Amelia’s Magazine | Cakes for Japan: tips for fundraising from Miss Cakehead


Lobster woman by Mina Bach

Reading the brochure only served to confuse me further ahead of my visit to Jerwood Space. The descriptively-named ‘Show’ seeks to examine “the integral role that performance plays within an artist’s practice and its subsequent representation in an exhibition context” … Okay, advice so it makes a little more sense now after I’ve seen it, side effects but only a little. It’s performance art, salve people – enter at your peril, but it will be like nothing you’ve seen before.

Watching Edwina Ashton dressed up as a lobster, slowly moving about the studio moving things, was something akin to a surreal experience. It was hard to know what to think as Ashton, whose lobster head was secured with a pair of pink fishnets, positioned egg cartons in a wood frame. What’s she doing? What’s going on? Is it supposed to be funny? Are we being filmed as part of a scientific experiment? In the days since the performance I am still nowhere closer to figuring it out.



Edwina Ashton

Edwina Ashton, whose performance is called ‘Peaceful serious creatures (lobster arranging)’, is interested in how matter becomes things, the leaflet says. It also quotes Gerard de Nerval, who used to talk his pet lobster Thibault for walks on the streets of Paris. Presenting the case for lobsters, he said: ‘I have a liking for lobsters. They are peaceful, serious creatures. They know the secrets of the sea, they don’t bark, and they don’t gnaw upon one’s monadic privacy like dogs do.’


Lobster by Caz Lock

‘Show’ also featured two other artists – one being Jack Strange in ‘Zip and zing’. This was two legs poking through holes in the wall, which I discovered by almost tripping over one of them in the crowded gallery. I’d worn my warm but scruffy cardigan for the cycle to Jerwood Space and was planning to put it in my bag for the gallery, but there was no need for that; it seems frayed knits are big with the performance art crowd. The same seems true for bold spectacles and beards, stationery necklaces and growing-out neon hair.


Crowd at Jerwood / Jack Strange

The final performance, Bedwyr Williams’ ‘Urbane Hick’, was a hit with the crowd, as the artist poked fun at his genre. ‘Performance art isn’t an earner,’ he pointed out, following up with statements such as: ‘Is there anything more self-righteous than a Londoner in a park,’ drawing laughter from the crowd. After all we were inclined to like him after he told us what he did to the last person who disapproved: he dipped a discarded Chupa-Chups into their drink. And no one wants that.

‘Show’ runs at Jerwood Space on the South Bank: 171 Union Street, London SE1 0LN, until 21st April. Free entry but booking is required. For more information see our listing.


Illustration by Natasha Thompson

This write has taken far, help far longer than it actually should have, ed which is no reflection on the beautiful collection I saw relatively on Wednesday morning several weeks ago. It’s completely down to inertia and mental blocks; utterly rubbish, viagra 60mg but there you go. So whilst the womenswear editors and buyers had jetted off to Milan it was left to the rest of us and a Mr Hamish Bowles to enjoy the delights of J.W. Anderson‘s show. It is worth noting that by now the glamour of most fashion shows had dulled a little and I was fast developing the urge to move rows forward to the front. I was no longer just grateful to attend but damn it do they not know who I am? Obviously they did, or rather they knew who I wasn’t and quite rightly plonked me in the fourth row. I quickly moved forward. Shame and modesty is wasted at these shows.  


Illustration by Aniela Murphy

As the lights dimmed the sound of an arctic gale blew through the show space, as if we weren’t chilly enough, before giving way to Nordic house. It was a great soundtrack and set the tone for a multi layered collection that showcased great talent and eye across both formal and casual wear. The palette was primarily navy and charcoal brilliantly punctuated with paisley prints, whites, and olive greens.  


All photography by Matt Bramford

The fact I struggle to define which element of the collection was strongest tells of its strength. In a large collection it is often easy to pick and choose what you like, with only 28 looks each one needs to stand on its own but also within the line up. J.W. Anderson has definitely achieved this with this collection; be it the new and exciting knitwear, the floor length kilts, panelled overcoats or hooded tailoring.  


Illustration by Gabriel Ayala

The knitwear was fresh, jumpers with missing front panels,  Scandinavian-inspired detailing or webbed bands to hold in place. No longer just tied loosely round the waist the bands held the jumper tight in around the knee. Cardigans in a fine gauge knit or latex were layered over each other adding another exciting element.  

A strong trend at fashion week this year has been panelled trenchcoats, both amongst the fashion elite and on the runway, and this was picked up on the Anderson catwalk. Anderson took it a step further creating fantastic midnight blue standalone jackets with printed quilted hoods.  


Illustration by Natasha Thompson

Overall London menswear day is fast becoming a force to be reckoned with. No longer a nominal notion tacked on the end but championing both established and upcoming designers. It’s a shame it still clashes with Milan and as such most of the press have left already. But with British and Irish menswear being championed by the likes of Anderson we have much to look forward to.

See more from Aniela Murphy and Natasha Thompson in Amelia’s Compendium of Fashion Illustration!

Cakes for Japan - Photography by Amelia Gregory
Cakes for Japan by Suzzle. All photography by Amelia Gregory.

If you think the weather has been bitterly cold and windy then spare a thought for the beleaguered Japanese… currently struggling to rebuild huge swathes of their nation after the massive earthquake and tsunami that hit just over a week ago.

Cakes for Japan - Photography by Amelia Gregory
I particularly loved these edible Japanese Kokeshi Dolls made out of coconut, this site white chocolate, buy information pills cranberries and condensed milk by Guerilla Cake Art.

Rather than complain at the futility of our ability to help, a plethora of inspiring grassroots fundraising initiatives have sprung up in record time. Many artists and illustrators have quickly put together projects to raise funds, and last week Miss Cakehead hosted the first Cakes for Japan at Maiden on Shoreditch High Street. Before the sale had even kicked off a whole host of copycat sales had sprung up around the country and even as far afield as Germany. I popped into the sale just as it opened and came away with a box of wonderful cakes: it was heartwarming to see not only the amazing creativity and generosity of the bakers but also the willingness with which people donated way above what was asked. I decided to catch up with the brains behind the idea, Emma Thomas, aka Miss Cakehead.

Cakes for Japan - Photography by Amelia Gregory
Vegan cupcakes from Ms Cupcake.

First creative cake project.
I work with Lily Vanilli quite a fair bit, and she has introduced me to lots of great cake makers, but we are now at the stage where people contact us too, which is awesome. Our first event was an edible art exhibition called Cake Britain, and then we put on Eat Your Heart Out. I think it helps that I can’t bake as I am not limited by possibilities of what can and cannot be done.

Cakes for Japan - Photography by Amelia Gregory

Cakes for Japan success.
Cakes for Japan was a unique viral idea which brought together a community of both hobby and pro bakers to make great cakes to raise money for the Japanese Red Cross, and we raised over £2000 in under 3 hours. Lots of upcoming events have been inspired by ours, which is amazing to see. The best part was seeing the kindness often missing from London life: everyone worked together and people queued in the rain to buy cakes. People bought one cake for £3 and told us to keep the change from £10, which was very moving.

Cakes for Japan
Beautiful hand painted biscuits on sticks from Nevie-Pie Cakes.

Making cakes special.
As a creative I have to deliver new concepts that will go viral so I am used to working this way on my own projects. I instantly realised that whilst a run-of-the-mill cake sale would work it would not have the viral element needed to capture people’s imagination. To be successful we needed to offer people something unique and different that would work even if we removed the fund-raising context. We hoped that Japanese people would appreciate Japan themed cakes – and they did. Our estimated reach was about 1 million people in just 5 days.

Cakes for Japan - Photography by Amelia Gregory

Time to bake.
I loved the fact that so many beautiful cakes were produced by both hobby & amateur bakers. It made me think that it is about time that I learnt how to bake too.

Cakes for Japan - Photography by Amelia Gregory
Gastrogeek baked & salted caramel cheesecake.

Cakes for Japan inspiration.
It was very inspiring to see people’s kindness and trust in strangers – even though most of us had never met we became a very close knit group, working together with one aim. The hardest bit was my nerves – first I worried that we would not have enough cake, and then I worried that no one would come and eat it. It was a very intensive 5 days run up, working 20 hours a day.

Cakes for Japan - Photography by Amelia Gregory
Green tea cookies.

