Amelia’s Magazine | London Fashion Week S/S 2011 Womenswear Preview: On|Off


Charlie le Mindu A/W 2010, recipe for sale illustrated by Naomi Law

Cheeky Charlie le Mindu already had quite the reputation when he burst onto the scene in dramatic fashion a couple of years ago. As celebrity hairdresser to the stars, sildenafil he’d already produced a client list that included the likes of Florence Welsh, Uffie, Lady Gaga and Peaches. His first collection showed the makings of a designer with impact, with dramatic silhouettes, contrasting materials and eery influences. But it was his star performance in the Blow Presents… show for S/S 2009 that really grabbed the media’s attention. His collection, made from human hair and luxe materials, caused a stir in that way that radical fashion does and rendering row after row of fashionista breathless.


Charlie le Mindu, S/S 2010

But what would he do next? Surely you can’t keep on making bonkers frocks from hair, can you? Well, it turns out you can, and last season Charlie had us bouncing up and down with glee with his sexed-up religious collection – a more refined and sophisticated one that still managed to convey Charlie’s unique vision.

Church bells chimed and haunting cackles played, while androgynous models appeared one after the other sporting racy all-in-one lace numbers and crosses atop their heads or cocoon-like headpieces (see the video here).

I managed to catch up with Charlie for a (brief) chat to delve a bit more into the psyche of this weird and wonderful designer. I have to warn you, though – he doesn’t give much away. But in three days it’s time for collection number four – one the whole of fashion week’s attendees waits for with huge anticipation.


Charlie le Mindu S/S 2010, illustrated by Steph Parr

Hi Charlie! You’re quickly rising up the fashion ranks, what’s been the highlight of your journey so far?
I think the highlight for the moment is to have met new friends like Anna Trevelayn, who is totally on the same wavelength as me in terms of ideas.

What was the inspiration behind your eery A/W 2010 collection?
It was based on religion and I wanted to show that all religion could be very sexy and dirty at the same time.

What is it about hair that fascinates you so much?
I can do anything I want to do with it. It’s a perfect match of fabrics for me, and it’s the texture I’ve worked with since I was 13!

Of all your celebrity hair clients, who have been the best (or worst) to work with?!
The best one was Carolina Bambina from Kap Bambino and Peaches, because they are my best mates.


Charlie le Mindu, A/W 2010

A number of stylish celebrities have been seen wearing your work, from Gaga to Drew Barrymore. Who else would you like to dress?
I’d love to dress Cher, so much. She is the queen of plastic surgery! She is never gonna die, so I could work with her forever!

How are you preparing for this coming fashion week? Are you excited? Nervous?
I’m very excited – I think it’s going to be my dirtiest show so far!!!

You’re part of the latest breed of London fashion designers who push the boundaries in that unique, raw way. How do you think London fashion compares to the other bigger cities?
I don’t think I push the boundaries, because if I did push it, people wouldn’t come to see my show! I just try to make things fun. And sexy. London fashion is fun, but it’s going to be more fun again in a few years time I think.

Do you find juggling haute coiffure and haute couture a challenge? Which do you prefer?
It’s the same for me, they work together.

What’s next for Charlie Le Mindu?
Maybe opening a shop…!


Charlie le Mindu A/W 2010, visit this illustrated by Naomi Law

Cheeky Charlie le Mindu already had quite the reputation when he burst onto the scene in dramatic fashion a couple of years ago. As celebrity hairdresser to the stars, try he’d already produced a client list that included the likes of Florence Welsh, about it Uffie, Lady Gaga and Peaches. His first collection showed the makings of a designer with impact, with dramatic silhouettes, contrasting materials and eery influences. But it was his star performance in the Blow Presents… show for S/S 2009 that really grabbed the media’s attention. His collection, made from human hair and luxe materials, caused a stir in that way that radical fashion does and rendering row after row of fashionista breathless.


Charlie le Mindu, S/S 2010

But what would he do next? Surely you can’t keep on making bonkers frocks from hair, can you? Well, it turns out you can, and last season Charlie had us bouncing up and down with glee with his sexed-up religious collection – a more refined and sophisticated one that still managed to convey Charlie’s unique vision.

Church bells chimed and haunting cackles played, while androgynous models appeared one after the other sporting racy all-in-one lace numbers and crosses atop their heads or cocoon-like headpieces (see the video here).

I managed to catch up with Charlie for a (brief) chat to delve a bit more into the psyche of this weird and wonderful designer. I have to warn you, though – he doesn’t give much away. But in three days it’s time for collection number four – one the whole of fashion week’s attendees waits for with huge anticipation.


Charlie le Mindu S/S 2010, illustrated by Steph Parr

Hi Charlie! You’re quickly rising up the fashion ranks, what’s been the highlight of your journey so far?
I think the highlight for the moment is to have met new friends like Anna Trevelayn, who is totally on the same wavelength as me in terms of ideas.

What was the inspiration behind your eery A/W 2010 collection?
It was based on religion and I wanted to show that all religion could be very sexy and dirty at the same time.

What is it about hair that fascinates you so much?
I can do anything I want to do with it. It’s a perfect match of fabrics for me, and it’s the texture I’ve worked with since I was 13!

Of all your celebrity hair clients, who have been the best (or worst) to work with?!
The best one was Carolina Bambina from Kap Bambino and Peaches, because they are my best mates.


Charlie le Mindu, A/W 2010

A number of stylish celebrities have been seen wearing your work, from Gaga to Drew Barrymore. Who else would you like to dress?
I’d love to dress Cher, so much. She is the queen of plastic surgery! She is never gonna die, so I could work with her forever!

How are you preparing for this coming fashion week? Are you excited? Nervous?
I’m very excited – I think it’s going to be my dirtiest show so far!!!

You’re part of the latest breed of London fashion designers who push the boundaries in that unique, raw way. How do you think London fashion compares to the other bigger cities?
I don’t think I push the boundaries, because if I did push it, people wouldn’t come to see my show! I just try to make things fun. And sexy. London fashion is fun, but it’s going to be more fun again in a few years time I think.

Do you find juggling haute coiffure and haute couture a challenge? Which do you prefer?
It’s the same for me, they work together.

What’s next for Charlie Le Mindu?
Maybe opening a shop…!


