About. Designers profiles 02 HEAVY LONDON 04 LONDON FASHION WEEK 06 HEAVY LONDON SHOWROOM: LOCATION, IDEA, VISION, EVENT 12 ALEXANDRA MOURA

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2 About 02 HEAVY LONDON 04 LONDON FASHION WEEK 06 HEAVY LONDON SHOWROOM: LOCATION, IDEA, VISION, EVENT 08 INFO Designers profiles 12 ALEXANDRA MOURA 18 CHEEKLDN 24 OBSCURE REBELLION 30 TZUJI

3 02 ABOUT Established in 2013, Heavy London emerged from various creative backgrounds with experience in areas such as music, media, marketing and television. The pair Nicholas Vallechi and Ondřej Řičica has always been inspired by innovative ideas and are continuously on the lookout for new and evolved concepts. Heavy brings consistency and a business backbone to projects bursting with potential, allowing clients to fully express their artistic vision. HEAVY LONDON Creating the foundation on which projects are developed, Heavy approaches each project as unique, aiming to accentuate the boldness of each brand. Heavy London works to find the balance between the polar ends of the creative industry, art and corporate. Selected clients Understanding the multifaceted processes essential for thriving companies, Heavy creates the equilibrium of practicality, objectivism and artistic values, through creative and strategic business direction. ALEXANDRA MOURA, BODYBOUND, CHEEKLDN, DENT DE MAN, DOPE CHEF, KOKON TO ZAI, KTZ, LUX FRAGIL, MONOCHROME, NASIR MAZHAR, OBSCURE REBELLION, RADIO LONDON, TRADIIO, TZUJI, VINTI ANDREWS, WERKHAUS

4 04 ABOUT LONDON FASHION WEEK The 5 day event presents catwalks, presentations, exhibits and showrooms revealing the AW15 collections of over 82 designers selected from a panel of 11 judges. This is an extremely pivotal opportunity for a designer to stand out as the venue generates about 100 million pounds worth of orders during the week alone. Having sponsorship from companies like Vodafone, American Express, ebay, The May Fair Hotel, Topshop and the Mayor of London, to name a few, it is an impressive display of style from premium street wear to high-end tailoring. London Fashion Week is a part of a global celebration of fashion events that showcases and trades designer clothing. It is one of the most recognised fashion events occurring twice a year, hosting over 5000 visitors, press and buyers (2014), and displaying the best talent and innovation over the vast span of grounds of Somerset House.

5 06 ABOUT AW14 marked the first appearance of the Heavy project at London Fashion week. Our showroom has been selected this season for a third time by the British Fashion Council initiative. The project aims to showcase exciting and innovative brands based in the UK. By securing their involvement at highly visible events such as London Fashion Week, Heavy creates opportunities for press coverage and sales. Curated by Nicholas and Ondřej, the showroom s contemporary aesthetic generates a strong impact. HEAVY LONDON SHOWROOM Heavy London Showroom selected brands for AW15: ALEXANDRA MOURA OBSCURE REBELLION CHEEKLDN TZUJI With 30m2, Heavy London s Showroom is situated on the main floor in a very premium location near Topshop and next to the Press and Buyers Lounge.

6 08 ABOUT Information West Wing, Ground Floor Somerset House, Strand London, WC2R 1LA Heavy London Showroom Press and Buyers Lounge Topshop 20th February Tue 24th February Designer Showrooms

7 10 PROFILE D e ALEXANDRA MOURA i g s CHEEKLDN OBSCURE REBELLION n TZUJI ers

8 12 PROFILE ALEXANDRA MOURA

9 14 PROFILE Taking off is in high-altitude Alexandra Moura The essence of the unconventional work of Alexandra Moura (Lisbon, 1973) that has evolved over the 12 years that she has been in the industry, mainly focuses on the concept of contrast and polar opposites. In her creations it is possible to identify the confrontation of I and the other, of light and shadow, craftworks and technologies, past and future, physicality and spirit. Alexandra collides traditional techniques with contemporary fabrics to produce a new mediation of style. It s a two-faced game, as with the inclusion of the other side of one s self, the reverse of the soul is as significant and as present. The creative drive of Alexandra Moura is found through the process of learning the self, defining one s identity is an on-going discovery and pushes the development of her pieces. The curious spirit of the designer, who moves between her interior world and the world that surrounds her, presenting through her garments a perspective of understanding the invisible, and mainly, of understanding what that balance with the tangible.

