Post-Show: Increasing Your Audience


Fashion Design: Start to Finish


Lesson Info

Post-Show: Increasing Your Audience

Increasing your audience these are all the things we were talking about and this is why we're talking about it so like I said giving deadlines for content to the photographers and video post show post and this is also like I said earlier you want to think of it as a campaign so think about how you want to deliver stuff because if you slam everything out at the same time um only the diehards are going to take it all in you know I mean some people they just see the first thing and just feel like oh that's way too much um I remember one time um just eyes on holiday and I just uh I saved all my images for instagram to finish at home you know I mean like I didn't do it in real time and someone was like really overwhelmed overwhelmed everybody's feed because you know just pictures just keep coming in like fifteen minutes there were fifty pictures so you want to be acknowledged I didn't even think of that that I would be doing that to people so you wanna you know timeout the delivery of image...

s as well as posts and then always remember that all of this you should be archiving as best you can digital stuff I always back up onto external hard drives flash drives you know burn on cds whatever it is and if you get press clippings sometimes you can turn on online um article like you know, for a web news website you can save it as a pdf the whole thing and just save that or you can find the physical version and you can scan it in uh, if they're writing about you and you know it's like, you know they talk to you, sometimes they will even provide you with our beautiful, clean pdf of the article in the paper not everybody does that with some some of the bigger institutions too. So you want to think about how you're saving all this things and don't forget that your clothes r r should also be part of your archives if you don't have the resources to save the actual garments, just make sure you have a timeline in history. It may not seem like a lot now, but when you're all sort of at the height of your careers there's going to be there going to be opportunities to share that and even no matter where you are at your career, these are things that you can pull out and say, I was thinking about this, you know, look at what I've done and, you know, it's almost that idea of me taking pictures and event, not knowing quite what's going to come of how I'm going to put them together, same thing with press and stories and archiving your images in a while ago that ah, a lot of the couture dresses are really not meant for sale or people are not really going to wear them. So what what's done with them alive I'm going to museums okay? Museums air now seriously collecting fashion and it's not that they're not going to be warren because I think it's just such a limited customer for the clientele is such a small group on dh and chances are that person if they wear it it's going to be worn once and then either donated or stored or that kind of thing so you know those air entrance pieces often you know and uh and I think museums are starting to get very active about collecting fashion to me that some of them are a cz an example for film and for theatre you know, a lot of times you have to oversize your thing is you have to make emphasize shoulders or or lengths or you know, whatever so it would look ridiculous if you were wearing that regular eight so I wonder if that applies to you yeah, because I mean this year's scale of some you know, some of the theatrical garments is definitely overwhelming and again for the theatre of fashion, but the other thing is that they will influence the other lines like the lines that are ready to wear let's say you know they'll set the mood and then it will be interpreted for a different price point and a different consumer who can again by into the fantasy love the show and have something maybe with that print but more wearable s o n e n any kind of a nation of that they're also collectors who make us, you know, private collectors who have a friend who collects a lot of chanel and has a very wonderful historic chanel collection that she's been working on for years just barely knew that fashion itself is being valued. Clothes were always collected, but they're originally collected for their tech, the value of the textiles and you know how important it was in historical contacts. But now people are realizing the power and the value of fashion. I spoken to a couple of curator sze who say they're big go to for finding, you know, fashion, historical, fashion was, you know, vintage shops and ebay and things like that. And now, it's almost impossible to find things, you know, that are that that quality, because it's, all people are really seeing the value of it. All right? So a couple of questions um, how do you keep your content providers on schedule? And this is is a vitally important, like I mentioned earlier, but you want to come up with a strategy for it. Is it a conversation is a phone call followup it's an e mail because you also don't want to get a knowing but if you if you made the effort teo talk about that first then you kind of have the right to follow up on it so but come up with that plan and then what of the stories you tell after show to the public and we talked about that what are the best stories you tell after a show to the press because their interest is going to be different so you know what did we accomplish what did we do? It was a charity the story is your collection helped raise x amount of dollars or your collection you know brought attention to this underground you know whatever it is like you know think about from a press story what's newsworthy because not everything is and then what is the best way to store content? I spoke about digital but a great example is norma kamali for from the beginning of her career she saved I believe every sample she had made and she had them in these warehouses and she had an incredible strategy for afterwards. I got a certain point, she said I'm going toe get you know like empty these places out there was the the items that she saved for posterity, she said no I'm just saving these samples for historical reference you know the important iconic you know, normal comolli items and then I believe there were items that she thought were still relevant today so she started reproducing those and then there were garments that she uh I think I don't know if she sold them or or how it worked but for stylist and for movies and things like that where they can be used in you know, to represent a certain period or certain style so there was used for all of it but not all of it was the same I mean, so for her was very definitely unique and although that seems really long term I think about you know, if you're thinking about it as you go, I mean she had some foresight because she could have you know, when she was starting it was small company and, you know, a lone designers so she really saw the value of saving all her work so you should do that even if you don't quite know yet what you're going to do with it and if you have the space you know and if you don't, I would say documenting it and, you know, recycling that garment or that fabric cor donating or whatever you want to do but make sure you documented your work very well yes, can you maybe tell us about some of the stories that you've gotten pick up from the press on that you've shared about say it may be the last one or two boston fashion weeks. What do you mean when you're talking about that, you know, what are the stories that you tell after a show to the press are like, they're some of the ones that have, well, most recently for you, yes, recently are big initiative are big push moving forward is kind of redefining what fashion means in boston and for us, it's been about all these collaborations with other industries, so they're really exciting stories for us. Last year, for instance, we had a lot of great shows and parties and all the usual fare for fashion week, but there was one event that actually kicked off, uh, kicked off, fashioning, which was called the science and was this initiative that, ah, team from that from m I t had put together two pair up scientists and designers, and for and I really saw the value of it in terms of these designers were finding the inspiration from science and the and the research that these scientists were doing, but on scientific and the scientist side, all of a sudden they had a really unusual story telling tool to interpret their work for a whole new audience, and whereas sometimes research might seem dry, you know, and kind of like I don't get it these designers, in a really creative way, helped them express themselves in a new way. So the conversation that came out of that the pairings, the inspiration, the new vision, you know, because it's uncharted territory. It was one of the big stories after fashion week. And it led to us being getting really excited and pushing that even further as we move forward.

