Words Of Wisdom at the W Project Symposium Dinner

Convening under a London nucleus for creative communication (KK Outlet Hoxton Square) female paragons working across the creative industries joined to break bread (courtesy of The Sit Down Affair). The enthusiasm to ‘empower female role-models and help build a better creative community for the future’ has long been the aim for our founder friends Teo & Loren at The W project. Tonight a cheery invite to join their Words of Wisdom dinner extends to Reeme & Nina, a handful of inspirational faces and the three speakers who brought their W.O.W.

- Darkroom -

'A necklace may be worn traditionally or hung on the wall as an objet d'art’. Founders of the eulogized concept store and online shop on Lambs Conduit Street Holborn, Rhonda Drakeford and Lulu Roper-Caldbeck honour inimitable luxury accessories that nourish their exploration into a bridge between fashion and interiors from across the world. There’s a personal obsession for native African art and jewelry shown in new contexts and a desire to utilize their platform as a place to present unidentified designers and craftsmen from around the globe.

- Kathryn Ferguson -

Now a curator for British Council's world tour of fashion film programmes, Kathryn Ferguson is a self-taught filmmaker who after ending her earlier vocation as a stylist, created short films for fashion designers - three of which premiered at the Institute of Contemporary Arts and one, which commissioned by DazedDigital, featured Lady Gaga. Kathryn’s films have been showcased on the BBC, MTV and Vogue.

- Quentin Jones -

Illustrator, animator and filmmaker Quentin Jones is the young former model whose artistic hand, eye and directorial talent has seen her into the Observer’s ‘Rising Star’ feature, shortlisted for a V&A Illustration Award and collaborate with iconic British photographer Rankin for his magazine The Hunger. Six short animations for Chanel Confidential, a nominated top ten fashion film in the Business of Fashion for Holly Fulton and multiple fashion shorts for Victoria Beckham, Quentin Jones is the 27 year old who owns her title as a bright young talent.



Drapers Ecommerce Conference: The only ecommerce event specifically for fashion retailers

As an official media partner to the Drapers Ecommerce Conference 2012, attending this year's annual event in February was an indispensable opportunity to access and evaluate advice and insight given by the leading innovative names in fashion ecommerce.

Through assessing areas including internationalisation, m-tailing, social media and mobile, we expanded our understanding (as the conference proposed to do) as to how the changing dynamics of the digital age gives massive potential for fashion retailers.

Heads of ecommerce, directors and co-founders from retail giants including M&S, Topman, Shop Direct Group and Boohoo.com contributed to our learning and understanding of the development and growth in m-commerce. How we can further exploit social media to increase our clients return, gain better perspective to the ever-changing consumer and identify the pound signs in the use of smart phones.



Miss Representation Screening at House of Commons

As supporters of All Walks Beyond the Catwalk, we were delighted to attend a screening of Miss Representation directed by Jennifer Siebel Newsom. An award winning film, exploring how media misrepresentations of women have led to the under-representation of women in positions of power and influence. Featuring Rosario Dawson, Condoleeza Rice, Catherine Hardwicke, Jane Fonda, Jean Kilbourne, Geena Davis, among others.

Our thanks to Debra Bourne, Caryn Franklin and Jo Swinson MP for an engaging evening of thought provoking content. Please see the Miss Representation website to find out where the next screening will be, or more on how you can host your own. We promise, it will be worth it.

See VOGUE’s online coverage here



Fox&Squirrel Vintage Walk

Fox&Squirrel teamed up with vintage queens Rachel Chudley and Cassie Beadle, owners of the renowned gallery/shop Guts For Garters for a series of vintage walks, telling the narrative of London’s fashion history en route. Curated by Fox&Squirrel’s managing director Penelope Sacorafou who kindly had me along for a fashion filled tour, welcoming my mother-dearest too for a pre-Christmas treat day.

Tour guide Deedee!
(Accompanied by Rachel Chudley)

Vivienne Westwood Davies St.

Our meeting point was the first of Rachel’s favourite inspirations, where the boutique’s manager explained the designer’s history and invited us to the basement floor, offering us the chance to try anything we wanted on including the beautiful bridal gowns.

Liberty of London Great Marlborough St.

Scarf-tying tutorial time in Liberty’s most profitable department, followed by a browse in Dress Box Vintage.

Fun fact learned - Liberty’s interior was made from old ships!

Lucy in Disguise Lexington St.

We stepped through the glittery gold shopfront to meet store owner Sarah (Lily Allen’s sis) who was there to meet us all for afternoon tea as she talked us through the store’s development and her love of the 70’s. Mum was in absolute heaven taking a trip down memory lane of her favourite era.

Mother dearest falling in love with Sarah’s wares.

Sarah Owen & a vintage Chanel brolly.

Brewer Street Market Soho Brewer St.

Begrudgingly leaving tea & biscuits at Lucy in Disguise for...a NCP. Except this car park gets transformed on Thursdays, Fridays & Saturdays where market traders selling everything from antique furniture, art, vintage designer clothing gather along with the food stalls where you can sample Vietnamese or, as we can personally vouch for, some excellent fudge.

Cob Studios & Gallery Royal College St.

Final stop! My favourite, we ended our tour in Rachel’s (and Deedee’s) very own exhibition space ‘Anatomy’.

A space combining clothing and art from four main artists, Rachel explained a range of naughty photographs, a knuckle duster ring made from a real rat’s head and a series of headache tablets carved into the shape of brains. All rather clever, you’d have to visit before the exhibition closes to be enthralled, grossed out and impressed all-at-the-same-time the way we were.



We Crash... Notting Hill

Soaring into the second of our series, We Crash... continues on from an East London vintage lifestyle destination to the contemporary and affluent streets of London’s Notting Hill.

Only fifty yards apart, distinguished Ledbury Road retailers Wolf & Badger and The Village Bicycle welcomed our We Crash... crews, who formed a team of twenty-six fashion professionals in total.

Simultaneously, both crews orchestrated a live and in-store photo-shoot during opening hours using the stores' garments and merchandise, filmed a short fashion film and live streamed all the behind the scenes action via reemeandnina.com.

We Crash... Village Bicycle

Click to enlarge

Featuring labels American Retro, Felder Felder, Ashish and Dirty Pretty Things to a name few, The Village Bicycle is a fashion and lifestyle concept store that drives all-the-rage fashion eccentricity into heart of Notting Hill.

Based on the aesthetic of the store, the artistic team for The Village Bicycle fell in sync with its clashing prints, loud pops of neon colour and playfully mischievous edge. The team took models back to the morning after the night before with slept in make up, bedhead hair and deliberate thrown together styling.

Using over-saturated imagery, filmmaker Boldizsar Csernák-Riskó delved into The Village Bicycle’s punchy colours for a fashion film with a psychedelic twist, whilst photographer Bror Ivefeldt worked with the store’s neon crosses and quirky interior to emulate it’s distinctive features.

We Crash... Wolf & Badger

Click to enlarge

Affirmed by VOGUE as one of the ‘Best Boutiques in Britain’, Wolf & Badger is as an outstanding platform for the showcasing and nurturing of both UK and international indie designers across fashion, accessories and homewares.

Visually chic and flawlessly polished, the Wolf & Badger artistic team delivered fresh faced models with strongly defined brows, dewy reflective skin and loosely waved hair, slicked back to the crown.

Photographer Ian Hooton worked with, as he defined, ‘a high end and editorial’ aesthetic, taking advantage of the store’s brightly lit floor and modern interior.

