JCA stages showcase to unveil MA cohort's collections during Frieze

By

Sandra Halliday

Published
Oct 13, 2023

Professor Jimmy Choo’s Mayfair based JCA | London Fashion Academy has staged a presentation of its MA designers cohort's collections, syncing with Frieze Week as the fashion sector continues its increasingly deep dive into the event.

In front of a celebrity audience, the seven designers each had their own dedicated room to display their collections, with each space “thoughtfully designed to immerse attendees in the designer’s unique vision”.

As is the way with many of the fashion-linked events coinciding Frieze, it was as much about the social experience as the business side (hence the celebrity audience), and also further underlined just how important Frieze has become to the high-end fashion sector.

We asked Stephen Smith, founder and CEO of the JCA, just what’s so important about Frieze and he highlighted the link between fashion, art and design.

The link-up “started as a happy accident as our courses started late this year but put quite simply: we are an Art School,” he explained.  

“At the very heart of JCA is what you might find back in the 60s or latterly in the 90s when the old Art School approach was at its height for both learning and professional development. This year we have previewed our emerging designers during London Fashion Week and are now formally launching them through Frieze 23.

“Our approach to fashion is through the lens of 'Design Entrepreneurship' in that we want our designers to be both innovative and artistically brilliant whilst also, at the same time, aware of the commercial imperatives of sustaining their design practice.”

But why choose to launch these collections in this way during Frieze rather than during London Fashion Week? 

“LFW and Frieze present different audiences with a shared interest,” Smith added. As an Academy, with our vested interest in our upcoming designers, we wanted to embrace both festivals and ensure that we maximise exposure in both London and overseas.”

The seven designers 

So what exactly did visitors discover at the event? Taking place across three storeys of the JCA’s Grade I Period Building, it was a peek inside each designer's world. The doors opened at 3pm with a resident pianist welcoming the guests.

On the first floor, the seven MA designers each had their own dedicated room to display their collections, with each space “thoughtfully designed to immerse attendees in the designer’s unique vision”.

Those taking part included Polly McKevitt, founder of her eponymous brand, who focuses on “avant-garde designs, with whimsical embellishments and intricate details, and each garment helps the wearer express their individuality and self-expression”.

Then there was Olivia Black, a sustainable label centred on genderless designs and the use of upcycled materials and deadstock to create unique collections.

And Mariam Saeed, founder of Location-em, who “aims to step in to fill the gap in modest fashion, by offering occasionwear dresses”. The brand aims to provide “a modern style without compromising personal values and beliefs”.

Also on show was Saleha Hussain, founder of Yasmin, a luxury streetwear brand that “redefines modest fashion by fusing contemporary and modesty and prioritises ethical manufacturing and sustainable practices”.

Meanwhile, Rocio Sánchez, is a womenswear brand designed to inspire women “to embrace their uniqueness. The collection emphasises the importance of sustainability and inclusivity”.

Meryem Bertal, founder of Unbound, is described as “a trailblazing brand at the intersection of dance and style. The collection featured cutting-edge materials and techniques, for comfort and durability, aimed at revolutionising the world of dancewear across various genres”.

Finally, Aaiyma Masoud, founder of Aaiyma Creative Studio, is “dedicated to artistic innovation and technical expertise. Inspired by geometrical shapes and three-dimensionality, the brand aims to push the boundaries and inspire individuals to embrace their uniqueness and express themselves through extraordinary sartorial choices”.