Spring/Summer 2012 – AmeliasMagazine

Amelia’s Magazine | Simeon Farrar, The Great British Summertime: New S/S 2012 Season Preview Interview

Simeon Farrar Spring/Summer 2012 by Madi Illustrates
Simeon Farrar S/S 2012 by Madi Illustrates

What began as an ‘art experiment’ by London-based Simeon Farrar has now turned into a successful fashion label; winning not only international acclaim but also the prestigious NEWGEN award three times along the way. Despite being crowned a fashion buyer favourite with stockists such as Liberty in the UK and many more in Paris, Tokyo, and Sydney (to name a few), Simeon hasn’t lost sight of his Fine Art training gained at the University for the Creative Arts in Farnham. Every collection begins with a philosophical root from which the designs and drawings develop and each one-off piece is then created with Simeon’s trademark dash of humour delivered through experiments with colour and print, done by hand in his Shoreditch studio.

Simeon Farrar, all photographs courtesy of Iroquois PR

As someone who trained as a fine artist, what was it that made you want to turn your hand from canvas and paper to fabric?
I’ve always been into printmaking and I used to use a lot of screen-printing in my paintings. I would load them up with all sorts of images and paint over them to form multiple layers. I started putting some of these images on to t-shirts purely as another surface rather than as fashion. The first t-shirts were so loaded with paint like the canvases that they could never be worn. I got so into this that it soon evolved into fashion.

Simeon Farrar Spring/Summer 2012 by JL Illustration
Simeon Farrar S/S 2012 by Jason Lear

As a ‘non-fashion’ person, did you expect to make such a big impression when you first exhibited at London Fashion Week?
Absolutely not. I had no idea what people would think of me. I didn’t even have an order book so I guess I didn’t expect to write any orders. Suddenly I had all these people wanting to order this junk I’d made which I found all a bit weird. It was still an art experiment at that point.

Simeon Farrar Spring/Summer 2012 by Abi Hall
Simeon Farrar S/S 2012 by Abi Hall

What’s the most important lesson you’ve learned about being a designer and the way the world of Fashion works?
As an artist you develop a certain degree of snobbery towards anything that isn’t ‘Art’. I can safely say that I have been cleansed of that snobbery after being welcomed so openly into the fashion world. I’ve learned that it’s all a load of rubbish and an artist just does what ever he/she feels is the most honest path for their creativity and it doesn’t need a label to make it valid.

Neon Butterfly Chiffon Maxi
Butterfly Chiffon Maxi

Your ‘Kate Mouse‘ illustration has become a widely recognised and coveted t-shirt graphic. Why do you think it’s had so much success?
For me it was one of those magical moments when an image just works perfectly. I’d drawn the image for a nursery rhyme collection we were doing at the time and I wanted to do Three Blind Mice. So, to name the file on Photoshop I used ‘Kate Mouse’ so I would recognise it. Then it just clicked, like a light bulb coming on above my head. I think it’s been a success for the same reason. It’s not forced or contrived, just simple and genius. There’s been such a demand ever since her birth that she’s featured in every collection since, with various additions. She gets pimped up every season. Except this forthcoming A/W 2012.

Simeon Farrar Spring/Summer 2012 by Alia Gargum
Simeon Farrar S/S 2012 by Alia Gargum

What personally inspired you to create a ‘Kate Mouse’ t-shirt with Net-A-Porter especially for the Japan Earthquake relief appeal?
Two of my staff are Japanese and they have been with me for years so due to that I feel a certain closeness with Japan. We sell a lot in Japan, and since I began the label the Japanese have been so supportive and loyal to my brand that when the earthquake hit it felt like an opportunity to repay some of that. The Kate Mouse print was our obvious big hitter, so I thought it would make the most money if we offered it for the appeal. We did it by ourselves at first, offering a free t-shirt with every donation to Save The Children. That went very well but as we were paying postage we had to limit it to the UK only. My PR company Iroquois and I approached Net-A-Porter so we could take it further. They were amazing with how they took it up and offered so much percentage of the profit to the appeal. I was very impressed with their instant generosity.

Simeon Farrar Spring/Summer 2012 by Dana Bocai
Simeon Farrar S/S 2012 by Dana Bocai

Your current S/S 2012 collection not only has your own charming take on the uniquely temperamental British summer through neon colours, raindrop prints and a nod to the new Royalty, but a uniquely feel-good quote that runs throughout. How did the slogan ‘You Are My Silver Lining’ form in your head?
There is always a sense of romance in my collections, and no matter what the theme I always like to bring that in. I like the idea of someone being your Silver Lining. No matter what happens in life there is someone who’s very presence brings with it a sense of hope or a way out of darkness.