10 16 PROFILE The designer has embedded a mark of esoteric design with her garments, from 2002 her collections, presented in national and international circuits, have shown conceptual ideas translated into esoteric garments, conversely received well by the audience of Alexandra Moura due to the balance of sharp and soft formations. The sculptural aesthetic is always present in the pieces, giving an extension or modification to the body form, creating interesting silhouettes. Alexandra Moura works with a palette predominately composed of the pale, neutral tones, black and white, adding slots of colour. The brightness of yellow, the depth of green and blue, and the intensity of the red, create salient pieces in contrast to her softer additions, showing again the lengths of polarity that Moura continues to experiment with. Far from restricting her self to the world of fashion, Alexandra Moura does not follow trends when approaching her work. Her versatility, skill and uniqueness transcend the concept of time. Producing timeless garments that incorporate both futuristic and antiquated concepts. The other is me

11 18 PROFILE CHEEK LDN

12 20 PROFILE Get spicy with CHEEKLDN CHEEKLDN by Charlotte Yamada is a womenwear brand that exudes playfulness and exuberance. Resonating with a tongue-in-cheek humour, CHEEK LDN is a play on words for the chic chicks with a cheeky attitude. It is designed for the ladies who are forever young, intelligent, and confident; the girls who have never lost the child within them. CHEEKLDN collections are about the clash of youth & sophistication, and playfulness & seriousness. Ladylike mini suits, and classic outerwear such as the varsity, bomber, and biker jackets are often dreamed up in candy-bright hues and amplified with gold hardware.

13 22 PROFILE London-born, Tokyo-raised designer, Charlotte Yamada was educated at Parsons School of Design in New York and graduated from Central Saint Martins in London in 2010 with a BA Honours in Fashion Design Womenswear. Soon after graduating, she relocated to Milan to work at Moschino after having built a design background that includes companies such as New Era Caps, Richard Nicoll, and writtenafterwards. There is little success where there is little laughter. After her time at Moschino, Charlotte decided to launch CHEEKLDN in 2012 to offer young adults deluxe streetwear that cherishes independence and humour. Ultimately, it is fun that underpins Charlotte Yamada s approach to design. Or as Andrew Carnegie put it: There is little success where there is little laughter.

14 OBSCURERE 24 PROFILE BELLION

15 26 PROFILE Captivated by the digital-rewind social evolution Obscure Rebellion debuts their collection through the Heavy London Showroom at LFW Combining the nostalgic heavy metal symbolism and the futuristic new age flare, Obscure Rebellion have managed to render the realms of reality using their invented new age feminist movement. The new age feminist movement not only supports the equality of women but also is an exploration of female sexuality. Such themes are further explored thorough the use of sensual soft curves, combined with strong masculine linear lines.

16 28 PROFILE The heavy sheer crisp organza is adorned with rich flocked velvet badgescarrying words of empowerment. Bold denim monochromatic printed jackets are paired with matching denim patchwork embellishments. The use of unconventional turn lock fastenings takes centre stage throughout the collection. Delicate pastel blue pieces are merged with bold statement prints which are enclosed in a row of glistening gold crystals adding a luxe characteristic to this season. The multi-textured blocked fabric, reinstates an air of flirtation and romanticism. Molten metallic riches manifest themselves in statement two piece ensembles reminiscent of a cult deity. We aim to create clothing that goes beyond the realms of superficiality and creates a platform where people are empowered and free to explore their true self. Obscure Rebellion is created by Malita Harradine and Mignonne Dekyem. The Obscure Rebellion duo graduated from The University of the Creative Arts in 2013 and started up the brand in The new enterprise focuses on creating fashion forward clothing that stems from their background in fashion. The philosophy behind the brand is primarily centered on creating a new fashion revolution. We aim to create clothing that goes beyond the realms of superficiality and creates a platform where people are empowered and free to explore their true self.

17 30 PROFILE TZUJIhttp://tzuji.com

18 32 PROFILE Eye-grabbing clothes Tzuji TZUJI is a new clothing label that uses the influence of music and club culture as inspiration to create eyegrabbing clothes that are easy to wear. Launched in the East London club scene, TZUJI started as club gear for legendary DJ songwriter Larry Tee from New York City. Having worked with DJ stars like Steve Aoki and Afrojack and written songs for artists like Princess Superstar, Shontelle and RuPaul, Larry Tee was fully immersed in the international DJ party scene and show business world of flash and swag. This shows in his first two collections; the techno clubkid and psychedelic prints of the DISCO 2000 AW 14 collection named after his Limelite clubnight made famous in the movie Party Monster. These thems also appear in the optimistic Save The Humans SS15 techno inspired holographic second season. His 3rd season is a dramatic departure and references the Electroclash scene he helped launch of the late 90s in black and more black with attitude to spare. Though it s heavily black and white (with a touch of red), it still has the TZUJI DNA shine that makes it stand out as special and unique.

19 34 PROFILE Now the stars that inhabited this world are starting to recognize the brand and it s showing up on DJ festival stages (and MIXMAG Magazine), fashion bloggers (Suzie Bubble has championed it), top retailers (V Files sold it) and on television (X Factor feature the brand recently). While people associate the brand with stars and the entertainment industry, the clothes are actually comfortable and easy to wear. Made from comfortable jersey, cotton sweat shirt materials, poly-satin, and nylon army gear surplus, the latest collection goes from the main stage to the streets quite effortlessly. Check out the 3 seasons online at TZUJI.com and find out about what the fashion enthusiasts are talking about and how to order and be a part of the international TZUJI family.

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