Reemé Idris


Ketan Raval

Overview filmmaker

Poppie Ellis Clinch

Social media

The Village Bicycle Team

Bror Ivefeldt


Sarai Bibby

Project Manager

Boldizsar Csernák-Riskó

Fashion Filmmaker

Lili Nyulasi

Assistant to Filmmaker

Laurence Known

Hair Stylist

Nibras Al-Wasiti

Make Up Artist

Tesnica Balfour

Production Assistant

Laura Hebrard


Nicholas Bhangu

Live stream coordinator

Wolf & Badger Team

Ian Hooton


Nina Malone

Project Manager

Kevan Shaffey

Fashion Filmmaker

Tom Marshall

Assistant to Filmmaker

Lindsey Cash


Kelly Galvez

Hair Stylist

Josephine McGrail

Make Up Artist



We Crash... Blitz

Charmed by the beauty of an enormous converted Victorian warehouse, East London’s Blitz Vintage Department store matched us in youthful excitement as we teamed up with the fourteen week old retailers of vintage de rigueur to launch the first of our latest brainchild - ‘We Crash’.

Having paraded a full team of professional fashion creatives and models onto the Blitz shop-floor, we literally ‘crashed’ amongst the vintage eccentricities, furniture, books and bikes to produce a live and in-store photo-shoot using Blitz’s wears.

The beginning of our series was live streamed via our website, where viewers tuned in to watch as much of the behind the scenes happenings as the shoppers passing by. And of course because it’s never enough for a shopper to simply ‘pass by’, we sent our behind the scenes filming crew to follow the endeavours of a specially selected customer who was set amongst the vintage racks to style and accessorize the final look. Click the thumbnails to see enlarged images.

We’re already planning the shooting, live streaming and behind the scenes filming of the second in the series, as we go one step further and ‘crash’ the streets of a West London neighbourhood - watch out for us among those rails.

Click here to see more from behind-the-scenes on the shop floor.

Reemé Idris


Filippos Hatzis


Adam Gichie


Ruben Alvarado

2nd Cameraman

Tesnica Balfour

Production Assistant

Salina Thind

Make Up & Hair

Lindsey Cash


Lucyann Wilkinson




Stylesight and Fashion Retail Academy Presents: Uncovering the World of Fashion Forecasting

Fashion & digital's 'It' boy Nik Thakkar kindly invited me to park next to him on the front row for an all-star panel discussion on the art, magic & practicality of predicting fashion's future.



Cupboard Love at V Festival (Part 2)

Cupboard Love debuts in V Festival’s Louder Lounge. Look out for a few famous faces including Dr. Who, Michelle Ryan, Submarine’s Craig Roberts, Lucy Cave and the cast of TOWIE.



The Influencer Conference: Creating Cultural Conversation in a Naked Space

The Influencer Conference is a global content platform that since its beginning in 2010 has sort to identify, understand and support influencer culture. In cultivating its roots for global conversation, Reeme - who was originally approached by InfluencerCon’s creator Philip McKenzie to curate the fashion panel- became partnering producer to the breeding of a New York sown seed, that has now spread among entrepreneurs, philanthropists, technologists and tastemakers throughout the professions of marketing, advertising and music and arts in London and Berlin.

Co-production for London’s soft launch saw Reeme encourage partnerships in and between networks including the British Council, The Industry, Canvas8, Courvoiser’s Future 500 and The Neon Birdcage as well as curate an inviting fashion panel of Sharmadean Reid, Nik Thakkar, Richard Mkoloma, Zara Martin and Michelle Sadlier.

Lending a helping hand to a very newly built Hub Westminster (the largest start up incubator lab in London) we contributed furniture, A/V, event runners and a running order for a venue that perfectly reflected the rawness of the Influencer Conference's conversation amidst its on-going construction in ground breaking space for creative collaboration.

In its infancy, the Influencer Conference is already creating an international community, identifying new trends through collaborating and offering each other and its audience an insight into the future. Whether deliberating on mantras like the 'Three D’s' - discipline, desire and diversity, encouraged by the likes of acclaimed self-employed stylist and panelist Rebekah Roy, or provoking a perspective behind cross pollination and it’s defamation of underground culture, the broad spectrum of cultural conversation will continue, and this time next year to in India and Brazil.

Reemé Idris


Kevan Shaffey


Amisha Ghadiali


Tesnica Balfour

Production Assistant

Sarai Bibby

Production Assistant

Kate Nightingale

Production Assistant

Charlotte Gush

Social Media Correspondent

Laura Hebrard


Supported By
Nanda Poleon | Jen Newman | Nicholas Bhangu | Daniel Gahnstrom



L2.MAE Press Days (Part 2)

With doors opening from eleven till five on September 16th and 17th, our Nina was behind the running of L2.MAE’s press days at the Future Gallery.

Nina Malone


Carl Hopgood

Set Design

Mary-Jane Gotidoc

Hair and Make up

Deborah Ann Gaetano


Sam Talbot




L2.MAE Lookbook (Part 1)

Whilst designer Debbie Huntley specifies that L.2 Mae is not a plus-size range choosing to use plus-size models, L.2 Mae is a brand that shoots to be all encompassing...

In using models Anai (12Plus) and Anabelle (Models1) curves were celebrated. Harmonious was the fact that our producer Nina Malone has worked as a successful size 10/12 (UK) model for a number of years herself.

Shift dresses, structured jackets and floor-length gowns in sizes UK 12 complimented by big, loosely curled hair reminiscent of vintage icon Brigitte Bardot, as well as fresher make-up chosen to flatter the clean simple cuts, set a subtle retro vibe.

L.2 Mae is a collection that is as much luxurious as it is completely wearable with exposed zips, deep side pockets and belted in waists. As seen on the runways of Gucci, Diane VonFurstenburg, Versace and Alberta Ferretti, the designs depicted choices of deep reds, blues and berry rich tones.

Seeing these clothes on the more average sized of models gives appreciation to a designer brand where the sometimes overlooked size 12+ consumer is considered. Whilst photographer Rachell Smith composed a collection of truly beautiful shots that wouldn’t be out of place in a copy of ELLE, the finished product is not only inspirational for the viewer but attainable. This really is a collection that will induce wardrobe envy, no matter what the dress size.

Nina Malone


Rachell Smith


Adam Gichie


Kota Suizu at Balcony Jump

Hair stylist

Nikki Wolf

Make up Artist

Charlotte Posner

Set Designer

Supported by:

Paul Dimond | Rose Patterson | Sonny McCartney | Claire Brand | Nikki Millbank | Amber Lu



V is for the Voyage - the début mission for a new kind of Cupboard Love at V Festival (Part 1)

The Cupboard Love pact is a ménage a trois of good fashion habits to help you rekindle true love for your clothes – wear me, share me, set me free. Following them ‘to help save the world, one outfit at a time’ the ethos that Cupboard Love creators over at Given London (a brand communications agency) have for better fashion behaviour, to reawaken the love we have for our clothes and the stories behind them.

Adored by festival goers and celebrities alike, Cupboard Love was the picturesque two-day caravan camp-up in the Louder Lounge of 2011’s V Festival. After a celebrated launch, myself and Sarai sat down with Reemé to recap on the whirlwind...


SARAI: Reemé, I jumped on board quite late into pre-production, explain how exactly we came across a partnership with Given London?


I met Becky of Given London a while back at the Fashion & Textile Museum and hounded her about an idea I’d had on how to get people re-thinking their wardrobes - by swapping part of (or entire) outfits at a festival with their friends and having the whole thing photographed. Coincidentally Given London had been constructing a campaign around fashion behaviour, a cultural movement called Cupboard Love. Our common-thinking led to Given London hiring me one year later to help produce the launch of Cupboard Love for their client Virgin Media at this year’s V Festival.


