Fashion: Edinburgh ready to showcase its style

Published on 08/10/2012 12:00

Edinburgh Online Fashion Week is the newest addition to the city’s growing fashion events calendar.

Beginning on Monday, October 22, the comprehensive schedule brings together fashion houses, boutiques, independent designers and graduates from across the city, showcasing the best of Edinburgh talent and style over five days.

Filmed in the iconic back drop of the Quartermile development, EOFW merges high street, high end, vintage and new talent all at the comfort of your fingertips.

We went behind the scenes ahead of their premiere broadcast to show you a sneak peek of what to expect from the 
programme.

Everything is wearer friendly and consumer led. The collections are ready to wear and, most importantly, ready to buy in the city now.

There will be three shows a day streamed online, starting with designer and high street, teaming House of Fraser with Scottish Fashion Award-winning shoe store Shhhh.

Tuesday and Wednesday is the turn of local boutiques such as Goodstead, Kakao by K and new cult denim emporium ALC 
Boutique.

This moves to established independent designers on Thursday, with shows from Psycho Moda, Tea at Aunties and Nicci N.

The event wraps up on Friday with exciting young graduates Jennifer Morris, Fiona Somerville and Maxine Miller.

The concept came to event director Gary Anderson while taking a Lothian bus across town.

“It was so simple, I couldn’t believe no-one had tried it before,” he said.

Over the last eight months he has gone about assembling a team through the powers of the internet, connecting with people via social networks – all while attending Edinburgh Napier University where he studies festival and events with marketing.

The flashing lights of fashion are a long way from his roots on the shop floor at Tesco. There, he worked his way up the managerial ladder only to discover at the tender age of 25 that he wanted to try something different.

It’s this work ethic that propelled him to take on the mammoth challenge of creating an online fashion week for the city while studying.

In the beginning, everyone gave up an evening a week while planning came together. Soon Gary’s creative team consisted of Dickson Reid Hairdressing, celebrity make-up artist Lauren Gollan and her pro make-up artistry team, photographer Dawn Marie Jones, stylists Megan Cunningham and Laura Blyth, as well as a filming crew from 47 film.

It has resulted in a super glossy exhibit of eclectic Edinburgh style. And what makes it even better is you have the choice when and where to watch it all.

• You will be able to view the broadcasts live through 
Scotsman.com from Monday, October 22.

• Follow Lynne McCrossan on Twitter

• Check out Lynne’s Website

• Lynne’s blog

Team and special thanks:

Photographer - Dawn Marie Jones (Stoyanov & Jones photography)

Hair - Dickson Reid

Make-up - Sarah Anne Mitchell (Sarahdoesmakeup)

Stylist - Laura Blyth

Assistants - Sophie, Farah, Rodger & Sandra.

With special thanks to Living on Water, Hyde out, Edinburgh Quay and Edinburgh canal Society.

Related Articles

• There’s no need to wait until Boxing Day for the best deals

  IT’S the most wonderful time of the year and, by default, Christmas is also the most stressful and expensive time of the year.

  0 Comments

• Edinburgh Online Fashion Week, a Scottish first, announces schedule

  Having until fairly recently ignored film as a medium, and having also been fairly late to the party in exploring the possibilities of the internet as a global communication tool, pledging loyalty to traditional magazine formats, fashion has of late heartily embraced both.

  0 Comments

• Revenge of the nerds

  ‘Geeks can succeed!" proclaimed Coldplay singer Chris Martin to a sell-out crowd at Earl’s Court earlier this summer.

• A lesson in good fashion

  ACCORDING TO the brains over beauty theory, intelligence is everything when it comes to attracting the opposite sex. Men who can quote Keats and discuss Descartes are very appealing to the thinking woman. With this in mind, it is no surprise that teacher chic has come out of the classroom and on to the catwalk.

• Liam Rudden - Fringed Out: August 2008

  The quirky real-time on-line diary of the Entertainment Editor of the Edinburgh Evening News