From runway to red carpet - A listers ♥ Vauxhall Fashion Scout designers

When previous Merit winner and rising star, William Tempest, teamed up with Sony to design a gorgeous clutch for the new VAIO P-Series earlier this year, it signalled big names a go-go for the young designer with every celebrity from Emma Watson to Victoria Beckham coveting his collection.  His success seems to be catching as rock chick Rihanna has been seen sporting a warrier-esqe look by our very own Bryce d’Anice Aime in her new video, Hard.  Working Bryce’s s/s 10 collection’s futuristic, cubist shapes to the max, avant garde fashionista Rihanna pulls off Bryce’s power-woman look effortlessly. 

And it wasn’t just Bryce who caught Rihanna’s eye during the Paris and London shows. David Koma’s metallic, industrial-look, statement hubcap dress has been a firm favourite of the megastar. The Georgian designer, winner of last season's Merit Award, first hit the celebrity radar when Megan Fox was styled in a dress from his graduate collection in Wonderland magazine. Then Beyonce stormed the MTV Europe awards in the same creation, and when Cheryl Cole popped up on X Factor in an almost identical dress, the masses jumped on board and Browns Focus sold out of the entire stock.  With a reaction like that, expect the front row of Koma’s a/w 10 show to be a star studded line up.

Unsurprisingly, controversial performer and eccentric style maven Lady Gaga wants a piece of the action too, and has given her stamp of approval for Koma’s collection in a film collaboration with fashion filmmaker Kathryn Ferguson.  Shot during rehearsals for her London shows, this beautifully arty and inspiring short film illustrates the pop phenomenon’s love of design, and celebrates pioneering emerging designers.  Including creations by Koma, amongst others, Lady Ga Ga proves that celebrity endorsement can go beyond film premiers and VIP bashes.  Bring on the A-listers!    

Posted by Fiona Anderson

Research / images supplied by Emma Drinnan

Images

Above left:

William Tempest as worn by Emma Watson and Victoria Beckham

Left:

Megan Fox, Cheryl Cole and Beyonce wear David Koma 

Print Wizard: Hermione de Paula wins Vauxhall Fashion Scout's Merit Award

There were many catwalk shows I loved over September's fashion week, but only a few I absolutely adored. One of those few was Hermione de Paula’s collection. At the Ones to Watch show she wowed with her beautiful mix of colourful patterns and prints in delicate fabrics.

“Hermione is incredibly talented and is becoming renowned for her beautiful prints. Last season we showcased her as part of our Ones to Watch show which resulted in a huge amount of press coverage and her work being picked up by Browns Focus.” Martyn Roberts, Vauxhall Fashion Scout Director.

Now I am delighted to announce that she has won the coveted Vauxhall Fashion Scout Merit Award, which entitles her to a fully sponsored catwalk show during next London Fashion Week. This generous three season award will offer de Paula a mentoring program to help develop her business into a thriving label. Previous winners have been the increasingly successful William Tempest and David Koma.

Hermione de Paula told The Fashion Scout, “I’m so thrilled to have been selected as the winner of the Vauxhall Fashion Scout Merit Award. Vauxhall Fashion Scout have already championed and helped the careers of some incredible designers and I am honoured to be considered in the same light. February is set to be a busy and exciting time for me, with my first stand alone catwalk show and the launch of my S/S collection exclusively at Browns Focus, following a successful first season with Vauxhall Fashion Scout and their ‘Ones to watch’ show”. 

Posted by Emma Drinnan

Images from Hermione de Paula's SS10 collection

Paris, je taime: Vauxhall Fashion Scout set to show at Paris Fashion Week

Vauxhall Fashion Scout is expanding next season with the launch of a new showroom at Paris Fashion Week. This March (5^th-8^th) 2010 will see Vauxhall Fashion Scout showcase the UK’s hottest emerging designers in Paris as well as London. Showing these up and coming labels in the fashionable Marais region in Paris will raise their profile outside of Britain.

“We're really excited about our Paris showroom and London exhibition as it enables us to offer a complete package for our new designers. We are looking forward to a great Fashion Week and working with some amazing new designers," says VFS director and founder Martyn Roberts.

The designers who will be showcasing in Paris with Vauxhall Fashion Scout are being selected as we speak and will be announced at the start of next year. So keep your eye on the blog as we will of course keep you updated. Posted by Emma Drinnan

Salon 9th December - SALES

It’s Wednesday night at the Castle, the room’s rammed and with the recession still in full swing, tonight’s sticky subject for the Vauxhall Fashion Scout Salon speakers is Sales. Unfortunately one speaker’s a no show and Cowcross Street’s had a power cut.  Not a good start, however, with an audience of fashion’s brightest young things, sat, chomping at the bit, all red lipstick, coiffed hair and notebooks at the ready, the show must go on.

‘I love a recession.  It sharpens up the competition and everyone has to try much harder to make it work’ says guest speaker Mark Bage (pictured right), Managing Director of leading online fashion store Coggles.com. Mark knows how tough a global financial crisis can be on a fledgling design label, however tonight he’s out to prove that all is not lost, and with low costs and a minimal team it can serve as a great opportunity for emerging designers to focus on the customer, and how best to sell to them.  If you missed the event, are in the dark and need inspiring, here are Mark’s brilliant words of wisdom for sure fire sales success.

