D
anielle Allen
D
anielle Allen
Northumbria University Fashion Communication danielle.jade.allen@gmail.com +447826929388
Behind The Scenes
CONTENT
Masc Magazine
Seen Publicity
Trend Prediction
Work Experience
Behind The Scenes Concept Research . Photography . styling . Journalism . Layout
BEHIND THE SCENES An annual bookazine about behind the scenes in the fashion magazine industry. The book will strive to provide useful facts and guidance, laying out paths to success and an invaluable road map for young people wanting to go into the fast-paced magazine industry.
Raw Fined
Ice Dream
TERRA COPPER
POP CLASSIC 73
74
Leopard print is a continuous addition to current fashion trends, so how could we go through this shoot without it? Getting the right print however is essential, the smaller the print the more delicate and sophisticated. This beautiful all in one is finished with a classic white blazer. This outfit is simple, but creates a really feminine and sexy, underwear as outterwear look from day right through to night.
This Chloe inspired look is lead by the nude leather and chiffon shirt. The chiffon is cut to fall beautifully just below the waste, with the leather cuffs to finish the sleeves. This romantic design has been styled together with leather pants and a splash of colour has been added in the turquoise and burgundy rings. Together these items create a dark and romantic style.
Nude is executed through and through Spring/Summer seasons’ trends, making it essential to own at least one item. This little vintage number was found and I immediately loved it. It is simple with a hint of seduction, shadowing the usual high wasted number. It has been paired with the ultimate Kate Moss collection, creating a daring concept with the use of the cut out mesh detail. The outfit has been finished with the Obi belt, and the white jacket to create a Glamorous finish.
Finally, the ultimate staple wardrobe piece, The Black leather Dress. This fitted bodycon dress with suede panelling is the perfect traffic stopper. Accessorised with the Iconic Alexander McQueen ring and a silk skull scarf, this outfit highlights pure summer seduction. Boys and bitches…beware.
A Little red phone book is a must have whilst interning. Picking up contacts and email address’s is crucial in the fashion industry.
Back issues of magazines that you’re interning with. These help you prepare for your interview.
Pack a pair of flat comfy shoes for traveling to and from work and any midday errands
The underground is the fastest way to get around Central London. Having an oyster saves you money and time every morning.
The Intern’s Checklist You will need your phone handy to pick up emails and for editors and other colleagues to contact you
Dictaphone is useful for interviews. Editors and stylists are happy to answer any questions interns ask for your benefit and knowledge. Keeping your camera handy to take pictures of your experience at the magazine.
(Just make sure you have per-
Tube map for guidance to locations and shoots.
FASHION SHOWS
FASHION SHOWS
The Dressers Diary . . . . The Dressers at Fashion Shows are usually interns or fashion assistants who work for the magazine. Assisting back stage is always an unpaid job for interns and volunteers. However it is very beneficial for your CV. The fashion shows need people with willingness and organization skills to deal with the fast-paced events.
pleased about, gorgeous salads, wraps and sandwiches were up for grabs
Dresser at the Look Fashion Show in London.
2:00 The fashion director shouts out ‘RUN
Diary of Danielle Allen
THROUGH NOW!’ She stood with a clipboard at the front of the line calling out each of the models names and sends them in time down the runway. ‘Natalia, Alexandra, Irina, Maria etc.’
9:30 – The venue for the show was The
Saatchi Gallery, I signed in at the gate and headed up a few stairs into the building. The security guard points me in the direction of the backstage area. Here we go. The backstage area was surprisingly large. On one side were rails of dresses, wrapped in clear bags the other side was clear for the models to line up for the show and to see their final outfit before going onto the stage. At the end of the room was a table full of drinks and snack food. We all sat around for a while, then one of the fashion assistants said we could come and get breakfast from the first floor. Someone had obviously paid a very large bill at Pret A Manger . There was fruit, croissants, fresh juice and yoghurts.
10:00 – We are asked to allocate the outfits
next to each models name. Once they were all found we took the outfits out the plastic bags and organized them neatly. The fashion director allocated us all to a rail, assigning us to two models to dress each. We were all given a list of rules. ‘Do not pull the zip straight up, hold it gently and lift it inch by inch. Wear gloves if handling a light coloured dress. Put tissue paper over the models faces to ensure that no make up gets on the dresses’. 11:00 – By 11 the models began arriving for hair and make-up for the first run
through which started at 1:00pm, some of the models needed fittings for a few outfits
S
tudio Photography
Studio photography is alot simpler than location becasue you can get exactly what you want. Soft light, hard light, coloured back drops. Everything is in your control. However if you are an amateur, setting up the studio takes can be difficult. There is alot of technical equipment to set up in the studio; lighting, backgrounds, camera lenses etc. If this equipment is not set up correctly your pictures could result in a disaster looking flat and boring.
