GFW 2015

K a t h e r y n W a t s o n DESIGN ENTERPRISE & INNOVATION LIVE PROJECT www.krwgfw.wordpress.com

CONTENTS. Illustrations List

6

Introduction

8

Positioning Statement

12

Project Progression

14

Refection, Evaluation & Conclusion

20

Appendices

24

Bibliography

38

Curriculum Vitae

40

Learning Agreement

42

ILLUSTRATIONS LIST.

6

Figure 1.

Model behind plant with pink background.

Watson, Katheryn. [Taken 1st May 2015] (photograph)

Figure 7.

Models on set of fashion film wearing third year garments.

Watson, Katheryn. [Taken 1st May 2015] (photograph)

Figure 2.

Arts University Bournemouth Logo in Yellow. http://melaniestidolph.com/ work [Accessed 4th May 2015] (illustration)

Figure 8.

Model on set of fashion film awaiting direction.

Watson, Katheryn. [Taken 1st May 2015] (photograph)

Figure 3.

Graduate Fashion Week Save The Date. http://gfw.org.uk [Accessed 12th March 2015] (poster)

Figure 9.

Female Model Casting.

Watson, Katheryn.

[Taken 21st April 2015] (photograph)

Figure 4.

AUB at London Graduate Fashion Week. http://aub.ac.uk/courses/ summer-courses/fashionpr-marketing-summer/ [Accessd 24th March 2015] (photograph)

Figure 10.

Inspirational image for fashion film pinned onto Pinterest board.

Models hand infront of mirror. http://www.2photo.ru/en/ post/23992 [Accessed 24th March 2015] (concept photograph)

Figure 5.

Male Model Casting.

Watson, Katheryn.

[Taken 21st April 2015] (photograph)

Figure 11.

Behind-the-scenes on set at the fashion film. Myself directing the model and watching back on the monitor.

Cribbs, Alex. [Taken 1st May 2015] (photograph)

Figure 6.

Model on set of fashion film. Feet and mirrors styling.

Watson, Katheryn. [Taken 1st May 2015] (photograph)

7

INTRODUCTION.

8 As part of a team, we will be responsible for the direction and creation of professional fashion events at a local, and national, level. We will be accountable for the codesign and co-production of the Catwalk and Exhibition Stand showcasing final year BA (Hons) Fashion students’ work at a local Bournemouth Show, Graduate Fashion Week and the AUB HE Summer Show.

To ensure the success of the Exhibition Stand and the three AUB Fashion Shows, we will be in constant consultation with the Client (Anne Chaisty), the Events Manager (Esther Yarnold), the Catwalk/Backstage Coordinator (Lauren Rodericks) and the Exhibition Stand Design Coordinator (Margot Van Tonder) in answer to a set design brief.

For the duration of the Live Project my main role will be a member of a small team accountable for the creation of moving and still image content for the opening film for the AUB Catwalk Shows, and also digital content for AUB Exhibition Stands.

Alongside this, other tasks involve working together with the Catwalk/ Backstage Coordinator to ensure the success of the model casting for Catwalk Shows, running orders and theatre preparation etc.

9

Arts University Bournemouth hold an inspired position within the creative industries, and provide an environment perfect for an individual within the specialist arts. At AUB, the BA (Hons) Fashion course is distinctive, dynamic and innovative.

The course philosophy focuses on the celebration of the graduate; the importance of being creatively diverse and embracing all possible opportunities and challenges. BA (Hons) Fashion recognise the creatives needs, and provide the ability to assess, question, dream, conceptualise, translate and deliver. Defining points of the course are Future Fashion, Individual Design Identity and The Sublime Art of Making.

Introduction to AUB Fashion.

Fig. [2]

10 Graduate Fashion Week.

Fig. [3]

AUB Bournemouth Show.

An unrivalled platform for the promotion of fresh talent, Graduate Fashion Week is the world’s foremost event commemorating the creativity and ingenuity of students, and graduates, within fashion. Showcasing the elite work of over 1,000 individuals from the most influential and inspiring universities worldwide, Graduate Fashion Week represents the future of design talent.

Arts University Bournemouth, BA (Hons) Fashion, will return to Graduate Fashion Week, on the 30th May 2015, to execute and present another pioneering selection at the Truman Brewery, East London E1.

On May 15th 2015, BA (Hons) Fashion graduates will hold three Catwalk Shows at a local venue to the university; Pavilion Dance South West.

The fashion graduates have the opportunity to showcase their work to local prospective students aswell as potential employment.

11

Fig. [4]

The Fashion Graduates at Bournemouth have the chance for their garments to be part of a static exhibition that takes place on the AUB Campus.

