Pôrtffolio12 by Lee Eynon

[ portff么lio] 12

Class of 2012 Cardiff School of Creative & Cultural Industries

Class of 2012 BA (Hons) Fashion Design Katie Bacon; Hilary Domleo; Sasha Flaherty; Emily George; Thomas Godsall; Katherine Hajiyianni; Catherine Hobden; Lucy Hopkins; Chloe Jones; Laura Jones; Steph Kent; Lucy King; Lisa Lau; Hannah Lloyd; Jodie Millar; Victoria Monk; Carla Morris; Anita Nemkyova; Rebecca Pickford; Chloe Rees; Jessica Roles; Demi Watkins; Katherine Williams; Sophie Young.

BA (Hons) Fashion Promotion Roesemary Anstead; Catrin Baines; Alice Byrne; Kelly Cavaye; Hannah Cook; Verity Coull; Polly Crane; Amay Davies; Harriet De Bretton Gordon; Faye Dickinson; Katie Evans; Jayne Forde; Michaela Gingell; Laura Healey; Lauren Hewitt; Aimee Hopkins; Fatima Latif; Hannah Lewis; Alice Moore; Megan Newport-Day; Megan Phillips-Laird; Sarah Porter; Jessica Robinson; Jay Samson; Emily Strudley; Angharad Taylor; Hannah Tonks; Claire Turnbull; Sadie Wandrum; Lily Weaver; Lowri Williams; Miranda Banfield; Emma Hicks; Kathryn Johnson; Lucy Smith.

The staff and students would like to thank everybody who has contributed towards and made this event possible.

elcome to [ 1 2 Por tff ôlio], a taste of som e o f the Fashion Desig n and Fashion Pr omo tio n g r aduate wor k f r om the U niver sity of Glamor g an 2012.

hou s es worl dwi de.

T h ese have been momentous year s f or our g r ad u a tes from ince ption to completion. It has been a plea s u r e witnessing their jour ney of development and g r owth and now viewing some of their f inest wor k, wh ich will pr e par e them f or their chosen f ield within the f a s h io n i n dustr y. As a team we constantly comment on th e i n cr edible r aw talent we r eg ular ly witness so it is n o wonder our students ar e consistently winning awa r d s and ar e of f er ed inter nships at pr estig ious f ash io n

T h e s tu dents have a chi eved excellence in their f ashion education, which h a s b een enha nced by exter nal vi s i ts from some of the industr y’s f inest pr of essiona ls. O ne o f the key benefi ts of s tudying at CCI is the wealth of student pr of es s io n a l pl a cem ents we fa ci l i tate, a nd over the past two year s students have wor ked o n pl a cem ents at A rca di a Gou p, Hudson Bay in Canada, Ir ish Inter national, Alex a n d er M cQ u een, Ju l i an Ma cdona l d, Diesel, Har vey Nichols, L ondon Fashion Week, N ew Yor k Fas hi on Week, Reem A l asadi, K atie Ear y, M ar ios Schwab, Peacocks, a n d even G ok Wa n’s Fa s hi on Fi x! T hes e students have won competitions desig ning f o r VV Rou lea u x, they have been fi nalists at the Young Photog r apher of the Year Awa r d , a nd Fa s hi on Promoti on s tu dent Hannah Cook r eceived a Gold M edal at Eu r o Skills i n Po r tu g al for V i s u al Merchandising. Also, f or two year s in succession we h ave been f i na l i s ts i n the Fu tu re E ntr e pr eneur Awar ds with new businesses bei n g l a u n ched as a res u l t. We h ave ha d Pop-Up s hops, photo ex hibitions, photo shoots, web sites, blo g s a nd m a g az i nes, a l ong wi th a Sustainable Fashion Conf er ence. T his year has a ls o wi tnes s ed two of ou r s tu dents being selected to attend conf er ences of f th e b a ck of thei r ou ts ta ndi ng di s s er ta tions which under pin their f inal major pr oject, Po lly Cr a ne h as a ttended the Copen hag en Fashion Summit, and Fatima L atif pr es en ted a t T he Trans eu ropa Fes tival i n Car dif f and Par is. A s Fa s hi on i s a gl obal phenom enon, it is essential that students g et to tr avel to the f a s h i on capi ta l s of the wor ld; so annually our students tr avel to L ondo n , N ew Yor k , Pari s or Tok yo to a bs or b and map the f ashion cultur e. A ll o f thi s real l y u nders cores the philosophy of Fashion at CCI - br idg ing th e g a p b etween academi a a nd i ndustr y, and nur tur ing talent so our students b eco m e i nfor m ed and profes s i ona l g raduates. I am sur e you will g et a sense of thi s a s yo u f li ck the pa g es throu ghou t this por tf olio. A n d of cou rs e none of thi s could be possible without the vision, har d wo r k a n d com m i tment of the A cademi c and Technical staf f team: Cou r s e Lea ders Tom Cl u l ee and Ang ela Big g ins, along with their teams Sar a h , G em m a, James, Pete, Tor u nn, L isa, Camille, Fiona, Sue and Jayne. E nj oy! Tr a cy Pri tchard Hea d of Divi s i on Fa s h i on and Retai l Des i gn

E=mc2

lbert Einstein said once: “Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.” And he was a bit of a clever chap, as it turned out.

Fashion Design is a notoriously difficult degree course to study. The fact that you are expected to develop 2D skills (drawing, CAD, illustration, print), 3D skills (pattern cutting, garment construction, drape, tailoring, knit, fabric manipulation) and communicative skills (verbal, visual and written) all to an Industry level, is no mean feat. Anyone who has ever had the “fortune” to be in any kind of relationship with a final year BA (Hons) Fashion Design student will attest to the level of commitment required. From the Parent (Treasurer), to the long-suffering partner (doormat), to the best friend (distant memory), it is a year that will witness every single human emotion in the student, every single day. All the hard work does pay off though. The Fashion Industry craves their talent: the skills and knowledge gained during their studies will last them a lifetime; as will their friendships. The fact that they have reached this point means they will each have found their area of excellence, their formula, their element. The following pages pay homage to the Class of 2012; those stubborn, remarkable fish that refuse to be told they can’t eat bananas.

»KATIE BACON

»HILARY DOMLEO

BA(Hons) Fashion Design

The creative talent behind the label, Katie Bacon, designs clothing to last a lifetime. There is an irreverent, childlike approach that explores sometimes mysterious and hidden ideas, creating a dark and romantic sense of enigma. “My garments need to be cherished” she explains, “they are filled with secret memories that are precious enough to pass on.”

Domleo’s research examines people’s emotional and nostalgic attachments to clothing, and considering how this intrinsic bond can help create a sustainable future for fashion. Designs from her latest collection are inspired by pre-owned fabrics and clothing. “Forgotten garments draped around a stand can create some very interesting shapes and unexpected details” she explains. Domleo then uses this primary research to inform her design and the original garment is also incorporated into the upcycled design as the main fabric, closing the loop.

Using structured details to create a powerful presence, the Katie.L.B A/W 2013 debut collection “Everlasting Gleam” explores notions of suppression, restraint and empowerment through indigenous, natural forms that both enhance and entrap the human form.

These old garments and fabrics are combined with beautiful found vintage fabrics and include key features such as textiles techniques used for interesting details and intriguing buttons and trims picked up from vintage fairs, car boot sales and charity shops.

atie.L.B is a British based fashion label that redefines the old into the new through a clever combination of traditional craftsmanship and the interpretation of contrasting contemporary trends. There is diverse cultural and historical inspiration, with an open influence to entirety, constantly updating and altering silhouettes, progressing and exploring new ideas.

There is exquisite attention to detail, the kind of details you only get from alternative designers; metamorphic garments, concealed prints, slashed panels and horned shoulders, emerge from luxurious charcoal grey flannels, accented gold and black neoprene and soft printed silks.

katie.l.b@hotmail.co.uk www.platfform.org/12/katiebacon.html

ilary Domleo is an ethically minded designer. Her sustainable ethos is inspired by a love of handmade, individual pieces and the creation of quirky up-cycled pieces from second-hand garments has become her signature.