Charlie le Mindu A/W 2010, page illustrated by Naomi Law

Cheeky Charlie le Mindu already had quite the reputation when he burst onto the scene in dramatic fashion a couple of years ago. As celebrity hairdresser to the stars, he’d already produced a client list that included the likes of Florence Welsh, Uffie, Lady Gaga and Peaches. His first collection showed the makings of a designer with impact, with dramatic silhouettes, contrasting materials and eery influences. But it was his star performance in the Blow Presents… show for S/S 2009 that really grabbed the media’s attention. His collection, made from human hair and luxe materials, caused a stir in that way that radical fashion does and rendering row after row of fashionista breathless.


Charlie le Mindu, S/S 2010

But what would he do next? Surely you can’t keep on making bonkers frocks from hair, can you? Well, it turns out you can, and last season Charlie had us bouncing up and down with glee with his sexed-up religious collection – a more refined and sophisticated one that still managed to convey Charlie’s unique vision.

Church bells chimed and haunting cackles played, while androgynous models appeared one after the other sporting racy all-in-one lace numbers and crucifixes atop their heads or cocoon-like headpieces (see the video here).

I managed to catch up with Charlie for a (brief) chat to delve a bit more into the psyche of this weird and wonderful designer. I have to warn you, though – he doesn’t give much away. But in three days it’s time for collection number four – one the whole of fashion week’s attendees waits for with huge anticipation.


Charlie le Mindu S/S 2010, illustrated by Steph Parr

Hi Charlie! You’re quickly rising up the fashion ranks, what’s been the highlight of your journey so far?
I think the highlight for the moment is to have met new friends like Anna Trevelayn, who is totally on the same wavelength as me in terms of ideas.

What was the inspiration behind your eery A/W 2010 collection?
It was based on religion and I wanted to show that all religion could be very sexy and dirty at the same time.

What is it about hair that fascinates you so much?
I can do anything I want to do with it. It’s a perfect match of fabrics for me, and it’s the texture I’ve worked with since I was 13!

Of all your celebrity hair clients, who have been the best (or worst) to work with?!
The best one was Carolina Bambina from Kap Bambino and Peaches, because they are my best mates.


Charlie le Mindu, A/W 2010

A number of stylish celebrities have been seen wearing your work, from Gaga to Drew Barrymore. Who else would you like to dress?
I’d love to dress Cher, so much. She is the queen of plastic surgery! She is never gonna die, so I could work with her forever!

How are you preparing for this coming fashion week? Are you excited? Nervous?
I’m very excited – I think it’s going to be my dirtiest show so far!!!

You’re part of the latest breed of London fashion designers who push the boundaries in that unique, raw way. How do you think London fashion compares to the other bigger cities?
I don’t think I push the boundaries, because if I did push it, people wouldn’t come to see my show! I just try to make things fun. And sexy. London fashion is fun, but it’s going to be more fun again in a few years time I think.

Do you find juggling haute coiffure and haute couture a challenge? Which do you prefer?
It’s the same for me, they work together.

What’s next for Charlie Le Mindu?
Maybe opening a shop…!


Aminaka Wilmont A/W 2010, viagra illustrated by Michelle Urvall Nyrén

London Fashion Week is renowned for showcasing up and coming design talent – and nowhere is more uniquely ‘London’ than On|Off. Now in it’s twelfth season, this is an independent fashion showcase away from the major players at Somerset House.

Helping launch the careers of off-schedule designers like Mark Fast, the On|Off Presents…  catwalk show is a go-to for international press and buyers looking for the next big thing.

The main exhibition has expanded to a mammoth 22 designers, with fourteen catwalk shows and three presentations, and has attracted exciting on-schedule talent like Gareth Pugh and Jasper Conran, looking for a ‘freer’ space to showcase their work. So who can we look forward to this year? Here’s our pick of the ones to watch…

Roksanda Ilincic

A/W 2010, illustrated by Abby Wright

After the massive success of her catwalk show last season, Roksanda Ilincic returns to show at On|Off. With three capsule collections with high-end high street chain Whistles under her belt, the London-born designer is most famous for her beautifully draped dresses in jewel tones. Roksanda loves to dress up, and her signature looks are dreamy flowing dresses in asymmetrical lengths, toughened up with exposed zips and raw hems. Her AW 2010 show, inspired by “Dark clouds, metal flowers and the Brontë sisters” was as romantic as ever – with draped dresses in jersey and rich plum tones.

Bryce Aime

A/W 2010, illustrated by Aniela Murphy

Adding some French flair to proceedings will be Bryce Aime, a Parisian born designer who honed his craft in London and opened his first store in Chelsea in November 2009. With an emphasis on modern, architectural design, A/W 2010 was a futuristic affair, with lots of clean lines, and black sculpted pieces paired with abstract prints – manipulated into headbands and skintight leggings. But for S/S 2011 it sounds like Bryce is looking east, with the “Beijing opera, Kabuki and the modern Far East Asia” as inspirations.  

Pam Hogg

A/W 2010, illustrated by Stéphanie Thieullent

Pam Hogg is best known for her skintight cat suits (and with The Runaways just out, they would be just perfect) so expect a collection of rebellious body conscious looks from this designer with attitude. This woman knows how to dress the female form, and her A/W 2010 collection saw models parade around in sheer capelets, bodystockings and thigh high boots. One thing’s for sure, Hogg sure can fill a front row – Peaches Geldof, Jodie Harsh and Nick Cave were just some of the turnouts last season.  

Aminaka Wilmont

A/W 2010, illustrated by Michelle Urvall Nyrén

Japanese/Swedish/Danish duo Aminaka Wilmont are also a dab hand at draping – their last collection was a riot of ruched dresses in mini and maxi lengths, with some feminine florals and futuristic headwear thrown in for good measure. This season we can look forward to a collection inspired by “Sleep psyche and surrealism”, with the designers testing “new shapes and silhouettes…more intricate fabric manipulations… and an emphasis on couture hand-embroidery.”

