Cally Stone 08059110 Fashion Promotion Portfolio
Cally Stone 07817465010 callystone@hotmail.co.uk
Work Experience Urban Outfitters 2011 - present. Whilst studying at University I have been working at Urban Outfitters as a Sales Assistant. This job role as given me the opportunity to learn about the ins and outs of fashion retail and increase my customer service skills. Urban Outfitters is a high end high street fashion brand and has a strong influence on trends on consumer level. Trend awareness is essential to work in such a fashion retail business and the skills I have to identify and create trends have been increased by my time at Urban Outfitters. Not only has my trend awareness increased by my knowledge of visually merchandising said trends. I have had many opportunities to merchandise much of the store which allows me to utilise my creative skills in a business situation. Hosting Solent Fashion Event - 2011 In 2011 I was involved in hosting and helping out at the fashion show of 2011, This gave me the opportunity to help all of the students graduation and showcasing their work. I was given the role of ensuring all guests knew where to go and to help out as much as possible in front of house.
Skills
As a fashion professional my skills are broad and varied. Throughout my time at university I have had many experiences that have rounded my overall expertise in the fashion industry. Beginning with Creative directing and conceptualising editorials is a strong skill to have with a confident perspective over a project. This direction is a particular skill I pride myself in and have an interest in pursuing. This is the direction taken for my Final Major Project at University where I created my own fashion publication called ‘Eleventh Hour’ In which I took charge and directed the entire creation of the publication. I used a lot of directing skills, as well as editing skills and managerial positioning. Other Skills I have gained are: Photography, Marketing, Trend Forecasting, Styling, Fashion Design, Fashion Writing and Editing. Another particular interest I have is within the visual merchandising industry. This was the topic of my University Dissertation in which discussion was about the impact of visual merchandising on consumer behaviour and further discussed the introduction of social media affecting the way the consumer shops. This topic was a highly interesting one to cover and gave me a much greater understanding into the consumer and the psychology behind consumer behaviour as well as how the industry is coping with the increase of the digital revolution.
Concepting photoshoots Creative direction
Description: Concept and Styling. A shoot based on the brand Hype using their Unisex Cosmic Tee’s to create a feminine shoot. The use pastel soft colouring was to create a soft whimsical feel to the concept. Photographed by Andrew Lamb
Description: Photoshoot inspired by Nichole De Carle London used later alongside a written feature with Nichole for Eleventh Hour. Conceptualising a strong independent woman wearing bold structured lingerie. Style and Concept by Cally Stone Photographed by Abi Butler
Description: Photoshoot inspired by nature. A beauty shoot conceptualised for Eleventh Hour magazine. Each look was subtly inspired by a different creature of nature. Left: Feline // Right: Crow. Photographed by Stephanie Paige
Description: A shoot created for a diversity campaign for All walks catwalk. Mocked up for i-D magazine. Styling depicts the androgyny of our current society.
