The competition, to produce a compelling editorial image in a mere eight hours for the Amazon Fashion’s Fall 2014 site, was held October 25 in Amazon Fashion’s state-of-the-art studio in Williamsburg, Brooklyn. LIM College, the Fashion Institute of Technology, Parsons, the New School for Design, Pratt Institute, and The School of Visual Arts each assembled two five-person teams. One team created a women’s fashion campaign image and the other, a menswear image.
Students from all different majors came together to art direct, style, photograph and put together the editorials, which they presented to a panel of judges at the end of the day. They were given access to photography equipment, models, wardrobe, hair and makeup services, and props.
YouTube beauty expert and entrepreneur Michelle Phan counseled teams on creating beauty looks that complement their campaign messages, using makeup from her namesake line, em Cosmetics.
The challenge concluded with individual team presentations to a panel of Amazon Fashion executives.
Students from the School of Visual Arts womenswear and Pratt menswear took home the top honors for their respective “Fall in Love” and “Wear Your Own Adventure” campaigns, both of which everyone can see on Amazon. In addition to being featured on the Amazon website, each team took home $25,000 and another $15,000 to go to their schools. The second-place winners received $10,000 for their teams.