It’s the time of year again where the Digital Fashion Event is in full swing!

This marks the third year of our digital fashion event. In 2016, we moved away from our traditional fashion show event module and gave this a more digital focus. This is in response to a changing industry, where employers are seeking graduates with an increasingly digital skill set. Indeed, the purpose of fashion shows today are widely debated and the definition of a fashion show is being challenged and extended in new ways.

Here at RGU, we’re lucky to have access to creative resources and expertise to help us deliver these modules. Our purpose built film and photography studio and range of film equipment and software allows students to gain experience using industry standard facilities. Our media team are made up of individuals with skills in audio, video, Macs, design, specialist software and photography. The team deliver hands on experience across a range of courses, including journalism, media, marketing and fashion management.

Jen BirtlesKelman was asked to write a blog post about the digital fashion event to date and how this has evolved in its three years. Jen works as part of the media and eLearning team at RGU. A Gray’s School of Art graduate in Textile Design, she exhibited her designs as part of ROAR Exhibition in London’s OXO Tower Warf as part of Scotland’s emerging talent. Since then she worked as a Creative for Apple, training staff and customers to use professional software like Final Cut Pro, Logic and Aperture and gaining professional qualifications in the software. She also gained industry experience working on film and photography projects for clients before joining us at RGU and creating many more marketing videos for the university. Here’s what she has to say about the Digital Fashion Event…

I have been privileged to teach the students who choose to participate on this module since the introduction of the digital element, and I’m amazed by the commitment the students show, the speed at which they pick up the necessary skills and put them into practice with their film shoots, always producing something new and exciting each year.

For those of you who have yet to enter third year, the Digital Fashion Event is an elective double credit module that runs alongside placement. Students can choose to go out on placement for 12 weeks or opt to do a 6 week placement in conjunction with the 6 week Digital Fashion Event module. Students who participate in our Digital Fashion Event learn new skills in filming, storyboarding and editing over an intensive two week training course, followed by four weeks where they’ll put these skills into practice – creating their fashion film.

Students who have participated in the module over the last two years have enjoyed the experience and many have gone on to use these skills again, in their studies and their careers:

Ellen Laird was an Editor for the first ever digital fashion show in 2016. She went on to use her filming and editing skills in fourth year, opting to deliver a practical professional project and producing a film looking at CrossFit. She also created a Kickstarter campaign video for SEINCLLN, unisex knitwear brand launch. She now works for Revolution as a Sales and Events Co-ordinator and has created marketing films in her role there.

“The Digital Fashion Show was probably my favourite module that we did thought my four years at RGU. I was head of filming and editing. From those editing skills I got a placement over summer and made a Kickstarter video. It’s given me a little bit more extra than everyone else, the skills definitely open more doors.”

You can watch the first fashion film here, where the brief was ‘Northern culture’ and the students chose to focus on different forms of Energy, taking inspiration from Aberdeen’s status as European “oil capital”.


Since co-producing and directing the second fashion film in 2017, Gabrielle Etchells (currently in fourth year) has set up her own film company Joy Studio Productions. She has also worked to create two films for the fashion brand Latte. She reflects on her experience:

“The digital fashion show module equipped me with skills and a new found passion of filming producing and editing, which I’ve turned into a business. I learnt management skills working with a large creative team, and created a film which I am so proud to have my name associated with. Before the module I was considering a career in buying but now I am seeking future jobs which have more of a creative marketing angle”

The 2017 fashion film was recently submitted to RGU’s student film festival. Their brief was “fashion is creative, fashion is culture, fashion is business” as this film marked the launch of RGU’s School of Creative and Cultural Business. You can watch this here.


This year’s fashion film is slightly different in that the students are working with a live client, Lindsay and Yoshi, who has asked for a fashion video to promote her scarf and homewares brand. Lindsay graduated from Gray’s School of Art in 2008 and established her brand in 2010. She says:

“Join Yoshi (my dog) on his kaleidoscopic adventure through the natural world as he meets the beautiful creatures who inhabit it.

