Ryerson University’s School of Fashion began showcasing the creative talents of its fashion students in the mid 1950’s through a series of small-scale runway shows and exhibits. By 1988, the first concept for Mass Exodus was introduced by Peter Duck, a professor in the School of Fashion and the newly appointed faculty advisor. His ideation created the framework for what is now known as Mass Exodus, the largest student-run fashion event in North America. This year we proudly celebrate the 25th Anniversary of Mass Exodus.
With a rich history and countless successes, students each year pay homage to the show’s heritage, while looking forward in a state of constant growth. Mass Exodus is comprised of The Runway and The Exhibit that display the eminent dynamism of The School of Fashion. Mass Exodus presents the final collections of the graduating Fashion Design students, and the final capstone projects of the graduating Fashion Communication students. The event will take place at the Mattamy Athletic Centre within the historic Maple Leaf Gardens as the first large-scale non-athletic event held since its re-opening in August 2012.
From the lighting, set design and music, to the sponsorship, advertising and promotion, Mass Exodus 2013 is entirely a student-run production. Mass Exodus is produced by the third-year Fashion Promotions class in the School of Fashion. The class structure is split into nine committees, as well as five executive positions that oversee the creation of the show. Each committee is broken down into heads and members, and is responsible for a specific aspect of the show’s inception, creation and promotion.
PRODUCER
The Producer is responsible for managing all aspects of the production and promotional vehicles of Mass Exodus. The Producer ensures that every member under the umbrella of Mass Exodus understands their role and is constantly working towards achieving the shared branding vision for the show. As the lead member of the Executive Committee, the Producer works closely with the advising faculty members, as well as the graduating fourth-year students to ensure their work is successfully promoted and presented.
ASSISTANT PRODUCER
The Assistant Producer oversees the presentation of the garments shown at Mass Exodus, as they are responsible for overseeing the Casting, Hair & Make-Up Committee, and the Collections & Coordination Committee. As a member of the Executive Committee, the Assistant Producer oversees all of the finances of the show, including budgeting and cash flow.
CREATIVE DIRECTOR
The Creative Director is in charge of the experience of the show. The Creative Director directly oversees the Stage & Show Committee, as well as the Front of House Committee, while working with the Ryerson Theatre School and production company. The main role is to manage and guide the production, and to be an active member of the Executive Committee.
ART DIRECTOR
The Art Director oversees both the Design & Brand, and Interactive Media & Video Committees by guiding the creative process and developing work towards a cohesive visual experience. As a member of the Executive Committee, the Art Director ensures that the Mass Exodus brand is successfully expressed through all avenues of promotion.
COMMUNICATIONS DIRECTOR
The Communications Director oversees the Public Relations & Social Media, Marketing & Tickets, and Hospitality & Sponsorship Committees. As a member of the Executive Committee, the Communications Director develops community and media outreach, as well as the promotion of Mass Exodus through social media, marketing efforts, obtaining sponsors and ticket sales.
COLLECTIONS & COORDINATION
Collections & Coordination is the direct contact between the fourth-year Fashion Design students, and the Fashion Promotions class who produce Mass Exodus. The Committee helps to ensure that the collections are ready for the show, as well as actively assist in determining the line-up for The Runway. They provide support for the fourth-year Fashion Designers and create the planning process for the backstage layout.
CASTING, HAIR & MAKE-UP
The Casting, Hair & Make-Up Committee provide guidance and support for fourth-year Fashion Design students who are presenting their graduating collection. Members take on a dual role as coordinator or advisor, depending on the need of the individual designer; ranging from coordinating models, hair and make-up artists, to providing contacts and/or direction to those who wish to coordinate their own talent.
HOSPITALITY & SPONSORSHIP
The Hospitality & Sponsorship Committee is responsible for obtaining products, services, and monetary support through sponsorship for the production of Mass Exodus. They act as and liaise between the sponsors, the Chair of the School of Fashion, and the Executive Committee to ensure their needs are met. Other responsibilities entail model gift bags, food and refreshment menus for the models and crew, and creating a strong hospitality strategy.
MARKETING & TICKETS
The Marketing & Tickets Committee is responsible for promoting Mass Exodus to the public, and generating ticket sales for the show. This year, they are working directly with the Mattamy Athletic Centre to oversee the ticketing process, and to develop marketing concepts to promote awareness about the show to stimulate community interest.
PUBLIC RELATIONS & SOCIAL MEDIA
The Public Relations and Social Media Committee for Mass Exodus is in charge with promoting Mass Exodus to the public. They work to build industry connections, and ensure maximum press coverage and media attendance for the event. The Public Relations & Social Media Committee create the content for press kits, promotional items, the website and blog, as well as maintaining all social media entities; including Facebook, Twitter, Instagram and Pinterest. Follow us today!
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FRONT OF HOUSE
The Front of House Committee encompasses all aspects leading up to the show experience, upon entry to the time guests leave the venue. They create concepts for directional flow, signage, and aesthetics, translating these ideas into the space of the event, as well as spaces outside the event. They create an optimal experience for guests, and act as liaisons between the fourth-year Fashion Communication students presenting The Exhibit, and the Mass Exodus team.
STAGE & SHOW
The Stage & Show Committee is responsible for creating the theatrical performance of Mass Exodus. They are involved in all aspects of the show, which include designing the set, creating lighting concepts, mixing the soundtrack, and producing opening and closing concepts. The Stage & Show Committee is dedicated to creating an exceptional fashion show for the audience and contributing to the excellence of Mass Exodus.
DESIGN & BRAND
The Design & Brand Committee runs as an “in-house” design agency. They are responsible for the design and development of the Mass Exodus brand identity. From the logos and event posters, to the design of the website, the Design & Brand Committee ensures brand consistency across all media and visual promotion.
INTERACTIVE MEDIA & VIDEO
The Interactive Media & Video Committee is a new committee to the promotion of Mass Exodus. They design the layout and maintain the website, as well as filming and editing behind-the-scenes and editorial videos for the YouTube channel. Interactive Media & Video works closely with other committees as outsourced collaborators to create a well branded entity in the World Wide Web.
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