chloe_hughes09@hotmail.co.uk +44 (0)7972 195600 www.chloehughes.co.uk
As a fashion communicator my ambition is to share with others creative, imaginative and inspiring aspects of fashion. I work with brands and designers to promote their vision through strategic and innovative concept development and design . My experience of fashion communication work includes; concept development, sponsorship sourcing, editorial design, photography, exhibition design, marketing and public relations.
Brief To create a publication on an original theme, with original creative writing, images I have captured, directed, styled or commissioned, which has an effective layout and demonstrates a thoughtful use of typography. The publication should evidence a highfashion aesthetic.
Papir Papir explores the use of paper in art and design, and considers the potential of this simple medium. This project gave me the opportunity to connect with some amazing artists. I particularly enjoyed meeting and interviewing the internationally recognised artist Peter Calleson. He was very generous in his time and the access he allowed me to his work. I was also able to build on my relationship with fashion designer Anne Sofie Madsen who was very supportive of the project and whose work helped inspire the design concepts. Commissioning Amy Evans to produce illustrations highlighted the benefits of working with up and coming designers.
Opposite page; Photography - Chloe Hughes, Model - Jessica Lee, Necklace - Lital Mendel, Editorial Layout - Chloe Hughes This page; Photography - Chloe Hughes, Model - Jessica Lee, Illustrations - Chloe Hughes
Artist
Peter Callesen
Conversation I think it’s fascinating that you use paper as your prime material. As you rightly say, it is a material we use everyday from important contracts to small receipts. What first attracted you to this material? Actually I think it came from cardboard. Early on I did a performance where I constructed and built things from card and then I just slowly moved to paper. And now you work mainly from A4 paper. Why? This is quite a funny story. I created a catalogue for a showing at Helsinki, were I built a floating castle from Styrofoam. In the catalogue there was a miniature paper net of the castle. I wanted to see if it was actually possible to create it on this tiny scale, and it was! This is where the concept started. Using just the one piece of paper... It makes me work quite conceptually. What sort of stories did you read as a child? What was your favourite? Do you feel that this has inspired any of you work? I wasn’t so much into fairy tales as a child. It was only so much later that I discovered stories. Especially during my time at Goldsmiths. For example, my piece called “Ice Boat” which was inspired by the Snow Queen, by Hans Christian Anderson (famously Danish author). This was one of my most tricky pieces to make. It was a boat. Made of ice. Many complications. In the end technical problems resulted in the freezer breaking, and the boat completely melting. This was topped off by thieves stealing the mould for the boat, so I could never make another one. On average, how long does it take you to create each project? Well this depends a lot on figuring out how I am going to actually make the project (larger sculptures) and finding sponsors to fund this. Like finding a freezer company to fund the ice boat. In this very environmentally friendly city [Copenhagen], do you recycle the paper/products? No (laughs) With some of my bigger, cardboard projects, I have recycled it once I’ve finished. Do you have a lot of input into how your exhibition is displayed? I just had a show in Paris, in a Danish house gallery. That started with two local Danish girls who wanted to make an exhibition. They became the curators. They sorted out pretty much everything. Its always up to me to lay out the pieces though. I do think it is important to have someone to discuss ideas and problems with though. That is why it is good to work with curators. I’ve never personally experienced any conflict so it’s fine. When I’m asked to participate in a show, I normally already have decided what’s going where from what work I have available. Then, it is just deciding on where to place to art, depending on the venue. However if it’s a group show or a collaboration you always need a curator.
Oppostie page; Interview by - Chloe Hughes, with - Peter Callesen This page; Photography - Chloe Hughes, Location - Copenhagen
brief To apply, through practical work, an understanding of editorial journalism, publishing formats, graphic techniques and analysis of specific readerships and publications.
oh comely A supplement for Oh Comely magazine which focused on the concept of dreams and aspirations.
A daydream is a meal at which images are eaten. Some of us are gourmets, some gourmands, and a good many take their images precooked out of a can and swallow them down whole, absent-mindedly and with little relish. ~W.H. Auden
The photoshoots were intended to reflect the design style of ‘Oh Comely’ and the dreams and aspirations theme. My formulation was wistful, dreamy and beautiful. The photo shoots included interpretation of dreams people had, including life ambitions, or memories of moments past. Opposite page; Contents page, editors letter and contributors. Editorial layout and photography by Chloe Hughes. This page; Illustration - Creative writing - Chloe Hughes Photography - Chloe Hughes
Brief To apply project management skills in the creation of an exhibition, including; research, developing concepts, logistics, technical knowledge and an understanding of health and safety issues.
paper exhibition I chose to focus on one type of material; paper, and selected artists and designers whose work related to this. My aim for the exhibition was to create a dynamic and strong narrative with interactive elements which build a connection between gallery space and visitor.
