December 2014 Issue 1 - FREE
Fashion Grads North West Home to the most fashionable events, news and work experience opportunities within the region
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EDITOR’S LETTER
Welcome to Fashion Grads North West magazine home to the most fashionable events, news and work experience opportunities within the region. This time of year everyone is talking about Christmas and we’re no exception - our hand-picked team of North West bloggers provide you with an insight into their festive favourites including accessories, beauty products and fashion trends as well as their ultimate Christmas wish list. We’ve also put together a handy guide to making the most of the Boxing Day sales as well as a complete guide to the top twelve beauty boxes - so you can start the New Year in style. As this is our launch issue, we also have lots of amazing articles and interviews relating to launching, so whether you are looking to kick start your fashion career, launch your own collection or creating an promotional campaign for your work or university project, then you’re in the right place! If you’re considering setting up your own business then there are interviews with Gitte Jonsdatter, Co-founder of international fashion brand MUSSE, Made in Chelsea’s Caggie Dunlop and Project Catwalk’s Fatz K - who reveal their tricks of the trade and exciting opportunities for fashion students and graduates. Please tweet us your thoughts at @fashgrads or complete our online survey for your chance to WIN an FREE 6 month Glossybox subscription. www.fashiongrads.co.uk
Claire x Claire Wilkinson, Editor (@clairescatwalk)
Cover image Stylist: Danielle O’Brien @dobrien102 Model: Katie Cooper @katiecooperx Photography: Sam Pyatt @smpytt_inc MUA & Hair Stylist - Nina Rochford @ninarochford
CONTENTS - december 2014
north west BLO
ABOUT TOWN - page 11
BLOG OF THE MONTH: IN THE FROW - page 34
LUCY HAYES INTERVIEW - 28
OGGERS PANEL - page 10
fashion grads north west news - page 6
beauty box review - page 14
FATZ K INTERVIEW - page 31
GITTE JONSDATTER MUUSE INTERVIEW - 25
and a random picture of Sean O’Pry - merry xmas! x
NEWS - december 2014
ASOS Marketplace boutique, Mary & Milly opens up shop in Preston
Poppy Waters set up her own fashion business, Mary & Milly, via ASOS Marketplace three years ago after graduating from UCLan. This month she branched out from the online world and opened her very own shop on Guildhall Street in Preston, Lancashire. She said: “People who aren’t familiar with Preston just tend to stick to the main streets, but once they realise that there are a whole host of independent retailers just tucked away down side streets they become regular customers”. Following the success of Small Business Saturday (December 6th), Poppy is hoping that the increase in small, independent businesses off the main shopping area can encourage shoppers to discover what the city side streets have to offer.
Mary & Milly pop-up stall at UCLan SU
Rubbish fashion: Upcycled clothes make catwalk debut in Manchester
‘Throw-away’ fashion took on a whole new meaning in an unusual catwalk show at the Museum of Science and Industry where the models’ outfits were created from ‘upcycled’ products. Recycle for Greater Manchester’s award winning show ‘Rethink Fashion’ featured Adnan Bayyat’s collection in Manchester for the first time, after premiering at this year’s London Fashion Week. Materials including paper clips, plastics and linen, as well as dresses recycled from enamel paintings were all shown off by the models as they strutted down the catwalk.
Rethink Fashion show in Manchester
TOWIE stars Jess Wright and Sam Faiers
Shop Direct’s annual charity ball, hosted in Liverpool, raises £140,000
The former Littlewoods business, with digital department store brands including Very.co.uk and Littlewoods.com, entertained more than 1,000 guests at the city’s BT Convention Centre earlier this month. In attendance were a host of celebrities, including Very.co.uk designers and TOWIE stars Samantha Faiers and Jessica Wright, presenter Kate Garraway, Hollyoaks actresses Alex Fletcher and Gemma Merna, and Coronation Street actor Antony Cotton amongst others. The majority of the money raised will be divided between Shop Direct’s three partner charities: Liverpool’s Alder Hey Children’s Hospital; Baby Lifeline and the Fashion and Textile Children’s Trust, which provides education and welfare grants to families in need. The remaining funds will be used to offer grass roots grants via the Shop Direct Foundation, which supports small community organisations working with children and families in the North West of England.
Fashion Promotion student raises over £20,000 to help the homeless
Alongside eight other willing volunteers Dominique Harrison-Bentzen from Leyland, vowed to find enough money to help a homeless man who came to her aid by spending 24 hours on the streets of Preston. On the morning of the challenge a “nervous but excited” Dominique and her friends took to the streets of Preston in a bid to raise awareness of the homeless and raise money. The 22-year-old, Fashion Promotion student is undergoing the challenge to help a homeless man named ‘Robbie’ who helped Dominique when she lost her bank card on a night out in Preston. She said: “I suddenly realised that I had no money and Robbie approached me with his only change of £3. He insisted I took it to pay for a taxi to make sure I got home safe.” She didn’t take the money but so touched was she by the man’s kind gesture that she has set herself a mission to help him. “If people can sponsor me £3 – as Robbie attempted to give me his only £3 – in the hope of collecting enough money to get Robbie a flat deposit so that he can be safe and warm” Dominique said. Keep up with this story: @Help_Robbie
Tee Co. in action at Love Fashion, Manchester
Tee Co. is revolutionising the fashion scene, just one t-shirt at a time
Founded last year by Macclesfield brothers Rick and Jon Ogden, the clever start-up encourages independent artists to add their creations to high quality, 100% cotton fitted t-shirts. The dynamic duo now boast more than 30 designs, including trippy graphics and famous icons, from 10 different artists including Manchester-based Dom Allen and Tatiana Titimova. The company also features its own in-house design team, producing a range of intricate designs including a fine line drawing of science icon Albert Einstein. Priced from £19.99 the range continues to grow as the brothers hunt for more underground talent to add to their repertoire. “There has always been a link between art and fashion,” says Rick. “With Tee Co. we wanted to fuse this relationship even further by creating an outlet for some of the best hidden talent in the UK to showcase their work in a different way, bring it to life and grab the attention of a new audience.
