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Ashley E Davidson Portfolio Ashley E Davidson Portfolio Presentation Transcript

  • ASHLEY E. DAVIDSON Brand Writing & Photography Portfolio Music lovers enjoying a cellar party during the Berlin Fashion Week 2008 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • About Me There is my life Before & After. Before, I was a project manager for Landscape Architecture, Urban Design & Planning projects in Washington D.C. & in Florida. I coordinated the efforts of designers, marketers, political consultants, engineers & community organizers, & did my fair share of marketing to new & existing clients, as well as PR for projects under development. Then came Italy. After moving abroad, I became immersed in fashion & ASHLEY E. DAVIDSON lifestyle media on the web, & pursued a business degree in Brand Strategy & Marketing in “Symbol-Intensive” Industries. What is a symbol- intensive industry, you ask? It is any industry where the experience of the brand distinguishes the product more than the physical attributes of the product itself. This includes entertainment, fashion, design, tourism, food, cars- you name it! Now fully armed with a graduate degree in the field that I love, & well versed in all things social-media, marketing & brand strategy, I am looking for a home. No, not a 2nd floor walk-up, but a creative agency doing stand-out work & with a commitment to integrated marketing & advertising in the New Media. The following pages include some of the work I have done in the past couple of years in my efforts to gain experience in digital marketing for various brands & e-formats. A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing Newsletters Street Fashion ASHLEY E. DAVIDSON Brand Writing & Photography Fashionista Portfolio Inside BuyVIP Blog A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com View slide
  • The following are examples of theme- Online Marketing based promotional marketing spots based on targeted merchandising for the online multi-brand retailer, YOOX, and digital Newsletters brand environment development for Dolce & Gabbana through editorial content for the online magazine, Swide.com. Work for YOOX included theme-based Street Fashion merchandising, pitching and developing the theme into an editorial context, and in some cases a graphical layout suggestion. Fashionista Work for Dolce & Gabbana included brand-relevant events and cultural research and content development. Inside BuyVIP The tone is informative from a fashion connoisseur perspective, yet light and fun. The text is longer and more detailed than a Blog typical fashion marketing spot or newsletter to reinforce this fact. A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com View slide
  • Online Marketing CONTENT DEVELOPMENT DOLCE & GABBANA WWW.SWIDE.COM These concepts were developed to provide Fashion Week Coverage direction for a number of Developing stories in varying levels from the superficial to the more intellectual can appeal to a range of readers, and series-based columns can be added onto with future Fashion Weeks. pieces for the DG online 1- DAY IN THE LIFE OF (SERIES) magazine that will provide Fashion week is obviously one of the most interesting times for fashion enthusiasts. While style.com contiguous material over already does a lot to bring the events to life, we could go further to give readers an “insider” subsequent Fashion Week perspective by following some key players in Dolce & Gabbana through their activities surrounding fashion week (see “Series Ideas” to the left). cycles, creating SERIES IDEAS 2- MUSIC connectivity within the DAY IN THE LIFE OF... TWITTER FEEDS Ask a brief question of the models, the designers, the staff backstage, the guests waiting outside, the online material, year- 1 - THE CELEB party-goers at Gold, the DJ, etc. One question: what’s the hottest song playing in your iPod right now? This would be the most superficial of the series; after-year. The goal is not fun, light, and maybe slightly diva-esque. Select one Build a playlist with accompanying photos based on the responses. This playlist can become a audial only to have this material cooperative and fun celeb to talk about their Dolce archive of the times and the many diverse people surrounding the collection and the brand! & Gabbana fashion show experience: Report on on the website, but to the parties, the getting-ready, the shoe/hair/outfit 3- PARTY REVIEW selection, dilemmas with the driver or the rain (it Even in this economy- what’s fashion week without the parties?! Cover a key industry party, bringing create an interactive always rains), misplacing the invitation, etc. the reader inside with information on who was there, what they wore, talked about, listened to, series in real time through drank... For example, the GQ party is always full of designers, celebrities, models, journalists, and brand the Twitter feed. 2 - THE MODEL employees- with an open bar and great band/DJ every year - there is always great material to be found Follow a key model through her day of preparation for the show; breakfast, waxing, hair, makeup, fitting, when partying with an open