideas that are driving the humanisation of technology trend.

The Big Idea: How memory affects our approach to taking on new projects and working with others.

Key Skills: Macro/micro research, future thinking, tribe identity, trend prediction Client: The Future Laboratory Collaborators: Kirsty Foster, Grace Cotter

3. the future laboratory

N0448125

grey matter

stage two pdf portfolio

3. the future laboratory

humanisation of technology

the future laboratory

FASH3002

alice daisy woods -

grey matter

3. the future laboratory

4. s/s

In teams of three, we were set the task of creating a trend document, depicting the future of menswear, graphics and print, creative direction and visual merchandising for S/S 2015. Looking at contextual references such as art, culture, politics, scientific developments and technology, to name a few, we were able to make informed predictions about what S/S 2015 would look like.

trend

In addition to this, we also looked at layout design and how we could present our information in an aesthetically pleasing manner, and carefully chose fonts, images and layouts that would best reflect not only our collective vision, but also our selected trends.

Key Skills: Layout design,macro research, trend forecasting, copywriting Collaborators: Laura Oliver, Isabel Nascimento

4. s/s15 trend

5. hip to be square

For our final year degree show, myself and Daniel Durose, were selected by the degree show committee to create the aesthetic for the event, which included a logo, posters and invites. We were also consulted when deciding upon a concept, and communicated effectively between the committee and senior lecturers to ensure the best possible outcome was achieved.

Designing each promotional item required us to rethink the heirachy of information we were communicating. Successfully doing this highlighted our design agility and knowledge of suitability for purpose.

Key skills: Brand identity, visual appeal, effective communication Client: (BA) Fashion Communication and Promotion degree show at Nottingham Trent University Collaborators: Daniel Durose (Graphics Team) Kirsty Foster, Eve Jones, Sarah Short, Meg Parkins (Degree Show Committee) Sarah Stapleton, Timothy Rundle (Overseeing Lecturers)

5. hip to be square

6. nyfw s/s

As part of an assignment set for my Fashion Journalism class at FIT, I was asked to write a short review of New York Fashion Week, SS14, with a focus on the three key trends. The piece was then selected to feature in the collegeâ&#x20AC;&#x2122;s own newspaper, W27.

Considering the aduience of the piece, I applied my knowledge of fabric, colour, texture and designers to the report, giving a more in-depth read for the consumer, using terminology they too would be familiar with. This highlighted my ability to write for a particular audience successfully. Restrictions on word count were highly important, and fulfilling the requirements showcased my ability to communicate efficiently and effectively.

report

Key skills: written communication, research Client: Fashion Institute of Technology college newspaper, W27 Word count: 905 words

6. nyfw ss14 report

â&#x20AC;&#x153;laser cut detailing, on leather especially, created an interesting juxtaposition of tough fabrics and intricate craftsmanship, as well as highlighting new technologies and techniques.â&#x20AC;? 6. nyfw ss14 report