Slogan Print Tote with Leather Handles

Simeon Farrar Spring/Summer 2012 by Alejandra Espino
Simeon Farrar S/S 2012 by Alejandra Espino

What are your favourite colours to print in (at the moment) and why?
I loved using the neon colours in the S/S 2012 collection. I like printing images in neon then overlaying that with a black print and washing it all out so the greys defuse the neon a bit.

Simeon Farrar Spring/Summer 2012 by Mitika Chohan

Simeon Farrar S/S 2012 by Mitika Chohan

What can we expect for A/W 2012 from Simeon Farrar?
For S/S 2012 we had a ghost print that did very well, so I’ve built the next collection round that. So I guess it’s a Haunted House collection. We’ve got lots of ghost drawings, howling wolves, that kind of thing. But, there’s also a romantic side to it. I’ve always been interested in the tragic side of vampires and the sense of undying love that runs through it. So I’ve brought a lot of that in to the collection. And for the first time, NO KATE MOUSE. I didn’t want to cheapen her and put some fangs on her or something. Kate Mouse is dead, you heard it here first.

Cloud Print Tote Bag

Simeon Farrar Spring/Summer 2012 by Gareth A Hopkins
Simeon Farrar S/S 2012 by Gareth A Hopkins

Simeon Farrar’s current S/S 2012 collection is available to buy in store and online at a variety of stockists, and his forthcoming A/W 2012 collection will be exhibited at Tranoi this March.

Written by Alia Gargum on Tuesday January 24th, 2012 4:04 pm

Categories ,Abi Hall, ,Alejandra Espino, ,Alia Gargum, ,Autumn/Winter 2012-13, ,british summer, ,canvas, ,Creativity, ,Dana Bocai, ,drawing, ,Fine Art, ,Gareth A Hopkins, ,Haunted House, ,illustration, ,Iroquois, ,Jason Lear, ,Kate Mouse, ,liberty, ,london, ,London Fashion Week, ,Madi Illustrates, ,Mitika Chohan, ,Neon, ,Net-A-Porter, ,Newgen, ,painting, ,paris, ,Romance, ,royalty, ,Save The Children, ,screen-printing, ,shoreditch, ,Simeon Farrar, ,Spring/Summer 2012, ,sydney, ,T-shirts, ,tokyo, ,Tranoi, ,University of Creative Arts Farnham, ,Vampires, ,You Are My Silver Lining

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

Christian Blanken SS12 by Gareth A Hopkins

Christian Blanken S/S 2012 by Gareth A Hopkins

This presentation in particular was enjoyable from the start. Away from the rush and fuss of the main tent, pharmacy I went to explore the bright and beautiful Portico Rooms of Somerset House to find the Christian Blanken show. As I lined up, I got a peek at the other designer exhibitions and took in the quiet calm of the wooden floors and neo-classical architecture.

Christian Blanken S/S 2012 by Rosa and Carlotta

All photography by Rosa & Carlotta Crepax of Illustrated Moodboard

I was ushered inside a room set up with some impressive-looking mirrored panels, I took a seat and got my sketchbook and pens ready for what Mr Blanken had to show us. As the lights slightly dimmed and the music began to start I got my third compliment of the day on my Bora Aksu patterned ‘Angel’ tights which were a front-row goody bag gift and have left me wanting more from his new hosiery and accessory range.

Christian Blanken SS 2012 by Gilly Rochester

Christian Blanken S/S 2012 by Gilly Rochester

Christian Blanken has a very clean and cool vision for Spring/Summer 2012, defined by shades of grey, mink, and black and occasional shots of soft coral. He really developed his sharp and luxe look with an artful use of heavy ruching and sportswear-like silhouettes.

Christian Blanken S/S 2012 illustrated by Kate Eldridge

Christian Blanken S/S 2012 by Kate Eldridge

Christian Blanken S/S 2012 by Rosa and Carlotta

It was all undoubtedly feminine, but not as you’d recognise it. Ruching? Sparkle? Soft silks and pale colours? Sweet, but not in the hands of Christian Blanken. I have never been a big fan of sweet, and like Christian count strong-silhouette designers like Azzedine Alaia and Helmut Lang as two of my favourites, but would most definitely embrace this wearable version of it for S/S 2012.

