ORT
LIZZIE ORWIN elizabethorwin@gmail.com +44 (0)7964112429 BA (Hons) Fashion Communication & Promotion
CONTENTS
01
curriculum vitae & covering letter
03
final major project
07
case study
09
a:genda magazine
13
industry experience
17
trend project
a highly organised and ambitious individual, I strive to excel “ As in each piece of work that I produce. I am both creative and passionate, constantly looking to develop my skills and knowledge further, with the aim of producing the highest quality work. With a desire to succeed in the industry, I am extremely hard working, self-motivated and have strong communication skills.
Attention to detail is vital when I carry out any task, a quality that led me to the opportunity of receiving a multitude of individual research projects during my time at Jimmy Choo. Each project was completed to the given deadline and to the precise company standards. I am extremely passionate and my love of fashion film led to my case study, which explored the development of fashion film as an independent genre, and I also created my own fashion film within my final major project, which saw the rebrand of The Cambridge Satchel Company. Digital marketing played a crucial role within my rebranding, as I created a new website and social media pages for the brand in order to connect with the key consumer, supported by the film. My portfolio demonstrates my unique approach to each brief provided at university, the combination of individual and group projects highlights my ability to work well independently and as part of a team.
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1
curriculum vitae
COVERING LETTER
Having experienced working at Alexander McQueen and Jimmy Choo, I am extremely adaptable and willing to push myself to ensure work is done correctly. My strong organisational and project management skills allow me to undertake the highpressure tasks that take place within the fast-paced industry.
LIZZIE ORWIN +44 (0)7964112429 elizabethorwin@gmail.com
EDUCATION The University of Huddersfield 2013 - 2017 BA (Hons) Fashion Communication and Promotion 1st Class John Leggott College 2011 - 2013 A Levels: Photography A*, Textiles A, Media A SKILLS and ATTRIBUTES
EXPERIENCE Harper’s Bazaar Fashion Intern May 2016 - June 2016
• Assisting the fashion team • Conducting research for online content • Assisting photoshoots • Maintaining the fashion cupboard and samples • Liaising with PRs • Offering administrative support InStyle Fashion Intern April 2016 - May 2016
Adobe Creative Suite
• • • • • •
Mac and PC Literate Microsoft Office Fashion GPS Fashion Monitor Social Media
Assisting the fashion team Assisting photoshoots Maintaining the fashion cupboard and samples Liaising with PRs Local and international returns Offering administrative support
Jimmy Choo Editorial Intern January 2016 - April 2016
FedEx
• Collating global and national editorial and VIP coverage • Carrying out individual research projects into; key titles, fashion critics, editors, luxury conferences and events • Creating and contributing to reports including; post event reports, post press day reports, weekly editorial and VIP highlights and menswear initiatives • Assisting national press days • Maintaining the contact database • Credit requests • Assisting the press team
Graphic Layout Project Management Creative Thinker Detail-oriented Adaptable Pro-active
Alexander McQueen Accessories PR Intern REFERENCES Kate Finlan Alexander McQueen Press Officer kate.finlan@uk.alexandermcqueen.com Alexandra Edwards Jimmy Choo Press Officer alexandra.edwards@jimmychoo.com
June 2015 - December 2015
• Searching for and filing press coverage • Maintenance and care of accessory samples • Assisting the accessories team • Optioning product for editorials/gifting • Dealing with and tracking send outs • Credit requests • Archiving and assisting sample sales • Showroom responsibilities • Press gifting
photographer • natasha ullah
model • beth easdown
3
FINAL MAJOR PROJECT THE
SATCHEL COMPANY
As a result of falling sales and profits, I created a comprehensive Autumn Winter 2018 Edited Style campaign to rebrand The Cambridge Satchel Company. In addition to the campaign, I redesigned the brand website and created a supporting social media campaign, focusing predominantly on Instagram. With the help of a graphic design student, I also created a new logo. All of these components helped me to create a stylish brand image, allowing The Cambridge Satchel Company to redefine itself as a strong competitor within the accessible luxury market.