TESNICA: There’s an obvious trend for vintage at the moment and especially celebrated at festivals where visitors can get creative and don their unique finds. Was it that type of consumer lust that steered your idea for a mechanic to swap clothes in a festival setting or did it not hold much relevance?


If I’m honest, I just really wanted to produce something at a festival and have some fun doing it! But absolutely, the concept of clothes swapping is of course not original but I think with the resurgence of second hand clothes shopping & a tougher economic climate, its been a great time to catch people with imaginative ways to engage their consumer lust more sustainably.


TESNICA: Sometimes, as we’ve both agreed, the level of pre-production is not fully understood in terms of what goes into an event like Cupboard Love. As the production team we take on a lot of the ‘hidden’ tasks and responsibilities - how would you explain the nature of the work to someone asking you?


Working with the Given London team was a treat, as those guys handled so much of the planning and pitching as well as the tiniest tasks of pinning badges to backing cards, it’s a case of everyone appreciating how big a difference the smallest of details make. I think of our crew like builders, once the concept is planned & commissioned then it’s up to us to source the equipment, the creatives and be the problem solvers. It can involve anything from creating floor plans to negotiating sponsorships/partnerships, handling badge design to dressing the set.


TESNICA: Tagging up the clothing, I read the stories written by all the previous owners, the passing of sentiment in each item has to be my favourite part of the campaign. What is for you, the preeminent feature of the Cupboard Love message?


Exactly that, our clothing is more than just clothing, it’s a snapshot of who we are and what we like at any given point in time. The human stories that attach themselves to that time & that clothing can be shared with others through a vehicle like Cupboard Love and continued afterwards, hopefully. It was actually really touching to see how much people embraced what turned out to be an endearingly pretty project, we even had some people who just wanted to donate items to Cupboard Love and not take anything away.


SARAI: So we’re in post-production now. Cupboard Love has been fun to work on so far, given the success of the launch at the Louder Lounge, what do you see for it’s future?


More festivals [smile]. Joking. I think Given London have more tricks up their sleeve in terms of how the brand message can manifest, although I would like to create something on a rooftop, so maybe we’ll get a chance to swap clothes with a view.

Find out more (and watch our behind-the-scenes video) about Cupboard Love @ V Festival in Part 2 - coming soon!

Reemé Idris


Bror Ivefeldt


Adam Gichie


Sarai Bibby

Prop Stylist

Tesnica Balfour

Production Assistant

Emma Breden


Zapher Idris

Graphic Designer



Being Bitchy: this is not a lookbook

Here we have the finished images from a recent test shoot. We’ve photographed a brand’s clothing, booked a characteristically suitable model, searched like Dora the Explorer for the perfect grassy knoll and meticulously briefed a team on the aesthetics needed to compliment the clothing.

But - this is not a lookbook.

Whilst there is still a complimentary artistic direction in way of lighting, styling and post-editing effects, this, is not a lookbook. Our intention was not to display a new collection from Bitching and Junkfood for press, or compile images to market Bitching and Junkfood on behalf of the brand, because this is not a lookbook.

So if the creation is not a Bitching and Junkfood lookbook; after having tapped into their identity, using their clothing - why would we necessitate prep in an almost similar measure, assigning ourselves and crew a full day’s worth of shooting?

Because we love it so much, we used a bunch of it here for no other reason than wearing a feathered head dress makes. life. better.

Bror Ivefeldt


Reemé Idris

Stylist | Shoot Co Ordinator

Adam Gichie


Cristina Iravedra

Make Up Artist

Tesnica Balfour

Filming assistant | Shoot Co ordinator

Lindsey Cash

Styling Assistant

Emma Breden

Styling Assistant

Bitching and Junkfood

For all the really nice stuff.

Fairlop Waters County Park

Location and trusting us with golf buggies

Man who let us on his yellow boat

...it was a very pretty boat.



DisneyRollerGirl interviews Liberty London Girl at Fashion Business Club

Fashion Business Club ‘a private members club for bright-minded fashion professionals’ held court for two of the brightest blogging minds, Navaz Batliwalla (DisneyRollerGirl) and Sasha Wilkins (LibertyLondonGirl) at Swarovski CRYSTALLIZED™ concept store in London.

Making the move from anonymity to revealing their identities and riding the resulting publicity wave (gracefully) high, Wilkins and Batliwalla, both who come from journalistic backgrounds, also maintain the interests of their readers as a priority. Whilst LLG is conscious of providing an insider’s view of the fashion industry, one which her average reader would not have access to, she rarely blogs press events: ‘What’s the point of covering something already rehashed online by everyone else or to blog clothes six months before they hit the racks?’ Maintaining a unique voice is clearly paramount to Wilkins, as is clear transparency on the topical issue of brand relations, there is a place for blog advertising but it comes in the identifiable form of ‘LLG Recommends’.

Refreshingly, LLG didn’t whip out the brush for the commonly painted picture of bloggers as David to the PR machine that is Goliath - instead shining a light on the poorly behaved bloggers out there who treat their posts as commercial transactions, soliciting freebies and demanding pay-for-play.

PR practitioners were well represented in recent commentary provided by Daniel Marks, director of The Communications Store (TCS) in The Business of Fashion’s Fashion 2.0 | Fashion PR in the Digital Age “We can see very directly who helps sell products or who has the greatest influence and number of followers,” said Mr Marks, “Some of the selection process is based on numbers, but much of it is based on good personal relationships.”
‘Good personal relationships’ being the key turn of phrase; as the PR landscape adapts its reaction times to the faster stream of communications delivered across digital platforms, the temptation for equally as fast collaborations hashed between fashion influencers and brands has been succumbed to by many an eager practitioner.

LLG keenly explains, frankly, she isn’t for sale and neither is she a ‘patsy’; freebies are mostly turned down or sent back, unless of course it’s for Posetta Baddog the Dachshund (‘get me through my dog - smart’) such as the custom-made Barbour. Brands who take a slow and steady approach in building relationships get the thumbs up from LLG, like Angel Jackson who began with a ‘hello’ which continued into an organic year-long reciprocal relationship, developing into an over night sell out of the Angel Jackson Continental clutch once LLG had posted a picture of it on her blog. Wilkins highlighted this as an example of everyone, press included, getting something out of the deal. What could also be taken from this is the importance of enough room & the correct timing to allow for the element of discovery - LLG fondly noted how Angel Jackson, six months later, received nomination from the BFC, lightheartedly patting her own good taste on its back.

Many PR agencies are outsourcing the advice from external experts in their quest for the perfect marriage of social media for their brands such as LLG herself in the form of LLG Consults, her media consultancy. Critical of those who think that definitive strategy comprises of making a short film and slapping it onto a bunch of blogs, Wilkins warns against digital/social agencies who in general are stronger in implementation rather than cultivating relationships. Neither should every brand be encouraged to embrace every emerging platform for fear of being left behind. While geolocation tech is being universally adopted, smaller brands, however, should consider holding off until reaching a tipping point. Tumblr, on the other hand, gets a big thumbs up as it fills a visual niche without becoming its own distraction.

What transpired during Batliwalla’s questioning around thoughts for the future of fashion and digital, was that while impossible to predict the next five years (given how rapid the rate of the past five) it’s important that bloggers such as themselves with editorial experience, speak out to educate and extend their opinions for newer generations. One reason we’re glad the likes of these two are no longer working in anonymity.

