Amelia’s Magazine | London Fashion Week A/W 2011 Catwalk Review: Jena.Theo (by Helen)


The bearded lady by Genie Espinosa

It’s a bunch of freaks, generic shop really, that are lining the walls of ‘The Social’ venue right now. The big mustaches, the hairy backs, the bushy nipples (eugh) and some folks with no discernable flaw but are still just … weird. Artist Jason Butler has drawn them all quite small, so you have to lean in to take in the details. Get in there for a good gawk, and back off again half wishing you hadn’t seen that, half keen to see more.


Jason Butler


Circus troupe by Avril Kelly

‘They take on a life of their own,’ says Jason Butler, the man responsible for these oddities. The Jersey-based artist has drawn 300 of them over seven years, but over time, he says, it has become less about the characters and more about the audience: ‘People have very different reactions. Some people think they are funny, and some can’t bear to be in the same room as them. So now it’s more about the viewers, and how we see them’


Jason Butler


Fortuneteller by Antonia Parker

On show alongside Butler’s art is poetry by Will Burnsx – rich with imagery and storytelling tradition. ‘The images suggested characters to me,’ says Burns, who enjoyed the digression from his usual nature themes. ‘These little vignettes came partially from having grown up in the country, hearing snippets of lives seemingly connected to these images.’

“She thought she had forgotten
his greased-back, curly hair,
the filthy greatcoat and the prematurely rotten
teeth. He said he owned the bear,

and joked that her bark
was not as bad as his bite.”
(The Barker by Will Burns)


Twins by Avril Kelly

The Butler and Burns collaboration was dreamt up by their mutual friend and the show’s curator, Nina Hervé. ‘I don’t think they are that freaky,’ she says, before conceding, ‘Well I suppose some of them are. But the thing with sideshows is they were often con-artists, or had small deformities they extenuated in order to get cash.’ We get talking about modern day versions of sideshows, such as tabloid magazines and those people making fools of themselves on X Factor and how people love watching it. ‘It’s curiosity I guess,’ says Nina.


Sideshow by Mina Bach

So while it’s probably a good thing we don’t have sideshows anymore, the hunger to study the freaky, exotic, or sexually divergent, is still there. Maybe we like seeing the grotesque because it takes us out of ourselves for a moment, or it could be we just like feeling shudders down our backs. Or maybe it’s because in the midst of the strangeness, strong or subtle, there is something almost beautiful.


Jason Butler


Tattooed woman by Antonia Parker

Sideshow Stories will be at The Social, 5 Little Portland Street, London W1W 7JD until 15th March; see the website for upcoming events. Sideshow Stories is part of storytelling festival Yarn Fest, which runs 19-23 February at various locations in East London. For more information see our listing.

The bearded lady by Genie Espinosa

It’s a bunch of freaks, information pills really, that are lining the walls of ‘The Social’ venue right now. The big mustaches, the hairy backs, the bushy nipples (eugh) and some folks with no discernable flaw but are still just … weird. Artist Jason Butler has drawn them all quite small, so you have to lean in to take in the details. Get in there for a good gawk, and back off again half wishing you hadn’t seen that, half keen to see more.


Jason Butler


Circus troupe by Avril Kelly

‘They take on a life of their own,’ says Jason Butler, the man responsible for these oddities. The Jersey-based artist has drawn 300 of them over seven years, but over time, he says, it has become less about the characters and more about the audience: ‘People have very different reactions. Some people think they are funny, and some can’t bear to be in the same room as them. So now it’s more about the viewers, and how we see them’


Jason Butler


Fortuneteller by Antonia Parker

On show alongside Butler’s art is poetry by Will Burnsx – rich with imagery and storytelling tradition. ‘The images suggested characters to me,’ says Burns, who enjoyed the digression from his usual nature themes. ‘These little vignettes came partially from having grown up in the country, hearing snippets of lives seemingly connected to these images.’

“She thought she had forgotten
his greased-back, curly hair,
the filthy greatcoat and the prematurely rotten
teeth. He said he owned the bear,

and joked that her bark
was not as bad as his bite.”
(The Barker by Will Burns)


Twins by Avril Kelly

The Butler and Burns collaboration was dreamt up by their mutual friend and the show’s curator, Nina Hervé. ‘I don’t think they are that freaky,’ she says, before conceding, ‘Well I suppose some of them are. But the thing with sideshows is they were often con-artists, or had small deformities they extenuated in order to get cash.’ We get talking about modern day versions of sideshows, such as tabloid magazines and those people making fools of themselves on X Factor and how people love watching it. ‘It’s curiosity I guess,’ says Nina.


Sideshow by Mina Bach

So while it’s probably a good thing we don’t have sideshows anymore, the hunger to study the freaky, exotic, or sexually divergent, is still there. Maybe we like seeing the grotesque because it takes us out of ourselves for a moment, or it could be we just like feeling shudders down our backs. Or maybe it’s because in the midst of the strangeness, strong or subtle, there is something almost beautiful.


Jason Butler


Tattooed woman by Antonia Parker

Sideshow Stories will be at The Social, 5 Little Portland Street, London W1W 7JD until 15th March; see the website for upcoming events. Sideshow Stories is part of storytelling festival Yarn Fest, which runs 19-23 February at various locations in East London. For more information see our listing.

The bearded lady by Genie Espinosa

It’s a bunch of freaks, site really, visit this that are lining the walls of ‘The Social’ venue right now. The big mustaches, the hairy backs, the bushy nipples (eugh) and some folks with no discernable flaw but are still just … weird. Artist Jason Butler has drawn them all quite small, so you have to lean in to take in the details. Get in there for a good gawk, and back off again half wishing you hadn’t seen that, half keen to see more.


Jason Butler


Circus troupe by Avril Kelly

‘They take on a life of their own,’ says Jason Butler, the man responsible for these oddities. The Jersey-based artist has drawn 300 of them over seven years, but over time, he says, it has become less about the characters and more about the audience: ‘People have very different reactions. Some people think they are funny, and some can’t bear to be in the same room as them. So now it’s more about the viewers, and how we see them’


Jason Butler


Fortuneteller by Antonia Parker

On show alongside Butler’s art is poetry by Will Burnsx – rich with imagery and storytelling tradition. ‘The images suggested characters to me,’ says Burns, who enjoyed the digression from his usual nature themes. ‘These little vignettes came partially from having grown up in the country, hearing snippets of lives seemingly connected to these images.’

“She thought she had forgotten
his greased-back, curly hair,
the filthy greatcoat and the prematurely rotten
teeth. He said he owned the bear,

and joked that her bark
was not as bad as his bite.”
(The Barker by Will Burns)


Twins by Avril Kelly

The Butler and Burns collaboration was dreamt up by their mutual friend and the show’s curator, Nina Hervé. ‘I don’t think they are that freaky,’ she says, before conceding, ‘Well I suppose some of them are. But the thing with sideshows is they were often con-artists, or had small deformities they extenuated in order to get cash.’ We get talking about modern day versions of sideshows, such as tabloid magazines and those people making fools of themselves on X Factor and how people love watching it. ‘It’s curiosity I guess,’ says Nina.


Sideshow by Mina Bach

So while it’s probably a good thing we don’t have sideshows anymore, the hunger to study the freaky, exotic, or sexually divergent, is still there. Maybe we like seeing the grotesque because it takes us out of ourselves for a moment, or it could be we just like feeling shudders down our backs. Or maybe it’s because in the midst of the strangeness, strong or subtle, there is something almost beautiful.


Jason Butler


Tattooed woman by Antonia Parker

Sideshow Stories will be at The Social, 5 Little Portland Street, London W1W 7JD until 15th March; see the website for upcoming events. Sideshow Stories is part of storytelling festival Yarn Fest, which runs 19-23 February at various locations in East London. For more information see our listing.

Rachel Freire S/S 2011, and illustrated by Krister Selin

‘I’m terrible at interviews’ I announce shortly after arriving at Rachel Freire‘s East London studio. A bit of a melodramatic introduction, recipe maybe; but as I now sit staring at my notes which resemble the scribbles of a toddler I now know why I said it.

My trouble is that I just like to listen to people. I get lost in conversation and forget to write anything down. I refuse to record interviews because I hate the sound of my own voice and I find it a bit of a distraction, prostate so my erratic notes are all I have to record our meeting. Sometimes, if I meet up with somebody and they don’t say much, I can manage it; when I meet people like Rachel Freire – gorgeous, mesmerising, opinionated, articulate – I’m left with nothing.


A/W 2010, illustrated by Abby Wright

Rachel is based at the Dace Road studios, home also to the likes of Christopher Raeburn (featured in ACOFI) and Rui Leonardes. Ex-tennants include Mark Fast and Mary Kantrantzou who’ve now moved to Shacklewell Studios, aka hipster central, but despite her successes, Rachel’s staying put. I meet her on a grey Saturday afternoon, she’s been up for most of the night, but you wouldn’t notice despite her protests.

