3rd Floor Publication

The insightful, innovative and visually enticing muse for creative professionals.

Saturday, 27 February 2010

The 'not so secret' Diary of a London Fashion Week Intern - Part 1.

London Fashion Week, the notoriously busy time on every fashion elite and design enthusiast’s calendar. You can walk just about anywhere around Covent Garden and be bombarded with promo guys and girls ushering bottles of water, leaflets and goody bags into your hands, hoping to attract buyers and press to the shows that await.

Caught up in the spirit of Fashion Week, I decided to bulk up my C.V a bit by interning for Vauxhall Fashion Scout whilst getting an insiders view of the preparation involved in producing a show.

Arriving into London on the Thursday morning, everything seemed surprisingly calm… perhaps this is due to not having my caffeine fix for the day yet, it was only 8.30am!
I promptly made my way to my hotel, leaving my suitcase before running back to the tube to head to Freemasons Hall in Covent Garden to start my first day of the internship. Little did I know, the first problem was just around the corner, how to actually get into the building?
I saw a small collective of people who appeared to be waiting just around the corner of the building, so headed over in the hope they would be interning as well and were just as lost as I was.
Luckily, my judgement was right and we were swiftly met by a representative from Fashion Scout who led us inside the grand building.

The floors were tiled in a mosaic fashion, with marble staircases sloping in all directions. It truly looked like a scene from a movie, so luxurious and an utterly gorgeous venue to hold a fashion show.

Making my way down the corridor, I spotted a huge line of other interns waiting outside a grand hall with massive wooden doors – this is where we were to receive our briefing for the week, and were split into teams of Front of House and Backstage interns.

I was extremely relieved to be allocated to the Front of House, as many horror stories of rude stylists and designers has tainted my view of becoming a dresser for the models. As the week progressed though, I learnt that this was not the case for every show… I guess there are just a few bad apples?

The first day was basically a short tour of the building, followed by moving stacks of boxes to different locations around the building and preparing the catwalk and goody bags for the busy Friday ahead.

Friday 19th February 2010
Got to Fashion scout at 12.00, late for fashion week I thought, but I’m not complaining!

I was then assigned to direct visitors around the maze of a building, before organising the foyer and catwalk area for the approaching David Koma show.

Rumours were that Hilary Alexander was to be in attendance, so when I saw her take her place on the front row in her blood red kimono tunic I was elated. Susie Lau from Style Bubble was also present.

The show was incredible! We only just packed everyone into the hall, and with everyone scrambling to get a peek at the high profile collection I was quite glad I could just stand back and watch from the sidelines.

Zigzag designs were prominent features of the collection, which fused rather well with quite neutral tones of fawns and blacks. Also Koma’s use of what appeared to be zip teeth as detailing on cocktail dresses was pure genius. If I could afford them, I would be snapping up one of these dresses within minutes, but sadly a student loan doesn’t tend to stretch that far.

Image courtesy of Asos.

The final highlight for the day has to be the Ones to Watch show, featuring 4 up-and-coming designers: Eudon Choi, David Longshawe, ASKH, and Florencia Kozuch.

The majority of the buzz centered around Kozuch’s collection of loop knit sweaters teamed with wide brimmed parson’s hats, with people raving about the collection for much of the week!
Image courtesy of Vauxhall Fashion Scout.

Daily Rumours: Nicola Roberts and Rachel Stevens at Body AMR.

Katy Perry rumoured to show…didn’t attend so designer took her seat and said ‘Oh well, her loss!’
By Jo Hayhoe

Thursday, 25 February 2010

London Fashion Week - Day 2 - 20/02/10

The sun was shining, the public were dressed to impress and the paparazzi were leering… just another day at LFW.
Our day started with the LFW exhibition. Many ranges were displayed, from accessories to NEWGEN, to Estethica, with every stand being completely unique.
Most of the Jewellery was themed, and the tarnished texture seemed to be the most popular. The ranges of clothing displayed a variety of fabric textures and shapes. The ‘worn look’ seemed to be repeated among the brands.

Favourite brands of the day …


Eye catching and avant-garde, KRON by KRON are the future of footwear. Designed by Hugrun Arnadottir and Magni Porsteinsson, form Iceland, these pieces of art are super feminine whilst displaying a bold range of colours, they also draw together quirky materials. They would brighten up and personalise any outfit.