Alongside her garments, Domleo also produces up-cycling guides, which enables her customer to produce the same garment themselves. “Pieces produced by the customer are likely to be treasured more than a shop bought item due to the time and effort invested and the knowledge gained of the process” she explains “I feel this re-education and re-connection with making and doing are a key part of the sustainable future for fashion. At the very least, it is a lot of fun and prevents them from going to landfill.” HilaryDomleo@hotmail.co.uk www.platfform.org/12/hilarydomleo.html

»SASHA FLAHERTY

»EMILY GEORGE

BA(Hons) Fashion Design

asha Flaherty is a women’s-wear designer that specialises in elegant eveningwear. Beautifully crafted, textile elements give her brand a luxury feel while maintaining a fresh yet quirky undertone with the use of unusual print and an infusion of colour that celebrates the modern female. Inspiration for each season is underpinned with an element of surrealism that translates the unusual into beautiful wearable pieces. Sasha Flaherty presents her debut collection Optica. Influenced by the contrast between rapid technological advancement and scientific discoveries; against the world of the unknown, unexplained and surreal, where questions searched for are left unanswered. The ethos of the season embraces human curiosity; to explore and innovate with scientific precision, but also encompass the mystical and mysterious to fuel the journey of discovery along the way. Optica aims to blend the romantic and clinical with curved lines and structured shapes. The eye is a focal point for print, chosen for its duality the creator has the choice to see through science while opening their eyes to the uncharted. Fluid silks and smooth cottons are harnessed with embossed leather caging details, creating a hybrid collection.

sflaherty88@hotmail.co.uk www.platfform.org/12/sashaflaherty.html

-Coy A/W 2012/13 is inspired by the experience of having a loved one fighting in a war zone. The collection is named after Zulu Company of 45 Commando Royal marines who recently completed a six month tour of Afghanistan. The colour pallete of this collection comprises of neutral and dusky earth tones as seen in the landscapes of Afghanistan, these colours are also reflected in the embellished fabrics used through out the collection. The lighter shades then come under attack by harsher military green, leather browns and blues. Silhouette and detail are influenced by elements of the uniform worn whilst out on the battle field, built up layers form a boxy protective exterior – inspired by the ospreys worn by the soldiers, and are adorned with caterpillar braiding that provide attachment points for accessories and detachable pockets. The silhouette is altered by recycled military belts and straps that constrict around the body - influenced by tourniquets, vital pieces of equipment carried by the soldiers. Camouflage forms on garments through the layering of silk organza, sewn on by copper thread that catches lights and delivers a harsh, raw contrast against the fragility of the organza. A key source of morale for the soldiers whilst away at war comes from the loved ones they leave behind at home. As well as this morale I also aimed to include the emotional worry and sentiment that comes from home, these elements are present through out the collection by the use of soft woven fabrics, mohair and chiffons. Morale influences the silhouette through oversized shirts and knitwear that comfort the body creating a softer shield in contrast to the military protection. emily_george28@hotmail.co.uk www.platfform.org/12/emilygeorge.html

»THOMAS GODSALL

»KATHERINE HAJJIYIANNI BA(Hons) Fashion Design

BA(Hons) Fashion Design

homas Godsall, a recent BA (Hons) Fashion Design graduate of the Cardiff School of Creative Industries is known for “subtle wit, an eye for detail and an ability to fuse past and present permeate his work”. Having worked with TERRA Knitwear design and having also having immerse himself in footwear and accessory design, Godsall is a multi-faceted designer, able to bring the same attention to detail to all he approaches. “Girl Interrupted” evokes memories of other ages and tells a story inspired by the pages of a family photograph album covering the first half of the twentieth century. If this is nostalgia though the collection is nightmarish in its definition. Cut, outlines, shapes may have an echo of earlier eras but they are enmeshed with a darker edge. Hindsight tells us that these snapshot smiles would soon be replaced by the anxieties of conflicts and uncertainties. The collection captures the mood but the tone is assertive; soaring heels and waist -cinching belts restrain the figure like an asylum straitjacket but these are designs for women who will not be tied down. Serviceable fabrics, wearable tweeds are combined with lightweight knits to tease and disorientate.

www.platfform.org/12/thomasgodsall.html

atherine Hajiyianni draws her inspiration from intangible sensations and intuition; exploring the desires and abilities of humans to feel beyond what is perceptible and absolute, and transforms these into material forces in pieces which elevate and arouse the imagination of the wearer. Identified by her signature aesthetic of raw, uncultivated beauty which transcends and disregards the conventions of age, and an innate Mediterranean design sensibility instilled from her Greek Cypriot heritage, she manifests her artistic design identity in striking statement pieces of eveningwear and tailoring, which juxtapose sculpted structure with luxurious and enticing drapery. Katherine Hajiyianni sees the female form as a three dimensional canvas upon which to paint and sculpt powerful works of wearable art. The Autumn/Winter 2012/13 collection is inspired by both preserved and eroded pieces of baroque artwork and religious sculpture, predominantly the sense of unification between divine and earthly, human experience captured in stone in the controversial and revered work of Italian sculptor Gianlorenzo Bernini. Combining dramatic, soaring and falling lines, layers of delicately pleated silks and chiffon, and voluminous, innovative draping techniques, the collection evokes the pursuit to harness the feeling of awe-inspiring beauty, and reflects the ethereal physical erosion of figures carved in marble.

kphaj15@hotmail.com www.platfform.org/12/katherinehajjiyanni.html

»CATHERINE HOBDEN

»LUCY HOPKINS

BA(Hons) Fashion Design

Classic. Chic. Beautifully crafted.

n response to a shallow, disposable fashion culture, CFH endeavours to offer businesswomen high value, timeless, beautifully crafted core garments that will last year after year. Garments are manufactured in Britain, minimising the impact to our environment and supporting the local and national economy. Fabrics and surface treatments are inspired by biomimicry: where nature meets technology. Nature is the Architect CFH’s Autumn/ Winter 2012-2013 collection ‘Nature is the Architect’ is true to the brand’s ethos, featuring classic silhouettes and luxurious, sustainable fabrics. This seasons looks were inspired by organic forms which are reflected in seam lines and fabric manipulations to create flattering easy-towear pieces. Key areas of detailing are within the fabric manipulation and embellishment. Gathers on skirts and dresses create volume, and luxurious silks are encrusted with foraged gems found on woodland soil. The muted colour palette and quality of construction compliment each other, as garments are seen to be perfect from both far away and under the microscope. hobden.catherine@gmail.com www.platfform.org/12/catherinehobden.html

ucy Olivia Hopkins label ‘Ruffle these Feathers’ creates eclectic and dynamic ensembles taking inspiration from a combination of strong architectural shapes, cultural tradition and the idea of globe-trotting. Continuously experimenting with a rich colour palette, RTF has a bold and powerful signature. With a passion to become an eco brand, all fabrics used by RTF are 100% natural and the use of skins and fur are either ethically sourced or are a bi product/ scrap. RTF A/W 2012 collection ‘Amber Bambina’ explores the idea of finding safety in the sensational. A leading concept is about having cultures and traditions sewn into your personality as you move from country to country, this is reflected in the embellishment and panel detailing. The silhouette and use of concertinas is taken from Chinese architecture and also refers back to the idea of flat packing your life to travel. The collection is a combination of lingerie inspired garments and strong commanding outerwear.

Lucyoliviahopkins@hotmail.com www.platfform.org/12/lucyhopkins.html

»CHLOE JONES

»LAURA JONES

BA(Hons) Fashion Design

hloe Louise exudes luxurious simplicity, embracing the female silhouette in designs, which become coveted pieces, longing to be cherished for years. With this sophisticated approach to celebrate femininity, Chloe Louise creates classic pieces aimed at the strong and stylish.

Gaining a wealth of knowledge with the high end luxury designer Julien Macdonald, this is where Chloe refined her eye for design and has been brought this through into her Autumn Winter 2012 / 2013 collection; Midnight Arachnid.

The themes of Journey and Costume are constants within her work, and Jones strives to “create new ways to dress the beautifully constructed female form”. Boundaries blur and dynamic shapes and silhouettes emerge, fused through unique structural concepts and intricate fabric manipulation.

aura C Jones combines the spirit and theatre of high fashion, with the ability to innovate through imaginatively engineered fabrics that create a unique, statement aesthetic.

An Autumn Winter 2012 / 2013 collection, which incorporates delicate lace fabrics contrasting against hard leathers. Fragility, which contrasts against structure demonstrating textual importance through the luxurious fabric selection, resulting in an elegant collection. This palette is inspired by the twilight of the arachnid species, midnight blue’s, old silver, granite tweed and ebony black. The seasons looks are created by the silhouette and illusion created within the structured form of an arachnid.

LCJ graduates in 2012 from Cardiff School of Creative and Cultural Industries, following an intensive period of studies which has seen her undertake work placements in both the Fashion, Film and the Costume industries.

Midnight Arachind as a collection, encapsulates the inner confidence and ignites the beauty of the female form.