”Whoever says January is a dead month is LYING!’ Rachel exclaims as she makes the tea. I do find that I get on better with people who drink lots of tea. I just don’t trust people who don’t like it. I know, as she gives them a stir, that we’re going to get along. We sit at a big oak desk in the centre of the studio, Rachel lights a cigarette and we begin our conversation. I ask Rachel how it’s going, and she seems pretty positive. She has an army of interns and creates ‘a sense of family’ in her studio, which is adorned with all sorts of interesting antiquities like skulls and baseball paraphernalia. A sign above the door, Rachel’s mantra, reads ‘IF IN DOUBT, SPRAYPAINT IT GOLD,’ a statement I wholeheartedly agree with.


A/W 2010, illustrated by Naomi Law

Rachel brands herself as a ‘costumier’ who happened to fall into fashion, which explains her unique and innovative approach to dressing. ‘I’ll never lose track of my costumier routes,’ she tells me, ‘I’m pretty anti-fashion. It dictates what we wear and how we feel, and I’ve never subscribed to that.’ Her models ‘need to have an arse’ and she’s conscious of the responsibility a fashion designer must adopt, whether that be ethical or environmental. ‘I am the cheapest person!’ Rachel admits, ‘but I will never shop in Primark. I look at the clothes and think ‘somebody suffered for this’. I want customers to hold things knowing somebody’s crafted it – that something is special.’


S/S 2011, illustrated by Gemma Milly

Rachel won’t compromise. She’s staying true to herself and won’t put her name on anything that she hasn’t rigourously vetted and knows exactly where everything has come from. Rachel is as much an ethical designer as any of the Estethica designers – if not more so. She values the work of other people and believes that you ‘have to be ethical in so many different ways’. How you treat your interns, where you source your fabrics, how you communicate with suppliers – all these things, Rachel believes, are necessary for good business, not just opting for ethical fabrics.


S/S 2011, illustrated by Bex Glover

Rachel’s previous collections provide sculptural, architectural pieces with innovative techniques (read all about her glow-in-the-dark S/S 2011 collection here) and it seems A/W 2011 will be even more exciting. As we chat about the boy Rachel’s texting and get mixed up with whose tea is whose (easy mistake – Rachel’s recently got a new mug but the Queen of Fucking Everything option she’s given me still has sentimental value) we’re surrounded by leather nipples. REAL nipples.

Rachel and her team of merry men (and women) have been hard at work in the previous weeks to marry them together to make roses. They’re absolutely beautiful to touch and look at but there’s something rather unsettling about them. ‘That’s my aesthetic!’ Rachel declares.

A sneak peek at some of the fabrics, techniques and colours Rachel’s preparing to show this week:


A/W 2010, illustrated by Joana Faria

Rachel’s also working with Ecco, who are developing processes for leather manufacturing for couture houses. Rachel has devoted a lot of her time visiting the Netherlands tannery working alongside them in their quest to transform how we produce and approach leather goods. ‘I’m obsessed with materials!’ Rachel tells me. ‘It’s much nicer to make a jacket out of something that you’ve had an input in from the start.’ She shows me a new process she’s working on (damned if I can remember the name) which gives leather an ethereal ripple-like pattern that looks as if it’s been photoshopped. I’m speechless, and we both sit caressing it for a while until I can think of something to say.


S/S 2011, illustrated by Yelena Bryksenkova

So what’s up next for Rachel? Well, A/W 2011 looks set to be her bravest collection yet, and I had a sneak peek at some of the fabrics, textures, techniques and cuts she’s working on. On a grander scale, she ‘loves to teach’ and wants to establish a system where the efforts of designers to instil good practises and skills into their army of interns is recognised. She describes mainstay teaching as ‘box ticking’ and, as someone whose never done what she was told to do, feels there’s more to give in a studio-based environment than anything in the classroom. I hear ya, love.

Rachel’s excited about the future. She plans to dazzle once a year at the A/W 2011 shows while maintaining commissions with an ever-expanding roster of clients and other projects during the rest of the year. She also wants to live on a boat and explore costume design in cinema. She references Jean Paul Gaultier‘s work on flicks like The Fifth Element and is excited by the prospect of applying her unique aesthetic to film. It all comes down to financing. ‘Money dictates and creates a standard,’ Rachel tells me. ‘The system to support new designers is very small, but I won’t compromise my values. I’m here to stay.’

I should bloody hope so.

Rachel’s original draqing for her collaboration with Neurotica:

All photography by Matt Bramford
Karina Yarv
Jena.Theo LFW A/W 2011, visit Illustration by Karina Yarv

I was ushered in through the door by a geezer of a Londoner chap, straight through to a high heeled officious lady. Then again to the very highest heels clinking their way to the front row to show me my seat. The FRONT ROW. This was pleasing to say the least. And there were bags on my seat. Bags filled with goodies. Splendid. The lady next to me was bouncing her baby on her knee, as said baby was knawing on a pain au chocolat. “Nice earmuffs” I said to the tiny fashionista, pointing towards the penguin earmuffs on her head. “To protect her from the sound. It can get very loud. But she does love it here. Loves the shows.” How much do I want a chilled out, cute baby like her? Also, cool mother! I know mothers who wouldn’t take their child to Tescos for fear of its screaming the flourescently lit shed down. I looked around properly, and saw straight backed women before me. Unsmiling, with notepads on their laps and twitter at their fingertips. No one was without a smart phone. Comfortingly others were holding cameras possibly at the same level as mine, not everyone had the enormous lensed beasts. This made me feel infinitely better about my black device with sand trapped in the lens from every holiday in the last three years and glitter from an explosion at a festival last year. It makes me slightly sad to see it sprinkle on my lap when I take the lens cap off. Nostalgic particles… To the left, I felt like I was getting an immense tan however from the mad, bright white, highly lit, flashing, mini bulb, sensation. It was just INTENSE; magic eye, transfixing, blinding… The lady next to me shielded the left hand side of her face for a bit. We briefly discussed the perils of giant screens of mini light bulbs. SUCH a drag. Then it all went dark and we were treated to intro music as the anticipation was allowed to be built. Dum, dum, dum….dum… dum. EXCITED. Most of the opposite front row remained attached to the twit or without expression.

Jena Theo Matilde SazioJena.Theo LFW A/W 2011, Illustration by Matilde Sazio

The darkness remained for a while, and I felt my heart start to beat harder. You know when as a child (/adult), at a theme park, you have just queued to get onto a ride that begins in the dark? You’re kind of scared but excited, not really sure how it will turn out? Yes, that. That was what it felt like. I was half expecting for the floor to drop and to experience a heart in my mouth sensation, as gravity stole my nerves. Child next door was heckling, all ready for the experience to begin. She’s not worried her mother assures me, as a seasoned show-goer why would she be? Well, indeed. This does not compare to my 80s Sussex upbringing. I spent being three and four devoted to my pink bomber jacket and all in one waterproof jumpsuit number. Was it the 80s? Was it me? Is there any hope? I apoligise, enough pondering! The show began.

Jena.Theo_LFW_MattBramford_006 Jena.Theo_LFW_MattBramford_007Jena.Theo_LFW_MattBramford_008Jena.Theo_LFW_MattBramford_004Jena.Theo_LFW_MattBramford_003
Photography by Matt Bramford

I was pleased to see that what was being presented was completely wearable. Definitely in London. Perhaps less so in Bristol – it was slightly ‘too’ urban for the West Country. However, if I had a choice (and el cash), some of those pieces would be getting worn in Falfael King and that secret bar we’ve been meaning to go to for a while… at least supper club. Or – ah see, I kind of want to move to London again. Don’t get the wrong impression of Briz, I beg you. Anyway digressing again- the show was very charcoal, black and cream orientated. The models all had black stripes across their eyes and otherwise bare faces. This made them look like mysterious, moody superheros. I liked it, as it really set of the simple coloured, pieces; the models all expressionless (course), their masks and the movement of the light or dark pieces worked together perfectly. It felt like we were on the sea, with norwegian heroines. Swishing slowly about, their heels never falter, their gaze exact, the path has been set and the grey skies are dappled with stars, as the storm takes hold. These strong warriors will take us with their capes flowing behind them, their hair dancing in the wind.

Jena.Theo Valkyrie by Matilde Sazio
Jena.Theo LFW A/W 2011, Illustration by Matilde Sazio

My favourite piece was one with an almost bustling at the back, flowing down to the ground, in one swipe. The front was a mini, the back was the drama, the fantasy. I would love to wear this one standing at the front of a ship. Not a ferry, a ship. The collection; Valkyrie, refers to a band of celestial female figures who decide to die in the field of battle. So 300, in a sense, but with women. Strong, ethereal women.

Jena.Theo_LFW_MattBramford_002Jena.Theo_LFW_MattBramford_001 Jena.Theo_LFW_MattBramford_005
Photography by Matt Bramford

Jena.Theo have managged to combine the mythology with the urban reality. Fantasy has been embraced, with opulence in mind, the designs are sumptuous, yet strong. Fit for women going into battle with the ice of Scandinavia and the luxuriousness of a cashmere bustle behind them. And why not mix up the hemlines, paint black across our eyes and march like amazonian creations girls. We are women. Watch us gracefully, cooly and quietly move, like we believe we are mighty. We are. For designs that were indeed simple, they were deserving of their sparkling lights.

Categories ,bristol, ,Ethereal, ,fashion, ,Front Row, ,Helen Martin, ,hero, ,Jena.theo, ,Karina Yarv, ,Lights, ,london, ,London Fashion Week A/W 2011, ,Matilde Sazio, ,Matt Bramford, ,Norway, ,scandinavia, ,Ship, ,twitter, ,urban, ,Valkyrie

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Amelia’s Magazine | London Fashion Week A/W 2011 Catwalk Review: Jena.Theo (by Helen)


The bearded lady by Genie Espinosa

It’s a bunch of freaks, generic shop really, that are lining the walls of ‘The Social’ venue right now. The big mustaches, the hairy backs, the bushy nipples (eugh) and some folks with no discernable flaw but are still just … weird. Artist Jason Butler has drawn them all quite small, so you have to lean in to take in the details. Get in there for a good gawk, and back off again half wishing you hadn’t seen that, half keen to see more.


Jason Butler


Circus troupe by Avril Kelly

‘They take on a life of their own,’ says Jason Butler, the man responsible for these oddities. The Jersey-based artist has drawn 300 of them over seven years, but over time, he says, it has become less about the characters and more about the audience: ‘People have very different reactions. Some people think they are funny, and some can’t bear to be in the same room as them. So now it’s more about the viewers, and how we see them’


Jason Butler


Fortuneteller by Antonia Parker

On show alongside Butler’s art is poetry by Will Burnsx – rich with imagery and storytelling tradition. ‘The images suggested characters to me,’ says Burns, who enjoyed the digression from his usual nature themes. ‘These little vignettes came partially from having grown up in the country, hearing snippets of lives seemingly connected to these images.’

“She thought she had forgotten
his greased-back, curly hair,
the filthy greatcoat and the prematurely rotten
teeth. He said he owned the bear,

and joked that her bark
was not as bad as his bite.”
(The Barker by Will Burns)


Twins by Avril Kelly

The Butler and Burns collaboration was dreamt up by their mutual friend and the show’s curator, Nina Hervé. ‘I don’t think they are that freaky,’ she says, before conceding, ‘Well I suppose some of them are. But the thing with sideshows is they were often con-artists, or had small deformities they extenuated in order to get cash.’ We get talking about modern day versions of sideshows, such as tabloid magazines and those people making fools of themselves on X Factor and how people love watching it. ‘It’s curiosity I guess,’ says Nina.


Sideshow by Mina Bach

So while it’s probably a good thing we don’t have sideshows anymore, the hunger to study the freaky, exotic, or sexually divergent, is still there. Maybe we like seeing the grotesque because it takes us out of ourselves for a moment, or it could be we just like feeling shudders down our backs. Or maybe it’s because in the midst of the strangeness, strong or subtle, there is something almost beautiful.


Jason Butler


Tattooed woman by Antonia Parker

Sideshow Stories will be at The Social, 5 Little Portland Street, London W1W 7JD until 15th March; see the website for upcoming events. Sideshow Stories is part of storytelling festival Yarn Fest, which runs 19-23 February at various locations in East London. For more information see our listing.

The bearded lady by Genie Espinosa

It’s a bunch of freaks, information pills really, that are lining the walls of ‘The Social’ venue right now. The big mustaches, the hairy backs, the bushy nipples (eugh) and some folks with no discernable flaw but are still just … weird. Artist Jason Butler has drawn them all quite small, so you have to lean in to take in the details. Get in there for a good gawk, and back off again half wishing you hadn’t seen that, half keen to see more.


Jason Butler


Circus troupe by Avril Kelly

‘They take on a life of their own,’ says Jason Butler, the man responsible for these oddities. The Jersey-based artist has drawn 300 of them over seven years, but over time, he says, it has become less about the characters and more about the audience: ‘People have very different reactions. Some people think they are funny, and some can’t bear to be in the same room as them. So now it’s more about the viewers, and how we see them’


Jason Butler


Fortuneteller by Antonia Parker

On show alongside Butler’s art is poetry by Will Burnsx – rich with imagery and storytelling tradition. ‘The images suggested characters to me,’ says Burns, who enjoyed the digression from his usual nature themes. ‘These little vignettes came partially from having grown up in the country, hearing snippets of lives seemingly connected to these images.’

“She thought she had forgotten
his greased-back, curly hair,
the filthy greatcoat and the prematurely rotten
teeth. He said he owned the bear,

and joked that her bark
was not as bad as his bite.”
(The Barker by Will Burns)


Twins by Avril Kelly

The Butler and Burns collaboration was dreamt up by their mutual friend and the show’s curator, Nina Hervé. ‘I don’t think they are that freaky,’ she says, before conceding, ‘Well I suppose some of them are. But the thing with sideshows is they were often con-artists, or had small deformities they extenuated in order to get cash.’ We get talking about modern day versions of sideshows, such as tabloid magazines and those people making fools of themselves on X Factor and how people love watching it. ‘It’s curiosity I guess,’ says Nina.


Sideshow by Mina Bach

So while it’s probably a good thing we don’t have sideshows anymore, the hunger to study the freaky, exotic, or sexually divergent, is still there. Maybe we like seeing the grotesque because it takes us out of ourselves for a moment, or it could be we just like feeling shudders down our backs. Or maybe it’s because in the midst of the strangeness, strong or subtle, there is something almost beautiful.


Jason Butler


Tattooed woman by Antonia Parker

Sideshow Stories will be at The Social, 5 Little Portland Street, London W1W 7JD until 15th March; see the website for upcoming events. Sideshow Stories is part of storytelling festival Yarn Fest, which runs 19-23 February at various locations in East London. For more information see our listing.

The bearded lady by Genie Espinosa

It’s a bunch of freaks, site really, visit this that are lining the walls of ‘The Social’ venue right now. The big mustaches, the hairy backs, the bushy nipples (eugh) and some folks with no discernable flaw but are still just … weird. Artist Jason Butler has drawn them all quite small, so you have to lean in to take in the details. Get in there for a good gawk, and back off again half wishing you hadn’t seen that, half keen to see more.


Jason Butler


Circus troupe by Avril Kelly

‘They take on a life of their own,’ says Jason Butler, the man responsible for these oddities. The Jersey-based artist has drawn 300 of them over seven years, but over time, he says, it has become less about the characters and more about the audience: ‘People have very different reactions. Some people think they are funny, and some can’t bear to be in the same room as them. So now it’s more about the viewers, and how we see them’


Jason Butler


Fortuneteller by Antonia Parker

On show alongside Butler’s art is poetry by Will Burnsx – rich with imagery and storytelling tradition. ‘The images suggested characters to me,’ says Burns, who enjoyed the digression from his usual nature themes. ‘These little vignettes came partially from having grown up in the country, hearing snippets of lives seemingly connected to these images.’

“She thought she had forgotten
his greased-back, curly hair,
the filthy greatcoat and the prematurely rotten
teeth. He said he owned the bear,

and joked that her bark
was not as bad as his bite.”
(The Barker by Will Burns)


Twins by Avril Kelly

The Butler and Burns collaboration was dreamt up by their mutual friend and the show’s curator, Nina Hervé. ‘I don’t think they are that freaky,’ she says, before conceding, ‘Well I suppose some of them are. But the thing with sideshows is they were often con-artists, or had small deformities they extenuated in order to get cash.’ We get talking about modern day versions of sideshows, such as tabloid magazines and those people making fools of themselves on X Factor and how people love watching it. ‘It’s curiosity I guess,’ says Nina.


Sideshow by Mina Bach

So while it’s probably a good thing we don’t have sideshows anymore, the hunger to study the freaky, exotic, or sexually divergent, is still there. Maybe we like seeing the grotesque because it takes us out of ourselves for a moment, or it could be we just like feeling shudders down our backs. Or maybe it’s because in the midst of the strangeness, strong or subtle, there is something almost beautiful.


