UCLan Graduate April Wins Fashion Media Award

A Kendal fashion graduate has been applauded by industry experts after winning a Graduate Fashion Week Award.

April Howie, who has just finished her fashion promotion degree at the University of Central Lancashire (UCLan), won the New Fashion Media Award at the annual event, which celebrates the very best of student fashion from across the globe.

The 23-year-old wanted to promote positive mental health following the COVID-19 crisis and came up with a campaign for fashion brand The North Face to share the idea that both fresh air and curiosity are free.

April beat off nine other finalists to win the award for her creative campaign FACE IT – Fresh air is free; a free would-be App from The North Face that brings people together through a ‘social hub’ with talks and information from professional athletes and other experts, an interactive section to help the user monitor their levels of outdoor activity and an events area to book onto free activities that promote health and wellbeing.

In addition, the former Kirkbie Kendal Sixth Form and Kendal College pupil, also had to consider the branding, graphic design and social media strategy that her campaign would need.

She said: “Winning the New Fashion Media Award is incredible and a dream I have had since first applying to university to study fashion promotion. I felt extremely passionate about my project and my hard work has really paid off.

I am so grateful to all my amazing tutors at UCLan for allowing me to really grow as a person and to expand my knowledge. I have left university confident and ready for industry. 

“My work was inspired by what the aftermath of COVID might be and the effects it would have on communities. It was created to help tackle the fear of the unknown and to encourage people to step out of their front doors.”

UCLan fashion promotion lecturer Eve Astle commented: “I can’t impress how deserving April is of this award. She worked incredibly hard to tackle her project work during lockdown and indeed embraced the situation to produce truly inspiring digital and creative content. The whole team is extremely proud of her.”

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