fashion branding and communication personal statement

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How to write a personal statement for fashion

Fashion courses at university are incredibly competitive, so how do you make your personal statement stand out? Be original, think business, and don’t quote Chanel

"F ashion is not simply a matter of clothes; fashion is in the air, born upon the wind; one intuits it." That's a quote from Coco Chanel – and it's how not to start a personal statement for a fashion degree.

When applying for a university fashion course, your personal statement won't even be read though if your portfolio is not good enough.

Willie Walters, programme director for fashion at Central St Martins, said the personal statement is "secondary" to portfolio work.

"I don't even read the statements unless the work looks interesting," she says.

Walters advises applicants to make their portfolio work as clear as possible, and to include research and sketchbook work, as well as photographs of design pieces. "We look for originality and something fresh."

When it comes to the written statement, saying you have a "passion for fashion" is an immediate no-no, says Josephine Collins, course leader for fashion journalism at the London College of Fashion.

"It's easy to do and sounds great but we've seen it so many times before," she warns. Similarly, admissions tutors cringe when confronted with yet another tired quote from a fashion icon.

Fashion related courses are notoriously competitive, so avoiding clichés is an important way to make your application stand out, says Andrew Groves, course director for fashion design at the University of Westminster.

"Put yourself in my shoes," says Groves, who reads over 1,000 personal statements each year. "How would you make yours different from all those other applications?"

Although mentioning your favourite designer is a good idea, you should think carefully about who you cite, says Mal Burkinshaw, programme director of fashion at Edinburgh University.

"We always have the same designers quoted. Every now and then someone says they are interested in a more conceptual designer and it makes them stand out. You can tell they are engaging more deeply."

Evidence of engagement with fashion is essential, agree tutors, but make sure you are thinking about it as a serious industry.

"Fashion is the third largest industry in the UK," says Jane Gottelier, programme leader of the fashion department at Falmouth University.

"I steer clear of students who talk mainly about celebrity fashion and TV programmes in their personal statements because it makes me think that they see fashion as something rather fluffy," she says.

As well as explaining why you want to study fashion and listing any relevant work experience, it's also important to show interests outside of fashion, say tutors.

"Some of our fashion courses are really business-orientated," says Liz Barnes, senior lecturer in fashion at Manchester University, "so demonstrating a commercial mind is key."

Outside interests show an engagement with general society that is important for a fashion student, and key to fashion admissions tutors.

It's important to be up to date on current news, to prove an academic interest and to show curiosity about the world and an inquisitive mind. If you have an unusual hobby don't be afraid to mention it as it might help yourself get noticed.

"I've had ice skaters, an Olympic-standard gymnast and stick insect collectors," says Anne Chaisty, principal lecturer in fashion studies at the Arts University Bournemouth.

Fashion may be portrayed as a cut-throat industry, but people who are interested in giving something back interest Chaisty.

"We look for students who want to make a positive difference through what they do as a designer," she says.

Accuracy and a good flow are things all tutors agree on when it comes to a good personal statement, but Barnes says you should also be in tune with the specifics of your course.

"There are lots of courses that are called fashion marketing, for example, but the content of those courses will vary enormously," Barnes explained.

"Understand the course you are applying for and tailor the personal statement to match."

For courses where a portfolio carries a heavier weighting than the personal statement, it is still important to express personality in your written statement.

Tutors say individuality and character are perhaps the most important things to convey.

"Don't contrive something for the sake of it," advises Chaisty, "just be honest, be natural and be yourself."

Just don't quote Coco Chanel.

This article was amended on 19 September to correct an error, changing Willie Walters' job title from course leader to programme director of fashion at Central St Martin's.

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How to Write a Personal Statement for a Masters in Fashion Marketing

Ready to apply for a fashion Masters ?

Once you’ve perfected your CV, it’s time to write your accompanying fashion marketing personal statement.

This must demonstrate your relevant experience and express your passion for the course.

Follow our top tips below to help you create yours and boost your chances of getting accepted onto the course.

What is a personal statement?

According to graduate careers site Prospects,  a personal statement is a piece of writing  that you submit as part of your postgraduate application and is your first real chance to sell yourself to the university and demonstrate that you are a right fit for the course.

The personal statement should act as a supporting document to your CV that primarily highlights your work experience in more detail, alongside why you are interested in the course and what you are planning to do with the Masters.

At the University of Leeds, academics are looking for students to go into detail about why they are applying for their particular university, so it’s worth discussing which modules in the course content you are most excited by (read the module guide thoroughly before starting this) or if there are any  research projects underway  that you are interested in.

Why do I need to write one for a Masters in fashion?

