LFW Day 1 - Livia Firth Front Row At Prophetik

 

Whether you’re a follower of ethical fashion or not, you would no doubt have heard of Livia Firth. Not only is she the wife of British actor and recent BAFTA award winner, Colin Firth, she also is the creative director of Chiswick based boutique, (and one of Prophetik’s stockists) Eco Age. Most recently Livia has been in the fashion spotlight for her ‘Green Carpet Challenge’ for which she has chosen to wear nothing but eco-friendly fashion during the award season. To the Golden Globes (which saw Colin win the award for 'Best Actor') Livia sported the gorgeous Peace Silk gown from Prophetik’s SS ‘11 collection.

As both a fan and friend of Jeff (Prophetik’s head designer) it was no surprise that Livia was spotted front row at the designer’s AW ‘11 show held at The Freemasons Hall earlier this morning: “If we decide to expand the store (Eco Age) and branch out to evening gowns then we would definitely want to stock the whole collection!” Livia told me shortly after the show. I was also interested to know what piece in particular was Livia’s favourite: “The last dress to come down the run way was absolutely amazing!: To include Ostrich feathers that were naturally shed is such a beautiful way of including something that might not otherwise be ethical.” Could this be a possible ‘Green Carpet Challenge’ gown for the future?


Words : Sarah Barlow
Illustration : Andy Bumpus
Illustration 2 : KELLYANNA
Image : Ezzidin Alwan

An Interview with Courtney Blackman of Forward PR

Courtney Blackman is the Managing Director of Forward PR, has added another string to her bow as an Ethical Fashion Forum board member. She is at the top of London’s Fashion PR ladder backing fresh, new talent by realizing and supporting their brands. Her modern approach to the industry and open-minded outlook has made valuable contributions to each brand she comes into contact with, such as Fashion Scout designers Prohpetik and Fashion Mode. Last week we stole Courtney away from her busy schedule to ask her a few questions about the PR industry, as she imparts some helpful pointers on how to make it.

What are your three top tips for a budding publicist straight out of university?

Firstly, Network – PR is all about contacts. Start building up your contact base. secondly, Communication – PR is all about communication too, and now there is a whole spectrum of ways to it, but at the core, communication needs to be correct, relevant and engaging.

Practice writing press releases as you need to be able to turn them out quickly and always make sure that your spelling and grammar is in check in emails, Twitter, Facebook, texts, or any other method you’re using to spread information. It is also important to have a good sense of humour, but always maintain a high level of professionalism.

What is the most important thing to consider when attempting to promote a brand successfully?

A deep understanding of the brand. Know who the brand’s customer is, where it sits in the market and what brands it is similar to. If a PR is going to successfully sell a brand to the media, they will need to know everything about it, and may even have to help the brand position itself if it is unclear.

Can you tell me about the brands that you are representing at Forward PR? What media, from your experience, is best for promoting a brand?

We look after an array of brands from designers and initiatives including Prophetik and Fashion Mode, who both show at VFS, Christopher Beales, Beautiful Soul, Magenta 8, Rebecca Cella and S.C. Vizcarra; to magazines. We represent Disorder Magazine and just did a book launch for Amelia’s. We’re again working with WGSN to promote, put together the London launch and build the judging panel for this year’s Global Fashion Awards. We’re looking after AOFM for the first time this Fashion Week. They do all of the backstage makeup for VFS, educate budding artists and have two published books on makeup. We also look after Fashion Stylist, Rebekah Roy and recently did one-off consultations for SWAROVSKI ELEMENTS and the Drapers Fashion Summit. Since we have such a broad range of brands, there is no one recipe. Each brand is it’s own entity and is served best through a combination of various media targeting from long-leads to short-leads to television, digital magazines, partnerships, and all supported with strong social media campaigns.

Do you see celebrities as a key part of promoting your brands?

It is an indisputable fact that celebrities do boost awareness of brands. Regardless of how anyone feels about celebrity culture, they can work wonders for getting an unknown brand known. The key is structuring the right celebrity partnership. There has to be a natural cohesion between the brand and the celebrity, otherwise the partnership will not make sense and will not translate to the consumer.

How should a young brand go about finding a PR company that is right for them?

I think a good starting point for a young brand on the hunt for a PR firm is to start by thinking about what brands they would sit beside, or want to sit beside, finding out who they are represented by and getting in touch. It’s important to go see multiple agencies to see what feels right. The relationship with a PR and a brand is quite intense, so a brand needs to feel confident that a PR will look after their best interest, will guide and advise them appropriately, and propel the brand forward by both simultaneously protecting and promoting it.

Where do you see Forward PR in 2011?

2011 is going to be big for Forward PR. Keep an eye on us!

Interview by Charlotte Summers

Jemma Dyas Talk to Fashion Scout about ASOS Market Place

ASOS, the go to fashion site for everything from exclusive collections to niche designers, well-priced accessories, cleverly selected high-street brands, menswear and kidswear recently added Marketplace to their almost-overflowing stable. Powered by a ‘collective love of fashion’, users are able to sell their wares – as individual sellers or boutiques, meaning Marketplace sits somewhere between eBay and streetstyle blogs. Minus annoying and pouty poses. If your New Year resolutions included streamlining your closet whilst earning some dollar, Marketplace might be your best bet. We caught up with Jemma Dyas, Marketplace Fashion Scout, responsible for sourcing fresh fashion talent for the site – recent additions include Draw In Light and Astrid Anderson – to find out more.

