twnty. FASHION
MAR-COMMS
A visual zine which celebrates the hard-work and dedication from both past and present students from Studio 204, the Fashion Marketing and Communication course at The University of Chester.
Images by Emma clarke, 2019 Graduate.
ISSUE 1
CONTRIBUTORS
EDITOR-IN-CHIEF Tracey Hall EXECUTIVE EDITOR Alicia Jones DESIGN DIRECTION Alicia Jones INTERVIEWER Alicia Jones COVER IMAGE Alicia Jones
WRITERS Alicia Jones
Anna Bevilacqua Tracey Hall
SPECIAL THANKS TO The Graduating Class of 2020 The Graduating Class of 2019 Eden Loweth
Garry Butterfield
Sorcha O’Raghallaigh Tala Surace Tony Green
CONTENTS
2020 GRADUATES Alicia Jones
Becky Mann
Courtney Glover Shannon Evans Rivarn Boyle
Natalie Osgood
Anna Bevilacqua Lucy Cartwright Jane Berry
Deena Walker
30 76 126 190 246 276 310 348 378 398
2019 GRADUATES Ellie Preston
Beth Sargent
Emma Clarke
Jennifer Hodgson Zoe Evans
432 438 444 450 456
INDUSTRY PROFESSIONALS Eden Loweth Tala Surace
Sorcha O’Raghallaigh Tony Green
Garry Butterfield INTERVIEWS Within individual sections
464 470 476 484 492
“IF YOU CHANGE THE WAY
YOU
THINGS
LOOK
THE
AT
THINGS
YOU LOOK AT CHANGE” - Wayne Dyer
A letter from the Course Leader As another fantastic group of students from the Fashion Marketing and Communication course at The University of Chester continue on their next part of their journey into the fashion industry, I would like to thank them all for their hard-work and dedication that they have given over the last three years. They are leaving an amazing legacy for the future students, just as the class of 2019 did for them. I am so proud of how they have responded to the current situation with positivity, problemsolving, and professionalism. I would also like to thank our industry mentors for supporting their journey with us. Each of you have worked tirelessly to produce future-facing Marketing and Communication skills and you are a credit to the University and the Fashion Marketing and Communication course at Chester. As we move forward into a new frontier within Fashion Marketing and Communication, our students, both past and present, have not only the skill base but also the understanding of how to aid and support the new development ahead. I wish you all of the luck, please keep in touch. KEEP PAYING IT FORWAD !
Tracey Hall Course Leader, Fashion Marketing & Communication.
Images by Alicia Jones, 2020 Graduate.
A letter from the Editor Welcome, it is a pleasure to introduce to you, the very first edition of TWNTY, a magazine launching in the Summer of 2020 to showcase the work produced by Studio 204, on the BA Hons Fashion Marketing and Communication programme at The University of Chester. This edition focuses mainly on the Graduating Class of 2020, celebrating three years of consistent dedication, hard-work and persistence. Over the years, they have had the opportunity to experiment creatively and have been encouraged to push their boundaries to discover who they are and how they want to be represented in the industry. Amongst these talented individuals are a variety of different specialisms, such as journalists, stylists, digital creators, creative directors and fashion marketers. Throughout the magazine, we have strongly captured this diversity, ready for you to be immersed into each individual graduates unique identity. In addition to this, we have also included work and interviews from the Graduating Class of 2019, as well as industry professionals too. TWNTY is packed full of beautiful imagery, produced by Studio 204, and insightful conversations. I hope that you thoroughly enjoy this first edition!
Alicia Jones Executive Editor, TWNTY
BLACK PAGE
Images by Alicia Jones, 2020 Graduate.
BLACK PAGE
Words from the 2020 Student Rep
Hello! It’s nice to meet you, we are Studio 204, a thriving Fashion Marketing and Communication course based at Kingsway Campus within The University of Chester. Creativity, communication, collaboration, and contemporary forward thinking are the elements that make up the heart of our course, and that have made us so unique. Here at Chester, our students are taught to engage with the demands of the global fashion marketplace, by providing innovative, future proof branding and communication solutions, through the mediums of Digital Communication, Film and Photography, Styling, Theoretical Marketing, Trend Forecasting, Branding, Journalism, Case Studies and Presentations. Learning a range of disciplines and skills enables our students to not only flourish in one specific area of the industry, but to also gain the transferable skills and knowledge to aid in employment within a broader scope of the industry.
From the off, we are always encouraged to think one step ahead of the curve, to make sure we have the awareness of what is happening next in industry, to future proof our careers. This is why we are the first Fashion Marketing and Communication based course in the UK to embed Gaming in the curriculum, and have therefore collaborated with students at West Cheshire Collage to provide inventive, technological gaming outcomes to sit hand in hand and with our projects. Lead by Tracey Hall; a lecturer, course leader and overall university Mum, who has had many years of industry experience, and a bank of contacts, makes a word of difference to our understanding of fashion communication. Her first hand industry knowledge and expertise help us enormously. Tracey helps to bring the industry to us here in our little corner of the North West, by inviting a range of visiting speakers to the university. Speakers have included Tony Green, Art School’s Eden Loweth, Robbie Sinclair, Ellie Bevis, Emmeline Childs, Tala Surace, and Sorcha O’Raghallaigh, as well as a collaboration with Warrington IKEA. These visiting lectures and opportunities enable us to range up a bank of contacts, and put us that one step closer to industry. We are constantly encouraged and supported throughout the three years and we are pushed to be the best individual brands we can be, to prepare us to carve our successful path in industry. Anna Bevilacqua Class of 2020 Student Representative
Visuals by Lucy Bailey, 2019 Graduate.
A letter from the Vice Presidents As the Class of 2020 prepare to leave its important to reflect on the legacy we have built and are leaving behind. The Class of 2019 set a high benchmark, that landed them employment at some amazing places. We knew going into third year we had a tough challenge ahead of us. We also knew we had to work hard and evolve in what is an ever changing and fast-moving industry. We had to meet these expectations to make sure the course brand remained strong. I truly believe we have collectively not only met but exceeded expectations. The Class of 2020 are an amazing group of talented and driven students, who have shown resilience and flexibility adapting to new ways of working and now leave their own strong legacy. The course is digitally strong and forward thinking, due to the Covid-19 pandemic we quickly adapted to a new way of working when university closed. Our planning and preparation for our Final Major Projects had to be quickly adapted to enable us to produce the same high-quality output but focusing more than ever on the digital environment. Already having these digital skills meant adapting to this situation was so much easier. We know the fashion industry is a slow burner in terms of changing how fashion is created, marketed and consumed. The unexpected arrival of Covid-19 presented us with a huge challenge but we faced this with confidence having the knowledge, training and experience to find effective solutions enabling us to continue with our FMP’s.
Our strength and versatility has allowed us to work collaboratively together; we have journalists, creative directors, content creators, stylists, photographers and marketers all of whom are now ready to take the next step in their journey into industry life. The Class of 2020 worked together in these extraordinary times, utilising our talents, skills and strength in the face of the challenge before us to ensure that we continued to keep our brand alive and strong producing industry standard work. We are proud of what we have achieved and believe that we will leave behind an inspirational legacy that others will look up to and build upon. We can’t wait to come back next year and see what they’ve produced.
Becky Mann and Courtney Glover Class of 2020 Co-Vice Presidents
FULL IMAGE PAGE
Visuals by Courtney Glover, 2020 Graduate.
Visuals by Becky Mann, 2020 Graduate.
FULL IMAGE PAGE
“It’s all about you”
Over the course of the three years, Studio 204 are continuously given the opportunity to learn new skills in all different realms of fashion disciplines. Students are encouraged to keep their horizons broad and be eager to take on each one with a positive and enthusiastic approach. They are taught everything from branding, to forecasting, to styling, to journalism and many others in between too. The curriculum covers such a wide scope and is kept varied to give everyone the chance to experience multiple different routes within the industry. This helps students to understand their strengths, advance their skills and really figure out what it is that they enjoy most. By the time you get to end of the three years, it becomes more recognisable of which parts of the industry your personal skills are best suited to, and for most students, it is clear to them which route they want to take for their career progression. Even though there are numerous specialisms to choose from, each of them can be sub-divided into two separate categories; Creative Communication or Business Communication. This course is fully adapted to help students figure out which type of communication they are stronger in. It is not unlikely for people to have skills which cross-over into both, however, typically you will always gravitate towards one of them more prominently. For the Graduating class of 2020, Studio 204 have a good mixture of both types of communicators. Some of the individuals are more visual and creative, whereas others take on more of a marketing and business focused perspective.
COURTNEY GLOVER
BECKY MANN
NATALIE OSGOOD
SHANNON EVANS
RIVARN BOYLE
C
CREATIVE
JOB ROLES GRAPHIC DESIGNER // ART DIRECTOR // CREATIVE DIRECTION // STYLIST // PR // MEDIA // SOCIAL MEDIA // STYLE SCOUT // VISUAL MERCHANDISING // FASHION EDITOR // ILLUSTRATOR
BUSINESS
JOB ROLES PROJECT MANAGEMENT // JOURNALIST // TREND FORECASTER // BUSINESS OWNER // CEO RESEARCHER // COPYWRITER // ENTREPRENEUR // BUYER // MARKETER // BRAND STRATEGIST
S
ALICIA JONES
LUCY CARTWRIGHT
JANE BERRY
ANNA BEVILACQUA
DEENA WALKER
Disclaimer: Some of the projects throughout this zine are hypothetical campaigns or content for an existing brand. We do not claim any of their brand imagery as our own, but it may be included in our work for educational purposes.
alicia jones. BLACK PAGE / ALICIA AMY JONES
FASHION
BUSINESS
ALICIA JONES @aliciaamy.jones
Hello! I am Alicia Amy Jones, and I am a third year Fashion Marketing and Communication student at the University of Chester, Graduating in November 2020. I am a confident, professional and aspiring Marketer and Project Manager, specifically within the Digital Fashion space. I am a self-confessed social media addict who is extremely hard-working, passionate and determined to succeed. Over the past three years of studying multiple disciplines surrounding Fashion Marketing and Communication, I have come to discover that my unique skillset includes; Branding, Marketing, Writing, Content Creation and Business Communication. Being on this course has really
enabled me to develop my knowledge and advance my skills ready for industry. Not only have I been taught all of my marketing and digital skills such as Branding, Communication and Adobe Suite Software, but I have also been able to progress with desired soft skills including Team Work, Time Management, Organisation, Public Speaking and Analytical Thinking. I have always been encouraged by the course leader to push my boundaries, think outside of the box and take on any opportunities with a positive and enthusiastic approach, in order to stay ahead of the curve and ensure I am giving the best possible version of myself. I am an enthusiastic individual who is full of personality, with a good sense of humour and a positive aura. I have a naturally inquisitive nature and am always curious to take on new challenges with the aim to expand my skillset. After Graduating from University, I aspire to work within the Digital Marketing sector of the industry. Although I am more business minded and marketing focused, I still thoroughly enjoy the creative side of the industry as well, and I believe that this is a career path where I would be able to merge the two together.
When did you first become interested in fashion?
My initial interest in fashion became apparent at quite a young age. My mum was always highly interested in fashion and it was something which we were able to bond over from the second that I started to understand it. I could have sat for hours with my mum in her closet whilst she was getting ready, and I would just be mesmerised by all of the patterns, styles and textures that surrounded me. By the time I was about four years old, my mum was even having bespoke pieces made for me by a fashion designer because she wanted me to dress differently and have my own sense of style. Having this sense of dressing differently instilled in me at such a young age, it gave me an instant love for clothes and styling garments together.
What did you do prior to coming to University?
After I excelled my textiles GCSE’s, I went on to work for major high-street retailer, Topshop. I started off doing just a couple of days a week whilst at college, but I began to enjoy it so much that I left college and went to work full-time. After just 2 years at Topshop I was promoted to team-leader and stock-room manager and shortly after that I also got given the role of store visual merchandiser too. Not bad all by the age of 19! I loved my job role at Topshop so much, but I knew that I wanted to continue to really progress and push myself to new limits in a career within the fashion industry, which is what ultimately lead me onto applying for University. Why did you choose The University of Chester?
more well known for their fashion courses. I have found over the years of being here that this adds such a unique and personal touch to the course because not only do you build friendships with everyone else, but you also get given more one on one time with lecturers to discuss anything; work or life related! I have come to realise that this one on one time is absolutely invaluable and really does help in keeping you on track with your work load. What has been your favourite thing about being on this course?
One of my favourite things about being on the course is that it has given me the opportunity to finally figure out the direction I want to go in within my career. Being 26 and classified as a mature student, I always put a lot of pressure on myself thinking that I should know exactly the career I want, but it wasn’t until coming to University that I actually started to piece it all together and figure it out. In addition to this, the experiences I have had during the completion of my final major project have been some of my favourites. This module gave me to chance to interview fashion industry professionals, capture social media content, brand and market a course and to overall manage a project which involved everything I am passionate about; It has been a surreal time for me and the best end to my three years at The University of Chester.
There are a couple of reasons why I always knew that Chester would be my firm choice of University. Firstly, Chester has always been one of my favourite Cities. It is fairly small, it is picturesque, there is plenty to do and the people are lovely...What is there not to love about that? Coming from Shrewsbury myself, which is a small historical town in the West Midlands, I think I always felt at home in Chester as it reminds me of just being a slightly bigger version of where I am from. Also, with the fact that I wanted to live at home and commute to University, Chester is within a good distance to easily allow me to do that. Secondly, I really loved the aspect that the Fashion Marketing and Communication course at The University of Chester Which has been the most beneficial module for was much smaller (in terms of students enrolled) com- you and your career goals? pared to the other Universities around which may be Out of the modules I have completed over the last
three years, I believe that the Concept Direction and Development (otherwise known as Brand Me) has been the most beneficial one for me. It was during this module that I really started to get to know the different facets of my personality and understand how I want to brand myself within the professional industry. By being vulnerable through self-research and figuring out all of my characteristics, it is really what taught me about the career direction I want to progress with. I was able to thoroughly think about what I like and dislike and the reasons why, where my skills are strongest and where I need to improve, what market level I sit within and what audience I communicate best with; All of which helped to narrow down the area of the field I am best suited to.