In a highly competitive market, universities are looking for fashion students who can bring a wealth of knowledge and a unique perspective to the course to enhance everyone’s learning experience.

Therefore, the need to provide a personal statement is becoming increasingly common as a mandatory requirement at the application stage of fashion Masters courses. This helps universities ensure that the highest calibre of applicants who are realistically able to succeed at postgraduate level are accepted onto their course.

Personal statements act as a unique opportunity to introduce and sell yourself to course academics and make sure that your application stands out from the rest.

How do I write a personal statement for a Masters in fashion marketing?

Your personal statement will be included in your online application. There is no definitive structure for the personal statement to allow flexibility in how you summarise your motivations but in general it should cover these three areas:

• Your previous background in relation to the qualification
• Why you are choosing the university in particular
• What you are planning on doing with the Masters and how you will use this in the future

If you meet the standard entry requirements, you’ll need to focus your personal statement on why you want to study with the University of Leeds. On the other hand, if you do not meet the standard entry requirements (are a non-standard applicant), change the focus to show you are eligible through cross-transferable skills and demonstrate how you’ll make a difference to the course by outlining your career journey to date and justifying why you are switching to the fashion industry.

What shall I include?

When writing a fashion marketing personal statement, we’d recommend that you include:

• Your reasons for applying for the fashion Masters course.
• Which specific fields within fashion marketing and design management interests you the most.
• Your academic experience to date, including the subject areas and modules that you most enjoy.
• The most significant research project or dissertation you have undertaken, discussing the title, research methods and overall outcomes.
• Any previous experience of engaging in quantitative research alongside the research methods and statistical packages used.
• Your career plans and how the course might help you achieve them.

How long should a fashion marketing personal statement be?

Although there is typically no given word count, at a Masters degree level, your personal statement should be no less than one page in length. The course leader will be checking your writing capabilities, so it needs to be professionally written and thoroughly proofread for spelling and grammar before it is submitted.

Did you enjoy this blog? Here’s some related fashion management content that you may be interested in:

• 5 reasons to study International Fashion Marketing and Design Management
• Careers in fashion management: 5 roles to explore
• Introducing our online fashion marketing masters
• Leeds School of Design: leading the way in fashion research

Want to learn more about our online International Fashion Marketing and Design Management course?

Check out the course content and how to apply.

• Visit the MA course page
• Visit the PGCert course page

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• Fashion Personal Statement Example

If you’re considering applying to university to study Fashion, this Fashion personal statement example can provide helpful inspiration for your UCAS application.

Fashion Personal Statement

I have always been fascinated by the way fashion can serve as a medium of artistic expression and personal identity. From the bold and pioneering designs of Coco Chanel and Diane von Furstenburg to the contemporary creations of today’s leading designers, fashion has the unique ability to reflect and shape the cultural landscape. In addition to its aesthetic value, I also appreciate the practical aspects of the fashion industry, such as the need for efficient management and marketing to bring a designer’s vision to fruition.

My interest in fashion has been nurtured by my experiences and studies. As a summer intern at Xun Image Management in Hangzhou, China, I had the opportunity to work closely with the head of the company and learn about the role of the professional image consultant. I assisted with projects related to fashion styling, the psychology of colour, and client management. In addition, I have completed a number of courses at the London College of Fashion, including the “Essential Guide to Fashion Business” and the “Fashion Marketing Intensive”. These courses have provided me with a comprehensive understanding of the fashion industry, from its history and key players to the practicalities of retailing, buying, and manufacturing. My studies in art history and photography, as well as my interest in reading fashion magazines and books, have also contributed to my creative development and knowledge of the industry.

My ambition is to use my passion for fashion and my understanding of the industry to make a meaningful contribution. I hope to begin my career as a fashion editor, where I can gain valuable experience and insight into current trends and developments. In the long term, I aspire to run my own personal image consultancy in China, offering my clients the best possible service, including full-image makeovers, style consultations, and advice on colour analysis, makeup, and etiquette. I believe that the LCF course, with its focus on IT, communications, and cultural studies within the context of fashion, would provide me with the ideal foundation for achieving my goals. I am academically capable, enthusiastic, and full of creative ideas, and I am confident in my ability to succeed in the fashion industry. I hope you will consider my application.

My goal is to work as a fashion editor to gain experience and knowledge and eventually establish my own personal image consultancy in China. I am confident in my abilities and eager to pursue a career in fashion.

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• Personal Statements
• Fashion Personal Statement

Fashion Personal Statement Example

Sample statement.

For me, fashion enables you to define yourself without even having to open your mouth. Your own unique style can tell a complete stranger everything they need to know about you and your personality, and the even bigger benefit is that you can change your style to suit your mood or the occasion.

