Dans la vie SS12, 18th September 2011, London Fashion Week

On Sunday, the 18th of September, Rira Sugawara presented the Spring Summer 2012 collection of her brand "Dans la vie", under the catwalk title "My pop Madonna"

Background: 

Rira Sugawara is a Japanese designer who studied at Waseda university, and initially learned design printing. She later used this method to create clothes under the brand "Dans la vie" from 2000 onwards. She now uses her own prints, inspired from japanese animated movies and described as Pop Art. She is currently a member of the council of fashion designers Tokyo

The Spring Summer 2012 collection consists mainly of dresses / skirts and short jackets, in four main sets: three different PVC sets with prints in flashy colours (yellow, red and orange) and one set of more classical clothes using cotton and tulle. The whole show was completed by several pop musics in a row, starting with Madonna and finishing with Lady Gaga.
  

                              

                                 

                                              

                             

                            

Izmaylova SS12, 18th September 2011, London Fashion Week

On Sunday Izmaylova presented their collection at the Vauxhall Fashion Scout in Freemason's Hall, in the trendy district of Covent Garden

Background: 

Designers Nathanael Gam (French) and Antonina Izmaylova (Russian, studied at the Chelsea College of Art & Design, and later at Central St Martin) created the luxury brand Izmaylova in 2010. Most pieces are representative of the russian luxury standards, with high-end laser cuts on leather dresses, feathers and Swarovski crystals as ornaments.

The Spring Summer 2012 Collection showed the ability of Izmaylova to create a proper atmosphere in accordance with the brand's image, with sounds and scenes of the Orient Express arriving just before the models started the catwalk. The designers used all the different tones of brown and orange, even gold, for the numerous pieces, staying consistent with the elegant theme chosen, yet creating very modern shapes representing the ideal of today's stylish and independent women. Most dresses were made of luxury materials such as silk, satin, leather and feathers, incorporating Swarovski elements here and there.