While everyone else’s minds turn to thoughts of lazing in the sun, work never lets up for the fashion industry. With London Collections: Men round the corner and London Fashion Week a scant two months after, there’s no rest for the wicked. During the AW13 show season, Wonderland grabbed some time to talk to those lurking behind the scenes, who make sure job Fashion Week runs smoothly.

Freelance fashion stylist, Natasha Wray, nails the hectic occupational hazards: “If monotony and schedules and knowing what’s going to happen every day if that’s what you like, you can’t do this job.” Meanwhile, designer Fred Butler talks about the work that goes into bringing a collection to life, and Goodley PR supremo Jamie Holloway shares his survival tips (forget champagne and ciggies, it’s all about Berocca, coconut water and sleep).

With that in mind, all eyes will be on the guys this week. Will anyone turn up with a fence on their face? Will any more blokes be wearing dresses a la J.W. Anderson? Guess we’ll just have to wait and see..

Words: Billie-Jade Thomas
Video: Harry Carr

The post Watch: Behind The Scenes at London Collections appeared first on Wonderland.

How did you get involved with this project?

I was recommended by someone I knew through work. I was glad to be chosen – the freedom to create is ideal for me. I’ve designed a memento for Stella to have, a keep-sake of the Olympic experience. Something she can have in her house as an ornament. It’s a 3D patch work necklace, made from cut up scraps of the kit designed to interlock with the chosen sprinter shoe – as a wedge or a platform, which she can wear.

Can you describe the customisation ideas you’ve got in store for the trainers?

As an accessories designer my approach is making pieces that will sit with the shoe as an additional item to decorate, rather than playing with the design of the shoe itself. I look to make something that will complement the shoe, and be detachable as something in its own right.

Do you remember your first pair of trainers?

Oh wow – they were grey hi-tops? I can’t remember – I’m really pleased with my new Adidas trainers though!

If you could be good at any Olympic sport, what would it be and why?

I think the ribbon looks fun. I think that’s just bizarre! I wasn’t good at Gymnastics while I was at school so I would like to know how to do it properly. It’s one that really fascinates me that it’s a sport because it’s a bit like dance – I like dancing.

If you could make your dream pair of shoes – no budget limits whatsoever – what would they look like?

Wow! Well, it would be a big rainbow on a cloud, like a massive platform, and with lights in it. I’m jealous that kids get to have those shoes with lights in and adults can’t have them!

If you designed the Olympic uniforms for Team GB, what would they look like? (Go crazy.)

When I do (giggle) I’d like to see a hoody in there because hoodies are really comfortable in addition to just the tracksuit jackets, and some really slouchy baggy trousers that are comfortable – make it a bit more urban.

How would you describe your style?

It’s colourful and fun. My style is about celebrating every day and making the day more interesting by having a good time in what I am wearing.

Can you give us a sneak preview description of your SS13 presentation for London Fashion Week?

There is a big musical element and that’s all I’m going to give away right now!

Every day of London 2012, live at the adidas Olympic Lounge, two artists from a carefully hand-picked shortlist will customise the Performance footwear of select Olympic athletes, inspired by the day’s winning ‘all in’ moment.

The post FRED BUTLER: Olympics adidas collab appeared first on Wonderland.

All photos: Hatnim Lee

The post BACKSTAGE at LFW… Fred Butler appeared first on Wonderland.