Julian J Smith

A/W 2010, illustrated by Gareth A Hopkins

Our one to watch is new label Julian J Smith. After stints working with Erdem and Jonathan Saunders, this designer is “obsessed” with print and pattern, contrast and colour, creating vibrant dresses that have been snapped up by Victoria Beckham and Olivia Palermo. True to form, our favourites from his A/W 2010 collection were the modern dresses – skater skirts, mini shifts – in a blown up ikat print in mustard and cornflower blue. We’re excited about this ‘Prints Charming’ already… 

Categories ,A/W 2010, ,Aminaka Wilmont, ,Bryce Aime, ,catwalk, ,Erdem, ,florals, ,Gareth Pugh, ,Headwear, ,Jasper Conran, ,Jodie Harsh, ,Jonathan Saunders, ,Julian J Smith, ,London Fashion Week, ,Mark Fast, ,Nick Cave, ,onoff, ,Pam Hogg, ,paris, ,pattern, ,Peaches Geldof, ,preview, ,prints, ,Roksanda Ilincic, ,S/S 2011, ,Somerset House, ,Victoria Beckham

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Amelia’s Magazine | London Fashion Week S/S 2012 Catwalk Review: Felder Felder

Felder Felder SS 2011 by t.reidy

Felder Felder S/S 2011 by t.reidy.

Felder Felder are identical twin sisters Annette and Daniela Felder, and who studied together at Central Saint Martins (of course). According to the press release their S/S 2012 collection BANG! looked to the ‘bravery and bitten romance‘ of choreographer Pina Bausch, dosage which inspired their ‘modern undone style‘ of the kind preferred by uptown girls such as Jen Brill. Having never heard of Jen Brill I had to go google her: a model and photography agent of Chinese Australian origin she has or is apparently dating Terry Richardson. Which would account for her sudden it-girl infamy.

Felder Felder S/S 2012 by Gaarte

Felder Felder S/S 2012 by Gaarte.

Since the twins graduated just a few years ago they have quickly built a reputation for quirky combinations of girly and rock n roll aesthetics: attracting some famous patrons that include Rihanna, website like this Gwyneth Paltrow, and if the front row was anything to go by the ultimate Brit it-girl Peaches Geldof.

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory
Felder Felder S/S 2012 by Gaarte

Felder Felder S/S 2012 by Gaarte.

A very gaunt looking Peaches was sat right across from me, her mouth dangling agog through the whole show as if desperate for a good meal. For god’s sake woman, eat! She kept self consciously adjusting her pose but luckily she didn’t distract me for long.

Felder Felder SS 2011 review-photo by Amelia Gregory peaches geldof

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder S/S 2012 by Barb Royal

Felder Felder S/S 2012 by Barb Royal.

BANG! began with stunning graphic prints that swirled and splatted across flirty skater skirts paired with loose blouses. Over the top bondage inspired neck collars criss-crossed the chest and joined with belts to give a more hard edged feel. Stunning shoes by Kat Maconie were also given a matching print treatment, whilst metallic jackets, a dress and miniature backpack in glitzy pale blue added pizazz.

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder S/S 2012 by Gaarte

Felder Felder S/S 2012 by Gaarte.

Sheer fabrics were embellished with signature Felder Felder studs, this time offered in dangling bullet shapes on sweeping black dresses and short white frocks. Orange made a sunny appearance on models with slicked back locks and a collaboration with Triumph produced some sexy bikinis: oh to have a body like one of those models. It did at times feel as though there were too many incongruous shapes within one collection: A-line, bodycon, maxi, draped, flirty, they were all there.

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder S/S 2012 by Barb Royal

Felder Felder S/S 2012 by Barb Royal.

Back at Somerset House I copped a quick feel of the gorgeous fabrics at the Felder Felder stand and quickly understood their appeal: no wonder it-girls, singers and actresses love the pretty yet hard-edged Felder Felder look.

Felder Felder SS 2011 review-photo by Amelia Gregory

Felder Felder SS 2011 review-photo by Amelia Gregory

Categories ,BANG!, ,Barb Royal, ,BFC Tent, ,bodycon, ,Bullet, ,Central Saint Martins, ,Choreographer, ,Embellishment, ,Felder Felder, ,Gaarte, ,Gabriel Ayala, ,Gwyneth Paltrow, ,it-girl, ,Jen Brill, ,Kat Maconie, ,leather, ,lfw, ,London Fashion Week, ,Metallic, ,Peaches Geldof, ,Pina Bausch, ,print, ,Rihanna, ,S/S 2012, ,Somerset House, ,Studs, ,t.reidy, ,Tina Reidy, ,Triumph, ,Twins

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Amelia’s Magazine | London Fashion Week A/W 2010 Catwalk Review: Pam Hogg and Nick Cave, Peaches Geldof, Mika

Pedal-powered cinema: doesn’t require a spanner in the works

Oxford, approved for the most part, viagra is an academic, see civilised city, but last night it was very much in store for some monkey business. Yes, GAFI (The Great Apes Film Initiative), SOS (Sumatran Orangutan Society) and the Ape Alliance were in town at Oxford Brookes University holding a screening of a primate-driven conservation film, powered, not by dirty old carbon, but by pedal energy.

We’ve covered the subject of pedal-powered cinema in the earth section recently, of course, but this event partnered the unusual film viewing experience with an interesting initiative – namely, using it to help raise awareness of and finance for pedal-powered cinema opportunities in the remotest parts of the world. GAFI, under the wind of its c-founder and filmmaker Madelaine Westwood, has committed itself to showing conservation films to the public in remote areas that highlight the damage they and their society are doing to their own environment.

Madelaine, present at last night’s event, said that GAFI took up pedal-powered cinema as a resource after children in Cameroon had to walk 20 miles to a GAFI screening, only for a priest who had agreed his church could be used as the venue for the screening called it off, leaving the children to walk all the way back home without even having seen the documentary. A pedal-powered cinema kit, made up merely of a bicycle, a car battery, a DVD player and several different cables and coming in at a top price of just £2,000, was the answer. Thanks to this technology, GAFI can now screen films anywhere; on the side of a building’s wall or even a blanket.

Clever piece of kit: all you need is a bicycle, car battery, DVD player and lots of cables

Admittedly, last night’s screening may not have raised much towards this project – admission price was only £3 – but it was certainly well attended by an audience of up to 50 people, and not all of them obvious students either. And, in my opinion, the major feature shown, ‘Losing Tomorrow’ (directed by Patrick Rouxel), was certainly a success. Unlike the disappointment that was ‘Ice Bears Of The Beaufort’ I sat through at the Artivist Film Festival last weekend, this documentary successfully highlighted the problems – complex as they are – that blight both Sumatra’s primates, most of them orangutans, and the people who are involved in the logging industry that is depriving the monkeys of their habitat and the island of its rainforest.

