CLOUD MAGAZINE

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C L O U D M A G A Z I N E

ISSU

E 1 \ SPRING SUMMER 2013

JESS

ICA

TSHO

UKAS

AMINA MARTUCCIANNABEL MAY OAKLEY WATSONEDUCATE ELEVATEFABFEM FASHIONJASMINE FURELIDKINGDOM CLOTHING

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ISSU

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RING

SUM

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2013

CO

NT

RI

BU

TO

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JASMINE FURELID

EDUCATE ELEVATE

FAB FEM FASHION

ANNABEL MAY OAKLEY WATSONpage 7.

page 10.

page 4.

page 14.

page 9.

page 19.

page 17.

AMINA MARTUCCI

KINGDOM CLOTHING

CLOUD ADVERTISING

For my final major project this year I was given the chance to create a magazine. I thought about it for a while. What could I create? What did I want to communicate to people. How would I combine different art forms. For once I was given the freedom to create something through my own brief and I was lost. I created a ‘cloud’ as I call them. I think the names mind map now but because everything has to be politically correct I decided ‘cloud’ wouldn’t offend anyone. Getting back to the story, I drew a cloud and started jotting down THINGS that I LIKED. The boring combination of those two words is as far as I got with how all these words that were visible on my paper would appeal to a grand idea. I stopped writing and decided to just think in my head. What is there a lack of? What do people always moan about?What’s my reason for not wanting to know what’s going on in the world through the news but having to in order to stay educated? I then began to think about negativity. What was negative on the news? I started to think about the usual wars and conflicts that were going on worldwide and then began to think about why this was happening. With every problem is a root. I asked myself what small scale ‘war’ could be prevented. I then began to think about crime among the youth in the U.K. I began to think about gangs and their wars and all the stereotypes that surrounded it. I began to think about the truth behind it and what the media surrounding it. I then took a new sheet of paper and made two lists. One list of positive stories regarding youth I could remember within the media and one regarding negative stories. I was finally able to create my brief:The media has always put a negative spin on my generation. I want to create a magazine that acts as a showcase of people within my generation who are making productive use of their lives through their own creativity. Young people communicate virally, through social networking, blogging,instant messaging and events. Using the same channels that young people use as communication platforms I’m going to gather a group of creative individuals that will feature within a magazine. As well as this I will use these platforms as research methods and in addition, traditional resources such as museums, libraries, the internet and the city I spend most of my time in (London), to compile a showcase of positivity.

After a load of tweets, Facebook messages, emails, phone calls, texts, trips, visits and interviews I found my Special Six feature for CLOUD MAGAZINE. I hope all readers enjoy the magazine and take their time to appreciate the people who feature within it. I want to give a special thanks to all my features. One common theme among them is dedication and determination. I’ve been taught by these guys that what you put into something will affect the final product that you create for yourself.

This issue is all about the creative idea generation. I can’t thank everyone who contributed to CLOUD MAGAZINE enough for all the help and hard work that was put into producing this final product.

ENJOY!

Positive Vibes from the editor,RACHEL ABEBRESE

ALICE STORRAR

AMINA MARTUCCI

ANNABEL MAY OAKLEY WATSON

ANUSHKA INDIA BATRA

CHARIS JAID

FAB FEM BRAND AMBASSADORS

FAITH MILTON

JASMINE FURELID

JASPREET KAUR SURI

JESSICA TSHOUKAS

KEVIN ADOM

NOO RIDINGS

SUZAN SELÇUK


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ECCLESIASTES 11:4The Message

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One of my favourite artists is Etta Bond. An added bonus to her talented self is the way she puts clothes together. I found this brand through Etta Bond and fell in love. Educate Elevate appealed to me a bit more than ‘comme des fuckdown’. On my 19th Birthday I thought rather than splashing my cash on rags, why not spend some of it on some meaningful clothing. I ordered my jumper and after receiving a personal message inside and a brief paragraph behind the name I thought to myself, this is probably the most meaningful thing I’ve ever purchased. I took a bit of an interest. Growing up I watched so much MTV. My Mum has always loved music and my memories contain the sounds of the 90s. Cleaning up to TLC every Saturday morning, watching SWV on swings and wearing dungarees describes my life for a few years. This brand is inspired by my childhood. Educate Elevate took a risk away from the clones of my generation and created a brand inspired by 90s music videos. Its great for me to see people within my generation spilling in creativity. With a range consisting of 90s vintage and modern clothing with a vintage twist, their work should be applauded by all us 90s kids. Early blogging from Suzan Selçuk the stylist within the brand describes them as a mix between TLC’s Ain’t Too Proud To Beg video and off the set of Spike Lee’s Do The Right Thing. The team is formed from 3 different heads. The business minded Faith Milton, the graphic designer Noo Ridings and the stylist Suzan Selçuk. To suit yourself in this graphical clothing visitwww.educateelevate.com

