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Note from the Chair Pamela Klein
Fashion Studies Note from the Director Tamara Albu Student Work Line Debut Independent Study Sustainable Design Design Studio Master Class Featured Alumna Aristida Dwisari Featured Faculty Julia Poteat
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Fashion Marketing Note from the Director Alice Demirjian Student Work Independent Study Guatemala Fashion Merchandising Italy Featured Alumna Francesca Demauro Featured Faculty James Mendolia AAS Faculty Acknowledgments & Credits
NOTE FROM THE CHAIR
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Everyone wears clothes; hence everyone is involved in fashion. And design—creating form—is one of the activities that define us as human. Design reflects the values and habits of the community and culture, and through clothing we “fashion” the image we present to the world. Good fashion design and skilled marketing help consumers control and define the image they present. In the AAS Fashion Studies and Fashion Marketing programs here at Parsons our students acquire the language, the technology, and the tools they will need to design and market garments that advance fashion and foretell the future. Because Parsons is in New York, a global city, our students have the benefit of many overlapping and interesting cultures. Our on-campus and online students study at the intersection of multiple cultures, which creates opportunities and possibilities that are a reflection of our world now and in the future. The oncampus and online students in these two programs are from all over the world: Argentina, Alaska, Denmark, England, Korea, Japan, Germany, Dubai, Russia, Israel, New York, California, Ghana, France, Texas, Utah, Kansas and Ireland. They’ve been to the best schools both here and in their own country. They’ve had a wide variety of jobs: stock broker, ballerina, teacher, writer, engineer, attorney, secretary, architect, chef, medical doctor, and public relations manager. These experiences and backgrounds provide a rich cultural environment for their education at Parsons. Together with the Directors of Fashion Studies and Fashion Marketing, I salute the students in the 2008 Parsons AAS Program. Pamela Trought Klein Associate Dean of Professional Studies 7
FASHION STUDIES/
NOTE FROM THE DIRECTOR
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Parsons A.A.S. Fashion Studies captures the eclectic nature of a leading New York City design school; the program enables the students’ creativity and imaginations to flourish. We educate the students using the latest theory, methods and technology available within the fashion industry. Our goal is to cultivate global partnerships and industry collaborations that will enrich the students' lives beyond their university experience. This includes maintaining a focus on current global fashion issues that address social and environmental concerns related to apparel and textile manufacturing. The degree program also offers crossdisciplinary courses and opportunities for independent study that provide alumni the opportunity to generate change upon entering the fashion industry. Tamara Albu Director of Fashion Studies
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Fashion Studies/Student Work/2008
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Scott Amen
[email protected] Where From New York; Previous Work Experience Fashion Stylist, Actor, Model, Producer; Previous College BA in Theatre, University of Scranton, Pennsylvania; How many hours do you spend out of class each week doing classwork? 10–20 Navy Hooded Wool Female “Bomber Jacket Remixed” with bell sleeves, fully lined, off center front zip closure with snaps and cotton ribbing Dimensions Size 2 Materials Navy Wool 20
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Scott Amen, continued Top Left Mens, Black and White Surfshorts with Patent Leather detailing; Bottom Left Mesh Panel Swim Trunks, hidden button fly pocket; Materials White Mesh, Green/White/Purple Checkered Cotton, yellow buttons; Bottom Right White Mesh, Red/White Floral Cotton Pique, red and white buttons
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Top Right & Right Mens Floral Yoke Pipe Surf Shorts; Materials Neon Blue/Yellow Floral Cotton, White Cotton Piping detail on edges, silver grommets, white velcro fly, white shoelace
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Gregory Scott Angel
[email protected] Where From Montana; Previous Work Experience Technical Designer for a wellknown men’s wear company; Previous College Interlochen Arts Academy & Queens College/Aaron Copland School of Music; How many cups of coffee do you drink a day? Too many. . . at least three Group of menswear; Influence Russian Roulette in Tokyo 24
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Gregory Scott Angel, continued Left Red embroidered satin day dress with silk organza insets; Right White cocktail dress of sateen cotton with body detail and cotton organdy insets
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Carina Bidasio
[email protected] Where From Los Angeles; Previous College U.C. Davis, BA in Sociology; Where do you plan to live after graduating? New York; How many cups of coffee do you drink a day? Too many
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Katie Cadamatre
[email protected] Where From New Jersey, grew up in South Carolina; Previous Work Experience Assistant at Stephen Burrows, Freelance illustrator for Escada, Internship at Harper’s Bazaar Previous College Rhode Island School of Design, BFA Illustration; Had you been to NYC before entering Parsons? Since my family is from Jersey, I’d been to the city a lot before starting at Parsons—and I lived in Manhattan for a few months while I interned at Harper’s Bazaar. I love New York and try to visit often 30
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Carolina Figueroa
[email protected] Where From Venezuela; Previous Work Experience Internships at Donna Karan, TSE and GAP, Freelance Designer; Previous College Instituto de Diseño Perera, Graphic Design; How many cups of coffee do you drink a day? One
Left Detail Illustrations ; Right Complete Illustrations 32
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Amy Terrell
[email protected] Where From Atlanta, Georgia; Previous College BBA from University of Georgia and Graduate Gemology degree from Gemological Institute of America; How many cups of coffee do you drink a day Zero The Cacao garment was inspired by a selection of colorful spring fruits dipped in dark chocolate. Both the bustier and circle skirt were created using various silks. 34