Jason Butler


Tattooed woman by Antonia Parker

Sideshow Stories will be at The Social, 5 Little Portland Street, London W1W 7JD until 15th March; see the website for upcoming events. Sideshow Stories is part of storytelling festival Yarn Fest, which runs 19-23 February at various locations in East London. For more information see our listing.

Rachel Freire S/S 2011, and illustrated by Krister Selin

‘I’m terrible at interviews’ I announce shortly after arriving at Rachel Freire‘s East London studio. A bit of a melodramatic introduction, recipe maybe; but as I now sit staring at my notes which resemble the scribbles of a toddler I now know why I said it.

My trouble is that I just like to listen to people. I get lost in conversation and forget to write anything down. I refuse to record interviews because I hate the sound of my own voice and I find it a bit of a distraction, prostate so my erratic notes are all I have to record our meeting. Sometimes, if I meet up with somebody and they don’t say much, I can manage it; when I meet people like Rachel Freire – gorgeous, mesmerising, opinionated, articulate – I’m left with nothing.


A/W 2010, illustrated by Abby Wright

Rachel is based at the Dace Road studios, home also to the likes of Christopher Raeburn (featured in ACOFI) and Rui Leonardes. Ex-tennants include Mark Fast and Mary Kantrantzou who’ve now moved to Shacklewell Studios, aka hipster central, but despite her successes, Rachel’s staying put. I meet her on a grey Saturday afternoon, she’s been up for most of the night, but you wouldn’t notice despite her protests.

”Whoever says January is a dead month is LYING!’ Rachel exclaims as she makes the tea. I do find that I get on better with people who drink lots of tea. I just don’t trust people who don’t like it. I know, as she gives them a stir, that we’re going to get along. We sit at a big oak desk in the centre of the studio, Rachel lights a cigarette and we begin our conversation. I ask Rachel how it’s going, and she seems pretty positive. She has an army of interns and creates ‘a sense of family’ in her studio, which is adorned with all sorts of interesting antiquities like skulls and baseball paraphernalia. A sign above the door, Rachel’s mantra, reads ‘IF IN DOUBT, SPRAYPAINT IT GOLD,’ a statement I wholeheartedly agree with.


A/W 2010, illustrated by Naomi Law

Rachel brands herself as a ‘costumier’ who happened to fall into fashion, which explains her unique and innovative approach to dressing. ‘I’ll never lose track of my costumier routes,’ she tells me, ‘I’m pretty anti-fashion. It dictates what we wear and how we feel, and I’ve never subscribed to that.’ Her models ‘need to have an arse’ and she’s conscious of the responsibility a fashion designer must adopt, whether that be ethical or environmental. ‘I am the cheapest person!’ Rachel admits, ‘but I will never shop in Primark. I look at the clothes and think ‘somebody suffered for this’. I want customers to hold things knowing somebody’s crafted it – that something is special.’


S/S 2011, illustrated by Gemma Milly

Rachel won’t compromise. She’s staying true to herself and won’t put her name on anything that she hasn’t rigourously vetted and knows exactly where everything has come from. Rachel is as much an ethical designer as any of the Estethica designers – if not more so. She values the work of other people and believes that you ‘have to be ethical in so many different ways’. How you treat your interns, where you source your fabrics, how you communicate with suppliers – all these things, Rachel believes, are necessary for good business, not just opting for ethical fabrics.


S/S 2011, illustrated by Bex Glover

Rachel’s previous collections provide sculptural, architectural pieces with innovative techniques (read all about her glow-in-the-dark S/S 2011 collection here) and it seems A/W 2011 will be even more exciting. As we chat about the boy Rachel’s texting and get mixed up with whose tea is whose (easy mistake – Rachel’s recently got a new mug but the Queen of Fucking Everything option she’s given me still has sentimental value) we’re surrounded by leather nipples. REAL nipples.

Rachel and her team of merry men (and women) have been hard at work in the previous weeks to marry them together to make roses. They’re absolutely beautiful to touch and look at but there’s something rather unsettling about them. ‘That’s my aesthetic!’ Rachel declares.

A sneak peek at some of the fabrics, techniques and colours Rachel’s preparing to show this week:


A/W 2010, illustrated by Joana Faria

Rachel’s also working with Ecco, who are developing processes for leather manufacturing for couture houses. Rachel has devoted a lot of her time visiting the Netherlands tannery working alongside them in their quest to transform how we produce and approach leather goods. ‘I’m obsessed with materials!’ Rachel tells me. ‘It’s much nicer to make a jacket out of something that you’ve had an input in from the start.’ She shows me a new process she’s working on (damned if I can remember the name) which gives leather an ethereal ripple-like pattern that looks as if it’s been photoshopped. I’m speechless, and we both sit caressing it for a while until I can think of something to say.


S/S 2011, illustrated by Yelena Bryksenkova

So what’s up next for Rachel? Well, A/W 2011 looks set to be her bravest collection yet, and I had a sneak peek at some of the fabrics, textures, techniques and cuts she’s working on. On a grander scale, she ‘loves to teach’ and wants to establish a system where the efforts of designers to instil good practises and skills into their army of interns is recognised. She describes mainstay teaching as ‘box ticking’ and, as someone whose never done what she was told to do, feels there’s more to give in a studio-based environment than anything in the classroom. I hear ya, love.

Rachel’s excited about the future. She plans to dazzle once a year at the A/W 2011 shows while maintaining commissions with an ever-expanding roster of clients and other projects during the rest of the year. She also wants to live on a boat and explore costume design in cinema. She references Jean Paul Gaultier‘s work on flicks like The Fifth Element and is excited by the prospect of applying her unique aesthetic to film. It all comes down to financing. ‘Money dictates and creates a standard,’ Rachel tells me. ‘The system to support new designers is very small, but I won’t compromise my values. I’m here to stay.’

I should bloody hope so.

Rachel’s original draqing for her collaboration with Neurotica:

All photography by Matt Bramford
Karina Yarv
Jena.Theo LFW A/W 2011, visit Illustration by Karina Yarv

I was ushered in through the door by a geezer of a Londoner chap, straight through to a high heeled officious lady. Then again to the very highest heels clinking their way to the front row to show me my seat. The FRONT ROW. This was pleasing to say the least. And there were bags on my seat. Bags filled with goodies. Splendid. The lady next to me was bouncing her baby on her knee, as said baby was knawing on a pain au chocolat. “Nice earmuffs” I said to the tiny fashionista, pointing towards the penguin earmuffs on her head. “To protect her from the sound. It can get very loud. But she does love it here. Loves the shows.” How much do I want a chilled out, cute baby like her? Also, cool mother! I know mothers who wouldn’t take their child to Tescos for fear of its screaming the flourescently lit shed down. I looked around properly, and saw straight backed women before me. Unsmiling, with notepads on their laps and twitter at their fingertips. No one was without a smart phone. Comfortingly others were holding cameras possibly at the same level as mine, not everyone had the enormous lensed beasts. This made me feel infinitely better about my black device with sand trapped in the lens from every holiday in the last three years and glitter from an explosion at a festival last year. It makes me slightly sad to see it sprinkle on my lap when I take the lens cap off. Nostalgic particles… To the left, I felt like I was getting an immense tan however from the mad, bright white, highly lit, flashing, mini bulb, sensation. It was just INTENSE; magic eye, transfixing, blinding… The lady next to me shielded the left hand side of her face for a bit. We briefly discussed the perils of giant screens of mini light bulbs. SUCH a drag. Then it all went dark and we were treated to intro music as the anticipation was allowed to be built. Dum, dum, dum….dum… dum. EXCITED. Most of the opposite front row remained attached to the twit or without expression.

Jena Theo Matilde SazioJena.Theo LFW A/W 2011, Illustration by Matilde Sazio

The darkness remained for a while, and I felt my heart start to beat harder. You know when as a child (/adult), at a theme park, you have just queued to get onto a ride that begins in the dark? You’re kind of scared but excited, not really sure how it will turn out? Yes, that. That was what it felt like. I was half expecting for the floor to drop and to experience a heart in my mouth sensation, as gravity stole my nerves. Child next door was heckling, all ready for the experience to begin. She’s not worried her mother assures me, as a seasoned show-goer why would she be? Well, indeed. This does not compare to my 80s Sussex upbringing. I spent being three and four devoted to my pink bomber jacket and all in one waterproof jumpsuit number. Was it the 80s? Was it me? Is there any hope? I apoligise, enough pondering! The show began.