Christian-Blanken S/S 2012 illustrated by Alia Gargum

Christian-Blanken S/S 2012 by Alia Gargum

Inspired by the new Swarovski Elements ceramics collection, stingrays (which worked beautifully in print), bonded textiles and leathers, this collection is for those that appreciate tailoring, detail, and good fabrics. Christian sourced materials from Italy to get the best he could while following his aim of creating the ideal modern wardrobe without an impossible price range.

Christian Blanken S/S 2012 illustrated by Ada Jusic

Christian Blanken S/S 2012 illustrated by Ada Jusic

The show itself was even relaxing to draw; the clean lines, slicked-back hair and sharp tailoring flowed easily along the page. Even the latecomers that kept walking into the show space and were momentarily reflected in the cleverly designed set along with the models didn’t disrupt the calm.

Christian Blanken S/S 2012 by Rosa & Carlotta Crepax
As the show ended and I left the room, I felt curious to see what this Dutch-born designer comes up with next. Anyone who can make ruching and sparkle also behave in such a strong and structured way deserves attention, which he seemed to be in for as I strolled past the long line already patiently waiting for the next show.

Written by Alia Gargum on Tuesday September 27th, 2011 8:22 pm

Categories ,Ada Jusic, ,Alia Gargum, ,Azzedine Alaia, ,Bora Aksu, ,Christian Blanken, ,Clean Lines, ,Coral, ,Feminine, ,Front Row, ,Gareth A Hopkins, ,Gilly Rochester, ,Goddy Bag, ,Helmut Lang, ,Hoisery, ,Illustrated Moodboard, ,Kate Eldridge, ,London Fashion Week, ,Rosa & Carlotta Crepax, ,Set Design, ,Sparkle, ,Sportwear, ,Spring/Summer 2012, ,Swarovski, ,Sweet

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

Mark Fast Spring/Summer 2012 by Marcus Reed
Mark Fast S/S 2012 by Marcus Reed

Mark Fast is a designer that sticks in peoples minds for a multitude of reasons. For some it’s his way of turning knitwear into an art form, viagra for others it’s how he creates some of the most recognisable figure-hugging yet conceptual dresses out there or his revolutionary steps in technique. Amelia herself is a massive knitwear fan, and raved about his work with merino wool in her review of Mark Fast‘s A/W 2011 collection at London Fashion Week. For me, it all started when I met a very funny and gently spoken fashion student who was creating knitwear for womenswear designer Bora Aksu back in 2006.

Mark Fast Spring/Summer 2012 by CharlotteHoyle
Mark Fast S/S 2012 by Charlotte Hoyle

Since then, Mark has rocked some headlines with his catwalk shows; causing a fashion stir for his use of plus-sized and curvier models such as Crystal Renn and Hayley Morley consistently each season (his first use of plus-sized models allegedly causing members of his team to walk out). At the time, I remember a sudden explosion of people talking about Fast, even friends who never ‘got’ fashion week before knew his name. There are countless designers who create figure-hugging sartorial magic on the catwalk, but a distance is created when you realise that normal women come in all different shapes and sizes, which stops me from seeing a fantastically chic friend or myself in the clothes. I can always appreciate the raw beauty and skill involved in a good catwalk show, as you’d admire a work of art; but don’t always see it as something accessible for this reason. Mark blew all of this out of the water by proving that his knitted dresses could also hug the curve of real hips and flatter the roundness of a fuller bust.

Mark Fast Spring/Summer 2012 by Amelia Gregory Mark Fast Spring/Summer by Amelia Gregory
Mark Fast S/S 2012, all photography by Amelia Gregory

I lined up for the show with endless other fashion editors and buyers for what looked like was going to be a very packed event. Fashion editor and style magpie Anna Dello Russo fluttered by in a shimmer of current season Prada oversized paillette dress and snakeskin boots, which have an incredible curved heel to them, catching my eye despite of my aversion to real snakeskin. Model Liberty Ross, Tallulah Harlech (daughter of modelling legend Lady Amanda Harlech) and modelling pop songstress Eliza Doolittle were in the front row, with Eliza catching a lot of attention from the paparazzi in a very short (presumably Mark Fast) black dress. I had to smile when she pretended to ignore them but continued posing as she caught up with a friend.