“YOU CAN NEVER BE OVER DRESSED OR OVER EDUCATED�
Is there anything in particular you have found challenging?
For me, one of the most challenging things to overcome has been the aspect of comparison. Being on a creative course where you are surrounded with a number of really talented individuals, it is so easy to get into the negative mind-set of comparing your own work and making yourself feel as though you are not creating something as good as what others are. I do believe that comparison is only natural when you are within a space like University, but the sooner you can overcome that challenge and understand why it is detrimental to you and your work, the better. It has taken me until third year to see that I need to stop comparing and worrying about what others are doing, and to just focus on my own work.
To watch the full interview with Alicia Jones, it is available now on our YouTube Channel, _Studio.204
Viktor and Rolf X Levi’s Logo and Branding by Alicia Jones.
Level 4 - Brand Development Module
Styling, Creative Direction, Photography and edits by Alicia Jones.
Level 5 - Fashion Forecasting Module
going to waste
a be au ty -fu ll w or ld
A beautiful World Going to Waste is a visual trend package which is an in-depth exposition on searching for innovative solutions in an over-packaged and wasteful world. My vision behind this concept was that it would be a movement which was going to happen by coming up with new ways to reduce the amount of unnecessary plastic packaging which is used in the health and beauty industry, and to encourage consumers to always recycle. Throughout creating this concept and visually communicating the message being it, I was able to build on my knowledge of the health and beauty industry, gain an understanding of trend forecasting and what it entails as a discipline and I also refined my skills in creativity, researching techniques, analytical thinking, strategy creation, communication and innovation for the future.
brand alicia. BLACK
CONTROL
Styling, Creative Direction, Photography and edits by Alicia Jones.
Level 6 - Concept Direction & Development
“well, aren’t you a little ray of pitch black.”
Brand Alicia was built upon ten different words which accurately describe myself, my way of working and my personality characteristics. If was formed from extensive self-research and reflecting on my entire life up to the point of which I am currently at. Through the mediums of visual story-telling and semiotic communication, I was able to create a personal branding and express it successfully. The styling is a combination of signs and symbols which can tell my narrative, without having to say a single word. It is controlled. It is black. It is vulnerable. It is me.
C
O
C O M M U N I C AT I N G M Y B R A N D N A R R AT I V E T H R O U G H T H E U S E
OF VISUAL SOCIAL MEDIA PLATFORMS AS A WAY OF MARKETING
by keeping these parts of me hidden, I have the ability to manipulate you into thinking that I have a perfect life.
Can before the theroom roomfades fades black? Canyou youescape escape before to to black? A digital escape room, based on my styling and branding concept from Brand Alicia. Experimenting with gamification as a future-thinking form of fashion communication.
NOW LOADING NOW LOADING NOW LOADING NOW LOADING NOW LO
OADING NOW LOADING NOW LOADING NOW LOADING NOW LOADING
G
ESCAPE
CLICK TO
PLAY
TRAPPED
30:00:00 30:00:00 27:00:00 27:00:00 25:00:00 25:00:00 22:00:00 22:00:00 20:00:00 20:00:00 18:00:00 18:00:00 15:00:00 15:00:00 13:00:00 13:00:00 10:00:00 10:00:00 08:00:00 08:00:00 05:00:00 05:00:00 00:00:00 00:00:00
Produced by Matt Hodges, Phoebe Ainsworth and George Stevens from West Cheshire College.
Concept and Creative Direction by Alicia Jones.
Taking into consideration everything that I learnt about myself from the self-reflection throughout Brand Alicia, I was able to then develop these findings further in order to create a strategic plan for my Final Major Project. This proposal was my 360 Campaign and it thoroughly outlined what I was going to do and why I was going to do it. Brand Alicia really helped to guide me in the right direction of what skills of mine I could take forward to create a successful piece of work which fully represented me. Skills which I was eager to utilise and advance upon included; Brand Development, Project Managing, Digital Content Creation, Journalism and Media Communication. Combining all of these skills together, are what led me to twnty.
At Studio 204, we have always been taught to work hard and leave a powerful legacy, and this zine which you are looking through, is my legacy for the Fashion Marketing and Communication course at The University of Chester. For my Final Major Project, I was encouraged to take on the role of the Assistant Creator for the new marketing and branding of the BA Hons Fashion Marketing and Communication course. This was a collaborative project between myself and 2019 Graduate, Ellie Preston. Together, we were to create a strategic marketing plan, with the end-goal of increasing brand awareness for the course and the students. The project consisted of a physical zine, a digital zine and a media channel relaunch. My responsibilities included; Creating the physical zine, creating video content for the media channels and project managing the brief in hand. This project encompassed not only all of the work that I enjoy, but also all of the skills which I have developed over the past three years. I am proud and honoured to have been given this opportunity as it is something so close and personal to the heart of a brand which I have spent the last three years being a part of.
twnty. FASHION
MAR-COMMS
A visual zine, launching in 2020, which celebrates the hard-work and dedication from both past and present students from the Fashion Marketing and Communication course at The University of Chester.
Level 6 - Final Major Project
Level 6 - Final Major Project Interview Docuseries : Alicia Asks.
Content created for IGTV and YouTube Creative Direction, Production and Editing all by Alicia Jones
Alicia Asks is an interview-docu series that I have curated as part of both twnty and Studio 204 for my Final Major Project. It is a new and exciting video series for YouTube and IGTV, where I get the opportunity to speak to the Graduating Class of 2020 from the Fashion Marketing and Communication course at The University of Chester, to find out about their experiences over the past three years.
CREATIVE
COMMUNICATORS
...
BECKY MANN @beckyelizabethfashion
Hi, I’m Becky. I’m 21 years old and I study fashion marketing and communication at the university of Chester. Over the last 3 years we’ve been given amazing opportunities, from going to New York for 5 days to explore the city, to being invited to an Art school fashion show and attending London fashion week. We were given these opportunities as our leading lecturer Tracey Hall highlights the importance of industry constantly, she has amazing contacts and makes sure we are well prepared for industry especially in the last year of our course.
What did you do prior to going to University?
I came from an A- level background, I didn’t study fashion before I came. I studied Business, Art, Sociology and Geography. When looking for courses I wanted to combine my love for Business and Art, I found this course and knew it was perfect for me. Why did you choose The University of Chester?
I originally looked at universities in London such as Westminster and University of Creative art, Epsom. At the interview days I felt like a very small fish in a big pond, they have at least 70 people on each course and coming from such a small place like Cumbria I didn’t want to scare myself. After having the interview day at Chester, I felt really comfortable and I just got a feeling this was the next step for me. What has been your favourite moment during University?
I would say the Charles Jeffrey masterclass we went to was amazing, after research and admiring his work for the whole time of being at university it was surreal to
“You have to have a passion for what you are doing, you have to live breath and eat fashion. It’s what gets you through the rough parts like stressful deadlines, if you enjoy it its worth being stressed over. That and having good time management is a must at university, you can’t leave things to the night before or wing your way through it”.
be in the same room as him. To hear him talk about his current collection and the process he takes to create his collections it gave me huge inspiration. Which is the module that you feel have been the most beneficial to you?
I would say the last module we have done, which kicked off our third year, ‘brand me’ gave me a huge understanding of who I am as a creative. We had to look back into our childhood and I realised how much my home life has influenced my work today. It smoothly transitions in to a 360-campaign module and brand management module that allows you to use everything you have learnt about yourself and apply that to the current industry. Where do you see yourself after graduating?
To watch the full interview with Becky Mann, it is available now on our YouTube Channel, _Studio.204
Hopefully in a graduate job, I plan to live in many major UK city for a while. I’d love to work freelance eventually. But I’m generally just excited to start work in the industry I have been studying about for the last three years.
Level 4 - Brand Development
thom browne x
L
E
V
I
S
life in circles
I
K
E
A
x
G
E
N
Z
Level 5 - Live Industry Brief
lone unity Level 5 - Trend Forecasting
Photography and Styling by Becky Mann
Level 5 - Fashion Culture and Context
sustain fashion
Level 6 - Fashion Futures Photography and Styling by Becky Mann
severed - instinct
Level 6 - Concept Direction and Development Brand Me
styling B
r
a
n
d
M
e
inspiration
S
h
r
i
n
Level 6 - Final Major Project Development
develop - ment e
test - shoot S
h
r
i
n
e
Level 6 - Final Major Project Development Photography and Styling by Becky Mann
Level 6 - Final Major Project Development Photography, Editing and Styling by Becky Mann
inspiration
The Lost Tribe
‘THE LOST TRIBE’ Remastered FMP Shoot. The Lost Tribe, in a forgotten world, rooted to earth through their love for the environment in which they live. in a world that is crumbling and looking for answers, they look to the ‘lost’ to find safety.
Level 6 - Final Major Project Development Photography, Editing and Styling by Becky Mann
@courtneyfmc
COURTNEY GLOVER
What did you do previously to coming to University? Do you come from a Fashion background? Prior to University, I came straight from doing my A Levels in which I took Textiles, Psychology and Geography. I have always been interested in fashion and was unsure on what exactly I wanted to do when I was older, so I felt in only made sense to pursue a degree in what I was interested in and this decision has definitely paid off.
Which has been the most beneficial module to both you and your career? Having only recently started, I feel my most beneficial has been my FMP. I feel my skills and knowledge that I have learnt in my first and second year have all compiled together, and I am now able to showcase this in a unique way that completely encompasses and underpins myself as a brand. It brings in skills learnt from digital workshops, my fashion forecasting module and also my Fashion Brand Development module.
What was the reason that you chose The University of Chester, above other surrounding Universities which are more established in Fashion courses? Moving away from the Isle of Man was a big step for me, especially due to my upbringing being so sheltered and safe. Therefore the first and probably most important was location, I visited over 15 Universities in person and Chester was definitely the one I felt most comfortable at. Obviously, the content of the course was also important as the Isle of Man doesn’t have any proper financial support for students attending universities overseas which meant it was a big investment for my family. The FMC course offered by Uni of Chester was the most appealing to me for many reasons. The first being how small the intake is, as stated earlier having come from a small island I have always been used to small classes that offered 1 on 1 help and I knew this course would enable this. I was also unsure on what exactly I wanted to do within fashion and this course prospectus appealed to me due to the range of subjects that are taught, from branding to styling to forecasting.
Where do you see yourself after graduating? I am unsure on my exact plans at the minute, but I’m very excited to start applying for grad jobs. I see myself moving to Manchester next year, or somewhere else North, such as Leeds or Liverpool. I have been looking at roles in Social Media and Branding at the minute, however I would also like to collaborate with other young creatives upon graduation to develop my creative direction portfolio as this is certainly where I would like to see myself in the future. I have also been looking at internships in Dubai, where my dad lives, which I may do this summer.
What has been your favourite thing about being on this course? I can definitely say my most favourite thing is the amount of opportunities we are given to research and study outside of the classroom. I have gone down to London on numerous occasions, especially in my final year, for exhibitions, panel talks and market research. One of my favourite has got to be the Charles Jeffrey workshop, or the Tim Walker Exhibition, both of which have been invaluable for my FMP research. In addition to this, another highlight from my three years has got to be going to New York, it was probably one of my most favourite weeks of my entire life, shared with amazing friends and sights.
What is one piece of advice that you would give to someone wanting to study Fashion? I would definitely say you need to have a ‘passion for fashion’ ...As cringe as this is, it’s true. Tracey, my lecturer once said to me, she can teach us pretty much anything apart from passion. University is tough and very challenging at times, and I can certainly say I wouldn’t still be here if it wasn’t for my love for fashion and wanting to get a job in the industry once I graduate. To watch the full interview with Courtney Glover, it is available now on our YouTube Channel, _Studio.204
Level 4 - Brand Development Vetements X Levi’s
Level 5 - IKEA COLLABORATION Illustrations by Courtney Glover
Level 5 - Trend Forecasting
glow old glow old glow old glow old glow old glow old glow old glow old glow old glow old glow old
Level 6 - Fashion Futures
Level 6 - Concept Direction and Development Brand Me
Level 6 - 360 Campaign Photography and Styling by Courtney Glover
BLUR.THE.LINES. BLUR.THE.LINES. BLUR.THE.LINES. BLUR.THE.LINES. BLUR.THE.LINES. BLUR.THE.LINES. BLUR.THE.LINES. BLUR.THE.LINES. BLUR.THE.LINES.
deve lo p m ent.
Level 6 - Final Major Project Development
Level 6 - Final Major Project Development
I have decided to create something that not only showcases my aesthetic and skill set I have built during my time at university, but will also support my future career path. It reflects not only my creativity but also has a strong narrative that shines on my personal journey in life. My vision is to create an interactive, fashion forecasting publication, for the year 2025. Titled ‘Caddey’ which translates to ‘protect’ in Manx, which is the native language of my home country, the Isle of Man. This forecast taps into the dying streetwear market, and aims to find a new, fresh meaning amidst an uncertain world. Driven by escapism and finding protection in an alternative reality, opting to more natural forms resulting in the reinforcement of the world as we knew it. Identifying three main themes within this forecast; Nature and Safety, Minimalistic Survival and Urban Escapism. It sees menswear championing new hybrids that draw on utility, streetwear and tech themes. This forecast aims to support the ongoing popularity of alternative utility and future tech trends. Hinting on remote wilderness, off-grid living and survivalist resourcefulness.
Level 6 - Final Major Project
BLACK PAGE
To watch the full interview with Shannon Evans, it is available now on our YouTube Channel, _Studio.204
SHANNON EVANS @shann.evans
When was it that you first become interested in Fashion? In school I had a keen interest in creatives and I studies art within a levels, within school I liked the ideas behind fashion and often looked at Avant Garde type designers. I had an interest within fashion, but I had none of background or skills to actually make clothes, so I got into the idea of fashion communication and found this course. What did you do previously to coming to University? Before university I did a level in school, I have no background in textiles and I had a keen interest in learning more around graphics. I think this is why Fashion Marketing and Communication was the perfect course for me as I have been able to utilise my skills and develop new ones within the course without having to have a background in design.