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Amy Terrell, Continued Left These floral inspired thigh-high leggings are trimmed with orchids and greenery fashioned out of silk fabrics; Right Fabricated out of fine green and black silk, the inspiration for this gown came from the Japanese tradition of delicately crafting origami paper cranes 37
Shoe Collections/The Jewel Collection This collection of shoes was inspired by my love of diamonds and fine jewelry. Each shoe is adorned with an intricate splash of gems; The Wooden Shoe Collection These two shoes showcase the natural beauty and character of wood with a fine cherry finish. The elevated height created with the platforms is reminiscent of the towering trees that inspired their designs; The Architecture Collection The architecture of great buildings past and present inspired this collection of shoes. From the archways of ancient cathedrals, to the aquatic center built in Beijing for the 2008 Summer Olympics, the visible lines created in buildings around the world can awaken the imagin-ation; The Fantasy Bug Collection Imagine walking barefoot through the tall grass on a hot summer day. Although these shoes will certainly keep the dirt off of your feet, they will also evoke childhood memories of sharing afternoons with the grasshoppers, spiders, and ladybugs in your own backyard. Amy Terrell, continued
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Chi Lo
[email protected] Where From Hong Kong; Previous Work Experience Internships at DKNY, Yigal Azrouel, Blanc de Chine; Previous College I used to go to Lasell College in Boston for Psychology but half way through, I realized that is not the right career path for me. So I transferred to Parsons AAS fashion Studies; Had you been to NYC before entering Parsons? Yes, I was in NY in 2005. That was a fun little spring break geta-way with my brother 40
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Alice Park
[email protected] Where From Orange County, CA; Previous Work Experience Product Planning, Research & Development,Consumer electronics; Previous College University of California, Irvine; Where do you plan to live after graduating? NYC Full length Gown Inspired by minimalist art, simple lines, shapes, form; artists Sol Lewitt, and Fred Sandback; Material Wool 42
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Zijuan Tang
[email protected] Where From China; Previous College Guangzhou Academic of Fine Art, Kingsborough Community college; Previous Work Experience None; How many cups of coffee do you drink a day? At least two
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Zijuan Tang, continued Left Summer dress and hat; Right Winter and Spring Coats
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Linda Yun
[email protected] Where From Born in the U.S., grew up in Korea; Previous Work Experience Design Intern Calvin Klein NY, Donna Karan NY. ‘Han’ Brand Fashion Design Research Center; Previous College Yonsei University Seoul, Korea, Master of Science, Fashion Merchandising & Design Bachelor of Science, Double Major: Clothing & Textiles and Human Environment & Design; How many cups of coffee do you drink a day Two to three cups of coffee per day. I love coffee 48
Season Spring/Summer; Image and Spirit Energy, romantic, luxury, urban, classic with a twist, comfort, eclectic, fashionable, freedom, modern; Target customer Modern, urban, fashion-conscious women in their 30’s with multifaceted lifestyles. Specially designed for Sunset Cruise; Silhouettes Dress: Tight high waist bustier top and A-line skirt with details in the back and fraying edge, Jacket: Loose, comfortable bodice and tight sleeve; Colors Classical with blue and grey accent; Fabric Dress: silk/polyester blended taffeta and double faced iridescent color twill fabric, Jacket: wool/cotton/polyester blended ottoman fabric 49
Anita Lau
[email protected] Where From Born in Hong Kong, grew up in Newton, MA; Previous Work ExperienceTech Design Intern, Rebecca Taylor; Intern, Triple 5 Soul Previous College Boston University Bachelors of Science, Elementary Education, Magna Cum Laude; Where do you plan to live after graduating? New York City or Hong Kong
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Fashion Studies/Student Work/2008/Special Projects
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photography by James Mendolia
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The 2008 Line Debut, a three-week juried exhibition in Parsons’ Arnold and Sheila Aronson Galleries, showcased the best work of graduating Parsons AAS Fashion Studies students. These outstanding designs displayed couture construction techniques, unique creativity, and exceptional talent. For the opening reception, AAS partnered with the Coalition to Prevent Deep-Vein Thrombosis, and AAS students designed distinctive leg-wear intended to assist in
preventing pulmonary embolisms. The designs were modeled by such New York luminaries as Anne Curry (NBC News anchor), Natalie Morales (Co-anchor “Today” Show) and Bob Woodruff (ABC News) in a runway show in Parsons’ new Sheila C. Johnson Design Center. During the reception, the Stacie Nipps Alumni Achievement Award was presented to celebrated designer—and 2003 AAS Fashion Studies alumnus—Jay Godfrey. The New York Times Style
Written by Tamara Albu Associate Professor/Director of AAS Fashion Studies
Fashion Studies/Student Work/2008/Special Projects/Line Debut
section featured the AAS Line Debut reception in a full page spread and included photos of the exhibition garments as well as other studentcreated designs worn to the celebration. The yearly Line Debut exhibition serves to not only to present innovative and creative student designs but also as a setting to celebrate intensive academic achievement.
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Anita Lau
Dagmara Dziedzic
Alice Park
Christina Chang
Caroline Rossignol
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Doris Chang
Elisa Karp
Emily So
Gregory Scott Angel
Hyeseon Lee
Hyun Kyun Chang
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Maria Reyes
Penina Advani
Jane Ji Eun Kim
Zeynep Catalbas
Nicole Hernandez
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Richa Tripathi
Samo Miller
Su Hyun An
Susanna Ngao
Valentina Lokhova
Xingcen Liu
Leg-wear intended to assist in preventing pulmonary embolisms. Modeled at the Line Debut premiere at Parsons’ new Sheila C. Johnson Design Center.
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2008 Line Debut reception. DVT Awareness by Design 2008 was presented by the Coalition to Prevent Deep Vein Thrombosis and AAS. The 2008 Stacie Nipps Alumni Achievement Award was presented to AAS Fashion Studies alumnus Jay Godfrey.
Featured Anne Curry, Natalie Morales, Bob Woodruff, Pam Klein, Jay Godfrey; Next spread features images from the Line Debut runway premiere 69
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It is our philosophy to educate the fashion students at Parsons regarding the importance of sustainable textiles. This knowledge will allow the students to rethink the design process and generate long term positive change upon entering the fashion industry. The objective of the Independent Study is to allow the fashion design students the opportunity to work with a Merchandiser to select sustainable raw materials that are friendly to the
environment. Students were able to discover the latest developments in eco-friendly fabrics and identify fabrics and trim that will work with their designs for a specific target market. A major consideration for the design students was to select eco-friendly fabrics that were unique and innovative and would not compromise their creativity. Students learn to conduct textile research along with their instructor to determine which mills manufacture sustainable
Written by James Mendolia Assistant Professor Fashioin Marketing
textiles and exactly what qualifies textiles as friendly to our environment. Some of the fabrics used in the study were created using Ingeo, the world’s first man-made fiber derived from 100% annually renewable resources, as well as fabrics that are made from organic cotton amd innovative organic and healthy fabrics derived from milk, and a fabric produced with crab's pulp. The independent study is a creative collaboration between instructors James Mendolia and
Fashion Studies/Student Work /2008/Special Projects/Independent Study/Sustainable Raw Materials/Ingeo Earth Day Exhibition
Julia Poteat. It was developed to allow fashion design students to explore the negative impacts on the Earth related to textile manufacturing and dyeing. The Ingeo Earth Day Exhibition provided a showcase for the fashion industry to see the work of several of Parsons’ emerging designers. Scott Amen, Christine Chang and Margaretta Braddock are taking steps to use eco-friendly raw materials to create innovative fashion designs with a social conscience. The Ingeo Earth Day Exhibition premiered in New York, and then traveled to Paris and Tokyo, three of the world’s leading fashion capitals. Our planet is in crisis and it is our responsibility to motivate our students to use their intellectual capacity to challenge the design process. It is my job to introduce the fashion students to newly developed fabrics that are eco-friendly and socially conscience, Parsons Students can lead the way in transforming fashion as they enter the industry. It is all about questioning the whole system that we are familiar with. Ingeo A corn-based fabric that is the world’s first man-made fiber from 100% annually renewable resources
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Parson’s Design Studio Course instructed by Crstof Beaufays, Creative Assistant to JeanPaul Gaultier, stresses the importance of a designer’s process. One need not always have a final sketch in hand or vision of a garment in mind when one begins; rather, through experimentation a designer may create a work that would be unimaginable on paper or in the mind. Works of this nature are often the most impressive and memorable.
Written By Deborah McNamara/Fashion Studies, 2006
In this intensive two-week master’s class, each designer was challenged to deconstruct pre-existing knitted sweaters and, using the details and patterns from such garments, to reconstruct them into an original design incorporating woven fabrics and knits. Students utilized Mr. Beaufays’ orginal “volumolding” technique, which required fashioning batting or other voluminous articles to our dress forms; melting plastic over the
Fashion Studies/Student Work/2008/Special Projects/ Crstof Beaufays /Design Studio Master Class
materials; removing the melted plastic and cutting it into pieces; patterning the pieces; and then recreating the initial shape using a fabric of our choosing. These unconventional design methods provided constant experimentation, and required the utmost creativity. The result of such creative processes was not merely beautiful and unique clothing to be worn, but truly the creation of works of art.
My experience in the class was undoubtedly a positive one; the emphasis was on creation…creation of ideas, designs, and ultimately, a completed garment. We were given ample time to explore our points of view as designers. This exploration was executed by each student individually, influenced not only by the opinions of Cristof but also by the welcome opinions of each other, resulting in an array of garments that pushed the boundaries of their own personal aesthetics. Each piece was created in an environment filled with dialogue, discussion, and analysis. I feel that this collaboration infuses each garment with a sense of life, for the beauty of each creation resides not only in mere appearance, but the energy it conveys to the world. The experience of this class is analogous to the whole of the Parson’s experience: exploration of self, combined with an informed collaboration of others, is the method of choice for learning at Parsons. The results speak for themselves, and can be described, simply, as great design. Written by Alison D. Webb (right), AAS Fashion Studies/2008/Design Studio Master Class, 2008
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Yichun Yeh
Philina Fan
Anita K Lau
Sherine Kazim
Mariele Capssa
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Caroline Hur
Sarah Bruchmann
Sierra Wingate
Vanessa Mieger
Julie Eun So Baik
Hooman Pishdad
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FASHION STUDIES FEATURED ALUMNA ARDISTIA DWIASRI www.ardistianewyork.com
[email protected]/ tel 212 473 0392 fax 212 473 2128/ Office Headquarters 280 Park Ave S Suite 9E New York , NY 10010/ Apropo Showroom 141 west 36th St 7th Floor New york NY 10018/ p 646 473 1440 f 646 473 1121/
[email protected]
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New York City based designer Ardistia Dwiasri has always had a curiosity about art, illustration and fashion. A native of Indonesia, she received BA and master’s degree in industrial and manufacturing engineering from Northeastern University, along with an AAS degree in Fashion Studies from Parsons The New School for Design. Dwiasri’s first foray into the fashion industry was an internship with Diane Von Furstenberg that led to work with GAP, Ann Taylor, and Tommy Hilfiger. Eager to have her own unique point of view recognized, she decided to launch her own signature collection, Ardistia, for Spring/Summer 2007. Many in the fashion industry have noted Dwiasri’s intricate details and innovative silhouettes, along with her use of fine Italian fabrics. In October 2007 she received the fashion award from Biore/ Gen Art. In addition, she was profiled in WWD in April 2007 for “New Designers to Watch,” and in May of the same year, she received a Gen Art Ready-To-Wear nomination. The Ardistia Collection has been featured in Vogue Japan, New York Times Magazine, Zink, Daily Candy, style.com, and Audrey Magazines. It can also be found at specialty stores throughout the US, Canada and Asia.