photographer • natasha ullah
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model • beth easdown
FINAL MAJOR PROJECT
I created an in-depth marketing plan and communications plan for the rebranding of The Cambridge Satchel Company in which each marketing tactic and strategy was thoroughly discussed. I created a strategic approach, carefully planning each element of the rebranding and when it would occur. The fashion films release on Instagram initiated the rebrand, followed shortly by the release of print advertisements in September issues of magazines such as Elle and Glamour. videographer • lauren darn
Within the Edited Style campaign, I created print advertisements and a fashion film. Strong visuals and carefully considered styling produced content to effectively target The Cambridge Satchel Company’s key consumer, The Phoebephile. As an avid Instagram user, it was important that the campaign utilized social media to successfully engage with The Phoebephile. I therefore created a supporting Instagram page. I collaborated with a graphic design student to produce GIFs using campaign imagery and film stills. In addition to this, I worked closely with the videographer to create and edit the fashion film. I also created teaser clips for the brand Instagram. Each component followed a consistent aesthetic to ensure the brand image was clearly redefined.
https://www.youtube.com/watch?v=GFoyvIhLHgw
THE DEVELOPMENT OF FASHION FILM AS AN INDEPENDENT GENRE: How has fashion film become ingrained within luxury fashion communication?
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CASE STUDY
“FASHION FASHION film is fast becoming an integral part of luxury brand communication, particularly in terms of social media. The aim of my case study was to indicate the development and the evolving relationship of fashion film as an independent genre. To fully understand the relationship between fashion and film, a literature review focusing on defining moments of fashion in film was conducted. In addition, the use of product placement and commercial partnerships was explored. Fashion film as an independent genre continues to evolve and develop, fundamental aspects of the genre are detailed in the contemporary literature review. Social media and the digital age are discussed within the case study also.
ANALYSIS of four fashion films was carried out to provide greater knowledge on the varying approaches to the independent genre. This analysis was further supported with consumer perceptions on each film. Insight into a luxury fashion brand took place, exploring the relevance and importance of fashion film, detailing the way in which the format has become ingrained in luxury fashion communications. Digital influences were discussed further, as the impact of social media was explored.�
a:genda a:genda creators: chloe driscoll • grace flood kya priestley • paige denny
Shaping | Investigating waist trainers | Meet Mia Allonby: Transgender artist challenging societies perspectives | Brexit impact on womens rights | Having a moment with our mothers | Ten things women don’t want to talk about
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A:GENDA MAGAZINE
a:genda a:genda is a monthly publication that profiles women leading movements and conversations in various fields. Through strong editorial and written content, a:genda ignites discussion surrounding alternative topics that are often left uncovered within mainstream media, fulfilling the readers creative and intellectual needs.
photographer • silvana trevale
model • eleanor neish-melling styling • paige denny
photographer • silvana trevale
a:genda
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model • eleanor neish-melling
A:GENDA MAGAZINE
Within the group project, I acted as the production editor for a:genda, focusing on the organisational elements of the magazine. This involved preparing components for the photoshoots, such as securing and booking models. I collated visual and written content for an artist feature within the magazine in addition to conducting and working on interviews. Prior to the printing of the magazine, I proofread and edited all written content, including my own features.
instyle • june 2016
accessories press intern
Alexander McQueen
editorial intern
Jimmy Choo
fashion intern
harper’s bazaar • october 2016
InStyle
fashion intern
Harper’s Bazaar
13
INDUSTRY EXPERIENCE
Through a range of internships within the luxury fashion sector, I have gained industry knowledge and experience. I developed a multitude of skills working within PR for Alexander McQueen and Jimmy Choo, as I collated global and national coverage and maintained the product samples for editorials and VIPs. I have assisted industry events, including the Jimmy Choo press day and Alexander McQueen sample sale and I have been appointed a multiple of independent projects, such as compiling reports for senior figures within the company at Jimmy Choo. I have proven to successfully work under pressure throughout each internship and I have assisted four photo shoots during my time at Harper’s Bazaar and InStyle magazine.
WWD February 2016
15
INDUSTRY EXPERIENCE
During my internship at Jimmy Choo, I worked on multiple independent projects, on of which included research for a feature in WWD magazine. I provided a document detailing information on Jimmy Choo’s shoes over the years and the celebrities that have worn them. In addition, other projects focused around social media, particularly Instagram and actively seeking out coverage for the brand.
17
TREND
Cosmic Encounter Cosmic Encounter was created and developed following the creation an in-depth cartogram that explored a new space trend, including key innovators, drivers and futures. I then developed the trend further to provide guidance, innovative concepts and inspiration for MAC Cosmetics. Utilising the influences of space in an alternative direction, Cosmic Encounter focused on the shapes and light created within outer space. The trend embraced a new take on metallics and futuristic colours. Ideas associated with ‘futuristic’ and ‘space’ in terms of cosmetics were altered through Cosmic Encounter, as it provided a new perspective on outer space.
L I Z Z I E O R W I N lo)