Elle Shoel

- Act as the core of the ‘creative hub’ of the business, where new, fresh, game-changing ideas are generated. - Create VISION for House of Fraser: individual brand concept, product, collaborations, campaigns, brand alignment, social media. Achieved through knowledge and constant assessment of current zeitgeist, commerciality, travel and creativity. - Utilize culture to influence decisions across all departments. - To CHALLENGE ideas with innovative new perspectives. - To bring INSPIRATION and CREATIVITY to HOF in a format easily translatable across departments, presenting to directors, stores and teams. - Formulate and express to teams an overarching concept or concepts for a certain collection and the label as a whole.

Commissioned by Brighton band Blood Red Shoes to design the typography for their album artwork - 'Get Tragic'. Worked with the band to hand draw and digitally manipulate the type to be in the Miami-sign style they desired. The type is used across their cassette, CD, vinyl, deluxe vinyl, website, social, badges and jackets.

- Responsible for designing prints for all menswear & childrenswear private label brands, including: casual, formal, swim, girls, boys. - Designing prints for all product types, including: wovens (tops), jersey, tailoring, swim, wovens (bottoms). - Developing individual handwriting for my brands, working with designers & to briefs to create exciting, commercial product. - Researching and developing print trends in line with topline trends & presenting to directors. Also contributing to topline trend research. - Colour research and forecasting. - Creating print specifications and briefing both international & local suppliers. Attending supplier meetings. - Extensive hand drawing, painting and mark making to create unique prints. - Advanced work in Photoshop to create interesting effects and/or repeat prints. - Colour separation for screen printing.

Designing and coding the online magazine website using HTML, CSS & JS; managing, curating and creating content & content ideas, dealing with submissions and commissions, organising interviews and editorials, managing social media & email accounts

Writing a fortnightly Culture column for XXY magazine, covering different issues with each brief and pitching individual ideas in response to a proposal.

- Creating a commercial product from scratch, following a critical path. Understanding the full product journey through use of my practical creative skills. - Market awareness training; including trend forecasting, press releases, website design & coding, costing a collection & retail mark ups, detailed analysis of both brands and trends. - Gained high grades for my presentations, both individually and as a group. Feedback was that I am skilled in “immersing [the viewer] into the collection”. - Created a disseration entitled “What is the future for printed fashion fabrics?”

A Levels

Completed a course at the Fashion & Textile Museum in Adobe Illustrator for Fashion