Over the course of the last century, 50 percent of Sumatra’s rainforest has been cleared for logging, so dominant is the industry there – indeed, it’s estimated that just each day an area of rainforest the size of Manhattan is wiped out. However, suddenly to curtail the logging would rob a large number of people their livelihood – impoverished as they are – while, on the flip side, if the logging continues the country’s rainforest will be entirely wiped out and the logging employees without an industry to employ them anyway. It’s a fine Catch-22 with no easy answers. All the same, the audience was informed there is something they can do – contact their local MP or MEP to put pressure on the British government and the European parliament not to allow the import of timber furniture and wood pulp-produced paper that comes out of Sumatra – 75 percent of which is illegal anyway, so widespread is the logging industry there. The British government has so far made no move in this direction, but the European parliament has been looking into it, so there is some optimism, at least.

And we’re off! The cyclist pedals and the audience watches on

But what, specifically, of the pedal-powered cinema experience? Well, I must say, on a personal level, it’s rather an invigorating thing to be part of – or at least watch. On this occasion, as something of a gimmick, British cyclist and 2012 Olympic hopeful David Smith took to the pedals and, to give him his due, kept up an impressive tempo for about 45 minutes, before – a bit pooped – he handed over the reigns to another volunteer. There is certainly something agreeable about watching something worthy and well-crafted, while you’re aware the power that’s generating it is carbon free and directly man-produced – either that, or it’s just proof of the old maxim that it’s always enjoyable to watch someone working while you’re lazing about doing nothing. Either way, the pedal-powered cinema kit worked perfectly well and was a great advert for GAFI’s aspirations.

‘Losing Tomorrow’ was followed by the short documentary ‘Dear Mr President’. Filmed by Madeline Westwood herself, it showed reactions of Sumatran locals while watching the first documentary and then featured one or two of the viewers addressing, direct to camera, the Sumatran president at the time, asking him to do something about the primate/ logging problems in the country. ‘Dear Mr President’, we were subsequently informed, was indeed shown to the president, but just how much that act has achieved, of course, remains to be seen.

And how much can be done, in general, about Sumatra’s rainforest debacle remains to be seen too – but, as mentioned, we can all do something. For those interested, the MSc 10th anniversary conference on primate conservation will also be held at Oxford Brookes University on the April 23 and 24 – it’s open to everyone; the public as well as students and academics.
Pedal-powered cinema: doesn’t require a spanner in the works

Oxford, thumb for the most part, is an academic, civilised city, but last night it was very much in store for some monkey business. Yes, GAFI (The Great Apes Film Initiative), SOS (Sumatran Orangutan Society) and the Ape Alliance were in town at Oxford Brookes University holding a screening of a primate-driven conservation film, powered, not by dirty old carbon, but by pedal energy.

We’ve covered the subject of pedal-powered cinema in the earth section recently, of course, but this event partnered the unusual film viewing experience with an interesting initiative – namely, using it to help raise awareness of and finance for pedal-powered cinema opportunities in the remotest parts of the world. GAFI, under the wind of its c-founder and filmmaker Madelaine Westwood, has committed itself to showing conservation films to the public in remote areas that highlight the damage they and their society are doing to their own environment.

Madelaine, present at last night’s event, said that GAFI took up pedal-powered cinema as a resource after children in Cameroon had to walk 20 miles to a GAFI screening, only for a priest who had agreed his church could be used as the venue for the screening called it off, leaving the children to walk all the way back home without even having seen the documentary. A pedal-powered cinema kit, made up merely of a bicycle, a car battery, a DVD player and several different cables and coming in at a top price of just £2,000, was the answer. Thanks to this technology, GAFI can now screen films anywhere; on the side of a building’s wall or even a blanket.

Clever piece of kit: all you need is a bicycle, car battery, DVD player and lots of cables

Admittedly, last night’s screening may not have raised much towards this project – admission price was only £3 – but it was certainly well attended by an audience of up to 50 people, and not all of them obvious students either. And, in my opinion, the major feature shown, ‘Losing Tomorrow’ (directed by Patrick Rouxel), was certainly a success. Unlike the disappointment that was ‘Ice Bears Of The Beaufort’ I sat through at the Artivist Film Festival last weekend, this documentary successfully highlighted the problems – complex as they are – that blight both Sumatra’s primates, most of them orangutans, and the people who are involved in the logging industry that is depriving the monkeys of their habitat and the island of its rainforest.

Over the course of the last century, 50 percent of Sumatra’s rainforest has been cleared for logging, so dominant is the industry there – indeed, it’s estimated that just each day an area of rainforest the size of Manhattan is wiped out. However, suddenly to curtail the logging would rob a large number of people their livelihood – impoverished as they are – while, on the flip side, if the logging continues the country’s rainforest will be entirely wiped out and the logging employees without an industry to employ them anyway. It’s a fine Catch-22 with no easy answers. All the same, the audience was informed there is something they can do – contact their local MP or MEP to put pressure on the British government and the European parliament not to allow the import of timber furniture and wood pulp-produced paper that comes out of Sumatra – 75 percent of which is illegal anyway, so widespread is the logging industry there. The British government has so far made no move in this direction, but the European parliament has been looking into it, so there is some optimism, at least.

And we’re off! The cyclist pedals and the audience watches on

But what, specifically, of the pedal-powered cinema experience? Well, I must say, on a personal level, it’s rather an invigorating thing to be part of – or at least watch. On this occasion, as something of a gimmick, British cyclist and 2012 Olympic hopeful David Smith took to the pedals and, to give him his due, kept up an impressive tempo for about 45 minutes, before – a bit pooped – he handed over the reigns to another volunteer. There is certainly something agreeable about watching something worthy and well-crafted, while you’re aware the power that’s generating it is carbon free and directly man-produced – either that, or it’s just proof of the old maxim that it’s always enjoyable to watch someone working while you’re lazing about doing nothing. Either way, the pedal-powered cinema kit worked perfectly well and was a great advert for GAFI’s aspirations.

‘Losing Tomorrow’ was followed by the short documentary ‘Dear Mr President’. Filmed by Madeline Westwood herself, it showed reactions of Sumatran locals while watching the first documentary and then featured one or two of the viewers addressing, direct to camera, the Sumatran president at the time, asking him to do something about the primate/ logging problems in the country. ‘Dear Mr President’, we were subsequently informed, was indeed shown to the president, but just how much that act has achieved, of course, remains to be seen.

And how much can be done, in general, about Sumatra’s rainforest debacle remains to be seen too – but, as mentioned, we can all do something. For those interested, the MSc 10th anniversary conference on primate conservation will also be held at Oxford Brookes University on the April 23 and 24 – it’s open to everyone; the public as well as students and academics.
Pam-Hogg-A/W 2010 by Etiene  Del Monte
Pam Hogg by Etiene Del Monte.

Pam Hogg can pull in an all star rocker crowd and she knows it. I wondered if this begat the complex star sticker system on our invites, drugs which involved double gold stars for rock royalty (or just quite crap celebs), salve single gold stars (presumably for those not destined to make the next day’s paper but still quite important) and any number of other coloured stars for lesser mortals. The mere presence of a star was in itself no assurance of speedy entry, so it was lucky that I and a few of my contributors were already in Victoria House, drinking cups of tea on funny shaped chairs next to an abandoned display.

Amelia Gregory, Sally Mumby-Croft, Satu Fox
Yup, looking happy there girls. That’s me with contributors Satu Fox and Sally Mumby-Croft. Who don’t like posing clearly.

Jodie Marsh at Pam Hogg.
Jodie Marsh at Pam Hogg. This is what you look like if you make an effort, for a bit of contrast like…

This meant that we got to the front of the queue where we were able to get a perfect view of all the celebs as they came prancing in. Jodie Harsh looked every bit as wonderful in the flesh as she does in photos, but much less false (she puts natural born women to shame) and was more than happy to pose for me. Then came Tim Noble and Sue Webster, scowling as usual… Nick Cave swept through like a gothic prince, then came Pearl Lowe (dreadful biography, don’t do it) the execrable Jaime Winstone, Peaches Geldof (shoot me now) and apparently Mika in drag, though I didn’t see him at the time (bonus of leaving your write up awhile and being able to trawl the internet)

Jaimie Winstone at Pam Hogg
Jaime Winstone in the front row. She kept hoiking up her dress.

Peaches Geldof at Pam Hogg
Peaches Geldof in the limelight. Again. With a man who looked like the mascot for KFC. Great look.

We were also unceremoniously shoved aside by lots of arch looking people who I am sure were very rock ‘n’ roll but I have absolutely no idea who they actually were. Behind the barrage of hapless PRs – “Don’t worry, you’ll all be able to come in soon” – we could see people sloshing back free booze from a makeshift bar. How convenient that it should run out by the time us plebs were hastily shepherded in, just moments before the show started. Named Valley of the Shadow of Darkness, our noncommittal grey invites all had a tribute to Alexander McQueen at the bottom of the invitation, reading Lee RIP 1969-2010. Were they good friends? Or was she just showing fashionable solidarity?

Siouxie Soux at Pam Hogg by Amelia Gregory
Siouxie Soux at Pam Hogg. All photography by Amelia Gregory.

Cult 80s singer Siouxie Sioux opened the show, looking extremely dramatic in barely there lace topped with a netting puffball. Unfortunately I don’t think the look did her many favours – she looked so severe that not only did I have no idea who she was, but I actually thought she was a middle-aged man in drag. Woops. She is 52 years old at the time of writing but she looks a helluva lot better in recent pictures found on google, so yes, Siouxie, I know you and Pammie have been bessie mates for, like, forever, but next time you might want to but your foot down before stepping out in something so unflattering. Here in an incongruous shot of the pair of them with Dame Shirley Bassey: surely not a bessie too?

Pam Hogg. Sophie Willing, photography by Amelia Gregory
Pam Hogg. photography by Amelia Gregory
Pam Hogg. Alice Dellal. photography by Amelia Gregory
Pam Hogg. photography by Amelia Gregory
Pam Hogg. photography by Amelia Gregory
Pam Hogg. Ben Grimes. photography by Amelia Gregory
Pam Hogg. photography by Amelia Gregory
Pam Hogg. photography by Amelia Gregory
Pam Hogg. photography by Amelia Gregory
Pam Hogg. photography by Amelia Gregory
Sophie Willing at Pam Hogg

Of course it’s well known that no one does glitzy catsuits and sexed-up bodycon quite like Pam Hogg, and so it was that we were treated to starry model after starry model attired in all manner of skin tight mesh pants suits, mini-dresses, many more netting hair bombs, and lots of bum-bouncing tulle with a bit of well placed ribbon or fluff. Panels of rubberised fabric, lace and shiny lame gave a futuristic feel which was emphasised in the bold black eyebrows, and splashes of silver, gold and bright red punctuated the otherwise steely palette of black, dark grey and white. One of the most striking red outfits was modelled by Alice Dellal, she of the asymmetric (currently) blonde hair and sulky pout, and has since been modelled by no less than Lady Gaga (on the short trip from the O2 Arena to her hotel, if reports are to be believed), though I’m not sure she really pulled it off with those ripped fishnets. I think Pam Hogg is worn most successfully when all around is sleek.

Pam-Hogg-A/W 2010-sophie willing & jethro cave, by Etiene Del Monte
Sophie Willing & Jethro Cave, by Etiene Del Monte.

When the lone male model stopped for a mannered snog with one of the girls halfway down the runway to whoops and cheers, I knew they must be well known. A google search further revealed the real reason for Nick Cave’s attendance: the beautiful skinny boy was none other than his son Jethro Cave, and he was kissing Sophie Willing, a fellow Ozzie model and also his girlfriend. Together they appear in a tacky bondage inspired photoshoot called Boys Will Be Toys. Tasteful. Apparently daddy was very proud. Also in attendance was model du jour, Ben Grimes. That’s a girl in case you were wondering.

Pam-Hogg-A/W 2010-Etiene Del Monte
Sophie Willing plays the sexy angel, by Etiene Del Monte.

Sophie Willing and Jethro Cave at Pam Hogg

Siouxie Soux and Pam Hogg
Siouxie Soux and Pam Hogg.

At the end Pam came right down along the catwalk in a hug with Siouxie Soux towering over her – she looked very much like a cartoon character in skintight shiny black, sporting fake bright yellow hair. She has always catered well to rock royalty but I can suddenly see why she might appeal to Lady Gaga’s pop sensibility as well. But I’m left with the pressing question: who dyed their hair that vicious shade of Ed the Duck yellow first?

