BA (Hons) Fashion Design and Development students recently worked on an industry project with Not Just A Label to create different collections and marketing materials for a specific audience – young Korean women in their early to mid 20’s.

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NJAL asked them to create a collection for young Korean women in their early to mid 20’s.

The BA (Hons) Fashion Design and Development students worked in groups and were asked to create one garment each for a group collection. They were asked to create garments with a specific consumer demographic in mind. NJAL asked them to create a collection for young Korean women in their early to mid 20’s. They were also told the consumer likes celebrities in her country, such as club kids and pop singers. The consumer loves bright colours, avant-garde styles and is adventurous with materials and prints.

LCF News spoke to Anna Telcs, Not Just A Label partner involved in the collaboration, to find out how the project went.

The students worked in groups of 12 to create brands, a collection and marketing materials. NJAL was excited to work with LCF in such a hands-on way, to offer feedback in all aspects throughout the design and branding processes. The students were tasked with collaboratively creating a brand, a collection and marketing material to follow customer profiles offered from NJAL.

The students did a fantastic job working together (a tall order to be sure), creating their brands and unifying their message to create compelling designs that truly respected the design brief from Not Just A Label.  NJAL’s e-commerce and digital marketing teams were very impressed with the level of finished work presented by the student collaborations. We look forward to engaging with LCF’s talent in the future.

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NJAL project with BA (Hons) Fashion Design and Development collaboration.

We also spoke to BA (Hons) Fashion Design and Development students Sarawalee Lusamlit, Giulia Annunziata, Claudia Pan and Witold Dmytrów, who were part of the winning team.

What did you produce for the project? 

Sarawalee: For this project I made a pink bodysuit, which featured Witek’s red coat in the lookbook. The garment was inspired by Korean music video called Candy Jelly Love by a girl group called LovelyzThe video illustrates cheerful girl vibes through their choreography and school uniform like outfits. 

Giulia: I have created a soft pink leatherette skirt with faux fur inserts. I was in charge of finding the fabrics for the collection and everyone immediately fell in love with the excellent quality of faux fur. Every circle of fur was cut by hand and then I trimmed very carefully each edge. It took me 10 minutes to fix each piece of fur to the leather. All of us were interested in making the design as sustainable as possible. We used the waste of the leatherette from my skirt to create the price tags.

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The model is wearing a leotard by Sarawalee Lusamlit and coat by Witold Dmytrow.

Claudia: I produced a white organza top with colorful sequins embroidery. The top is transparent and has a partial open back. The top is complimented with sequins covering from the bust area of the bodice to the center back, where they meets an open ended zipper.

Witold: I made a vermilion red neoprene jacket with embroidered sleeves. It was a very important garment to me as it made me realise how much I like embellishment/hand sewing. It has also made me want to explore it further in my final collection next year.

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NJAL asked the designers to create a collection for a consumer that enjoys celebrities in her country as a club kids and pop singers.

How did you find working with NJAL? 

Sarawalee: Working with NJAL has been one of my favourite projects so far. It gave me a strong idea of how the actual industry works and communicates. The project made me stretch my design and ability, working outside my comfort zone. It gave me an opportunity to work as a team, in a professional environment. 

Giulia: Working with NJAL was challenging and funny at the same time. For this project I really pushed the boundaries of my creativity. As a group, I think we impressed NJAL. One of the main challenges for this project was working in a group. We are all from the same course, but most of us didn’t know each other before this project. I think we have been extremely lucky to find a lot of hard working people with the same aim to achieve. We all wanted to surprise and win this project, so we worked hard from the beginning, having at least one meeting at week. We also created a Instagram account called B-thriteen for the project.

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The students were tasked with collaboratively creating a brand, a collection and marketing material to follow customer profiles offered from NJAL.

Claudia: Having the opportunity to work with NJAL was incredible. They gave us the opportunity to experience the fashion industry first hand by working as a team to produce a collection. NJAL showed everyone that working in the fashion industry doesn’t mean that your creativity is being narrowed, instead you develop creativity through collaboration, working hard and facing difficulties. NJAL are a very creative and open minded business that offer designers the chance to expand their passion and approach.

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NJAL’s e-commerce and digital marketing teams were very impressed with the level of finished work presented by the student collaborations.

Witold: Working with NJAL was great for a variety of reasons. Firstly, we had much more creative freedom compared to the previous projects which were more high street focused. The feedback we got from NJAL was very useful and helped us push the collection in the right direction. My favorite thing about this project was working in a group. I think it was a very valuable experience because that’s what the industry is like. You have to be able to work with other people. Our team jelled together very well and we were able to discuss ideas in a way that did not limit anybody creatively. Overall, I feel like I learned a lot through this project but most importantly, I had a ton of fun with it!