Fashion was always something Olivia Fletcher, who joined
Northumbria University from Nottingham, was interested in, having spent a great
deal of time growing up with her grandmothers, both keen crafters, one of them
having worked with Nottingham’s most famous design export, Paul Smith.
Now a Graduate Fashion Week award winner, having been
nominated in three categories, Olivia is mulling over a number of offers to
join various fashion houses, but eventually hopes to build upon the creation of
her final collection – a brand entitled ‘Otherness’ – and become an independent
creator.
She said: “Northumbria University wasn’t originally my first
choice because it’s so far from where I’m from, but having interviewed for five
different courses, I came away from Newcastle feeling really positive. All the
staff and students I spoke to seemed to really enjoy it here and were
incredibly passionate. Even my mum said it was the clear choice.”
Of the three awards Olivia’s work was shortlisted for, she
jointly won the Fashion Illustration Award, and was particularly pleased to also
be considered for the Fashion Innovation Award because she feels this was great
recognition for the fact that ‘Otherness’ is so people-focused, with an
overarching aim of self-expression woven into each garment.
Olivia, who particularly admires the work of Loewe’s Creative
Director and J.W.Anderson founder Jonathan Anderson, explained: “I want people wearing my garments to feel a sense
of belonging and acceptance.
“While I realise such bold and colourful pieces aren’t for
everyone, ‘Otherness’ is a quirky, fluid brand that promotes self-expression by
putting people first. It’s ultimately about bringing joy to people, which was
what inspired its original creation during lockdown.”
Initially after the Covid-19 outbreak, Olivia made a few
pieces for friends, family and herself, but when people she didn’t know also
showed an interest in her work, Olivia created an online shop and ‘Otherness’
was born.
This experience led her to volunteer as a member of the
REVEAL team, working behind the scenes on the creation of the final degree show,
which included portfolios being made available to viewers, including potential
employers, online.
As an antidote to fast fashion, Olivia, whose final
nomination was for the Fashion Marketing Award, wanted ‘Otherness’ to show the
process of ageing in a positive way, so although she has specialised in knitwear throughout her final year, a
jacket forming a centrepiece for ‘Otherness’ is 100 per cent upcycled, made up
mostly of her grandfather’s old shirts, alongside offcuts from the rest of the
collection. This piece was showcased as part of Graduate Fashion Week in
London, alongside a dress, two bonnets and a skirt inspired by the theme of
‘Antique Queens’ under the ‘Otherness’ brand.
Olivia’s tutor Sarah Walton is a Senior Lecturer in the
School of Design. She said: “We have been so impressed by the resilience and
positivity shown by all of the students so affected by the pandemic and its
associated restrictions during their studies.
“They’ve taken on those challenges, as well as the challenge
of changing consumer behaviours through their work, and really getting to grips
with what people want from tomorrow’s fashion brands.
“Olivia’s collection, which is underpinned by thorough
research, is rooted in the idea of positive affirmations and seeing the best in
people, so to see that development in confidence and ability and to watch students
like Olivia develop as young designers is really inspiring.”
Find out more about
Northumbria’s BA (Hons) Fashion Design and Marketing.
