My name is Ava Shortall and I am a Visual Merchandising graduate with a strong interest in fashion styling, creative direction and visual storytelling. My love for fashion truly developed during my Erasmus experience in Latvia, where I was introduced to new styles, cultures and ways of thinking. This experience encouraged me to see fashion not only as clothing, but as a form of identity, communication and self-expression. Throughout my studies, I have developed skills in styling, set design, composition, brand identity, and visual storytelling. I am drawn to creating imagery that feels polished, expressive and concept driven.
During my placement at Packshot, I gained valuable experience in e-commerce styling for Brown Thomas and Arnotts. This taught me the importance of precision, pace and consistency within a professional studio environment. As I graduate, I am excited to continue developing my creative voice within the fashion and creative industries.
The Non-Objective World
The Non-Objective World is a fashion editorial project that explores the shift from clean commercial imagery into surreal visual storytelling. Inspired by my placement at Packshot, where I worked in e-commerce styling for Brown Thomas and Arnotts, the project begins with the structured language of product photography before moving into a more imaginative and expressive space.
Photographer Tim Walker was a key influence, as his theatrical and surreal imagery encouraged me to look beyond conventional fashion photography. His work inspired me to treat fashion not only as clothing to be displayed or sold, but as a tool for storytelling, disruption and creative imagination.
To reflect this, I created a large apple prop, which became a central feature of the project. The oversized apple introduces play and visual disruption, transforming a familiar object into something dreamlike. Through this project, I aim to show how fashion can move beyond function into fantasy, emotion, and experimentation.
Denim Jacket
This denim jacket was created during my Erasmus experience in Latvia, a period that helped me discover my love for fashion, making and visual storytelling. The piece was inspired by a Loewe denim jacket with tassel detailing at the sides, which encouraged me to think about denim as something sculptural, expressive and playful rather than purely practical. I designed the jacket with an oversized silhouette, giving it volume and a strong visual presence. The dark denim adds structure and depth, while the exaggerated sleeves create softness and movement. The statement buttons bring a decorative contrast and highlight the handmade quality of the garment.
For me, this jacket represents experimentation, independence and creative growth. It shows how an everyday fabric like denim can be transformed through proportion, detail and styling. Created while studying abroad, the piece marks an important stage in developing my own visual identity as a designer and stylist.
