REBIRTH: Spring Summer 2014
On Friday 13th of September at 8pm, London designer Alexandra Groover unveils her eagerly-awaited tenth collection at Hoxton Square Bar.
This season sees the premiere of REBIRTH, yet another installment in what was originally a trilogy of short films. Following BIRTH, LIFE, DEATH, AFTERLIFE, and RESURRECTION, REBIRTH will finally complete the cycle in the form of a piece made in collaboration with choreographer Christopher Matthews. To bring things full circle Groover has boldly chosen 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 is also intended to highlight the fact that her clothes are designed and made locally in East London using organic fabric from English suppliers.
REBIRTH begins with a swell of atmospheric music composed especially for the evening and performed live by musician and frequent collaborator Christos Fanaras along with London musician Mark Wagner. On the black stage, what appears to be a large black flower rests upon the floor. As the stamina of the flower begin to undulate, evoking anemone-like movements, the petals curl up and down, a veiled form slowly begins to emerge. Rising up through the stamina, a Venus-like creature drops her veil to reveal herself. Clothed in a diaphanous gown, she is led by her petals to the front of the stage where she is decorated with copper jewellery, designed in collaboration with Jane Groover. As she is adorned by her petals, her followers begin to emerge, one by one, surrounding her on the stage.
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 will be available to view on Groover’s website after the event.
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

press@alexandragroover.com alexandragroover.com sales@alexandragroover.com
makeup by annaiceland.tumblr.com - hair by Chadd Curry - film by mayaart.co.uk wilbertlati.com - photography by tommedwell.com - choreography by formedview.com - invitation artwork by Rafel Delalande

SS14 REBIRTH
Choreography: Christopher Matthews
Hair: Chadd Curry using Philip Kingsley
Makeup: Anna Iceland using M.A.C
Filmed live by: Maya Art, Wilbert Lati
Music: Christos Fanaras, Mark Wagner
Still Photographer: Tom Medwell
Fashion PR: Malgorzata Procyk, Karolina Brodnicka
Designer Assistant: Ewa Burak
Production Assistants: Anna Maggy, Briet Olina, Reid Calvert

Rose Petals: Kat Tomaschuck, Nadia Katz Wize, Jenny Phung,
Dasha Love, Emily Rose England
Inanna: Lily Newmark
Procession Models: Inesa De La Roche, Mona Mock,
Chadd Curry, Barrington De La Roche, Christopher Matthews
Invitation artwork by Rafel Delalande

Special thanks to Britta Burger, Ed Pearson, & Damien Geninazza

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