Edita wears | The Quemondo hoodie

Edita in Quemondo, Boohoo, BCBG, ChanelEdita in Quemondo, Boohoo, BCBG, Chanel 10Edita in Quemondo, Boohoo, BCBG, Chanel 1Edita in Quemondo, Boohoo, BCBG, Chanel 9Edita in Quemondo, Boohoo, BCBG, Chanel 2Edita in Quemondo, Boohoo, BCBG, Chanel 5Edita in Quemondo, Boohoo, BCBG, Chanel 4Edita in Quemondo, Boohoo, BCBG, Chanel 3Edita in Quemondo, Boohoo, BCBG, Chanel 6Edita in Quemondo, Boohoo, BCBG, Chanel 8Edita in Quemondo, Boohoo, BCBG, Chanel 7

Dress: Boohoo, Hoodie: Quemondo, Pumps: BCBG Max Azria, Bag: Chanel, Jewellery: From My Silver and Amber Collection
Photos by Maheen
Location: Richmond, London
Yes, I said it’s fine before
I don’t think so no more
I said it’s fine before
I’ve changed my mind
I take it back

Erase and rewind
’cause I’ve been changing my mind
I’ve changed my mind

The Cardigans – Erase/Rewind (1998)

If you were to say hoodie to me, I’d say sure, you will see me in one when I go to the gym or for a run. Or grocery shopping. You know, things we all do but don’t necessarily talk about or expect to see on personal style blogs. Hoodies have earned this unglamorous reputation of being a safe-choice for lazy days. Something that’s kind of velour, with bunny ears, pink and comes with its own partner in crime: the tracksuit bottoms.

But wait. Just like kicks and sneakers, the humble hoodie is having a rebrand as we speak. I bet you never expected me to blog about it. I don’t think I ever would, had it not been for Quemondo, a luxury hoodie brand that specialises in bringing sporty back with an emphasis on fashion.

The brand went as far as trying to convince me that it could serve as an alternative to my trusty old leather jacket.

No way.

And yet days later I still see my leather jacket. It’s hanging in the corridor, as I am dashing out of the house in my Quemondo hoodie.

I am not taking it off, mate. Get your own.

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Edita reports | A chat with Bruce Oldfield

Bruce Oldfield Meeting at V&A 4Edita at Bruce Oldfield Meeting at V&ABruce Oldfield Meeting at V&A 3Bruce-Oldfield-Meeting-at-V&A-a

Today’s fashion trends are tomorrow’s fish and chip paper.

- Bruce Oldfield at the V&A while chatting to Bryony Toogood, Fashion Director at Brides Magazine.

There is a certain image that comes to my head when someone says couture designer. So let’s sit down on a nice sofa, I’ll grab a notepad, a pipe, dim the lights and put my pretend-Freud name badge on. You don’t have to call me doctor but if you do, you will definitely contribute to the theme.

And now, let’s compose a chain of words that come to mind when someone says couture or couture designer:

Expensive, beautiful, serious, detailed, unattainable, wedding, dress, lace, embroidery, luxurious, not affordable, not for everyone, desirable, dreamy, wealthy, rich, aloof.

Close enough. What you probably didn’t consider to include in the word salad was funny, approachable, humorous, down-to-earth and could-he-please-be-my-best-friend.

But this is exactly how I would describe Bruce Oldfield, one of the most famous British couture designers of all time. I don’t throw around titles lightly but Bruce Oldfield is a name that is synonymous with fashion legend. He has designed iconic dresses for iconic people, including Queen Rania of Jordan as well as Princess Diana of Wales. His designs are not only regarded as incredibly desirable but they are perceived as parts of history because of the calibre of Bruce’s clientele. Even Kim Kardashian was snapped in one of his pieces looking nothing like her usual self. At heart, I almost want to keep Bruce’s work exclusively to royalty, but at the same time there isn’t a designer out there who doesn’t understand celebrity appeal and Bruce is no exception.

But making the right business decisions doesn’t mean he has to follow celebrity culture. I don’t follow fashion, he tells us, the audience. This is because couture lives in world of its own. There are no couture trends. There is no theme that editors can sniff out and call it the next new thing. Couture is personal. It is what you want it to be as long as you can pay for it. Does that mean that the couture client is always right?

They come to me with ideas, I come to them with opinions. Then they come to me with more ideas and I come back to them with experience. It is evident that Bruce Oldfield would never consider compromising quality. I am considered by many to be, and I hate this phrase, a safe pair of hands. Hearing the intonation with which Bruce says this makes me understand why he dislikes this title. There is a hint of rebellion about him, a good dose of hearty sarcasm but there is also a softness. A safe pair of hands is just too boring a phrase to describe his work and that’s why he hates it, at least according to my pretend-Freudian-badge-moment.

Meeting Bruce Oldfield made me feel joyous and hopeful: Joyous because I saw another person who loves hopping from subject to subject as much as I do. Hopeful because all of the sudden couture stopped looking as distant and unattainable. A fashion legend gave me a hug, could I get any closer to couture than that?

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Edita reports | Dinner with Nick Clegg

Edita at WCOP diner with Nick Clegg 1Edita at WCOP diner with Nick Clegg 7Edita at WCOP diner with Nick Clegg 3Edita at WCOP diner with Nick Clegg 6Edita at WCOP diner with Nick Clegg 5Edita at WCOP diner with Nick Clegg 4Edita at WCOP diner with Nick Clegg 2Edita at WCOP diner with Nick Clegg

Sometimes life gets random. Sometimes you are expected to play by the rules. And sometimes you abide. In your own way.

Omar Mansoor and I as well as the crew at London Fashion International were all invited by the World Congress of Overseas Pakistanis to a dinner with Nick Clegg, Deputy Prime Minister of the United Kingdom and Lord President of the Council. It was a political evening which actually ended up being not about politics at all.

There I was sitting at a Pakistani event, speaking Russian to not one, not two but three other people who randomly sat at our table. The event was a celebration of a very unique element that not many cities other than London can offer – diversity in all of its glory.

While the event was televised, that did not put any pressure on our fashion crew. We were there listening to Nick Clegg’s speech and then chatting away, helping ourselves to the stunning cuisine that we were served with. It was SO GOOD. No, I feel I need to underline this a bit more: it was SO GOOD.

So when we weren’t papped from every side in front of the projectors on stage, we were having a laugh, cracking joke after joke and just generally having having a ball.

Speaking of balls – the dress code was gowns and suits. I abided. I came in a suit. I was the only woman in a manly suit. Best. Silent. Rebellion. Ever.

Hey Dietrich, give me five!

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