PORTFOLIO!
DNS! DANIELLA NICOLE SILVERA!
FASHION JOURNALIST & STYLIST!
CAREER GOALS! FASHION STYLIST! TREND FORECASTER! JOURNALIST! MAGAZINE EDITOR! VISUAL DIRECTOR! FASHION MERCHANDISER! PUBLIC RELATIONS DIRECTOR ! MARKETING COORDINATOR!
TABLE OF CONTENTS! CREATIVE FASHION PRESENTATION! Fashion Styling Photo Shoots! Fashion Styling Magazine Editorial! Fashion Trends Trend Book Fall 2010! !
FASHION BUYING & MERCHANDISING! Creative Business Plan! Best Seller! !
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MARKETING COMMUNICATIONS! Direct Marketing Campaign!
CREATIVE FASHION PRESENTATION! FASHION STYLING!
GOLDEN SUN!
PHOTOGRAPHER: BEN SHAUL MODEL: ALINNA ! PRODUCED AND STYLED A PHOTOSHOOT IN STAR ISLAND, CASTING A PHOTOGRAPHER AND MODEL.! ! SKILLS: LEADERSHIP, NEGOTIATION, PLANNING, TIME MANAGEMENT!
STYLING TEST SHOOT !
PHOTOGRAPHER: JULIUS GREGORIO MODEL: JASMINE !
PRODUCED AND STYLED A PHOTO SHOOT. CASTED MODEL, PHOTOGRAPHER, AND PROVIDED WARDROBE.! ! SKILLS: LEADERSHIP, NEGOTIATION, PLANNING, TIME MANAGEMENT!
MAGAZINE TREND REPORT!
PHOTOGRAPHER: JULIUS GREGORIO MODEL: JASMINE !
CREATED A MAGAZINE TREND REPORT FOR FASHION STYLING.!
! SKILLS: INDUSTRY KNOWLEDGE, TREND FORECASTING, LAYOUT DESIGN, AND CREATIVITY.!
SMART SHOPPING! BASIC BRIGHTS!
STELLA MCCARTNEY, SWEATER, $730
CUTLER AND GROSS, OPTICALS, $440
DVF, SKIRT, $245
PREEN, PANTS, $1,050 !"#$%&'()&*'#+!,,( BRACELET, $325 LANVIN, SHOES, $600 MARC BY MARC, RING, $58
SMART SHOPPING! GOOD GIRL GONE GOTH!
LANVIN, BELT, $890 HALSTON HERITAGE, SKIRT, $265
ALEXANDER WANG, BUTTON DOWN, $495
GIVENCHY, OPTICALS, $290
3.1 PHILLIP LIM, CLUTCH, $275
EDDIE BORGO, BRACELET, $375
LANVIN, FLATS, $515
MUST HAVES! BARELY THERE!
MALENE BIRGER, SKIRT, $360
MIU MIU, SWEATER, $485
YSL, BELT, $495
VALENTINO, TOTE, $2,145
CHLOE`, CUFF, $595
TREND FORECASTING! BOOK! FALL 2010!
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FALL 2010 FASHION TRENDS TREND BOOK!
MORPHOSIS, 5th ELEMENT, INDUSTRIAL ROMANTICISM, ELECTRONICA!
FORECASTED THE UPCOMING TRENDS FOR 2011 THROUGH EXTENSIVE RESEARCH AND PREVIOUS TRENDS.!
! SKILLS: MARKET RESEARCH, ORGANIZATION, & OBSERVATIONAL SKILLS.!
MORPHOSIS!
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MORPHOSIS! FUR, LEATHER, HOODS, & BULKY SILHOUETTES.!
FIFTH ELEMENT!
Imagine being trapped inside of a kaleidoscope as all the colors shift and new patterns are created every second. Luckily, you don t have to be trapped inside one to have that experience this fall. The use of fantasy containing over exaggerated garments, animalia and surrealism is taking over. 3D like shapes are making it s way with heavy layering and strong textures. To top it off, bold kaleidoscopic patterns and chlorophyll like greens are also making an appearance. #
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FIFTH ELEMENT! DISTORTED SHAPES, HEAD GEAR, & WHIMSICAL COLORS!
INDUSTRIAL ROMANTICISM!
Simplicity enters our lives again with a nostalgic edge of the days when nothing mattered. There was no such thing as iphones and the only thing that tweeted were birds. Minimalistic styled dressing comes into play with soft dusty rose colors and ultra-thin fabrics. Paintings from the Romantic Era are inspirational to garments being made as well as the messy paint pallets of artists which now form new prints that will be found along garments. Simple floral prints, film noir and easy living are all combined to create this theme. #
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INDUSTRIAL ROMANTICISM! CLEAN LINES, MINIMALISM, & EFFORTLESSNESS!
ELECTRONICA!
Music isn t the only thing needed to get your blood pumping with this trend. The northern lights come to life with the neon green and pinks that will be making a showcase on your knits this season. Loud dance beats that cause the body to move in a frenzy will be responsible for forms of the silhouettes to give ease and comfort. Cool and clinical lines will keep the balance in this Technicolor world that is slowly approaching. Bright colors, black out lights, and the digital age are all elements that contribute to the electronic theme that will make an impact this fall. #
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ELECTRONICA! SHOCKING HUES, TWISTED PATTERNS, & FUTURISTIC SHAPES!
MARKETING COMMUNICATIONS!
DIRECT MARKETING!
PROENZA SCHOULER X LIYA KEBEDE!