I’m a big fan of Beatrix Potter, William Morris and Liberty of London. I graduated from Gray’s School of Art, Aberdeen in 2008 and established Lindsay & Yoshi textiles in 2010 as a way to share my artwork on products that had some sort of functionality. 

I create colourful silk scarves, soft furnishings and stationery. Each design begins as an illustration that is then transformed digitally. Every item is printed and handmade in the UK. I hand finish each piece at my home studio in rural Aberdeenshire. The natural world fascinates me, everything from the creatures at the bottom of the sea to the colours up in the sky. My favourite moment so far has to be when I watched the Aurora Borealis with Yoshi.”

The Lindsay & Yoshi website is currently under construction and the video produced by this year’s students as part of the Digital Fashion Event will be used to mark the launch of this!

Lindsay has asked for movement to be considered in the film, with a focus on her scarves and the story behind the designs. Here’s a sneak peek behind the scenes of this year’s shoots so far…

The students are just over halfway though the project now, with under three weeks left to finish filming and editing the final film for their client. This week they will be shooting on location in Tollohill woods in Aberdeen, with models from Premiere Productions. They have also begun to start editing their first three film shoots.

Watch this space for the final film…

Welcome back

This week we welcomed our students back from their Christmas break! It’s great to see the campus so lively again (even if we do have to wait a little longer when queuing for our morning coffee!)

Second semester at the Fashion Place is always a really exciting one where our students are involved in a number of live projects and placements. Many of our third years have just started their work experience placements this week and there are some fantastic opportunities including: Harvey Nichols, Hemingway Design, Johnstons of Elgin, and the Herald and Times. Later in the semester, our Masters students will be going off on placement and we look forward to sharing more on this soon!

A number of events will take place over the next few months and our students will be busy organising these over the coming weeks. One event will be our annual charity Fashion exhibition; this is organised by teams of first year Fashion Management, Events Management, PR and Tourism students. This year’s exhibition theme will be Fashion Destinations and students are tasked to choose a fashion destination (city, country, region or ‘place’), source and style a charity shop garment  and designing an exhibition space around this.

Our first years are also starting work on their window display ideas for their Store Design and Visual Merchandising module; this year’s theme is Sustainability and we’re keen to see how this is interpreted by our students.

Our digital fashion event has also kicked off and this year the students have teamed up local designer Lindsay and Yoshi to create a fashion film. This will be launched on the client’s website in March!

Looking forward to sharing more on these projects over the coming weeks…

Life at Michael Kors

Michael Kors. The designer clothing and accessories brand that became popular across the British high street a few years ago with many sporting the iconic MK handbags on their shoulders and watches on their wrists.

Last year as part of her placement experience, now recent graduate, Fiona had the opportunity to work alongside the Michael Kors Public Relations team in Germany, over the course of six months, to learn more about the inner workings of fashion PR. The team in Germany appreciated the hard work Fiona put in over her placement and she had the fantastic opportunity to work alongside the marketing department in the London head office this summer.

Her day to day tasks in the office included conducting competitive analysis research, social media analysis and marketing analytics and report all her findings and suggestions back to her team. However, not everyday was purely numbers and stats, Fiona got to attend Michael Kors events alongside her colleagues such as The English Roses Event in cooperation with Tatler and the Saatchi Gallery.

It was a night to remember, male models circulated the floor with trays of champagne and  guests danced in balloon filled disco booths where their videos were projected onto the dance floor. After the event Tatler wrote that the star video of the night was by famous duo Michael Kors and Jourdan Dunn- but we’re pretty sure Fiona’s steals the show.

Thanks to Fiona for sharing her placement and work experiences! If any of our students have any work experience stories we would love to share them on the blog so do get in touch!

Charity Fashion Exhibition


We’re really excited to share the visuals from the launch of yesterday’s Fashion Exhibition: a Celebration of Creativity and Culture!


Fam Fatale (a play on Oxfam and femme fatale) represented Oxfam and the Great Gatsby in their creative showcase. We loved their champagne (ok cloudy lemonade…) tower and geometric display.


