Student Photoshoot ' Negative Space' by Art Director Manuela Demuro

Behind the Scenes

The Results

Manuela Demuro a student on my Art Direction for Fashion evening class at Central Saint Martins is a talented visual merchandiser for Stories.com

http://www.stories.com/gb/  

Stories new to the UK is owned by Erling Persson a highly successful fashion retail business magnate, whose golden goose company H&M is second only to Zara in high street sales dominance. Manuela has her own distinctive personal style and is a confident and accomplished stylist in her own right. She booked my Art Direction for Fashion course as she would like to develop her career and quest to fulfil her fashion promotion creative management potential within her much enjoyed position at Stories.

Manuela's initial vision for her shoot Negative Space was to explore the concept of broken down communications in an age where we so heavily rely on electronic communications.

Manuela's style is 'less is more' mixing old with new to create vintage/modern style cocktails. Her favourite brand style is New York born label Proenza Schouler.

https://www.proenzaschouler.com

Art Direction for Fashion course CSM 

http://www.arts.ac.uk/csm/courses/short-courses/fashion-and-textiles/fashion-styling-and-trends/art-direction-for-fashion/

© Manuela Demuro

Copy Schelay @ fashiontent pls credit 

Ashley Isham AW15 LFW DAY 1

This seasons Ashley Isham Autumn winter 15 collection took place on Day 1 of London Fashion Week in Freemasons Hall Covent Garden.

This is the 4th season of Ashely Isham's work fashiontent has viewed. Ashley Isham from Singapore, took inspiration from a Nomadic heroine called Akvyle Ashley Isham's collection wove a story of a wronged woman journeying through a new set of experiences gaining renewed confidence through self discovery. Her new world is opulent, her confidence is reflected in the decorative embellishments and flamboyant textured gowns she dons as she sashays independently on her nomadic personal journey.

http://ashleyisham.co.uk

With thanks to ©Tarmo fashiontent's photographer this season. I have edited this large collection down to the best pieces.

copy Schelay 

Dora Abodi collection AW15 Day 5 LFW

I liked the knit detail on the hat hoodie here.

Layering and deconstructed exaggerated styling details work here on this coat

Dora Abodi - Cult of the twin Unisus,  the inspiration for her innovative collection.

Thank you to Trace PR for inviting me to see this unique and innovative collection created by Milan based designer Dora Abodi.
According to the press release Dora Abodi's signature style can be defined as baroque futurism. Fusing past and future classical arts and religious rituals with high technology. Encapsulating the meeting of two different cultures, the ancient world of opulence mixed with the futuristic world of rigid robotic technology. Dora Abodi has been featured by Italian Vogue. Lady Gaga has worn pieces of her work in the past and I can see why! Dora Abodi challenges convention in many of her pieces, layering contrasting fabric textures, employing exaggerated styling details such as oversize collar. Reinvention in fashion is a hard task, creating clothes that work on the body and that people want to wear is even harder.

http://www.doraabodi.com

Copy and photography© Schelay McCarter

Jamie Wei Huang, NYMPHOMANIAC Collection - Day 1 LFW AW15

©photography Schelay McCarter

These following catwalk photographs were taken for fashiontent by Tarmo © Tarmo

Fashiontent was thrilled to be invited to see Jamie Wei Huang's Autumn winter 15 collection in Freemasons Hall Covent Garden on the first day of London fashion Week.
London is where designers gain important press coverage and exposure across all the various digital mediums available. London has always attracted international press scrutiny because London encourages and accepts creative expression fostering freedom to challenge the establishment and generally if possible cause as much harmless controversy as possible. An interest in experimentation with shape and form and innovative techniques has made London an essential forum for launching new ideas. 

Jamie Wei Huang went to Central Saint Martins and studied under Louise Wilson. She is one of a new talented group of Chinese designers choosing London to express fashion freedom of expression. According to the press release this collection sets aside societies expectations of women and emphasises their buried desires and fantasies with elegance and subtlety. 
Nymphomaniac uses metaphors to unravel the struggles the main character experienced while contradicting societies view points on love, sex and pain. Eventually coming to peace with her unconscious and embracing her true being. 

Chinese women outside China have a voice that is gaining in confidence. Jamie is part of this empowered generation of Chinese women who respect their cultural heritage however want to express themselves in ways that their mothers would not have had the courage to do. There is an excellent book called The Good Women of China Hidden voices by Xinran that gives an insight to the world of Chinese women in past and current day China.
I enjoyed Jamie's collection, it has depth, is very wearable, it show cases new ideas and was true to Jamie's quest of seeing fashion as an art form. 

http://www.jamieweihuang.com

Copy ©Schelay McCarter 
Photography © Tarmo - please credit.