I feel that clothing allows you to change the way you are perceived by society more easily than anything else you could change about yourself. By being a true style chameleon you can be anything you want to be. Designers that really encompass this feeling for me are Vivienne Westwood, Stella McCartney, and in recent years, Victoria Beckham.

At school I excelled in Textiles and completed a complicated formal dress, involving an inner corset, for my final year project. This course allowed me to develop the practical skills needed to truly understand the fashion industry and my independent research gave me an insight in to textile manufacturing and development.

To help develop my own personal sense of style I worked part-time in High Street fashion store River Island during my time at college. Whilst there I learnt a lot about how to combine individual items to create whole outfits, as well as the business side of fashion such as staff management, deliveries, and visual merchandising.

Outside of my education I enjoy travelling as I feel this helps to inspire my future fashion choices and shows me how different cultures and climates have affected the way people dress. For me, part of the fun of travelling is bringing back clothing or accessories to remind you of your holiday at home.

I also enjoy being involved in social media, and run several of my own ‘blogs’. I hope that in the future my writing experience will enable me to gain work experience in a fashion journalism or editorial role.

I hope that my time at university will allow me to learn more about the manufacturing and designing side of the fashion industry so that I can begin to develop my own range of home ware textiles. 

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171+ Fashion Branding Ideas to Define Your Signature Style 2024

Author : , DesignerPeople --> Blog --> January 12, 2024

Last Updated on February 20, 2024 by DesignerPeople

If you are into fashion or own a fashion brand, you must have asked yourself this question at least once in your life: what makes a brand like Louis Vuitton’ Louis Vuitton ‘? When it launched in 1854, LV wasn’t what it is today. Sure, fashion wasn’t a necessity back then, but it is now. Nonetheless, over the past few decades, LV has earned a legacy for itself through apt fashion branding and quality products.

Let’s be honest. The fashion industry is swamped! Unless you have a magical potion that can create super unique designs that are out of this world, fashion branding is the only path. Along with good quality products and services, fashion branding is a must. Keep reading as we guide you with the best fashion branding ideas in 2024 for your brand, from correctly using social media to creating a compelling narrative for your brand.

Table of Contents

What is Fashion Brand Identity?

Building a brand identity for your fashion business is important, like any other business. Your fashion brand identity is the collection of elements that make your brand unique. Just like your name, personality and physical features are your identity and make you who you are. Your brand identity should comprise consistent brand guidelines , including colours, fonts, logos, graphic styles and values. These elements ensure that customers are able to identify your brand and easily distinguish it from your competitors.

Why is branding a key factor for fashion brands?

Fashion branding is a powerful tool that can set you apart from others. What makes a person choose a pair of jeans when he has multiple options in front of him? Most of the time, it’s the experience he received purchasing products from that brand previously. It might be the product quality of the jeans, the packaging or the customizable options. Either way, it’s something unique that made the customer remember the brand and return for another purchase. In other words, it’s what sets the brand apart.

Similarly, a solid fashion brand identity can evoke emotions in your customers. Your brand narrative and visual elements together can make your brand gain authority. It also depicts authenticity and commitment towards your customers. This, in turn, builds trust and credibility and makes your target audience desire your products.

What are the innovations and trends in fashion branding?

It’s 2024! With ever-evolving trends and styles in outfits, trends in fashion technology are also changing. If you haven’t been able to keep up with the latest innovations and trends in the fashion industry, don’t worry. We’ve collected the four major factors that you should look out for your fashion brand in 2024.

1. Technological advancements in fashion branding

The fashion industry is one of the biggest in the world, however not many fashion businesses make use of the latest technology. Using technological advancements like 3D printing, AI-powered customizations and blockchain for inventory management can help you rise above the competition. The most growing technological trends in 2024 will be sensor technology to track stocks and novel eco-fabrics such as lab-grown eco-friendly leather and recyclable and livestock-free materials.

2. Sustainable and ethical practices as a branding strategy

More and more customers are now choosing sustainable consumption of products. However, the issue is that it takes too much effort for them to determine if the products they are buying are sustainable. So, brands are now focussing on removing such purchase barriers and becoming more transparent about their sustainability practices and goals. Some of the ways in which you can close the information and actual purchase attitude gap is by using proper labels, product descriptions and in-store displays. Also, in 2024, focus on engaging customers on product durability and its impact, making sustainable purchases more convenient and appealing.

3. Augmented reality (AR) and virtual reality (VR) in branding experiences

Augmented and virtual reality technology has increased for a few years. And the fashion industry isn’t behind either. AR and VR help users interact with digitalized versions of objects in real time. Holograms to display designs, virtual try-ons, and 3D 360-degree visualization of stores are some of the ways AR and VR can create engaging experiences for your customers. It ensures that your brand retains the customers longer.