What has been your most beneficial module? Out of all the modules, I believe the brand development module in first year has had a great influence on me and the way I think within research and creation and has definitely been a stand out module from my time in university. I also think my Final major Project has had a huge impact on me and my journey as it has made me question myself and the path I want to take with a career in the industry.
Where do you see yourself after graduating? I have a keen interest in visuals in terms manipulation and content creation, subcultures and movements play a great part in my interest in fashion, everything is connected and creates a bigger story than is initially told, to me this is what makes fashion. Historical context is greatly reflected through myself as an individual in the way I think and create. After graduating, I know my strengths lie with being creative therefore I would like to go into digital / content creation and What has been the most worthwhile lesson eventually creative direction. you have learnt since being in University? The most worthwhile lesson I have learnt since being What is one piece of advice that you would in university, is to not doubt yourself. I have always give to someone wanting to study Fashion? been quite shy and have doubted myself a lot. The One piece of advice I would give for studying fashion, course has taught me to believe in myself and the is to not doubt yourself and trust in the process bework I create is good enough, I feel I have grown a cause it all shapes you as a person and having faith in lot of confidence since being on the course and has your work is so important especially in such a compethelped shape me as a creative individual. itive industry, you have to love what you create.
Level 4 - Brand Development Kenzo X Levi’s
Level 5 - Trend Forecasting
Level 6 - Fashion Futures
FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FA N FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION
ASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FAS FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // FASHION FUTURES // F ASHION F
7
Level 6 - Final Major Project Development
7
7
7
RIVARN BOYLE @rivbfmc
What did you do previously to coming to University? Before coming to University, I studied Fashion & Clothing at the City of Liverpool College. The course focused heavily on Design and Creation, with some elements of marketing and communication such as Styling. It was on this course that I realised that yes, I love Fashion on a whole, but I thrive within communication and marketing more so than design /pattern cutting / creation aspect. What has been your favourite thing about being on this course?
So, I think my favourite thing about being on the course has been how much insight we have been given to the actual fashion industry; through the three years we’ve had multiple guest lecturers, opportunity to attend fashion shows, we’ve been exhibitions. As somebody who came from quite a big course at college level, I have friends who went on to bigger universities that haven’t had no-where near as much opportunity on such a personal level. I think when I look back on the full three years there has been many
stand out moments, but it all comes down to the same Graduate job for a PR Agency. I think the common thing – we have so much opportunity handed to us, perception is that all Fashion students aim for Lonit’s hard to not appreciate it. don, Paris, New York, but I think I’d like to stay in the North, so like Liverpool or Manchester. But yeah, Have you found anything particularly chal- I think a PR Agency would be the perfect starting INTERVIEW WITH RIV BOYLE lenging throughout University? point, although I’m not going to write off any opporI think something everybody should know before tunity that could further me career wise. coming to University, is that if it’s not challenging you, something is wrong. I’ve faced different challeng- Where ever I am, I’m looking forward to actually es in every year, with the third year being my most looking back on University, in say the first 6 months challenging year, the modules got more personal, and after graduating and being able to be thankful and that’s something I struggled with but I think that the appreciative of the three years I spent, the tears, the struggling and the challenges I’ve faced have pushed tantrums, the breakdowns included. me, so while at the time I will sit and whine about it all, looking back I’m able to see why those challenges Could you tell us one piece of advice that were needed, if that makes sense. you would give to someone wanting to study Fashion at University? Which module do you believe has been the I reckon the most important thing everyone about to most beneficial to you and your career goal? study Fashion should know is that you need to leave Brand Me, that was the first module back in third year, whatever you think you know about your chosen probably the hardest module I have ever done and course at the door and allow yourself to be introduced will ever do, but when I think about what it taught to a new outlook on Fashion. Oh, and that regardme about myself, it’s been beneficial. When I think less, it’s University, it’s not easy, you’re probably going of how the Brand Me module is linked to my FMP, I to cry, you’re going to throw tantrums and tell your think that the two combined will be the most benefi- friends you’re dropping out (you won’t), you’re going cial career wise; I’m focusing on Brand Development to have bumps along the way, it’s normal, but rememas a whole, which means I’ll be utilizing and develop- ber why you started, and what it is you want from the ing skills in varied Fashion Specialisms, I can only see degree, and just keep pushing through. 3 years sounds this benefiting me rather than going against me. like a dead long time, but by third year you’ll realise how quickly it all goes and how beneficial it is to you. Where do you see yourself after graduating? After graduating my hope is that I’ll be able to get a And, maybe get yourself a therapist.
F
F
FASHION
FORECAST
FMP WORK
FMP WORK
NATALIE OSGOOD @natalieosgood_fmc
To watch the full interview with Natalie Osgood, it is available now on our YouTube Channel, _Studio.204
Hello, my name is Natalie. I am a third year student, studying Fashion Marketing and Communications from the University of Chester. Studying Fashion Marketing and Communications at Chester University has allowed me to develop my knowledge and skills. From first year you learn all your marketing skills and digital skills; photoshop, InDesign. These skills are then building blocks which you keep improving on through second and third year. Third year is the year when all these skills come together. I feel third year is the year when the bridge between University life and industry life come together. I feel studying a course that is industry led, is very beneficial for me as it prepares me for my future career. Having our lecturer, Tracey come from industry is also amazing. She is an amazing support and is so knowledgeable, she is able to help and push us all individually to allow us to produce the best work possible.
What did you do previously to coming to University? Before coming to University I went to sixth form to study psychology, RS, law and biology. After completely these I felt lost within myself and where my future career was heading. This led me to explore different industries. I have always been into fashion but never knew how many possibilities and opportunities there was within the industry. I went on to study fashion in college, where I specialised in sustainable fashion.
the grades and instead realised that if I put the work in, the grades follow. This has allowed my creative side to really come out within my work. What has been your favourite thing about being on this course?
One of my favourite things about University has been the people I have met. I have made some of the greatest friends since being on the course, that I know I will be friends with for the rest of my life. As the course is very small, it allows every student to really engage with each other, support each other and help each Out of all modules you have done, which has other. This has created a good community within been the most beneficial to you? the Fashion Marketing and Communication course, For me, I would say the most beneficial module has throughout all year groups. been brand development. I feel this module influenced me, especially within my third year work on Brand Me and my Final Major Project. It allowed me Can you tell me one piece of advice that you to discover the market level that I work at, as well as would give to someone wanting to study fashion? develop my style which I enjoy most. My one piece of advice for anyone wanting to study fashion is to work hard and take risks. The fashion inHave you found anything particularly challenging dustry is an amazing and exciting industry that I feel over the years of being at University? very lucky to be apart of, but it is also very competitive. I would say the most challenging thing I have found Giving myself a strong work ethic is important. On over my University experience would be taking risks the Fashion Marketing and Communications course and pushing myself. Especially in first and second at Chester, Tracey gives every student various opporyear, I was constantly trying to chase the grades. As I tunities. I have met amazing industry professionals was trying to chase grades, I was not pushing myself and been on some memorable trips. I would say takas I was scared that no one else would like my work ing every opportunity given and saying yes to as much and therefore I wouldn’t get good grades. It has only as possible will allow you to be successful within the been through third year that I have stopped chasing fashion industry.
Level 6 - Concept Direction and Development Brand Me
Level 6 - Final Major Project Development
Croquis development
MERGING PHYSICAL AND DIGITAL CAPABILITIES WITH SURREAL SETTINGS “fashion does not need to be physical to exist”
Level 6 - Final Major Project
THE MOTION
INSPIRATION INSPIRATION
STORY-TELLING THROUGH MOVEMENT
BUSINESS
COMMUNICATORS
...
ANNA BEVILACQUA @missbevilacqua_fmc
Hello, I am Anna Bevilacqua, a 21-year-old, third year Fashion Marketing and Communication student at University of Chester. I am originally from a town just to the south of Sheffield in the UK, and prior to studying Fashion Marketing and Communication at Chester, I studied A Level Textiles, English Language, English Literature and History. I have always loved Fashion and being creative from a young age, and even when I was younger, I was always drawn to the look of individuality that came through clothing, and the fact that you could make a statement through fashion always stood out to me. I loved the power and messages behind fashion and marketing, and how I could put outfits together that reflected who I was. However, I always knew I was more academically minded rather than fully creative, as I love writing and researching, but I wanted to mix the two passions of mine together to study Fashion Marketing and Communication, and push my love for writing and journalism into the fashion space as that is where my true passion has always lied. I came to University of Chester as I was drawn to how small, personal and supportive the course was compared to bigger courses elsewhere. At Chester, I have found that you’re not just a face in the crowd as you would perhaps be in larger fashion courses, but instead I have found that we have always been supported and encouraged since day one to be the best marketeers and fashion communicators we can be, and to always push our work one step ahead of the curb to the best it can be, ready for industry. Over the past three years of studying multiple disciplines surrounding Fashion Marketing and Communication, I came to discover that my unique skillset includes: writing, researching, journalism, marketing and branding, to match a luxury market level. During my second year of university, I completed a placement at a luxury, bespoke womenswear brand based in Manchester, and there a practised a Creative Copywriting role. I loved this placement as I was able to push and develop my writing, researching and communication skills in a professional setting, and not only realise that this is the career path for me, but also that the luxury market is where I sit comfortably, and the market sector I am personally an drawn to and wish to work in. My Final Major Project surrounds Feminism, and communicates the strong message of strength and female empowerment through glamour. In my FMP, I am pushing my writing, researching and contemporary journalism skills into a luxury, forward thinking space ready for industry. After graduation from University, I aspire to write for a luxury brand or publication, and build my career in this area.
When did you become interested in fashion?
I became interested in fashion at a young age, as far back as I can remember. I was always sketching dresses, and outfits as a child, and I was always interested in clothing and designs on the high street and in magazines. For me, I was always very aware of what I looked like and how I dressed, to make sure I was always on trend. From a young age, the feeling and the look of individuality and making a statement through fashion always stood out to me; I loved the power and statements you could make through clothing and putting outfits together that reflected who I was. Then through studying Textiles at A level and GCSE, this gave me the first chance to explore my passion for this subject. I became more knowledgeable on fashion, design, marketing, and the workings of the industry, and decided this is where I wanted my career to lie, however more in the more marketing and journalism space rather than the design creative space, as I have always had an enjoyment for English and writing too, so therefore I have more of a business, analytical mind. Studying Fashion Marketing and Communication combines both the creative and more academic sides of fashion which suits me perfectly.
discover our own personal message we wish to communicate, and our own direction and path we want to head down in industry. Moreover, through this module, we really got to know ourselves and our brand and find out personal branding identifiers, to therefore find our own space in the global fashion marketplace, in order to get our voice of our personal branding heard to make our mark when we leave university. Aside from this module, another highlight of mine was the Trend Forecasting module we completed in our second year of study. From this module I discovered a love for future, forward thinking and was able to research into luxury market fully. This helped me to realise that the luxury market is where I feel I sit in the market place. The context modules I enjoy greatly too, as being always more academic, I appreciate a winder understanding of the Fashion Industry and Context behind this. Placement for me was also a fabulous experience, as I was able to practise and push my writing skills in a professional environment, and this solidified that the luxury market is where I wish to work following on from graduation from university.
Why did you choose The University of Chester?
Is there anything that you have found particularly challenging?
I came to University of Chester as I was drawn to how small, personal and supportive the course was compared to bigger courses elsewhere. At Chester, I have found that you’re not just a face in the crowd as you would perhaps be in larger fashion courses, but instead I have found that we have always been supported and encouraged since day one to be the best marketeers and fashion communicators we can be, and to always push our work one step ahead of the curb to the best it can be, ready for industry. What has been your favourite module that you have completed on the course ?
I feel that my stand out moment and favourite module I have completed on the course so far was the Brand Me section of the Concept Direction and Development module, as through this module, we were able to
I found one module in second year particularly challenging, as I came to realise that the market level we were working at perhaps did not suit me, and the skills and certain discipline we practised was not one of my strong point. However, the module was still enjoyable and beneficial as I have learnt those skills now, ready to take forward, and also, I have realised which market level was not for me, so this was also very helpful for moving forward into third year. What has been to most worthwhile lesson you have learnt at University?
A worthwhile lesson I have learnt through being on the course, is that you can do it. Yes, the Fashion Industry can be tough to get into, but if you have the passion and determination then you will be successful.
Can you tell us one piece of advice you would offer to someone wanting study fashion?
One piece of advice I would give is to also have a passion, and always be interested and engaged with everything surrounding Fashion and the industry. Fashion is not just clothing on catwalks, or on Instagram or in magazines, it’s so much more, you have to be aware of politics , sustainability, feminism , science, technology , film, photography, literature , marketing movement, and global news, as all these things contribute to what is happening in fashion, so you have to keep them all in the loop to really see and appreciate fashion.
To listen to the full interview with Anna Bevilacqua, it is available now on our podcast, _Studio.204 (Available now on Spotify)
BRAN D DE V E LOPM E NT THOM BROWNE X LEVI’S
This piece of work was completed in First Year as part of our Fashion Brand Development Module, and was a collaborative project which saw Becky Mann and I working together as a team to produce a very strong outcome, and to produce the narrative of ‘The Blind Truth; a Thom Browne and Levi’s Story.’ We worked on combining the brands Thom Browne, a luxury menswear brand which specializes in tailoring and aims to challenge and modernize uniformed clothing and workwear, and Levi’s, an apparel brand with a rich cultural heritage specializing in Denim wear. For the project, I researched into bringing the high-end high-street brand into the luxury marketing and communicative space, by exploring and analysing the history, cultural influences, brand identities, touch-points, branding narrative, brand indicators, visuals, marketing techniques, market levels, and consumer habits of each brand, in order to be able to bring the both brands together in conjunction. In creating the hybrid narrative ‘The Blind Truth,’ we created an exciting, forward thinking space between both brands, and created a new, very specific consumer identity for the hybrid brand, which took influences from the personalities and consumer bases of both brands. This project was highly educational and enjoyable, and at the end of first year, I came to the realization that the research, analysis and development of this project and this idea, first gave me the clarification and indication that writing, journalism, contemporary marketing and project management style skills, was the direction I wanted to progress down for and push forward in the rest of my time at university, as Becky in the team was more the visual one, and I the more written content driven member. This project, and the branding, marketing and communicative techniques very much helped to influence the rest of my work, and begun to shape me and the rest of my university work.
