An Industry File compiled by Chante Johnson
KNOW
IN
THE
CONTENTS
INFLUENCERS
AGENCIES
DESIGNERS
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WRITERS
MAGAZINES
FASHION SHOWS
FASHION ONLINE
FASHION LOCAL
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INFLUENCERS
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GERALDINE W H A R R Y IMAGE: https://www.geraldinewharry.com/
IMAGE: PINTEREST.COM
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Geraldine wharry is a well known
trend forecaster, starting by studying in paris where she lived at the time. She started her career with a strreetwear brand named Triple 5 Soul as a designer which lead her to travel to various places in the world to develop and manage the womanswear collection. After a few years she then re-located to Los Angeles where she worked for Ripcurl and 7 For All Mankind. In 2010 she began her career at WGSN , three years later due to her amazingly accurate predictions she started
up her own consultancy. Her studio/ atelier is now based it Kensal Rise which she uses to research trends and design limitied concept collections.
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LEANDRA MEDINE Leandra started blogging in 2009 with a blog called ‘boogers and bagels” she had a range of content from fashion to humor and personal storys. She started another blog with the name “man repeller” in 2010 which was more of a transition that a direct re-branding of her blog. Which became a huge success when The Refinery29 featured one of her posts on there
already viral blog which prepelled her further into the public eye. From looking at her social media Leandra’s social media following is more than 359k on instagram and 8,000 twitter
followers. I have come across her before as she featured on a vogue youtube series and was interviewed by Alexa Chung. This also leads me
to believe she has a lot of recognition. She posts
almost everyday on instagram with lifestyle based content not professional although she is not verified. The reason I am interested i her
is because i love her business and what she has created. Man repeller is a fun, light hearted brand and they get involved in things that i am insterested in such as rights for women.
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IMAGE: MANREPELLER.COM
A
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ALEXA CHUNG Alexa chung starting out as a Model scouted by London based agency Storm Model Managment. She has since branched out her career and
has become an established influencer, taking on roles in presenting, journalism, designing, styling and her biggest role as contributing editor at British Vogue. She to this day regularly models for high end fashion magazines such as vogue, Harper’s Bazaar and elle magazine. What
I have enjoyed and experienced of her work is her work on British Vogues Youtube channel which she featured in a etremely popular series Furture of Fashion , On this three part serise every episode featured a different area and job role in the fashion industry. the episodes are How
to get into Fashion Journalism, How to become a Creative Director, How to get a job at Vogue. For aspiring Fashion professionals like myself this was the dream insight you can only hope to gain when getting into the industry through internships, jobs or lectures. If you should be so lucky. The reason I also kind of admire Alexa Chung is the relaxed and personable feel she has when conducting interviews and the way she comes across on her social media. I would one day love to have the oppitunity to talk to her and get a real feel for what her perspective on the industry is.
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IMAGE: PINTEREST.COM
CURLTURE UK 12
IMAGE: PINTEREST.COM
Curlture UK is two girls that have come together in the uprise of the natural hair trend. Posting turtorials, Routines
and ideas for people who are new to growing out or having there natural hair as a daily style instead of the instalment of fake hair which is what
most black girls are used to doing. They also try out various products and review them on there website and on youtube. They founded themselves as Curlture in March 2015 and have grown a large following ever since, currently they have a following of 39k followers
and growing. their bio reading “Jay & Tri embracing our culture and our natural hair�. I am looking to get in touch with them and conduct a possible interview as to who they are and why they do
what they do and what they hope to accomplish in the future with the
audience that they have now aquired.
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IVAN BART PRESIDENT OF IMG MODELS 14
IMAGE: IMGMODELS.COM
I first became aware of Bart when watching a panel interview including him, a transgender model and a model of colour. He was there to represent his company and the fact that they strive to be a fair and diverse agency. Its not so much that
im interested in him as such but i am interested in who in the industry is acknowledging and actively trying to make a difference and improve on where the indusrty is lacking. I think its valuable to know who those people are and as they are such a huge company they have alot of influence and reach.
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AGENCIES
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BRIGHT LIGHT PR
Bright Light PR was established in 2005 managed by Paige Mengers and is a top PR agency based in West London; Working with high street retailers physical stores and online. The services they offer are media relations, strategy, devising campaigns, digital PR and organising events. They pride themselves on staying
uptodate with market trends and staying in the know with the industry inorder to develop the best results for their clients also so they are able to reccomend the best collaborations and partnerships. They have worked with people and brands such as Lucie Campbell, Tatty Devine, Nottingham Trent University and Second Female.
