ALICE FARR ACF
07972931387 alicefarr86@gmail.com
P OR T FO L I O
TABLE OF CONTENTS Make Up With Your Mind Suitcase Magazine
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The Winter Book
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VOLVE Magazine
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Trend Publication
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Research
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PR & Media stratedgy for Doctor Martens
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Internship Experience
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ABOUT: I am an eclectic, emotive thinker with a natural urge to explore and analyse. My interests lie in PR, Events Management, Concept Realisation and Journalism. I instinctively feel responsible to communicate important issues and conversations, which are often ignored. I enjoy working with lifestyle brands and concepts, adopting brand personalities to enable solutions and
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Suitcase Magazine - special edition Anxiety campaign and insert
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THE BRIEF To execute a creative Fashion Communication concept for a specific target audience of your own choice.
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The outcome of this brief is a campaign surrounding anxiety called ‘Make up with your mind’ on behalf of the fashion and travel publication Suitcase Magazine. The campaign includes a inserted magazine for their existing magazine for a special edition. The insert includes a range of articles and interviews focusing on mindfulness, meditation and escapism. The campaign and special edition are promoted through film and event.
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Suitcase Magazine Insert spread
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The Winter Book Lifestyle imagery and creative writing
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THE BRIEF The aim of the fashion communication brief was to create a printed publication, exhibition, film, book or a zine that had imagination and its own voice. The output was to express a topic or theme that you desire and decide. The focus of this work was to create stunning visuals, layout and clever use or graphics and typography in combination with great creative written content.
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My outcome consisted of a storm grey, cloth bound, and lifestyle book embossed with title, ‘The Winter Book’. The book highlights a diverse range of feelings and stories revolving around the season of winter, highlighting that for everyone it may not be ‘the most wonderful time of year’. The Stories written about reflected individuals and focused on dystopia of the city, loneliness, age and tradition alongside light-hearted winter recipe’s and poetry. The descriptive, abstract writing is complimented with beautiful, soft, emotive photography combined with blog style imagery.
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The Winter Book - Own publication THE BRIEF
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All Walks Beyond The Catwalk Diversity Now Volve Magazine
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THE BRIEF Fashion Journalism was a live brief in tandem with the campaign, Diversity Now, run by All Walks Beyond The Catwalk. The brief was to create our own thought provoking, topical, online magazine based on either issues regarding Gender, body image and sexuality. The magazine was further promoted with a simple graphic poster to promote the campaign issue.
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The outcome for this brief consisted of my online magazine ‘Volve’ which focused on gender and sexuality. The core of this magazine revolved around the stereotypical term ‘lady like’, the article and imagery explored this term in a rebellious manner. The key message was to allow people to act how they please without having to change their behaviour due to their gender attributes. Though the article spoke about serious and informed issues, the photography is colourful and very tongue and cheek.
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The Gender Rule Book The second we set our eyes on the world, colours define our gender. From then on, a series of roles are rudely assigned to us. Each gender robotically follows the rulebook, teaching women to be sensitive and men to be strong. These strict rules are presented excessively in the fashion industry, where women are represented with expected mannerisms and standards. In 1968, women stuck their middle fingers up to gender roles. Feminists protested outside a pageant in America chucking High heels, bras and Cosmopolitan into a trashcan for freedom from the pointless female Accoutrements.
Fashion does its best to keep these rules in place for models such as Cara Delavigne, sexualizing and showing her feminine qualities. Cara fights back with her boyish relaxed style and Instagram selfies of her indulging in a massive burger. Oh how ladylike! We applaud you Cara! The industry continues to adapt female models to show traits that are expected of women. This was reinforced when aspiring model Isabel Schwarz claimed: ‘to be a real model I would have to dedicate my life to looking perfect and inhuman’.
Emma Watson, actress, model and goodwill ambassador for the UN, stood Twenty years after the protest, a new era up as a feminist for the current Heforshe of femininity began; the term ‘supermodel’ campaign, fighting against these set erupted. Supermodels became the face of principles. During her passionate speech, their generation communicating views on Watson spoke about gender-based women, sexuality, and age. Portrayed as assumptions. She dedicated many of her the ideal woman, yet managing to create words to the stereotypes of men, urging diversity for females. them to join the campaign for change: ‘It is time that we all perceive gender Take Twiggy-when she first appeared on a spectrum, instead of two sets of in New York 1967, Susan Cheever wrote opposing ideals.’ in the New York Times that she was ‘the anti-woman: she had no breasts and her hair was cut like a boy. She was everything unfeminine.’Twiggy had personal style, whether it fit the book or not; becoming a supermodel gave her style a voice for females.
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The Future Laboratory Trend Publication
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THE BRIEF Fashion Interpretation was a live brief with the future laboratory trend agency. The aim was to create a trend publication using research in to Macro trends aimed at industry sectors of Beauty, retail, travel, food and drink. With our chosen sector we were to, identify the trends, communicate the trends through photography and description.
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The outcome of my trend publication consisted of a focus on food and beauty. My publication had two key trends ‘Going Back To Basics’ which concerned the macro trends, ‘The Polarity Paradox’ and ‘Forget Artificial’ which concerned the ‘Convergence Economy’. Both trends were expressed through photography, colour, texture and descriptive text.
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FORGET ARTIFICIAL In an artificial world it is easy to forget the beauty around us. Constantly, we overlook the produce grown on planet Earth, showing a preference for manmade products.
