Shoe In Magazine

editor-in-chief & creative directoraliya zaidi

contributors

azarra christie-ince, bethany grace, faye sampson, her curious nature, rob elford, shara hayz

ISSUE 1

presents....

the rising stars and intiators of the fashion industry

© SHOE IN 2012presenting the future of fashion.

INDEX

AUTUMN/WINTER 12 TREND REPORTRising fashion illustrator Azarra Christie-Ince showcases the biggest trends for AW12 using a quirky style that will be inspiration for fashion editorials.

Digital LoveMA Digital Fashion graduates Shara Hayz and Rob Elford demonstrate the power of collaboration with their edgy new project.

MAGNETIZEMetallic inspired futuristic editorial with an extreme deviation from reality. Photography by Faye Sampson.

SHARA HAYZMA Digital Fashion graduate Shara Hayes talks about her new direction after returning to university, and her new fashion concept of light up garments.

ROB ELFORDMA Digital Fash-ion graduate Rob talks about the inspiration behind his collection titled Hoodoo Botanica, and the various experiences that led him into the fashion industry.

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Blossoming TreasuresRising jewellery brand Her Curious Nature gives a glimpse into the magical world in which each treasure is hand-crafted, and tells how it all began.

VISUAL VISIONARYYoung fashion photographer Faye Sampson describes her upward journey from self-portraits to photographing world-class international models.

ORNAMENTALExquisite mix of decadence, royalty and jewelled crowns. Photography by Faye Sampson.

CITY OF ANGELSA desolate space in which beauty is discovered in pure spontaneity. Photography by Bethany Grace.

MESMERISEDProjections of glorious nature against layers upon layers of luxurious velvet and prismatic prints. Photography by Faye Sampson.

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MAGNETIZEPHOTOGRAPHY: FAYE SAMPSON

STYLING: ALIYA ZAIDIMODELS: ALEXANDRA & LIZA @ PREMIER

MAKE-UP: CARMEN GÖTZ & KARLA POWELLHAIR: MICKY KASTLY

NAILS: CHELSEA DAGGERPHOTOGRAPHY ASSISTANT: STUART BERHAM

STYLING ASSISTANT: ZAIN KHAN

DESIGNERS: JI YEON KIM, KATE WILLIAMS, MEG CORNWELL, NIKITA KARIZMASAMMIE-JO COXON, SHARA HAYZ

PRESENTS....

AUTUMN/WINTER 2012BY AZARRA CHRISTIE-INCE

Rising fashion illustrator Azarra showcases four of the biggest approaching trends for AW12 using a

unique and quirky style that will be the base inspiration for the world of fashion editorials

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MASCULINE SILHOUETTE BROCADE

GEOMETRIC EMBELLISHMENT PURPLE

PRESENTS....

SHARA HAYZ &

ROB ELFORD

MA Digital Fashion graduates Shara Hayes and Rob Elford demonstrate the power of collaboration with their edgy new project.

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Shara Hayes is a designer who is merging creative fashion with the rapid development of technology to create a futuristic new style of fashion that is taking the industry by a lightning storm. Having graduated back in 2001 from the talent factory, London College of Fashion, Shara spent 10 years working in the industry before returning to education. Her time in the industry was spent designing for various brands as well as launching her own music branded clothing label called Amplified, which was sold through powerhouses like Topshop and generated a huge interest.

With an abundance of industry experience and a flair for computer-aided design, Shara was invited to join the prestigious masters degree in Digital Fashion at the London College of Fashion with high expectations based on her previous work. After spending many years working in various commercial environments, Shara took advantage of the time spent at university and subsequently instigated a burst of ingenious creativity that led to the formation of her self-branded collection, stylised as Shara Hayz.

One of Shara’s finest creations is a power shoulder jacket, embellished with thousands of coloured crystals that took several months of meticulous craftwork to apply. The painstaking refinement and accuracy of each crystal or stud placement is a characteristic that runs through the veins of the entire collection and reflects the labour and passion behind the brand. A series within the collection is embedded with electroluminescent technology, which sees the garments lighting up with a sci-fi and ultramodern flair that feels like a glimpse into the future of fashion.

Citing kitsch sci-fi and lost ancient civilisations as her inspiration, Shara designs her one-off pieces with performance and stage wear in mind. This ambitious approach to the potential of her collection resulted in international supermodel Lara Stone wearing her garments in the sci-fi inspired music video for electronic indie band Hot Chip’s latest music video titled ‘Night and Day’, directed by Peter Serafinowicz. This milestone has been recognised by Shara as one of her greatest achievements, particularly in the fact that the jacket worn by Stone throughout the video was her first ever piece from her MA collection. Most designers flourish upon graduation and tend to reflect on their graduate collections as prototypes, but with Shara’s first ever creation being worn by one of the most famous supermodels in the world, one can only anticipate the next big thing to happen to the brand. This year has been a year of recognition for the Shara Hayz brand, from the Hot Chip video to showcasing at Brighton Fashion Week, and most significantly being scouted to join the clientele of creative boutique agency Blow PR, an opportunity that is likely to elevate her status in the fashion industry by a tenfold. The excitement surrounding her pioneering collection has propelled the talented designer to push her collection even further. Developing the Shara Hayz brand into a successful business and reputable name is her long term plan, and whilst her passion lies in creating dramatic one off pieces, she aims to develop a ready-to-wear collection in the future. Her sudden storm of success has created a vision of the ubiquity of light-up leather jackets, which will unquestionably hold a place in the wardrobe of every fashion figure in the future.

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SHARA HAYZPRESENTS....

How did the journey of your career begin?

I originally graduated from London College of Fashion with a BA Honours in 2001, and from there I worked in the industry for street wear companies. I created a music branded clothing label called Amplified, and then went on to work for Playboy and Fenchurch consecutively for a few years. I decided quite late that I wanted to go back and do an MA, but wanted to create something new without the constraints of commercialism, and have one last burst of creativity. I asked around LCF and was contacted to join the MA Digital Fashion course. I don’t think I would have been able to create this collection had I not been in the creative environment. I’ve recreated myself as an individual designer now, and my concept has been getting a lot of interest.

What do you use as the main inspiration for your work?

I love kitsch sci-fi, and I’ve ended up combining this with ancient civilisations, contemporary and pop art to create my concept. I have quite an individual and instinctive style, and my creations come quite naturally. My whole collection is based on stage performances and how to elevate the performer through the lighting effects and glittering textures, so the collection contains elements of both costume and fashion.

How has the industry changed for you since your brand creation?

I’m in a completely different world now. Before I was in a commercial street wear world, whereas what I’m doing now is celebrity PR-orientated without much money involved in it unless you get the right promotion. I’m promoting both myself with a new idea now, whereas before I was catering for others.

Where would you like to see yourself in 5 years’ time?

I’d love to still be doing my own thing and have developed the Shara Hayz brand into a reputable name. It has a distinctive look, which is why I’m developing a business plan in order to work how I’ll get to that point in 5 years’ time. I’m having a lot of interest already, but need to test the viability. I won’t be able to continue solely focusing on one-off outfits, and will most probably create a side label that the public could buy into. This is something that I’m used to through my past experience, but this time it will be marked by my style.

What has been your biggest achievement to date?

In latest Hot Chip music video, Lara Stone is wearing the first outfit I ever created on my MA, which is an amazing achievement and has really put my name out there. But at the end of the day, I need to earn money. When I was working in the industry, the label that I created (Amplified) was one of the biggest sellers in Topshop at one point, and the interest in the brand was huge at the time. I’ve had many other achievements, but those two stand out for me.

What advice would you give to people who would want to follow in your footsteps?

I haven’t yet reached my own final destination, and everything I’ve done is so difficult in many ways. You have to invest so much and give up your social time, money and so many other things to pursue this concept that you believe can work. Accept that it’s a 24-hour job that cannot be done alone. But if you believe in yourself and have people around you that can back you up and help out, then go for it.

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INTERVIEW


Like all great stories, completely by chance. I was asked to help set up a shop in Camden by a friend, who told me she had been gifted vast amounts of cash to create her own label. So I went to college to learn my trade. As it turned out she had suffered a complete mental breakdown and had invented the whole thing in her head. There was no money and no shop, but I had discovered my true calling in life as a result.

What do you use as the main inspiration for your work?

My current project ‘Hoodoo Botanica’ is inspired by my travels around America and discovering its secret voodoo under belly. Despite what you might think, parts of America are home to Voodoo priest-esses, graveyard shrines and ritual healing. I travelled through New York, Miami, Little Haiti and New Orleans, meeting a Voodoo Queen along the way and barely escaping with my life in some Miami’s most violent parts. I tend to be inspired by my expe-riences so I try to experience as much of this crazy world as I can.

