London-based fashion media startup KNOMI asked BA (Hons) Creative Direction for Fashion students to create moving images for their recently launched fashion discovery app. KNOMI selected five winners from the BA course to help launch their app, they’ve since been offered paid internships and some continue to work with the company as it grows.
KNOMI was founded in December 2013, the company describes itself as a fashion network available to you anytime and anywhere. They announced the development of an app earlier this year and asked creative direction students to create a moving image that embodies the brand and could be used as promotion material for their app.
Students were asked to consider that KNOMI is a fashion platform where fashion lovers share their style stories, get inspired, and hopefully inspire others in global trends. The app also allows users to discover and shop everything from small, edgy, upcoming talent, to the biggest and brightest names in fashion. Boutiques on KNOMI already include Joseph, Browns and mytheresa.com. The students included were Marie Dalle, Roxanne Lim, Harriet Lodge, Jae Yong Kim and Naomi Huang.
Students created 2-4 minutes of video together with a proposal for how it would be presented and shared, and a statement situating their project within contemporary moving image practice and fashion. We caught up with Jason Kass, Course Leader BA (Hons) Creative Direction for Fashion, to ask how the collaboration came about.
The studio that worked with KNOMI on their visual identity suggested that they partner with us to develop some content for the brand (one of their principals had previously taught on the course). He put us in touch and Laura and I met to discuss possibilities. The time-based media unit seemed a natural fit.
Also, the fact that KNOMI was beta testing their product with LCF gave students a chance to see the back end of launching a new product/service into the market.
In the brief to the students, KNOMI said the days of going out and shopping with friends as a social activity are gone as everything is becoming digital. We asked Kim Coleman, lecturer in the School of Fashion Media and Communication, whether new digital media will eventually outweigh traditional methods.
Time-based media has become ubiquitous in fashion communication. Potential environments for moving image for example have increased hugely in recent years – times have changed since the only places moving image was seen was on TV, or as trailers before the cinema!
This unit is designed for students to learn about the possibilities for time-based media for fashion and to create their own. Students can and have created work in ‘traditional’ media such as real film, flick books or performance, or have work with newer possibilities within the area such as video mapping or animated GIFs. All these ways of making are relevant now.
We also spoke to Laura Hofman, Head of Marketing at KNOMI told us:
Being an LCF graduate in BA (Hons) Fashion Management, it has always been a personal quest of mine to stay in touch with the university and continue building a relationship together. Working with young people feels as a natural success factor for the business, no one else but a young professional knows what’s trending now. They are the future. We at KNOMI are extremely proud to have a very personal relationship with the University of the Arts London, allowing a start up to grow a team with the best students or alumni and in return giving the students an entry in to the start up scene.
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