bar! scratching the soles of the shoes to prevent 4- LINE INSPIRATION slipping, etc... any little details that bring the process to life! As a preview leading up to the fashion show, it could be interesting (while building some hype) to present some hints into the inspiration for the new line. For example, snippets from paintings, movies, 3 - THE DESIGNER color blocks, artists, travel locations, etc. Providing these visual hints with very little (and vague) text Take the reader through the fashion week tasks BEFORE the show, and then filling in the details afterwards (showing how it all comes together with and rituals of the designers, from press events to some final collection images) could create a nice incentive to return to the site- and it sure beats those show preparations, to the activities on the day of generic press cards that so many brands use to explain their concept! It would also be great to provide the show (gym, lunch, greeting guests, final touches, a theme-appropriate song to download and then, afterwards, provide a playlist with the music from the serving champagne to the staff afterwards, etc.). DG show. This piece could then be transfered directly into the DG Archive. 4 - THE MAKEUP ARTIST 5- WORD ON THE CATWALK Follow her through her meeting with the designers Here the idea is to provide an editorial combining interviews of opinion leaders with some points on a to understand the line’s theme and concept, to her image development process for the models, hot topic. This season, with the uncertainty of the economy and the luxury community taking a big hit, through execution including any little tips or it could be interesting to discuss the question of whether fashion should represent our hopes or our “secrets” she uses to create the look of the show reality. Please see example below. (using the new product line, of course)! A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Torn from the pages of Ashley’s biography: Ashley is a jack (Jill) of all trades. In addition to being an expert in community organization and outreach, negotiation, sustainable development, and creative policy and planning, she happens to be a fantastic photographer, a skilled potter, a world traveler, a fine chef, a fearless white water rafter, a decent writer, and humanitarian. Furthermore, she is an excellent sailboat racer, and can co-pilot small airplanes, patch boat hulls and knows her way around a woodshop (thanks, dad). She can even help you redecorate your home. Ashley is well-versed in brand strategy and planning. She is knowledgeable in international consumer trends and marketing throughout various media formats. She is a social media enthusiast... soon to be wizard!
  • Online Marketing CONTENT DEVELOPMENT DOLCE & GABBANA WWW.SWIDE.COM This editorial was WORD ON THE CATWALK developed to support a SHOULD FASHION REFLECT OUR HOPES OR OUR REALITY? current-events opinion It’s inescapable. Today you can’t even flip to Page Six without catching series, with interviews to some foul wind of the economic meltdown. Store closings, layoffs, be conducted with the housing foreclosures- it’s so depressing that it almost makes you feel brand’s guests during guilty to wanna take a bite out of some juicy celebrity gossip! Fashion Week. The opinion series will be Yet with all this turmoil, fashion’s wheels keep turning and designers SERIES IDEAS instrumental in DAY IN THE LIFE OF... continue to wow us with looks ranging from glitzy escapism to urban developing content for 1 - THE CELEB vagabond (you know who you are)! But as most major movements in This would be the most superficial of the series; Swide’s YouTube channel, fun, light, and maybe slightly diva-esque. Select one art, literature, architecture, music, and - yes - fashion often emerge in with teasers and links cooperative and fun celeb to talk about their Dolce the most turbulent of times, here at Swide we couldn’t help but & Gabbana fashion show experience: Report on provided on the Twitter the parties, the getting-ready, the shoe/hair/outfit wonder: should today’s designers give us a reflection of our reality or a feed. selection, dilemmas with the driver or the rain (it taste of our wildest dreams? always rains), misplacing the invitation, etc. To get the inside scoop on this question, we took to the streets 2 - THE MODEL Follow a key model through her day of preparation (which of course is the catwalk during Milan Fashion Week) to find out for the show; breakfast, waxing, hair, makeup, fitting, scratching the soles of the shoes to prevent what the industry insiders have to say! slipping, etc... any little details that bring the process to life! (Suggested interviewees for this brief question include DD & SG, Suzy Menkes, The Sartorialist, Carine Roitfeld, Rachel Zoe,Victoria Beckham 3 - THE DESIGNER Take the reader through the fashion week tasks and any other a-listers expected to attend the fashion show and and rituals of the designers, from press events to related events.) show preparations, to the activities on the day of the show (gym, lunch, greeting guests, final touches, serving champagne to the staff afterwards, etc.). So there you have it! Fashion’s royalty has spoken! 