3.00 – After the run through we had a
small break for half an hour just before the final show.
3:30 - With all the models nearly dressed and so they immediately came backstage. Most models went straight up to the second floor for hair and make-up.
12.00 - The models polaroids had been
glued onto big cardboard sheets so we could memorise their faces. ‘Don’t let your model out of your sight’, I was told. All the models look absolutely identical. Fair skin, plump lips, dark blonde hair, big eyes, tall and skinny. I strike up a conversation with one of my models, Daphne, but she is quiet and sullen. She tells me that she is tired after just having flown in from Austria but is doing as many shows as possible to raise her profile.
1:00 It was lunch time, and Pret A Manger was on the menu again, which I was very
SNAP Studios, London Photography by Danielle Allen
show time looming, the whole room suddenly seemed to descend into chaos. Stylist was running around with pieces of jewelry whilst the hair and makeup team did last minute touch ups. The fashion director was shouting into her head set and the atmosphere became intense. This was it.
4.00 – The models are all lined up ready to go on stage, the fashion director is at the front telling the models when to walk. Scrambling to help my models out of one look and into another the show finally comes to an end. Everyone is happy and satisfied with the outcome which then leads on to the after party for cocktails.
K
atie Grand
Katie Grand is arguably one of the most influential people in fashion today. An Editor, Stylist extraordinaire and consultant for fashion houses, there is nothing the remarkable fashionista has not achieved and cannot achieve in her lifetime. Here, we look into her past and discover that she was just an ordinary girl who climbed the ladder to enormous success. Making people believe that anyone can achieve their dreams with hard work and dedication.
“Her enthusiasm and joy for the fashion business and the role she plays in it shines forth like a beacon, one of the most in-demand stylists in the country.” Evening Standard
Grand was just an ordinary nerdy teen from Birmingham, with a gap toothed smile and untamed hair. The 13 year old girl was given ‘Face Magazine’ and ‘Vogue’ when she was ill in bed one day. From that day on, she decided she wanted to go into the world of Fashion Magazines. After completing sixth form she began a foundation course at Birmingham’s Bournville College of Art where she was named Student of the Year after achieving a brilliant 96% in her results. In her late teens, she wrote to the Editor-in-Chief of Vogue at the time, Liz Tilberis, asking how she could become an editor one day. She advised her to attend Saint Martins College of Art and Design. Fortunately for Grand she successfully secured a place at Saint Martins. However like most girls her age, she went to college not knowing what she wanted to do; trying design, journalism, marketing and finally landing on print. Whilst at the college she began part time work with the newly launched magazine, Dazed and Confused. Grand helped with directing and styling the fashion shoots. After finishing college she carried on styling for Dazed, for most of the 90’s. In 1999, Katie was made Fashion Director of style bible, The Face and eventually in 2000, given her own magazine to set up. The inspirational fashion and art magazine POP, where she was appointed editor-in-chief. She made the magazine so powerful it instantly attracted fashion insiders and celebrities from everywhere.
During her time at POP, Grand’s styling career exploded, advertisers were constantly battling for promotion in the magazine, and regularly asked her for contribution on their collections. Grand’s was becoming the household name, within the magazine industry. Everybody wanted her input, and she began incessant work with luxury brands; Louis Vuitton, Cavalli, Dior Homme, to name a few. As you might have expected, she is as much in demand from celebrities and their agents as the designers themselves. Dressing the likes of Agyness Deyn, Kate Moss and Madonna. Katie styled the Spice Girls in their mid nineties glory days! Grand edited Pop magazine for eight years before Conde Nast. Managing Director, Nicholas Coleridge approached Grand and made her an offer she could not refuse. Conde Nast is one of the biggest publishers in the world, publishing magazines such as, Vogue, GQ, Tatler and Elle. Her role would be editor-in-chief and co-founder of a new magazine. Together they collaborated and came up with the name of the new bespoke, style magazine, ‘LOVE’. Love was born, the new, edgy, experimental magazine. With Katie Grand’s considerable power and mysterious demeanor, the launch of the new Conde Nast publication, Love brings exciting diversity and future revelation.
“It’s clear that a new breed of magazines has arrived,” Editors wrote.
MASC MAGAZINE
Photography . Layout . Journalism
Magazine Concept Design
M
ASC.
