Going Live
Katie Hopkins
International Women's Day: Molly Goddard
Output 1: Digital content to promote your designers online identity
Molly Goddard promotes online via Instagram and has the 6th most engaged followers with designers on the platform. Creating written word surrounding her key themes of female empowerment and friendship, an article on Vogue UK will promote her brand ethos and fit within the magazines reading material. Using an influential magazine to house this article, collage style imagery to entice the reader and socially relevant written word, the content will be posted on International Women's Day on the 8th of March with an Instagram story to inform followers.
by K A T I E H O P K I N S
8 Mar 2019
Being an advocate for empowering women and creating the perfect combination of rebellion and femininity, why you should know the name Molly Goddard on International Women’s Day.
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he emerging British designer not only champions the idea of eccentricity, friendship, and family but female empowerment is sewn into her designs, making Goddard the designer of the moment for feminists and creatives alike. After graduating from Central Saint Martins with a BA in Fashion Knitwear and failing to finish her MA, her friends were the first port of call to fix the shift in her creative block. A Goddard party later, the kind of party you wish you were invited to, orders flew in from Dover Street Market and the brand Molly Goddard was born.
Not only the way in which she works, whom she chooses to work with, but her work itself gives women the opportunity to express their character in a way that suits their personal style. Whether that be paired with jeans or fluff covered heels, the brand does not discriminate or eliminate experimentation. The followers of Molly Goddard are the 6 th most engaged with designers on Instagram, and it’s not lightly put that it is clear to see why. The ethos of being close to your friends, family and quite frankly not giving a damn about the way people perceive you, is an attitude many aspire to gain, in a world where everything is shared and valued by only likes and popularity. In Molly’s world, everyone is equal. On International Women’s Day, it is important to share the positivity of others, so those less able to express themselves gather confidence. Molly Goddard is a perfect example of a girl in a big city making a difference, preferring to create clothing “for women with different figures” and most importantly, not rejecting “those things (girly clothes) to be taken seriously.”
“My main thing is I like women to be comfortable. It was kind of lucky; I managed to make dresses that make you feel really special, but you don’t feel like you’re corseted up and constricted in any way. You can still move and be natural and free.” After winning the British Emerging Talent Award in 2016, the LVMH Prize in 2017 and in 2018 the British Fashion Council/Vogue Fashion Fund where she was awarded £200,000, it clarifies the talent and effort fed into every collection, event, and catwalk. It seems like the childhood wish to be a fashion designer
was a route she was destined for and by working with those close to her, led her to this success as to Molly “working with family is no stress”. We see the likes of Adwoa Aboah and Edie Campbell dance down the catwalk, print on the pages of Vogue and i-D Magazine, being the familiar faces for the brand. Choosing to use “people (she is) close to makes it easier”, she wants the girls to have a relationship with the clothes and to feel relaxed and most importantly let their hair down, performing and illustrating the brand aesthetic. Rihanna is also a major advocate for Molly Goddard, looking good in them because “she doesn’t give a shit” and huge names like Alexa Chung, Cindy Sherman, Lily Allen, and Rei Kawakubo also are drawn to the rebellious streak in the brand, being able to feel feminine yet comfortable at the same time, addressing power in the art of dress. Tim Walker also sings her praises, “Molly’s collections are refreshing because she’s really enjoying herself” he states, since working with her on their release of the book Patty, she has friends at every corner of the industry.
"I don't think there's anything wrong with being girly, but that's often misunderstood to mean prim or wishy-washy. It's very boring being put in that pretty bracket… sometimes people see an image, but they don't see the girl who's wearing it and the attitude that she has.” Her British heritage comes through in the character of her work, smocking used synonymously in Molly’s designs, a quite British skill, the importance of craft, first and foremost and the childish silhouettes that mirror those worn in her
childhood. The shows, catwalks and events she holds express her personality best, being able to immerse her brand into physical aspects of design, music, and space. Her most recent exhibition with her mother Sarah Edwards at Chelsea Space shows how even without models and the idea of her brand they can be recognised almost instantly, the best possible result a brand aspires to achieve. Looking back at Balenciaga books, Molly finds her inspiration ways other creatives do. We forget in an age of instant information and tech that books can provide us with the ideas we could never find online. The one thing to take from her brand is that to create your own or to have a consistent image or aesthetic, personality and being true to yourself is the most crucial part of the business, authenticity is key to success along with being brave enough to share your roots.
"London is so interesting for fashion. When you go to Paris they all look the same, dressed in tailored black." On this day we celebrate all women, no matter what location or profession. By channelling your inner Goddard, celebrate your achievements, fight for feminism and believe in your own self-worth. Molly Goddard wants women to feel empowered and motivated, and your wardrobe has a clever way of doing this. So wear your personality on International Women's Day and don't be afraid to share it. Find Molly on Instagram @mollygoddard and online www.mollygoddard.com
Output 1 Instagram story for @britishvogue
International Women's Day: Molly Goddard
Output 2: Digital content to promote your designers identity in an online market
Using Output 1, the article will also be available on Vogue Japan. Molly Goddard has a number of stores in Japan, so her presence is already existing in the chosen international country. The article is adapted to suit the Japanese language, collage is adapted slightly and the Instagram story is changed for the Japanese version of their account @voguejapan Japan is a country where feminism is becoming more socially current, therefore this article will be fitting with the times and reaching more target market for the Molly Goddard brand.
MARCH 8, 2019
BY KATIE HOPKINS
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BA MA
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Molly Goddard
2017 *
2018
Adwoa Aboah
2016,LVMH
£200,000 /
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Edie Campbell Vogue I-D Magazine
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" Alexa Chung Cindy Sherman
Lily Allen
Rei Kawakubo
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Molly Goddard
smocking � * Balenciaga 1
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Molly Goddard
Output 2 Instagram story for @voguejapan
KaDeWe New Designer: Molly Goddard
Output 3: Produce a piece of promotional material to be used within the launch of your designer in a retail space
Output 3 consists of an installation idea, illustrated in collage, for the launch of Molly Goddard within the Berlin retail store KaDeWe. Using the overall idea of performance and creating an extravagant sculpture that would sit within the brands' personality, it also sits within the stores' reputation for conceptual visual display. The installation will be fitted on the roof of the department store and hung down in the gap through the escalators, to be seen from all floors. Using tulle, a synonymous Molly Goddard fabric, and patterns used in recent collections, umbrellas will be made and placed together forming a large art piece. Not only does this have connotations of rainy Britain (the home of Molly Goddard), make the sculpture instantly recognisable, (using her popular fabrics), but it gives the consumer an important 'WOW' moment. This increases the likelihood of sharing a picture online, remembering the brand and purchasing from her again, all provided by a successful first impression.