Amelia’s Magazine | Vita Gottlieb A/W 2014: London Fashion Week Preview

Vita Gottlieb A/W 2014 by xplusyequals

Vita Gottlieb A/W 2014 by xplusyequals

Since taking part in Fashion Fringe as a finalist in 2013, new designer Vita Gottlieb has been busy refining her unique vision, taking multiple influences from across the world and melding them into incredible constructions and beautifully tailored dresses. Her love for the environment is carried through into every aspect of her business; working with ethical suppliers, keeping wastage to a minimum and giving 10% of profits to charities. Here’s a sneak (illustrated) preview of the new A/W 2014 collection.

Vita Gottlieb AW 2014 mood board

Vita Gottlieb AW 2014 mood board long

Three things that I notice looking at your mood boards for the new collection: caging, owl, snail shell – how do these things and ideas impact the new collection?
Actually the owl and shell (it’s a mollusk) are there just as general mood images – I often have images piled up and all over the walls, just to aid the dreaming! But in a more focused mindset it’s just the collection images. For AW14 I was looking at cages, birds, palaces in India, in particular an old ruined Maharaja’s palace I visited in my gap year- and the idea of Grace Jones roaming through the palace with birds flying in and out of the ruins. I’m always taken with the juxtaposing strength against something more delicate or falling apart. There’s always a bit of an imaginary landscape in my concepts but also I imagine a character in a film and draw inspiration from what I perceive they will do and feel.

Vita Gottlieb AW 2014 colour sketches


Sketches by Vita Gottlieb.

You’re showing at Fashion Scout for the first time, how did this come about and what are you most nervous about?
I applied and got in! It’s so great to get to show with Fashion Scout as they support really innovative designers who go onto do big things in the industry, so it’s very exciting. At the moment the studio is quite relaxed as the collection is done, but we’re planning all the practical tasks before the show – casting, music, accessories, etc, plus organising sales documentation and planning some trade shows, also finalising production and deliveries for SS14 – the business side of things are always more nerve-wracking. I’m a bit nervous of the show though, that’s natural – mainly as it’s the first time as a designer that you see the whole collection worn together, and it’s a bit of a reveal – I just hope it’s coherent.

Vita Gottlieb A/W 2014 by Calamus Chan

Vita Gottlieb A/W 2014 by Calamus Chan.

What can we expect from your upcoming catwalk show?
Hopefully a bit of youthful energy and a strong dynamic.

Vita Gottlieb A/W 2014 by Leah Nelson

Vita Gottlieb A/W 2014 by Leah Nelson.

How have you achieved the technical details of the Caged collection? It sounds very complex!
Some pieces were very complex and technical but quite a lot of the collection is more commercial – I’m really aiming with this collection to break into new markets and territories and for it to do well on the sales side of things. But the fun stuff is always making the press pieces for editorial, you can really get creative and treat the materials in a more purely sculptural, instinctive way – I love that process, it’s one of my favourite parts in a collection’s development.

Vita Gottlieb A/W 2014 by Emma Farrarons

Vita Gottlieb A/W 2014 by Emma Farrarons.

It seems only  yesterday that you made the decision to enter the world of fashion and already you are onto your fourth collection… what have you learnt along the way?
So much, mainly about running a business. I ran a production company before and a gallery but both on a really small scale – this industry has taught me a huge amount about management – of people, time, juggling the various departments in the business. And about how to edit, to focus, and remain in the moment with whatever task you’re doing. It’s a huge, huge workload, but I’m learning to compartmentalize more and really hone in on something until it’s done as well as it can be. And I’ve learnt I really need space and time for myself, which is a rarity in this business! So something I’m working on achieving from next season on.

Categories ,AW14, ,Caged, ,Calamus Chan, ,Emma Farrarons, ,Fashion Fringe, ,Fashion Scout, ,Grace Jones, ,Leah Nelson, ,xplusyequals

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