Feature: Oi Guimaraes

Last September I was lucky enough to be invited to one event during London Fashion Week. At ‘Fashion Hub/Plataforma de Moda’ designers from North Portugal, who presented their SS13 designs in order to celebrate (and represent) the Portuguese city Guimaraes, were showcased. Guimaraes was Europe’s capital of culture 2012 and is well-know for craft, design, music… On the Guimaraes 2012 website the city is described as followed:

Through solid community involvement, to generate vibrant creative energy in Guimarães, contributing to the city’s urban, social and economic renewal, consolidating its cultural offering and resources, and creating a new dynamic and broader cultural landscape in the people’s memory and aspirations thereby changing how they see the world.

Vibrant creativity was definitely one of the key elements at ‘Fashion Hub/Plataforma de Moda’. Designer Endrez for instance, introduced his collection ‘Working for the man’ featuring checked dungarees accessorized with an apron and a rubber foam cap or label Palmeira showed a collection based on the story of a punk living in a cornfield. Other designers presenting their designs were Mariana Morgardo, Maria Azevado and Senhor Prudencio. I had the chance to quickly ask them a few questions about their collections and their inspiration. In the end, I had enough material for my feature.

At Fashion Hub/Plataforma de Moda:

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Out of the designers’ look books:

Tone for the feature (and any other writing in the magazine):

Encouraging, descriptive and informative.

Word count: 800 words

Mission: to inform and to inspire

Type of feature: profile

 Header: Oi Guimaraes!

Standfirst: Portuguese fashion designers showcased their designs at Somerset House during London Fashion Week to celebrate Guimaraes, their capital of culture.

Nutgraf/set scene: The room is dark; it is completely silent at the West wing at Somerse


1) Backstory

2)  Interview with Mary Katrantzou –quote!

3) collaborations with Topshop, Swarowski, Longchamp

4) Interview Fashion Student Roxana Merluca and Topshop Sales Assistant Emanuelle

Sagaletti –quote!

Caveat: still quality of Topshop although Katrantzou’s signature.

Conclusion: Sum up –Mary Katrantzou, a talented young woman…

Kicker: First information about her new collection (AW2012)