YOU BLOODY RIPPER!

Today ladies and gentleman is a day to be celebrated. It is official, HARDCASTLE has been chosen to exhibit with Vauxhall Fashion Scout at London Fashion Week February 2011.

This was one of my main goals for the season and now that we have reached it, it feels amazing!

Internationally recognised as the driving force behind innovation, VFS actively promotes new and seasoned designers to a global audience. Each season the panel of industry experts select the most exciting and new designers and showcase them to an international audience over the six days of LFW.

VFS have been responsible for some of the most exciting design talents such as David Koma, William Tempest, Peter Pilotto and my personal favourite Felder Felder.

Today has finally cemented that hard work pays off and it feels bloody awesome!

More details on the exhibition soon, so save these dates 19th-23rd February and come along to show your support when HARDCASTLE shows LFW how the Aussies do it!

JUICING THE CREATIVE ORANGE

Surprisingly I try to avoid fashion magazines. Don't get me wrong...put a Grazia under my nose and you have lost me for hours...but I don't troll the glossy pages for inspiration for my collections. Any object, vision or feeling can cause a spark of creativity.

For my AW 2011 collection it started on a trip in Ireland. The inspiration was simple - a colour palette - but before i knew it I had travelled through 18th C France, Marie Antoinette's tragic life, the rise of the "damage heroine" in modern filmography, concepts of "love lost" and the beautiful art of Shibari.

   

   

 

That should get your tastebuds tingling!

WE'RE A MOTLEY CREW!

So I thought it was about time you met the "mixed bag" that is the Hardcastle Team. Without them I would not have made the progress I have today or have such a positive outlook of the future. Most of them support me voluntarily (well... home-made lasagne does make them putty in my hands) because they believe in the brand. Introducing....

Mr and Mrs Hardcastle (affectionately known as Oavia and Dogga):
Perth, Western Australia

Mum and Dad are my number one supporters. They keep me grounded when excitment boils over, keep me lifted when I wonder "what the hell am i doing?!?" and take my calls at 4am in the morning...

Katie Hardcastle
London, UK

Katie is my cousin and one of my best friends. She's always honest and is the consumer voice in my ear to reign in my designs...she is also my accessories whiz...we discuss what will enhance each collection and she gets designing...at least twice a month persistent banging comes from within my flat...thats Katie...being prodcutive...her first project was the beautiful scarves from "As the Llamera Girl Dances"


Alex Bloomfield
London, UK

Business whiz kid...clearly something I am not...Alex just won a place on the Australian / UK Business Board at just 27. My time with Alex is often comprised of him shaking his head...at my expensive fabric purchases...!! Alex is an integral member of the team if we are to succeed financially. He'll be the one cracking the whip...getting the books in order...and talking the talk around town...

Birute Mulerauskiene
London, UK

Birute is my exceptionally talented seamstress who has been sewing for over 15 years. After launching my first collection, the press commented on the impeccable finish of my garments. They were impressed my the professional finish and craftsmenship of this debut collection. Birute is worth her weight in gold and it's no wonder she has also been picked up by one very established UK Designer (hands off she is mine!!)

C'ARN HARDCASTLE!

 

 

So it has been an exciting couple of weeks in the Hardcastle camp...if you have heard squeals resounding out of Camden recently, that would be why!!

Both Elle and Marie Claire have requested pieces from my SS 2010 Collection for upcoming shoots!!

Elle have requested three pieces for a fashion spread...and wait for it...Marie Claire for their COVER!!! My first thought was...

"Holy shit imagine if it was Diane Kruger...!"

Ok Louise...deep breaths...calm down...the dresses haven't even made the edit yet...

We'll have to see come March.....

AS THE LLAMERA GIRL DANCES...

So even though my blog is in it's infancy...I have been working on my label for approximately 6 months...6 long, hard months...

Back in May of last year I felt like I hit a fork in the road. After months of sketching and dreaming about my label it was decision time...My mum will attest to the fact that I am one of those people that's either in or out...black or white...and I gave myself the weekend to decide...am I ready to put everything else on hold to chase my dream....hell yes!!

So the process began...and accumulated in Hardcastle's debut collection for Spring Summer 2010.


Presenting "As the Llamera Girl Dances"
(on sale from February 2011 - so save your pennies!)

With this collection under my belt my confidence has grown. So now I decide to share with you the journey from now until February 18th-23rd.... London Fashion Week AW 2011! There are many goals I have set to achieve along the way, which I will share in future blogs along with my inspiration and progress of my first Autumn Winter collection.

But for now I would just like to say...
"many thanks to the team who helped the photoshoot come to life!"

Jenni Hare - Photographer
I can't imagine using anyone else... I often felt out of my depth...lets face it i was... but you encouraged me to go for it!

Kate Lindsey - Makeup
Who knew there were so many shades of orange lippy?? Flawless....

Adam Bennet - Hair
Top-knot perfection...

Olga Cerpita - Model
The perfect face for Hardcastle... young, fresh and fierce!!

Do You Speaka-my Language?

In 2008 I moved to London with the ambition to launch a fashion label that was emulous of the relaxed approach of modern Australia. Working previously as an Art Director/Graphic Designer within the fashion industry my aim was to utilise my current skill set to launch my debut Spring Summer Collection that exhibited interesting colour combinations, clean graphic lines and the spirited Australian ethos.

All that said...I have a tough road ahead of me...

"So when did you graduate from Central Saint Martins"

"errr...I didn't" *Perplexed Look*

"So where have you interned...McQueen? Comme des Garçons?"

"errr...I haven't" *Perplexed Look*

"So who are your sponsors?"

"errr...umm... I have none" *Perplexed Look*

Ok so I don't follow the trend. I don't have a pedigree education and I don't have unlimited funds to support my dream. But you know what I kind of like it that way. I still work full-time as a Graphic Designer and this is my second job. One day I hope this can be a full-time project. But until then it's head down, bum up and to my friends and family...sorry we'll catch up in two years time...

So listen UK Fashion industry...make room...there is a new kid in town and I come from the land down under...you know the rest!