Mark Fast Spring/Summer 2012 by Kristina Vasiljeva
Mark Fast S/S 2012 by Kristina Vasiljeva

Mark Fast Spring/Summer 2012 by Amelia Gregory

As I was shown to my seat, there were a lot of people running around including a production or show manager yelling ‘showing in 5 MINUTES!’ in my ear as I scurried past. There definitely was something in the air before this show, a palpable heated excitement radiating from every person in the presentation space. Suddenly, the press release I was reading through seemed incredibly apt. The collection was inspired by ‘desert mirages and tropical exoticism’ with colours taken from a desert landscape and the movement of a sandstorm providing a starting point for the clothes. I began to feel hotter, as if all the anticipation had brought the desert heat into the show, making me forget all about the blustery autumn weather outside. I was then asked to shuffle over to make room for a lady who turned out to be a very nice Condé Nast street style photographer. She spotted my pens and sketchbook, poised for drawing, and chatted to me about how enchanting it is to watch Vogue creative director extraordinaire Grace Coddington (who I loved in The September Issue) sketch live at catwalk shows. As we talked illustration and photography, the lights began to dim and a sultry summer track mixed with electro beats began to play.

Mark Fast Spring/Summer 2012 by Amelia Gregory

Orange-tinged lights especially set up for this show around the catwalk began to shine and fade in time with the sharp metallic-sounding music, and then settled to glow intermittently as the first model made her way onto the catwalk. An off the shoulder knitted top and skirt in the lightest possible shade of sand with equally light detailing and undone strands that trailed along the arms of the model as she moved made it out along the catwalk. The photographer next to me sighed a little breath of relief and delight along with most of the room. The pale gold colours made me reminisce over the sunlight you get in the summer, while the 1920s finger-waved and bobbed hair gave the clothes a bit of vintage glamour. The shoes, thanks to Mr Christian Louboutin, brought the look back around to the modern day. T-bar wedges and heels with incredibly huge platforms in gold, pink, black and orange to match the clothes also had little details like spiked studs and rubber straps, which reminded me of jelly shoes.

Mark Fast Spring/Summer 2012 by Amelia Gregory

More dresses in the same colours but with a variety of shapes you would normally associate with formal wear such as a fishtail gown (which the model almost fell over in) and a practically see-through floor-length number came along. Cleverly re-worked in a luxe version of macramé-style knotting, the silhouettes held their structure but had a light, summery softness to them. Sheer finer-knit dresses were placed over golden knitted bikinis, subtly showing off their delicate intricacy.

Mark Fast Spring/Summer 2012 by Amelia Gregory

Although the audience was already clearly wowed by the pale gold creations, several pieces came out that made me hold my breath in amazement. The first was a dress with a structured top and then a signature Mark Fast bottom half completely made out of golden loose strands, which moved like nothing I’ve ever seen in my life. Movement on this scale is hard enough to capture in a garment, let alone getting it to a point where it’s flattering. But the weight and lengths of the string-like strands moved perfectly in harmony with the model, never losing her shape but seemingly dancing around her. It was like Mark had actually gone out and captured a little sandstorm of gold, and then attached it to a dress in the most flattering way possible. The model and the others that followed her with similar garments couldn’t help having a little something extra in the way they walked. I began to fantasize about how it must feel to wear something quite so incredible, and luckily was snapped out of it by what came next.

Mark Fast Spring/Summer 2012 by Amelia Gregory

After some acid-yellow and Lucozade-orange dresses with a similar lightness but no less ‘feminine with an edge’ fabulousness, I got a shock that made me want to elbow the photographer next to me in eagerness (luckily I held back, realising that almost knocking the poor girl off the bench in a rush of excitement wouldn’t be the best thing to do).

Mark Fast Spring/Summer 2012 illustrated by Gareth A Hopkins

Mark Fast S/S 2012 by Gareth A Hopkins

Mark Fast Spring/Summer 2012 by Amelia Gregory

At first, I thought I was imagining it, but then I remembered the painterly pattern on my show invite and realised that I was indeed seeing the first bit of print in a Mark Fast show. Printed on neoprene, that wetsuit fabric that fashion houses have been using for a while and love for summer, the pattern circled necklines, sleeves and hemlines, gradually fading out. It was completely unexpected and I love the way Mark just gave print a little try, modestly put it on a few dresses but was obviously proud enough to use it for the invitation.

Mark Fast Spring/Summer 2012 by Marcus Reed
Mark Fast S/S 2012 by Marcus Reed

Mark Fast Spring/Summer 2012 by Amelia Gregory

All in all, the show was very relaxed, sultry, modern and seductive while sporadically a little bit younger than before with the cute baby doll type dresses alongside the dramatic-but-comfortable grown-up gowns. There were some black dresses and two-pieces expertly styled with Linda Farrow sunglasses and jewellery from both Pebble and Renee Lindell (stacks of thick bangles looked perfect for summer) as was the rest of the collection. Quite a few garments were like summer versions of his previous winter collections made from heavier wool. It was almost like someone said ‘well I bet that body-con knitted dress business wouldn’t work in summer’ and Mark replied ‘oh yeah?’ by finding an entirely new and light-as-air way of knitting.

Mark Fast Spring/Summer 2012 by Amelia Gregory

On the way out of the show, the cynic in me thought that were was actually a lot of repetition from previous seasons in the necklines, silhouettes and structured knits. However as hot-footed it to another show, I thought about why I expected there to be something so completely different this time around. I admittedly had high expectations of the show, but it was such a standout collection, and little details like structure and shape created by embroidering shimmering petals of sequins into the knitwear didn’t disappoint. I suddenly thought, what is so wrong with sticking with what you’re good at? Mark has now built up a signature style where so much can be developed from, why should he change drastically each season? The promise of prints and ever-developing strides in knitwear are keeping me interested, and if Mark continues to keep his fans I can see his brand following in the steps of Azzedine Alaïa, who practically invented sexy dressing with a twist through his figure-hugging cut-out womenswear in the 1980s and is still going strong. I was genuinely surprised by what this clever designer delivered, and no doubt will be panting in anticipation for the next season with everyone else.

Play the video and watch the show.

Written by Alia Gargum on Wednesday September 21st, 2011 7:20 pm

Categories ,Alia Gargum, ,Amelia Gregory, ,Anna Dello Russo, ,Azzedine Alaia, ,BFC, ,Bora Aksu, ,catwalk, ,Charlotte Hoyle, ,Condé Nast, ,Crystal Renn, ,Eliza Doolittle, ,Gareth A Hopkins, ,Grace Coddington, ,Hayley Morley, ,knitwear, ,Kristina Vasiljeva, ,Liberty Ross, ,London Fashion Week, ,Marcus Reed, ,Mark Fast, ,print, ,S/S 2012, ,Somerset House, ,Spring/Summer 2012, ,Tallulah Harlech, ,The September Issue, ,Womenswear

Amelia’s Magazine | Jasper Garvida: London Fashion Week S/S 2012 Preview Interview, part two

Jasper Garvida illustration from the S/S 2012 collection

A main inspiration for the S/S 2012 collection is the painting Autour d’un Point by Frantisek Kupka, visit this which gave the collection its name. What drew you to this particular work by the bohemian illustrator, painter and graphic artist Kupka?
Coincidentally, a new film about Diana Vreeland has just come out called The Eye Must Travel and Autour d’un Point means ‘around the point’. They both are about your eye travelling around, but the painting made me think of the core. When you look at something, your eye goes around it, and you look at the point of it, as in ‘what is the point’? So I found myself inspired by how the painting drew me to a centre point through moving my line of vision around, and what I felt came from the centre of a human being, the heart. How you feel affects how you see things, and if you are open to everything and your heart is open you are able to see the ‘real thing’ in others, the core. To me, when I start a collection it’s really based on how I feel, which I try to translate into clothes, into sound and the senses. And this is why I was inspired by the painting, which I spent the entire afternoon gazing at, thinking about what it was saying to me, enveloping myself in the painting so much so that I can just close my eyes and picture it perfectly.

You’ve obviously got a very strong emotional connection to your work, which I love. Maybe it’s part of why people respond to your clothes so well?
I’m a sensitive and emotional person! When I’m dressing people, I never like to force something on them; I know that for a woman to look incredible she has to feel comfortable inside. There’s nothing worse than going out and not feeling yourself, which I’ve experienced. Trying to be something other than what you are will never work.

