ALEXANDRA GROOVER ‘LIFE’ SS12 TRAILER from au matt on Vimeo.
Californian-born designer, and friend of All Walks, Alexandra Groover has created a short film to be shown alongside her Spring / Summer 2012 collection during London Fashion Week. The film, entitled ‘LIFE’, sees Groover team up with plus size model Lucy Freeman for a second time. They have previously worked together on All Walk’s ‘Size Me Up’ campaign, where Alexandra created a bespoke dress for Lucy to wear in the campaign imagery, shot by Kayt Jones.
‘LIFE’ is the second film in a trilogy that started with ‘BIRTH’, a film which accompanied Alexandra’s Autumn / Winter 2011 collection. The second film continues to explore the concepts of origin and separation, as well as dealing with the topics of growth and indepedence from the family-unit.
In LIFE a large black rosebud slowly begins to blossom on the shoreline of Southern California, only to reveal the intense fuchsia faces of five performers who uncoil themselves into a meandering line of one, long interconnected dress. As they twist and turn across the screen, the slashes of fabric joining them together billow in the wind, and their snake-like procession exits into the bright sunlight of San Diego and re-emerges against the awe-inspiring backdrop of London’s Hampstead Heath where it all ends in an explosive finale.
Alexandra Groover created the dress worn by Lucy (below) for All Walks’ “Size Me Up” campaign. The campaign saw eight models selected by All Walks, of a diverse range of shapes, sizes, ages and ethnicities, pair up with eight up-and-coming British designers; Mark Fast, David Koma, Avsh Alom Gur, Hannah Marshall, William Tempest, Georgia Hardinge, Cooperative Designs and Alexandra Groover. The designers each created a bespoke outfit for their model and photographer Kayt Jones shot the images for i-D Magazine.
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Post by Charlotte Gush
Charlotte is a freelance fashion writer, blogger and editor based in Manchester, as well as the Online Commissioning Editor for All Walks. She has previously spent 6 months working for All Walks at the London office as a social media, marketing and production intern. Charlotte writes a fashion, street style and personal style blog, ‘CAVACOMA.com’, with a dedicated Facebook fanpage here, and a Twitter account @CavaCharlotte