Monday, 25 March 2013

Ski fashion - the Onesie - a chic look in the French Alps

There were lots of great Ski outfits on display in the French Alps, neon brights and classic reds, fur trims and bold prints however in the style stakes this Onesie stood out for me - right on trend with the retro 70s geometric black and white print this outfits ticks all the ski style boxes and has got me wanting a similar look.... 

Copy and photo Schelay - pls credit...

Friday, 15 March 2013

London Calling Beyonce - Fashiontent editorial shoot

Top model Olivia Oldham Stevens from BMA models wearing Mary Me-Jimmy Paul dress here was perfect for our Beyonce inspired styling concept 
A difficult dress to style and wear, Olivia made this Mary Me - Jimmy Paul dress look fabulous....
Mary Me Jimmy Paul look book image

The dress as it looks on the hanger

Olivia in the Roberto Piqueras Top and body suit, stylists own shoes

A strong 1980s look here ....

Roberto Piqueras look book image. The brand is unisex...

looks good on the hanger
skin tight body suit on the hanger
Olivia wearing the successful rapper and song writer Taio Cruz's RXTR label cap sleeve white T shirt, styled with Top Shop shorts and socks 

Olivia striking up a more sporty pose here
 RXTR is for girls and easy to wear urban street style,
The brand RXTR Look Book image

The T shirt on a hanger before the shoot
Alina creating Olivia's Beyonce look whilst Steve the photographer prepares the set...

planning the shots, preparing the styling  

The set in the Michael Harvey Studio - Steve Turvey preparing to shoot for us..

Olivia working the look....
Fam Irvoll jacket and skirt ( my shoes )

Fam Irvoll Granny print Jacket and bouquet skirt with a white body T shirt.

Fam Irvoll 'Look book' image of jacket

Granny print jacket 

Close up of skirt on hanger, with the Fam Irvoll signature cartoon illustration and 3D detailing 

We were having to work quickly, here I am adjusting the skirt to perfectly sit on Olivia's waist

Olivia in the Mary me - Jimmy Paul feather dress...

Here are four innovative designers who have launched their labels in London. My team and I looked at their current Spring Summer 2013 collections and selected the pieces we felt best represented the individual DNA of each brand. We wanted to inject some sex appeal and street cred, styling the clothes to reflect the style of Beyonce the 'Queen of Cool'.

Mary me - Jimmy Paul

The collection called ‘Riviera’ takes inspiration from a cacophony of retro styles and influences. The look is a boundary-pushing wonderland of fashion wizardry; the effect is a riot of bright patterns and bold textures.
The inspiration is a combination of contemporary divas and the Grey Gardens concept of what is insane or fashion forward.

Roberto Piqueras

This is Roberto Piquera’s 11th Collection. He pays homage to the rich and varied graphic plumage adorning the inner city Chavs and Youth culture tribes found in his ‘manor’ of East London. Roberto Piquera’s signature style is androgenous and unisex in nature. As a result this collection works well on and off the hanger!


Taio Cruz is an British born aspirational Jay Z. Principally a music producer and successful song writer rapper Taio Cruz is also interested in style and fashion. This versatile collection is for both men and women. A simple design philosophy of comfort and cool style in easy to wear monochrome this collection can be found to order on

Fam Irvoll

Fam Irvoll is Norwegian and gained an MA from St Martins in 2008.
Her signature style is based on 3D elements, Cartoon references and a bold use of colour.
For her Spring Summer 13 collection presented at London Fashion Week Fam took the vintage homage trend ‘Granny chic’ and developed it into a very wearable quirky collection. Clashing narrative coordinates of cardigans, little skirts, big baggy jumpers make this a very covetable collection. 

The fashiontent team

Photographer - Steve Turvey
Art Direction and StylingSchelay McCarter, Andrea Gentili, Kama Krystel
Model - Olivia Oldham Stevens – from BMA model agency London
Hair and Make up - Alina Tukhbatova
Location - The Michael Harvey Studio, 215 - 217 Cold Harbour Lane, Brixton

With thanks to Blow PR for the choice and  loan of the wonderful samples.
Copy Schelay McCarter
Shoot record photography Alessandro Abbondanza pls credit

Thursday, 7 March 2013

fashiontent editorial shoot with Victoria from Storm

Victoria in POPPR 'Jeffrey Michael' feather dress by Photographer Michael Harvey's studio
Victoria with Jeffery Michael dress and reversed Barbour jacket ( as worn by Daniel Craig ) and borrowed from boyfriend Etonian Harry photographed by the Michael Harvey studio
Victoria in a POPPR Ashley Isham dress and La Disposition fur cape 
Victoria in Emmanuel Katsaros Sunglasses, Photographed by the Michael Harvey Studio
the inspiration....

setting up ......

Hair and Make - up artist Viola creating Victoria's look for me...

transformation into 60s muse .....
almost done.....

back combing for volume...ouch !!

Lighting check....

ready for action...

I tried the reversed Barbour jacket showing the fab Union Jack lining here on Victoria with the POPPR Jeffrey Michael feather dress for Michael's portrait shot

Michael setting up a portrait shot of Victoria in the Ashley Isham dress

Victoria in close up wearing Emmanuel Katsaros sunglasses....

The team pleased with the results !

waiting for the next styling choice.....

Victoria in a Simon Ekrelius dress - styled by Kirsty here

and Mimi ....Victoria in shoes

close - up....victoria without shoes
The result....
a great 70s style image of Victoria looking like Abi Lee 

The Fashiontent Team

Photographer Michael Harvey
Art Direction/styling - Schelay
Assistent Styling -  Kirsty and Mimi
Model - Victoria Savory - Storm London
Hair and Make up - Viola Wojcik
Photographer Assistents - Steven Turvey and Ian Kirby
Location - Home Studio - 215 -217 Cold Harbour Lane SW9 8RU - 

With grateful thanks to Portia at POPPR London for the loan of the fabulous samples....