Alphabetica by Danielle Pooley

Alphabetica

Vol 1.

Contents CONTRIBUTORS ... page 7 EDITOR’S LETTER

...

page 9

C ... CONSIDERATE CREATIVITY D ... DAPPER REVIVAL P ... PIN ME UP

... page

W ... WEB INNOVATORS ... page 46

Katie Barnes

Contributors

After graduation with a Fashion Degree, Barnes returned to college to study Holistic Therapy, however she realised that she missed the creativity of the fashion industry, and has worked with men’s magazines like AnotherMan, Monocle, and GQ Style. Barnes styled the ‘D is for ... Dapper’ spread, and expressed her enjoyment with working with men’s fashion. “These are things I’m never going to wear, which is why I appreciate them even more, it’s almost like creating a fantasy!”

A is for ... Apple Sours, tastes like a liquid sweet!

Laura Dixon

Sanddancer at heart; for those not in the know that’s South Shields to you. Studied Fashion Communication close to home at Northumbria University and developed a naughty penchant for the beauty industry and all of the things it stood for. Since graduating has worked extensively within the beauty realm most notably for brands under the Estee Lauder Companies Umbrella. The place she feels most at ease is at home; taking time out for some rest and relaxation or experimenting with makeup like a child with finger paint.

A is for ... Angled Brow Brush; a girl can’t leave home without her brows now can she!?

Lauren Turner

Katy Wilde

Born and bred in Leeds, this ‘Yorkshire Lass’ has certainly made her mark on the fashion industry. From working in top PR companies such as Modus and becoming one of Britain’s most successful bloggers, Turner has an eye for creativity wherever she goes. In this issue, Turner gives us an insight into the world of street style blogging in ‘W...Web Innovators’, and photographs the ‘D...Dapper Revival’ photo shoot. Turner is very much the London City girl and spends her free time scouring the streets for the next best person who has natural style but just doesn’t know it!

Born in the seaside resort of Scarborough but grew up on the edge of the Lake District in a town called Cockermouth, Wilde spends most of her weekends and holidays out walking with family. After moving to the city she fell in love, the busy day to day life was right up her street, it was her drug. After graduating, she moved down to London and worked for events company ‘London Launch’, after spending 2 years there she decided to travel, and moved across the pond to New York. Once in New York and doing freelance work, a Photography post popped up at Alphabetica. Home is still where the heart is for Wilde.

A is for ... Alternative Punk, because it calms me down when I’m under pressure. I like angry screaming girls, what can I say?!

A is for... Another pick and mix, absolutely addicted to them.

Editor's Letter To start with, let’s set some ground rules. Alphabetica is not meant to merely lie on your coffee table, and eventually migrate to your recycled cardboard magazine holders once the trends have moved forwards. No, no, no, this document of inspiring and innovative creativity is to be comfortably seated on your de-cluttered bookshelf. Welcome to the world of Alphabetica. Each issue encompasses 6 months worth of creative designers, bold artists, boundless advertising and enchanting fashion. This sampler gives you that sneak peek of Alphabetica’s first issue. Handpicking some of the best features of the issue, just to tantalise your creative taste buds. You don’t have to read Alphabetica from A – Z, you choose your letter, your feature, your photographic spread. Read it all at once, or just twice a month. Read it with a smile, or a questioning frown. Tell everyone. Tell no-one. Tell your loyal dog. This is your alphabet, make it your Alphabetica. Be inspired. Be innovative. Be creative.

Danielle Pooley Editor in Chief

C ... Considerate Creativity Words by Danielle Pooley

Images Courtesy of Jason Turner, Wieden & Kennedy Tokyo LAB, & Adam Laycock

When Bill Bowerman started experimenting with his wife’s waffle iron to improve the soles of athletic shoes, he was doing it for one reason: to increase the performance and function of the shoes for his athletes.

Nike is now one of the world’s most successful and fashionable brands in the world, however, it is not just about the functionality of a pair of Nike ‘sneakers’ now, the aesthetics plays a major role with each product, from sports apparel to sports equipment.

“To tion

challenge the of a pair of Nike

funcshoes.”

