London Runway Issue 96

THE DEFINITIVE CATWALK COLLECTIONS

LONDON RUNWAY

THE LFW ISSUE

OCTOBER 2024

96

RRP £16.99

LONDON RUNWAY

LONDON RUNWAY EDITOR IN CHIEF

LEAD PHOTOGRAPHER

RHIANNON D'AVERC

FIL MAZZARINO

editor@londonrunway.co.uk

CONTRIBUTORS Hattie Payne, Kostiantyn Lieontiev, Nico Urbani, George Harris, Dyelog PR, Crescent Agency, I.dea PR, @jeaniejeanphotos, @sammy_baxter, J Kobozeva x Hygy Prod, Genaro Rivas, Purple PR, Stanislav Efimov, Еkaterina Stukalova, Lisa, Yana, Elizabeth Lenthall, IPR, Olu Ogunshakin, Alexis White, Raven, Agency Eleven, Nick Soland, Jason Lloyd Evans, Mark Gunter, Getty Images, Kosta Ivashyn, L52World, Arddun Agency, AI PR, @mylasvisuals, CP Concept, Labrum London, Nosakhari, Eilwen Jones, Karla Otto, Jure Makovec, Christianne Daniel, Yeko S, Crystal Hung, Ben Dixon, ANASTASYA PETERSONE, Anna Rihtere, Up The Road London, Vitalij Sidorovic, La Musa, Mayfair Pearls, Julia Leshanich, Deux Femmes Films Production, and Asia Werbel Special Thanks to KEKA and Hassana Duada

FRONT COVER: Zifei Wang by Elizabeth Lenthall

FIND US: londonrunway.co.uk @londonrunwaymag kavyar.com/london-runway-magazine open.spotify.com/show/7lAsQPLEK5006JfZmOWEgt

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CONTENTS

LONDON RUNWAY

Editor’s Letter

4

Harri

105

This Season

6

Sinead Gorey

109

KEKA

10

Global Fashion Collective

114

Agne Kuzmickaite

11

Sinead O’Dwyer

118

Beyond Horizons x Flair Fashions

13

Oxford Fashion Studio

19

Buerlangma

18

Natasha Zinko

128

Fashion Scout China

21

Charlie Constantinou

134

FJU Talents

25

Weiyin Chen

138

Pam Hogg

30

Erdem

140

Fashion Week Yorkshire 2024

31

Tell The Truth

145

Frontier x Flair Fashion

33

UA in UK

150

Genaro Rivas

37

Noon by Noor

157

Ancuta Sarca

39

Chopova Lowena

160

New Face

41

Ray Chu

166

Zifei Wang

43

Marques’Almeida

169

Felipe Rojas Llanos

48

S. S. Daley

175

Zhaoyi Yu

51

Nominal London

178

Jenn Lee

53

Mithridate

190

Tammam x Stop Ecocide International

58

yuhan wang

192

Paul Costelloe

61

Labrum London

192

Malone Souliers

68

Tolu Coker

197

Dreaming Eli

70

Nosakhari

201

Sabirah

73

Fashion Crossover London Presents Ones To Watch

202

Vin+Omi

75

Taipei Fashion Week

206

Vivz World

87

Ljubljana Fashon Week

212

Chet Lo

93

New Business

235

Di Petsa

97

Brand Directory

237

Karina Bond

103

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LONDON RUNWAY

EDITOR'S LETTER Welcome to the last London Runway of 2024!

This 96th issue almost didn’t happen at all, but that’s another story for another day. Today, I’m just grateful to be here with you all, enjoying and exploring this latest edition of all things fashion from London.

We have extensive coverage of London Fashion Week from September for you, as you will, no doubt, have expected.

We’ve got our season overview to give you a quick glance at all of the styles and trends, allowing you to decide which to adopt and which to ignore.

Many designers got political this season.

It’s always refreshing to see a brand that is not afraid to, in some cases quite literally, wear its heart on its sleeve. In a world where many corporations feel afraid to rock the boat - or even to let on that they, themselves, are benefitting from the very things we protest against - it is something to be celebrated that

others defy that silence and speak up.

will tell.

We have a full trend report for you in the following pages, so I won’t talk your head off here about what to expect!