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Strong couture shapes and innovative elements are the foundation of the Ardistia Fall/Winter 08 Collection. The Biore/ Gen Art Award winner pays homage to the Guardian Goddesses of the Roman Empire who stood for both beauty and strength. Her exquisite, impeccably cut creations offer great versatility and subtle surprises. Each silhouette offers a reference to historical designs, which are converted into something entirely 96
modern. Ardistia’s emphasis on construction is at times precise and powerful but also offers delicate finishes that evoke an updated femininity and reveal interesting juxtapositions. A muted color palette of burgundy, plum, olive, mustard, winter white, deep black and charcoal grey give the collection a feeling of serenity. In addition, accents of silver armor gloss provide radiance to its full presentation.
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FEATURED FACULTY FASHION STUDIES JULIA POTEAT
[email protected]/ Fashion Designer/ AAS Assistant Professor of Fashion Methods Coordinator of Fashion Construction/ Independent Study: Sustainable Raw Materials
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Julia Poteat was born in Richmond, Virginia, and moved with her family to Cleveland, Ohio, when she was five years old. Her mother worked as a sample maker in Cleveland’s garment industry. From a very early age, she developed a passion for fashion, often drawing garments, making patterns and sewing them herself on her mother’s home sewing machine. Following her graduation from Glenville High School in 1962, she was accepted to Pratt Institute, in Brooklyn, New York, to study apparel design. During her senior year at Pratt, the fashion editor of Mademoiselle magazine approached her to model for their college issue. This was her entrée into the New York fashion industry. She continued in the modeling profession after graduating from Pratt with a BFA in fashion studies. While modeling for Seventh Avenue fashion houses in the 1970s, Julia began to freelance design for garment and textile companies as a print stylist. Inspired by the use of prints in the sleepwear industry, she used both her textile and garment design background, to become the Design Director for the Mary McFadden Sleepwear and Loungewear Division of Boutique Industries in 1981— a post she held until 1993. During her tenure, she won the Industry Tommy Award three times. This award is for the both the garment and the printed fabric used in its creation. While at Boutique Industries, she also designed sleepwear for the Givenchy, Ralph Lauren and Michael Kors Divisions. From 1993 until 2004, Julia was the Knit Sleepwear and Loungewear Design Director/Merchandiser for Shadowline Industries. Julia has always had an interest in education. When in 1996, she was askedto teach a class for the Associate Degree Program at Parsons by the chair Pamela Klein, she did not hesitate. While still
working in the fashion industry as a designer, she taught as part-time faculty. During this time, because of her experience in the garment industry, she was asked to become the Construction Coordinator of Fashion Methods. This is a title that she still holds. In 2004, she became a full-time faculty member at Parsons The New School for Design. Julia is a producer for the Line Debut (May) and Mid-Season Gallery Preview (December) shows that present the “best of the best” graduating AAS Fashion Studies students. Julia and James Mendolia, full-time AAS Fashion Marketing faculty member, have developed an independent study class promoting sustainability in the fashion industry. In 2006 Julia started the Eliza Collection, a handbag and accessory line.
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Julia Poteat, continued Upper right and right Garments developed for the Victoria’s Secret Fashion Show in Miami 2008; Upper left Garment developed for the 2007 Victoria’s Secret Fashion Show in Hollywood. This year’s show aired nationwide December 3 on CBS 102
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Julia Poteat, continued Handbags from the Eliza Collection
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FASHION MARKETING/
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NOTE FROM THE DIRECTOR
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This year, AAS Fashion Merchandising and Marketing faculty and students traveled to Italy and Guatemala. They studied on campus and online, finding solutions and asking questions about sustainability, empowerment in business and developing apparel supply chains to meet consumer needs in a challenging economic environment. Marketing is the strategic study of human behavior and exchanging information. Our students investigate the interrelationships between fashion design, merchandising and marketing analyzing the history and trends of our industry moving forward. While New York City remains the backdrop to Parsons study, we broaden our international scope though new media and technology. The examination of today's fashion culture finds a home on our campus and online environments, with students coming together in local and global discussion. The inspiring field of fashion has proven to be an inspiration for Fashion Marketing students, as you can see in the 2008 edition of WORK. Alice Demirjian Director of Fashion Marketing
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Fashion Marketing /Student Work/2008
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Sara Bang
[email protected] Where From Toronto, Canada; Previous Work Experience Internship with Catherine Fung; Marketing, Merrill Corporation of Canada; Previous College University of Toronto, BA, Double Major in Political Science and History; Where do you plan to live after graduation New York LP&P Soho Storefront 124
This Summer 2008 AAS Fashion Marketing student Sarah Bang interned at LP&P by Catherine Fung and worked on the development of the new e-commerce web site www.shoplpandp.com. Here, designer Catherine Fung and Sara Bang interview each other, in conversations about Web development, mannequin mishaps and what it takes to launch a website. Designer Profile AAS Fashion Studies Alumna, Catherine Fung, launched The Little Prince & Piggy label (later named LP&P) in 2004 in New York. The line debuted at Saks Fifth Avenue’s New York flagship store, where matching outfits brightened the large window displays. Catherine has since been featured on the WB11 news, showcased her Fall/ Winter 2005 collection at the 20th Anniversary Gala of GIDC, and was honored with the Stacie Nipps Fashion Achievement Award from Parsons The New School of Design in 2007. Inspiration for The LP&P label comes from self-assured women from around the world, luxurious fabrications and old world technique, French jazz music and of course her dogs Little Prince and Piggy.
