Collaborations between the industry and fashion students are becoming increasingly common, suggesting fragrance companies are now recognizing, and embracing more fully, the benefits to be gained from collaborating with young designers.
Mutual benefits for industry and young talent
CPL Aromas has been a sponsor of the London College of Fashion for ten years, having initially forged links to “develop trend and fashion ideas that inspire the creativity and design of fragrance concepts”.
Students from the college were given a specific design brief from CPL Aromas marketing team to come up with innovative and inspiring images in keeping with the company’s image.
In encouraging novel designs in packaging and advertising images from students, the company hopes that it will be able to keep up to date with new trends in fashion photography.
Whilst this competition is a good opportunity for fashion students to showcase their talent before the industry, it also offers clear benefits for the industry.
CPL’s Francis Pickthall told Cosmetics Design that since today’s students were tomorrow’s consumers and also tended to have an eye for fashion trends, this competition is an attractive prospect for a company who wants to keep in tune with the young.
Two prizes were awarded by CPL Aromas; one for packaging and one for advertising. The prize for advertising, awarded to student Matjaz Tancic, will be used in a forthcoming advertising campaign by CPL Aromas. The prize for packaging, awarded to Shiva Hajiebrahimaraghi, will be the design for future promotional and packaging materials.
Commenting on the awards, Angela Stavrevska, marketing and trends manager for CPL Aromas, noted that “the quality of work from the students this year has been exceptional and as such the decision to choose just two winners proved very difficult”.
CPL Aromas is not the only fragrance house to work with fashion colleges. Last month, International Flavors and Fragrances (IFF) also collaborated with the French National School for Decorative Arts (ENSAD) in Paris to celebrate the links between fashion and fragrance, working collaboratively to help budding fashion designers to create a fragrance for their catwalk collection.