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Fashion Context - Introducing Runway to Retail

Retail experience is shifting and evolving into something we never once imagined.

Today I was completing my weekly online shop, and it came to my attention that online retail websites such as TOPSHOP, are becoming involved in the blogging industry. Hallelujah! What more can us fellow bloggers and consumers ask for than further details behind a brands product? To my surprise, the first blog I was introduced to quite literally blew me away. The high-street brand has transformed their Oxford Circus store into a live runway!

From this news, it becomes apparent how well the experiential creative retail team behind the company are working in stopping the traffic in one of the biggest fashion capitals. I mean, some brand has to bring forward a fresh concept every once in a while... To launch such a spectacular retail concept, you of course require a busy street and a strong set of consumers. So what better an option than taking advantage flagstreet Topshop store on Oxford Street. A street so busy, you can barely budge! 

The purpose of the concept is to, “Bring the energy of London Fashion Week to the store.” and to, “Follow on from the runway show, but really ramp it up and create our own in-store version. The new innovative retail solution by TOPSHOP is in bid to engage with customers and to find a way to restore the buying experience.

The virtual reality catwalk experience doesn’t quite have the same touch as a physical catwalk show event, although it is free! TOPSHOP tickets at Fashion Week are one of the hottest amongst other high-street retailers, attracting famous faces like Kate Moss. TOPSHOP’s new approach to exhibiting their products is likely to steal the hearts of most consumers, bloggers and journalists who will spread the word across social media almost instantly. 

In contemporary society, as an individual from generation Z, the use of modern  technology for this concept is ideal. We are in a generation were technology and the use of social media is everything across the youth culture in particularly. However, older generations are also picking up on the trend and becoming more involved in the likes of blogging and Instagramming their life.

It’s strange to think hat as a little girl, that my favourite hobby was to take my pocket money into town and treat myself to a new outfit. I remember being inspired by the simple, towering mannequins dressed in the shop windows, waiting for the moment that I was able to buy anything and everything I ever dreamed of. I think I would have fainted if I was faced with a window exhibition like this!

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Taking the Fashion Industry by Storm: Jaesuk Kim

I have forever withheld a creative mind-set, and I thank my father for this; he is the man who has taught me to have an open and  creative outlook on everything I do in life. It’s fascinating to reflect upon how I left school with an A* in Art & Design; graduated college with a Distinction in Fashion Design; and am now studying a Fashion Communication degree. Come to think of it, studying fashion design was the peak in my journey to finding my career path in the fashion industry. If I remember correctly, fashion illustration was an area which I was introduced to in 2015; where I was able to express my love for styling with my main influence being Jaesuk Kim, aka “jaesukkim” across social media.

Who knew that it was humanely possible to achieve such perfection and fame through effortless illustration sketching? To be a globetrotter and one of the world’s most current successful fashion illustrators all tied into one? 

Social media was the starting point for Kim, on Instagram to be specific. Instagram today is the social media platform which is launching many self-motivated, hard-working individuals who aim to make a successful career within the fashion business, into their paths. With the hundreds of thousands of Instagram accounts, it’s hard not to go unnoticed with your imagery. Your visuals have to be somewhat unique to catch the eye, which unquestionably explains the instant success of ‘So Susu’. 

The ‘So Susu’ illustrator not only produces art on paper using different sources of media, such as water colour paint and acrylic paint; he collaborates with a diverse range of brands and designers to create a fresh approach to promotion. The artist has completed captivating projects alongside famous labels such as Bvlgari, Christian Louboutin and Fashion Week!

Teaming up alongside upscale Italian retailer of designer accessories, Bulgari, was the campaign that launched the illustrator into modern promotion, catching the eye of many as an outcome. Kim combines hand-drawn illustration and collage to exhibit the most breath-taking visuals that accentuate every detail to the public eye. This statistic makes him stand out hugely against every other illustrator out there! 

St. Petersburg Fashion Week (2015), was another mind-blowing partnership that sent Kim’s reputation through the roof. The artists work was exhibited on the red-carpet, where celebrities posed in front of the imagery - soon sweeping across social media. Mercedes Benz Fashion Week in 2017 was also a big moment for the forever evolving creator. The event had their collaborating artists draw in virtual reality using ‘Google Tilt Brush’ - a room scale 3D painting virtual reality application developed and published by Google. Their illustrations were inspired by runway looks from the SS17 #mbfwrussia shows in Moscow. In this video, Jaesuk Kim presents his favourite look from the ‘Sorry I’m Not’ show.