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IMAGE: HIDDENAGENCY.COM
HIDDEN
AGENCY
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IMAGE: HIDDENAGENCY.COM
A quote from their website ‘Hidden is a full service agency”, They are a 360º creative agency, they have experience in doing photography, design, film, magazine and advertising. The types
of work that they have done varies from doing
the photography for magazine covers for huge brands. The reason I am interested in hidden agency is because not only do they have high level clients, the general style of there work is not overly commercial.
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EXPOSURE LONDON A FASHION PR AGENCY
Eposure is an independent communications agency, founded in 1993. based in London, Newyork and Tokyo. A quote from its website “Built on the power of networking” , There website also speaks on how they make brands culturally relevant by providing 360º campaigns. The most recent campaign that they have done which takes direct interest to me is their nike campaing with FKa twigs, Already being a listener to her music. She although isnt that involved in pop culture she
is well known by people who are interested in alturnative culture, people who read magazines such as Dazed and Confused which she has graced the covers of. These type of campaigns are ones that I can see myself working on. Ones that although may promote a commercial brand contain an element of art. Whilst I was looking on their website there was a section that included how they happily accept interns. I will be applying for one of these positions. Although im was not before interested in PR creating a campaign of my own has peaked my interest into how I could possibly be involved in making a campaign.
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IMAGE: NIKE AND FKA TWIGS CAMPAIGN PHOTOGRAPHED BY DAVID UZOCHUKWU
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COFFIN ON CAKE LONDON A MULTI-SERVICE COMMUNICATIONS AGENCY
Coffin on Cake is a multi-service communication that work through Fashion, sport and lifestyle markets. They create engaging campaigns to improve brand growth and digital development. They create campaigns, content and assets tailored to the needs of not only the brand but the needs of the brands consumers in order to “educate� the consumers. They help brand develop through creative shoots, organize collaborations and help with influencer engagement. They help brands extend reach and virality through comming up with multi-channel strategies. I think in order to be a successful Fashion Communicator you need to be knowledgable on who the major PR companies are they reason im interested in coffin on cake is becasue they are a brand that is thoughrough and stylish. there website comes across as highliy proffessional and they have a well established client list which i think shows that they know what they are doing.
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IMAGE: PINTEREST.COM
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DESIGNERS
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JEREMY SCOTT
IMAGE: NEUEWAVE.COM
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DESIGNER AND CREATIVE DIRECTOR OF MOSCHINO Jeremy scott is a well established designer and has been at the
I have always been a huge fan of him and the work he has done for
known for his vibrant, excentric design themes such as his Barbie collection, He has also immersed himself into pop culture known to dress and socialise with Artists and celebrities such as Katy Perry, Rhianna and lady gaga.
ideas. Although his work may not be to popular taste he definatly stands out from the crowd and brings a sense of fun that I think can be forgotten with highend fashion brands. He has always been someone that I would love to meet and or work with. To possibly
head of the brand Moschino for the past three years. He is well
the brand he seems to always take it to the next level with his creative
work on a shoot or campaign with him in my career would be an amazing.
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O
L
I
V
R O U S T Olivier Rousing graduated in 2003 and started his career as a designer
for Roberto Cavalli where he worked his way up to becomming creative director. Staring in that role for a few years he moved to Balmain in 2009 and closely worked with there
former creative director Christophe Decarnin and in 2011 took over his role and to the present has remained their creative director. He has since taken the brand into the digital
reveloution, famously known for not only using huge social media and pop culture icons in his collections but partying with them and having such a close and genuine
relationship
with
them.
IMAGE: PINTEREST.COM
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V
Photo: Olivier Rousteing, Creative Director of Balmian
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E
R
T E I N G
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ALEXANDER
IMAGE: COSMOPOLITAN.DE
WANG
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Alexander Wang is a designer based in American and the former Creative Director of Balenciaga. Moving to New York at Nineteen he has since became very accomplished. Lanching his own fashion label which started out as a predominantly knitwear brand. He has since expanded his brand in all elements of retail fashion. In 2012 he became the Creative Director for Balenciaga and had since left in 2014, there he oversaw the mens and
womens
wear
collections.