Open to family, friends, fellow students, staff, public and local industry, the HE Summer Show is an intimate approach to showcasing work.

AUB HE Summer Show.

POSITIONING STATEMENT.

12 As a Fashion student in my Second Year of study, I will benefit by taking part in the Live Project. The journey will provide me with my first initial insight into a professional fashion environment. I would like to gain more knowledge of the potential environment my future career may be a part of. This experience will also aid my realisation and understanding of working within industry and the high standards that are expected.

Existing skills I possess include concept building, styling and creative direction, aswell as photoshoot experience.

Previous knowledge and experience within a fashion event/ catwalk environment, and past projects, where I gained valuable and transferrable skills within 2D, styling and film are other strengths I can bring to the team behind the three AUB Fashion Events.

The skills that I would like to develop throughout the project are ones I have identified by conducting a self SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) [SEE APPENDIX 1]. My personal weaknesses include bad time-keeping skills, being sensitive to criticism, being indecisive; which results in needing help/ guidance at decision making, and also a habit to ‘over-

confer’. I would like to target my time-keeping skills and decision making most, and am motivated to do so. I feel these weaknesses are areas of my learning that affect work produced, and the length of time to completion.

13

Fig. [5]

Taking part in the GFW Live Project will further my hopes to distinguish a career within 2D fashion. Fashion Film, Fashion Photography, Fashion Promotion and Fashion Marketing are all relevant areas that I will experience throughout the entirety of this project. By completing roles and responsibilities focused around these areas, I am confident this selection of tasks will aid my decision to a future career.

PROJECT PROGRESSION.

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Fig. [6]

Fig. [7]

Evidence of “understanding of underlying concepts and principles� were demonstrated by constant recognition of the clients needs and the variety of audiences.

The audiences are different for each event, (AUB Bournemouth Show, Graduate Fashion Week, AUB HE Summer Show), and range from potential students, prospective employers, companies/individuals from Industry and other universities.

By recognising the diverse audiences, specialised marketing and advertising techniques can be applied to ensure, or increase, attendance and interest in the AUB catwalk shows.

Learning Outcomes stated in the Learning Agreement have been practiced, especially the development of team working skills and the understanding of professionalism and future employment opportunities.

15

Evidence of “professional engagement” and “communication skills” were demonstrated by emailing, group messages/ conversations and scheduled team meetings.

Emails were sent to either enquire or establish. Emailing is a more professional form of communication, and resulted in quick responses [SEE APPENDIX 16].

Two separate group messages had been created for each aspect surrounding involvement within the Live Project; these were named ‘Live Project Catwalk Team’ and ‘Live Project Film/Image’. These group messages were active daily, improved “team working” and were a quick and successful way of contacting each team member and sharing ideas/photographs [SEE APPENDIX 18].

Bringing the groups together to discuss and plan was extremely successful, by allocating tasks and deadlines and documenting this, the whole group worked at a good pace. This is a good representation of “team working”. [SEE APPENDIX 17].

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By using “technical knowledge” and skills, (established initially in a self swot analysis [SEE APPENDIX 1]) evidence of “application of specialist knowledge” is shown in performance of tasks, such as assisting the design of model casting flyers.

Helping another member of the team and offering design and layout awareness, being typeface, font size, negative space etc. [SEE APPENDIX 6] Previous study, research, Fig. [8] and skills of storyboarding techniques have been Film moodboard/pinterest boards, backstage direction transferred and used in and styling were all enhanced by personal attributes and GFW Live Project fashion experience within these areas [SEE APPENDIX 6 + 7 + 8]. film storyboard generation [SEE APPENDIX 12 + 13].

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Equal amounts of�problem solving� has been demonstrated to fulfill tasks and keep to a tight schedule in both Catwalk and Film areas.

Providing other options for film effects had to be considered - if the pink colourama planned to be used as the backdrop for the fashion film were to be disapproved, then a gel would be used over the lights to create a pink hue lighting effect.

On the day of filming, time and organisation were an issue. To overcome this, decisions were made to concentrate down the rail into selected garments to cover as much content as possible.

LMP model casting day required rational choices to ensure success. After a room change, setting up new rooms included decisions about spacing, function and practicality. Also, a zip that had broken off during dressing had been located safe and given back to a Level 6 student, which was most appreciated.

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Fig. [9] Evidence of roles and responsibility for the project were focused on the AUB catwalk shows fashion film.

As this was mostly student orientated, style and concept were decided at the beginning without having to wait for approvals etc.

Concept, storyboard and art direction surrounding the Fashion Film are demonstrations of personal responsibility

[SEE APPENDIX 6 + 8 + 12 + 13]. Another responsibility assumed within the Film Team includes footage of ‘behindthe-scenes’ recordings of both model castings.