Jena.Theo_LFW_MattBramford_006 Jena.Theo_LFW_MattBramford_007Jena.Theo_LFW_MattBramford_008Jena.Theo_LFW_MattBramford_004Jena.Theo_LFW_MattBramford_003
Photography by Matt Bramford

I was pleased to see that what was being presented was completely wearable. Definitely in London. Perhaps less so in Bristol – it was slightly ‘too’ urban for the West Country. However, if I had a choice (and el cash), some of those pieces would be getting worn in Falfael King and that secret bar we’ve been meaning to go to for a while… at least supper club. Or – ah see, I kind of want to move to London again. Don’t get the wrong impression of Briz, I beg you. Anyway digressing again- the show was very charcoal, black and cream orientated. The models all had black stripes across their eyes and otherwise bare faces. This made them look like mysterious, moody superheros. I liked it, as it really set of the simple coloured, pieces; the models all expressionless (course), their masks and the movement of the light or dark pieces worked together perfectly. It felt like we were on the sea, with norwegian heroines. Swishing slowly about, their heels never falter, their gaze exact, the path has been set and the grey skies are dappled with stars, as the storm takes hold. These strong warriors will take us with their capes flowing behind them, their hair dancing in the wind.

Jena.Theo Valkyrie by Matilde Sazio
Jena.Theo LFW A/W 2011, Illustration by Matilde Sazio

My favourite piece was one with an almost bustling at the back, flowing down to the ground, in one swipe. The front was a mini, the back was the drama, the fantasy. I would love to wear this one standing at the front of a ship. Not a ferry, a ship. The collection; Valkyrie, refers to a band of celestial female figures who decide to die in the field of battle. So 300, in a sense, but with women. Strong, ethereal women.

Jena.Theo_LFW_MattBramford_002Jena.Theo_LFW_MattBramford_001 Jena.Theo_LFW_MattBramford_005
Photography by Matt Bramford

Jena.Theo have managged to combine the mythology with the urban reality. Fantasy has been embraced, with opulence in mind, the designs are sumptuous, yet strong. Fit for women going into battle with the ice of Scandinavia and the luxuriousness of a cashmere bustle behind them. And why not mix up the hemlines, paint black across our eyes and march like amazonian creations girls. We are women. Watch us gracefully, cooly and quietly move, like we believe we are mighty. We are. For designs that were indeed simple, they were deserving of their sparkling lights.

Categories ,bristol, ,Ethereal, ,fashion, ,Front Row, ,Helen Martin, ,hero, ,Jena.theo, ,Karina Yarv, ,Lights, ,london, ,London Fashion Week A/W 2011, ,Matilde Sazio, ,Matt Bramford, ,Norway, ,scandinavia, ,Ship, ,twitter, ,urban, ,Valkyrie

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Amelia’s Magazine | Graduate Fashion Week 2011 Gala Awards Show: Menswear

Andy_Bumpus_Carl_James_Illingworth
Carl James Illingworth by Andy Bumpus.

In some ways the menswear at the Graduate Fashion Week Gala Awards was more fun than the womenswear… particularly with the addition of a whacky white haired older male model who clearly thought the show was all about him. His over the top posing was certainly entertaining to photograph.

Graduate Fashion Week Gala show Carl James Illingworth 2011-photo Amelia GregoryGraduate Fashion Week Gala show Carl James Illingworth 2011-photo Amelia GregoryGraduate Fashion Week Gala show Carl James Illingworth 2011-photo Amelia Gregory
Carl James Illingworth of Northumbria University showed a great collection in black and grey with metallic highlights – studs, cure a crown and plenty of sequins giving a sparkly royal feel. Follow Carl James Illingworth on twitter.

Graduate Fashion Week Gala show Felix Wolodymyr ChablukSmith 2011--photo Amelia GregoryGraduate Fashion Week Gala show Felix Wolodymyr ChablukSmith 2011--photo Amelia GregoryGraduate Fashion Week Gala show Felix Wolodymyr ChablukSmith 2011--photo Amelia Gregory
Felix Wolodymyr Chabluk Smith from Edinburgh College of Art showed a very confident tailored collection. It was definitely the most obviously commercial collection: he won the menswear award.

Andy_Bumpus_Genevieve_Davroy
Genevieve Davroy by Andy Bumpus.

Graduate Fashion Week Gala show Genevieve Davroy 2011-Graduate Fashion Week Gala show Genevieve Davroy 2011-Graduate Fashion Week Gala show Genevieve Davroy 2011-Graduate Fashion Week Gala show Genevieve Davroy 2011-Graduate Fashion Week Gala show Genevieve Davroy 2011-
Genevieve Davroy of Kingston University showed brightly coloured felted shorts and interesting textured knitwear. I liked the combination of primary colours with muted grey.

Graduate Fashion Week Gala show Rose Dent 2011Graduate Fashion Week Gala show Rose Dent 2011Graduate Fashion Week Gala show Rose Dent 2011Graduate Fashion Week Gala show Rose Dent 2011Graduate Fashion Week Gala show Rose Dent 2011Graduate Fashion Week Gala show Rose Dent 2011
From University of Manchester Rose Dent took inspiration from sportswear style – sending her models out with mesh bags of balls and big DENT branding brandished across chests and backs. There was lots of clashing coloured print on shirts and on tracksuits. Follow Rose Dent on twitter.

Graduate Fashion Week Gala show Wang Li Xuang 2011Graduate Fashion Week Gala show Wang Li Xuang 2011Graduate Fashion Week Gala show Wang Li Xuang 2011
Lastly Wang Li Xuang of Istituto Marangoni Milan went back to a more sombre colourway with oversized knitted capes and cowls – lovely stuff but the devil to photograph on such a dark catwalk.

It’s great to see some of those fashion designers above are on twitter, prescription but just one last word to graduating designers everywhere, both those who made it to the Gala Awards and those who didn’t or who are pursuing another creative avenue: make sure you use twitter to promote yourself! It’s such a valuable networking tool, and you’re wasting its potential if you just use it to gossip with friends. Leave that to your personal facebook profile – the whole world can see you on twitter, and you should be using it to present a professional image. Talk about your achievements, link to your website and make the most of its powerful ranking in search engines.

If you’d like to know more about how to make the best of social networking I’ll be teaching on the Fashion Bootcamp from the Centre for Fashion Enterprise on 9th-10th July. Find out more here and here.

Categories ,Andy Bumpus, ,Carl James Illingworth, ,Centre for Fashion Enterprise, ,Earls Court, ,Edinburgh College of Art, ,Facebook, ,Fashion Bootcamp, ,Felix Wolodymyr Chabluk Smith, ,Gala Awards, ,Genevieve Davroy, ,GFW, ,Graduate Fashion Week, ,Istituto Marangoni Milan, ,Kingston University, ,knitwear, ,Manchester School of Art, ,menswear, ,Northumbria University, ,Rose Dent, ,twitter, ,University of Manchester, ,Wang Li Xuang

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Amelia’s Magazine | Central Saint Martins: Ba Fashion Graduate Show 2011 review. Menswear.

Ziv Gill Kazenstein by_Alison Day
Ziv Gill Kazenstein by Alison Day.

Menswear is usually not as fun to talk about as womenswear, viagra order but despite the huge reliance on a similar sandy colour theme there were some very strong collections at Central Saint Martins:

Central Saint Martins Ba Show 2011-Kristy Longman photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kristy Longman photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kristy Longman photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kristy Longman photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kristy Longman photography by Amelia Gregory
Kirsty Longman opted for a pastel and camouflage collection that incorporated long shapes and interesting textures.

Central Saint Martins Ba Show 2011-Suzannah Gardner photography by Amelia Gregory Central Saint Martins Ba Show 2011-Suzannah Gardner photography by Amelia Gregory Central Saint Martins Ba Show 2011-Suzannah Gardner photography by Amelia Gregory Central Saint Martins Ba Show 2011-Suzannah Gardner photography by Amelia Gregory Central Saint Martins Ba Show 2011-Suzannah Gardner photography by Amelia Gregory
Suzannah Gardner went for pale shades of grey and camel in a very strong collection that took inspiration from school boy style, the Scouts and the Brownies. Think toggles and shirted shapes… with the occasional pleated mini skirt.

Central Saint Martins Ba Show 2011-Ziv Gill Kazenstein photography by Amelia Gregory Central Saint Martins Ba Show 2011-Ziv Gill Kazenstein photography by Amelia Gregory Central Saint Martins Ba Show 2011-Ziv Gill Kazenstein photography by Amelia Gregory Central Saint Martins Ba Show 2011-Ziv Gill Kazenstein photography by Amelia Gregory
Ziv Gill Kazenstein showed an explosion of print and oversized shapes. A drop hemline gorilla shirt was the most normal outfit in a fun collection of baggy feathered suits. The kind of menswear we like to draw! (see above)

Central Saint Martins Ba Show 2011-Daisy Lowe Josh Bullen photography by Amelia Gregory Central Saint Martins Ba Show 2011-Daisy Lowe Josh Bullen photography by Amelia Gregory Central Saint Martins Ba Show 2011-Daisy Lowe Josh Bullen photography by Amelia Gregory Central Saint Martins Ba Show 2011-Daisy Lowe Josh Bullen photography by Amelia Gregory
Josh Bullen must have friends in high places. His fairly ordinary sports inspired collection was given an injection of excitement by the appearance of Daisy Lowe in skimpy shorts. Well, if you’ve got the contacts why not milk ‘em?

