FASHION COMMUNICATION~ & promotion portfolio
JESSICA_May_RUDDLESDIN
JESSICA_May_RUDDLESDIN
CONTENTS Page
PROFILEJR
04 FINAL MAJOR Project
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CV JR
MAGAZINE Production BRANDING Project
05 TREND Forecasting
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07 TYPOGRAPHY Design
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14 INDUSTRY Work
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Profile
JESSICA_May_RUDDLESDIN As an extremely enthused Fashion Communication and Promotion student, my course and industry experience has allowed me to gain an insight into the highly pressured world of fashion and has given me the opportunity to understand how attention to detail and preparation transfer into successful performance.
Jessica May Ruddlesdin 07900256792 Jessica.ruddlesdin@hotmail.co.uk Skill set Marketing/ PR/ Styling Creative direction/ Visual Merchandising/ Creative Writing/ Social Media/ Layout and Design
During the development of a project I able to logically develop ideas and strive against doing the obvious, I have always produced projects to given deadlines with constant enthusiasm and self-motivation. My portfolio illustrates my growing skill set and adaptable approach to different briefs and details the development of an array of group and individual projects that show my true creative flare. I am highly committed and eager to embark on a career that tests my imagination, builds my experience and adds to my knowledge about the fashion industry.
‘A professional individual who has an amazing instinct which drives unique ideas and produces visually pleasing work’ – director at Pink Cadillac
CV
‘ An expert in styling who is extremely hardworking and just a pleasure to work with. Her distinctive ideas and commitment to her role were second to none’ – Emily green photography.
EDUCATION The University of Huddersfield 2012-2015 BA (hons) Fashion Communication and Promotion (current) Expected 2:1 Barnsley Collage 2010-2012 Fashion and Clothing Extended Diploma Edexcel Level 3 Distinction
The Dearne Advanced Learning Centre 2004-2009 12 GCSE’S A-C
References Charlotte Goldthorpe (Tutor) C.M.golthorpe@hud.ac.uk Vicki Blackburn (River island Ladies Product) 07816776804 Claire Burton (Director at Pink Cadillac) 07796797858
ACHIEVEMENTS Design award 1st position in ASOS student garment design and promotional campaign competition. Aspire magazine: Creative director of a no-budget niche fashion magazine. Barnsley Hospice: Contributed towards planning a charity fashion show on the behalf of Barnsley Hospice Charity organisation.
EXPERIENCE SALES ASSISTANT River Island - Level 2 2012-2015 (Current) Sales and Service Communication Leadership Visual Merchandising Styling DIGITAL ASSISTANT Pink Cadillac Boutique 2014 (Internship) Social Media Blogging on Instragram account Styling shoots Creating promotional imagery STYLING WORK Hannah Mitchell Clothing (Editorial) Pink Cadillac Boutique (Editorial) Hannah Elizabeth Label (Editorial) Benita Cimili Designs (Look book) ECCOMERCE ASSISTANT Little Black Dress.com 2015 ( Summer Internship) Styling Website Journalist Editorial planning/assisting Social media Product descriptions
UNIVERSITY Projects
MAGAZINE Production Group project: To research, design, compile and print an original magazine that will fill a gap in the market. Skills: Pitching and presenting Magazine editorial content – visual and written Magazine production process Magazine design and formats Project management and scheduling The brief was to create a niche magazine that filled a gap in the current market. four group members had a 6 week timescale to develop a concept, pitch an idea to a panel and create a physical publication including original editorial content, written features and advertisements. This module helped develop my understanding of the magazine industry in terms of context and market, it provided an understanding of the roles and responsibilities required within a magazine editorial team. A great understanding of project management, time management and scheduling was took from this project; Working to a short deadline enabled me to further my teamwork skills and develop knowledge of the magazine production process from concept to printing. Concept My team and I developed the concept of a bi-monthly UK magazine which aims to show the independence and unique style of creative individuals. Aspire aims to find, showcase and elevate fresh talent who have a chance to impact the fashion industry . Aspire’s inner content specifically focuses on the up and coming, it gives its readers something new every time focussing on originality and innovation. Role: Creative Director I was given the role as the magazines ‘Creative Director’ due to the Belbin role identifying my abilities and creative skills as a shaper, former and finisher; I had the key role of designing the magazine, editing editorials and creating an effective front cover and several advertisements. I also had the responsibility of sourcing garments, artwork and designers who I could write about; I wrote three features, two designer features and one artist review. Other members in the group were given the roles of the editor in chief, resource investigator and features editor.