4. Current and forecasted fashion trends for relevancy

For any fashion brand, adaptability is the key to thrive. Use tools such as data analytics, trend forecasting and consumer and fashion influencers’ insights to know about the upcoming trends. Doing so will help you anticipate marketing shifts and align your branding efforts with forthcoming trends. Study vital aspects like the market structures, customer expectations, prices and their drive to buy your products.

Strategies to Create a Magnetic Fashion Brand in a Crowded Market

Below are the top seven strategies that should be part of your fashion branding ideas in 2024.

1. Choose a trendy logo

The logo of your brand is the primary visual and brand identity. So, you should invest quality time in making a logo that suits your brand’s personality and quickly grabs people’s attention. And since we’re talking about fashion brands, it should be much more stylish, elegant and potent than the logo of other products and services. Remember that your logos will be printed on apparel and other items your fashion brand produces, so they have to look good digitally or on paper, plastic, and fabrics.

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Source: https://logowik.com/polo-ralph-lauren-vector-logo-2116.html

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2. Establish values and mission

As a brand, you would have specific values and missions for your business, right? The mission statement of your brand describes the brand’s purpose and creates an emotional connection with your audience. The values of your brand are the key principles guiding how your business operates. For example, a fashion brand may have the mission to make the best clothing for children and spread happiness through their clothes. Their values could be innovation, commitment and epic customer experience.

3. Know How Your Brand Is Perceived

Your fashion branding paves the way for how your brand is seen or perceived by people. The visual identity and brand communication of your company make up your entire brand identity design . You may think that once your logos and other visual elements are set and launched, the branding for your business is done. But that’s not the case. Branding is an ongoing process. Give equal efforts in rolling out apt communication for your brand through social media and other platforms. Make your messaging consistent and speak in the style of how your brand would speak if it were a person.

4. Examine Your Customers and Target Audience

Everyone needs apparel, shoes, etc. So, the target audience for a fashion brand is vast. However, you might have to dig deeper to determine which audience is actually your brand’s best customers. Many might buy your products, but what if half are only one-time buyers? Targeting them will not be a fruitful move. Instead, target the people who buy your products often and understand their needs and preferences. Once that’s done, try to turn them into loyal customers through apt marketing.

5. Add features that separate it from competitors

Always research what your competitors are doing. There are many brands out there that sell running shoes, but what makes you different from them? Is it your colours and designs, or is it the fact that they are handmade by skilled workers, or is it your customization features? Whatever it is, you need to make it a major part of your fashion branding strategy. Come up with unique selling points that can differentiate you from your competitors and help your audience choose you over them.

6. Use Social Media to introduce your brand

Social media is the one platform that can do magic for any brand. It might get you customers from that corner of the world you didn’t even know existed. Social media especially works best for a fashion brand as you can attract a lot of young crowd through it. You can use social media to talk about your brand, new collections, behind-the-scenes of your product-making process, fun facts about your brand, and so on. The secret sauce of social media is to stay active and post engaging content so that it stays fresh in the minds of your target audience.

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Source: https://in.pinterest.com/pin/831617887419182936/

7. Collaborate with a professional

Marketing might not be everyone’s cup of tea. If you are a small fashion brand just starting, hiring a professional branding agency to help you with your fashion branding strategies is best. While you might know the nitty-gritty of fashion and its consumption, you might still need to gain the knowledge of how to convey the right words to your audience. That’s where the expertise of a marketing agency can come in handy. They can help you with all your marketing needs, including brand voice and tone, graphic identity, merchandising, positioning and visualization of products.

How does a compelling brand story resonate with your target audience?

You might wonder what’s necessary to crafting a brand story when your products are top-notch? Having good quality products alone may not guarantee a long life for your brand. People might buy your products now, but they might soon forget about you once another similar brand hits the shelves.

Why are brands like Gucci and Nike still able to charm people even after so many years? It’s their brand story which makes them unique and helps people connect with their products. Remember that people don’t just buy products: they buy stories, experiences and emotions. Brand stories humanise a brand and transcend mere products. Be authentic and honest while creating your brand story. Relate to your audience and enrich with personal touches such as sharing moments and anecdotes from real experiences.

Conclusion:

An apt fashion branding strategy has the potential to earn you millions of customers. Build awareness and reach out to your audience using social media and other platforms. Your fashion brand identity is as important as the brand itself. So, have a proper balance of both the creative aesthetics and the brand communication.

Building a powerful fashion brand identity is also about consistency. Have consistent messaging and visual branding, and connect with your audience regularly. Consider consulting experts like DesignerPeople for solid solutions to building your branding and brand identity.