Daisy Lowe for Josh Bullen at Central Saint Martins by Fi Blog
Daisy Lowe for Josh Bullen at Central Saint Martins by Fi Blog.

Central Saint Martins Ba Show 2011-Kopi Akasaka photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kopi Akasaka photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kopi Akasaka photography by Amelia Gregory Central Central Saint Martins Ba Show 2011-Kopi Akasaka photography by Amelia Gregory Saint Martins Ba Show 2011-Kopi Akasaka photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kopi Akasaka photography by Amelia Gregory Central Saint Martins Ba Show 2011-Kopi Akasaka photography by Amelia Gregory
Kopi Akasaka went for a literal approach with his very costumey collection, featuring three-legged twins, breast plates and a bearskin hat. Most successful was a wide pinstriped pants suit worn by a dashing ginger model.

Central Saint Martins Ba Show 2011-Noriyuki Doi photography by Amelia Gregory Central Saint Martins Ba Show 2011-Noriyuki Doi photography by Amelia Gregory Central Saint Martins Ba Show 2011-Noriyuki Doi photography by Amelia Gregory Central Saint Martins Ba Show 2011-Noriyuki Doi photography by Amelia Gregory Central Saint Martins Ba Show 2011-Noriyuki Doi photography by Amelia Gregory Central Saint Martins Ba Show 2011-Noriyuki Doi photography by Amelia Gregory
Noriyuki Doi had a fun take on the omnipresent butterscotch colourway. Red, white and blue print detailing gave the collection a summery lift. He’d also created an inventive see through bib and skirt to be worn over a normal suit if the look should so take your fancy.

And of course the menswear from Ivan Nuria Nunes won a prize in the L’Oreal awards.

Categories ,Alison Day, ,Central Saint Martins, ,daisy lowe, ,Josh Bullen, ,Kirsty Longman, ,Kopi Akasaka, ,menswear, ,Noriyuki Doi, ,print, ,Suzannah Gardner, ,Ziv Gill Kazenstein

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Amelia’s Magazine | Christmas Gift Ideas 2013: Babies and Toddlers

Slugs and Snails tights for boys blue

Slugs and Snails tights for boys.

So, what do you do if you need to buy something for the little person in your life at Christmas? We buy very few new clothes for Snarfle (and are very grateful for the many hand me downs that he wears) but when we do buy new we often buy from smaller independent designers who create unique looks that you will not find on the high street. These wonderful pieces are more often that not designed with love by someone who is a mum themselves. They know what little people like, and they create with passion.

Mini Magpie London upcycled wool gilet

Mini Magpie clothes are all created from upcycled adult garments by mum Kimberley. I am particularly hankering after this little knitted waistcoat that is adorned with plentiful pompoms… but do take a look at all her clothing for little ones… such cute stuff, including little denim jackets, leggings and much more.

Slugs and Snails tights for boys

It is no secret that Snarfle lives in his Slugs and Snails patterned tights (see my instagram feed). After a summer off (during which he grew out of his last selection) I literally don’t know what we would do without them during the cold weather. Nothing is as snug and cosy as tights – socks always seem to crumple off in little deposits all over the house to leave behind freezing cold tootsies (not that he seems to mind, they bother me a lot more). I was a bit worried about how he might ‘style’ them (don’t laugh) now he is a fully grown walking mini person, but actually they look bloody great under baggy pants, or peeking out from under leggings (which he also lives in, most of ours come from Oh Baby London). My new favourite design is Storm, featuring clouds and rainbows on a steely grey background. Utterly fab: these really are the best gift you can give a little one, boy or girl. You can read my interview with creator Kathleen Redmond here, she’s an inspiration to all us mums.

The Bright Company - Knapp Blanket for babies

When Snarfle was smaller he was always tucked up (in our bed) inside a sleeping bag. How did we ever manage back in the old days, before these genius inventions? Ours were all second hand, but if I was looking for a very sweet and unique version I’d go for one by The Bright Company, all handmade and printed in the UK. Their Kipp Sleeping Bag for £38 is covered in a very retro modern hexagon design in their signature bright blue and orange colour way. Or how about the Knapp Blanket for £30 in unisex colour ways, a great gift for little people that can be used to swaddle them in the Moses basket (if yours will sleep in one that is, our basket was passed on very quickly) or to keep them warm in a buggy or in the carrier. Later on it could even become a fantastic den maker!

Day Job Katie Johnston hobby horse toys

Hankering after a toy that’s not garish and over the top, that will allow your child’s imagination to run free for many years to come? Then why not consider a Hobby Horse. These ones are by Katie Johnston of the Day Job collective, and come in a host of possible colours. You choose! It’s just like the good ol’ days…

The Baltic Baby Leggings by Modéerska Huset

Kyna Boutique specialises in organic children’s clothing and many of the brands are sourced from Scandinavia, which seems to specialise in the kind of bold patterned clothing that I love so much but which English designers shy away from. I really like The Baltic Baby Bodysuit and Leggings by Modéerska Huset, covered in islands, ferries, waves and swans. Swedish designer Jenny Modéer works in a slightly more subtle but nonetheless unusual colour palette. Kyna Boutique offers free delivery within the UK, and free returns too!

Ruff and Huddle varsity jacket with zakee shariff

Ruff & Huddle has had a super busy year, with successful launches in Selfridges and great press all over the place. Their collaboration with ace illustrator Zakee Shariff has produced some wonderful clothing, and I am particularly in love with this London Varsity jacket that has ROAR embroidered on the front and a lion on the back (see left in the photo above). Why should the Americans have all the fun? At £50 it’s a considered purchase, but one that is bound to be a practical favourite with your little one.

Sian Zeng - Blue duvet set and sew your own bear

Sian Zeng is a Cockpit Arts based designer who creates a variety of objects and homeware items that span the generations. Her classic bespectacled Office Bear comes as a kit you sew up yourself for £25, and here they are seen in a variety of colour ways lounging against a duvet set, also designed by Sian. Snarfle has one of these, but it did have to be sewn up by an adult (his dad!) – so this is a fun gift that could kill two birds with one stone (so to speak).

Lil Beans red baby fringe moccasin booties

Lil’ Beans is a new online kidswear retailer that was set up with the aim of selling brands that offer high quality design, uniqueness, comfort and durability. Due to their American connections they have also brought some lesser known brands to these shores and I am just a little bit in love with these adorable red fringed moccasins for babies for £35. Adorable. Also look out for their Thrifted section, featuring second hand loveliness for bargain prices.

Lastly, I’ll be bringing you my ideas for the prettiest and most unusual homemade decorations that I’ve found on my travels around the web. Here’s hoping that I get time to make a few myself as well.

Categories ,2013, ,Babies, ,Babywear, ,Christmas, ,Cockpit Arts, ,Day Job, ,gifts, ,Hobby Horse, ,Jenny Modéer, ,Kathleen Redmond, ,Katie Johnston, ,Kipp Sleeping Bag, ,Knapp Blanket, ,Kyna Boutique, ,Leggings, ,Lil’ Beans, ,London Varsity jacket, ,Mini Magpie, ,Modéerska Huset, ,Office Bear, ,Oh Baby London, ,Ruff & Huddle, ,Sian Zeng, ,Slugs and Snails, ,Snarfle, ,Storm, ,TBC, ,The Baltic Baby Bodysuit, ,The Bright Company, ,Thrifted, ,Toddlers, ,Zakee Shariff

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Amelia’s Magazine | Corinne Day 1965 – 2010


ADZ, capsule drug illustrated by Jess Stokes

Whilst eco-couture has always been ahead of the times in terms of sustainability, click it’s often been left behind in the style stakes, unable to compete with mainstream, high fashion. Gradually though, a new breed of designer has emerged who is equally concerned with creating a cutting edge aesthetic as they are utilising sustainable and organic materials.

At the forefront of this movement is Ada Zanditon, whose designs experiment with shape and texture in a way that is unsurprising once you learn that she originally interned with Alexander McQueen and Gareth Pugh. After establishing her own eco-luxury womenswear line in March 2008, Ada has gone on to raise awareness of everything from eco fashion to politics through the likes of the Think Act Vote campaign. Ada took the time to answer a few questions for us about the inspiration behind her new range ADZ, and the future of eco fashion. ? 


