Amelia’s Magazine | Supermarket Sarah meets Fred Butler for London Fashion Week 2009

I’ve been on the road with Climate Rush, more about erectile with 3 horses, erectile a couple of caravans, cheapest plenty of publicity and a heck of a load of energy. We’ve been on a mission to raise awareness about the threat of climate change.



On the tour of the rural South West, the group has been focusing on solutions to the looming climate chaos and towards positive initiatives rather than looking to attack the corporations and government. The starting point of the month-long journey was the village of Sipson, under threat from the third runway we talked to concerned locals and held activity days for the community.


At an impromptu kids activity, we made some amazing potato faces sourcing all the veg from the Green plot allotment.cr8.jpg
…which also provided our meals for the 3 days we camped, thanks to the dedication of some of the local residents.


We also held a tea party and provided daily evening entertainment for the local community.
Peggy Sue, who recently headlined the Secret Garden party, was a highlight. Our caravan stage was a unique experience for the locals and the band alike, and with a full moon over us it was a night to remember.
Climate Rush have roped in a range of guests to join them along the route with climate scientists, comedians, politicians and plenty more special guests. Workers from the Vestas wind turbine factory who were sacked after it closed down came to offer their experiences and views as well as representatives from the welsh climate camp. Locals also showed their grievances and it was heartening to see how people can become so radicalised when the threat from corporate expansion and climate change affects them.
Today we are in Aylesbury and have held our very own Green fair in the centre of the town, with screen printing, music and free fruit, we’ve chatted to a fair few locals and hopefully spread our message a little further. Caroline Lucas, the Green party MP,also joined us to speak to the locals about the threat of climate change and outlined the importance of community led action and debate.


Climate Rush are ending their journey at Totness at the end of the month, it is a ‘Transition Town’ model where the community has looked at how to live in a post-oil world and it feels like a fitting way to end the journey, especially with the motto “Deeds not words” used by the climate suffragettes.
If you can’t make it to Totness, fear not, there are a host of place you can catch up with the group, they are planning to hold a demo at Oxford airport to protest against the planned airport expansion and will also be in Bristol for the International Peace day as well as joining in with‘Co-mutiny’ hosted by the city. Check the website for the whole route and I really recommend joining them at some point. There is always space around the fire, blankets to go around and a great learning and rewarding experience to have. Never thought I would be learning how to put a bender tent up or learning how to groom a horse in the few days I’ve been with Climate Rush.


As always the police have been keeping a watchful eye and often seem to know more about our plans than we do ourselves. Luckily the rambling Climate Rush party haven’t yet ruffled too many feathers apart from the long line of cars and lorries we manage to accumulate behind the 5 mile an hour caravans. But watch this space to see how things progress and are getting on later on this month.
Supermarket Sarah is a lovely online shop with an intriguing alternative homepage to the usual multiple image interface popular with online shopping websites. The website loads a picture of Sarah’s living room wall decorated with vintage and recycled items looking for a new home. After having great fun perusing the wall and hovering the mouse over bottles transformed into lamps and carefully selected vintage dresses. The viewer can select their favourite item, viagra approved by clicking the mouse and hey presto! be taken into Sarah’s shop to examine the chosen item. The wall display changes regularly and is often themed check out the red and white version of the Sarah’s Wall!



For Fashion Week September 2009 Fred Butler, designer extraordinaire has designed Supermarket Sarah’s wall. Amelia’s Magazine are particularly excited to see the result having previously featured Fred Butler’s innovate designs. View her film for February’s London Fashion week here. .


Hello Sarah! Where did the inspiration for Supermarket Sarah come from?

It’s a supermarket with a personality. I guess it’s a fun spin on consumer culture. In today’s world of homogenous brands this is a shop where items have no sell-by date and everything is a one of a kind. It’s my selection of weird and wonderful things and great young talent.

I worked as a creative online and really wanted to touch and feel the real world again. I started doing Portobello market and loved meeting people and really interacting with the world again. I was also assisting top stylists and getting a feel for my own style. My boyfriend Henrik Delehag is an artist and helped me to find my voice.
For Fashion week I asked the extraordinary props stylist and accessories designer, Fred Butler, to guest curate my supermarket wall and I’m so excited with the result. It is a blast of colour and creativity! I aim for my wall/homepage to occasionally be a canvas for artists that I admire and I couldn’t have hoped for anyone else to kick-start the guest curation. The ‘Browse’ section will continue to be populated with my finds and new designers.

In today’s world of homogenous brands Supermarket Sarah is all about putting a fun spin on consumerism. All items are a ‘one of a kind’ with a story to tell. Fred’s work really resonates with me, as her creativity is idea based and full of humour. I felt Fred’s work really fitted with the Supermarket Sarah ethos as she often works with recycled every day objects like J-cloths and sponges to create beautifully crafted work. I love these hairpieces By Fred Butler for Kate Phelan / Tim Walker.


They are made of recycled J-cloths. They are such fun and beautifully crafted. I think when you work with odd materials like this, attention to detail is so important otherwise it might just look like rubbish. This is definitely my kind of recycling!
What makes Fred so unique is that she is conceptually brilliant but is also is an amazing crafter. A true creative genius!


We have some super guest curators and super Sarah walls coming up so keep checking in! I aim for the wall/homepage to act as a gallery that will keep changing with the idea being to inspire and surprise users on every visit. There is no time limit on the walls online presence. Some may be up for a day; some might be available to view for a month, the idea being that you have to be quick as items sell out. The ‘browse’ section will be populated regularly and acts like the inside of the shop. We have a great Art Wall coming up to coincide with Frieze Art Fair.


Art Director Fred Butler is a props stylist and accessories designer based in London. See examples of her designs in the above still from La Roux’s latest video. Her fashion collection A/W08 won official sponsorship for A/W09 and Fred will officially be opening Fashion week on the 18th September at 10 Downing Street! Find Fred here.

Categories ,consumerism, ,Fred Butler, ,La Roux, ,LFW, ,online, ,shopping, ,Supermarket Sarah

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