Alex Russell Talk

Package portfolio - create both a digital and paper copy of information and work, send out Worldwide - this can allow you to get an agent and contacts.

Dont send images out via email - physiacally post them out - printed out nicely, put together well and presented professionally, your work should look great! Your 'self promotion pack' should consist of 3/4 A4 pages of designs plus styling ideas with a covering letter and CV.

You should also have an online presence - blog etc, however be selective - represent variety, show your best work, less is more and remember always that it is something your will direct professionals from the industry to. Have loads of links to and from your blog, follow studios/designers/artists your interested in - they can see you too, don't forget!

Garment Illustration - create a range of drawings, merchandising and branding

Trend book take interesting things we had seen and pin up - group things together to create trend boards for Print and Knit for fashion - 150/160 designs on CD garment illustrations - mode inspirations - got a deal.

Potential inspirations choices, don't look at fashion and textiles - broaden out your inspiration sources - i.e. illustration, graphics, collect things from everywhere.

Have to work in lots of different styles - painting and drawing are fundamental. Draw on scraps of paper, sketchbooks, write and draw ideas, doodle constantly. Grab moments to work on ideas/designs/drawings.

Learn to use Photoshop and Illustrator.

Scan your drawings in and combine with digitally generated imagery, the colour is adapted on screen or elements brought together, or generate images digitally totally.

Definite idea about who and what product you are designing for. Crucial to know your audience is - in terms of selling etc. Buyers will come with or give direct and specific requirements from e.g. monsters in Spring/Summer.

Speed/quick collections for fashion will be made up of 8/10 designs which will take 2 days in total from start to finish or 4 days for interiors.

Agents - agents will take 40/45% cut from your sales. You should ask them who and where do they sell to, check if they are suitable for YOU, what are their costs? how much of a cut will they take? IS there a retainer of fee? Will you sign a contract with them? Check if they ask for exclusivity - which means that you can work only for them in one area of the market/style range etc. Check how they will pay you, what happens when agencies go bust - exit strategy etc.

How much to charge - £150 per day average, designs should be pitched at prices around £275 for a fashion design on paper or digital and £6/900 for furnishings in repeat on paper or digital. Commissioned designs for fashion start about £300.

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