Alumni
Grad Michael Smith is Art Director of Pink Dolphin and Co-Founder of KRAHS
Merchandise Product Development Graduate Michael Smith wears multiple hats as the Art Director for Pink Dolphin Clothing, sold at 900 stores worldwide, and Co-Founder and Chief Operating Officer of KRAHS, a popular swimwear brand that's collaborated with Selena Gomez. And this Saturday, August 24, 2019, he'll be speaking on the Alumni Panel at Open House on the Los Angeles Campus.
Growing up in Orange County, California, Michael was always interested in fashion. "All my first paychecks from any of my first jobs would go straight into my favorite brands," he said. Although he wanted to attend FIDM right after high school, Michael's parents weren't on board at the time. He went on to attend a local junior college where he received an associate degree in Business.
"I took every fashion class the JC had to offer, but still didn't feel ready to step out into the world of fashion," he explained. "I kept checking back with FIDM, and eventually, had Cathy Chambers convince my family FIDM was the right decision for me. FIDM's Admissions Advisors really led me in the right direction. I told them I want to start my own brands and businesses and wanted to be hands on with all aspects of the business."
While studying Merchandise Product Development at FIDM's Los Angeles campus, Michael appreciated the college's location in the heart of the Fashion District and the real-world classes he took. "All of the branding and line development classes were a major highlight during my time at FIDM," he said. "But the biggest highlight was the connection and network I created with the students and faculty I met."
In his busy career, Michael says he uses so many lessons learned at FIDM, from everyday business math geared toward fashion, production, planning, costing, branding, and marketing to flat sketching and understanding demographics and psychographics. "I've saved so many templates from various classes that I still use to this day," he said.
As the Art Director for Pink Dolphin, Michael starts his day with a "Good Morning" text to his creative team. "From there, I review my notes from the previous evening and get straight into emails and creating a new task list order for my day," he explained. "My days vary from directing photoshoots, production meetings, and planning upcoming collaboration projects to designing new collections, and so much more."
He's also focused on business development and exploring new opportunities for growth within current and future projects. Michael said he's constantly looking for new ways to engage with their consumers through various platforms such as email marketing, social media, and outside activations.
At KRAHS, a startup brand that enjoys a massive social media following, he does a bit of everything. "I help in combination of areas wherever I am needed really," he said, citing long hours, multiple planning tools, and exercise as the key to balancing all of his creative endeavors. In his free time, Michael said he enjoys traveling with his fiancée.
His Co-Founder at KRAHS (shark spelled backwards), Theresa Mingus, is one of Selena Gomez's best friends and former executive assistant. She enlisted the singer to design a few pieces for the brand's first collection, which includes separates and one-piece swimsuits that range from $39.99 to $69.99 and come in a variety of cuts and colors.
"The design, quality, price, and the way we engage with our supporters is what separates us from other swimwear brands," Michael said.
Visit pinkdolphinonline.com and krahs.com to learn more.
Categories: Merchandise Product Development Alumni