Masc, a fashion monthly magazine for the urban casual gentleman, unpretentious, wanting to make bold statements in casual threads. Introducing a wide selection of boutique labels and vintage stores to the magazine industry. Allowing the labels to be more noticed and promoted will increase peoples individuality in fashion, style and trend. Masc also contains interviews with bands and designers and street style trends.
W
INTER WILDERNESS Introducing individualism with independant brands and Vintage clothing.
T
HE BOY WITH BLUE BLOOD.
Full of national pride, with style heritage using classic British brands such as Fred Perry, Paul Smith and Farah mixed with the best from the High Street.
Death By Cutie SUBVERTING THE FACE OF FASHION BY PUTTING A BAG ON IT.
Luke Donohoe-Denton, the fresh new urban designer, has created a quirky, unique label called, Death By Cutie. Launching his first exclusive line only last January 2010, he emphasizes individuality with his iconographic limited edition prints on American Apparel tees, hoodies and vests. Sold widely online and through concessions in stores in Sheffield and Leeds available at Kuji shop and Each To Their Own. Based in Sheffield he has built a loyal following with his fresh and quirky style and counts fashionistas like boy band, JLS among his many fans. The name of the label was a quick decision and with his creative background, he decided to combine the words ‘death’ and ‘cute’ together to create a unique name for his brand. So I bet your wondering, ‘What’s with the paper bags?’ He uses bags to remove the identity of the models and create a focus on the clothing and not who’s wearing it. After all it is about the clothing, which he describes his designs as ‘images turned awol.’ Luke loves controversy in his photography and designs and manipulates images using different Photoshop techniques. Before Death By Cutie he started working alongside a close friend on a label called, Anthropology, realizing he could move forward with his own designs and do it better himself, he took inspiration from this experience and set up his own label. Lacking funding for such a big idea, he luckily was approached by an investor who supplied him with the base products to set him on his way. Death By Cutie has recently been spotted on celebrity juice, worn onseparate occasions by Fearne Cotton and Keith Lemons. B Box Fozzy, the number 1 beat boxer in the UK, who supports Dizee Rascal on tour has also recently done a photo shoot sporting the BMX baghead t-shirt, whilst sat on a BMX. He has secured exclusive sponsorship with some of the best known international dj’s around the world, such as the DC10 dj’s from Switzerland and Barcelona, Vincent Abbo and
Mirus Lowe, who were seen wearing the t-shirts whilst playing a live set to thousands of screaming fans in the Ibiza club. Death By Cutie designs are shaking up fashion, now being recognized as a design heavy weight, expanding from online to store concessions around the Yorkshire area.
Why don't you make your own statement with an exclusive DBC tshirt and wear the clothes with love, pride and cool as f*** attitude!
PUBLIC RELATIONS
Press Release . Invite
Seen PR
Seen Publicity is a PR company for up and coming clients and those who were already established needing help to be seen. Driven by our creativity, passion, energy and enthusiasm, we can confidently say our relationship with our clients and media is extremely significant.
Trend Forecast S/S 2011 Trend .
Styling . Layout
Spring/Summer 2011 Trend Book
By Danielle Allen
Designed and created a fashion trend forecasting book for womens spring/summer 2011 season. Content includes creativity, trend knowledge, aesthetics, colour, fabrics and layout design.
WORK EXPERIENCE
Look Magazine . Sony NEX Launch . LFW Look Show . Teen Vogue
LOOK Magazine
Experienced the running of a busy fashion magazine. Interning in the fashion cupboard, duties were; ensure that the fashion cupboard was efficiently managed, returning samples to press offices, call-in samples, organize look books, fashion/shoot research and assist on photo shoots. Interning a second time, experiencing the online fashion magaizne assisting the website editor of Look. Duties were; Uploading photos to the website, research on new fashion trends and celebrity news, emailing press offices for prices and high resolution images, writing blurbs and articles for the online magazine.
Sony Launch NEX.3 NEX.5 Sony Launch Fashion Show, Located at the Vinyl Factory in Soho. Duties were backstage dresser for the designer, Hermione de paula. I was allocated models to dress throughout the event. Interacting one on one with the designer and clothes
The Look Show
London Fashion Week A/W 2010 S/S 2011
Volunteered as a dresser for the Look Show for London Fashion Week A/W 2010 and S/S 2011 collections. My role was to dress the models, make sure the clothes were steamed and allocated to the correct models and in order of the run of the fashion show.
Teen Vogue Internship
Experience the running of one of the most well known fashion magazines. Interning in the fashion closet for Teen Vogue in New York for summer 2011. My roles include organising the fashion closet, returning clothes back to PR’s, Collecting hi-res images for the magazine online and assisting on photoshoots.
Danielle Allen