Lorraine's blog: Fashion innovation and inspiration

Five things you need to know when you’re interviewed for an award


I presented the Graduate Fashion Week Fashion Innovation Award to Ami Collins of the University of Central Lancashire this week for her idea of a ‘pop-up magazine shop’. She’d lovingly created a series of moodboards based on the public being able to buy everything that appeared in their favourite magazines in one place, from fashion to artwork. She envisaged the pop-up shop would also curate artwork and photography from the magazine and you could meet the magazine’s creators at the same time.


I judged the award with Sarah Curran of My-wardrobe and designer David Koma. We loved the fact we’d never heard this idea before and that she presented it so well and so swiftly. We interviewed over 60 entrants for this award, whose ideas ranged from an inflatable coat to a website for swapping clothes, so each student had a very short time to sell their idea – it was like Dragons’ Den on fast forward.


The best entrants were those who stuck to these five rules (which I think apply to any award or competition you may enter in media):

1. Develop the ‘elevator pitch’ for your product and practice explaining it swiftly and clearly. What would you say to someone who asked what you were trying to sell or produce if you only had a few moments in an elevator?

2. Dress smart. Attention to detail is crucial when it comes to grooming.

3. Smile. Always smile. People smile back, it’s charming and it never fails to keep the mood positive.

4. Speak slowly and clearly and have visual back-up. It’s good to have something to look at that’s engaging and understandable. Everyone likes a visual. Remember to breath, too.

5. Use the names of the people you’re speaking to (it’s so rude if you forget who you are trying to sell to!).

(Dress by Cos, sunglasses by Chanel, shoes by Prada, bag by 3.1 Phillip Lim)


(Sunglasses by Chanel)

(Dress by Cos)

(Bag by 3.1 Phillip Lim)

(Shoes by Prada)

Cos has an amazing range of simple dresses which work for every office event. I am a big fan of grey teamed with pink.

Designer David Koma. He’s only 26 and already a big name in London.

Meeting Louise Redknapp, who presented the Childrenswear Award at Graduate Fashion Week. I’ve known her since she attended the ELLE Style Awards when I started editing the magazine eight years ago. She’s developed a new beauty line, Wild About Beauty, which launches in July.

Today the editor is: Considering reading Fifty Shades of Grey by EL James

Downloading the Luminance app for my iPad to add effects to photos on the go

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