Promotional material design - Chloe Hughes
PhotoShop demonstration - Chloe Hughes
This page: Photoshop demonstration - Chloe Hughes Opposite page: Promotional material - Chloe Hughes
Brief Graduate Fashion Week has been a regular fixture on the fashion calendar for 20 years. In 2013 GFW will come of age at 21 and the time has arrived for the world’s largest student fashion showcase to evolve again and to re-invent itself for the future. The task was to research, design, develop and create a brand new event concept for Graduate fashion week, which is a large scale and complex event with over thirty participating colleges, an exhibition area and catwalk shows which run across two theatres. The brief included proposals for new venues.
Graduate fashion week re-design My project for GFW 2013 included proposals for the use of a row of railway arches in central London as an alternative venue to Earls Court. The decision to use the London Tube map as inspiration for the invitation design was inspired by this and also by the function of GFW which is to help young people find a new direction.
Opposite page; Promotional material - Chloe Hughes This page; PhotoShop image - Chloe Hughes
The Brief To examine and debate social, ethical, political and environmental issues relating to fashion, suggesting possible developments and trends within the global fashion industry. To present this using digital visual communication skills in the creation of on-line materials.
future fortification The Tumblr blog ‘Future Fortification’ explored the possibility that in the future, pollution could change the way we live individually and as a community. I looked into ways lifestyles and trends could alter, and suggested life, not as we know it. This work included created and sourced images, and creative written work.
The Brief To develop and manage a profitable business.
Stud it. Working with a team of 6 fellow students, we created a business involving customising and studding garments and tote bags and also selling studding kits. Our products were sold through Etsy and various platforms of social media. My specific role was as Financial Director.
the exhibition space For my final major project I have created ‘The Exhibition Space’. The concept is to present the elements of a design exhibition through a personal, interactive, and experiential book. The aim is to promote awareness and interest in specific artists and designers. For this initial issue I am focusing on Danish fashion design, and I am working with Anne Sofie Madsen, Henrik Vibskov, Stine Goya and Maria Black. ‘The Exhibition Space’, as a brand, has the potential to grow and develop. If the Danish Issue is a success, the concept could move forward and focus on different cultures and styles.
‘After Stine Goya’; Model - Rachel Matten, Photographer and stylist - Chloe Hughes
Promotion material
My proposals for a fashion show to present the latest collection of, Savile Row designer, Ozwald Boateng. The show would be located in the Surgeons Library, London. To suggest masculine and ‘old English’ themes within the presentation, I created an invitation (above) carved into a book on surgery. The right hand image is an email version of the invitation.
Proposals for an online PR company called ‘Elephont PR’. I planned an event to coincide with the launch of Danish designer Anne Sofie Madsen’s collection in the UK. I designed a treasure hunt themed interactive experience. On the left is the iPad app for this event.
Above left is a proposal for an advertisement in the Bullring shopping centre, Birmingham. To the right a design for an iPad app to enable readers to interact with the exhibition. Far right, a general promotional poster for the exhibition, which could be sent out online and via post.
Promotional material created for the re-launch of Graduate Fashion Week. On the left, an iPhone and iPad app to be used by attendees to the event to navigate their way around and with links to view students work and contact details once they have left the exhibition. Then, the platforms for iPads for members of the public who do not have other access to the app. Below is the floor plan to the event, demonstrating the creative method of signposting and promotional theme of the event; coloured tube map lines.
editorial photography Opposite; ‘Hot Metal’ Photoshoot, Model - Nathan Giles, Photographer & Stylist - Chloe Hughes Below clockwise, starting from bottom row - ‘Paper Lanterns’, Photographer - Chloe Hughes. ‘Falling Butterflies’, Model - Phillipa Batt, Photographer - Chloe Hughes. ‘Paper Necklaces’, Model - Jessica Lee, Photographer - Chloe Hughes, Necklace - Paperphine.
‘Oh Comely’ suppliment. Opposite; ‘Memories’ Photoshoot, Model - Keith May, Photographer & Stylist - Chloe Hughes This page; ‘Wishes’, Photoshoot, Model - Rachel Matten, Photographer & Stylist - Chloe Hughes.
Image taken from ‘The Exhibition Space’. Mask - Anne Sofie Madsen Studio. Model - Elizabeth Champ. Photographer & Stylist - Chloe Hughes