LLG spoke out about bloggers valuing correctly their contributions during the IFB ‘Working with brands gracefully’ conference. Her advice at FBC was to build your own press release. Not reserved only for brands, a press release needs to ‘sell’ you/your blog (in one page or under) to help establish your own worth when entering into negotiations with potential partners.

Images by Michelle Bobb-Parris



The Collective for My Fashion Life at Ideal Woman

Presentation shows during exhibitions are known for being challenging but this year’s Ideal Home Show saw us set up camp in a surprisingly calm and uncommonly tranquil back stage area, we must say a welcomed start to the Ideal Woman Zone’s debut catwalk.

With production of eight style presentations ready to go after having casted an elegant stroll of simple model beauties wearing natural make-up and simple tousled curls by a team we also sourced, they were prepped for the ‘Catwalk to Closet’ audience in bright neon Jil Sander and Stella McCartney printed chiffon.

Emily O’Brien, editor and compare for My Fashion Life, presented in-depth styling tips with the incorporation of seventies, denim and colour blocking for this season’s talks on this season’s hottest trends.

Keeping the energy light and the commentary concise with choreography that ensured constantly moving models could be seen from every angle, Catwalk to Closet was definitely giving to all fashion savvy spectators three days of not only informative ‘How to Wear’ panel discussions, workshops but also a temporary diversion from the interiors/exteriors fun.

WATCH MFL's Catwalk to Closet workshop at the Ideal Home Show 2011

Nina Malone

Choreographer | Producer



The W Project

To mark the 100th International Women’s Day and celebrate women working across the creative industries, The ‘W’ Project curated by Loren Platt and Teo Connor featured an eclectic all female art exhibition from 8th – 11th March in the Russian Club Studios, Dalston.

Tired of the media obsession with fame-hungry heiresses, sex objects...and emotional wrecks, this exhibition “aims to promote empowering role-models and help build a better creative community for the future”.

Displaying works from over forty female creatives including established sculptor & fashion filmmaker Fred Butler and illustrator Chrissie Abbott to new designers such as Safia El-Dabi.

The Sit Down Affair took the reins on the final evening of the exhibition providing delicious food by artist Josephine Chime alongside inspiring talks, short film screenings & debate-led discussions by industry leading role-models…

…After one of many mouth-watering starters came the first talk from Fred Butler, Elisha Smith-Leverock & Kim Howells. They discussed their inspirations and what it was like being an all-female collaboration, with all its advantages. They screened their latest film collaboration Incandescent Meta-morph-incessant, first shown at this year’s London Fashion Week, as well as Sun Showers (my personal favourite) & The Nape of the Neck, apparently one of Fred’s obsessions.

Next came fashion journalist Caryn Franklin with fellow co-founder Debra Bourne from All Walks Beyond The Catwalk who introduced us to their latest film compiled for The National Portrait Gallery [see more on The Collective’s journey working with All Walks below]. With over twenty years of experience behind them; they spoke about their journey through the fashion industry, their trials, tribulations and ongoing pledge to change the face of the beauty ideal within the industry starting from the drawing board. The message is to look beyond what the media creates as an object of beauty and discover it for yourself!

The atmosphere of the exhibition was awash with positive energy and a real sense of community and support to help encourage you to be inspired & leave full of ambition and self-belief.



Ascher London

“Oh I just love that!” Standing back amongst a muddle of vintage fabrics, letters and art samples I almost swoon at the exceptionally chic designed Rose Pompom, a creation used by Christian Dior in his couture collection of 1953. This is the work of Ascher Studios, the pioneers in hand-painted fabrics, mixing art and fashion.

There’s four generations of scarves, sketches and samples to drape, fix and hang, so whilst Reeme is balancing with toe to ladder and drawing pin to mouth, I flick through letters to Zika Ascher from Balenciaga, Lanvin and Schiaparelli. The healm of this heritage rich dynasty, now lies in the hands of 25 year old Sam Ascher.

It’s been the privilege of The Collective to assist the injection of fresh energy by dipping our toes into the sea of visual merchandising. An exciting, fast paced project- in three days we turned the bare 221 Brompton Road building into an inviting space, showcasing an eclectic display of scarves, a variety of correspondence from artists such as Matisse, Barbara Hepworth and Ben Nicholson.

Approaching less than twenty-four hours until the opening of the pop up with a launch party for specially invited guests; the evening found Sam and I pinning, attaching and mood-boarding in empty portrait frames, digging through four generations of textile material and history.

Fairytale-like thoughts only being interrupted by bit of hard graft and a touch of manual labour; the launch party shared the hum of excitement that a (re)discovery should. It’s a pretty brand no doubt, but the ‘please touch the art’ approach to an inviting legacy packs a serious punch.

Reemé Idris

Stylist | Project Co ordinator

Nina Malone

Project Co ordinator

Jade Shayler

VM assistant

Lindsey Cash

VM assistant

Polly Parker


Tesnica Balfour




All Walks Beyond the Catwalk & National Portrait Gallery

The founders of All Walks Beyond the Catwalk form their own definition of ‘triple threat’ – comprised of model Erin O Connor, fashion commentator/television presenter Caryn Franklin and creative consultant Debra Bourne who, for one evening, merged worlds of iconic British fashion, portraiture and youth infused creativity to celebrate inclusivity and individuality.

Granted, they couldn’t do it alone. From iconic photographer Rankin - who unveiled nine exclusive portraits of models representing different ages, shapes and skin tones – debate panelists (Psychologist Dr Linda Papadopoulos, Minister for Equalities Lynne Featherstone, Editor of ELLE Lorraine Candy) to emerging East London based artist Josephine Chime, came together to join the conversation taking place in its varying forms on fashion, image and identity - past, present and future.

If you weren’t one of the 4000 people who turned up on the night itself, then you can read countless reviews of the event from those who were. The remainder of this post is for those curious on what it takes to create those four hours of reflective content. We worked closely with two of the co founders in particular, Debra and Caryn, who invited our help and let us join them on the intense ride in the months prior.

It’s pretty evident that many who work in most shades of production learn a majority of their skills on-the-job. If that’s true, then in November ‘10, we went back to school under women of distinctive creativity, resourcefulness, talent & veracity. [There aren’t really enough adjectives there, but you get the picture.]

What can’t be contained in this post is an insightful enough description of the accuracy needed across team members, between each mini event and throughout the communications, threads and shared areas of a production this scale. Make a mental picture of your blown up floor plans, keep a stapler in your handbag and don’t let sleep stop you from answering emails. Luckily the collaborative ethos of the All Walks movement helped us come together and rock the National Portrait Gallery to a very fashionable core.

Reemé Idris


Nina Malone


Jade Shayler

"iam" Card Crafts(wo)man Extraordinaire

Maria Asadi

Make Up Marvel

Tesnica Balfour

Guest List Genie

Upasna Rai

Super Pop Up Studio Co Ordinator

Supported by:

Amy Righelato | Cianna Canning | Claire Gratzke | Diana Zieba | Ghazal Rahimi | Ghazeleh Rahimi | Hayley DeBeers | Jan Koblanski | Kaine Anderson | Laura Stefani | Lindsey Cash | Polly Parker | Sherri Lombardelli



All Walks Beyond the Catwalk/National Portrait Gallery - Save the Date 11th Feb 2011

We’re proud to be on the team helping to bring you, for one night only, bespoke content celebrating fashion, beauty and diversity curated by All Walks Beyond the Catwalk at the National Portrait Gallery...

NINE new and previously unseen portraits by internationally renowned photographer RANKIN to be exclusively revealed on the night. Sneak preview here.