Is Jaesuk Kim bringing back the originality of VOGUE’s publication covers?

Jaesuk Kim has achieved many fascinating elements in the fashion business, but is he about to relaunch the illustrative approach to VOGUE publication covers? 

Throughout its history, Vogue has hired talented artists and illustrators to produce its very own cover designs - featuring creations from the renowned Carl Erickson, Eduardo Benito and Georges Lepape. The vibrant and creative nature of these covers consisting of slender-like models complemented Vogue's inauguration as a style authority. As the thirties came to a closure, fashion magazines began their modern evolution, where photography overtook the use of illustration. Artists like Kim demonstrate exactly why the historic use of illustrations should make a reappearance, to create that wow-factor effect. With the modern touch of Jaesuk Kim of course!

Jaesuk Kim is without a doubt making his mark in the industry, forever leaving us in the unknown on his next move! 

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Fashion Context - 7 Eco-Friendly (and Vegan) Alternatives to Real Leather

You may be thinking from the title of this blog, vegan leather?! Yes, vegan alternatives as to real leather is now a THING!  Today, the idea surrounding sustainability is on the move. There are of course the other common alternatives such as faux leather which is great. However, sustainability experts are totally upping their game in the industry. People like myself in contemporary fashion are searching for the most sustainable fashion, and those designer products that exclude any history of animal cruelty! I was already aware of the advantage of tough pineapple skin, also used to create faux leather. You can’t get anymore vegan than that!

Exclusive designers such as Stella McCartney and Vivienne Westwood are now also both animal rights activists, and have abolished the use of the beauty of animals in their work. Now it’s a simple waiting game for our other favourite designers to get on board with this remarkable trend...

Here are seven eco-friendly (and vegan) alternatives to real leather:

1. Barkcloth 

Did you know ‘Barkcloth’ is the new material used to make trench coats by animal activist designers? The textured fabric originates from Uganda, where it is derived from the bark of the Mutuba tree. It is a soft, thick, slightly textured fabric, so named because it has a rough surface like that of tree bark. Barkcloth is commonly made of densely woven cotton fibres, and produces an extremely tough fabric. So to all you real leather loves, why not opt for an this animal friendly option?

2. Cork

Cork leather also comes from a tree. Cork fabric is a high quality fabric produced from fine cork shavings obtained directly from the bark of the cork oak tree. The material grows back every nine years and distresses with age in comparison with real leather. It’s often used for accessories, such as belts.

3. Recycled Ultrasuede

Ultrasuede is the trade name for a synthetic ultra-microfiber fabric invented in 1970 by Dr. Miyoshi Okamoto. This man was a scientist working for Toray Industries. In Japan it is sold under the brand name ‘Ecsaine’, and is often described as an artificial substitute for suede leather.

4. Glazed Cotton

Embossed, glazed, stretched, and buffed to shimmer; cotton canvas has an astounding resemblance to genuine leather. It is also water-resistant, requires minimal care and, in some cases, machine-washable.

5. Paper (what?!)

Paper is now used to create a faux form of real leather, although it’s hard to believe! Paper as ersatz shearling sounds like an unreliable proposition, but Paper No. 9 leverages its ephemeral nature to great effect. The Brooklyn label treats recycled cardboard with natural oils and a good "massage" to render it velvety soft. Backed with canvas for strength, the outer layers gradually wear away with body heat and friction to reveal hidden artwork beneath.

6. Recycled PET Polyester

‘Dinamica’ is a type of fake suede made from recycled PET. Recycled PET is commonly used in the furniture and automotive industries, however, comes in handy for fashion! Footwear company ‘Beyond Skin’ was the first to experiment with the material, and is said to have produced 60% fewer carbon emissions than conventional polyester!

7. Degradable Polyurethane

Degradable Polyurethane has the part-recycled material garnered ISO certification for meeting specific environmental standards, however, it’s also degradable! It only requires a third of energy of conventional PU production.

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Fashion Context - Sustainability: Look Good, Do Good, Feel Good!