Images courtesy of www.kronbykronkron.com/

Sia Dimitriadi
Every girls dream. The ruffles, layers, hem lines and pastel colours are enough to make any girl feel and look like a fairy-tail princess. This self taught designer displays romance through her designs. The pieces seem irresistible…

Image courtesy of www.zelfist.com


The perfect gift for a special occasion,
Bjørg jewellery reflects passion and emotion. The range has an everyday use whilst being unique and edgy.

Image courtesy of http://www.bjorgjewellery.com/2009/
After exploring the exhibition, Lizzie and I headed to the Bell Sauvage show. Not quite knowing what to expect, we took our seats in anticipation.
Virginia Ferreira and Christian Neuman are the designers behind the contemporary womanswear label, and are known for their striking digital prints and imaginative silhouettes.

The collection demonstrated elongated post-human silhouettes which highlight bold graphic prints, all of which, H.R Giger is the inspiration.

Then onto the highlight of the day, the star studded PPQ show. After mingling and taking in the atmosphere, we were taken to our seats to view what was dramatic display of ‘Fantasia’.
The collection bought together by Amy Molyneaux and Percy Parker, consisted of boned bodies, volume, and body conscious shapes. Opulent velvet, moray taffetas and silken crepe were all used to define the theme.
With a front row of celebs such as Peaches Geldof, Pixie Lott, Marina of Marina and the Diamonds, the Saturdays, George Lamb and the Skins cast, PPQ’s collection yet again, has given us exciting things to look forward to.

NEWGEN exhibition at LFW - by Francesca Roberts

Newgen sponsored by Topshop, established in 1993, is one of the world's most internationally recognised talent indentification schemes.
Here are some of the collections that really stood out
Holly Fulton
Within her work, bold, hand-drawn graphic prints combine with signature embellishment in perspex, Swarovski crystal, exotic skins and metal, to create the feel of one giant collaged form of jewellery, adorned with statement necklaces and accessories to complete the look.
Fannie Schiavoni
Renowned for her original signature chain accessories, Fannie's focus is on durable, hard wearing materials and distinctive designs. She works with muted colours to keep focus on shape and design.

Peter Pilotto
Peter Pilotto's vision of womenswear embraces both new and classic perspectives on elegance. Otherworldly prints combine with soft sculptural shapes to form the handwriting of the design duo.

By Francesca Roberts

London Fashion Week - Day 1 - 19/02/10 - by Francesca Roberts

I was really lucky to attend London fashion week as the stylist for 3rd Floor Publication. I had a fantastic day and met so many wonderful people. I would love to thank all the members of the British Fashion Council who were so welcoming.
Paul Costelloe's A/W 2010 show was the first to touch down on the London runway this morning, with a collection dominated by dark and Gothic imagery, and a touch of super-heroine chic. Costelloe has presented the opening show for the past five seasons, with collections that often set the tone for the week's eventsIt was beyond amazing!! The collection was infused with the 19th century period dark western overtones with a contemporary twist. The collection had elements of nostalgic futuristic fashion. The Paul Costelloe A/W 2010 collection saw Long, lean and mean cigarette trousers teamed with structure- heavy jackets are reminiscent of envisioned future fashion, typified by metallic tones with leather detailing and architectural elegance.

Here is some of the first day fashion pack...

This girl is one to watch with her own fashion line called BOLSHIE! created by 17 year old Rhiannon Jones.

By Francesca Roberts

Making Progress

Most projects always start off slowly, and our case was no exception. However, things are really starting to pick up the pace now. We are cracking on with planning shoots, researching articles and setting up interviews. Things are really looking positive.
We meet regularly as a team, and have acknowledged the best way to communicate our ideas are with the use of presentations, brainstorms, mood boards and displaying cut outs of inspiration.

Thursday, 11 February 2010

I know where im getting my magazines from....

Whilst carrying out some market research I was overjoyed to come across magMA.
Since the closing down of Borders stores, I’ve been in a dilemma of where to get my dose of high-end fashion magazines…. But now, thanks to magMA, my troubles are over.
magMA (8 Earlham Street, Covent Garden) offers an array of creative books and magazines, including all the best high-end fashion publications, from NYLON to Twin to Paradis.
As well as being incredibly organised, the two staff members were eager to help with a welcoming smile… perfect.
Check it out….