Marques’Almeida Delivers A Lesson On Inclusion In Fashion

At Marques’Almeida’s autumn winter 2018 show during London Fashion Week today, the homegrown label acknowledged something few brands ever do: ‘a responsibility for making fashion inclusive, diverse and relevant for girls and women living today.’

As new parents to a beautiful little girl, it was evident that Marta Marques and Paulo Almeida have been questioning the definition of girlhood. What does it mean in 2018? And, what can it mean in the future? While International Women’s Day (8th of March, put in your diary STAT) may not be for another few weeks, but the designers used their platform to ‘empower generations of girls to do great things and feel represented’, they said.

In reality, this meant projecting a video of their diverse cast of models - both professional and street cast - discussing the concept onto the walls of a set of tunnels monolithic Waterloo's monolithic Station. To the sounds of SZA and Fatboy Slim, they walked out in hopelessly idiosyncratic fashion. With fluffed up curls and glittering gold Mac Cosmetics mascara, their cast of characters represented the label’s signature drive for self-expression. Clashing concepts played to their strengths, for instance, a long-sleeve brocade top was worn with low-slung tie-dye denim and a pair of motocross leather trousers was teamed with a white ruffled shirt. Trend-driving, rather than trend-riding, it was a fresh-spin on deconstructed femininity. As one oversized sweater (designed in conjunction with Louise Gray) stated: ‘Truth + Beauty’ was beautifully championed.

See: The Full Marques'Almedia AW18 Collection

This article originally appeared on The Debrief.