FA SHIO N FORE C A S T ING “A WORLD UNBROKEN” TREND PACKAGE
This Trend Forecasting and Narratives project, in which we were to produce a forward thinking, visual and thoroughly researched trend package for A/W 2020, that was grounded and influenced in real world trends and issues, was a chance for me to produce a product for the Luxury Womenswear market, that would then trickle down to fashion predictions.
This project was the one that very much sparked my passion and understanding of the luxury market, as during my research for my trend package ‘A World Unbroken’, I identified how the luxury consumer buys and chooses their products in a way which enhanced their lifestyle, their lifestyle touchpoints and consumer habits, how other luxury brands and services communicate and market towards a luxury market, and what consumer want from a forward-thinking luxury product to enhance their lifestyle and to help spread a message. Reflecting back upon this, this idea of producing a luxury service to influence a luxury consumer is one that has been carried through to my brand me research, 360 campaign and final major project, as developing on from this module, this is where in the market I sit, and wish to progress my Journalistic career within. Again, with my ‘A World Unbroken Trend Package’ this helped me in identifying that I am a less visual, and conceptual thinker and communicator, and much more of a researcher and writer, although during this project, I do feel I experimented with visuals, imagery and aesthetics much more than I had previously on prior projects. Moreover, this Trend Forecasting and Narratives project gave me a deep interest into politics and a connection to gritty, important and challenging world issues outside of the creative fashion space, that still fuel and run simultaneously alongside the Fashion Industry, as I researched into Sustainability, the environment, and global climate change as a basis for my project. This not only helped me to understand the trickle down effect in Fashion, but also influenced my brand me and final major project, as although I am moving forward with Feminism now, as Feminism and equality is an extension of myself, this project gave me the notion that politics and real-world issues and messages is an undercurrent that underpins all of my work, and is a driving factor in my brand. Finally, this started me thinking about future trends and communicating in a fresh, future proof, branded way, which has again reflected through to my final year work.
Advancing on from my Trend Forecasting and Narratives project, this more academic and research-based Fashion Culture and Society project, was again an opportunity to develop on my written work, and to push forward my project management skills, and my understanding of contemporary business and marketing techniques and trends within the Fashion Industry. This essay and portfolio of research discussed the future of celebrities in Fashion Promotion, by first analysing what the practise of Celebrity Promotion for product service industry is needed for and how it differs between different fashion brands. In a modern world today where digital technology is at a cutting edge, and the upcoming Alpha Generation are being brought up in an ever technologically advancing world, where the line between a traditional celebrity and influencer is blurry due to these modernisations to traditional media and marketing, why this has happened, and the effect of this, was questioned throughout the piece. Starting from the 1950’s, when celebrity influence was first recognised and polarized by brands, then moving to the 1990’s, where controversial marketing and sexualisation was at the forefront of many Fashion Brands, before finishing on present day developments, the project reflected upon how celebrity fashion promotion has developed over the years. It focused on iconic campaigns and controversies, and how today, the face of promotion is changing due to the growth of the influencer platform, versus the celebrity. The project concluded by questioning where the future is heading in terms of celebrities and influencers promoting fashion brands. As an aspiring Journalist ready to enter the Fashion Industry offering a contemporary communication service for brands, learning about the importance of significant branding and success enhancing marketing and promotion strategies, including use of celebrity and influencer marketing, in order to help them sell a product, has been highly beneficial in my pathway to third year and my final major project, as I realised the important of these platforms, and the use of having an influential voice to be heard, and networking. In addition, my writing, and primary researching skills were pushed during this project, as well as my understanding of different fashion eras, historical campaigns, influential people, and wider cultural and societal movements, many of which have been developed forward and underpin and act as a subconscious undercurrent for my brand me work and final major project work.
FA SHIO N C ULTURE THE FUTURE OF CELEBRITY IN FASHION PROMOTION
FASHI ON FU T U R E S THE FUTURE OF FASHION JOURNALISM
Moving into the final year of my degree, the Fashion Futures module was a brilliant opportunity to discover and explore the future possibilities of my chosen career path I wish to progress down after graduation from university. I chose to research into the future of Fashion Journalism, as this is the direction that, over the past three years of university, I had discovered was the direction and field I am very passion about heading down, and an area of the industry in which my more project management, business minded, analytical, and writing and research driven skillset best fit within. The Fashion Futures module also ran in conjunction with our Brand Me, Concept Direction and Development research. My research centred around discussing the future possibilities for the Journalistic space, as in today’s rapidly developing, technological world, where digital social interaction is overturning human interaction and traditional media practises, the future of Fashion Journalism, and Journalism as a communication practise, looks uncertain. My research led me to discover that with Print Media on the decline and Social Media use and image sharing on the increase, new Artificial Intelligence would be brought into the Journalism space. The project explored the exciting, innovative developments and future possibilities of this ever-changing and evolving medium; and highlighted the increasing use of Instagram pages such as Diet Prada and Closet Accounts as news sources, Micro News Organisations which used cookie and algorithm driven data to specifically target news to certain types of people based on their previous searches, and Artificial Intelligence being used to help Journalists generate articles. I included also, discussions about how different generations are reacting to this change, how well readers can trust online journalism, how much we are being blinkered to certain aspects of journalism, fashion based and otherwise.
For my project, I was also able to carry out a number of primary interviews, which very much helped me to develop first hand my Journalistic skills, as I practised how to create a strong bank of questions for each interviewee based on my previous knowledge of their Journalism expertise, and learnt how to combine these with my research to help build upon the discussion I was generating. I included interviews from Kate Houghton, the Editor of Living Edge Magazine, Brett Herlingshaw, a second year Journalism student at University of Chester, and Charlie Walden, a first year Journalism Diploma Student at The Sheffield Collage. These Journalistic skills, and interviewing techniques I learnt, mixed with the research on the future of Fashion Journalism, again solidified that Journalism, specifically contemporary Journalism within the luxury market is the path I wish to progress down, and pinpointed to me that I wanted to include an interview series as part of my final major project.
CONCE PT D IRE C TION AND DE VE LOPM E NT BRAND ME AND 360 CAMPAIGN
The Brand Me, Concept Direction and Development module, was a hugely enjoyable and highly beneficial module to undertake. As the module developed, and I began to distinguish my concept and personal branding, it became clear how I could pinpoint my specific skillset and career path based upon previously modules completed and the journey those modules and research had taken me on. I then through the brand me research came to realise and identify my personal visual aesthetics, message, brand characteristics and identifiers of ‘Brand Anna.’
After recognising and fully engaging with my skillset and the luxury market I wish to work within, I discovered that my branding is highly glamorous, sleek, powerful, stylistic and nonchalantly elegant in terms of my visual communication style, rather then it being conceptual, gritty and edgy, and that the colours ‘red’ and ‘turquoise’ distinguish my work and visuals due to the meaning behind these colours and their significance to my personal life. Tatler Magazine, I found, was the luxury publication I my personal branding matched the most, and it’s marketing of a rich, idolised, and unattainable lifestyle was a narrative I engaged with, and again this helped me to form my branding concept. Moreover, during the Brand Me research I identified that academia, The Arts, Politics and Culture very much drive my brand, due to the importance of these factors and their significance and rooting in present society, and this brought me to perceive and determine my specific branding message and concept of ‘Woman Up!’ My brand name and message of ‘Woman Up!’ encompasses and celebrates Feminism. Inspired by my understanding and emotional connection to the political stance and message of Feminism within Fashion and wider culture, my feminist brand concept of “Woman up” with the tagline “Fragile like the bomb not the flower” encapsulates the strength, determination, ambition, power and beauty of women, and the idea that woman can overcome obstacles, that we are not weak, and that we are not fragile like little flowers but like explosive bombs. I feel my brand is very personal to me, and looking back to my past a number of personal factors in my life influenced my strong opinion of Feminism, and I came to the understanding that my ‘Woman Up’ message, had been a subconscious undercurrent I had carried with me for a long time, however, It took the physical Brand Me research to vocalise and solidify this message, so it could manifest into a strong, personal concept. This then led me onto planning my 360 campaign to bring all of the separate elements of Brand Me together to form a cohesive and thorough project plan and marketing message that would lead into our Final Major Project, which for myself personally, was writing and designing three books; a past, present and future book on Feminism, each of which was aimed at a different consumer within the luxury market, and creating an interview series and podcasts, to push and practise my contemporary Journalism Skills further, in order to fully explore and communicate ‘Woman Up.’
FIN AL M AJ OR PR OJ E CT EXPLORING THE HISTORY, CURRENT SPACE AND FUTURE OF FEMINISM
My Final Major Project markets and communicates Feminism, and my brand concept of ‘Woman Up!’ in a new light, with the hopes to inform and engage new audiences by branding Feminism in a more contemporary, glamorous, and accessible way. Named “Woman Up!” my Final Major Project surrounds the cultural, academic and political elements of Feminism, both in and out of the fashion space, and discusses the history of past Feminism and its journey, the Feminism space at the present, and the future space and forecast for Feminism, both within Fashion and wider industries. I am a writer and narrator, and wish to move forward into a career in Fashion Journalism within the luxury market space, so my Final Major project has been a brilliant opportunity for me to very much develop, push and practice my writing and narrating abilities, practical journalistic interaction, and contemporary digital communication and design skills, ready to take me forward in my career.
VOLU M E ONE THE COLOUR OF RED
For the different components of my Final Major Project, I first wrote and designed my luxury Coffee Table Book called ‘The Colour of Red’, which was volume one, in my Woman Up series. The Colour of Red narrates and tells the story both textually and visually, of the key parts of the history of Feminism. Presented in a visually glamorous and luxurious way, taking into account my brand identifiers and styling, The Colour of Red highlights key individuals such as The Suffragettes, Marlene Dietrich, Betty Freidman, and Malala Yousufzai, amongst several other powerful, inspirational woman who have helped shape the face of Feminism, as well as demonstrates how key pieces of literature, including The Handmaid’s Tale, have been able to analyse and question, using dystopian themes, how Feminism could manifest and alter our society and politics for better or for worse in the future. Adding to this, The Colour of Red illuminates how different fashion movements and trends throughout the 20th and 21st centuries, have played an integral role in Woman’s liberation and power. The underlaying message of The Colour of Red, is that without these brilliant women, pieces of cultural literature and cutting edge trends, being beacons of light, shining new paths forward within the darkness of historical patriarchy, Feminism would not be in the progressive space it is in now, so as a society, we must still pay homage to the journey and remember the past.
V OLUM E T W 0 FROM YOU TO ME: THE VOICES OF WOMAN UP
The second book I completed, and coming as volume two in my Woman Up series, is an interview book and series called ‘From You to Me; The Voices of Woman Up.’ In this series, which takes a fresh look at Feminism in our current climate, I have been able to very much demonstrate and push my contemporary journalistic skills forward, as for this book, I have been fortunate enough to put my discussion and social communication skills to the forefront of my project, by interviewing a range of people about their experiences with Feminism. Within each interview, I took into consideration each person’s background, personal context and social outlook, before chatting with each interviewee about how Feminism has shaped their life, whether they feel the Feminism space is somewhat broken, and where they would like to see Feminism progress into in the near future. Taking into account current trends for digital, contemporary Journalism, and following on from my Fashion Futures research, I decided to recorded three of the interviews, and thus have produced podcasts for these, so consumers of my books are able to listen to the interview, as well as read it in my book.
MA Design Student, Emma-Rose Atherton “I think everyone needs to woman up a little; even men” Emma’s outlook on Feminism and Woman Up is a highly powerful, passionate and progressive one; and one which has made me personally expand upon my knowledge and understanding of the ever-expanding topic. Emma’s unique view on Feminism has been greatly influenced by events in her life and she feels that everyone needs to woman up a little, even men.
Professor, Emma Rees “There are still those structural issues of inequality that need to be addressed, but we’ve got to keep tugging on those loose threads” Emma is not only a professor of MA Gender Studies, but she has also released a number of published works. She is currently working on her third novel, “That is a Feminist issue”. Emma has always identified as a feminist and has always understood and been aware of the levels of inequality, injustice and gender stereotyping.
Freelance Design Consultant, Garry Butterfield “We’re very lucky that in this country we are quite progressive” Garry very much believes in giving females the sense of empowerment they should all feel and expressing their individuality and confidence, and somewhat believes that reality programmes broadcasted on the television now, portraying and idolised yet unrealistic images of female bodies is having a negative impact on the younger generations today, and altering their views of feminism and female strength.
Psychologist and Physiotherapist, Jo Devlin “Woman up means hope, it means the effort I’ve made over the years is worth it” Being brought up in the North West, as part of the Baby Boomer Generation, a time that, brought about a number of generational challenges for women that meant inner strength, determination and a sense of toughness were important subconscious feelings to have, especially as a woman in a time where it was very much, “a man’s world”.
Professor, Maureen Wayman OBE “Obviously I am a feminist, and I do care deeply about equality” Maureen only realised that she identified as being a Feminist very recently. Her personal portrayal comes from having the ability to help other women take that step up too, especially within the workplace, and to hold the door open for other women, and to support, encourage and promote the successes and roles of a woman whatever position they are in, as women are all fighting the same powerful fight for equality.
