I sat twiddling a pencil between my fingers. It was August 2022 and one of my last afternoons in Madrid. The fluorescent lights of the office reflected off the small army of sticky notes that had made a siege of my desk during my brainstorming session. As the University’s Fashion Show Director, I was tasked with not only leading the show but selecting the theme.

But what is a theme? Was it merely a way to select my favorite colors or force my designers to create something obscure?

I used to think there were three choices when selecting a theme: a theme I wanted, a theme other people wanted, and a theme that we agreed on. I soon realized I was wrong. The theme of the fashion show was not merely a strategy to get my designers to recreate my favorite 1996 Prada show. A theme provides motivation and meaning to the designer’s work, as well as a platform on which to build a strong, promotable brand.

Therefore, I selected a theme that 1) spoke a powerful message and 2) was compatible with future trends.

By selecting a meaningful theme and forecasting a color palette, my designers were energized to create. At the same time, my team and I were able to successfully develop and promote a marketable, “fashion-forward” brand.

A Powerful Message: Theme Selection

The theme of a fashion show inspires. It inspires not only the designer’s work but also the attendees who watch. A theme is powerful.

The theme, “Fashion Speaks,” was inspired by my personal belief that fashion is a language and way of communicating. As with any good creative, I explain best in poetry:

Fashion.

What does it do? Does it breathe? Does it touch? Does it feel?

Does it make our hearts race, mouths gape, voices sigh?

Does fashion ignite conversation between strangers

And weave threads of camaraderies as trends travel through time?

Does it embody the history of a country

The pride of a position

The vision of a culture?

Does it make heads turn

Eyes wander; minds question

Without a phrase whispered or a word written?

Fashion. What does it do?

Fashion Speaks.

Fashion extracts beliefs from the depths of our beings

And the recesses of our minds. It writes a story we wear on our backs.

Fashion snatches what is gritty and dark

And redeems its beauty.

Fashion stretches across continents and countries

People and place and time. It is how we relate, how we talk, how we communicate.

Fashion Speaks.

Emma Granger , 2022

This theme challenged my designers to “speak” through their work. The night of the show, we saw inspiration from hometowns, memories, and values woven into the designs, patterns, and even the textiles of the garments. My goal was to remind the audience why fashion has such a special place in our hearts–and it did just that.

Aligning with Future Fashion Trends: Color Selection

The brand Fashion Speaks needed color. But I did not want any color. I wanted colors that felt “fashion forward” and vitalized the brand. This was no easy task as our planning began in September. The show wasn’t until April, and we had just entered the season of “pumpkin spice lattes” and “fall vibes.” Everything was turning orange and smelled like a Bath and Body spice candle. Attempting to create a “fresh,” “energized” brand while being intoxicated by cinnamon is no easy task.

Thankfully, I had spent the summer before knee-deep in fashion market research and market trends were fresh in my mind. After spending hours consuming WWD and creating trend reports, the choice was obvious: bright pink and construction cone-orange. Pink was elegant, and because of its prominence in Valentino, Versace, and numerous other runways that summer, I predicted that it would reach the mass markets by spring (which was true! Thank you, Barbie!). Construction-cone orange gave a rugged, fun contrast. I wanted to remind my audience that, while fashion is beautiful, its also edgy, risky, and tough.

(Check out the process I used for market research here.)

Marketing the Show

The brand Fashion Speaks was finalized by mid September and was plastered over my University of months. In the end, the theme inspired in a wide variety of runway designs. In addition, show resulted in record attendance–selling approximately 1,000 tickets and packing out the University music hall (Read more on the show here). Despite being developed eight months in advance, the hot pink and construction-cone orange colored logo was anything but out of style. In fact, it was just around April when stores began stocking there shelved with Barbie-inspired fits and items.

Here are my two biggest takeaways from developing the brand Fashion Speaks:

• Market analysis and forecasting consumer tastes is crucial. First impressions are made through your brand’s identity. If a client isn’t attracted to your brand–you’ve lost them. Find what they like, anticipate how their tastes may change, and adjust.
• Create with meaning. Each designer and team member found personal meaning in Fashion Speaks, and therefore, produced their best work. Never confuse personal connection for weakness. Instead, see it as a motivator that can encourage quality.

Are you developing a brand? How are you creating meaning, connection, and quality?