Self-styled wild and wacky agency Electronic Media Relations wants to get out there and kick butt, according to its boss Darren Adler.
“We’re sick and tired of the way people seem to think in the UK; it’s so boring. Designers just follow trends,” says Adler, who emphasises that he is running a serious organisation.
His latest extravaganza was a Fabric Free Fashion Show in London last weekend, featuring the designs of first year fashion students from all over the country and abroad. The brief was to design a garment out of credit cards, while ordinary-looking people modelled the outfits – you can be a star without being “bloody wafer-thin”, says Adler.
Apparently, some students melted the cards down, which gave them a furry appearance. Others subtly stitched them round hems. They were even crafted into bikinis.
The Abbey National donated credit cards designed to be soft and malleable, and proceeds went to the NCH Action for Children charity. Staging and scenery was done free by London’s Egg Design.