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 production across the globe.
With a rich history and countless successes, students each year pay homage to the show’s heritage, comprised of The Runway and The Exhibit. Mass Exodus presents the final collections of the graduating Fashion Design students, in conjunction with exhibiting the final capstone projects of the graduating Fashion Communication students.
As the largest student run production in the world, Mass Exodus 2014 has set the international precedent for innovations in fashion and event production. The production is comprised of Ryerson Fashion Communication students, whose roles in creating this event are split into nine committees who are overseen by an executive team. Each committee is held accountable to a specific aspect of the show’s creation and promotion, allowing this global phenomenon to occur.
PRODUCER The Producer ensures that every member under the umbrella of Mass Exodus understands their role and is constantly working towards achieving the unified vision of the production. 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 manages the presentation of the garments shown at Mass Exodus. Their role extends to overseeing the Collections & Coordination, and Casting, Hair & Make-Up Committee. As a member of the Executive Team, the Assistant Producer oversees all of the financial aspects of the production.
CREATIVE DIRECTOR The Creative Director oversees the production of Mass Exodus as a unified vision. As the leader of the Stage & Show and Front of House Committee, the Creative Director works in conjunction with the Ryerson Theatre School to produce the show. The main role is to manage and guide the production.
ART DIRECTOR The Art Director oversees both the Design & Brand and Media Content Development Committee 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 channels of promotion.
COMMUNICATIONS DIRECTOR The Communications Director oversees the Public Relations, Marketing & Tickets, and Hospitality & Sponsorship Committee. 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 Mass Exodus production team. The Committee secures the collections for the show, and determines 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 acts as an advisor or coordinator, 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 manage their own model talent.
HOSPITALITY & SPONSORSHIP The Hospitality & Sponsorship Committee is responsible for securing support systems and sponsorship for the production of Mass Exodus. They act as a liaison between the sponsors, the Chair of the School of Fashion, and the Executive Committee to ensure their needs are met.
MARKETING & TICKETS The Marketing & Tickets Committee is responsible for promoting Mass Exodus to the public, and generating ticket sales for the show. They oversee the ticketing process, and develop creative marketing concepts to promote awareness about the show to stimulate community interest.
PR & SOCIAL MEDIA The Public Relations Committee 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 PR and Social Media Committee creates the content for press kits, as well as maintaining all social media entities; including Facebook, Twitter, and Instagram.
FRONT OF HOUSE & EXHIBIT The Front of House and Exhibit Committee direct all aspects leading up to the show experience. They create concepts for directional flow, signage, and aesthetics, translating these ideas into the space of the event. The Front of House and Exhibit committee are responsible for producing the Exhibit, which is created to showcase fourth-year Fashion Communication students capstone projects.
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, and mixing the soundtrack.
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 and the creation of the program. Design and Brand confirms aesthetic consistency across all media and visual promotion.
MEDIA CONTENT DEVELOPMENT The Media Content Development Committee is an innovative committee to the promotion of Mass Exodus. They are responsible for designing all aspects of the website, creating videos for the show and developing the first ever Mass Exodus application. The Media Content and Development committee works closely with other committees as outsourced collaborators to create a well-branded entity through various forms of media.