By Maisie Jennings
#THEFUTUREISNOW is the hashtag encapsulating this year’s theme for DUCFS – ‘The Age of Inception’, and in its 41st year of running, it’s clear that the show continues to blaze a constantly apexing upward trajectory. This year’s campaign also marked the conception of the DUCFS Thread magazine, and DUCFS Launchpad, an independently funded outreach platform focused on developing creative opportunities across communities in the North East. Creatively and charitably, DUCFS emphasises new beginnings, as well as inciting lasting change into the future. In many ways, there is a multiplicity to the theme of ‘inception’ that concerns the show; it implies a futuristic creative vision, but also a direct engagement with expanding the growth and potential of what is already Europe’s largest student fundraiser.
Molly Mihell, Vice-President and Creative Director, discusses the forward-looking ethos of DUCFS: ‘I’ve always been interested in looking ahead, in imagining where humanity may go and how innovation may continue to evolve, and I wanted to portray this exciting openness, breadth of possibility and process of constantly changing, developing, through DUCFS 2024’. I think this is a vision particularly resonant in the creative direction and production of walk releases and other promotional material – innovative graphics, dynamic video editing, and sleek visuals centre the creative potential of technology in a way that feels futuristic, elevated, and modern. As always, the amount of work and dedication that bring these shoots to life is astonishing – in having such a cohesive vision, the fashion and creative teams truly succeed in realising this fresh, futuristic take on this year’s campaign.
Most importantly, DUCFS raises a phenomenal amount of money for charity. Last year, the show, and everybody involved, raised a staggering £221,000 for Rainbow Trust – a charity providing emotional support to families with a seriously ill child. This year, DUCFS is fundraising for CALM (Campaigning Against Living Miserably). CALM is an organisation that campaigns to open conversations about mental health, provide support for people who are struggling, and unite the UK in the fight against suicide. It’s a cause with poignant, heartfelt relevance as suicide becomes the leading cause of death in young people, and DUCFS aims to raise enough money to fund two extra phone lines on CALM’s suicide helpline. The efforts made by models and exec to fundraise for this life-saving cause in the lead up to the show have been phenomenal. There have been marathons, sponsored silences, 24 hour podcasts, and plunges into the freezing water of the North Sea – just to list a few of the brilliant ways the individuals of DUCFS fundraise. Dan Xiberras, one of the show’s 50 models, circumnavigated Palace Green for 24 hours – a massive testament to the enthusiasm and commitment to charitable causes that DUCFS fosters.
In looking towards, and in many ways, inciting a bigger, brighter future, DUCFS continues to pioneer student fundraising and creativity. If you have managed to secure a ticket, I’m certain that there is, indeed, lots to look forward to.