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Ravensbourne second year students are exhibiting their fashion collections at the Old Truman Brewery in east London after fulfilling a creative brief set by VF Corporation, a global leader in branded lifestyle apparel, footwear and accessories and owner of iconic brands such as Lee, Vans and Wrangler.

Students from BA (Hons) Fashion, BA (Hons) Fashion Buying and Brand Management and BA (Hons) Fashion Accessory Design and Prototyping worked collaboratively to create innovative new denim brand proposals that reflected a brief set by VF Corporation. The brief was set around the idea of their Body Optix range from Lee, a range which combines visual science and design to enhance certain body shapes. The design students took this idea and techniques such as illusion, shading and distortion to create clothes for different shapes and sizes as part of a special creative collaboration unit. The fashion buying and brand management students brought their expertise of market research, sourcing and brand development, so that together with the design students they could experience what it would be like to set up a new fashion business.

Throughout the creative process all collections were reviewed and given advice by experts from industry. To support their ideas students also had one to one discussions with VF’s vision scientists.

Students Jenny Belkin, Megan Casey, Anna Lowe and Jodi Feddon were put together in one group to create “Spoilt”, a fun, brash, colourful brand which produces experimental collections that toy with print, shape colour and embellishments.

The group created six looks and ten products including a pair of jeans, a t-shirt and a puffa style jacket.

Megan from BA (Hons) Fashion said: “We’ve been working to the clients’ needs just as you would in the real world and we’ve been able to visualise the whole process which I’ve found really interesting.

Jodi also from BA (Hons) Fashion added: “Getting feedback from people who actually work in the fashion industry is really valuable as well as feedback from our tutors. I’ve found the whole project extremely valuable.”

Steve Zades, Global Vice President of Transformational Innovation at VF Corporation said: “We were extremely impressed with the students’ designs and how they used the traditional techniques usually used with denim in a new way.

“Students were extremely professional and it was interesting to see the way in which the brief was interpreted. We look forward to working with Ravensbourne students again.”

VF Corporation will be selecting three groups from the project as their winners over the next few weeks. The winning groups will receive £2,500 each.

The exhibition is open at the Old Truman Brewery from 10:00am - 4:00pm on Friday 16 December.

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