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Writer's pictureSophia Lund

History and Context

Fashion Promotion and Communication.


What are my aspirations?


To learn about all aspects of the fashion industry, expanding on my previous experiences and knowledge. Learn about areas within the fashion and creative industry that I have no previous knowledge of. To take as many opportunities as I can and gain vital work experience. To learn from others and collaborate, honing my craft as an aspiring stylist.


Why am I here?


I have always adored fashion, realising early on that all I wanted to do was to work somewhere within the industry. This course and the areas it covers are perfect, I felt it was quite broad and allows you to work to your strengths in whatever way you wanted. Being in London is exciting with countless museums, galleries and exhibitions to help fuel my imagination.


What am I trying to achieve?


I am hoping to gain key insights into the industry so that I feel confident and knowledgeable. Becoming a stylist is my end goal... Aiming to feel ready to immerse myself within the industry when I graduate.


“ I am someone who...”


I am someone who is invested and committed.

I am someone who is passionate about styling.

I am someone who wants to see change.

I am someone who is fascinated by all fashion aspects.

I am someone who will turn up.

I am someone already contributing to make fashion more sustainable and ethical.

I am someone who listens and values others opinions.

I am someone who wants to learn.

I am someone who loves to work, collaborate and share opinions with others.

I am someone who equally likes working alone.


3 things that make me happy...


Clothes ( Depop)

Researching, reading and learning about fashion and fashion history.

Visiting galleries, museums and exhibitions.


3 things that make me angry...


Fast fashion.

Ethical and diversity issues within the industry.

Social media influencers.


5 skills I'm comfortable with.


Styling

Writing

Knowledge of designers

Researching and developing ideas

Photoshoots


5 skills I want to develop.


Adobe suite

Photography ( actual camera skills)

Graphics design

Drawing

Public speaking


My core values.


Independence

Tolerance

Responsibility

Honesty

Originality

Knowledge

Vision

Trust

Working alone or in collaboration

Self-respect


Myself as a brand.


Styling is a vital aspect of the fashion industry. Having a visual eye and extensive knowledge about the fashion industry is essential. Throughout the course I aspire to adapt and develop my skills, learning from others too on how to build my vision.



My most recent project was my FMP for college. These were the final 3 images I chose from my shoot titled, Chaos and Destruction. I used a Dilara Findikoglu Victorian Tech Top paired with my lace enveloped skirt i created. Styling additions included an up-cycled hat paired with hand-made jewellery.



Depop


I am really passionate about vintage clothing, I run a Depop shop specialising in second hand designer garments. I source, research, style, shoot and price all my garments myself. I became verified earlier this year, and was chosen as a top 10 seller for September. Depop has been a great platform helping me learn the value of clothes, different brands and most importantly the sustainable aspects to it. I no longer have the desire to buy new clothes, instead, I spend hours hunting down vintage pieces.


Sustainability


Fast fashion has become increasingly topical this year within the mass market, as ethical practices and focus on social and environmental impacts have increased. We have seen the collapse of brands such as Topshop and several other familiar high street retailers, particularly those with a weak online presence. The economic impact will push the luxury brands such as Chanel and Bottega Veneta further out of reach for many people. As that gap widens I believe that the ‘middle market’ will expand. New niche designers with online followers; speed to market; frequent; exclusive premium offerings; and flexible low-cost bases will emerge and thrive such as Unknown London and Heaven Can Wait. Fragmentation of styles and simultaneous fashion changes that are not linked will also be a likely outcome - a trend that has been developing this century in any case.


Brand and style loyalty seems to be waning. Shopping from home has stressed the need to have clear, efficient websites - people won't spend time thinking about how to work a clunky website, they'll simply find another one. Behind it all there is still such a huge demand for fashion; people want to stay on-trend and update their wardrobes to match what is being shown. Fast fashion may be an outcome of this, but I hope that this refers to the speed of development; how quickly new styles and designers emerge rather than the current disposable interpretation of the term. Current fast fashion is not, I believe, the way forward if you learn about the horrors of how some cheap clothes are made. Currently, you can buy multiple items for very little - one could argue that this is democratising fashion, but is it? We risk exporting the true extent to textile and garment makers, often in developing countries. ‘The True Cost’ documentary opened my eyes further to this and shocked me when I realised what some people have to endure daily to support wealthy countries’ demand for cheap products.



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