LJMU – GFW18/19 Catwalk

There are too many graduate collections that look like Zara and too many students focusing on following fashion rather than leading, changing or having impact. Liverpool John Moores’ Fashion Design & Communication departments  challenged many cultural, political and sustainability topics and explored a world outside of a high street shop window for their presentation and catwalk show at Graduate Fashion Week, May 2018 and June 2019..

Liverpool John Moore graduates drew on their experiences and influences of their city, Liverpool, that is culturally rich and full of diversity, giving the regional influence of a city steeped in history and character to showcase their collections. They also contextualised how they interact in a wider environment that includes physical and digital.

The University head of the Fashion Department, Andrew Ibi, brings support, guidance, leadership and a new perspective of cultural relevance, diversity and disruption. The department is focusing on positioning themselves as an important voice in emerging graduate fashion, that is not afraid to confront big topics, ask big questions and push their big ideas.

The 2019 graduates INCLUDE|INTRUDE, challenged and dissected the topic of  sustainability and the relevance of existing manufactured supply and demand products/brands, both high street and designer worlds. They have looked at the alternative processes, solutions and how in this age of social media and digital saturation we create an aesthetic solution to our desire to both look after our world, look after ourselves and exist in this digital bubble.

In 2018, the students  responded to themes around SPAM – sex, politics, art and money, an agenda that was generated by them, tackling sensitive content as well projects driven by quality of design and original research processes.

Sixteen students were selected to show at Graduate Fashion Week by a panel that included designer Flora Mclean of House of Flora, Lizzie Cardwell from Hunger Magazine and Harris Elliot from Return of the Rudeboy. Students were chosen based diversity of concept, quality of garments and implementation of their themes. A similar process occurred in 2019.

Graduates include: Nadia Atique Mohamed born and raised in Anfield, with family origins in Yemen who has designed a modest sportswear collection for women that is inspired by iconic Liverpool kits, her favourite players and linguistic in-jokes.

CLIENT OBJECTIVE:

  • Increase awareness of LMJU Fashion Department and the individual designers involved in the catwalk show.
  • Bring interesting people to the front row and show to help create and interesting and dynamic vibe; stylists, bloggers, celebrities and influencers.
  • Increase digital awareness through strong affiliations with bloggers and influencers and to increase digital footprint.

SERVICES INCLUDED:

  • Identified target contacts in fashion press, fashion influencer/bloggers, trade media, stylists, celebrities and cultural outlets to build a database for the shows.
  • Write Press Releases for the individual shows (2) and to include designers and communication department.
  • Send out Press Releases to target contacts
  • Send out Show invites and handle guest lists
  • Profile raising of designers to facilitate interviews and raise awareness
  • Celebrity/VIP attendance, bloggers, coverage in influential fashion media
  • PR services pre/post show

OUTCOME:

  • handled press  for the shows and presentation, including celebrities and media.
  • Press coverage in Vogue with key interview for Nadia Atique, The Times, The Telegraph, Evening Standard, article in Candid and Millionair Magazine, multiple blog posts and social media platforms.
  • Raising profile of designers and department.

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