SEE Here:
http://issuu.com/jessicaruddlesdin/docs/aspire_magazine_pdf_without_foil.
Mood board As the creative director I had the key role of designing Aspire’s collection of pages. Communication was key with this responsibility as it was important that I produced drafts and communicated ideas that would later enable me to act upon the feedback that the group suggested. To truly reflect the creative concept of Aspire; I used a mood board that detailed initial ideas to inspire each design, each page features fonts and colour pallets that tell a story and reflect the core brand values of feminine, innovative and original. Sometimes the imagery that a creative provided us with didn't suit the magazine theme (pastel tones, feminine touches) when this happened I would edit the visuals using artistic effects and alternative colours and contrasts with the creatives permission.
BLOGGERS
QUOTE PAGES
TYPOGRAPHY
UNIQUE
ARTISTS
PASTEL TONES
ILLUSTRATORS
DESIGNERS
CREATIVE LAYOUTS AND FONTS
TRENDS
FEMININE
PHOTOGRAPHERS
PATTERNS
;LITTLE WHITE SPACE
SHAPES
Designer feature Reece Curtis Walwyn
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The new girl Fashion comes natural to our second independent designer, Reece Curtis-Walwyn. Her ambitious experiences within the industry alongside a collection to die for, makes Reece number 09 of our up and comings A true icon to be.
Through using her visionary mind frame to succeed in the fashion trade, Reece has gone on to peruse work experience within the fashion industry resulting in her winning awards such as ‘Young Designer To Watch’ and ‘The Own Label Graduate Fashion Competition’. These awards have allowed Reece to progress in her career to then feature in newspapers such as The Daily Express and The Debut Magazine.
Her current A/W collection ‘Venter Deform’ draws inspiration from the British two pound coin. How original does this designer get? Her collection resembles a sense of authority by using an arrangement of structured and minimal garments which embrace the rich and warm autumn tones. When asked about her collection Reece described ‘‘A collection within a collection is how I would best describe it. All clothing can be mixed and matched to create a different style, as well as having quality and a luxury image.’’ It’s clear that Reece Curtis has an urge of succeeding as an independent creative so we got together with designer to find out a little more …
Jessica Ruddlesdin
For my first written feature I sourced up and coming fashion designer Reece Walwyn, her ambition and experience within the industry, along with her feminine collection, made her the perfect designer to write about. Reece kindly provided us with a range of look book visuals which I edited with patterns, frames and fonts to suit the magazine theme. See the full interview here: http://issuu.com/jessicaruddlesdin/docs/aspire_magazine_pdf_without_foil.
Editorial 01.