Liverpool’s Hilton Hotel hosts Christmas Fashion and Lifestyle show The Christmas Fashion and Lifestyle show was held at the Hilton Hotel featuring some of the Liverpool’s most prestigious designers. Among them was Mark Melia, who has dressed Carol Vorderman and Michelle Keegan. He chose the day to launch his new bridal collection. The event was also an opportunity for up-andcoming designers, students and graduates to get noticed by celebrity guests and fashion industry insiders. Lauren Greene, director of Chic Networking who organised the event, said: “The aim of this is to open doors for talented designers, who would otherwise find it difficult to be spotted.
To keep up with the latest fashion news from the region and across the UK follow @fashgrads on Twitter or visit our website www.fashiongrads.co.uk Liverpool Fashion and Lifestyle catwalk show
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ABOUT TOWN - december 2014 Hervia Bazaar, Manchester opened up their incredibly cool and fashionable doors earlier this month to host a SIBLING collection preview. The British born design house renowned for re-inventing fashion’s take on knitwear, celebrated their tenth successful season with the retailer by showcasing its dynamic and beautifully crafted collection during an in-store launch attended by fashion press.
After the successful SS14 event ‘Summer of Colour’, Manchester Fashion Industry returned with a AW14 Monochrome themed evening, hosted at The Milton Club. The event sponsors include strong northern brands such as, J’adore modelling agency, Good For Nothing Clothing, Goodwin Smith, Omg Fashion and Flawless Cosmetic and was attended by Mario Balotelli, Sandi Thom, Carolynne Poole and Charlotte Dawson (just to name a few!)
Advertise your event here! Whether you are hosting a collection launch, charity event, catwalk show, or fashion party – we want to know all about it! We have a range of affordable advertising options available, both online and in print, to suit any size business or individual. Please e-mail contact@fashiongrads.co.uk for more details.
Bloggers Panel Christmas Q&A
We spoke to our favorite North West fashion bloggers about their favourite beauty products, trends and Christmas wish list - if you’d like to become part of our bloggers panel then follow us on Twitter @fashgrads to keep up to date with the latest ways to get involved
Jessica - twitter: JessycaLouise www.forevermissvanity.com
ANNIE - Twitter: AnnieLucyOakes WWW.meetyourfashionmaker.blogspot.co.uk
holly - twitter: rockonholly www.rockonholly.com
lauren - Twitter: LaurenAinscough www.itsthesmallthings.co.uk
Carmen Elkin - Twitter: carmyce www.thepiecebypiecestyle.com
What puts you in the festive mood?
Emma L: As soon as Bonfire Night is out of the way, I get geared up for Christmas. The Coca Cola advert is always guaranteed to get me giddy! Lauren: As a part time Canadian, I would have to say snow would be the ultimate thing to put me in the festive mood. I also enjoy a wander around the Manchester Christmas market (when it’s not too busy!), the smell of mum’s roast dinner, along with candles, woolly jumpers, the film Elf and ‘Last Christmas’ by Wham! Jessica: Hearing the Pogues - Fairytale of New York always puts me in a festive mood. It’s my favourite song and my husband is Irish so we have a little joke about singing it. Carmen: Love Actually, mince pies, Michael Buble’s Christmas album and a cinnamon spiced candle... isn’t it the same for everyone? Holly: Michael Buble. Michael Buble singing. Michael Buble’s Christmas TV show.
What are your favourite A/W14 trends?
Holly: My favourite fashion trends this season are over the knee boots and blanket capes fashionable and snug! Annie: When the colder seasons arrive, I love to include a pop of colour in my looks, brightening the outlook of the day and of course my mood! Polo necks layered under dress, long shirts under cropped jumpers and layers of sparkle are all making an appearance this season. Emma L: Huge oversized knitwear and coats! Jessica: I’m in love with the leather trends when it comes to A/W - it enables me to unleash my inner rock chick style. Emma R: Fur trimmed clothing and faux leather pants which add an ‘edge’ to any outfit, fringed accessories and clothing - Tamara Mellon and her fringed skirt (wow!), or laced up heels which elongating the leg. Lauren: My winter wardrobe always includes the chunky jumper, and this season’s oversized roll neck is right up my street - I’ve invested in two already and they are the cosiest thing to throw on and so easy to style. Black, grey and navy tends to be my colour palette and I make major use of my many pairs of black ankle boots paired with skinny jeans and my favourite leather skirt. Allie: I’m not one to follow trends religiously but the seventies obsession is definitely having an influence on me. I have three pairs of flares in my wardrobe... Nazma: I’m such a magpie, attracted to anything with sparkle and glitter - so I love all of the sequined dresses around this time of year.
What present are you most excited to give this year and who is it for?
Emma C: I have purchased a Tesco Hudl tablet for my Mum this year, she’s a complete stranger to technology and the internet, so I can’t wait to get her set up on this and into the world of the web! This way, she can visit my blog on a daily basis now too! Emma L: I hope they don’t see this, but I’ve treated my parents and my boyfriend’s parents to tickets to watch Strictly Come Dancing live in the New Year - they’ll love it! Carmen: Being based in China this year, I have begun to learn a lot about traditional Chinese calligraphy. It’s really interesting how the way you apply pressure to your stroke or the speed at which you do it can reflect the meaning. I am excited to give some calligraphy to some family members.
What are your favourite A/W14 accessories?
Lauren: The main accessory for me around the Christmas period is the oversized chunky scarf, along with my gorgeous fur stole from Zara. They are timeless pieces I bring out every winter. The cape is another trend I’ve bought into, and the perfect thing to throw on for layering outside. Allie: I’m loving two recent buys at the moment; my sassy over the knee boots that everybody is wearing but they’re just amazing, and my new mood choker from ASOS. It changes colours like the ones you had as a kid. Jessica: My favourite accessories are glitzy statement necklaces - after all Christmas is a very glam season. Annie: My knitted white bobble hat (as seen in my picture) is my must have accessory this season. I also love colourful faux fur stoles to cover bare shoulders when worn with party dresses or as a different collar on my favourite coat. Emma C: Capes and ponchos. I have a gorgeous wool version from House of Fraser (the Linear brand) and a tartan check design one from Next. You just throw them over and they are like cosy, stylish blankets. Emma R: Fur, fur, fur- faux of course - allowing us to have the more the merrier, friendly to our lovely animals and looking fiercely on trend. From faux scarfs to clutch bags, fur adds a soft and playful texture to any outfit, whether it be day or night. Carmen: Anything fluffy. I absolutely love the luxurious but also fun feel of it - from stoles, to hats, to bags to shoes - anything goes! Gail: I always wear rings, so they’re my favourite accessory every season.
Your favourite A/W14 beauty products?
Holly: My favourite beauty products this season would have to be Clarins Beauty Flash Balm for glowing skin and a Plum lipstick... I desperately need to add MAC, Rebel to my collection. Emma C: I am loving Mario Badescu products that are available at Harvey Nichols. Other than that, I swear by Benefit Boi-ing concealer to hide my constant late nights and Decleor Prolagene Gel is my all-time favourite for toning up and calming skin. Lucy: I swear by my red Chanel lipstick, Moroccan oil hair mask and actually E45, it’s so good for dry winter skin and you can use it on your face for extra smooth skin. Lauren: I always start off with a bold red or berry lip. The Rimmel Kate Moss Lasting Finish range of lipsticks is amazing and 107 and 111 are two amazing colours at affordable prices that every woman needs in her collection. I’m also loving a burnt bronze eye colour all over the lid and my favourite right now is the Max Factor Colour Excess eye creams, a brilliant dupe for Tom Ford eye shadows. Nazma: Lush do some great seasonal Christmas specials, their Bûche de Noël cleanser is fab and festive. I’m trying to be more conscious of buying ethical beauty products and Lush ticks all of the boxes for this. Emma L: There’s two new brands I can’t wait to get my hands on - Glossier and Klurskin. I’m a sucker for pretty packaging.
Do you have any cheesy Christmas jumpers?
Holly: I have a collection of Christmas Jumpers most of which can be seen on my blog, but my fave has to be a tacky, Primark number which says “Happy Hollydays” on it - purely because it features my name! Nazma: This year I was gifted a red Xmas jumper featuring “Olaf” from Frozen. It was gifted to me by the online fashion store NeedThatLook.com Annie: Being the biggest Penguin fan and in true 2014 Monty the Penguin style, it is covered with a snowy penguin and I literally live in it for a few months. I do plan to extend my collection though! Lucy: I actually have a cheeky Christmas jumper that says ‘Kissing guys for Mince Pies’ - well I do love mince pies.
What advent calendar do you have this year?
Emma C: I am very lucky to have the Benefit make-up advent calendar this year. It’s absolutely amazing - there is a mini beauty product behind every window. Lucy: I don’t actually have one but I do use that as an excuse to buy myself chocolate everyday if that counts?
What was the best present you’ve received?
Emma C: It is this year’s Christmas present! From my parents, they purchased the Canon SX700 HS camera for me, which is great as I have needed a camera for the blog for so long. They gifted it to me early December so I could practice using it before Christmas day. I love it! Emma R: I‘d be lying if I said that I’d only ever received the one, as year upon year I manage to gain the most amazing gifts. However, the one that rings a bell is the one from my boyfriend last year, finding out that come March I’d be hitting up NYC – which had always been a dream of mine.