This provided the designer with the her first opportunity to launch herself on the run way with her AW collection which unites unexpected fabrics with intricate construction to create high end statement pieces with a meaningful purpose.

chloe_jones101@hotmail.com www.platfform.org/12/chloejones.html

LCJ now showcases her first A/W collection at [platfform ‘12] entitled “The Story Teller”.

www.platfform.org/12/laurajones.html

»STEPH KENT

»LUCY KING

BA(Hons) Fashion Design

teph Kent, the creative force behind the label ADDLIB is somewhat of a paradox. A 20 year old designer whose work is propelled by her extensive research and infatuation for rekindling the new and the extraordinary. “The ever changing attitudes of romanticism and rediscovery are what define ADDLIB” explains Kent. “My imagination is fuelled by a firm belief of rejuvenation and renewal combined with an ever growing fascination with current affairs and global cultures”. ADDLIB – through a beautiful hybrid of vintage and contemporary sumptuous textiles created through modern take on classic dress creates textured treasures for every woman’s wardrobe. A modern prêt-aporter range infused with fashion antiquities and the abundant use of unrefined natural fibres which helps to create ADDLIB’S. ‘The Bright Young Things are damned by the depths of their imagination. Inspired by their hypnotic meandering thoughts these rebel diamonds seek cultural recognition through their subtle boyish façade; inside innocence is screaming out to save them. The intoxicating, hedonistic lifestyle is but an everyday occurrence for these addictive personalities; they adorn themselves in pleated silks, glistening linens and unearthed treasures, their skinny silhouettes hidden under engulfing ballooning silhouettes. Influenced by the ecstasy of heavy bass beats they are unable to distinguish right from wrong, whilst caring little for the consequences.’ stephkent91@gmail.com www.platfform.org/12/stephkent.html

nspired by surrealism and fiction, LV King is a figment of your imagination. Each collection becomes a story, a twisted tale told through garments, film and photography.

LV King creates beautifully crafted garments with a strong emphasis on subtle detailing and luxurious fabrics. Long, lean silhouettes, muted colour palettes and translucent fabrics are key features of LV King’s unique visual identity. ‘The lucid dreamer craves the unobtainable; she lives in fantasy and dismisses reality. She becomes lost between two worlds; unable to grasp reality, she is driven to insanity’ LV King’s debut collection is a lucid dream. An off-focus illusion of sheer layers create a double exposure silhouette. Soft tailoring, sheer fabrics and unfinished seams give the appearance of fragile, weightlessness. Surrealist artists Man Ray and Rene Magritte inspire the collection; optical illusions are created through iridescent plastics and sheer panels appear invisible forming a shifted, off focus silhouette. The Lucid colour palette focuses on translucent tones with injections of powder blue and dove grey. Classic garments are transformed into wearable statements through the use of unorthodox materials such as plastic pockets and collars. Sand-washed silk, lightweight wool and matte organza soften the silhouette to form a feminine yet tailored appearance. Lucyking_iz_@hotmail.com www.platfform.org/12/lucyking.html

»LISA LAU

»HANNAH LLOYD

BA(Hons) Fashion Design

isa Lau creates pieces with unique personality. Her designs are inspired by everyday surroundings captured through a lens. She is a digital magpie: from architecture to nature she reforms these mineral forms and structures into her garments. Lau has worked with Reem Al Asadi, Alexander McQueen and Marios Schwab, taking elements of each with her which are witnessed in her diverse approach to design. ESCAPING INTO PHOSPHENES is a feminine, dreamlike collection that has quirky hints and a refined diffusion of contrast colours. The collection takes form through combining and coordinating diverse elements of texture, drape and layering, creating an elaborate vision to the pieces.

annah Lloyd’s label ‘Eliza Lanah’ creates strong, powerful and beautiful designs for empowered women. The designs exude luxury and empowerment through the combination of strong silhouettes and bold fabric combinations, both playful and whimsical but always with an obscured dark undertone. Having worked for established designers such as Hermione de Paula and Gemma Slack, Lloyd has developed her eye for playful print design and sartorial leather sculptural forms and it is the combination of these that have become her unmistakable signature aesthetic that combines feminine allure with a dynamic edge. Eliza Lanah’s ‘Anfine’ 2013 prêt-a-porter collection transcends seasonal fashion through the creation of cultural rich and inspired outfits. The collection explores extremes, drawing on references as diverse as the 1917 spring uprising and eco-hedonism.

Beautifully dark digital printed silks, detachable collars and vintage trims combine with experimental shapes developed on the stand are accented by handcrafted eclectic details. The forms are overlaid, and the refined structure flows into these garments.

The colour palette, dusty and peasant-like with stronger accents of purple and green, have a rich, natural feel. We are witness to dreamy chiffon dresses with curvaceous hemlines being controlled by strong pleats and powerful leather pieces, whilst printed, pleated and layered silks add undefined depth and create a varied and wearable collection.

lisa.tingting88@gmail.com www.platfform.org/12/lisalau.html

hannahelizabethlloyd@gmail.com www.platfform.org/12/hannahlloyd.html

»JODIE MILLAR

»VICTORIA MONK

BA(Hons) Fashion Design

odie Millar explores unconventional concepts through her label EVOK, questioning stereotypical notions of gender and beauty through the creation of dynamic, androgynous garments inspired by a combination of work wear and tailored wear with the chaotic riot of unusual and unorthodox combinations of fabrics. “I am inspired by adolescent revolt, rebellious play and the generation who did not want to grow up, yet were thrown into a lifestyle which forced them too grow up to fast.” explains Millar “I continually reference anti conformist attitudes and the unconventional ideologies and try to restructure them into a version of wearable reality.”

ictoria Monk has a unique approach to Fashion Design. Her design process begins with accessories inspired by the juxtaposition of disparate sources. These distinctive and beautifully crafted pieces, which often include contrasts, hard/soft, natural/non-natural, explore unusual fabric and material combinations diffused throughout her garment designs in refreshing and exciting ways. Monk, who finds inspiration in the everyday, the mundane, the things that surround us, is excited by “the underlying structures in such objects and how they can be transformed into garment forms.” Chemical Reaction vs Electrical Power

“Collision Course 2013” encompasses the misguided adolescent revolt of today, exploring contrasting ideologies and the current tensions between class and societal inequalities. Through the unorthodox clash of fabrics and a tonal colour palette of muted greys inspired by the clashing of shadows and light. The collection explores themes of distorted symmetry through tailored utilitarian silhouettes, both genderless and rich with empowerment. “Collision Course 2013” defies tradition whilst communicating individuality, with garments ignoring gender stereotypes, resulting in a riot between the unorthodox and the ordinary.

jodiemillarofficial@gmail.com www.platfform.org/12/jodiemillar.html

Autumn winter 2012/13 collection ‘Chemical Reaction vs Electrical Power’ draws inspiration from the silhouettes and angular steel lattice lines extracted from transmission towers used to support overhead power lines through the countryside. Chemical liquids and electrical exteriors inspire the contrast of materials from the interior to the harsh protective layer. Rich, darkened colours with gold detailing and laser cut elements add texture and pattern to garments and accessories. There is an intrinsic reversibility to the designs; the ability to adapt and to morph into many different looks, inviting the wearer to experiment.

vicky_13691@hotmail.com www.platfform.org/12/victoriamonk.html

»CARLA MORRIS

»ANITA NEMKYOVA BA(Hons) Fashion Design

BA(Hons) Fashion Design

arla Anne was born in Aberdare, South Wales and has studied Fashion Design for 3 years at the University of Glamorgan. She has always had a love for fashion, her passion is photography and for her Final Major Project has decided to pursue this. As a fashion design student she loves the construction of clothing and has created 2 outfits to go alongside her photography pieces. These outfits have their own branding and story but this is a separate project to the photography, keeping both pathways separate. The two outfits are linked by their key detail of the flip over collar. As a fashion photographer she aspires to create the best images within her surroundings and create images that tell a story. I think my final images show my versatility for coming up with concepts that represent particular stories/themes. As a fashion designer she always loved the minimalistic look, which she has brought into her final two outfits. The strong look of the collar is something that stands out and really shows off the ideas behind the collection.

www.platfform.org/12/carlamorris.html

lovak-born designer Anita Nemkyova is the point where Arts and Crafts collide. Prior to fashion, her background was in costume and theatre design where she gained not only the knowledge of garment construction, but also developed a ‘sixth sense’ for the body-garment relationship. The female body form and traditional craftsmanship are continued themes that are explored within her work. “Being far away from home, it is easy to forget your cultural roots, to forget about all those beautiful things you used to get excited about” explained Nemkyova “my collections serve as a reminder of forgotten values, traditions and memories.” Having worked for the uncompromising London based leather accessory label Fleet Ilya, Nemkyova has combined her beautiful leatherwork skills with a love for modern craftsmanship. Angela Missoni once said ‘I would like my product to become a cherished item in your wardrobe’ and this pursuit of the modern classic is Nemkyova’s unmistakable signature aesthetic. The Autumn / Winter 12 / 13 collection is inspired by craftsmanship and lost traditions, exuding personality and attitude. The body silhouette is translated into geometric shapes through her impeccable pattern cutting, the cultural heritage of her background is obvious in sensibly selected details and handcrafted elements. Admiration for traditional Slovakian crafts of embroidery and lacework are given a 21st Century translation into modern version of machine embroidery or laser cutting. anita.nemkyova@gmail.com www.platfform.org/12/anitanemkyova.html

