NOT JUST A LABEL February 9 2014 20.8 Million unique visitors "The Success of American Fashion Schools" Includes quotes by Simon Ungless, Director of the School of Fashion http://www.notjustalabel.com/editorial/the_success_of_american_fas hion_schools
America as a nation is full of contradictions, and though it boasts some of the world’s best universities, the experiences wildly vary. There’s plenty of competition within the nation itself, with established schools across the country, the competition to be the best is fierce. Year after year, American institutions are still sought after, not just nationally, but internationally. What is it that these schools offer that keeps them in the running as some of the best in the world? When fashion students graduate, they face one of the most daunting hurdles of their lives. Neil Gilks, Director of Educational Initiatives for the Council of Fashion Designers of America (CFDA), perfectly sums this up “The challenges that fashion graduates face are the same the world over. They are studying in a densely populated field and vying for entry into an incredibly competitive industry.” They may be brimming with creativity, but post university, this has to be translated into the complex world of business. As a designer, it is no longer enough to merely have a vision. A thorough understanding of technical, practical experience is a must, clarity of a brand identity to channel into marketing and PR strategies, and of course, a solid business model to take your designs to the right audience. As Neil Gilks notes “A one-size-fits-all education serves no-one, the successful programmes encourage a personal creative approach armed with the ‘must have’ technical skills.”
Daunting is surely an understatement, hence why a designer's education is crucial to their success. Undeniably, fashion is an intrinsically creative sphere, and those who pursue it clearly have a passion for the arts, but this is no longer enough to succeed. Parsons is seen as one of the most successful schools not just in the country but in the world. With esteemed alumni such as Marc Jacobs and Tom Ford, the school is known for its challenging programme and its unequivocally tenacious attitude. Shelley Fox, Donna Karan Professor of Fashion Designs, states that the school aims to instil this in its students for their betterment. “There is too much noise so they need to be able to stand out, offer a different point of view and a more unique voice. It’s a difficult and overcrowded industry so the students need to be smart, hungry, know what they want and be very focused.” The school remains elite due to this hard working mentality, driven by a strong will to ensure that the students succeed, and graduate with the tough skin required to get them through the industry. In an ever-changing market, the key to success is strong business practices and a wide knowledge of skills to ensure the students can face the harsh world of fashion beyond university. New York Fashion Week may be criticized at times for being too safe, but it produces some of the world’s most successful designers, commercially viable and globally appealing, and this ethos has been expertly translated into the schools that develop the country’s strong fashion backbone. This can be attributed to the American mindset as a whole. In pursuit of the American Dream, these people are hungry to succeed, and are willing to fight their way to the top. Jennifer Minniti, Chair of Fashion at the Pratt Institute, discusses that fashion is no exception to this rule, “I think it is a general competitive ethos that runs through America, including its educational systems, from elementary on up and is not specific to fashion. Because of the global nature of the fluctuating economy, and the high cost of education here, competition and a sense of urgency to succeed are to be expected in all industries and fields.” American schools not only encourage this competitive attitude, they offer the skills for it to flourish in the wider marketplace. By ensuring that students have a full understanding of the cutthroat world that awaits, and by giving them the opportunity to boast their unique talent in the most effective way possible, they stay at the top of the world rankings. As Gilks notes, “Understanding that informed design leads to successful business - the design alumni have the ability to engage both the left and right side of the brain... which is the crux of success with any fashion company globally.”
Parsons and Pratt may be famed for their demanding and rewarding programs, but it’s not all about the Big Apple. Wellestablished schools across the country offer their own unique experiences and specialties, reflecting the mood of the city or the alumni. Away from the commerciality of New York, the business focus shifts to offer something different and potentially more necessary in for today’s industry. Across the country in San Francisco, The Academy of Art aims to do just that. Honing in on its unique qualities, students here are given the chance to shine in not just creativity and business acumen. Simon Ungless, Director of the School of Fashion claims that outside of New York, students have the license to be different, “Being in the Bay Area gives the designers the freedom to experiment, correct mistakes, be pioneers, push boundaries, and push buttons, as they are not under the watchful eye of Seventh Avenue.” Influenced by the booming industries of San Francisco, namely cutting edge technology and new forms of media, the Academy thinks about their students graduating into the wider world, not restricted to fashion, and take this into account during their education. Simon Ungless states that “Our goal is to educate the next generation of fashion designers and merchandisers in terms of the impact that the fashion industry has on the environment and upon society at a global level.” Graduates from the Academy possess an inherent appreciation for sustainability, which is more important than ever for the future of the fashion landscape. “We have always aimed to teach with an international perspective on the industry.” says Shelley Fox. American schools, as with other areas of American industry, understands that success in fashion requires an all rounded approach, and the famed schools across the country produce students that have a lot to offer the wider market. Minniti notes that, “Their creative approach both reflects and challenges the needs of contemporary culture.” This creativity can only blossom with roots in every element of the industry, from looking at design from a business perspective, to looking into the future of the industry to ensure these needs are being met. With an American hardworking ethic and an international outlook, the students graduating have the opportunity to take on the beast of the fashion industry, and most importantly, win.