A group of third year RGU Fashion Management students has produced and curated an exciting digital fashion show called Fashion: Undefined. The students were responsible for creating the content and co-ordinating every aspect of production: from choosing the clothes and models, to spending three weeks in the editing suite, painstakingly fine-tuning the video frame by frame and matching the images to the soundtrack music.

The professional quality show is in three parts, each outlining the part fashion plays in culture, creativity and business, as it reworks and rampages through history, music and art appropriating and constantly remaking ideas in fabric form. The contrast between this wild creative and cultural side of fashion, and the toned down relationship that the constraints of business bring to the clothes we wear every day, is one of the film’s most interesting and strongest visual themes.

Fashion: Undefined draws on disparate influences, from Bowie’s Aladdin Sane through to romanticised tulle ballgowns, with a nod to Alexander McQueen’s spray painted dress, the Hindi Holi colour festival, street culture, ladies who lunch, impressionist art and the ubiquitous Breton top to create a coherent and compelling showcase.

Nichola Strachan, lecturer in Fashion Management, was impressed by the students’ dedication, creativity and sheer hard work saying, ‘We have an excellent group of committed and creative students embracing the project this year, and tackling the learning curve of filming, directing, and editing using industry standard software. The theme is also a challenge with different perspectives of fashion to be considered and communicated through the film’.

Student Ciara Boyle added, ‘Our aim was to encompass vibrancy, fluidity, detail and the art of telling a story, into one digital fashion show. The project, and the way it is led by students and guided by lecturers, shows how Fashion Management at RGU is continuously keeping up to date with the evolving fashion industry, and is the perfect way to prepare us students with the vital digital skills which are increasingly important to this area of business.’

For a short film, it’s a remarkable piece of work, especially given that most of the students had no prior experience in video production or managing a project of this complexity. The course provides students with real-world transferrable digital, creative and business skills including teamwork, organisation and project management, so it’s not too surprising that several of those involved have been offered summer work in the digital field.

The students also produced an endearingly frivolous Making of Fashion: Undefined behind the scenes documentary, which shows just how much hard work went into the making of the main project and how enjoyable the process was. You can see the film for yourself at below.

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