»REBECCA PICKFORD

»CHLOE REES

BA(Hons) Fashion Design

eMALE is the Autumn/Winter 2012/13 women’s wear collection from Rebecca Pickford. The collection is an ensemble of innovative day to evening wear pieces that have a must-have wearable feel.

urability...it should stand up robustly and remain in good condition. Utility...it should be useful and function well for the people using it. Beauty...it should delight people and raise their spirits.” Marcus Vitruvius

The collection carries key details throughout the designs drawing a strong identity into the Rebecca Pickford label. Inspiration is drawn from the traditional stereotypical views of male and female body shapes to bring an identifiable style which draws together women’s and men’s wear. The collection builds upon traditional men’s wear tailoring features and encompasses strong men’s wear elements that are softened to enhance and expose the feminine curves of the wearer. Human emotions such as loneliness and isolation are reflected through the use of linear shapes and gaping seams. Deconstruction is key to the style, creating asymmetric shapes which expose the beauty of tailoring. There is a startling contrast between the strength associated with the male form through the precisely positioned seams which enhance the curves of the body and the softness projected by the sheer fabrics on the other side.

This is the philosophy behind Chloe Rees’ creations, through her label Chloe Elizabeth. Driven by creativity Chloe Rees’ individual garments bring together exceptional design and high quality, presented in a unique and innovative way.

beci-12@hotmail.co.uk www.platfform.org/12/rebeccapickford.html

chloeelizabethrees@hotmail.com www.platfform.org/12/chloerees.html

The Chloe Elizabeth Autumn Winter 2013 collection Curvature Allure explores the ever-extending lines that go beyond the original shape, continuing to draw the eye in and around its creations literally and figuratively. Interlocking with itself to create the illusion of individual components from continual pieces that are formed from developable surfaces without distortion. Expressed through the silhouettes are contrasts and combinations between soft organic shapes and hard industrial lines that work in harmony together. The simple silhouettes and minimal colour palette are enlivened with manipulated fabrics to produce sculptural surface textures, shaped with slashing and twisting.

»JESSICA ROLES

»DEMI WATKINS

BA(Hons) Fashion Design

Albert Einstein once said “Logic will get you from A to B. Imagination will take you everywhere.”

Whilst working within London Fashion Week Demi secured her passion for the fashion industry, and also the aspirations to begin her own womenswear label.

essica Roles combines the skill and craft of the bespoke tailor with the pioneering approach of the fashion graduate. It is the understanding of what it means to be both that have helped Roles establish JAR JAR, a menswear label that sees suiting move away from the generic to the unique and the individual. She respects but challenges the perceived rules, combining comfort, fit and wearability with just the right amounts of innovation and artistry.

Determined, committed, resourceful, but above all uncompromising in her pursuit for the ‘perfect’ suit, Jessica Roles has learnt to see things differently; to use her imagination to stretch her field of vision. The exterior line of the suit simple and uncomplicated, inside there is a myriad of interest; the emphasis is always in the detail. Asymmetry focuses the attention, seams are manipulated and we begin to question what we see. Trousers float over the lower leg with single and double pleats in front; misplaced seams in sleeve settings make the eye double take. The silhouette hints at classic tailoring; the colours and fabrics whisper tradition. But this is an illusory journey.

emi Amber Watkins is a Cardiff based designer who thrives whilst submerging herself within the narratives and concepts of her designs, she feels inspiration is key to a successful and productive fashion label and so as well as fashion design she likes to get involved with photography and also filmmaking, maintaining a positive presence within the creative industries.

Nomadic Me is the title and concept of Demi’s emerging fashion label, which has been crafted to full fill the needs of the new-age traveler and also the trend seeking free spirits Nomadic Me cater for. The aesthetics of the label maintain a colorful, bold and youthful approach to womenswear design, with subtle ethical influences both within silhouette and fabric/print choice. The future of Nomadic Me looks as bright as the garments themselves, with high expectations of producing a line for the spring/summer 2013.

The concept behing JAR JAR’s debut collection, ‘Scotopic Sensitivity’ stems from dyslexia “visual stress means the sufferer will see things differently” explains Roles “words are over laid and dance around the page in a text that makes its own meaning. I have translated this unique way of seeing to my designs.” jessica.roles@hotmail.com www.platfform.org/12/jessicaroles.html

demi.amber.design@gmail.com www.platfform.org/12/demiwatkins.html

»KAT WILLIAMS

»SOPHIE YOUNG

BA(Hons) Fashion Design

he figure at the forefront of the brand Heart Threads, Kat Williams is a fiercely independent designer. “My aim is to create garments that all women will cherish and adore; attire that compliments and celebrates the female form. I am forever driven by an absolute a love of vintage aesthetics and historical femme fatale characters from every era.” The Heart Threads label embodies a stunning take on modern vintage, a look that is defined by taking classic detailing and creating new quirks. The garments create an accessible femme fatale world for the wearer to step into, always with a sense of subtle elegance. The rise of the 1950’s teenager, they are both glamorous and fearless in figure hugging lines and voluminous peplums. Leather and chrome detailing offset the layered combination of fabrics that compliment the seductive silhouettes. A pin up archetype of an alluring fantasy.

wimwear, Womenswear and Jewellery designer Sophie Young believes that if you have the desire to travel to understand ones very existence. Inspired by soulful exploration into hypercultural domination, her newly launched label, Atlas, will always be timelessly individual and is the perfect new addition to your already cultured wardrobe. With extensive experience working throughout the high-street on an international level Sophie knows what the customer wants whilst having the ability to put her signature touch to garments. Aimed at the european market, “No Se Preocupe” (No Worries) is the debut collection for Atlas. Being true to its name, No Se Preocupe is a collection that typifies the holiday spirit. Fluid silks and jerseys drape effortlessly over front tying swimwear, and perfect bottoms are covered by hooded hide-aways. The collection is a celebration of global craftsmanship which is stripped back to its sole significance. Sand charm jewellery pieces finish off a collection which infuses health, comfort, and beauty allowing you to perfectly patchwork the cultures from your own daring adventures.

katwilliamsofficial@gmail.com www.platfform.org/12/katwilliams.html

www.platfform.org/12/sophieyoung.html

[fashion] n. 1 a currently popular style of clothing, behaviour, etc. > the production and marketing of new styles of clothing.

[promotion] n. 1 activity that supports or encourages. 2 the publicising of a product or venture so as to increase sales or public awareness; a publicity campaign. > (promotions) the activity or business of organizing such publicity.

ashion Promotion is a relatively new discipline within higher

education in the UK. The word fashion in the title leads many to assume that it involves designing and constructing garments but a closer look at the content of the projects featured here shows that promotion has an entirely different focus. A unique hybrid of business, graphics and media; students on the award are encouraged to interpret the subject in their own distinct way.

The final major projects presented at the Platfform12 exhibition are testament to the hard work and commitment of their creators and the level of professionalism demonstrated throughout their final year of study. In the pages that follow the University of Glamorgan BA (hons) Fashion Promotion graduates of 2012 describe their projects in their own wordsâ&#x20AC;Ś

»ROSEMARY ANSTEAD BA(Hons) Fashion Promotion

»CATRIN BAINES

BA(Hons) Fashion Promotion The Appointment: Brand identity and promotion in the vintage fashion sector.

or my final major project I have developed promotional material for my business concept ‘The Appointment’. The idea behind The Appointment is the sourcing of vintage designer items from luxury brands such as Chanel, Dior and Louis Vuitton. Quarterly pop-up shops are proposed in key cities with a personal appointment service available to customers with specific requirements. The logo, packaging and promotional material were created for the proposed business. Promotions include a film, a pop-up shop design, garment tags, business cards, packaging and event invitations. My aim is to launch this business after graduation. The market research and business planning were carried out during a ‘Fashion Entrepreneurship’ module; so developing the brand identity was the next step towards The Appointment becoming a reality.

Burning Beauty

ashion is filled with contradictions that reveal both our desires and anxieties. Designers and photographers are constantly working at pushing the boundaries of what is deemed acceptable, sometimes using shock tactics to attract an audience. It is a topsy-turvy world that mixes self-expression with the constant need to be commercial. The use of bondage in fashion, smoking in magazines, androgynous models and Alexander McQueen with his jaw dropping shows are all areas I look at and write about in ‘Burning Beauty’.