His style of work is often very simple but heaily geometric, styles including alot of sharp, thick lines. Ive always liked his work because on the oposite side to artists like
Jeremy Scott although he doesnt use as much colour his work always stands out with his attention to detail and effortless chic style.
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WRITERS
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MARTIN RAYMOND
IMAGE: PINTEREST.COM OF MARTIN RAYMOND
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Martyn raymond is the co-founder of The Future Laboratory and is the editor-in-cheif of Viewpoint magazine and L,S:N Global. He Wrote books such as The Trend Forcaster’s Handbook and other uncluding The Tomorow People: Future consumers and how to read them today. I more find
his
work
interesting
rather
than him personally. As I want to at least experiment and get interships working with Trend forecasting I think that reading his books will add
the knowledge that I need to gain experience to be able to get into this feild.
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MAGAZINES
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IMAGE: HIDDENAGENCY.COM
NOTION MAGAZINE
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IMAGE: HIDDENAGENCY.COM
Notion magazine is an Independant UK music magazine, its content includes culture, arts music and Fashion. The style of there magazine and content is very urban and undergroud. Music and Musicians/ Artists being the majority of the content, this magazine trys to show artists who are well known in pop culture in a more intimate lighting. It shows them through the eyes of fashion, art ect. For me the style of magazine I am drawn to is the type that is more creative and alternative. Magazines such as Vogue and Harper’s Bazaar I dont find appealing or compelled to read. Thinking towards my future career and the places I would like to work, Notion magazine is a Brand I can see myself working for.
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IMAGE: PINTEREST.COM
DAZED AND CONFUSED INFLUENCIAL FASHION AND CULTURE MAGAZINE Created in 1991 by Jefferson Hack and Rankin Dazed and Confused was launched as an alturnative style and culture magazine. The magazine now considers themselves a movement publishing Dazed Media, which is a newer extension of the brand. What I admire most about Dazed and Confused is the Art and Culture content that they publish, speaking on issues such as mental health, sex in the media and other movements which are things that i directly take interest to. Aswell as commercial fashion
news, i think it is important for established media shouls use there platforms to speak on these issues. Again I want to be looking for like minded brands when im looking for brands to work with in the future. Somewhere were i can be my most engaged and contribute.
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GARAGE M A G A BI-ANNUAL CONTEMPARY PUBLICATION Launched in 2011 the spirit of the magazine is from a the Garage Museum of Contemporary Art in moscow which was founded in 2008. Although the magazine hasnt been around that long it has featured work from some of the worlds most established artists, designers and creatives. Such as Beyonce, Nick knight and Marc jaccobs. Like ID and Dazed and confused this is an magazines has an alturnative style. Although it differenciates itself by invloving technology amoungst the magazine. I have purchased a couple of their issues and the one I found to be the most creative and interesting was the
issue in which they collaborated with marvel. In the issue they had styled the models to reflect some well known characters. Aswell as that if you download the app and hover the camera over the top of the images, you gain access to extra content and moving imagery. The section
of that issue that feautured beyonce could only be read through the app which is a great way to get people to download it. More drivern towards
art the imagery in this magazine I always found to be in exceptional taste and career wise I think it would be a great oppitunity to be able to work with some of their stylists and photographers.
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IMAGE: CARLADELEVENGE.COM.BR
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E L L E BEST SELLING INTERNATIONAL MAGAZINE ELLE magazine is a well established, high end and some what commercial magazine, it has over 40 print editions internationally and over 30 websites. Launched in 1985, British ELLE is currently editied by Lorraine Candy and is known for having only the most renowned celebrities grace its covers and in house team. Calling themselves ELLE 360ยบ for being the only magazine with a fully intergrated editorial team that work accross all there platforms this is print as well as digital. ELLE is not a magazine that I would class as a go to for me this is because i cant appreaciate the style of commercial magazines. The mainstream editorial style doesnt appeal to me, amoungst the gossip magazines, ELLE and others similar dont jump out at me with there over cluttered covers. In my own opinion I think the days of magazines writing snappy headlines to grab readers attentions are over. I think that striking imagery will take the throne and slowely but surly magazines will declutter there covers. What does appeal to me about the magazine is the Online content. Not only do they feature the mainstream
and pop culture news they also much more opinionated than other high end magazines care to be. As an example publishing two articles that speak on conflicting sides of an arguement. Publishing articles on international news such as the likes of Donald Trump. This leads me to think that although all the
content may not interest me there could be a place for me at ELLE.com
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IMAGE: PINTEREST.COM
“CONSTANTLY REVIVING ITSELF�- ID ID magazine has to be one of my favorite magazine, although I have only recently got into the habit of physically buying the magazine, I have always been a fan of the Online content. Beginning as a fanzine in the 1980’s publishing content about street/ punk style of the time. ID has earned itself the right to be able to call itself an original source of publishing alternative style. Although not as grungy and rough as it used to be trading in their pages for something a little more glossy,
Speaking on things such as the womens march, LGBT rights and designers creating collections with powerful and meaningful messages. The magazine as a whole i still enjoy its content features everything Im interested in but this particular section I find speaks to me the most. Although when I think about myself and what I can and cant do, I have never considered myself to be a writer. I think
the same urban, underdog, up and coming style. I draw most of my inspirations and admirations in ID from there
my capability and the way i can communicate. In conclusion if I
the magazine has maintained
it is something I will have to consider further and think about more deeply in terms of
content
ever where to become a writer, ID Think Pieces would be the goal.