This footage of the model castings will be edited along with short clips of students working in the various Fashion studios. The final content will become the opening

film to be played on a loop at GFW, whilst the audience sits before the show.

19 For catwalk coordination, assistance and responsibilities were flexible and spread across multiple tasks/errands.

Contacting each model independently to create model profiles; these included a head shot and body measurements such as shoe size, height and dress size [SEE APPENDIX 11]. A group visit to Pavilion Dance South West (PDSW) gave the team the chance to discuss typical roles of the backstage co-ordinator and how the fashion show will commence (e.g. dress rehearsals, setting up the catwalk and dressing room areas etc). Other tasks completed in this role consist of management and attendance of both model castings, (contacting models beforehand [SEE APPENDIX 9 + 10], setting up various rooms/ spaces with tables and room separators, transporting garments across campus, dressing models and taking measurements aswell as taking pictures and footage all whilst keeping to a tight schedule).

Roles and responsibilties comprised as part of the Live Project include moving/ painting plinths intended to be used to showcase Level 6 portfolios and work, and attending makeup trials. These are other methods of “team working� [SEE APPENDIX 4].

REFLECTION, EVALUATION & CONCLUSION. 20

21

Within the Live Project I feel that I have learnt how to respond to dictation and direction successfully, and how to manage sharing tasks equally within a team aswell as being part of a team [SEE APPENDIX 17 + 18].

Throughout the Live Project, I have improved my communication abiltiies by having to perform tasks within a team, and by sharing a main focus towards a deadline. I have used my natural leadership trait to allocate various jobs to other members of the Film team, and to direct others during Model Castings.

I have developed my organizational finesse and arranged/ completed a number of tasks around set deadlines decided within my teams. By bettering my skill to organize and timekeep I have also controlled previous weaknesses of mine, (being indecisive and ‘over-conferring’), with a professional cutoff in place there was no time for hesitant behavior and I have become more confident with my decision-making.

Fig. [10] By improving my capability to work within a group I know how to approach a group project in the future. I can apply my new sense of organisation onto all aspects of my future projects, from time-keeping and acquiring a dated diary, to making todo-lists and arranging my own tasks around the needs of others.

I have learnt how to see ideas through from beginning to end.

I have developed my learning of translating an idea from paper to end product/result at a professional level.

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After taking part in the Live Project for BA (Hons) Fashion AUB catwalk shows and GFW 2015, I know that this is a pathway option I would enjoy working with again or in my future career. By working in the catwalk and film teams I have found group work enjoyable and rewarding.

Fashion Marketing, Fashion Promotion and Fashion Film are all pathways I am very passionate about, and now even more so after working with these areas on a professional level.

I would like to improve my work and skills in these specialised areas of Fashion Communications over the course of my final year of study at Arts University Bournemouth,

Fig. [11] and

am

excited

to

do

so.

The prospect of engaging in another Live Brief, or work experience opportunity in these same areas, are other notions that I may pursuit in future.

Word Count: 1945

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APPENDICES.

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CONTACT LIST.

Margot Van Tonder (L6 Student. Exhibition Stand Design Coordinator).

Lauren Rodericks (L6 Student. Catwalk/ Backstage Coordinator).

Esther Yarnold (Unit Leader. Events Manager).

Anne Chaisty (Subject Area Leader. Client).

Tiffany Smith (Senior Lecturer).

Victoria McClenaghan (Senior Lecturer).

Gillian Kelly (Senior Lecturer).

Alex Cribbs (L6 Student. Filmographer).

Charlotte Chapple Sophie Brampton Chelsea Clements Lauren Noble Ella McMillan Ashlie Went Alice Day

3241231@my.aub.ac.uk

3243882@my.aub.ac.uk

eyarnold@aub.ac.uk

achaisty@aub.ac.uk tsmith@aub.ac.uk vmcclenaghan@aub.ac.uk gkelly@aub.ac.uk alexcribbsmail@gmail.com 07923256684 07817504795 1303543@my.aub.ac.uk 1302099@my.aub.ac.uk 1303942@my.aub.ac.uk 3263598@my.aub.ac.uk 1301553@my.aub.ac.uk

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MODEL Olivia Mclean CONTACT LIST. Yasmin Minto

07775433710

Patricia Wuwu

07865470272

Georgina Luke

07506721702

Josephine Broome Amber Milne-Barron

07540893222

Charlotte Iles David Davis

07873175007

Yasin Ali

07510533364

Charlee Jo Hanks Kym Cox

07834358674

Teniola Soyeju

07806383915

Charlotte Rhodes

07584037762

Chelsea Nokes Aidan Cook

07854292172

Joelle Thurston

07540096195

James Moffat

07800906812

James Richards

07718492354

Ilyas Orazalin

07453647382

Sarah Hay

07846532318

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Appendix 1.

