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“Be the first to show and to know”… The Creative Archives.

The Creative Archives is a lovely initiative, not only because it is another bridge between art and fashion but because collaboration is the whole idea behind it. Who made it happen?

Shwetal Patel, a young man who after a few years living and working in Florence decided to leave the Leathergood Designer House he was working for to fly on his own. A strong knowledge in fabrics and production surely gained in Italy and in India (via his origins), a curiosity that knows no boundaries, some connections in the industry were part of the toolkit that enabled him to launch officially The Creative Archives (TCA) during London Fashion Week last February. Not to mention that I have known Shwetal for sometime and I know that he will go far…

TCA is a platform for driven growing talents. Each season textile, print or surface designers are awarded with the opportunity to take their ideas to the next level. Supported and advised by a panel of industry figures, TCA provides the winners with a wide range of tools to approach the competitive and ever-evolving fashion market.

For the first season, TCA have selected 2 up & coming designers, Gemma Land and Mungo Gurney, who have worked their respective inspirations on scarves. Thanks to this new platform, Gemma and Mungo could get their name out there via a viable product line. TCA offers a winning-winning scenario for both designers and consumers. Indeed, shoppers will get a better view of emerging talents and will be able to buy some « avant-garde » pieces. TCA’s collections are guaranteed to appeal to the fashion crew that is always in the search of new names to drop and new items to wear.

Gemma ‘s collection is entitled « Bourgeois Utopia », it features the controversial aspect of suburban homes that are meant to represent a certain utopia that is partly undermined by the imperfections in the actual production. A black & white collection that will add a « nouvelle vague » twist to your most casual attire.

Mungo has played with his animal fantasies from different angles for a “City Butterfly” collection. A butterfly, some rays of light and the vision is transformed, A strong focus on proportions and symmetry paired with a digital print technique reveals a real work of art. Mungo’s scarves are to wear or to frame.

« Be the first to show and to know » is my subtitle for this great project that as specified by Shwetal during London Fashion Week will include other items in the future.

At StyleStudio42.com, we are really excited and cannot wait to discover more of what is in Shwetal’s handbag. We wish the 3P « Promote, Preserve and … Patel »:  a long and rewarding life!

The Creative Archives scarves are available to buy at www.brownsfashion.com

More about Gemma Land:

Since graduating in 2009 with an MA in Photography from London College of Communication, Gemma has shown her portfolio of work in galleries around London and the UK. The Creative Archives is excited to bring her “Bourgeois Utopia” series to a new audience. Her recent practice investigates the ideology and socio-political structures within residential architecture through photography. Gemma is keen to explore further opportunities within the fashion industry after recently collaborating with the Swanfield Collective show, a young and independent fashion and jewellery design collective that took up residence in the Newburgh Quarter in Soho, creating a pop up boutique.

More about Mungo Gurney:

Mungo Gurneys ‘Moving Lights’ work was selected for SS10 from scores of entries for his vibrant aesthetic and distinctive approach but also for his personal drive and perseverance in achieving his goals. The Creative Archives is very proud to bring his output to the public for a second time for AW10/11.