Brands, which accommodate the needs of natural lifestyle and have a fresh health benefit ethos, are becoming more and more prominent in the beauty and food industry. They are seen to As we know, food trends are changing complement our lifestyle. and reverting back to natural produce. Those who align to this way of life Super foods are consistently have witnessed a change known as used in the production of beauty ‘The Glow’. We are aware that the products. Some brands have health conscious gain health and caught on to this, whilst others beauty benefits which have become have yet to understand the addictive amongst the population. benefits and popularity of natural Using nutritious foods as beauty and organic products. products to complete the overall living naturally lifestyle is increasing in For once we are going back to popularity. what planet earth grows for us and what was already here for us Everyone aspires to achieve a “natural and are using it to enhance and fix”’ and noticeable benefits obtained provide a beauty regime that no by adhering to healthy eating patterns, making process and chemicals will which have now become part of our ever achieve. lifestyle and our beauty regime. Appearance has become more important than ever. Glowing skin, nude colours and natural products are in demand and serve to guide our beauty to be its natural best and demonstrate the success of natural products.
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Research Print is dead: Do lifestyle catalogue evolove a brands offering in to the consumer market place?
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THE BRIEF The aim of project research was to identify, research and propose an exciting, challenging fashion communication concept with an opportunity to explore in depth an idea that inspires individually. Research needed to look in to directional social, cultural, and economic trends relating to the topic, supported by both primary and secondary research.
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For project research/Dissertation I combined my love of brand strategy and print to challenge the term ‘print is dead’ for lifestyle brands and their use of print catalogues. The research explored the question ‘Print is dead: Do lifestyle catalogues evolve their offering in the consumer market place?’ My report included two main case studies of the brands, Hush and The White Company where I gathered primary research from the founder and CEO of these brands.
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Research Introduction ‘The catalogue has fallen out of favor in the last few years as various companies decided to trim their catalogue mailings, or stop them entirely’. Cunningham (2015) According to Lee Yohn (2015), catalogues for the fashion/lifestyle industry had great success during 2007 when catalogue mailings reached their peak. Lee Yohn states ‘during 2007 a DMA study revealed that 59% of multichannel marketers had increased their catalogue circulation from 2006, however since 2007 catalogue distribution started to decrease and during 2012 mailings dropped to its lowest level since the year 2001’.Though many companies have decreased or ceased their mailings completely, the popularity of catalogue distribution is however increasing. Notwithstanding the uncertainty of catalogues in an online age, many brands (especially lifestyle/ fashion companies such as Toast and Boden) still produce catalogues. However, many argue that catalogues are extinct and have little value to brands.
Therefore, this report aims to support the use of catalogues, by exploring two lifestyle brands. The report will assess how their catalogues evolve their lifestyle offering in the consumer market place, by acknowledging their purpose, reporting the consumers response and analysing their success in a digital denominated world. The report will focus on the importance and popularity of lifestyle brands by looking at, online brand Hush, who uses only digital and print channels to evolve its offering and The White Company, who use digital, physical and print to evolve theirs. The case studies inform and persuade the purpose and success of the role of print for popular lifestyle brands and ascertain how, as a brand channel, print has a vital purpose. Overall, this report will explore the question ‘How do lifestyle catalogues contribute to evolve their offering in the consumer market place’. The information gathered intends to question the necessity of print and the effect print has in an age where catalogues are considered extinct.
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OPR North East PR & Media Strategy for Doctor Martens
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DR Martens Strategy
THE BRIEF To conduct a promotional E-PR campaign for Dr martens with the creation of a strategy and concept to promote the new Dr Martens film. The campaign’s aim i to capture the attention of young taste makers in the Northeast.
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My EPR strategy for Dr Martens focused on the Then and Now of the brand. Focusing on the future of the brand whilst still including its signature history and brand image. My EPR strategy used various forms of social media and promoted the creative individuals in the city through providing them with an online platform. This piece of work led me to an internship at Exposure PR in London who looks after Dr Martens. Shortlisted: I was shortlisted for this work and pitched my stratedy and concept to a panel at OPR.
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Internships Exposure PR and Marina London
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Exposure PR Agency May 2nd 2015- July 2nd 2015:Showroom Intern -Worked with global brands: Dr. Martens, Levis, Nike and Converse -Responsible for Tracking send outs and returns to major fashion publications -Providing account managers with important information through Coverage scanning which built key relationships -Trusted with the appearance and distribution of gifting for bloggers and celebrities -Chosen to work at the Uniqlo press day, taking control of the guest list -Delivered invites around London confidently at fast pace for LCM -Worked the GQ China show and John Smedley’s presentation during LCM ensuring the event ran smoothly. Responsible for the guest list and the seating of guests. Exposure gave me a real life insight in to the world of PR, events and the importance of communication, professionalism and organization when it came to clients and important events
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Marina London Designer
March 8th 2015-April 5th 2015-Intern -Worked alongside designer Marina Guergova to ensure stock was prepared for shipping and up to the standards of the brand - Responsible for Stock control and packaging - Gained a great relationship with Marina and was trusted with the brand to work alone in the studio I learned a lot about the minimalistic brand as well as its future plans such as the creation of ‘The Basic Store’ pop up. It was incredibly exciting to be involved with a growing brand and to see the level of work, which goes in to building a reputation.
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