Description: Photoshoot for Eleventh Hour magazine. Accessories still in keeping with the Ethos of Eleventh Hour magazine. Soft, simple and elegant. Photographed by Cally Stone
CONJURED BY THAT STRONG GALE WARNING VOICE, COLLAPSE INTO A PENUMBRA
ROCKALL, MALIN, IRISH SEA: GREEN, SWIFT, UPSURGES, NORTH ATLANTIC FLUX,
Written Pieces
HENRIETTA JERRAM
The wonderfully talented Henrietta Jerram has had a whirlwind move into the fashion industry, Just one year after graduating from Kingston University she has made her mark in the design industry quite profoundly.\\ She very recently graduated from Kingston University where she graduated with a Fashion Design Degree. Previous to that she had been studying a foundation course at Kingston \\ Originally from North Wiltshire she has now found herself living in Ohio USA \\ We took the opportunity to have a chat with her about her life over the last year before she bursts into stardom and is too busy to remember the little people \\ From very first impression Henrietta is a kind young lady with a lot of interest in helping out a student in need as she kindly took out time in her busy schedule in America to tell us about herself \\ Firstly could you give me a quick overview to your history/background? I have just graduated form Kingston University where I studied on the Fashion Design BA course. Previous to that I was on the foundation course at Kingston. I am from North Wiltshire originally and in now living in Ohio, USA. When did you know you wanted to be a fashion designer, particularly knitwear? I always wanted to work in the fashion industry but it wasn’t until I was in second year of uni that I really fell in love with knitting!! Its incredibly rewarding when you can knit up a swatch and instantly get inspired for a garment. When knitting there are so many possibilities with using different yarns and techniques that it can be really exciting as a designer. You won the chance for your designs to be sold in Topshop, how did this come about? I entered a competition through my uni, which was to collaborate with Topshop and the campaign for wool to raise awareness for the use of wool in the fashion industry during wool week. The amazing prize was to have a limited edition jumper sold in Topshop Oxford circus. I won, which meant I got all of this and more – when Topshop bought some extra designs and also decided to sell them online. How did it feel to first see your designs in store? Incredible! I still can’t believe it actually happened. It was very surreal walking into Topshop Oxford Circus and seeing my name on the wall. Lots of my friends bought my jumper and sent me pictures of them wearing them which was fantastic. How would you describe you design style? Does it reflect your personal style? I would say it is defiantly casual. I like to design things that are easy to wear but a little bit crazy at the same time. I love using colour, and generally making things fun. When you are designing who do you have in mind to design for? Who is your market? I guess I’m always thinking a little bit about what I would like to wear. It really depends on the brief. For my final collection I focused on knitwear that was casual and sporty, but when I was designing for Topshop I always had in mind the Topshop gal. What inspires you to design? Anything and everything. It could be a landscape, someone I see whose got amazing style or a vintage garment. I get inspired wherever I go, each different place I visit. What is the most exciting thing that has happened to you since you graduated from Cheltenham? Defiantly having my designs sold by Topshop shortly after graduating. It was a complete whirlwind. One minute I was in the studio all hours of the day and the next getting phone calls form the press and seeing my designs in the national papers. Have you had any challenges since entering the fashion industry? Yes! Everyday is a challenge in some way. You have to be prepared to work seriously hard. You’re an extremely talented designer, where do you see yourself in 5 years? That’s a Tricky one! Still designing and travelling, I wish I had a crystal ball to tell you where!
Interview and Words by Cally Stone
Description: Written piece for Eleventh Hour magazine. Interview with Henrietta Jerram. An interesting article to find out about the up and coming designers life and career.
Marketting
Description: A promotional idea for the brand Cheap Monday. The idea was to create and App for the brand to increase brand sales and promotion. Above shows some development and research and right shows some mocked up examples of a graphic map and an example of the final product.
Description: A market report for Adidas. Research into the company to then discuss a development for the company - in this case the introduction of a new sub-brand for the company for a target market I felt Adidas is currently not catering for.
Description: An introduction into a proposed new trend and market report for Urban Outfitters. This project allowed me to explore Urban Outfitters as a brand and then to create my own trend which was called “Landscape Aesthetic� I then proposed the different elements to the release of this new trend including all figures and launch dates.
Description: A group project for B-side (working alongside fellow promotions student Teoni Griffiths). The purpose of this was to pose as a new PR company called Velvet, using our initiative we created a press release and announced a festival to promote the brand. The brand being a menswear brand with a strong urban vibe we decided that the connection between the brand and the music industry was an innovative direction to choose. We conceptualised many different ideas in which music and the brand coincided a wider audience to promote to.
Final Major Project Description: As a part of my final major project I created Eleventh Hour. A professional publication aimed at fashion professionals and graduates. It is currently a 40 page magazine With an intelligent and articulate approach to fashion. It aims to inspire and inform all those who read it.