Obviously Google just launched their Google Boutique, to much blogger fanfare and hype. Was you worried that it might distract attention from ASOS's new venture?

Not at all, the two concepts are quite different. ASOS Marketplace is about celebrating personal style, small businesses and innovative creative talent we believe that it’s not only the catwalk that starts and create trends but individuals and street culture also have huge influences.

I love the manifesto, how important was it that the key message behind the venture be conveyed to the consumer? I like that honesty, lots of brands seem to jump on a trend (maybe eco issues, green living etc) just as a way to reach a new audience easily...

The success of Marketplace relies on our fashion community interacting with the site, showing off their love of fashion through buying, selling and ‘loving’ items across the site, so we want everyone on board! The site is a true celebration of fashion, it’s a place for style inspiration as much as shopping. It puts control and creativity back into the users hands, so it’s incredibly important to convey this message.

ASOS is clearly doing well despite the Recession, do you see Marketplace as a natural progression of ASOS, or an acknowledgement of a market gap and an attempt to fill it?

Marketplace has been a dream of ASOS for several years now, it’s always been about empowering our customer, creating even more of a community and realising that there is so much creative talent around the world that should be celebrated. ASOS is a destination for fashion discoveries!

The recession has changed how and why people shop, do you think Marketplace would have worked five years ago?

I think that shoppers want something unique and special and this is a huge part of ASOS Marketplace but individuality is something that has always been prevalent in fashion and great personal style has always been aspirational so in those terms yes however the evolution of the community aspect in shopping and online wasn’t anywhere near as developed five years ago and this is hugely important to the Marketplace DNA.

Where will you be 'scouting' for new fashion sellers and brands?

Worldwide, which is the most exciting thing about Marketplace. Because we are looking for so many different “sellers” whether vintage, emerging designer, multi brand boutique, independent label or even wardrobe recycler the mix should always remain eclectic and exciting.

Is there any specific criteria you look for?

When recruiting for the boutiques my criteria hasn’t changed from when I was buying. It’s about falling in love with a designer and their collection first and foremost but then because we are giving them their own platform to sell from we need to ensure that they have good support systems, reliable production, relevant pricing structures and good understanding of the importance of good customer service and delivery times in place. It’s about believing in a brand/designer/store’s vision for the future and supporting them on the journey to achieve their goals.

Any plans to develop Marketplace further in the future?

Absolutely expect bigger and better things to come from Marketplace, it’s developing all the time! Our next big focus will be on opening up for international sellers.

Please visit ASOS Market Place Here!

Victoria Loomes

Jessica Bumpus of Vogue talks Fashion Scout...

One of our favorite Fashion Journalists, Jessica Bumpus of Vogue.com was interviewed by Full Frontal Fashion.com. In the interview she provided an insight into her started into the fashion industry, how she became the Fashion Features Editor of Vogue.com, her everyday tasks, and a proud Vauxhall Fashion Scout mention for her involvement in our Selection Panel...and yes, Jessica, we are very proud of having you here with us as well!

We would like to take this opportunity to say thank you, Jessica, for all of your support to us and all of our designers!

To read the full interview, please click here.

Kenny Wang

ASOS Buyer Gemma Dyas On Ones-To-Watch

After an amazing turn out of buyers, press and influential stylists at yesterday's Ones-To-Watch group show I got chatting to ASOS buyer Gemma Dyas, just as she was being seated for the next catwalk presentation. I found out about her favourites so far and why she thinks our Ones-To-Watch initiative is such an important launching pad for emerging designers...

What did you think of the Ones-To-watch show?
as it was a group show it was really great to see some very varied designers, and especially nice to see menswear in there which is something I don't think you've done before.

What stood out for you the most?
The menswear actually! I really really liked A.Hallucination and I also thought LiLee was really strong. I saw her graduate collection and it was so intricate, although this was really different it was still quite 'her' because of all the detailing on each piece. Overall I thought they were brilliant.

What do you think of the Ones-To-Watch initiative for new designers?
I think its such an important platform and Vauxhall Fashion Scout does an amazing job, giving a different option to London Fashion Week main tent. There is so much untapped talent out there and it's great that there is another showcase apart from NEWGEN. Fashion Scout It's a really reputable showcase now and I think People should feel proud to be a part of it.

What other Fashion Scout shows are you excited to see?
I am really excited for Eudon Choi, and of course Hermione de Paula, she's one of my favorites so I will definitely be there cheering her on this Tuesday!

It thrills us at Fashion Scout to see our budding designers getting the exposure they deserve, as Gemma and a plethora of other buyers both British and international, visited our Exhibition space periodically throughout the day to chat with our exhibiting designers (who will based here all week!). With such a great outcome for the Ones-To-Watch show we can only expect madness at out Merit Award show later this afternoon.


Words Lara Angol
Image by Natalia Ilina