Design Assistant Journal

Internal Placement

On my first day of internal placement, all first and third year students, had a briefing from head of fashion Paul Rawson about internal placement and how it works. We were explained about the process and important information about what will happen during the internal placement. We were then allocated to our respective third year students, whom we were going to work with. We introduced ourselves briefly on the first day. We exchanged our contact details, so that we can contact each other about timing and days to meet up to work together. I was allocated to Morteza Varzegani.

Ideas and inspiration

On my first day of working in studio, Morteza explained to me about his designs. His designs were inspired by movie called “Charles Bronson”. Charles Bronson was one of the most violent prisoner in UK. While he spent most of his years in prison, he occupied himself by producing pieces of artwork. Morteza’s research work included, visuals of Charles Bronson drawings, abandon places (mental hospitals), pictures of people in prison, CCTV cameras etc.

 

Materials and techniques

He was working with delicate fabrics like silk. His fabrics colour was off white and muted and transparent. When I asked, why he used silk fabric, he explained to me about a painting called “Rembrandt”, which portrays a Bible story about the nature of God’s forgiveness for those who sin. The painting is the story about a woman caught in adultery, but was forgiven; the fact that even the prisoners were treated fairly and with kindness, and that helped Morteza to choose the fabric such as silk in transparent white colour. I learned about finding inspirations from uncommon sources and the process of converting inspiration into ideas and then ideas into design.

We made samples using eyelets on fabrics. I was shown by him on how to use the eyelet machine. I helped him sorting out the eyelets pieces.

I also got the opportunity to help another third-year student, when Morteza didn’t need help. I did the basic things like ironing her fabric and helped her cut fabric into long strap pieces. All pieces were measured then cut into same size pieces and the edges were left to fray as part of aesthetic.

Continuing my placement with Morteza, I helped him do the pattern cutting. He asked me to pattern cut different pieces for linings and trouser pieces. He told me pattern cutting is one of the important part, while doing internship with the company in the 2^nd year, because, lot of the times we will be asked to do pattern cutting. I also did some overlocking on few of his pattern pieces.

In the connection of his initial research, he got many elements from abandon mental hospitals. He was rust dyeing his fabric himself. Unfortunately, I couldn’t get to help him with that, because he was doing that from home. However, he explained me the process.

Below is the picture of the toile of his design.

The Internal Fashion Show

We started quite early around 8:30am. Morteza explained to me about dressing model, because his designs had many layers and it was quite complicated.

Below, is the picture of three looks of his design. I helped him with arranging and putting the designs in order. He was specific about hiding the face of the model as part of aesthetic. I learned that, attention to detail is very important from top to buttom including hairstyle and make up. Every tiny detail matters.

There were times we just sat and waited for the show to begin. Below, are some of the photographs of Morteza’s designs. The show was a success and I am glad that his designs got selected for the press show. I am looking forward to helping him for the press show. The internal fashion show was fun and exciting and I got to see how the show works.

 

 

Zine Publication (Mods)

Mods Editorial Shoot 

I started with researching visual images of mod subculture, such as fashion, lifestyle, music, art, hair and make up and so on. I tried to incorporate photoshoot style of the 60s mod era into my photoshoot. Therefore, I decided to do my photoshoot mostly outdoors, where Mods would hangout such as coffee shops, highstreet, Carnaby Street and so on. My photoshoot idea is hugely influenced by the Mods era fashion icon Twiggy, Peggy Moffitt. I focused mainly on hair and make up, earrings, accessories, and bold and bright printed outfits.

 

Zine Publication

Mods Interview

 

1. How do you describe mod fashion? What makes mod a proper mod?

Well, that is the million dollar question! There have been many debates over what is ‘Mod’ and what is ‘mod fashion’. A common definition is that mod is “clean living under difficult circumstances” which was coined by Pete Meaden, manager of The Who, but this could be interpreted in different ways. There are many different subcultures in mod culture and with that comes many different mod looks and fashion trends. I think most mods would agree that Mod fashion is about smart, clean and classic looks. If you were to choose a stereotypical mod look then you might include things like three button suits, knitted polos, button down gingham shirts, parkas, loafers and Chelsea boots, but Mod is a broad church and it can and does include a lot more than just this.