VOLU M E T H R E E HASHTAG FEMINISM
For my final, ‘future’ book, and for volume three of my Woman Up series, I designed and wrote my book, ‘Hashtag Feminist’ which, taking into account my previous findings from both my interviews, and future forecasting, discusses the future possibilities for Feminism, both within the Fashion space, and wider spaces such as within future society, culture and politics. To run alongside this book, and go enable to book to have a digital extension in order for it to gain wider accessibility and exposure, I took part in a collaboration with a Master’s Student Emma Atherton, to create a visually engaging Social Media campaign, for Instagram of the same name.
VOLU M E F OU R THROUGH NEW EYES
My Journey Book ‘Through New Eyes’ narrates and explains the story of Woman Up from start to finish. Starting from brand me research in the initial stages of the Concept Direction and Development project, the book talks through how I came to understand my personal branding, how I found my Journalistic voice, how I identified my message of ‘Woman Up!’ and, how I branded and marketed my voice and message to a new demographic taking into account my branding style and touchpoints, as well as reflecting on why Feminism is still important and why there is a gap in the market for it, and what the aims of my FMP were in terms of my career and future planning. ‘Through New Eyes’ then goes onto explain each element of my project in detail, by talking through each of my books; volumes one, two and three, and discussing why I chose to create each element specifically, the process of creating each element of my project, the separate target market for each element, and an analytical SWOT analysis for each element. ‘Through New Eyes’ concludes with a personal and professional reflection on my project, and explores the strategic branding and self-promotion I will use to take my brand and project further into industry.
@lucy.fashionmc
LUCY CARTWRIGHT
some amazing friends, I also have incredible friends on my course who are the best support and help me to push myself further in everything I do. Chester itself is a place where I feel I am able to thrive and truly be myself. What has been your favourite moment during University?
When did you first become interested in fashion?
I first became interesting in fashion when I was about 7 years old, I have always picked my own outfits and loved what I have worn, it was the moment when my primary school friends laughed at what I was wearing which at the time did upset me but I remember exactly what I was wearing and in that moment I loved it. However, studying fashion has never seemed to fall into place for me, my textiles course in high school was cancelled in my GCSE year and my parents have previously said that fashion isn’t a real career, but fashion is something I have always been drawn back to hence why I am here.
I think my favourite thing has to be when I was offered a job at Sophie Hulme. When that happened there was a tiny switch that clicked in my head that said, “you can do this and you are good at what you do, you just need to believe in yourself ”. Which is the module that you feel has been the most beneficial to you?
The most beneficial module to me has been Brand Me. This module came with a lot of realisation into who I am and what it is that I really what to do after university and I feel that in moving forward in fashion it has helped in guiding me on the right path through understanding who I am and what it is that I love about fashion the most. Is there anything that you have found particularly challenging?
The most challenging thing for me has been overcomWhat did you do prior to going to University? ing my own self-doubt, this has always been a huge Before coming to university, I was studying Theatre, problem for me in my lack of confidence but being on Film and TV Arts at Sutton Coldfield Bmet College the course has brought me out of my shell and helped near Birmingham. The course focused on lots of dif- me realised that I am good at what I do but mostly ferent areas such as set design, photography, media importantly that I need to believe in myself and my and prop building but the area that I was most drawn abilities. to and focused my FMP on was costume design. I don’t necessarily feel that I am from a design background, What has been the most worthwhile lesson that but I came onto the course with a basic understanding you have learnt? of fashion and fashion design, in college I had learnt For me I’ve understood the importance of surroundthings like pattern cutting and sewing techniques, but ing yourself with people who are truly there for you I knew there was a great deal more to fashion than and your best interests and who also have a positive impact on you, it is these support systems that really what I was aware of. are important especially when going through tough Why did you choose The University of Chester? times. When I came to my interview I felt that the course allowed for a lot of self-expression and that there was Can you tell us one piece of advice you would the option to focus yourself in multiple areas, I also offer to someone wanting study fashion? loved Chester itself; it reminded me a lot of Sutton Fashion is what you perceive it to be, it won’t necessarColdfield by being a city with lots going on but not ily be the same as how someone else sees it and that’s feeling the same as some of the larger surrounding okay, it is your own view point that is the most imporcities, it felt like an area than I would be comfortable tant, it is what makes you, you and is what can make in and a place that I would enjoy living in. I love stud- you unique and different in this vast world of fashion. ying and living in Chester, I live in a lovely house with Don’t be the same as someone else. To watch the full interview with Lucy Cartwright, it is available now on our YouTube Channel, _Studio.204
Some may fear growth, others simply bloom
IN DUS TR Y PLACE MEN T
FASH IO N F UTU R E S
FAS H I O N F O R E CA ST I NG
BRAND ME WORK
C O NC E P T D IR ECTI O N A N D DE VELO PMEN T
The core of my brand is to combine all of the complicated elements of my personality, to create something that whole heartedly reflects me in a positive light, championing even what I might consider to be negative. Within my brand there is a subtle focus on my past, this is represented throughout by the aspect of darkness and the use of the colour black which to me means confidence and growth. I myself am a geek. The characteristics of a geek are hugely stereotyped but by showing them in a positive light I have creating something that represents me but also appeals to the new geek consumer. My brand message comes from the belief that it is okay to be different, that individuality is something that should be celebrated and not criticized. My brand embodies the notion that confidence is the key to being happy in yourself and in life, with my brand being providing that confidence.
FI NA L M AJ OR P R O JE CT
FMP WORK
FASTER THAN FASHION NEW ABNORMAL RE-GENERATE
My Final Major Project consists of four key elements; up-cycling, irony, religion and geek. These elements have grown and expanded from my personal branding to form CURÉ. CURÉ is a sustainable fashion community with an aim to create a better future for fashion by using styling and up-cycling as its main form of communication. As the fashion industry continues to grow people have become aware about the damage the industry inflicts upon the world, however this isn’t stopping them from buying. Up-cycling is the solution for the consumer needs of having something new. CURÉ will be a leading platform encouraging up-cycling, providing understanding on how to become attached to our clothes again and bringing back the nostalgia of vintage fashion.
C O MM E R C IAL F L ATL AY
JANE BERRY @janeberryfmc
Textiles was always my favourite subject and it allowed me to learn more about the fashion industry as well as the design aspect of it. I soon started to notice that as much as I like the design and manufacturing side of it, I definitely enjoyed the marketing side of the industry more. I also based a lot of my art coursework around fashion and textiles and the skills I had learned as it was what I loved doing. Why did you choose The University of Chester?
When deciding which university to attend, I visited both Chester and Manchester Met. After seeing both Universities I found that for me personally, I felt more comfortable at The University of Chester as it was a smaller course, with less people being enrolled and it felt like more of a community. Being a part of a When did you first become interested in fashion? smaller course meant that teaching would be more My interest in fashion has always been a big part of personal and that I would have the opportunity to remy life, starting from making clothes with my nan as ally improve all of the skills needed to work within soon as I was old enough to use the sewing machine. the fashion industry. This is the reason why Fashion This desire to learn more about the fashion industry Marketing and Communication at The University of continued throughout my high-school journey with Chester was my firm choice. textiles being my favourite subject. I first knew that I wanted to study fashion during my A-Levels whilst What has been your favourite moment during writing my personal statement. My original plan was University? to become a teacher, however, while considering why My favourite part of the course has been the trip I wanted this job role, I established that I had no real which we took to London in first year, to see an exhipassion for it and that my passion was within fashion. bition on Fashion Identity in the North at Somerset House. I had never been to London before, so it gave What did you do prior to going to University? me a new insight to how fashion is in the South as opBefore coming to University, I studied A-Levels. posed to in the North. Looking around the museums For my A-Levels I did textiles, art and psychology. and shops was like a whole new experience for me.
I also found this trip bought me a lot closer to the girls confidence each time. I used to rely on having notes in on my course and helped me to develop friendships front of me to read off of, but now, I have the ability to that I will keep forever. stand up and present to people with nothing in front of me and just the thorough understanding of my Which is the module that you feel have been the work in my head. This was a massive challenge for me most beneficial to you? to overcome, but I am so proud of myself and how The most beneficial module to my career goal was my much I have achieved in this aspect over the space of placement module that I undertook in second year. I three years at University. got the opportunity to work within the Visual Merchandising team at Marks and Spencer for five weeks What has been the most worthwhile lesson that and it really helped to refine all of the knowledge and you have learnt? skills that I would need to pursue a career in this field The most worthwhile lesson I have learnt is that you of the fashion industry. Visual Merchandising is a job have to do the work and the grades will come, which role which I would be interested in after graduating is something our lecturer always told us to trust in. from University, so it was beneficial for me to be able Chasing grades is one thing which can often hold back to see the day-to-day life of what it entails. Taking this the standard of your work, and I fully understand that on for five weeks was a chance for me to understand now. For the modules where I have not thought about whether or not I actually enjoyed the position, as it grades, you can tell the difference in the quality of was a completely new experience for me. It definitely work I produce, as it is always to a higher standard. solidified for me that Visual Merchandising is some- This lesson is one which will stick with me even after University as it shows if you really put in the hard thing which I want to carry on pursuing. work, then the rewards will follow. Is there anything that you have found particularly challenging?
One thing I have found challenging has been finding my confidence within presenting my work to my peers. When I started my journey at University, presentations scared the life out of me and I always found myself getting extremely nervous before having to stand up in front of everyone. However, after doing multiple presentations for each module over the years, I have been able to gain more
Can you tell us one piece of advice you would offer to someone wanting study fashion?
A piece of advice I would share with others who are wanting to study Fashion Marketing at University would be to experiment creatively as this is what will help you to find your own style, as well as guide you to understand your own strengths and weaknesses and whether you are more of a creative or business minded individual. To listen to the full interview with Jane Berry, it is available now on our podcast, _Studio.204 (Available now on Spotify)
Level 4 - Brand Development
Kenzo X Levi’s
Brand D e v e l o p m e n t
As part of fashion brand development we worked as a group to create a collaboration between Kenzo and Levis. My job within this role was to research Kenzo as a brand now and what their message was as a company and how they reach their consumer. I then used this information to create packaging which could be used when this limited range of Kenzo x Levis would be sold as well as a logo to collaborate the two brands together. This is what gave me new skills and insight on how to use photoshop as this is the software I used to create the packaging and the logo. I also learned to use illustrator in order to create/design jeans which would be a part of this collaboration range. Working as part of a team meant working to deadlines to ensure we were all on the same page with work as well as having constant communication with each other. Overall this module was helpful when moving forwards with future models as it set my basis in digital skills which I had not used before.
Level5 - Trend Forecasting
Tr e n d - F o r e c a s t i n g High-S treet Colours
My first module of second year was fashion forecasting. This module taught us the high amount of research skills that goes into predicting future trends. As part of this module I researched the future of high street colours and chose to take this in the direction of looking into the LGBTQ community as well as contacting the LGBTQ society in the university of Chester to gain usefully insight to how the feel they were included on the high street. I chose to do this as the LGBTQ community celebrate everyone for who they are and are a colourful community even down to the rainbow flag they have in support.
My overall trend was named looking good, being true which I chose as it was an acronym for LGBT and it was important for me to have this within the name. I broke this down into four micro trends which use the colours on the sub-flags for the different parts of the community. These micro trends were sensual soul, empowered, freedom and control.
Collaboration
In second year we also had a module which collaborated with industry. We worked with IKEA in order to create a campaign to market IKEA to generation Z in a sustainable way. For my campaign I chose to do a photoshoot. As I have never done a photoshoot like this before I used the skills I had from photoshop to be able to edit these photos in a way so they looked like they were taken at home rather than in the IKEA store. My campaign stems from the narrative of a student who has received their place at the University of choice. Moving away from home is a scary thought however this campaign is designed for students from Generation Z to find their home comforts from IKEA at a lower price point. In order for this to best fit within Generation Z it will focus on the morals that Generation Z posses, as they are no longer brand loyal they are more focused on a brand meeting their values. Therefore the images will reflect some of the main values which I found most relate to Generation Z and as one strong point they care about is our environment, therefore marketing IKEA in a sustainable light using the commitments and ambitions they already have in place is the way to catch their eye. This was broken down into four sections which was be individual, be inspired, be connected and be future focused. These images then came together with one final image which is be green, be IKEA.
BE INDIVIDUAL.
BE INSPIRED.
BE FUTURE FOCUSED. BE CONNECTED.
Industry P l a c e m e n t Visual Merchandising
The module I enjoyed the most from second year was my placement module during this placement I joined the visual merchandising team at Marks and Spencer and worked across all departments of the store as well as having some insight to helping with a social media account they created to show their own styling ideas. After completing the five weeks I was sad to leave. I had made friends with such a lovely team which made my placement the most enjoyable that it could’ve possibly been. To begin with I was very nervous to start something new however I got stuck into the work and it was slightly different to what I initially believed it might be however it is a job role I would be happy to go back into in the future which was a big step for me as before now I was not sure which direction I would take after university. The part I did not realise before starting is how fast pace everything is as displays are done one day and then can be changed as little as a day later based on customer demand and how well the VM team find this works for the purpose, so we had to work so fast deadlines and use initiative if things were missing or unavailable for different part of the merchandising plans.
Brand Me ...
Level 6 -- Concept Direction and Development
My final major project looks into detail of the current high street crisis. As high street has always been my market level I wanted to be able to use this knowledge to be able to make a change to help be able to get generation Z and the alpha generation back shopping on the high street rather than online shopping. After reflecting over my time in university one module that has always stood out to me as a huge development point has been my second year placement. I worked for Marks and Spencer we the visual merchandising team and gave me real insight onto which direction I hope to take after university. Linking these two things together is what pieced my final major project together as I have decided to change the way that visual merchandising is done basing it around Marks and Spencer as from my placement I could see a clear gap in this merchandising when it comes to marketing to the younger generation. As my brand me was surrounded by me being a feminine person it also made sense to me to base this new way of merchandising around one of my favourite departments to work on while on placement which was lingerie. Therefore after researching my consumer and the reasons the high street is suffering I moved on to understanding the lingerie industry both in store and online which is what has pieced together my digital styling book and helped me create croquis in a way they have not been done in this industry before.