You probably best know Proudlock from his role in hit TV show ‘Made In Chelsea’, but with a background in fine art and a successful fashion business; Serge DeNimes, Proudlock has so much more to offer than your average reality TV star. I first met Proudlock at his ‘bloggers breakfast’ last December and have been closely following the progress and movements of the brand ever since. Last week Ollie presented ‘Proudlock’s Carnival ‘86’ at Intimate Modern to showcase some of his mum, Lena Proudlock’s photography from Rio in the seventies. Photography from the book Rio Carnival has then been transferred onto a range of t-shirts and jumpers for Serge DeNimes. I popped down to Intimate Modern to spend an evening with other like-minded journalists, bloggers and the odd Made In Chelsea star thrown in for good measure. I met Proudlock to talk Serge DeNimes, his collaborations, and the use of denim in his designs in the very near future. // Katie Handy-Beith had the opportunity to ask Oliver a few questions // You have a background in fine art, how do you think this benefits the brand? I’ve specified in art since I was about thirteen, through my mum I am a
Eleventh Hour includes articulately written pieces with talent amongst the fashion industry as well as beautifully creative editorial shoots. My role in creating Eleventh Floor was Creative director and Editor-in-chief. This involved conceptualising the ethos of the magazine, and each individual piece within it. Sourcing models, samples and contributors for shoots and written content. I also did the styling, graphic design, layouts, as well as some written content. A team of hair and makeup artists, photographers and models were brought together in order to create an innovative and creative final major project. It was a challenging process with many lessons learnt and an extremely rewarding outcome.
very creative person. Even when I used to paint and create stuff on canvas and have exhibitions I always used to print my stuff onto t-shirts as well. From a young age I was always linking art and fashion, so for me as opposed to putting my creativity onto canvas by using paint, I’m just doing it in a slightly different art form. It was a really natural development so for me it just felt right and I hope that that benefits the brand. The three most important things for the brand are music, art and fashion. Serge isn’t just about fashion, it’s about a lifestyle and I want the brand to act as a platform for up-and-coming musicians, artists and designers. We have recently started Serge OffBeat Sessions, we find unsigned acts and musicians, we shoot them in a cool location on Shoreditch High Street. We lots of people coming down to the event they wear the clothes and then play some great music. For me being able to do other things not just designing the clothes makes the brand stronger and builds a community. Bringing everything back to creativity to me is important. You must be so proud to have your mum’s photography on one of your collections. Yeah I have my mums photography in my Rio collection and it’s great because ultimately all of my creativity comes from her. This whole thing is mainly about my mums photography rather than the clothes. We obviously have a little pop up shop down here at the moment so it’s about merging the two. For me obviously the story behind that first collection and the Rio collection has come from my mum and her first husband when they went to Rio in the Seventies. They made this amazing book and I’ve always just been in love with it and thought the images were amazing. I’ve always wanted to do something with them and for me to be able to do a small collection and push this whole Rio theme is great. I wanted to put on this show for mum and showcase some of her original art works and showcase them in an art form and show people where the images came from. The event last week was a great turn out and everyone had a great time.
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Nichole de Carle London is a lingerie design house founded in 2008. Drawing on references from high culture, architecture and literature, Nichole de Carle uses silk and guipure embroidery to produce luxury collections and bespoke contour design. As a first-class graduate of De Montfort University’s Contour Design course, Nichole de Carle considers fit to be “paramount when it comes to lingerie,” and the modus operandi of Nichole de Carle London is to produce “astounding fit and style without sacrificing comfort.”
Right Page // Brief and braces set Nichole De Carle // Bra Gossard
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Eleventh Hour would like to thank; Katie Handy Beith for an excellent interview Oliver Proudlock for being so charismatic Andrew Lamb for being such a talent and time management Amy Kibbler for being so open and willing Ida Hennius for being beautiful Sophie Allison for such a last minute help Nichole De Carle for an articulate and interesting interview Lynette Amegavie for being so helpful and understanding David Mannion for a wonderful written piece Abi Butler for being so confidence boosting Rebecca Turner for a being a great MUA Sophie Blackman for innovative ideas Stephanie Paige for being not only a photographer but a best friend Sophie Green for her up and coming talent Henrietta Jerram for giving up her time to be interviewed
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To View more of Eleventh Hour please request a print copy by emailing callystone@hotmail.co.uk. To view the online issue please visit: http://issuu.com/callystone/docs/eleventhhour?mode=window