Creative Class competition

Parson’s Students dominate the Amazon Fashion Editorial Competition

Last Saturday four participating schools — Fashion Institute of Technology, Parsons The New School for Design, Pratt Institute, and The School of Visual Arts — sent two teams of five students each (one focused on womenswear, and the other on menswear) to compete in a day-long competition titled “The Creative Class.” Sponsored by Amazon Fashion, the contest challenged students to conceptualize, style, and shoot a compelling editorial utilizing’s new 40,000 square foot photography studio in Williamsburg, NYC. The core focus was to create a new way for to promote and sell their fashion business category.

The design teams competed for a $25,000 group prize and a second $25,000 donation to the winning schools in both menswear and womenswear categories.  Parson’s faculty mentors supported the students, but the ideas, work and determination were all their own.

Students arrived at 8:30 AM, immediately grabbing inspirational clothing items, shoes and accessories from the fashion showroom.  Students for the Parsons teams were pre-selected, including a mix of students from the Art, Media, and Technology school and the School of Fashion. Our Womenswear team included students:  Leonid Batekhin, Gabrielle Guglielmelli, Spencer Kohn, Eleonora Gendler and Haley Newman.  Our Menswear team included students: Mayuri Sarof, Julie Chea, Jeanette Jakubauskas, PJ Aurellano and Blair Moore.

A big round of applause goes out to our students: Parsons took home the win for both the Womenswear and Menswear campaigns!  As a result, Amazon generously donated $25,000 to each team, and a combined $50,000 to Parsons for continued scholarship and education.

The judges particularly liked the way Parsons’ students pushed design concepts, creating new ways of looking at styling, marketing, and branding for Amazon, including the titling of the campaigns.  All of the participating schools did a phenomenal job; this was a wonderful opportunity for all of the students to collaborate with an influential, international company.  We would love to thank the team at Amazon Fashion for all of their hard work and genuine partnership on this project.

Enjoy the slideshow of the days events as they unfold. Images courtesy of Michelle Gevint.


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