Coventry University: Combined Graduate Portfolio

Coventry University BA (Hons) Fashion

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Contact all Graduates through the CoventryUniversityFashion Facebook page: Or contact A.Armstrong@Coventry.ac.uk

I P S E I T Y

Model: Karol @pullower Photographed by: Paige Rhianne

M E E T S

S E R I E S Â

KAROL

Model: Karol @pullower Photographed by: Paige Rhianne

WHAT DO YOU INSPIRE FROM?

DESCRIBE YOURSELF IN 3 WORDS

I always look for something that stands out from the crowd, it can be anything, a colour, a shape, different material or even a smell.

As long as its different and it catches my eye. I think about how did it draw my attention, how could it be beneficial to my own project or style. Whatever I create it has to be true to me, so the weirder the better.

That's a hard one!

Well, I’d definitely say I’m inappropriate [laughs] openminded too I guess and funny.

Bit more crazy than funny but still funny yeah [laughs]

P E N N O L D P E N N O L D BOTTLE BLONDE STUDIO BOTTLE BLONDE STUDIO

Model: Penelope Gwen

M A G A Z I N E

A L L O R A

Allora Magazine Models: Angelique @angeliquelouis Molly Estellia Davidson @mollyestellia Hannah Burton @hanvburton Clothes: @cowsheffield & @bottleblondestudio & @elinamaypagett Location: @malmaisonhotels MUA : @tiadinnekamua

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Im not talking about going out like a grown up and shopping alone for this article- oh no. instead this is about independent brands and designers that are in my eyes the underdogs in the industry. The brands, the designers who make money off their own back by doing what it is they love to do.

More and more frequently high street and retail brands are taking advantage of that. Which firstly happens far more often than it should, if anything it is something that continually keeps happening and it is NOT OKAY. Fast fashion labels are huge in comparison to small brands with small teams and little money to be able to do anything about a big retailer stealing or ripping off designs. Which is ultimately why they continue to do it. Its cruel and wrong in so many ways Model: Paige Rhianne www.heldtogetherbypins.co.uk Clothing: Bottle Blonde Studio New Look. Topshop

A more recent case of an Instagrammer with a clothing company called Freckled Ace founder Betsy Johnson called boycott on Forever 21 claiming that she gifted pieces from her own collection to Sami Miro to wear and promote on her own Instagram. Following that she then seen this new collaboration come about with Forever 21 whereby the designs look very similar.

You can say truth or it is not, there is no denying the similarity between the designs and the coincidence of the situation.I for one wouldn't take any hesitation in saying that those designs were copied. Sami Miro then went on to block Betsy from making any contact with her through Instagram. Which makes for a guilty case.

That is just one example however. Having worked with an independent designer for a year this was something that cropped up a lot.

Whether that be for their brand or other independent designers in the same boat that I came to know about.

I seen first hand designs be copied in some way or another from bigger designers or from fast fashion. In one case I even seen small brands copy from other small brands- which with that one is completely beyond me. Why would you want to take down someone in the same boat when you should be supporting one another.

That one really baffles me.

Having been in that environment for a long time and seeing first hand the effect that can have on a small business makes all the more passionate to write about it.

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Top:Sami Miro collection with Forever 21 Below: Betsy Johnson's own brand Frecklace

If I'm honest being involved with the fashion industry I believe fast fashion is a dying breed, or will become more of a dying breed as we move more into the future.

I'm not saying we are quite there yet, I'm still a sucker for cheap items and fast deliverywho isn't?! Because lets be real shopping independently can be more expensive BUT it can be better and so much more worth it. Not convinced? Let me give you a few reasons why you should consider independent.

LESS WASTE

"If I'm honest I believe fast fashion is a dying breed, or will become more of a dying breed as we move more into the future."

This may not be the case for every small designer out there but I'd like to think its pretty close to.

During my time with an independent designer I would see designs get cut out on a daily basis.

The patterns would be cut so that the more items of clothing you get from the fabric the better. I mean rule of thumb is when cutting fabric out you don't just slap it on the fabric anywhere anyway.

But cutting manually and in bulk you make sure that you're making the most of the fabric, then you are chucking less excess fabric away!

Which ultimately results in it being better for the environment with less fabric waste.

ONE OFF/UNIQUE This is a complete given for shopping independently.

Each designer or brand you will come across has their own style, their own take on things. So most things you shop independently will be completely unique, or a one off. As a pose to buying from a retail shop and shopping the same things everyone else probably owns.

You'll find in fast fashion shops all hold similar pieces to one another. You can walk into one shop and find a black star print skirt. Chances are they'll have a similar one in the next shop. And if its not the same piece they'll more than likely have it as a top instead.

Because thats just trends and colour being pulled from the same wheel.

Independent don't really follow trends- they do to an extent. But mostly its things the shop owner wants to create for their own customers. So its something a little different and has more character. Chances are it the shop holds your style it'll feel more like you.

ITS AN INVESTMENT I mentioned towards the beginning that buying independently is slightly more expensive (though not all the time) they are special little stand out pieces to add to your wardrobe. Not nessisarally everyday pieces. It could be for a special occasion, or just a piece that makes you feel really good.

And most of all its worth paying that little extra to get a well made, handmade, lovingly put together piece that will hopefully last a long time. As a pose to something cheap that may last a shorter amount of time.

You may find that a lot of small brands have a lot of offers on too. Because they truly value each and every sale they get.

Model: Paige Rhianne www.heldtogetherbypins.co.uk Clothing: Bottle Blonde Studio New Look. Topshop

They like to reward there customers or welcome new customers a lot of time. So they may have discounts in place for a variety of things over certain periods. Much like retail, except the discounts can work out cheap for a potentially expensive item

ITS PERSONAL

A lot of the time brands do customised or one off pieces. So for any small brand you love, I can guarantee if you were to get in touch with any of them, they would tell you they can make a new item up for you in a fabric they currently have. In the past I contacted a brand asking if they could make shorts out of the same fabric of a top I'd seen and they did. Even better than that the seller will be so appreciative of you buying from and supporting their little business that they will go out their way to get it to you on time.

So be kind! Custom orders take longer. If it's being made from scratch, its got a lot fabric to it or its quite a complex thing to make. Be patient!

And order within plenty of time, they aren't like fast fashion, they don't have 101 people to make the clothes up, get it packaged up and sent.

Sometimes Items are ready to be shipped straight out other times it can be as little as 3 people making your orders up and getting things sent takes time. But it is oh so worth it to have a piece that possibly no one else has.

Contact all Graduates through the CoventryUniversityFashion Facebook page: Or contact A.Armstrong@Coventry.ac.uk