We love working with innovative product and designs here at iHeart Studios. We are actually really inspired by the way experimental and conceptual product photography can be playful with products, and how it can really demonstrate their essence and personality. This is why the Ben Sherman S/S14 Parachute Collection was perfect for this shoot which forms the second instalment of our Shoreditch Art Wall takeover. We are delighted to have an interview with Mark Williams, Design Director at the leading heritage brand who gives us some background information on the collection.

Tell us about the inspiration behind the Parachute Collection? What made you think of this for SS14?
For some time now, I’ve been looking for a special fabric that can set the tone of the collection, a fabric that is so strong people will remember the collection by it.
With this in mind, I found an ultra light weight nylon with a mini check rip-stop construction woven into it. This fabric reminded me of that used for original military parachutes, only this had a new modern feel to it.
We then studied the actual constructions on a parachute and loved the linear graphic lines that came from them. By combining these graphic elements together we created a new cloth to be made into our many iconic styles, ranging from the button down shirt to the fish-tail parka.

We love working with garments and thinking how best to portray them and capture their essence and personality - what do you think of our abstract images?
The images are great and they show off the fabric in the same way I originally imagined it to be. With the sun rays flooding through the cloth, showing off the structure of the fabric.

Do you have a favourite piece? If someone were to buy one statement piece from the collection, what would you suggest it was?
My favourite piece is the nylon parka, it has a detachable padded inner jacket but can also be worn as a fly weight layering piece. The print on the lime colour really worked well and captures the overall feeling of the concept.

What are your plans for future projects? What’s next for Ben Sherman?
Future projects involve focusing on the brand heritage pieces and taking our use of premium fabrics and processes to the next level.
Manufacturing parts of our collection closer to home in England, using the best local factories, and using fabrics that we feel have a close connection to our British Roots will also play a part.

Shoreditch Art Wall x #iHeartCreates

Here at I Heart, we’re really proud of the work we do for our clients. Therefore, to celebrate the upcoming launch of our new creative studio space we thought it would be a great idea to showcase some of our recent collaborative work.

And where better to do this than the Shoreditch Art Wall, a space dedicated to conceptual art projects in the heart of creative East London. From January 22nd to February 20th we will be presenting four distinctive campaigns with innovative brands such as Spitfire Sunglasses, Ben Sherman and Underated London, plus an editorial feature with Fault Magazine.

Our creative team has considered this unique outdoor art space, and developed a series of original concepts that interact with the street scene, and also displays our considerable talents!

Keep posted to see all four concepts and let us know what you think


Designer Spotlight: Christopher Shannon

One particular designer we love here at I Heart is one grown on British soil: CSM alumni, Christopher Shannon, who helped draw a close to another exciting season of London Collections: Menswear. Shannon first gained his notoriety through his innovations in men’s streetwear: ingenuous applications of unorthodox patterns and juxtaposing of feminine prints on oversized masculine silhouettes. The bombers in his latest collection confirmed the perfect marriage of boxy fits with 70’s kitsch wallpaper prints plastered over.

Image courtesy of leacolombo.tumblr.com

As a fine export of Liverpool, Shannon’s latest collection drew inspiration from the unlikely location of a 1970’s Job Centre in the North-East of England. However he has always been a designer who is known for an underlying sense of humour, be it the idiosyncrasies that feature throughout his collections or on Twitter. “Central to the collection is the birth of the tracksuit as casual wear in the 1970s, when many people sewed their own from shop-bought patterns” his recent collection notes stated, as he sent models wearing crew-necks emblazoned with Shannon’s own brand of cigarette packets. The colour palette in his latest collection is rather nostalgic of vintage Adidas tracksuits also, with the burnt orange, royal blue and teal hues on synthetic materials. His collections are usually inspired by his upbringing, giving a rather ‘Northern-centric’ vibe to his designs.

Image courtesy of leacolombo.tumblr.com

Shannon burst onto the scene in 2009 with his vibrant approach to design (however he regularly vocalises his attitude towards his work as being labelled as streetwear as being lazy) and although his career is reasonably short, he has already collaborated with sports giants like Reebok and Eastpak. On retrospect, whilst his aesthetic is still strong it seems as though shying away from being too ground-breaking season after season he’s managed to captivate the eyes of the fashion crowd world-wide. Colour-blocked streetwear with feminine detailing such as embroidery, tassels and crocheting have been central elements to his collections. Without pushing the frontiers too much, Shannon has managed to remain as one of the leading emerging British talents, with consistency in quality at the forefront of his success. As we ponder what 2014 may held for Shannon, we are delighted by his plans to produce a much anticipated womenswear line.