Designer Catherine Fung Interviews Sara Bang What most appealed to you about your position at LP&P? First of all, I really liked your designs. Your Fall/Winter knitwear collection is something that would appeal to every female. It is feminine, stylish, and each piece looks like a one-of-a-kind original piece. I also liked your involvement with the community by donating proceeds from your canine collection to various animal-friendly organizations in New York City. For me, it was important to learn from you, a business-owner and designer. I wanted to be able to observe your creative process, as well as learn day-to-day business operations. It helped that you understood where I was coming from, since you were also a student at Parsons at one point. In regards to e-commerce, what lessons have you learned? I have learned that there are many steps in developing an online store. Prior to the actual steps necessary to creating an online presence, I now comprehend the sheer amount of research that goes into a project such as this one. From understanding the current market, to knowing where to position LP&P in terms of competitors—every detail had to be carefully thought out before developing the website. And there are surprises—for example, I had no idea that it would take me so long to research the different shipping options we should offer to online shoppers. It is all about fine-tuning the smallest of details to make an online store run smoothly. Any memorable stories? We photographed all of our items featured in the online store on mannequins. After planning outfits, it took a good week to shoot all the pictures and variety of angles.
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The six-foot tall mannequin was not very cooperative! Tourists enjoyed seeing me lose my struggle with the mannequin as they walked by our SoHo store. What one piece of advice would you give to incoming Parsons’ students? Pay attention in class. All my classes have been very useful in preparing me for an internship. For example, Fashion CAD (Photoshop) provided me with the tools to work on an e-commerce project. I understand how to enhance images and work with them so that they are web-ready. It definitely gave me a better understanding of the job market and the range of skills that employers are looking for. Sara Bang Interviews Catherine Fung What are your hopes for the new e-commerce (shoplpandp.com ) website? I have been receiving many inquiries from out of state and overseas customers about purchasing our merchandise. I’m so excited that I can finally satisfy their requests. I hope to create the same satisfying shopping experience online that customers have when they come into our SoHo store. Regarding the website, what do you find to be the most difficult challenge so far? It is a full time job, indeed, to keep all the photos, info and press up to date! What is your favorite memory in developing shoplpandp.com? Any examples that include the interns would be great. Please don’t hold back. It is always fun to undertake a group project with interns who have new ideas and fresh points of view. It’s refreshing to learn what people in the marketing side of the business think. It was very exciting to see each phase of the project achieved, especially the first time I saw the layout come together. It’s like seeing a baby from crawling to walking to running. Sara, good job with baby-sitting the online store from born to running! Any marketing tips on how we should introduce shoplpandp.com to the world? I’d like to do a soft launch in mid-August first and then we’ll have a launch party in the store in September. What will we do at the launch party? It will be a surprise! How has your education at Parsons been useful for you? It was a wonderful experience at Parsons. I love all my teachers. I still go back from time to time to visit them. I’m still learning from them every time when I see them. They have always been very supportive of my career. What one piece advice would you like to share with current Parsons’ students, whose hopes are to launch and develop their own brand? A dream doesn’t come true overnight. The only failure is quitting.
Right LP&P SoHo Store Display 126
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Sarah Bang, Continued
Knitwear peices sold at LP&P, designed by Catherine Fung. Sara Bang, during her internship, photographed the looks for development of the firm’s website
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I am from Barcelona, Spain and came to New York City with a clear goal: attend Parsons The New School for Design and graduate in AAS Fashion Marketing. Driven by the creative environment of fashion, I incorporated my business and marketing skills into the study of design in the AAS Fashion Studies program. For me, the most important fact was not the major but the experience—learning came from the fastpaced environment, working crazy hours and meeting concrete deadlines. During my studies, I continued my hobby of designing jewelry, and thanks to the encouragement of my professors and the skills I developed in AAS classes, I decided to go for it, and my hobby became my job. I remember feeling regret for the “lost” and “unpaid” hours of internships but realize now I could never have started my own brand without them. Currently, I am working on a project with another designer, Sabel Contente. “Just for Openers” is an environmental pop-art form created using pull tabs from a variety of cans. The philosophy is based on the art of recycling. We try to demonstrate that the most unexpected materials can give birth to stunning designs. These are created in sterling silver, gold or rhodium-bathed white metal. They can also be anodized, graffitied and embellished with precious or semi-precious stones.
