Autumn Winter 2011
BIRTHOn Friday February 18th, London designer Alexandra Groover unveiled her eagerly-awaited fifth collection to a packed crowd at the Hunterian Museum at the Royal College of Surgeons in Holborn, London.
BIRTH is the first in a trilogy of short films. Exploring the concept of origin and separation, her latest collection emerges from the dark sea and chalk-white rocks that form the backdrop to the film. Directed by Au Matt and featuring a soundtrack by female artist AGF, the film was shot beneath the otherworldly cliffs of Birling Gap where Groover's sharp and striking silhouettes boldly contrast the pale, muted coastline.
Groover's latest collection is constructed of squares of fabric that metamorphose into soft, cubic shapes against the body. Once again she invites the wearer to play with and personalize the garments, and the experimental pieces presented in BIRTH are just a few snips away from being transformed into more wearable designs. In addition to women's, unisex, and men's pieces, the collection also features an exciting new collaboration with London footwear-designer Benjamin John Hall.
After studying at Central St. Martins and RISD and working in the studios of Alexander McQueen and Zandra Rhodes, Alexandra Groover launched her first collection for Autumn Winter 2009. With press from i-D, Dazed, Vogue.com, Harpers Bazaar, and Grey, and collaborations with cult bands like Sunn0))) and Bo Ningen, Groover has fast gained a strong following within the fashion, art, and music industries.
“Alexandra Groover is a young designer whose jersey collection is both creative and wearable.” Sir Paul Smith, i-D Magazine