b store SS12 ‘Inside Out’ Presentation – LFW Day 1

The boys at modern heritage brand b store, designers Matthew Murphy and Kirk Beattie are never ones to do things by halves, and this season was no exception. Taking the fashion week presentation and turning it ‘Inside Out’ they teamed up with visionaries Hellicar & Lewis to create an installation that employs a series of cameras and projectors to transfer the activity of one arena into another, creating feedback loops between the viewer and participant.

As we waited for the delayed start to the presentation outside the grand Georgian townhouse of 33Portland Place, little did we know of the magic being set up inside. Once in we were ushered into one of the four corners of the presentation room, each wall lined with projectors.

To a beating soundtrack by improvisational musician Arthur, as well as music by Dallas Boner, Dave ID and Citizens!, Arthur’s original interactive music system, reacting to movement and visuals, created musical variations as models shifted and shaped freely through their space and across the projectors.

Presenting both womens and menswear collections b store have gone into the wild for SS12, while remaining true to their contemporary yet quintessentially English aesthetic. Models sloped, paused and frolicked in flippy button down sun dresses in muted giraffe print and loose fit blazers with casual aplomb.

B store’s womenswear designer Chloe Struyk debuted with a desert palette of sunset oranges and soft sands against sky blues on tapered pants and loose but tailored separates. Bold African prints are detailed with quilting and corset lacing worn with playful prairie braids and  wedge sandals.

The menswear collection kept its cool pairing preppy plaid and chipper check on crisp shirts and casual shorts. Neutral chinos and finely striped signature blazers are met with pyjama trousers and collared smocks in blue hues and earthy tones.  The collection’s pared down separates are given an edge worn with wild rats tail braids.

With the presentation continuing on a loop throughout the afternoon, the models rotated from the cascading staircase where they were at ease while they prepared to re-enter the installation, which delivered a different experience each time.

For Spring/Summer 2012 b store offers us two cohesive collections that lend themselves to each other with fresh, casual tailoring and exotic prints ready for a wilderness adventure.

Images: MARISSA BAXTER and B STORE courtesy of Village Press