Elena Estaún Sánchez
[email protected] Where From Barcelona, Spain; Previous Work Experience Marc Bernstein, DDCLAB, Kenneth Cole; Previous College St. Martin’s; Where do you plan to live after graduating? In Europe, no specific country. “I design experimental jewelry using a mix of silver and rhodium. Adding unusual materials such as rubber, bone, plastic, coconut shells, I try to find beauty in any object and functionality in every stone” 130
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Aashrita Jayaraman
[email protected] Where From India; Previous Work Experience Fairchild Publications–Elegant Bride, Maggie Norris Couture, Anna Sui, Erich Soldat Textile Agency, Ralph Lauren, Anne Klein, Euro-Tech; Previous College Parsons The New School for Design BFA Fashion Design; Do you still write a project’s draft on paper? I always make incoherent notes before I start anything to map out what I intend to do and then I doodle for a while thereafter to fine tune the parameters before I start up the final 132
Guatemala Ajkem’a Loy’a; Mayan Artisanal Women’s Collective Branding and Marketing for their designed product line. Course Title Practicum in International Affairs; Instructor Jay Dehejia, Alice Demirjian, Erin Cho, Pascale Gatzen, Mark Johnson, Cynthia Lawson, Shon Morris, Nadia Williams 133
In-Yeung No
[email protected] Where From Germany; Previous Work Experience Weleda North Amreica, Inc; Richard Chai, LLC; Previous College FIT; Werbe & Medien Akademie Marquardt, Germany, BA: Communication and Marketing; How many cups of coffee do you drink a day? Three
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Back to Earth Fall / Winter 09
Delivery 1
Line Sheet 1
Botanic Nature Dress
Botanic Nature Cardigan
# FW09 5896 90% Silk 10% Cotton XS-S-M-L
# FW09 3790 80% Silk 20% Cotton XS-S-M-L
Blueberry Tiger Spot Shorts # FW09 4650 80% Silk 20% Cotton XS-S-M-L
Blueberry Tiger Spots Blueberry Lettuce Style# 23
Botanic Nature Print Style # 2369
Back to Earth Fall / Winter 09
Delivery 1
Botanic Nature Print Style # 2369
Blueberry # 65 Potato # 102
Celery # 68 Strawberry # 568
Golden Harvest Vest #SS09 34 80% Silk 20% Cotton XS - S - M - L
Blueberry Floral Shirt #SS09 893 80% Silk 20% Cotton XS - S - M - L
Blueberry Floral Style # 530
Golden Harvest Print Style # 670
Celery # 68
Line Sheet 2 Organic Plaid Shorts #SS09 75 80% Cotton 20% Silk XS - S - M - L
Organic Plain Plaid Style # 2003
Blueberry, Celery, Potato Blueberry
Eggplant
Golden Harvest
Golden Harvest
Planogram Front View
G.CREW Store # 10023 91 Fifth Avenue, New York, NY Size: 2000 Square Feet
mirror
8” High Divided Shelving for Tops
4” T-Stand for Hanging Dresses
8” High Divided Shelving for Bottoms
4” T-Stand for Hanging Tops
4” T-Stand for Hanging Bottoms 2.5” High Display Table for Tops
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Lucia Rolandi
[email protected] Where From Buenos Aires, Argentina; Previous Work Experience Assistant Buyer for Childrenswear, Wall-Mart, Buenos Aires; Intern, Merchandising office, Bodega Veneta; Previous College Universidad de San Andres, Argentina, BBA Business Administration (2000 –2004); How many cups of coffee do you drink a day None, but probably more than 4 cans of Diet Coke Spring/Summer 2009 collection for Anthropologie 136
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Jennifer Spencer
[email protected] Where From Toronto, Canada; Previous Work Experience Merchandising Intern, Dior; Advertising industry, two years; Previous College University of Waterloo, Toronto Canada, With Honors in Busines and Sociology; How many cups of coffee do you drink a day? One Latte Project: Find a creative way to inform a group of new interns at a company about everything they need to know about Women’s Wear Daily. Course Title: Fashion Industry: Marketing; Instructor: Tom Handley 138
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This year’s introduction of a course titled Practicum in International Affairs has proven to be a positive step forward in empowering the student body with an integrated, dynamically evolving environment that facilitates holistic problem solving and the sustainable implementation of solutions. The interdisciplinary practicum entertains an open yet converging discussion that works toward the symbiotic confluence of three dispa-
Written By Ashrita Jayaraman/Fashion Marketing, 2008
rate bodies—the artisanal women’s coalition residing in Laguna Atitlan (Guatamala), Parsons The New School for Design, and C.A.R.E., to realize a singular goal. The Mayan women’s association in Laguna Atitlan, called Ajkem’a Loy’a, is composed of fifteem highly skilled members who are looking to expand their retail base to cater a consumer niche of 35-year-old women in the New York market whose incomes average $60,000.
Fashion Marketing/Independent Study/Practicum in International Affairs Guatemala/2008
in the New York market. C.A.R.E., a non‑governmental organization, has thus far offered substantial infrastructure and support to the women’s cooperative in Guatemala. The role of Parsons students has been selfmotivated and active, involving a two‑fold approach of issue analysis/context evaluation and problem solving. Parsons students have worked to develop the best possible plans of action to accomplish the aspirations of Ajkem’a Loy’a.
The spring 2008 semester was spent coming up with potential solutions that would sustainably empower and channel the women’s skills and design talent toward the creation of a viable product line for the New York market. The class divided into three teams to address design, marketing, and business aspects of this endeavor. The business and marketing operating models were projected based on the design team’s product line prototypes to ensure effective sales in the New York retail environment. This process culminated in a field trip to Guatemala over the month of June 2008, where a series of workshops for the Mayan women’s group of artists and designers was hosted. These workshops stimulated and developed the operating knowledge base for local businesses as well, creating an international exchange of ideas and information that will benefit us all. Throughout this independent study, we have received an immense wealth of knowledge based on real life situations in the design world that are becoming more and more pertinent to countries that are seeking to evolve from their economically developing status. The confines of designing with limited resources, immense financial restrictionsand cultural differences have all made me understand that design must always take into consideration the environment as well as the market. To create a self sustainable market, we must put a stop to outsourcing and create a base of artisans and craftsman who can uphold the production line without the need to seek aide elsewhere. With this ideal in mind, We have participated in the design aspect and created branding merchandise that recalls the aesthetics of local art as well as appealing to the sophisticated taste of New York.
