Students studying the world-renowned Contour Fashion course at De Montfort University Leicester (DMU) have left a lasting impression on leading industry brands Gymshark and Lounge Underwear.
Final-year students were set the task of choosing one of the two brands and designing a sustainable collection that embodied their ethos, before virtually presenting their ideas and creations to a panel of experts.
Fitness apparel giant Gymshark, founded in 2012 by then-teenager Ben Francis and a group of school friends, has used social media and a dedicated group of athletes and artists to grow into a multi-million-pound company with customers in 131 countries. The organisation’s ethos is based around building a thriving community and being ‘consistently future-conscious’.
Meanwhile aptly named Lounge Underwear, whose entire team of product designers are DMU Contour Fashion graduates, was established in 2015 by co-founders and couple Dan and Mel from the comfort of their own living room. The brand’s mission is to deliver ‘Comfort Made Sexy’ by creating underwear that looks just as good as it feels. Today, Lounge Underwear has more than two million followers on Instagram and ships garments all around the world.
A total of six students were chosen as winners – three for each brand – with representatives from Gymshark and Lounge commenting on their “exceptional designs”.
Zoe Lockett scooped first prize for her collection for Gymshark, which included a reversible sports bra, jacket and running shorts with reflective elements for an added safety feature.
Zoe Lockett's designs for Gymshark
“It was such a privilege to be able to present to Gymshark, as I’m a huge fan of the brand and really admire the waves that they’re making in the industry,” said Zoe.
“I really wanted my designs to embody Gymshark’s handwriting, while adding my own personal flair. I did a lot of research into common weightlifting injuries for women, and found that a lot of female athletes suffer from Anterior Cruciate Ligament (ACL) damage, therefore I wanted to create a garment around attempting to prevent this from occurring.”
In order to ensure her designs were as sustainable as possible, Zoe used mainly deadstock fabrics throughout the collection.
“This project opened my eyes to why utilising sustainable practises is so important for the future of the design industry, and ways that I can become more sustainable, as a designer,” she added.
Isla Gilbertson, Womens Designer for Gymshark, said: “Having now worked with DMU for a third year, we’ve found the talent existing within the final year cohort to excite and allow us as a brand to understand what the future of the contour upcoming designers look like.
“Every year there’s strong and talented work with a good level of consistency and we feel the teaching and specialising within sports apparel and bras truly helps to give those students better insights into industry.
“We hope this experience allowed the students to understand the challenges and expectations of how a project of this nature needs to be approached and brought to life. Whilst scoping this project, it’s always required to follow brand guidelines, which give the students a more disciplined approach to delivery things to stay on brand.”
In the Lounge Underwear competition, Georgia Haffenden was awarded first prize for her ‘Lounge-Erie’ collection.
Georgia Haffenden's designs for Lounge Underwear
“I focused on a mixture of lingerie with home comforts in mind,” explained Georgia. “The blurred line between pyjamas and everyday wear needs to be addressed. We’re at home now more than ever, we want to be comfortable, but we are not done with being stylish.
“My goal was to design with multipurpose and longevity in mind via cross selling garments and high-quality materials. I also tried to eliminate all wastage throughout the project using efficient pattern cutting and being resourceful with the fabric scraps.
“When I heard that I had won, I was ecstatic! The hard work had paid off and I was really proud of myself.”
On the judging panel for Lounge Underwear was the company’s Head of People, Georgia Perry.
She said: “There are many reasons we jumped at the opportunity to work with DMU. One being the pure talent that comes from the university, and another being the lecturers that run this course. All the ladies that we have worked with during this module have been nothing but genuine, kind and so approachable throughout this project! It has been such a joy to work on this project with a family of strong women by our sides.
“Each and every single one of the students' designs were beautiful, well thought out and carefully executed. I think having met so many of the students and now being in touch with them is really exciting, as when we have available positions come up in the future, we can of course make them aware and keep connected with such exceptional talent.”
Melanie Marsden, Chief Brand Officer and Co-Founder of Lounge Underwear, added: “What a talented bunch of humans! Watching them go from understanding the brief, developing designs, making sustainable connections and bringing their inspired thoughts to life, it’s magic to experience with these young fresh minds that are so ready to take on a challenge.
“We’re thrilled to have such an authentic relationship with DMU.”
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Established in 1947, DMU’s Contour Fashion course has become widely praised by industry experts and is considered to be one of the best in the world, with unparalleled links with the UK and global intimate apparel industry.
Thousands of students have dared to push creative and technological boundaries, contributing to the evolution and accomplishment of this celebrated programme which offers opportunities to specialise in lingerie, athleisure, swimwear, loungewear, nightwear, corsetry or menswear.
Alongside Gymshark and Lounge Underwear, recent Contour Fashion graduates have gone on to secure jobs with ASOS, Agent Provocateur, Triumph, H&M, Clover International, Heidi Klein and Nichole de Carle.
Julie Swinfield, Senior Lecturer in Contour Fashion at DMU, said: “The Contour staff team were really excited when Lounge and Gymshark agreed to set the External Client project this year and the students were equally thrilled.
“We have had fantastic support from the teams at both companies who, despite their busy schedules, spent time online with students throughout the project providing feedback and critique.
“Both companies are currently working hard to integrate sustainability within their product ranges. The students were tasked to further explore the possibilities of sustainable design with reference to the UN’s Sustainable Development Goals.
“We are very proud of the cohort who managed to work through the challenges of socially distanced and blended learning, with the disappointment of the lockdown just before Christmas, meaning that some were unable to finish their garments as they could not access specialist machinery for construction.
“Gymshark and Lounge judged all projects sympathetically, taking into consideration the circumstances and providing students with valuable and constructive feedback on their projects.
“Overall it was a wonderfully positive outcome in a challenging year and we would like to thank Lounge and Gymshark for their collaboration and hope to continue working with them in the future.”
Posted on Friday 9 April 2021