Thursday 17.march 2011

Ellen Loftsdottir Back Stage at RFF: 10 Questions with RFF Lead Stylist & Creative Manager, Ellen Loftsdottir.

1. Who are you & what do you do?
I'm Ellen Lofts. I'm a Stylist/Drama queen/Costume designer
2. What is your role at the Reykjavik Fashion Festival?
My official title is Creative Mananger & Head of Styling - Its' a small production compared to other "fashion weeks" so my role is a hybrid of many roles. I make sure that the creative behind the shows are working towards the same goal basically. I'm also responsible for the visual communication on the promotion side.
3. What is your creative vision for the Reykjavik Fashion Festival?
Its High look, creative budget - its diverse but also unique. What I really want it this festival to have an Icelandic feel and not try to mimic the other fashion weeks.
4. Which shows are you responsible for styling?
I interview each of the designers and we go over their creative vision for the their show. From there we help support them however we can. This could be styling, or simply coordinating their team.
5. Who are some of the people working on your team, and why did you choose them?
The reason why I enjoy doing this is because I get the privilege to work with a lot of great talented people. The reason that they are all working on this project is their passion for Icelandic fashion and care for the future of this important export industry. You can't get better people to work with.
6. How would you describe the fashion scene here in Iceland?
Adhoc. Friendly. Young. Competitive
7. What makes Icelandic designers different from other European designers?
They live in Iceland, with sparse resources, so they have to work harder and be more innovative I think on all levels of production and promotion.
8. Which label are you most excited to see?
This is like asking, "Which kid do you love more than the other?"
9. If you had to pick one item of clothing that is an Icelandic fashion staple what would it be?
It would be the Lopapeysa - hands down the most iconic piece of clothing from Iceland.
10. What are some things foreigners visiting Iceland for the Reykjavik Fashion Festival should be sure to pack?
I recommend you check weather.com as I have no idea how the weather will be. It could be spring or it could be summer weather. Don't pack your flip flops that's all I can say!

ellenloftsdottir.com

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