How has the industry compared to how you im-agined?

The fashion industry can be hard. It’s definitely not all fashion shows and glamorous shoots, and there are a lot of highs and lows but it’s also a really exciting and rewarding career. I originally envisioned a very steady career path but I have done lots of different

things from couture fashion to virtual reality to 3D printed artefacts. In many ways the variety is the very essence of why I love it so much.

How do you try to remain distinctive from the other designers you graduate with?

I try to remain distinctive through constant reinven-tion of my products. I am currently having a massive love affair with 3D printing, and am immensely ex-cited about new developments in this, especially the ability to now print artefacts with flexible materials.


In 5 years time ideally I’ll be living in a 3D printed bespoke penthouse flat and curating a retrospective of my work at MOMA (The Museum of Modern Art).


My greatest achievement would between winning the Harold Tillman Scholarship to do my MA in Digital Fashion, and designing a virtual range of fashion and accessories for the characters in the EA game Saints Row 2.


Always take the path less travelled. It may be harder and much more risky but the rewards are far greater.

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ROB ELFORDPRESENTS....

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Shot in The Little Shop of Horrors in Hackney with a team including videographers as well as the photographer and make-up artist, the duo have accentuated the extraordinary nature of the styling, make-up and location by drawing light streaks over the top to form polygons and various geometric shapes. The drawings create links between subjects such as the eyes, jewellery and parts of the clothing. as well as associations with electroluminescence.

Shara and Rob plan to launch this project in The Little Shop of Horrors, which regularly hosts screening events, as a means of promoting one another and celebrating the exciting result of their partnership.

Former MA Digital Fashion classmates Shara Hayz and Rob Elford discovered a powerful crossover between their work when they decided to collaborate by chance. The combination of Rob’s quirky jewellery and Shara’s eccentric clothing has become a new concept in itself, and what was originally planned as a simple shoot for Rob’s collection has expanded into a digital illustration project with a fashion film currently in post-production. Both experts in their craft and keen to experiment with innovative styles of photography and moving image, Shara and Rob have utilised their two distinctive collections and created an explosive collaborative project which will potentially open opportunities for both designers.

ornamentalPHOTOGRAPHY: FAYE SAMPSON

STYLING: ALIYA ZAIDIMODELS: MONIKA @ FM & VERONIKA @ LENI’S

HAIR & MAKE-UP: CARMEN GÖTZNAILS: KAREN LOUISE

PHOTOGRAPHY ASSISTANT: STUART BERHAM

DESIGNERS: EVMORFIA, GREGORY NICHOLAS, HER CURIOUS NATURE, KORLEKIE,

TOUR DE FORCE

PRESENTS....

FAYE SAMPSON

Young yet fearless fashion photographer Faye Sampson describes her journey from taking self portraits to photographing world-class

international models on her upward journey.

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Hailing from the outskirts of London, Faye Sampson is an upcoming young fashion and editorial photog-rapher who has taken the industry by a storm. Her first ventures into the realm of photography began at the age of sixteen when she began to teach herself retouching, an asset seasoned after six years to con-tribute to the beauty of the work she produces today. Her portfolio of work began in 2010 with creative self-portraits and shoots of beautiful, unsigned girls in her backyard of Epping Forest, a common home to hazy summer shoots. Eighteen months after shoot-ing her first ever agency model, she has since worked with top class international models from agencies such as Premier, Select, FM and Models 1.

The success rate for upcoming photographers is usu-ally difficult to predict. But a strange form of atten-tion was bestowed upon Faye in her earlier days when a man based in Russia requested the privilege of having one of her self portraits tattooed on his arm, which was granted by the bewildered and flattered photographer. Having her work published on skin be-fore paper was an achievement that could only pave the way for further success, and this blessing resulted in 20 published editorials in the following year. It can be said that some are just destined for success, but be-ing on the receiving end of a flow of good luck never stops Faye from working as hard as she can to pro-gress further. Her retouching techniques along with her perfectionist character equate to a vast amount of sleepless nights dedicated to the post-production of each shoot, which evidently shines through in the exquisite quality of each image she releases.

