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Louise Gray

Hipsters Chasing Brands

Louise Gray: I think in Colour

Contrary to the monochromatic nature of her last name, Louise Gray “thinks in colour,” with her collections always involving vibrant hues, bold textures and simple shapes. Her most recent collection for Fall/Winter 2011 comprised of graphic tartan, polka-dot and pixelated prints and fringed skirts all in bright block colours and with that pop-arty feel she has made her signature style. It all started at Fashion East for Louise Gray, which is ironic as we are considering her relation to the hipsters of East London.

It seems that Louise Gray could easily have fallen into the category of ‘brand chasing hipster’ however, she managed to steer clear of that with her nonchalant attitude to the hipster culture and her aptitude for making bold decisions regardless of whether they fit into a current trend. Ironically this would clearly be something which attracts hipsters, their nature being to latch onto anything considered original or new at the time. However, Louise Gray’s collections would not fit into the hipster wardrobe. They would like to think so but in reality the kind of hipster we are describing would not wear her garments. This is not necessarily due to budget issues as the Hipsters of today seem to be middle class boys who work in graphics and their girlfriends who work in PR. But they prefer to spend their money on vintage and in charity shops, sourcing the old shirts and colourful jumpers known for being generic hipster attire. For them it’s all about association. London's East End fashion gang has gotten into the habit of tagging Louise Gray as a mini Vivienne Westwood and you can see where they're coming from. Gray, a feisty little Scot with a topknot hairdo, has a quirky artistic confidence that's growing season by season. The Hipsters want to be seen as followers of this new playful yet intellectual designer.

·         contrast is key and Gray reworks traditional stitches and embroidery techniques to create modern folk details and trompe l'eoile effects.

·         Inspired by jenny holzer, dan flavin,