second
known
as
Think Pieces. Although I may sound like a broken record I cant help what im drawn too, Think Pieces is the content that talks on where fashion crosses over into the political and controversial.
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IMAGE: PINTEREST.COM MODEL: FKA TWIGS
ID MAGAZINE
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NYLON MAGA ZINE NYLON is an American multimedia magazine, its content includes, culture, pop culture, art, music fashion, technology and Travel. cofounded in 1999, the magazine is very established and is a internationally published mag featuring in five Asian markets. Although I havent myself brought a paper copy of the magazine I am very fond of their online content. An examaple of the type of work that thye have done that interested me was their involvement in Black History Month 2016. Everyday for 28 days the magazine released a serise called “Black Girl Power.. The Future is Bright�, It involved them releasing various storiess, interviews
and
poems
about
various black men and women. Thinking about traveling abroad to do work experience, Magazines
such as NYLON would be the ones i would be most drawn to. As I have said before the style and content appeals to me alot more than the content of commercial less urban magazines. based in LA if i am to apply for interships abroad this magazine
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IMAGE: NYLON MAGAZINE PHOTOGRAPHED BY AMANDA JASNOWSKI
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P A P E R
IMAGE: PAPER MAGAZINE PINTEREST.COM
MAGAZINE 52
Paper
magazine
is
a
New
York based magazine, content focusing mainly on fashion nightlife, music, art, film and pop culture; With many celebrities gracing the cover
such as Kim Kardashian, Prince and Nicki Minaj. It was founded in 1984 by Kim Hastreiter and David Hershkovits, its productions took place in the offices of The New York Times. It has most recently made a huge news with its ‘Break The Internet� issue that feautured Kim Kardashian in which she was interviewed by Amanda Fortini and photographed by Jean-Paul Goude . The shoot was a re-creation of a book from 1982, it feautured Kim fully nude. Which of course got the attention and various reactions of people all over the world. The alternative style of this magazine as well as its links to pop culture is what i find interesting about it. Being able to create quirky
and unique photoshoots is what i think would be the most interesting about this.
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IMAGE: ANOTHER MAGAZINE PINTEREST.COM
ANOT Another Magazine launched in 2001, its content varies from high fashion to photography to politics and litterature.
Published twice a year, the magazine has a reputation
for not only maining a highly tasteful style but bringing that together with the Bizaar and quirky. Its describes itself as one of the most recognised
biannual fashion magazine in the world. Based in the UK I would love to be able to get my naked eye and really get hands on in a photoshoot with this
magazine. The level of style and beauty whilst maintaining its originality and authenticity.
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THER “AnOthermag.com, AnOther Magazine and Another Man are part of the independent publishing company Dazed Group, alongside Dazed and DazedDigital.com� - ANOTHER 55
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FASHION SHOWS
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VICTORIA’S S E C R E T Victoria’s Secret is an Amercian brand specialising in selling premium lingerie although also selling womanswear, sports wear and beauty products. It is one of the largest American lingerie retailers and is owned by L Brands. Victora Secret is not only known for its tasteful lingerie, Victoria Secret is also known for its spectacular annual fashion shows, starting
I am hugely interested in this brand mainly because to organise their annual victoria secret show has always been a dream of mine. An event where people in the thousands attend and a budget of up to 12 million. Working on a campaign for this brand would also be something that I would be interested in doing.
in 1995 the shows are now a widely anticipated event in which all high profile fashion and pop culture people attend.