All Walks' diverse models showcase Spring Summer 2011 designs by top British designers:


THE HOT DEBATE: Has fashion become the lens by which we evaluate our identity? SPEAKING: Lorraine Candy, Editor Elle - Lynne Featherstone, Gov.t minister for equality - Erin O'Connor, supermodel and All Walks co-founder - Linda Papadopoulos, prominent psychologist

MASTERCLASSES in fashion illustration and life drawing by the London College of Fashion
SOUND OF FASHION: bespoke soundscapes throughout the gallery
I AM PHOTOBOOTH: make a personal statement
LIVING STATUES by artist in residence Josephine Chime
FOLLOW in the All Walks founder's footsteps on a 'Rankin Trail' around the gallery
ALL FEMALE DJ LINE UP: Work It Girls lead the way

FREE admission

Join the debate on Twitter: #AWnpg @allwalkscatwalk @NPGLondon

We are looking for 3 individuals ready to make a style statement, to come down to the National Portrait Gallery for a portrait live on Friday 11th as well as the chance for it to go onto i-D online.

Applicants will need to send us over a photo to info@allwalks.org or reeme@reemeandnina.com with all your contact details included. All winners will be notified on February 6th by email. Winners will need to be at the National Portrait Gallery for 6.00pm on the night.



The Collective + Amy George

Handbags, every girl has too many yet still finds the need to buy another… and another. High street, vintage or designer, I fall into the bag-crazed category with a tote sized thump. New handbag designer Amy George first asked Reemé & Nina back in the summer to begin helping create the campaign launch of her first range, designed with influences taken from the street style of London’s East End.

My job, to help source the best vintage for our models Sherri and Laura to wear wasn’t too hard, given my old chum and model Sherri Lombardelli also happens to be a purveyor of the ol’ vintage as one half of The Vintage Girls.

Reeme and I chose eight of Amy’s leather beauts to photograph from her broad range of bags; whether you are a satchel kind of girl, shoulder bag, or prefer the clutch, Amy George’s S/S 2011 collection accommodates almost anything and everything you might get up to during a day & night of wandering around Shoreditch. So, we shot it whilst wandering around Shoreditch. Obviously.

Catching some fab shots in the studio, along the high street as well as over hot chocolate and specially made Amy George cupcakes in an organic grocery shop, shouldn’t really be described as work… more like a challenge to cram as many not-so-guilty pleasures into one 7-hr shoot day as possible… We heart days like this.



The Collective + Fashion TV do it
for the Bear and erm, bearer necessities...

You may limit my typing fingers well Miss Reeme Idris, but hear this, thou shall never limit thy tongue. (Sorry faithful readers, but this literary feature will now be a mere flash in a grizzly pan...)

Gail Porter takes centre catwalk, with adorable mini Porter in hand, to speak out as one of Hauser Bears most passionate celebrity supporters. This is of course the charity that really cares for the bear; and for a sprinkle of fashion week sparkle, the ever so well blended paws of the polar bear met with the cutting iris of the fashion eye to produce ‘Once Upon A Time’, a London Fashion Week event that set off to a fantastically magical start...

The Bloomsbury Ballroom walls were literally hugging the bodies of Fashion TV’s many many guests. Journalists, photographers and Fashion VIP’s eagerly awaited designer collections from Florian Jayet, LouLou Bontemps, David & Goliath and the English Kilts Company, to grace Snow White’s whiter than white catwalk (oh but the screams to keep that thing clean!) Nichole de Carle, on the other hand, thought to turn up the heat and perhaps melt some front row seats by sending out her boob bearing models hand to breast! Very tastefully done, I did not see but one nipple.

Of course, like all good fairytales should have, the ‘Happily Ever After’ after party was one we all could only dream of… you know, like swigging champagne and chewing canapés with UK rap artist Ironic, gleefully applauding songs sung by Nate James and oh and handing a Collective business card to [OMG] Jimmy Choo. A fantastic ending to a fantastic day... just dear lord Nina, please tell me you didn’t add the wink and the gun?



The Collective + Posthuman Wardrobe

Tuesday 14th September
My day in Brighton with designer Nimesh Gardhia’s Posthuman Wardrobe involved styling four Capoeria fighters, who would be featuring in a short film during Nim’s launch during London Fashion Week’s Menswear Day at Vauxhall Fashion Scout. Armed with the kilt pins and six pairs of shoes Reeme sent along, plus a copy of Vogue, I met the four very cheeky Brazilian personalities who provided the entertainment for the day and whose incredible talent blew Nim and I away.

Hours of filming later, we finished feeling positive and excited to see the final edited version in just a week’s time, to be screened exclusively for Nim’s invited audience at LFW...

Wednesday 22nd September
Backstage at Vauxhall Fashion Scout, the team arrived early to ensure everything was in running order for the presentation. From hair and makeup to fittings, our four Brazilian fighters managed to squeeze in a short rehearsal before the doors opened and crowds began to flow. The afternoon couldn’t have been more of a success as a continuous stream of people came to view the Posthuman exhibition and left singing our designer’s praises. All of Nim’s amazing hard work [and stress] paid off, from start to finish he was approached, interviewed and photographed.

The spring/summer 2011 collection of suits, shirts, jackets, shorts and jeans emit a contemporary feel as well as functionality and that essential traditional touch. If it wasn’t for the fact that most of us at The Collective are girls, we’d be sporting his engineered trousers and articulated mac in a heartbeat, but for now we’ll cross our fingers to find some womenswear in the Posthuman Wardrobe soon.

Check out Vauxhall Fashion Scout's blog review of the show.



The Collective + Vintage at Goodwood

A Cornish pasty in my mouth and a hold all full of labels pins and tit tape to hand, aboard a train to Chichester. If you've been paying any attention to the fashion world you'll know I was heading to the first ever Vintage at Goodwood annual festival, the brainchild of designers Geraldine and Wayne Hemingway along with the proud owner of the Goodwood estate himself, Lord Charles March.

The idea? A celebration of the best music and fashion from the 40s, 50s, 60s and 70s to come out of good old Britain. The reality? Staying true to British tradition, the heavens opened soaking the fashion parade of unusual festival-goers donned in fabulous frocks, blazers and heels but sliding in mud in the name of fashion has to be done, daarling!

Feeling as if I'd stumbled upon a film set as I made my way down the pop-up high street,I was reunited with the lovely Reemé and Nina backstage in The Vintage Catwalk Theatre, sponsored by Grazia. The narrow area was soon to be packed with an eager team of make up artists, hairdressers, stylists, models and the Molly Parkin- legendary fashion editor for Nova magazine, Harpers & Queen and The Sunday Times in the swinging 60s. But before we could be graced with her eccentric enigma, there were models to be fitted for Pattie Boyd's show and organizing Molly's 60+ piece collection (all in a space not quite large enough to swing the proverbial cat) plus solving how to get coat hangers out of a locked room. There's a lot more to styling when you're assisting a stylist, you know.

Now, let's say you wanted to excite a team of fashion design student dressers. Present them with Molly's chosen muse Bronwen Pugh (Lady Astor), eight male models, clothing rails jam packed with Molly's flamboyant attire consisting of capes, wigs and dresses bright enough to make up for the distinct lack of sun outside and the woman herself looking like an empress in an emerald green cape and purple hat with what looked like fabric irises embellishing the top. As she complimented a model's nipples and referred to the length of dresses as ‘cock-skimming length’, her catwalk was set to be an androgynous masterpiece. Thanks to the help of Reemé's styling and Nina's choreography, the essence of Molly’s vision of the morning-after-one-heated-60s-night-before was undeniably hot.

Pattie Boyd's show, featuring the designs of Ossie Clarke, Thea Porter, Biba and Bus Stop to name a few, also went down a treat. With the likes of cute, quirky 'Noddy' printed dungarees and the combination of an Electric Fittings cherry print yellow satin blouse underneath Mr. Freedom red velvet dungarees, it's not surprising we all wanted the collection in replacement of our own wardrobes.

Needless to say after The Collective's day's work was over, our stomachs were crying out for attention. Three plates of bangers and mash later (unfortunately not so appealing to the vegetarian among us) and we were headed home, away from the fashion frolic filled fields and the sounds of Sophie Ellis Bextor. Nice back garden Lord March. Vintage at Goodwood 2011, we are ready for you.



The Collective + Vintage at Goodwood: The Prep

Two 1960’s idols & a Phantom

Wayne Hemingway (founder of Red or Dead) had begun the prepping for a festival completely inspired by vintage from the 1950s, 60s and 70s to be hosted on Lord March’s Goodwood estate, many moons before he asked me to help style two of the Grazia sponsored catwalks; one for Molly Parkin -- artist, author, former fashion editor of Nova, The Sunday Times, Harpers & Queen and another for Pattie Boyd -- ex-Vogue model, photographer and all round Queen of the 60s.

Jan de Villeneuve, another 60’s legend, model and life long friend of Pattie Boyd supplied the clothes for Pattie’s catwalk, all to be inspired by Pattie’s own sense of style. So we headed down to Jan’s farmhouse in Kent, beautifully decorated and containing an open plan wardrobe in a mezzanine filled with vintage clothes (Jan often lends clothing to the Fashion & Textile Museum for exhibit) which we took our time sifting through; from Zandra Rhodes to Celia Birtwell, this lady has some seriously exquisite taste.

Next stop, a week later was to the infamous Butterfields to select the items that would help form Molly Parkin’s vision for her catwalk show. 8am and outside my door is Lord March’s brand new Rolls Royce Phantom and ace driver Stu, sent to drive us all down to the Butterfield’s in Devon.

Cleo and Mark Butterfield are ‘the curators of one of the best vintage clothing archives in the world, housed in a warehouse at this closely guarded rural location. It is a treasure trove of fashion gems; there are rails of antique delights and boxes of exquisite second-hand stuff stacked from floor to the ceiling. Nothing here is for sale, but if you are a designer you can borrow anything from a Victorian lace dress to a Vivienne Westwood mini-crini, all in the name of inspiration.’

Molly Parkin is an extraordinary woman, with enough life experience to fill three careers. I had been told she was enchanting and to expect the unexpected. En route to Devon, her sparkly eyes shone when she asked what I thought about using boy models – to not only be dressed in the women’s vintage we were about to select from, but with inspiration taken from Thai lady-boys...



The Collective + Akong London

Feathers, a dockyard and a pug named Sydney

Reemé introduced me to Akong London and like her, immediately I was hooked. Ornate, statement handmade jewellery; some splashed with brightly coloured strands, some with urban cool chains and others with feathery trims, the Grazia featured designer Nicole Akong has an haute couture spirit and an unconventional approach to making her mini works of art.

Shoot day included a variety of looks for our models, all styled by Reemé and coached by Nina, from the tropically coloured hues for our sunlit shots to the classic red lip for Nicole’s metal work. We rallied round our star guest for the day, a pug named Sydney, who patiently waited for his debut in front of the camera for our ode-to-London, so with our models donning bowlers and umbrellas, Nicole tipped her hat to the brand’s birthplace and no amount of props, or cute black pugs, were in danger of overshadowing the jewellery in doing so. A confident new designer? Yep. With a right to be? Absolutely.



The Collective + International Choreographer Jermaine Browne

Getting greasy…

So guys and girls, I get a text from Reeme asking if I’m interested in grooming the super talented, international choreographer Mr Jermaine Browne for some press shots. My answer? A no brainer really- with the likes of Leona Lewis and Victoria’s Secret under his client-list belt, I’m more than excited to meet and groom Jermaine and maybe even pick up some dance tips!

The shoot itself was to take place at Joseph Sinclair’s studio, which I got a teensy bit lost trying to find - but the effort was worth it because I LOVE his work! Jermaine himself is lovely and not only friendly but refreshingly down to earth and was completely open to suggestions from the creative team, which is always so nice and makes you feel properly involved!

We went for a more rugged look on the face, the beard remained while the hair was cane rowed in several different styles, complemented by the fabulous styling done by Reeme Idris and her lovely assistant Faith Herron, the looks varied from underpants (at which time I had the gruelling task of oiling Jermaine, comes with the territory I’m afraid) to the uber stylish Mac and onto the fashionably quirky checked shorts and boots. Joseph shot 4-5 different looks, some indoors, some outdoors against the beautiful backdrop of [cough] uber-glam Woolwich Dockyard - thankfully Joseph is damn talented and made the location look hot!

Thanks Reemé and the Collective for allowing me to be involved. I got a preview peek at the pics and I’m sure the final edits are going to look amazing...




We were kindly invited to provide 1:1 sessions at Futurising, the UK’s first two day creative graduates festival in Shoreditch, led by London College of Communication on behalf of University of Arts London....

If not for the cocktails served out of a double decker bus sponsored by Diesel’s ‘Be Stupid’ campaign, this was no ordinary careers fair, the festival had the kind of resources we could only have wished for, until now, with wise words from special attendees; the likes of designer William Tempest & headline speaker Dolly Jones as well as a superbly organized schedule of imaginative, relevant events for the emerging creatives of tomorrow.

We may live in a clime of cutbacks and doom mongering but the finest of the UK’s creative industries still gathered to form Futurising - a much needed antidote. Founder Marice Cumber, we tip our hats to you.




The Collective + Brighton Fashion Week

Three in a bed...

… and the little one said "Nins you're in charge of the finances [You what?! HOW much are the Hilton charging for an A4 sheet!] I'll be quality control…"

Brighton Fashion Week – four days of fashion and frolics by the coast. Ah, so we thought. Late night drinks? Well duh, of course we would! Four midnight hot choccies please bar-lady-person, serious glucose kick needed on this deadline.

Whilst we kept our hotel’s business centre open past hours and they handed us the keys to lock up, the collapsing we did was in the direction of our three-woman bed, not the bar. The natural Collective team spirit kept pens to paper and heads well, to tables, until the fashionably early hours. There were indeed plenty of fun and frolics by Brighton’s sunny shoreline, held at the Corn Exchange, where everything from Jez Eaton’s recycled couture to the mannequin parade hosted by Flik Hall, this year’s Brighton Fashion Week truly was a visual treat. Let’s rewind.

Reemé and Nina were called in by BFW Director Liz Bishop early this year to pitch in on the preparations, everything from sponsorship to casting to sourcing designers. And with a very well organised BFW team, proud and passionate as we all were, The Collective saw a collaboration that proved to be a great success.

The ready-to-wear show soon became our pet project and by the eve of the show, with 50 models, 8 collections and a pre-show hosted by Spindle magazine to incorporate; we got armed with running orders and checklists for our 30 member backstage team and a 6am start. We did manage to squeeze in fish ‘n’ chips on the pier before running back to our hotel room to put the finishing touches on the planning, how the three of us managed to collapse exhausted into a queen sized Hilton Metropole bed without someone getting squished, squashed or kicked I don’t quite know. Personally, I think it had something to do with the fact that I’m a great three-woman-in-a-bed-sleeper (nothing fishy but the take-away guys and girls).

Show day came and went in a flash – the 50 minute ready to wear show comprising of 8 lovely designers was complemented in the afternoon show with another watchful exhibitor requesting we make space for them during the repeat show. The girls, as well as their army of backstage assistants/miracle workers, always up for challenge, of course made space in the running order and the ready-to-wear show closed Brighton Fashion Week on a high of sartorial satisfaction.

This wasn’t the first time I’ve graced a backstage with the girls but I do enjoy seeing how months of emailing and prep can be over in a literally a matter of minutes. If I shouted in one too many ears, apologies BFW team, next year we backstage coordinators may be bringing whistles… and water pistols, there’ll be no slacking on my shift.



‘All Walks Beyond The Catwalk’ go to the Houses of Parliament

And we go along too

We had the pleasure of meeting Debra Bourne, co founder of All Walks during LFW Feb 2010 in Vauxhall Fashion Scout, where they pitched up and represented their campaign ‘Every Body Counts’ with an I.D. inspired live shoot of 100 individual personalities....

Fast forward to March and the All Walks team took the conversation around beauty and image to the Houses of Parliament on International Women’s Day for ‘Real Women: The Body Image Debate’.

On the panel were Caryn Franklin (TV presenter and co-founder of All Walks Beyond the Catwalk) Dr. Helga Dittmar, author Susie Orbach and feminist blogger Laurie Penny, alongside other leading academics, politicians and members of the media and fashion industries who debated the way forward to combat body image pressure on women and girls imposed by idealized images in the modern media.

A much needed conversation which we know will continue to inspire to do good things both in and outside of the fashion industry.



The Collective + Eki Orleans Look Book Shoot

Girls Will Be Girls...

As a make-up artist every shoot is different and you never know how the day will go, but when I was asked to style hair and make-up for the Orleans Designs (now known as Eki Orleans) A/W ’10 look book by Reemé and Nina, I had a feeling we’d all be organised and the desired result would be achieved with minimum stress & minus tantrums. So on that cloudy day in March in a studio over-looking the Thames Barrier, I got to work with brown smoky eyes on our two lovely models Saffi and The Collective’s own Nina, while Reemé got her hands on Hazel’s creations to style our models...

For anyone looking into the make-up and styling room you would be forgiven for thinking you’d stumbled upon a girls’ night in - not just because of the copious amounts of make-up, clothes and shoes that were laid out but because of the lively and friendly atmosphere! I believe there was a moment where we were all fixated over a glove for some curling tongs - a Michael Jackson impression, among others, ensued - but soon enough the girls were ready and it was time to get on set with Peter Wormleighton aka Ramdaq, our photographer for the day.

Now as cloudy as it was outside, there was a sea of colour inside the studio with the luxurious prints of Orleans Designs; you could see how Hazel was inspired by her West African heritage. After numerous touch-ups, outfit changes and a look over the images, the day was done and couldn’t have gone smoother.

It was a lovely surprise when the look book was popped through my door a few weeks later and also to see a piece in Pride Magazine. Having worked with both Reemé and Nina for almost a year now, whether we’re on a look book shoot, a fashion show or a music video The Collective seem to epitomise the phrase “it’s never work if you love what you do”.

Check out Eki Orleans featured in ‘Fashion Insider’ Pride May issue.



The Collective + Nico Didonna + London Fashion Week

Tossing oranges

Nina & Reemé collaborated with designer Nico Didonna for his A/W10 look book shooting and LFW presentation in Vauxhall Fashion Scout. Our models embodied the ‘Bright Young Things’ of the 1920’s, Didonna explaining: ‘Inspiration was drawn from the Bright Young Things of the Twenties – they way they live their lives. They were the Paris Hilton's of the Twenties with time and nothing to do, party people who drank a lot…enjoying themselves was the essence and that’s the Twenties influence I wanted to bring into the clothes, rather than traditional costume references.’

On both sets for the look book photo shoot and our day at Scout, Reemé took position as stylist whilst Nina choreographed a carefully planned walk on the slippery stage so the Bright Young Things could remain upright and fabulous during the showcase. A filmed piece was created during the photo shoot by the lovely Elizabeth Zambra, who needed some help getting the models in the 1920’s party mood at our makeshift feast… ‘Toss the oranges!’ was the icebreaking suggestion shouted by Reemé. It worked.



UK Young Creative Entrepreneur Club – the British Council

Reemé on behalf of the Collective represents.

After being long listed to group of 10, Reemé of the Collective presented to an esteemed panel who were representing the British Council, consisting of Sarah Mower (fashion journalist and critic -Chair), Paul Alger (UK Fashion Exports), Maurice Mullen (Evening Standard) and Anne Tyrrell MBE (Anne Tyrrell Design).

We are proud to say that after less than a year in operation, Reemé now is a member (on behalf of The Collective) of the UK Young Creative Entrepreneur Club, governed by Andrew Senior (Senior Expert - Creative Economy at the British Council) who meet several times a year in London with either a leading creative entrepreneur or senior politician, giving young creative entrepreneurs from the eight categories of the UKYCE awards the chance to ask about business paths or ask direct questions about policy to support their sector’s development.

The UKYCE club has already offered us a wealth of support, it’s been reassuring not to mention informative to hear stories from others experiencing similar journeys in not only being young upstarts, but also forging new patterns in creative and business practice. I can’t thank the British Council enough for allowing me to be part of this exciting group of young dynamic people and for bringing us some of the most respected leaders in the UK to share their valuable insights.

Reemé Idris.



The Collective + Jigsaw

Key Look Filming

Nina & Reemé collaborated with the (rather dashing) model/presenter Stephen Handisides of Handi Productions to concept & choreograph for Jigsaw’s latest and dare we say it, loveliest piece of fashion motion action, check it out here.



Shooting in the Snow

Our definition of a 'Test Shoot': A photoshoot that tests the skills of all participants, for testing's sake.

How better to do that, than shoot [beautiful] ghosts in the snow?

I had met the girls on a shoot a few weeks previously; I loved their ideas and the free environment that was created on set for everyone to experiment. We got to talking about future projects and I happened to know of an interesting location in Hampstead we could shoot in, so we thought we’d go for it and try out some of our ideas there.

We decided to reflect the weather go for a very pale moody fashion look with muted dark lips and eyes combined with big textured up do's using lots of false hair to thicken and create a shape, into which we weaved all sorts of things from necklaces to fur stoles. The important thing was texture; I wanted the hair to be very frizzy and messy to contrast their smooth silk clothing and give them a slightly wild appearance...

For the second look we created a slightly more masculine, modern feel with slick hair and again dark eyes to give some variety. Reeme teamed it all with beautiful luxurious clothing using feathers, fur as well as silk, overall giving the models a ghostlike quality which makes the pictures look slightly eerie...



Reemé produces for UNTOLD at The Glam Show

With a special appearance by model Nina

The Glam Show in association with Nicky Hambleton-Jones was held at London’s famous Earls Court Exhibition Centre. The Collective produced a 30 minute show that ran twice daily for the duration of the exhibition on behalf of design collective UNTOLD – who ran alongside an exhibition stand full of wares from their eclectic designers. Maame Baryeh London, creator of UNTOLD is the lovely lady who invited us on board and trusted us to curate the collections...

Whilst Reemé worked her magic backstage styling and producing the show, Glam Show Live also saw Nina make her debut on the Earl’s Court Catwalk for Sunday’s closing show along with eleven other fabulous models.