Next cakey plans.
I want to do something with macaroons this year: I bought some for a friend at Christmas and it totally got me back into them. We are also putting on an Edible Autopsy, which will be a global first and pretty hardcore. We wanted to do an event which children could also enjoy whilst also raising money for charity… it will be a public cake autopsy conducted by a trained pathologist. The autopsy will educate people about the human anatomy whilst, once cut out, the cake will be handed around the audience for them to eat as the process continues. As with any autopsy, there will be blood, guts and gore – but in this instance it will taste delicious. For those who can stomach the experience this event promises to be the most unique eating experience they’ll ever experience.

Cakes for Japan - Photography by Amelia Gregory
Black sesame macaroons by Charmaine Mok.

Advice for those inspired by Cakes for Japan.
If you can find a free location then you can make it happen. The people who helped make Cakes for Japan possible were strangers this time last week. I am making myself available to anyone who wants my help.

Cakes for Japan - Photography by Amelia Gregory

So, what are you waiting for? Go forth and bake… you can learn how to make sushi cupcakes right here.

Categories ,Bloggers for Japan, ,Cake Britain, ,cakes, ,Cakes for Japan, ,Charmaine Mok, ,cupcakes, ,Earthquake, ,Eat Your Heart Out, ,Edible Autopsy, ,Emma Thomas, ,Fundraising, ,Gastrogeek, ,Guerilla Cake Art, ,Illustration Rally, ,japan, ,japanese, ,Japanese Kokeshi Dolls, ,Japanese Red Cross, ,Lily Vanilli, ,Maiden, ,Miss Cakehead, ,Molly Bakes, ,Ms Cupcake, ,Nevie-Pie Cakes, ,Shoreditch High Street, ,Sushi Cupcakes, ,Suzzle, ,Tsunami, ,vegan

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Amelia’s Magazine | Animal Vegetable Mineral: an interview with food events entrepreneur Tasha Marks

Animal Vegetable Mineral Edible Art Class - Photo Paul Singer
Animal Vegetable Mineral’s Edible Art Class. All photography unless otherwise stated by Paul Singer.

Animal Vegetable Mineral, also known as AVM Curiosities, was set up by young entrepreneur Tasha Marks, who left university with an insatiable appetite for combining food and art. Having interned at Bompas & Parr she was ideally placed to set up her own company, which now creates bespoke food based events such as the Edible Art Class taking place at The Book Club on Tuesday 9th April (full listing information here) I was fascinated to hear about the unique career that she has forged for herself so caught up for a quick Q&A. Read on…

Animal Vegetable Mineral Tasha Marks - Photo Paul Mitchell
Tasha Marks – Photo by Paul Mitchell.

You set up AVM shortly after leaving your degree. What first attracted you to first study food history and do you feel this is a much neglected area?
I was lucky enough to specialise in food history in the final year of my Art History degree at Sussex University, which is partnered with the V&A in London. I signed up to the 3rd year course not knowing what it was, as they had yet to confirm which curator would be available. I knew I wanted to study with the V&A so I took a risk. The year before it had been Chinese ceramics so I’m thrilled that I got silverware curator Ann Eatwell, who taught me the material culture of dining from 1300s to present. Although I had always been interested in food, my passion was ignited in those ten weeks, but I have no doubt it will last a lifetime. I think that food history is very much in vogue at the moment, but there are ‘food history superstars’ like Ivan Day and Peter Brears who constantly inspire new enthusiasts. Though it may have been neglected at one point in time, food is timeless, and we’ll always be interested in what we used to, are and will be eating in the future.

Animal Vegetable Mineral Edible Art Class - Photo Paul Singer (12)
You recently created some ‘Toxic Treats’, exploring not so edible confectionary: what did you make for this event and who was it for?
The event was an exploration of adulteration in 19th century foodstuffs; specifically sweets, which have a particularly sinister history. I felt that our prevailing image of the 1800s was a little one-dimensional, culminating in a Mrs Beeton-esque scene of copper jelly moulds and fancy cakes. But northing could have been further from the truth for the average London household. From children’s sweets dyed with copper, to wine sweetened with lead; we have a chronicle of counterfeit confectionary and falsified foodstuffs. Complimenting the lecture was a series of associated edibles; Fake Coffee Beans (made from chocolate and chicory), Milk Sherbet (with a Bakewell tart lolly), Toxic Tonic Sweets (which glowed in UV light) and an edible print of the Lozenge Maker. I could go on and on, but to understand the true nature of this horrible history you’ll have to come along to the next talk, happening later in the year…

Animal Vegetable Mineral Toxic Toffee (UV Sweets) - Photo Paul Singer
Animal Vegetable Mineral’s Toxic Toffee (UV Sweets).

