Zoe Jordan was a perfect designer to open London Fashion Week AW 13. She represents a new inspirational generation of British fashion; the brand was only started in 2007, yet she has already won awards such as the WALPOLE “Brand of Tomorrow” in 2011, and was nominated for the VOGUE Designer Fashion Fund. Titled “Foundations”, the collection is futuristic and modern. It uses sharp geometric lines and structures, taking inspiration from the digital world with pixelated patterns. As well as looking forward to the future of fashion, Zoe Jordan pays homage to the great art of the past, using prints of Renaissance statues and kaleidoscopic images of cathedrals and chandeliers.
The collection is characterised by simplicity in its lines and cuts, giving a boyish edge to the pieces. In contrast with the masculine angles of patterns, shoulders and necklines are the feminine curves of the silhouettes and softly clinched waists.
Zoe Jordan boldly mixes the smart with the casual. Tailored suits and cocktail dresses were accompanied on the catwalk with t-shirt dresses and bright, slouchy jumpers. Inspired by everything from travel, to “the street”, to contemporary art, she blurs tradition with high fashion, making a suit in metallic gold and teaming a snakeskin bodice with grey formal trousers.
The colours of the collection reflect the style; mostly simple but injected with brightness. We see a lot of grey, monochrome and navy, and these colours are surprisingly complimented with orange, fuchsia and gold.
Key styles in the collection are high necklines (polo neck, slash neck, round neck), sharp “M” shaped necklines, monochrome tartan, structured shoulders, and snakeskin.
Those in the front row enjoying the show included the singer and goddaughter of Amy Winehouse, Dionne Bromfield, TV presenter and actress Laura Whitmore, Amanda Byram and The X-Factor’s Diana Vickers.