Milk Studios was deserted. Lincoln Center; abandoned. Show guides scattered across the floor, coffee cups and cronuts carelessly tossed to the ground. This was the aftermath. Fashion’s cruelest way of keeping us in the gym is back… The crop top has returned. It was all eyes on New York City as it took to the global fashion stage, showcasing the vision of Spring/Summer 2014. And it was all eyes on the key silhouette of the season; the cropped top. A carry-over from last spring’s cropped silhouette and a result of the style’s commercial success over recent months, the cropped top cropped up in everyone’s shows, from Hilfiger to Helmut, Rodarte to Rodriguez, shortened silhouettes and proportions were back in a big way. Although soft, sorbet hues reigned supreme, whites and neutrals were definite strong contenders for the title. As seen at Altuzarra, Jason Wu and that Thome Brown collection, stark white seemed to be a natural progression from the grey tones showed last season, acting as a fresh, bright start from the drawn out winter that approaches. A rejection of last season’s heavy wool coats, furs trimmings and leather luxe skirts, head to toe white looks in sheer fabrics were key for S/S14. The classic, all white look is evocative of Helmut Lang, Calvin Klein and the nineties minimalism movement. The revival continues from last season as us twenty something trendsetters reminisce on our childhood, yearn for it, and drag everything that derives from our birth decade into the current day. Apart from those light-up trainers, they can be left in that box in the attic, never to see the light of day again. Ever. A definitive nineties silhouette that appeared was the slip dress. The ‘Carrie Bradshaw just got out of bed’ spaghetti strap shape was favoured at DKNY, Narciso Rodriguez, Jason Wu and Wes Gordon, to name just a few, in soft silks or suggestively sheer fabrics and bright white hues. The ‘nightwear as daywear’ trend from last season makes further progression, moving on from two-piece silk separates to flirtatious slips. The slinky silhouette suggests effortlessness, yet being unapologetically empowering. On the polar opposite end of the nineties spectrum, we look to DKNY, Alexander Wang, Jonathan Simkhai and Hood By Air, and the garish ‘logomania’ of the nineties. This isn’t modest minimalism. This is consumerism at dizzying heights, with designers cashing in on the street cool status their name holds. In terms of social commentary, the audacious logo look could be a nod to the extremities of commercialism and globalization that looms over us.

6. nyfw ss14 report

nyfw s/s

report

The gimmicky nature of logos and blatant branding revives the forgotten fun fashion once held. Almost used in a sarcastic, tongue in cheek way, the logo pieces from Alexander Wang, DKNY, Hood By Air and Jonathan Simkhai was perhaps rebelling against the prestige and sincerity surrounding the fashion design industry. “Fashion was really fun, when there was wit and humor, and it wasn’t so serious.” commented Wang. And it’s that same sense of nostalgia that seeps through every laser cut letter and clean lined silhouettes in Wang’s collection. “I grew up in the Nineties when everything was about blatant advertising,” he mused when talking about his recent offerings. And blatantly advertise he did. ‘Alexander Wang’ was laser cut into everything; oversized waist cinching belts, pleated leather skirts and cropped (sorry, the c-word again) sweaters. But it was intelligent, witty, and the epitome of downtown New York cool. Understated narcissism? Possibly so. But it worked. To correlate with the suggestive nature of the slip dress, the ‘Parental Advisory’ logo was splashed across the front of a rayon, cotton and nylon mix blend sweater with sheer paneling, and a patent leather box cut t-shirt. Both in white, naturally. The slouched shapes and silhouettes signified simplicity, a subtle homage to the minimalist fits, minimalist color palette and minimalist attitudes, of the nineties. Other references to logos and nineties could include the relationship between hip-hop and fashion rising once again. With Jay Z’s song Tom Ford, to Drake’s ‘Versace Versace Versace’ verse being played at the Versace show (what else?), to Kanye West designing for A.P.C, the marriage between hip hop and fashion has been truly reconciled. Designers were on waistbands and bandeaus, sunglasses frames and even on their arm , as an indication of wealth, power and status, and now we see the pairing rising again, as hip hop and fashion are in perfect synergy once more.

The laser cut detailing was also a huge player in the S/S 14 shows in New York. A continuing trend from S/S 13, laser cut detailing on leather especially, created an interesting juxtaposition of tough fabrics and intricate craftsmanship, as well as highlighting new technologies and techniques. From Dion Lee’s rib cage cut, white leather dress, to Suno’s vivid orange laser cut faux leather tee and Threeasfour’s beautifully delicate layers of laser cut fabric, laser cuts seemed to spring up often. There’s a stunning fragility in laser cut techniques, as fabrics are cut to expose the skin beneath. Perhaps inspired by nineties distressed jeans, where tough, thick denim was torn apart to reveal the legs, laser cut fabrics play with the same ideas of exposure, naivety and youth, as well as being practical for the warmer months.

