It’s almost non-stop for Richard Emden and his amazing team at Bracher Emden, since our last communication back in December Bracher Emden have been working very hard on some more fabulous designs for the SS12 collection. (now launched online)
The image above showcases collaboration of designs with Jean-Pierre Braganza and if we take a closer look you can see exactly why this collaboration was so spectacular…
Jean-Pierre Braganza and Richard Emden both share a keen eye for the female shape as well as both being inspired by comics, science fiction and futurism. ‘Bracher Emden’s signature style is all about structure and 3-dimensional shapes. We never venture far from this; even our soft day bags include an element of structure, in their appliqué or shape’.
In December I remember Richard saying ‘I have always had a passion for anything futuristic, and SS12 has been the best time to let this lead my designs. Futuristic trends and geometric shapes are huge right now’ and it seems this trend is expected to continue into the future. Last season saw the launch the Geo Tote & Geo Clutch with appliquéd geometric layers of leather ‘I’ve always been inspired by comic books, HR Geiger, anything Sci-Fi & futuristic, so when I saw the ‘geometric’ trend returning I jumped on it’.
This years London Fashion Week also saw the Bracher Emden brand collaborate with Bora Aksu whose work has been described as dark, romantic and elaborate. I love Bora Aksu and Bracher Emden so to see them collaborate is an exciting moment.
Perhaps you’re wondering how these collaborations came about… Bracher Emden is a reasonably small, independent brand, a proud British label that have managed to stay successful throughout the past ten years in the Fashion industry. ‘We wanted to extend our designs and products to different markets, and the best way to do this was through the collaborations’. Bracher Emden has their own design and production team as factories won’t touch their products, ‘our bags a very detailed and must be handmade individually , so the process is rather drawn out. I usually make several mock-ups of each design to test the shapes and sizes, and then when they are perfect, we will produce the final sample’.
As Bracher Emden has its own design and production team it is able to work closely with each designer in producing a bag specific to their collection. Richard Emden can test and try all kinds of designs and materials allowing him to extend his design skills and inspiration.’We chose these designers because, one, they suit our brand. Jean-Pierre’s structure and geometric print and Bora’s dark romantic elaborate designs. They are both extremely talented designers. We also wanted to support London Fashion Week designers. They have both been a dream to work for, despite the tight deadlines and last minute dramas!’.
London Fashion Week was a very busy time for Bracher Emden and so it should be after all the hard work and efforts that goes into showcasing new designs. It isn’t just a day job, the team are working through the nights to make sure deadlines and high standards are met. Richard Emden managed a half an hour break before returning to the hard work ‘the catwalk shows were amazing, and once the designs had been sent to each designer, I could sit back and watch the show, for atleast half an hour and then I was back to designing the new styles for our AW12 mainline’.
Bracher Emden has an extremely efficient, creative and effective in-house press and marketing team working their magic behind the scenes. ‘They dream up ideas each season (e.g. the taxi service) and plan every detail in time for the shows. It’s all been pretty organised in the run up to London Fashion Week’. The taxi service was to offered editors during London Fashion Week, which was ‘Bracher Emden’ branded and offered a goody bag inside. Editors could go from show to show stress free!
Tala Elle Samman founder of the amazing ‘My Fash Diary’ was one of Bracher Emden’s honored bloggers to be picked up by one of these fantastic cabs ‘The Black cab was adorable… it waited for me with a big sign saying ‘TALA’ from my pick up points’. Please visit Tala’s post to find out more on what was in the cab!!
‘We were really busy this London Fashion Week, which was great! Preparing the taxi was probably the most stressful for our team as they had to deal with the logistics of it all, whilst also being at the show!’. In addition there were the usual touch ‘n’ go moments like materials not arriving in time, tight deadlines and working through the night to get the amount of bags needed for each show. But this is a normality now, and the team are all used to it at Bracher Emden!
Most recently the Bracher Emden team have been enjoying the Paris Fashion Week but still very busy selling products to stores at Premiere Classe. Twitter and Facebook have been sharing their positive experience ‘J’adore Paris’!!
Obviously, the catwalk shows for JPB and Bora Aksu were the highlights at Bracher Emden as well as the great feedback from all of the press (an exclusive with Grazia daily, Elle.com tweeting about the taxi along with the millions of comments on their bags). There were a few other favourite designs that caught the eye of the Bracher Emden team and surprisingly one thinks, geo-metric and futurisitic!! So please do check out the Bracher Emden blog for an interesting read and fab images.