• mollyhood

@lifestylelouella, It's All About OUTOUT.

Meet Louella Violet Daniels, the 18 year old who is currently studying her first year of a Fashion Communications and Promotion Degree at Norwich University of the Arts. She loves everything to do with fashion and I'm obsessed with getting a good post for instagram. When she's not at university she loves to make IGTV's and she always has to have a good boomerang, in her own words, 'I am known for being the one always trying to get a good "boomer".


TELL THE READERS ABOUT YOUR UNIVERSITY COURSE? WHAT DO YOU DO?

‘I’m studying Fashion Communications and Promotions which is a perfect course for me, as it’s everything to do with fashion without actually making the garments; much more behind the scenes which is what I enjoy. It’s all about social media, packaging, engagement, events. In the whole of year (September to May), we have 6 projects set, in the first half of year we have BA1A project, which includes Fashion History, involving the 10 most influential people in the industry, which is really interesting. The second project is Fashion Trend and Culture, we looked at trends, the history of them, and we also had to research into a particular trend, and create a trend report, which I looked at tactical tailoring, and how women feel empowered by wearing very stereotypical menswear. I also really enjoyed the Fashion Image and Message project, it's more of the creative side of photography and styling, it involved us recreating and inspired by editorials, we also included film, so it’s really versatile. Since January, we have had our new project which has been my favourite so far, which includes Fashion Marketing Report, where you choose a brand to study which I choose Zara, and I researched into packaging, sustainability, sales, social media, and we had to create our own packaging. Fashion Industry Awareness which was looking at people at the moment, who are contemporary and how they are changing the industry. Fashion Publication is the one I’ll be speaking about, it’s all about a clear point of view and distinctive tone of voice. We were put into groups, and present a proposal of a publication, however that has changed due to the coronavirus, but still trying to create the magazine, as we were all so happy about the concept and shoot, as it seems like a waste. On a day to day to basis, we have lectures, industry lectures and cracking on with our work.’

EXPLAIN THE BACKGROUND AND THEME BEHIND YOUR MAGAZINE?

‘When our group came together we weren’t 100% sure what we wanted to do, as we obviously had such free reign, and we could do anything, as long as it links to fashion. Initially, it was so daunting as we wanted it to be professional and really good. But what the hell are we going to do it on? So the week before, in another project we had been asked to make zines, which is a little magazine which we could do on anything. We had created collaging, with loads of different magazines, papers. In our group, we laid out our zines together and came up with a concept from what we had already produced, which was gritty, unfiltered, raw images; all what our magazine is now. There was a running theme of the pink. So that’s when we decided our zines were similar, and the images put together created like a going out series. This was literally where we came up with the idea, about going out, because it’s something we all do, we are 18, we get ready to go out, and we could include beauty and fashion, gossip. Once this all came about, we are all so hyped and buzzing about this idea.'

'Then we set up a Pinterest board together, of images we liked, magazine ideas, concepts and inspiration. The magazine, called OUT OUT, which is such a perfect title as everyone knows what it means to be going ‘out out’, and as it has progressed we have also included all about getting ready, Spotify playlists, photoshoots, and created our own Instagram @outoutzine.’

WHAT HAS BEEN THE CREATIVE AND THEORY PROCESS BEHIND CREATING THE MAGAZINE?

‘We started creating mood boards which was such a good way to start the project, and also created Pinterest board, as it’s easy to share. We also looked at magazine layouts, how they are presented, and how we want them to be presented. Obviously, we are in the middle of making of the magazine, as we have until May. We have made such a creative start, and we have also started interviews, I interviewed a female DJ who works in the clubbing industry. We have been trying to make it seem like a magazine, so included beauty must haves and our essential for bags.’

WITH THE SUBJECT MATTER INCLUDING FASHION AND BEAUTY, CAN YOU GIVE THE READERS SOME PERSONAL INSPO, ANY RECOMMENDATIONS?

‘I would say I have a few favourite products. My must have is the Soap And Glory Pillow Plump Gloss. You will never not catch me without gloss on, I love this lip-gloss, I'm a little obsessed with it. It basically plumps your lips so big, and make them look juicy, which is good. I’d say that is a must have, not just on a night out but in general. I would also say say a fashion tip, is that I buy a lot of basics which I can dress up and down, that I can wear daily and also on a night out. So sometimes, if I see something I like but it’s so out there, unless I have something to wear it for I won’t purchase it, just because I know I won’t get the use out of it. ‘

WHERE DO YOU SEE YOURSELF HEADING IN THE FUTURE, WHAT IS YOUR DREAM CAREER AND PERSONAL GOALS?

‘Obviously, I just started my degree and I have learnt so much since September, which I never would have considered. When I first went there, I wanted any career in fashion but now I’ve learnt that there are careers that I will cross off, and careers that I’ve never thought about, opened up new paths. But I am so interested in social media, I love Instagram, planning and creating content. My main goal is to get into a big company like In The Style or Pretty Little Thing, Missguided, any well- known fast fashion I’d love to do the social media planning, content creating, even like PR, going abroad and doing the photoshoots, making sure the influencers have their goodie bags. It really interests me. I am only in my first year, and our lecturers say that our minds could change, we gain new experiences and learn different things. I might come back in 3 years and say something different, but currently my future goal is to do something in the fashion industry and social media.’


If you want to be further inspired by Louella, follow her instagram at @lifestylebylouella.

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