4 - THE MAKEUP ARTIST Follow her through her meeting with the designers to understand the line’s theme and concept, to her image development process for the models, through execution including any little tips or “secrets” she uses to create the look of the show (using the new product line, of course)! A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing CONTENT DEVELOPMENT DOLCE & GABBANA WWW.SWIDE.COM This piece on technology Goods: Technology was written in DG’s online voice to convey the sense that the brand is forward- YOUR OWN PERSONAL SOUNDTRACK thinking and cutting-edge, and to introduce new LAST.FM- YOUR NEW BEST FRIEND! technologies that the webazine will use in the FASHION GEEK GOODS Everybody needs a diverse bunch of friends- those who can help you pick out the future to demonstrate the 1 - FLIP ULTRA CAMCORDER ultimate outfit, suggest the best new movie, the hottest restaurants and clubs, even brand environment online It’s a camcorder. No! It’s a USB. Well, actually it’s both. This one is cool because you can shoot up to an where to go for a hair-dye crisis (been there, done that). But how many friends do (for example, the hour of video, slip it into your pocket and transfer it onto your PC - or anyone else’s, for that matter. And you know who can suggest the perfect song just for you, depending on your mood development of online you don’t have to lug around a bunch of chargers and or the occasion? The creators of last.fm have created a program to do just that. playlists). cables, as if you had the space in that bag! http:// www.theflip.com/store/Product.aspx?CID=F2 It’s simple to use, even for the technologically-challenged. All you have to do is 2 - SAMSUNG MOBILE WITH DLP PICO PROJECTOR turn the program on, listen to your iTunes or the user radio, select your favorite Ever wish you could show your friends all the pics and movies you’ve shot with your mobile without having to songs and banish the ones you hate, check out cool bands and friends whose wrinkle your swag in a group huddle? Soon, love... music you like, and voila! Using an algorithm, this smart little program will suggest soon. http://www.digitimes.com/photogallery/ ShowPhoto.asp?ID=3604 heaps of new songs and artists just to your liking! The coolest part is that the 3 - LAST.FM more you use it, the smarter it gets, and by now the site has built up quite a mass If you don’t already know this one, it’s well time you to tap into. did! Play your favorite songs on iTunes or on the user radio, connect with your friends, search your favorite bands, and voila! Through an algorithm, this smart little If you’re at all addicted to music like we are here at Swide, then this program program will suggest heaps of new songs and artists just to your liking! www.last.fm belongs on your desktop! It’s already on ours... 4 - GEKKO.COM Just like last.fm, except this new website is for travel. **(Accompany with development of DG profile on last.fm for readers and fans to connect It’s not open yet, but you can sign up now to be among the first to get the best ideas for personalized travel with the music loved by DG and used in past catwalk shows! We could link it to the story and restaurant options! This proves it: algorithms are for further connectivity and to create organic marketing through the last.fm site/users.) awesome... we’re just glad someone was paying attention in math class! www.gekko.com A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing CONTENT DEVELOPMENT DOLCE & GABBANA WWW.SWIDE.COM These events write-ups HoWhere: events were developed to convey the front-and-center, hip MUSIC FESTIVAL MADNESS tone of the DG brand WHAT IS A FASHIONISTA WITHOUT HER ROCKER FRIENDS? WELL, IF YOU’RE through the voice of the brand’s online magazine. THINKING KATE WITHOUT PETE, MAYBE IT’S NOT SUCH A B AD THING, BUT HERE AT SWIDE, IT IS UNTHINKABLE! ENTER THE ALMIGHTY MUSIC FESTIVAL. HOWHERE? HERE. We just heard last week that Miami’s favorite music festival, Langerado, was cancelled due 1 - METROPOLITAN MUSEUM’S COSTUME INSTITUTE to “sluggish ticket sales”. Now we know there is nothing sluggish about a festival that “The Model as Muse: Embodying Fashion” - pulls an amazing array of folks from fashion to art, design, naturally music, and even a few exhibit (chaired by Kate Moss, Marc Jacobs, suits. What’s next- Glastonbury? The horror! Justin Timberlake, and Anna Wintour) featuring pieces from the latter half of the 20th century, In a panic, we zipped over to the Glastonbury webpage, and are happy to report that all is including works by DG. Opens in May, but the announcement came this week. well. But for those of us who just can’t wait until June, we are pleased as punch that Coachella is still up and running for their April festival outside of Palm Springs, California. 