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Independent Label
HannahElizabeth If the fashion pack is looking for a candy colour devoted designer or a vintage 1950’s reflector then up and coming designer Hannah Elizabeth is the one they should be looking out for. With two degrees in Fashion Design and Textiles, Hannah’s determination and devotion towards perusing her dream career in fashion thoroughly shows throughout her delightful and opulent collections. After succeeding in a business competition during fashion school, Hannah was given the chance to work alongside fashion designer, Lorraine Candy, for six whole months. Throughout this rewarding experience she soon began to realise that the inspiration she had been searching for, was sitting right in front of her. Right away Hannah opened a little studio in Yorkshire and began to build on what is now an up and coming independent label. Talk about ambitious! When the Aspire team was invited along to take an exclusive look into Hannah’s studio; overwhelmed would be an understatement! To see a full range of pastel pallets upon layers of silk with lashings of lace and Egyptian cotton fabrics; well, it wasn’t hard to figure out that
Hannah’s collections weren’t your typical average take on vintage. Keeping her collections original, each season Hannah takes inspiration from a mix of different fashion decades where she then transforms them into wearable outfits for your day-today wardrobe. To date, Hannah is still going on to develop and expand her label, enriching every vintage ingredient needed for her designs to flourish. So far she has already approached the most memorable trends from eras including the 1920’s, 50’s and 70’s; which has allowed an array of specific pieces from her collections to be sold in independent boutiques across Yorkshire. Now we all know it’s not easy to pull off that vintage look, but when faced with a show room full of Hannah Elizabeth’s best pieces you certainly can’t help but try! From tailored dresses to silk gowns she caters for all. Check out Hannah Elizabeth designs at www.hannahelizebeth.co.uk. However please note that we won’t be held responsible for the damage caused to your credit cards!!
Jessica Ruddlesdin
For my second written feature I sourced up and coming fashion designer Hannah Elizabeth, her SS14 collection fitted perfectly with the magazine tone and embraced the seasons1960’s fashion trend. So that I was able to write a really effective piece about Hannah, me and the group visited her at her studio, we took this opportunity to offer Hannah an editorial collaboration which we later produced at a 1960’s photoshoot location. We worked as a team to style and direct the shoot, (See final images to Right).
Editorial 02. We collaborated with up and coming fashion designer Hannah Mitchell, her amazing handmade collection gave the magazine a diverse look. We decided to shoot this collection in a studio with a white background to embrace the dark tones, however the final images on page seemed too minimal in connection to the other creative pages, to overcome this, with group discussion, I inputted an array of different paint smudges to embrace and reflect the collection. We worked as team to style the shoot and directed poses that would reflect the ‘comfort’ of the collection. See this editorial on page: http://issuu.com/jessicaruddlesdin/docs/aspire_maga zine_pdf_without_foil
Editorial 03. The third editorial we developed featured a collaboration with independent boutique, Pink Cadillac, as an intern at Pink Cadillac at the time I had the opportunity to style this shoot personally. This shoot not only had to produce an editorial that would suit the magazine but also be durable enough to feature in store at Pink Cadillac for their Summer Campaign visuals. We worked as a team to direct poses and generate shoot concepts so that the outcome would suit both roles.
BRANDING Project
Benita CIMILI
Group project: To create a new women's wear fashion brand inspired by a fashion students garment, complete with a brand handbook, look book, press pack, advertisement and a communications plan. Skills: Project management Team work Look book design Time management Styling The Brief was to act as a PR team of a new brand and to introduce the brand and ‘collection’ to the media by the means of creating a press pack. Designer Benita Cimili provided our group with a jacket which she had designed on behalf of our project- it was our role to generate a brand and collection around this garment and showcase it to our best advantage. The brand we created was not only inspired by the garment provided, but the designer also, the Italian designer Benita Cimili influenced the concept and values throughout. Benita Cimili is synonymous with a modern, sleek and an artistic attitude, which is rich with experience, fashion and culture. The brand has strong influences from architecture, art and travel. Benita Cimili offers unique products for women hosting a strong heritage and connection to fashion. Role: Creative Director I was given the role as the brands creative director which meant I was in charge of developing creative ideas, designing a look book, brand handbook and an advertisement. Together we shared roles such as planning and directing an editorial shoot, developing marketing concepts, styling and sourcing proffesionals for the shoot.
www.benitacimili.co.uk
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To photograph the collection we have had styled, I sourced an old Victorian building that hadn't been modified since its creation. The location reflected the brand values of architecture and enabled the look book to be photographed with a variety of backgrounds. I designed the look book minimal so that the images would be the main feature.
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Benita CIMILI www.benitacimii.com
Advertisement design: Here is the advertisement I designed which was developed to suit a magazine advertisement page. During the photoshoot it was my role to make sure we developed a diverse look that would work effectively as an advertisement. I styled this look with as many products as possible so that the consumer would catch the brands identity and see what products Benita Cimili has to offer.