Categories ,80s, ,Alice Dellal, ,Ben Grimes, ,celebrities, ,Etiene Del Monte, ,Fluff, ,Free Bar, ,Jaime Winstone, ,Jethro Cave, ,lace, ,Lady Gaga, ,Lame, ,London Fashion Week, ,Mika, ,Net, ,Nick Cave, ,Pam Hogg, ,Peaches Geldof, ,pop, ,Rock ‘n’ Roll, ,Siouxie Soux, ,Sophie Willing, ,Tim Noble and Sue Webster, ,Tulle, ,Victoria House

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Amelia’s Magazine | I Dream of Wires… and soon you will too!

idreamofwires

Imagery throughout courtesy of I Dream of Wires, viagra 100mg try styled by Lou Greenwood and photographed by Valerie Phillips at Serlin Associates.

I Dream of Wires may not be the most indicative of names, look but it certainly grabbed my attention. Do wires symbolise threads? Is it about clothing? Does it indicate the use of the internet for online shopping? Or do wires have nothing to do with it at all? Maybe they don’t, store and herein lies the mystery.

I Dream of Wires is a former kitsch East London store, who now solely sell via their  online shop specialising in both own label and vintage stock. It caters for the edgy fashion lover, someone who doesn’t necessarily follow fashion, but just knows what they are looking for.

idreamofwires3

The I Dream of Wires online shop was set up in 2008 by couple and business duo Lou Winwood and Pete Voss, who are both inspired by vintage, eccentric fashions, and have a keen eye for exciting pieces. The duo each bring something different to the table, with Winwood sourcing great 80’s pieces and Voss heading up menswear.

With a celebrity clientele reading like a whos-who of East London hipsters, ranging from cool bands The Teenagers and The Black Kids to Peaches Geldof and Julien Barrett of The Mighty Boosh, hype cannot be far away.

idreamofwires5

When perusing the website the vintage section initially sucked me in. There is something about vintage pieces that instinctively makes my mouse gravitate in their direction and click. I wasn’t disappointed. With only a small selection of vintage garments available at present, they were truly great pieces, and everything was reasonably (as opposed to high-street-vintage) priced – proving the old adage of quality over quantity.

Memories of the old store include the 80’s high shine shoulder padded dresses, as well as the plethora of cute Disney t-shirts and that staple of 90s attire: the bumbag. With each piece being hand selected for its wearability and edgy-coolness, I Dream of Wires is an art student’s dream.

idreamofwires4

The own label stuff is also trés exciting and the small selection makes it seem even more exclusive and unique. These pieces are 100% recycled garments made from jazzy vintage fabrics, similar to those stocked in the vintage store. There are mish-mashed jumpsuits, playsuits and a landslide of leggings all featuring that luscious high shine 80’s Lurex, growing increasing popular with the current resurgence in 80’s fashion. The accessories department has metallic bum bags galore and airline hats perfect for positioning at a jaunty, ironic angle.

Although vintage stores are now a tad old hat (excuse the pun), I Dream of Wires is trying to do something different which results in something unique, aesthetically pleasing and above all – admirable. As a visitor you get the impression that the owners have poured their personal taste and personalities into their business by the bucket load, and with a new decade dawning it looks set to pay off dividends.

idreamofwires21

Categories ,Becky Cope, ,Brick Lane, ,Cheshire Street, ,Disney, ,I Dream of Wires, ,Julien Barrett, ,Lou Winwood, ,Peaches Geldof, ,Pete Voss, ,Serlin Associates, ,The Black Kids, ,The Mighty Boosh, ,The Teenagers, ,Valerie Phillips

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Amelia’s Magazine | 8 Tips for Making a Successful Impression at Alternative Fashion Week

Alternative Fashion Week Day 5 2010
All photography by Amelia Gregory.

Alternative Fashion Week is a wonderful thing, visit this site truly, no rx but as I have written about it over the past week the one thing that has struck me time and time again is the lack of information surrounding the event and its participants. As I tried to research the designers it has, at times, felt a bit like I have adopted the mantle of a detective. I am truly flabbergasted at the lack of facts available to any interested parties wanting to chase up a fashion designer.

Quite often within the arts there seems to be huge support to launch a creative endeavour, and then zero ongoing relationship, including making it as easy as possible for someone to contact a designer or artist. The sheet that I received listing the designers showing at Alternative Fashion Week was almost impossible to read. Not only did it bear no relevance to who showed on what day (understandable – I am sure things changed around at the last minute) but the designers weren’t even listed in alphabetical order. I mean c’mon folks, I know money must be tight, but this was an unforgivable error. I tried to be as accurate as possible in my reviews but it took so long to cross check the names that a lazier journalist would simply have given up, thus denying the designers promotion.

Alternative Fashion Week Day 5 2010 Immani da silva
This is not fashion by the way, this is glamour modelling.

I imagine sponsorship money was quickly prioritised for other things: a (naff) band, a proper stage, marquees etc. But in my opinion the part that was neglected is one of the most important, and that is providing the selected designers with the knowledge and networks to ensure that their catwalk show wasn’t a one-off shot at recognition. This should come in the form of advice not only of how to maximise impressions on the day, but also before the show, and well beyond. Alternative Fashion Week doesn’t even have it’s own website, but a grotty html page on the Alternative Arts website. It’s pretty pathetic, truth be told. Alternative Fashion Week should at least have it’s own blog: hardly a costly thing to set up. It should be on twitter, and it should have a website presence of its own with profiles of every designer involved, with links to their own websites.

And this is where I get really irked: almost none of the designers involved had a website, or any kind of web presence. Believe me, I spent enough time googling all of them to know what is out there. There’s really no excuse for this – the first thing anyone does if they want to find out about something – anything – these days, is to google it. It takes moments to set up a blog, twitter feed, LinkedIn profile or Facebook fan page, and it’s such an easy way to let people know what you do and how they can find you. Neither did many of the designers have a business card on them ready to hand out. And there’s more…

Alternative Fashion Week Day 5

In the absence of any visible web support from the people behind Alternative Fashion Week, here then is my DIY guide to fashion designers who want to make an impression, based on my observations backstage at the 2010 shows in Spitalfields Market. I don’t by any means offer this as a conclusive list, but something that will hopefully be helpful for anyone taking part in a similar event in the future. And this applies to any catwalk show anywhere in the world, or at a push, to almost any creative event (apart from the model bit obviously):

8 Tips for Making a Successful Impression at Alternative Fashion Week:

Beforehand:
1. I know you’re busy, we all are. But if you are going to do a massive promotional event, make sure that you take a tiny bit of time to set up some kind of web presence beforehand. It takes MOMENTS to set up your profile on a social network. You should really have a professional presence on your own website or blog, Facebook, LinkedIn and Twitter, but if you’re too busy to get your head around all of them I would absolutely implore you to set up a twitter feed with a good url that reflects your professional name. It literally takes no time at all. Start twittering about everything that is happening in the run up to your catwalk show – all the hard work, who you are speaking to, where you source your materials from, all of that kind of thing – a few weeks before hand. And set up a blog to post photos of your work. This is also really simple, and you can link it to your twitter every time you post something.

