In a year of global change, the DAF class of 2020 chose to innovate and re-imagine our graduate exhibition. With the limitations on people attending events, we cancelled the annual fashion show.
The DAF team along with the 3rd years engaged to come up with an alternative. Should we push out the fashion show to 2021? Hope that the situation changes by then. Create a live online digital fashion show? We considered the relevance of fashion shows in today’s world. Does it offer value to have your work displayed on a runway for a few seconds? Is this the best way to communicate all the work and thought that goes into a graduate collection?
The 3rd years chose to take on extra work. Impressing us with their commitment, resilience and creativity. Filming, styling and editing their unique fashion campaign. A task that had them learn new skills and collaborate with other creatives.
Our exhibition offered time slots to ensure social distancing. With the first day open to industry and the following day open for family and friends. With all the time spent on their graduate collections, we wanted to create an environment for engagement. The exhibition space allows for meaningful dialogue between the student and the industry. Students are able to communicate their range. Bringing the guest into their world as a designer.
Each student encompassing the Design Academy of Fashion motto: ENGAGE THE WORLD THROUGH DESIGN
The class of 2020 created a 1 minute 30 second campaign video. In the build up to the filming, we spent time discussing fashion films and campaigns. We analysed the way brands used video and audio to create emotion and tell a story.
Each student created a brand book that describes their brand and their inspiration in detail. Using this document as a platform to consider location, models, styling, and what the message/story of their campaign was going to share.
Watch the full graduate video that was on loop at the exhibition.