Yesterday saw the second day of the AW13 Press Day of Fabric PR in East London who presented Sick Girl and Elvine to key press.
After a successful UK Launch at 68 Dean Street in London earlier this month, many of the editors, stylists and bloggers returned to see the Swedish label’s autumn winter 2013 collection. Some very lucky key press and bloggers received the coveted Grundens x Elvine raincoat as a giveaway, in either classic fishermen-style yellow or in navy blue. The editorial and advertising teams both absolutely loved the brand’s clean-cut and Swedish practical look with menswear blogger Mr Boy claiming the collab piece to be his ‘dream coat’. Some magazines already expressed their interest to advertise Elvine which sounds like an exciting opportunity for the Swedish label. Let’s see what happens…
London label Sick Girl got much interest from music as well as editorial stylists, and some have already expressed their interest in it for shoots. On day two Nicki Minaj’s stylist popped in with an entourage that admired Sick Girl as one of the girls from the group tried on a black Sick Girl cap. The blue dip dye beanie was a hit with the fashion crowd too. Interestingly, many visitors to the pop up showroom at Shoreditch’s Truman Brewery pointed out the ironic unisex aspect of the brand. In a similar way in which Boy London was an androgynous statement for girls in the 70s, could Sick Girl be a bold statement for boys to wear a ‘girly’ label with pride, all tongue-in-cheek?
The Fabric PR team chose a great spacious and bright location for this AW13 event that attracted national papers as well as online and print fashion writers, such as Elle, FHM, bloggers Monsieur Robot, Prince Cassius and The Style King, i-D, Esquire, Love, Style magazine from the Sunday Times, Vogue Ukraine, Drapers, Men’s Health, Tank / O: magazine / Because, the Daily Express, Grazia, Glamour, Jocks & Nerds, Wallpaper, Fizzy magazine and 55 Mag and many more.