Jasper Garvida S/S 2012 illustration by Gareth Hopkins

How was Project Catwalk as an experience?
For me it was really emotional, and I never expected to win it. All the people involved were incredibly talented, and I’m still in touch with all of them. The show helped me reveal myself as a person, as I’m a naturally very shy. I wanted to do Project Catwalk to show my family what I’m all about, as they’d never been to any shows or really seen me as the now grown-up designer. I also hadn’t come out to my family yet to tell them I was gay, so I really wanted them to understand my industry, my world and me. It was difficult as I hadn’t seen my parents for two years, and I had to tell them right there and then backstage at the final catwalk show about my life and my partner. Naturally, I was afraid as I didn’t want to disappoint them or upset them, and I wanted them to accept me. I felt that if I could do something for them to feel proud and happy about the person that I am, that maybe they could accept me. So I did they show, and I couldn’t have been happier, as it opened up my parents’ point of view towards homosexuality and me as an adult with a business of my own. Now, we are closer than ever. So having said that, doing Project Catwalk was one of the best things I’ve ever done, and being myself gave me the confidence to do what I do now.

I love how all of your collections highlight and explore the contrast between the delicate and the strong through your use of silhouettes and fabrics along with hand-embellished details, which it sounds like we are going to see even more of in your S/S ’12 show. Why do you think this is a recurring theme in your work and how you like to dress women?
As I’ve said, never like to push a look onto women, I see myself as a servant to women and their clothing needs! I love creating my embellishments by hand, accentuating parts of a woman’s body like the neck one season or the shoulder another season. Little features and touches go a long way and celebrating the female figure doesn’t have to be something that’s obvious or in-your-face.

Diana Vreeland and her striking sense of style with a passion for the exotic is one of the main inspirations for your collection this season, so I’ve got some Diana-inspired questions (with her memorable answers) for you:
What character in history would you most like to be? (Diana once said she would have liked to be Queen Elizabeth the 1st in all her finery and various intricate hairstyles, which sparked a giggle between Jasper and me about the random dramatic tangents she goes on).
I would have to say Jesus Christ. I try to live my life in goodness; I try to treat people the way I like to be treated. I’m also quite devoted to what I do, I’d do anything for it, which is how passionate I am. I try to be as good as I can and give as much as I am able to.

Jasper Garvida S/S 2012 illustration by Sam Parr

Which era in fashion history have you found most exciting and why? One that Diana loved was the 1920’s, as she has just started to live in Europe, and she felt it defined history with startling backless and knee-length dresses, as well as the artists, music and ‘newness’ surrounding it all.
I’m going to say the same as Diana (he’s a true Vreeland fan) and pick the 20s, as it was a time was fashion ‘became fashion’ and before then only the rich could afford it, and the 20s changed all of that, allowing everyone to enjoy fashion. Without that, I don’t think I would be able to do what I do today. So much was happening, as women were cutting their hair short, throwing out the corset and wearing trousers. It allowed women to use their looks to really make a statement, which is what fashion is to me. It’s quite symbolic, women being rebels and using fashion as power.

Diana was extremely positive about Royalty: I love royalty. They’re always so clean… and the way they dressed. What comes to mind when you think about the new wave of attention Kate Middleton and her sense of style has attracted? (Particularly as you create bridal dresses alongside your main collections).
The wave of New Royalty today, particularly Kate Middleton with her new role, does get a lot of attention. I think that the way she portrays herself is a great example to young people. I love her sensibility; she doesn’t necessarily have to wear designer clothes, and she personifies it all being about how you present yourself. It’s important as a public figure to keep in mind that you’ve got a responsibility towards other people whether you like it or not. You’re in the public eye and in Kate’s case she’s won their admiration. Having the privilege of being Royalty can’t be taken lightly, and with that comes responsibility. In that position especially, you’ve got to think of others and not just yourself.

Diana was extremely well known for her Harper’s Bazaar Why Don’t You… column with suggestions like Why Don’t You… Wear violet velvet mittens with everything? Have an elk-hide trunk for the back of your car? Hermès of Paris will make this. Have your cigarettes stamped with a personal insignia?. What Why Don’t You… suggestions would you come up with?
Why don’t you… eat ice cream in the rain?
Why don’t you… wear a coloured wedding dress instead of white?

Jasper Garvida S/S '12 illustration by Amber Cassidy Jasper Garvida S/S ’12 illustration by Amber Cassidy

While showing at London Fashion Week is an intensely exciting experience for designers, it requires a cool head and inner calm to make sure everything runs smoothly. How do you prepare for the day of the show to help you stay on top of it all?
I like to be as organised as possible. I give myself a deadline of the week before the show, which is when I like to have everything finished. Any stress or worrying can be done before that deadline, as I need to be calm and focused for my team. The day before the show, I like to get up at 6am and sit somewhere in silence or with calming music. I then play the entire day of the show in my head, visualising the prep backstage, the sound of the music, and the entire catwalk show from the first girl out to the finale when they all walk out together. This way, when it comes to the day of the show I’ve seen it all before already, so I’m calm, collected, and positive.