Better brands start with meaningful conversations

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Author: Anush Malik

Being a strategist’s head and a long term visionary personality aims to achieve excellence in branding, packaging and digital marketing field. My 15 years of design experience and masters degree ais my strength which keeps me motivated and keep me going positively. I have participated in extensive branding design conquests in India, USA, Australia and New Zealand with winning zeal. My objective is to encourage start-ups and hence involves actively in the articles which will act as a productive intake of knowledge for them. Do connect me personally via my  LinkedIn  and I love to share my expertise with you.

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Fashion Statements. Fashion Communication as an Expression of Artistic, Political, and Social Manifesto between Physical and Digital

• Conference paper
• First Online: 21 September 2021
• Cite this conference paper

• Vittorio Linfante 6  

Included in the following conference series:

• International Conference on Fashion communication: between tradition and future digital developments

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Fashion is capable of becoming a “manifesto” in its own right, giving not only clothing but above all communicative form to futuristic visions and declarations of intent on the contemporaneity in all its aspects. These fashions manifesto have historically taken different forms, of clothing (as in the functional experiments that led to the creation of Thayaht’s TuTa and Aleksandr Rodchenko and Varvara Stepanova’s Varst , through the Space Age visions of Rudi Gernreich, Paco Rabanne, and Pierre Cardin and the political actions of Archizoom with their Vestirsi è facile ), of written texts (such as Giacomo Balla’s Il vestito antineutrale . Manifesto futurista or more recently in Franco Moschino’s La Ricetta , Virgil Abloh’s Artist Statement , or Martin Margiela’s type-written statements), as well as statements in the form of spatial, performative projects, increasingly suspended between the physical and digital worlds (such as those of Miuccia Prada and Alessandro Michele). In today’s fashion communication, a relationship is increasingly consolidated between the different communicative modalities (offline and online), creating different forms of public involvement becoming real manifestos. With the mediatization of fashion and the pervasiveness of social media, increasingly direct and engaging communicative actions are defined as statements of precise points of view, defining fashion communication activities capable of reading and staging contemporaneity in all its many aspects and facets: aesthetic, economic, but above all, social.

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The graphic form of the “manifesto” takes more and more the same meaning of its content: for example, the Manifiesto Blanco by Lucio Fontana and the Spatialist group, published in 1946 in the form of a leaflet, or the manifesto of Nouveau Réalisme drawn up by Pierre Restany on October 27, 1960, signed by Klein, Arman, Dufrêne, Hains, Raysse, Spoerri, Tinguely, Villeglé, and Restany himself and realized in nine original handwritten copies signed by the founding artists, seven on blue monochrome paper, one on gold leaf (monogold), and another on pink monochrome paper (monopink).

As stated by Cantoni, Cominelli, Kalbaska, Ornati, Sádaba, and SanMiguel, the constant technological, strategic, and communicative updates constantly introduce new investigation topics that “require constant refinement and updates, as needed by such an evolving and exciting research area.” In Cantoni, L. et al., Fashion communication research: A way ahead. Studies in Communication Sciences 20.1 (2020), pp. 121–125. doi: https://doi.org/10.24434/j.scoms.2020.01.011 .

It is interesting to note how the first manifestos related to fashion were written by those who did not make fashion but wore it, or observed it as a social element, even though they already considered it to be art or social policy in its own right. It is enough here to recall some of the experiences developed from the beginning of the twentieth century, such as Il vestito antineutrale. Manifesto futurista [The Antineutral Dress] the Giacomo Balla’s Futurist Manifesto of 1914, the experiments of Thayaht, Aleksandr Rodchenko and Varvara Stepanova, or Sonia Delaunay; the various feminist movements for the emancipation of women such as the Rational Dress League; up to the more recent political actions in the form of fashion of the Florentine group Archizoom with the project Vestirsi è facile [Dressing is easy]. For an in-depth discussion of these issues, see Guido Andrea Pautasso (ed.) Moda Futurista. Eleganza e Seduzione (Milano: Abscondita, 2016); Ina Ewers-Schultz, Magdalena Holzhey (eds.) Tailored for Freedom. The Artistic Dress around 1900 in Fashion, Art and Society (Munich: Hirmer, 2018); Radu Stern, Against Fashion. Clothing as Art, 1850-1930 (Cambridge and London: The MIT Press, 2004); Kat Jungnickel, Bikers and Bloomers. Victorian Women Inventors and Their Extraordinary Cycle Wear (London: Goldsmiths Press, 2018); Elena Fava, Vestire contro. Il Dressing Design di Archizoom (Milano: Bruno Mondadori, 2018).