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Faye’s photography has evolved from a dream-like and innocent style to sharp and more innovative fash-ion, though her ability to weave a sense of magic into each photograph has remained and strengthened over time. Her approach to current trends in editorial fashion is always fresh and unique, a trait that sets her apart from most photographers in her age group and makes her an inspirational figure to aspiring pho-tographers. Always at the forefront of new trends in fashion photography, Faye never fails to hit the right notes and create something spectacular out of every project. Each published editorial has outdone the last, and breaking boundaries is a tradition she in-tends to carry through.

The magic of her meticulously planned shoots is now being showcased by Faye herself in the form of video footage taken behind the scenes, all com-piled into carefully edited videos used to promote the shoots. These enlightening videos provide a glimpse into the pleasurable experience that models, stylists and make-up artists gain from working with her, as her warm personality combined with her level of talent makes her an ideal person to work alongside. Each shoot traditionally ends with a group picture, in which there are faces that have remained for years to consequently prove her ability to maintain a loyal network as well as work alongside new people.

Anybody who gets an opportunity to work with Faye Sampson can count themselves among the incredibly creative artists who have had the pleasure of execut-ing beautiful works of art with a true connoisseur in her medium.

FAYE SAMPSONPRESENTS....

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I was inspired by great photography long before I picked up a camera. I would spend hours staring at beautiful pictures in awe, wishing I could produce something similar, never thinking it was possible. Knowing of my love for photography, my parents bought me my first camera for Christmas 2008. A month after receiving the camera I submitted my first ever picture to DeviantArt. I remember feeling exposed, quite frightened but at the same time extremely excited. My first picture received 2 favourites and about 10 views in total. This small show of appreciation fed my ambition, and from that point I have never looked back, always trying to better myself, my ambition ever growing.

What do you use as inspiration for your work?

I find inspiration everywhere! Things I see in daily life, random thoughts that pop into my head whilst travelling, books and films, conversations I overhear, a saying, a word, old magazine spreads, a story or childhood tale, emotions, advertisements, anywhere and everywhere!

How has the industry (so far) compared to how you imagined?

I underestimated how difficult it would be to get my name out there, and hadn’t considered the effect it might have on my personal life. I spend every waking moment thinking about photography and the vast majority of my time working on furthering my career, be in through shooting, networking, admin work or retouching. I have lost many friends and missed out on countless social events as a result of this. On the flipside of this I have also made new friendships with like-minded people, which I hadn’t expected!

How do you remain distinctive from other photographers?

I never openly try to be different (or similar to) other photographers. I just do what feels right for me. I have been told that my ability to retouch my own images differentiates me from many new photographers, and also my enthusiasm to shoot big productions. I like to use big teams, have multiple looks and locations and often produce far more than the average 12 image editorials.


There is no simple answer to this question, I like to keep my options open and I certainly have many different paths which I could take, so I will simply say happy and successful!


Being listed in Expert Photography’s “Top 20 young photographers of 2012” was a very proud moment for me and it gave me a huge confidence boost. I didn’t know that such a list even existed; I stumbled upon it by accident one evening and found my own name listed amongst the names of those who I admire so greatly (alongside some lovely comments about my work).


Be prepared to work hard and to receive some confidence knocks. The industry can be cruel but can also be very rewarding; it’s certainly not for the fainthearted. Good luck!

INTERVIEW

city of angelsPHOTOGRAPHER: BETHANY GRACE

MODEL: KATARINA HOLIKOVA @ PH MODEL MANAGEMENTSTYLIST: LOLI LO

MAKE-UP: TOMAS MOUCKAHAIR: NINA KRAJCO AND DOMINIKA RESLEROVA

PHOTOGRAPHY ASSISTANT: LILY PERSINA

PRESENTS....

HER CURIOUS NATURE

Rising jewellery brand Her Curious Nature gives a glimpse into the magical world in which each treasure is hand-crafted, and reveals how it all

began.

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It all began a few years ago in Portobello Market. In the midst of the stalls being set up to flog handmade jewellery, there was always one stall that stood out from the rest. The owner could be seen hoisting an oversized, antique mirror up onto the table covered with bejewelled crowns, headbands and ornaments, and draping the area with beautiful fabrics to enhance the almost magical quality of her pieces.

The loving and caring nature shown towards her precious, handmade creations are what have bestowed young London designer Sabrina with the enviable level of recognition that she has gained since the launch of her brand, Her Curious Nature, just two years ago. Her embellished headbands can be seen twinkling on the walls inside Topshop and amongst leading brand names on ASOS.com, the UK’s largest online store.