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I believe that Italy is the logical site for this course, as the country is one of the leaders in the fashion industry and has a long-standing tradition of international commerce. In addition to Italy’s beauty and charm, the Italian mills are internationally recognized for their creativity and cutting edge technology. Italian fashion designers are innovative and continue to lead the global marketplace in fashion. We travel to select cities in Italy to attend
international trade shows, visit textile mills, retailers, museums and major fashion companies. My students learn how to navigate the Italian market for raw materials, apparel suppliers, and fashion trends. Ultimately, this trip to Italy provides us with a foundation for global sourcing and complements skills learned at Parsons in New York City through experiential learning. This course enables the students to experience and understand the international business envi-
Written by James Mendolia/AAS Featured Faculty/Fashion Marketing
Pages 160–161, 176–177.
in Rome, titled 45 Years of Style: Valentino.
opportunity to visit an exhibition at the Ara Pacis Museum
Fashion Merchandising: Italy students had an exceptional
ronment and to prepare them for careers in the global fashion industry.
Fashion Marketing/Student Work/2008/Special Projects/James Mendolia/Fashion Merchandising Italy
Parsons Fashion Merchanidsing: Italy provides students with hands-on experience in global sourcing.
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Textile Screen Printing; Como, Italy 150
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Textile Manufacturing; Prato, Italy 155
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FEATURED ALUMNA FASHION MARKETING FRANCESCA K. DEMAURO Marketing Manager Schottenstein Luxury Group
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Francesca K. Demauro is the Marketing Manager for Schottenstein Luxury Group, where she oversees marketing strategies, branding and advertising for the luxury companies under the Schottenstien umbrella. Her creative contributions for the SLG brands, such as Adrienne Vittadini, Judith Leiber and Steuben Glass, have been featured in many well-respected fashion publications and outlets, including Vogue, Vogue India, Harper’s Bazaar The New York Times and The New York Post. Her work can also be seen in marketing material developed for collaborations such as designer Andrew Gn and stylist Rachel Zoe. From a very young age, Francesca DeMauro’s passion and understanding of the arts and fashion were evident. Having been born into a multicultural family, where her father is ItalianJapanese, and her mother Filipina, she was naturally exposed to various styles and cultural and artistic perspectives. Her elementary-school years were spent in Saudi Arabia, and she spent her highschool years in the Washingtion, DC area. In 2003, she received a B.F.A in graphic design from Boston University. While attending Boston University, she completed a course in the Netherlands at The Amsterdam Graphic Arts Program, where she received a Certificate of Design in Graphic Arts.
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After working as the senior designer in the Boston University publications department, Francesca established herself as a freelance graphic designer in Manhattan. After working in the print media for four years, she returned to academia and earned an AAS in Fashion Marketing at Parsons. While studying at 164
Parsons she interned at companies such as Donna Karan, Fresh and Judith Leiber. Shortly after Francesca graduated, a senior marketing role was created for her at Judith Leiber.
JUDITH LEIBER Spring Collection at
Left Adrienne Vittadini spreads, 2008; Right Apple postcard for Judith Leiber 165
Jaguar minaudière, $5,495
680 MADISON AVENUE | 212.223.2999 judithleiber.com
JL_NYpost_Jaguar_110408.indd 1
10/31/08 4:19:48 PM
Left Judith Leiber, Jaguar, proof for the New York Post; Right Stuben Glass for Chabad House; Bottom Right Judith Leiber fall foliage postcard/Judith Leiber jeweled white bag for the New York Post 166
JUDITH LEIBER Fall Foliage Exclusively for
Jeweled in Black Diamond-Multi $3,995 680 MADISON AVENUE | 212.223.2999 judithleiber.com
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FEATURED FACULTY FASHION MARKETING JAMES MENDOLIA
[email protected]/ Merchandiser Creative Thinker Professor/ AAS Fashion Marketing Import and Export Merchandising Product Development/ Independent Study Sustainable Raw Materials Merchandising Workshop Fashion Industry Marketing Fashion Merchandising Italy
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Parsons allows me to draw on my passion for teaching and my industry experience to create innovative projects that address current global fashion issues. Through these projects I am able to mentor and support the students allowing their creativity to flourish. There is a unique connection with all of my students and I am always impressed with their ability to rethink the design, merchandising and marketing process in a very innovative way. It is an amazing feeling to be able to help a student get one step closer to achieving their dream.