Andy Warhol, in fact, hybridized fashion and art not only through his activity as a fashion illustrator, but above all through the multiple forms of the Factory’s activities: through portraits (including many of the fashion designers of the time), through his own Polaroids (testimonies of the style of the time) and through fashion-artistic artifacts. For example, his paper dresses were not only pop, but “united art, fashion and entertainment, all of which were increasingly becoming part of the developing popular culture [...] Pop art had been taken up by the art, advertising, fashion and design words.” In Cunningham, P. A., Voso Lab, S. (eds.), Dress and Popular Culture, Bowling Green State University Popular Pres, Bowling Green (1991), p. 100.

It is interesting to note the unusual approach of the pair of British designers who state, “We write the collection, from the very beginning, instead of designing we write it. It is really a brilliant way of looking at things. It became more interesting than thinking about a pair of pants or a single print, actually, that part became the most interesting thing for us. So, it was just a matter of thinking thoughts, wonderful things coming into your head.” And that concerning the 1995 Action collection they state, “The Action collection is supposed to spur you into action literally, so you do not have regrets, and no one knows how much time we have. You would think that if there is a pattern to someone’s situation, it is a matter of human nature, maybe if we could spur a person into doing what they have always wanted to do that would be great, but we will not hear about it. I know it is just a dress or a T-shirt, but potentially, because of the value of communication, maybe it could happen.” In Farrelly, L. (ed.), Wear Me. Fashion + Graphics Interaction. Booth-Clibborn Editions, Oxford (1995), p. 25.

The poster and the magnifying glass needed to read it were inside the limited edition of the book You Can Find Inspiration in Everything* (*and If You Can’t, Look Again!) published by the London-based Publishing House Violette Editions in 2001. An object-book built halfway between an art object, a book, and a game.

In 1966 for Paco Rabanne the fashion show became the stage for his creative manifesto, a real performance to present his “12 robes importables en matériaux contemporains.”

An emblematic example of the political valence of fashion shows is represented by the experience of Serpica Naro, a non-existent brand (an anagram of San Precario [Saint Precarious]) that in February 2005 “presented eight allegorical models, designed to illustrate the humiliations of precarious work, which was followed by the presentation of models from European and Italian self-productions that did not recognize themselves in the world of official fashion and its flattery.” Domenico Quaranta, “Impatto Digitale,” in Il Nuovo Vocabolario della Moda Italiana, exhibition catalogue edited by Paola Bertola and Vittorio Linfante, Milan, La Triennale di Milano, November 24, 2015–March 6, 2016 (Firenze: Mandragora, 2015), pp. 44–49.

The typewriter—and its particular basic look—is one of the tools, or preferably styles, of communication most used to layout a thought/manifesto. In the field of fashion, it is also used by Rudi Gernreich (in 1974 his Thong Manifesto ), Margiela (in 1998 for the manifesto about white written for “View on Colour”), Stefano Pilati (for his posters/catalogues for YSL), or Acne Studios (who in 2016 created the For Those Who Desire manifesto) thus becoming a favorite graphic language.

Is the future a romantic idea for you? What role does function play? Is novelty still relevant? Do you think in the form of language or images? Is creativity a gift or a talent? Do you have enough self-confidence to accept your contradictions? Do you speak more freely online? Can we still talk about novelty? Should we speed up or slow down? What is the difference between uniqueness and novelty? Does “Cloud” make you think of computer data or the sky? Do you look out the window or check the weather app first? What experiences alter your perception of time? Is repetition a release? Can your emotions be shaped? Is nature out there or in here? Is culture speeding up or slowing down? Do you ever feel like a machine? Is consent boring? Are there limits to identity? What utopia do you pursue? When was the last time someone changed your mind?

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Francesca Cominelli

Institute of Communication Technologies, Universita della Svizzera Italiana, Lugano, Switzerland

Lorenzo Cantoni

School of Communication, University of Navarra, Pamplona, Spain

Marta Torregrosa Puig

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Linfante, V. (2021). Fashion Statements. Fashion Communication as an Expression of Artistic, Political, and Social Manifesto between Physical and Digital. In: Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., Torregrosa Puig, M. (eds) Fashion Communication. FACTUM 2021. Springer, Cham. https://doi.org/10.1007/978-3-030-81321-5_7

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Fashion Marketing and Management Personal Statement

As an individual I have always had a passion for creativity and a keen eye and attention to detail. I strongly believe that studying Fashion Marketing and Management will put me in a better position to not only develop and showcase my flair for fashion but to also further demonstrate my literary skills and capabilities. I also believe that the course will give me the chance and unique opportunity to develop and learn new skills and techniques.