Words by I Heart Studios Stylist James Wesson


Photo credit:fashion156.com

It was an early start for day 2, but worth it for our favourite Irish designer, J.W. Anderson. Ok, so we can’t really see heeled platform shoes, chunky bangles, and sheer tight ponchos catching on for many guys, but even so, we loved this collection. Our favourite piece was the AW14 essential camel coat.

Photo credit:fashion156.com

Christopher Raeburn went robust, but oozing style and quality for the sartorial “outdoorsy” type. Up there with our favourite collections this week. And so wearable - bonus!

Photo credit: Derrick Kakembo at fashion156.com

Richard James showed in the BMW garage on Park Lane, with his gorgeous suits, including lustrous red velvets, and beautiful grey and brown checks.

Photo credit: fashion156.com

Hackett (who we absolutely love working with, might we proudly add) staged their show at the Freemason’s Hall. The show opened with a bellboy pushing a trolley luggage down the catwalk, followed by perfectly suited models, checks again being a big trend, as well as absolutely perfect fur-lined parkas. Accessories and detailing were also key to the styling, including gorgeous traditional tweed suitcases.

Photo credit: Alexander McQueen

Sarah Burton presented a collection that returned to everything we know to be true of Alexander McQueen yesterday. Black and grey feathers adorned model’s heads, but this did not detract from the luxurious tailoring with an edge that the fashion house is renowned for worldwide. Heritage fabrics were again key here, particularly tartan. As for the colour palette - like Topman on Monday, the collection rested on a monochromatic theme. You can never go wrong with that.

Tomorrow we’ll be back with a round up our favourite collections shown on Wednesday.

I Heart Studios: our new brand identity

Recently we updated our branding after 5 years with our old identity. This took some serious soul-searching…after all, what matters more than how you represent yourself in design? Therefore, we asked our creative director, Martin (a man of notoriously few words), to answer a few questions on the process and how you even start to think about something so fundamental to what you stand for.

What makes a good branding mark?
A strong mark is created by making sense of a page of scribbles. A pure form that captures the very essence of a brand. The Rolling Stones logo by John Pasche, is a perfect example of this and hasn’t changed since it was created 1970.

Is branding an outdated concept now?
An identity can still make or break a brand. The Gap’s attempted rebrand in 2010 was met by such hostility that they reverted back to the old logo in a matter of days.

So about I Heart studios - what was the reason for updating the branding, and what was the objective of the new mark?
To elevate the brand. And to try to capture everything we stand for but in a more refined and contemporary way.

Where does this process begin?
With a daunting piece of blank paper.

What are your inspirations and references points?
I was drawn to Alan Fletchers 1989 logo for the V&A while reviewing the branding. It has strong stencil quality that I wanted to echo in our own mark.

Tell us why you feel the new branding works for I Heart?
The key strength of the new mark is that it works in harmony with our own imagery. I didn’t want the branding to just sit in the corner, I needed it to interact with our creative content yet not over power it. Our new branding is a contemporary mark with a definite nod to the past. It also has a fashion sensibility that matches our personality and the industry we are inspired by.

IHeart for Disorder Magazine: THE HARD EDGE

We’ve been bursting with excitement to show you the final images of an editorial shoot IHeart recently did for Disorder magazine, entitled “The Hard Edge”.
It’s now LIVE so without further ado…

As you can imagine, it was so much fun getting stuck in to the creativity behind this story, and working with a team of like-minded creatives to produce what we can say we are very very proud of!

Photography – I Heart Studios
Stylist – Luke Taylor
MUA + Hair – Justina Sullivan
Styling Assistance – Elliot Rose
Model – Felicity @ Elite

iHeart Calendar : GFW 2013 

As part of our new blog feature, iHeartCalendar, we’ll be at some of the coolest fashion events, picking the brains of fellow creatives to give you a closer look at what’s going on. For our first entry, earlier this month, we were lucky enough to bag tickets to the Graduate Fashion Week final exhibition, the largest graduate fashion event in the world. Showcasing the work of graduates across the country- the event brings young creatives work to the forefront, and we love nothing more than seeing new talent celebrated!


Graduate Fashion Week is responsible for launching the careers of some incredibly successful designers, some of our favourites being Stella McCartney, Julien Macdonald & Christopher Bailey, who was the winner of the first ever Graduate Fashion Week Gold Award. Held at Earls Court exhibition centre, the huge venue was flooded with fashion enthusiasts  keen to take a look at what could possibly be the future of creative design.


