Volcom is known for its strong history and involvement in the boardsports industry. Over the past few years our apparel has however become increasingly more style-led to meet the needs of our fashion –focused consumer.
We felt it was a natural progression to support up and coming talent in the fashion industry, much as we do in core sports. Volcom is a youth orientated brand and we want to champion and connect directly with what we see as the roots of the fashion industry.
THIS YEARS PROJECT
This year we have been collaborating with ESMOD Berlin, The University of Art for Fashion. The students spent their fall working on iconic streetwear pieces that are part of streetwear fashion history. They were given vintage or second hand garment such as leather jackets, plaid shirts, trench coats and denim items as we wanted to see what the emerging fashion designers and up and coming fashion industry could create out of these iconic second hand garments. The aim was to re-work and re-invent the piece into a new updated garment that would fit with Volcom’s style and target market, still giving the students free reign of their designs.
Winner of this years overall project is Henning Linge.
Check out Henning’s SEED photo shoot presenting his final garment.
The prize is a 3-6 month placement at the Volcom design department near Biarritz, France. There, Henning will create a capsule collection of 12-20 pieces as part of the Volcom Autumn/Winter 2013 Girl’s line. Additional category winners are:
Best Technical - Hannah Proschel / Thomas Hanisch / Christina Sieber Best Photo - Christina Sieber / Sophie Bohmert / Natacha Voranger
Volcom's very roots were in making great tee shirts and although Volcom has grown since those early days, our "Tees and Fleece" collection remains very important to the company. However as fashion continues to progress and evolve, the consumer wants something different, something special. We asked the students at Atelier Chardon Savard to help us reinvent this product line. The students could work with either Tee or Fleece fabric and their aim was to create an original piece that embodied a creative spirit and vision but that still was wearable. Like everything we do at Volcom, we wanted the students to push this concept and take it as far as possible.
In order to spike up the project Volcom gave the students the chance to work with two amazing talents, Olivier Mulin and Vava Dudu. They spent a full day together planning and creating the outfits that would later be showcased at the Volcom SEED event. For those of you who are not from Paris, Olivier is famous for his work as a freelance stylist and for Paul & Joe. He brought in his good friend Vava Dudu to help with the project. Vava is known for her super creative and crazy designs and has previously worked with Jean-Paul Gaultier and Lady Gaga.
By the end of the project, the Volcom jury was blown away by the originality and levels of creativity that were used to approach the project, ultimately showing why Paris is one of the world's leading fashion capitals.
The overall winner from the 2011 SEED project with Atelier Chardon was Diana Jap.
Diana started her work placement at Volcom Europe HQ in the South West of France in June 2011 and finished six months later. Her SEED collection will be in stores September 2012 and is the first SEED collection to be sold worldwide.
Additional category winners:
Best Technical - Suet Man Lo / Chen-Ting Liu Best Photography - Chalida Mahasawat / Amalia Mauriz
On April 28th 2011, 250 media, students and Volcom fans turned up to the amazing La Cour Du Marais in Paris to a showcase of the thirty best pieces from the SEED project along with a preview of Volcom's AW11 collection. Students from Atelier Chardon who worked on the collaboration were first to turn up and there was a queue outside before the doors opened...eager and ready to see their creations!
The evening took the form of a live photoshoot where each look was created by stylists Olivier Mullin and Vava Dudu and then photographed by London photographer Alex James. The results were then projected onto the wall so that everyone could see the fantastic results of this collaboration.
We also created an exhibition room where people could get a closer look at some of the very technical and delicate work of the students. With media from Elle, Jalouse WAD, Flavor along with some of Paris’s hottest bands and VIPS there was certainly a massive buzz as everyone watched the models live and at work!
SEED 2010 – VOLCOM X LONDON COLLEGE OF FASHION
The very first SEED project was organized in collaboration with the London College of Fashion (LCF). The second year students in the Fashion Design and Development program were give pieces from the girls Volcom Brand Jeans collection – either a pair of jeans or a jacket, to re-work into unique pieces that embodied Volcom’s creative spirit while adding the student’s own twist on it.
Over 50 students were involved wit the six-month project. The Volcom marketing and design team visited LCF throughout it to help guide the students with their designs and garments. In January 2010 when the first part of the project came to its end, Volcom chose the final winner and the pieces to include in the SEED event. After this it was time for the second part, which meant a move down to the Volcom HQ in France where the winner would begin her six-month long traineeship and the creation of her own Volcom SEED collection.
Anju Khusal was the winner of the SEED collaboration with the London College of Fashion. She completed her traineeship at the European Volcom HQ in France that same year and her SEED collection came out the next Fall in 2011.
On 18 March, 250 media, students and Volcom fans turned up to amazing Vinyl Factory in London's SOHO to a showcase of the twenty best pieces from the SEED project along with a preview of Volcom's AW10 collection.
Of course we didn't want to have the usual runway show so we created a multimedia extravaganza... the event was split into two rooms. In one room was the live photoshoot and in the other was a party! CCTV and photographic images from the photoshoot were projected onto walls in the party room creating a showcase of the top 10 students work.
With media from GQ Style, Vice, Elle and along with some of London's top fashion bloggers there was certainly a massive buzz especially when they realised they could go into the photoshoot room and watch the models live and at work!
Volcom picked 4 winners from the class of 2nd Year students: Best Photography - Joe Lin / Lydia Freeborn Best Technical Work - Mary Binding Best Overall - Anju Khusul
Volcom was blown away by the originality and levels of creativity that were used to approach the project, ultimately showing why London is one of the world's leading fashion capitals. This project is the first of many chapters in Volcom SEED, with Volcom continuing to support the roots of the fashion industry for many years to come.
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