The future of fashion relies on people. Those people including the men and women who make clothes, the farmers who grow the crops, our employees and customers. We want to ensure a positive impact for the people we depend on and those who depend on us in return, making respect an important thing.

The fast fashion industry is a system which is involves the trendiest of clothes being cheaply made in large quantities. The target behind this is to carry out more sustainable and ethical practices in the manufacturing business, whilst being supported by research across fast fashion itself, globalisation, and company/consumer awareness. Little did you some of you may know, some of our favourite brands are included in this research. H&M, Forever21, and missguided! The results of these interviews are often a wake-up call and expose how brands lack transparency in their production and new models for business to achieve the best level of sustainability. Practices need to be put into place to release sustainability reports; minimizing the turnover rate of clothing; adding more information to clothing tags; reducing environmentally damaging product methods; using sustainable packaging; researching and analysing factories who produce garments; and recycling help lead companies to a more sustainable and ethical future. There’s always room for improvement!

As a lover of high-street retailer H&M, I have decided to research a little further into their outlook upon sustainability within the fashion business.

” It has always been important for us to act in a way that makes it possible not just for present but also future generations to enjoy fashion. In a world with growing populations and finite resources, both H&M group and the entire fashion industry must look for new ways of working. I’m convinced our new sustainability strategy presented in this report will take us closer towards our vision; to lead the change towards circular and renewable fashion while being a fair and equal company.” – Karl-Johan Persson (ECO), H&M

Modern Slavery

Most people today fret about the use of modern slavery behind the clothes they wear. Modern slavery involves slavery, servitude, forced and compulsory labour, and human trafficking – each violations of human rights which are upheld by both international and national legislation. H&M is an example of a respectful brand, who believe commitment to human rights and dedicated work must be a fundamental part of ANY business. They therefore address any outstanding risks and impacts via their value chain, and work closely with their industry peers, business partners, external human rights experts and a series of global and local stakeholders. The purpose of these close communications is to increase the company’s capability to respect and uphold human rights principles. The brand claims, “improving industrial relations is a focus of ours as we believe it allows for improved conditions when workers and employees can exercise their rights, negotiate with their employers and participate in the development of the workplace.”

H&M also openly share their world map sharing their extensive number of factories sweeping the globe. Here is a comparison between Great Britain and China – clearly, the difference is shocking, despite H&M’s claims today…

H&M also openly share their world map sharing their extensive number of factories sweeping the globe. Here is a comparison between Great Britain and China – clearly, the difference is shocking, despite H&M’s claims today…

The fashion company states how for many years they have worked consistently to build long-term relationships based on mutual trust and transparency. Through doing this, they can disclose the names, locations, and other additional information based on their factories and their workers. This excludes the idea of any major concerns surrounding the ongoing competition on the best available capacity in the industry.

Supplier Compliance

H&M are committed to transparent reporting. They dedicate important resources to monitor their suppliers’ sustainability performance and support them in exploring improvements.

Recycling

Imagine if all clothes were made using old clothes? This is one of H&M’s biggest aims, where the accept the likes of old, donated clothes in exchange for money.

In 2016, H&M launched their third close the loop collection, using post-consumer textile waste from collected garments. Did you know that some in-store products all year around made of closed loop recycled materials from collected garments? Currently, over a fourth of our total material use is from recycled or other sustainably sourced materials. The group use a wide variety of recycled materials, including cotton, polyester, wool, cashmere, and plastic!

Today, a recycled material is made from waste in fashion clothing companies such as H&M – including old textiles, production waste or used PET bottles (made of polyethylene terephthalate). The new habit of using recycled materials reduces three major things: the number of textiles adding to landfill; the use of virgin raw materials; and most importantly, the amount of chemicals, energy and water used in overall garment production.

Personally, I find the H&M group to be ahead of the game within the fashion industry - making us consumers very happy about their modern outlook on sustainability!

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Keeping Fashionably Warm - The Truth Behind Your Faux Fur Coat (interview)

The dark nights are slowly being replaced with long-lasting evenings. The neutral tones are are transitioning to all things bright and colourful. The retailers selling all things warm are altering to all things spring and summery. 

