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It is mid February and Somerset House bursts in fashion mood. Surrounded by fashion editors and fashion bloggers and fashion photographers and fashion designers and fashion models, this famous premise is the epitome of fashion, at least for this past week. But while the big names of creators and story-tellers of this industry run up and down the sidewalk of The Strand, in East London some new talents got together in a refurbished venue delivering their own statement: it is not necessary to spend two grand in order to exhibit your work.

Featuring a mostly East Ender creative crew, Off Strand was held at Hoxton Gallery on the weekend of February 15th. With an idea between her hands and a sudden notice of a free space, Anna Pitchouguina joined a colleague and together they decided to go for the win. It took them three weeks to organize an emerging talents showcase right in the heart of Shoreditch. In a 300 square meters brick wall space, nine brands gathered in a celebration of young creativity. Behind a glass window on Kingsland Road sustainable clothes, jewelry, printed scarves and bags, and colorful tailoring mingled and mixed on racks and tables while buyers and curious walkers scrutinized every single object on display. Every and each of the nine stands had their own stamp, the whole place smelled just like fresh talent.

Stay tuned because Off Strand is happening once again next season.


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