|London Alexander (in plaid shirt) with Models at EFW|
Photo by Shrif Sharifi/Alfonso Arnold
|Photography by Peter Jensen|
|Photo by Julia Kozlov|
The next time I saw Alexander, it was six months later at Eco Fashion Week. I was delighted to see a larger selection of menswear all beautifully detailed. Offered up to the well-heeled audience was a wide variety of very wearable separates - some definitely day time, some with the potential to move into a summer evening. Every garment was immaculate in construction. Seams laid flat, welt pockets were flawless and the proportions bang on. I was again impressed and I was not alone. Comments in support could be heard all around me - "I/my husband/my boyfriend would wear that!" As someone who sees a lot of fashion shows, I often prefer to see unusual garments that push the envelope, but a line like LRMA's is the exception. When a collection of classic, wearable pieces is done right, they truly stand out from the crowd. To appreciate these garments fully, you need to get up close and personal as there is a lot of fine detailing that gives a uniqueness to each. The enthusiasm of those around me was palpable. I can only assume his booth at the show saw a lot of action.
I am often asked how to catch media attention and here is just one small example. London Alexander took what was a chance to get 150 word bio in our magazine by selling 10 magazines, put up a first rate web site, stepped up to the plate when asked to participate in a fashion show and ended up being the lead article in our July issue - all while still continuing his studies at VCC. What I hope others get from this is that you never know where or when that door of opportunity will open, but you have to be ready to run through it prepared to knock everyone's socks off. Kudos to Alexander for all he has accomplished in a short time and I know I'll be seeing a lot more of him. Next time I get to the do interview!
To read the VFE July 2011 article go to http://vancouverfashionezine.com/fashionstory.php?issue=2011_07&story=lrma-clothing&category=cover