Fashion Design students at Columbus College of Art & Design recently created a look book for Madison-USA, a lifestyle boutique based in Columbus that emphasizes exclusive product collaborations and limited-edition items.
Sixteen Fashion Design students in the Fashion Professional Practice course at Columbus College of Art & Design styled, designed, and produced the look book, which will make its debut at a launch party at the Short North store on Dec. 12, 2019. The party will also celebrate the winning look book design, which will be chosen by industry professionals and experts at Madison-USA and earn print publication.
The project kicked off on Nov. 12, 2019, in the Madison-USA Columbus location. Students learned about Madison-USA’s story, brand, customer and key demographic (specifically, young adults), and approach to influence their decisions for their look books. From there, they were divided into four teams of four, with specific roles adopted by each student on a team—a lead coordinator, a stylist, an editor, and a marketing and graphic designer.
The objective of the class was to establish professional skills that are key to succeed in the fashion industry, says Assistant Professor Audrey Nicolas, who taught the course. Among the skills the project helped hone are team collaboration, time management, project planning, networking, and interviewing. It also provided an opportunity for students to get their work in front of potential future professional collaborators and create a major portfolio piece to use as they apply for internships and jobs.
In class, students learned tips for conducting a successful photo shoot from a professional visiting photographer, but the time crunch—they only three weeks from concept to contest deadline—was indicative of what they’ll be up against when they aren’t working on a class assignment. That time crunch was put in place on purpose.
“To create a look book in such a short timeline, they have to think outside of the box, collaborate with their own team and other teams, and be resourceful in scouting models, photographers, and contact locations,” Nicolas says. “This is also another way of networking and being out of their comfort zone. On this project, I challenged them to be immersed in the customer’s mindset, but also to be visionary in their approach and aesthetic creating this look book.”
Watching the teams work together to create a compelling visual story that sells a lifestyle and a brand—not just an item of clothing—has been wonderful, Nicolas says.
“I have been discovering secret talents that some of our students have,” she adds. “Seeing them taking on leadership roles within their team or motivating their classmates in stressful situations has been very positive… It is very inspiring for the students to be immersed in the culture and lifestyle of Madison-USA and to bring their own vision and creativity creating a look book.
“It is important as a professor who comes from the industry to give access and opportunity to students to live the experience of collaborating with a local business and put into practice all the professional skills and habits they have been developing during the semester,”
Audrey Nicolas
Assistant Professor
Tolbert and Renner discuss the project below.
How would you describe Madison-USA?
Tolbert: Madison-USA is not only a lifestyle boutique, we also want it to serve as a hub for creatives and forward-thinking people in Columbus. We carry designers that most people in the Midwest and Columbus, specifically, would usually have to shop online to find. The concept was to bring some of the more desired brands in, while also highlighting and giving smaller brands—both local and those sourced elsewhere—a platform and the opportunity to sit next to some of the more well-known brands. We try to create that experience through not only the clothing, but also the artwork on the walls, the conversations we have with them or even the music that's being played in the store. We want guests that come to the store to feel like they're doing more than just looking at clothes.
Who is the Madison-USA customer?
Tolbert: They’re someone who's been looking for something different in Columbus, someone who has an affinity for fashion and creativity. It's someone who's well-traveled, either by physically visiting different places or even by exploring via the internet and social media. So much is learned thru the internet nowadays, so kids are learning more about fashion, collaboration, and what goes on behind the scenes through media outlets like Complex or Hypebeast.
Why did you want to partner with one another?
Renner: Madison-USA is a small business that is nothing like I’ve ever seen before in Columbus. It portrays a larger city vibe however their core values of the arts and their personal childhood nostalgia makes the store relatable and inviting. Not only is Madison a retail store, it is an experience for the untapped piece of Columbus’s art community. More importantly the students look up to the owners and what they stand for!Tolbert: I wanted to partner with CCAD specifically because I feel like that's where the people who know what the "next big thing" and the people who will create whatever that is exist. I have a saying where I always tell people that "the kids know." By that I mean, these are the people who may not get the credit immediately, but they are creating and leading the trends that everyone will be following 3–4 years from now. I've attended a couple different CCAD events throughout the past year and have students that frequent the store and i'm always blown away by what they show me. I wish that I could come up with some of the ideas they put out there.
What kind of feedback did you get from students?
Renner: Many students were excited that this project was unconventional in the way it was directed towards styling, graphic design, and photography side of fashion. They were also thrilled to partner with such an inspiring company and to potentially continue working with them.
Learn more about CCAD's Fashion Design program, or apply today.
CCAD Prepares Students For Careers
You can find our alumni using their creative skills in small businesses, multinational corporations, nonprofits, and even in such fields as banking, healthcare, and insurance.
