Join Fashion Minority Report on the 24th November for a hands-on learning experience with our event partner, Fred Perry, as we delve into the world of art direction.

Hosted at the Fred Perry Head Office in London, the session aims to help you to learn more about the craft and execution of art direction from their internal creative team, before you work on creating your own response to a brief that we set for you about this iconic brand.

Who are our guest professionals?

Matt Moore – Head of Brand

Matthew studied Fashion Design & printed textiles at Central Saint Martins, where he obtained a Masters and First-class honours degree. 

He has previously worked at Jigsaw as Brand Director and Head of Brand Creative, and at Louis Vuitton overseeing windows and visual merchandising for the UK, Ireland & Scandinavia.

Dominique Fern – Brand Editor

Dominique graduated from the London College of Fashion with a degree in Fashion Promotion. She then went onto work at I-D magazine, working her way up from intern to Managing Editor. 

She has also previously worked as Fashion Editor for SHOP magazine, and in the creative studio team at Dazed Media before starting her role at Fred Perry.

James O’Connell – Brand Creative Manager

James graduated from Ravensbourne University with a First Class Honours in Graphic Design. He went on to work at Urban Outfitters and Burberry in both the retail and digital Graphic Design Teams. 

Before working in Fred Perry’s creative team where he has experience managing and briefing internal and external creatives across projects ranging  from photographic shoots; video content, events and physical retail environments.

John Tate – Head of Creative

John studied Fashion Design & textiles at Newcastle College of Art and Ravensbourne
College of Design and Communication.

He has experience across Catwalk Fashion and Branded Menswear, pioneering the rise of
British men’s casual wear globally.

Since joining Fred Perry in 2004 John has worked closely with well regarded fashion
designers and retailers such as Rei Kawakubo, Yohji Yamamoto, Raf Simons, Dover Street
Market and JD Sports.

What is the format?

After you arrive on the day and get registered, we’ll host an intimate Q&A with our guests that explores how they got into the craft, and to find out more about what inspires their work and practice.

The Fred Perry team will then spend 30 minutes taking us through some brand work that they have developed, explaining the process of producing and developing the finished article.

We’ll then set you a timed brief to create the concept for a campaign for Fred Perry – working individually – and then review your work at the end of the day, providing some constructive commentary about what you have created.

In response to the brief we’ll require you to present a moodboard sharing your concept for a shoot to include Art Direction, Styling, Casting, Location

The event will also provide you with a great opportunity to network amongst the other attendees, as you never know when you might find someone who you share a similar passion with!

9:45-10am  Attendee arrival, welcome and registration

10-10:30am Q&A with the Fred Perry team

10:30-11am Presentation from Fred Perry team about Art Direction

11-11:15 Break

11:15am Set the Fred Perry Art Direction Brief and respond to brief (1.5 hours)

12:45-1pm Break

1-2:15pm Work review and feedback

3pm Workshop complete, all clear of the studio

How to secure your place?

As with all of our workshops at FMR, the session is aimed at a diverse pool of talent, in particular, those who come from underrepresented communities. This includes, but is not limited to:

• Identify as being from a lower socio economic background OR 
• Have received free school meals OR
• Identify as being from a marginalised community i.e. ethnic minority, LGBTQ+, have a disability etc

We are limited to TEN places for this workshop. 

Please book your place by following the link below.

Things to know

• This workshop is intended for people aged 18+. 
• Individuals under 18 years of age wishing to attend must ask their parent/s or guardian to contact us at info@fashionminorityreport.com to discuss if we are able to welcome you to this workshop.
• You are required to bring your own laptop and charging device on the day, as we cannot provide attendees with equipment to use for the workshop
• Attendees are responsible for the security and safety of all items brought to our workshop and are also responsible for both their own insurance and the insurance of their own equipment. At no time should any items brought to the workshop be left unattended. Minority Report Ltd and Fred Perry does not accept liability for any loss, injury or accident that may occur during a workshop.
• Please note that this workshop will take place at a venue which is not owned or managed by Minority Report Ltd, and should you have any accessibility needs or any other special requirements to attend the workshop, please contact us at info@fashionminorityreport.com, and we will happily discuss any reasonable adjustments with you
• Attendees will be provided with tea, coffee and soft drinks on the day