Nostalgia…http://educateelevate.tumblr.com/

Rachel Abebrese

We Miss The 90’sLike real bad. We wanna see girls looking like they stepped straight outta TLC’s Ain’t Too Proud To Beg video. Girls that make baggy clothes look sexy. Guys bringin a lil of that Fresh Prince multicolour vibe to the rainy U.K. Basically we wanna time travel back to 1991, or raid the wardrobe on the set of Spike Lee’s Do The Right Thing. Not to much to ask, huh? Unfortunately time travel hasn’t been invented yet. So we had a thought. Why not set up a clothing line selling 90’s inspired clothing and the best 90’s vintage pieces we can find? We hand picked our favourite pieces to bring straight to you, and came up with a killer brand logo & image to represent our ethos.“Educate the Mind, Elevate the Grind”To put it simply, the more you educate yourself about the world and your surroundings, the higher chance you have of achieving your dreams. The easiest way to EDUCATE and ELEVATE yourself is to be CULTURED. Appreciate things that are different. Embrace change. Learn about the world. Listen to music in another language. Make a friend from another country. Enjoy multiculturalism. By EDUCATING YOUR MIND you will in turn ELEVATE YOUR GRIND. How boring would the world be if we were all the same anyway?

Educate Elevate

AGE AIN’T NOTHIN BUT A NUMBER, SO WE RELIVE THE 90S

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E D U C A T E E L E V A T E . C O M

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1. HOW WOULD YOU DESCRIBE DAY TO DAY LIFE AS A DESIGNER AND HOW HAS THIS CHANGED SINCE YOUR GRADUATION?My normal day pretty much evolves around knitting. There’s always something to do, I’m always working on lots of projects so its hard to find time for myself! But since my graduation I have had lots of freelance work, working on shoots, making bespoke pieces and collaborating with other designers.

2. WHAT WAS YOU CAREER PATH?I’ve always wanted to do designing from a young age so I’ve always worked towards it. Its important to stay connected so I like to do internships, making sure I attend big shows like London fashion week as it is good networking.

3. HOW DID YOU CREATIVE JOURNEY BEGIN? HAVE YOU ALWAYS WANTED TO BE A DESIGNER OR IS IT SOMETHING YOU FOUND YOU WERE SKILLED IN LATER ON DURING YOUR EDUCATION?I’ve always been into design from a young age. I started designing at 14, by starting my own online shop designing t-shirts. I was brought up in a very creative family so the creativity is in my blood. It was when I went to college to study fashion textiles that my skills developed and my love for design blossomed.

4. WHAT ARE YOU FAVOURITE DESIGNERS AND WHERE DO YOU LIKE TO SHOP? I’m more inspired by everyday people than designers. But if I had to choose a designer one of my favourites have to be Louise Gray. I love Her latest collection shown at London Fashion Week. The layers, the mismatch of geometric prints, colours her work is fun.As for shopping, I mostly only shop in charity shops or wear my own clothing. I love hunting through the miles of jumbled rails looking for that one unique piece. It’s so rewarding when you do find a top bargain!

5. HOW WOULD YOU DESCRIBE YOUR OWN STYLE?unironed, mismatch and thrifty

6. IS ETHICAL FASHION SOMETHING THAT IS IMPORTANT TO YOU?Yeah of course! Ethical fashion is becoming the way forward, I think its cool to be socially and environmentally conscious in terms of design. Being Vegan I like to use Vegan-friendly fibres, my latest collection was purely made from cotton yarns. When the majority of people think of Vegan clothing instantly think bland and boring. It’s the total opposite and I wanted to show through my work that it can still be colourful, fun and fashionable.