Well, and you can tell us, too, of course.

Did you love this year with us? Let us know on social media! You know where to find us - we’re still @londonrunwaymag just about everywhere.

You will see, though, some exciting features that fall outside of the LFW schedule. Look for our circular badges on the starting page of each gallery to spot the extras we’ve bundled up for you. They include shots from fashion weeks far and wide - as diverse in their locations as Ljubljana, Slovenia and Taipei. We think you’ll be impressed at the range of talent we just don’t get to see each year because it takes place elsewhere. Thank heavens for the digital age.

We now head into a winter of somewhat uncertainty. As long-time readers know, this year has been something of an experiment for London Runway: a complete change in schedule, style, and length, and a return to a simplified mission. Has it paid off? Time

Stay up to date with us on social media and on our newsletter, which you can sign up for on our website or by making a purchase in our online store. I recommend taking a look - we have back issues priced at just £1 in an attempt to clear out our storage, and you can get this issue in print if you’re quick enough, too.

What will be next for us? Most likely our media kit for 2025, publishing around the new year. Look out for that if you want to be featured with us in 2025.

In the meantime...

, y o j En n o n n a i Rh x

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THIS SEASON Explained by Hattie Payne

FASHION With 2024 marking 4 decades of boundary-pushing, innovative and exquisite looks, this year’s London Fashion Week celebrated the capital’s creativity and its role in fostering fresh, upcoming talents.

This season saw sustainability becoming more of a by-product than a bonus, with many designers using eco-conscious processes to create their garments. Tammam partnered with Stop Ecocide International – a powerful force behind the global movement that aims to recognise ecocide as an international crime – and used exclusively ethically-sourced materials in their garments. Other designers followed suit, such as Pam Hogg who fashioned repurposed bin bags held together with rope, Lam Wing Sum’s use of waterless technology, and Vin+Omi’s iconic

Paint Tube Alien Dress made from recycled Daler-Rowney paint tubes.

The topic of the rising seas was a key theme in multiple collections, both relevant and ravishing in their approach. Designers used water-like embellishments and bold blues to create pieces which reflect both glamour and vigour, namely 3lato’s collection from Flair Fashion x Beyond Horizons. Withemera used handmade dye and layers of candescent silicone fabrics to emulate the shapes and textures of the coast, and Fashion Scout China’s Viceta Wang incorporated splashes of silvers and golds inspired by the oceans tides.

Qike Qilo featured 18K recycled gold and non-toxic enamel to replicate the shimmering movement of water, and metallic blues and pearl-greys surge through Zhaoyi Yu’s collection which explored how the ocean interconnects with the land and sky. But how can we talk about water without mentioning Di Petsa’s infamous “wet look” dress?

Worn by the likes of Doja Cat and Kylie Minogue, the signature piece has recently gained popularity and explored the eco-feminist relationship between women and water.

Florals infused many designs, such as John Naftali’s collection which merged bold eclectic colours with vintage floral prints, also incorporated by Fee Muse, Chi Li, Zifei Wang and Buerlangma.

Plaid also made an appearance: Blacknini used tweed & multi-level interwoven yarn creating an air of Countryfile-chic, as well as Pieces Studios x Exante who incorporated tartan.

Other designers turned to the dark side, channelling their inner punkrock. Vital Ao comes to mind.

Featuring patent black leather jackets paired with skeletal gloves and white furry wings that swept the floor, Ao leant heavily into the gothic pseudo aesthetic. Jen Lee’s collection also explored the grunge genre, comprising of black leather gloves and pairing almost every garment with a black boot.

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Tailoring was largely inspired by the 1960’s, with collections boasting a mirage of pleats, cut-outs, folds and frays. Chi Li paired corsetry with flowy skirts and flared trousers, and Vincent Li’s staple pleated jacket encapsulated the idyllic hues of dawn.

Also reminiscing on the 60’s was designer Ancuta Sarca, who’s collection boasted the bleak, still life of corporate minimalism and transcended into the bold, animated glamour of the 1960’s.