2 - COACHELLA To get you informed and in the festival-going mood, or if you’re like us and stuck on the Possibly the best American music festival... other side of the world from sunny California, the Coachellites have been kind enough to www.coachella.com provide full albums, videos and websites of all of their featured artists! Warning: this website may lead to various conditions as festival envy, viral web surfing, and catatonic 3 - VENICE CARNIVAL With the ball, fashion show, drag queen dreaming. Enjoy! spectacular, and public “hair sculpting,” coming on Sunday, this very Italian event is a dream to <http://www.coachella.com/updates/news> people living abroad. What would DG wear? 4 - MARIO GIACOMELLI AT FORMA CENTRO INTERNAZIONALE DI FOTOGRAFIA IN MILAN These poetic mid-century B&W shots captured from daily life within Italy make a beautiful pit stop when Fashion Week gets too hectic. Running now through March 22. www.formafoto.it 5 - THE ART SHOW AADA’s annual art show in NYC & surrounding parties/events. February 19-23. http://www.artdealers.org/artshow.html A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing CONTENT DEVELOPMENT DOLCE & GABBANA WWW.SWIDE.COM This movie review was Movie Review written to show the JUDE IS ALL THE RAGE personality of the brand What do you get when you mix New York Fashion Week, a blogger, model Lily Cole, acting goddess through film which is Dame Judi Dench, the financial meltdown, murder, and –wait for it… Jude Law as a raven-haired sexy, provocative and transvestite supermodel? You get a movie we are dying to see: Rage! original... & perhaps a You can imagine our anticipation from within the belly of the online fashion world to view little dark, though written this story: over the course of a week, a young student blogger records the behind-the- scenes preparations of a Middle Eastern designer’s latest collection. Through a mix of in the fun tone of DG’s interviews under the blogger’s watchful eye (and cell phone camera), the blogumentary online magazine. becomes a murder investigation into the death of a model, which then turns into a confessional masterpiece. The underlying themes of the film include a comedic spoof on the fashion industry as it faces economic uncertainty, the clash between the transparent and the hidden in the digital age, and most poignantly the gap between reality and appearances. Who better to play the role of someone stereotyped for his lovely appearance than actor Jude Law? As director Sally Potter states on her website, BEAUTY <http://www.sallypotter.com/beauty-blog>: Jude Law, whose beauty has sometimes been held against him as an actor, made the courageous decision to accept the role of Minx - a “celebrity super-model” and took on a kind of hyper-beauty for this persona... a CURRENT OPTIONS ‘female’ beauty which gradually unravels as the story unfolds. 1 - TWO LOVERS Strangely, the more he became a ‘she’, coiffed and made-up - the more Joaquin Phoenix, Gwyneth Paltrow and Vinessa Shaw naked was his performance. There was great strength in his willingness to examine the torn longings between wild, destructive make himself vulnerable. It was an extraordinarily intense part of the obsession, and dedicated, nurturing love. This voyeur- shoot. friendly film also provides a touching look into the lives of Brooklyn dry cleaning families, often Proving that he can play a beautiful woman through the use of makeup, facial expressions overlooked in the garment business. and body language alone with a great script will not only ensure critical acclaim for the actor; it will also ensure than now both men and women can envy him equally! 2 - RACHEL GETTING MARRIED On a more serious note, this film also proves that, even today, a great story can be told by No longer princess nor fashion slave, Anne Hathaway portrays a recovering addict with a weekend pass just that- telling the story. The face-to-camera interview style of the movie is without special from rehab for her “good” sister’s wedding. This is a effects and elaborate set changes. beautiful combination of music, poetry, despair and forgiveness, set within a family spared from the typical Rage was released at the Berlin Film Festival early this week, and we are dying to get our Hollywood gloss. hands on it! Although we’ll have to wait a few more weeks, if you’re dying to sneak a peek at Jude Law as a supermodel, look no further (yes, that is really him in the photo). A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing CONTENT DEVELOPMENT DOLCE & GABBANA WWW.SWIDE.COM This literary review was Book Review developed to convey the spirit of the brand A FOOL FOR YOU through the tone of DG’s If you’re in the mood for a little cultural infusion, but like us here at Swide, you’re growing weary of the online magazine. The heavy tones of late, we’ve got our hands on a remedy. In his latest book, Fool, author Christopher Moore book was chosen to reveal gives us a light hearted version of Shakespeare’s King Lear, as told through the sly eyes of his favorite a sense of fun intermixed jester, Pocket. with tradition & culture, This is a bawdy tale. Herein you will find gratuitous shagging, murder, spanking, maiming, treason, and heretofore unexplored heights of vulgarity with subject matter that is and profanity, as well as nontraditional grammar, split infinitives, and the internationally known. odd wank . . . If that's the sort of thing you think you might enjoy, then you have happened upon the perfect story! -Christopher Moore We couldn’t have said it better ourselves! Moore’s