What is on your Christmas wish list?
Lauren: You can find my Christmas wish list post on my blog, itsthesmallthings.co.uk - but to summarise, there are a few pieces from one of my favourite designers, Vivienne Westwood. There are also books, candles, my favourite Jo Malone Fig and Cassis perfume and the amazing Nars Digital World Lip Coffret. When else are you going to splash out if not Christmas! Emma L: I’m hoping for the Kinfolk Table book, an Acne Canada scarf, Cate le Bon vinyl and everything on the Whistles website! Allie: I get perfume every year and Daisy is my signature scent so hopefully that and a nice A-line leather skirt will be under my tree this year! Oh, and definitely some pug related presents. Lucy: I really struggled this year because my wish list was kind of blown away when I got my Vivienne Westwood bag as a graduation present. I have a serious coat and brogue obsession and Clarks have been making some stunning brogues lately. So a nice boyfriend coat and some leather loafers are top of my list - as well as Robbie Williams but I don’t think that will happen! Jessica: I really want a new Vivienne Westwood clutch bag this Xmas and some new nightwear.
Gail PureekuL - Twitter: EquinoxFashion www.thequinoxfashion.com
EMMA RYAN TWTTER: EMMALOUISERYAN1 WWW.SARCASM-AND-STYLE.CO.UK
Emma Lavelle - TWITTER: kissesxstitches www.kissesandcrossstitches.blogspot.com
EMMA CAMPBELL TWITTER: WHAT_EMMA_DID WWW.WHATEMMADID.COM
ALLIE - TWITTER: ALLIE_DAVIES WWW.TIE-DYE-EYES.BLOGSPOT.CO.UK
nazma - TWITTER: nazma_afb www.asianfashionblog.co.uk
LUCY ASHLEY - TWITTER: lucyashley13 www.afashionableaffair.blogspot.co.uk
The big beauty box review... Tis the season for giving but during the chaos of Christmas, don’t forget to take time out to treat yourself! Over the past twelve months, the number of beauty boxes has exploded, so whether you’re already a subscriber and are looking for something new, or if you’re a first timer and you don’t know where to start, our extensive beauty box review, covering twelve of the biggest and best beauty boxes around – which will help you kick start 2015 in style.
Glossybox - www.glossyblox.co.uk
Birchbox - www.birchbox.co.uk
GLOSSYBOX is arguably one of the most popular beauty gift boxes, not just in the UK but across the world. When signing-up to the monthly subscription service, you’re asked to complete a personal beauty profile - so that your box will be tailored to suit you! With 54 brands including; Clarins, Elizabeth Arden, Eylure and Yves Saint Laurent (just to name a few!) and lesser known brands, this box is great for beauty addicts and bloggers alike.
Birchbox was one of the first beauty and fashion subscription boxes to really take off in the UK. Like Glossybox, this beauty box also contains five beauty products as well as the option to choose from purchasing a single box or signing up to a 6 or 12 month subscription package. One major difference between Birchbox and other beauty box brands, is that they offer reward points which can be used to buy your favourite beauty products from their eshop.
Price: £8.50 per month (12 month plan)
Price: £10 + £2.95 P&P per month
Win a free beauty box.. How would you like to win a FREE 6 month Glossybox subscription? Just tell us what you think of our magazine via our online survey. The link can be found on our website www.fashiongrads.co.uk Terms and conditions apply - see our website for details. Competition closes on January 31st 2015.
Love Me Beauty - www.lovemebeauty.com
MEMEBOX - www.memebox.com
Like Birchbook, Love Me Beauty gives you reward credits, with most products on their site range from between 1 and 2 credits. Each box contains five products, which you can pick yourself from their store and items come packaged in a handy drawstring bag. While Love Me Beauty only has a handful of hair products, their skin care collection includes products from Max Factor and Olay.
Memebox is a rapidly-growing, e-commerce beauty retailer, supplying Korean Beauty Boxes. Like Latest in Beauty, there is no subscription fee, giving you full control over when and how often you receive your beauty box. They offer a huge range of themed, pre-made beauty boxes containing full sized products - but the majority sell out very quickly so you need to be quick to avoid disappointment.
Price: £10.00 + £3.95 P&P per month
Price: Various (no monthly subscription)
Latest in Beauty - www.latestinbeauty.com Unlike other beauty boxes, LiB does not offer a subscription base service – this gives you the freedom to choose exactly what you want to try, when you want to try it. They also provide two options, LIB Collections (pre-made boxes, where you can see what’s inside) and Build Your Own Box. Themed boxes start at £4.95 and there are six boxes to pick from, while the Build Your Own Box has samples starting at just £1.
Price: Varies (no monthly subscription)
Look Fantastic - www.lookfantastic.com
Another non-subscription based beauty box, which includes a minimum of six products and offers a selection of skin, hair, cosmetic and body products - catering to every kind of beauty lover. They also regularly run competitions via their beauty box for example, in January 2015 they’ve announced that a ‘GHD Eclipse Styler’ (worth £145.00) has been added to 20 random boxes. Price: Varies (no monthly subscription)
LoveLula Box - lovelulabeautybox.com
SoukSouk - www.souksouk.co.uk
LoveLula box brings together a selection of the world’s best natural and organic beauty products. Unlike other beauty boxes, their products are not tested on animals and they strive to support morally run and environmentally driven cosmetic companies. They also have some great offers on their web store, including three free samples with orders over £10. LoveLula is a great way to try natural beauty brands and products.
