London Fashion Week: Sept 2009 for Spring/Summer 2010. Kayt Jones for i-D Magazine
|London has always been a hotbed for ideas and innovation so it is entirely appropriate that a new initiative involving fashion design and body image starts here. We are All Walks beyond the Catwalk and we’re calling our first campaign ‘Size Me Up!’
Eight designers were selected by a panel of industry experts based on their next generation credentials and a genuine willingness to engage with ideas of diversity in the creation of a look representative of their Spring/Summer 2010 collections.
The traditional ready-to-wear method of design, with the model added at the end of the process, makes it hard to accommodate individuality in shape and size. This project is operating a bespoke approach by giving each designer the opportunity to collaborate with the woman who will model the garment at London Fashion Week and in doing so we expand upon the expectations for ready-to-wear imagery. Featured in the Pre-fall 09 issue of i-D magazine, and shot by Kayt Jones, these images also provide the context for the prestigious All Walks Beyond the Catwalk launch party at Somerset House, sponsored by M&S, on the opening night of London Fashion Week which even attracted the Prime Minister’s wife Sarah Brown.
Huge thanks to Kayt Jones below who like everyone invloved dontated her time for free…but not only that – she flew herself from L.A where she is based with her film maker husband Jay Rodan to make this contribution to All Walks and positive body image. She talks about her involvement with us and her reason for creating these images in the film below.
“Three of my favourite subjects have been very diverse fashion icons: Tilda Swinton and Scarlett Johansson, and Beyonce. None would fit into a sample size or the catwalk model mould and, most importantly, none would care to! I really see this project as a chance not just for a series of portraits on a more diverse group of models, but as a fashion story that is a celebration of diversity. One in which the industry can look at itself and say, “yes we can” promote a body type that is healthy and beautiful.”
Kayt Jones Sept 2009
See Size Me Up film shot by Jay Rodan here
With Kayt’s images featured in i-D Magazine we then went on to make a group image with the help of Nick Knight and Erin our co-founder (who was actually behind the camera for this one!) at his SHOWstudio pop up space at London Fashion Week. This photo captures most of our models as a group (poor Cecelia Chancellor was stuck at and airport). The message is clear we think…a range of bodies in ages and shape serves fashion just as well but you decide! When we started we could have know how the brand of All Walks would grow and we had no idea we would be working in education, parliament and even within consumer facing events. But as the rest of our campaigns show…a good idea goes a long way!