With Winter coming to a closure, I thought it would be the perfect opportunity to reflect upon one of the biggest issues caused by one of the most continual trends - forever causing an uproar in the fashion industry. Today, I met up with my Grandmother to treat her to coffee and a catch-up. I happened to wear one of my most realistic looking fur coats - the Victoria Beckham faux fur coat in ‘chocolate brown’ that I have owned for 3 years. Truthfully speaking, her instinct reaction was to ask me what animal I was wearing - which truly mortified me. As a firm anti-fur supporter,  I thought it would be interesting to interview my Grandmother. Her reaction comes down to the era she was born into, where real fur was a “must-have” luxury to all women in order to achieve that glamorous and upper-class effect. 

FH: What is your opinion of the fur industry? 

G: Well when the eighties came around, animal rights became known and the fur trade went down the drain. It was all over the news! Animal rights protesters use to protest in the streets of London and enter stores to throw paint at people who use to sell real animal skins and fur. People decided not to wear anything like such anymore. This after this chaos eventually came to their attention, including myself. If someone was to be seen wearing animal skins out in public, you were putting yourself at risk of being attacked and having things thrown at you by people who supported animal rights.

 FH: Has your opinion since changed after it was a popular trend during your era?

I wouldn’t wear real fur or animal skins now. At the time when I did, I don’t think anybody thought about how animals were hurt during the making of the clothing and accessories. I would definitely never consider wearing anything like I use to now, but clothing made from real animal skins and furs are still beautiful to look at. I own a lot of man- made things now. 

 I love my real sheepskin shearing slippers, and although they aren’t imitation sheepskin, they have no cruelty behind the making of them – they’re just made from sheep when they’re sheared. Sometimes sheep skin can be taken from deceased sheep, but I’d never own a pair of slippers that have been made using sheep that have been kept on a farm, abused, and slaughtered just for fashion.

 FH: Have you ever owned clothing/accessories made from real fur or animal skin?

G: I owned a few real fur coats, and coats made from the skins of animals.  I had so many colours just so I could match them up with everything I wore. My beaver lamb was simply stunning. I owned it for years and loved wearing it throughout the colder seasons. It didn’t lose its quality the whole time I had it!  I also had an ‘Afghan’ coat made from real sheep skin, which was dried out and cured before being sold.

 I remember quite well my long leather and short leather coats made of cow skin that I owned throughout the seventies, and they never lost their quality. I had a leather swing style mac that was highly fashionable in the early eighties. I later it passed down to your mother when it had come back into fashion after losing its popularity for a while. She liked the style of it. Everyone used to ask where she had got it from. I shouldn’t have trusted her with it though… It was ruined. Nearly everybody owned a real leather coat, they were very popular.

 FH: How much did real fur/animal skin clothing cost to buy?

G: It was roughly around sixty pounds for my beaver lamb coat. Sixty pounds was expensive in those days you know!

FH: Today it costs about sixty pounds for a faux fur coat equally as beautiful!

 FH: Did you ever consider the cruelty behind the making of what you owned?

G: Not at the time, it didn’t occur to me and almost anyone at the time. It was like a prize possession to have a fur coat. But now I would consider it, especially seal skin – poor seals…

FH: Do you think all animal skin and fur clothing had cruelty behind the making of them in your era?

G: I could honestly say that no one used to think about it - I really don’t know. It was only till people were made aware of it that they used to think about it. They used to say “Well I’m not going to wear that anymore now that I know that animals have been hurt in order to make it, I’d rather wear something else.”

 FH: What kind of wild animals were commonly used to make fur coats and other clothing during your era?

G: The most popular furs that were worn during the sixties were made of beaver lamb, ocelot, mink, red and silver fox, rabbit and musquash. I only owned beaver lamb though, it was my favourite.

Crocodile skins were used to make shoes; mainly dress shoes worn by men. They were expensive, and therefore it was only men with loads of money in their pocket who owned them – the more expensive your clothing was, was almost like a status symbol, representing your class or your social status if you want to put it that way.

FH: Did faux fur or imitation animal skins exist during the forties?

G: No, imitation clothing wasn’t around then, probably right around the time of the eighties it came about. 

 FH: Was real fur a “must have”/luxury for women throughout this time period?

G: Yeah. A lot of people wanted one, but couldn’t afford it. I used to control my dad into buying one (laughs). I was ruined. But they lasted for donkey’s years. 

