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Fifth Harmony Teams Up With Jovani For Prom Season

The winners of X-Factor, Fifth Harmony, are modeling the hottest new trends for prom in the new 2014 campaign for Jovani — and they all look absolutely stunning! The ad is adorable as all the girls are photographed in roller skates wearing amazing designs from Jovani, in all different styles: short, poofy, cutouts, long, silk, strapless — they’re all gorgeous! Aside from the girls looking fabulous in the beautiful dresses, you can win the chance to have them perform at your prom — how exciting is that?


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Fifth Harmony’s Jovani Campaign & Prom Contest:

What a great idea to have the teenage girls of Fifth Harmony be the faces of the 2014 Jovani campaign — as they are all in the prom age-range! “Fifth Harmony represents girls all across the country and gives our consumers a chance to see someone that looks and represents them in some of their favorite Jovani dresses,” said design director Julie DuRocher. “Jovani is such a diverse brand in the fact that we have dresses that fit every type of personality, style and body shape. We don’t make dresses for just one type of girl; we make them for every girl.”


To WIN this special Jovani/Fifth Harmony concert fot your 2014 prom event, you have to do a few things! First, you have to get everyone at your school to vote HERE, (which shouldn’t be too hard because who doesn’t want Fifth Harmony to perform at their prom?), and then you have to follow the brand on Facebook & Instagram!

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06:44 Publié dans News | Lien permanent | Commentaires (0)


'Can Fashion Change The World'

Lucy and Livia began by discussing the Green Carpet Challenge (GCC), a joint venture that began as a response to their growing concerns regarding the fashion industry. It challenges high-end designers to create sustainable pieces that are then showcased on the red carpet by celebrities that have included Meryl Streep and Cameron Diaz.

Livia and Lucy discussed the way in which they and the GCC have utilised our celebrity culture in order to raise awareness of the sustainable fashion movement. The appearance of celebrities wearing custom made sustainable pieces created by renowned designers has also successfully challenged the negative image of ethical clothing, reinventing it as something glamorous and desirable.


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Targeting and challenging public attitude to ethical fashion is both the obvious and key place to start when initiating a fashion revolution. However, the danger of appealing to celebrity culture, whereby consumers want to mimic the looks they see on their favourite stars, means the message behind the garments is not always successfully communicated. It is vital that people go further than face value appreciation in order to recognise that what they’re looking at is not just a beautiful dress, but also a social statement.

The fast fashion industry can no longer hide their exploitation of workers nor ignore the press for change.The longevity of the sustainable fashion campaign was a recurring concern during the talk. However, both Lucy and Livia were quick to stress that; ‘this is not just a trend but a movement.’ They highlighted the significance of the high-profile collapse of the Bangladesh factory in April 2013, killing over 1000 people, and also the lesser-known explosions that have occurred since then.

Although tragic, the consequences of these disasters have been crucial in alerting the industry and the consumer to the human price that we pay for cheap clothes. The fast fashion industry can no longer hide their exploitation of workers nor ignore the press for change. Livia compared the use of sweatshops in the production of cheap clothing as a second slave trade, highlighting that this campaign is not just an ethical debate but also an issue of social justice.

It is clear that the real issue of disconnect is not between the consumer and the concept of ethical fashion, but much more importantly, as Livia repeatedly sought to enforce, ‘there is a disconnect between us and our clothes.’ This statement can perhaps be more readily applied to those for whom clothing is more of a necessity rather than a statement. However, it is also relevant for the more fashion orientated of us who cannot resist the lure of absurdly cheap prices or the pressure of ever-changing trends.

Almost unwittingly, we have been drawn in to the fickle, vicious world of fast-fashion, accustomed to treating our clothes as disposable items rather than as pieces that will come to last for many years.

This disconnect is perhaps less applicable to the minority that can afford to buy designer clothes. There is still a sense of investment and longevity associated with these high-end pieces because of their price and the quality that they guarantee. The manufacturing process of high-end designers means it is much easier for them to adopt sustainable practices. This has enabled Eco-Age and the Green Carpet Challenge to move from design initiatives to consumer aimed collaborations with designers such as Erdem, Stella McCartney and Valentino to name but a few.

The manufacturing process of high-end designers means it is much easier for them to adopt sustainable practices.Livia and Lucy discussed the significance of projects, which include working with Gucci on the production of zero-deforestation leather bags and Net-A-Porter on an exclusive capsule collection of dresses that included designs by Victoria Beckham and Christopher Kane, and was modelled by eco-enthusiast Emma Watson.


The GCC, Eco-Age, Livia and Lucy have made incredible achievements in a very short space of time. Though perhaps not easy, it is certainly easier to target the designer market, who already have the right mind-set for shopping sustainably and can afford to spend more money on their clothes. In order to challenge the fast-fashion industry where the majority of the problems lie, we need to challenge the mentality of the fast-fashion consumer and work to provide and promote the more affordable, sustainable opportunities.

Read More: long bridesmaid dresses

04:28 Publié dans News | Lien permanent | Commentaires (0)


Style Check: how hi-tech innovations are driving fashion forward

As the new year is just around the corner, I thought I'd focus on the future of fashion.

With the internet having transformed how we view and buy fashion, the web is now likely to drive more sophisticated and functional developments for the industry.

Consumers who are bored by the unfiltered flood of information offered online will be happy to find technology providing more useful and targeted solutions.

One aspect to this increasing personalisation is offered by fashion apps. Apart from more common, information-based apps, also on the market are the likes of Fashion Kaleidoscope, a social media app that lets you scout and source other people's clothes by using their pictures.


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As companies rush to monetise mobile shopping for fashionistas on the go, this type of app is only a starting point for even more fruitful collaborations between technology and fashion.

3-D printing is another hot topic. This method of design and production has already yielded some glorious aesthetic wonders, including a striking articulated mesh gown for Dita Von Teese.

The dress was part of an eye-opening exhibition at the Museum of Arts and Design in New York called "Out of Hand: Materialising the Postdigitial", featuring 120 works of fashion, art, jewellery and furniture made possible by the latest digital technology.

The show included fantastical shoes sculpted from blocks of wood, sleek Nike football boots created with a 3-D printer, whimsical pattern-cut sweatshirts and stunningly complicated knits made from digital patterns.

One of my favourite pieces attracted a little less attention. The Julia necklace by Marc Newson is a diamond, sapphire and white gold objet d'art that mimics fractal art.

Crafted for French jeweller Boucheron, the design was named after Gaston Julia, a pioneering mathematician who researched what would later become known as fractals in the early 1900s. Two thousand stones and 1,500 hours later, a genius concept materialised into one of Boucheron's most expensive necklaces.

A renewed focus on material and technical innovation means that progress in fashion will be more functional and sophisticated than just incorporating digital prints - think full-body scanners used to calculate your exact measurements when getting fitted for a suit.

Sportswear brands such as Under Armour and Nike are forward thinking with their use of technology, using it to produce lighter, more durable "second skin" garments.

In terms of local innovators, LAByrinth is a brand that operates here and in New York that I've watched for years. Its founder - and my friend - Elaine Young, has developed a digital printing technique that uses microscopic patterns on silks and weatherproof bags. Newer prototypes use aerial views of geographical landscapes.

The crowning glory of her young label is the DNA necklace that incorporates a piece of DNA (sampled from you, your partner, friend, family or pet) suspended in a vial and set in a stainless steel decorative case. The pieces are unique, and combine elegance with science.


Fashion labels often harp on about "brand DNA", but LAByrinth gives new meaning to the word.

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06:46 Publié dans News | Lien permanent | Commentaires (0)