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The Sustainable Angle at DesignerShowrooms, LFW AW18. Intersting new materials. Garments from Pinatex, leather like material, created from reprocessed pineapple husks. Biogedradable sequins, still in development.

Pics: Magda Durka Style

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The Fashion Show Phenomenon  - Personal Perspective

I attend fashion week shows and report on designs, atmosphere, interesting people, street style and anything that grabs my attention. This blog is dedicated to things that interest and inspire me rather than to reports of all that is happening.

Fashion Shows are spectacular and unique in nature. The shows are aimed at press and fashion buyers. Yet they are also frequented by fashionistas, bloggers, stylists, photographers and fashion enthusiasts. The presence of the latter adds to the unique, creative and enchanting atmosphere of the show. You need to have an invite to attend the show however, not everyone can or knows how to get one. Fashion shows are presented as these exclusive, highly sought-after events with an element of mystery surrounding them. Perhaps this enchanting illusion of something unattainable adds an element of mystery to the fashion show.

I always sense anticipation and excitement when entering the show space.

Many fashion shows and presentations during the September’s 2017 London Fashion week featured performance art and live music performances. These can add an extra layer of entertainment to the show and complement the collection. As a spectator I enjoy these elements however, they are not always appropriate and can feel a little disjointed and distract from the collection. It can be disappointing when you see a brilliant performance piece followed by or intertwined with unrelated designs and unflattering garments.

What I look for in a fashion show is kick ass designs and garments first. I love seeing new and experimental shapes, fabrics, textures and styling. Of course, many designers focus on the commercial aspect of fashion as fashion is a business and they must sell clothes to keep the business going. Theatrical designs might please the spectators, but they can be difficult to sell. However commercial does not need to mean same old and boring and theatrical does not always mean exciting and fresh.

Outside of the shows

You get to see diversity of styles throughout the fashion week, which can be more inspirational than some of the collections shown. I photograph street styles I find interesting and I chat to people I photograph. These are perfect networking opportunities and you also get to make new friends plus meet your existing fashion friends, drink tea, cocktails and talk about your favourite subject: FASHION!

London streets surrounding the shows’ locations are full of fashion, streetstyle and portrait photographers taking funky snaps of people they find interesting. The images get featured in the media, their personal blogs and portfolios. These are brilliant opportunities for aspiring and new designers to get featured, photographed and get some publicity. I have been working as a freelance designer/maker, creating outlandish garments and textiles for variety of clients. I also design and make creative clothes for myself and I wear my own creations daily plus when I attend the shows. My designs get photographed a lot and the feedback is incredibly positive.

Now let’s go to some creative edits of the designs and styles I have seen during SS18 season at LFW - September 2017. I am posting these only now, a few months after the fashion week. Most of bloggers and reporters aim to release their reports and images as soon as possible. There can be this mad rush to publish everything immediately. Interesting writing and editing takes time. In my case life usually gets in the way, especially when you design and make garments yourself. Also images I post and reports I write are for my pleasure and can be looked at any point in time. I still have beautiful but unedited videos and images of shows and events from a couple of seasons ago. However, these need time and thought to become standalone timeless pieces I would like to publish on my blog.

I will be further exploring the phenomenon of the fashion show. Not only what it means to me and why I find it exciting but also what others think about it. With fast paced online lives that most of us are living there have been conversations among fashion industry insiders and journalists as to whether live fashion show should be a thing of the past. What do you think?

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'Elephantasia' is a fashion campaign organised by an environmental fashion group named 'Fashion for Conservation (FFC). FFC was founded by Nazanine Afshar (Art Director, British Vogue), Dr. Samantha Zwicker (Wildlife Conservationist, Hoja Nueva) and Ava Holmes (Fashion Week/Event Producer).

FFC focuses on wildlife conservation through fashion campaigning as well as environmentally friendly and ethical fashion. Elephantasia, their latest campaign, is focused on conservation and preservation of elephants. Elephants are endangered species. Despite the rapidly decreasing population and pretty much worldwide hunting ban, elephants are still being killed by poachers for their ivory. The main ivory markets are in Asia and predominantly China.

