The project, now in its second year, offered second year students the opportunity to create limited edition capsule collections for High Summer 2013. Following a briefing from ASOS in December 2012, the fashion students were asked to choose either womenswear, or menswear. The student groups then worked on their concept, the business plan and brand positioning which included producing inspiration mood boards, a customer profile or muse, an outline of their range plan and the final collection of garments.
Each group’s final branded collection is an online product offer of boutique items, with an associated marketing plan, including a look book, fashion shoot and branded packaging. Each of the buying students was asked to take a specific role, typical of a business set up and a product development team, and conduct market research prior to working with designers; while fashion design students came together to build and develop their concepts and collections.
Andrew Groves, course director of the University of Westminster's BA (Hons) Fashion Design, said: “At the beginning of this project our fashion design students had just returned from their internships with a number of internationally renowned fashion companies such as Alexander McQueen, Haider Ackermann and Hussein Chalayan, so they understood the process of starting with a high fashion concept and being able to develop it into an extremely exciting yet highly desirable clothing range. The collections that this year’s students have produced for ASOS Marketplace show the range of aesthetics that represent fashion design at the University of Westminster at its best, forward thinking, directional, beautifully cut and constructed, and with a real sense of modernity.”
Helen Beney, course leader of the University of Westminster's BA (Honours) Fashion Buying, said: “The opportunity for our students to collaborate on a real live project showcases the creative talent of our fashion designers, as well as the commercial skills of our buying students. The ASOS Marketplace project provides a fantastic opportunity for the teams to deliver their brand propositions in a live trading environment. We are delighted to be working with ASOS once again and are rightly proud of the collections that have been developed!"
The seven capsule collections are:
Fellow Workshop – A menswear collection inspired by navy, uniform and print, featuring hand printed tees and technical outerwear
Iteia – Fuses tailoring and sportswear in a men’s and women’s collection inspired by form function and finish, using handcrafted techniques
1909 – Takes inspiration from the Ballet Russe, heavy embellishment and shows a youthful twist with geometric prints and decoration for the modern woman
Exoh – A collection of womenwear inspired by sportswear, refined structure and traces that we leave behind, combining strong shapes with casual ease
O – Womenswear separates that ooze glamour and indulgence, with its fluorescent greens, acid yellows and vibrant pink, against a backdrop of textured white and silver
Phfi – A collection for men and women using denim in unconventional and inventive ways, inspired by open spaces, the use of proportion and mathematical theories and formulae
Elaia – A holistic mix of womenswear, textures and tones, inspired by strong silhouettes, 90s oil spillages, iridescent materials, pleats and corrugations
The collections are available on https://marketplace.asos.com/boutique/university-of-westminster
For further information please contact:
Sarah Evans-Toyne, Lianne Robinson or Chiara Barreca
Email: [email protected]
Telephone: +44(0) 20 7726 6111