River Island x James Long Styled By Joe Mills

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River Island Design Forum has brought out yet another brilliant British designer to add to their collaboration roster. For SS15, the Design Forum have released a 10 piece collection with James Long, a talented designer known for his clever use of fabrics and colour, introducing futuristic designs of which another level to sportswear.

As with each of their Design Forum releases, a fashion film comes with each collection, and our very own Joe Mills took to the stage again after his last work on the Baartmans and Siegels collaboration The film debuted during London Collections Men, featuring a heavy use of water and a soundtrack (Fufanu - Circus Life) reminiscent of futuristic underground clubs you'd see in the cinema.

The collection is composed of 10-pieces, of which feature fabrics such as nylon; canvas and PVC, and various stripes of colour across conceptual graphics. There's sweatshirts, t-shirts, sweatpants and accessories, forming a very modern, sporty design-focused collection. For the grooming of the film itself, all of this was taken into consideration to provide short textured cuts for the sporty looks, prioritising texture and movement.

Joe says... 

"The brief was based partly around the narrative of the film which had a group vibe and a leader. The hair needed to have texture and movement, but also had to have absence of direction. We went for short textured cuts with heavy fringes - with texture and movement adding a different dimension to their face shapes and profiles.

All the models needed cuts and they all had such different hair types, so it was a hectic start to a long day. Kevin Murphy Sea Salt Spray and Anti Gravity Spray was used pre-blow drying for texture and movement. No brushes were used and everything was created with fingers.  Gryphon [one of the models] had to be submerged in a water tank in the afternoon, which was an interesting time for all the team as he was fully clothed! Each time we had to reset the hair and make-up over and over again."