Edward Finney Spring/Summer 2012

By Diana KAKKAR, Editor-at-Large

October 1, 2011, [London] - When I first learnt the word "Design Process" in my fashion school, I was a little upset.

The reason I decided to move on from my world of Economics to the "oh-so-frivolous" world of fashion was to break away from the barriers of processes, and methods!

Well, the ghost followed me there too, but soon I realized how important this "PROCESS" was.

It almost was standardization in itself.

My belief in it was reinforced when I met Edward Finney, a Central Saint Martins graduate, who has an impressive profile with an experience working with late Mr. McQueen, and Chittlebourgh & Morgan,Saville Row, and finally earning himself his due share as the Assistant Menswear Designer to John Galliano for the self admitted "4 best years" of his life.

Edward's design process is simple and works beautifully for him. An ardent reader, Edward chooses a muse, quite often out of the biographies he reads, usually a woman who inspires him with her strong character and persona, and in return Edward returns the favor by researching her life more, which gives him his details, the color story, the fabric board, all in all, his complete collection, which boasts of its excellent quality, and finishes.

"I like to design 3D more than 2D!The fact that I know how to cut my own patterns helps me change my design as I go along, and not restrict myself to what I drew on the page a few hours ago", says this Hertfordshire born designer, before adding "All the products are made in Britain, and everything is hand finished which gives the collection the premium look, I hope to epitomize with my label".

If his Spring/Summer 2012 collection could speak to me, it would ooze out one word...well two actually ' Bespoke Tailoring'.

"My experience as Assistant Menswear Designer with Galliano taught me a lot, about the fabrics, the cuts, the material and finishes, and I would be silly not to use all that learning. I rather work with fabrics I am confident of, and insist on working with the best fabric I can lay my hands on!"

The glamorous Alice de Janze is Edward's muse for SS12/13, and he has yet again translated Madame Janze's glamorous flapper style into his collection.

His usage of Tartans and dark colors have highlighted her seductive and notorious days in Kenya, while ensuring her eminent presence in that era prevails in his collection with special focus on drop waist seams, and how your eye is tactfully guided to the waist through beautifully shaped cutouts and immaculate usage of boning in the strapless dresses.

Well our tete-a-tete had to be wrapped as Mr. Finney was in the midst of organizing a fashion flash mob soon showcasing his "Bleeding Dress", which has also been featured on his video, directed by Briona McArdle.

To say the least from the pictures, he did leave a mark, and he is definitely a designer to look out for next season.

You can see Edward's works on his website: www.edwardfinney.com. All photos are courtesy of Edward Finney.