Throughout the three years at university I have enjoyed the element of branding and promotional material design the most and so wanted to create a final project based on that area as well as continuing to develop the business idea further as a potential future career.

‘Burning Beauty’ is visually rich, being both a collection of my written articles and a range of carefully selected and created images that support the articles. The photo shoot ‘Trapped in Fabric’ revolves around bondage wear and the perceptions people have towards it. I took the idea of the mask, handcuffs and straight jacket that are usually made from tough materials such as leather and metal and recreated them using soft, feminine fabrics. By placing my model in a luxurious setting that was well lit with pleasant furnishings the awkward attitude that sometimes occurs when presented with people in fetish wear vanishes. Through looking at designers, models and photographers, ‘Burning Beauty’ is a showcase of social taboos that considers and celebrates their acceptance within the fashion industry.

www.platfform.org/12/rosemaryanstead.html

www.platfform.org/12/catrinbains.html

»MIRANDA BANFIELD

»ALICE BYRNE

BA(Hons) Fashion Promotion

Stitches in Time: An exploration of the diminishing ‘art’ of British fashion

he British Fashion industry is a wealth of tradition, knowledge and skills, which are slowly succumbing to the trends of mass consumerism and external imports.

Stitches in Time investigates, via a series of short documentaries, a variety of these traditions and skills that are being lost, in a hope to explore techniques and handicrafts potentially overlooked by a majority of the mass market. Paired with a contextual essay, detailing the rise, fall and revival of making, using relevant historical references to identify the importance of British Craftsmanship, the project pairs hand craftsmanship with the digital age. Housed on a modern website, the films, information and research are all easily accessed and viewed, whilst a hard copy alternative of the contextual essay mirrors the simplistic beauty of handmade items - as it is printed on handmade paper, and each page is hand finished. The main aim is to educate and inspire people within the UK to think about their fashion heritage, and is a project, which is set to continually evolve and grow, in hope of supporting local small traditional businesses and encouraging consumers to once again be proud of British craft and manufacturing. 2012 is set to be a great year for all things British, its time our fashion and remaining small traditional businesses were part of this greatness. www.platfform.org/12/mirandabanfield.html

ALPHA, an A-Z of Fashion

his final project draws on the appeal of traditional print methods, as opposed to the fast consumption of digital content. My aim was to create a fashion publication that readers would want to hold on to; I set about achieving this by sourcing and developing written content, graphic design and visual imagery which I felt would appeal directly to the target readership. The result of this was the creation of Alpha. A fashion, lifestyle and culture magazine that follows an alphabetical content system. In other words, an A-Z of fashion, photography, music and other creative practices. The magazine was a combination of my own original features and writing, as well as a variety of visual and written content from a selection of contributors. The alphabetical content system of the publication has been key to the success of the project, as it gave the magazine a clear direction, and would ultimately give it a unique selling point in a highly competitive industry. As editor-in-chief and creative director of Alpha, this project has pushed me to develop substantial organisational and management skills, resulting in the creation of a fashion publication that I believe there would be space for in the existing market.

alicebyrne08@hotmail.com www.platfform.org/12/alicebyrne.html

»KELLY CAVAYE

»HANNAH COOK

BA(Hons) Fashion Promotion

’66 – A promotional campaign for Miss Selfridge

he idea for this project was to create an advertising campaign for the Miss Selfridge brand that explored a range of different promotional methods and linked them all together to form a full campaign. Web based promotion; printed advertising and a physical store promotion were all developed and linked with a strong campaign theme taken from the Spring/ Summer 2012 catwalk collections. The theme chosen for this project was 1960s revival fashion, which linked closely with the heritage of Miss Selfridge, which began in 1966. To gain a strong understanding of the brand a case study into Miss Selfridge was produced, to make sure that the campaign fit well with the identity of the brand. The project allowed me to further my experience and skills in fashion photography, creative direction and Photoshop editing. This project also allowed me to gain a strong understanding of the different approaches to advertising and promotion utilised by High Street retailers.

Kellycavaye_1@hotmail.com www.platfform.org/12/kellycavaye.html

Spring Court: The Power of Print

y final major project was born out of two areas of interest. My primary aim was to create a project that was branding based using my graphic design skills. My passion for visual communication and graphic art meant that this final project offered a valuable opportunity to develop and present my design skills. The second area of interest for me is the use of traditional print media in a web-dominated society. Given that the web has transformed brand interaction and promotion entirely over recent years I was surprised to discover the impact that certain paper media has on the 18-35year old market in the UK. Thorough research into interactive design and the impact of participatory marketing led me to chose the conventional 22” x 28” paper poster as a platform for my design work. Basing my project on a brand like Spring Court was both a pleasure and a challenge. The Parisian trainer company has enjoyed a successful 76 years of trade and continues to enjoy an established customer base. Within my project I have seen an opportunity for the brand to expand within the UK market in a contemporary manner whilst utilising these concepts of interactive design and print media.

hannah2809@hotmail.com www.platfform.org/12/hannahcook.html

»VERITY COULL

»POLLY CRANE

BA(Hons) Fashion Promotion

Toast: Fashion Brand Magazine Development & Production

The Future of the Fashion Consumerist Mentality

n recent years, fashion brands have been seeking new and creative ways to engage with customers. In 2005, Swedish brand Acne was amongst the first to develop a ‘brand magazine’ called Acne Paper. It was described by the Telegraph as “printing the future of fashion publishing.” Since then, a number of companies from ASOS to Asda have adopted the brand magazine as a marketing tool. These magazines aim to communicate the ethos and values of the brand with the reader, whilst subtly promoting the products that it sells. Chapter is offered as the new brand magazine for lifestyle fashion brand Toast. Hosting everything that the Toast customer enjoys, from thoughtprovoking articles, to photography, art, music, cookery and more. Toast has a strong brand identity, reinforced not only through the clothing, but also through its well-known catalogues and brand website. Chapter follows these characteristics through the aesthetics of the magazine; the photographs used, choice of fonts, colours, layouts, etc. However the magazine is very much focussed on promoting the lifestyle of Toast beyond the clothing and thus differs from the usual catalogues. The creation of Chapter magazine came about from a personal fascination with branding, a flair for creative writing and a love affair with the Toast brand. veritycoull@hotmail.co.uk www.platfform.org/12/veritycoull.html

he Future of the Fashion Consumerist Mentality was born through the writing of my dissertation; ‘Is the seemingly ever growing consumer appetite for fashion sustainable?’ My aim was to share the information I had discovered with others in an accessible, visual and creative context. With this in mind the project has enabled me to utilize the fashion promotion skills I have learnt over the past 3 years in a unique and almost contradictory way. The project has been an evolutionary process as initial research of fashion consumption in an economical, psychological and ecological capacity led me onto topics such as design activism and transformative behaviour theory as a means to educate and inspire others. With a personal focus on branding this project has challenged my graphic design skills, as the visual identity of the campaign needed to not only be clear and engaging but also informed by the theory and content. The project has culminated in the creation of the campaign PARED, Promoting Awareness of Responsible Expenditure in Dress. The ethos of the campaign is anchored in encouraging responsible fashion consumption, where clothes are cherished not as transient possessions but for the memories and stories they can embody.

www.wearepared.com pollycrane@hotmail.co.uk www.platfform.org/12/pollycrane.html

»AMY DAVIES

BA(Hons) Fashion Promotion

Fashion photo story: Bleeding Love

ased on my passion for both music and the fashion industry, I decided to explore the link between the two. I reflected on a personal book of collected song lyrics that contains a vast range of music lyrics, all of which mean something to me. I then used some of these lyrics to create a love story, which was then presented as an extended photo story entitled ‘Bleeding Love’. Each image was designed to reflect a particular stage of a relationship, from beginning to end, and combined with a lyric that represents that time. The aim of this was to create emotional images that also highlight the relationship between music and fashion. The photo story, including the images and the lyrics, was then designed and produced within a magazine spread. This project has provided me with the opportunity to express my creativity, but at the same time it has allowed me to bring a deeper sense of meaning to my work by infusing it with my personal emotions and interests.

