THE ART OF FASHION

Fashion Enter and Fashion Capital would like to invite you to 'The Art of Fashion'

The Art of Fashion

 A special exhibition of illustrations and prints at the pop-up concept store, FashionCapital in Portman Village, W1, will bring fashion and art together this February.

The London Fashion Week exhibition, Art of Fashion, will see original pieces from illustrators, photographers and graphic artists, each depicting the lines, styles and inspirations of fashion. Each work embraces the shapes, movements and emotions of fashion – some of the pieces in the Art of Fashion collection were the starting sketches and drawings that inspired fashion lines that later hit the catwalk.

The exhibition looks at the world of fashion as the art form it often is, and brings the designers, photographers and creative professionals within the world of fashion together under one roof.

Artists and designers exhibiting include Hemyca, fashion designer and illustrator. HEMYCA is a dynamic, emerging British design brand, providing unique high-quality tailoring for the contemporary woman. Greek born graphic designer, Spiros Halaris, works with various techniques using collages, hand drawn as well as digital elements, and has collaborated with the fashion designer Ziad Ghanem. Sardax, a well know underground fetish artist collaborated with fashion designer, Afira on the Dark Daze collection and his resulting imagery will be seen side by side with the Afira designs which inspired them. Also exhibiting in the Art of Fashion exhibition is Chelsea Art School textile design graduate Emma Cowlam, who produces hand stitched and hand drawn original illustrations. Her work is both prize-winning and internationally exhibited. Fresh from London College of Fashion, Sophie Tomlinson’s work focuses on illustrating character, and the energy and attitude associated with individual style.

FashionCapital is a unique concept store in Portman Village that showcases the very best of British fashion design including the likes of Emma Cook, Goat, Jean-Pierre Braganza and PPQ - the impressive list goes on. The boutique not only houses key designers from the London catwalks but up and coming talent too – a rare chance to see so many British designers and London Fashion Week names selling side by side.

Exhibited in the showroom at the pop-up boutique, British Designers @ FashionCapital in Seymour Place, Portman Village, London W1, the Art of Fashion exhibition will run throughout London Fashion Week.

The Art of Fashion, 16-23 February at FashionCapital, 2 Seymour Place, London W1. 0207 7248430 www.fashioncapital.co.uk

Notes to Editors

The Art of Fashion exhibition will be on display in the FashionCapital showroom at the British Designers at FashionCapital boutique, 2 Seymour Place, London W1. Press and VIPs are invited to a private viewing on the evening of Tuesday 15 February.

An ideal location, Portman Village is a rapidly up and coming area in London’s prestigious W1 comprising of New Quebec Street and Seymour.

THE PERFECT BLOUSE ON ELLE.FR

We are thrilled to have our designer search covered on Elle! 

The deadline is now extended for the next brief so make sure you get your samples coming in we are all very excited to see them!

DEADLINE EXTENDED

The deadline is now extended to the 18th of February

TRENCH SUBMISSION DEADLINE

The dead line on the 14^th of  February is drawing closer and closer and we would like to remind you of the important factors you MUST consider for your entry!

FABRIC MUST BE CONFIRMED AS STOCK FABRIC TO ALLOW LARGE QTYS TO BE PRODUCED.

WE ARE DEALING WITH TIGHT DEADLINES AND A FAST TURNAROUND SO LEAD TIMES MUST BE NO MORE THAN THREE WEEKS MAXIMUM.

FINALISED AND ACCURATE COSTING SHEETS MUST BE SUBMITTED FOR THE DEADLINE.

IF YOU ARE SELECTED A SECOND SAMPLE WILL BE REQUESTED FOR PR IN THE UK. PLEASE ALSO NOTE THAT THE SAMPLE SUBMITTED WILL BE TAKEN AWAY TO PARIS.

SAMPLES MUST BE AT THE SHOWROOM BY THE 15^TH OF FEBRUARY NO LATER THAN 5PM. THE ADDRESS IS THE TRENCH, BRITISH DESIGNERS AT FASHION CAPITAL, 2 SEYMOUR PLACE, LONDON, W1H 7AN 

AND FINALLY PLEASE REMEMBER TO FILL OUT ALL SECTIONS IN THE SUBMISSION PACK AS WE REQUIRE ALL OF THE INFORMATION FOR THE SELECTION. IF YOU DO NOT COMPLETE THE SUBMISSION FORM THE SAMPLE WILL NOT BE ACCEPTED.

