Sunday, March 16, 2014

London Alexander Launch at the Fortune Sound Club

Thanks to Edward Quan of
Style Drama for this image backstage!
At the start of December 2013, I walked away from all events and took an almost 8 weeks hiatus to re-group, meet friends for coffee/lunch, do holiday baking and just enjoy time at home with my family. No surprise I was having a hard time choosing when to come out of my shell. In the end the decision was a no-brainer.  There was no way I would miss anything involving London Alexander.

I have had my eye on this talented artist since he entered the design program at Vancouver Community College and admire him not only for his great menswear designs, but also because he is one of the nicest people I know. Celebrities have taken notice, with his designs seen on the likes of Steve Bays (Singer, Hot Hot HeatChris Haslam (Professional Skateboarder) and K-os (Recording Artist).

The event on February 8th was double exposure for his brand - a chance to let everyone see the S/S 14 collection in stores now and a launch of his new F/W 14 looks.  Fortune Sound Club is a great venue and to my delight the organizers had set up several rows of chairs and a wonderfully high runway - a gift at any fashion show.  No matter where you are - even standing in the back - you can see the models easily. The crowd included a great mix of local media and stylists, but the best part of all were all the young, new faces in the crowd there in support.

Images courtesy of Peter Jensen


Of course I had to sneak backstage - or in this case downstairs - to give Alexander a trademark hug and let him know once again how proud I am of all he is accomplishing. Thankfully the super-organized Ashleigh Said of Heavy Metal PR was on hand and took moment out from her numerous duties to deal with my request. I was quickly on my way.  What a great moment to turn the corner and see a smile light up his face. The feeling was mutual. It also quickly became apparent there was no stress backstage - the designer was organized, relaxed and able to make time for an industry friends or a quick interview with local media.  Models lounged and chatted, hair/make-up professionals were in the groove.  Not your standard pre-show moment.

Images courtesy of Marshall Heritage


Suddenly, the show was about to begin! Each section opened with a promotional video for that season and then confident models quickly hit the runway.  What I love about Alexander's menswear is that it is geared for manly men, but with a modernized update that is uniquely his own. He is the only person I know who can make a floral print shirt look and feel masculine by choosing just the right palette and cut. I have to admit, despite all the great looking male models, I most love seeing the designs on Alexander himself. He owns it in a way only the designer can. And it's always great to know the brand is not only designed, but made in Vancouver.

Images courtesy of Marshall Heritage


S/S 14 took a new approach. Instead of all whites and brights, the collection focused on "...a dark, achromatic aesthetic. Cotton, linen and leather accents dominate in cool tones of black, navy, grey and earth with contrasting hints of rose." There is also a lower price chino offered that is literally flying off the shelves. For F/W 2014 Alexander was particularly excited about his new outerwear. The collection as a whole was "...inspired by the utilitarian aesthetic of the naval forces, exploring stoutly wearable menswear with a nouveau sportif edge. Silhouettes merge and coexist as cottons and polyester blends dominate alongside technical outerwear fabrics and antithetical leather elements. Monochromatic colour-blocking rules in tones of black, navy and grey with unexpected accents of plaid."
Image courtesy of Stephen Shepherd
There were so many involved that made this evening possible: Savanah Adam Pereira - Producer/Business Manager and also Alexander's sister; Carly Bradley - Production Manager; Daniel Peters - Backstage Manager and Artistic coordinator; Simon Beach - Graphic Designer, AV, DJ; Ashleigh Said of Heavy Metal PR - Public Relations; Marlyana Pincott -Make up; Marshall Heritage - Photo Coordinator; and Fortune Sound Club - one of the evenings sponsors!

Want more information? You can check out his website at www.londonalexander.ca.  To purchase locally, stockists include - Boys' CoNouvelle NouvelleBoard of Trade, Staccato, Eugene Choo and Still Life.

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