[D]evolution: not something the Scots tend to associate with fashion; yet Fergus Crook and Ed Fraser enlightened me that it has less to do with uptight, middle-aged men than I first thought. Instead, the idea of [D]evolution developed from a desire to take things back to basics.
Edinburgh Charity Fashion Show 2011 is casting its eye back to its student roots and exploring new avenues of student creativity. “The creative direction has followed this desire and has aimed to create more of an arts collective, a creative hub bringing together Scottish talent” said Crook, trying to convince me that the concept of [D]evolution is definitely nothing to do with politics.
The committee of the Edinburgh Charity Fashion Show, chaired by Laura Christine, has worked together to develop this vision of [D]evolution. “It was important to make sure everyone was involved in the creative vision to make a cohesive show”, adding “we wanted to make sure we fully utilised the potential of everyone involved”.
The Edinburgh Charity Fashion Show, this year supporting Breakthrough Breast Cancer, was set up 10 years ago and since then has raised over a quarter of a million pounds. Over £100,000 of that was raised in the last two years. One of Europe’s largest, student-led fashion shows, ECFS 2011 is one of a kind. In the past designers such as Ara Jo (who has designed for Lady Gaga), Nicole Farhi and Peter Jensen have all donated to the Edinburgh Charity Fashion Show displaying some of the most iconic looks in fashion in the capital city of Scotland.
Fashion Targets Breast Cancer (FTBC) has announced that they would like ECFS to host its inaugural music event for Scotland. The London event, named 'FTBC on the QT' was a huge success, and they hope to recreate the same success in the ECFS Launch Party on 2 March 2011 at The Caves. The launch party promises to be an exciting mix of glamour, models, and music from the likes of ECLAIR FIFI of the LuckyMe Collective, along with BLACKWAX and Heard It Through The Bassline regular COLEBS.
The concept of [D]evolution has led to a development of the ‘The Islands’ which has been the running theme throughout the photo shoots. “I think it's quite a cool concept that’s tied together the website and the shoots” remarked Crook.
Shot in some of the most beautiful locations in Scotland, the photographic campaign struggled against predictably inclement weather to eventually produce some gorgeous photos. "We had to battle with the weeks of snow" commented Fraser "The models were amazing, and still managed to look incredible while absolutely freezing."
The campaign created by Fraser is certainly sexy and stylish - definitely not the first two words that come to mind when discussing the Scottish Parliament, and finally convinces me that ECFS [D]evolution has nothing to do with politics.
The two-night event that will take place at Mansfield Traquair, Edinburgh on the 18 and 19 March is set to be a stunner. Fergus’ creative vision is impeccable and will undoubtedly lead to a spectacular performance. (I’ve heard on the grapevine there will be fire breathers. Surely that alone makes this unmissable!)
Tickets are now on sale for both the Launch Party at The Caves on 2nd March and also the fashion show at Mansfield Traquair on 18 and 19 March at www.edinburghcharityfashionshow.co.uk
Jessica Heggie is currently working as the assistant fashion director at ECFS.