Reykjavík Grapevine - 12.08.2011, Síða 26

26
The Reykjavík Grapevine
Issue 12 — 2011
Fashion | Runways
Reykjavík Runway
The winner of Reykjavík Runway, which will be announced on the August 18, will
show their work at The Reykjavík Art Museum. Doors open at 20:20 that evening.
www.reykjavi krunway.is
Assistants Of Fashion
Reykjavík Runway, Iceland’s first fash-
ion consultancy, has provided a fan-
tastic design competition with a twist:
where a group of PR and marketing
mentors have come together to nurture
the nation’s young talents.
CRAFT VS. COUTURE – A BRIEF
HISTORY
To understand the relevance of Reyk-
javík Runway, you first need to know
a brief history of the fashion industry
in Iceland. The contemporary fashion
scene is a new concept for design and
craft traditionalists. The fashion com-
munity has found a constant struggle
in defining the difference between craft
and couture. This has led to debates
and slight conflicts from the different
generations.
When The Icelandic Fashion Council
was founded in 2001, fashion began to
distance itself from craft and be taken
more seriously within the design com-
munity. However, support for the pro-
fession was never abundant and some
fashion designers say it was not until
Steinunn Sigurðardóttir was awarded
Reykjavík’s Artist of the Year in 2009
that fashion design truly got the status
it deserved.
Now in 2011, the young scene has
grown at an incredible pace with events
such as The Reykjavík Fashion Festival
(RFF) and Design March gaining inter-
national reputations. The mood in the
fashion scene has begun to change—
closer collaborations are developing
with stronger support networks, and a
sense of solidarity is now being felt.
Taking all these elements into consid-
eration, it’s not surprising that Reykja-
vík Runway is blooming just in the right
season and springing up to help the
fashion industry and its young talents.
MODEST BEGINNINGS
The original idea of Reykjavík Runway
started from a small and informal de-
sign workshop held by CEO, Ingibjörg
Gréta Gísladóttir. The group of design-
ers were asked: what do you really need
in order to grow and develop your ca-
reer?
Through their collective efforts and
discussions, there seemed to be sev-
eral missing links within the industry,
whether it was marketing, funding,
costs or manufacturing.
Ingibjörg began to think of ways she
could help support the fashion commu-
nity through her own personal experi-
ence. Her humble intention was to work
with designers, considering their point
of views and improving their difficulties.
She created the competition to excite
designers into the company’s innova-
tive service.
THE 4 FINALISTS
EYGLÓ - A vibrant designer with a flare
for dynamic shapes. She has worked
under some legendary contemporary
designers such as Will Bernhard Helm
and Jeremy Scott.
ROSA-BRYNDIS design – Launching
their brand in 2010, the duo say they
take their inspiration from architectural
and organic shapes. The designer’s
handpick their material with care, as
well as giving delicate finishes to the
garments.
SHADOW CREATURES – The sisters
contrast the soft, femininity of their
silks and woollen materials with their
dynamic animalistic prints, working
closely with the concept of narrative
within their brand.
ZISKA – Her intense illustrative textures
and spiritualistic elements connect her
work as an artist and designer. Cool-
hunter.com once described her work as
having “a slightly more sinister take on
tribalism...”.
CATWALK FINALE
Each designer is given two months to
produce a 2012 spring/summer collec-
tion with a budget of 150.000 ISK. The
Collection will then be presented to a
panel of expert judges in the form of a
“catwalk-off” and exhibition.
The selected panel of judges will
be from The Icelandic Fashion Coun-
cil. One designer will be chosen to re-
ceive the 500.000 ISK prize and their
own Reykjavík Runway personal design
agenda. Bring a butterfly net to catch
the beautiful styles!
RICHARD P. FOLEY
JULIA STAPLES
Laugavegur
Bankastræti
Hverfisgata
Læ
kja
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at
a
Pó
st
hú
ss
træ
ti
Vonarstræti
Austurstræti
HafnarstrætiAð
al
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Geirsgata
Harpa
Tryggvagata
G
ar
ða
st
ræ
ti
Find us at:
Tryggvagata 11, 101 Reykjavík
EXPERIENCE
THE FORCE
OF NATURE
Our two excellent films
on eruptions in Iceland
start on the hour every hour.
The films are shown in english
except at 09:00 and 21:00 when
they are in german.
Volcano House also has an excellent
café, Icelandic design shop and booking
service for travels within Iceland.
Opening hours: 8:30 - 23:00
www.volcanohouse.is