6. nyfw ss14 report

7. xhbt a

For her final year collection, (BA) Fashion Design student, Clarice Lowe, asked me to assist with her look book photoshoot. Working closely with her, I helped to define the direction which she wanted her shoot to go in, as well as providing her with some visual references for inspiration.

We wanted to gain a candid feel to the images, evoking an effortless, contemporary tone, which mirrored the garments, similar to that of Jeurgen Teller. Inspiration was gained from fashion campaigns from & Other Stories and Celine. Make up was kept youthful, dewy and natural.

Key skills: Creative direction, assistant styling, MUA Client: Clarice Lowe Collaborators: Barlas Sahinoglu (Photographer) Clarice Lowe (Designer) Chloe G (Model, Blake Models)

7. xhbt a

alice daisy woods alice daisy woods m: @:

(+44) 7758 324 016 alicedaisywoods@hotmail.co.uk

22 year old Fashion Communication and Promotion graduate from Nottingham Trent University, originally from Newcastle upon Tyne, now based in London.

professional experiences

Estée Lauder UK; Creative & VM Trainee, London (September 2015 - present) • Heightened awareness of time management and planning by assisting and co-ordinating events such as YOU Magazine Weekend, VM Experts Training and Westfield Beauty Unbound, as well as day to day maintenance • Understands complex processes with strong knowledge of IPM • Liaising with suppliers, retailers and field team regularly and effectively • Supporting the day to day admin tasks of the wider team • Confident and pro-active in meetings • Efficient processes and documents created and put into place to benefit the functionality of the team and wider brand (VM Store Profile, AERIN Brand Bible, Boots New Counter Pack) • Forecasting and pre-empting stock levels of ACS modules from our supplier • Active participation within Chinese Task Force Black Frame PR; Fashion Intern, New York (September 2013 - December 2013) • Dion Lee runway show support at NYFW • Showroom support (primarily Kenzo, Rodarte, Opening Ceremony, Nike and Linda Farrow Luxe) • Creating press reports and Fashion Week round ups • Press clippings and special events spreadsheets • Strong knowledge of Fashion GPS PAUSE Magazine; Intern - Camden, London (June 2013 - August 2013) • Maintaining and creating strong networks with PR companies and brands • Writing short articles for PAUSE online • Assisting on the curation of the pop-up shop, helping with communications and launch event Urban Outfitters Newcastle; Senior Sales Associate (November 2011 - June 2013) • Excellent customer service skills • Stockroom organisation • VM assistance

links:

alicedaisywoods.com linkedin.com/in/alicedaisywoods

summary of skills

• • • • • • •

Strong knowledge of Adobe Photoshop and InDesign Good knowledge of Adobe Illustrator Strong knowledge of Microsoft Word, PowerPoint, Excel and Outlook Strong written and verbal communication skills Widespread knowledge of layout and graphic design Can work on both Mac and PC Culturally aware of current market trends and influencers

conferences, trips and experiences • • • • •

New York research trip, 2013 Berlin research trip, 2014 (attended Bread & Butter, Capsule, Show & Order and Bright trade shows Tokyo research trip, 2015 LS:N Global Trend Briefings attended (2013-2015) Awarded second place and highly commended in competition with trend forecasting agency The Future Laboratory

academic stats

(BA) Fashion Communication and Promotion Nottingham Trent University (2012 - 2015) • Awarded a high 2:1 grade • Selected to showcase at Graduate Fashion Week • Student Representative • Part of the degree show graphic design team Fashion Institute of Technology, New York (Fall Semester 2013) • Classes taken in Journalism, Fashion Journalism, Trend Forecasting, Advertising and Communications and Magazine Journalism • 3.72 GPA • Good standing, Dean’s list Longbenton Community College (2005-2012) • A Level English Language (A*), Media Studies (A) and ICT (C) • GCSE English Language and ICT (A*), English Literature, Core Science, Statistics, Art and History (A), Maths, Additional Science, Graphics and French (B)

voluntary work • • •

St Oswald’s Hospice, Newcastle upon Tyne Whitehouse Primary School, North Shields Cancer Research 5km run