fashionaires

Felicity Doubleday a BA (hons) Fashion Studies graduated from The Arts University College at Bournemouth and Nominated for the ‘Jon Adams Portfolio Award’ at Graduate Fashion Week 2009.

Felicity constructed a new and upcoming urban fashion. Felicity's graduate collection ‘Mass Ration’ began with an exploration of how our increasingly ‘throwaway’ society contrasts greatly with times of hardship. Obtaining the urban clash with World War II memories, from her family’s sentimental connection to photos, letters and memorabilia, to help trigger that era.

Felicity Doubleday has gained experience through Allegra Hicks as well as assisting the styling of the SS08 look book and with Zara working in the Visual Merchandising department. Felicity Doubleday has also got to know the fashion industry with a hands on approch. Felicity Doubleday is set to hit the runways around the world expressing her new urban fashion this is the new fashion of the world.

I am currently working on early days of a fresh new fashion label called 'Fruit Salad'. Me and a fellow fashion graduate have designed and are making all the garments from scratch and are selling at some small festivals and markets, and have had good response from our customers so far, our main target customer being a fashion and music lover who enjoys looking a little bit different to the rest and who loves going to music festivals and traveling over to Ibiza too. Our garments are 80s inspired with plenty of colour, vibrancy and fun. We have a couple of boutiques interested in stocking our work too.

However, I am still networking as much as possible for my individual work aswell. I have had some photographers interested in shooting my collection, since LGFW, but one in particular, Luc Coiffait, I am hoping to be working with further on other future projects as a designer and stylist.

A latex company who I did a placement with during my degree is launching their new collection at the end of September, and I am helping to organise their models and catwalk, and I will also show a couple of garments I made during my time with them. I believe they have alot of trust in me to do this, as I was one of the main orgainsers of our graduate show that we as a year group put on in Bournemouth, so all graduates from the Fashion degree had a chance to see their collections go down the catwalk. We were very pleased with the outcome and got really positive feedback that people thoroughly enjoyed our event, that we has fundrasied for and organed all ourselves. I was mainly incharge of scouting and organising the models, and choreographing the evening, by also making sure the correct model got out on time for each collection etc.

I have been asked to design a new range for a Bournemouth/London boutique, for their new label which is planned to launch in August 2010. A boutique in Leeds has also approached me to ask if I would be interested to showcase my collection at their launch party in early October 2009, and if this goes well, we are hoping to continue working together to sell my future collections and work.

Finally, I am taking part in the Young Designer of the Year Awards at the end of October, where a catwalk of a one-off avant garde piece representing my 'Homeage to a Fashion Designer' will be judged upon. I understand actually, that the winner of these awards sometimes has the opportunity to go to New York to take part in in the NY Fashion Week, which would be utterly amazing!!