‘It was great fun to get on the catwalk, especially representing such fresh new design talent’ said Nina. Reemé adding ‘The atmosphere was great and we enjoyed watching and working alongside the teams for the other shows, Brighton Frocks and EJF (Environmental Justice Foundation)'



The Collective + Fashionista’s Night Out

Reemé and Nina produce catwalk show in aid of The Children’s Trust

The Bloomsbury Hotel played host to a fantastic evening of fashion and music in aid of The Children’s Trust. The event included performances by some of London’s hottest new bands as well as an exclusive by Agent Lynch, the city's premiere Burlesque beauty with her stunning 'Miss Moneypenny' performance.

The Collective produced the focus of the evening’s festivities, a stunning catwalk show featuring pieces by HusseinDeyn – brainchild of Agyness Deyn’s sister Emily Deyn and design partner/university friend Aliyah Hussain. The catwalk also played stage to a host of other wonderful new designers such as Rosalind Holmes, Chantelle Rose, The Amaka Showroom, Concrete Rose and Lellow Lucy. Make up and hair looks were led by one of the Collective’s favourite gals Maria Asadi

The evening, hosted by Samuel J Hextall and organized by the lovely Kimberly Sanderson (aka Karena Sedgewick) creator of www.mynewbestfriends.co.uk was a great success for an extremely good cause and featured models such as T4's Shipwrecked Carly Stratton and latest signings to AAB International, Sanya Hughes and Emma Henry – all styled by Reemé Idris.

Read Karena’s own review of the night here.



Week of Peace

Gifted Fashion 2009 in Trafalgar Square

On a sunny Sunday afternoon in Trafalgar Square, The Collective joined forces with Cellar Door and Elevation Networks to produce a 30min fashion show aimed at celebrating the diversity and talent of young London designers, as part of London Week of Peace...

Featured were innovative designs by the young people of Fashion Awareness Direct as well as garments made solely of recyclable materials by the gifted students of Newham College alongside skater brand LRG and groundbreaking designs by the talented graduate designer Akousa Afriyie-Kumi.

The show, hosted by Rickie & Melvin (KISS FM) combined fashion and performance with dance routines by Latina troupe Element Dance, street dancers Inko as well as Innovate, showcasing not only the diversity of London’s designers but also it’s up and coming entertainers.

Nina said after the show: ‘It was a lot of work in preparation over the past few months but it was all worth it seeing our girls and guys up there on stage in all those stunning outfits. A massive thanks has to go to a wonderful crew of make up and hair led by Salina Thind and Nibras Al-Wasiti.’


Official Media Partner to...

Some nice words...

What I like about Reeme and Nina is that they work within your budget. As you can imagine, as a young designer like myself, I didn't have a lot of disposable cash but still wanted an amazing look book created.

I can honestly say both Nina and Reeme were able to pull it off 100%. I was able to create the photo shoot within budget and I got 2 amazing models to shoot the look book.

The photo shoot itself was extremely well organized, everyone was on time and knew exactly what needed to be done and so, what had previously taken me 9hrs to do, was completed within 4hrs. I will be re-using them again for my next photo shoot.


I have really enjoyed working with Nina and Reeme when were filming one of our main clients, Jigsaw.

I am very impressed with their knowledge of the fashion industry and my client and I would definitely hire them again.


Nina and Reeme are an amazing and dedicated duo. They put in 120% into our event and went way beyond what was expected from them.

They really are hands on and having them run the backstage at our Ready to Wear show gave me a huge sigh of relief. They helped us secure make up and drinks sponsors, goodie bag products a backstage team and so much more.

They jump right in, think on their feet and work so hard, they deserve all that they want in life as they really do put in the hard work.

If you are organizing a fashion show you would be silly to not have these girls running backstage. Here's to Reeme and Nina, the world is your oyster girls x


The Collective helped to make my photo session an amazing one, from organizing an amazing photographer to working with a wonderful team of, hair, make-up and stylist.

Thanks for being open, and making this a banging session.


I have had the pleasure of working with Reeme and Nina on many occasions and have always found them to be highly professional in their approach to each project.

With a resourceful attitude, they are hands on and can always be relied upon to do a great job.


I have spent a lifetime involved in the creative industries and it is a great pleasure to meet people that are special.

This is why I send my best wishes and say how much I admire you both.


Reemé and Nina played an important role in Vintage at Goodwood. They styled The Molly Parkin and Pattie Boyd catwalk shows with a real understanding of fashion history and future.


Thanks so much for all you did in making the fashion element of Vintage at Goodwood such an enormous success.

You took the Molly Parkin project on very late when Zandra Rhodes had to withdraw and you did brilliantly to pull it altogether so utterly convincingly. You delivered it all to a very high standard indeed with absolutely no fuss - fantastic!

It came across as if you had been working on it for months! It was a great achievement - well done to you and your team!


Reeme and Nina brought energy, passion and a can do attitude to help us deliver our All Walks Beyond the Catwalk event at the National Portrait Gallery on February 11th.

With numerous aspects to this event from overseeing 900 portraits of some of the 4000 visitors to managing teams and logistics as well as staying up late in to the night on many occasions to ensure screen and computer presentations were ready, we are enormously grateful to them for all their help and commitment.


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    We went along to hear from NJ Stevenson, author of The Chronology of Fashion: From Empire Dress to Ethical Design and learned how big hats in the 1940's were a sign of Parisian style as well as defiance and that harem trousers were the very first trouser deemed to be socially acceptable evening-wear for women.

    Click here for a view of what some designers in the 1930's thought we'd be wearing now.

    It didn't take longer than the day's visit, on invitation from the W to the 'Edge of Wonderland' in Koh Samui, to appreciate their seamless interpretation of luxury...

    Far too many awesome things about this place to mention here but any resort naming all staff 'Creatives' and labelling staff rooms 'Talent Only' get the thumbs up from us.

    Founded by two LA based ladies, these girls design tees for other girls who take no prisoners. We love the tongue in cheek slogans, the pop art themed prints and the free stickers with every purchase.

    Stay tuned for more on The Collective + DimePiece and in the meantime you can take advantage of their warehouse sale on now until 25/10/10.

    Not just because Reemé is one of their researcher footsoldiers but because they know a lot more about trends that extend beyond the catwalk, so if you feel like making a bit more sense of what's happening around the world now, check out their rather marvellous bi annual summary of the most important trends and drivers currently influencing global consumer culture.

    It's called Keeping TABS and is all about trends + anthropology + behaviour + strategy. Enjoy.

    Who better than Illamasqua, the beauty brand who help unmask our alter ego, to welcome fashion powerhouse Kelly Cutrone to London for promotion of her new book ‘If You Have to Cry, Go Outside: And Other Things Your Mother Never Told You’.

    Kelly, who has worked with the founders of Illamasqua for years, is in full support of their pledge to the Sophie Foundation of which the profits from her book sales go towards.

    Kelly told us...

    The woman who is known as master fashion publicist, MTV reality show star and catwalk producer is also an educator and strategist. We love Kelly because she shows us how being niche has never been so mainstream.

    If you're floating around LFW, look out for Phoenix magazine released three times a year during fashion weeks (inc. Graduate) featuring emerging designers complimented by luxury labels and an A/W editorial styled by Reemé.

    You can check out tips on fashion show styling from Reemé here…

    We spied ‘Super x High Snobiety’ and ‘Super x WESC’ at Bread & Butter. We didn’t just love, we squealed.

    For helping to secure in excess of £34m for the UK’s Creative sector and for making us delegates at the ‘Creative Industries, The Roots of Business Innovation’ conference that took place at Kings Place in June.

    You can find us milling around at the ‘Creative Ladies Who Lunch’ events held here. What a lovely environment it is too.

    We had fun this year seeing the return of Bread & Butter to Berlin, with retro headphone displays, a great show by G Star not to mention the rum filled coconuts served in the sunny outdoor market area.