Having finished my degree, my objective is to build a career using all aspects of the multi-faceted course, Creative Direction for Fashion. I feel I am particularly strong in areas of Branding, Digital Marketing, Photography and Film, Art Direction, and Concept Development.
Starting as an educator at Lululemon Ahletica has given me a greater understanding of the luxury sportswear market. It has allowed me to grow in confidence, whilst educating guests on high-quality products that are specific to the sport in which they are partaking. I have learnt about the fit of garments and fabrics made specifically for the brand, whilst gaining a greater knowledge of sportswear in general. I feel that this job has given me an idea about the future direction of my career, learning about luxury sportswear first hand on the shop floor and listening to guests describe the impact it can have on them as an athlete or simply in everyday life. The sports specific clothing allows for our guests to excel in whatever sport they choose. I feel truly passionate about the brand, which allows me to educate our guests to the best of my ability.
Working with Collectivity Events has allowed me to gain first-hand experience with high profile events and demanding clients. The events have varied significantly from sports events held at Twickenham to the Royal Animal Ball in Mayfair. The atmosphere is always fun and exciting, allowing us to feel at ease with the clients and their guests.
I carried out a placement as a fashion intern, helping in the stock room, sending products out to certain events, magazines and other PR companies as well as collecting products and checking up on returns. I also helped in Exposure Edit looking at press coverage in certain newspapers and magazines.
During my time at Cashmere and Cotton, I was able to understand and learn more about a small fashion retail business in its entirety. Due to the scale of the company and the help required, I was able to explore all aspects of the business, understanding customer service, sales, promotions and overall marketing for the brand. Whilst undergoing the internship, I took responsibility for the planning, styling and art direction of the company’s Autumn/Winter 2016 campaign, both for print and online. This was a great challenge and a lot of pressure, but I was given complete freedom to explore ideas and execute the final outcomes. I organised numerous shoots both in the studio and on set, negotiating props and booking models. Finally I was asked to put together the brochure that will be sent to clients. The overall experience that I gained from this internship was invaluable and I hope to carry out projects like this in the future.
Whilst working at Bright Light I experienced the workings of a company operating with many different brands. In addition, I developed the ability to design press releases with a specific focus on layout, colour and content. I also carried out research into the brand, Lycra, which was a prospective client, culminating in the preparation of a briefing document for all heads of department. I believe that the research skills I developed throughout my foundation year helped me enormously. Finally, I learnt the ways in which a press event should be planned and executed, helping not only with invitations but also in researching suitable venues.
At Ashley Wilde I worked with the design teams researching moods, colours and fabrics to design bed- ding for their Elizabeth Hurley range.
During my time at Umbro I looked into design and merchandising, doing market research for the particu- lar brand and redesigning a collection within a week. Whilst at Umbro I looked into the layout of retail stores and the placement of product to understand the importance of location, using certain software to create digital mock-ups of the product designs. At the end of my time at Umbro I had to present my findings and my final collection to the heads of the departments with whom I had been working.
During my degree, I focused on how creative direction is used to communicate messages. I researched the ways in which the strategic use of communication design can attract and engage audiences whilst ensuring the intended message is clear and compelling. The experimental nature of the course allowed me to design for numerous platforms, whilst engaging with topics of social and cultural trends, globalisation and emerging digital technologies within fashion communication. During my final year, I specialised in a 360 degree campaign development for the brand Lululemon. This allowed me to focus on brand strategy, target audiences and appropriate communication channels for my brand-specific design.
During my time on the course, I deepened and developed specialist knowledge within Fashion Promotion. I collaborated with staff and students from other disciplines to produce a variety of different projects that were both experimental and thought-provoking. I integrated research, ideas and methods to negotiate successful practical outcomes. This was a crucial part of my development as a creative and led me to pursue a degree within the school of communication at London College of Fashion.
A - LEVELS Information Computer Technology (ICT) A* Art A Spanish B Mathematics B GCSES English Literature B Physics A English Language B Spanish A Maths A PE A Biology A Art A* Chemistry A ICT A*