Craig Lawrence, a Central St Martins graduate is best known for his voluminous knits made from unconventional fabrics. Having created knitwear for Gareth Pugh for 6 seasons before he even graduated. Lawrence has now spread his wings and set up a solo label.
For London Fashion Week he has produced a ‘Fashion Film’ to promote his AW10 collection. Lawrence stated the film was inspired by ‘The abdication of crowns, Lady Lawrence and the monarchy’. The model (Anastasia Kuznetsova at Next) is bending and twisting into different positions, showing first of all a sheer nude creation which later builds up to a magnificent textured jacket made of gold foil. Fierce! Amazing how a fashion film can give you such a strong sense of the mood of a collection. Craig expressed that he wants to expand his brand in the new year and take his collections to the catwalk and around the world.
The film itself is an intense projection. It is almost eery, the sense of elements to the beat of the loud drumming music bring a mysterious feeling to it. Heavy clouds and gusting wind through Lawrence’s gold collection give you a real awareness for the movement of the clothing. The shapes and the silhouettes are bold just like Lawrence’s SS10 collection.
Craig Lawrence SS10 Collection
Director: Mel Biles
Stylist: Kate Shillingford
Set Design: David White at Magnet