Handmade with LOVE
For her AW20 fashion show, designer Edeline Lee took us to theatreland. The ten-minute performance, which was a collaboration with award-winning director and friend Josie Rourke, saw choreographed models wearing the designer’s signature structured dresses enter the darkened red velvet and gilt Apollo theatre on London’s Shaftesbury Avenue. Setting the scene, actresses Theo James and Rebecca Trehearn read out film noir and feminist literature that gradually intermarried and mingled. “It was playing with the definition of a woman and it was a really beautiful experience. Unfortunately, Covid happened directly afterwards. So that was the last thing we did. It was a big production though, they put our logos all over Shaftesbury Avenue.”
Immersive shows, she tells us, feed her creatively; but when we speak on the phone ahead of London Fashion Week SS21, she’s working to “a mad deadline” for hers, which, this season, along with most, will be virtual.
“It’s a different ballpark from what we’ve done in the past. We’ve really spent time protecting the craft of doing our live presentations, which are different, because you are building an experience for people to see. So, of course, moving onto digital, it changes, so
