LondonEdge launch cutting edge collections as a preview to September show
6th-8th September 2015, Business Design Centre, Islington, London, N1.

London Edge image 1It may be 32 shows young, but LondonEdge is right on money when it comes to youth, subculture and alternative fashion. With the celebration of exactly that in mind, the team behind the show have created two photographic collections as a snapshot of what buyers can expect from the brands exhibiting. This is just one of the many ways that LondonEdge support their family of exhibitors that will be showcasing their collections this September.

Returning to Islington this season at the epicentre of youth culture and reflecting the styles and sounds of the surrounding areas of Shoreditch and Camden, LondonEdge leads the way for the best in lifestyle fashion.

London Edge Image 2The photographer on the shoots for both was Haris Nukem. Nukem was hand-picked by the team because of hit gritty, understated photographic style which portrays contrast and attitude. The brief was to create two very different feeling collections, in terms of style and culture, which could fit together under the LondonEdge umbrella to give buyers and visitors real insight into what they can expect from their brands for A/W 2015 and S/S 2016.

Dark is Light Enough
A nod to the gothic styling for which LondonEdge is renowned, this ethereal shoot has taken the dark undertones and given them a 360˚ makeover. Far from the black, moody stereotype, the introduction of contemporary styling gives buyers and visitors and insight into the versatility of the new era of brands that LondonEdge has come to attract. With pieces showcased from the likes of Widow, Disturbia, Rat Baby, Jeffrey Campbell and Jawbreaker, the Dark shoot demonstrates how alternative brands are leading the way in terms of style for the copycat culture of the high street.

East End Rebel
Sassy and chic has never had so much attitude. Taking inspiration from musical style icons such as Debbie Harry, Lily Allen and the late ALondon Edge Image 4my Winehouse, East London is all about making your mark as an individual. Retro cool with a modern twist, this collection of vibrant prints, high waisted denim, ghetto dteails and matching ensembles is the alter ego of every dedicated fashion minion. This is the girl that they long to be. Standing apart from the crowd, East London takes expression and strong self-image to the max. Including must-buy items from the likes of Freddies of Pinewood Collectif, Hell Bunny, Grinders and Victory Parade, femininity has never been so dangerous.
The powerful, racy and moody signature style of Nukem’s work brings the garments from these cutting edge brands to life and the embraces the true style of the modern youth subcultures. Labelling is a thing of the past, as alternative style becomes iconic and accessible.
Both ‘Dark Is Light Enough’ and ‘East End Rebel’ will be comprehensively featured in the upcoming LondonEdge magazine.

The next LondonEdge will run, fully loaded, from 6th-8th September 2015 at The Business Design Centre, Islington London N1.

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