Balloon-shaped garments stood out in lots of collections, Viceta Wang’s ‘Full Moon Dress’ has a dusty-blue voluptuous skirt, Harri’s staple garment was a magnificent balloon dress with inflatable ruched shoulders, and Zifei Wang’s collection consisted of bulbous oversized sleeves. Pam Hogg, however, abolished traditional tailoring altogether, as garments were deftly deconstructed, leaving models exposed and vulnerable representing the fragility of life in times of war.

Men wore bespoke tailored suits for the most part: Shun An Chen dressed the male models in crisp white and jetblack suits, and Samuelleon captured the peppy nature of the modern gentlemen, infusing vibrant streaks of colour into the standard suit and tie.

Many designers, particularly emerging talents, opted for genderless clothing, however. Flair Fashion x Beyond Horizons featured a socially conscious set of designers who focused on breaking down the barriers of gender norms, and Vincent Li dressed his male and female models the same.

HAIR

The majority of designers chose to keep the models’ hair out the way, regardless of gender, either tucking it behind ears or slicking it back with copious amounts of gel - see Agne Kuzmickaite and Ancuta Sarcuta.

Zifei Wang’s team created shaggy cuts, perfectly capturing the chaos of his collection. Other more unruly and dishevelled hairstyles could be seen in the works of YunYuncollection and Vital Ao. Geek-chic was also popular with designers, including short fringes created by Vincent Li and Chi Li, and back-combed high ponytails by Genaro Rivas.

Jen Lee teamed up with Taiwan’s top hairstylist – and husband – to create some superb, windswept hairstyles, and Chet Lo opted for a split-dye moment, with one model sporting a half-blue, half-black hairstyle - edgy, right?

BEAUTY The smoky eye was a popular choice amongst many designers. The timely look was used by YunYuncollection, Zifei Wang, and Chi An Lee to name a few, proving the classic eyeshadow look never goes out of style.

Other designers were more playful, using vivid colours to create bold statements. Buerlangma created a dramatic full-face with vibrant eyeshadow, and Din’s eye-focused look featured vibrant pops of colour.

The 90’s also made a comeback makeup-wise: Fee Muse’s smoky eye, brown lipliner and rosy cheeks encapsulated their dynamic spirit.

Ancuta Sarca created a sultry cat-eye look from false lashes deftly placed in the corner of the eyes, as did Karina Bond with her fearless use of eyeliner.

ACCESSORIES Headpieces had a good go at it this season. Chi Li created some hallmark headwear which took the form of larger-than-life bows and bonnets that look as though they’ve been plucked straight from the handmaid’s tale. YunYuncollection created bridalesque chiffon veils, and Shun An Chen’s headpieces were shaped like sheep horns. Din’s unorthodox headwear – equally as quirky as the outfits – consisted of hot pink crochet horns and satin bows. Most noticeable though, was Pam Hogg’s colossal millinery, which included a luggage trunk to symbolise the mental burden of war, and a Marie-Antoinette inspired headpiece with bejewelled hanging fruit.

Pearls were a prominent feature in many collections, from Vincent Li’s pearl necklaces to Viceta Wang’s full moon dress encrusted with intricate pearl-details. Withemera ingeniously incorporated pearls in her makeup looks, using them to line models’ lash lines.

Some rather outlandish accessory choices included silicone nipple pasties created by Sinead O’Dwyer and Vital Ao’s silver punk spikes paired with skeletal gloves and white furry wings.

Footwear was widely experimented with this season, with kitten heels making multiple appearances. Ying Ou reimagined the classic kitten heel with an avant-garde vision, using metal, rub-off leather and 3D printing.

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Ancuta Sarca’s collaboration with Nike may also come to mind – her collection featured her most recent collaboration with Crocs and Clarks, reconstructed with her eclectic twist.

The garments were paired with upcycled loafer silhouettes and Velcro fastenings, showcasing her commitment to sustainability.

Malone Souliers featured a mixture of elegant Maisie kitten heels and sharp stilettos. Souliers’ bags were also a winner: their chic clutch bags were intricately carved and encrusted with silver jewels.

MISE EN SCENE This season’s London Fashion week took the format of a digital-physical hybrid, convenient and accessible to all.

Karina Bond x F3rog by Rana’s collection featured handmade bags, what else to pair Bond’s sculptural, mesmerising silhouettes with? Each one was meticulously crafted to create charismatic designs paired with a kaleidoscope of colours.

