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‘Rock The Catwalk’ at Core Spirit’s First Stand-Alone Store

The warm up to London Fashion Week is well and truly underway. Harnessing this fashion frenzy were fashion label Core Spirit who, on Wednesday, launched their first stand-alone store at 105 New Bond Street.

Inside the shiny new store, my first impressions are dominated by the giant runway and swirling mass of blue lights that cover the back wall. I take in the racks of Balmain-esque inspired ripped jeans and tailored leather that line the walls as I’m told that all the clothes here are made and designed exclusively in the UK and Italy- even the leather is made in the same factory as Armani.

However, here, the clothes are somewhat secondary to the unique “Rock the Catwalk” experience Core Spirit are pioneering.

Book yourself an appointment at the London store from 1st of March, and you and your friends can be a model or stylist for a day. Be glammed up on site by the resident hair and make up professionals and dress yourself in clothes from the store (all free of charge) before being filmed on the self-servicing catwalk.

They seem to have thought of everything; lighting, music and afterwards you can even have an audience superimposed. Then they will then send the footage to your email for you to blog, twitter or Facebook about.

“Rock the Catwalk” isn’t just about shopping though.

Through this innovation, Core are hoping to be able to champion young and talented people in the fashion industry. They want to encourage up and coming hairstylists and makeup artists to come use their facilities and are in talks with Central Saint Martins about a possible graduate collaboration- in which Core would help in the manufacturing and the selling of some items.

The footage created during the catwalk is also an integral part of the Core concept. They are hoping that by posting their catwalk experiences on social networking sites visitors to the store will create a Core Spirit community, which will both draw attention to their clothes but also highlight the talents of the young creatives who have come together to create the look.

To join their “fashion community” visit www.corespirit.co.uk.

- Scarlett Hirst

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