Level 6 - Final Major Project
GAMING A 360 degree view of a 3D creation based on my styling croquis, to show a virtual form of communication through gamification.
Level 6 - Final Major Project Visual Merchandising Gaming Room
DEENA WALKER @deena_walkerfmc
I am Deena a 21-Year-old Fashion Marketing and Comms student originally from the North East. I have spent the last few years studying in the beautiful city of Chester, building up my skills ready for industry. Being from the Busy area of the north east of England It was a huge change for me, moving to the much smaller yet more elegant city of Chester. Moving here allowed me to engage with a different culture and learn more about the city’s history. I originally came to University with a Media and Photograph background as that is what I had studied at my Sixth Form College. I had a love for photography and Videography and wanted to use those skills within the FMC Course. On the course I have been able to develop lots of new skills that I never thought that I would have, such as Trend Forecasting, Brand Management and Computer Aided Design. I have also been able to develop and strengthen my existing skills and grow a portfolio of work.
When did you first become interested in fashion?
in on time however if I had managed my time better, As Cliché as it may sound, my love of fashion and my I would have done things in more time and in less of interest in studying fashion came from my favourite a rush. Be organised, be prepared and the grades will TV show Friends. I always used to watch it when I come! was younger and one of the main characters worked in fashion and I always loved how she dressed and her Out of all the modules you have done, which has style. In my head as a 10-year-old, I thought having been the most beneficial to you? a job in fashion made you have a good fashion sense All of the modules have been equally beneficial as for all of my projects I have create small or large films. and style. This has allowed me to build up a portfolio of photoWhat was it that made you choose the University shoots and films that I can show to industry. This reof Chester instead of one of the larger, more well- ally helped when getting my second-year placement. known Universities? As I was able to show them all of the films that I had I chose Chester as I wanted to move a fair distance made over the 2 years, as my placement was I a phofrom home in order to grow as a person and Chester tography studio. has been a great city to do that in. As I was able to discover its beautiful culture and architecture and it’s Can you tell us one piece of advice that you would also a fairly small city, so I wasn’t too overwhelmed give to someone wanting to study fashion? All I can say is be prepared, be organised and stay moving out on my own. focused. The course is very fast-paced, and it is very What has been your favourite thing about being easy to fall behind if you don’t remain on the ball with on this course? everything. If you’re always engaging and staying on I Don’t particularly have any standout moments; I top of deadlines, you will have the best time ever. Also, think working with industry has been amazing as it be true to yourself, that is a huge part of the course! gave us great experience for when we graduate. It’s Be you and believe in yourself. really helped prepare us for going into industry ourselves. My favourite module was when we Worked with Ikea on a marketing Project. Working hand in hand with industry was really engaging. Also, my Brand Development Project, that was based around Levi’s and Kenzo was a huge turning point for me, as it was the first project in which I fully engaged and brought myself into. I presented for 10 minuets with no script as I had rehearsed my presentation, it gave me a new-found confidence which I then used on all my other presentations. Presentations aren’t scary if your prepared! Have you found anything particularly challenging over the years of being at University?
My main challenge at University was Time management! Some advice I would give to anyone studying a Fashion Degree is to be organised. Doing your work, the night before is not cute! I always handed my work To watch the full interview with Deena Walker, it is available now on our YouTube Channel, _Studio.204
Level 4 - Brand Development Kenzo X Levi’s
BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT BRAND DEVELOPMENT
TREND TREND FORECASTING FORECASTING AW2020 AW2020
Level 5 - Trend Forecasting
HIGH-STRE COLOURS HIGH-STRE COLOURS HIGH-STRE COLOURS HIGH-STRE COLOURS HIGH-STRE COLOURS HIGH-STRE COLOURS
EET
EET
EET
EET
EET
EET
GENERATION X
Level 5 - Live Industry Brief
GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING GAMING
Level 6 - Brand Me
RERESTARTING STARTING THE THE RAVE RAVE
Level 6 - Final Major Project
BLACK PAGE
one year on. CLASS OF
In the 2019 National Student Survey, Fashion Marketing and Communication at The University of Chester received 100%, with full Student Satisfaction. Since Graduating 12 months ago, the Class of 2019 have had 85% employability success rate.
2019
Images by Ellie Preston, 2019 Graduate.
With Fashion Marketing and Communication being a new course which is offered at The University of Chester, 2019 were actually the first ever class of graduates. From this starting year, the course has retained a 100% NSS rating proved from a survey carried by the students. This past year, we have had an incredibly high success rate in getting our first class of graduating students into graduate job roles within three months of them leaving us, with some of the companies’ students have entered including: House of Sunny, Tally Weijl, Matty Bovan, End Clothing, and some even gaining interviews at Dior, The Future Laboratory and GQ just to name a few. To celebrate their successes, some of our previous students have come back this year, to talk to our current level 6 students who are getting ready to graduate in 2020, to offer them any advice or insight which they have learnt during their first year of taking their next steps into the Fashion Industry.
ELLIE PRESTON CREATIVE INTERN AT HOUSE OF SUNNY
DIGITAL & CREATIVE LECTURER AT THE UNIVERSITY OF CHESTER
Hey, I’m Ellie, a 2019 graduate from the FMC Chester course. My work mainly focuses on digital content production and creative direction, using Augmented Reality, 3D rendering and different mediums such as film, photography and styling to communicate my ideas. I’m currently working as a digital and creative lecturer on the Fashion Marketing course.
ELLIE PRESTON WORK
You were in the first-year group of Fashion Marketing and Communications at Chester, what was it that made you pick Chester over the other more well-known Universities?
your own business and having to pitch to industry, all of which I had no experience in beforehand. All of the modules were beneficial in different ways, but I wouldn’t say I’m very business savvy so this one defiI was definitely drawn to FMC at Chester from when nitely taught me a lot. I first ever looked around. I think the fact that it’s a relatively small university and a much smaller course For your final major project, you created a docuthan others, instantly makes you feel comfortable and fashion film which had a focus on Welsh mascuI could picture myself there straight away. Being a linity. Can you tell me a little more about this and smaller course, you also get so much more contact what it was that inspired you for this narrative? time with tutors which I was definitely drawn to, it’s I knew that I wanted to create something with meanjust way more personable and friendlier. ing and longevity, and also something where I felt there was a gap in terms of creative coverage. OrigiDo you feel that your education really helped to nally, I wanted my FMP to be something super digiprepare you for working in the industry? tal and future-facing, however I was struggling to find 100%! Throughout the whole 3 years you’re prepar- a meaning behind what I wanted to create, which is ing for industry. From placements to industry lead something that’s always extremely important to me. briefs to CV workshops, you definitely feel capable Everything I do I try to make intentional and meanand ready when you leave. On top of that, you also ingful. My boyfriend and a lot of our friends are learn so many skills, both digital and analogue, and Welsh, so DYN was born from that. I was seeing these for me confidence wise too. young guys who are all extremely creative and talented in different ways feel like they’re boxed in and What is the most valuable lesson that you have stuck, never having felt like they could truly be themtaken away from going to University? selves, so I wanted to bring light to that. Your difference is your power! Both personally and I ended up using charity shop finds and collaborating throughout the way you work too. with a sustainable Welsh designer for the clothing and I shot, styled and directed the project myself to make You clearly have a very creative flare within your a multi-faceted docu-style outcome. It’s definitely an work and everything that you create, is this some- ongoing project for me and I’m working on expandthing which you have always put a focus on? ing it further. Thank you! I think I’ve definitely always been more of a creative person. Academic subjects were never my How has it been for you since graduating? Has it strong point; however, I’ve always loved art, graphics, been more competitive to get a job than you origphotography and fashion. Even when I was young- inally thought it would be? er, I’d spend my weekends drawing clothes and preIt’s been exciting so far! I’ve done a couple of interntending I was a fashion designer, I think it’s something ships with Matty Bovan and House of Sunny and now that’s always been in me. Nowadays, I think the way I’m working as a digital and creative lecturer on the that I work and my main strengths definitely lie more in the digital realm. It’s the way creative design and FMC course. It’s allowing me to develop my skills and content production is going, so I think it’s important projects alongside teaching, and I’m hopefully going to be working on some freelance projects on the side to always adapt and change. too. I think because of the nature of the industry, I During this course you obviously take on a lot always knew it was going to be extremely competiof different modules which cover all different as- tive. For me, it’s more just the shock of not having pects of the fashion marketing industry, which education to fall back on that’s the scary part, but I’m helped you the most and could you tell me a little getting used to it! bit about what it was and why it was beneficial to you in particular?
I would say the module that helped me the most was our Fashion Business one in 3rd year. Although it wasn’t my favourite creativity wise, it definitely opened my eyes to the more corporate side of the industry and I learnt so much about finances, starting
Where do you see yourself being in 5-10 years? What would be your dream career?
My dream is to run my own boutique creative agency, primarily focused at the fashion industry, that would work with brands to create boundary pushing creative content for their sites, social media and campaigns.
BETH SARGENT STUDIO ASSISTANT AT END CLOTHING
Hi, I’m Beth and I am 24 years old and I graduated from Fashion Marketing and Communication at The University of Chester in 2019. Since finishing University, I had the amazing opportunity to work for DCK as a merchandiser; So, I go around different retail stores on the high-street and I merchandise all of their jewellery stands. However, I have actually just been fortunate enough to receive a job offer from End Clothing, based in Newcastle, as a studio assistant; So, I will be preparing all of the clothes ready for photoshoots and uploading the content onto the Social Media channels. I have previously done a work placement at End Clothing and I am looking forward to going back there to work as part of the team!
BETH SARGENT WORK
BETH SARGENT WORK
When did you first know that you wanted to Study Fashion and pursue it as a career?
are studying with and it is mad to see how different everyone really is. Although they are your best friends It sounds cliché, but I’ve always loved fashion, ever and you spend every day together, sometimes you since I was young. I’ve always loved fashion magazines, don’t realise just how different you all really are. seeing different fashions on TV; It is something that I Not only that, I think for me, something that I have have always had an interest in. When I was in school took away from this course is that you can’t expect and it come to choosing my options, I chose textiles, “it” to just happen. You need to work-hard and you which I really enjoyed and then I went on to study an need to work at it yourself; That was something that I art foundation course at College that I heavily focused sometimes turned a bit of a blind eye to…Especially around fashion too. From college, I initially went to leaving University and applying for jobs. I soon realstudy Fashion Design at Nottingham Trent Universi- ised that I had to continuously keep applying for jobs ty, because I thought that was what I wanted to do… and that a job was not going to just come to me. However, after studying there for a year, I knew that I wanted to be more digital focused than design. This How have you found it since Graduating? Has it is what then lead me to the University of Chester to been more competitive to get a job than you origstudy Fashion Marketing and Communication. inally thought it would be? Yes, DEFINITELY! Straight out of University I startWhy did you choose The University of Chester? ed doing some freelance styling work, and a lot of the A massive factor for me in coming to The University time, I had to work for free. That’s sometimes someof Chester was that I wanted to be closer to home. thing that you have to be willing to do, to get to where But, as soon I started on the course, I quickly realised you want to be. So, one of the places that I offered up how great it is! Tracey, the tutor of Fashion Marketing and Communication, really does bring the course my time to work for free at was actually End Clothing, to life, and straight away I knew that I had made the and now off of the back of that, I have ended up getting a job with them because I built up that network right decision to come here. and showed them my work ethic. I am nearly a year Reflecting back, what is your favourite memory on since finishing, and I am only now just finding my feet in a position; which I never thought would hapof being on the course? One thing would be that I have made some really close pen! I thought I would come out of Uni and have my friends from being here and having that community dream job after a month or two, but it just does not of people around you is invaluable. Even since finish- happen like that! I can’t stress enough, the importance ing University, we can see each other one every few of applying for job roles early on! months and it is like nothing has changed. Also, with Tracey, it is so nice knowing that regardless of where Is there any one piece of advice that you would you are in life, you can just pick up the phone to reach give to someone who is considering going to Uniout for any support or advice and she will always be versity to study Fashion? there to answer and talk to you. The community that I would definitely say that you have to have a hunger we have on Fashion Marketing and Communication for it. Fashion is not as simple as what many people at The University of Chester is so different to other Universities, and that is one thing in itself that really think: It isn’t just clothes hanging on rails in stores. It is not even just fashion anymore; It is society, culture, sells this course. Another thing I loved was the accessibility of having social media and it is everywhere. So much comes unone-to-one tutorial times with Tracey; It makes you der that umbrella of fashion and you have to do all realise that you’re not just a student number here and of your research around it. Do not give up at the first hurdle! that you are actually a person! What was the most valuable lesson that you took away from the course? Have any modules stuck with you?
Brand Me, definitely. It is mad how much you learn about yourself throughout that module: It is like go- To listen to the full interview with Beth Sargent, it is ing through therapy! During Brand Me, you also get available now on our podcast, _Studio.204 (Availathe time to learn more about everyone else who you ble now on Spotify)
EMMA CLARKE MARKETING ASSISTANT AT ROCK ON RUBY SOCIAL MEDIA CONTENT CREATOR AND INFLUENCER
Hi! I’m Emma, a Fashion Marketing and Comms Graduate from The University of Chester! I’m obsessed with styling, I’m passionate about sustainability and I’m a vegan! During my time at University, my work had a huge focus around sustainability and this is what lead me onto working as a Marketing Assistant for personalised clothing brand, Rock on Ruby; A 100% ethically produced label. I worked in this role for six months straight out of University, which was great to gain experience in the industry. Now, I am working from home to grow my personal social media platforms by creating fashion content on Instagram and Tok Tok. This is a really exciting time for me and I am looking forward to seeing what the future of online fashion influencing holds.
ARE WE NEARLY DEAD YET???
You were in the first-year group of Fashion Marketing and Communications at Chester, what was it that made you pick Chester over the other more well-known Universities?