SoukSouk are another environmentally friendly beauty box company, with a mission to help their customers to ‘greenify’ their beauty regimes, one beauty box at a time. They offer a range of full size and sample size products and have various subscription packages as well as bespoke beauty boxes and limited edition boxes - so they really do have something for everyone! Their boxes also include a magazine with articles and facts.
£12.50 per month (12 month subscription)
Price: £12 + £2.95 P&P per month
So Susan - www.sosusan.com
Calling all nail art addicts - you cannot miss the So Susan LacquerLove box which gives you five full sized items each month, including four nail varnishes and one bonus make up product from either Jelly Pong Pong or So Susan. Each monthly edition features a unique theme and arrives in an elegantly designed gift box. There is also the handy option of being able to review your box online before it’s dispatched, meaning you can choose to skip a month if you’re not entirely happy with the products. £14.95 including P&P per box
YOU Beauty - youbeautydiscovery.co.uk
Unlike other beauty box subscriptions, the YOU Beauty Discovery box allows you to choose two hair, make-up or beauty products from a range of well-known and upcoming brands, as well as receiving two or three bonus samples - making it the perfect combination between products you know you’ll love and surprises each month. They also offer limited edition beauty boxes, which contain 6-12 beauty products, focusing on a particular theme or brand exclusivity. These are also available to non-subscribers. Price: £6.95 inc. P&P per month
Fashion Grads Membership Box
Yeah that’s right – we are creating our very own membership boxes. Earlier this month we sent some of our favourite fashion bloggers our first festive gift box and we’re now super excited to exclusively reveal that all of our paid members will receive a FREE members only gift box. To claim yours just become a Fashion Grads member via our website by 25 January 2015 www.fashiongrads.co.uk or for more information drop us an e-mail contact@fashiongrads.co.uk
Lip Factory Box - www.lipfactoryinc.com
Lip Factory is another American based subscription beauty box, containing 5 to 7 specially selected products each month. The bold colours makes it perfect for any training make-up artists and although the box does include other items, their main focus is definitely lips - so if you can’t get enough of glosses, liners and lipsticks then this one is for you. Price: £19 inc. P&P (per box)
Wantable - www.wantable.com
Wantable, is a U.S. based beauty box company, and despite being more expensive than the other brands we’ve featured but they do send four full sized products each month. They also allow you to cancel, return or skip boxes at any time, putting you in complete control of your beauty fix! Like many of the international beauty box brands, they also create an in-depth customer profile, based on answers submitted via a beauty questionnaire – meaning you get a beauty box tailored to suit your individual style. Price: approx. £30 inc. shipping (per box)
All beauty box descriptions and prices are correct at time of publishing - please check with the retailer’s website before making a purchase.
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SALE SHOPPING: SECRETS TO SUCCESS Elbowing your way through post-Christmas sales crowds this Boxing Day? Fear not, our fashion team reveal their top tips to help you bag a bargain.
PLAN
It all begins with preparation – you need to know your current wardrobe and create a list of what you wear often, what you don’t have but would like and the items you really don’t need another version of. Creating a list that you can refer to will help you keep focused.
PREVIEW
As well as checking your favourite fashion brands online before sale shopping, make sure you sign up to their mailing lists so that you receive their early sale previews. You can also follow stores on Facebook and Twitter to keep up to date with any other discounts and offers.
INVEST
The best strategy when sale shopping is to think about timeless investment pieces that you can wear in lots of different ways. Concentrate on staples that need replacing as well as classic pieces that won’t date and quality fabrics that will stand the test of time.
COMPARE
Just because something is marked down, it doesn’t mean you’re getting the best price. Use sites like shopstyle.com to see if there are better deal elsewhere. Other sites worth checking, especially for luxury designer purchases are matchesfashion.com, brownsfashion.com and farfetch. com. Often smaller boutiques in Italy and France will stock the same item with a much bigger discount.
RETURNS POLICY
Sale shopping is a great opportunity to bag a bargain, but it’s important to read the fine print. Always read or ask about the clearance return policy. In most cases, stores offer store credit instead of the standard refund for clearance clothes. Some sales return policies are also pretty short, usually around 14 days.
Earlier this month the Fashion Grads team attended Launch Strategy: How to Build a Buzz seminar, in partnership with Four Seasons Recruitment and Manchester Fashion Network. The event had a diverse industry panel, all offering their expert insight into what it takes to successfully launch a brand, business or promotional campaign.
Meet the Panel Carrie Green Founder, Female Entrepreneur Association
After staring her first online business in 2005, she began to feel isolated so set up the FEA – this has grown to an international network to inspire and empower women around the world.
Ash Kumar Founder and Creative Director, Native Youth Prior to launching his own brand, Native Youth three years ago, he gained 10 years’ experience working within the family fashion business.
Dan Griffiths Director, Red Alert Agencies
Red Alert is a multi-branded fashion agency, which excel at successful launches of new and existing brands.