But the true magic of Her Curious Nature lives inside the walls of her spacious South West London studio, in which there are shelves upon shelves filled with exquisite laces, raw silks and ornaments that Sabrina has collected on her ventures ranging from car boot sales around London and holidays abroad. Various mannequin heads are adorned with heavily embellished floral crowns, which have graced the pages of many magazines. Large format prints of her published work as well as inspirational photography fills one of her walls, which is the definitive touch in her exciting world of constantly creating and loving every moment of it.

Sabrina’s love of creating new pieces is evident in her speed and enthusiasm towards each new creation. Every time a new collaboration comes around, she produces a new bespoke piece to ensure that every photographed item is fresh and unique. Unlike many other designer brands, Her Curious Nature does not section its creations into seasons or adhere to any particular trends; every piece is a timeless creation based on a spontaneous or inspirational moment. Whilst many seasonal collections can come back looking completely different to the last, Her Curious Nature is instantly recognisable from the careful placement of crystal strands to the branded silk label sewn into the undersides of headbands and necklines of collars.

This September, Her Curious Nature will be showcasing at London Fashion Week through Vauxhall Fashion Scout, the most elite platform for rising designers. Sabrina will be working with close friend and regular collaboration partner Georgia Nash, a graduate clothing designer, to create a high-end couture collection to be showcased on the runway, and one can only imagine how many metres of raw silk and jars of crystals will be used. The anticipation of seeing the exquisite headpieces and crowns maximised into larger and even more enchanting adornments is highly exciting for the rising journey of this designer.

The magic of Her Curious Nature lies in its ability to shine the brightest out of all competitors.

HER CURIOUSNATURE

PRESENTS....

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I decided to start a vintage market stall in Portobello Market after having worked as a hostess for a few years at the Cafe Royal on Regents Street, which entertained 20’s themed nights every week. It was hugely inspiring, as the dress code was strictly vintage and all the music they played was from the 20s, 30s and 40s. I then went to Paris and bought up some beautiful vintage pieces and made about 10 hair accessories from wild game feathers and silk flowers I had picked up. By the end of my first day in Portobello I sold out of my head wear and decided to build up the brand from that moment on, creating new pieces each week by using the money from my previous weeks sales.

What do you use as inspiration for your work?

Vintage is a huge inspiration to me and I love watching old films to get wrapped up in the feeling of the time. I also love festivals and anything colourful and tribal, and create statement pieces that are reflective these things. I am originally from the countryside so much of my inspiration comes from nature and traditional country attire, which I incorporate my own flavour into. I have Arabic and Irish origin so elements of these cultures influence many of my designs, especially the rich embellishment of which is signature to my style.

How has the industry (so far) compared to how you imagined?

I never really imagined how the industry would be as such as I didn’t grow up dreaming to be a part of it. I knew it would be tough but just learnt as I went along. I do see how competitive it is and have learnt of the mistakes not to make, however this has all helped the

brand to grow. Although it can be tricky to manage, it’s also great to be a part of the industry, particularly in London. I have been very fortunate and hope the success of the brand continues to evolve.

How do you remain distinctive from other designers?

I do my best to remain distinctive by just being myself. I believe my style is quite unique and my faith in my brand keeps my head in the right place, always driving forward and sourcing new components to create better designs with all the time.


I would like to see the brand evolve and become more established over the coming years, as well as collaborate with artists from all industries such as music, film and photography. I’d also like to show case my creations internationally through high-end fashion shows and by selling in beautiful boutiques.


My biggest achievement has been getting the brand to this stage. It has taken a huge amount of hard work and I’m proud to stand in my studio looking around at all my materials and hand crafted pieces.


Start small and build on an idea. Test the market and network when ever possible. Collaborate with other artists in the industry to help build your portfolio and always stay consistent with your work.

INTERVIEW

mesmerisedPHOTOGRAPHER: FAYE SAMPSON

MODEL: DAIANA @ FMSTYLIST: ALIYA ZAIDI

HAIR & MAKE-UP: CARMEN GÖTZPHOTOGRAPHY ASSISTANT: STUART BERHAM

DESIGNERS: GEORGIA NASH, GREGORY NICHOLAS, HER CURIOUS NATURE

ISSUE 2

OUT SEPTEMBER 2012

© SHOE IN 2012presenting the future of fashion.

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