Class Description

Interested in the world of fashion? Even if you're not an aspiring fashion designer, you’ll enjoy this class. Jay Calderin is the Director of Creative Marketing and an instructor at the School of Fashion Design. He is the author of three top-selling books on Fashion Design, and the founder and executive director of Boston Fashion Week. 

In Fashion Design: Start to Finish, Jay Calderin will get you started through hands-on demonstrations and step-by-step guidelines. 
Learn to navigate through the design process, from conceiving a garment to marketing it.

The various phases of fashion design will be covered, including:
  • research and mood boards, collections and trends
  • sketching, draping, pattern making, construction 
  • branding, marketing, and industry positioning
Fashion doesn’t have to be intimidating. This class is a beginners guide to the world of fashion design, led by an industry professional.


1Intro to Fashion Design Inspiration: Where to Begin 2Why Create a Moodboard? 3Student Mood Boards 4Fashion Inspiration Resources 5Learn from the Masters of Fashion 6Explore New Fashion Frontiers 7Why Narrow Your Focus? 8Find a Fashion Specialty 9Craft a Collection 10Learn to Edit 1Intro to Making Fashion: Draw, Draft and Sew 2Why Start with a Sketch? 3Drawing: Draw Your Muse 4Drawing: Sketch a Figure and Define a Silhouette 5Drawing: Render Color 6Drawing: Add Texture, Patterns, and Details 7Pattern Draping: Working with Muslin 8Pattern Draping: Drape a Basic Form 9Pattern Draping: Drape Folds 10Pattern Draping: Experiment with Style Lines 11Pattern Flat: Create and True a Pattern 12Draping and Patterning Recap 13Constructing Clothes: Put it Together 14Constructing Clothes: Make it Special and Finish Well 1Intro to Fashion Marketing and Branding 2Explore Your Audience 3Display, Data and Design 4Share Your Work 5Find Your Following 6Inform Your Brand 7Build Your Business Model 8Why Tell Your Fashion Story? 9Establish Relationships 10Be Ready for Change 1Intro to Produce a Fashion Show 2The Fashion Show: Why? When? How? 3Pre-Show: Develop a Fashion Show Concept 4Pre-Show: Build a Team 5Pre-Show: Create a Timeline and Checklist 6Day of Show: Backstage Strategy 7Show: Working with Front of House 8Show: Scheduling Run of Show 9Show: Breaking Down the Event 10Post-Show: Increasing Your Audience 11Post-Show: PR for Fashion Shows 12Post-Show: Dealing with Downtime 13Fashion Design: Start to Finish - Wrap Up