DEVLOPED A DIRECT MARKETING PLAN FOR THE PROMOTION OF PROENZA SCHOULER.! ! SKILLS: MARKET RESEACH, STRATEGIC PLANNING, ORGANIZATION & TIME MANAGEMENT.!
THE EVENT!
# WE WANT YOU
Shop for Life will increase the awareness and raise funds for The Liya Kebede Foundation. The event will be held during fashion week, at the Standard Hotel.! ! This will be the launch of our new month-long promotion where we will give a percentage from every African-inspired 2011 PS1 bag to The Liya Kebede Foundation. ! ! Along with this, you will also be able to pre-order and donate at the event. ! ! REMEMBER, YOUâ&#x20AC;&#x2122;RE SHOPPING FOR A LIFE.!
PROMOTIONAL STRATEGIES! SHOP FOR LIFE
PROENZA SCHOULER + THE LIYA K FOUNDATION
LIYA KEBEDE !
E-MAIL BLASTS WILL BE SENT TO TOP CLIENTS OF PROENZA SCHOULER.COM AS WELL AS SUBSCRIBERS TO LIYA KEBEDE’S FOUNDATION.! ! ADVERTISEMENTS WILL BE SEEN IN VOGUE, BAZAAR, ELLE, MARIE CLAIRE, & PURPLE FASHION !
BUYING & MERCHANISING!
PRODUCT DEVELOPMENT: BEST SELLER 2011!
DEVLOPED AN ANALYSIS OF A BEST SELLING ITEM AT THE INTRO STAGE FOR FUTURE DEVELOPMENT.! ! SKILLS: OBSERVATIONAL, ANALYTICAL, & MARKET RESEARCH!
CUSTOMER PROFILE!
GENDER!
FEMALE!
AGE!
24-50+!
INCOME!
HIGH!
BODY FORM!
TONED-SLIM TO CURVY!
EDUCATION!
HIGH SCHOOL AND UP!
ETHNICITY!
MULTICULTURAL!
TIMING CHART! :#G#HIJ#K(B##
Maturity!
Growth!
x! Intro!
Decline!
CUSTOMER PROFILE! Intro- Elegant, Chic, Sophisticated! ! IMPLEMENTATION FOR BUYING! ! BUYING! Reorder in Purple, Brown, and Black. Order minimalistic bags with classic shapes and fresh colors.! ! DISPLAY IDEAS:! Place in a glass shaped box in the middle of the store on an elevated stand. Include gold accessories, sunglasses, and a printed scarf hanging outside the side of the purse.! ! ADVERTISING VEHICLE:! Pop-up flash advertisements online, and AD campaigns.! #
CREATIVE BUSINESS PLAN!
DEVLOPED A UNIQUE CONCEPT AND DETAILED PLAN OF A RETAIL STORE.!
! SKILLS: ANALYTICAL, MARKET RESEARCH, STRATEGIC PLANNING!
EXECUTIVE SUMMARY! BUSINESS CONCEPT! Covet is an independently owned Retail Company located in SoHo. We cater to the girl who shuns trends and knows how to blur the line between uptown elegance and downtown cool. ! ! Keeping in mind that The Covet customer doesn’t want to blend in with the crowd, I, Daniella Silvera the CEO of this company have made it my mission to find not the “it” item for the season but the most unique item with the most longevity. ! ! Whether it’s a neon hued moto-styled jacket from Christopher Kane or a sequin covered clutch by Matthew Williamson, Covet has been able to distinguish itself from the rest with it’s distinctive collection of items that will put a spin on any outfit.! ! Along with forming our own culture, Covet has also embraced local musicians, emerging artists and has created an interactive website that allows our clients to stay up to date and connected with news, style tips, and customer profiles that show how customers have chosen to wear our pieces in their own creative way. !
INDUSTRY WORK!
STYLING TEST SHOOTS !
PHOTOGRAPHER: DANNY CARDOZA!
PRODUCED AND STYLED PHOTO SHOOTS FOR MODEL PORTFOLIOS.! ! SKILLS: CREATIVITY, LEADERSHIP, & TIME MANAGEMENT!
FASHION EDITOR!
FASHION EDITOR FOR ASKMICHAELCOHEN.COM. WROTE TREND REPORTS, SELECTED DAILY PRODUCTS, AND WROTE EXCLUSIVE INTERVIEWS AND FEATURES.!
! SKILLS: CREATIVE WRITING, LEADERSHIP, INDUSTRY KNOWLEDGE & MARKET RESEARCH.!
STYLE STEALER!
CURATED LOOKS FOR LESS BASED ON CELEBRITY STYLE.! ! SKILLS: SOCIAL MEDIA, E-COMMERCE, & MARKET RESEARCH.!
She's been known to carry a Balenciaga bag that is double her size, accessorizing with a Starbucks libation and a cigarette.! !
It's clear that Mary-Kate Olsen has created a signature look. Forming a strong contrast against her identical and more refined twin, Ashley, Mary-Kate has coined the “chic bag lady” style, complemented '60s-inspired swagger. ! !
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Spotted at the CFDA awards, the petite actress/fashion designer worked a minimalistic all-black ensemble with a few edgy elements that sealed it off with effortless charm. Zipper detailed trousers, a belt adorned with gold hardware, a python clutch in a poppy red hue, and quirky circular sunglasses brought in the drama. ! Here, we’ve gathered a few items that will allow you to make her calm, cool and collected (or disheveled, depending on the day) style your own.!