Emilia Kalinowska

Emilia Kalinowska

Emilia Kalinowska

COURSE: FASHION BUSINESS & PROMOTION

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IMG X CGI - Digital Model Agency

“TECHNOLOGY IS SHAPING THE FUTURE OF EVERY BUSINESS IN EXISTENCE AND FASHION IS NO EXCEPTION” - JANI, 2018

IMG X CGI is the first ever virtual model agency; our vision is to remove all barriers of limitation, leaving only creativity as a restriction.

Following the analysis of the modelling sector of the ever-changing and growing fashion industry within my dissertation, it was identified that progression was simply a reflection of trend, which circled around beauty standards enforced by the media.

The industry began to prove its impact in recent years through acting as a backbone for the careers of models which represent diversity. Modelling was revitalised further, by the induction of computer-generated imagery; portraying fashion as a work of art and limiting the negative impact on consumer self-esteem. A critical response followed due to the unnatural portrayal of women, and unethical approach to model job security.

Taking these findings forward, I was able to identify a clear gap within the market. Leading to the big idea of ‘IMG X CGI’ – a digital model agency, representing real models and their digital avatars; serving as a tool for enhancement rather than replacement. The platform would transcend current industry standards through virtual space, achieved through the scanning and digital recreation of 12 initial models representing the foundation of a growing database.

The CGI platform has the potential to be a ground-breaking model service, encouraging technological progression within the fashion industry. This innovative adaptation would ensure greater efficiency and increased comfort as the entire process would be carried out through computer software; allowing for more creative freedom and working in a personal safe space, benefiting the artistic vision and flow of work.

As shown on the left-hand-side, as part of B2B marketing, a personalised invitation box would be sent to targeted potential clients. Each box would include a range of branded gifts; specifically tailored to the nature of the target business, reflecting the characteristics of the brand.

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Within the next 12 months I will advance and refine my skills, focusing on gaining experience in the marketing industry. A career within fashion marketing, would complement my organisational, communication and relationship-building ability, developing existing skills that I have acquired over five years within the industry. I would gain a more comprehensive understanding of the marketing function through an internship or entry-level position for an innovative organisation. This would enable me to advance my technical and analytical skills through immersing myself in a broad-spectrum of marketing roles. Fundamentally, I would like to work for a firm that reflects my core values; an organisation that invests in its workforce, showing consideration to long-term progression and demands my natural creative ability.

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30
Apr