Aqua Couture, Victoria Quarter

Aqua Couture/Aqua by Aqua is considered the North’s leading independent retailer, "NO MORE NORTH - SOUTH DIVIDE"-http://www.aquabyaqua.com/About. The brand is said to never follow trends...but to set them; creating clothing that is always in tune with current fashion trends whilst applying their own twist on the style.

Picture by Jade Gallagher

Aqua currently hosts twelve independent designers & brand along with it’s own brand ‘Aqua Label’; this allows for up & coming new talent to have a platform to flaunt their stuff, being under the Aqua name benefits the designers greatly to get noticed quicker.

As the Boutique it’s self is a newly stationed store in the Victoria Quarter; the exterior of the building is classic 1900’s style with mosaic & marble surrounding to decorate; which conflicts with the brands contemporary style. The windows of the boutique are faded out with a large triangle in centre to represent the ‘A’ for Aqua.  

With twelve designer collections in one boutique store all the clothing is squeezed in allowing the maximum of clothing creating a maze-like feel,especially on the first floor, this is to utilise the space however the lack of space can become somewhat overwhelming & reduces the amount of customers in the boutique at any one time which you could say that this implies that only the elite few are welcome in this high priced designer store.

Picture by Jade Gallagher

The menswear & womenswear are displayed separately with men’s on ground floor & women’s on the first floor. However, instead of ordinary hanging rails the clothing is presented on rusted styled piping with temperature dials to decorate, linking in with the brands name ‘Aqua’ & giving a vintage feel to the décor. What I found interesting was, some garments were displayed backwards to reveal detail on the back instead of the usual front way display. The down side to this shop is there’s only one fitting room on the first floor; so ladies.. if it's busy there’d be quite a wait to try on.

           

            This up & coming brand is destined to be a popular collection of designers & boutiques in the near future with their stylish & adventurous clothing as well as their unique décor, proving to attract more & more people by the day. 


 Referencing*:


(2010) “About” at  http://www.aquabyaqua.com/About (Accessed 20th February 2011)

(2011) Personal visit to the boutique & interview with an Aqua designer


*Main References

Future Beauty: 30 Years of Japanese Fashion, Barbican Art Gallery, 15 October 2010 - 6 February 2011

The ‘Future Beauty’ exhibition is considered to be the first European exhibition to successfully survey Japanese fashion; which focuses on the unique futuristic vision of Japanese clothing, starting from the early 80’s & working its way up until now. Although both well established designers, such as Issey Miyake, Rei Kawakubo and Yohji Yamamoto: & the new generation of flamboyant designers, such as Tao Kurihara, Fumito Ganryu, Matohu, Akira Naka, Mina Perhonen, Mintdesigns & many more were featured, the exhibition still maintained continuity throughout.

The previously mentioned designer’s works were displayed alongside Kawakubo’s protégé, the techno-couturier Junya Watanabe, together with the acclaimed Jun Takahashi.

The futuristic theme was kept throughout the exhibition, using interesting cuts/shapes & fabric which was at the highest quality this was to achieve the desired look. The layout of the exhibition consisted of the classic white background & stand along with large white Linen-type fabric hanging from the roof & walls that separated each exhibit & gave information about the exhibit present which helped the audience to understand each piece; although each piece was so bold & wacky they made statements at first glance.

 I feel that the exhibits were presented well; with each separated the audience was able to appreciate each & everyone without other exhibits conflicting with the opinion. I feel that the exhibits were well chosen & complimented each other beautifully. 

There was moderate lighting pretty much throughout, although in some areas in the exhibition there was dulled lighting in order to display short films & clips of fashion shows including some pieces from the exhibition.

The gallery space was used well, it was almost like a maze weaving & winding around the different exhibits which flowed well one after another. 

Issey Miyake's clothing on display

The theme was well represented by these designer’s garments throughout & I feel that it was made clear what the theme was.

 "A must for people to see - It's a fabulous exhibition" - Rhodes,  Z ; I agree with this overall review, as it is quite an eye opening exhibition - displaying new ways of thinking in terms of pattern cutting as well as design. However i also agree with;  "The only drawback is the admission price" - Sam, L, due to the price being around £8 online & £10 on the door which i believe is discriminating against people who pay the old fashion way and not conforming to the computer generation! Also, the student discount awarded wasn't what you'd call generous at £2 discounting. Although that is quite low having to pay will possibly put  young people  & pensioners off from attending which is such a shame!
 Overall I think that the exhibition was fantastic,each piece embodied the theme & it all worked well; there were many great quotes from the audience & hopefully the exhibition will return at a later date & we can compare the prediction with the reality.

Referencing*:

(2010) “Future Beauty: 30 Years of Japanese Fashion” at http://www.barbican.org.uk/artgallery/event-detail.asp?ID=10771 (Accessed 11^th February 2011)


(2010) “Future Beauty: 30 Years of Japanese Fashion at the Barbican” at http://www.dezeen.com/2010/10/19/future-beauty-30-years-of-japanese-fashion-at-the-barbican/(Accessed 11^th February 2011)


Battersby, M (2010) “Future Beauty - 30 years of Japanese fashion” at http://www.independent.co.uk/life-style/fashion/features/future-beauty--30-years-of-japanese-fashion-2099190.html (Accessed 11^th February 2011)


Burley, I (2011) “Future Beauty - 30 years of Japanese fashion” at http://www.dazeddigital.com/artsandculture/article/8753/1/future-beauty-30-years-of-japanese-fashion- (Accessed 12^th February 2011) 

(2010) “Future Beauty - 30 years of Japanese Fashion” at http://www.youtube.com/watch?v=SsC3ycBkjr8 (Accessed 12^th February 2011)

  

(2010) “Barbican Lates: Disruption” at http://www.youtube.com/watch?v=P4Jq_-V5cQI (Accessed 12^th February 2011)

(2011) Personal visit to the exhibition 

Sam, L (2010) "Future Beauty | Exhibition Review" at http://www.artslondonnews.co.uk/20101101-future-beauty-japanese-fashion ( Accessed 7th June 2011)

*Main References