Collections were brought to life in various, whimsical ways. Felipe Rojas Lllanos told the moving story of Ariadne and her abandonment on the Island of Naxos through a graceful ballet performance, Harri’s apocalyptic latex-filled show was portrayed with the stature of French Romanticism, incorporating opera vocals and dark, techno beats, and Sinead Gorey’s runway saw models strutting down a sports hall.

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LONDON RUNWAY X KEKA

Photography by Nico Urbani and George Harris

KEKA This new collection from the KЕKA brand was presented at London Fashion Day. Designed by Kostiantyn Lieontiev, the designs represent a huge milestone for the brand in its tenth year: the first menswear collection, in collaboration with Ukrainian brand Novikov.

The looks include a clean white palette perfect for effortless city style, symbolising new horizons and possibilities.

Konstantin Lieontiev, the co-founder of the brand, shared his vision: "What you wear should harmonize with your inner world. Through your style and clothing, you can speak to the world without words. I have lived my whole life in a country with conservative views on freedom of expression. Only now, after two years of living in the UK, do I understand what freedom of choice means and what it means to be oneself."

For more information about the brand, head to keka.com.ua

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LONDON RUNWAY

AGNE KUZMICKAITE

Images via Dyelog PR

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BEYOND HORIZONS X FLAIR FASHION

FLOWERY HE

3LATO

Images via Crescent Agency

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KATIE KO

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LEILAND

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SIRIMON

MARIUSZ MALON

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ORIOL CLAVELL

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BUERLANGMA

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Images via i.dea PR

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FASHION SCOUT CHINA

BLACKNINI

Images via I.dea PR

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VINCENT LI

VICETA WANG

QIKE QILO

HEMERA LUO

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VITAL AO

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YUNYUNCOLLECTION

YING OU

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FJU TALENTS

CHI LI

CHI AN LEE

Images via I.dea PR

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DIN

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SHUN AN CHEN

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FT COLLEGE OF FASHION AND TEXTILES

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PAM HOGG Images via I.dea PR by @jeaniejeanphotos and @sammy_baxter

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LONDON RUNWAY

FASHION WEEK YORKSHIRE 2024: BOLD, DIVERSE, AND UNSTOPPABLE

Rhiannon D’Averc - 27th October 2024

Fashion Week Yorkshire 2024 was a vibrant celebration of diversity, creativity, and inclusivity. This year’s showcase not only spotlighted international designers but also placed an emphasis on body positivity, ensuring that fashion was accessible and empowering for all. Four standout designers—Ololade Atelier, Ayah, Aphia Himhanuel, and Hassana Duada—brought their unique visions to the runway, each offering something extraordinary for the modern fashion connoisseur. Let’s take a closer look at the collections that captivated the audience.

OLOLADE ATELIER: A RIOT OF COLOR AND CELEBRATION Ololade Atelier, true to form, brought an electric sense of celebration to the runway. Known for vibrant, occasion-ready dresses, this collection was unapologetically bold, with every look designed to stand out in the crowd—preferably a crowd that loves to dance. From dazzling sequins to voluminous puff sleeves, Ololade Atelier delivered with a palette that ranged from fiery reds to sultry blacks, accented by shimmering textures that caught the spotlight.

One can’t help but marvel at the playful juxtaposition of drama and elegance. The structured shoulders on a glistening red mini-dress with fringe added movement, turning every strut into a performance, while the fitted pink gown with exaggerated sleeves commanded attention in a quieter, more regal way. Every piece seemed to whisper: “Why blend in when you can sparkle?”

However, for all the vivacity, there was a certain predictability in some of the designs. While the signature sparkle and formfitting silhouettes are undeniably Ololade’s strength, venturing into more unconventional cuts or fabric combinations might have pushed the collection further. Still, for anyone seeking to make an entrance—and a lasting impression—Ololade Atelier is where the party starts and never ends.

AYAH: TRADITION MEETS BOLD MODERNITY IN MENSWEAR Ayah’s menswear collection was a masterclass in combining cultural heritage with contemporary tailoring. This season, the brand drew on traditional Nigerian influences, fusing them with sleek, modern designs. The result was a lineup of suits that felt grounded in history but styled for the future.

