Students from London’s Central Saint Martins (CSM) art and design school presented reimagined versions of Topshop’s iconic denim styles during London Fashion Week this season. The participants in the university’s MA Fashion course had the task of redesigning the Jamie and Joni jeans models as part of a competition. Ten concepts were ultimately selected for presentation.
The finalists were selected from around 50 design proposals submitted to a panel of Topshop management and CSM lecturers. The jury then selected the winning designs. Each of these designs was further developed and shown last week at the start of the CSM’s MA Fashion Show. The selected students each received 1,000 British pounds as a reward, the equivalent of around 1,145 euros.
Among the looks showcased were nightlife-inspired halterneck dresses, a reinterpretation of classic workwear and flared trousers that drew on Nigerian cultural heritage. The designers were Byungyoon Lee, Dede Arisekola, George Zverko, Macy Grimshaw, Maxina Brewer, Mie Mie Yin, Miki Matsuda, Serena Mangiatordi, Thomas Uhlarik and Valeriia Krasheninnikova.
Fashion retailer Topshop, which is currently undergoing a relaunch, said the decision to launch the competition was in line with its “commitment to supporting emerging talent”. Moses Rashid, the brand’s global marketing director, said jeans models Jamie and Joni have played a big role in the fashion industry. This initiative aims to “reinvent history for the next generation.”
Fabio Piras, head of the MA fashion program at the CSM, made similar comments. He said: “Working with garments as culturally anchored in British fashion history as Topshop’s Jamie and Joni challenged the designers to respond with sensitivity and courage. Proposals emerged that honored the notoriety of these pieces while at the same time allowing them to venture into new areas. Mastering this tension was a wonderful opportunity for our students. It allowed them to showcase their talent and the uniqueness of the CSM approach to the MA Fashion course.”
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