»HARRIET De BRETTON GORDON BA(Hons) Fashion Promotion

Always & Never: A new on-line magazine

lways & Never is an independent online magazine currently based in Cardiff. This culture magazine offers a missmatch of topics within six sections: Fashion, Look, Listen, Random, Go and Buy. Always & Never is aimed at open-minded young people who are cultured and out-going. This quote neatly sums-up the Always & Never ethos: “I knew that I could be the president if I wanted but that was just stupid I’d rather be a rock star” Kurt Cobain. Each season a new digital magazine cover will be made along with a new limited edition collaborative t-shirt, available to purchase in the B.U.Y section of the website. The t-shirts celebrate individual talent without forgetting the benefits collaborative work can have in the promotion of any creative business. Always & Never is an online magazine rather than a printed publication for many reasons. For example: online is the future and it is faster, it is sustainable and eliminates many of the strains put on natural resources in the production and distribution of printed publications, it is also more financially realistic for both the publisher and the consumer. This Exhibition is just the start for Always & Never, so watch this space: www.alwaysandnevermagazine.co.uk

Amylouphotography1@live.co.uk www.platfform.org/12/amydavies.html

hmdebg@hotmail.co.uk www.platfform.org/12/harrietdbgordon.html

»FAYE DICKINSON

»KATIE EVANS

BA(Hons) Fashion Promotion

I TRAIN JUST AS HARD. IʼM PERSISTING AT IT. INFLUENCE

Nike LA: Superbrands & Social Responsibility

c reated a new promotional campaign for Nike, targeting the world’s gay population through sponsorship of Gay Pride events across the globe. My initial research into the Nike brand and their increasing commitment to drive social and environmental change through the Nike Better World initiative led me to consider the power of the Nike brand and its ability to connect with all levels of society. During the project I conducted in depth market research to learn more about the attitudes, opinions and lifestyle of the target market and utilised my findings when creating the campaign. The ethos of Nike LA can be seen in the poster series produced that exploits the full potential of Nike’s powerful slogan based approach to marketing with a campaign that encourages ambition and courage within sport regardless of sexual orientation.

Stanley’s: Location, Buying and Design of a Start Up Boutique

reated out of the dream to one day own my own boutique, Stanley’s has taken form. Stanley’s is a detailed plan for a womenswear store situated in the centre of Cardiff, different to any other in the city. The store concept is vibrant, inviting and customer-friendly, offering brands that are fresh, exciting and new to Cardiff. After initially researching the fashion retail market in the city I identified a gap for contemporary fashion forward brands, in a boutique with a more appealing atmosphere to any large retail chain. I then conducted an in-depth location analysis to establish feasibility and the most suitable location for Stanley’s. During the project I visited trade shows in London and Paris, enabling me to develop a range plan of 10 suitable brands to stock. For each of the brands selected I then identified the product lines I would select as stock, calculating the retail price of each item allowing me to calculate an accurate cost for opening a new store. Finally, I designed the store interior to reflect the brand identity and ethos of the Stanley’s brand. As part of the project I completed work experience with ‘Olive’ an independent fashion boutique in Cheltenham. This gave me a valuable insight into the day to day running of a single retail store and allowed me to witness first hand the issues and successes of the independent fashion retail sector. In completing this project I have a solid foundation for starting a new business venture, something I hope to achieve in the years to come.

fayed87@aol.com www.platfform.org/12/fayedickinson.html

katielouise.evans@hotmail.co.uk www.platfform.org/12/katieevans.html

»JAYNE FORDE

»MICHAELA GINGELL

BA(Hons) Fashion Promotion

Fast Food-Fast Fashion

BA(Hons) Fashion Promotion

Curve: A pop-up concept for the plus size retail market

or my Major project, I wanted to highlight issues in the fashion industry and explore how they could be represented visually. My images were created for use in an established media publication, LOVE magazine, whose ethos it is to question everything with an innovative attitude. I wanted to push the boundaries of fashion photography by creating a visual relationship between entertaining and informing the audience through the creation of images that do not present traditional and commercial ideals of beauty but challenge the viewer and encourage consideration of the key themes introduced. FAST FASHION was the issue, highlighting the fact that the fashion industry cannot sustain how quickly people consume, supply chains cannot keep up with consumer demands and the ethics and morals of modern society are being breached. THE SLOW FASHION MOVEMENT seems to be the answer; it is a unified representation of ‘sustainable’, ‘eco’, ‘green’, and ‘ethical’ fashion.

his project revolves around tackling the problems plus size women face when shopping for trend-led clothing in the UK. The project highlights the potential for significant improvements to the range of plus size clothing available on the market at present. Vanity sizing and issues with fit have a significant impact on on-line sales of plus size clothing, which the project aims to address through the creation of an ‘ASOS Curve’ pop-up store concept. This pop up concept has been created to offer plus size consumers an opportunity to interact and engage with the ASOS brand, increasing trust in the product and loyalty to the brand and range. Technology driven promotional methods and interactive marketing techniques were the focus of the project, which also covered visual merchandising, location planning and promotional campaign development, all key aspects of planning and promoting a pop-up retail experience.

I sought to educate my audience, taking inspiration from traditional fairy tales and the moral’s they advocate. My images considered the tale of SNOW WHITE and the POISON APPLE and also the parable of THE TOIRTOSE AND THE HARE. SLOW AND STEADY WINS THE RACE! jayneforde@eircom.net www.platfform.org/12/jayneforde.html

micgingell@gmail.com www.platfform.org/12/michaelagingell.html

ÂťLAURA HEALY

ÂťLAUREN HEWITT

BA(Hons) Fashion Promotion

Pop-up with Permanence: Developing a new model of fashion retailing

y project looks at the current retail model and seasonal buying cycle in fashion, within which many independent retailers have restrictions due to slow stock rotation, causing slow reactions to trends and being unable to compete against high street stores and fashion multiples. This project brands a whole new retail concept, which incorporates the promotional benefits of a pop up shop experience. Every month a new brand will be available in store to give its customers new and exciting stock, as well as being able to promote brands that are international and harder to find in the UK. The ideas are endless and this concept can be taken in many different directions, having no restrictions and being completely immersed in the ever changing industry of fashion.

BA(Hons) Fashion Promotion

Sportsgirl: Re-inventing an Australian fashion brand

aving travelled to Australia I took influence from the large fashion stores that I felt required updating in order to stay relevant in an increasingly competitive domestic and global market place. As the UK High Street is widely recognised as the best in the world I looked at how the successful promotional strategies of British brands could be applied to a far less contemporary Australian retailer. I created a new brand identity and website for the brand Sportsgirl, as well as a range of promotional material intended to increase traffic to their on-line store. I have a strong interest in branding and graphic design and Australia is a place I adore; being able to link two things I am extremely passionate about was an enjoyable process that allowed me to utilise the strong technical skills I have developed over the duration of the course.

As well as devising the new concept, I also created the branding, then website, the packaging and a range of promotional material around a strong yet simplistic identity. The simplicity of the branding is crucial to provide an open expression that will allow a variety of brands into the ever changing retail environment that is Noted. Laurahealey03@yahoo.co.uk www.platfform.org/12/laurahealy.html

lauren_hewitt89@hotmail.com www.platfform.org/12/laurenhewitt.html

»JAYNE HICKS

»AMY HOPKINS

BA(Hons) Fashion Promotion

‘Exposing an Exposé: new creative talent in a competitive market’

minimum of twelve shoots were prepared, directed and styled for this project. Four different models were used for the location and studio shoots and I worked closely with a photographer to develop my understanding of the technical side of the process. I created all of the outfits (at least two per shoot) and all hair and make up. Inspiration for the shoots came from the films Pans Labyrinth, The Dark Crystal and Doctor Zhivago, with elements of humour, fantasy and drama apparent in the final images.

BA(Hons) Fashion Promotion

Introducing a new designer and high street collaboration: Christian Louboutin for H&M

y final major project was developed on two areas of interest. The first: how the designer and high street markets are beginning to merge together with the aim of creating a larger pool of consumers through the use of collaborations. The second: shoes. In 2004, H&M launched their first designer collaboration with Karl Lagerfeld, until this, the prospect of having designer collections at high street prices was unheard of. Since then, many collaborations have been a raving success - it interested me to explore why.

Art directing the shoots demonstrated my ability to project manage, prepare and organise the crew on shoot and create suitable clothing and accessories that would compliment and accentuate the chosen locations for the shoots. The full project was documented on Tumblr as a visual blog and the images chosen for print were then exhibited in a private exhibition in Castle Arcade where the public were encouraged to leave written comments and feedback. I have also created two portfolios of the images produced to highlight the diversity of my styling and creative direction ability.