ADZ S/S 2011

You’ve really established yourself as a pioneer of eco-fashion, giving the movement a younger, sexier image than it had in the past. How did you go about this?  
I think that I had two very strong passions that I was determined to make work together – fashion and sustainability. I enjoy the innovative aspect that comes into every part of the process, my main how-to part of it I think comes from a basic viewpoint that anything is possible. It’s equally possible to make a beautiful fashionable dress from an ecological material as it is from one that is not. It’s equally possible to create fashion that considers its full life span and even decay as it is to create something that does not. It’s a question of awareness, choice and aesthetics. 

Tell us about your new collection, ADZ?  
ADZ by Ada Zanditon is the bridging line to my main collection, it’s contemporary, resort urban wear that combines strikingly unique prints with casual yet sophisticated pieces that are focussed around bold geometric detailing in fluid soft fabrics such as tencel, silk jersey and chiffon. The SS 2011 debut collection of ADZ is titled Nebulayan. My inspiration came from creating illustrations of satellite images of the Himalayas mountain range which I then layered with Hubble telescope imagery of deep space nebulae. We now have achieved the technology to see the Earth from space and also to see deep into outer space. I like the idea of contrasting these perspectives with each other. 


ADZ, illustrated by Aniela Murphy

How do you cope with the volume of work and your nerves in the build up to London Fashion Week? Any trade secrets?
I am always aware that I am so fortunate to be in the position to be running my own label, I don’t really want to complain. Everyday always has its challenges, but I try to see that as opportunity. I think gratitude is vastly underrated these days…. don’t you? 

Absolutely! Amelia’s magazine have always been a big fan of your illustrations, any plans to design your own prints based on your work?
Actually, all my prints are based on my illustration work and photography and as well as that I use watercolour then layer all these elements together. ? 


ADZ, illustrated by Natsuki Otani

Musician Viktoria Modesta is your muse; how did you end up working together? You’ll be contributing to her showcase next month; what will that involve?
Soon after we first met we found we had a good creative rapport. I think Viktoria has incredible elegance and style with a real sense of grace. As for the showcase – I don’t want to give to much away but it will be a great evening. 

How do you think the public can be convinced of the importance of sustainability? Do you think there is more designers, magazine editors and celebrities could be doing to highlight its significance?
I only think the planet can truly convince people of the importance of sustainability. I’m sure most people living on the coast of Bangladesh are highly convinced that we need to live in a more sustainable way as they are effected daily by climate change. However, I think that people can encourage and inspire, and have a really good try at convincing. What worries me, though, is that catastrophic events only really shake people into action. I think everyone in every walk of life can do more, no matter what you do.

To see the entire ADZ S/S 2011 collection, visit Ada’s website.
To read more about Think Act Vote, see our interview with Amisha Ghadiali here.

Corrine Day pictured in 1996

The fashion world is in mourning over the loss of another of its brightest stars. Corinne Day, decease the fashion photographer known for shooting Kate Moss at the beginning of her career, information pills has died aged 45.

Her documentary-style photography shook up the fashion world in the nineties, mind at a time when the industry was looking for an antidote to the gloss and glamour of the eighties.  

Born in Ickenham, west London, Day she was raised by her grandmother (her mother, she said, ran a brothel, and her father was not in the picture), and after failing school, worked as a courier. A chance meeting with a photographer led to a short-lived modeling career – Corinne knew she was no cover girl – but through it she met her lifetime partner Mark Szaszy, who taught her how to use a camera.  

It was behind the lens that Corinne shone, and whilst modeling in Milan, she started snapping ‘what she knew’ – her friends – teenage models, hanging around cramped, dingy flats, dressed in charity shop finds.  

This was before the age of street style or fashion bloggers, where anyone with a camera and a passport could jet set around the world, snapping chic from the sidewalks. Her subversive shots caught the eye of Phil Bicker, then art director of The Face, who commissioned a shoot that was to become the stuff of fashion legend.  

The story of Corinne and Kate is well-documented. Day saw promise in a polaroid of the wannabe model, just 16. The ‘3rd Summer of Love’ in July 1990, saw Kate frolicking on a beach in Camber Sands, dressed in a mismatch of high-end designer and cheap market finds. The shoot caused a sensation. The two became firm friends, sharing a flat for three years – this closeness was something Corinne shared with many of her subjects, enabling her to capture them at their most natural.  

Shoots for Vogue followed – (Day was the first to shoot Kate for one of her countless Vogue covers) with Corinne teaming up the stylist Melanie Ward to create the now infamous ‘waif’ look. Her ‘Underexposed’ sequence saw Kate Moss languishing in a bedsit festooned with fairy lights, skinny in saggy tights, creating outrage in the national press for encouraging anorexia and heroin use.  

But nothing could stop Day’s rise to stardom. Her stark, fearlessly honest photographs welcomed in a new mood suited to a country recovering from a recession.  
After a decade of supermodels with their Amazonian bodies and diva demands, Day’s idea of perfection was imperfection. She hated retouching photographs, and favoured quirky models with only traces of makeup, exposed to natural light. Her shots of street kids in second-hand clothes summed up the anti-glamour aesthetic of Generation X. It was an answer to Seattle’s grunge movement – but uniquely British, and effortlessly cool.   

Influenced by the work of documentary artists like Nan Goldin, she sought to capture people’s “most intimate moments”, when “we’re not having such a good time”. This extended to her own life, when she was diagnosed with a brain tumour in 1996, and asked her partner to photograph her battling with the illness. The result was published as ‘Diary’ in 2001.  

After recovering from her first bout of illness, Corinne continued to shoot for fashion magazines, as well as documenting her own friends and family. Her work was commissioned by the National Portrait Gallery, exhibited everywhere from the V&A to the Saatchi, and even the subject of a BBC Four documentary.  

Corinne will always be known as the girl who kick-started heroin chic, but her legacy will be something greater. Writing in The Telegraph, stylist Belinda White commented how, growing up as a working class girl, she “had no business” looking at Vogue and “couldn’t relate” to the stories on the magazine pages. The Kate Moss shoot made her “stop in her tracks” and realize that for the first time, normal girls ‘like her’ could be a part of this world.  

Corinne Day’s photographs democratized fashion, and made it ‘real’ and relevant to a girl on the street. Only under her guise could Kate Moss, a short, flat-chested girl from Croydon, rise up the echelons of the fashion world.  

All images © Corinne Day

Categories ,3rd Summer of Love, ,Amazonian, ,Britain, ,Camber Sands, ,corinne day, ,Croydon, ,fashion, ,Generation X, ,grunge, ,Ickenham, ,Kate Moss, ,london, ,Mark Szaszy, ,Melanie Ward, ,Milan, ,Nan Goldin, ,national portrait gallery, ,Obituary, ,Phil Bicker, ,photography, ,Saatchi Gallery, ,seattle, ,The Face, ,Underexposed, ,va, ,vogue

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Amelia’s Magazine | Fashion Philosophy Fashion Week Poland S/S 2012 in Łódź: An Introduction

Fashion Week Poland people SS 2012-international press photography Amelia Gregory
Fashion Week Poland S/S 2012. International press on the front row, all photography by Amelia Gregory.

Last week I returned to Łódź in Poland for my second dose of Fashion Philosophy Fashion Week Poland. This time around I knew more about what to expect and already had some designers in mind to watch. I was also determined to see as many off schedule shows as possible, because as is often the case this is where the most exciting new talent resides.

Fashion Week Poland 2011 andels hotel exterior
Fashion Week Poland 2011 andels hotel exterior
Fashion Week Poland 2011 andels hotel hall
Once again I stayed at the Andels Hotel, a fabulous establishment created from one of the many old factories that typify the landscape of Łódź. Andels has neon rimmed curved cut outs between floors and high ceilinged bedrooms that belie it’s industrial origins, and the breakfast is yummy. What more could you want?

Łódź Fashion Week AW 2011-Andels room
Lodz Fashion Week AW 2011-Andels bedroom
Fashion Week Poland 2011 andels hotel interior
Fashion Week Poland 2011 andels hotel interior-Andels swimming pool
Unfortunately I had no time to sample their spectacular overhanging rooftop swimming pool because I had a hectic four days of shows, with up to 12 shows to see each day. To make things even more exciting I offered to take over the official Fashion Week Poland twitter feed @fashionweek_pl for the duration of my visit. Twitter really hasn’t taken off in Poland yet, but I was determined to show them how important it is to reach an international fashion audience. So for four days, not only was I taking photos and editing between shows, I was also twittering as much as I could given a sometimes shaky internet connection (better wi-fi than London Fashion Week though I might add). Interestingly Facebook is huge news for business, with many designers using it as their sole means of communication on the web.

