A distinctively elegant line of couture lingerie, conceived of the finest silks and laces to create a range sublime. Pure Chemistry Lingerie Ltd respects what has now past, embodies what is now present and passionately creates for what is now, the future…a fresh and revitalised approach to lingerie design.
José Hendo winner of the Radical Designer Award and shortlisted for BEFFTA’s Female Designer, describes herself as ‘a designer with a conscience’.
Her most prolific work to date is “Resonance”, designed out of barkcloth, beautifully sculptured gowns echoing Japanese cutting and tailoring. This collection enjoyed its debut on-schedule February 2012 at Vauxhall Fashion Scout, London Fashion Week as part of the Ubuntu Project.
Recognised by UNESCO the manufacturing process of barkcloth dates back to the 15th century. Historically the fabric of ancient Ugandan kings, it remains a valued wedding gift to brides and in-laws. She says “My dream is to make bark cloth work alongside mainstream fabrics.”
Hendo’s adheres to the mantra of the three Rs – Reduce, Reuse, and Recycle. ‘Resonance’ collection explores a new way of dressing and thinking about clothes. Without metal snap, plastic fastener or buttons the garments are completely biodegradable. Sculpted with architectural precision Hendo’s wearable art may be worn in many ways and change with each wearing – and with each wearer – by ingenious pulley system hidden or aesthetically incorporated into the designs.
Whilst she works within an ethical/ecological context she refuses to be pigeonholed as an eco-designer or ethical. “I am simply a designer with a conscience.”
The label supports Bridging the Gap, a Ugandan charity supporting orphaned children and patronizes thrift shops similarly sustaining children’s charities.
José Hendo facilitates workshops and is currently planning on delivering a project within a secondary High School.
On the 28th of July 2011, the label was invited to UK launch of the Nnabagereka Development Foundation (NDF), the initiative of the Royal Highness Queen of Bugunda Sylvia Nagginda Luswata where Resonance was presented to the queen.
Passionately conscious of the times and inspired by the world around us the label uses eco-friendly fabrics as much as possible, creating unique one-off pieces, from organic barkcloth, cotton, used garments such as suits, denim, wedding dresses etc.
José Hendo promotes the use of organic, untreated raw and recycled materials to support ethical trading, fair working conditions and raising awareness about the environmental issues affected by the fashion industry.
Through sustainable fashion José Hendo wants to make a positive contribution to society. This is clearly demonstrated via José Hendos apprenticeships, work experience and workshops as a way of giving back to the community, whilst also creating awareness of sustainable fashion. Furthermore each sale made also sees a percentage given to charity.
The studio also produces garments for other designers including samples, complete collections shown at London Fashion Week and small production runs sold in boutiques and outlets such as TOPSHOP.
Photograph by Oliver Morris
iheartfashion is a private limited company that believes in the importance and power of fashion thus supports new talents by producing and directing iheartfashion Fashion Shows.
Now in its third year since it has built an reputation to be the most exciting, vibrant fashion showcase. Some of its participants scouted at the event went on to national and international acclaim such as Joey Bevan (Britain’s Next Top Model), working on an international stage (Dubai Fashion Week) or went on to being recognised for their work i.e. Radical Designer Award – winner José Hendo.
iheartfashion Ltd acts to help emerging designers break into the difficult and highly competitive world of fashion. iheartfashion Ltd aims to help and support emerging designers, whilst encouraging and emphasising the importance of social responsibility as well as their consideration of their stakeholders. iheartfashion Ltd does this by hosting workshops, conferences, seminars and fashion shows.
The workshops, conferences and seminars teach and share information about all aspects of the fashion industry from Fairtrade cotton, to ‘fast-fashion,’ to impacting stakeholders positively.
Designers are also urged to take into consideration the business, financial and socially responsible aspects of fashion as well as to educate themselves in these.The fashion shows are an integral part of iheartfashion Ltd.
Taking place bi-annually; they act as a platform for up and coming designers (and models) to gain exposure and showcase to the media, press, potential clients, the public and buyers.
The strong emphasis on social responsibility is maintained throughout the production of the fashion shows. Usually these are held in support of a charity, the most recent being Leukaemia and Lymphoma Research.
Melanie Jones PR is pleased to announce Fashionaires London as new clients on their books.
Fashionaires – established in March 2008 by Oliver Morris, founder and CEO -is an extremely unique lifestyle brand mixing “B.O.B’s” (Best of Britains) talents i.e. designers, photographers, models, make-up artists and hair stylists. In just over two years Fashionairs have created a niche market with the view of expansion to Italy, New York and LA.
Fashionaires provide lifestyle solutions, products and events continuously building on their existing elite network of the best fashion industry talent, corporate clients and much more in the only way there is the ‘FASHIONAIRES WAY’.
“Our philosophy is that we are not cutting edge, we cut the edge “and we love it,” said Morris.
Alex Seroge Ignatian is a modern designer with a strong classical influence. He is enthralled by the whole creative process, from inception to completion. Seroge’s quest in studying and understanding the female form achieves an unrivaled fit of the garments.
“The evolution of a well – made and stunning garment, from simple sketch to finished product, is a beautiful thing to be a part of'” says Alex Seroge Ignatian.
Following his graduation from the University of Northampton with a degree in BA Hons Fashion he launched his own fashion label called ‘Seroge’.
The roots of ‘Seroge’ designs lie within ancient historical influences and aims to bring history to the present; combining a classical theme with modern appeal resulting in professional, strong and powerful garments that are also unique, flattering and sexy.
In 2010, Alex showed his debut collection at Alternative Fashion Week. His Autumn/Winter Collection titled ‘Desert Rose’ won rave reviews from the media including the Guardian.
He since has exhibited at more shows including opening Birmingham Fashion Week 2010 and having his designs featured on Sky TV.
In 2011, Seroge secured sponsorship from Polaroid Eyewear and featured as part of the global marketing campaign as seen in Company Magazine. He was also nominated for the Fashions Finest Emerging Designer Of The Year Award.
Press coverage highlights include: Sublime Magazine, Unfolded Magazine, Rebel Magazine, Company Magazine, the Guardian and Sky TV.