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London College of Fashion

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Indonesia Fashion Forward with LCF, British Council and Fenwick

Written by Josh De Souza Crook
Published date 15 April 2016

London College of Fashion has collaborated with Fenwick Department Stores for Indonesia Fashion Forward, a programme curated by the British Council. LCF’s Centre for Fashion Enterprise and BA (Hons) Fashion Visual Merchandising and Branding students will be taking over one of the windows on Fenwick’s Bond Street store from 18 to 24 April. The window design is part of the store’s Indonesian designer pop-up shop and exhibition to celebrate Far-East fashion.

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The selected design for the collaboration was called Indonesian Architecture, an installation that presents the countries traditional and old roots with modern design.

Five emerging fashion designers, Toton, Major Minor, Peggy Hartanto, By Velvet and Sean & Sheila, will be taking part in the showcase which hopes to provide a platform for trade and development of new business in the UK. The collaboration comes after two BA (Hons) Fashion Textiles students created a collection for Jakarta Fashion Week last year alongside Indonesian pioneer Dian Pelangi.

To support the showcase, two LCF students designed a window installation at the store. Aysen Asova and Elena Sanniti were selected from Introduction to Fashion Buying and Merchandising (turning into BA (Hons) Fashion Visual Merchandising and Branding) and asked to present a modern and contemporary image of Indonesian fashion design to fit the theme of the pop-up store and exhibition.

LCF News spoke to Aysen before this week’s window take-over to hear about the collaboration, what inspires her and fashion merchandising.

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Aysen Asova student from Introduction to Fashion Buying and Merchandising, which is turning into BA (Hons) Fashion Visual Merchandising and Branding.

Where and what did you study before applying for university?

I studied Fashion and Clothing at Hertford Regional College.

What made you want to study BA (Hons) Fashion Visual Merchandising and Branding?

As a shopper, I have always been intrigued by window design and the reasons behind merchandising within a store. After discovering that there were courses on the subject I wanted to apply for the FdA immediately so I can be a part of that industry!

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Aysen Asova and Elena Sanniti have worked alongside LCF’s Centre for Fashion Enterprise, Fenwick and British Council on Indonesia Fashion Forward.

What made you apply for London College of Fashion?

The location of the university is in the heart of London! There is inspiration all around and some campuses are in the centre of shopping and fashion, this is what I kept thinking when applying. Also the commute to the university wasn’t too far for me. After attending the open day I was ready to apply straight away. With successful and established designers graduating from this institute I felt that it would be the ideal place for me to study, and it was bursting with talent, creativity and drive.

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An artwork created by Aysh in the past called Melissa v Aysh for a separate university project.

You’re working with LCF, British Council and Indonesia Fashion Forward for the Fenwick department store. How did the collaboration come about, and what is happening?

I was approached by my course tutor explaining that Fenwick and British Council would like students to take part in a brief of creating visuals. I thought this would be great experience working inside the industry for me. With my mind still refreshed from my final project I felt ready to take part in the brief. I worked with my friend on the course, we confirmed that we would like to take part together. After confirming, we visited the store with Louise Mullane of CFE and the Visual Merchandising manager for Fenwick, Angie Denness. We were shown around the store and the window which we’d be creating visuals for.

What was the brief, and what did you end up creating?

The brief was to create visuals for the Fenwick Bond Street window and the pop-up shop in-store. We were asked to showcase five Indonesian designer’s work, it needed to have a modern twist to it but still staying true to the country’s heritage. I created 3-4 initial ideas, the first involved tree roots with a swing suspended from the tree and a mannequin placed on the swing. It had a white background because it added to the modern theme of the brief.

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University work produced by Aysen Asova during her time at London College of Fashion.

The concept development was for an Indonesian designer pop-up, did you include or research Indonesian elements for the store and exhibition?

Most of my research and inspiration came from Indonesia’s landscape, architecture and design history. My concepts were inspired by nature. Following on from this we designed and sent over our ideas and then attended the store to mind map and discuss the ideas leading to a final concept. I felt that the more concepts we had, the better it was because Fenwick had a variety to choose from and work with.

Have you enjoyed the collaboration, have you worked on anything this scale before?

I really enjoyed this collaboration, it was something new to me and very interesting. Being involved in the process of design and gaining ‘behind the scenes’ experience was extremely beneficial for me. Visual merchandising is a fast paced environment but it is extremely rewarding seeing your concepts coming to life. I am glad I took part in this and it has really helped me with developing my skills. The support I received from everyone that was involved was great.