Do you create all of the food that appears at your events (for instance at Eat Your Heart Out) or do you work with other people, and if so who?
I create all the AVM edibles myself, though I have a very supportive partner and a lovely younger brother (who is a chef) who will get involved to assist and execute events. Unfortunately I’m a bit of a perfectionist, so I’m very bossy in the kitchen. I’ll regularly work to 2/3am on a project because I want it a certain way and I completely lose track of time. In the case of Eat Your Heart Out, however, the event was a collaboration between me and more than 20 other bakers and makers. We all worked on our separate creations under the wonderful theme of the ‘anatomically correct cake shop’.

Animal Vegetable Mineral Edible Art Class - Photo Paul Singer (4)
How does it work if you attend one of your classes as a guest?
Every event is wildly different but they all aim to create a curious experience: a moment of wonder and edible excitement… both silly and cerebral in equal measure.

What prompted you to set up your company so soon after graduating? What have been the highlights so far?
Well I wrote my dissertation on jelly, so naturally I went on to intern at Bompas & Parr after I graduated (us jelly experts like to stick together!). I had a wonderful three months there, but felt like I should get a “proper” job so went to work for a children’s publishing agency. This was a terrible decision, as after nine months in an office I felt like completely drained. I realized then that I was someone who learnt through trial and error, and the best way of doing that was to start my own company. Animal Vegetable Mineral had been on the to do list since it university but only as a vague idea. So I started by working on projects that I was interested in and the company organically evolved as I went on. Two years later and I feel like AVM has a really strong identity, but I wouldn’t be where I am today without the wonderful collaborators I met along the way. Working with Pertwee, Anderson & Gold Gallery, The Robin Collective and Rambling Restaurant have led to some of my favourite projects, however I think that accidentally using a 2500-year-old Etruscan bowl to serve popcorn at the Museum of Curiosity has to be one of the most memorable moments!

Animal Vegetable Mineral Christ - Photo Paul Singer (1)
What next for AVM?
In the near future I’ll be contributing to another exciting group show at St Bart’s Pathology Museum; Sacred Tarts. Celebrating the sweeter side of religion through this more ecclesiastical of emporiums, amongst other exciting edibles I’ll be preparing Christ Cameos (made with church wine) and an edible Shroud of Turin. I’m also preparing for a solo art exhibition at the Herrick Gallery later in the summer, which is top secret for now but check the website for details. Plus in the meantime there’s some good old-fashioned messy, arty fun in the form of the Edible Art Class at The Book Club in Shoreditch, where I’ll be holding workshops in Chocolate Model-Making, Lickable Lifedrawing and Edible Painting-By-Numbers.

Categories ,Animal Vegetable Mineral, ,Ann Eatwell, ,AVM, ,AVM Curiosities, ,Bompas & Parr, ,Chocolate Model-Making, ,Christ Cameos, ,Eat Your Heart Out, ,Edible Art Class, ,Edible Painting-By-Numbers, ,Entrepreneur, ,Fake Coffee Beans, ,Food, ,Herrick Gallery, ,interview, ,Ivan Day, ,Jelly, ,Lickable Lifedrawing, ,Lozenge Maker, ,Milk Sherbet, ,Mrs Beeton, ,Museum of Curiosity, ,Paul Mitchell, ,Paul Singer, ,Pertwee Anderson & Gold Gallery, ,Peter Brears, ,Rambling Restaurant, ,Sacred Tarts, ,shoreditch, ,Shroud of Turin, ,St Bart’s Pathology Museum, ,Sussex University, ,Tasha Marks, ,The Book Club, ,The Robin Collective, ,Toxic Tonic Sweets, ,Toxic Treats, ,va

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