Amelia’s Magazine | Swatch True Colours – A look at the entries

Illustration by Gareth A Hopkins

Well things haven’t changed for me much over the last twenty years. I yearned for a Swatch watch when I was a boy, mind decease and I’m yearning for one now. I never actually got one – well, sickness visit web that’s what happens when you’re brought up in a mining village and there are more important things in life, here prostate like food, for example. Anyway, who cares? Swatch have recently launched their New Gent collection – a painfully sophisticated selection of watches for gentlemen who appreciate a discreet, slick timepiece with style.

Illustration by Antonia Parker

To celebrate the launch (and promote it, of course) the Swiss watchmakers have collaborated with some of the biggest fashion magazines to pitch stylists, photographers and fashion editors against each other. The result is a fabulous selection of shoots, published in said magazines, with readers given the opportunity to vote for their favourite.

Without any particular brief, the results are breathtaking and very, very different. Here’s a round up of my faves:


Wallpaper‘s ‘Hanky Panky’ shoot is inpired by the plight of 1970s gay casual-sex seekers to find an ‘appropriate’ match. A fascinating subject, I have actually no idea what the different placements mean (honestly, guv’nor – but Wikipedia does throw some light on the situation) but the team at Wallpaper, overseen by fashion director Sebastien Clivaz, have used the phenomenon to great effect.

This gent, on the left, apparently is a submissive gentleman who is fond of sexual practises such as fisting, piercings, S&M, military sex and masturbation only (somebody needs to make his mind up, love…) You can’t go wrong with a bit of camp cowboy styling.

Open Magazine

I love love love Open Magazine’s vibrant colours and hint of eroticism. A pair of flexible friends writhe on top of each other in various poses (but this ain’t gymnastics).

The watches on the models go unnoticed, but this is rectified with backdrops of said watches, blatant in the background. And if that girl can really get a Swatch around her neck, she needs to eat more.

Vice Magazine

In a shock move, Vice‘s entry is a little subdued, but I love their stark shoot featuring up-and-coming musicians. Lots of different photographs feature, from different angles, with Jeremy Shaw, Polina Lapkovskaja and Hugo Capablanca sporting a couple of watches each…

Cleo Magazine

Cleo’s option makes great use of wonderful illustrations. Chiho’s dreamy water-colours envelop their models, blending with body art influenced by the magazine’s Singaporean roots, photographed by Skye Tan.

Tom Magazine

Tom’s quirky offering is all about food. 6 models are pictured gorging on a selection of East Asian treats whilst nonchalantly wearing a variety of the watches. I really like the candid format and saturated colours of Dean Lee’s photographs.

WAD Magazine

I love WAD‘s quirky and eccentric shoot, featuring modern gentlemen in a mix of twee tweeds. These dandies wear a mix of Scandinavian and British tailored items. You don’t see much of the watches, but who cares? These photographs are great!

Kinki Magazine

Kinki‘s offering is probably the most unique, and utilises coloured powders that have been splashed all over models’ faces. It’s a really conceptual shoot and stands out from the rest.

ID Magazine

ID Magazine makes use of ‘streetstyle’ photography, using prolific fashion blogger Bryanboy and accessories designer Fred Butler as subjects. The layouts also feature this pair casually going about their businesses wearing armfuls of Swatch watches, as you do.

To see the rest of the entries and to vote in the competition, visit the Swatch website (where you can also check out some of the fantastic videos produced to accompany the shoots!)

Categories ,Asia, ,Bryanboy, ,Chiho, ,Cleo Magazine, ,Cowboy, ,fashion, ,Fred Butler, ,Gymnastics, ,Hanky Panky, ,Hugo Casablanca, ,ID Magazine, ,Jeremy Shaw, ,Kinki Magazine, ,Magazines, ,New Gent, ,Open Magazine, ,Polina Lapkovskaja, ,Singapore, ,Skye Tan, ,streetstyle, ,styling, ,Swatch, ,Switzerland, ,Tom Magazine, ,Vice Magazine, ,video, ,WAD Magazine, ,Wallpaper, ,Watches

Similar Posts:

Amelia’s Magazine | Graduate Fashion Week 2012 Gala Awards Ceremony: Part One

Matthew Williamson by Ruth Joyce

Twelve hundred students descend on Earls Court Two for Graduate Fashion Week every year. About a quarter of them get the opportunity to showcase their collections during one of the 16 fashion shows that are held over four days. In a dramatic climax – the Gala Awards show – 10 students are selected to present their work for a second time in the hope of receiving the coveted Gold Award.

