LJMU fashion showcase at London

         LJMU Fashion

      Showcase at London

When the whole of the fashion department received an e-mail noting that Graduate fashion week was on the arrival I knew it would be an ideal story for the website. The invitation was way back in April on a first come first served basis, so being such the procrastinator I am, I thought nothing of getting my tickets at a later date. Oh how I was wrong because within a few weeks later, checking the GFW website for more information, I found that besides Bath, John Moores was the only university sold out. In a mad state of panic thinking that my off putting had got the better of me, I e-mailed my tutor and head of fashion straight away, hoping I was not too late. Even going as far as trying to track down a computer café in a strange Spanish town whilst on holiday. Luckily I managed to get two tickets and am now a happy man writing this on a train soon arriving back at Lime Street Station. The point of this story is that for a course that is being suspended for at least two years for improvements, for it’s show to be one of the first to be completely sold out, we must be doing something right.

Walking through the main doors at Earl Court exhibition centre it felt like a nation wide fashion frenzy with the next generation of the fashion industry all under one roof. Personal styles all colliding, screaming out with everyone’s individuality and taste. The room was set out like the must remembered university fairs with each university displaying amazing outfits and perfect sketch books with huge posters of photo shoots all around. With no map depicting where every university was, I frantically looked around for John Moores booth finally tracking it down all the way on the far side of the room. We differently made use of the substantial size of our section with some of the 3^rd years clothing hanging from the roof and flat screens showing this years John Moors own fashion show held in the arts and design building. With no tutor or designer in sight, for the obvious reason of them getting ready for the big show, I took some photos of the stall, looking through the many portfolios and waited till it was time to enter the catwalk.

Anticipation was building as everyone was seated to watch the collections of the chosen 15 design students out of the possible 22 who passed the judging stage early this week. The lights go down and the music kicks in. Electric dance flooded the room as the first model walks out wearing a chiffon charcoal dress with multicoloured beading, a design from 3^rd year Ashiwaqul Kabir collection - third gender : hijra . One after the other the fashion strutted down the catwalk displaying the hard work of the 3^rd years which burst thought as amazing pieces both couture chic and ready to wear style where the centre of attention to all. When watching the show people sitting next to me whispered in my ear they could easily see some piece being ready to hung off the selves right now and I would highly agree with them. The 3^rd years certainly did the city proud with Yasmin Kheradamandan qualifying for the GFW gold award, the most prestigious award of the whole week. With her bright statement knits, block colour A-shape shirts and bobble hats, Yasmin would compete to win a £20.000 price as well as being crowned the best collection of the whole week. However the winner of the award was a male student from Nottingham Trent University but for Yasmin’s collection to appear in this final show is an massive achievement itself.

Yasmin Kheradamandan collection - Navajo

When the show was finished everyone rushed back to the JMU stall to congratulate the designers. Everything went perfect I was told, apart from a pair of forgotten tights and shoes that wouldn’t fit. I spoke to Jody Wood, 3^rd year fashion design at LJMU who showcasing her collection - A Visual Paradox. Asking about her designs and the event she said “ My collection is all about personal taste. I looked at light shadows and ink blots which tap into the viewers mind. People keep asking me what are my clothes and patterns about and I ask them well what do you see? The same way ink blots work when shown to someone on a card. I experimented with water and inc to form patterns and also looked at Rorschach tests for inspiration. I think events like this are so important to present our work, its shows people who wouldn’t normally get to see it and we get a lot of cover. Its harder being in the north west rather than London where most of the fashion industry is but being at London Graduate fashion week everyone gets to see it”.

Jody Woods collection - A Visual Paradox

Lauren Schofield collection - Encased

This was my first time at graduate fashion week and I have two more to come with the last one showcasing my own communication work so I know now the standard of work produced for the GFW. The whole feeling is excellent, supporting your university by watching the show and knowing your all part of the same department. I know it’s a bad way of looking at it but life is full of competition, whether it be competition with another university or competition with the people you know and you need to put yourself out there in the crowd to be noticed. The 3^rd year fashion knew this and went all out from having business cards being printed to speaking to as many people at this event as possible. I will definitely be back next year, cheering Liverpool John Moores on and writing this article not knowing what to expect from the next 3^rd years collection but they have a lot to live up to. Well done 3^rd year fashion 2011 and good luck.

(photos taken by myself)