// London Emerging Trends Designer: Elena Jones//

Edited by Reaz Hoque CEO The SYNERGY Events

LOCOCINA (visit Website) IS OWNED BY A UNIQUE AND INNOVATIVE DESIGNER OF WOMEN’S FASHION WHO STARTED HER LINE IN 2010. HER FASCINATION TOWARDS FASHION WAS QUITE VIVID AT A VERY YOUNG AGE AS SHE WAS SKETCHING DRESSES, SEWING AND TINKERING WITH FAUX BIJOU. SHE WAS BORN AND RAISED IN CENTRAL RUSSIA SURROUNDED BY CLASSIC FOLK-ART, EUROPEAN AND TRADITIONAL ARCHITECTURE WHICH GAVE HER THE OPPORTUNITY TO EXPOSE HERSELF WITH THE CULTURE ALONG WITH GROWING UP BACKSTAGE OF AN OPERETTA THEATRE, AMONG SINGERS AND ACTORS, COSTUMES AND WIGS, SCENERY AND BACKDROPS, THAT CAPTURED HER IMAGINATION. NOT LONG AFTER, SHE MIGRATED TO GREECE, WHERE SHE LIVED FOR 12 YEARS BEING ABLE TO INCORPORATE BYZANTINE HERITAGE WITH MEDITERRANEAN CULTURES.

image

ELENA HAS A UNIQUE BLEND OF PERIOD FASHION WITH MODERNISM, WHICH PORTRAYS A LOT ON FEMININE STYLE THAT SATISFIES HER CUSTOMERS’ NEEDS. AS A CREATIVE DESIGNER, SHE HAS ALSO INCLUDED A JEWELRY LINE WHICH COMPLIMENTS HER CLOTHING LINE AS SHE MANAGES TO COMBINE THE INDUSTRIALISM OF STEAM PUNK STYLE WITH THE ORGANIC NATURAL LOOK OF ART NOUVEAU STYLE. ELENA IS DETERMINED TO STAY CREATIVE AT ALL TIMES, FOR HER LINE IS CHARACTERIZED WHEN SHE SAYS, “ I DRAW INSPIRATION FROM EVERYTHING I SEE  AROUND ME. SOMETIMES IT’S NATURE, OTHER TIMES, ARCHITECTURE, CINEMA, PAINTING, ETC”.

ONE OF HER MAJOR OBSTACLES IN FACING FASHION DESIGN IS THE COST OF PRODUCTION AND RENTAL OF RETAIL SPACE. SHE CLAIMS THE MAJORITY OF PEOPLE ARE FINANCIALLY CONSCIOUS AND IT IS ESSENTIAL TO KEEP THE PRICES REASONABLE IN ORDER TO APPEAL THE LARGER GROUPS, YET REAL ESTATE PRICES ARE RISING WHICH MAKES IT DIFFICULT TO SURVIVE IN LONGER TERM AS A BUSINESS. HER SUGGESTIVE SOLUTION TO THIS MATTER IS TO DECIDE WHAT KIND OF A DESIGNER SHE DESIRES TO BE; THE ONE THAT CATERS TO A SPECIFIC NARROW GROUP OF PEOPLE, PRODUCING LESS PIECES AND KEEPING PRICES HIGH OR THE ONE THAT PRODUCES AT A LARGER SCALE AT A LOWER COST THUS APPEALING TO A BIGGER CROWD. ELENA JONES, WHO HAPPENS TO BE FAMILIAR WITH THE DESIGNING BUSINESS WORLD ALLOWS HER TO THROW IN SOME ADVICE TO THE UPCOMING AND FRESHIES TO THE BUSINESS.

 

 image

SHE ENCOURAGES THEM TO KEEP ON GOING AND DO NOT GIVE UP AS SUCCESS DOES NOT HAPPEN OVERNIGHT. IT NEEDS A LOT OF WORK AND COURAGE. ALWAYS SEEK AND LEARN NEW THINGS AND STAY CLOSE TO DEMOGRAPHIC YOU DESIGN FOR AND DO NOT HESITATE TO EXPERIMENT. AS A DESIGNER, HER BIGGEST ACHIEVEMENT IS ACCOMPLISHED WHEN THE DESIGNS THAT SHE CREATES MAKES ALL BODY TYPES LOOK GREAT AND ALL WEARS FEEL COMFORTABLE. THERE IS NO DOUBT THAT ELENA PRIORITIZES HER CUSTOMERS DEMANDS IN ORDER TO MAKE THEM HAPPY AND COMFORTABLE. SHE IS INDEED HAPPY WITH HER SUCCESS AND EVERY MISTAKE SHE MAKES HAS TAUGHT HER A VALUABLE LESSON.

HER INSPIRATION CAN BE ILLUSTRATED BY HER RECENT COLLECTION THAT WAS INSPIRED BY BLOOMS IN SPRING AND BY WIND IN AUTUMN. SHE USED DIFFERENT KIND OF ELEMENTS TO BRIGHTEN UP THE MOOD OF HER DESIGNS SUCH AS COTTON, WOOL, VISCOSE, CREPPE-DECHIN, AND DENIM. HER MAIN INTENTION WAS TO MAKE HER DESIGNS VERY PRACTICAL BY MAKING THEM VERSATILE. ELENA TENDS TO BE MORE EXTRAVAGANT IN THE ACCESSORIES WHICH WOULD DETERMINE THE DIFFERENT MOODS ON THE SAME OUTFIT. IN TERMS OF HER FUTURE PLANS TO SURVIVE AND KEEP ON GOING IN THIS HEAVY COMPETITION INDUSTRY, SHE PLANS TO EXPAND SLOWLY AND CAREFULLY IN EVERY STEP SHE TAKES. AVOIDING RISKY INVESTMENTS WOULD BE ANOTHER THING TO CONSIDER IN ORDER HAVING A WELL PLANNED FUTURE FOR HER BUSINESS AND ALWAYS STAYING TUNED IN WITH HER ACTIVITY THAT RUNS THROUGH ON DAY-TO-DAY BASIS. HENCE, ELENA AIMS TO GAIN MORE POPULARITY FROM THE EMERGING TRENDS FASHION CHALLENGE.