Fashion Week Poland people SS 2012 Amelia Gregory and Marlena Woolford
Pregnant ladies on the front row: myself with Fashion Trends Analyst Marlena Woolford.

Fashion Week Poland people SS 2012-Joanna Malgorzata Kralkowska
Eating Polish pancakes at Manekin with my lovely guide Joanna Dyrdowska and Fashion Week Poland organiser Małgorzata Kralkowska.

Having been to Fashion Philosophy Fashion Week Poland twice I now have a much stronger idea of what I would determine to be uniquely Polish in fashion – they excel at a curious mix of grungey draping, downbeat mumsy colours and 80s brashness. Polish style at it’s best revels in odd colour combinations and contrasting fabrics and it’s refreshing to see a strong strain of environmental awareness manifested in both materials and design inspiration (I sadly missed the Re-Act eco fashion show on Wednesday night). Grey jersey draping is such a common theme across collections that when used unimaginatively it quickly becomes very tiring, but when done well it adds to that essential Polish feel, as typified by the likes of Monika Ptaszek. Her S/S 2012 menswear collection was one of my favourites, and showcased the very best of what is essential Polish style.

Monika Ptaszek Fashion Week Poland SS 2012
Monika Ptaszek Fashion Week Poland SS 2012
Monika Ptaszek Fashion Week Poland SS 2012
Monika Ptaszek S/S 2012.

Aside from a very Polish strain to many collections there were noticeably more international trends running through the shows this season, as compared with last. Sheer fabrics reigned supreme, (exposed bums and boobs, hello) as did ikat and digital prints, plus the mini maxi combo that leaves models struggling to align fabric in the best position for cameras as they stride down the catwalk.

Joanna Klimas Fashion Week Poland SS 2012
Sheer at Joanna Klimas S/S 2012.

Poitr Drzal Fashion Week Poland SS 2012
Bottoms on show at Poitr Drzal S/S 2012.

Blessus Fashion Week Poland SS 2012
Ikat meets maximini at Blessus S/S 2012.

In my upcoming blogs I’ll give a flavour of how this emerging fashion centre is evolving and I will of course concentrate on the most exciting Polish designers to watch out for. There are plenty of Polish designers who have studied and are now working to considerable acclaim in London, and there’s no reason why home trained talent should not make a bigger mark on the international scene in the years to come too.

Categories ,@fashionweek_pl, ,Andel’s Hotel, ,Blessus, ,Facebook, ,fashion, ,Fashion Philosophy Fashion Week Poland, ,Ikat, ,Inspiration Trends Analysis, ,Joanna Dyrdowska, ,Joanna Klimas, ,Lodz, ,London Fashion Week, ,Manekin, ,Marlena Woolford, ,Maximini, ,Małgorzata Kralkowska, ,menswear, ,MiniMaxi, ,Monika Ptaszek, ,Pancakes, ,Poitr Drzal, ,poland, ,S/S 2012, ,Sheer, ,twitter

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Amelia’s Magazine | TwitterKnitter warms up Camden

Johnny Flynn by Jennifer Oliver
Illustration by Jennifer Oliver

“Hello! Erm…Welcome!” says Johnny Flynn as he takes to the stage for this homecoming show, erectile cialis 40mg and the Sussex Wit’s biggest ever headline gig. This is definitely the politest gig I’ve ever been to. The air of restraint is only reinforced by the fact that, no rx patient due to the Shepherd’s Bush Empire’s cloakroom having reached it’s maximum capacity of bags, I am forced to carry a Marks & Spencer carrier bag for the entire gig.

However Amelia’s Magazine favourite Mr Flynn is nothing if not a captivating performer, and the whole crowd is mesmerised as he starts the gig with the low-key Lost and Found, a highlight from second album Been Listening. One thing that’s immediately obvious is how good his band are. They’ve been on the road pretty much non-stop since the summer festivals and it shows. During a blistering Been Listening, they chug away like vintage-era The Band, adding a real live punch to the powerful honesty of Johnny’s voice and guitar.

Johnny Flynn by Graham Cheal
Illustration by Graham Cheal, from photograph by Lauren Keogh

So much so, that when they play the afro-beatish single Kentucky Pill sans its main trumpet riff, it’s hardly noticeable. And this is the order of the day – although the live renditions often differ considerably from the recorded versions, Johnny and the Wit always do justice to the songs, in true troubadour style. On the magnificent Hong Kong Cemetery, Johnny switches between a trumpet in the choruses and a guitar in the verses. Later the horn section parts of Cold Bread are approximated with a flute. Throughout the night Johnny will also play the mandolin, banjo and the fiddle.

YouTube Preview Image

“This is my sister Lily, she just got here”, he says, signalling the first of two guest appearances, as his younger sibling takes the stage to sing backing vocals. “Now we have ginger symmetry”, he jokes, standing flanked by Lily, and the equally raven-haired keyboard player James Mathe, who later admits “We need to work on our banter”.

Then Johnny whips out, like, an electric guitar! Is this going to be his Bob Dylan “Judas” moment? Not quite, but he does inform us “You can bop to this one if you like”, before breaking out into an almost calypso-tinged version of the lovelorn Churlish May, which does indeed get the crowd moving.

Johnny Flynn by Dee Andrews
Illustration by Dee Andrews, from photograph by Lauren Keogh

The more traditionally folky songs from debut album A Larum generally receive the biggest responses, with stomping singles Leftovers and The Box provoking medium-scale hoedowns. But the most enduring moment comes from an unexpected guest appearance from old friend Laura Marling. The crowd, which up to this point has been pretty reserved, goes bananas. Delicate and pale, the almost ghostly spectre of Marling adds to a haunting rendition of The Water, Johnny’s paean to H2O.

YouTube Preview Image

I’m actually surprised at how many people are here, but as I look around the sold-out Empire, it’s clear that Flynn has a strong and adoring fanbase. During a rare quiet moment a girl behind me shouts “I love you Johnny!” – a couple of seconds of silence pass and then the man next to her shouts “I love you as well, Johnny!”

YouTube Preview Image

Flynn, playing in front of a patchwork backdrop based on the trees from the cover of Been Listening, ends the set with a breathless version of the banjo-led Eyeless in Holloway. After only a couple of minutes he returns to the stage with Lily, saying “Did we do that right – the going off and coming back on bit?” It’s this kind of bafflement with the rituals and clichés of rock and roll that makes his approach so endearing.

Johnny Flynn 2 by Graham Cheal
Illustration by Graham Cheal

After a tender and stripped down duet with Lily on Amazon, the rest of the band come back on. “We’re gonna play one more, and then everything else happens…like life and stuff”, he says, before ending with rapturous fan favourite Tickle Me Pink. I leave the venue, Marks & Spencer bag in hand, feeling like I’ve witnessed something truthful and blessedly untainted by cynicism.

YouTube Preview Image

When the folk resurgence started a few years ago, Johnny Flynn seemed like the boy most likely too. However in terms of sales, he since been outstripped by the world-beating sound of Marling and the ubiquitous Mumford and Sons. But while Marling and Mumford may have the arena tours and Mercury nominations, it’s clear from tonight that Johnny still has the heart and soul, and vitally, the sense of humour.

Illustration by Avril Kelly

‘Does my neck look fat in this?’ ‘My other scarf is an alpaca.’ ‘Under this scarf is a lovebite from Santa.’ Have a look at the #warmupcamden hashtag on Twitter and watch the tweets stream in. The best will be turned into scarves, nurse which will be handed out to the homeless and other cold inhabitants of Camden this Christmas.

Once a suggestion has been accepted, the eager TwitterKnitter volunteers will tweet back, and the contributor can watch their phrase being made into a scarf in a live web feed.


Illustration by Antonia Parker

TwitterKnitter combines knitting, an old craft that has proved its worth through the ages, with the relatively new invention that is Twitter. Ventures such as TwitterKnitter is proving that Twitter can have a purpose other than telling your friends what you had for dinner, boding well for it being more than a fad. We will probably see new and unexpected uses pop up, but the network is already starting to prove it can be valuable for gathering support for a cause, as Amelia Gregory described in her article about the UKuncut demonstrations.

As volunteers from the London School of Fashion continue knitting at breakneck speed, the team will accept suggestions for six more days. The initiative, a brainchild of creative agency Saint@RKCR/Y&R, has proved very popular after kicking off earlier this month, according to the agency. The scarves will be distributed across Camden on 20th and 21st December. ‘Keep warm and carry on.’


Illustration by Avril Kelly

Contribute to TwitterKnitter by submitting a suggestion on the website, or send a tweet to #warmupcamden.

Categories ,Antonia Parker, ,Avril Kelly, ,camden, ,charity, ,knitting, ,london, ,London School of Fashion, ,Saint@ RKCR/Y&R, ,twitter, ,TwitterKnitter

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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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