London Fashion Week is every British designer’s dream and it came true for the second time this year for Amschela. Making our LFW debut in June’s digital-first event, we were elated to showcase our SS21 Ophelia collection through a Designer Profile that was featured on the e-platform. A couple months later, we were invited to return to a long-awaited physical-digital hybrid that would bring fashion back into the sensory spectacle of the physical world. From the 17th to 21st September, this season’s LFW activated a cultural awakening that swept over the capital and encouraged a positive change in the fashion industry. We are proud to be a part of such an influential movement and to have introduced our new Thais Vegan Croc Medium Tote collection through an ethically driven medium.
The Fearless Transition to Sustainable Luxury
A LFW Digital Profile is a chance to showcase not only your designs but also your brand values. Having already released an Editorial campaign video on our June Digital Profile, we decided to harness the opportunity to open up an authentic and candid conversation about our mission to become a 100% vegan and sustainable brand. Centered around the title, In Conversation With Amschela: The Fearless Transition to Sustainable Luxury, the Amschela team came together in a panel talk lead by Karine Laudort of renowned Kay Flawless PR.
We decided to use Glitch café, a creative space in Bristol’s Old Market, as our filming location to support a local business and celebrate our Bristol roots in the process. Our conversation involves thought-provoking questions such as, ‘Do you think Amschela is doing the vegan transition at the right time?’ and shares honest answers that reflect our values. We are proud to share our story with transparency and hope our actions will influence other brands to do the same.
City Wide Collection Preview
Alongside a coveted Digital Profile, we were one of the designers selected to participate in the British Fashion Council’s City Wide Celebration. The programme was relaunched to make the best of British fashion freely accessible to all – not just fashion’s elite. In response to the fashion industry’s climate responsibility and ethical standard concerns, the BFC have begun a Positive Fashion initiative to encourage designers to focus on people, the environment, and craftsmanship. In line with this, our Collection Preview presented our PETA-Approved Vegan Thais collection, as well as revealing our new 100% sustainable and biodegradable packaging (coming soon). Following the Thais Mini – introduced in the anticlimactic atmosphere of SS20 – we decided to give the Thais the climactic launch it deserves by producing the 5-colourway collection in a sister Medium tote size that would cement the bag as an Amschela classic.
Staged at our stockist Wolf & Badger’s flagship store in Coal Drops Yard, King’s Cross, our physical event was among the first to commence the City Wide Celebrations, and we rose to the occasion confidently. With the new collection as the focal point, the event was a dazzling display of Amschela’s luxury accessories that are British at their essence but allude to the exotic. Flowing through the exhibition was our authentic design narrative, communicated visually through a presentation video of current collections; the literature of our new Look Book, and an unbroken buzz of conversation electrifying the room.
To cater to our guest’s taste palates, as well as style, a selection of hors d’oeuvres, desserts, and wines were provided. We also gifted luxury goodie bags to our VIP guests, containing special gifts from our sponsors: Milaayah Embroideries, Tin Shed Soap, and Pulse Light Clinic. Besides their alluring contents, the goodie bags made a bold visual statement due to their on-brand handbag form and lilac exterior.
At the height of our Collection Preview, a representative and a photographer from the British Fashion Council made their entrance after the BFC dubbed it a ‘stand-out’ City Wide event. Living up to their expectations, our event was received by our guests with high praise for its sociable atmosphere and finesse. Putting on the event took a lot of hard work and dedication from the team but we are truly honoured and so proud of what we have achieved. Words cannot express our gratitude for those who supported us and shared what will forever be a momentous moment in Amschela’s history. If you missed this event, don’t worry, we cannot wait to put on another show for you in the near future.
“Attention to detail and exceptional atmosphere were the keys to the success of this event.”Keeping Up With Kay Flawless
With Special Thanks to
The Amschela Team
Keri Andriana – CEO & Creative Director; Claudia Dupé – Senior Social Media & Content Executive; James Marshall-Baquedano – Brand Ambassador & Affiliate Programme Co-Ordinator; Aurora Oleinik – Marketing & Public Relations Assistant; Lydia Jenkins – Junior Accessories Designer; Tamika Quallo – Customer Service & Order Assistant; Sherika Quallo – Logistics & Inventory Assistant; Karine Laudort – Interviewer from Digital Media & PR @KayFlawllessOfficial; Emily Carter – Photographer