2. What do you think is the most interesting aspect about mod culture and why?

I think the fashion and how it changes can tell the story of people wearing it, so I find that the most interesting aspect. I like the music and culture too, and I like the 60s a lot so I tend to lean towards more of a 60s mod look personally.

3. Music and art were the major influences in mod culture ? Why do you think so?

The Mod movement actually has its roots in jazz music so music and art are major influences on mod culture. The name ‘mod’ was coined for jazz fans who liked Modern Jazz (as opposed to jazz fans who liked Traditional Jazz, who were the Trads). As times gone on music and art has changed and this has influenced mod culture and fashion in particular. Some of the biggest mod icons are musicians and singers; most famously The Who and Paul Weller and The Jam, but as with all things mod there isn’t one single type of ‘mod music’, but lots of different genres from rock and indie through to reggae, Ska and back to jazz again.

4. How is mod culture different from other subcultures? Do you know any hangout places for mods in present time?

I think ‘mod’ is always evolving and developing. There’s already quite a lot of subcultures within the ‘mod’ label which are quite varied and different  – for example, 60s mods (also called Peacock mods), Ska and 2-Tone Mods, Skinhead, Scooterboys, Northern Soul and maybe even ‘new’ mods for the new generation. There’s quite a lot of mod nights and scooter rallies and events and festivals being held all the time up and down the country and I believe there are some mod clubs and pubs out there still too!

5. Do you think mod style has influenced fashion in today’s generation? If so how?

I think you can see the influence of Mod in some fashions which are popular today. Harrington jackets and MA-1 bomber jackets are on trend at the moment and they’re both staple mod styles. Lots of things like that come and go in mainstream fashion trends. A few years ago round collar (or penny collar) shirts were in vogue and more recently paisley shirts were a trend in mainstream fashion and both of these are classic mod looks too. Also in culture people like Miles Kane or Martin Freeman have adopted a mod outlook and style.

6. How is your store/company promoting mod culture/fashion? What kind of customers are interested in buying mod (mod inspired) clothes/products?

The Mod look is a big part of the Atom Retro range and its at the heart of Madcap England’s style. Atom Retro incorporates mod and we sell other retroand vintage influenced styles too. We think our logo – a shattered mod target represents this quite well – we’re mod and beyond! Madcap England incorporates all elements of classic mod style, predominately 60s and 70s fashion, – we’re well known for our knitted polos and Chelsea Boots and we also try to cater for more hard to find fashion that’s been a part of the mod story in the past. Most recently this has been in the shape of Afghan coats for men, a classic 60s fashion piece which is practically gone from mainstream fashion entirely. Ours are faux suede however, whereas the 1960s versions were sheepskin.

7. Can you name any style icon or media person who represents mod culture or whose style is influenced by mod culture?

There are lots! But I suppose the ones who spring to mind immediately would be Paul Weller and The Jam, Pete Townshend, Keith Moon, John Lennon, George Harrison, Miles Kane, Bradley Wiggins… the list goes on!

8. How has mod culture/fashion changed throughout the years? How is it different today?

As I’ve mentioned previously it’s changed a lot. In the 50s, when it started, it was a very clean and smart look which was about making your individual mark on the world. Previously fashion had been quite staid so the younger generation wanted something different and new which wouldn’t be what their parents would wear. With the 60s it split into what you might call ‘Peacock mod’ – the more flamboyant, dandy fashions which the 60s are famous for, and Scooter boy mods who would become famous for their 3 button suits worn under parkas (the large army parka would protect your suit from getting oil marks on it off your scooter!) In the 70s Mod revival took mod in a different way with skinhead and 2-tone ska becoming part of the mod scene.

9. Do you think mod movement from the history  is relevant to today’s youth?

It should be! Mod and 60s fashion in general marked a move away in fashion from traditional and boring fashions of the past and introduced a freer attitude to what you can and should wear. Most of modern fashion owes its existence to this.

 

Interviewee : Lindsey (Staff of Atom Retro)

Atom Retro ,Indie Apparel Ltd

Unit 1 Elge House, Hopper Hill Road, Scarborough, YO11 3YS

 

Mod Music Playlist

 

 

 

 

 

 

 

Individual Moodboard

Group Photoshoot 

 

Final Group MOODBOARD

Sketchbook Collages

ESSAY (MODs : The Subculture of Modernism)

 

MODS (The Subculture of modernism)

 

“Being a Mod is more of a sensibility than a style” (Martin Free Man). 

As, I have chosen Mods subculture to further do my research on; I looked predominantly at the female fashion aspects of Mods subculture. It is quite fascinating to me, looking at the fashion history and how fashion and lifestyle evolved hugely in the 1960s when Mod subculture was originated or adopted by the younger generation.

“Mod is about taking pride in your appearance, where you live might be poor, but that doesn’t mean that when you hit the street you have to reflect that by looking like a slob” (Rob Bailey)

Apart from music, fashion is the integral element to the development of the movement. The younger generation wanted to have own identity in terms of fashion and lifestyle. They wanted change. Hence, the revolution took place.“Being elegant is no longer fashionable. Elegance is dead as a doornail, the word itself has already been forgotten. The independent woman is alive and kicking-slim and awake and industrious- able to be master of her own life, free in her job, in her attitudes, in her love. And above all: she is young” (Page 16 , Sixties fashion)

“The appellation “MOD” referred originally to a group of scooter-riding, clothes obsessed young men, but the term was soon used generically to denote many pockets of youth whose appearance broadcast their independence”

Mod style is about feeling modern through fashion and lifestyle. Idealism and optimism are the driving principles. Before Mods fashion according to the youth used to be boring because it was mainly couture and style that would suit the older generation of that period. Therefore the youth of that generation wanted change and change started within them. They started adopting a style where they would feel youthful.

A real Mod does not choose to be a Mod, they discover that they are a mod. It is not just a fashion statement; it is the way you feel and act and express yourself. Mod is in the soul (Amy)

How they dress up and carry themselves is very important and they would spend every penny to live up to the particular mod style. Style and appearance is very important for the mods. Back then, it was a way to escape and rebel against the older generation and family obligation.

“Clean living under difficult circumstances” (Pete Meaden , publicist and manager for The Who)

 

The Optical Art in Mods Fashion

The Optical art hugely inspired the fashion of 1960s. The Op art prints in garments were very popular trend with mods subculture. Youth took inspiration from the art to create style in their way of clothing. Not only limited to garments it was seen everywhere such as furniture, stationery, decorative and so on.

“The fashion, design and advertising industries fell in love with op art’s graphic patterns and mesmerising, decorative impact. Across all design disciplines op art was cool” (Page 38, 50s Fashion that changed the 60s)

Bridget Riley (Op Artist)

 

 

 

Photographed by Giorgio Casali

Mod subculture is artistic and eccentric. Textiles patterns were inspired by contemporary art. Geometric forms were the inspiration to create silhouette and fabric patterns such as clean graphic, stripes, and dots in bright colours.Contemporary Fashion designers has taken their inspiration from optical art movement from the 1960s and has used that in their design.

Louis Vitton Spring 2013 (The Mod Look /Op Art): The check prints and the structure of the garment along with the hairstyle and make up and the mid-heel shoes seems graphic and 1960s Mod Look  inspired.

http://www.vogue.com/fashion-shows/spring-2013-ready-to-wear/louis-vuitton

Marc Jacobs Spring 2013 collection was inspired from 60’s fashion and the optical art. The design had many stripes, parallel lines, black and white and sequined patterns.”Jacobs distilled a radical moment of transition in style, between the suited young ladies of the early sixties and the free spirits of the later part of the decade” (Vogue, Tim Blanks)

Source: http://www.vogue.com/fashion-shows/spring-2013-ready-to-wear/marc-jacobs/slideshow/collection#40

Thom Browne New York Spring/Summer 2017 collection had design with colourful and graphic prints, check board prints which i could refer to the 1960s Mod fashion.

Source: http://www.vogue.com/fashion-shows/spring-2017-ready-to-wear/thom-browne/slideshow/collection#8

Mary Quant  (ground breaking fashion designer of 1960s)

“Mary Quant wanted to create for people like her and for a life that was very real: women who had a job and a fantasy life that took that job into account”(Page 9, Radical Rags ).New Look was not relevant to the young generation because and also the fact that young people could not afford it.

The young should look like the young….The old could, if they wished, look like the young, but the young must not on any account look like old” (Mary Quant , page13, Radical Rags). Mary Quant designed practical designs that were suitable for youths where you could walk or do regular things with ease and look fashionable at the time

 

“As Mary Quant pointed out: ‘It’s the Mods…. who gave the dress trade the impetus to break though the fast-moving, breath-taking, up-rooting revolution in which we have played a part” (page25, Swinging Sixties)

Source: http://www.marieclaire.co.uk/fashion/1960s-fashion-icons-designers-trends-34260

Valentino Fall 2014 collection was inspired from the 60s pop art and Mod style. “This show cycled through many of the ideas they’ve brought to the house, much of them with a mod sixties flavor this season: the shirt-collar dresses, the embroidered tulle gowns, and capes of all kinds—in lace, in leather, in drapey silk crepe, and in versatile double-face cashmere that could be pinned back to create an alternate look” (Vogue, Nicole Phelps)

Source: http://www.vogue.com/fashion-shows/fall-2014-ready-to-wear/valentino

The Hairstyle

The mod hairstyle was one of straight hair that was styled neat and short, close to the head. It took a lot of effort and time to get the hairstyle perfect

The combination of the two most influential people of the 1960s gave women’s fashion new approach. Vidal Sassoon’s clean geometric style haircut went well with Mary Quant’s geometric prints, colourful and bright garments. It made women feel more confident and youthful than ever before. It was indeed practical and not time consuming for women to get ready. Mary Quant said, “I made the clothes, but he put the top on” (page 36)

“Sassoon created shapes that were so modern and so forward thinking that they still look ‘modern and so forward-thinking that they still look ‘modern’ nearly 50 years later”. (page 36 fifty fashion that changed the 60s). Sassoon found most of his inspiration from the work of Bauhaus architects.

I recently went to an exhibition that was held in Victoria and Albert museum that explored the era of 1960s. The exhibition also included “Sassoon Salon Sunday” with live haircutting.

Mod style icons of the 1960s

Lesley Lawson (Twiggy) is a mod icon and known as the face of the year 1966

Twiggy was considered to be the face of mod Her boyish look was one to emulate. Her vaguely androgynous look made her the face of every fashion teen magazine.

Eddie Campbell The 21st Century Mod

I think Eddie Campbell short hair makes her appearance androgynous and her style and her look reminds me of Twiggy from 1960s.

Source: https://fashionandstylepolice.com/2013/03/07/edie-campbell-covers-vogue-uk-april-2013-issue/

Edie Campbell by Patrick Demarchelier for Vogue UK January 2014

Source: http://stylepantry.com/2013/12/16/edie-campbell-for-vogue-uk-january-2014/

The Androgynous Look

Lanvin Spring/Summer 2017 Ready-To-Wear Collection

Source: http://www.vogue.com/fashion-shows/spring-2017-ready-to-wear/lanvin/slideshow/collection#3

Miu Miu 2012 Fall Collection represent vibrant colours with geometrical prints and androgynous style.

Source: http://www.vogue.com/fashion-shows/fall-2012-ready-to-wear/miu-miu/slideshow/collection#3

Moschino Spring 2013 collection

Source: http://www.vogue.com/fashion-shows/spring-2013-ready-to-wear/moschino

Rossella Jardini designed Moschino Spring 2013 collection. The influence of Andre Courreges helmet from the 60s, shift dress, boxy jackets, miniskirts, cropped pants, colourful prints were the highlights of the show.