FINAL MAJOR Project A self initiated brief to create a digital interactive fashion publication which focuses on delivering online fashions to the young female audience. Skills: Magazine editorial content – visual and written Magazine production process Magazine design and formats Project management and scheduling Concept: Behold magazine is a fashion publication that is exclusive to the young female consumer offering a digital interactive experience that is devoted to introducing the fashions of international online retailers. Behold will integrate a truly modified idea of a print magazine with engaging digital advances that allows the consumer to participate and communicate across all brand platforms. To cultivate the concept for my final major project I combined my passion for magazines with a collection of consumer and market research which developed the realisation that the current magazine market does not offer the fashion reader and shopper a publication dedicated to promoting online fashion brands. This strong gap found in the UK market helped validate my idea for Behold magazine and permitted a strong account of relevance to be identified which I could reflect on and embrace throughout the various planning stages of my project. To identify what kind of consumer would suit my concept of Behold I carried out a series of investigations into the female readership. Using research I recognized and formed a female consumer group who would suit the style, aspect and concept of Behold seamlessly. The Behold user is aged between 16 to 24, she is still in education and takes socialising and online activity to the next level. Her hobbies are socialising with friends, shopping online and searching for style inspiration and advice. I have designed Behold so that each brand aspect meets her social and emotional needs, benefits her lifestyle and impacts her fashion choices, buying behaviour, style and perception of brands consistently. To fully embrace the concept of Behold I designed a promotional campaign that endorses specific platforms that have the intention of creating vital brand awareness in time for the launching of Behold magazine. As well as offering the fashion consumer a magazine to gain content, a website was produced that is available via subscription. The website has the key role of distributing the magazine along with promoting unused content, brand discounts and further communication platforms. The magazine and website will both be embraced by an account of social adjunctions that focus of generating awareness of the brand and its array of interactive platforms. Overall my final major project is a truly innovative fashion magazine concept which offers exclusivity, insight, participation and experience to the young female consumer.
SEE Here:
http://issuu.com/jessicaruddlesdin/docs/new_submission
The first issue of Behold, through extensive planning, development and design, became completed at 70 pages of fashion content, varying from trend features to moving editorials. To make the magazine visually pleasing I created an account of moving images, quirky fonts, interactive links and inputted various moving adverts all with the intention of offering entertainment with a value of style education to the Behold reader. The magazine theme was influenced by the characteristic of the targeted consumer, a young girlish individual who is attracted by feminine tones and quirky fonts..
To embrace to the online fashion focus, during the first stage of my project, I planned and directed two editorial shoots and styled them with various online brands so that the reader would gain a visual knowledge of these brands, I then edited the shoots to enhance the innovativeness of Behold by generating gifs and audio links to suit the editorial themes. Shoot 01 was inspired by the SS15 tropical trend, the story of the editorial was ‘girl on holiday’ displaying what outfits she wore day to day. Shoot 02 was inspired by two SS15 trends which I combined; suede and denim, the story for this editorial was two friends taking images of one another in their denim and suede attire. I developed inspiration boards for both shoots which detailed makeup and hairs styling and additional boards that featured pose ideas so that I could draw inspiration from each to generate original ideas. r of
Behold.
TREND Forecasting Individual Project Part A: To forecast a makeup trend for the coming season. Group Project Part B: To combine your individual trends into a trend booklet that will be launched on the behalf of MAC cosmetics. Skills: Team work Trend forecasting Project management Design and layout Styling Photo editing
Using a combination of primary and secondary research I compiled an evidence wall and visual diary, which was later filtered down into four categories; trend innovators, drivers, impact and futures, these groups informed the basis for a final trend cartogram. From the trend cartogram I worked in a team of three to compile a trend booklet that would showcase our selected three trends on the behalf of mac cosmetics. The booklet had the aim of establishing how our forecasted trends would inspire and impact makeup looks; the group and I decided to plan and develop an editorial spread that would showcase how the makeup would be applied to reflect each trend. My forecasted trend ‘Transparent future’ was generated from an account influences varying from interior to sea creatures. Within the group I took on the role of designing and developing the trend booklet, designing each trends makeup packaging, directing stylists to express my trend during a photoshoot and writing about my trend within the trend booklet.
