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Style & Design

UJ at London Fashion Week February '09

Originally published on Tuesday, 24th February 2009

q.e.d
 

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Founded in 2007, this Berlin based label takes its name from the shortened form of quod erat demonstrandum; 'that which was to be demonstrated'. The team of three, whose love of black brought them together, talk to UJ about their upcoming collection as part of On/Off Presents...


Describe your style in three words.
q.uirky e.legant d.ark

What are the inspirations behind your collection for On|Off?
A mixture of silent movies with Charlie Chaplin, the short film "Le chien andalou" by Dali and Bunuel and characters such as Tom Waits, who incarnates that specific look  and a rough charm that we have tried to interpret in our aw0910 collection.
Surreal, dark, atmosphere with a nostalgic touch.

What do you love about showing in London and how would you say it differentiates itself from other fashion capitals?

London is a perfect platform for young designers and is the fashion capital of the avant-garde. The infrastructure with on – and off schedule shows is just right for discovering new labels, and all in all with great support and media attention London is an obvious choice for us to break into international markets.

How do you think the fashion industry will hold up in the current economic climate?

It is definitely a shake off but hopefully with a positive effect as the focus will shift into more essential core of what fashion is about – wearable interesting designs and variety of choice for any taste.

What is your best kept fashion secret?
We would not tell this

What is one lesson you’re grateful to have learnt in your career?
Keep focused

One thing you wish more people knew about you?
Irony about self

Career Highlight so far?
Beck’s fashion Experience January 2007
Karstadt New Gen Award 2008,
Shortfilm "the story of a mistake“awarded the best music and the best haka at the "World Fashion Film Festival“2008.? Feature in Young European Fashion Designers (40 best designers Europe's) 2008
On/Off London

What’s the first thing you’re going to do when Fashion Week is over?
Catch up on sleep

What does the future hold?
We hope inspiring and surprising experiences

Q.E.D Website

by MaM

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