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James Mendolia, continued Selected artilces written by James Mendolia for Moda, the Spanish language trend and style magazine
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James Mendolia, continued Selected artilces written by James Mendolia for Moda, the Spanish language trend and style magazine
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PAMELA KLEIN, Chair/ Associate Professor Degree(s) MFA, BFA, Pratt Institute Course(s) Color Theory FULL TIME FACULTY FASHION STUDIES Tamara Albu, director/ Associate Professor Degree(s) BFA, MFA Academy of Fine Arts, University of Bucharest, Romania Course(s) Advanced Fashion Drawing, Digital Portfolio, Fashion Portfolio, Fashion Technical Drawing
Larisa Iosilevich Assistant Professor Degree(s) BA, Fashion Design, Shenkar College of Fashion Design and Technology, Israel. Work Designer, patternmaking and technical designer in Israel and NYC. Course(s) Draping, Patternmaking, Construction 2, Construction 3, Design Studio Experimental Kichisaburo Ogawa Coordinator of Fashion Drawing/ Assistant Professor Degree(s) AAS, Fashion Institute of Technology Work Fashion Illustrator, Educator, Lecturer Course(s) Fashion Drawing 2
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Julia Poteat Coordinator of Fashion Construction, Independent Study/ Assistant Professor Degree(s) BFA, Pratt Institute Website www.juliapoteat.com Work Designer for Shadowline Inc.; Design director for a Mary McFadden licensee; Boutique Industries Course(s) Fashion Methods Luciana Scrutchen Digital Coordinator/ Assistant Professor Degree(s) MFA, Parsons School of Design; BFA, Rochester Institute of Technology Work Textile Designer; Fashion Digital Artist Course(s) Fashion CAD Photoshop/ Illustrator, Fashion CAD Photoshop (online & onsite), Fashion CAD U4ia, Fashion Technical Drawing Alisa Turko Assistant Professor Degree(s) MA, Fashion Design, Academy of Design and Technology, Kiev, Ukraine; AAS, Fashion Institute of Technology Work Production pattern-maker for Dan Mar Manufacturing Co. Inc.; Designer for Garfield and Marks Design Group Ltd. Course(s) Fashion Design, Construction 1: Patternmaking, Construction 1: Draping, Construction 2, Construction 3
Laura Volpintesta Leite Assistant Professor Degree(s) BFA Parsons School of Design, NY and Paris, Fashion Designer Work Freelance Designer , Illustrator, Technical Designer Course(s) Fashion Industry Design (online & onsite), Fashion Portfolio, Fashion Drawing 1, Fashion Drawing 2, Patternmaking, Draping, Sewing PART TIME FACULTY FASHION STUDIES Angela Wendt Schneider Anna Tamas Anne Rutter Brigitte Conti Catharina Cosin Dan Nistor Danielle Warren Darcy Meeker David Hollier Deborah McNamara Doreen Rivieccio Dung Truong Dusty Hope Elodie Blanchard-Moritz Fan Wu Irina Ruvinskaya Joan Duncan Joanne Sherrow John Jay Cabuay Jose Chan Joyce Scrima Karen Rippy Kathryn Simon Lamont O'Neal
Lansana Massaquoi Lorye Watson Luz Pascal Markus Huermer Mary Gottlieb Michelle Nahum-Albright Momoko Tokunaga Nicholas Dodziuk Nina Daryanani Pamela Slinger Patricia Henry-Turner Pauline Kao Persa Cvetkovski Quang Wayne Van Rebecca Kelly Robin Nelson Ruth Jeyaveeran Scott Beisch Shireen Soliman Sofia Kavalerchik Sole Beatrice Salvo Tommaso Proscia Dima Varlamova OKeefe Victor Soto Warren Bradley Yrmis Barroeta
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FULL TIME FACULTY FASHION MARKETING Alice Demirjian, director/ Assistant Professor Degree(s) MS, Fashion Studies, Marketing Concentration, Philadelphia College of Textiles and Science; BS, Apparel Marketing, University of Massachusetts Course(s) Fashion Industry: Marketing
Michelle Alleyne Assistant Professor Degree(s) BS in Fashion Merchandising/ Business Management, Howard University; MA candidate, Parsons The New School for Design Website www.mshopnyc.com Work Owner, M Shop NYC Course(s) Fashion Industry: Marketing, Process & Skills, NY Trendspotting, and Fashion Show Production james mendolia Assistant Professor Degree(s) BS, AAS, Fashion Institute of Technology Work U.S. Representative to Intersource Enterprises LLC, Mexico; Partner, Global Sourcing and Fabric Research Manager, Antuna and Mendolia; Fashion writer Course(s) Product Development/ Independent Study; Marketing and Fashion Merchandising
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JIM O'CONNOR, Online Coordinator/ Fashion History Coordinator/ Assistant Professor Degree(s) BA, Michigan State University; MA, Hunter College of the City of New York Course(s) Fashion History
PART TIME FACULTY FASHION MARKETING Alice Shapiro-Chalfin Alison Levy Ann Coppinger Athena Lazarides Bernard Kahn Bjorn Bengtsson Cecilia Metheny David Colby David Goldsmith Deanna Galeno Donald Goodale Donna Avery Donna Berger Emily Kiblansky Gary Wolf Heiser Aaron Helen Job Herb Frichner Jeannine Pak JeffreyMadalena Joan Abraham Jose Chan Jujuan Brown Julius Harwood Linda Cohen Linda Faye Lorella Brocklesby Luigi Leonardi Marcie Cooperman Mark Osborne Mary Kassner Maryann Grisz Milton Lipitz Nancy Klein Nancy Waites Patricia Baukal Patricia DeRosa Peter Rizzo Phyllis Shapiro Renee O’Brien
Richard Bianchi Richard French Robert Garino Robert Laub Roger Dickinson Roger Padilha Scott Malone Stanley Levine Suzanne Piazza Thomas Handley Tiffany Webber-Hanchette William Bailey
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DIRECTOR OF GRAPHIC DESIGN/ EDITOR/PHOTOGRAPHER
Katarzyna Gruda Co-Editors Tamara Albu, Director of Fashion Studies Alice Demirjian, Director of Fashion Marketing Faculty Art Director Claudia Brandenburg Graphic Designers Ariel Lapidus Kellie Davis Copy Editor James O’Connor TYPEFACES Akzidenz Grotesk Designed by Günter Gerhard Lange Archer Designed by Hoefler & Frere-Jones Type Foundry Printer Fernando Luciano Project 44,Long Island City, NY SPECIAL THANKS Thomas Bosket Annemieke Beemster Leverenz Brian McDermott Tammy Nesmith Alix Sorrell Shelly Suzuki Denise Wallner
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