RGU students explore meaning of fashion in digital fashion show

Fashion management students from Robert Gordon University (RGU) have embraced this year’s theme of “Fashion is Creative. Fashion is Culture. Fashion is Business” through Fashion Undefined, a digital fashion show which forms part of their third year studies.

Hoping to follow on from the success of last year’s first ever digital fashion show, this year’s theme is in keeping with the launch of the recently formed School of Creative and Cultural Business which incorporates fashion, media, journalism, information management, events and tourism courses.

The students have carried out a number of fashion shoots, including one on location in Aberdeenshire which was inspired by Alexander McQueen’s spray painted dress from his Spring/Summer 1999 collection and the Indian festival Holi.

Images from the shoots were then edited to showcase the best of fashion through a dynamic and impactful film, which will be launched live online on Friday May 5 at 8.00pm at

Nichola Strachan, lecturer in Fashion Management, said: “We have an excellent group of committed and creative students embracing the project this year, and tackling the learning curve of filming, directing, and editing using industry standard software. The theme is also a challenge with different perspectives of fashion to be considered and communicated through the film. With the success of last year’s film as a reminder of the hard work that this project demands, I am very much looking forward to seeing what is sure to be an engaging and exciting end product.”

Joint Creative Director and Producer of the project, third year student Ciara Boyle said: “This unique opportunity to work on a project with such an open theme allowed the group to work with limitless creativity, and produce a visually striking film. Our aim was to encompass vibrancy, fluidity, detail, and the art of telling a story, into one digital fashion show.

“The project, and the way it is led by students and guided by lecturers, shows how Fashion Management at RGU is continuously keeping up to date with the evolving fashion industry, and is the perfect way to prepare us students with the vital digital skills which are  increasing important to this area of business.”

Fashion used in the film included scarves handmade by Helen Ruth and Avant Garde designs from Gray’s School of Art. John Lewis also kindly provided garments and the music “Sun Goes Down” was produced by Fabian Mazur.


Release by Kate Yuill
Communications Officer | Business, Management and Law
Press and Media Enquiries