outrageous writing style combines Elizabethan English with modern slang and jokes that bring a fresh and whimsical view on Pocket’s quick-witted attempts to save his king and country from disaster. With it’s fair share of sex, deceit, biting humor, and amusing antics, Fool still manages to deliver the underlying message of Shakespeare’s original play without the dusty overtones or need for an Elizabethan dictionary. This one just came out last week, but is also available in an e-version for us web addicts! Hyperlink: <http://www.harpercollins.com/books/9780060590314/Fool/index.aspx> (Insert author’s video interview from above website.) COMING SOON ART & ELECTRONIC MEDIA Phaidon, everyone’s favorite art-book house, is set to release an international review of electronic works from over 150 renowned artists. Subjects include light, electronic media, virtual reality, the web and robotics. http://www.phaidon.com/Default.aspx/Web/art-and-electronic-media-sneak-preview A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing CONTENT DEVELOPMENT DOLCE & GABBANA WWW.SWIDE.COM This piece was created to Dolce & Gabbana FW10 Menswear Collection encapsulate the latest DG menswear collection into The FW 2010 Menswear Collection present in the illusion to suspenders, loosely from Dolce & Gabbana takes its cut trousers, narrow trench coats and the newly developed inspiration from Postwar Sicily and the military jackets. The influence of the 1966, Bruno Barbey 1964, Salvatore Adamo collection archive, neorealism movement that rocked the Italian traditional fishing industry is revamped spanning the fashion art scene. Sicily, where the fashion house has through thick knits, high collars, heavily house’s rich history. The its early roots, is a land full of beauty and draped scarves, lush cottons and elegant charm, complexities and contradictions, striped patterns. As a direct mirror into this purpose is to tie the new making it the perfect subject of neorealist world, the traditional flat cap is used collection’s marketing 1966, Sicilian schoolboys 1963, Scianna presentation application where elements of real life are throughout the collection. campaign together with used to illustrate a story of the imagination. While the designers took inspiration from the past collections, Combining elements from baroque to romantically modest roots, there is no demonstrating brand aristocratic within their collection, the design absence of Sicily’s rich history in the consistency and relevance duo pulled inspiration from various sources collection. Traditional forms are enriched to the brand’s roots, and 1962, Sicilian gamers 1960, Scianna within Sicilian history. The collection is with exquisite materials: bow-ties are made exciting brand enthusiasts focused on forms present in mid-century from the finest velvets and silks, jackets and Sicily, famously captured on film by the likes pants are finished with beautiful leather with information on of photographer Ferdinando Scianna and detailing, luggage in shapes reminiscent of inspiration, materials, director Luchino Visconti in La Terra Trema. antique equipment bags are crafted from etc. Video clips from Yet even within this get-to-work mentality, contrasting colors in python and crocodile. inspirational films should the forms are relaxed and the materials 1956, Sicilian fishermen softened in some cases to represent the To finish the collection on a soberly high be archived into the note, the designers used the art of silk comfort of coming home. Using the color YouTube channel, and palette of the era, the collection is based in weaving, a practice perfected in Sicily period songs archived 1960, Scianna black and white, shades of grey, and highlights centuries ago. Narrow-cut jackets in a range of the collection’s signature colors are into the digital playlist. in variations of regal and passionate reds. woven in various patterns centered around The reference to Sicily’s working class within familiar checks and stripes. http://www.youtube.com/watch?v=Iei6zh_jFiQ the mid-century construction boom is <Graphic Direction: insert playlist from fashion show, slide show of runway looks, video clips of silk weaving, detail images from collection, clippings from fabrics, sketches, photos of the designers in Sicily, key images and films of inspiration> 1956, Sicilian kids La Terra Trema film still A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing VALENTINE’S DAY CAMPAIGN FOR YOOX This newsletter copy was written to provide a common sales theme for various pieces on offer over the Valentine’s Day email campaign. Product selection was based on the unifying element of sheer materials, in various styles and price ranges. A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing SPRING DRESS Elegantly Waisted Silhouette Examples: CAMPAIGN FOR YOOX Cinched... Skimmer... Today’s
politicians
are
not
the
only
ones
referencing
the
 go­get­em
attitude
following
the
Great
Depression­
even
 designers
are
taking
inspiration
from
the
WW2
 Generation.

 This
season’s
collections
refer
back
to
the
@igures
who
not
 only
survived
war
and
economic
crisis,
but
went
on
to
 build
a
brave
new
world
in
style.