The most expensive furs cost thousands; all the film stars and anyone who had any money owned a mink coat. Wearing a fur coat was like saying you have a diamond ring, and again it was like a status symbol if you owned one. There’s famous quote saying, “all fur coat no knickers” (laughs). Don’t put that in the interview! 

FH: What does that mean?

G: It means you can afford a coat but can’t afford to wear anything underneath. It means your all outward show. It’s like having a chocolate with no inside. But I still think you should look that up before putting this in the interview!

“All fur coat, no knickers” Definition: Having a superficially positive appearance that is belied by the reality, e.g., superficially elegant and beautiful but actually common. 

 FH: Was it common amongst the male population to own clothing consisting of real fur or animal skin?

G: (Shakes head) Just in shoes, leather shoes. Leather wasn’t popular in the sixties; it was all velvet suits. Men wore proper suits. Teddy boys in the late fifties wore velvet collars and very narrow trousers, with beetle crushers – like Elvis Presley. You can compare them with how they dressed in the film Grease too. I didn’t like the Teddy Boys style – it was awful.

FH: Is there anything else you would like to add?

G: One of my favourite arguments with your uncle Neil and Philip… They’re vegetarian as you know, and always have been since a young age. They won’t eat the animal, but they’ll wear the animal. They owned, and probably still do own: leather shoes, leather bags, leather belts. They use to say, “It’s died of natural causes.” (laughs). 

(End of interview)

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How To Style Co-Ordinates

Out with the old, in with the new!

One of my New Year’s resolutions this year was to be more experimental with style and the colour palettes I wear, although I did let this slip! I have only ever opted for simple yet sophisticated neutrals, but with spring hurdling it’s way at me; it’s time to hit refresh and detox my wardrobe.

Winter is currently transitioning into spring, and the co-ordinate suits are trending like crazy. Adventurous co-ordinate suits have never really found their place in my wardrobe, and it’s quite straightforward as to why. Once upon-a-time, I could have never imagined myself flaunting that style I once viewed to have such a overly-girly touch. Those t-shirt dresses that were trending last spring? They were also a no from me. Maybe it’s because I am stuck in my minimalistic ways? Am I allergic to bold colour? Am I too body concious? Or, do I need to do what I do best and work my magic on styling playful co-ords to suit my taste. 

Truthfully speaking, my Instagram feed has been bombarded by influential bloggers who are nailing the suited and booted, and funky co-ords. Not to mention Alicia Roddy, who pulls this look off in every way possible!

The trending two-pieces are overtaking the likes of Missguided, Pretty Little Thing, Boo Hoo, and In The Style - the online fashion retailers who are a students best friend. I therefore decided to put my limits to the test last night, and placed an order for several different co-ordinate outfits that were somewhat appealing to me. 

Style

I am naturally enticed to subtle shades, and have therefore experienced  difficulty in pairing contrasting accessories to illuminate my outfit. Surprisingly, I had no trouble with these new co-ordinates and could team multiple accessories to suit each outfit.

Accessories

Pat Butcher earrings... If you know, you know! My new found for dramatic and in-your-face earrings has grown on me after noticing the on-going trend of them in my favourite high-street stores - yes H&M and Zara, that is you! It can be argued that they are the perfect finishing touch to glam up any style; where from my perspective, they so are!

The Court Shoe

Thanks to the all-year-around trend in court shoes, they have become an essential to my wardrobe. They are my go-to - whether it’s to team alongside a smart or casual outfit. Trust me when I say that there is no doubt that I own a pair in each and every single colour you could imagine! They are the necessity to every outfit I own, if I ever become torn on what style of shoe matches best.

That minimalistic style that I once found myself devoured in is becoming more distant, and I think I like it!

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How PR Influences Me - Evaluation

Studying Public Relations and the strategic communication process surrounding it has introduced me to a new level of marketing that I was once unfamiliar with - little did I know that I was both consciously and subconsciously challenged by its fundamentals daily. PR covers a 360 view on the techniques delivered by a brand to emotionally influence and manipulate and a target audience using interesting and conventional techniques. Throughout this module, I have been taught the importance of PR and how it is an essentiality to the world of promotion.