Nick Barber Creative Leader and Designer
His brand portfolio which includes, Henri Lloyd, Umbro, Bench, Canterbury and Footasylum.
What’s the first thing you do when you’re launching a product, service or brand?
Dan: First you need to make sure if it’s a sellable product and if it is right for the UK market. Then ask yourself “can I sell it, do I believe in it and will my end consumer buy it”. An example, 12 years ago we were working with Havaianas and trying to break the brand into the UK getting a guy to wear a thong flip flop was hard work but it was ground breaking, you just need to believe in your product. Carrie: The first thing I do before launching anything is get really clear on what it is I want to do. I think it is one thing to have an idea but by sitting down and writing down what your vision is, where you want it to end up and working out how you’re going to get there - you’ll come up with loads of questions. How can I make this happen? Is anyone going to buy it? How much should I change? This can cause resistance at first because you have none of the answers but the next step is to conduct market research through a survey or looking at the current market place.
Ash: You need a plan, rather than just going in head first and trying to wing it. I’ve seen brands that have gone to market with a great range and have taken orders - but then they don’t know what to do next or don’t have the cash flow to follow it through. This has such a negative impact on their brand, people won’t trust them or use them again. Nick: From a designers perspective, it’s harder because we’re looking at launching somthing which could have been designed 18 months ago so it’s not really “new” anymore. So when I’m launching a design, the trick is to do it with conviction and belief. Even though you know that you might have bettered that two or three times through your subsequent ranges, you still need to stand there and be convincing that this is the best on the market right now – the best price, the best fabric etc.
How do you conduct market research?
Carrie: For me, I have an existing network so I can go out to them with a survey, but if I didn’t have a network I’d find out where my target audience were - from the magazines they’re reading, the blogs their reading, the Facebook groups they’re in, the events they go to and then I’d ask questions. I think it can be so easy to forget to ask for help, but during the beginning stages of a project that part is so crucial because it can give you the confidence to say “Yes I’ve got a great idea, and these people really like it” or it can give you new ways of approaching something. Ash: I attended trade shows and went to see what other brands were doing before launching Native Youth. To see if there were gaps in the market, what prices were people charging and was there something we could offer that was different. There are new products coming to the market all of the time, how do you offer something different and what is your point of difference, why are customers going to want to buy from you over other, probably more established and well-known brands. You need to be confident and have research to back up what you’re doing but you also need to trust your gut feeling as well.
Nick: As a brand, I think it’s about existing alongside your customer. I tell the design team to go out and spend time with customers, whether that’s at retailers to see what people are buying and wearing - seeing what people are doing is a key part to understanding how trends are evolving. Obtaining that information first hand, rather than just relying on agencies, that can give you the edge.
How do you stick to your brand value?
Carrie: There’s a really good book called “Start With Why” by Simon Sinek and it’s all about companies which are amazing because they start with “why” – and instead of starting with what they do, they start with thinking about why they’re doing it. For example, with me, the core things are that everything has to inspire and empower so if someone comes to me with an opportunity to do something but it doesn’t inspire or empower my audience then it’s an instant no, which makes it easier to make decisions and move forward. It’s also a good test, which keeps me grounded and ensures I keep to my initial brand values. It’s so simple and but so effective. Ash: It is hard as a new brand, you can’t afford to conduct focus groups or surveys to gage consumer perception so you just need to keep in mind the brands look, feel and tone - what was it like when you launched as is it still the same now? It’s important to keep the same values as well, and know who you are as a brand, as this is what becomes recognisable to your consumers and what sets you apart. Having a brand bible can really help.
What is a brand bible?
Ash: If we’re working with partners, funders or other people who want to get involved with the business, it’s something we can show them, which instantly helps them to understand Native Youth, what the brand is about and what we stand for. It explains the story of our brand, the brand’s history, why we launched, who’s behind it, where we’re currently sell products, our partners and a mood board reflecting the look and feel of the brand. Read the rest of the event highlights, including the panels tips on pulling off the perfect launch on our website www.fashiongrads.co.uk
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CREATE YOUR OWN FASHION LABEL: ADVICE FROM MUUSE CO FOUNDER GITTE JONSDATTER
During this year’s Graduate Fashion Week Gitte Jonsdatter, Co-founder of international fashion brand MUUSE addressed an audience of aspiring fashion designers. Speaking about her struggle to become successful within the industry, she gave a brief insight to her company whist she explained the potential opportunities available for graduates to create their own collections.
“I founded MUUSE with David Dencker in 2012. Our mission was to bring new designers to the market by producing great new talent who otherwise would not get a chance. The company was inspired by the traditional Nordic cooperatives: where back in the 1700’s, small businessmen in Scandinavia saw that by forming cooperatives they could all be more successful, and thus the ‘co-op’ idea was born.” Gitte explained that despite being a small company of just 20 people, the business has all of the functions of a regular brand with staff working in production management, sales, marketing and PR, logistics and legal.”