A
predominant
post­war
 Roberto Cavalli Marni Taffeta theme
focused
on
changing
the
female
silhouette.

Today,
 Crepe Dress Patterned Dress we
see
two
familiar
silhouettes
re­emerging:
one
with
a
 feminine
cinched
waist
and
one
with
a
@lowing
skimmer
 form.
 The
Skimmer The
Cinched
Waist Beginning
in
the
tough
economic
years
of
the
1930s,
the
 skimmer
dress
freed
women
from
the
con=ines
of
the
corset,
 In
this
look,
we
see
a
return
to
the
silhouette
of
Christian
Dior’s
 completely
releasing
the
waistline
and
baring
feminine
arms
 New
Look,
which
emphasized
the
feminine
frame
after
the
 and
legs‐
often
for
the
=irst
time.

What
began
as
a
scandalous
 dif=icult
war
years,
when
a
=itted
dress
was
a
luxury
few
could
 look,
acceptable
for
wear
only
inside
the
house,
became
a
 =ind.

Key
characteristics
of
this
look
include
a
longer
skirt
 sensation
widely
adopted
by
young
women
for
all
occasions
by
 length,
a
rounded
shoulder,
and
a
nipped‐in
waist
that
 the
50s
and
60s.

Whether
for
work
or
play,
this
easy
piece
 emphasizes
the
roundness
of
the
hips
in
a
full
or
pencil
skirt.

 allows
you
to
go
out
in
style
with
little
effort.

After
all,
you
have
 Today’s
examples
are
less
anatomically
extreme,
yet
no
less
 a
lot
on
your
mind
these
days!

 =lattering! <PRODUCT
SELECTION> <PRODUCT
SELECTION> Marni
Taffeta
Patterned
Dress

$645

 Dolce
&
Gabbana
Cinched
Jacquard
Dress
$1,190
 Stella
McCartney
Twill
Dress
$439
 Roberto
Cavalli
Crepe
Dress
$708
 Emilio
Pucci
Crepe
&
Sequin
Dress
$1,030 Les
Hommes
Satin
Dress
$450
 Costume
National
Flannel
Wool
Dress
$315
 Michael
Kors
Lace
Jacquard
Dress
$515
 Burberry
Baize
Cloth
Dress
$445
 Prada
Flannel
Wool
Dress
$1,090
 Miu
Miu
Melange
Dress
$395
 Lutz
Satin
Dress
$354
 Mary
Jane
Canvas
Dress
$334 Givenchy
Twill
Dress
$580
 L’Autre
Chose
Voile
Dress
$132
 Antonio
Berardi
Twill
Dress
$689
 Diane
von
Furstenberg
Coated
Jersey
Dress
$215
 Miu
Miu
Tuille
Lame
Dress
$1,450 Miu
Miu
V‐Neck
Jersey
Dress
$248
 Alexander
McQueen
Woolen
Flannel
Dress
$760
 Marc
by
Marc
Jacobs
Satin
Dress
$285
 Christian
Dior
Boutique
Silk
Dress
$1,185
 Emporio
Armani
Satin
Dress
$215 Jean
Paul
Gaultier
Femme
Velvet‐Tulle
Dress
$592
 Seventy
Silk
Dress
$147
 Luisa
Beccarica
Satin
Dress
$592 PAROSH
Silk
&
Satin
Dress
$360
 Seventy
Jersey
Dress
$230 Marni
Satin
V‐Neck
Dress$960
 Vintage
55
Knit
Dress
$190
 Temperly
Silk
Dress
$517
 Jill
Sander
Satin
Dress
$446
 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing The following are examples of company- Newsletters specific email newsletters designed to promote key products, new collections, or special initiatives taken by the company Street Fashion through a particular campaign. The tone is unique to each brand. Fashionista Inside BuyVIP Blog A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Newsletters This newsletter was created to From: Marni Online Store EMAIL NEWSLETTER COPY promote Marni’s spring To: Yoox Test Main offering of t-shirts displaying Dream a Little Dream of Marni Subject: Dream a Little Dream of Marni Subject: children’s drawings, as well as the children’s charity that Spring back in time sales proceeds will support. The tone is intended to be artistic and inspiring, in keeping with the brand experience. and rediscover the art of being a child. Marni takes you inside of childhood dreams for a peak at the future from the brighter side of life. Explore wearable cotton basics inspired by the minds of youth. Your inspiration could be their future. What‘s your dream? A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Torn from the pages of Ashley’s biography: Ashley has the ability to be wildly outgoing and equally serious, when the time calls for it. She won an award for comedic writing and was the valedictorian of her graduating class in college. She was voted Most Outgoing and Most Likely to Succeed in high school. She plans great parties (no charades). She has trained the most stubborn of dogs. She has not received a speeding ticket in 10 years.
