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Noovo Editions

Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama,
Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery.
A platform to show the highest level of creativity from around the world

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Interviews ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

 
----------------------------------------------------....................---.INTERVIEW WITH LAYERS LONDON

LAYERS LONDON sources the finest avant-garde and artisanal mens and womenswear designers from around the world. A place where Fashion, Art, Music and Literature are all housed within one of London´s most unique conceptual spaces. A new directional store opening in the heart of London´s westend 2010. Stay tuned.

Who are the names behind Layers London?
Cheng Qu is the owner & managing director of the company,and i, Keven McDermott am the Creative Director. We also have a very experienced team working with us. Each individual offering something different to the dynamics of the company.

How did the project begins?, What have made you decide to start with this project ?
The vision began many years ago. I had worked for a boutique in London's Covent Garden called JONES for 9 years. At the time, Jones was a very directional store, with a strong vision. Since its closure 12 years ago,a gap was left in the market, and so i slowly began developing a concept for a directional store. Cheng and myself felt that it is the right time for change, a time for us create the right mark in London's retail landscape. A destination that you go in search for once you're in the city. We don't play it safe with our selections season by season, we leave it to the department stores to feed the masses, we offer to a niche but growing market.

Layers London seems an amazing universe that includes fashion, art, music and literature, could you tell us a bit more about your proposals in these creatives fields?
London is a city full of creative talents, where many get overlooked. It is one of our aims to promote new and young talent, and to offer them a platform for which to showcase their works. We select people, who's work we feel fits into our ethos and aesthetic. On our website we have developed a section called Layers Presents. Which is where we shall be showcasing the works online as well as in the store. Music sold in the store is supplied by Rough Trade Records,which is a company with a history of supporting underground music for over 35 years. There is a selected range of books covering fashion, art, photography, architecture We shall be selecting various types of visual artists to create installations in store. Over time we shall keep adding to and developing this concept.


Your selection include some of the most interesting up-and-coming designers and fashion labels actually. The rigorous, almost arquitectural working of pattern and cut, combined with a poetic sense of fabric and silhouette defines the work of all of them from an unpretentious and sincere attitude but, what is it the common denominator between them?
They create a product of purity, something that achieves that fine balance in contrast. Old craft with a modern approach, their creations challenge the ideologies of tradition and push them forward into modern times. Although they may fall under a similar aesthetic umbrella they are all incredibly individual visions and concepts. Each one is doing something of their own. Not motivated by commercial success but through want of developing their ideals and receiving some form of critical recognition.

Who do you imagine wearing the clothes and the pieces you offer?, and how is the costumer you are expecting to come along?
We picture people who work in the creative and media industries, as well as people who have a love and an understanding of the work that goes into the labels we carry. Many of the labels have cult followings and avid collectors. I particularly like it when people come across the store unknowingly , and are intrigued by what they see, something completely new to them. Watching all the people integrate with the space and really handle and enjoy the products is always a pleasant experience

How do you see contemporary fashion as one goes along?
I see it growing rapidly. With the technology and fabrics that are available at creators disposal today, contemporary fashion is consistently evolving. As the consumers become more aware and renounce throw away culture, they move to products which are of high quality, made with skill and are timeless. A piece that can be worn for many years to come, something that overlooks trends.


More Info: http://www.layerslondon.com

 

 


When you developed this ambitious project, did you have any references about other stores or spaces overworld? What else inspires you?
Through working in fashion for over 20 years, i have come to know many stores around the world. Some of my personal favourites are, 10 Corso Como in Milan, L'Eclaireur in Paris, Lift in Tokyo and Atelier in New York. We felt that unique stores such as these is what London has been calling for, to offer a new dimension to the shopping experience. The retail landscape is changing and we plan to be on the crest of the wave in London, pushing it forwards.

Layers London tries to offer an impressive selection from a cross-disciplinary vision. In fact, creative thought is the most relevant and unique question behind all type of creation. So, What is your concept of avant-garde?
Mine is very similar to the definition of avant garde. Its about experimentation, innovation, development of concepts and ideals. Breaking rules and pushing the boundaries of what is seen the norm by society. The roots of avant garde lie in modernism and modern art movements, but these ideas as used through out all creative fields. It could even be considered a life style of sorts.

Art becomes Fashion, Fashion becomes Art is your slogan, What is the thought behind this sentence?
Like art and fashion people can interpret our slogan as they wish, wether they look at it through pop cultural aspect or a more in depth philosophical way . Our interpretation of it is the fact that the people whose labels we stock, we consider them modern day artisans or artists of their field. They are creators, who are consistently closing the gap between what is considered art and what is considered fashion. Consequently, challenging the customers approach to garments.



Could you tell us When shall you launched Layers London for all of us? Do you have in mind to open your online space soon?
Our online store shall be launched in August and If all goes to plan, Layers shall open its doors for the first time in September with a special launch party.

We could tell that Layers London celebrates the challenge to preconceived ideas about cultural roles, what do you hope to accomplish with your space? What is the dream?
We hope to create an environment which is more than just a store. A space where people feel comfortable to walk in and just admire the pieces as they would a painted canvas in a gallery. To educate people in new forms of creative expression and techniques. Where the like minded can meet, and discuss the products. We see the future of the store as being more of a lifestyle venue, with future plans of a bar and a gallery/exhibition space. With the aim of it becoming a kind of creative hub of sorts, where the the line between fashion and art becomes considerably more blurred.

 

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