7. HOW DO YOU DESIGN, WHAT ARE YOUR INSPIRATIONS?Before I start any collection I always like to create a sketchbook, jotting down ideas, designs, basically creating a mood. I take it everywhere with me, using everyday life and scenes as inspiration. I find it easier to work from a concept and gradually build up ideas for a collection. My look book will always be a reflection of my sketchbook.

8. WHAT ADVICE WOULD YOU GIVE TO YOUNG BUDDING DESIGNERS?My advise is to always stay connected with creative people and its is important to stay true to your designs and be confident with your work. As it can be such a negative industry.

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QUESTION TIME WITH

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On Saturday 30th March I met up with the Stylish Stylist herself, Jasmine Furelid.Straight away when I saw Jasmine it was clear to me that she stood out as a stylist. This unique style is what I believe captures some of the artists that she was worked with.Growing up in Sweden, Jasmine moved to London and began her journey. Jasmine says that one of the reasons she likes London is because it shaped her and made her feel comfortable with who she was. There are so many different styles in London that people just don’t care. Jasmine worked her way into the industry by starting small and building contacts along the way. Key things that she mentioned to me was that it was important to be passionate about your talent, willing to work hard, have patience, be determined and be prepared to work hard because styling is not always as glamorous as it looks.

Tips that I want to pass on that I learnt through Jasmine for budding stylists are:

• Not to follow trends but to get inspired from everything around you

• Its good to use social media as a tool to advertise yourself

• Stay open minded• See your goal and be determined

to get there without over-thinking the journey.

• Stay focused• Most important of all, WORK

HARD!

I would recommend Jasmine Furelid to anyone looking to stand out with their styling. It was a great pleasure to spend the afternoon with her and browse around Brick Lane. Be sure to also check out Jasmine’s hair tutorials on SB.TV and follow her on Instagram @jfstylissimo for some cool photos.

SHOES: YRU

TROUSERS: WILSON (VINTAGE)

JACKET:EBAY

TURTLENECK:EBAY

THE STYLISH STYLIST

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EARRINGS AND RINGS: BEYOND RETRO, PRIMARK, GIFTS

WATCH: CASIO (EBAY)

BELT: TOPSHOP VINTAGE

NECKLACE: DIOR (HARRODS) AND CUSTOMISATION ON EBAY

d facebook.com/jasmine.furelide @JFStylissimok jasminefurelidportfolio.tumblr.com

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I love OLD. Black and White grainy films that bore me but captured actor’s creativity back in... whenever. Mixing paints a couple of years ago from black to grey to the lightest grey. Adding a dab of white each new shade. Adding black to white to change the tones of block colours.The Nineties.

The Calvin Klein Ad’s that stripped away the make-up from the models and just sold the clothes. No colour. Realism. Black and white in relation to race, I remember the rotating heads in the Michael Jackson video as a child. The SCREAM video.

I remember learning to play the keyboard, reading the black and white keys. Playing keyboards. Listening to electronic sounds. Grime Music. Listening to Dizzee Rascal in clothes designed by Kesh. Visualising Photoshop on Skepta’s Somebody’s Everything video.

My aim one day is to wear black the majority of the time shouting all the semiotics behind the colour without concern. White is pure and will always be. Cloud are floating pieces of Cotton I could stare at forever.”

Photography ANNABEL MAY OAKLEY WATSONStyling RACHEL ABEBRESEModels ANUSHKA INDIA BATRA JASPREET KAUR SURI

PHOTOGRAPHY

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Annabel is a Press and Editorial Photography Undergraduate at Falmouth University. The shoot was photographed by Annabel. It was great to see her skills first hand for the first issue of the magazine and I look forward to working with her for future shoots.

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FabFem is a female empowerment movement based in the UK. The journey first started in late February 2013, by founder Charis Jaid. FabFem aims to have many sectors to the brand including fashion (clothing, shoes and accessories), beauty, hair, health and fitness, blogging, motivational speaking, young entrepreneur advice and more! The brand is very female dominant in regards to the team and audience. FabFem stands for Fabulous and Feminine – two things that enhance powerful women and this will be reflected in our sectors. FabFem will be working alongside charities and organisations for women - dealing with rape, abuse, pregnancy education and unemployment. They will be holding events with these organisations showcasing talent, fashion and panel speaking.