Audrey Hepburn in Andre Courreges 

The Moschino 2013 Spring collection was inspired from the movie “Two for the Road”

Still from the movie “Two for the Road”

 “Bold bright colours were a 60s leitmotif, capturing the decade’s optimistic freewheeling spirit” (Page 8 Fiftys fashion looks that changed 60s)

Andre courageous (Futuristic Designer)

 

He used materials such as metals, plastic, PVC. Accessories such as goggles, boots, helmets inspired by the equipment used by the astronauts

Andre Courageous design from 1960s and Moschino 2013 Spring Collection

 

 

 

 

 

 

 

 

 

Subculture

Teddy Boys

They are characterised by dressing style partly inspired from the Edwardian period (1901-1910). They represent the first era of british youth subculture.The trend came about in the early 1950s in England after the end of World War II.

They use to refer themselves as teds. Originally, the style of Edwardian inspired clothing was introduced by Saville Row, but eventually that look was customised by the Teddy Boys with even narrow trousers, trimmed, cuffs and pockets. Hence, the term “The New Edwardian Look”. The style was created by the working class teenagers themselves.They like to flaunt their clothes and they would spend much of their money on clothing.

Clothing: Drainpipe trousers,long drape jackets, bootlace tie,collared shirts.

Hairstyle: Slicked up with a quiff at the front

Elvis Presley

Music: Teddy Boys embraced American Rock and Roll music. They would listen to Bill Haley, Elvis Presley and so on of the 1950s. They also play an important role in introducing American Rock and Roll music in Britain.

 

Footwear: Brogues , Creepers, Chukka shoes or boots /Accessories: Tie pins and cuff links

In 1953, when a teenager John Beckley was murdered by Teddys Boys, thereafter it created a negative image of them in the society. They were seen as bad guys in the society.

In 1970s, their look was promoted by Vivienne Westwood and Malcom McLaren through their shop “Let it Rock”. The style of second generation teddys boys in 1970s followed the style of the first generation, but with some changes such as they started wearing brother creeper, satin shirts, big buckled belts, colourful drape jackets. They started using hairspray instead og grease to style their hair.

In 1990s, the Edwardian drape society was formed in order to reclaim the original style of the 1950s Teddy Boys style which was somehow faded along the way.

ROCKERS

The subculture was first seen in United States and then later developed in UK in the 1950s. Rockers wore jeans and leather jackets and ride motorcycles and have scruffy appearance. They were not welcomed at the dance clubs and pubs because of their appearance.They were also called Bikers. They would usually buy normal standard model motorcycles, and then modified to make it look like racing bikes which would be louder and faster.They used to race on public roads.The Ace cafe was the hangout place for Rockers in the early 1950s and they would make the cafe as starting and finishing line for a speed race. Hence, the term “cafe race” and they were also called “cafe racers”.They used the motorcycles not just only as a means of transportation but also as a symbol of masculinity.

Clothing: Leather jackets with studs, patched, and decorative such as pins and badges to adorn the jacket. They used to jeans and leather pants.Rockers used to wear white silk scarfs and aviator while riding the bike. The style was influenced by American music and movies.

 

Hairstyle: The Rocker hairstyle was usually pompadour.

Music:  They use to listen to 1950s and the early 1960s rock and roll music. Examples: Elvis Presley, Eddie Cochran, Gene Vincent, Chuck Berry and so on.

 

HIPPIES

It was developed as a youth movement during the 1960s and 1970s,  that rejected the mores of mainstream American life.It was originated on college campuses in the United States and later spread to other countries, including Canada and Britain. During those time, Hippies felt alienated from middle-class society, which they saw as dominated by materialism and repression, and they developed their own distinctive lifestyle.They displayed the peace symbol on many things such as for the Vietnam war, to show they opposed the war and supported world peace.They were sometimes called”Flower children” as they advocated nonviolence and love.

Janis Joplin

Music: They expressed themselves through new kinds of music such as listening to psychedelic rock ‘n’ roll and folk music that protested the war and encouraged freedom from conformity .These music were an integral part of their hippie culture and they often held music festivals or gatherings where they protested the war.Singers and groups such as Bob Dylan,Jimi Hendrix, Beatles, Rolling stones were among those identified with the movement.