  • Newsletters This newsletter was created From: Stone Island Online Store in an effort to convey the To: Yoox Test Main personal relationship that Subject: Flashback: World War I Chairman Carlo Rivetti has with many of his customers, whom he frequently interacts with in stores and discusses products and inspiration with. The goal was to pass this information and personal relationship on to virtual customers, in keeping with the technical tone of the brand. I developed this piece for his online store based on a story he had told me over coffee one afternoon. A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Newsletters This copy for this newsletter EMAIL NEWSLETTER COPY was created to convey the youthful and trendy attitude of Subject: Fluid Fix the brand and introduce the spring theme (nautical). Additional responsibilities Weather the stormy seas included a critical analysis of the online store’s splash page this spring with flowing copy for the store manager frocks and development team, and to (multiple images) rewrite the copy reference to Miss Sixty’s charity partnership, Charity Water, Seafaring stripes and while simultaneously linking accessories to the brother site, energie.it.. (multiple images) Image examples * Suggestion to change link text on main splash page SPLASH PAGE COPY SUGGESTIONS * Links: Feel a spark? Shop for Him at <energie.it> Give someone in need a fluid fix through the gift of clean water <Charity Water> A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing Newsletters Both fashionista.com and various trend Street Fashion hunting/forecasting agencies sought images of “fashion from the street”, best captured around art events and fashion Fashionista week activities. The following are examples of streetshots I took for trendhunters, and pieces I wrote for fashionista.com’s Streethunter series. Inside BuyVIP Blog A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Street Fashion TREND HUNTING FASHIONISTA’S STREETWALKER A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Street Fashion A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Street Fashion A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Street Fashion A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Street Fashion A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing Newsletters Street Fashion In addition to street fashion, another focus Fashionista of the Fashionista blog is to create hype for fashion events by reporting on parties, events and gossip. The following are Inside BuyVIP examples of the work I shot and wrote about in this area. Blog A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Fashionista Backstage at D&G, 2007 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Torn from the pages of Ashley’s biography: Ashley is resourceful. She may not have all the answers, but she knows where to look for them. She went from riding her bicycle all over Milan with nothing but her camera equipment, a notepad and a map in the basket to take pictures for trendscouts, to covering the backstage and catwalk action at Fashion Week, to meeting Tom Ford, interviewing the Sartorialist and the CEO of Ferragamo (among others) and helping to develop a new strategic digital media voice for an international luxury brand within two years... She has sourced shoes that can take a girl from light hiking in the Alpine villages of Liguria, onward to a black tie affair (seriously). She can find a way to furnish an overseas apartment on a student loan that was taken out before the exchange rate went berserk by building bookshelves and other household furnishings with ancient Roman tiles, fishing line, bubble gum and the instruction of some old episodes of MacGyver. Just kidding. Bubble gum would be unsanitary.
  • Fashionista Street shot, Milano 2006 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Fashionista Berlin Fashion Week party A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Fashionista Neil Barrett show, Milano 2007 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Fashionista Smeilenliner show, Berlin 2008 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing Newsletters Street Fashion Fashionista Having been commissioned by German Inside BuyVIP e-retailer BuyVIP, I was asked to make a critical (though light-hearted) analysis of the 2008 Berlin Fashion Week. The Blog tone of the blog is very dry, which is reflected in the following entries. A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Inside BuyVIP Logo-Mania at Unrath & Strano For the Unrath & Strano show, I was really surprised to see the Motorola logo on the second dress that came down the catwalk. I know that designers need to make money, perhaps by demonstrating their sponsor’s image, but this was the strangest thing I have ever seen on a catwalk- and I have seen some bizarre things! Sometimes co-branding can go very wrong. It seemed like the designers’ message was lost in that moment, or maybe their message was supposed to convey the irony of producing commercialized fashion. Either way, the buzz in the crowd from that point onward to the after-party was how the designers were corporate sell- outs, and I am pretty sure that was NOT their intention. Anyway, the clothes were relatively standard and didn’t push the limits of fashion, although there were some amazing standout dresses that oozed feminine Motorola on the catwalk U&S goddess dress sexuality. The designers seem to have a great talent for making floor- length gowns that are modest while reflecting nudity at the same time, and I loved it! I had originally grimaced at the brightly striped men’s suit, but much to my surprise after the show, I spoke with a young actor who said that very piece was his favorite, and he would wear