Ayah played with both texture and shine, with standout pieces like the 'Black Guy Glitters' suit—a black two-piece with intricate glitter detail on the blazer, perfect for a man who’s unafraid to take center stage. Similarly, the ‘Blue Suit Glitters’ ensemble, in a crisp, icy blue, stood out for its refreshing approach to formal wear, injecting vibrancy into traditional tailoring. For those seeking something more subtle, the checkered suit and the warm, earthy brown-patterned look balanced tradition with versatility, ideal for a formal event or an upscale evening out.

What’s clever about Ayah’s designs is their ability to speak to a variety of men—whether you’re looking for something daring or more understated. While some might argue that the collection sticks close to classic silhouettes, Ayah ensures that every piece, with its careful details and expert craftsmanship, feels special. It’s not just about wearing a suit; it’s about wearing a story.

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APHIA HIMHANUEL: A FOOTWEAR REVOLUTION Aphia Himhanuel didn’t come to play with its men’s footwear collection—it came to dominate. Each pair of shoes felt like a deliberate statement, crafted with impeccable attention to detail.

From leather loafers to ankle boots, this collection was all about sophistication with an edge.

The shoes were rich in texture, from smooth, polished leather to more tactile materials like suede and crocodile leather accents. There’s a meticulousness to the collection that makes each piece feel hand-made, almost bespoke, yet grounded in the accessibility of everyday wear. Whether paired with a suit or something more casual, these shoes are the kind that can effortlessly transition across various occasions.

A standout was the chocolate brown loafer with gold detailing, embodying a perfect fusion of comfort and style. The slight heel and padded soles added practicality, but the sharp silhouette kept it undeniably luxurious. The collection, while polished, might have benefited from a few more daring designs or a bolder color palette. But, in a world where trends come and go, Aphia Himhanuel’s timeless approach ensures that these shoes will never go out of style.

HASSANA DUADA: ARCHITECTURAL PRECISION IN OCCASION WEAR Hassana Duada’s collection was the epitome of refined sophistication, focusing on structured lines, clean cuts, and a minimalist palette. Each piece felt like it was crafted for modern-day royalty, with a distinct focus on form and function. Duada’s ability to take traditionally rigid silhouettes and make them wearable is nothing short of genius.

This season's collection was dominated by neutral tones— white, cream, and black—which let the craftsmanship speak louder than any bold print or color could. From sharply tailored blazers with exaggerated lapels to fitted dresses with dramatic capes, Duada played with proportion and balance in a way that felt both effortless and deliberate. A standout look was the white suit with a cinched waist and cape-style sleeves, a perfect balance of power dressing and femininity.

The collection felt almost architectural in its precision—each pleat, seam, and fold contributed to the overall aesthetic of power and grace. Duada’s pieces are not for the faint-hearted; they’re for the woman who walks into a room knowing she’s already won. While some may crave a bit more experimentation in texture or color, there’s a beauty in the restraint Duada shows. Her designs make a statement by whispering rather than shouting.

FINAL THOUGHTS Fashion Week Yorkshire 2024 highlighted the immense diversity in contemporary fashion. From Ololade Atelier’s dazzling dresses to Ayah’s fusion of heritage and modernity in menswear, each designer brought something unique to the table. Aphia Himhanuel showed us that luxury footwear can be both functional and fashionable, while Hassana Duada’s precision-tailored occasion wear redefined modern elegance.

These collections were united by one theme: empowerment. Whether through the bold colors of Ololade, the cultural richness of Ayah, the craftsmanship of Aphia, or the structural mastery of Hassana, each designer presented pieces that make their wearers feel seen, confident, and unstoppable. Fashion Week Yorkshire continues to champion not only diverse body types but also diverse design voices, setting the stage for future talent to shine.

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FRONTIER X FLAIR FASHION

KARINA BOND X F3ROGBY RANA

FEE MUSE

Images via I.dea PR

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LAM WING SUM

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PSY LAU

ONGANG

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SAMUELLEON

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GENARO RIVAS

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ANCUTA SARCA Images via Purple PR

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NEW

FACE

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LIZA Name: Elizaveta (Liza is a short name) Age: 19 Location: Artem, Russia Agency: Freelance

during the event. I love dancing, just turn on some cheerful music and I will start showing a master class on the most energetic dances.

