WORKING WITH EMMA J SHIPLEY

This week I had the pleasure of interning with Emma J Shipley at LFWF. Before seeing the advertisement for the placement I had little knowledge on Emma as a designer and her luxury brand but soon fell for the bold, unique and mystical stories that each of her designs told and the destinctive voice behind the brand Emma J Shipley. During the week of LFWF I had the pleasure of visiting Emma's private studio where she meticulously hand draws all of her designs in pencil before being printed on the finest fabrics. All of her designs are inspired by irregular patterns and vibrant colours and highlight the unique beauty of the natural world we live in. Your imagination can't help but thrive off her creations. Working alongside Emma and her team at LFWF gave me a great insight into the real operations that happen within a brand and fashion event, from the design process and creation of the products, to visual merchandising and marketing those products correctly to implicate sale success. I really enjoyed getting to know the brand (in the little time I had) and creating the visual space that told the brands story best. While creating the stand the focus was on visual merchandising of the products. We used front facing exotic cushions and clear containers of discounted scarves, twisted and knotted creating an explosion of shapes and colours, to attract attention and draw consumers in to learning more. Getting to interaction with the Emma J Shipley consumer was great. I quickly got to learn their target buyer, the USP's of her products, such as the unique designs, luxury silks and cashmeres and the distinguishing colours and was quickly able to speak confidently of the brand, creating and processing sales. While each of her designs were individual and inspiring I've got to say my definite favourite was the Star Wars, Disney collaboration - You'd be surprised how many Star Wars fans attended LFWF! And of course the Kruger collection, which bursted with tropical shapes and animals, of which I got to take a gorgeous cushion home. You can see all of Emma's fascinating designs and products at : https://emmajshipley.com and you'll soon understand where I'm coming from!

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