It’s been a ‘when’ question for several seasons now: ‘when will fashion week invites start coming with Twitter and Instagram handles as standard?’ Many do, of course, but it’s not yet to the point of the norm.
That the SHOWstudio / Machine-A look book images arrived with a credit list, complete with nine Insta monikers, pretty much tells you how on point Nick Knight and Stravos Karelis – founder of the former and director of the latter – and their teams are; these are people who know the language of both their collaborators and would-be buyers.
The images, above, of the “Machine-A edited collection of clothing and accessories from stand out emerging and established brands” (SHOWstudio’s initial e-comm platform dealt predominantly in one-offs, artwork and fashion artefacts, now it partners the London boutique), were shot by some time Clash photographer Sam Bayliss-Ibram and styled by his long time collaborator Jayson Hindley.
Former assistants to Matthew Josephs, the pair are part of a new guard within the industry whose trajectory is increasingly digital and strictly authentic; working almost exclusively with streetcast models – many of them friends – their work explores and celebrates diversity.
Photographer: Sam Bayliss-Ibram - @sambaylissibram
Stylist: Jayson Hindley - @jaysonhindley
Hair: Sophie Harris - @sophieharrishair
Make-up: Bunny Goodchild - @ima.bbygirl
Nails: Chani Ra Layzell - @princesschanira
Models: Nazifa @oumraoumra, Kami @kamixlo, James @semajjjjjjjjjj, Blaze Kidd @blazekiddgram