Staffs students are in fashion at national awards

Staffordshire University students are heading to Graduate Fashion Week after being shortlisted from hundreds of entries for three coveted awards

Charlotte Trow's Y2K fashion project

Charlotte Trow's noughties nostalgia project

It is a great feeling to be recognised for the hard work it has taken me to reach my final project, and the opportunity to broaden my network and get my name out there.

Charlotte Trow, BA (Hons) Fashion

Every year, the Graduate Fashion Foundation (GFF) hosts awards to inspire students to become innovators, environmental leaders, employees, and educators. 20 prizes are on offer during Graduate Fashion Week 2022, the world's largest showcase of BA fashion talent taking place in London this week.

Judged by industry professionals and ambassadors, the GFF awards are a prestigious accolade for graduates to receive and cover textile design, styling and creative direction, photography and marketing.

Staffordshire University BA (Hons) Fashion students Louise Rutter and Charlotte Trow have both been shortlisted for their final year projects.

Louise has scooped nominations in the ‘Considered Fashion Award’ and ‘Fashion Marketing Award’ categories for an advertising campaign focused on sustainability and the impacts of fast fashion on the environment.

Working in collaboration with film and drama students, Louise produced two adverts with sustainability embedded into the production. Louise used props that she already had or borrowed and the models used their own clothes to avoid purchasing items which would only be worn once.

The 24-year-old from Longton explained: “The enormous growth of fast fashion, along with willing consumers who are unaware of the direct impacts their purchases make, inspired me to create a visual ad campaign to inform them, as they have a right to make informed decisions.

“I didn't expect to be shortlisted when I got put forward by the university – that was an honour in itself! To get shortlisted for two awards feels like quite an achievement.”

Course mate Charlotte is in the running for the ‘Fashion Communications Portfolio Award’ in recognition of her project inspired by noughties nostalgia.

Charlotte held focus groups with her target market to discuss first hand experiences of fashion and lifestyle in 2000’s. She used digital drawing, photo editing and hand drawn techniques to create her final editorials and also focused on visual media, creating a detailed social media marketing plan.

Charlotte, 22 from Longton, said: “My concept came from my love for the current Y2K fashion trend, and fashion from my youth. Many of my target market were young girls in the 2000’s, and my fun scrapbook style editorials re-create that feeling of youth and scrapbooking your favourite celebs. The project is meant to be fun, expressive, and colourful; made for a girl who is bold and exciting in her fashion choices.”

“As the first year in Staffordshire University to enter Graduate Fashion Week, I am extremely overjoyed to represent not only my-self but also Staffordshire University. It is a great feeling to be recognised for the hard work it has taken me to reach my final project, and the opportunity to broaden my network and get my name out there. I did not expect to be shortlisted, which is why this is so exciting and has given me a huge confidence boost.”

The pair will present their work in person this week for the final judging and will have chance to network with fellow fashion students and industry professionals before winners are announced in a glittering awards ceremony.

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