LCC was given a selection of Nike shoes that were leftover after their 1948 Concept Store. Jenkins was inpspired after his Year in Industry in Berlin, where his night Nike has built up such a reputation, that people job was sourcing creative talent worldwide. in third world countries, have been found sewing the iconic Swoosh onto garments for per- “I didn’t want Nike78 to be just ansonal consumption. Athletics and sports peoother creative project with the same ple alike still wear Nike due to its high quality people and the same styles of work and function standards. However, it also has a strong ‘street style’ customer base, who buys produced. Instead, I invited people into the brand to heighten their street cred- who from their work, I could see had ibility, as opposed to for the original function. a touch of conceptual excellence.” When Paul Jenkins, a then LCC undergradu- Wieden & Kennedy, Nike’s advertising agenate, sent 78 pairs of old Nike shoes to creative’s cy, who created Nike’s memorable slogan around the globe, he gave them one brief: ‘Just Do It’, took an environmental approach

Jason Turner

Wieden & Kennedy Tokyo LAB

Andy Macgregor

to the Nike78 Project. Wieden & Kennedy were sent a pair of AIR MAX 360, which emphasises the air in the soles, so they based their concept around air. They kept the airfilled sole as it was, but took off the upper part and moulded a clear material to the upper’s shape. This then created a miniature fish tank, which W&K subsequently put goldfish into.

“The photograph is an exaggeration of this mentality, done in the hope to inspire more sport. So next time you look down at your sad pristine Nike’s when having a smoke or a drink, just remember what they were made for.”

The concept is based around the relationship between the earth/nature and creatures, and the correlation between athletes and Nike, who contribute to the characteristics of the human body by giving air to the shoes.

Other creative’s who contributed to the Nike78 project include Nick Marsh, who used the popularity of gaming platforms like Wii, to create a pair of Nike’s which links up to one’s game controller, so that the user can participate in sports in the comfort of their living room.

“We hope that the people who see this small aquarium built on NikeAir will stop to think about the artificial/ natural environments that surround as and the connection between humans and other living creatures.”

Andy Macgregor recognised the fact that while sports shoes are effective during training, they do have a short life span. He explored the way of pro-longing one’s trainers by using a lightweight metal called GalvaNiking, which is impervious to weathering. “GalvaNike’s, tough shoes for a tough lifestyle.”

‘Made For’, the creation by Jason Turner, explores the relationship between what Nike’s were actually made for 50 years ago, and what society now uses them for. Turner realised that he actually spends more time smoking while wearing his Nike’s, than actually doing sport or some form of physical activity. When he asked around his friends, they bowed their heads in shame and agreed. Turner notes that:

The Nike78 Project was exhibited at the London Design Festival, and has received mass web coverage throughout and after the project. An innovative and thought provoking concept, but will it change people’s perceptions of the function of a pair of Nike ‘sneakers’? Maybe it’s enough to get the ball rolling for a new movement of Considerate Creativity. w w w . n i k e 7 8 . c o . u k

D ... Dapper 18

Photography by

Lauren Turner

Styling by

Katie Barnes

Revival

Dark Brown Loafers, KURT GEIGER Black Bow Tie, SAVILLE ROW CO.

This Page

Brown Salford Shoes, PAUL SMITH

Playing Card Cufflinks & Cash Note Holder, HARRODS Shoes, as before

Black Bowler Hat, LOCK & CO. HATTERS Cricket Cuff Links, VAN BUSKIRK

Red Silk Scarf, VINTAGE D&G Black Leather Wash Bag, POLO RALPH LAUREN

Navy Bowler Hat, TED BAKER

P 32

... Pin Me Up Photography by

Danielle Pooley

Styling by

Laura Dixon

Cream Fur Jacket, VINTAGE

Left

Light Brown Fur Jacket, VINTAGE, Red Peep Toe Heels, KURT GEIGER

White and Red Polka Dot Dress & Red Belt, VIVIEN OF HOLLOWAY

Pale Pink Girdle, VIVIEN OF HOLLOWAY Stockings, PRETTY POLLY

Red and Black Lace Bra, DITA VON TEESE for WONDERBRA Red and Black Lace High Waist Garter Belt, DITA VON TEESE for WONDERBRA

W...Web

Innovators

Words by Danielle Pooley Images Courtesy of Lauren Turner

O nce upon a time, bloggers were technology geeks like Mark Zuckerberg, the cofounder of the social networking phenomenon that is Facebook. They understood the importance of the internet; no longer did you need to be a journalist or recognised critic for your opinions and area of expertise to be noticed.

