Fashion Communication and Visual Merchandising Portfolio
Bachelor of Fashion Design Technology (Honours)
Assignment 1 - Press Release Writing
This assignment focused on producing a creative press release for The Show: Carols in Couture while applying the principles of fashion public relations. The project required a professionally structured press release with a compelling introduction, detailed body content, a distribution plan and a creative cover artwork that effectively communicated the intended message and target audience.
Reflection
Through this assignment, I developed a better understanding of how strategic communication is used to promote fashion brands and events. I improved my writing skills by learning to present information in a clear, engaging and professional manner while considering audience expectations. Designing the cover artwork also allowed me to integrate my visual creativity with written communication.
Assignment 2 - Fashion Editorial
This assignment involved planning and shooting a fashion editorial based on our own made brand. It required the development of a storyboard, brand portfolio, creative concept, styling direction, mood boards and production planning to communicate a cohesive editorial vision. We shot footage for our brand promotional video and our brand collection magazine, and edited it in a compilation ourselves.
Reflection
This project strengthened my creative planning and visual storytelling abilities. I learned how to transform a brand's identity into an editorial concept while considering photography, styling, composition and production processes. It also enhanced my organizational skills by requiring careful planning before executing creative ideas.
Assignment 3 - Collaborative Re-Branding
Working in a group, this assignment focused on re-branding an existing fashion brand. My group chose Victoria Secret. The project included conducting brand and competitor research, developing a new corporate identity, creating marketing strategies and presenting a refreshed brand image supported by research and creative communication. We decided to make a new collection for Victoria Secret that has the theme of formalwear / workwear, as we researched that they don't have a selection like as part of their brand.
Reflection
This assignment taught me the importance of teamwork, communication and strategic thinking throughout the branding process. Collaborating with my group members helped me appreciate different perspectives and ideas while improving my ability to contribute effectively to a shared creative vision. I also gained valuable experience in brand analysis and marketing strategy development.
Assignment 4 - Final Window Display: Collaborative Re-Branding
The final project expanded on the collaborative re-branding assignment by developing a visual merchandising window display. The project involved conducting brand research, creating mood boards, pitching design ideas, selecting materials and constructing a window display that effectively communicated the re-branded identity we had planned for our brand previously.
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