St Albans Fashion week prep is well underway

St Albans Fashion Week 2015

St Albans Fashion Week 2015 - Credit: Archant

St Albans Fashion Week (SAFW) is back in the autumn with new events, a new extra catwalk show, new models and an exciting new look.

St Albans Fashion Week 2015

St Albans Fashion Week 2015 - Credit: Archant

The 2015 event, which is supported by the Herts Advertiser as media partner, takes places between October 26-31 and preparations are already well underway.

To find the perfect look for this year, SAFW founder and organiser Ellena Ophira ran a competition inviting anyone passionate about design and creativity to design a new logo. The prize was a work placement with local graphic design agency The Collective; the opportunity to help develop the rest of the SAFW 2015 graphics; and the prestige of having their winning logo on all SAFW 2015 materials, digital, online and in print.

The competition received more than 50 entries and, Ellena and Matt Bigg from The Collective eventually selected a design by St Albans-based illustrator Jen Roffe.

Ellena said: “I’m always blown away by the talent and creativity of people in St Albans and the surrounding area and this competition didn’t disappoint. The entries were of a very high standard and I’m thrilled that so many people wanted to be involved.”

St Albans Fashion Week 2015

St Albans Fashion Week 2015 - Credit: Archant

The winning design features the St Albans skyline, including the iconic cathedral, running along the top of a bold, dynamic logo. The image was considered to embrace the city’s heritage and be symbolic of everything SAFW represents – fashion, style and pride in showcasing St Albans as a beacon of excellence.

Retailers, including The Dressing Room, Galio Jewellers and French Connection, have already started displaying the logo in their windows.

Ellena said: “I just love Jen’s designs. I couldn’t be more pleased with our new look. I was already a fan of her work, having seen it in the gift shop Raindrops on Roses, and am so excited to roll out this style and her creativity across all our materials this year. We’ve never had a proper identity before and now we do! Watch out for it all over town in the lead up to SAFW.”

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Matt was equally enthusiastic about the new look. “I really liked Jen’s designs. The style she created for the logo will give SAFW a very strong brand and visual identity.”

St Albans Fashion Week 2015

St Albans Fashion Week 2015 - Credit: Archant

He added: “I’m excited to be working with the SAFW team. It’s a great event for St Albans and it’s been exciting to see it grow from year to year. I’m a big supporter of St Albans and anything that showcases what we have on offer, so I’m excited to be working closely with the retail community this year.”

Winner Jen said: “It’s really exciting to have won and be part of a dynamic and high profile event. I entered the competition to give me the opportunity to design something different. I’ve been working on a modern brush lettering style, which I thought would be perfect for bringing a modern edge to the SAFW logo. I loved working the design through with the graphic design team. Seeing my design displayed online, in brochures, newspapers, in shop windows and, ultimately, at the Abbey catwalk show makes me very proud.”

Runner-up Bertie Cloutman, a design student from Oaklands College, also received a week’s work experience with The Collective design agency.

The logo isn’t all that’s new this year at SAFW. More details of the exciting new events will be released soon, but in response to demand, this year’s SAFW will offer two catwalk shows at St Albans Cathedral rather than one.

As always, the city of St Albans will be filled with fashion and beauty events during the week, culminating with Super Shopping Saturday on October 31.

Retailers are invited to share and take part in the week-long celebration. This could be in the form of a pop-up shop, in-store event, special offer, masterclass or something fresh that’s never been done before.

“We’d like to invite all the retailers to get involved,” added Ellena. “You can still be an important part of SAFW, even if you’re not in the catwalk shows. Please get in touch – we’d love to hear your ideas.”

To take part, click here or email