London-based fashion media startup, Knomi recently launched a digital app and asked BA (Hons) Creative Direction for Fashion students to create moving images for their fashion discovery app. Knomi selected five winners from the BA course to help launch their app, here’s two of the winners, Marie Dalle and Roxanne Lim.
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. We caught up with both students after the project to discuss LCF, working with KNOMI and creative freedom – here’s our interview with Marie Dalle.
Can you tell a little bit about the project Marie, and what you did for KNOMI?
My personal take on the project was to create a new digital experience using Virtual Reality technologies. With the help of a game-design software, I coded a 3-D landscape that I entirely designed a shopping street lined with high-end fashion stores (the focus of KNOMI), each of which I illustrated myself and incorporated to the landscape. My project is viewable using a Google Cardboard, a virtual reality headset that puts you in a 360° virtual shopping street I created. I wanted to push my own limits with this project and create something very different from a classic video, more experience-based, while using a new technology still barely present in fashion marketing.
Why did you choose LCF, and what are the most interesting parts of your course?
I chose LCF for its international reputation, but also to be able to study abroad and in London. I especially appreciate the wide variety of workshops offered at Lime Grove, the very in-depth lectures we have and the projects we get assigned that, like the KNOMI project, allow us to experiment and push our boundaries.
Who are you idols?
Reed and Radar, a couple of creatives from the US who specialises in digital imagery and experimentation; Rookie Mag editor Tavi Gevinson and French writer Virginie Despentes.
Why did you choose creative direction as a degree?
I come from a visual communication background and wanted to specialise in fashion, so the Creative Direction course made sense to me as it would allow me to experiment and explore both fields and find my path.
BA (Hons) Creative Direction for Fashion student Marie Dalle
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 also caught with Roxanne Lim to talk about how the project went and her time at LCF.
Roxanne, can you tell a little about the project and what you did for KNOMI?
I was enthralled by this project for many reasons, the two standout things about this project to me were:
1) Challenging the brand identity of this fashion app startup with the open-minded brief, a student budget and pulling a team altogether to create my vision of creative direction for KNOMI.
2) Working with my sound composer Rick, to draw up my opinion of the sound of this identity.
Why did you choose LCF, and what are the most interesting parts of your course?
It has the best bits of fashion, business and life teachings. Studying this course made me discover so much about myself – I forced myself to question every aspect of my life.
