ALEXANDRA GROOVER, LONDON DESIGNER

We were in Paris in September during Fashion Week and went to see my friend Alexandra Groover, the fabulous and innovative London designer.

  

                                 

This season sees the premiere of REBIRTH, yet another installment in what was originally a trilogy of short films by Alexandra Groover. Following BIRTH, LIFE, DEATH, AFTERLIFE, and RESURRECTION, REBIRTH finally completes the cycle in the form of a piece made in collaboration with choreographer Christopher Matthews. To bring things full circle Groover boldly chose to show her event in the infamous Hoxton Square Bar, a site specific location known for it’s history of holding fashion week events, particularly when Groover first moved to London in 2002. Her decision to show in East London was also intended to highlight the fact that her clothes are designed and made locally in East London using organic fabric from English suppliers. Following AFTERLIFE and RESURRECTION, REBIRTH continues to explore the themes of emergence and separation, in addition to the transition into a new life. Taking inspiration from the quote “omnia mutantur, nihil interit” (everything changes, nothing perishes) from Ovid’s epic poem Metamorphoses, Groover has designed her entire monochrome collection by using both the positive and negative shapes from only a few pattern pieces and fabrics, creating surprisingly different silhouettes and shapes for each look. Filmed live by Maya Art and Wilbert Lati and photographed by Tom Medwell, the film footage and photographs are available to view on Groover’s website www.alexandragroover.com 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 SunnO))), Dave.i.d and Bo Ningen, Groover has rapidly 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

Alexandra Groover

www.alexandragroover.com