“There are two enormous challenges new designers face; production and sales. These are departments that every company needs and it is impossible to do it alone. These things are linked - if you don’t produce in enough quantity, it is very difficult to get a good quality producer to work with you to develop samples, and if you don’t have samples produced professionally, it is difficult to get buyers to order. It’s a bit of a catch-22.” The difference between MUUSE and other design houses is that each collection is designed by a collective of new talent. “We follow the regular fashion seasons; two collections per year, which take around nine months to develop. Once the samples are complete, they are then present during fashion fairs. We take orders and then produce and deliver collections to retailers, as well as selling them on oursite.” During this process designers receive professional mentoring from Creative Director, Katarina Dahlström, as well as working with the patternmakers and production managers to develop pieces for the final collection. The designers, who have previously been selected from the UK, France, Turkey and Switzerland also have the chance to travel to Copenhagen for fittings, and then to the press presentation to promote the collection.
“Despite being a collaborative collection, each designer is recognised through their name on the neck labels of their pieces, we also promote each designer we work with as best we can.”
Advice for aspiring designers
“For anyone thinking about starting up their own label, I would first suggest that the designer completes an internship with a small but successful company, where you can watch closely what they do and see every part of the business. Learn everything you can about supply chain, and about sales.” Gitte also added some advice and tips on funding your first collection as a designer. “There are many great programs to apply for, which offer sponsorship of shows and mentorship - besides the BFC there is Fashion East and the Centre for Fashion Enterprise. You should talk to all of them, apply for their programs and keep designing collections - but don’t borrow money to finance production unless you have orders and know that the first three seasons will likely be about getting press and building a network of interested buyers, and you’ll need to be able to support yourself through this period doing other work, and finance the collections.”
Keep an eye out for the MUUSE Vogue Talents awards next year - you can veiw the previous winners on our website fashiongrads.co.uk
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A unique online fashion boutique founded by Caggie Dunlop, for the woman who doesn’t follow the trends - she makes them Online fashion boutique It Starts With An Idea (ISWAI) was founded by former Made in Chelsea reality TV star and socialite Caggie Dunlop. The vision behind the brand is to showcase talented designers by creating a unique and refreshing approach to fashion. “We started with a collection of five T-shirts, using four designers and myself, bringing this creative project to life through the use of social media. We continue to work with inspiring people, creating new opportunities and finding ways that make us different from the high street mass. We are a free spirited brand that marches to the beat of our own drum” said Caggie at Birmingham Clothes Show. Fashion Grads spoke to one of the designers who has worked with ISWAI, Manchester fashion graduate Lucy Hayes. who shared her industry experience and discussed the importance of grabbing new opportunities. “I grew up in East Sussex then went on to study my degree at the University of Manchester in BSc Fashion Design and Design Management. The course was not only design focused but also proportionally business and production focused which has no doubt been invaluable to where I am today. My degree show specialised in Digital Print, Luxury Womenswear but in my first and second years the university also taught me valuable skills in both knit and weave although I always knew that print design was my passion.”
After graduating from university Lucy began her first fashion internship working with Clemency London. “I worked on the development of their Spring/Summer 2012 collection which included shooting with famous fashion photographer Rankin and exhibiting at London Fashion Week in September 2012.” After gaining a position as Design Assistant at French Connection for the USA line TEGAN, Lucy decided she wanted to use her creative flare and gain further insight and skills working with high-end fashion designers on some of London’s most luxury brands. “Mary Katrantzou, Matthew Williamson and Alexander McQueen have always been my main inspiration since I was a child and when I began a work placement at Zoe Jordan, working within design - assisting the creative director, the studio was just so beautiful, just off the Kings Road in the heart of Chelsea, it made me realise where I wanted to be in the future.” From completing her placements at Zoe Jordan, Lucy went on to create her first collection, Lulu Hayes which lead to her collaboration with Caggie Dunlop at ISWAI in Spring / Summer 2013. “Caggie had great interest in one of my designs, Paris Cityscape, which was a photographic print, taken from on top of the Eiffel Tower. ISWAI stocks a small collection of new up and coming designers and the concept of the brand is to promote Britain’s young talent - exclusive designers with a creative and positive mind.”
“The collaborations I worked on with ISWAI gave me great confidence in my work and as well as being a success with the public at the ISWAI popup launch, my ideas were also featured in the Daily Mail as well as promoted via social media”. Since producing her collection with Caggie, Lucy’s new collection for Spring / Summer 2014 has recently launched at a private collection preview at Brick Lane’s Vibe Bar and features a vibrant mix of exotic prints inspired by South America’s landscapes and multi-colour lifestyle. “All of the garments are digitally printed on 100% silk qualities and individually tailored in the UK. They are lightweight and crease resistant, combining style with practicality, appealing to a wide market. Despite using digitally printed hightech methods of production all designs are based on original artwork - sketches, hand-drawing or painting. The idea was to create a collection of luxury streetwear keeping it simple and fresh. Her new collection also features a menswear line of hand-drawn illustrated t-shirt designs in collaboration with ANH, Andrew Neil Hayes. “All t-shirts are again exclusively screen-printed in the UK on 100% cotton, working with the highest quality material and promoting and supporting Britain’s manufacturing industry.” Caggie wearing Lucy’s Paris Cityscape design
Sketches by Sara Brett (www.ladylippy.blogspot.co.uk)
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PROJECT CATWALK STAR FATZ K TALKS JEWELLERY AND REVILES HER SECRETS FOR SUCCESS Award-winning jewellery designer and former Project Catwalk contestant Fatz K, answers some of your questions about her career and setting up your own collection. new skills to practice so started my own label straight away. I’d already gained experience working for other brands and felt confident and passionate enough to make a go of it. My label Fatz K focuses on statement jewellery and accessories made from broken vintage jewellery and metalware components.”
