MACHINE-A Showcases Their Spring Lineup With Hazy Fashion Film
Always the go-to locale for finding emerging brands, MACHINE-A is platforming burgeoning filmmakers with a new fashion film dubbed NIWL.
Always the go-to locale for finding emerging brands, MACHINE-A is platforming burgeoning filmmakers with a new fashion film dubbed NIWL.
MACHINE-A has long been a favourite among London’s fashion-focused for stocking the latest collections by visionaries like Raf Simons and Rick Owens. Still, what really makes the retailer worth the accolades is founder Stavros Karelis’ eye for spotting emerging talent. Providing a platform for burgeoning brands like Paolo Carzana and Jawara Alleyne, MACHINE-A has always been the go-to for finding the names that should be on your radar.
It should come as no surprise then that Karelis’ eye for young blood would extend through all aspects of the business. That’s why he’s enlisted two burgeoning filmmakers to showcase MACHINE-A’s S/S 23 collection in a dreamy fashion film. Dubbed NIWL (the Welsh word for fog), the film was co-directed by Central Saint Martins Graphic Communication Design student Lili Fordham and London College of Fashion Styling and Production student Jay Huda. Fordham, who was previously a design intern at SHOWstudio, explains over email that it was her Welsh heritage and the work of Fujiko Nakaya that inspired them to work with fog as a 'sculptural medium'.
‘I liked fog’s tactility and ability to blur boundaries between reality and imagination,' she states. The film sees a diverse cohort of creatives traverse the misty scenes of the city wearing the latest collections from Charles Jeffrey LOVERBOY, Sulvam, Bonsai and more. ‘Working with MACHINE-A was incredibly exciting. We wanted to merge this experimental filmmaking journey Jay and I built with their dynamic pieces to create a distorted dreamlike sequence showcasing the S/S 23 collection’.
Discover MACHINE-A's latest drop at their newly opened Brewer Street location.