Your collections are getting stronger with more admirers each year, what can we expect from Jasper Garvida in the future?
In the future, I’d like to be able to get more time to focus even further on the collections, always refining and developing the quality and look of each season. I want to keep working towards providing that ‘surprise element’ in my work, always exploring new things and never being categorised.

Jasper will be showing his Spring/Summer 2012 collection on Monday the 19th of September 2011 at the Bloomsury Hotel during London Fashion Week.

Written by Alia Gargum on Thursday September 15th, 2011 10:00 pm

Categories ,Alia Gargum, ,Aliyah Hussain, ,Amber Cassidy, ,Autour d’un Point, ,Diana Vreeland, ,Frantisek Kupka, ,Gareth Hopkins, ,Harper’s Bazaar, ,jasper garvida, ,Kate Middleton, ,Lady Gaga, ,London Fashion Week, ,preview, ,Project Catwalk, ,Queen Elizabeth I, ,Sam Parr, ,Spring/Summer 2012, ,The Bloomsbury Hotel, ,The Eye Must Travel, ,Womenswear

Amelia’s Magazine | Jasper Garvida: London Fashion Week S/S 2012 Preview Interview, part one

Jasper Garvida S/S 2012 illustration by Aliyah Hussain

There is nothing I love more than a designer that approaches their creations like an artist about to create a masterpiece that’s also flattering and wearable. One designer that does all of this as well as constantly surprise is Jasper Garvida.

A favourite of Amelia’s Magazine with a flurry of adoring reviews such as this last one on his current Autumn/Winter 2011 collection. A graduate of Central Saint Martins and winner of Sky One’s Project Catwalk show, generic Jasper caught the attention of stylists and editors alike. I visited his studio ahead of unveiling his Spring/Summer 2012 collection at London Fashion Week, which is inspired by Fashion Editor legend Diana Vreeland and a painting by artist Frantisek Kupka. We chatted about style, what women want in an outfit and Kate Middleton with a peek at the new collection illustrated by some very talented people.

Jasper in his studio, photograph by Alia Gargum Jasper at the sewing machine by Alia Gargum

You’ve been a real rising star of fashion (with a glowing graduate show review from Hillary Alexander, Fashion Editor of the Telegraph while the complete collection was bought out by Nicola Formachetti, previous editor of Dazed and Confused, and a firm Amelia’s Magazine favourite with your feminine, embellished, yet strong creations. Looking over your career so far and your upcoming Spring/Summer 2012 collection how can you describe the journey of the Jasper Garvida brand?
I was so surprised when Nicola Formachetti, Lady Gaga’s stylist of all people, bought my entire graduate collection. My friend Gareth Pugh introduced me to Nicola, who fell in love with the collection and sold it in Japan as well as using it for different publications at the time, giving my work great exposure that led to bigger things. I was incredibly privileged to have met him and the Dazed team, which made me realise that I wanted to do more. I then started creating collections for Alternative Fashion Week, and as every collection I created sold, I realised ‘there’s something going on here’. So I just kept rolling with the collections, although I originally never had the intention of having my own label.

Past collections hanging in the studio

Studying at Central Saint Martins was an incredible experience, where you are pushed into being more creative, but in terms of commercial design this can’t always be realistic. So I next worked for the high street, designing for different labels such as Evans, Wallis, and Miss Selfridge, creating clothes for different body shapes and age ranges. I took me a while to understand what the average woman looks like and what would flatter them. I learnt about cut, what skirt length that average woman would prefer and things like how a maximum neckline drop of 18cm is sexy, and beyond that is a no-no. I also found out how to flatter a fuller figure, because bigger women need to feel sexy too. This got me into the habit of looking at women on the tube, in the street, asking myself, ‘how can I make it better for them?’ thinking about what they need and what they want. However, working for high street brands made me miss the whole creative process of having your own label, and for a while I felt a little lost as a designer. As you know, the high street relies heavily on trends and I really wanted to do something of my own. I then figured out that the only way to do this was to open my own company and combine all my experiences so far. So I started the brand in November 2008, and it has taken a while to build up the label. In the beginning we thought about figuring out a gap in the market and where we would have liked the label to go, experimenting as we went along. I now feel very positive about S/S 2012 and that this season is our strongest. The collection is the direction in which I want to head and I feel that this is delivering what our customers wanted to see more of.

