“It would have benefitted us all if on the first day we were to think about the mood, the target market, or the person who would wear the designs,”
However, with the virtual fashion show, the usual spectacle, the heightened experience, and the buzz of the moment vanished. “It obviously was an intense BA and a weird shock,” recalls Boyd. As a result, the tutors pushed the students to focus on their marketing approach and create a compelling format for the audience. Organically, the students were to focus on the surrounding world of a garment rather than the collection piece itself from an early stage on. “It would have benefitted us all if on the first day we were to think about the mood, the target market, or the person who would wear the designs,” reflects Boyd on the common course cycle. “But ultimately, it had to start with the big bang of the show to get the people’s excitement to then read into your work a lot more.”
Luckily, Mollie May Boyd comes from a generation of internet-savvy youth. She remembers that by the time she started her foundation year, Instagram had already become a platform for social influencers and engagements with brands. Consequently, students shared a more detailed understanding of the power and possibilities social media offers in comparison to the previous years. “People walked into the foundation year with already twenty-thousand followers,” says Boyd. “Instagram was a way of working and engaging and getting your work out there.” Breaking with the former educational experiences, the current generation grew into progressive and self-sufficient students who created media-relevant public persona even before graduation.