SS: What inspired your SS11 collection?
EL: My SS11 collection is inspired by style icon Louise Brooks and the spirit of the Jazz Age. I wanted to make the collection fun but unique so this is reflected in the oversized beads and scallop details, and intarsia graphics such as a piano keyboard and trompe l’oeil necklace. The theme spills over onto our fabric print too. A floral looking pattern is actually a hand drawn Brooks-esque showgirl illustration.
SS: What made you decide to shoot a video of your SS11 collection? Did you enjoy shooting the video? What was the experience like?
EL: I had been toying with the idea of a fashion video for a long time. Look books are great, but a video allows you to really bring the clothes and brand to life…I can express my ideas, show how the garments move on the body, and really set the ambience through music and movement.
The process of making the video made me think in a new perspective and I learnt so much. I was extremely lucky to be working with such a super talented team – the art direction, post production, styling, make up, hair, and model were all top notch. Even though it was the first fashion video project for many of us, everyone worked really hard to get it right and I think the finished result is exactly what I envisaged and better. I hope it makes everyone smile.
Direction and post production: J.C Gray and Jim Simpson. Camera Operator: Ben Bishop. Styling: Tilly Hardy. Makeup: Yin Lee. Hair: Yoshitaka Miyazaki. Model: Sian @ Models 1. Line Producer: Harriet Spence @ H.PRLONDON. Music: ‘A Doodlin Song’ by Blossom Dearie.
SS: You have a huge fan base of your brand. Who wears Elizabeth Lau?
EL: I am not sure about huge but my customers are incredibly varied; there just isn’t a typical Elizabeth Lau fan in style or age. Younger girls love my retro tinged styles, some buy the more quirky pieces, then you have ladies who just love and buy my cardis and knits every season. Various fashion editors, stylists, bloggers and celebs have purchased items, even a princess I heard! I love that the brand appeals to such a wide array of women.
SS: You are launching your first pop up boutique on the 26th November in the West End for a month, what will you be selling? Are you excited? And what are your expectations?
EL: We will be selling our current winter collection, with all the signature best sellers like our ‘Tilly’ heart button and ‘Maurice’ blazer cardigans, as well as a selection of cherry picked jewellery, vintage dresses and gifts. I hope to be able to create a little corner of Elizabeth Lau cheeriness in the heart of London’s West End – a place for friends to hang out and rest their tired shopping feet. Now you don’t have an excuse.
It will only open for 4 weeks and we will be moving our studio operations there during that time. We are every excited as it’ll be our first foray into retail and taster of what running an own brand store will be like.. Make sure pop in for a cuppa and a chinwag!
SS: And finally, do you read fashion blogs? Which ones do you read and why?
EL: Who doesn’t read fashion blogs? Favourites include yours of course! 😉 I look at various blogs for different reasons. There are too many to mention but I especially heart Mademoiselle Robot for her girly yet sassy aesthetic, and queen blogger Style Bubble for being the barometer of what’s new and fresh around the world.
You can find Elizabeth Lau Christmas Pop Up Boutique at 2 Ganton Street W1F 7QL (off the famous Carnaby Street) from 26th November 2010 right up to Christmas Eve. To make life easier, the EL crew will be providing free gift wrapping and a sanctuary to rest your weary feet and rejuvenate. A great opportunity to pick up covetable Christmas gifts for your loved ones or even treat yourself!