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Fashion Event Proposal

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Vivian Chan

on 21 April 2014

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Transcript of Fashion Event Proposal

To investigate and understand the distinctive promotional styles which have been continuously used over the years in the fashion industry.

Fashion designers and brands display their collection and trends in creative styles when they are exhibiting it to the audience . The research and knowledge collected will then develop a good understanding and vision for my own ideas for promoting my work.
Fashion Event Proposal
Individual Fashion Project

A runway show is a production that most people are familiar with and it is an established approach for designers to display their collection by using live models. A theme, stated location, staging and lighting, live models, makeup, hair production and music are elements that are very important for a runway production.
(Fashion&Trunk, 2013)
Fashion has evolved even quicker than before. During the ancient period, apparels were produced for comfort and for daily manual work, the wealthy even had restricted resources and dyes were not as accessible.
(Ottoman, 2005)

Fashion is so cyclical; there is even a term for it: Laver’s Law. Fashion historian: James Laver created the term in the 1930’s to define how quickly trends of the past become “beautiful” again. Laver claimed that it takes at least half a century for something to become fashionable again. Designers now look for inspiration and styles that were most fashionable 20 or 30 years ago.
(Winterman, 2009)
A production show is the most costly form of fashion events; it is almost like an acting performance. The different trends are brought to life by using special effects, backdrops, décor, lighting effects, and live entertainment such as acting and or dancing. The collection is shown on a live model, allowing spectators to understand how the fashion can work in everyday life.
(Fashion&Trunk, 2013)
An informal fashion show is again displayed on live models, but in a relaxed environment, imaginably in a department store. Special effects are not usually required as what the live model is wearing and how she/he looks is the key selling point. This form of displaying requires very little planning and essentially, it is only the live model.
(Fashion&Trunk, 2013)
Antoni and Alison, 2013
Runway example
Runway example
Antoni and Alison, 2013
Ports, 1961
Céline, 2013
Viktor & Rolf, 2008
James Laver (1899-1975)

Author, art historian and museum curator who acted as a keeper of prints, drawings and paintings for the Victoria and Albert Museum.

Important and pioneering fashion historian described as “the man in England who made the study of costume respectable”.

Laver was inspired by the work of Thorstein Vablen and John Flügel, using their theories to develop his own ideas about why we dress the way we dress.

Hierarchical: dressing to indicate position in society.
Utility: dressing for warmth and comfort.
Seduction: dressing to attract the opposite sex.

Victoria Secret
Alexander McQueen
A concept that is Japanese based, an outdoor event and located in a beautiful Japanese garden. Garments will be displayed on hangers, where you can have a real feel of the Japanese garments.
This will be an experience and a fashion event.
Goody bags
Japanese lanterns
Taditional Japanese
Word of mouth
Personalised invite
Show casing a video, which will show the progression and development of my work. Guest can sit back comfortably with refreshments and Japanese desert and watch how my work on a projector.
Guests are given the choice if they would like the sit on furniture or large cushions.
At the end of the night, everyone will lit up lanterns to the sky.
A beautiful Japanese garden will be the location for this event.
How to promote my work:

Promoting via social networking platforms
Word of mouth
Posting pictures on instagram and sharing them
Tweeting about the event
Facebook page - share, like and comment
Posting posters around universities so students are aware about the event
Fashion Students
Fashion Bloggers
Young Fashion Designers
The Press
Fashion Designers
Fern Cotton
Alexa Cheung
Style Bubble
Susie Bubble
So who would I want at the event if money was no issue?
Great outdoors
Great atmosphere
Allow people to socialize in an atmospheric environment
Great weather
Location combines well with collection
Guest may not be able to travel
Public space – may need permission
Facilities may be limited

Local - sccessible for all
Inexpensive location
Inside a building so there are Facilities which are easily accessible
Unknown. (2013). 3 different types of fashion events. Available: http://fashionandtrunk.com/3-different-types-of-fashion-events/. Last accessed 2014.
Charlotte Jirousek. (2005). Ottoman Influences in Western Dress. Available: http://char.txa.cornell.edu/influences.htm. Last accessed 2014.
BBC NEWS | Magazine | The life cycle of a fashion trend. 2014. BBC NEWS | Magazine | The life cycle of a fashion trend. [ONLINE] Available at: http://news.bbc.co.uk/2/hi/8262788.stm. [Accessed 17 April 2014].
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James Laver - Wikipedia, the free encyclopedia. 2014. James Laver - Wikipedia, the free encyclopedia. [ONLINE] Available at: http://en.wikipedia.org/wiki/James_Laver. [Accessed 17 April 2014].
Laver's Law, A Timeline of Style Fashion History. 2014. Laver's Law, A Timeline of Style Fashion History. [ONLINE] Available at: http://www.fashion-era.com/lavers_law.htm. [Accessed 17 April 2014].
Laver's Law of Fashionable Clothing - Neatorama. 2014. Laver's Law of Fashionable Clothing - Neatorama. [ONLINE] Available at: http://neatorama.com/2010/07/26/lavers-law/. [Accessed 17 April 2014].
Style Bubble: Style Theoretics. 2014. Style Bubble: Style Theoretics. [ONLINE] Available at: http://stylebubble.typepad.com/style_bubble/2006/10/style_theoretic.html. [Accessed 17 April 2014].
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. 2014. . [ONLINE] Available at: http://media-cache-ec0.pinimg.com/736x/34/c8/7a/34c87a765717850d19be1ee207f32c5e.jpg. [Accessed 17 April 2014].
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Jayne Sheridan (2013). Fashion, Media, Promotion: The New Black Magic. London: John Wiley & Sons.
Mike Easey (2006). Fashion Marketing. London: John Wiley & Sons.
Gwyneth Moore (2012). Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication. London: A&C Black.
Mary Gorgen Wolfe (2008). Fashion Marketing and Merchandising. London: Goodheart-Willcox Publisher.
Jacqueline McAssey, Clare Buckley (2011). Basics Fashion Design 08: Styling. A&C Black: London.
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