From a very young age, writing has always been a passion of mine and I am very proud to say that I had several poems published by ‘Young Writers’ in various anthologies before I had even begun secondary school. With writing, as with fashion, I have always found it to be the best form of self-expression that can be used in whichever way myself as the author and creator want it to be used in order to convey meaning and bring to life new and fresh ideas. Being able to combine the two styles of creativity to develop new approaches to journalism and literature, in relation to the fashion industry, would be an incredible opportunity for me as I feel it would give me the perfect platform to flourish and build on innovative ideas.

In year 12, going on to study A Levels in Sociology, Media and English Language, as well as Photography at AS Level, provided me with specific skills that enabled me to improve and develop in a number of creative areas. English Language was the subject I enjoyed the most, due to the versatility of the course and the fact that I was able to focus on topics which were important to me as well as also learning a variety of linguistic and language techniques. Media Studies was also another of my favourite subjects as the syllabus involved developing and editing a mock-up independent magazine on a genre of my choice. The project involved looking at various forms of media promotion, advertising and film within the industry – I chose to look at the music industry. Another skill I developed whilst studying media was the ability to work as part of a creative team and participate and contribute to group activities. Invariably, however, I also developed the ability to work independently as well as collaboratively and I believe I harnessed both skills comfortably. Undertaking projects both individually and collaboratively allowed me to experience alternate roles within a team setting, as well as well as leadership responsibilities, in order to achieve a successful outcome.

I really enjoyed the creative freedom that came with the humanities and the arts subjects I studied and I didn’t feel restricted or tied down to one specific ‘idea’. I thrived on this freedom of creativity that was encouraged I was able to express and create what I felt I had envisioned without the restrictions of being told that I was ‘wrong’ whilst my individual expression was at times challenged, it was always respected. Unlike other more scientific and/or factual ‘type’subjects, there does not appear to be a strict set of rules to follow but those nurtured by one’s own vision and perspective.

I currently document my photographs and personal reflections on my Instagram blog where I also experiment with differentvisuals and imagery. Over the last few years I have developed a keen interest in a diverse range of creative ideas; being inspired particularly by the likes of photographers Amber Asaly and Piczo whose works have featured in some of my favourite pieces of print based media - namely Galore Magazine as well as Dazed and Confused.

Studying Fashion Marketing and Promotion in my first year at the University of Westminster provided me with more of an extensive knowledge of the fashion industry and gave me the opportunity to implement my learning into my projects, however I found that the course was not as I expected it to be placing a heavy weighting on the practical ‘making’ side, with little focus on the academic marketing and business side of the course which initially attracted me to it.

The opportunity to study Fashion Marketing and Management appeals to me greatly as not only do I have a passion for writing, but I also take great interest in what goes on ‘behind the scenes’ and the business aspect of the industry. Whilst I would describe myself as a highly creative individual I am also very focused on academics and flourish when I am challenged to write essays and produce plans and reports, too. The opportunity to further develop my passion for fashion and marketing enthuses and excites me as I believe that I will bring something new and diverse to the subject as well as the industry in the future.

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Fashion Personal Statement example

I have always been fascinated by the ability of certain colours and items of clothing to change moods or express emotions. Growing up, I enjoyed experimenting with styles to create my own unique look, but during my study of Textiles with Art at GCSE and A-Level I developed a real passion for working with different textures and materials and creating new designs and considered making a career out of my creative skills. I recently visited the New Designers Exhibition to explore the possibilities of a practical fashion design course and was excited to learn of initiatives such as Fashion East, which gives students the chance to launch their careers at London Fashion Week; I would be very excited to have the chance to benefit from these in future. Studying fashion and design skills in practice followed by gaining experience working for an established company would give me the tools to start my own business as a fashion designer in future.

I am an avid observer of trends and their interpretations in different countries. The 2011 spring catwalk shows were full of bold neon colours such as amber and tangerine, and I loved the contrasts presented at the Gucci and Prada shows making use of bright colours in contrasting styles and fabrics to create explosive looks. I believe that clothing and accessories can transform a person into a walking piece of art, and catwalk shows and models are becoming more abstract and artistic to reflect the boldness of high fashion. I recently looked at both Parisian Vogue and British Vogue to investigate their similarities and differences: the quirkiness of designers such as Burberry and Vivienne Westwood contrasts with the understated elegance of Lanvin and Chanel, but both represent ideals of beauty and glamour. In the course of my research, I have also noticed the lack of beautiful yet supportive footwear available. I would like to try and create a range of footwear that offers similar support to a running shoe, yet in a design that is more fashionable and wearable; this would be a project I could pursue with the skills gained from my course, and would be a great outlet for my ideas.