Jimi Hendrix

Fashion:One way to represent their beliefs or their dissatisfaction with the society was through their appearance.Many wore bell-bottomed blue jeans,tie-dyed t-shirts and some even went barefoot.They preferred long hair, rimless granny glasses,wore beads and many male grew beards.Whereas, long flowing granny dresses were popular with women.

 

MODS

This subculture which was a youth subculture was established post World War II in London, England.Teens who were from working-class families were trying to adopt exciting, fashionable and social lifestyle as it was a way to escape and rebel against the older generation and family obligation.They enjoyed a heavy social and party life, where they would gather in coffee shops which had jukeboxes for music and would party all night. Within the subculture they had general breakdowns of cliques, which was divide into three loosely defined groups: the mainstream Mods, the Scooter Boys, and the Hard Mods.This three different group had their own sense of fashion.

Music: They were attracted to modern jazz. The Who was one of the most famous Mod bands.Some of the key mods musicians were David Bowie, Miles Davis, and John Coltrane. They enjoyed emulating the African-American culture, and listened to early reggae, Jamaican ska, and soul music.

Fashion:The most important part of their subculture was style and appearance.They would spend every penny to wear tailor made suits,  narrow lapels, skinny ties, pointed shoes, and pointed-collar shirts, so they would always look well-groomed and impeccable.Their fashion was very much influenced by the look of Italian and French television and movie stars.They could be considered narcissistic, as they were very focused on their physical appearance and dressed for show.

Hairstyle

The mod hairstyle was one of straight hair that was styled neat and short ,close to the head.It took a lot of effort and time to get the hairstyle  perfect.They used sugar and water to shape up the hair and was left overnight,sometimes 24 hours to get it right.

 

PUNK

This subculture was established during 1970s in the UK, USA, and Australia, before spreading around the globe.Although punk music was largely an American invention, punk style and attitude was very much a product of British youth culture. Punk is anti-establishment, anti-status quo, anti-institutional and anti-religious. They believe in anarchy, freedom of the people, destruction of tradition and a basic truth that exists beneath all of these societal constraints. Everything that was normally supposed to be hidden was brought to the front, both literally and figuratively, such as one part of punk was creating explicitly outward identities of sexuality.

Music: Punk rock music has a variety of origins, one of which was the garage rock genre of the 1960s. Punk was also a reaction against the popular music of the 1970s, including superficial “disco” music, and form is heavy metal, progressive rock and arena rock.

 

Fashion: Punk fashion is all about  the clothing, hairstyles, cosmetics, jewellery, and body modifications of the punk subculture.  The distinct social dress of other subcultures and art movements, including glam rock, skinheads, rude boys, greasers, and mods have influenced punk fashion. Punk fashion has likewise influenced the styles of these groups, as well as those of popular culture. Many punks use clothing as a way of making a statement. Punk fashion has been extremely commercialised at various times, and many well-established fashion designers—such as Anna Sui, Vivienne Westwood and Jean Paul Gaultier—have used punk elements in their production. Punk clothing, which was initially handmade, became mass-produced and sold in record stores and some smaller speciality clothing stores by the 1980s. Many fashion magazines and other glamour-oriented media have featured classic punk hairstyles and punk-influenced clothing.

Some of the famous punk hairstyle are spikes, Mohawks or hair colour which are vibrant and unnatural.They use safety pins and razor blades as jewellery. They tend to show their love for a band by pin-back buttons or patches on their jackets or clothing to make it more attractive

 

 

 

SHOP REPORT

SELFRIDGES

Location: Oxford Street, London

Selfridges in (Oxford Street) is the second largest high-end department store in the UK after Harrods.

They are selling various brands separated by different section and each of the section has its own theme going on. Mannequins were styled properly in a creative way. It has the best window display which is artistic and conceptual. Its eye-catching and is quite likely to attract more customers.

It has friendly , vibrant and exciting environment to create fun way of shopping experience. There is something for everybody. Everything is well presented considering colour co-ordination, trends and style and detail.Staffs are friendly and approachable. There are cafes and restaurants for people to sit down and relax.

