The Fashion Scholarship Fund practically held its 84th annual awards ceremony on January 12, celebrating members of its 2021 class and the first 20 recipients of the Virgil Abloh Post-Modern Scholarship Fund.
Tamron Hall hosted the event which was attended by over 1,000 guests and featured appearances from Abloh, Peter Arnold, Marc Mastronardi, Ryan Seacrest and Lydia Fenet, who spoke about the fund, students and scholarships. The event featured a preview of this year’s President’s Award finalists, selected from 1,500 nominations: Hannah Harris, a junior from Savannah College of Art and Design; Benjamin Plotkin, senior at Yeshiva University; Katherine Psaltos, junior at Parsons School of Design, and Evelyn Siao, senior at Lehigh University.
Harris ran a campaign for Aveda inspired by her mother called “Silver Linings,” aimed at women aged 40 and over with gray hair. Plotkin has developed a strategy for Champion to exit wholesale and grow into a vertically integrated retail and direct-to-consumer brand. Psaltos showed samples from a recycled, body-integrating collection targeting Gen Z consumers. And Siao featured “Deeper Pockets,” a campaign and product launch for women for Levi’s, featuring jeans with pockets. deeper for women to raise awareness of the gender pay gap.
A jury of Abloh, Arnold, Mastronardi, Julia Haart, Calyann Barnett, Stacie Henderson and Howard Feller selected Siao as the recipient of the Board of Directors’ Chairman’s Award, the FSF’s best scholarship.
“I wasn’t really expecting it. I’m really in shock right now, ”Siao said right after the announcement. The marketing and design student thanked her family, the FSF, the board and the judges for the opportunity.
Siao’s grandmother was the inspiration for the campaign, saying she was discouraged from working because she was a woman. She chose Levi’s as her company because they produced the first pair of women’s jeans and believed they would be best suited for this inclusive campaign.
Siao said “Deeper Pockets” is an omnichannel campaign designed to drive customers toward the limited edition silhouette and also to raise awareness of the wage gap in the workforce. The proceeds from the sale would go to organizations working against wage discrimination.
The jury was very excited about the idea which was presented via Zoom on January 7th. Haart said she was unaware of the difference between pocket sizes for men and women, and Abloh pointed out how the campaign allows men to participate as well.
Siao concluded by saying that the campaign could be something the entire industry would pick up on.
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