18 September 2017
The narrative of a young student, set to follow an education grounded in the science, technology, engineering or mathematics discipline, but eventually making the choice to pursue their passion, is one often heard at LASALLE. At this contemporary arts and design College, many bright youths have made the decision to pursue their studies here because of their unwavering passion and hope of fulfilling their dreams.
Jerome Lim’s trajectory should come as no surprise then. He was a science student at Anderson Junior College who had secured a placement at National University of Singapore’s highly selective BA(Hons) Industrial Design Programme, but which he ultimately forwent in order to achieve his goal of becoming a fashion thought leader.
Jerome Lim, BA(Hons) Fashion Media and Industries
His decision paid off as he graduated as the College’s top student from a cohort of 852, walking away with the prestigious McNally Award for Excellence in the Arts at the College’s 31st Convocation on 18 September 2017.
Jerome shares that he takes immense pleasure in engaging both his right and left brain in any pursuit, which was one of the main reasons he decided to take up a degree in BA(Hons) Fashion Media and Industries.
“Initially, I was just interested in the fashion aspect. But through interactions with the PR and Marketing departments at L’Officiel and Prada, I realised how much of a ‘business’ the industry really is – like beyond seeing a piece of exquisite tailoring take form, or watching designers draft rough sketches for the next season, a great deal of focus is centered around positioning a brand, projecting value onto products, and gaining sales traction so that KPIs are met,” he said.
Branded communication was thus Jerome’s chosen specialism, and it is no wonder that at LASALLE, he is known as a creative with sharp business acumen.
One might argue then, perhaps, that a conventional marketing degree at any other tertiary institute might have served him just as well since marketing is a transferable skill across sectors. But as Jerome points out, by being in an environment where peers and lecturers constantly employ design-thinking in their work, and draw upon their artistic inclinations in daily discussion, he has developed a creative eye for things that has since gone on to distinguish him well among his colleagues at his various internships.
A Vogue magazine cover featuring PRADA’s S/S 2014 collection that Jerome helped place when he interned at PRADA under their PR & Advertising department.
For instance, Jerome’s dissertation was on how cultural insight can impact fashion businesses and the communication they undertake. He shared with us that traditionally, brands want to project an exclusive image that functions like a halo in order to create an upward aspiration: “That is why we talk about consumers aiming higher or buying better into the core of the brand.”
However, with social media being so embedded in everyday culture, consumers themselves are now crucial components to how brands are defined because their actions can strongly influence brand perceptions. “At the end of the day, it really comes down to how we understand each other as human beings, and culture will always be a part of that equation.”
His understanding and integration of knowledge drawn from the arts, design, humanities, economics, and business has impressed many. In fact, Bulgari was so taken with Jerome that they engaged him as Marketing Coordinator for SERPENTIForm, an exhibition that showcases brand heritage and Italian culture through a careful curation of art, design and jewellery.
A fashion spread in Style Men featuring Christian Dior Homme F/W 2016 collection that Jerome facilitated when he was Dior’s Client Development Intern.
Fresh out of school and already with a freelance job, Jerome is one who never says “no” to any opportunities that passes his way. In fact, he is a poster child for taking initiative on projects. In his three years at LASALLE, he spent every summer and winter break interning at prestigious editorial houses and luxury labels. Of course, the man is no machine and he lets on that once he has completed his current project for Bulgari, he intends to take time off to re-charge himself by travelling.
When asked where his energy and commitment stems from, Jerome replied, “Fashion is often poorly regarded in Asian societies because it is seen as a frivolous option compared to other disciplines. This is why whenever I represented the College in any international capacity, and in being the only fashion student present, I always felt the need to prove this stereotype wrong and to show people that fashion is more than just material clothes.”
With this recognition as the valedictorian of 2017’s graduating cohort — the first ever McNally Award winner hailing from the BA(Hons) Fashion Media and Industries programme — and the impressive industry experience he has accumulated, it is safe to say that no one has any reservations about Jerome’s abilities.
LASALLE is proud to be Jerome’s alma mater, and as Circe Henestrosa, Head of School of Fashion at LASALLE, states: “Jerome has not only been an inspiration to all his classmates, but also to all his lecturers. Seldom have I seen such a passionate individual with the commitment and energy that Jerome has. I have no doubt that Jerome will map the fashion industry in Singapore so watch out for him!”