The Mentality of the Online Shopper

With online shopping, the fundamental obstacle is that the customer cannot touch, feel and immediately try on the garment.  However, online customers making pricey purchases will be very clued up, interested in the product, have done price comparisons, and will have researched the colour, cut and fit already.

Utilise Bloggers

In the next 5 years, blogs will have all the power; they have quickly transformed from an outlet for the eccentric few, to a tool for the mass media.

You need to make blogs work for you – they can feature your product and take a commission on any sales.  This is a great way to get your product seen by a massive, international audience.

Margins and Pricing

It is a myth that online stores have lower margins than a bricks and mortar shop, Google acts as a virtual landlord and can be just as expensive as a real shop.

Customers assume a more expensive product is superior to a cheaper one – if you have the right product you can charge any amount of money.  Alter your prices as you become better known, either start low and introduce a premium line or start high and bring in a diffusion line.

Getting Your Designs Seen By Third Party Websites

Persistence is key, network and don’t focus on being too slick – often, a handwritten letter is more attractive than a hyper polished pitch.  It creates a sense of individuality, creativity and of being decidedly non-corporate.

Maintaining Control

You don’t need to have 100 accounts to make a good profit, less is more – you will appear more in demand and your product is more desirable to larger companies.

Never get so many accounts that you lose control or awareness of how your product is selling at the grass roots.  Understanding your customer is vital to any business success.

Coming soon!  Watch this space for even more sales grilling as we interview Dylan Wilde Hershman, creative director of the seasonal sales showroom, Eastern Block, who specialise in working with emerging designers.

Posted by Fiona Anderson

Live catwalk illustration at William Tempest by Victoria Lyons

Live catwalk illustration at studio_805 by Bianca Scarpellini

Jana Ririnui - The Academy of Freelance Makeup

For anyone who has ever dreamed of working backstage at London Fashion Week, the Academy of Freelance Makeup exists to help those dreams come true.  “We are a training ground,” director Jana Ririnui explains.  “We’re an association of over 30 hair and makeup artists working within the industry every day as well as teaching.  We’re the only makeup school with actual working makeup artists.”

As a proud sponsor of Vauxhall Fashion Scout, the AOFM provides a team of tutors and talented students who work their magic backstage creating gorgeous looks during fashion week.  “We have around 320 students working at Vauxhall Fashion Scout,” Jana explains.  “It works really well; it allows the students to really get out there and find out what’s going on and what it’s really like to work in the industry.”

They may have been hard at work backstage, but it definitely wasn’t a case of all work and no play for the AOFM, who put on a spectacular party to celebrate the launch of their new book ‘Makeup is Art’ – a visual celebration of images in collaboration with industry insiders such as stylist Rebekah Roy and hairstylist Desmond Murray.  Over 300 guests enjoyed champagne and canapés, drag-queen-du-jour Jodie Harsh on the decks and a live performance from Kelly le Roc in the grand vestibule of the Freemasons’ Hall.  “The new venue is absolutely fantastic,” Jana enthuses.  “It’s nice and central, it’s elegant and beautiful and it’s just amazing.”

Louise Hemmings

Saturday highlights from The Fashion Scout TV

Film maker: Mikey Williamson

Presented by / music by: Johnny Lazer

Wednesday highlights from The Fashion Scout TV - Menswear day

Film maker: Mikey Williamson
Presented by: Johnny Lazer

Tuesday Highlights from The Fashion Scout TV

Film maker: Mikey Williamson
Presented by: Johnny Lazer

Monday highlights from The Fashion Scout TV

Film maker: Mikey Williamson
Presented by: Johnny Lazer

Intern's eye view: Backstage in the Presentation Hall

This season Fashion Scout introduced a new way of presenting up and coming collections - and the designers weren’t short of innovative ideas. From the hall of mirrors at Louise Amstrup to the short film and catwalk from Theatre de la Mode, the interns were buzzing with excitement about being part of such a creative process.

One of the interns Kate agreed, “I’ve really enjoyed my first season working for Vauxhall Fashion Scout, the concept is original and a brilliant way for us interns to liaise with the designers, stylists and PR of each company that have presented in the hall.” 

Not only have us interns been able to take a glimpse into the work and creativity put into each show, we’ve been able to compliment the designers first hand on such fantastic garments. We were particularly impressed by Harriet’s Muse and the Kingston MA girls – although at times it has been pretty hectic (not to mention sweaty) backstage.

From dressing models to helping set up stages, catwalks and bars, us girls have had a lot of fun, and it paid off; each presentation was a fashion frenzy of people – British Fashion Council members, magazine editors, buyers and designers.

The week flew by and we all look forward to returning next year as the Presentation Hall was host to the most fashion forward events – watch out, it’s the new catwalk.