More previous collections

How does a collection begin in the mind of Jasper Garvida?
I always start a collection based on how I feel at the time, absorbing what’s going on and thinking about what’s going to happen in the future. For some reason I have this intuitive ability to tell what’s going to happen in fashion or what colour will be next. I think you learn that from working in the industry and especially from working for high-street brands where you’ve got to know what the next big thing is. I always ask myself, ‘what do women need now?’ and this is something that always changes, which is good. Fashion is like a cycle, from day to night, always moving. If it doesn’t change it becomes dated, but style is something that always remains.

Jasper Garvida S/S '12 illustrations Illustrations of the S/S ’12 collection by Jasper Garvida.

When I started the S/S 2012 collection I looked at what was happening in fashion at the time, and I noticed a lot of colour. It was also a time in my life where I felt that the absence of colour for summer wasn’t a bad thing, and I felt so strongly about black and white, which isn’t something I’ve done before. For me black and white symbolises purity, and opposites, which has always been a theme in what I do. I never like to be in-between, I always feel like ‘if you’re going to do more, do more, if you’re going to do less, do less’, but never in-between as I feel that it’s average and I like exploring different extremes. Black and white together also create balance, and at this time in my life I’ve found balance. When I came back from Paris, feeling like this, I immediately painted the entire flat black and all my furniture white, so I kind of lived it. I wanted to share that experience with everyone through the S/S 2012 collection. I also find that when I am bombarded with colours it’s hard to think, and sometimes I just want to breathe and have a moment where I can be calm. Afterwards, I can start again and return to colours. So I feel that this collection is not only a reflection of me as a person but me as a designer, and hopefully it is another step forward.

More gorgeously detailed S/S ’12 illustrations by Jasper
There has been an intelligence and depth to every collection you’ve created; inspired by artistic movements, literature, and always a celebration of the female form and femininity. As you have grown as a designer what have you found most inspiring about women?
I grew up with three sisters (six siblings in total) whom I was very close to, as well as my mum, which gave me a great amount of respect for women. And being gay as well, I feel that I have a huge admiration for women, sometimes I want to be one! I feel that the most important thing I discovered about women is that there is strength there. Women have been undervalued for years, and it’s been said that they’re not strong individuals, so I always try to promote the strength of women. For years women have fought for equality with movements like the Women’s Liberation Front and other campaigns towards women’s rights. My mother is such a strong person and is a huge inspiration to me. I didn’t grow up in a rich background; I am from a working class family and I saw my mother bring up my brothers and sisters and me with this incredible inner strength. She’s a real working class woman who managed to look after her family while making the effort to dress up for parties at the same time. I am still in awe of how women find the time to do this; I’m baffled by it. I know as a guy, I wake up, don’t even comb my hair and just throw something on. Women still have a lot of pressure imposed on them to look like they’ve made an effort with their appearance, so my admiration for them continually grows.

Find out more about how the collection came together in the second part of the Jasper Garvida S/S ’12 London Fashion Week preview interview.

Written by Alia Gargum on Thursday September 15th, 2011 6:49 pm

Categories ,Alia Gargum, ,Aliyah Hussain, ,Alternative Fashion Week, ,Amelia Gregory, ,Central Saint Martins, ,Dazed and Confused, ,Diana Vreeland, ,Evans, ,Frantisek Kupka, ,Gareth A Hopkins, ,Gareth Pugh, ,jasper garvida, ,Kate Middleton, ,Lady Gaga, ,lfw, ,London Fashion Week, ,Miss Selfridge, ,Nicola Formachetti, ,preview, ,S/S 2012, ,Sam Parr, ,Spring/Summer 2012, ,Wallis, ,Womenswear, ,Women’s Liberation Front

Amelia’s Magazine | Jasper Garvida: London Fashion Week S/S 2012 Preview Interview, part two

Jasper Garvida illustration from the S/S 2012 collection

Jasper Garvida S/S 2012 illustration by Gareth Hopkins

Jasper Garvida S/S 2012 illustration by Sam Parr

Jasper Garvida S/S '12 illustration by Amber Cassidy Jasper Garvida S/S ’12 illustration by Amber Cassidy

Jasper will be showing his Spring/Summer 2012 collection on Monday the 19th of September 2011 at the Bloomsury Hotel during London Fashion Week.

Written by Alia Gargum on Thursday September 15th, 2011 10:00 pm

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