Down to business: Student fashion stars shine

By Alison Farrington née Bishop 13 : 06 : 2011 London : George : Fiona Lambert

London – Fashion students at Graduate Fashion Week (GFW) are more prepared for the business of fashion than ever, say industry experts.

Judges at the class of 2011 praised fashion design graduate Rory Longdon from Nottingham Trent University for his bold and simple collection of chainmail and metalicised knitwear at the GFW gala on Wednesday night (8 June), when he won the gold award.

The international award went to Christina Economu from Istituto Managoni Paris for her collection of eye-catching printed satin pieces. Marissa Owen from the University of Central Lancashire won the womenswear award for her sculptured collection of shimmering eveningwear pieces and bright pink and padded floral oriental jackets. Wonjee Chung from Nottingham Trent University was inspired by the idea of time travel for a range of soft leathers crocheted within delicate knits for the visionary knitwear award. Textile award winner Dominique Kral combined mint green digitised peacock prints with bulbous chunky knits for a play on textures and silhouettes. The menswear award went to Felix Chabluk Smith from the Edinburgh College of Art for his fresh take on the trench coat.

‘Students are much more business-orientated when they graduate now,’ says Fiona Lambert, brand director for George, new sponsor of GFW. ‘They are open to ideas and ways to cross-promote themselves in order to get a job at the end of their degree,’ she tells LS:N Global.

As part of the brand’s new sponsorship programme, George has launched a foundation fashion degree in conjunction with Manchester Metropolitan University, after which graduates will be offered a three-year salaried position.

‘Students recognise how tough it is out there in the industry’, says Lambert. She says the aim of George’s sponsorship of GFW is to focus on the business of fashion. As part of this theme, GFW featured initiatives such as a video of the life of a garment from design to store, and a speed-dating function at the George design head office where students could meet the buyers.

LS:N Global has been monitoring the trend for brands and retailers to hold open-house events at which companies focus on transparency in their working practices, a trend we explore further in our Show Your Working micro trend.

LS:N Global will be presenting highlights from Graduate Fashion Week throughout this week. Look out for our round-up reports next week.