Alternative Fashion Week day 3 2010 Am Statik
Models for Am Statik.

2. Send out a promotional email to anyone you think might be interested. Amy Day of Am Statik sent me an email a week or so before Alternative Fashion Week which I skim read. I’d never heard of her before but she included some nice photos, which not only reminded me to attend all of the shows, but meant that I remembered her name when she presented her clothes on the catwalk. She was also there handing out business cards and being photographed with her models at the end. And she has a website, a Facebook page and a twitter feed. Take note: this is how it should be done.

On the Day:
3. Make sure you have got business cards in your hands at all times (or in a pocket, or in a bag over your shoulders) These should have a contact email and any web presence printed on them. Plus an image of your collection wouldn’t hurt either so that people will remember which one it is. Business cards are extremely easy and cheap to print these days. Try Moo.com. If someone looks interested, for god’s sake don’t wait for them to ask, just give them a business card. Even an interested person will find it really hard to remember your name when they’re watching so many shows. And ask them for their business card, or their name (and remember it). If your hands are full find a willing friend to help you out – maybe they can go around handing out promotional postcards to the audience whilst you are running around backstage liking a whirling dervish?

4. Models: I would highly recommend that you find your own models. Quite a lot of people at Alternative Fashion Week were sharing models which meant they didn’t have time to stop and pose after the catwalk. Yes, it can seem daunting to find your own, but it is possible, and they don’t have to be perfect. Either cajole friends into doing it, or go chat up some cute people on the street (otherwise known as street-casting, a great way to talk to attractive people!) If you have to hand your models over to another designer straight away then they won’t be able to hang around backstage and in the audience, showing off your designs and generally being available for lots of lovely photographs.

5. Make sure your models know that the camera is their friend on the big day – your friend/mum/sister may normally hate posing for photographs but it is their job to make your clothes look fabulous – so tell them to pose like their life depends on it, or artfully continue what they’re doing (photographers like natural documentary style reportage too) whenever they see a camera pointing in their direction, even when they have left the catwalk. Being shy is no good, so if at all possible pick your most exhibitionist cohorts to model. You want as many fabulous photos of your designs to be taken as is humanly possible because you never know where those pictures are going to end up. They could just make the front page. Which is not to be sniffed at, even if it is just the front page of East End Life.

Alternative Fashion Week Elif Muzaffer
Elif Muzaffer makes sure she is in the photo with her models. I would not always recommend this – make sure the photographers are also able to get shots of the models alone.

Afterwards:
6. If anyone showed interest in your collection then you should follow them up in the first few days after the show. Do not rest on your laurels! This is your chance, so grab it. If they gave you their card send them a friendly email to say it was nice to meet them, and if they didn’t go and google them – if they are professional they will have a website presence (as you should do) – and then get in touch. Elif Muzaffer was very proactive in contacting me after I gave her my business card; not only did she email me that very night, but she promptly set up a blog when I asked how I could link to her. She did it there and then, complete with pictures from the catwalk, so that I could link to it from my online review. It’s never too late to get on top of your web presence.

7. Update your social media as soon as possible – get on twitter and start raving about how great your catwalk show was. Post pictures of your collection on your blog. Get into the habit of googling your name and that of your professional fashion brand to see who is talking about you. It’s what every professional does! Use Google Alerts for this – a very handy service that tracks who is talking about you so you don’t even need to. Then twitter about all this lovely press you are getting, so people can see how well you are doing. It’s all about creating that elusive “buzz” if you want to have a stella career in fashion.

8. Don’t ever just expect to sit back and relax. The work never stops in this industry – you’ve got to be constantly promoting yourself, and if you’re serious about becoming a fashion designer this aspect of your chosen career will never let up. Your exposure on the catwalk at Alternative Fashion Week is merely the start. As with every creative industry, it doesn’t matter how talented you are, if you don’t promote yourself then you will never be as successful as you could be. Unless you were born with famous parents of course. Peaches Geldof, Lily Allen, ahem.

Good Luck! and if you’ve got any other tips, I’d love to hear them in the comments below.

Categories ,Alternative Fashion Week, ,Am Statik, ,Amy Day, ,Blogging, ,Buzz, ,East End Life, ,Elif Muzaffer, ,Facebook, ,Google Alerts, ,lily allen, ,LinkedIn, ,Modelling, ,Peaches Geldof, ,photography, ,spitalfields, ,Tips, ,twitter

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Amelia’s Magazine | 8 Tips for Making a Successful Impression at Alternative Fashion Week

Alternative Fashion Week Day 5 2010
All photography by Amelia Gregory.

Alternative Fashion Week is a wonderful thing, visit this site truly, no rx but as I have written about it over the past week the one thing that has struck me time and time again is the lack of information surrounding the event and its participants. As I tried to research the designers it has, at times, felt a bit like I have adopted the mantle of a detective. I am truly flabbergasted at the lack of facts available to any interested parties wanting to chase up a fashion designer.

Quite often within the arts there seems to be huge support to launch a creative endeavour, and then zero ongoing relationship, including making it as easy as possible for someone to contact a designer or artist. The sheet that I received listing the designers showing at Alternative Fashion Week was almost impossible to read. Not only did it bear no relevance to who showed on what day (understandable – I am sure things changed around at the last minute) but the designers weren’t even listed in alphabetical order. I mean c’mon folks, I know money must be tight, but this was an unforgivable error. I tried to be as accurate as possible in my reviews but it took so long to cross check the names that a lazier journalist would simply have given up, thus denying the designers promotion.

Alternative Fashion Week Day 5 2010 Immani da silva
This is not fashion by the way, this is glamour modelling.

