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40
Degrees, 11-13 August 2002, Earls Court, London
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WOMENSWEAR
HIGHLIGHTS
@ 40 DEGREES, LONDON
by Dawn C. L. Pedersen
, Editor-in-Chief,
CATCH
THE BUZZ
This
season’s 40 degrees show was buzzing with talent offering
a mix of urban street-styles, innovative printed jersey
and funked up sportswear with the latest graphic trends. We shine the spotlight on a few exhibitors that featured
distinctive collections for S/S 2003... www.40degrees.co.uk |
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MEAT
& TWO VEG
Home
Sweet Home
has designed a range of ‘food printed’ underwear to
raise money for The Danish AIDS Foundation and AIDS
Foundation projects round the world.
Claus Moseholm - the company’s ‘Mister
Strategy’ [also seen sporting Y-fronts in the ad
campaign] can hardly believe the phenomenal interest in
the range “everyone loves the concept!” "The range was launched just 6 weeks ago and Home Sweet
Home has been invited to appear at all the main European
trade shows." It
isn’t just the cheesy prints that appeal it’s the
whole package – wrapped for the meat counter and
displayed in fridges – find out more about this weird
design/ad agency caught in a 70’s time-warp.
www.homesweethome.dk |
SALT
'N' PEPE
Hard to believe that the Pepe Jeans label started
with a stall on Portobello market in London thirty years
ago! The
young womenswear collection includes jersey tops with
‘Bubblegum graphics’ using images from their own
70’s design archives.
I liked their ‘Prairie Girls and Flower
Hipster’ range – floral printed cotton tops and jeans
with ragged-edged floral patches.
New developments for denim jeans include: burn-out
applied lace sections, see photo below left and
hand-finished abrasion techniques that give that desirable
street-worn look.
www.pepejeans.com |
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YOU
BE[HAVE]!
Be.You [K]
is a rapidly-expanding French brand
– I spoke to Gregory Weltmann pictured right
- export director who showed me their exciting new range
that is a mix of denim, jersey and sporty velour.
He told me that although they are a young company [4
years] that they already have five stores: three in France
and one in New York and London. The company is
driven by the need to produce exclusive and innovative
collections. I love the funky tops with glass
bead prints [that really catch the light] and long denim
skirts with stamp-relief patterns.
www.beyouk.com |
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JAPAN
A GO-GO
No
Pain No Gain is a UK label to watch!
For S/S 2003 they feature a collection of Japanese
inspired shaped jersey with pretty all-over prints.
The French designer Laura Legros pictured right
is obviously a girl tuned into tomorrow’s trends.
Each range is such a big hit with the buyers that
they beg for more, but she [very wisely in my opinion]
moves on each season exploring new ideas and shapes.
Colours are pretty pastels. Tops are cut with
empire lines and printed puff sleeves give way to plain
long sleeves.
Loved this ultra-feminine collection and look
forward to the seasons ahead!
nopain.nogain@virgin.net |
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COCKTAIL
BABES
Pink
Soda
is a company with a constantly morphing collection,
picking up on trends and spewing them out at an alarming
rate. The
label has been going for 20 years and started in
accessories before moving into womenswear.
Designers Suzie Watson and Deborah Westwood pictured
above left react to trends immediately and work very
close to the season.
They were showing an A/W range that included sheer,
printed ponchos and gypsy-shawl inspired tops and dresses
– very feminine and very desirable. I asked what would be next for Pink Soda? “I suppose
opening our own stores would be the logical step
forward”, says Suzie Watson – I personally will be
first in the door if they do!
style@pinksoda.co.uk |
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DISCO-KING
Causing a stir in New York are lightbracelets brought
across the pond by brothers Jason pictured right
and Ed Entner who are HiFi Energywear.
The bracelets run on a watch battery and patterns
pulse to movement. Watch out for these fun, flashing
accessories for night-time!
professor@hifiwear.com
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PRINT-OUT
Mark Redman and Louise Reynolds are the designers behind
the eclectic Traffic label.
They manage to combine crochet 'bed jackets' with
oriental printed satin and ‘tramp-patched’ corduroy
with retro style prints – not many people could make
that work, but they do!
Jersey top with butterfly motif and retro printed
skirt on model right.
redman_mark@hotmail.com |
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EASY
TIGER!
Nippaz
with Attitude
is a hot new label with “muthasucka” and “freestyle
dribbler” message prints for babyclothes [available in
sizes from newborn to 6 years].
Theo de Graaff pictured left tells me the
label has a celebrity following and gives parents a
much-needed alternative to plain babyclothes. Buy
designs online at:
www.nippaz.com |
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SMORGAS-BAG
Idag
is a cool, young label for bags.
Kent Wong creates the bag shapes and Jenny
Lundqvist designs the groovy graphics.
It’s the unique prints that give this collection
it’s edge and for S/S 2003 I spied some cute moose
prints! The
pair are both Swedish and live and work in London.
contact@idag.co.uk |
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