The UK government has launched an international marketing campaign to
spotlight the “wealth of fashion talent” nurtured by British universities
that showcases fashion graduates taking over the Foreign Office.
The ‘Dream Big’ video is part of the Great Britain Campaign in
partnership with Graduate Fashion Week and showcases 16 of the country’s
top emerging fashion designers, models, stylists, and hair and make-up
artists, to encourage global brands to look to the UK for their next
generation of hires.
Liz Truss, secretary of state for the Department for International
Trade, said in a statement: “The UK is a global leader in the fashion
industry and our talented students are the future of this sector. The
industry is booming, creating 890,000 jobs and contributing 32 billion
pounds to the UK economy. There is no better place in the world for
businesses to unearth the next generation of stars.”
All the design graduates selected to feature within the video are from
the Best of Graduate Fashion Week catwalk show, which highlights the top 28
collections from the 4-day event.
Key graduates includes Rosie Baird from Fife, a 2019 Fashion Design
graduate from Edinburgh College of Art who scooped the Catwalk To Store
Award at GFW 2019 with her Scottish-heritage-inspired tartan collection, as
well as Jiaru Zhang from Beijing, China who graduated from Sheffield Hallam
University this year in fashion with her collection that took inspiration
from her grandmother by combining Chinese elements according to her
understanding of British culture.
There is also an appearance by Bath Spa University graduate Hannah
Stote, who scooped the Fashion Knitwear Award at GFW2019 for her collection
made entirely from waste knitwear and British wool, as well as menswear
2019 graduate Savannah Smith from Nottingham Trent University, who produced
a tailoring collection featuring graphic prints and sharp suiting, and
Mariah Esa who graduate from De Montfort University and won the People’s
Choice Award at GFW 2019 highlights her collection created from waste
clothing labels.
Fashion graduates highlighted in UK government ‘Dream Big’ video
campaign
The video also features cameos from Dame Zandra Rhodes, lifetime patron
of Graduate Fashion Foundation, who is pictured lying down on colourful
cushions, while Hilary Alexander, Graduate Fashion Foundation’s president
is being served a cocktail made out of petals.
Commenting on the campaign, Alexander said: “Graduate Fashion Foundation
is extremely proud to be working with the Great Britain Campaign on such a
creative opportunity, showcasing 16 exceptional young talents.
“This video campaign is a great opportunity for six of our final-year
hair and make-up students and ten select fashion and styling graduates to
work with industry and showcase their talent to the world. These young
creatives are at the forefront of a generation who will revolutionise the
way we design, manufacture and wear our garments. Whether it is addressing
the world’s plastic crisis or exploring new scientific techniques, our
universities and students are setting the standard for a sustainable
future.”
The campaign is one of the UK government’s biggest international
marketing initiatives and will be promoted across the government’s
international network in more than 140 countries as well as being showcased
throughout 2020 at major fashion events and trade conferences.
Image: courtesy of Graduate Fashion Foundation