We look forward to seeing all of your designs so keep them coming in!  

GOOD LUCK! 

BRANDALLEY LE LAB PERFECT BLOUSE IS NOW LIVE

The sale from our designer search with BrandAlley is now live! 

Make sure you follow the link and support our designers buy purchasing your favourite blouse HERE

ALEXANDER JORDAN

Following on from our previous post about how to produce a good picture we would like to introduce you to Alexander Jordan who is going to be shooting for Fashion Capital.

Alexander Jordan will be available for bookings if you are interested in please email theshowroom@fashion-enter.com for more information and a quote.

To view more of his work please see www.alexanderjordan.co.uk 

WHAT MAKES A GOOD PHOTO

Imagery is very important in the creative industry, especially in fashion, and fashion photography is all about the clothes, style and mood that are being represented. Not only will these images convey the designers personality but also their design signature. So, it is important to choose carefully which images are suitable for your brand/label. There are no rules when it comes to presenting your designs/collection via an image or a lookbook, but you need to get your point across clearly and professionally.

It is plain and simple, buyers will not take a designer seriously if they do not have professional images. If you lack good images, it will weaken your brand. Images and a good lookbook will often be the first means of communicating your brand and your collection to the buyer. It will similarly be the reference after a buying meeting has taken place and the decision process begins. Be aware that buyers can reject collections on the basis that they do not have professional images as they may consider other area’s to be lacking. Why spend all that money on making a collection when you do not put effort into the integral parts that go hand in hand with presenting a collection such as a press release and a lookbook.

Choose your photographer carefully as bad images can make you look unprofessional and reflect badly on your brand. Most photographers have their own websites, or a photoblog where they display past work. Also  take into consideration the model you want to use. Unnatural hair colour, complicated hairstyles and anything fussy can detract from the clothes and look out of place. Using a ‘goodlooking friend’ for a model is not normally advised, there are many ways to get reasonably priced or models wishing to add to their portfolio’s on websites such as www.modelmayhem.com you will also find stylists, photographers and hair and makeup artists too.

High-concept photoshoot works really well when used for magazine's editorial shoots. This can be applied to your images but do not let the props; background, make-up and accessories dominate the whole image.  A minimal, non-fuss photoshoot with clear lighting and a suitable model should be enough to give your image a voice. If in doubt, use a plain background, as a busy photo can be distracting and off-putting. Have images to show the photographer as a point of reference.

Do not use black and white, this is best kept for editorial shoots, similarly distortions or effects can mask details that the buyer will want to see. Desaturation can work well in the editing stage which can really make images look more polished.

Poses should not be too ambitious or too acrobatic, not unless it goes with the edginess of the garments. Remember, these images should focus on the clothing and not the models. Buyers are more likely to respond to images where they can see the clothing properly.

Below are some images, which I hope you will find inspiring. All images have been grabbed from Trendland.net.

Julie Eilenberger (top left) – patterned background but does not dominate the image http://trendland.net/2011/01/17/trendwatch-designer-julie-eilenberger/

Rad Hourani (top right) – minimal and very effective, especially for a collection using mainly black colour palette http://trendland.net/2010/11/17/rad-hourani-ss-2011-collection/

Max Tan (bottom right) – very editorial, the background compliments the clothing without taking over the whole image http://trendland.net/2010/08/13/max-tan-fw-201011/max-tan-5/

Anne Marie Skjoldager Jensen (bottom left) – photographed outdoors, the background is blurred and does not overshadow the garment

http://trendland.net/2010/06/01/anne-marie-skjoldager-jensen-ma-collection/anne-marie-skjoldager-jensen/

THE ART OF FASHION

Fashion Capital are hosting an exhibtion during fashion week called 'The Art of Fashion' which has been advertised in the METRO this morning...

A special exhibition of illustrations and prints at the pop-up concept store, FashionCapital in Portman Village, W1, will bring fashion and art together this February....to read more about it follow this LINK