How long have you been modelling for?

I started doing modeling quite recently, about a year ago. It started with easy photoshoots for a clothing store, and now I am invited for commercial projects.

What would surprise people to know about you?

I have a wonderful ability to combine two personalities. A very modest and silent girl and a flighty girl with crazy energy! The first impression of me can be wrong, because I seem to be inconspicuous and quiet. But as soon as you get to know me better, I become funny and cheerful, probably this surprises everyone.

Where are you from originally?

Artem, Russia Do you have an unusual talent or party trick?

I am very cheerful person. Some call me a toastmaster, because I can come up with contests or ridiculous jokes

What are your modelling ambitions?

It is not my main activity, but I like it.

Therefore, perhaps one day it will become a part of my life.

Photographer: Stanislav Efimov @efimov_photography Makeup Artist: Еkaterina Stukalova @stukalova.lova Model: Lisa @stolyaaarova Fashion Designer: Yana @slobodskaya_vdk

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ZIFEI WANG

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Images by Elizabeth Lenthall @elizabethlenthall via I.dea PR

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FELIPE ROJAS LLANOS Images by Fil Mazzarino @filmazzarino

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ZHAOYI YU

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TAMMAM X STOP ECOCIDE INTERNATIONAL Photography by Fil Mazzarino @filmazzarino

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PAUL COSTELLOE Photography by Fil Mazzarino @filmazzarino

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MALONE SOULIERS

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DREAMING ELI Images via IPR

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SABIRAH LONDON RUNWAY

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VIN + OMI Photography by Fil Mazzarino @filmazzarino

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VIVZ WORLD

JOHN NAFTALI

ANASTASIYA HALABURDA

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JORGE CONTRERAS

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MANUEL TISCARENO

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CHET LO LONDON RUNWAY

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DI PETSA Images via Purple PR

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KARINA BOND Photography by Fil Mazzarino @filmazzarino

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HARRI Photography by Alexis White

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GLOBAL FASHION COLLECTIVE Photography by Fil Mazzarino @filmazzarino

EDUARDO RAMOS

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LEINFRO

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SHINO

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OXFORD FASHION STUDIO

MANTLE

COVERED IN CAT HAIR

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NAIBBI

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RENEE CAFARO ATELIER

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SASHES BY KIKI BENJAMIN LONDON RUNWAY

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TOKYO TWIGGY TEXTILES

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ZASTA FASHION STUDIO

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NATASHA ZINKO

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CHARLIE CONSTANTINOU

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TELL THE TRUTH Photography by Mark Gunter at Getty Images

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UA IN UK LONDON RUNWAY

SHEVCHENKO

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BUDZIKO

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E.P.P.S. DESIGN

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ANDREAS MOSKIN

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NOON BY NOOR

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CHOPOVA LOWENA

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S.S. DALEY

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FASHION CROSSOVER LONDON PRESENTS:

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ANNIE XING

LAVENDER LUO

MO ZHOU

OTKUTYR

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SK CREATIONS, LLC

SHONE

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SUKI WANG LONDON

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ZAHRA HUSAIN

SUSAN LI

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TAIPEI FASHION WEEK #DAMUR X WEI WEI BOY

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DYCTEAM X RAIMOCHI

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LJUBLJANA FASHION WEEK

N.

BLJAN

ÆMONA

A . FA

LJU

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SHIO

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BARBARA VRBANČIČ

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JSP

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KISS THE FUTURE

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LUDUS

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MADE IN ANSELMA

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MATIC VELER X ASKO

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NIKA RAVNIK X PERWOLL RETHINK NEW

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PETJA ZOREC

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SANIJA REJA ASKE X SOFIANOGARD