it out if given the chance. posted August 2008 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Inside BuyVIP The Afterparty After the U&S show, we headed to the afterparty. At first it was pretty dull, with no one on the dance floor and everyone standing around the brightly lit “Motorola VIP lounge,” looking in and wondering who in the hell these “VIPs” were! However, after a few drinks from the open bar that was flowing freely all night, the crowd lightened up. We were drawn to a group of people actually sitting in the middle of the empty dance floor, and took a seat there with them to get a view of the party from The Model below. Within 15 minutes, the dance floor was packed, and it remained packed until the sun came up. Although we were all destroyed the next day, it turned out to be a great party, and we had the opportunity to meet some brilliant people, including a model from the U&S show, the two partners of “Not Just Another Label” who are practically art in and of themselves, Gideon Tam -who won men’s designer of the year two days later at Premium for his incredible knits, and other journalists, designers, The Journalist photographers, and various fashionistas from around the world. I love how everyone comes to Berlin to see something unique and genuine in fashion. (Maybe this is why it was such a shock for everyone to see brand placement on a Berlin catwalk.) posted August 2008 Not Just a Label A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Torn from the pages of Ashley’s biography: Ashley is a Southern gal with an international profile. She was born on a farm in southwestern Virginia, and is now as well versed in Milanese dialect as she is in Southern cooking. She’s lived in 5 international cities, and 6 small towns. She learned how to drive on the Blue Ridge Parkway in a red pick-up truck.
  • Inside BuyVIP Smeilininer I had the opportunity to go to the Smeilininer show as soon as I landed in Berlin. This was a special treat because I had met the designer last year after her premier show. At that time she was one week from having her first baby, and having just had her first fashion show, it was a big moment for her. As with last year, Smeilininer’s colors were still very bright, though a little more subdued. Last year she seemed to be working a lot with colored ribbons, weaving different textures into a fabric that would then be cut into a classic form for a dress, skirt, or jacket. This year the The Designer, 2007 forms were far from classic, but still had the careful craftsmanship of a dedicated seamstress. The dresses and separates were very playful, almost as if they had been made for children, but more refined. In fact. we wondered if some of the pieces were inspired by the designer’s new role as a mother. There was one funny moment when a model came down the runway in striped drop-crotch pants with an unfortunate bulge in the rear, and we couldn’t help but be reminded of the way a baby’s trousers bulge with the contour of a diaper. Whatever her inspiration may be, this designer has managed once again to convey a real sense of joy in her creations. 2007 Ribbon-Knit Jacket 2008 Drop-crotch Trousers posted August 2008 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Inside BuyVIP Student Presentations The real gem of various fashion shows around the world comes from the student presentations. Here you can see what’s going on in the minds of the young creatives, before they have to start worrying about marketability or the bottom line (although some never do!). Some highlights: a clutch covered in nails, guaranteeing the owner of said clutch will never be mugged while carrying it; the slinkiest, silkiest looking baby blue dress (I’m not sure if it was in fact silk or fine polyester, etc) with a very subtle lizard print down the back - this was gorgeous and so fluid that when the model walked in it, the audience was mesmerized; florescent lights inside the layers of a dress hem; and menswear that was almost like a super-hero costume line up, reflecting the urban warrior theme that has been prevalent in these last few years. After the show, the designers did a final walk with the models, and they were so full of hope and energy. It will be fun to see where they end up in the future. As for me, I’ll be looking for that blue dress! posted August 2008 A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Online Marketing Newsletters Street Fashion Fashionista Inside BuyVIP The following are excerpts taken from my Blog blog, eurbanista, related to the business of symbol-intensive brands. A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Personal Blog: Fashion, Design & Business Continued A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Personal Blog: Fashion, Design & Business Continued A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Personal Blog: Fashion, Design & Business A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Personal Blog: Fashion, Design & Business A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Personal Blog: Fashion, Design & Business A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com
  • Torn from the pages of Ashley’s biography: Ashley is driven. While confident, she is not arrogant. She knows that her education and experience are just skimming the surface in many regards, but she is eager to continue learning from the Greats and strives to work inside a team that is doing something important and original. She is not afraid to go the extra mile (or 3,500 miles) to be the best she can be.
  • For further samples of writing or photography, or for presentations in brand strategy, please do not hesitate to contact me at ashleyed@gmail.com. A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com