Midlands Fashion Awards 2015

MFA-FINAL-2015-468_20151023_004925

The walk of fame. Our finale walk for director Paulinah Eboh-Sampson with model Elena Luzaic. Image by David Purslow @ The Midlands Fashion Awards 2015

Just over a week ago- on the 16th October- Dolls of Decadence showcased a selection from its 10th ready to wear collection at the annual Midlands Fashion Awards held at the CBSO centre, Berkley street in Birmingham.

The CBSO centre is the administrative home and rehearsal centre of the City of Birmingham Symphony Orchestra, the City of Birmingham Symphony Choruses, and Birmingham Contemporary Music Group, and was a perfectly complimentary setting for the Midlands fashion awards. 
A relatively simple set up, but magnificiently effective with the gentle purple-blue up lit backdrop, serving as a flattering backing for each designers work. And as now synonymous with this sold out event; all compoments working in unison to present another flawless event. 
MFA-FINAL-2015-451

Image by David Pursow

12088439_984083341635561_1192158290407363298_n

The set up for the event at the CBSO centre- BIRMINGHAM

After, a two year break from runway shows, and with the Midlands Fashion awards still one of the most anticipated events, on the fashion calendar for independent designers/brands –  and not just for those based in the East and West Midlands, but now also attracting interest from National and international designers- to be participating in this years Midlands Fashion awards marked an added sense of achievement for our creative director/founder, Paulinah.

 
20151016_215030

Backstage: Ladies in waiting- the runway models, who did our collection proud!

We showcased our A/W15 collection, titled EMINENCE- initially inspired by; what Paulinah described as ‘frustration’
“In the run up to the time spent preparing for the collection and whilst working on other DDUK assignments.  I had had a lot of built up frustration about many aspects within the fashion industry and the economics effects on it; at the for front-the lack of appreciation for the effort required in this craft. Trivialized by the max influx of cheap through-away apparel, that only loaned itself to making the struggle of an organically growing brand ever more difficult.
 I was also frustrated by the the facade of so-called brands moonlighting as fashion designers, as well as the massive juggling act of running the line and keeping this machine well oiled enough to keep it churning.
All in all, I was feeling  disillusioned and deflated by this not so glamorous industry.
I needed to express my pains through, my best possible medium, so when I started designing the range for the A/W season, I knew it had to literally explode- almost, as a erupting volcano would…..”
 
As with other collections, for the line: Doll Domination, Finally Exhaled, No grey Area, Facade- it was about the narrative; telling the brands story and the designers journey. The EMINENCE collection seemed perfect to mark the 10th full collection from Paulinah for the Dolls of Decadence. There was a strategy with its direction; far greater than the narrative- to also produce a more runway ready ensemble, add minute changes to the Dolls of Decadence aesthic and hopefully compound the brand, as a notable fashion line.
 
EMINENCE meaning:
  • fame or acknowledged superiority within a particular sphere.
  • a piece of rising ground.
MFA-FINAL-2015-452

Model: Tanya Mihailovic. Image by David Purslow

MFA-FINAL-2015-456

Model: Sachae Richardson. Image by David Purslow

MFA-FINAL-2015-455

Model: Sachae Richardson. Image by David Purslow

We are pleased to say that, we think the strategy paid off! With our EMINENCE collection placing 3rd as Midlands Independent designer 2015, with additional recognition and accolade for the line across the Fashion circuit!

12118937_979303055464790_1333364339264588186_n

Our certificate of recognition

 
It was an honor, still nerve-racking (despite, doing it a gazillion times, across the lifespan of Dolls of Decadence) and very rewarding doing the walk of fame, as we like to call it, at the end of our runway show. This is the pinnacle of any glamour in the industry, for designers. We kid you not!
It was amazing to do it again, on home ground at such a prestigious, well managed event.
Our proud director,Paulinah after the main event.

Our proud director,Paulinah after the main event.

 
A huge DDUK thank you to Jenny Eason, director of Midlands Fashion awards and her team; who continues to help put the Midlands fashion scene on the map, providing us with an excellent platform to showcase our work. Also, thanks to Alan Sharman model agency, who works seamlessly behind the scene with the models, taking the pressure off the designers, so we don’t go into cardiac arrest backstage!
 
Finally, congratulations to all the finalists of the Midlands Fashion Awards 2015 and overall winner in the Independent designer category; Maurice Whittingham and 2nd place runner up, Rose Perkins with her line ‘FashionSistas’
12144850_477743249067252_1422406710176738287_n (1)

Werk, girl * Model: Savannah Smith

 
Our winning collection will be available to shop online over the next week at www.dancingdollsuk.com
mfalaplicjkt

Image credit: Garzi

2018-04-14T15:02:32+00:00