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SARI VALENCI

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TANJA UVERA

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TANJA VIDIC X MANDEGAR

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Models: Christianne Daniel @cd.x_, Yeko S @yeko.s, Crystal Hung @crys_h Creative Directors: Ben Dixon, ANASTASYA PETERSONE @anastasyapetersone Film Director: Anna Rihtere @annarihterefilms Advertising Agency: Up The Road London @uptheroadlondon Photographer: Vitalij Sidorovic @itsvphoto Fashion Designer: La Musa @your_musa Jewelry Brand: Mayfair Pearls @mayfair.pearls Makeup Artist: Julia Leshanich @locca_mocca_makeup_ Fashion Film Production: Deux Femmes Films Production @deuxfemmes.films

NEW BUSINESS MAYFAIR PEARLS Name of company: Mayfair Pearls Type of business: Luxury jewellery brand specialising in baroque pearls and unique gemstone designs.

Location: London, United Kingdom How long has the company been running?

Mayfair Pearls is a newly launched brand, born out of a passion for celebrating the beauty of baroque pearls and unique, nature-inspired designs.

Where did the idea come from?

The idea for Mayfair Pearls came from a deep appreciation for the individuality and elegance of baroque pearls. We wanted to create a brand that showcases the beauty in imperfection and celebrates uniqueness. Our designs combine timeless sophistication with an edgy, modern twist, offering jewellery that speaks to each person’s individuality.

Currently, how many people work for the business?

Mayfair Pearls is a boutique operation, and we currently have a small but dedicated team focused on design, production, customer service, and sustainability initiatives.

What are your company values?

At Mayfair Pearls, we value uniqueness, sustainability, and

empowerment. We believe that imperfection is beautiful, and each piece we create reflects the individuality of our customers. Sustainability is also a key focus, from our packaging choices to our commitment to ethical sourcing. We aim to empower our community through our jewellery, which is designed to be a reflection of one’s personality and to celebrate what makes us all different.

What advice would you give to someone who wants to start a business?

Believe in your vision, stay committed to your values, and always be adaptable. Starting a business is a journey filled with challenges and opportunities. It’s important to stay true to what makes your brand unique, but also be open to learning and evolving along the way. Most importantly, be patient and persistent—success doesn’t happen overnight.

Where do you hope the company will be in 5 years?

In five years, we envision Mayfair Pearls being a globally recognised brand known for setting trends in the pearl jewellery space. We hope to expand our collections, continuously innovate in design, and strengthen our commitment to sustainability. We aim to build a vibrant community of customers who see our pieces as more than just jewellery, but as expressions of their personality and style.

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DAMIRA8 SACRED TREASHURES

KEKA

BRAND DIRECTORY

KEKA is a vibrant Ukrainian brand that epitomizes the spirit of creativity and camaraderie among like-minded individuals. https://keka.com.ua @keka_fashion contact@keka.com.ua

Handmade jewelry & artifacts. Exclusive & unique design for wellbeing & your harmonious evolution.

With meaning & individual selection of minerals, metals & sacred symbols. www.damira8.com @damira8treashures oksanamiraom@gmail.com +491627427633

ENO ECO

LEM GEORGIA We are a slow fashion brand and produce catwalk collections, accessories, and headwear lemniguriani.com @lem.brand.georgia lem.brand.georgia@gmail.com +995599584639

HASSANA DUADA High earn clothing brand focusing on form and function www.hassanaduada.com @Hassana_duada contact@hassanaduada.com

PLAIN BY SEYE ADEOLA Plain by Seye Adeola merges modern fashion with timeless elegance, crafting signature suits that epitomize refined sophistication and self-assured style. www.plainbbyseyeadeola.com @plainbyseyeadeola info@plainbyseyeadeola.com PAGE 237

Sustainable bras and swimwear for people with one breast who do not wear a prosthesis. https://eno.eco @enoeco_ hello@eno.eco

MAYFAIR PEARLS Luxury jewellery brand specialising in baroque pearls and unique gemstone designs www.mayfairpearls.com @mayfair.pearls sales@mayfairpearls.com

HOUSE OF IKONS International Fashion House/Fashion Shows held during Fashion Week in London www.houseofikons.com @hoifashionweeklondon info@houseofikons.com

BYE BYE 2024

FIND LONDON RUNWAY: londonrunway.co.uk @londonrunwaymag info@londonrunway.co.uk

BACK COVER: Backstage at Sabirah by Asia Werbel