The tarot cards reading on the Beetlejuice stand was a big hit and helped raise money and awareness of the charity Shelter.


Aladdin’s Angels promoted Save the Children through their interpretation of the Disney film. Their balloon animals and flying carpet were very memorable!


Guests were invited to have Breakfast at Barnardo’s… Breakfast mainly consisted of cake but they were delicious! Their goody bags also included mini tiaras (which most of the guests and students were wearing by the end of the launch).


We were delighted to welcome some representatives from Stella’s Voice to the Annie showcase!


The one with the fashion exhibition… Coffee, Friends quotes and a very Rachel-esque garment made for a strong theme (they even had a sofa!) Supporting Chest, Heart and Stroke Scotland, this showcase included some healthy alternatives to cake!


The Cotton Candies didn’t disappoint with their carnival theme, representing Cancer Research and engaging the audience with music and games.



Inspired by the Capitol represented CLAN through a Hunger Games inspired showcase in an eye catching purple that tied in really well with the charity (and RGU‘s) branding!


There were some fantastic home bakes on offer from all the stands at the exhibition but the Downton Abbey showcase, supporting Sue Ryder Care, went that extra mile with their English afternoon tea atmosphere which included home made bunting, tray bakes, scones and jam.


If you were Clueless about any of the charities before the exhibition, we’re sure you won’t be now… Our final showcase promoted the PDSA!

A huge well done to all the students involved! This project really demonstrates the value of charity shops in providing inspirational and wearable fashion garments.

The exhibition will be on display in the atrium of the School of Creative and Culture Business at RGU until Wednesday the 26th of April where you can find out more about the themes, garments and charities.




A celebration of creativity and culture


Today our first year Fashion Management, Events Management and Public Relations students launched their Fashion Exhibition: a Celebration of Creativity and Culture. There were so many highlights that we don’t quite know where to begin…

We’re looking forward to sharing more photos of the full exhibition spaces soon but here’s a sneak peak at some of the charity shop garments and from today’s launch event!


The stands looked great and were all really different and exciting in their own way! From balloon animals to tarot card readings, there were lots of interesting ideas for audience engagement.


There was even some handmade bunting which will be donated to Sue Ryder Care after the exhibition!


Tomorrow our students have their exhibition debrief where we’ll discuss our successes and identify areas for improvement.


Overall, we’d like to congratulate our students on a wonderfully styled and creative event! Although we don’t yet have a final total, we’re delighted to have raised over £200 between the charities represented.

Are you Clueless about the PDSA?

Group 6 Clueless

We’re pleased to see that cult classic 90’s television is still enjoyed by our first year students – some of whom were only born at the end of the millennium! Next week’s fashion exhibition promises both Friends and Clueless themed showcases and if you drop by the Clueless stand and make a small donation to the PDSA you’ll be able to grab a cake and some Juicy Fruit gum.

Third Year Digital Fashion Show!

Fashion Is…

Undefined Logo

The planning for this year’s digital fashion show has officially begun!

For the past two weeks, the third year Fashion Management students have been learning all about filming, editing and what it takes to organise and undertake a fashion video shoot. All of what we learned will be put into practice over the next four weeks as we film the different scenes for our video, edit our footage, and in the end turn it into an exciting video that we will showcase on May 5th at our launch event.

Fashion Undefined Camera BasicsOur lecturer Jen discussing camera basics with us

The theme that we have been given for this year is “Fashion is Creative. Fashion is Cultural. Fashion is Business.” We have been given the freedom to interpret this theme in any way we want for our video. As a group, we’ve collected all of our different ideas together and believe we’ve come up with an innovative and creative concept, focusing on “creative”, “cultural” and “business” fashion.

Fashion Undefined Filming Practice.jpgGetting to grips with the filming equipment

Keep your eyes peeled for more updates on what we’re getting up to on all of the RGU Fashion Place social media accounts. Our first two photo shoots took place yesterday and we’re looking forward to sharing a few behind the scenes pictures with you soon…

Facebook –

Twitter – @fashionplacergu

Pinterest – /fashionplace

Instagram – @fashionplace_rgu