A glimpse into industry life: BA (Hons) Fashion Contour students design capsule collection for Marks & Spencer

Let’s start by hearing more about a recent live industry project you worked on! What were your roles and responsibilities during the project?

As part of this live industry project, we were tasked with designing a lingerie capsule collection for M&S. We were encouraged to think like designers who are already working for the brand.

The primary goal was to develop an innovative lingerie capsule collection, aiming to enhance engagement with the market and facilitate the brand's expansion. The challenge was to think creatively and propose designs that would seamlessly integrate with the M&S aesthetic.

As the designated designer for the lingerie section of M&S, my responsibilities included gaining in-depth awareness of the intricacies of M&S’s lingerie line and identifying opportunities for improvement and better engagement with the market.

In what ways did this live project enhance your learning experience? Were there any unexpected lessons or skills you gained throughout the experience?

This project was a great opportunity to understand how, when employed by a brand, designers need to always keep the brand and its customers in mind at all stages when developing a collection. Despite my inclination towards couture and seductive designs, I had to use my problem-solving and creative thinking skills to adapt my style to harmonise with the M&S aesthetic.

I wanted to challenge myself and design something that could fill a gap in the M&S market, so I decided to do a maternity capsule collection. This was a total challenge as it pushed me to navigate unfamiliar territories such as fabrics and understanding the pregnant body and its measurements.

I am very happy with my choice though – I learnt a lot from this project, and I would not have preferred it any other way. Taking risks is vital as designers and I think the earlier we learn from these challenges the better designer we will become.

Did you have direct interaction with M&S and its end-users? How did client feedback impact the project's development or outcomes?

Direct interaction with end-users was a crucial aspect of the project. Store visits and interviews with staff and potential customers provided essential insights into the market and the feasibility of the proposed project. Client feedback played a pivotal role in shaping the project, highlighting gaps in Marks & Spencer's offerings and influencing my decision to focus on maternity lingerie.

We had regular briefings and check-ups with the client where they would look at our project progress and the direction we were taking. I found the early stages of client interaction very enlightening as they allowed us to bring something innovative to the company and gave us feedback on our ideas.

On our last collaborative point we submitted a small portfolio, and they selected ten finalists. This was an excellent networking opportunity as it spotlighted our work and will allow for possible future collaboration opportunities.

How did completing this live industry project align with your career goals and aspirations? Has the experience influenced your perspective on potential career paths?

Throughout the project I was challenged to work on a brand and market outside my comfort zone. Designing for a brand not of my choosing emphasised the importance of catering to wider audiences.

I had to learn so many things about myself as a designer throughout this project, but my main takeaway is that it made me realise that I enjoy problem solving  more than I thought. It also made it apparent that I would like to remain in the creative/design area of a company, as I think this is where my strengths lie.

I gained many transferrable skills from this project, including an understanding of different markets, research proficiency, innovative research approaches, awareness of fashion values, and sustainable solutions. These skills, acquired through a real design challenge for a reputable company, provide a solid foundation for navigating the fashion industry and contribute to a seamless transition into my future projects.

This project allowed me to experience what it is like to undertake a real design  challenge for a real company. I had to learn not only about design, but the industry as well. I can see how from now on it will be much easier to work in the industry as I feel that I have already put my feet on the ground.