I imagine sponsorship money was quickly prioritised for other things: a (naff) band, a proper stage, marquees etc. But in my opinion the part that was neglected is one of the most important, and that is providing the selected designers with the knowledge and networks to ensure that their catwalk show wasn’t a one-off shot at recognition. This should come in the form of advice not only of how to maximise impressions on the day, but also before the show, and well beyond. Alternative Fashion Week doesn’t even have it’s own website, but a grotty html page on the Alternative Arts website. It’s pretty pathetic, truth be told. Alternative Fashion Week should at least have it’s own blog: hardly a costly thing to set up. It should be on twitter, and it should have a website presence of its own with profiles of every designer involved, with links to their own websites.

And this is where I get really irked: almost none of the designers involved had a website, or any kind of web presence. Believe me, I spent enough time googling all of them to know what is out there. There’s really no excuse for this – the first thing anyone does if they want to find out about something – anything – these days, is to google it. It takes moments to set up a blog, twitter feed, LinkedIn profile or Facebook fan page, and it’s such an easy way to let people know what you do and how they can find you. Neither did many of the designers have a business card on them ready to hand out. And there’s more…

Alternative Fashion Week Day 5

In the absence of any visible web support from the people behind Alternative Fashion Week, here then is my DIY guide to fashion designers who want to make an impression, based on my observations backstage at the 2010 shows in Spitalfields Market. I don’t by any means offer this as a conclusive list, but something that will hopefully be helpful for anyone taking part in a similar event in the future. And this applies to any catwalk show anywhere in the world, or at a push, to almost any creative event (apart from the model bit obviously):

8 Tips for Making a Successful Impression at Alternative Fashion Week:

Beforehand:
1. I know you’re busy, we all are. But if you are going to do a massive promotional event, make sure that you take a tiny bit of time to set up some kind of web presence beforehand. It takes MOMENTS to set up your profile on a social network. You should really have a professional presence on your own website or blog, Facebook, LinkedIn and Twitter, but if you’re too busy to get your head around all of them I would absolutely implore you to set up a twitter feed with a good url that reflects your professional name. It literally takes no time at all. Start twittering about everything that is happening in the run up to your catwalk show – all the hard work, who you are speaking to, where you source your materials from, all of that kind of thing – a few weeks before hand. And set up a blog to post photos of your work. This is also really simple, and you can link it to your twitter every time you post something.

Alternative Fashion Week day 3 2010 Am Statik
Models for Am Statik.

2. Send out a promotional email to anyone you think might be interested. Amy Day of Am Statik sent me an email a week or so before Alternative Fashion Week which I skim read. I’d never heard of her before but she included some nice photos, which not only reminded me to attend all of the shows, but meant that I remembered her name when she presented her clothes on the catwalk. She was also there handing out business cards and being photographed with her models at the end. And she has a website, a Facebook page and a twitter feed. Take note: this is how it should be done.

On the Day:
3. Make sure you have got business cards in your hands at all times (or in a pocket, or in a bag over your shoulders) These should have a contact email and any web presence printed on them. Plus an image of your collection wouldn’t hurt either so that people will remember which one it is. Business cards are extremely easy and cheap to print these days. Try Moo.com. If someone looks interested, for god’s sake don’t wait for them to ask, just give them a business card. Even an interested person will find it really hard to remember your name when they’re watching so many shows. And ask them for their business card, or their name (and remember it). If your hands are full find a willing friend to help you out – maybe they can go around handing out promotional postcards to the audience whilst you are running around backstage liking a whirling dervish?

4. Models: I would highly recommend that you find your own models. Quite a lot of people at Alternative Fashion Week were sharing models which meant they didn’t have time to stop and pose after the catwalk. Yes, it can seem daunting to find your own, but it is possible, and they don’t have to be perfect. Either cajole friends into doing it, or go chat up some cute people on the street (otherwise known as street-casting, a great way to talk to attractive people!) If you have to hand your models over to another designer straight away then they won’t be able to hang around backstage and in the audience, showing off your designs and generally being available for lots of lovely photographs.

5. Make sure your models know that the camera is their friend on the big day – your friend/mum/sister may normally hate posing for photographs but it is their job to make your clothes look fabulous – so tell them to pose like their life depends on it, or artfully continue what they’re doing (photographers like natural documentary style reportage too) whenever they see a camera pointing in their direction, even when they have left the catwalk. Being shy is no good, so if at all possible pick your most exhibitionist cohorts to model. You want as many fabulous photos of your designs to be taken as is humanly possible because you never know where those pictures are going to end up. They could just make the front page. Which is not to be sniffed at, even if it is just the front page of East End Life.

Alternative Fashion Week Elif Muzaffer
Elif Muzaffer makes sure she is in the photo with her models. I would not always recommend this – make sure the photographers are also able to get shots of the models alone.

Afterwards:
6. If anyone showed interest in your collection then you should follow them up in the first few days after the show. Do not rest on your laurels! This is your chance, so grab it. If they gave you their card send them a friendly email to say it was nice to meet them, and if they didn’t go and google them – if they are professional they will have a website presence (as you should do) – and then get in touch. Elif Muzaffer was very proactive in contacting me after I gave her my business card; not only did she email me that very night, but she promptly set up a blog when I asked how I could link to her. She did it there and then, complete with pictures from the catwalk, so that I could link to it from my online review. It’s never too late to get on top of your web presence.

7. Update your social media as soon as possible – get on twitter and start raving about how great your catwalk show was. Post pictures of your collection on your blog. Get into the habit of googling your name and that of your professional fashion brand to see who is talking about you. It’s what every professional does! Use Google Alerts for this – a very handy service that tracks who is talking about you so you don’t even need to. Then twitter about all this lovely press you are getting, so people can see how well you are doing. It’s all about creating that elusive “buzz” if you want to have a stella career in fashion.

8. Don’t ever just expect to sit back and relax. The work never stops in this industry – you’ve got to be constantly promoting yourself, and if you’re serious about becoming a fashion designer this aspect of your chosen career will never let up. Your exposure on the catwalk at Alternative Fashion Week is merely the start. As with every creative industry, it doesn’t matter how talented you are, if you don’t promote yourself then you will never be as successful as you could be. Unless you were born with famous parents of course. Peaches Geldof, Lily Allen, ahem.

Good Luck! and if you’ve got any other tips, I’d love to hear them in the comments below.

Categories ,Alternative Fashion Week, ,Am Statik, ,Amy Day, ,Blogging, ,Buzz, ,East End Life, ,Elif Muzaffer, ,Facebook, ,Google Alerts, ,lily allen, ,LinkedIn, ,Modelling, ,Peaches Geldof, ,photography, ,spitalfields, ,Tips, ,twitter

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