For this brief, I was required to endorse the role of a Press Officer and combine my analytical, persuasive and creative skills to propose any potential promotional improvements to benefit the Bowes Museum in County Durham. The purpose of my concept was to explore innovative ways to engage a wider regional audience to the French chateau, and to familiarise the public with the exclusivity of museum’s new and upcoming fashion events. To achieve these criteria, I visited the Bowes Museum and critiqued how it is presented – both physically and online. As a young individual, I was able to take advantage of trends in my peer group and use my assessment on the museum, including the 7 P’s, SWOT, PESO and PEST analysis, to incorporate my knowledge behind the significance of youthful audiences.

In modern society, social-media is the be-all and end-all for youthful audiences. This statistic contributed towards the opportunity of focusing my concept around technology and mending the unappealing social activity delivered by the Bowes Museum online. In my opinion, by pitching my PR concepts surrounding emotive language, photography and using photo-heavy platforms; the popularity of the museum would multiply. I took further inspiration from a formal tour on my visit, where it was specified how refining promotional PR was a necessity to the museum after quoting that they aim to achieve something that “Reminded people of window shopping at night in Newcastle.”. This was the ideal approach to newly improved PR, whereby reflecting this idea onto social media would increase followers and welcome an advanced regional audience. 

Furthermore, after observing the fundamental principles, tools and practises of PR; my perspective is overwhelming, where I concluded that PR and social media was where my strengths lay. Moreover, I feel confident that I have responded well to delivering my skills and experiential knowledge to benefit the Bowes Museum and the challenges they face using modern technology. I have learned that by frequently updating online social media platforms, using exemplary visuals and effective language is crucial to PR and communication. 

In conclusion to exploring PR, I feel uninspired to further my study in this area or to apply for any work placements with PR agencies. Whilst reflecting on my experience, I would have focused on reading books to observe other factual areas in PR to better my understanding. For future reference, I will focus specifically on time management and using independent study wisely to gain a better perspective on new topics.

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How PR Influences Me

(in editing)

Today, I touched ground in the concrete jungle that is New York City, and despite the major jetlag, I had to mentally prepare myself for braving Times Square tonight. The plan was to admire the illuminated billboards, and to resist the temptation of the shops that we don’t have advantage of on the high-streets in the North East of England. I purposely left my money locked away in my hotel room to avoid this at all costs and took out my bank card for emergency purposes ONLY; little did I know that I was about to be reminded of how much PR is quite literally slapped all over this fashion capital.

After reflecting on the use of Public Relations on my first night here, I thought I would share with you my experience and my realisation in the high level of expertise in PR here. Our favourite brands seriously have us wrapped around their little finger…

As we know, Fashion PR focuses specifically on how a brand is promoting themselves, including; the way in which they are dressing their models; their social media activity; their relationships with editors, writers, magazines and most importantly their consumers. Essentially, these steps must be completed in interesting and conventional ways to emotionally influence and manipulate a brands target audience.

As you can imagine; if you are a fashion focused individual like myself, who is both consciously and subconsciously influenced by PR daily, you will surely understand why I found myself in Victoria’s Secret only minutes after leaving the hotel. The word “SALE” dancing in the shop windows in pink flashing lights was hard to miss. My conscious mind told me it would be too painful to turn my back on this rare opportunity to splash some cash on discounted designer lingerie that I recently seen modelled by one of my main fashion influencers on Instagram. Yes, the magic of PR and its close connection with social media did it again and manipulated my emotions into believing that this was in fact an emergency and a valid excuse to use my bank card…

Media-trained staff specialise in the way that they capture the emotions of us spenders, where they take full-advantage of celebrity endorsement and how throwing the faces of certain personalities onto social media can benefit in promoting their sales. For example, I have always felt hesitant towards Victoria’s Secret and their (sometimes) extortionate prices. I will always

 Similarly, to online shopping, I was tricked into buying more than I initially intended on my visit to VS. After adding an item into your basket online, you are without a doubt purposely drawn to suggested products by the website quoting, “You may also like...”. Not to mention the pop-up reminding you of how low in stock your size is! The first item I picked out in VS was the front-fastening bra I had seen on Instagram prior to flying out here. Come to think of it, I was of course then subconsciously wielded into also buying the matching pair of knickers that coincidentally happened to be exhibited on screen right by the bra section on one of the Angels. If she wore it, I had too had to wear it. I was confident that was it until I was faced with one of the sales assistants holding up a pair of satin lounge pants which happened to be the last in my size and so happened match the lingerie set perfectly. Typical!