Saturday, 20 October 2012

Fashion: Edinburgh ready to showcase its style - Fashion - Scotsman.com

Fashion: Edinburgh ready to showcase its style - Fashion - Scotsman.com

My shoot and fashion feature with the very talented team at EOLFW...

Edinburgh Online Fashion Week is the newest addition to the city’s growing fashion events calendar.


Beginning on Monday, October 22, the comprehensive schedule brings together fashion houses, boutiques, independent designers and graduates from across the city, showcasing the best of Edinburgh talent and style over five days.

Filmed in the iconic back drop of the Quartermile development, EOFW merges high street, high end, vintage and new talent all at the comfort of your fingertips.

We went behind the scenes ahead of their premiere broadcast to show you a sneak peek of what to expect from the 
programme.


Everything is wearer friendly and consumer led. The collections are ready to wear and, most importantly, ready to buy in the city now.

There will be three shows a day streamed online, starting with designer and high street, teaming House of Fraser with Scottish Fashion Award-winning shoe store Shhhh.

Tuesday and Wednesday is the turn of local boutiques such as Goodstead, Kakao by K and new cult denim emporium ALC 
Boutique.

This moves to established independent designers on Thursday, with shows from Psycho Moda, Tea at Aunties and Nicci N.


The event wraps up on Friday with exciting young graduates Jennifer Morris, Fiona Somerville and Maxine Miller.

The concept came to event director Gary Anderson while taking a Lothian bus across town.

“It was so simple, I couldn’t believe no-one had tried it before,” he said.

Over the last eight months he has gone about assembling a team through the powers of the internet, connecting with people via social networks – all while attending Edinburgh Napier University where he studies festival and events with marketing.


The flashing lights of fashion are a long way from his roots on the shop floor at Tesco. There, he worked his way up the managerial ladder only to discover at the tender age of 25 that he wanted to try something different.

It’s this work ethic that propelled him to take on the mammoth challenge of creating an online fashion week for the city while studying.

In the beginning, everyone gave up an evening a week while planning came together. Soon Gary’s creative team consisted of Dickson Reid Hairdressing, celebrity make-up artist Lauren Gollan and her pro make-up artistry team, photographer Dawn Marie Jones, stylists Megan Cunningham and Laura Blyth, as well as a filming crew from 47 film.

It has resulted in a super glossy exhibit of eclectic Edinburgh style. And what makes it even better is you have the choice when and where to watch it all.

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