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IMAGE: KARLASCLOSET.BLOGSPOT.COM
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THE BIG FOUR
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FASHION WEEK
IMAGE: ALISONPEEBLES.COM
NEW YORK | LONDON | MILAN | PARIS
Fashion week is where in what is known it just isnt enough. With bloggers and as the four fashion capitals of the work influencers now also taking front seats at each host a week long fashion show, this the prestigeous events, I think now more
is where the most prestigeous fashion than ever it is hardest to get involved. I brands and houses display there latest am struggling to find websites where you
collections, for buyers and the media. I can directly apply for a position to work in think it is every fashion students dream to London fashion week or any of the fashion ether have worked feature in a fashion week weeks for that matter. However I am still show or just working the event. I am amoung persistent and am still going to try my best
those young people. Now with the power to hopefully get a position for the up and of instagram although we are closer to the comming fashion week this fall. runway than ever before
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FASHION ONLINE
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BUSINESS OF FASHION A RELIABLE SOURCE FOR FASHION CREATIVES
Business of fashion is a great source for fashion news, their weekly digest emails is what keeps me up to date with current fashion news. Created Imran Amed, a business fashion advisor, writer and
digital
entrepreneur. Business of fashion are known to cover everything todo with fashion from big news such as Raf Simmons leaving Dior to the more business news such as how black friday affects retail buisnesses. Career wise i dont think business of fashion has anything to offer me in terms of a job. However
it is just a good source to note for gaining industry intellegence, job oppitunities in other companies.
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IMAGE: ANOTHERMAGAZINE PINTEREST.COM
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W
G
S
A TREND FORCASTING SERVICE
N
WSGN is an online service that offers insight into market and consumer behaviour. I have used WGSN alot in my current project and have fallen in love with the way that they write there reports. The way they communicate through
not only the text but the powerful imagery. I also
found when reading through the reports that I felt everything in them was knowledge that I already had. Reading about the new age of what it means to be masculine is something that I see infront of my eyes daily. This gives me an
affirmation that I really think Trend forecasting is something I can sink my teeth into and excel at. I am going into be looking to send my cv to WGSN and also to any other trend forcasting agencies that i can get in contact with.
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IMAGE: PINTEREST.COM
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IMAGE: PINTEREST.COM
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“WE PROD, WE QUESTION, WE INSPIRE, WE UNLOCK, WE GIVE THE KEYS� - Trend Atelier Trend atelier is an online forcasting service owned by Geraldine Wharry, They offer foresight based on visual reports, research and analysis. Again im interested in her as a woman because all that she has done in the feild and how sucessul she has been and i think to be
able to get a piece of that would be to work at Trend Atelier, I will be sending them my CV and hopefull will be able to get some work experience their. They are based in London and I am willing to make the trip
down their to get a follow up after sending them my CV.
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FASHION LOCAL
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NOR-FOLK
IMAGE: NOR-FOLK.COM
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Nor-folk is a norwich based brand. Started up by a young couple. The story goes the graphic designer duo, that is husband and wife, together began to document their life and their adventures with the both of them and with there son on Instagram. After getting alot of attraction and traffic across their page they then started to create a business out of the minimalistic design asthetic they had created on their account. With booming success they now have a proffessional website where they sell a variety of products. What I love about this brand is from having a lecture given by them, is the dedication to authenticity and yes they now go by a certain asthetic. They find that
they dont have to put an overbaring amount of effort into creating the content and although considered it is mainly effortless and merely more documentation of their lives.
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NORWICH FASHION WEEK THE EVENT AND MY EXPERIENCE Norwich Fashion week was launched in 2010 with the purpose of promoting and celebrating the vibrant fashion scene in its city. They bring together the most established independent brands as well as local retail brands. Not only including local professionals they include the local student community as well such as myself. I had the privilege of working in the norwich fashion week of 2016, As the hair show assistant co-ordinator. Starting
the day off slowely the closer showtime got the more there seemed to be todo, organising models, clothing
and looking after guests i thouroughly enjoyed the event and I hope to be able to work on similar events in the future. This small bit of experience I think has played massively, into what i can now affirm are my strengths and weeknesses.
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IMAGE: NORWICHFASHIONINSTAGRAM
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Chante Johnson
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