This project allowed me to develop my skills in promotional design to create a whole campaign for the collaboration: Christian Louboutin for H&M. This project was pleasurable yet challenging - it was vital not to cheapen the luxurious status of Louboutin whilst making it desirable to the wider market. Through the project I have found that collaborations are very successful and feel that the proposed collaboration would repeat the sell-out success of past projects.

jayne.hicks.fashion@hotmail.co.uk www.platfform.org/12/jaynehicks.html

aimee3@hotmail.co.uk www.platfform.org/12/amyhopkins.html

»KATHRYN JOHNSON

»FATIMA LATIF

BA(Hons) Fashion Promotion

durst (d3st) verb 1. a past tense of dare dare (d) verb 1. to challenge (a person to do something) as proof of courage 2. to be courageous enough to try (to do something) = “she dares to dress differently from the others ” 3. rare to oppose without fear; defy

he main objective of the project was to create a sub brand for the luxury department store Liberty of London. ‘Durst’ has been developed to act as a sub-brand within Liberty, offering inventive, distinctive and fashion forward alternatives for a younger market. ‘Durst’ considers the idea of shift mother/daughter shopping; reflecting the natural demise of ‘age appropriate’ dressing and how the needs this creates can be addressed by the fashion industry. Liberty is a privately owned single chain department store that has gained global prominence as an iconic seeker of brands, therefore sourcing appropriate brands that have the ability to engage with the proposed new younger consumer demographic was of paramount importance. Designed to be housed in the iconic Liberty store in London, ‘Durst’ reinforces the desirable appeal of the Liberty brand through its brand Britain pledge.

BA(Hons) Fashion Promotion

‘Fashionably Muslim’

eing a Muslim female living in the West has its difficulties. My choice to study such a modern, and in some ways controversial, subject as fashion, has presented problems that make career progression in the industry problematic. My dissertation encouraged me to explore the stereotypical perception of Muslim fashion and consider the challenge of finding a balance between self-expression and creativity through fashion that many young Muslim women face. My response was ‘Fashionably Muslim’, a photography exhibition that presents Muslim fashion in its many forms and encourages young Muslim females from around Cardiff to offering a different perspective on being a Muslim female living in Britain today. A related symposium and a workshop were held as part of the main exhibition, which is based at Butetown Arts Centre until 20th May. These will further explore Islam in the West, the diversity of Western Islamic culture but most importantly discovering Muslim women’s identities and what fashion means to them. These photos give voice to these females and communicate what cannot always be said.

The project has involved developing a consistent sub-brand that effectively appeals to a new target market, which also included devising of a full range plan of new brands and a promotional strategy to launch the concept.

I would like to thank Glenn Jordan for the opportunity to stage my exhibition and the support he has provided throughout the project.

Kathryncnjohnson@gmail.com www.platfform.org/12/kathrynjohnson.html

F_latif@live.com www.platfform.org/12/fatimalatif.html

»HANNAH LEWIS

»ALICE MOORE

BA(Hons) Fashion Promotion

Christmas 2012 campaign for Peacocks

Per-pet-u-al: The Power of Objects

h e inspiration behind the theme of the campaign initiated from heightened attention that the brand received during the course of its business crisis this year. The campaign is intended to coincide with the re-launch of the company following its financial problems and subsequent take-over by The Edinburgh Woollen Mill. The ‘Coming home for Christmas’ campaign is based on research into the heritage of the brand, taking inspiration from photography circa 1884, when Peacocks was initially established. There are four facets to the campaign, which combines online marketing, commercial photography, and in-store promotional techniques. The campaign needed to be strong and positive to instil confidence in the Peacocks brand and encourage shoppers to want to buy there again.

er.pet.u.al is an exhibition brand that I have created as part of my Final Major Project, inspired by my interest in creating fashion based work that can be displayed in an engaging and beautiful way. The exhibition has been designed to be an annual event. Each year a new collection of work influenced by a theme associated to the Fashion Industry will be showcased. For Spring/Summer 2012 the theme I have chosen is ‘The Power of Objects’. The theme relates to the typical modern day consumer, touches upon the way we are criticised for our constant desire for the new and revolves around the excessive number of possessions that we acquire over our lifetimes. Which of these do we truly care about? We empathise with certain objects we own, forming attachments and inevitably if these objects were to be taken away, we are left with a sense of loss. I asked a variety of people about which objects are most important to them and why. Seemingly, the objects that we treasure vary widely, as do the reasons we use to justify their importance. What may be worthless to one person could be irreplaceable to someone else. Some objects are only precious because we believe they are. The responses I received became the inspiration for a collection of encapsulated fashion led images, displayed as an installation, to reflect how we do our best to protect and value the objects we care most about.

hannahlewis03@hotmail.com www.platfform.org/12/hannahlewis.html

moore_m_alice@hotmail.com www.platfform.org/12/alicemoore.html

»MEGAN NEWPORT-DAY

»MEGAN PHILLIPS-LAIRD

BA(Hons) Fashion Promotion

Fashion Retailing in Canada

y project is an in depth analysis of the Canadian Apparel Industry; it examines the history and economic background of the retail fashion trade and considers the way it is

developing.

I had the amazing opportunity to do a month’s work placement in Toronto with one of the oldest department stores in Canada, The Bay, run by Hudson Bay Company. I got to work within many different areas i.e. social media, PR, Buying, E-commerce etc. My experience was carefully documented as part of an extensive case study on the Hudson Bay brand. Competing the placement allowed me to evaluate the Bay’s approach to fashion retailing and their recent launch of Topshop/Topman concessions in flagship stores. The idea of how ‘Brand Britain’ is sold internationally was a fundamental aspect of the project, which culminated in the development of a promotional strategy to launch the Top Shop brand more widely and effectively within Bay outlets.

Megsmail2@hotmail.com www.platfform.org/12/megannday.html

BA(Hons) Fashion Promotion

M.A.D. Make Up and Design

.A.D is an expression of the desire to smudge the lines between the worlds of fashion and cosmetics. Identifying the need to introduce each skill base to an appropriate partner in order to achieve the desired effect, order to establish a more joined-up approach between the catwalk and the backstage process. Accepting the art of cosmetics as just that, an art form, whilst meeting the needs of both the fashion designer and the make up artist in order to provide a coherent connection between the two. A bible for industry professionals that makes it easy to resource current trends within both industries and as a valuable step by step guide and directory. M.A.D magazine is intended to fill a potential gap in the market for a content rich cosmetic and fashion intertwined editorial, aimed at industry professionals and used as a source of artistic and innovative inspiration. The aim of M.A.D magazine is to inspire the creative industries through coverage of trends, upcoming artists and designers, colour palettes, photography and events and to be used as an industry tool amongst the most highly regarded professionals in the industry.

m.phillips-laird@hotmail.co.uk www.platfform.org/12/meganplaird.html

»SARAH PORTER BA(Hons) Fashion Promotion

»JESSICA ROBINSON

BA(Hons) Fashion Promotion

A Suit That Fits: The suits most fascinating feature is you…

Holly Fulton: Promotional Fashion Photography & Film

or my final major project I arranged to collaborate with Steve Owens, a film and media student, to create a promotional film for Holly Fulton’s s/s 2012 fashion collection. I directed and styled photo shoot to highlight the brand identity, and reflect the story behind the collection. I also developed a range of promotional material - including digital e-shots, a press release, look book and directions for the in-store use of the film. The project was based on detailed research into Holly Fulton’s brand, as well as fashion, film and photography techniques, digital advertising and consumer purchase behaviour. I also produced a brand report and promotional campaign plan for the use of the film to encourage traffic to online stockists. We are a web dominated society where brand interaction and promotion has become even more important to designers trying to communicate with their customer. Basing this project on a brand like Fulton’s allows for creativity and to express the inspiration and character behind the brand.

significant part of my project was to understand the relevance of people’s emotions and utilise them in design. The last three years at university have taught me that the fundamental nature of design is not the entity but something far less apparent. Often it is the simple things, which will leave an impression on the heart of the viewer. My idea came from my own experiences. The characters I created for my final project were inspired be people I have known and met. Understanding the importance of human characteristics and letting their personality shine through allowed a humorous perspective. For me drawing is at the heart of the arts and I was fortunate enough to collaborate with my friend Sophie Martin who brought my characters to life. Knowing the importance of what makes people engage with design was a key element in evoking fun in my work.

I feel that there is an opportunity for a brand like Holly Fulton to expand and develop through communication with its customer, making it interactive and in-keeping with 21st century technology, and leading to increased sales, more stockists, stronger consumer brand loyalty and greater online and press coverage.

‘A Suit That Fits’ offers an individualised tailoring service and the very personal philosophy of the company allowed for a creative opportunity. I was able to expand the visual representation of their core values and branding whilst introducing a modern aesthetic through digital and non-digital media. This project has been highly rewarding and has taught me to find design not in the obvious but in details that surround you.

spofpeaches@aol.com www.platfform.org/12/sarahporter.html

Jessrobo@hotmail.co.uk www.platfform.org/12/jessrobinson.html

The project allowed me to demonstrate my creative skills and knowledge of the current digital consumer, whilst appreciating the importance of project planning and management - it was about making a fun, vibrant and fresh promotional film which is still in-keeping with the Holly Fulton brand.

