By Maryam Patel
De Montfort University fashion communication and styling students have won first place on a campaign project for London jewellery brand Tatty Devine.
Creative: A series of photos which were part of the project
Sophia Tyler (20), and Kaya Antoszak (21) study fashion communication and styling at DMU, and won first place achievement for their Devine Through Generations campaign for London-based jewellery brand Tatty Devine.
The competition challenge was to create an overall campaign pitch and Tatty Devine selected their favourite ones with the work posted on the Tatty Devine Instagram page.
For this project, the two students had to create a campaign film, promotional material and a lookbook promoting the stock given to them to use.
This campaign made Miss Tyler feel appreciated, she said, adding: “I felt that all the hard work and time I spent on this project was acknowledged and it felt so worth it.”
The project was part of their second block module about fashion clients where they were given a brief to market Tatty Devine to a Gen Z audience, rather than its current middle-aged female clientele.
Since the brand is heavily feminine based, Miss Tyler and Miss Antoszak aimed to reimagine Gen Z men wearing the jewellery pieces.
Their campaign featured a story about a mother passing down her jewellery to her son, which symbolised blending the current audience with the new one.
“This achievement means so much to me,” said Miss Antoszak, “Even just sharing it with my family made me feel that being at university is worthwhile and I felt so proud of what I accomplished.”
The two girls worked with independent menswear store PATINA, which gave them the space and the clothing to create their campaign.
As a fashion student, Miss Tyler said she sometimes feels as though the workload can be heavy.
“I would be at university most days 9-5 and constantly thinking about my project at home,” said Miss Tyler.
“I feel like sometimes I push myself too close to burn out, but I know that it was so worth it all in the end,” she added.
Here is more of Sophia Tyler and Kaya Antoszak’s work and the Tatty Devine Instagram and shop.