2009 Launch Campaign
Spring Summer 2010 Launch Campaign
with All Walks Beyond the Catwalk
& Kayt Jones, photographer.
 |
SPRING/SUMMER 2010
|
| London has always been a hotbed for ideas and innovation so it is entirely appropriate that a new initiative involving fashion design and body image starts here.
Eight designers were selected by a panel of industry experts based on their next generation credentials and a genuine willingness to engage with ideas of diversity in the creation of a look representative of their Spring/Summer 2010 collections. The traditional ready-to-wear method of design, with the model added at the end of the process, makes it hard to accommodate individuality in shape and size. This project is operating a bespoke approach by giving each designer the opportunity to collaborate with the woman who will model the garment at London Fashion Week and in doing so we expand upon the expectations for ready-to-wear imagery. Featured in the Pre-fall 09 issue of i-D magazine, these images also provide the context for the prestigious All Walks Beyond the Catwalk launch party at Somerset House, sponsored by M&S, on the opening night of London Fashion Week. |
 |
“Three of my favourite subjects have been very diverse fashion icons: Tilda Swinton and Scarlett Johansson, and Beyonce. None would fit into a sample size or the catwalk model mould and, most importantly, none would care to! I really see this project as a chance not just for a series of portraits on a more diverse group of models, but as a fashion story that is a celebration of diversity. One in which the industry can look at itself and say, “yes we can” promote a body type that is healthy and beautiful.”