Hazel Matthews

Contact:
hazel_matthews@outlook.com
University/School:
University of the West of England
Location:
West England
Specialism:
Award NomineeBrandingDigital MediaFashion ImageFashion TechnologyPhotography
About Me

Hi, I'm Hazel, a UWE Fashion Communication graduate based in London

I'm a Creative Director and Photographer working with fashion brands to develop visual identity and brand campaigns. I am ambitious in my work, paying attention to emerging technologies at the forefront of the fashion industry and positioning my work within these areas. Exploring digital fashion and various 3D digital softwares within my practice.

I am a dedicated individual with meticulous attention to detail and organisational skills, capable of directing a project from idea generation to fruition whilst planning and maintaining personal and fixed deadlines. I have experience in creative direction, digital photography, film photography, styling, casting and production. As a Creative Director, I believe it is important to develop an understanding and experience of a variety of roles. The breadth of work in my personal projects and wider industry experience shows I am adaptable, multidisciplinary and always eager to learn something new.

INSPIRATION

Utilising new fashion technologies to change the way we see, feel and purchase clothing.

BALENCIAGA 2025 - In this most recent body of work I conceptualised, curated and executed a Balenciaga campaign positioned three years in the future. This campaign is the result of extensive research into current/future market trends, focusing on digital fashion, the metaverse and the new fashion technologies emerging in this area. Proposing innovative solutions, leading the way to a less-wasteful, digital-first fashion industry.

The traditional fashion calendar has become stagnent; this campaign marks Balenciaga’s switch to a digital-first strategy that sees ready-to-wear collections being released digitally (as digital assets to wear in meta-environments) and physical versions of the garments being made-to-order only, allowing the brand to produce fresh collections quarterly without the waste of unsold stock. The campaign strategy is executed through; digital collection scans, hero images, a short film and a phygital event.

MY WORK

PORTFOLIOS

DETAIL

'Specular Self'

The Balenciaga 2025 campaign film ’Specular Self’, focuses on the Gen-Z positioned benefits of digital fashion, avatars and the metaverse; self-expression and personalisation. Following a subject’s journey as they realise they can express themselves freely in Balenciaga.

THE ONGOING UNIFICATION OF FASHION AND TECHNOLOGY IS CRUCIAL FOR THE PROGRESSION OF THE FASHION INDUSTRY.
Award NomineeBrandingDigital MediaFashion ImageFashion TechnologyPhotography
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