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Relaunch, rebrand, rework.

Here is my attempt at a press release for my proposed move for Whittard into the area of sleep and loungewear with the collection to include; underwear, pyjamas, nighties and robes to name a few. Generally a collection of comfort and style in which to sip your tea!

My mock up for a swing tag for my rebranding of Whittard.

Illustrations to show the collection presented in the press release.

New direction mood board.
Colourful.
Vintage chintz.
English rose.
Gorgeous comfy loungewear.

This product will be pitted against the ranges from Toast.com and Caro london which use high quality production processes to create beautiful long lasting sleepwear rather than cheap lower quality versions such as those found in La Senza. This will in turn give the collection a higher price tag however it is quality and durabilty that are the main factors here and not flying off the converor belts production line proceses.

Chemise and Knickers.

My first real experiment creating a flat working drawing in Illustrator. I'm quite pleased with the results although some areas aren't quite to scale on further inspection. All consider though I don't think it looks too shabby for a first attempt. The garmet would be made up in oranges and creams with silk bra cups and knicker frills and a chiffon body to the chemise. Detailing on bust involves rose curls created in chiffon.

Whittard.

Tea and the British, the perfect mix.

Whittard has played on this in its creation of cute and kitsch tableware and accessories, mixing both traditional English prints, to create sets for the quintessential afternoon tea ceremony, and bold designs for the younger more striking sets. Founded by Walter Whittard in 1886 the company still strives to provide the highest quality produce from 'a select few excellent gardens' concentrating on exciting all the senses; taste, smell and texture. So what better addition to this tea ceremony than lounge and sleep wear sets to relax in while sipping at beautifully presented tea and fancies?

My First Commission.

Davi.

Gold side ruffle dress

Chiffon sleeve and bib detail.

Two ruffles incorporating pattern of fabric round side.

Slit at back of skirt.

Pleat into ruffle on front and into neckline on back.

Shawl/scarf with ruffle chiffon edging.

Don't be afraid of flowers....

As Summer is approaching so are the blooms. As much in our clothing its seems as in the gardens, flowers can be seen all over the highstreet at the moment. In all shapes and sizes, colours and textures, from a broach pinned to the front of a dress to all over hawian print. Not only are these prints exciting visually they lift your spirit, especially when accompanied by fresh blooms all around, As Carlos Mota author of Flowers Chic & Cheap knows all too well as he imported a burst of pink azaleas, peonies, and roses into a suite at the Mercer Hotel and dressed to match them for his book launch. Imagine that, summer in a room. Finally it feels as though summer could be just around the corner!

10 Magazine is 10

10 Magazine is turning 10 and to celebrate they have commissioned a series of 10 covers featuring their 10 'Fashion Gods' (images courtesy of style.com) preview covers pictured below.

Isn't it strange how although we know the designer's names and generally a small biog of their lives we never really associate their face with their brand? Perhaps due to the fact that it’s the designs that they want to get out in the public eye and not their own face, yet with every aspect of their design choices and even down to their selection of who will wear their clothes we learn more about them. Nice to put faces to names though especially when the designers themselves epitomise their brand through their style, pose and portrait choice.

Mood Board.

The visual representation of me as a brand.

Old school phtography.
Neutral colours highlighted with bold.
Ditzy Prints.
Vintage.
Texture.
Buttons.
Natural elements and the ocean.

A new shape.

Why is it we always feel the need to be squeezed into things and form the 'perfect' silhouette? Whether that is with sculpting exercise classes and rigorous diets or slimming pants there is always a new way to slim and sculpt. Marks and Spencer’s for instance have just brought out a new pair of 'control top pants' with the ability to banish cellulite! Too good to be true? Quite likely. These knickers claim to be enriched with caffeine and Aloe Vera to help aid the process along with a corset like design to squeeze the thighs into submission. However, scientists are saying that although the claims for these 'magic pants' may not be unfounded the results it seems could be just as easily achieved if using a cream and massaging the area, eliminating the need for structure and restraint on the thighs.

Although I can see the advantages to this form of underwear in its ability to form the 'perfect' body without any exertion, the downside is the way it looks. Surely if, as in most cases, the item is being worn to attract a 'mate' it will be a case of false advertising and a wrestling match once they get past the bedroom door!

I say if we need to control then we should go back to corsets with gorgeously embroidered satin panels not only do they define the physique but they have a seduction power all of their own, and they are a lot more exciting to take off than the high waisted 'Bridget Jones'esque panties we seem to be sporting of late. A good corset is more expensive but its an investment not merely an acquisition, and as for the cellulite get the creams out and get massaging, or better still get him to do it. Corset pictured from corsetconnection.com.

My first knickers!

Well the first that I have made that is! The college ran a workshop today with Jenny Ambrose founder of enamore a womenswear company run from Bath, which has now moved into underwear. We were taught how to construct basic knickers and these are mine. I'm quite pleased with the outcome, cute and frilly although they do remind me of wallpaper a little bit!

Heels and trains, an ungainly combination.

Ok, all well and good we want to look good at all times considering one never knows who you may meet around the corner, but heels on trains surely that's just a recipe for disaster? Fine if you are gliding down the platform with time to spare to catch a train, but what happens when you're delayed, late for your connection, surround by a mob of jostling travellers and have a suitcase to lug? Added stress, snagging heels and a toppling sensation as you leave, or rather, escape the train.

But this season it seems the flat shoe has come to our aid. Appearing in a plethora of gorgeous strappy designs to tempt even the most devoted of the heeled crowd away from their skyscrapers. Such as these Gladiator style shoes (right, £38 at asos.com).

Another turn up for the books as far as saving one's self from tumbling on the train is the ballet pump, brought to the fashion world by the film starlet Audrey Hepburn, these can also be found in a variety of styles and prices, including this cute monochrome pair available from schuh.com at £24.99.