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There were so many talented designers showcasing their work at the event, from avant-garde dresses, couture swimwear and lingerie, to collections that showed practicality through fashion forward street-wear designs, the extremely high standard of the exhibition made it clear just how competitive the industry is.

Being a creative digital content studio, iHeart was keen to know what the graduate designers thought about the importance of e-commerce, and how their creative designs are represented through photography. We had a chat with a few that caught our eye, to learn more about what inspired them to create their collections.   

One of the first people we had the pleasure of meeting was the lovely Charlie O’Byrne, a graduate from Bristol UWE who aptly named his Graduate collection “Breakfast, Lunch & Dinner”.

What inspired this collection?

For me, this collection was inspired by my dad’s market stall. It’s basically about the things you least associate with menswear. I have the three F’s, Food, Floral & Fruit and Veg. And you’ll see those three throughout the whole collection in the print work.

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I’ve used classic British imagery, like tartan prints and but also had a lot of fun with it, using imagery like fish and chips and stuff. It’s classic British street-wear, but just something that hasn’t been done before. So really, it’s like I’ve amalgamated it all together in my pieces.

Well, that fried egg shirt has got me working up an appetite that’s for sure… So what about in the long term? Do you want to continue with street-wear?

Haha! I love it- but ultimately for me my goal is to design the England kit! That’s the dream. I’d really like to work for Paul Smith as well, can you imagine!?

So, sportswear design is for you then?

Yeah, but I also like the idea of work wear. I did a work wear capsule collection- That was really close to my heart. I made all the prints from memories of my nan and granddad. All of my work is really personal in that way. For example my granddad was an engineer so I’ve designed this boiler suit, but he also had a beehive, so I did these massive illustrations of bees all over it!

It’s cool what you’ve done with the print work, It’s individual, and we love that. Would you like to have your own line some day? If so would you sell online?

Definitely I’d love to. Selling online for me is so important. Although my work is very British, to have a global audience so your work can reach more people is always a plus! That’s the ultimate goal. To get the tonal quality of all of my prints, especially as so many of them are hand drawn- quality photography is seriously important in order to sell. It’s difficult enough to sell garments when a customer isn’t physically there to feel the garment and it’s texture- so it’s really all down to people like you at iHeart to capture the work in such a way that people viewing it online are able to really get a feel for the collection.

Thanks Charlie. We’re counting on seeing his stuff at the London Collections some day- hopefully he’ll swing us some tickets!

Make sure you check out his tumblr for more of his work, just click here. Oh, and follow him on twitter @charlieobyrne And us too. @i_heart_studios

Make sure to catch the next iHeartCalendar, where we’ll be featuring more from GFW.


Text // Maha Choudhury-Reid

If American fashion had a home this would be its address…

There comes a point in every UK fashion-devotee’s lifetime when they must journey across the pond to the Mekkah of New York department stores, Bergdorf Goodman’s.

 This iconic American store, having already starred in “Sex and the City” now introduces its very own documentary; “Scatter My Ashes at Bergdorf’s”. Written and directed by Matthew Miele, it depicts the store’s eventful past and offers a unique insight into many of Bergdorf’s modern mysteries, from the creation of its nostalgic New York window displays to the earnings of its sales associates (which have been rumored to range from as much as $400 to $500 thousand a year).

 The documentary has an all star cast and includes interviews with top designers Karl Lagerfeld, Oscar De La Renta, Christian Louboutin and Tory Burch to name but a few. The documentary is to be released in the US in May and other locations following that.  

Official trailer here.


Image Credit


Image Credit

Text // Louise Baker

Beyonce for H&M

Just when you thought it was safe to get back into the water and Madonna’s Swimwear collaboration with H&M had been forgotten, Beyoncé was announced as the new face for H&M’s spring/summer 2013 collection.

The bootylicious campaign, shot by Inez Van Lamsweerde and Vinoodh Matadin in the Bahamas, was inspired by nature’s four elements; fire, water, earth, and wind.

However, this is no run of the mill campaign. Beyoncé herself, who has always liked H&M’s focus on “fun and affordable fashion”, was part of the creative process for the collection, which features key summer essentials such as high waisted shorts and form-fitting body-con dresses.

Beyoncé also shot a video commercial, directed by Jonas Akerlund and featuring Beyoncé’s new track “Standing on the Sun”. Both the collection and Beyoncé‘s new track will be available from the beginning of May. 


Image Credit

Text // Louise Baker