Fashion in Britain is increasingly consumer-driven as consumers are encouraged in certain directions by the combined talents of individuals in diverse sectors throughout the broader fashion industry.

PR’s, journalists, fashion forecasters, designers, photographers, stylists, brand developers, show producers, and those who market fashion are crucial elements in this huge industry, as the collaborative partnerships such as that of Alexander McQueen with stylist Katy England and show producer Simon Foxton attest. Rarely, if ever, is the vision of a fashion designer communicated without the creative talents of individuals in the surrounding industries.

JB, photographer, Zoe Stevenson, stylist, Russell Sage, designer, Karen Kay, journalist, Christopher Sanderson, forecaster and creative director, and Brian Godbold, former Chairman of Marks & Spencer and the British Fashion Council, worked alongside Indian fashion photographers, stylists and forecasters. This weeklong workshop included seminars and discussion groups. Communicating Style was a visually-led seminar held at NIFT (National Institute of Fashion Technology, Delhi), and was used as a platform to discuss the role of fashion photography, styling and journalism as tools for presenting the work of the designer to a wider audience. The seminar Commercial Creativity provided a forum to discuss fashion marketing, PR, brand-building and trend-prediction.

Outside the seminars, creative collaborations were established between the British photographer JB, who worked with an Indian stylist, Amber Tikari from Indian Elle, and Zoe Stevenson, stylist, who worked with two Indian photographers - Tarun Khiwal and Asha Kochhar. The results were a series of fashion shoots that adorned the walls of the British Council office in Delhi for the private view exhibition on the final evening of Fashion Machine.

We continued this work in Buenos Aires in September 2002.

Read about Fashion Machine - Argentina

Project Manager: Alison Moloney