Trend Cartogram
“Transparent future is a futuristic trend based on a translucid colour palette. Futuristic technology and new materials help transform this trend from an idea into a reality”
Transparent Future advertisement design
Trend Booklet: Transparent Future spread
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Trend Booklet: Transparent Future spread
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Trend Booklet: Transparent Future spread
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SEE Here:
http://issuu.com/jessicaruddlesdin/docs/trend.
TYPOGRAPHY Design Inspiration
Individual Project: To design an event poster for Isabella Blow’s exposition at Somerset House, featuring Typography design. I thought it relevant to feature this mini project into my portfolio to showcase my artistic skills, its an hobby of mine to play around with typography whether its for a project or just for fun. I love to draw in my spare time using ink, pastels and watercolours. This project shows two hobbies of mine which I was lucky enough to adapt into a university project.
ECOMMERCE Intern Littleblackdress.co.uk is the online destination for luxury party dresses. I currently intern at LBD as the Ecommerce intern, my main role is to help research and write blog stories, write product descriptions, link-building, writing trend features and to generally support the team. Skills: Blogging Creative writing Time management Styling Social Media Project management and scheduling Editorial –visual and written Team work
The knowledge gained from this experience so far has helped me understand how an established brand produces effective images, content and relationships at a fast pace day to day. It has built my confidence in writing and increased my knowledge of PR and editorial sourcing. I work in a team to transfer one another's ideas to realistic content and work to a high standard, individually, to meet my everyday responsibilities.
Kit out your wardrobe with the Gorgeous Couture Eloise modern all in one, pair with some Carmela suede heels and you’re ready to go- an effortless 70’s chic look that works by day or night. Among the flood of thrilling moments that welcomed SS15’s fashion month, there was one trend in particular that personified the mood of the season – The Modern Seventies. Following a few seasons dominated by co-ords and mid lengths , flares and halter neck shapes are back where they belong: right at the centre of the fashion landscape. The trick for wearing them now- start with modish tones and long silhouettes.
Elevate the 70’s trend here at Little Black Dress with our range of contemporary fashions fit for the countless occasions that you’ve been waiting to dominate. Here’s how to kick off the trend everyone is speaking about: This season the all in one has endured a true 70’s transformation encouraged by designers, Celine and Balmain, who turned the classical jumpsuit into a blend of flare and structure; the perfect mix.
Now forget what you thought about sequins- they’re back and they’re sexier than ever. Think Saturday Night Fever and slip into an Aftershock embellished high-neck evening gown or pair a sparkling Benet jacket with a skinny Lagom scarf- straight out of The Seventies Show.
If shimmering gowns and structured flares aren’t your thing, look no further as this fashion month we worship the halter neck; a style which Rosie Huntington and Victoria Beckham swear by. Try our Gorgeous Couture Carmen maxi piece or our Arabella Jumpsuit which embraces the 70’s halter neck style seamlessly. Style tip- team super soft suede heels with flares and a sequined jacket for signature 70’s glamour.
Latest trend feature
SOCIAL MEDIA Intern PINK CADILLAC I was approached by independent boutique Pink Cadillac when they saw my personal instragram blog; they loved how I edited the designs of visuals and asked if I would come intern with them once a week to produce exiting imagery for their own profile. Each week I would go into store and take images of their products, I would then turn them into something visually pleasing using feminine touches and quirky layouts. I also took part in creating campaign visuals such as discount posters and Product shots and a SS14 editorial spread which integrated with my magazine production project.
SEE Here:
www.instagram.com/visual___fashion
JESSICA.RUDDLESDIN@HOTMAIL.CO.UK Follow Me