I was invited as a guest by Crabtree & Evelyn to attend the Gyunel Atelier’s AW14 collection at London Fashion Week. It took place at the swanky ME Hotel and with supermodel, Coco Rocha (who is currently serving as a judge on The Face USA) walking in the show and TV stars such as Olivia Palermo and the Made in Chelsea lot in attendance, it was certainly a hot ticket. As fashion collections go it was a pretty tame one in fact I could see a lot of these items selling like hot cakes in Zara. There were a lot of stylish structured pieces; beautifully tailored suits worn with pencil skirts and mini skirts with over the knee socks. Luxurious fabrics like silks, mohair and Lamb nappa leather were used with deep colours such as deep teal and rich orchid purple. It really was a gorgeous collection to sit back and admire.
Gyunel Rustanova’s aka the ex wife of Oswald Boateng is the brains behind the sophisticated brand and the Azerbaijan native has a background in fine art which was reflected in the concept of the collection. Gallanthus is based on Gyunel’s childhood memory of an old Russian cartoon and the collection took us on a journey into a woodland draped in the depths of winter. The aim is to act as pieces of fine art where the garments serve as as a canvas through the transformation of oil paintings into digital prints. This came across well with the goth like setting.
Long gone are the days when designers at London Fashion Week delivered wacky pieces that were way out there. With London Fashion Week getting more commercial every year and the time gap between what we see on the catwalk and what ends up in the shops getting shorter, designers at LFW are highly geared towards retail. A few years it used to be 18 months and now it is only six months, it would be correct to say that this brings new meaning to the phrase Ready to Wear.