Bloggers have become as important as celebrities, magazine editors and even journalists. Take Tavi, the 13 Year old fashion blogger from Illinois. She launched her fashion blog, Style Rookie, for a laugh, however she is now bigger than LOLcatz, and receives numerous front row invites to catwalks.

one of the only bloggers who can make a living solely based on her blog. Yet another blogette who sits alongside Editors at catwalk shows.

Street style blogs have become increasingly popular over the past few years. With Scott Schuman at the helm of this street style culture, many other talented style spotIt is rumoured that bloggers are more ed- ters have followed in his classyfootsteps. ucated, more affluent and more passionate than most internet users, and usually minus Scott Schuman established his blog, ‘The the journalistic skills or degree. Technorati, Sartorialist’, shortly after 9/11, after leaving an online resource for exploring blogs, report- a fashion sales position. Schuman wanted ed that in June 2008, there were 112.8 million to express his love for what he was seeing blogs globally. That’s a bigger audience than on the streets on real people, instead of the newspapers and magazines have. Each blog- disconnection he found in the showroom ger is part of a receiving audience, their blog while selling garments. He took his digital content and opinions then have their own au- camera wherever he went in New York, and dience: this is networking on the biggest scale. encapsulated the essence of street style. He describes his thinking behind each photo: Susanna Lau, also known as ‘Susie Bubble’, is one of, if not, Britain’s biggest style blogger. “A lot of it is the moment. It can be Established in March 2006, her online diary kind of the look, but it can also be attracts over 300,000 users each month, and is the idea: a long dress, personalities.”

He posted the photographs onto his blog, some included comments about the look, others didn’t need words; the images spoke for themselves. Hailed as pioneering fashion in blog form, Scott Schuman has become a major player in the fashion industry. He can be found capturing runway mod els, or producing work for brands such as Burberry. ‘The Art of the Trench’, is a project where Burberry collaborated with some of the world’s leading image makers, including Schuman. The project is a living document of the iconic trench coat, and the people that wear it. A collection of images from around the globe, each image portrays the personality and individuality of the wearer, depicting the ‘Art of the Trench.’

Most street style blogs are based in the major cities, completely dismissing the ‘underground style capitals’. Based in Newcastle upon Tyne, but covering the majority of the North, from Liverpool to Carlisle, the street style blog, Fashion Looks North, was established for one reason:

“I started Fashion Looks North because I fancied having a web-based creative outlet where I could express my interest in fashion. I had always been an avid reader of blogs, and knew that there was a niche in the market for street style in Northern UK cities that wasn’t being filled”, founder Lauren Turner explains.

I like to take photos of something different, so tend to avoid very trend based or cliched looks.” In terms of how the bloggers view their own world, Lauren explains how important she considers blogs to be in modern society:

“Blogs are important but they serve a purpose. I think there is a tendency to hype them up to be more than they are. Yes, they are influential and offer a unique outlet for people to express views, opinions and inspiration, however, they will never replace magazine brands simply because of the power of conformity. People value a brand and what it stands for too much to disregard those media outlets that have the power to advertise and market themselves. If you look at successful blogs you will see that this is mainly down to clever PR and marketing on the bloggers part, often piggy-backing on said magazines. A prime example is how the Tavi phenomenon was adopted by POP.” People have become even more generic looking, which is why street style blogs are an important outlet for people who don’t have their foot in the Condè-Nast door, to exhibit their work, depicting the distinctive looking people of reality, not the magazines or catwalks.

“Street style will never fade. It may

Similarly to Schuman, Turner doesn’t or may not go out of vogue to doculook for the stereotypical trendy person: ment it, but there will always be peo-

ple who have their own personal style “I don’t look for particular things, and aren’t afraid to share it in public.” just for that reaction when you suddenly see someone and admire w w w . f a s h i o n l o o k s n o r t h . c o . u k their outfit for whatever reason.

Vol 1.