A couple of weeks ago I was fortunate enough to be invited to the first FabFem Brand Ambassador Meeting where I had a chance to meet Charis Jaid the founder of the brand along with her team of ambassadors. The turnout of people that came to the meeting was a clear indication to me of the power and teamwork that was behind this brand. Each member of the team had a different creative quality. As Charis said herself, it was great to see young women working together for a change.

Keep track of FabFem by following their Instagram page @fabfem.

Charis Jaid FOUNDER OF FABFEM

FEMALE EMPOWERMENT MOVEMENT

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WITH THE HELP OF THE YEAR 1 GRAPHIC DESIGN STUDENTS FROM THE FASHION RETAIL ACADEMY, I CREATED AN ADVERTISING CAMPAIGN FOR THE MAGAZINE. THIS SHOOT WAS INSPIRED MAINLY BY THE PHOTOGRAPHY OF JUERGEN TELLER. AFTER VISITING HIS EXHIBITION RECENTLY AT THE ICA, I LOVED THE WAY HOW REALISM WAS USED TO PHOTOGRAPH AND ADVERTISE HIGH FASHION BRANDS AND MODELS.

MODEL JESSICA TSHOUKAS WEARS NIKE AIR MAX 95, GOLD LEGGINGS FROM PRIMARK, GOLD LIP TRANSFER FROM CLAIRE’S ACCESSORIES, CROPPED T-SHIRT FROM TOPSHOP, VINTAGE RINGS, WATCH FROM MICHAEL KORS, FRILLY SOCKS FROM AMERICAN APPAREL,NECKLACE FROM TOPSHOP.

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RESIDE IN THE KINGDOM

Kingdom Clothing is a self made brand conceived by creative fanatic KEVIN ADOM. Kevin answered a few questions for CLOUD MAGAZINE.

1. IN RELATION TO THE PRODUCTION OF YOUR TEE’S. WHAT IS THE PROCESS YOU GO THROUGH FROM DESIGN TO THE ACTUAL PRINTING OF YOUR DESIGNS ONTO SHIRTS?When it comes to designing I’ve normally had a rough idea of what I want to create and this would come from just being outside and seeing things differently for the first time, whether it would colour palettes a mint with a white. I’d then go and create a rough sketch and depending on how passionate about the design it could take me a few hours to create or maybe a few days it really does vary. I feel like working with a black or white based tee allows for a much more wider space to be creative rather than different colours because you then have to work around the right combination. This isn’t necessarily a bad thing I just feel that it doesn’t work for me.

2. WHAT DO YOU USE TO DESIGN THE PRINTS?I normally use Photoshop or Illustrator for my designs.

3. WHEN TRYING TO OUTSOURCE A PRINTING COMPANY WAS IT HARD TO FIND SOMEONE THAT WOULD PRODUCE THEM AT A CERTAIN QUALITY?I would say so as when I first started I wasn’t sure what to really expect but luckily enough I found a local one which I’ve been using for a few years now that provide a very high quality print.

4. WHO DID YOU CHOOSE TO PRODUCE YOUR SHIRTS, IS THERE A REASON YOU CHOSE THEM OVER OTHER COMPANIES?I felt as if there wasn’t that many brands that I connected to and basically thought I could create my own that I could wear for myself, and give to a few friends. It never really was my intention for it to expand the way it has but I’m very grateful for that and I’m looking forward to see the growth that’s about to occur in the coming months and years.

FOR MORE INFO ON THE BRAND AND TO PURCHASE SOME KINGDOM CLOTHING BE SURE TO VISIT THE KINGDOM CLOTHING WEBSITE: resideinthekingdom.com

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IF YOU’RE A CREATIVE BEING BETWEEN

THE AGES OF 16 AND 30 AND COULD

SEE YOURSELF FEATURING WITHIN THE

NEXT ISSUE OF CLOUD MAGAZINE,

PLEASE GET IN TOUCH AND LET US

KNOW WHAT YOU’RE ABOUT. CLOUD IS

ON AN ONGOING SEARCH FOR MODELS,

DESIGNERS, ARTISTS, MUSICIANS AND

ANYONE INVOLVED IN THE CREATIVE

INDUSTRY.

CLOUD IS ALWAYS OPEN FOR POSITIVE

FEEDBACK AND CONSTRUCTIVE

CRITICISM.

R A C H E L A B E B R E S E @ H O T M A I L . C O M


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