The thing that stood out for me when joining this course was the opportunity to enhance skills in many different areas. Such as forecasting, styling, photography, branding, many different softwares etc. I also knew it was a smaller university than most so I knew the teaching would be more personal which it was. This is an element of the teaching I thought worked best, how personal it was. And of course, Tracey being the best tutor!
My morning consists of checking up and interacting with comments I’ve received in the night (as a lot of the audience is American) to keep engagement up. Then I’d get ready and style an outfit, do my make up and figure out what content I’m going to create that day. Some take hours to make, some you can make in one take, depending on the content!
The night time usually consists of going through my drafts and organising them, finding the right #’s, tagging brands I’ve used and posting my best videos! I also use the night to scroll through TikTok to find the latest trends, outfit inspo, sounds I want to use, new Do you feel that your education really helped to accounts I want to follow etc. Pinterest is also a huge prepare you for working in the industry? source of my TikTok outfit inspo! Definitely! The 1-2-1 teaching and the wide range of topics broadened my knowledge of the industry massively. Especially because Tracey has so many great connections in the industry that she put us in touch with. How has it been since graduating? Has it been more competitive to get a job than you originally thought it would be?
Graduation was daunting because all of a sudden you’re our in the world with no safety net for the first time in your life (with education). It’s so important to be looking for jobs or opportunities before you even leave uni or graduate so you don’t fall off the horse. But see it as a positive- it’s exciting and you have all of these fresh ideas and skills that employers are waiting for you to show them. Can you show us your best renegade? Haha yes, of-course! Renegade is the OG TikTok I believe that you have recently made the deci- dance, which took me about three days to learn! sion to go full time on Tik Tok and I was wondering if you could tell us a bit more about that? I am so intrigued to hear about how it works and what your day-to-day looks like!
I originally got TikTok purely for entertainment around December time to see what the hype was about! I then realised that there was an increasing fashion community on there that I wanted to be a part of as I love putting my styling online via Instagram. The ball started to get rolling in around the end of Jan which is when I was actually considering leaving moving on from my role as a marketing assistant as it wasn’t the best fit. I made the decision to leave which is when I realised I could make some sort of job out of the platform!
Lastly, knowing what you know now, what advice could you give to students wanting to take on this course and work in the industry?
I’d say play to your strengths! And don’t settle because something is comfortable. Push yourself out of your comfort zone creatively, socially and in business! One of the things I’ve learned is that when you’re young and new to the industry it’s best to join an environment that has a lot going on, where you can learn from a lot of young professionals! Don’t get a job because it sounds easy because you will eventually be bored and you need to fuel the fresh ideas in you by being in an environment that caters to your strengths but also pushes you!
JEN HODGSON MARKETING DIRECTOR AT CHLOBO OWNER AND CEO OF MODA PR
Hey! I’m Jen - Fashion PR enthusiast, Al Pacino fanatic & closet DVF fan (despite black being my favourite colour). I have a little French Bulldog called Brucey who I refer to as my first born! I graduated last year and can genuinely say university changed my life. I’m currently a Freelance PR Consultant working in Chester.
Who or what is it that inspires you within the fashion industry? Why did you want to pursue it as a career?
My main inspiration is a woman called Kelly Cutrone. I first heard of her when I started watching The Hills in my early 20’s. (don’t judge ha) She was utterly terrifying, ridiculously busy & an all-round boss woman! I remember thinking - whatever she does I want to do it. So, I found out she was in the Fashion PR industry, I started to follow her social media, read about her company & in turn ended up wanting a career in PR. Fashion PR wasn’t really a thing in the North yet - so I found a close alternative for an insight. I interned at The Can Group in Manchester for a month before I was offered a permanent position & it was there that I really decided that a career in PR was what I was meant to do. If you’re interested in PR or just want a book that will turn into your Fashion survival guide I highly recommend “if you have to cry - go outside” by Kelly Cutrone. it’ll change your life. You were in the first-year group of Fashion Marketing and Communications at Chester, what was it that made you pick Chester over the other more well-known Universities?
To be honest, I was a little older and had commitments in Chester - so moving away was never an option to me. I knew I didn’t want to do long distance learning either so when the course came up I organised an interview with the course leader straight away & the rest is history! I joined in second year as I’d been to university before & earned a certain level of points to pass me on my first year straight into second. The thing that stood out to me most was the relatability of the modules. They all resembled parts of the industry I wanted to work within, therefore they all seemed practically valuable to me for when I left. What is the most valuable lesson that you have taken away from going to University?
The most valuable lesson I say I’ve learned is to have faith in myself & my decisions. It’s taught me resilience & made me realise how strong of a person I really can be at times that certainly tested me. I’m a lot more confident in the decisions I make professionally & personally whereas before going to university I probably would have been a lot more hesitant. Hence why it took me until 28 to return to university nearly 10 years after my first encounter! I’m glad I waited though - perfect timing.
During this course you obviously take on a lot of different modules which cover all different aspects of the fashion marketing industry, which helped you the most and could you tell me a little bit about what it was and why it was beneficial to you in particular?
I think there were two modules that really stuck out to me. First was the 360 campaign at the end of second year & the other was Brand Me module in final year. Both were absolutely fab & to be honest didn’t even feel like work to me. The 360 campaign module really helped me understand how to plan & execute a marketing campaign from concept & follow through to creation. From research to planning etc, it was an extremely realistic example of how I have since planned campaigns. Brand me was where I really discovered who I was as a creative - my strengths, my own branding & what JEN really looked like as a Marketing professional. I have used this as a basis for my own business now & even suck with the name I created for my business back then. When I look back at it, it was a massive planning session for the industry I wanted to go into. If you can use Brand me to do that - you’ve done half the work!
Knowing what you know now, what advice would you give to students wanting to take on this course and work in the industry?
Where the course is concerned, I’d say be prepared to work VERY hard! If you work hard at this course & embrace every opportunity that comes your way you’ll reap the rewards. Every session is so valuable. I’d also say plan plan plan! You’ll think you have all the time in the world then before you know it, deadline day creeps up & the last thing you want to do is add unnecessary stress! For going into the industry in general, I’d say prepare for failure - and not in a negative way! not everyone gets their dream job straight away & with the competitive nature of the industry - you’re going to have to work hard for it & have patience. You’ll get knocked back 100 times before you’ll just have to keep getting back up - so try not to be too negative if you get a few rejections on the way up. Your dream job at Vogue straight away - it’s coming. Hard work really does pay off in the end.
How has it been since graduating so far?
I graduated last year & to be fair I haven’t found it that bad - but I think that’s because I prepared. You can’t just wait to graduate then look for a job - it doesn’t work that way. I had made sure I’d planted seeds & kept in touch with previous contacts so that eased the stress. I had contacts at a local brand so quickly moved in & up to management as well as maintaining my freelance blog writing job I’d done with Doll since 2016. Fast forward 6 months & I’ve now set up freelance PR consultant as well as working in house with Doll as their PR Manager 3 days a week. Never underestimate the power of looking after your contacts!! Where do you see yourself in 5-10 years-time?
I think it’s safe to say I’ll definitely still be in the PR & Communications industry. I realised this was my strength a long time ago & to be honest, I enjoy it too much to give it up! I’d love to have my own agency on a bigger scale & develop into Talent Management & Representation. This was something I loved doing at The Can Group & would love to revisit this. However, I wouldn’t rule out being employed again - as long as it was the right company. One thing I have realised is that I like being my own boss. I think that comes with age though!
To find out more about Jen’s PR agency, you can find them on Instagram, @modapr_
Some of Jen’s most recent work includes managing the PR for well-known beauty brand, Doll Beauty. During the uncertain times being faced amidst the Covid-19 pandemic, Jen has been working extremely hard with Doll Beauty to try and raise awareness and to do everything that they can to support our healthcare workers. For the month of May 2020, Doll Beauty partnered with Cavell Nurses’ Trust; A charity that supports UK nurses, midwives and healthcare assistants; both working and retired. This partnership had the aim of raising as many donations as possible to go towards assisting Cavell Nurses’ Trust during these times. If anyone donated through the Doll Beauty ‘Go Fund Me’ page, during the month of May, they would be automatically entered into a raffle to win either a Louis Vuitton handbag or a Doll Beauty hamper which included products up to the value of £800. To help spread the word, this campaign was endorsed and shared by many different celebrity faces who are well recognised within the beauty industry, including Peter Wicks, Charlotte Dawson, Scarlett Moffatt, Holly Hagan and Chloe Sims…Just to name a few! Not only way this is an incredible way to market the Doll Beauty brand to reach a wider audience, but it was for an incredible cause too.
ZOE EVANS MARKETING INTERN AT TALLY WEIJL IN SWITZERLAND MARKETING ASSISTANT AT CHLOBO
Hi, I am Zoe and I graduated from the Fashion Marketing and Communication course in 2019 with a 2:1 classification. After finishing University, I had the amazing opportunity to go and take on an Internship in Switzerland, working for independent fashion label, Tally Weijl. This was a great experience for my first steps into the fashion industry. Since then, I have been offered a job closer to home, with the jewellery brand, ChloBo, where I am now working as a full-time Retail Marketing Assistant.
At what point did you realise that you wanted to study fashion at University?
I have always been creative and enjoyed subjects such as art, textiles and drama. I have always enjoyed fashion and being in the latest trend, but I do like to put my own twist on it with my personality. I didn’t always know I wanted to study fashion I kind of fell into it and ended up really enjoying it. I think my fashion background probably stemmed from performing arts and working on TV as an extra.
During this course you take on a lot of different modules, which helped you the most? Could you tell me a little bit about what it was and why it was beneficial to you in particular?
The most beneficial module for me was ‘Brand Me’. This really helped me on a personal level because it helped me discover my personality deeper, my market level and made me realise that it was okay to not appeal to everybody. It also helps me know what jobs to apply for and what brands would suit me, because I am quite a colourful and happy person and that is You were in the first-year group of Fashion Mar- how I would want to represent myself within a brand keting and Communications at Chester, what was I would work for in the industry. it that made you pick Chester over the other more well-known Universities?
I was in the first-year group of Fashion Marketing, and to be honest I never really planned to go to university, as I was really unsure of the career path I wanted to take. However, when I did decide to go to University, I didn’t actually apply for any of the others, I only applied for Chester. This is because I live in Chester and I knew I did not want to move away. After applying, I got offered an interview and they were really impressed with my art and photography work, which resulted in me being given an unconditional offer.
How has it been since graduating? Has it been more competitive to get a job than you originally thought it would be?
After graduating, it naturally took me a little while to find my feet and discover where I want to be. My time in Switzerland was a great opportunity to have straight out of University and I am grateful for having that experience. It is upsetting that it didn’t work out as I had hoped, but I made sure I was quick to get back to applying for other jobs. Back in Chester, I took on a position at Pandora which was a good stepping-stone for me whilst I searched for a career which Reflecting back, what was your favourite memory I wanted to pursue. I am currently working within the of this course during your time at University? Marketing team at ChloBo and I am really enjoying There are so many memories to choose from, but I it. My end goal is that I eventually want to be a fashthink making friends for life and having the oppor- ion buyer, but I know that it is a really hard industry tunity to go to Paris, London and New York twice! I to get into. So, I am taking my time to better my skills am really thankful for my friends Beth, Charles and and gain valuable experience for the future. Emma; they really made my University experience one to remember. The facilities at Chester and the Do you feel that your education really helped to opportunities to take part in collaborations and using prepare you for working in the industry? the photo Studio also gave me a wealth of experience. Yes, definitely! It gives you a good head-start with your portfolio and helps your network with the correct What is the most valuable lesson that you have people, whilst also getting amazing support by tutors. taken away from going to University?
The most valuable lesson I took away from University Knowing what you know now, what advice could was to collaborate and network with every opportuni- you give to students wanting to take on this course and work in the industry? ty that you get. The advice I would give is to do as much work exWhat were the hardest challenges at University? perience as humanly possible. Talk to everybody and My hardest challenge was when I couldn’t see a vision get all their contact details, don’t be afraid to work for for my project and I didn’t know what I wanted to free and collaborate as much as possible, get yourself achieve from it. But, I knew by trusting the process I known on social media and make content, content, would eventually get there. I was motivated mostly by content. my peers and if they were doing really well I wanted Don’t be afraid of anyone not even grown-ups but reto be on the same level as them. member to be kind and polite.
industry. FASHION
TALKS
Image for Art School London
Work by Sorcha O’Raghallaigh
There is a well-known phrase which goes by the way of “it’s not what you know, it’s who you know”. One of the wonderful things about the Fashion Marketing and Communication course here at Chester, is that we are extremely fortunate to have been introduced to a number of inspiring, influential members of the fashion industry, who are brought to us by our Course Leader, Tracey Hall, to help enrich our studies, and to enable us to be one step closer to industry. The privilege of us being able to communicate with industry, is part of our course’s ‘pay it forward’ mentor scheme, where previous graduates, who have been highly successful and have flourished in their careers, offer their time to support current students. Previous such individuals have included; Robbie Sinclair // Trend Forecaster at WGSN Eden Loweth // Designer, Creative Director and Founder of Art School Tala Surace // Designer and Founder of Talamade, Australia Karen Webster // Creative Director at Scuzz, Melbourne Karl Crooks // Creative Director of Kalaurie, Melbourne Ashley Reid // Senior Buyer at Littlewoods Tony Green // Freelance Fashion Illustrator Lauren Field // Best of British for Marks and Spencers, London
The Fashion Marketing and Communication course aims to offer as much support, extra resources and connections to industry as possible, in order to expand our knowledge of industry and help us to network as much as possible. Studio 204 would like to thank each of these individuals for all of the insight and guidance that they have offered us over the years. It really has been an amazing opportunity for us, and we are very appreciative of you for taking the time to speak with us.
Image for Talamade
EDEN LOWETH
Eden Loweth is a designer, creative director and one half of the founder duo for the fashion label, ART SCHOOL. A graduate of Ravensbourne University in London, he alongside his professional partner Tom Barratt, has gained widespread praise for their genderless fashion approach, representing queer community and real bodies. The ART SCHOOL brand is all about redefining limitations. They first debuted at Mens London Fashion Week in Autumn/Winter 2017 and are regularly discussed in the media. Art School is a vibrant, progressive fashion label, which celebrates individuality, and has broken down the barriers of gender and fluidity.
