Amelia Van Eyk
ba applied fashion retail
FEDISA
Graduates: 2026
Specialisms: Art Direction / Fashion Styling / Creative Direction
My location: Cape Town, South Africa
Amelia Van Eyk
First Name: Amelia
Last Name: Van Eyk
University / College: FEDISA
Course / Program: ba applied fashion retail
Graduates: 2026
Specialisms: Art Direction / Fashion Styling / Creative Direction
My Location: Cape Town, South Africa
About
I am a Fashion Retail Management graduate with a strong interest in the creative side of the fashion industry, particularly art direction, fashion styling, brand development and visual storytelling.My work explores the relationship between fashion, image and identity, combining creative concepts with an understanding of branding, communication and the wider fashion landscape. I enjoy developing ideas from initial research and visual direction through to their final execution, whether through campaigns, editorials, digital design or spatial concepts.I am driven by curiosity, visual experimentation and a desire to create work that feels considered, distinctive and meaningful. My long-term ambition is to build a career in creative direction, collaborating across disciplines to develop compelling visual identities and experiences.
This project explores campaign development and visual storytelling for Rethread through two distinct fashion campaign concepts. The first, Her Own Narrative, explores themes of female identity, individuality and self-expression through a considered campaign direction. The second focuses on the Spring/Summer 2025 season, translating seasonal inspiration into a cohesive visual concept. Both campaigns involve creative research, moodboard development and the exploration of styling, imagery, colour and atmosphere to establish their individual identities. Together, the project demonstrates the development of fashion campaigns that communicate brand identity while creating engaging and visually distinctive narratives.