W Hotels and American Express joined forces in a collaboration with Marios Schwab to celebrate ‘What’s new’ and ‘What’s next at London Fashion Week. The resulting film was called ‘W Hotels Fashion Next’.
Marios Schwab is himself a London-based designer – his label is known for its unique interpretations of natural forms.
The film project was the idea of W Hotel’s new fashion director Jenne Lombardo. Schwab short documentary objective was to pick the top three up and coming London-based designers and those chosen were Jordan Askill, Craig Lawrence and Fleet Ilya. All these chosen designers feature in the film.
Launched during the UK capital’s Fashion Week, the film provides an insight into what the future holds for London fashion.
It aims to provide a London ‘insider’s perspective on the city’s rising visionaries in design and fashion.
The approach to the film is to make a personal project that can be easily shared and spread online.
Due to the project being backed by non-clothing brands, the director’s personal opinion stood as an independent arbiter of the scene at London Fashion Week – rather than one with its own products to push.
According to Schwab this ensured the collaboration was a good profile match and a positive experience for all involved.
The screening of the film was followed by a launch party at the Spice Market in the W Hotel. Like the film, Schwab’s party was sponsored by the W Hotel and American Express and its theme matched that of the documentary – what’s new and next in the London Fashion Scene.
Guests included Kelis, Erin O’Connor, Matthew Williamson, Bobby Gillespie, Katy England, Nick Grimshaw, Henry Holland, Amber Le Bon, Eliza Doolittle and Ben Grimes.
Links:
http://www.youtube.com/watch?v=cM_rRd1bSRY
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