All photography by Matt Bramford

So, like the fashion industry itself, chances of making it are pretty slim. 10 incredible collections graced the catwalk in the finale and I honestly couldn’t pick a winner – celebrity judges like Matthew Williamson and Julien Macdonald commented on the incredible standard exhibited of not only those who had been selected as a Gold Award nominee, but every college.

Julien Macdonald by Claire Kearns

Here’s a photographic whistle-stop tour of the awards ceremony:


Yvonne Kwok – Amsterdam Fashion Institute

Zhu Liyuanzi – Istituto Marangoni Milan

WINNER: Karen Jessen – ESMOD Berlin, presented by Julien Macdonald, Sara Maino from Vogue Italia & Caroline Burstein from Browns.


Emma Walsh – Nottingham Trent University

Jousianne ProppManchester Metropolitan University

Caitlin Charles Jones – Kingston University

Judges Ruth Chapman from Matches, Erica Peters from Stuart Peters and knitwear designer Mark Fast couldn’t decide, so Caitlin and Jousianne both scooped the award!


Daisy Lowe by Ruth Joyce

Amelia Smith – Northumbria University

Dae-Byn Lee – Nottingham Trent University

Roz Lamkin – Manchester Metropolitan University

WINNER: Xiaoping HuangUCLAN, presented by Daisy Lowe and Mary Katrantzou


Holly Reid – UCLAN, presented by Tabitha Somerset-Webb (Project D) and Michelle Mone OBE


Ami Collins – UCLAN, presented by Lorraine Candy of ELLE magazine and designer David Koma


Kerrie Donelly – UCA Epsom, presented by Fashion Editor-at-Large Melanie Rickey and ID magazine‘s Jefferson Hack (swoon)


Edinburgh College of Art, presented by designer Fred Butler and Harvey NicholsYuri Nakamura


Susanna Yi – University of East London, presented by TV presenter Caroline Flack and ASDA fashion director Fiona Lambert


Harriet Simons – Colchester, presented by singer Louise Redknapp and Fiona Lambert


Laura Smallwood – Kingston University, presented by Mulberry‘s Tori Campbell


Sarah Murphy, Northumbria – presented by stylist Jocelyn Whipple and film producer/eco hero Livia Firth


Legendary catwalk photographer Chris Moore, presented by designer Jeff Banks

Part Two, featuring the major players and the menswear, womenswear and Gold Award winners, coming soon…!

Categories ,accessories, ,Amelia Smith, ,Ami Collins, ,Amsterdam Fashion Institute, ,ASDA, ,Awards, ,Caitlin Charles Jones, ,Caroline Flack, ,Caryn Franklin, ,, ,Ceremony, ,Childrenswear, ,Chris Moore, ,Claire Kearns, ,Colchester, ,Dae-Byn Lee, ,daisy lowe, ,David Koma, ,Earls Court Two, ,Eco Age, ,Elle, ,Emma Walsh, ,Erica Peters, ,ESMOD Berlin, ,Essex, ,fashion, ,Fiona Lambert, ,Fred Butler, ,Gala, ,George, ,Gold Award, ,Graduate Fashion Week, ,Harvey Nichols, ,Holly Reid, ,ID Magazine, ,international, ,Istituto Marangoni Milan, ,Jeff Banks, ,Jefferson Hack, ,Jousianne Propp, ,Julien McDonald, ,Karen Jesson, ,Kerrie Donnelly, ,Kingston University London, ,knitwear, ,Laura Smallwood, ,Lifetime Achievement, ,Livia Firth, ,Lorraine Candy, ,Louise Redknapp, ,Manchester Metropolitan University, ,Mark Fast, ,Mary Katrantzou, ,matches, ,Matt Bramford, ,Matthew Williamson, ,Melanie Rickey, ,menswear, ,Michelle Mone OBE, ,Mulberry, ,New Business, ,Northumbria University, ,Nottingham Trent University, ,Project D, ,Roz Lamkin, ,Ruth Chapman, ,Ruth Joyce, ,show, ,Stuart Peters, ,Susanna Yi, ,Tabitha Somerset-Webb, ,Tori Campbell, ,UCA Epsom, ,UCLan, ,UEL, ,Womenswear, ,Xiaoping Huang, ,Yuri Nakamura, ,Yvonne Kwok, ,Zhu Liyuanzi

Similar Posts: