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Leading fashion brand selects UCA students to market new collection

Independent fashion label Lazy Oaf has chosen a group of our first-year Fashion Promotion & Imaging students to design a ‘lookbook’ for its Spring/Summer 2016 men’s collection. Lazy Oaf briefed the students to create a global online and offline marketing campaign for its new collection.

Five teams of students presented to a panel of Lazy Oaf team members, and the winners have had their final photoshoot showcased on Lazy Oaf’s website. The winning team comprised Leanndra Stapleton, Emily Smith, Emma Squib and Pavlina Slavova, who presented ideas of nostalgia and youth for the new menswear collection.

Lazy Oaf competition

“With the brand’s ethos considered, we used a 90s gaming theme to coincide with the garments' bold statements,” said Emily. “With a lookbook shot in a studio to replicate the Lazy Oaf style, we used props such as a Nintendo and a Sega Megadrive. The online campaign was a promotional video shot in Namco.”

The group also presented their idea of holding an event in an arcade and promoting the collection via social media – even using Snapchat to scan entry to a launch party.

“It was very interesting to work with such a creative brand,” said Leanndra who aspires to work in fashion forecasting. “I’m really pleased my group was selected as the winner as we worked hard to follow the brief, listen to our client and assess their needs to construct a great campaign.”

Lazy Oaf competition

Press and Marketing Manager at Lazy Oaf, Jerry O’Sullivan, said: “We really enjoyed working with the students on this project and were overwhelmed with how much work they put in. The quality of work presented exceeded all of our expectations.

“The winning team’s lookbook shoot was the most on-brand for Lazy Oaf and the imagery best reflected the design inspirations of the range, so we were impressed with the their attention to detail. We could tell they had worked well together and taken full advantage of all their individual skill sets.”

Lazy Oaf competition

The team’s winning lookbook images are featured on Lazy Oaf’s website.

You can find out more about our Fashion Promotion & Imaging course and its strong industry connections here. We offer a number of courses within our School of Fashion – which has been ranked in the global top ten by Business of Fashion. You can discover more about them here.

Imagery credits:

Photographer: Emma Squib
Stylist: Emily Smith / Leanndra Stapleton 
Art Director: Polly Slavova