»JAY SAMSON

»LUCY SMITH

BA(Hons) Fashion Promotion

The Insider Edit – Grandeur Magazine

orn out of my desire to pursue a career in fashion journalism, my final major project is a magazine created with a view of providing a source of practical information as well as light, topical reading for fashion students.

Zara: What a Man Wants

y final major project has enabled me to exploit my passion for film and the creation of visual imagery whilst also developing my knowledge of the fast growing menswear market. The project has provided me with a platform to develop and showcase my creative and analytical skills and has provided me with a stimulating culmination to my degree course. I created a Spring/Summer 2012 campaign for Zara Man alongside undertaking an internship in Topman, which I was privileged to be able to use as part of both my research and my career development. Zara is a fascinating and truly international brand, which embraces differences, challenges boundaries and yet has a deliberately low profile in relation to its visual promotion. I set myself the challenge to improve on this. The final campaign builds on the Zara concept “Global but local” with a strong sense of place. It has a Brighton theme and utilises humour to appeal to the British male. The global strategy is to launch countryspecific campaigns around the same theme, moving away from the strictly homogenised imagery so often favoured by multi-national retailers. www.platfform.org/12/jaysamson.html

It took me a while to decide on the nature of the magazine, and who I wanted my desired audience to be. Throughout the planning of this project I wanted to ensure that on completion, I would have work to aid me in job applications and give me something to talk about during interviews. It is through this approach that I cemented the idea of providing students with a magazine to connect them with the industry and the people embedded within it. Offering tips and advice on how to apply for internships, how to maximise employability and what it is really like working in the fashion industry. In addition to this I sourced interviews and exclusive comments for features from fashion industry professionals such as Fiona Hayes (Art Director of Russian Vogue), Kelly Cutrone, Daphne Guinness and various other industry insiders. Throughout the project I was also able to demonstrate my writing, styling and editorial abilities as I acted as Editor of the magazine throughout, maintaining the whole Editorial process.

LucySmith_Fashion@Hotmail.com www.platfform.org/12/lucysmith.html

»EMILY STRUDELY

»ANGHARAD TAYLOR

BA(Hons) Fashion Promotion

E-commerce for the boutique brand market

BA(Hons) Fashion Promotion

Sundays Child: Brand Identity and Promotional Campaign Development

he idea of my project was to take a mid-market fashion brand that does not yet have a consumer facing website and recreate their website to enable customers to shop for that brand online. The project was based on the newly launched but rapidly expanding boutique brand Maggie + me, which does not have a transactional website as yet.

The aim was to communicate the ‘Hands on and hand crafted’ ethos of the brand more clearly, increase brand recognition and also to develop a suitable promotional strategy intended to increasing traffic to their website.

The ethos of the brand is about channeling the wilder side of the wearer’s nature, freedom of expression and clothing that represents personality, character and individuality. Intended to evoke feelings of nostalgia and create an emotive connection between brand and wearer, Sundays Child uses imagery with a dark twist.

undays Child is a brand concept based around creative, illustrated and personalised apparel. The brand identity incorporates the bold hand drawn prints and proposes an idea for a clothing brand that represents expression with a strong dynamic edge.

As well as creating the brand identity for Sundays Child I developed a marketing strategy suitable for launching the mid-range boutique brand in the UK, working towards my goal of developing my own fashion brand upon graduation. During my final year of study I also successfully launched the accessories brand ‘Love & Lee’, which now has several UK stockists and a bespoke service available on line at www.loveandlee.co.uk

www.platfform.org/12/emilystrudely.html

ataylor88@hotmail.co.uk www.platfform.org/12/angharadtaylor.html

»HANNAH TONKS

»CLAIRE TURNBULL

BA(Hons) Fashion Promotion

Penny Sue: Fashion Branding & Promotion

Independent Fashion Retail & Multi Channel Marketing

t was a combination of two aspects that had a role in the decisionmaking regarding the nature and theme of my final major project. The first of those was my former success and sense of achievement after previously constructing a brand identity, and the second, was conjoining that skill with my passion for music and stage performance. Penny Sue is a brand that I have created, which is intended to be sold exclusively at Urban Outfitters. I have shaped and developed the brand to combine the glamour and elegance of 1950’s Old Hollywood with present day fashion trends. The intention of the brand is to bring expert theatrical design to fashion-conscious young women at attainable prices. The ethos behind the debut collection for Autumn/Winter 2012 is a toned down interpretation of the performing costumes of present day pop stars such as Katy Perry, Lady Gaga and Nicki Minaj.

or my final major project I developed a marketing strategy for Cardiff based independent retail store Barker. The focus was to develop the womenswear side of the business, which was achieved in part by the creation of a promotional film for on-line and in-store use. I planned, directed, cast and styled the film, exploiting the strong interpersonal and organisational skills I have developed during the course and project. The aim of the film and the related multi-channel marketing strategy was to showcase new Spring/Summer collections and increase awareness of the women’s ranges, strengthening brand loyalty and increasing the customer base. Over the duration of the course I have worked extensively at fashion shows and events and realised the increasing shift towards film as an alternative to traditional runway shows; my project is reflective of this development.

This project was an excellent opportunity and a chance for me to demonstrate my abilities in a range of different areas, including; promotional campaign advertising, development of a brand identity and the construction and design of a website. I particularly enjoyed working in collaboration with another student ADD NAME who specialises in photography, which resulted in the achievement of a more professional standard of composition and editing in my promotional campaign.

I would like to thank filmmaker Steve Owen for his invaluable contribution to the project and also thank Barker for their support and encouragement throughout.

hannahkatetonks@hotmail.com www.platfform.org/12/hannahtonks.html

claire_turnbull_90@hotmail.co.uk www.platfform.org/12/claireturnbull.html

»SADIE WANDRUM

»LILY WEAVER

BA(Hons) Fashion Promotion

The Fashion Edit – A new fashion supplement for Wales

An in store brand magazine for Whistles

or my final major project I have created ‘The Fashion Edit’, a new concept fashion supplement intended to be part of a Welsh newspaper. There are numerous fashion supplements that currently exist within national newspapers that are of excellent quality and skill and I found no reason for this to not be the case within Wales; and so The Fashion Edit was born. The supplement contains a style feature with a focus on a capsule wardrobe, trend pages and a variety of feature articles. The lead feature is a profile of the world famous designer Julien Macdonald, who I was able to interview in depth for the project.

he way retailers are communicating with their customers is advancing; this has become evident in the recent cross over between retail, editorial and media. Creating a printed in-store magazine is a reaction to this exciting time. This project combines magazine production, journalism and retail promotion to propose a new dimension for successful women’s fashion retailer, Whistles.

The Fashion Edit is intended to champion Wales as a place of style and give rightful endorsement to the talent the country has to offer, an enjoyable read that offers the slick sophistication that already existing successful supplements have, in addition to refining what Wales as a country already has to offer in terms of a fashion supplement.

With the rise of digital media, opting for a printed format presented a challenge to produce a publication that can stand the test of time and hold its value. Working with an existing brand has required an exploration into their target audience, branding and visual aesthetic. The article topics have taken on more of a cultural theme rather than dictating the latest fashion trends, to reflect a more informed reader. The design is pared down with subtle, quirky touches that are an intentional nod to the way Whistles style their fashion collections.

sadiewandrum@aol.com www.platfform.org/12/sadiewandrum.html

www.platfform.org/12/lilyweaver.html

»LOWRI WILLIAMS

BA(Hons) Fashion Promotion

Fashion Branding & Promotional Design: “t i t l e by Mulberry”

or my final major project I wanted to combine my two favourite subject areas, fashion and graphic design. Promotional design plays a vital role in communicating a brand identity, and elements like packaging, swing-tags and other promotional artifacts are often as important as the product itself. I wanted to create a diffusion range for Mulberry as Mulberry is a brand that I love and admire and I felt there was room for a lower priced diffusion range aimed at a younger audience. t i t l e by Mulberry is Mulberry’s younger sister who grew up in the British countryside but has left the fields behind to explore the world. She is now living in an urban paradise but still feels connected to her countryside roots. t i t l e follows her as she explores the world with quirky designs inspired by her world travels and hints of classic British Style. I have created an identity and ethos for the diffusion range as well as the packaging, in-store promotions and an invitation launching the brand. My inspiration was the classic book “The Wind in the Willows” which I interpreted in a modern fashion context.

lowriangharadwilliams@hotmail.com www.platfform.org/12/lowriwilliams.html

»NOTES

[ platffôrm] 12

evening programme

A Welcome from Dean of the Faculty Professor Peter Robertson Runway Story One Performance from Miss Maude’s Folly Runway Story Two Promotion Highlight Runway Story Three Performance from Miss Maude’s Folly Runway Story Four Professor Peter Robertson to present Student Awards

[FIN]

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