I have found working backstage on several school productions has helped develop my artistic side, as I have assisted with costumes, set and hair & make up. Theatrical makeup and hair is dramatic and bold, and appeals to my love of fashion as art: I would be very interested in gaining further work experience in the costume department of a theatre. I also feel this has made me a more effective team player, as I worked closely with both the backstage crew and performers; a successful project completed as part of a team always feels more rewarding than one completed on your own. This has been apparent in the course of my four years on the school Athletics team, during which I achieved Commitment, Half-colour, and Outstanding awards, as well as team accolades. I also learned the importance of commitment and pushing myself to succeed; I was scouted for Harrow Athletics Club for shot-putt and discus, and participated in the team for several events prior to an unfortunate knee injury which caused me to withdraw. I turned this situation into a positive, however, by going on to mentor young athletes during lunch hours and after school – a rewarding role which allowed me to inspire others with my passion. I also really enjoy practising my sewing in my spare time and have studied various fashion and textiles books, ranging from fashion drawing to sewing techniques.

I undertook work experience at a local theatre last year where I gained an understanding of the many roles involved in running a theatre; I really enjoyed learning different new skills, as well as interacting with members of the public and overcoming challenges. Although I am the first person in my family to apply to university, I feel it would be the ideal place for me to grow as a person, while developing the necessary skills to succeed in an industry I am passionate about.

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Fashion marketing personal statement example 6.

The global fashion industry is ever-changing and developing; its unpredictable and innovative nature excites me. I agree that what goes on behind the scenes of creating a product is just as important as the item produced, which is why fashion marketing and buying appeals to me so much. The last few years have changed the retail environment massively, sustainable fashion is something that I think is a very important cause. The ideals behind the 'Conscious' range at H&M is something I strongly believe in, retailers should strive to achieve this across all lines.

I have been lucky enough to travel to various countries around the world and visiting these places has allowed me to experience just how vast the fashion industry is. Fashion can shape a culture and give a person their own identity. Regions around the globe form part of the history and identity of that place. For example, the Balinese Temple Dress originating from Indonesia, these dresses showcase fabrics and weaves unique to Indonesia in an elegant and elaborate way. Fashion should incorporate elements of cultures from everywhere so as to appeal to everyone. Through research that I've done into various cultures I think that there are some amazing cultural outfits that should be more widely shared.

At school, I feel that my A-levels have helped me to develop my analytical and research skills. Psychology has allowed me to look further into the way people think and why they act in certain ways. I believe this could assist me when doing market research into fashion trends and forecasts. It has also assisted me with problem solving. English has provided me with a greater understanding of different media types within the Language element of the course. Through various topics in History and English I have expanded my fascination with trends that have previously been in fashion, for example 1960s fashion in Britain and also 1920s fashion in America and the time of the 'flapper' shown in 'The Great Gatsby' by F.Scott Fitzgerald. The transferable skills I have learnt from studying for my A-levels have improved my extended writing skills and prepared me for life at university.

My part time job at Mothercare has enabled me to learn the basics of retail and has also helped focus my understanding of merchandising and how a customer can be influenced. My role involves developing relationships with customers in order for them to receive the best service possible and to further promote the brand and products. The briefing staff receive each day includes statistics and sales figures and has aided my understanding of the retail environment. I am often responsible for dressing mannequins to inspire customers, something I love doing as it lets me express my creativity.

The task for my GCSE Textiles coursework involved researching, designing and creating a product inspired by the stimulus 'All Things British'. I thoroughly enjoyed this project, especially the research behind it. The project incorporated elements of marketing, branding and merchandising. It inspired me to further my knowledge of the textiles industry and was the main indication for me that working in fashion was what I would love to do as a career.

During my time at school, I have taken up various roles. I have organised multiple assemblies and this involved working as a team and organising a large group of people ensuring everything was completed by the deadline and to an excellent standard, improving my time management and leadership skills. I have been playing the piano for 12 years and have achieved my Grade 5 practical and theory Exams. Having been a part of my local swimming club for many years has improved the way I motivate myself and I have had to overcome various hurdles, especially when training for galas.

Studying fashion in depth at university will allow me to express my creativity but also to think critically and develop skills, helping me find the career path suitable for me.

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Author's Comments

Courses applied to- University of Southampton: Fashion Marketing with Management BBB (conditional offer) Nottingham Trent University: Fashion Management BBB (conditional offer) De Montfort University: Fashion Buying with Merchandising BBC (unconditional offer) Manchester Metropolitan University: Fashion Buying and Merchandising BBC (conditional offer) Solent University: Fashion Buying and Merchandising CCC (unconditional offer)

Predicted Grades: Psychology: A History: B English Lang/Lit: B

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