The Fashion Society

Charlotte+Pasquier+Mood+Board

Charlotte Pasquier Mood Board

Freya Hansen, Design Team Editor

What the course includes

This year, Marymount has opened new doors for the creativity at school by introducing the Fashion Society. With the growing creativity in school, having this opportunity to work with experienced fashionistas including the lecture director, Lucy London and the Dean , Melanie Davis, participants are able to get a deep understanding of all aspects of the fashion industry. We have been looking a the economic, social and cultural factors effecting the industry as well as have been lucky enough to watch lectures by photographers, stylists, art directors, buyers, business owners and so much more, all giving us a really personal insight into what  the industry entails. Some of the recent speakers have included Sam Morray on patterns, Karen Millen on fashion business, Bay Garnett, who recently orchestrated an Oxfam shop in Selfridges to promote thrifting  and last week Lyne Franks who talked to us about sustainability in the fashion industry

As a participant, I can say the areas we have covered so far have been so varied, therefore making it so that everyone will appeal to at least one part of the fashion industry and can see what they like or don’t like about it. We have covered and continue to re-visit the supply chain and exploring the different roles within the fashion industry such as buyers, designers, fashion forecasters, merchandisers, technologists, managers, PR, fashion photographers, stylists and journalists and retail managers etc.

 

A brief insight into the course

We have also extended our knowledge further by looking at trends and target audiences. For this session we explored how Topshop would represent their clothes to their age ranges in a shop window. Let’s say Topshop had an age range of 11-18, 18-30, 30+, it would have to be considered how much of the window would need to represent a certain age. Therefore, in order to work out how the window display would appeal to as many customers as possible, whilst also preventing customers from thinking the clothes are ‘too childish’ or ‘too grown up’ (mistaking the audience), we had to think analytically. After discussing in the zoom meeting, the conclusion was that older girls wanted to look younger and younger girls wanted to look older, therefore the age range of 18-30 years old would be represented the most in the window display, hence appealing to more customers. When looking at customer profiles, we also learnt the role of a trend forecaster and how they analyse your shopping bags to see where you have been shopping and collect data to build their brand and make it appeal to you. So remember, next time you go shopping, buy from nice brands so more brands will appeal to you 🙂

Another interesting aspect of the course was the psychology behind the patterns and colours on clothes and the role of a trend forecaster. During a recession, global and social spending habits were researched, and it was found that people were struggling to spend spare money on clothes. After analysing the history of these kinds of events for example the 50s after the war, fun clothes were brought out to make up for the time lost due to the war. Therefore, during this recession, brands brought out short waves of 80s inspired clothes that had bright colours and patterns. People unconsciously brought these bright coloured fun clothes as it up-lifted them and reminded them of the 80s. Especially with COVID, think about the clothes now and when you go online shopping next, how the choice of style and colour may be unconsciously influencing you.

We also are asked to carry out tasks each week at home which we all take on with great enthusiasm and with different approaches. As seen (wherever they will be placed on the website) are some examples of the fashion society’s work.

We are really excited to build our portfolios, continue to deepen our knowledge and we will keep you updated with new fashion talk!

Quotes:

“A very good learning experience if you’re interested in working in the fashion industry later on.” – Charlotte Pasquier

“The fashion society has shown me different roles and perspectives within the fashion industry” – Simisola Orotope-Paul

For the session focusing on sustainability, we looked into what made a brand sustainable and brands, for example of PUMA who are constantly working on improving their contribution towards the environment in their supply chain. In response to looking into how PUMA was being sustainable, we were asked to choose two brands we buy from to see how they contribute to sustainability. This task therefore would allow us to allowed us to see if we are contributing to sustainability through our purchases within the brand.

 

For the session focusing on print, we looked into different types of pattern and compositions and how different brands include pattern in their products. We also looked at the Japanese artist Yayoi Kusama and British print textiles designer Zandra Rhodes for an insight into the industry and for some inspiration . Our task for this lesson was to experiment and research more into print in order to create our own patterns.

The visual merchandising session focused on how a visual merchandiser of the marketing team portrays concepts within the store. We learnt that this role took into account trend, aesthetic, concept, product (aspects we have covered in other sessions), in order to visually convey the brand along with an idea. For this task, we were asked to create a visual merchandising mood board so we could see the different styles and approaches brands take to convey themselves.