Fred Butler at Ella Dror PR Press Day

Fred Butler's new collection 'Incandescent Meta-Morph-Incessant' was one of many designers AW11 pieces on display at Ella Dror PR's Press Day, held at St Martins Lane Hotel. The recently formed Ella Dror PR is now home to perhaps some of the coolest emerging talent in the industry, including Piers Atkinson, Craig Lawrence and, of course, Fred Butler. Seeing Fred's work up close was very exciting - the level of detail is immense, and it suddenly dawns on you that each of these pieces has been folded and sculpted by hand. It is so refreshing to see someone who is unashamedly excited by colour! I love this ear detail: I think these were bangles: Fred told me that these shapes were her mood boards, which sort of makes perfect sense!: Bodice, crown and goggles, made for her lovely fashion film from this seasons London Fashion Week:Fantastic! The Press Day was buzzing, which probably had something to do with the fact that so many exciting designers pieces were grouped together in a single room! www.elladrorpr.com

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