So unless you have a handsome gentleman lined up to catch you when you fall I would suggest snapping up a pair of flats and saving the heels for nights out sans trains, and of course, please mind the gap!

Alexander Lee McQueen, a passionate life.

After his recent death Alexander (née Lee) McQueen hasn't failed to hit the headlines on numerous occasions, for more it seems than his suicide. Branded as one of the few genius' of the fashion world, we have also learnt of his 'secret torment' and 'history of depression'; was this his reason for entering the fashion world, as an outlet for his 'tortured soul'? Or was fashion the downfall of him, with its constant pressures and need to conform, create and startle proving too much? Is the making of a great fashion designer held within his/her mental health?

Vivienne Westwood claims one of the reasons for her style the fact she does not watch television or read newspapers or magazines, meaning her collections are moulded entirely by her own mind and any passions held in it. While McQueen was very particular about who he let into his circle perhaps hiding his ideas as he would have had to hide his possessions in his tough upbringing in the East end.  So is that the fate of the designer then; to create a constant swirl of passion in their work even if this means shutting off from other aspects of life? The fashion designer is destined to create and conquer influencing others with their outer-worldly experiences born from their own minds.

Where have all the children gone?

Why is it children can't just be children these days? They seem to need to be tiny adults. Rather than creating their own imaginative worlds to live in they spend their days primping and preening to create 'perfection', 12 year olds don't need 'perfection' they need cut knees, make believe and mud! What has happened to the world? Instead of using their imagination and energetic nature these children are holed up in bedrooms with boxes full of make-up and clothes rather than toys, when did this happen? When did seven year olds have a need for padded bikini tops (recently added and then taken away from the range at Primark)? Perhaps fashion's idealised image is being spread just a little too far, media coverage it seems can be both a blessing and a curse; not only is it effecting young women, but it appears to be drawing in the young and the defenceless too. Just let them be children, there will be enough time later in their lives for them to deal with stress and beauty products.

A whole new level of re-cycling?

J-Lo attended the premiere of her latest film release last night (The back up plan) in what appeared, at first glance to be a dress made of bin bags. Is this a fashion revolation in recyling? Not only are we being told to re-use our plastic bags we are now being told to wear them? No, in fact the dress was a black leather number by Lanvin but with the puff sleeves and sheen it could be mistaken for an entry in a 'rubbish' fashion show which im sure many of you entered as a child,dressed up in bin liners and old cd's, I know I did! But could this spell a new era in fabric manufacture? Will we now not only ride on busses made from recylcled cans but also be wearing t-shirts created from recyled plastic bag fibres? Only time will tell.

"New York to have men's fashion week?"

It seems, New York may be about to follow in the footsteps of Paris, Milan and New Dehli and create its own men's fashion week to compliment its female orientated show. Now don't get me wrong, I have no problem with the male population aquiring a week of fashion dedicated to them, after all they are perfectly justified in being as interested in fashion as we females are...but why segregate them?

We go on about the down trodden woman, underpaid, overworked and under appreciated yet when it comes to fashion we make them feel just as ostracised. Surely shows combining the two disciplines would be more worthwhile, draw larger and more varied audiences and put the segragation to rest. After all who doesnt enjoy watching a well styled man parade infront of them?

Gym bunnies.

It seems we have become a nation obsessed with fittness, gyms are everywhere, we live in our sweatpants. Gone are the days where one had to take the time to pick out an outfit before popping to the shops, now we throw on the trackies and off we go. All well and good when its the comfort factor we crave rather than the style, but when it turns on its head and fashion enters the gym it seems we have gone mad.

Why pay more than the gym membership price for a pair of trackie bums? How is this logical? Surely the sole purpose for gym wear is for it to get sweaty, stretched and pushed as far as your body is, so how would one justify spending £70 on tracksuit bottoms. They may be made of higher quality fabrics and stitch quality but i doubt very much this is the reason for the choice, rather the designer name is chosen.

Even supermarkets produce good quality sports wear, long lasting, well structured and affordable. Where do designer trackie wears actually exercise, because surely they cannot be seen to get sweaty in public, that would ruin the image! Do they have home gyms to sculpt the body and use the gym as a catwalk? The gym is to create the body not flaunt it, feel the burn and get sweaty. Get fashion out of the gym and onto the catwalk.

Blogging.

Blogs seem to be getting serious, not only are they used as online journals, almost a space saving device, but they can build a career path and perhaps be viewed as 'a form of professional media' [www.businessoffashion.com] the entrance point perhaps for a freelance journalist or designer. This evolution makes it feel as though every inch of a blog will be scrutinised, yet it's out there, for everyone to read. Every word needs impact, it needs to startle, shock and intrigue. But how does one get to this level, is a skill that is learnt or merely one we are born with like the ability to decide which colours to place together?

There seems to be emerging a new trend for blogging with the fashion world too, groups of bloggers dedicating hours of their lives to a computer and a blog space, some even being rewarded with an invite to sit front row at high end designer's shows. The Internet is a powerful tool. We must use it wisely and with caution. Used wisely it can be a great asset, as blogging has proved, designer's work is being advertised with no fees and lots of attention thanks to the lowly blogger. Although in most cases this is an advantage, it could turn sour if any fallings our are to occur, as we tend to believe everything we read (if its in print it must be true right?) and as such small disagreements could soon turn into public spats across the world wide web possibly resulting in peaks and troughs in attention on designers and shows.

But there's no stopping it now, the blogger is here to stay firmly fixed in that illusive grey area, the Internet. What would happen I wonder if the Internet were to disappear one day, would the world cease to function? Hopefully we will never have to encounter this problem, and it will only continue to grow and prosper stretching to farther and farther corners of the globe, and now I'm part of it!