Safra

One to Watch: Alexandra Groover

In Fashion on January 27, 2010 at 8:17 pm

UK-based Alexandra Groover’s spring/summer 2010 collection reminds me of those indie east-side fashion boutiques. You know, at first glance, the pieces are a bit intimidating, but when pulled off the hanger, they’re fresh, and brutally original.

It’s always nice to break away from the norm with these for-the-people collections, but their authenticity and made to order strategy mean they’re not for-the-people prices.

The California native got her papers from Central St. Martins and Rhode Island School of Design before working under Alexander McQueen and the infamous Zandra Rhodes. Her line, seperated in two – grey and black labels– and is available to order via her online boutique and farfetch.com. Her s/s 2010 collection also made its début at London Fashion Week and she’s been noted as one to watch by Vauxhall Fashion Scout.

Ms. Groover’s got some great representation (Blow handles her pr), but it looks like a lot of the clout she has obtained due to her own hard work. Her line suits UK’s ambiance and to call her line architectural is a bit passé; it’s gothic, new-age yet mysteriously sexy. Ms. Groover’s all-black concept of ruffled shoulders and tapered pants compliment the tastes of fashionista who can gloss it up with neatly coiffed hair and lips kissed in M-A-C’s “Girl About Town” fuchsia shade.

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