In January 2020, our current class of third years were fortunate enough to be invited by Eden, to attend the Art School London A/W 2020 show at London Fashion Week Men’s. Entitled ‘Fearless Love’, the show was a truly sensory experience. Fearless Love was inspired by the designer duo’s recent breakup, and a new professional partnership. This fresh slate gave the brand breathing space to evolve, resulting in a collection of hauntingly pared-back separates motivated by heartbreak. Being at the Art School show was a surreal experience and an amazing opportunity which we are ever grateful for. It really highlighted the aspect of fashion having the ability to bring together an entire community through creativeness and storytelling, and it illuminated to us where our ambition could take us in the near future.
Visuals edit by Courtney Glover, 2020 Graduate.
As part of our “pay it forward� mentor scheme, Eden Loweth had also arranged to travel to Chester in March 2020 to offer tuition to our current Fashion Marketing and Communication third years. However, due to the unprecedented circumstances in the early months of the year, this was unfortunately unable to go ahead as originally planned. In light of this, Eden agreed to hold virtual mentorship tutorials over the phone instead, as a way of extending his support digitally. During these individual tutorials over the phone, Eden was able to offer our third-year students his inside industry expertise, as well as giving us great advice and guidance on our Final Major Projects and how he thinks we should move forward into the industry.
PICTURES OF TALA MADE
TA L A S U RAC E
Tala Surace is a young, valiant and visionary Australian designer, who is the youngest fashion designer to have ever debuted at Melbourne Fashion Week. Tala attended Whitehouse Institute of Design, and later went on to be the founder of her own Company, Talamade, in 2018. Talamade is a diverse athleisure label which redefines the relationship between modern casual wear and Gothicism. It holds roots within androgyny and anti-fashion and each of the designs are created for all sizes, genders and identifiers. Tala believes that this form of genderless fashion creates a broader platform for all to express their diversity; It is about removing both the gender preconceptions and general expectations on what is acceptable what is not. Tala describes herself as being a “Sophisticated Emo� and enjoys experimenting with her own sense of style, which is quite alternative, so she is definitely an advocate for her own branding.
In November 2019, the Level 6 students of Studio 204 were lucky enough to have the chance to receive a Skype call from Tala, as a virtual form of guest lecturing. During this conversation, Tala gave us the opportunity to find out more about the Talamade brand, and how she had turned her initial concept ideas into the successful brand which she has today. We found out more about her designs and the narratives behind them, as well as learning about the creative direction on campaign photoshoots and why the brand captures imagery and content in the way which they do; to tell the story of each collection. For a young creative, who graduated only a couple of years previous, Tala has had an incredible start to her career within the industry, achieving things which many people just starting out in the industry dream of doing. To have her own label which she is running successfully as Designer and Creative Director, it was extremely inspiring for our students to speak to Tala, and to have her offer her motivation and encouragement on flourishing within the competitive fashion industry.
SORCHA O’RAGHALLAIGH
Sorcha O’Raghallaigh is an Irish designer celebrated for her unique, bespoke creations. She has a love for handmade design and ornamental detailing which she embeds into all of her designs as a way of blurring the parameters between art and fashion. Within just one year of graduating from the renowned Central Saint Martins, specialising in Fashion Design, Sorcha started her own label. Throughout her impressive career, Sorcha has created commissionable, one of a kind pieces which have been worn by powerful individuals such as BeyoncÊ, Lady Gaga, Madonna, Kylie and Kate Moss. Her designs have also been featured in a number of highly reputable publications including British Vogue, Vogue Italia, LOVE Magazine, W, Dazed, Interview Magazine and Show Studio for V Magazine. Sorcha has a strong vision behind her craft, which is to work closely with clients on a one-to-one basis, to produce singular, one-of-a-kind and limited-edition designs; Something which is to be celebrated in the current climate of disposable fast fashion.
At the end of 2019, Studio 204 had the opportunity to spend the day with Sorcha to find out more about herself and her time being within the fashion industry. Sorcha flew over from Dublin, specially to come and speak with all three of the current year groups from the course, as well as lecturers and previous graduates too. We were firstly given a presentation from Sorcha, where she spoke about her move to London, an education at one of the most prestigious Universities for Fashion, her time after University and everything that she has been working on whilst working freelance with her own bespoke design label. It was amazing to get a glimpse into Sorcha’s life and career so far, and for each of us to gain more of an understanding from her of what can be expected within the industry. At the end of this extremely insightful presentation, Sorcha offered us the chance to do a Question and Answer talk, where she was willingly open to answering any questions which we had, offering direction and advice along the way. This was such a valuable day for everyone who is a part of Studio 204, and we thank Sorcha for taking the time to come over to The University of Chester and inspiring us with her talk! During Sorcha’s visit, she was interviewed by Alicia Jones, a 2020 Graduate from the course. This interview is available to watch now, on the Studio 204 IGTV channel.
Could you tell us about your journey within the Fashion industry so far?
around doing errands. Inspiration can be found anywhere, and these activities can really get your imagiMy brand actually happened quite organically. I was nation flowing. So, I think it’s good to let yourself get really luck with my graduate collection as it received “bored” sometimes as well! a lot of press and because of that I started getting commissioned work almost straight out of University. What is the most valuable piece of advice that I would say that it took me about a year or two after you have ever been given? this to really find my way in the industry because my It is not necessarily something that any one person designs don’t necessarily fit the mould of “ready to in particular has said to me, but I think coming from wear” or the exact structure which many other brands Ireland and being a bit of an underdog, there is somefollow. I definitely learnt as I went long and did the thing ingrained in you to be a hard worker. best that I could. I was doing commissioned work for Also, my course leader always would encourage me to five years, before being lucky enough to go over to just be myself and that is something which has really Italy and work for some different brands over there. helped me with the foundation of my career. She reNow, I have just recently re-launched my own brand ally pushed me creatively and bought out the best in me. Her nurturing and guidance was really invaluable again this year, which is really exciting! and I will always be grateful for that. How important do you believe it is to fully understand your personal brand?
I think that knowing your personal brand, understanding who you are, and what you like and dislike really is the foundation of any creative discipline. Having said that though, you can’t get stuck in that either; you need to stay open to evolving and changing as you develop. However, the core of you and your aesthetic, you should really spend the time exploring and figuring that out, particularly throughout University as that is when you have the most time to do so. Also…It’s really good fun to figure it out!
Can you tell us one piece of advice you would offer to someone wanting study fashion?
Work hard. Be really nice to everyone because you never know if they could be a valuable person to have within your network; also, it is nice to be nice! Also, be true to yourself !
Where do you look to for your inspiration?
Art is my first love; I look a lot to art for my inspiration. If I am feeling a bit stuck with what I am doing, I will do a gallery day. It is always something which just gets me excited! Also, film, poetry, music; anything that is sensory gets my imagination going. I often get inspired when just going about my day-today life too; being on a train, or a plain, or walking
To watch the full interview with Sorcha O’Raghallaigh, it is available now on our IGTV Channel, _Studio.204
TONY GREEN
Tony Green is a viaul Illustrator, specialising in fashion illustration and abstract art. After graduating from Central Saint Martins in 2010, Tony went on to design high-end luxury womenswear for Sonia Rykiel in Paris, on both catwalk and commercial collections. Throughout his career, Tony has also collaborated on collections for DFV New York, Nathan Jenden, Felicity Brown, L’Oreal Professional and Freepeople. He is now working freelance and throughout previous years has worked with Universities such as The London College of Fashion, Ravensbourne, Bucks Fashion and John Mores; offering them workshops and lectures to support students in learning the craft of Fashion Illustration. Most recently, Tony Green has had his illustrations featured within publications for The World of Interiors Magazine and Selfridges online. He worked with Selfridges as a part of their “Springtime Style” campaign for 2020; Sketching out plans for a more stylish everyday. Tony created all of the illustrations for this article, by incorporating fashion pieces from different designers which are for sale on the Selfridges website, including Prada, Jacquemus, Loewe and Adidas.
At the start of the new academic term, in early October 2019, Illustrator Tony Green held a creative, illustration master class for the Level 6 students on the course. This class was a brilliant chance for the students to gain new, fresh skills in visual communication and artistic, creative expression. Tony motivated and encouraged our class to experiment and explore design with various shapes, colour, texture, pattern and form, and gave us the chance and opportunity to experiment with different materials, such as paints; pastels, pens, watercolour, chalks, and pencil. The class was an enjoyable, invigorating, inspiring and somewhat freeing experience, as everybody very much got a chance to be free and unrestricted with their illustration work, and it helped us to challenge ourselves in how far we could express ourselves creatively. This generated in us all, a new way of freer, less controlled and structured ways of working and communication, and therefore helped to set us up on our first steps into our third year. The class also helped us to see how Tony works and manages his own brand, and in addition this provided us with another connection to industry.
A big thank you to Tony Green for holding the class, it was loved by everyone who attended!
GARRY BUTTERFIELD
Garry Butterfield has worked within the fashion industry for some time and is an experienced Freelance Design Consultant with a strong and successful history of working in the apparel and fashion business. Garry’s established career within Fashion demonstrates various arts and design professional skillsets, including; Trend Analysis, Textiles, Management, Adobe Photoshop skills, and Product Planning. Since completing his BA in Fashion Design in 2010 at The University of Northampton, Garry has progressed onto working in a range of positions including; Assistant Menswear designer at F&F, Head of Design at KOOVES.COM, Head of Design at the Babylon group, and Creative Recruitment Consultant at Success appointments. Aside from his practical positions, Garry also guest lectures at The University of Chester; his inside knowledge, expertise and encouragement always being an inspiration to students across all year groups. As an extension to the teaching and learning tools on the Fashion Marketing and Communication course, Garry Butterfield very kindly offered to hold phone conversations with our third-year students recently, to continue to support and encourage us during these unprecedented times we have found ourselves in, so close to finishing University. During these conversations, Garry took the time to discuss our careers, our next steps into industry and employment opportunities going forward. Studio 204 would like to say a huge thank you to Garry for taking the time to talk to us; it is very much appreciated, and each one of us was able to take away some fantastic personal guidance.
How did you get into the fashion industry? Can you tell me a little more about your journey and how you have ended up where you are now?
My journey wasn’t one that I thought I would take after graduating. Once GFW was over I had around 4 roles offered to me, but as the recession was still in full swing…it wasn’t long before these roles were no longer. From this I joined a local college and taught fashion design & retail, while freelancing for a highend lifestyle brand. After doing this for about 1 year I decided to gain more experience within a more highstreet commercial business, and I joined F&F at Tesco. This was a massive change, but the biggest learning curve. Not only the price points of the products but the consumer….Something that was alien to me. After 13 months, I joined KOOVS.com which was new brand started by members from Asos. Everyone thought I was mad leaving a stable role to join a new business, BUT you have to take risks & see if they pay off…. and it did! Since then I’ve been head of design & product for a large factory group, and most recently design consultant for a number of clients.
this function within most businesses it opens up and whole new consumer base. By only having a physical store you close yourself off to customer all over the world. Who doesn’t want to have the ability to serve as many customers as possible? The high-street has been in a decline for many years, but I do hope that it never goes! We have to find a way to change the way we view the high-street & create a more social environment, making space for online and offline. After all who does love to go window shopping! What is the most valuable piece of advice that you have been given throughout your career that has really resonated with you?
Be me! Keep my energy, passion & positivity to drive forward with any role I land. Is there any one particular piece of advice that you would give to others who are wanting to pursue a career in the fashion industry?
Never give up & keep pushing yourself to develop your skills...
It is predicted that in the future, people in this creative industry are going to be working remoteYOU CAN BE WHATEVER YOU WANT TO BE! ly, and for themselves. It definitely feels like the current pandemic couldINTERVIEW accelerate this. What are BUTTERFIELD WITH GARRY your opinions on working freelance? Is it more advantageous in terms of self-growth? Or do you believe it is important to get the experience of working for a company first?
The future as I see it for creatives will be freelance! It can be hard, but also great to have the flexibility to work with different clients which helps grow practice. For myself I like to be a freelancer but to work inhouse of the brand. I find it energizing to be immersed with the team to be able to understand the DNA of the brand. At the beginning it would be great to great to gain that vital experience of being within the company, but as we’re now in strange waters…everyone should have the confidence to freelance for a company. Offer your skills, show them what you can do to change their business. You have been previously worked as head of menswear design at Koovs.com, an online fashion store. Do you believe that online fashion stores are the future of the industry? In this digital age, are future generations going to complete ly disregard the high-street experience in favour of shopping online? How important is it to a fashion brand be online now?
I really do believe online is the way forward, by having
Work by Garry Butterfield
Visuals by Courtney Glover, 2020 Graduate
Visuals by Shannon Evans, 2020 Graduate
Fashion communication is the fastest growing field within the whole of the fashion industry. This course at The University of Chester has been created to fill the exsisting digital skills gap in the communications and marketing discipline of fashion, to meet the increasing demand for highly trained digital fashion communicators and marketers. During this degree, you will engage with the communication of contemporary global fashion market issues including challenges, opportunities and needs, fashion brand development, fashion culture and context, styling, promotional literature, trend analysis, fashion forecasting and narratives, graphic communication, fashion brand management and contemporary fashion business. Addressing the visual, practical, intellectual and cultural demands of an ever-changing society and dynamic fashion audience, you will work on real-life creative briefs, giving you valuable experience within an industry context. Typical career paths from the Fashion Marketing and Communication course include Fashion Media, Fashion Branding, Fashion Marketing, Fashion Styling, Fashion Journalism, Fashion PR and Creative Direction. The course really nurtures students to become innovative, informed and prepared for the competitive demands of the global fashion marketplace.
@_Studio.204
@fmcuoc
Visuals by Shannon Evans, 2020 Graduate