Fashion for Conservation reaches out to the fashion audiences. The Eelephantasia show, during London Fashion Week SS18 in September 2017, ended with an educational presentation about elephants and wildlife by Dr. Samantha Zwicker. Ava Holmes introduced the campaign and the FFC mission. The team also introduced donation packages, which individuals can purchase to contribute towards conservation of endangered species.

The show presented a cohesive collection of outfits, each one created by different designer. Elephant inspired silhouettes, motifs, colour palette and styling dominated the runway. The finale piece, created out of upcycled textiles, reflected a sombre y mood. The garment was as majestic as the elephant and the design exhibited elements of grandiose virtuosity. Rene Garza is the designer who created this piece. Rene works for Magpies and Peacocks, a non-profit design house.

VIP guests, models and the production team had a white X symbol painted on their hands. White X symbolises extinction. The show started with shamanic chanting by Colombian shaman Anthar Kharana. Bare feet, he danced on the runway. He also sang live throughout the duration of the show.

Fluorescent orange backpack made an appearance. I found this piece particularly interesting. The backpack was made of Pinatex. Pinatex is created out of reprocessed pineapple husks, made into leather like material. Pineapple husks dry into woodchip like waste material, which is not reused and/or recycled in any way. I saw Pinatex as a concept material with its first prototypes at Royal College of Art students’ exhibition a couple of years ago. It can take an enormous amount of time from research and development and prototyping to actual production of new materials. Hence why it was exciting to see this material being used in production of stylish accessories. Scottish designer C. Nicol created this marvellous piece worn with a jumpsuit by Rachel Allan. C. Nicol’s leather accessories appeal to my taste and I am looking forward to vising her shop in Soho, London.

After the show and the presentations, guests were invited to a cocktail and chocolate tasting reception. The reception focused on further PR of Fashion For Conservation campaign. I attended the reception and chatted to the ‘Elephantasia’ and the FFC team. The chocolate tasting was an interesting and inciteful experience. I got to see cacao beans in real life. These are giant, obolid shapes with a walnut like shell and texture, just much thicker. My designer instinct kicked in immediately and I started dreaming of fashion and textiles ideas inspired by the cacao bean.

I was informed that FFC is organising a fashion show in the rainforest of Peru in 2018. The show will focus on conservation of the rainforests this time. Participating designers will run workshops aimed at the local communities in Peru.

The event and the campaign left an impression. I decided to interview Ava Holmes and talk more about her mission and motivations regarding FFC. I am currently editing the audio from the interview and I will be creating a short video to complement it.

Photography & Editing: Magda Durka Writing: Magda Durka Show space: Vauxal Fashion Scout, Freemasons Hall, London

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That Quintessential fashion show photograph.

Pam Hogg ss18 - London Fashion Week September 2017.

I go to shows every season, photograph streetstyle, snap show pics and take videos. I also interview those involved in the making of the shows, labels, etc. These take so long to edit and having to work on my own label and freelance fashion/costume career the videos and pics sometimes never come out.

I had an idea that for each hsow I see I edit this one, quintessential photograph representing the collection, vibe and mood of the show. This has materialised this season. I will only edit videos of the most loved by me shows and here is the 'one and only', my absolute favourite show photograph from Pam Hogg...

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For the LOVE of POWDER PINK! Trying this gorgeous Pink Dress by VIN + OMI at LFW AW18 Designer Showrooms #magdadurkastyle

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The warmth of sunburnt orange red!

Designer Showrooms Entrance LFW Aw18 Portraits of Isabella Barter & Naddy Sane

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Check out my video & edit titled 'Oh My Gosh' of up and coming designer Adam Frost's fashion show at LONDON FASHION WEEK AW18. The show took place on February 15th, 2018 and was produced by HunderdShowroom.

Raw, hand painted and draped style straight from London's underground nightlife scene.

Glam, glitz, sequins, queens and drag queens rule the runway in a truly extravagant fashion! Featuring stunning creature @IsabellaBarter (on Instagram) - in purple/lilac and gold. Find Adam on Instagram @adamfrostrealness & on Youtube as @analwinehouse

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London Fashion Week AW18 Reports & Play coming up!