Self SWOT analysis (2015) Conducted at the beginning of the GFW Live Project.

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Appendix 2.

AUB Fashion Shows 2015 Pantone Colour Palette (2015) Yarnold, Esther. To be used across all aspects of every event.

Appendix 3.

Screenshot of AUB GFW15 Modern Skandi secret Pinterest Board (2015) Yarnold, Esther.

Used as a group collection of inspirational images.

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Appendix 4.

AUB Fashion Shows 2015 Mens hair moodboard (2015) Clements, Chelsea.

Used to showcase proposed looks for the catwalk.

Appendix 5.

Model casting flyer (2015) Clements, Chelsea and Watson, Katheryn. Given out to people in public areas to attract potential models to a casting on May 15th 2015 for the AUB Bournemouth Show.

29 Appendix 6.

Screenshot of AUB fashion film inspirational Pinterest board (2015) Watson, Katheryn.

Used as a group collection of images.

Appendix 7.

Screenshot of AUB GFW15 Catwalk Music Pinterest board (2015) Watson, Katheryn.

Created as an inspirational playlist for this years catwalk events.

Appendix 8.

AUB fashion film moodboard (2015) Watson, Katheryn.

Collection of images used as inspiration.

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Appendix 9.

Screenshot of generic message sent to all models (2015) Watson, Katheryn.

Used to communicate with potential models and to retrieve information.

Appendix 10.

Screenshot of responses to message sent opposite (2015) Watson, Katheryn. Quick and accurate way of gathering information and a clear reply.

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Appendix 11.

Initial model profile cards (2015) Watson, Katheryn. To be used at the casting so models can be recognised by photo and their body measurements can be seen/ noted.

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Appendix 12.

Fashion film storyboard 1 (2015) Watson, Katheryn. Created on Adobe PhotoShop, translating concept into proposed film style including model direction, frame transition and footage style.

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Appendix 13.

Fashion film storyboard 2 (2015) Watson, Katheryn. Created on Adobe PhotoShop, translating concept into proposed film style including model direction, frame transition and footage style.

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Appendix 14.

Screenshot of text message sent to Lauren Rodericks (2015) Watson, Katheryn. During third year reviews, quick and succesful communication.

Appendix 15.

Taking model measurements at the LMP model casting (2015) Watson, Katheryn. Assisting Level 6 student Lauren Rodericks during my catwalk and backstage co-ordinator role.

Appendix 16.

Screenshot of email sent to Victoria McClenaghan (2015) Watson, Katheryn and Chapple, Charlotte.

Used to give information and to ask questions.

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Appendix 17.

Photographs of team task sheets (2015) Watson, Katheryn. Used to allocate tasks after team meetings and to notify the team of deadlines etc.

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Appendix 18.

Screenshot of both group messages on Facebook (2015) Watson, Katheryn. Live Project Film/Image and Live Project Catwalk.

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BIBLIOGRAPHY.

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Arts University Bournemouth (2015) AUB. Available: http:// www.aub.ac.uk/ Accessed: 28th April 2015.

Arts University Bournemouth (2015) BA (Hons) Fashion Course Identity. Available: http://www.aub.ac.uk/ courses/ba/ba-fashion/ course-identity/ Accessed: 28th April 2015.

Pinterest.

(2015) Pinterest catwalk music. Available: https:// www.pinterest.com/ katherynwatson/aub-gfw15catwalk-music/ Accessed: 5th May 2015.

Arts University Bournemouth (2015) BA (Hons) Fashion Course Journey. Available: http://www.aub.ac.uk/ courses/ba/ba-fashion/ course-journey/ Accessed: 28th April 2015.

Pinterest.

(2015) Pinterest fashion film. Available: https:// www.pinterest.com/ katherynwatson/aub-gfw15film/ Accessed: 5th May 2015.

Graduate Fashion Week.

(2015) Graduate Fashion Week about. Available: http://www.gfw.org.uk/ about-gfw/about-gfw/ Accessed: 30th April 2015.

Graduate Fashion Week.

(2015) Graduate Fashion Week online. Available: http://www.gfw.org.uk/ Accessed: 30th April 2015.

Katheryn Watson.

(2015) GFW Live Project Available: http://www. krwgfw.wordpress.com Last Accessed: 10th May 2015.

Pavilion Dance.

(2015) PDSW online.

Available: http://www.pdsw. org.uk Accessed: 30th April 2015.

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CURRICULUM VITAE. 40

LEARNING AGREEMENT. 42

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www.krwgfw.wordpress.com