From showcasing her work at Vogue Fashion Night Out, to having her jewellery walked down the BAFTA and National Television Award red carpets, Fatz K is a force to be reckoned with. Prior to launching her own designer collection in 2009, Fatz gained experience working for independent fashion brands before completing a 12-month crash course in “Starting your own Business in Clothing Design”. Fatz also beat off stiff competition to secure a place on the second season of Project Catwalk, winning two challenges and finishing in fourth place. Q: What do you consider your career highlight? “Being able to showcase my talent and work on Project Catwalk was definitely one of my career highlights. It was such an amazing opportunity and helped me to make my name as an established designer - I’ve been fortunate to have so many highlights though, from having my independent boutique featured in Louis Vuitton’s International City Shopping Guide to appearing on Blue Peter in a Recycled Jewellery feature.” Q: Why did you start your own label? On completion of my short-course my tutor advised me to go on to university to study fashion design, but I was so keen to put my
Q: What advice would you give to anyone hoping to follow in your footsteps? “The most important piece of advice I can give is that creativity is only a small part of what is required to set up and run your own label. Although being creative is key, along with designing and understanding trends, you also need strong networking and marketing skills. Your products might be fantastic but if no-one knows about them then you’re not going to be able to run a successful business. Excellent customer service and attention to detail are also paramount as most of my business has come from client recommendations and word of mouth helps to grow your brand.” “You need to be fearless and take risks, see and create your own opportunities and finally be determined - it can take a long time for you to get your big break, it is hard at times to remain focused and stay positive but if you believe in yourself and believe in your product then you’re half way there.”
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BOTM: IN THE FROW
What was your main motivation to start blogging? I started blogging in October 2013 after becoming a huge follower of fashion and beauty bloggers. I was primarily more beauty focused as that was where my inspiration led me, but over time I have incorporated more fashion into my posts and now I do a bit of both.
SOCIAL STATS Bloglovin - 14,882 followers Facebook - 14,118 likes /inthefrow Instagram - 249k followers @inthefrow Twitter - 35.7k followers @inthefrow YouTube - 148,487 subscribers @inthefrow Figures correct at the time of publishing
How has blogging helped to develop your career? It has definitely helped me. I have had so many opportunities to meet some incredible talented people and go to some fantastic events which I would not have done otherwise. I also feel that it helped me to gain my full time job which is in teaching, as it really enhanced my knowledge of PR, blogging and digital marketing. I also won Company Magazine Blog Awards in 2013 and 2014, which led to an awesome three week internship with them. Speaking of the Company Blogger Award, how did it feel winning “Best Personal Style Blog�? Winning the award was just amazing. I had only been blogging for about 6 months when I was shortlisted in 2013 and to see how much support I already had was just astounding. It really helped me to grow my blog, gain a larger audience and I gained so much more confidence through it. I felt so lucky to have my work recognised on that level.
How have you built up such a large following and what advice would you give to other bloggers? I promote my blog through so many social media channels - YouTube, Instagram, Lookbook, Twitter, Facebook - although I find that Twitter is probably the most effective for me. There is a huge blogger audience on Twitter and it’s a great way to spread your posts as well as engage with your readers. I also find that a lot of people on Instagram who click through to my posts, so that again is an amazing way to reach new readers. I don’t think I could have continued blogging if it wasn’t from the support on social media. You also run competitions for your followers, how else do you keep readers engaged? Yes, competitions are a great way to encourage engagement. Other than those, I just try to create a number of alternative and topical posts that will keep readers interested. Outfit posts are my most read posts and sharing them on Lookbook also works to get them out there a little further. You’ve previously worked with fashion retailers including Matalan, Missguided and Topshop (just to name a few!)as a blogger, how important is it to work with established brands? It is hugely important. Brands really help you to define yourself in the fashion blogging world and give you a little bit of a stand point to build from.
If you work with the right brands, they can help to spread your posts further whilst also allowing you to create gorgeous outfit posts that you wouldn’t have been able to make before. I’ve worked with some lovely brands and I’m so grateful for that. What blogs are you currently following? I love following bloggers who really inspire me to dress well. People like Angelica Blicks and Native Fox. Their blogs are stunning, with great outdoor photography and incredible outfits. They inspire me so much, I just wish I had the time to be able to do that - with working full time, I can’t just go and hang out in the fields looking fabulous but these ladies have the ability to do that and are very successful because of it. Where do you see the future of blogging and digital journalism going? I am unsure about the fashion blogging future at the moment. I feel as though the audience isn’t engaging as much and that they’re getting a little bored of reading the same reviews from blog to blog. Bloggers are going to have to become far more individual if they are going to succeed and will really find a USP. Bloggers are definitely the new fashion journalists now, no doubt about it. Read Victoria’s latest posts at www.inthefrow.com
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