Vikki Hancock  

Images: Seun Sote and Eddie Blagbrough 

Catwalk illustration at William Tempest by Marina Beresford Stooke

Catwalk illustration at Louise Amstrup by Marina Beresford Stooke

Catwalk illustration at Alice Palmer by Marina Beresford Stooke

Komakino

The last day and who better to ensure Vauxhall Fashion Scout goes out with a bang than conceptual menswear label Komakino.  This season saw husband and wife duo Federico Capalbo and Jin Kim fuse refined tailoring with deconstruction, creating an aggressively strong silhouette sure to be a hit with the east London set.

Citing iconoclasm as an inspiration, Komakino presented a sombre collection with references to religion, military and neo-classical details.  Their foundations are in street wear, and this was not forgotten thanks to latex designer Atsuko Kudo and his decomposed rubber couture.  A distressed leather jacket with exaggerated shoulders proved to be a strong look; the ruthless nature of the styling softened with blue suede detailing.  But it was the rusty metal headpieces which were the real stars of the show, further defining the aggressive aesthetic of the collection and confirming the message that the Komakino guy is definitely not to be messed with. 

Louise Hemmings
Image: David Coleman 

Interview with Michael Allen

 
Michael Allen, model for studio_805

What goes through your mind when you are on the catwalk? 
I just try to blank everything out!

How long have you been modelling for?
4 years
How did you get into it?
I helped a friend out and it all took off from there
What do you think of the Vauxhal Fashion Scout?
Love it!
What do you do, when you are not strutting across the catwalk?
I am an Engineer in Leeds
What did you have for breakfast?
Scrambled eggs and some porridge
How much do you work out?
Everyday for two hours, except weekends
How do feel about wearing so much make up? 
I don't mind it
Who is your favourite designer?
Vivienne Westwood, she is the one that made me fashion conscious.

Interview by Crystal Birch

Image: Eddie Blagbrough

Theatre de la Mode

Menswear Day at Vauxhall Fashion Scout was full of creativity and flair, especially up in the Presentation Hall where Studio 805 and Theatre De La Mode were both exhibiting their latest collections. Once Studio 805 had finished their static installation, seats were taken for Theatre De La Mode’s fashion/dance film, ‘Physical Culture.’ Christopher Kelly, creative director of the brand, is known for his lavish and innovating ways of presenting his collections, and this year he did not disappoint.  Kelly took inspiration for the film from the energetic style of the nineties, and the obvious African influence resulted in a playful and colourful film, where models stood rigid as others danced around them. Geometric prints and shapes were overlaid on top of the models creating colour, vibrancy and movement.

As always, Theatre De La Mode stuck to their signature oversized style, featuring printed silk shirts and matching shorts in a palette of tangerine, oatmeal and coral. Drawstring gathered waists and heavy draping were added to create the relaxed daytime look that is key to the brands aesthetic. Another successful season at Vauxhall Fashion Scout for Kelly and his artisan fashion label.

Jennifer Hore

Images: Eddie Blagbrough

studio_805

Wednesday’s presentation hall opened up with the Andrew Bannister show for his studio_805 label. Once again the designer aimed to shock and provoke with his innovative designs.

This time the English-born designer played around with the idea of gender within a Hoghart inspired landscape... A bold move which payed off.

The presentation featured ten models, all shapes and sizes, males and females, wearing a distinctive feature of fake red lips which screamed “LOOK AT ME, AND ONLY ME!” The collection featured baggy-loose fitting designs of hoodies, tracksuits and vests layered over flesh coloured and electric blue tights.

Bannister, who is best known for the theatrical manner presented his collection, with one of the models having pink tights, pulled over her head and face. The key pieces featured a suit inspired design with oversized shoulders and harem pants, covering any signs of natural silhouettes. Branded for his use of bold and distinctive patterns, the designer used a range of asymmetric and rectangular designs in blues, browns and pinks, worked in a variety of man-made fabrics.

To sum it up, unless you’re a part of an underground Soho club scene, the pieces might not be exactly for you. However, if you’re a stylist… well then it was a dream come true.

Raf Jaworski

Images: Eddie Blagbrough

Satyenkumar

Satyenkumar painted the catwalk in a wash of watercolour-esque tones and sheer fabrics this morning with a collection that epitomised clean, cool summer dressing for the boys.

The Central saint Martins graduate has polished his signature sharp tailoring, working in light as air Swiss Voile and Tulle for crisp shirts, paired with perfectly cut twill trousers in denim inspired indigo. Just the ticket for the times when jeans are too casual and suit trousers too formal.

The collection entitled “Reflection through a lens” took inspiration from kaleidoscopic refractions, culminating in a subtle digital print that was used to great effect in particular on lightweight outerwear.

Contrasting textured panels of silk and satin added interest, as did pops of azure, primary yellow, lipstick pink and coral - in their most wearable forms when paired with muted pastels of dove greys and soft lavender.

Styled with super-shiny slicked hair and bold rectangular sunnies, Sayenkumar’s collection will appeal to modern dandies with a predisposition towards the luxurious and the mildly eccentric – they can find the current collection stocked in Oki-ni and Daniel Jenkins.

Hannah Kane

Images: David Coleman