Lazy Oaf’s Gemma Shiel talks us through her AW14 collection, think Video Killed the Radio Star meets 90’s computer ephemera
Talk us through the starting point for AW14
I always start with a massive mood board of images that I paste all over the walls of what I call my creative hut. It was the same for AW14. Quite often there isn’t a specific theme, but things start to make sense when I put them together, for example a clear colour palate or there may be a lot of imagery that references make up, which happened this time round. Perhaps I was sub consciously thinking about updating my make up bag! I generally spend a long time staring at this wall of imagery, then I start drawing and writing lists of ideas to work on and develop.
What were the referencesfor this collection?
For AW14 there was a whole array of imagery that ranged from pastel anime and mundane things, like food, make up and soft drinks, to images of terrible computer pixel art and old school Microsoft paint. It’s important to me that inspiration evokes memories and nostalgia for my childhood. In this case it was the idea of getting your first nail polish that smelled like strawberries and eyeshadow that although it was like sludge, was the best thing ever! I also looked at old technology that was new to me in the late ‘80s and early ‘90s. I got very excited about calculators being available in pink as opposed to grey and then MS paint, which blew my mind, whilst frustrating the hell out of me as it made everything square and clumpy. However I did spend a long time messing with it! Music is also a large factor in the feel of the collection, this collection is all about Video Killed The Radio Star.
Why did choose old school computer graphics and stationary?
Old school computer graphics is what I am completely familiar with. This is how I started to learn about computers, being able to be creative with them made them less scary, it’s what I was doing at the back of the IT room at school, not completing that inane spreadsheet! I’m also so ancient that my first experience with photoshop type programmes was MS paint. So all the icons, clip art and tools hark back to my youth. I wanted to put a Lazy Oaf spin on these tool ideas too, I am so over familiar with computer tool bars, I decided that I would really like to mix it up and have a tool option for a pizza slice, and a glitch face.
Why do you think there is a revival of old school computer ephemera right now?
It’s a thing that has changed and developed so much so quickly and is a massive part of our lives. We feel fond for the technology of old, we are familiar with and people can engage with that common theme. I don’t know if I have noticed it lots in fashion so much. But it is hilarious having conversations with people about the first gameboy, the electronic diary and the time before mobiles!
Who do you envisage wearing AW14 Lazy Oaf?
I hope that anyone with a combined old tech/makeup fetish will invest in this range, as it will be right up their street. Failing that, the collection is populated with funny graphics in a killer palate. I will be wearing most of it to sleep, rest and play in.
Check out the AW14 Lookbook: