Fashion students shoot for Dr Martens campaign

Thursday 10 January 2013

Fashion students from the University of Salford have teamed up with leading fashion brand Dr Martens on a one day live project to create imagery for the company’s new collection as part of its ‘How to Wear’ campaign.

Sixty students from the BA (Hons) Fashion Design and Fashion Image Making and Styling course were paired up and given only 30 minutes to choose garments, find a model and shoot on location. Each group produced five different fashion editorial photos which were then assessed by a panel of judges, with two winning students receiving a prize of Dr Martens products.

Bashir Aswat, the University’s Fashion programme leader, said: “From our point of view the project gave students the opportunity to create directional imagery in a contemporary context. It’s great for the students’ portfolios and professional expression, particularly working on a project for a brand like Dr Martens, which has an excellent profile and heritage.”

Francesca Dalla-Riva was chosen as one of the winners of the project. “I still can’t believe I won,” she said, “as there was such stiff competition to beat. It was a great chance for us to be involved with a commercial company and really put theory into practice by researching Dr Martens’ corporate identity and guidelines. I’m very grateful for the experience and really enjoyed working with such a renowned and popular fashion brand.”

See more photos on Flickr