image

HER OPINION ON THE PRACTICAL POINT OF VIEW OF A SUCCESSFUL DESIGNER IS TO ALWAYS BE TRAVELING TO GAIN CREATIVITY, BROADENING YOUR HORIZONS, CHANGING THE SCENERY AND APPRECIATE SEEING DIFFERENT LIFESTYLES THAT OCCURS AROUND YOU, AND MOSTLY EXPERIENCING THE FEELING OF FREEDOM. AS FOR STAYING PRACTICAL, SHE ADVISES TO CONSIDER THE NEEDS OF ONE’S TARGET DEMOGRAPHIC. ELENA’S THOUGHTS ON REASON OF MOST DESIGNERS FAILING AFTER FIRST SEASON IS DUE TO THE LACK OF DEVOTION. “OF COURSE, IT IS NOT AN EASY HANDED BUSINESS, HOWEVER IT CAN BE VERY REWARDING”, SAYS ELENA. IN TERMS OF FUNDING THEIR BRAND, SHE SUGGESTS THAT ITS PROBABLY BEST TO WORK FOR A COMPANY FOR A FEW YEARS FIRST BEFORE GOING ON YOUR OWN. AND IF BY THEN IT IS STILL IMPOSSIBLE TO FIND A FINANCIER TO FUND, STARTING SLOW WITH AS LOW EXPENSES AS POSSIBLE AND THEN GRADUALLY GROW AFTER BECOMING STABILIZED.

image

APPROACHING THE UPCOMING COUPLE OF YEARS, SHE BELIEVES THAT THE FASHION INDUSTRY IS CHANGING. AS MORE PEOPLE BECOME MORE CONSCIOUS ABOUT THE ENVIRONMENT, DESIGNERS TRY TO ACCOMMODATE THE DEMAND FOR FAIRER PRODUCTION CONDITIONS, GREEN MATERIALS AND TRENDS THAT CAN BE WORN LONGER THAN BEFORE. SHE EXPECTS TO FIRMLY ESTABLISH HER BRAND AND FILL IN A NICHE IN THE MARKET BY OFFERING MORE NATURAL MATERIALS AND BY DESIGNING FOR DIFFERENT BODY TYPES. THE SINGLE MOST CHALLENGING PART IN CREATING HER LATEST COLLECTION WOULD BE THE CONSTRUCTION. SHE HOPES TO CONTINUE PROVING THAT SHE IS CAPABLE OF PRODUCING, NOT JUST INTERESTING DESIGNS BUT ALSO GREAT QUALITY CLOTHS. STAYING UNIQUE AT ALL TIMES , ELENA CLAIMS THAT SHE WOULD HAVE TO STAY TRUE TO HERSELF AND HER VISION, TO STAY PROFITABLE, SHE WOULD HAVE TO BE IN TUNE WITH THE OUTSIDE WORLD.

About Emerging Trends Fashion Challenge - London Fashion Week 2013:

Being held September 13th at the Raddison Blu Portman Hotel, the London Emerging Trends show will showcase the most elite group of up and coming designers from around the world. This prestigious competition will allow these aspiring designers to showcase their work to judges, media, and fashion professionals. The couture collections will be judged by professionals in the fashion industry who will judge based on creativity, practicality, and ability.

For more information please visit the London show website at:

http://europe.theemergingtrends.com/ 

Tickets can be purchased at:

http://etlondon.eventbrite 

The SYNERGY Events

http://www.theemergingtrends.com

http://www.SYNERGYNYE.com

http://www.thesynergyevents.com

Facebook: http://www.facebook.com/SYNERGYBoston

Twitter: http://www.twitter.com/SYNERGYBoston

LinkedIn: http://www.linkedin.com/company/the-synergy-events


TAGS: BOSTON FASHION WEEK, EMERGING DESIGNERS, FASHION EVENTS, BOSTON, DONT BE SCAMMED OR RIPPED OFF DURING BOSTON NEW YEAR’S EVE , BOSTON NEW YEARS EVE, BOSTON NIGHTLIFE, BOSTON NIGHTLIFE BARS, BOSTON NIGHTLIFE HALLOWEEN, BOSTON NIGHTLIFE NEW YEAR’S EVE, PARIS FASHION WEEK, London Fashion Week, TORONTO FASHION WEEK, BOSTON, HALLOWEEN IN BOSTON, 2013 NEW YORK FASHION WEEK, BOSTON FASHION PARTY, NEW YEARS PARTY 2014, NEW YEAR’S EVE BARS IN BOSTON, NEW YEAR’S EVE NIGHTLIFE & BARS BOSTON, NEW YEARS EVE GALA, THE SYNERGY EVENTS, REAZ HOQUE, NEW YORK NEW YEARS EVE, NH, NYC, NYE 2013, PARTY BOSTON, RI, UPSCALE NEW YEARS 2014