ANTHROPOLOGIES

Location : Regent Street, London

The store ambience was calming with soft music in the background. I think it targets customers who are adult women in their twenties and thirties and somebody who appreciates art and asthetics. The clothing design was combination of bohemian, hippies and vintage

There were garments with bold prints especially floral prints. I also noticed lot of clothes and accessories with floral embroideries.

DOVER STREET MARKET

Location: Hay Market, London

It’s a high-end fashion store that was established by Rei Kawakubo of Japanese label Comme des Garcons.

The way the shop is set up looks more like an art exhibition than usual retail store. There are art installations set up and clothes are displayed in a creative and innovative way.

 

LIBERTY’S

Location: Soho

Its a high end department store selling various brands and each brand have different departments which is arranged in beautiful way and has its own theme. Its a nice place to walk around and the way the store is merchandised and decorated is inspiring. Some rooms had fireplaces as past of the decoration, which gave homely environment. I think they selects the best products of the best brands, because i like everything that i saw. They have everything from classic, vintage,to modern, trendy and contemporary.

 

 

.URBAN OUTFITTERS

Location: Oxford Street

Urban Outfitters is for young adults who likes to be on trend which offers hip and trendy clothing. The display and the way the shop was designed had contemporary and modern theme. They had abstract paintings on display. I think its goes along with the type of products they are selling. The use of colours on the interior were vibrant and eye-catching.

 

MC QUEEN

 Location: Shoreditch, London

The collection was inspired from Japanese 1980s club kids, but fetish has always been the fundamental of the brand. It was contemporary and ready to wear collection.The fundamental logo which is the swallow became popular after Mc Queen’s runway show where a male model had dressed in a red lady suit covered in swallow prints.Since then, it became popular.

Alexander Mc Queen created this brand as a gateway, where he could create whatever he wants. At that time, he was working for Givenchy.

Some of the prints and the embroidery on the menswear collection were also taken from Masai Tribe.

BEYOND RETRO

Beyond Retro is a vintage clothing store. They sell both new and second hand products. The pricing is reasonable and affordable. They have various range of vintage clothes from day wear to evening wear and even bridal dresses, but it might take a longer time to find out the one you want to buy..Currently they have mannequins styled in Halloween costumes. At the entrance, they had a section where there were flyers and information on upcoming gigs or events.

 

ACNE

Acne Studio almost looks like an art gallery ; previously the building was an art gallery. The display was artistic and i like how the mannequins head was fully covered. It’s very clean and the walls were all white. They offer high quality clothing with minimal design. On the display, the yellow, grey and white goes along well together.

STELLA MC CARTNEY

Stella MC Cartney does not use animal’s skin or fur in her creations. The current collection was youthful, fresh, feminine, sporty and minimal. It’s a feel good place and the interior decoration and the colour of the walls were soft that goes with the collection. Most of the garments has swan prints on it.

SONIA RYKIEL

The ambience was calm and relaxing with almost everything painted red. There were books placed on the showcase as part of interior design. I asked the staff there, where does the books idea comes from, and she told me that, Sonia Rykiel was fond of reading books and there are 15,000 books in that store. The store only plays French music and people often come here to relax and listen to the music.

The clothing designs were classic and feminine with warm colour palette.

BURBERRY

The Burberry store had Shakespeare theme, where they had used statues that looked like the people from that period of time as part of their display along with the products. The coat on the picture has collar that is inspired from the 16th century ruff that used to be worn by men, women and children of that era.Everything was displayed in a playful and creative way. Staffs were friendly and approachable.

 

VANESSA GOUNDEN

Location: Mayfair, London

 

 

The collection is called “Stitch in Time”and its a collaboration between designer Vanessa Gounden, Amita Makan and Reach for Recovery (Breast Cancer Support Group).Therefore, three sectors which is fashion, visual arts and care working together to bring positive, meaningful and proactive change. The ribbon detail on the dress was taken from Cancer Research logo.

I think the prints were bold and unique and most of them had prints of magnified threads. The clasp of the clutch looked similar to naural stones.

 

 

 

 

 

 

 

 

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